Building Powerful Shopper Marketing Campaign Activation & Control Plans 401 - Virtual

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

This workshop is the fourth 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)

Click HERE to register 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 impact activities (even short term) to be aligned with brand strategies for long term brand building purpose.

For Shopper Marketing to deliver its full potential and power, it must be implemented through an effective activation and control plan, otherwise you risk losing sales and missing customer conversion opportunities.

In this workshop, you will build upon your first exposure to the 9-step Shopper Marketing Planning Process (Effective Shopper Marketing Workshops 101-301) by digging into the planning steps dedicated to formulating effective Campaign Ideas and Activation Plans. You will learn:

• How to overcome shopper barriers and deliver a stand-out campaign message
• How to effectively activate your campaign in the retail space
• How to select the appropriate channels and methods for your targeted message and offer
• How to track the results of your campaign and build a Best (and Bad) Practices reference for future campaigns

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 fourth 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 9-step planning process introduced in Level 101 to formulate effective campaign ideas and activation plans. They then go on to apply this to an omnichannel approach and learn how to leverage data to inform campaigns in Levels 501 and 601.

Target Audience
Marketing coordinators, managers, and directors (in charge of Shopper Marketing) struggling to optimize the conversion of consumers into buyers, drive positive ROI, and/or grow shopper loyalty.

Download the full benefits here

• Setting the Stage (10min)
• Shopper Marketing Planning Process (15min)
• Shopper Marketing Campaign Message (35min)
• Break (5min)
• Activation Plan & Channel Mix (35min)
• Break (5min)
• Shopper Marketing Control Plan (35min)
• Break (5min)
• Building a Best Practices Learning Base (30min)
• Closing (5min)