Hispanic Shopper

Vol. 23, No. 9 • September 2010 / An Official News Publication of the

Brands Unite Under Campbell Soup Education Platform

Changes at Walmart

BENTONVILLE, ARK. — According to InStore Marketing Institute sources, Walmart leadership is re-introducing “volume opportunities” back into its stores. In late July, one source said there had been at least three versions/revisions of the New Product Display guidelines that month. Another said the display process is now being lead by merchandising and that marketing is being relegated to the “event” area.

A third source said that Walmart brass gave its buyers a “3/30” mandate in July: In the next 30 days, merchandising should return to the way it was three years ago in terms of how Action Alley and Rollbacks are handled. That means more secondary merchandising and few Rollback deals.

The source also commented on speculation that Project Impact is going to be “re-branded” in some fashion, although it was not clear what effect it would have on “WinPlay-Show” standards. The chain does plan to reintroduce more of the national-brand SKUs that were deleted through the program — largely at the expense of its own Great Value label, according to sources. Yet another source said that the “handcuffs seem to be coming off” a bit, and that there’s a lot of “scrambling” around the Holiday set already.

In other Walmart news, the chain plans to add RFID tags to individual pairs of jeans and underwear. If successful, the tags will be rolled out on other products chainwide in an effort to improve restocking and inventory control.

By Ed Finkel

in Shopper Marketing SEE PAGE 40

Laura McCorvie, SVP, Customer Growth and Shopper Marketing, Kraft Foods

C AMDEN, N.J. — Over the past 37 years, Campbell Soup Co. has provided schools nationwide with a total of $110 million in supplies and materials for arts, athletics and academics through its Labels for Education program.

In June, Campbell announced the first product partnerships in the program’s history, with more than 30 SKUs in the Pop Secret popcorn line from Diamond Foods, San Francisco, and about 100 Bic stationery products such as pens, pencils and markers (Bic USA Inc. is based in Shelton, Conn.).

The newly labeled products reached stores in July and August, in time for backto-school promotions in different parts of the country.

“Labels for Education [LFE] is committed to supporting education and schools,” says Geoff Jackson, integrated shopper marketing director for Campbell Soup. “For the first time in 37 years, LFE has added marketing partners to bring scale, scope and value to our key audiences. The addition of marketing partners will provide consumers a greater opportunity to earn LFE points for their designated school of choice.”

In formulating the original idea for Labels for Education, Campbell’s drew upon research that showed “most consumers report that they would choose a brand that supports a cause they believe in, and education See Campbell, Page 10

Exclusive Interview With Kroger, P&G Execs Evan Anthony of Kroger, Dina Howell of Procter & Gamble talk collaboration, digital efforts with Shopper Marketing

By Dan Ochwat

GALLERY: DIGITAL SM See Page 22

See Q&A, Page 18

Marketing to Hispanics Page 28

SM1009_C1_006_021.indd 1

CINCINNATI — As an architect of Procter & Gamble’s first customer marketing team, an early leader of FMOT, and now VP of global media and brand operations, Dina Howell is the founding mother of shopper marketing. Sit her down next to the VP of corporate marketing and advertising at the nation’s largest supermarket chain, Kroger, and it’s a powerful conversation.

In fact, Evan Anthony and Howell convened at Kroger’s headquarters in late July to discuss topics including collaboration, shopper insights and digital shopper marketing. Both are presenting keynote addresses at the Shopper Marketing Expo, October 6-7 (see show coverage on Page 34).

Howell

Anthony

PREVIEW Page 34

8/16/10 1:48:19 PM

“WE’RE THE “SPEED TO MARKET” COMPANY FOR A

P.O.P TIGHT ECONOMY” Everything’s changing. P.O.P that used to merit weeks to produce - now is required in days...and at a LOWER COST. And since we design, print, fabricate, fulfill and distribute, all IN-HOUSE - we’ll always be very PRICE COMPETITIVE. Times are tough. You can either EMBRACE the CHANGES IN THE INDUSTRY or watch the game from the sidelines.

Here at INNOMARK - we don’t even know Jeff Laking / General Manager InnoMark Communications

where the sidelines are...

Displaying The Creative Difference Since 1991 in-house: creative design temporary, semi-permanent & permanent p.o.p. displays packaging pre-press litho & digital printing fulfillment & distribution

888.466.6627

SM1009_C2_C3_C4.indd 2

www.innomarkcom.com

8/6/10 4:33:16 PM

Editorial Director Bill Schober (ext. 132) Editor Dan Ochwat (ext. 130) Senior Editor Erica Walkup (ext. 131) Art Director/Production Mgr. Sonja Lundquist (ext. 138)

CONTENTS

Contributing Editors Peter Breen, Rob Mahoney, Anne Downes, Tim Binder, Patrycja Malinowska Contributing Writers Dan Alaimo, Riki Altman, Paula Andruss, Michael Applebaum, Aaron Baar, Tricia Despres, Ed Finkel, Jeff Fleischer, Erika Flynn, Deborah A. Garbato, Sarah Hamaker, Lisa Kass, Dawn Klingensmith, Heather Larson, Mindy Long, Jo McIntyre, April Miller, Lorna Pappas, Craig A. Shutt, Tim Sprinkle, Jeff rey Steele Managing Director/Group Publisher John Bold (847) 675-7400, ext. 118; jbold@instoremarketer.org ADVERTISING SALES Rich Zelvin, (847) 675-7400, ext. 117; rzelvin@instoremarketer.org Serving: AL, CT, DE, FL, GA, IL (Chicago only), IN, KY, MA, MD, ME, MI, MS, NC, NH, NJ, NY, OH, PA, RI, SC, TN, VA, VT, WV Floyd Stoner, (847) 675-7400, ext. 116; fstoner@instoremarketer.org Serving: AR, AZ, CA, CO, IA, ID, IL (outside Chicago), KS, LA, MN, MO, MT, ND, NE, NM, NV, OK, OR, SD, TX, UT, WA, WI, WY Need help finding a supplier? We may be able to help. Send your e-mail to shoppermarketing@ instoremarketer.org and be sure to include a daytime phone number.

Shopper Marketing (ISSN 1040-8169) is published monthly by the In-Store Marketing Institute, 7400 Skokie Blvd., Skokie, IL 60077-3339. Periodicals Postage Paid at Skokie, IL and at additional mailing offices.

POSTMASTER: Send address changes to Shopper Marketing, P.O. Box 1763, Lowell, MA 01853-1763. Entire contents copyright © 2010 by the In-Store Marketing Institute. Canada Post International Publications Mail Product (Canadian Distribution) Sales Agreement No. 40025274. Return undeliverable Canadian addresses to: Station A, P.O. Box 54, Windsor, ON N9A 6J5 or Email: cpcreturns@wdsmail.com CHANGE OF ADDRESS and other circulation correspondence should be mailed to: Shopper Marketing, P.O. Box 1763, Lowell, MA 01853-1763, or call (847) 675-7400, ext. 111 for customer service. (Include your address label with all correspondence.)

6 Wine and Chocolate: Better Together and on Display

Mars and E&J Gallo revamp permanent, crosspromotional wine and chocolate floorstand

8 Join the Loud Food Club Kettle’s new digital and retail campaign urges loyal fans to crunch loud and crunch proud PPage 8

12 50 Loyalty Cards, One Device Mobeam intros numi key, which consolidates loyalty cards onto one device and can work with any retailer’s bar code scanner • Colloquy champions its convenience but says smartphones may have more promise

22 Digital Shopper Marketing Complementing the enclosed white paper, this gallery illustrates digital shopper marketing campaigns from JCPenney, Unilever, KimberlyClark and more

WHERE TO WRITE: Please direct all letters to the editor and other business/advertising correspondence to: Shopper Marketing, 7400 Skokie Blvd., Skokie, IL 60077-3339.

ARTICLE REPRINTS & E-PRINTS: Contact Lisa Kass at (847) 675-7400, ext. 175 or lkass@ instoremarketer.org.

NOTICE: The In-Store Marketing Institute occasionally uses the logos of various companies in its marketing materials. These include promotional brochures for events such as the In-Store Marketing Expo, The In-Store Marketing Summit, the Design of the Times Awards and others. The use of these logos does not imply sponsorship or endorsement by the companies identified by those logos, unless specifically noted such.

