Successful Shopper Marketing Campaigns for the Omnichannel World (601) (Half Day)

Converting Omnichannel Shoppers to Buyers
Effective Shopper Marketing Mastery Program (601)
(Half Day Workshop)

Pre-requisite: ANA Effective Shopper Marketing Workshop 501 (or equivalent knowledge)

Workshop Description
The emergence of the omnichannel shopper has added a new level of complexity to the Shopper Marketing planning process –one that can put brand and business objectives at risk if not managed appropriately. For Shopper Marketing campaigns to succeed, it is critical to reach the omnichannel shopper at every step in the shopper journey. Otherwise, brands miss key opportunities to convert this new type of shoppers to buyers.

In this workshop, you will build upon your in-depth exposure to the 9-step Shopper Marketing Planning Process by deepening your understanding of the new omnichannel shopper profile and expected changes in behavior, and their implications on your overall Shopper Marketing planning.

You will learn:

• How to define Omnichannel shopping
• How to describe the core Omnichannel Shopper profiles, expectations, and behaviors as the foundation for any Shopper Marketing planning.
• How to leverage this Omnichannel Shopper knowledge to formulate effective activation plans.
• How to review and assess the Omnichannel activation capabilities of your retailer partners for impactful activation plan development.

This engaging, interactive, practice-driven workshop will be facilitated by Shopper Marketing professionals and educators. In addition, as co-authors on 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 final 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 they have honed throughout the entire Program to assess and leverage omnichannel shopping for increased customer satisfaction and ultimately, improved sales.

Who is this workshop for?
Any marketing coordinators, managers, and directors (in charge of Shopper Marketing) struggling to integrate omnichannel aspects into the Shopper Marketing planning process.

Senior-level marketing executives overseeing Shopper Marketing efforts and unsure how to leverage Omnichannel impacts on Shopper Marketing – or how to properly manage the transition towards omnichannel shopper marketing for profitable sales growth.

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

This workshop helps attendees improve marketing effectiveness by teaching them:

• Ensuring that any Shopper Marketing campaign is reaching the “right” shoppers though the “right” omnichannel experiences, offers and communications

This workshop helps attendees increase marketing efficiency by teaching them:

• Ensuring that Omnichannel inputs are formally and properly integrated at key steps of the Shopper Marketing planning process
• Maximizing the impact of omnichannel Activation plans

This workshop helps attendees improve marketing ROI by teaching them:

• Leveraging omnichannel shopper marketing activation plans for optimum sales and brand-building impact

 Download the full agenda here