SHOPPER  MARKETING:  WHAT  YOU  NEED  TO  KNOW  (EVEN  IF  YOU  THINK  YOU  ALREADY  DO)    

SM  300;  FULL-­‐DAY  COURSE  

BACKGROUND/BUSINESS  NEED:  Dramatic  changes  in  consumer  behavior  and  the  retail  landscape  have  forced  consumer  product  marketers  to  identify  better  methods  of  understanding,  reaching  and  influencing  U.S.  shoppers  across  a  new,  more  complex  path  to  purchase.      

To  drive  company  success  employees  involved  in  any  aspect  of  the  marketing  and/or  customer  function  must  better  understand  the  numerous  and  evolving  dynamics  of  this  new  path  to  purchase.    These  are  special  skills  required  to  develop  effective  go-­‐to-­‐market  strategies  and  shopper-­‐influencing  programs.  

Learners  emerging  from  this  course  will  be  more  effective  in  their  roles  after  gaining  a  better  understanding  of  the  shopper  marketing  discipline  and  its  ability  to  deliver  shopper  value,  capture  shopper  attention  and  drive  conversion  along  the  entire  path  to  purchase.  

COURSE  OBJECTIVES:  Participants  will  gain  a  thorough  understanding  of:  

● The  definition  of  shopper  marketing:  what  it  is,  what  it  does,  how  it  works.    ● The  core  principles  of  "shopper  marketing"  from  both  a  strategic  and  tactical  perspective.  ● Effective  methods  for  developing  and  executing  shopper  marketing  strategies  and  programs.  ● How  applying  ‘path  to  purchase’  thinking  to  traditional  processes  will  lead  to  effective  integrated  strategies  and  programs.  ● The  critical  need  for  various  organizational  functions  to  be  aligned  toward  achieving  shopper-­‐centric  goals.  

 COURSE  DELIVERY:  

● This  daylong  course  facilitated  by  P2PI  staff  features  hands-­‐on  exercises,  high-­‐impact  lessons  and  interactive  sessions.    ● Course  size  is  limited  to  offer  a  strong  facilitator  to  student  ratio  contributing  to  the  personal  development  of  each  attendee.    

   

 

 

LESSON   LEARNING  OBJECTIVES   KEY  TOPICS  Pre-­‐Session  Assignments   Foundational  reading  assignments  (via  p2pi.org)  

will  ensure  that  the  learner  is  prepared  for  the  course  

● Assigned  reading  on  p2pi.org.  

L1:  History  &  Introduction  to  Basic  Elements  

Understand  the  origin,  evolution  and  business  focus  of  Shopper  Marketing  and  the  basic  demands  of  the  discipline  

● The  evolution  of  shopper  marketing  as  a  discipline  ● Key  definitions  ● Rise  of  the  empowered  shopper  ● The  scope  of  shopper  marketing  ● Goals/objectives  ● Core  skill  sets  for  organizations  and  individuals  ● The  role  of  retail  collaboration  KNOWLEDGE  QUIZ:  Test  on  key  foundational  information  covered  APPLICATION  EXERCISE:  Construct  and  describe  a  definition  of  shopper  marketing  for  your  organization,  with  rationale  

L2:  Characteristics  of  Effective  Shopper-­‐Centric  Organizations  

Learn  best  practices  for  the  development  of  a  shopper-­‐centric  organization;  learn  perspectives  on  how  shopper  marketing  needs  to  interact  with  other  organizational  functions.  

● Elements  of  a  shopper-­‐centric  culture  ● Shopper  and  category  manager/sales  functions  ● Shopper  vs.  brand  marketing  ● Typical  reporting  relationships  ● Resource  models  ● Funding  needs/practices  ● The  role  of  agencies    APPLICATION  EXERCISE:  Identify  three  areas  in  which  your  company  could  improve  to  become  more  shopper-­‐centric;  how  can  you  demonstrate  more  shopper-­‐centric  thinking  in  your  own  role  

 

 

L3:  Overview  of  Integrated  Shopper  Planning  

Learn  the  principles  of  shopper  marketing  strategy  creation  &  activation;  understand  common  elements  and  key  practices  for  integrated  shopper  planning.  