14 Virtual Shopping Goes 3-D NeuroFocus adds another dimension of realism to its neuro-based research techniques • Target taps DemandTec

16 Search Leads Digital Efforts Editorial and Executive Offices 7400 Skokie Blvd. Skokie, IL 60077-3339 PHONE: (847) 675-7400 FAX: (847) 675-7494 Executive Director – Chief Executive Officer Peter W. Hoyt (ext. 121)

MEMBER DEVELOPMENT & SERVICES Manager – Member Development Lisa Kass (ext. 175)

Managing Director – Chief Operating & Financial Officer Chris Stark (ext. 197)

Coordinator – Member Services & Events Ann Estey (ext. 173)

Managing Director – Member Services & Events Maureen Macke (ext. 127)

INFORMATION TECHNOLOGY Director – Information Technology Jack Dare (ext. 172)

Managing Director – Strategy & Member Development Steve Frenda (ext. 178)

I.T. Support/Development Dan Boland (ext. 157)

Managing Director – Content & Editorial Bill Schober (ext. 132) PRODUCTION Director – Production Ed Ward (ext. 144) Art Director/Production Manager Sonja Lundquist (ext. 138) Traffic Manager Virginia Pupillo (ext. 137) Art Director Stephanie Beling (ext. 134) MARKETING Director – Marketing Michele Weston-Rowe (ext. 123)

OPERATIONS Director – Finance & Accounting Mike Bernal (ext. 135) Manager – H.R./Office Services Jeanine Caughlin (ext. 104)

INSTOREMARKETER.ORG Managing Director – Content Peter Breen (203-852-8912) Associate Director – Content Rob Mahoney (ext. 113)

Associate Editor – Content Randy Hofbauer (ext. 146)

EVENTS & EDUCATION Managing Director – Business Development Gary Goff (ext. 171)

P-O-P DESIGN Managing Director/Group Publisher John Bold (ext. 118) Regional Sales Manager Rich Zelvin (ext. 117) Regional Sales Manager Floyd Stoner (ext. 116)

32 World View See a quirky, interactive digital campaign from Denmark

34 Shopper Marketing Expo Get a preview of the Shopper Marketing Expo, Oct. 6-7 in Chicago, including a look at the floorplan and exhibitor list, news on featured exhibitors, the show schedule and travel info

40 Who’s Who in Shopper Marketing

This second annual list features more than 200 leaders from Kraft, Kellogg Co., GlaxoSmithKline, Henkel and many more

51 Personnel Appointments 54 In-Store Strategist Walmart and Procter & Gamble partner to provide family-friendly programming

Director – Editorial Anne Downes (ext. 160) Associate Editor Dan Ochwat (ext. 130) Associate Editor Erica Walkup (ext. 131)

SM1009_003toc.indd 3

As the fastest-growing ethnic group in the U.S., marketers can’t afford to ignore Hispanics • Demo is more receptive to sampling and mobile than any other group • Retailers, from supermarkets to T-Mobile, continue to test Hispanic-dedicated stores • Popular passion points for Hispanics are family, music, food and fashion

Forrester and Shop.org study finds retailers’ digital budgets going mostly to search and e-mail • 38% of the 100-plus retailers surveyed have a mobile strategy in place • 80% believe now is the time to experiment with social media

Senior Associate Editor – Content Tim Binder (ext. 149)

Senior Marketing Associate Julie Andrusyk (ext. 162)

Director – Education & Faculty Administration Ronit Lawlor (201-297-1570)

Hispanics

Administrative Assistant Cindy Hahn (ext. 166)

Associate Editor – Content Patrycja Malinowska (ext. 142)

Sales Manager – Events Scott Easton (ext. 119)

28 Report: Marketing to

Accounting Associate Sajan Kuriakose (ext. 133)

Marketing Analyst Paul Pace (ext. 165)

Manager – Events Peggy Milbrandt (ext. 141)

26 Ricci at Retail

Page 22 Pa

8/18/10 1:35:03 PM

4

SHOPPER MARKETING SEPTEMBER 2010

EDITORIAL — Bill Schober

Hit the Bricks

In case you haven’t noticed, inside the “polybag” that held this issue is a 24-page white paper, authored by the estimable Peter Breen and entitled, “Clicking Through the Path to Purchase: Best Practices in Digital Shopper Marketing.” If you can’t read it all right now, at the very least, tag it and protect it as a reference piece. You will want to refer to it in the future.

Clearly, I drew the lucky straw this month as my task was to simply test-drive a new path-to-purchase/social media mobile application for iPhone and Android named “Shopkick.”

Released on August 17, Shopkick garnered a fair amount of pre-launch publicity this summer, with Forrester Research calling it “one of the most interesting mCommerce plays of the year.” The VC firm backing the project is famous as an early investor in Google. The fact most pertinent to Shopper Marketing magazine readers, however, is that according to the Wall Street Journal, Procter & Gamble “embedded” an employee inside Shopkick six months before its launch.

Like other shopper-reward apps such as Loopt and Foursquare, when Shopkick users patronize certain retail establishments, they collect points, called “Kickbucks,” that can be redeemed for virtual money (like Facebook credits) as well as real-world cash in the form of gift cards. Shopkick’s backers say it differs significantly from other apps, however, in that it requires the shopper to physically enter a store to collect that reward. Other apps apparently let their “shoppers” gain credit for store “visits” by simply breezing-by as far as a city block away.

Shopkick installed transmitters inside its partner stores (which at launch included Macy’s, Sports Authority and Best Buy) that send a sound to the phone’s microphone that verifies that the user is on the sales floor. On my visit to Best Buy, Shopkick indeed only rewarded me once I was inside and about 10 feet past the security guard.

As stores register foot traffic and presumably tie-in sales, the partnering chains will pay Shopkick a commission. In a New York Times interview, Cyriac Roeding, Shopkick’s CEO said,

EXECUTIVE ADVISORY COUNCIL • Tom Prestridge, Director, Retail Marketing, Alberto Culver Corp.

• Geoff Jackson, Director, Integrated Shopper Marketing, Campbell Soup Co. • Dan Bracken, Director – Marketing Services, Church & Dwight • Daren Sorenson, Director, Shopper Marketing Insights, The Coca-Cola Co. • Jon Boeve, Manager, Brand Design, ConAgra Foods • Karen Wilson, Corporate Marketing Officer, Hyde Tools • Charles Meyer-Hanover, Director of Shopper and Category Development for Consumer Healthcare, Johnson & Johnson Sales and Logistics Co. LLC • Karen Durand, Senior Manager, Shopper Marketing Center of Excellence, Kimberly-Clark • Patrick Hare, Senior Director, In-Store Merchandising Center of Excellence, Kraft Foods Inc. • Michael Ross, Vice President, Marketing Consumer Insights, Pricing, Meijer Inc. • Bill Brownell, General Manager World Wide Retail Services, Microsoft Corp.

• Parisa Zander, Senior Director, World Wide Visual Merchandising and Store Design, Microsoft Corp.

• Peter Stamos, CMO, Miller Zell Inc. • Chuck Hardinger, Brand Manager, Retail Merch.

Strategy, MillerCoors • Joe Radabaugh, Director, Shopper Marketing, Nestlé USA • Pam Venn, Marketing Manger, Point of Sale, Nestlé-Waters • Sonja Mathews, Director, Customer Strategy & Insights, PepsiCo • Craig Gunckel, Executive Vice President & General Manager, RockTenn Merchandising Displays • Richard Nathan, CEO, RTC • Don Baker, Vice President, Pricing and Category Selling Strategies, Sara Lee Corp.

• Kris Abrahamson, Director, Shopper Marketing, Sara Lee Corp.

• Dave Milka, Team Leader, SC Johnson • Jim Fuqua, Director, In-Store Experience, Supervalu • David Plante, Senior Manager, Marketing Planner, Target • Rich Carrigan, President, United Displaycraft • Catherine Lindner, Vice President, Retail Marketing, Walgreen Co. • Carine Krull, Vice President, Sales, Wetzel Brothers

SM1009_004_005edit2.indd 4

After downloading Shopkick via iTunes, the app immediately spotted a variety of retail stores in my neighborhood (including a couple that are defunct). Shopkick’s primary retailer partners are always given top billing in the listings.

Shopkick is, in part, a social media app and game. For product marketers, Shopkick’s distinctive difference is that it requires the user to physically enter a store (i.e. become a “shopper”) in order to collect the significant rewards.

Once inside a store, offers for specific SKUs as well as generalized discounts, appear. I decided to use the 10% off coupon, grabbed an Xbox 360 game (in honor of 2010 Hall of Famer Parisa Zander) and headed to the checkout.

As I was using Shopkick just 24 hours after its launch, I expected confusion at the front end. Luckily, my cashier Darnell had read the Best Buy staff alert that morning, knew what to do, and the Shopkick line item appeared on my receipt.

It’s easy to see why P&G wanted an employee inside Shopkick during its development. At Walgreens, with just a slightly smarter iPhone, I could have collected a pile of “Kickbucks” by scanning the bar codes off a host of CPG items.

I’m hardly a key demo for Shopkick, but its efforts to make mobile clicks culminate at brick and mortar stores bear watching. And in case anyone in Bentonville asks — that’s me registered as the very first “fan” of Supercenter #2816.

