Effective Shopper Marketing: Setting Objectives, Targets, and Expected 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 workshop is the second installment in a six-part series entitled the “ANA Effective Shopper Marketing Mastery Program”.


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

 

trainer

Jean Marc Rejaud

Founder, Focus Marketing

Accomplished marketing executive (American Express and L’Oreal) 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 (New York City) where he teaches and researches new trends-best practices in Shopper Marketing, Fashion Marketing, Digital & Social Marketing, and Global Marketing.

Professor Rejaud is also a sought-after presenter and educator, with teaching and speaking assignments in the U.S., Asia, Latin America, and Europe on topics like Shopper Marketing or Global Marketing. Professor Rejaud is also the co-author of the new Shopper Marketing reference book “Converting Shoppers to Buyers” – already in use at the Fashion Institute of Technology.

Professor Jean Marc Rejaud is the President and Founder of Focus Marketing, a consulting boutique that helps business and brands develop winning shopper marketing, digital marketing, e-commerce marketing, and marketing communications strategies through rigorous information-driven planning, with clients ranging from Fortune 100 companies to small-medium size businesses in the U.S. and Asia.

trainer

Renee Azoulay

President and CEO, Diamond Edge Network LLC

As the owner of her customer activation agency Diamond Edge Network LLC, Renee uses her more than 30 years of research and strategic thinking experience, creativity, and smarts to develop and manage marketing initiatives. Major companies she’s consulted for include the NBA, MTV Networks (Nickelodeon), A.O. Smith and AXA Equitable.

After earning her B.S. from Cornell University, Renee held positions in the consumer research client-side and agency side (Bristol-Myers Squibb and BBDO) followed by serving as SVP at a marketing/promotions agency.

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. She has also taught consumer behavior and management to Chinese college students in China.

As a professional speaker, Renee has presented for leading organizations that include The NY Emmys, American Women in Radio & Television, Columbia University, the Professional Insurance Marketing Association, the Brand Activation Association (BAA, formerly the PMA), the eMarketing Association and the Manhattan Chamber of Commerce.