30 Euston Square Sponsored by: 6th September 2016 Shoppe… · Shopper Marketing Practices predicted to evolve ... Be part of an integrated campaign Be disciplined - which channels

Sponsored by:30 Euston Square

6th September 2016

Thank you for attending the IPM’s Shopper Marketing Conference 2016. Our objective was to cover awide range of consumer behavioural changing, innovative techniques and core insights that have switchedthe way a brand interacts with consumers as well as general shopper-related topics. We certainly hopethat the conference was all that you expected it to be and that you took the opportunity to make somegreat new connections and renew old acquaintances.

As promised please find attached link to the speaker presentations that we have permission to share. Ifyou have any further comments following the IPM Shopper Marketing Conference, please get in touchwith the team on 020 7291 7730 or email [email protected].

Please look out for future events on our website.

With very best wishes,

Carey TrevillManaging Director, [email protected] www.theipm.org.uk

Please note that the information is only shared with delegates from the Conference and is not for wider public presentation orpublication. Information within this document is subject to copyright. If you wish to publish any part of this information, pleasecontact the IPM and we can advise. ©IPM 2016

Speaker Line up

Megan Harrison, Brand DirectorMarketing Spend and the Shopper Mix

Maria Sze, Managing DirectorAnchor: Baking a Winning Combination

David Ryan, Creative DirectorAnchor: Baking a Winning Combination

Becky Munday, CEOIndentifying Risk: Promotions

Danielle Pinnington, OwnerThe Shopper Perspective

@IPMUpdates

#IPMShopper

Megan HarrisonBrand Director

@IPMUpdates

#IPMShopper

Megan HarrisonBuilding Brand Equity through Shopper Marketing

One of the biggest challenges facing Shopper Marketing is proving its worth to a business

Smarter investment throughout the path to purchase delivers better results

• Integrated campaigns relative to objective

• Interrupt path to purchase at appropriate points

• Apply discipline

Source:Meltwater

Building a brand while influencing shoppers

Shopper Marketing Practices predicted to evolve over next 5 years in favour of long term benefit

Successful Integrated Campaigns - Strategy

• Clarity of Objectives and Strategy

• Brand strategy; Campaign objectives

• Where is brand heading in the short and long term…make it count

• Requires collaboration, communication and a robust strategy and planning process

Which are the brands biggest challenges and what is the campaign trying to achieve?

Getting retired

users to return

LOYALTY

Getting more

people to know the

brand/ product

AWARENESS

Becoming more

relevant to target

NPD LAUNCH

Eg.

Club card targeting

Eg.

Floor stickers

Alarm covers

Eg.

Trial / experiential

On & off shelf

space/ promo

Successful Integrated Campaigns - Execution

The big question….

Follow the core creative idea or deviate?

Warburtons®: Stallone

VO: Delivered fresh from oven to store everyday

Durex®

Huggies®

Getting off the fence….

Be part of an integrated campaign

Be disciplined - which channels can really do the job required in the mix

Consider that complimentary investment and interaction may change your traditional channel selection

Measure, learn, measure, influence

Always follow the creative but adjust message to fit the job to do in campaign context

Leverage the ‘big’ spend in the mix to capture targets for future retargeting

Achieve the right balance between brand engagement and purchase

Educate your organisation!

@IPMUpdates

#IPMShopper

Thank You!