“For the first time in physical retail, marketing costs are 100% performance-based.” There are hints that eventually, the app may also track a shopper’s path inside a store, too, offering specific rewards for visits to specific departments. While that sounds particularly intriguing, I am duty bound to report that on my test drive, a Shopkick alert said that my phone had lost its signal

DISTINGUISHED FACULTY • Lily Lev-Glick, Founder, Shopper Sense • Al Meyers, Senior Vice President, Retail Forward Inc. • Russ Napolitano, VP, Strategic Development, Wallace Church Inc. • Joe Ricci, President, Beacon Concepts Inc.

INSTITUTE FACULTY • Daniel Abramowicz, Ph.D., EVP, Technology, Crown Holdings Inc. & President, Crown Packaging Technology Inc., Crown Holdings Inc. • Michelle Adams, VP, Shopper & Customer Insights, PepsiCo • Candace Adams, President, Global Retail Strategy, SmartRevenue • Alexei Agratchev, CEO, BVI Networks • Bob Anderson, Director, Customer Relationship Marketing, Stop & Shop Supermarket Co. • Evan Anthony, VP, Corporate Marketing & Advertising, Kroger • Jonathan Asher, Vice President, Perception Research Services • Paul Ballew, Vice President, Insight & Strategy, The Integer Group • Steve Bava, Director Of Strategic Development, WhittmanHart • Bernard Beary, Asst VP Category Mgr, Hy-Vee Food Stores • James Beck, General Manager, Walmart Smart Network, Walmart Stores Inc. • Stu Bedford, Director of Business Development & Research, Diversified Brands, Sherwin-Williams • Thomas Brown, EVP, Minneapolis, D.L. Ryan Companies • Stephen Brown, VP of Innovation, Merchandising Displays, RockTenn Merchandising Displays • Raymond Burke, E.W. Kelley Professor of Business Administration, Indiana University • John Burn, Director, Channel Marketing, MillerCoors Brewing Co. • Rich Butwinick, President, MarketingLab • Alison Chaltas, Principal, Interscope • Anne Chambers, CEO, Capré Group

• Martin Roberts, President, Martin Roberts Design LLC • Patrick Rodmel, President & CEO, Watt International • Rob Wallace, Managing Partner, Strategy, Wallace Church Inc. • Scott Young, President, Perception Research Services • Michael Chase, VP of Marketing & Creative, St. Joseph Content • Peter Cloutier, President, Eastern Division, Catapult Marketing • John Clutts, Practice Leader for Retail, The Partnering Group • Rob Colarossi, VP Category Leadership, Interstate Brands Corp.

• James Damian, SVP, Enterprise Design Group, Best Buy Co. • David DeBusk, VP, Client Solutions, DS-IQ • Giovanni DeMeo, Director, Global Brand Development, Daymon Worldwide • Kelly Downey, VP, Customer Marketing, Unilever • John Dranow, President & CEO, SmartRevenue • Mark Edwards, President, Founder, Red Dot Square Solutions • Bernard Eloy, GBS Virtualisation Manager, Procter & Gamble • Craig Elston, SVP, Insight & Strategy, The Integer Group • Patrick Fitzmaurice, Principal, Capre Group • Ted Flinn, Brand to Retail Strategy Director, TLP – TracyLocke Partnership • Jim Fuqua, Director, In-Store Experience, SUPERVALU • Craig Geiger, Dir., Category Development & Shopper Insights, Barilla America • Bryan Gildenberg, Chief Knowledge Officer, Management Ventures Inc. • Sarah Gleason, Consultant, Interscope • Michelle Gloeckler, VP Confection and Impulse, Walmart Stores Inc. • Mary Goggans, Director, Customer Business Dev., Kimberly-Clark • Terri Goldstein, Principal/CEO, The Goldstein Group

about halfway down the main aisle. Also, Shopkick’s offers inside stores like Walgreens require the user to scan a package’s bar code for verification. Unfortunately, Shopkick’s bar code reader only works well on the iPhones 4 and 3G — not earlier models.

Nonetheless, if it had an old codger like me running around a mall, imagine what the Millennials will do with it.

• Nicole Green, Vice President, Brand Evangelist, Frank About Women • Brian F. Harris, Ph.D., Founder & Co-Chairman, The Partnering Group • Doug Healy, Senior Market Research Analyst, Barilla America • Dave Henderson, Sr. Dir., Customer Strategic Marketing, Hasbro • Stephen Hoch, Prof., Wharton School of Business, Proteus • Mack Hoopes, Manager of Shopper Insights, Henkel North America • Anne Howe, SVP, Market Intelligence, MARS Advertising, Inc. • Valerie Jacobs, VP, Group Director, Director of Trend Analysis, LPK – Libby Perszyk Kathman • Curt Johnson, SVP, Consumer Goods Division, Miller Zell Inc. • Ray Jones, Managing Director, Dechert-Hampe & Co. • Jason Katz, EVP, Emerging Media, Catapult Marketing • Kevin Kells, National Industry Director, CPG, Google Inc. • Paul Lieberman, Dir. of Merchandising and Shopper Marketing, Mars Chocolate NA LLC • Catherine Lindner, Vice President, Retail Marketing, Walgreen Co. • Mary Lorson, Director, Business Solutions, Pavone • Jim Lucas, EVP, Director, Shopper Marketing Division, Draftfcb • Chuck Luckenbill, VP, Visual Merchandising, OfficeMax • Sonja Mathews, Director, Customer Strategy & Insights, PepsiCo • Morgan McAlenney, SVP and Digital Czar, The Integer Group • Kent McCuddin, Senior Manager, Marketing Communications, Wells’ Dairy Inc. • Dave Milka, Team Leader, SC Johnson • Kate Muhl, VP, Consumer Strategist, Iconoculture • Curtis Munk, VP, Strategic Planning Director, Draftfcb • Andy Murray, Global CEO, Saatchi & Saatchi X • Terry Nannie, Senior Director, Marketing, Walmart Stores Inc. • Beth Ondush, Manager, Merchandising, Crayola

• Brian Pear, VP, General Manager, Shopper Events LLC • Hugh Phillips, Ph.D., President, Phillips Foster & Boucher Inc. • David Plante, Sr. Manager, Marketing Planner, Target • Laura Price, Director, Segment Marketing, SUPERVALU • Timothy Ressmeyer Ph.D., VP, Global Innovation & Shopper Marketing, Information Resources Inc. • David Rich, President/CEO, ICC/Decision Services • Cindy Richter, VP, Associate Director of Planning, Frank About Women • Sven Risom, Managing Director, Cannondale Associates • Joe Robinson, President, RPM Connect, D.L. Ryan Companies • Catherine Roe, Head of Consumer Packaged Goods, Google Inc. • Sherri Rosenberg, Media Director, Blue Chip Marketing and Communications • Sarah Rottenberg, Relationship Lead and Directing Associate, Jump Associates • Masha Sajdeh, Chief Shopper Strategist, Arc Worldwide • Bob Samples, Director, Category Planning and Sales Support, Hormel Foods Corp.

• Paul Schaut, CEO, Modiv Media • Mark Scott, VP, Shopper Marketing & Sales Planning, Kimberly-Clark • Alicia Smestad, EVP, RPM Connect & President, Nsight Connect, D.L. Ryan Companies • Alex Sodek, Senior VP, Research, Decision Insight Inc. • David Sommer, Managing Partner, MEC Retail, Mediaedge Q

Q

• Herb Sorensen, Ph.D., Global Scientific Director of Shopper Insights, TNS North America • Jesse Spungin, VP & General Manager, Popcorn Brands, ConAgra Foods • Phil Stanley, VP, Customer Marketing, Hershey Foods • Kyle Sterling, Senior Account Executive, IMS (Integrated Merchandising Systems) • John Stermer, EVP/Sales & Marketing, PromoWorks • Rich Tarrant, CEO, MyWebGrocer • Marla Thompson, VP, National Accounts – Centra, Catalina Marketing Corporation • Aidan Tracey, President, Experiential Marketing, Mosaic • AnnaMaria Turano, Founding Partner/Executive Director, MCAworks LLC • Stephen Vowles, SVP, Marketing, Stop & Shop Supermarket Co. • Randy Wahl, Executive Vice President, M/A/R/C Research • Todd Walls, EVP, Buxton • Kamela Warren, E-Business Customer Manager, Kellogg Company • Adam Werbach, Chief Sustainability Officer, Saatchi & Saatchi Worldwide • Brad Williams, Shopper Marketing Consultant, Coca-Cola Co. • Cheryl Williams, VP, Marketing, Shoprite • Caroline Winnett, CMO, NeuroFocus Inc. • Al Wittemen, Studio Director, Acosta • Jay Zemke, VP, Strategic Development, BARD Advertising • Mark Zwicker, VP, Business Development, St. Joseph Content

The Executive Advisory Council is made up of experts in the field of retail marketing and merchandising — each member dedicates their time and talents to the In-Store Marketing Institute with a goal to improve how the Institute can inform, educate and interact with its members.

Distinguished Faculty and Institute Faculty are the highest-rated speakers, based on a 4-point scale, by past attendees of our various speaking engagements. Distinguished faculty have consistently scored high at four or more events.

Faculty have scored high, presenting at least once.

8/19/10 2:27:34 PM

We design, produce, and distribute graphics for Mohawk that

increase consumer purchasing.

What can we do for you?

www.mktalliance.com 800.264.9707 SM1009_004_005edit.indd 5

8/6/10 4:35:15 PM

6

PROGRAMS

SHOPPER MARKETING SEPTEMBER 2010

Mars, Gallo Pair Chocolate With Wine Retail display made lighter and more efficient to execute

By Erica Walkup

The updated Dove Chocolate and wine rack can be placed in various departments based on past sales numbers and seasonality.

HACKETTSTOWN, N.J. — Soup and crackers, chips and soda, and bread and peanut butter are all common pairings seen in supermarket aisles. Now, thanks to a partnership between Mars Chocolate North America and Modesto, Calif.-based E&J Gallo Winery, retailers can add another pairing to the list — chocolate and wine.

After a successful rollout in 2009, Mars and Gallo are enhancing their partnership with an updated version of a floor display that pairs Dove Chocolate with Gallo wines. The companies teamed up to roll out 625 units last year, and expect to launch more of the new displays this year (the exact number is unknown due to ongoing orders).

Timothy Lebel, vice president of sales for Mars Chocolate, says Dove’s predominantly female consumer base perfectly aligns with that of E&J Gallo’s consumer. Mars leaned on E&J Gallo’s “extensive research on flavor profiles” to help determine the right chocolate assortment for the in-store display. The rack holds 16 bottles of wine and varying amounts of chocolate, depending on the product and package size.

Compared to the 2009 display, which required too much labor, materials and cost to be scalable, the new version is lighter and uses less material but looks very similar, is

the same height and holds the same amount of product. It also allows the header to be changed out to support seasonal and other promotions. Henschel-Steinau, Allendale, N.J., designed and manufactured the old and new units.

While promotions will be updated at least quarterly, “Some retailers like to keep it really fresh, so we’re prepared to leverage shopper marketing and rotate something out every eight weeks,” Lebel says.

Thanks to the units’ wheels and now lighter weight, the display can also be moved to virtually any section of the store, including the front end, the candy aisle, the wine section, the floral department and the greeting card area.

“We do try to monitor the sales so we learn where the real hot spots are for the combination of chocolate and wine,” Lebel says. “Then we’ll say, ‘We know floral is a top three spot, so we’ll do floral twice and stationery twice, depending on the retailer.’”

Introduced at the Sweets & Snacks Expo in Chicago in May, the updated display was set to start hitting stores in the second half of this year. The units are available to all channels that sell both E&J Gallo wines and Dove Chocolate, including supermarkets, c-stores and drugstores. Where legal, stores will be able to offer coupons such as $2 off a purchase of any Dove Chocolate product and a bottle of wine, which may include Mirassou, Barefoot, Dancing Bull, Black Swan or other Gallo brands.

“More consumers are entertaining at home rather than expensive restaurants, and they’re experimenting with fl avorful wine pairings,” Lebel says. “Dove Chocolate complements a variety of wines by enhancing taste, aromas and flavors.” Dove products that may appear on the displays include bags of individually wrapped Promises, full-size chocolate bars and Moments (gift boxes and express sentiments such as happy birthday, thank you and love).

Earlier this year, other co-branded activity included instant coupons and mailin rebates, and promotions at an iVillage event in New York City and during select Minnesota Twins baseball games as part of the team’s “Wine, Women and Baseball” promotion.

Although not specific to the Gallo partnership, a section on DoveChocolate.com suggests a few pairings, such as Dove Silky Smooth Milk Chocolate with merlot and Dove Silky Smooth Dark Chocolate with a ruby port. The website also gives consumers tips on how to taste chocolate and throw a chocolate tasting party.

BRAND: Dove Chocolate and Gallo wines KEY INSIGHT: Dove’s predominantly female consumer base aligns with E&J Gallo’s consumer profile.

SOLUTION: Upgrade a 2009 display that pairs wine and chocolate, be able to move it around the store, and run other co-branded promotions.

On Site.Insight.

What are some of the most pressing internal challenges your In-Store Experience and Shopper Marketing teams face?

Over the past two years we ’ve been building up Supervalu ’s capabilities around shopper marketing. The most pressing challenge that stood out was alignment within organizations — both retailer and manufacturer — between marketing and merchandising departments. To address this challenge, we started at the top and continue to work our way down to address alignment head-on. We understand that to be truly customer-centric, we need to speak in one voice with our manufacturer partners as we look to grow our shared businesses. That way, as we are aligned internally and develop plans with manufacturers, we can articulate what needs to be done from a marketing and a merchandising perspective.

Jim Fuqua Director of In-Store Experience and Shopper Marketing

Through 135 years of food logistics innovation, coupled with innovation and focus, Supervalu has grown into a retail network of more than 2,500 stores.

Another in a continuing series of industry dialogues.

To comment, please contact Jon Kramer: jkramer@rocktenn.com

SM1009_C1_006_021.indd 6

How can your CPG partner ’s best help and support Supervalu ’s In-Store Experience and Shopper Marketing initiatives?

We need to break down the silos. I think the Retail Commission on Shopper Marketing ’s collaborative framework gives us a process for having the right kinds of conversations.

These conversations will not be easy because of the mindset that trade is trade, brand dollars are in one bucket, and shopper dollars in another. However, at the end of the day, those dollars have to work as hard for our manufacturers as they do for us, so we need a collaborative mindset focused on doing the right things based on shopper insights.

At Supervalu, we are striving to be a branded house — not just a house of brands. Traditionally, the grocery industry has allowed manufacturer branded displays and signage to be front and center and that eroded their distinct brand identities. Today, everything we do in my department is about differentiating Supervalu to our shoppers and taking back control of our stores.

Are multi-vendor shopper-solutions programming important at Supervalu, and if so, are they growing?

Absolutely. We are ramping up a lot of solutions-based programs, especially through the “Good Things in Store ” demonstration program implemented in the spring.

While we still showcase new products, we try to avoid the traditional one-product demo. Instead, we want interesting ideas about speciÀc cuisines, easy-Àx ideas or remedies to common problems. An example is our “Fish in a Flash ” campaign. There ’s no doubt that, at Àrst glance, Àsh and microwave ovens don ’t seem to go together. But once we were educated, we learned that when you use oven bags, the Àsh really does come out Áaky and moist. We created a very successful event that brought together Alberto-Culver ’s Mrs. Dash and Reynolds Consumer Products.

Given the reality of “internal silos ” that need to be addressed, how can CPG manufacturers best sell these kinds of programs in to your company?

When we review any new program, it all starts with shopper insights. We ask our manufacturers to bring their customer insights to the table. Ultimately, it ’s all about collaboration and Ànding the sweet spot between our shopper insights and the manufacturer ’s customer insights.

Whether you have a lot of shopper insights or not, at some level, it ’s pretty simple: It ’s all about understanding that Moms need quick solutions and creative ways to make their lives easier. Vendors should be looking at their customer data to answer the following questions: What would our customers want? What would they be interested in? What would make their lives easier?

How can we deliver relevant solutions to Supervalu ’s shoppers?

8/16/10 1:49:32 PM

4 ways our logic can help you work your magic.

1.

2.

3.

4.

KNOW WHAT YOU DON’T KNOW Knowing trumps guessing every time. Use our free tools to know what consumers are talking about, looking for, engaging with, and visiting. Take our Insights for Search tool. You can discover regional search patterns and trends, then take advantage of them by adapting your messages in key markets. Instead of best guesses, you've now got an informed strategy.

AMPLIFY YOUR CREATIVITY If your creativity knows no bounds, neither should your creative. Use our digital tools to explore possibilities and breathe more life into your campaigns. Take Display Ad Builder. You can create captivating, interactive rich media ads using simple, drag-and-drop, pre-made components. Your inspiration now has a lot more opportunity to inspire.

BUY MEDIA THAT MATTERS Spellbinding creative will fall flat if your message never connects. Use our advertising solutions to reach the right customers: Yours. Take Consumption Targeting on the Google Display Network. You can identify and place your ads on sites in our network that overindex with offline buyers of a certain CPG product, category, or brand.

You’ve now created meaningful connections with your audience and are paying only what they’re worth to you.

GET RESULTS, THEN GET BETTER RESULTS As you work your magic, you’ll want to know how well it’s working. Use our free reporting and optimization tools to learn what’s working, what’s not, and what’ll work better. Take Custom Reports in Google Analytics. You can quickly create tailored views of your website metrics, making it easy to review and act on the information important to you. With all of these tricks up your sleeve, now you’re ready to go make more magic. Logically.

Visit www.google.com/advertisers to learn how these and other Google solutions can help you work your magic.

©2010 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc.

SM1009_C1_006_021.indd 7

8/6/10 4:36:05 PM

SHOPPER MARKETING SEPTEMBER 2010

Inside Kettle’s Crunch Zone Kettle Chip’s summer promotion ties in-store merchandising with online engagement of the brand’s loyal fans

By Debby Garbato

Sometimes, the difference appears obvious The selection of a partner to help build your brands in-store is the most critical component of your marketing-at-retail efforts. From a broad field of seemingly similar companies – a singular selection truly stands as unique.

Choose Wisely

CALL:

Gerry Molitor 201.559.2001

Trans World Marketing | 360 Murray Hill Parkway | East Rutherford, NJ 07073 info@transworldmarketing.com | www.transworldmarketing.com

SM1009_C1_006_021.indd 8

SALEM, ORE. — Kettle Foods is banking on the power of its loyal following with a summer promotion that zeroes in on two of the brand’s key attributes — crunch and flavor, says Julie Dunmire, brand director at Kettle, which is now owned by San Francisco-based Diamond Foods. The message is carried by a gimmicky Loud Food Club website tied to in-store merchandising and social networking. The promotion runs from Memorial Day through Labor Day. The Loud Food Club is geared around crunching and engagement. “You’ve never seen this kind of fan love,” says Dunmire. “We get all sorts of e-mails and handwritten notes. One person wanted us to build a salt and vinegar plant next to his house.

Then we had a guy who baked a cake that looked like a Kettle Brand bag.

Another made a jigsaw puzzle. Why not harness this excitement with some sort of club?”

Developed by Denverbased Cultivator Advertising, the campaign targets two types of chip consumers: Natural Noshers, who are concerned about healthy ingredients, and Gourmet Foodie Families, who enjoy chips that are not mass produced. Prior to launching the campaign, Kettle conducted a segmentation study. It also examined fan correspondence.

LoudFoodClub.com opens with a video of a “super fan” expounding the benefits of loud crunching via a bull horn. Three links, which the “fan” points out, take the viewer to: • A fan page where consumers can pledge to “crunch chips with noisy abandon.”

They can also download and print signs and crunch flag cutouts. There are links to Twitter and Facebook as well as a personal crunch statement that can be copied and inserted into one’s e-mail.

• A video starring the super fan explains how kettle chips are made. The chips are batch-cooked and hand-stirred in kettles. They do not contain trans fat, MSG or other ingredients that could be unhealthy or impede taste. The chips’ all-natural aspects contribute to their crunchiness and golden-brown color.

• Consumers who download a dollar-off coupon are automatically entered into a sweepstakes to win free chips for a year.

In-store, a shipper carton display uses the same graphics as the website. The display tells consumers about the “club,” informs them that they can obtain a coupon online and provides the LoudFoodClub.com Web address. “The shipper was designed to appeal to the impulse shopper and to drive people online so they can interact with the brand,” says Dunmire.

The freestanding shipper can be used in all channels. It is not pre-packed, hence, it can be filled with the retailer’s choice of flavors and reused when product runs out. Shippers holding different flavors can be placed side by side. Kettle offers several dozen flavors.

Kettle’s 360-degree campaign includes shippers (above), club membership materials to be downloaded from the microsite (left), and Twitter and Facebook pages (below).

“A pre-packed shipper is often used once and thrown away,” says Dunmire. “This can live on through multiple cases. Usually, we see a mix of four or five flavors in one shipper.” The shipper can be placed in the salty snack aisle, beer or soft drink section or in a seasonal area devoted to summer entertaining. Kettle is also conducting instore sampling in Walmart stores and some supermarkets.

As of late July, the Loud Food Club had generated more than 13,000 Facebook fans and 1,400 Twitter followers (who encourage others to join the club and crunch).

“When you get the consumer to participate in a dialog, you get some rich insights,” says Dunmire. Kettle is using Nielsen data and in-store reports to track the campaign’s effectiveness.

The campaign replaces a summer initiative titled, “People’s Choice, Make Your Own Flavor.” People’s Choice, which had run since 2002, focused on creating different chip varieties. Dunmire say the cost of the Loud Food Club promotion is “on par” or slightly above the cost of previous promotions.

BRAND: Kettle Brand chips KEY INSIGHT: Kettle consumers are loyal — some bordering on fanatic — to their brand.

SOLUTION: Create a fan club with heavy online and social media presence that ties in with in-store displays.

8/16/10 1:49:54 PM

Menasha’s RII Group Can Help You Get More

FaceTime with Shoppers Eye-catching displays are just the beginning...

By incorporating our retail insights into this single-step display for The Face Shop, we were able to achieve 80 percent store level execution at a major drug retailer. Better yet, our unique dimensional design with 180-degree visibility attracted more customers. The result: 11.7 percent same store sales lift, according to Goliath reports.

Let’s face it. If you want to make a stronger impact with your packaging and displays, you need to give us a call today at 1-800-232-0473. Or log on to www.menashapackaging.com.

Stop by booth #402 at the Shopper Marketing Expo to see our latest innovations.

© 2010 Menasha Packaging Company, LLC

SM1009_C1_006_021.indd 9

8/6/10 4:36:24 PM

10 PROGRAMS

Campbell Continued from Page 1

is the top cause,” Jackson says.

Through the Labels for Education program, shoppers take off and mail in UPC labels from participating products to redeem points for their schools. This year’s back-to-school edition of the program is being branded as the Star-Powered Music Day promotion, centered around a sweepstakes in partnership with the Grammy Foundation and recording artists Trisha Yearwood and Gavin DeGraw.

The new music-centric component drew from survey research the company con-

ducted that showed 95% of respondents believe music is part of a well-rounded education, 75% believe it should be required, and 86% believe arts education improves students’ attitudes toward school.

“We did think that it was important to leverage consumer insights in the development of the program as a means to make sure the program speaks to the relevant consumer audience,” Jackson says. “We believe that the Star-Powered Music Day promotion will resonate with our key consumer segments given the importance of education in general, and music education specifically.”

P-O-P for the campaign centers around a massive school bus display, which features

This year’s Labels for Education promotion centers around a massive school bus display, which houses Campbell products and pamphlets with savings for new LFE partner products from Diamond Foods and Bic.

images of the singers on the front, Campbell’s, Pepperidge Farm and Pop Secret logos, pamphlets and joint promos, and an assortment of brands including Prego, V8 and Spaghettios. There is also a wheeled floorstand that looks like a red locker and includes some of the same branding as the school bus. Campbell worked with MARS Advertising, Southfield, Mich., and Crew Design, Kent, Conn., to produce the display graphics, and worked with MARS on the development of other marketing elements, which will encompass digital aspects in fiscal year 2011.

Jackson declined to share cost figures but said Campbell has invested “significant resources, consistent with the level of investment we make in our other shopper marketing outreach efforts.”

The displays feature product assortments tailored for regional differences that will include Campbell’s Condensed, Chunky and Select Harvest soup, Pepperidge Farm Goldfish, V8 beverages, and Prego Italian sauces. Hundreds of participating Campbell, Pepperidge Farm, Bic and Pop Secret brands will carry the Labels for Education logo on their packaging on an ongoing basis, Jackson says.

“The brand-mark is an important communication element that serves as a key awareness-driving tool for consumers and will appear on partner packages for the full duration of the partnership,” he says. “In addition to participating in Campbell’s Labels for Education back-to-school promotion, our new marketing partners will integrate LFE into their own marketing communication elements and programs.”

BRANDS: Campbell Soup, Diamond Foods and Bic KEY INSIGHT: Consumers are likely to choose brands that support key issues like education.

SOLUTION: Enhance the successful Labels for Education program with new brand partners and leverage every brand with cross-promotional displays, messaging and package labels.

CORRECTION: The July issue of Shopper

Marketing incorrectly categorized DynaTabs as liquid-based supplements in a story about marketing to Boomers. The products are actually edible oral strips.

SM1009_C1_006_021.indd 10

8/16/10 1:50:17 PM

SM1009_C1_006_021.indd 11

8/6/10 4:36:39 PM

12 COMPETITIVE INTELLIGENCE

SHOPPER MARKETING SEPTEMBER 2010

Mobeam Puts Loyalty Cards on One Device

Loyalty firm Colloquy champions key’s convenience, but mobile phones may be better for retailers

By Paula Andruss

CUPERTINO, C ALIF. — Recognizing a need for what it calls “loyalty card aggregation,” Cupertino, Calif.-based Mobeam Inc. launched the numi key, a small, electronic key chain that allows shoppers to load all of their loyalty cards onto one digital device.

The product was launched in mid-May and is available on Amazon.com for $34.95.

According to Cincinnati-based loyalty marketing firm Colloquy, the average U.S. household is enrolled in 14 different loyalty card programs but only actively participates

SM1009_C1_006_021.indd 12

in 6.2 of them. The overall number of 14 cards per household is up 25% from Census data two years ago, says Kelly Hlavinka, a partner at Colloquy.

Mobeam conducted focus groups and online surveys to determine market validation and sizing for the product, says CEO Chris Sellers. The company also executed extensive testing in the marketplace with consumers and retailers to determine its viability. “We did a lot of research among retailers to talk to them about acceptability, and we talked to consumers about what they thought the key was worth and what they would pay for it,” Sellers says.

The small device has a color screen with a set of control buttons and a red LED at the end. Users load their loyalty cards onto the key by connecting it to their PC with a USB cable and visiting Myloyaltycards. com. There, they can select from about 60 retailers on a pull-down menu and enter their loyalty card number to load as many as 50 cards onto the device.

At press time, the list of retailers included Best Buy, Borders, Costco, CVS, Dick’s Sporting Goods, Food Lion, Hallmark, Jewel-Osco, Kmart, Kroger, Petco, Sears, Staples, Toys ‘R’ Us, Ulta and more. For chains not on the list, consumers are encouraged to send the name of the retailer and a photo of the back of their card to support@mobeam. com so they can be added to the system.

When consumers are asked for their loyalty card at checkout, they point the key at the scanner and push the button to activate the red LED. The device is controlled by patented software that converts the bar code to light that can be beamed to the

scanner by the shopper or the cashier.

According to Sellers, the key boasts a scan rate of 99.7%, a figure that’s not only higher than the 97% industry standard of scan rate acceptability, but is also nearly twice the success rate of similar-minded smartphone apps that produce a picture of a bar code on the screen, which typically have scan rates around 50% or less, according to Mobeam research.

“Scan rate is a big issue,” he says. “It has to work the first time because retailers are not going to tolerate any disruption in their operations environment.” However, in the event that it doesn’t work, pressing the down arrow on the device will display the loyalty card number for the cashier to enter manually.

Hlavinka of Colloquy says retailers like the visual brand reinforcement or “minibillboard” that a card, key fob or, to some degree, a smartphone application provide. “The purpose of retailers doing these programs is to stay top of mind when the customer has so many choices The numi key uses bar code technology and holds up to 50 loyalty cards. The comof where to shop for pany says it has a much higher scan rate than similar-minded smartphone apps. groceries or where to fill up for gas.”

Hlavinka says the numi key satisfies a moving away from, in general. Retailers great need for shopper convenience, since are using a shopper’s phone number as an there is a troubling trend of so many loyalty ID or using smartphone apps, which have cards per household. But it’s just another more advantages, according to her. She says alternative to the card, which retailers are the phone replaces the need to have to buy an additional device, the phone is always the shopper, and applications can proAccording to Cincinnati-based loyalty marketing firm Colloquy, with vide a more direct line to the consumer the average U.S. household is enrolled in 14 different loyalty with opt-in messages.

“The watchout on the retailer side of card programs but only actively participates in 6.2 of them. things is ‘out of sight, out of mind,’ and are there other alternative devices that would lead to higher engagement and opt-in like on the mobile phone?” says Hlavinka.

While combining loyalty cards is the initial function of the numi key, Sellers says it has a broader functionality that will include coupons, gift cards, membership cards and tickets to events. “Anything that is essentially a bar code-based currency is possible on the numi key,” he says.

The company is currently in discussions with retailers that are considering the key’s potential to replace or augment their existing card-based systems, because it allows for highly targeted promotions.

“Some retailers today send coupons or special offers directly to their loyalty cardholders, who then download them onto their cards. This is a digital, much more flexible way to do that,” Sellers says. “And brand manufacturers stand to gain a tremendous amount by using this as a delivery medium for their coupons.”

For now, the company hasn’t solicited any store distribution outside of Amazon, and is only lightly promoting the key until officials are certain that everything is working the way they want it to. Once they’re satisfied, Sellers says the company will rely heavily on online promotion, especially social media. “We’ll use every imaginable outlet, especially the deal-finders,” he says.

8/16/10 1:50:37 PM

SM1009_C1_006_021.indd 13

8/10/10 4:04:01 PM

14 RETAIL MEDIA

SHOPPER MARKETING SEPTEMBER 2010

3-D Virtual Testing Evolves

By Aaron Baar

BERKELEY, CALIF. — Perhaps you’ve heard, three dimensions are the wave of the future. It’s already successful in the entertainment sector, where consumers are setting box office records for 3-D movies, and interest is growing around 3-D television sets in electronics stores.

As far as being a tool for consumer research, Web-based 3-D modeling of store layouts has existed and been used in virtual shopping research, but NeuroFocus Inc., a leader in neuromarketing, has developed a stereoscopic form of 3-D technology that is more in line with its 3-D entertainment pre-

decessors. Named N-Matrix 3D, the technology uses 3-D glasses, eye-tracking technology and includes a specially designed glove with sensors that enables subjects to “reach out” and “grasp” items off shelves, for instance. The virtual shopper can manipulate the package, rotate it and read the labels.

Several NeuroFocus clients have already taken advantage of N-Matrix 3D. NeuroFocus wouldn’t acknowledge which companies are using it, but some of the firm’s clients include Frito-Lay and Microsoft.

“We’ve always found when you put on a headset and walked through a real store, there’s a certain kind of brand response. If

The N-Matrix 3D system from NeuroFocus offers a much more realistic virtual shopping experience, which translates into more accurate results than the traditional 2-D approach.

you show that environment on a screen, you get a different kind of response,” says A.K. Pradeep, CEO of NeuroFocus. “When you add in the three dimensions, the brain responses get very similar to those in real life.”

The company claims the technology is a first for the marketing industry. NeuroFocus developed the tool in-house with input from an outside advisory board that includes Nobel Prize winner Dr. Eric Kandel (who was honored for his research on the physiological basis of memory storage in neurons), as well as other neuroscientists, marketing experts and business leaders.

With that input, the company determined that to make the virtual reality environment neurologically effective, it had to: be detailed enough to account for real-world nuances (such as light and shadows); include people and other shoppers you might encounter in a store; and it needed to be interactive.

The system enables retailers and product marketers to customize the 3-D environments, down to specific store interiors and in-store displays, signage and pricing. “The beauty is it’s 100% customizable, not just the items on the shelves [but] visual, aesthetic and brand markets have been created for various retail ‘skins,’” such as Target, Walmart and Kroger, Pradeep says.

In addition to the retail “skins,” the NMatrix 3D also includes a home pantry environment. “Learnings from the pantry are correlated to trips to the store,” Pradeep says.

“If you do not consume what’s in the pantry, you’ll make fewer trips.”

The company has begun deploying the technology it its NeuroLabs in multiple U.S. markets as well as in the European, Asia/Pacific and Latin America regions. It continues to offer the 2-D testing options, for the time being. “We’re slowly phasing it out,” Pradeep says. “Once [our clients] see the difference between 2-D and 3-D, it’s very hard to go back to the two-dimensional level of realism.”

BREAKING NEWS

Target Extends Partnership With DemandTec MINNEAPOLIS — Already a client of San Mateo, Calif.-based DemandTec, Target added the data optimization provider’s Shopper Insights tool, which is designed to help make more tailored merchandising and marketing decisions around assortment, promotions and pricing. Target and its trading partners are now able to analyze sales trends by penetration and buy rate, shopping trip statistics and shopper segment analysis.

Atlanta-based Wendy’s/Arby’s Group also became a DemandTec client in July.

SM1009_C1_006_021.indd 14

8/18/10 1:38:37 PM

SM1009_C1_006_021.indd 15

8/6/10 4:37:04 PM

16 RESEARCH

SHOPPER MARKETING SEPTEMBER 2010

Search and E-Mail Dominate Retailers’ Digital Efforts Mobile still seen as experimental

By Aaron Baar

CAMBRIDGE, MASS. — For all the buzz and

attention surrounding new initiatives like social media and mobile marketing, retailers with an online presence are still more comfortable with relatively more-established digital tools such as paid search and e-mail marketing.

According to a survey of 109 online- and store-based retailers (who have a Web presence) conducted between April and June by Forrester Research and Washington, D.C.based Shop.org, paid search commands the

largest allocation for retailers regardless of budget size or vertical category. For small companies (those with average online marketing budgets of less than $1 million), 37% of the budget was allocated toward search marketing. For mid-sized retailers (those with budgets between $1 million and $10 million), the percentage for search was 38%, and for large retailers (those with budgets higher than $10 million), 39% of the budget was allocated for search.

Similar percentages held across vertical categories as well. Among apparel, accessory and footwear retailers, search marketing accounted for 42% of the online bud-

“Which of the following best describes your mobile strategy today?”

MORE MATURE

20% Have a strategy, implemented it, now refining it Have a strategy and starting work Have a strategy

10% 8% 36%

Early stage; developing a strategy

26% Don’t have a strategy LESS MATURE

October 5-7, 2010 | Navy Pier, Chicago www.ShopperMarketExpo.com

Base: 84 online retailers that have a mobile presence Source: “The State Of Retailing Online 2010,” a Shop.org study conducted by Forrester Research

Get the Exposure You Crave and the Results You Deserve Become an exhibitor at Expo and meet the executives responsible for plotting their company’s course along the path to purchase.

Join other exhibitors like these:

I N N O VAT I V E

B Y

D E S I G N

Space is Lim ited Reserve you ! r Booth Today !

Contact Scott Easton at (847) 675-7400 ext. 119 to reserve your booth space today, or visit www.ShopperMarketExpo.com/ exhibitors

SM1009_C1_006_021.indd 16

get, while among beauty and personal care retailers, the allocation was 43%. General merchandise, home and sporting goods retailers all had similar allocations for search (39%, 34% and 44%, respectively). “[Search] is highly measureable. You can measure it down to a profit margin that’s delivering for you,” says Scott Silverman, Shop.org’s executive director. “People refer to Google as the ‘database of intentions,’ and for a retailer it’s a great [marketing] investment.”

Search dwarfs the second-most popular marketing tactic, e-mail marketing, by a measure of more than 2-to-1 for retailers of all sizes. Among small retailers, e-mail accounted for 17% of the budget, while among mid-sized and large retailers, the tactic accounted for 14% and 11%, respectively. Given the popularity of e-mail, its rank as the second-most popular Web marketing tactic was not surprising, Silverman says. “E-mail is probably the most popular thing people do online,” he says. “It’s not as simple or easy [as search]. It’s competitive; you have to stand out among other retailers and friends and family.”

Meanwhile, retailers are also seeing a lift from affiliate marketing (i.e., selling through third-party sites such as Upromise.com and others that offer deals for consumers). Half of all retailers surveyed said affiliate programs were one of the top three customer acquisition sources last year (search was cited by 90% of the respondents). The value for retailers, Silverman says, is that affiliate marketing charges retailers for the partnership only when a sale is completed.

Despite the comparative lack of spending in social and mobile programs, retailers aren’t eschewing them entirely. The roadblock, however, is translating those programs into actual sales, and they still view the arena as experimental.

According to the retailers that have an online presence, most of them either don’t have a mobile strategy (26%) or are only in the early stages of developing one (36%).

Only 20% said they have implemented a strategy and are now refining it (see chart above). More than half (55%) have not optimized their site for mobile commerce.

Despite the fact that only 35% of retailers with an online presence have developed an app for the iPhone (and 8% each have developed for Android and Blackberry), they do expect it to pick up. On average, they plan to spend $170,000 on mobile initiatives in 2010, though that number is skewed due to larger retailers expecting to spend nearly $500,000. Silverman expects financial commitment to increase as mobile matures and smartphones continue to proliferate.

“I think [mobile] is going to be effective in different ways, allow customers to know about the store and what the stores are selling,” Silverman says. The survey shows 42% of respondents said they used mobile for product and price information, and 31% used it for store information like

No matter the size of the retailer, nearly 40% of a retailer’s online marketing budget went to paid search. store hours. Looking at 2010, nearly half said they will use their phone for customer ratings and reviews.

Social media is also in a testing phase — 80% of retailers agreed that it’s a great time to experiment in social media, while 59% agreed that ROI is unclear. Indeed, most retailers (80%) gauged effectiveness of their social marketing programs by tracking the increase in followers (80%) or total subscribers (60%) rather than sales directly attributable to the programs (59%) or clickthrough rates to the retail sites (49%).

Instead, retailers are using social marketing as a market research tool. Half of the respondents agreed that the true value of social ROI was through listening to and better understanding their customers, Silverman says. “As far as being a direct driver of commerce, it’s still experimental,” he says. “As far as [a tool for] building your brand, it’s moving along.”

8/16/10 1:51:22 PM

SM1009_C1_006_021.indd 17

8/6/10 4:37:55 PM

18 EXCLUSIVE

SHOPPER MARKETING SEPTEMBER 2010

Q&A

Continued from Page 1

In high school and college, Anthony worked in grocery stores to help pay for school, but after graduating from Oklahoma State, he wasn’t sure he wanted to stay in the industry. Most of his fellow graduates had their sights on the oil business, but Kroger kept after him, finally making an offer he couldn’t refuse at a meet-and-greet at Pistol Patties tavern in Stillwater — sort of perfect, as Anthony shoots from the hip. He started in 1982, went through training and managed a store in Dallas. He began his advertising and marketing career in 1985 in the Dallas group (which later became the Southwest division), moving him to Houston.

Almost 10 years ago, he came to Cincinnati, and over that time has built a group that includes loyalty, consumer research, Internet, ad planning, traditional advertising, media and production, and promotional sales planning. Anthony is responsible for any communication that touches the customer, outside of public relations.

Howell has logged 22 years of service at P&G, beginning in the brand organization as most marketers do at the company.

She worked on several brands but says the pivotal moment was 1995, when she and four others came up with the idea of customer marketing at P&G. Two years later, she landed in Bentonville, Ark., working alongside Walmart for nearly eight years.

In ’04, she returned to Cincy to direct FMOT (First Moment of Truth). Now, she can be seen all over the world (she just returned from Brussels for this interview), taking over all of global media and brand operations. P&G is the world’s largest purchaser of media. On the brand operations side, she’s leading localized teams in 140 countries that execute every piece of communication a consumer sees — billboards, digital, print, in-store advertising — and has oversight for global media operations.

SHOPPER MARKETING: Describe your

day-to-days.

DINA HOWELL: I work closely with our mar-

keting department, media department, purchasing department, external relations and

Photos by Chris Cone

Path to Success

our agencies. Procter & Gamble is slightly different from Kroger in that we operate as individual brands. We have 23 brands that are $1 billion or more, we have another 17 that are between half a billion and a billion, and each one is marketed individually with its own benefit messaging, with its own way of connecting with its consumers.

EVAN ANTHONY: In our company, we touch all departments — not just developing communication strategies but making sure that we protect the integrity of the brand. We have been building a process that will allow our company to drive some things more centrally. At one time, we had 18 production departments in the company. Now we have two. We had 62 ad agencies. Now we have one, which we own. My team is made up of marketing, advertising, retail and operations experts.

Over the last five years, we’ve been looking at how to use customer data and store segmentation, and how to layer that with every generation shopping our stores. In three years, there will be five generations walking our stores. But, have we really changed our communication strategies to

speak to the right customer based on generational overruns? I’m spending a lot of my time on the right medium for the right customer at the right time.

SM: When did you recognize shopper marketing as a function that changed how your organizations do business?

DINA: The first change happened at P&G

15 years ago, when we started thinking about shoppers as well as consumers.

Historically, a brand manager of Pantene could always tell you how consumers used a product in the shower, at what stage in the shower process, and whether they used conditioner. Now they can tell you how shoppers look at the label or how they evaluate the packaging. They couldn’t, 15 years ago, tell you more than how many bottles they purchased at a time.

EVAN: When I was in store management, I would walk in every day and say, ‘OK, what were the sales yesterday, and what was the customer count?’ Today, there are new metrics in addition to sales and customer count: What is the size of the basket for each individual customer segment? Do you offer the right items for each of these different customer segments? How do you define your business? People like me have had to re-learn the marketing business from the customer.

“ We interview 5 million consumers a year in 100-plus countries doing 20,000 research studies.”

SM1009_C1_006_021.indd 18

SM: Dina, what will you be

talking about at the Shopper Marketing Expo?

DINA: I am going to present how

we build brands that are purpose-inspired and benefit-driven. I will discuss how we use consumer insights to translate purpose-inspired ideas into programs that are executable from the store back through all media touchpoints. We interview 5 million consumers a year in 100-plus countries doing 20,000 research studies. How can we make sure we are developing products and marketing them in a way that will make consumers have really strong loyalty?

SM: Elaborate on the P&G “Store Back”

philosophy.

