Effective Shopper Marketing: Converting Shoppers into Buyers (101) (Full Day) | School of Marketing | ANA

Effective Shopper Marketing: Converting Shoppers into Buyers (Full Day)

Convert shoppers to buyers using brand- and insights-driven shopper marketing campaigns
(Full Day Workshop)

Workshop Description

Shopper Marketing is more than just tactical approaches to boosting sales through the use of 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.

In this workshop, you will learn:

  • Why Shopper Marketing should be a part of marketing communications and brand strategy
  • How to practically align your Shopper Marketing initiatives with your Brand Marketing and Communications objectives, targets, and strategies
  • How to integrate Shopper Marketing in an evolving commerce environment (for example, Direct To Consumer brands or social media playing a more active role in e-commerce)
  • How to develop a shopper marketing campaign through a nine-step planning process.
  • How to develop an actual brand-aligned and insights-driven shopper marketing campaign for your own product(s) or service(s)
  • How to go from one step to the other to develop a shopper marketing campaign based on your brands' campaign brief
  • How to apply the full scope of the shopper marketing creative process to generate effective shopper marketing campaign ideas from strategy to concept statements and tactical solutions for your brand
  • How to integrate sales promotion techniques into the shopper marketing campaign idea
  • How to track performance

For this workshop, you will be expected to select a challenge or set of challenges to which you would be able to directly apply the presented shopper marketing planning process, in order to build effective shopper marketing campaigns.

This engaging, interactive, practice-driven workshop will be facilitated by shopper marketing professionals and Professors. In addition, as co-authors on a book on this subject, they 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.

Important Note: For best outcomes, your company may be asked to reimburse for the travel costs of two presenters for this workshop. You will be notified well in advance if this is the case for you.

Who Is This Workshop For?

The workshop is for marketing coordinators and managers that are interested in learning how to optimize the conversion of consumers into buyers, drive positive ROI, and grow brand loyalty. This course is also good as a refresher for senior-level marketers, or for marketing teams that are considering incorporated shopper marketing into their overall strategies.

This full-day workshop enables participants to fully understand the concepts and principles for development of an effective shopper marketing campaign in the morning session and then apply these concepts to formally development effective shopper marketing campaign(s) for your specific challenge(s) in the afternoon session.

Workshop Benefits

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

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to formally align their shopper marketing objectives, targets and expected change of purchase behaviors with their marketing objectives and target customer
  • How to determine the most appropriate expected change of purchase behavior to achieve for the selected shopper marketing objective(s) against the selected shopper target(s)

This workshop helps attendees increase marketing efficiency by teaching them:

  • The specific planning steps to build an effective Shopper Marketing campaign
  • The core shopper marketing planning concepts and how to use them to make effective decisions
  • How consumer and shopper insights are used to formulate the shopper persona, shopper truth, barrier to purchase and shopper marketing strategy

This workshop helps attendees improve marketing ROI by teaching them:

  • How to use data and research to optimize their shopper marketing campaigns

This workshop helps attendees improve employee alignment and collaboration by teaching them:

  • How brand or product marketing and shopper marketing can and should work together
  • How to practically go from one step to the other – using a campaign brief prepared by your company for your brand to develop a shopper marketing campaign that is aligned with retailers and matches their priorities


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.