Shopper Marketing, an evolving term, can be thought of as the orchestration of all activities that turn shoppers into buyers. The ability to get inside shoppers? minds, influencing their decisions along the path to purchase and building brand loyalty along the way, has become key to gaining distinct competitive advantage for today?s marketers and retailers.
In this session, we will discuss how shopper marketing is evolving into cutting-edge strategies pulling together research, collaboration, technology and social media to cut through the clutter and reach shoppers even as traditional media effectiveness wanes. We will use real world case studies to demonstrate the effectiveness of these techniques. Together, we will brainstorm ideas about how today?s marketers can develop effective marketing stimuli steeped in a deep understanding of the target shoppers? behavior to build brand equity, delight the shopper and lead to new purchase decisions.
5:45 PM-6:30 PM: Registration -- Networking and Cash Bar
6:30 PM-8:00 PM: Program
8:00 PM-9:00 PM: Networking -- Cash Bar Re-opens
Brian Bodendein (Speaker)
Shopper Marketing Practice Leader, Deloitte Consulting
Brian Bodendein is Deloitte Consulting’s practice leader for shopper marketing and the author of the Grocery Manufacturers Association Report “Delivering the Promise of Shopper Marketing: Mastering Execution for Competitive Advantage.” Based in Chicago, Brian has 12 years of experience advising consumer products and retail industry clients, specializing in the enablement of effective sales, marketing and supply chain operations, including process evaluation and design, decision support, technology enablement and cross-functional synchronization.
Brian’s recent clients include Walmart, CDW, Del Monte, SC Johnson, Gillette, Beam Global Wine & Spirits and Constellation Brands. He holds an MBA from the NYU Leonard N. Stern School of Business and a BS in Engineering from the University of Wisconsin.
Liz Crawford (Speaker)
SVP Strategy, MARS
Liz Crawford has more than 20 years of brand management and consulting experience with a concentration in strategic innovation. Her concept and new product launch, Lysol Antibacterial Kitchen Cleaner, won the Edison Award for New Products. Over the last few years, Crawford has focused on developing integrated Shopper Marketing strategies for Fortune 500 clients.
Crawford has been featured as a guest commentator for CBS MarketWatch and The National Review. She is a member of RetailWire's Brain Trust Panel, and is also a regular contributor to the magazine.
She has been quoted as a marketing strategy and innovation expert in The Associated Press, US News & World Report, Barron’s, ABC News, The Miami Herald, BrandWeek, The Washington Times, The Sacramento Bee, Drug Store News and New Products Magazine. She also taught several semesters as an adjunct marketing professor at Emory University’s Goizueta Business School and New York University’s Stern MBA program. She has an MBA from New York University and a BA in English from Columbia University.