Building Powerful Shopper Marketing Campaign Activation & Control Plans 401 - Virtual | School of Marketing | ANA

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

This event is over.

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)

Register below for Building Powerful Shopper Marketing Campaign Activation & Control Plans 401 (2:00 to 5:00 p.m. EDT, 10/25)

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)



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.