The Promotion Marketing Association (PMA) is hosting a Shopper Marketing Summit at the Fairmont Hotel in Dallas, TX, this week, Wed. & Thurs. May 6-7th. The conference will provide attendees a comprehensive look at how shopper marketing can drive business, how it is a key factor to growth in this economy and how to use it effectively to communicate to the shopper in tough economic times.
From shelf design and the in-store environment to special promotions, shopper marketing influences a shopper’s decision-making process in purchasing a product once they step foot in the store. Understanding the shopper is more important than ever as marketers and retailers need to focus on shopping behavior, and concentrate on meeting the demands and needs of the buyer in this economy
A keynote speaker at this year's conference is Dr. Brian Harris, the founder of category management and Founder & Chairman of The Partnering Group who will deliver a powerful and beneficial keynote about why shopper marketing is destined to become the next generation of category management. Chris Brandiwie of Best Buy will talk about how they are creating a winning store experience and how their merchandising solutions keep them as a key player in the market. PMA recently added a new
luncheon keynote speaker for day one which is Al Meyer, Senior VP of Retail Forward, who will give an especially timely presentation on "How Retailers Compete in Recessionary Times".
The second day keynote will be given by David R. Bell, Associate Professor of The Wharton School, and Dave Katz of Client One, who will speak about measuring the impact of shopper marketing in CPG/Retail with the Shopper Marketing Lab. Attendees of the Shopper Marketing Summit will also benefit from fresh new data on changing shopper behavior based on the Shopper Scape survey which was conducted with over 150 grocery, mass, and convenience store retailers.
New this year is an on-site guided tour of leading edge concept stores in the Dallas area including Wal-Mart’s “Green” and “Upscale” stores, new stores targeting the Hispanic consumer such as Fiesta Mart and more.
Other speakers include Rita Bargerhuff, VP of Marketing, 7-Eleven; Dick Blatt, President & CEO, POPAI, The Global Association for Marketing at Retail; Noemi Ricalo, Promociones Panavista; Craig Elston, SVP, The Integer Group; Anne Howe, SVP of Market Intelligence, MARS Advertising; Jesse Spungin, VP of Customer Marketing, ConAgra; Linda Crowder, Senior Director, SC Johnson; and Steve Beckham, Miller Coors.
“Shopper marketing is a critical practice in the industry and now more than ever it is important for every marketer to understand the shopper in the context of their decision process at retail,” said Bonnie Carlson, president of the PMA. “Shoppers are more selective now as they want to be able to get what they need at a great value. This conference will explore the layers of shopper marketing and focus on strategic solutions to build and drive sales, and engage and understand the shopper in challenging economic times.”
I'm sorry that I'm going to have to miss this conference since shopper marketing, or account-specific marketing as it was previously coined, is a discipline that I have many years of experience with. I worked with the Kodak-Wal-Mart team for over 15 years and we won a couple of PRO Awards in the account specific category. So, I know how important it is to communicate effectively in-store.
Those that do attend please share you're experience here with us and we'll also be sure to check out the updates on the new and improved PMA Blog.
Its a great information as Shopper marketing is a critical practice in the industry and now more than ever it is important for every marketer to understand the shopper in the context of their decision process .
Posted by: Jeff paul news | October 28, 2009 at 07:39 AM