Developing Powerful Shopper Marketing Creative Briefs & Campaign Ideas 301 - Virtual

Seats are limited and confirmation of attendance will be required in advance of the session.

This workshop is the third installment in a four-part series entitled the “ANA Effective Shopper Marketing Mastery Program". To achieve mastery in this topic we encourage you to register for all workshops in the series, however you may register for any workshop that best fits your needs.

If you want to achieve mastery and attend the four-part series (ESM Mastery Program 101, 201, 301, and 401), you will receive a Certificate of Completion to display your expertise and accomplishment. Qualified participants must be present for the entire time for each workshop, attend all four workshops in sequential order (there are no substitutions of past or future workshops), and complete the survey program for each workshop.

Click HERE to register for Converting Shoppers into Buyers 101 (2:00 to 5:00 p.m. EDT, 10/13)

Click HERE to register for Setting Objectives, Targets, and Expected Changes in Shopper Behavior 201 (2:00 to 5:00 p.m. EDT, 10/18)

Register below to for Developing Powerful Shopper Marketing Creative Briefs and Campaigns Ideas 301 (2:00 to 5:00 p.m. EDT, 10/20)

Shopper Marketing is more than just tactical approaches to boosting sales by using coupons. 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 activities (even short term) to be aligned with brand strategies for long-term brand building impact. But if your Shopper Marketing brief lacks clear and data-supported creative direction, it will hinder effective campaigns and negatively impact sales.

In this workshop, marketers will learn what is required for an effective Shopper Marketing creative brief to avoid costly brand missteps. Building on earlier exposure to the 9-step Shopper Marketing Planning Process (Effective Shopper Marketing Workshop 101) and Shopper Marketing objectives, targets and expected behavior changes (Effective Shopper Marketing Workshop 201), you will learn:

• How to build a Shopper Marketing creative brief from a client brief or a brand brief - as the key driver for any creative work for your Shopper Marketing campaign
• How to effectively integrate your Shopper Marketing objectives, target, expected behavior change, and persona development decisions into the development of a Shopper Marketing creative brief
• How to properly formulate Shopper Barriers that clearly explain why the expected behavior change is not yet occurring, and
• How to set a Shopper Creative Strategy that will be the most effective at overcoming the identified barriers and obtaining the expected behavior change.

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 third 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 experience they gained learning how to develop powerful marketing strategies that drive engagement and revenue to now design a Shopper Marketing creative brief.

Who is this workshop for?

• Marketing coordinators, managers, and directors (in charge of Shopper Marketing) challenged to apply an insight-driven creative process for Shopper marketing, and/or struggling to properly link Shopper Marketing objectives with strategies that will deliver sales and build the brand.
• Marketing management executives overseeing Shopper Marketing efforts and unsure of the value of an insight-driven creative process for Shopper Marketing.

Download the full benefits here

• Setting the Stage (10min)
• Shopper Marketing Planning Process (20min)
• Formulating Shopper Marketing Creative Briefs (40min)
• Break (5min)
• Formulating Effective Shopper Insights (40min)
• Break (5min)
• Selecting Shopper Barries & Formulating Strategy (40min)
• Break (5min)
• Shopper Strategy focused Campaign Ideas (10min)
• Closing (5min)