Successful Shopper Marketing Campaigns for the Omnichannel World 601 (Virtual)

Reaching Your Customer Beyond the Store
(Virtual Half Day Workshop)

Pre-requisite: ANA Effective Shopper Marketing Workshop 401 (or equivalent knowledge)

Virtual 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 shopper to buyers in and outside the store.

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 workshop is the sixth (and final) installment in the series titled “ANA Effective Shopper Marketing Mastery Program”.

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

Improve marketing effectiveness by:
• ensuring that any Shopper Marketing campaign is reaching the “right” shoppers though the “right” omnichannel experiences, offers and communications

Improve marketing efficiency by:
• 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

Improve marketing effectiveness & ROI by:
• Leveraging omnichannel shopper marketing activation plans for optimum sales and brand-building impact

 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.