Burke Institute

RM02 - Shopper Marketing: Insights, Innovation, Implementation*

The focus of this two-day seminar is to provide a foundation and framework for developing a strong shopper marketing discipline and shopper insights program to support it. You will learn:

Best practices for the development of a shopper marketing framework
How alternate perspectives (manufacturer vs. retailer, brand vs. sales) can impact shopper marketing language, needs, interests and program acceptance among key stakeholders
The best research tools to use and the questions to ask in order to build a strong foundation of key shopper insights such as shopper habits and practices, path to purchase and decision drivers
The strategy and tactics behind building an effective retailer/manufacturer partnership that can help ensure successful program execution
Practical implementation guidelines for retailers and manufacturers

Detailed Seminar Outline

RM02 - Shopper Marketing: Insights, Innovation, Implementation*

Course Outline and Schedule

Day 1

8:30 am – 5:00 pm

Introduction

Session 1 – Background – Shopper Marketing: What is it? Where Did it Come From?:

The evolution of Shopper Marketing.
What is Shopper Marketing today?

Integration of multiple disciplines
Key stakeholders
Alternate perspectives (e.g., Manufacturer vs. Retailer, Brand vs. Sales)
Language and terminology
Key metrics

Session 2 – Keys to Success – Business Objectives and Best Practice Approach:

Setting Objectives
Development of a Shopper Marketing framework
A “Three I’s” Framework: Insights, Innovation, Implementation

Lunch

Session 3 – Insights – Understanding the Shopper:

Insights for manufacturers; insights for retailers
Shopper identification

Who: shopper demographics, role

Shopper Habits and Practices:

What: category, brand, product choices
When: trip types, purchase frequency
Where: outlet choice
Why: trip drivers
How: path to purchase

Path to Purchase/Purchase Cycle Drivers

Key touch points
Key purchase influencers
Key drivers of outlet choice
Key drivers of product choice

Session 4 – Insights – Quantitative Tools:

Research versus insights
Consumer insights versus shopper insights
Overview of shopper insights tools:

Qualitative Research
Quantitative Research
Scanner Data
Retailer Research

Identifying and mining available data sources

Day 2

8:30 am – 4:30 pm

Session 5 – Transitioning from Insights to Innovation:

Definition of innovation as it relates to shopper marketing
Shopper Strategy
Innovation along the path to purchase

Planning/Pre-Shopping: list preparation, key influencers
Shopping/In-Store: in the store, in the aisle, in the category
Post-Shopping/Consumption: influencing usage patterns
Purchase Cycle

Session 6 – Innovation: Developing a Shopper Marketing Framework:

Strategic vision and framework: leadership platform
Process: establish foundation, strategy and tactics, success criteria/barriers
Areas of Exploration:

Competitive strategies
Segmentation strategies/targeting
Communication hierarchy

Go-To-Market Strategy

Customization by class of trade/retailer

Communication: Internal and retailer

Lunch

Session 7 – Implementation: Success Stories and Case Studies:

Brand Marketing
Sales Strategy/Field Sales
Trade Marketing/Category Management

Session 8 – Future of Shopper Marketing:

Developing a Retailer/Manufacturer Partnership

Communication, positioning and training
Establishing a win-win framework
Managing expectations
Common breakdowns

Role of Tools:

The four P’s
Advanced analytics

What Our Clients Say About This Seminar

RM02 - Shopper Marketing: Insights, Innovation, Implementation*

What Past Participants Have Said About This Seminar

Verbatim evaluations from participants who have attended the "Shopper Marketing: Insights, Innovation, Implementation*" seminar. Names of evaluators have been left out as a matter of professional courtesy.

"The instructors were great! They brought an energy to the room that made the training feel alive. The real-world examples and interactivity
added a lot to the training as they allowed us to see how Shopper Marketing has been used, and can be used, in everyday marketing decisions."
, Abbott Nutrition

"The content was superb! New insights into Shopper Marketing that really make sense and can be utilized immediately!"
Manager, Creative, Farmland Foods

"I couldn't be more impressed with the seminar. The content was grounded in reality with real-life examples, which many professional training
courses fail to address. Jeff as an instructor was fantastically engaging. And I love that Burke brought in outside expertise speaks volumes for them."
Brand Strategist, Think Brand Strategy LLC

"The seminar content was extremely relevant to my business, most importantly my understanding of shopper marketing initiatives and strategy
and how this understanding can help me more effectively position my company as a valuable resource.""
Vice President, Business Development, InContext Solutions

Upcoming Dates and Registration

RM02 - Shopper Marketing: Insights, Innovation, Implementation*

This course is only available for in-house/on-site presentation. To schedule an on-site presentation, please contact us at 800.543.8635 or email us at info@burkeinstitute.com.