Effective Shopper Marketing: Setting Objectives, Targets, and Changes in Shopper Behavior for Campaign Success (201) (Virtual) | School of Marketing | ANA

Effective Shopper Marketing: Setting Objectives, Targets, and Changes in Shopper Behavior for Campaign Success (201) (Virtual)

Identifying the Objectives, Targets, and Behavior Changes That Drive Successful Campaigns
Effective Shopper Marketing Mastery Program 201
(Virtual Half Day Workshop)

Pre-requisite: ANA Effective Shopper Marketing 101 (or equivalent knowledge)

Virtual Workshop Description
Shopper Marketing is more than just tactical approaches to boosting sales using coupons and the like. It is a powerful marketing communication discipline that drives Shopper Behaviors for a desired outcome.

In fact, when properly executed, Shopper Marketing is THE discipline that formally allows sales impact activities (even short term) to be aligned with brand strategies for long term brand building purpose.

For Shopper Marketing to deliver its full potential and power, it is critical to have the proper foundations in place by selecting the “right” shopper marketing objectives on the “right” shopper target and with the “right” expectations for shopper behavior change. Without the right foundations, a campaign can lose direction or focus and end up trying to achieve too many outcomes, or the wrong outcomes, or worse--end up being everything but a Shopper Marketing campaign.

In this workshop, you will build upon your first exposure to the 9-step Shopper Marketing Planning Process (from the Effective Shopper Marketing Workshop 101) by digging deeper into the planning steps to develop Shopper Marketing objectives, Shopper Targets, and Shopper Behavior changes that work.

You will learn:

  • How to formulate effective Shopper Marketing objectives that are shopper-focused, completely relevant to your shopper challenges and fully aligned with your marketing objectives & strategies
  • How to select the Shopper Targets that will be the most appropriate to focus on to help you achieve your objectives
  • How to set the most pertinent Shopper Behavior changes needed to achieve your objectives on the selected Shopper Target.

Shopper Marketing professionals and educators will facilitate this engaging, interactive, practice-driven workshop. In addition, as co-authors of a book on this subject, they have surveyed the Shopper Marketing industry to develop a clear step-by-step planning process to align Shopper Marketing with Marketing and develop effective Shopper Marketing campaigns.

This is the second installment in the ANA’s six-part series “Effective Shopper Marketing Mastery Program”, where participants learn skills and knowledge necessary to excel in the competitive retail landscape. In this installment, participants build on the skills acquired in Effective Shopper Marketing 101 and now learn how to analyze shopper insights, segment target audiences, and develop powerful marketing strategies that drive engagement and revenue.

Virtual Target Audience
Marketing coordinators, managers, and directors (in charge of Shopper Marketing) struggling to formulate objectives and targets that are shopper behavior-focused and brand-aligned.

Marketing management executives overseeing Shopper Marketing efforts – especially those needing deeper understanding of the differentiation between shopper marketing objectives & targets from traditional brand or sales objectives & targets, or the justification and value of such differentiation.

Any marketing professionals with a basic understanding of Shopper Marketing that are struggling to convert consumers into buyers, prove ROI, or grow brand/shopper loyalty.

Virtual Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and improving marketing ROI.

After participating in this virtual workshop, attendees will be equipped to:

Improve marketing effectiveness by:

  • Learning how to develop appropriate and effective Shopper Marketing objectives, Shopper Targets, and Shopper Behavior changes that will drive short- and long-term profits

Increase marketing efficiency by:

  • Ensuring that the campaign is focused on the most appropriate Shopper Marketing objectives, targets/ personas, and expected changes in behavior
  • Identifying and leveraging consumer and shopper data to formulate effective shopper personas

Improve marketing ROI by:

  • Understanding how to use appropriate targets, objectives, and changes in behavior to drive short- and long-term results/ revenue
  • Aligning Shopper Marketing and Brand/ Product Marketing for an optimized combined impact on business growth.

Download the full agenda here


  • Jean Marc Rejaud

    Accomplished marketing executive and consultant, Jean Marc Rejaud is a Full-Time Professor and Assistant Chair in the Advertising and Marketing Communications Department at the Fashion Institute of Technology where he teaches and researches new trends-best practices in Shopper Marketing, Fashion Marketing, Digital & Social Marketing, and Global Marketing.

  • Renee Azoulay

    Renee is an Adjunct Assistant Professor at Fashion Institute of Technology teaching shopper marketing, research methods in integrated marketing and direct marketing. “Converting Shoppers to Buyers” the textbook she has co-authored is in use at FIT.