Shopper Marketing @ Hillshire Farms (Members Only Conference)

This event is over.
When
Begins:Wednesday, May 11, 2016 at 8:15am
Ends:Wednesday, May 11, 2016 at 4:00pm
Where

Hillshire Brands Company
400 S. Jefferson Street
Chicago, IL 60607

Agenda
Wednesday, May 11, 2016
8:15am  

Breakfast

9:00am  

General Session

 

DRIVING GROWTH THROUGH ADVANTAGED CPG PARTNERSHIPS^

To drive your business in today’s shopper marketing landscape you need to be relevant and disruptive to the shopper.  We all want more share!  So select the partners that align with your brand equity yet bring new users into your categories.  We will share some best-in-class shopper marketing partnerships from entertainment properties to CPG partners.  We will share our results of the programs and how to best leverage the retailers.

Wendyjean Bennett

Director of Shopper Marketing, Consumer Products

Tyson Foods Inc.

 

RETAIL DISRUPTION: LESSONS LEARNED FROM BRIDGING THE DIGITAL AND PHYSICAL DIVIDE^

The retail environment is as competitive as ever and capturing a consumer’s attention at the point of decision is a challenge for all marketers. However, with the latest wave of new technology we are now able to drive awareness and conversion with more precision than ever before. By embracing technology, you can create unique, experiential retail innovations that engage customers while influencing choice. Join PepsiCo's VP of Marketing Activation Angelique Krembs and Firstborn CEO Dan LaCivita, as they explore customer-centric commerce that engages consumers through the use of interactive storytelling to bring a brand to life online and offline.

Angelique Bellmer Krembs

Vice President of Marketing Activation

PepsiCo

Dan LaCivita

CEO

Firstborn

10:40am  

Networking Coffee Break

11:00am  

General Session (cont.)

LEVERAGING ADVOCACY TO DRIVE SOCIAL BUZZ AND TRIAL*^

For new products, driving awareness, trial and repeat purchase are critical to success. Leveraging advocacy campaigns as a way to educate consumers about a new product through their trusted influencers’ endorsements is becoming an increasingly important strategy. It helps make your product more relevant to them, shows them its benefits, can tell them where to find it and, most importantly, inspires them to use it often. Michelle Flood and Maria Kafkis of Reynolds Consumer Products share how they incorporated a strategic social influencer campaign into the marketing plan of one of Reynolds® branded cooking products to create social buzz, drive awareness and trial by connecting it to unique, inspirational influencer content. They will also share how inspiring consumers through advocacy can have a lasting impact.

Michelle Flood

Marketing Director, Baking Paper & Plastic

Reynolds Consumer Products

Maria Kafkis

Senior Brand Manager, Parchment & Papers

Reynolds Consumer Products

Sammi (Kliff) Zola

Senior Director, Business Development

Collective Bias

 

CREATING RETAIL & CONSUMER ENGAGEMENT BY BAKING PASSION INTO YOUR BRAND^

Developing a shopper marketing program on a shoestring budget that inspires and excites consumers is one thing.  But creating a program that also excites and ignites retailers on that same tight budget is an even bigger challenge.  Hear from Stacey Rubin and Sarah Davis how they helped KitchenAid® re-energize its 14 year partnership with Susan G. Komen® through their REGGIE award winning “10,000 Cupcakes, One Great Cause” campaign.  By leveraging a combination of brand, shopper and retailer insights…the power of social media and influencers…and creating a completely turnkey retailer toolkit, they actively engaged thousands of passionate consumers, generated  millions of impressions, and drove unprecedented retailer participation to help raise awareness and dollars for a heartfelt cause, all while building the KitchenAid brand and generating double-digit YOY sales increases.  

Sarah Davis

Senior Vice President, Executive Creative Director

Catapult Marketing

Stacey Rubin

Senior Vice President, Account/Strategy

Catapult Marketing

12:30pm  

Luncheon

1:30pm  

General Session (cont.)

THE FUTURE OF SHOPPER MARKETING: INTEGRATING CONSUMER, SHOPPER & TRADE PLANS*^

Today, companies are a collection of functional silos that rarely come together in the form of true integration to support prioritized growth initiatives. Sitting in a conference room and having two hours of conversation between brand and Shopper Marketing does not equate to integration. While Shopper Marketing the function has had some success within this isolated approach to planning, Shopper Marketing the discipline will never be optimized until fully integrated with the other marketing disciplines. Come hear how Abbott Nutrition and other Syntegrate clients are shifting their focus from siloed planning, to a process that integrates consumer, shopper, and trade plans through insights and strategy.

In this session, you will learn:

  • The three key elements needed for full marketing integration.
  • The integrated planning process.
  • Case study example of integrated communications that out-tested the current industry standard.

Jessica Krauser

Lead Strategist

Syntegrate Consulting

 

HARNESSING THE VOICE OF THE PEOPLE: THE RISE OF INFLUENCER MARKETING*^

The rise of influencer prominence over the last couple of years is undeniable. Brands are seeing higher ROI and stronger customer retention with Influencer Marketing initiatives vs. traditional marketing activities. It's not a surprise that 70% of brands are doubling down on Influencer initiatives. But how do you build the right Influencer plan from targeting the right influencers to creating and then amplifying great content to reach millions?  Learn how you can tap into the power of influencers to build brand awareness and drive sales.

Aliza Freud

Founder & CEO

SheSpeaks

Hugo Perez

Executive Vice President, Global Head of Content & Innovation

Zeno Group, The Content Factory

3:00pm  

Conference Adjournment

  • EMA
  • gyro: