The conference features a series of business sessions covering the newest developments in Hispanic marketing, channel blurring, branding and loyalty and email marketing case studies.. Examples of supermarket advertising, including radio, print and TV will be on display throughout the meeting.
“This year’s Advertising/Marketing Executive Conference focuses on how to best reach the primary supermarket shopper and targets key consumer segments,” said Pat Shinko, senior director, education, FMI. “It is an ideal forum for advertising and marketing professionals to share ideas about the latest in trends and challenges facing the grocery industry today.”
Chuck Corbeil, conference chair and vice president of marketing for Harris Teeter, Inc., will kick off the conference with a welcome address. Several key industry topics will be explored over the three-day conference, including:
Beyond Language: Understanding Key Media and Marketing Influencers that Fuel Hispanic Spending Power — Examine the Hispanic Segmentation Study to identify the distinct Hispanic consumer segments and the unique marketing drivers — including advertising — that motivates them on what to purchase and where to shop. This study will provide valuable marketing and advertising plans to reach the fastest-growing demographic in America. Adrienne Zaitz, director of market intelligence, ADVO, Inc.
Channel Blurring — A Consumer Perspective — Details on which retailers and retail channels are capturing an increasing share of shopping households, shopping trips and shopping baskets, and insights into the demographic groups driving changes in retail channel shopping will be discussed in this session. Todd Hale, senior vice president, consumer insights, ACNielsen
Just Ask a Woman — Learn new ways to understand the marketing needs of women and meet their expectations of customer service. Find out how women judge brands and advertising, how they make shopping decisions and how stress affects consumer behavior. Mary Lou Quinlan, founder and CEO, Just Ask a Woman
Future Trends in the Mom Market: Riding the wave of Opportunity into Mom’s Wallet — Trends in the mom market that offer opportunities to capture the $1.7 trillion that mothers are spending annually, the best ways to reach the “on-the-go” mom and dos and don’ts of marketing to moms will be revealed in this session. Maria T. Bailey, CEO, BSM Media
What Makes Customers Tick? — Understand why some “sure things” misfire and other ideas seem to work in marketing to consumers. The author of How Customers Think will share insights from years of studying consumer behavior. Gerald Zaltman, professor emeritus, Harvard Business School
Privacy: How to Think about Customer Loyalty without Creating Disloyal Customers — Developments in information technology and database marketing have created new and powerful ways for retailers to target consumers through in-store promotions, direct contact and advertising. With these advances comes the question of privacy. Examine the scope of current privacy laws and discuss the upsides and downsides of sophisticated customer loyalty programs. Jonah Seiger, visiting fellow, George Washington University
Death of Customer Loyalty — What drives customer loyalty today, how to measure the “lifetime value” of a customer, what customer attrition costs your business and immediate strategies to improve your relationship with customers. This session will explore new and different ways to look at a customer base and realize the potential and increased profit from it. Jim Kissane, partner, RSViP, Inc.
Bob Garfield, editor at large for Advertising Age magazine will give the keynote address, entitled “Advice from God…the 10 Commandments (More or Less).” In his candid and entertaining address, Garfield claims he is “God’s prophet on earth, picking up the divine slack on issues of marketing communications.”
Other topics to be addressed include branding equity, email marketing, increasing sales, media planning, and getting the most out of an agency relationship.
To register, or for more information, contact Pat Shinko (202-220-0705, email@example.com) or Kaari Oberg (202-220-0716, firstname.lastname@example.org) or visit the FMI Web site at www.fmi.org/events/.