Join POPAI for its flagship event that promises to get you smart, MarketSmart! The day long event provides you with the tools and insights you need tackle the year ahead. You also won’t want to miss the annual members meeting which is held in conjunction with MarketSmart 2012.
12:00 – 1:00 pm
Lunch
1:00 – 1:15 pm
The Membership Advance
Add your Voice to the discussion and exercise your vote in helping set direction and advancing the efforts of your association. Part focus group, part town hall meeting, part blue sky thinking, heck even part revival meeting, THE MEMBERSHIP ADVANCE is designed to be an interactive gathering of the POPAI Membership to help move the organization forward.
1:15 – 2:00pm
Shopper Marketing Trends: A Look Back At 2011 & Looking Forward In 2012
Jason Dubroy | VP Shopper Marketing | DDB Canada
2011 was a breakout year across the globe for shopper marketing across all disciplines. This entertaining and educational session will provide a deep dive into the major trends of 2011, and forecast and analyze what’s to come for 2012.
This session will examine trends including:
- The global refocusing on driving shoppers into (or away from) the center of the store.
- Repurposing the path to purchase
- Best in class examples of shopper marketing activation from around the world
- Measurement methodologies
2:15 – 3:00 pm
The Rise of Pop-Up Retail & The Role of P.O.P.
David Plante | Senior Marketing Manager, In-Store Guest Experience | Target
Jason Seeley | Director – Image & Merchandising | Wendy’s International
If new products can come and go, why can’t the stores that display them do the same? Well, you guessed it, retail outlets increasingly do. From gallery-like shopping spaces with one-off exhibitions to mobile units bringing innercity-chic to rural areas, POPAI has noticed an increase in temporary retail manifestations around the world. Find out the role of P.O.P. and in-store media in these relatively new, and increasingly popular, retail environments.
This session will examine:
- What exactly is Pop-Up Retail?
- How in-store marketing can enhance the efforts and shopper experience in conjunction with pop-up retail
- Case studies of successful pop-up retail stores and campaigns
3:15 – 4:00 pm
When Digital, Mobile and Social Converge With Today’s Shopper
Rob Bernstein | VP, Trade Marketing and Marketing Services | Bacardi USA
The purchasing funnel no longer accurately reflects a marketer’s intentions, or a shopper’s behaviors. Marketers and retailers today are attempting to reconstruct the path to purchase from the random intersections of time and place, as shoppers check their laptops, smartphones, tablets and freestanding inserts in the Sunday paper. Find out how Bacardi is rethinking engaging shoppers who are increasingly digital, mobile, and social.
4:15 – 5:00 pm
Activating The Shopper in Challenging Economic Conditions
Paul Lainis | SVP, Consumer & Shopper Marketing | Symphony IRI
Learn how retailers and manufacturers can design shopper, marketing, and retail activation strategies around a target group of shoppers. First, you will learn how to describe in very granular language the composition of your target group, utilizing six unique segments identified in SymphonyIRI’s recent EconoLink™ study. Then, you discover how to develop effective marketing activation, including leveraging media and promotions which will resonate strongly with key segments. Finally, the session will cover how to develop effective retail activation against key segments, including optimizing key geographic, banner and storeopportunities. Several case studies will bring to life how these activation programs work in action.
5:15 – 5:30 pm
The Last Word
6:00 – 7:00 pm
Informal Cocktail Hour – SkyBar
Member Registration $295.00
Non-Member Registration $595.00
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