● The  P2P  Framework:  influencing  shoppers  along  the  path  ● Integrated  shopper  planning  principles  &  processes  ● Building  the  plan  ● Developing  a  shopper  strategy  ● Developing  platforms  &  programs  ● Identifying  objectives  &  tactics  ● Activation  strategies  ● Execution  best  practices  APPLICATION  EXERCISE:  Case  study  Introduction.  Discuss  ways  to  address  the  business  challenge  within  the  context  of  the  shopper  marketing  plan  

L4:  Basics  of  Shopper  Behavior  and  Engagement:  The  New  Path  to  Purchase  

Understand  the  technology-­‐enabled  21st  century  shopper  and  the  evolving  path  to  purchase;  learn  the  P2P  framework  

● Consumer  vs.  shopper  marketing  ● Key  elements  of  shopper  understanding:  missions,  occasions,  typical  shopper  

behaviors  /  decision  elements  ● The  21st  Century  Shopper  /  Changing  shopper  behavior  • Basic  Principles  of  Shopper  Engagement  

o Delivering  real  shopper  value  o Segmentation  strategies  o The  P2P  Framework  o Behavior-­‐influencing  tools/technologies  o Collaboration  

 APPLICATION  EXERCISE:  Map  out  a  tactical  playbook  that  will  effectively  reach  the  target  audience  [case  study]    

L5:  Shopper  Analytics:  Basics  of  Insights  Development  &  Performance  Measurement  

Learn  perspectives  on  the  development  and  implementation  of  true  shopper-­‐centric  insights;  understand  common  metrics  and  methodologies  for  measuring  success  within  the  organization  and  with  retail  partners.  

● What's  an  insight?  Consumer  vs.  shopper  insights  ● Aligning  consumer  and  shopper  insights  ● Shopper  insights  focus  areas  ● Research  methods  and  sources  ● Common  measurement  strategies  &  tools    ● Using  Insights  to  build  plans  ● Retailer  alignment  APPLICATION  EXERCISE:  Evaluate  the  program's  objectives  and  tactical  plan  to  determine  if  they  will  adequately  bring  the  insights  to  life.    

 

 

   

L6:  Basics  of  Brand/Retailer  Collaboration  

Gain  an  understanding  of  the  current  retail  landscape;  learn  the  retailer  perspective  on  shopper  marketing;  understand  the  importance  of  strategic  alignment  in  driving  performance.  

● The  current  retail  landscape  ● Role  of  shopper  marketing  at  retail  organizations  ● Aligning  business  goals/objectives  ● Collaborative  planning  ● Execution  ● Joint  business  planning  APPLICATION  EXERCISE:  Develop  an  exclusive  version  of  your  program  for  a  key  account.  

L7:  Case  Studies  &  Best  Practices  

Strengthen  course  learning  through  a  deep  dive  into  best-­‐in-­‐class  examples  of  successful  shopper  marketing  programs  

● Case  Study  1  ● Case  Study  2  ● Case  Study  3  ● Common  elements  of  effective  programs  APPLICATION  EXERCISE:  Identify  the  best-­‐practice  elements  missing  in  your  program;  modify  the  plan  accordingly    

L8:  Emerging  Trends  in  Shopper  Marketing  

Learn  what’s  coming  next  for  U.S.  retail  and  the  shopper  marketing  discipline  

● Shopper  trends  (demographics)  ● Shopping  trends  (behavior)  ● Activation  trends  (communication  tools)  ● Retail  trends  (channels,  formats)  ● The  role  of  shopper-­‐centric  thinking  in  the  evolution  of  the  marketing  discipline  

Post-­‐Session  Evaluation   Ensure  learner/manager  can  identify  specific  behavior  change  &  job  impact.  

● Application  of  course  learning  via  exercise,  exams  and/or  learner  feedback.