Converting Shoppers into Buyers 101 - Virtual

This event is over.

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

This is the first workshop in the ANA’s Effective Shopper Marketing Program, a two-part series. To achieve mastery in this topic we encourage you to register for both workshops in the series, however you may register for any workshop that best fits your needs.

Click HERE to register for Setting Objectives, Targets, and Expected Changes in Shopper Behavior 201 (2:00 to 5:00 p.m. EDT, 10/31)

Shopper Marketing is more than just tactical approaches to boosting sales through the use of coupons and the like. 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.

In this workshop, you will learn:

Why Shopper Marketing should be an integral part of the marketing communications and brand strategy planning process, even at the very beginning stages
How to practically align your Shopper Marketing initiatives with your Brand Marketing and Communications objectives, targets, and strategies
How to use a proven 9-step process for developing effective Shopper Marketing strategies and campaigns

This engaging, interactive, practice-driven virtual 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.

Virtual Target Audience
Any marketing professionals that are interested in learning how to optimize the conversion of consumers into buyers, drive positive ROI, and grow brand/shopper loyalty.

Download the full benefits here

Setting the Stage (10min)
Aligning Marketing and Shopper Marketing (35min)
Shopper Marketing Planning Process (20min)
Shopper Marketing Insights (30min)
Break (10min)
Shopper Marketing Creative Process: From Insights to Campaign (Part I) (40min)
Break (5min)
Shopper Marketing: Creative Process: From Insights to Campaign (Part II) (25min)
Closing (5min)

Instructors

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.