Effective Shopper Marketing: Converting Shoppers into Buyers (101) (Half Day)

Convert Shoppers to Buyers Using Brand- & Insights-Driven Shopper Marketing Campaigns
Effective Shopper Marketing Mastery Program 101
(Half 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 an integral part of the marketing communications and brand strategy planning process, even at the very beginning stages
• 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 ever-changing commerce environment (for example, direct-to-consumer brands or social media playing a more active role in e-commerce)
• A 9-step framework for developing a shopper marketing strategy and campaign

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 first 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 dive into consumer behavior and how to navigate changes in marketing objectives. As they progress through the program, participants engage in learning how to develop powerful marketing strategies, designing a shopper marketing creative brief, exploring omnichannel campaign strategies and much more.

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.

Important note: For best outcomes for those bringing the workshop in-house, you may be asked to reimburse travel costs for two presenters for this workshop. You will be notified well in advance if this is the case for you.

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 maximize 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

Download the full agenda here

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.

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.