2016 ANA/BAA Shopper Marketing Conference Presented by Fandango Rewards

DECODING GEN Y TO Z SHOPPERS

150 million+ collectively, these two powerhouse generations are shaping the landscape of shopper marketing. By 2020, gen Yers alone will increase their spending by over 100 percent. Join us for an insight-driven presentation on how to effectively win this point of market entry audience. Hear from two leading generational experts, Andrew Au (gen Y) and Connor Blakely (gen Z), as they share proprietary insights from the syndicated gen Y-to-Z study, POME™, which polls over 2,700 13-35 year olds from across North America.

Connor Blakley

Gen Z Marketing and Branding Strategist

LEVERAGING INSIGHTS AND DATA TO EFFECTIVELY TARGET SHOPPERS

Katie Long from Yahoo will discuss how new types of data can be used to influence shopper behavior online and measure in-store sales

Katie Long

Category Sales Director, CPG and Health Yahoo

HOW SHOPPER MARKETING ENHANCES BRAND EQUITY

Coca-Cola has been engaged in the meals space with their Supermarket and Convenience Retail customers for some time. They have made great progress in not only helping to advance their customers sales in key food categories, but also enhancing brand Coca-Cola's equity with food. Join John Mount, Coca-Cola's National Retail Sales Customer Marketing lead, who will share how Coca-Cola has leveraged key shopper insights and deployed compelling path to purchase strategies to enable the magic "triple win" with shoppers, the customer and the brand.

John Mount

Vice President, National Retail Sales Customer Marketing Coca-Cola USA

TARGETING BRAND EXPERIENCES

Brands are built in the minds of consumers through the memories generated by their multiple touch points - crafting brand-right and targeted experiences are crucial to create consumer satisfaction and attachment.  However the broad meaning and wide use of the word ‘Experience' makes it challenging to define the subject of same name, often creating confusion and misalignment between marketers, clients and most importantly consumers. 

Guto will draw from his 20+ years of experience with global consumer brands to present his definition, process and point of view on this powerful marketing strategy. He will share case studies and illustrate that focusing on your end consumer and narrowing the definition of experience will help create meaningful brand experiences that will delight your consumers and drive loyalty.

Luiz (Guto) Andrade

Sr. Creative Director, Global Consumer Experiences Under Armour

MARKETING TO THE ALWAYS ON CONSUMER AND SHOPPER

People are constantly engaging brands in new and different ways through digital and social media, as well as more traditional marketing and advertising outreach, on the path to purchase. As they do so, they expect brands to know where and when to communicate with them with relevant insights and information. This makes an omnichannel approach requisite in today’s environment. This presentation will focus on building a successful omnichannel strategy designed to boost brand awareness and engagement, while converting shoppers to deliver strong ROI to your organization.

Shawn Millerick

Head of Marketing, U.S. OTC Alcon

A TRANSATLANTIC VIEW OF SHOPPER MARKETING

On both sides of the Atlantic shopper marketing is becoming increasingly important as choices for shoppers increase exponentially, both in terms of what they can buy, and where they can buy it. Both are developed markets, so there are great similarities, but also more differences than one might expect, and it’s in the differences that we may be able to find learnings. Specific focus will be on:

    -The need to focus on the shopper in a more diverse account landscape
    -The focus on category growth and innovation to drive that growth
    -The activation and inspiration around key occasions
    -The growth of e-commerce and the influence of digital, and how they are vastly different in the different countries
    -The opportunity multicultural represents, and how to capitalize on it

Jonathan Simpson

Senior Director, Shopper Marketing Heineken USA

WHY ENTERTAINMENT REWARDS CAN DRIVE STRONG CONSUMER AWARENESS AND SALES AT RETAIL

Consumers today want digital rewards that generate an instant gratification that relates to their lifestyle. Entertainment and lifestyle rewards hold a high perceived value with the millennial shopper that ultimately draws consumer awareness and sales.

Fandango Rewards partnered up with Food Lion to execute numerous shopper marketing reward programs. We will review how Fandango Rewards and Food Lion developed a partnership that offered Back-to- School Money and Movie reward programs that gained new consumer traction, higher basket ring and strong manufacturer sales. Fandango’s and Food Lion’s presentation will walk through the digital shopper today and why digital rewards excite consumers to buy at retail. 

Jeff Turose

Promotion Sales Manager Fandango Rewards

SHOPPER MARKETING: AT THE FOREFRONT (& NOT JUST THE STOREFRONT!)

We all know the world of marketing is changing dramatically, due to many factors including consumer usage of technology.  It is getting more challenging every day to determine what mindset a consumer is in – using or shopping or bouncing somewhere between the two.  This is resulting in the lines between consumer and shopper marketing becoming increasing less well defined.

The BAA has recently partnered with GfK to ask a range of marketing practitioners to share their views on the where shopper marketing is today and where it is going in the future given all this change.  Sarah Gleason’s presentation will give a real time view on shopper marketing and its role in marketing today and tomorrow.

Sarah Gleason

Senior Vice President GfK

CHALLENGER BRAND DRIVES SHOPPER LOYALTY AMONG MILLENNIAL MOMS

As a challenger brand in a highly competitive category, learn how Sprout Organic Foods differentiates itself through superior millennial shopper understanding and applies to retail excellence.  As consumer standards for transparency & food integrity continue to rise, Sprout is creating a nutrition & education platform to help today's organic Moms manage through their own family’s nutrition journey both at home and in-store.

Rick Klauser

Chief Executive Officer Sprout Organic Foods, Inc.

THE BEST “MUST SEE” RETAIL INNOVATIONS 2016

The rate at which technology is changing the world is staggeringly fast and shows no sign of slowing. Experts predict that the next five years will bring more change to retail than we’ve seen in the last 100. In fact, some believe that retail as we know it, may be unrecognizable in 10 short years.

The future of shopping is here. Enjoy learning about the latest technology and discovering the new cutting-edge ways that brands and retailers are connecting and engaging with shoppers as we take you on a tour of new retail innovations that are coming to market. We will share a global retail audit of the best-of-the-best newly revealed innovations for 2016 and the new trends they represent.

Four Learning Objectives – By the end of the session, participants will be able to:

    -Discover emerging technologies available for use as a retailer or brand
    -Understand the emerging trends that these technologies are revealing
    -See examples of how brands can effectively use these innovations to create engaging shopper experiences
    -Think about how to create valuable engaging experiences via breakthrough technology and ideas

Brad Black

SVP, Global Account Director Leo Burnett/Arc

RED NOSE DAY & WALGREENS: IGNITING 200K+ BRAND CHAMPIONS

Championing everyone's right to be happy and healthy, Walgreens proudly returned as the exclusive retail partner of the second annual Red Nose Day, helping raise funds to fight kids' poverty.

From the moment the Red Nose Day USA campaign began, team members across Walgreens came together to raise money for Red Nose Day. With support from customers across the country, Walgreens exceeded its goal and raised over $20 million by selling red noses, red flair, vendor partner products and generating in-store cash donations in support of the nationwide fundraising campaign. Walgreens is officially the largest corporate donation in Comic Relief's 30 year history of Red Nose Day, which means the retailer truly is making it even easier for Americans to "Get Seriously Silly" in support of a great cause.

Linn Jordan, director of retail marketing for Walgreens, and lead for Red Nose Day, will speak of the importance for retailers like Walgreens to strive to support the communities in which we work, how strategy development can set a campaign up for success to meet goals, and how to execute a multi-pronged strategy through content creation, team member engagement and vendor support.

Linn Jordan

Director, Retail Marketing, Competitive Convenience Walgreens

SMASHING SILOS! BIG TEAM. ONE SHOPPER: THE CLOROX APPROACH TO SHOPPER COLLABORATION

Shopper Marketing’s importance in today’s marketing mix continues to rise. At Clorox, we found many disciplines throughout our organization playing in the Shopper space. From Marketing to Sales to Insights, we put our brightest minds to work, to figure out how to build our brands most effectively at our top customers. This effort will help get the Shopper to choose us at shelf, but a challenge remained structurally and operationally in terms of how these disparate groups could collaborate to achieve more heightened power and productivity. We will frame up the challenge and the opportunity we faced as an organization, and how we came together to form One Shopper Team — with a mission to deliver benefit to the brands, the customers and ultimately, the shoppers. We’ll also showcase how we've partnered with our agencies to deliver integrated campaigns and  cohesive messaging throughout the organization and to our shoppers.

Tiffany Tan Kohler

Associate Director, Marketing Communications Clorox

SHOPPER TECHNOLOGY WILL SAVE THE STORES

It's a make-or-break moment for bricks and mortar retail to evolve the in-store experience. Mobile tech dominates consumers' growing demand for time- and money-savings, and the in-store experience is now an accessory to the phone. Retailers need to ramp up their experience to stay indispensable. The good news is our recent research points out prime opportunity areas where stores can deliver new value. Momentum Worldwide's SVP Shopper and Retail Marketing Practice Lead NA Laura Moser and VP Global Director Shaun Brown discuss new market dynamics and how stores can become innovation centers for the decision-making support shoppers want.

This session — the debut of Momentum's global WE KNOW MODERN SHOPPERS research — reveals how retail can ensure its role in the new frictionless Shopper world, harness new ideas and technology to become more vital (and fun), and transform itself for new prominence in a world where people block ads, but not experiences.

Laura Moser

Senior Vice President, Shopper Marketing, North America Momentum Worldwide

SHOPPER MARKETING: HOT TOPICS AND DEVELOPING LEGAL ISSUES

Ronald Urbach, Chairman of Davis & Gilbert LLP describes what to consider in order to stay ahead of legalities developing in Shopper Marketing. With the rise of technology, Ron will describe how to adopt relevant practices that enable you to collect data to reach specific shoppers that drive your particular business. In many ways, he will discuss how to understand your online shopper and better target shoppers who consistently utilize free trial offers, negative option marketing and automatic renewals. With key developments in Loyalty Programs and Promotional offers, Ron will explain what to be aware of, in order to stay ahead of the market and what you need to know about recent regulatory developments and challenges — FTC, State AG, Consumer Class Actions and Self-Regulation.

Ron Urbach

Chairman/Co-Chair Davis & Gilbert LLP

THE CULTURE OF JOY: A SHOPPER'S ESCAPE FROM THE WORD "NO."

In a world where we are constantly we can’t eat, can’t afford, and shouldn’t want, IT’SUGAR has created an integrated shopper experience engineered as a refuge from these cultural forces. By being unapologetically true to ourselves, we have created a brand experience that begins at candy, and grows through the most colorful and vibrant parts of popular culture.

Lauren Fleischer

Director, Marketing IT'SUGAR