Effective Shopper Marketing: Developing a Powerful Shopper Marketing Creative Brief (301) (Half Day)

Campaign Strategies That Overcome Shopper Barriers
Effective Shopper Marketing Mastery Program 301
(Half Day Workshop)

Pre-requisite: ANA Effective Shopper Marketing Workshop 201 (or equivalent knowledge)

Workshop Description
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.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

• Ensuring creative outputs are fully aligned with the selected Shopper Marketing objectives, targets, and behavior change expectations

This workshop helps attendees increase marketing efficiency by teaching them:

• Leveraging the 9-Step Shopper Marketing process to optimize inputs, decision-making and creative
• Leveraging consumer and shopper data to formulate Shopper Insights, Shopper Barriers, and powerful Shopper Creative Strategies

This workshop helps attendees improve marketing ROI by teaching them:

• Aligning Brand/ Product Marketing and Shopper Marketing objectives to achieve an optimized impact on short- and long-term business growth.

 Download the full agenda here