Home Education & CertificationIndustry Leadership Conference 2008 Sessions in Detail

POPAI Industry Leadership Conference 2008

Session Description

Session Title: Delivering on Brand Promise through Outstanding In-Store Experience

Session Description: Innovation is, essentially, the ability to transform an experience.  At Best Buy, one of the world’s leading retailers, that means creating an intuitive shopping environment that not only meets but anticipates customers’ needs.  In his presentation, James Damian will address:

• Using customer insights to derive local and global customer needs
• Expressing the brand through customer engagement and building loyal relationships
• The next-level of in-store experience: bridging fashion and technology

Session Title: New Shopper Engagement Metrics: Impact and Effectiveness Ratios

Session Description: The MARI study offers retailers, marketers and agencies the first ever opportunity for measuring the level of engagement shoppers have with marketing at retail materials. Shopper Engagement can now be measured. The U.S. MARI study, conducted for POPAI by research specialists SheridanGlobal, was supported by Anheuser-Busch, Frito-Lay, Hershey’s, McKee Foods, Omnicom Group, PepsiCo and a coalition of Marketing at Retail producers. It took place in three retail channels, 7-Eleven, BP, Safeway/Dominick’s and Walgreens. In his presentation, Anthony Prior will discuss:
• The first phase of the project and  prove that the concepts and test methodology worked.
• Out of the results comes validation that shopper engagement can be measured
• Plus insight into what works, by category and location.

Session Title: “Using ZMET to Understand How Consumers Engage with Brands and Stores”

Session Description:  Engagement refers to the process by which consumers determine (create) the personal relevance of brands and stores, advertising and packaging, or point-of-purchase displays.  Ranging from “completely disengaged” to “highly engaged,” a person’s level of engagement strongly influences what products and services mean to consumers, what they remember, how they choose what to buy, and how they understand the benefits of products and services.  Jerry will discuss an approach to understanding engagement based on the principles that underlie ZMET, a patented interview method used by Olson Zaltman Associates.  He will illustrate how ZMET insights can help us understand engagement--how consumers determine the personal relevance of brands and stores. 

Session Title: Digital 101 - How Retailers Are Using Digital Media to Enhancee the Store Experience and Build Sales

Session Description: Michael will share his vast knowledge of marketing at-retail using digital media and guides us through the lifecycle of a retail media solution. From conception to brand and retail sell-in, through the creative process, to selection of the electronic hardware and mounting systems and installation, he will share the steps involved in selecting digital media and will conclude with a discussion of measuring results.

Session Title: Brand Survival in the Age of Retailer Power

Session Description: A presentation of a pragmatic seven-step programme to guarantee your survival in a world of increasingly powerful retailers and ever more knowledgeable shoppers, based on an exclusive worldwide AC Nielsen study.

Session Title: Retailing 2015: New Frontiers  

Session Description: The shopper landscape will undergo dramatic change through 2015. Important shopper segments entering into new lifestages and the emergence of new lifestyles and mindsets will impact where, when, how and why shoppers purchase products and interact with retailers. This session will focus on the most important changes that will occur among shoppers - both in the UNited States and around the world - and their implications for retailers and suppliers. In addition, the ssion wraps ups the Top 15 trends that will challenge retailers and suppliers in the coming years  and delivers insights on how your organization can best navigate the road to 2015. 

Session Title: Shopper Innovation through Engagement 

Session Description: Insights revealed through engagement and fueled by technology are creating limitless opportunities for marketing innovation. This session unveils the "Innovation Six-Pack" and provides an agency perspective on how to transform information into insights that lead to new ideas.

MaRC Credits: 1 in Category I

Category: Agency

Session: The Right Stuff: How to Successfully Engage Consumers - and Customers - in an Era of Customization
 
Session Description: We see the impact of loyalty/continuity programs everyday as consumers are constantly looking for added value and reward. As the consumer demands a more personalized shopping experience and retailers demand more unique promotional opportunities from their suppliers, what place does a big loyalty rewards program have in this environment.  Mike Dillon, who has 16 years of Brand, Innovation, Promotions and Sales experience, will share insights and best practices for successfully innovating a major brand promotion that engages multiple constituents.

Session: The Right Stuff: Marketing at-Retail at Risk: The Impact of Government Relations
 
Session Description: In spite of major leaps forward to change the nature of advertising directed at children under 12 years of age, and the introduction of a broad range of ne "better for you" products, the pressure continues to mount in Washington, D.C. to adopt new regulatory restrictions or enact new legislation designed to regulate the advertising of certain products. James Davidson will share insights on the impact of government regulations.