DINA: Historically, we started immediately

with packaging and TV copy. Everything else came later. This was the way we did branding for many years, and it worked really well. Today, as we develop a new initiative, we are looking at the entire experience, anchored by the store. A great example is Gain detergent, a brand that responds really well to consumers at the store level. Gain learned that if a shopper cracks the cap and smells it, her chances of buying the detergent go up dramatically. So, go ahead, pick it up, touch it, crack the cap, it’s allowed, and you’ll love it. We took that all the way back and did TV copy based on encouraging people to go to the store and crack the cap.

SM: Are shopper marketing agencies

being used more now?

DINA: In the past, they weren’t always at

the table. We have a lot of different agencies involved in a program — a media agency, a digital agency, a store agency, etc. — and anybody can come up with the big idea. They all work collaboratively and then determine what is the biggest idea to help grow the business. They all evaluate a campaign in-store first. If it doesn’t work in the store, try again.

SM: Evan, what will you present at the Expo?

EVAN: I’m not a classic marketer like Dina.

I’m a person who likes to sell stuff. We need large suppliers and brand agencies to help us think differently. My objective for the presentation is to give a short view of how we look at the customer, and then I’m going to offer the audience tips on how to call on Kroger.

Now, I’m going to be upfront about it.

That doesn’t mean everybody is going to get an appointment. That’s not happening.

But if you do, you better know our strategy, what we are trying to accomplish. Look at your group and ask, ‘Can we bring something to Kroger that is going to help them grow their business?’ Too many organizations come in and don’t have a clue about our customer service strategy or how our segmentation works.

8/18/10 1:42:00 PM

EXCLUSIVE 19

SEPTEMBER 2010 SHOPPER MARKETING

KEYNOTE ADDRESS “Bringing Brands to Life Through Integrated Communications from the Store Back”

“Kroger: Putting Customers First = Customers for Life”

Dina Howell, vice president of global media and brand operations, will deliver her keynote address at 9:30 a.m., Oct. 6, as part of the Shopper Marketing Expo. The speech is free to attendees. She will present how P&G builds brands that are purpose-inspired and benefit-driven and speak to how P&G takes strong consumer insights, translates them into purpose-inspired ideas and executes them holistically through all relevant media and touchpoints — starting with the store and all the way back through the path to purchase. For more on the Shopper Marketing Expo, visit ShopperMarketExpo.com.

Evan Anthony, vice president of corporate marketing and advertising, will deliver his keynote address at 9:30 a.m., Oct. 7, as part of the Shopper Marketing Expo. He will discuss Kroger’s customer-centric approach. The retailer has 334,000 associates focusing on four areas to build customer loyalty: people, prices, products, and the overall shopping experience in its family of stores. Understanding this philosophy is the secret to unlocking opportunities for mutually beneficial collaboration that will serve Kroger shoppers on the path to purchase and at the point-of-purchase. For more on the Expo, visit ShopperMarketExpo.com.

SM: How much easier is it to get data today?

EVAN: We have always collected tons of

data. We just never needed a collective customer strategy to use it.

DINA: Data to insights, that’s the key.

There is a lot of data that you can get, but the challenge is figuring out how to drive the right insights to grow your business.

You try to meet as many shopper needs as possible, but you have to make decisions.

Who is your target?

SM: What constitutes a good insight?

DINA: Take hair color: It’s a very private

decision for women in my age group, but it’s a fashion statement for teenagers. Follow the women shopping and you see what’s meaningful. For instance, women with longer hair need two boxes. If you need two boxes, then we should package it together for women with longer hair. In fact, we have done that in some parts of the world, where women have very long hair.

It sounds amazingly simple, but it leads to more questions and insights. Do I keep the color on longer or the same amount of time? You can start to answer more of those questions on the box or at the store.

With babies, it’s understanding what size diapers should I put on my baby. You see someone pausing at the shelf pondering, ‘OK, well my child is 18 lbs., and this size is from 12 to 18 lbs., and this one is 16 to 24 1bs., which size do I get?’ The difference is how mobile the child is, so we are starting to put more graphics and information on our packaging and our website to help people understand.

SM: Any insights examples from overseas?

DINA: In India, we learned that men

thought women liked facial stubble. The men thought this was sexy. We started a national dialog that included debates involving celebrities and newscasters and included voting on what women preferred.

We then publicized the results that most women preferred men who are cleanshaven. The Gillette campaign was called To Shave or Not Shave and was executed in every medium from digital, print, PR and in-store. The results were strong with a 40% increase in the Gillette business.

SM: Evan, how has Kroger’s relationship

with dunnhumby evolved over the years?

EVAN: What dunnhumby did was take this

data that we’ve always had and actually helped us do something with it. Fifty million U.S. households have one of our loyalty cards. It started off like every shopper card — as a way to get a certain price. Now, it has evolved, and it’s more than price.

For example, we mail our best shoppers

SM1009_C1_006_021.indd 19

8/18/10 1:42:19 PM

20 EXCLUSIVE

SHOPPER MARKETING SEPTEMBER 2010

“ I’m spending a lot of my time on the right medium for the right customer at the right time.”

four times a year; we call it our loyal customer mailing. The difference is the mailer targets what they buy, not what we want them to buy. In a recent customer mailing that went to households, 95% were tailored to what a particular household buys.

In much of my career, I have spent time on getting people that don’t shop with us to shop with us. Over the last six years, we began to focus on our best customers. If you take care of your best customers, they will reward you with their business. But you’ve got to do it every day.

the merchandising and operations side.

We are getting stronger at taking customer data and customer segmentation and matching up the right medium with those customers.

Now there are certain things that are priorities in our stores like shelf tags. They have become a real opportunity for us to communicate to our customers. In the past, shelf tags were driven by the operations people. Now, marketing has the shelf tags, and I use it as a communication tool rather than just to show price.

SM: Does that data also affect how you

SM: How are product manufacturers con-

use in-store marketing?

tributing to the work with dunnhumby?

EVAN: Honestly, we use the data more on

EVAN: They are essential. The manufactur-

ers bring a lot of insight. They participate in a lot of studies. We learn a lot from them by how they leverage it against their products. We learn as they learn, so it has become a pretty good process.

SM: It opens the door for collaboration.

DINA: Our consumer is shopping in their

store, so it is important for us to work together to delight shoppers. It’s very hard to do that individually, so we work on programs like a dunnhumby program or work on Internet programs together. We decide at the beginning of the year what to work on or what categories to grow during our joint business planning meetings.

EVAN: We also do what we call themed events. Take beauty care, it can be shampoos, whatever. We identify with the supplier and dunnhumby a customer segment to reach. We share data and figure out how we want to influence that customer to buy more. We also know when customers are shopping elsewhere, so we can work collaboratively to get that customer back.

SM: So you’re talking earlier than ever

before.

EVAN: Oh yeah, and there are times when

a supplier might say, ‘Listen, I’ve got this product, and it is not moving. Can we do something?’ We develop a strategy to move it. Right now, 2011 is planned. All the major themed events are planned. Of course, we will tweak as we go forward.

SM: How are your companies embracing

digital shopper marketing efforts?

EVAN: We are better, and we are learning more. We did get our platform on digital coupons in place as a company. Looking at what will drive customers to Kroger.com every day — not just Tuesday for coupons or Wednesday for the online ad. Also, how do we leverage bloggers to promote our business, smartphone apps, etc.?

DINA: We just want to be where consumers are. For example, an early touchpoint is beinggirl.com. Teenagers who are starting to menstruate don’t want to talk about this publicly, so this is a place to go for information. We put a significant amount of our marketing dollars on beinggirl.com. That is an example of where consumers want information. It doesn’t mean that we don’t still have print and television, but the website is an important part of the marketing plan.

SM: It’s not replacing anything.

DINA: Today, it is one of the many things

that we do to engage with consumers, because they are in multiple places. Think about yourself, how many different types of media do you consume?

SM1009_C1_006_021.indd 20

8/18/10 1:42:51 PM

SM1009_C1_006_021.indd 21

8/6/10 4:38:26 PM

22 GALLERY: DIGITAL SHOPPER MARKETING

Best in

CLASS

SHOPPER MARKETING SEPTEMBER 2010

A look at recent programs that integrate multiple digital touchpoints with retail According to the white paper, “Clicking Through the Path to Purchase: Best Practices in Digital Shopper Marketing,” bagged with this issue, there are 221 million Internet users in the U.S. There are 292 million television viewers, with 35% viewing some TV online, and half of consumers will have a smartphone by 2011. By 2014, more people will access the Internet via phones than desktop computers.

Suffice it to say, digital technology is ingrained in the consumer’s lifestyle and marketers are reaching them on this digital path to purchase more and more. Brands and

retailers are putting ads on search engines, launching brand websites, leaking viral videos on YouTube, creating Facebook pages and Twitter accounts, managing mobile phone websites and smartphone apps, employing consumer promotions online or via phone, and more.

However, the best campaigns integrate messaging on the path to purchase all the way to retail. The following pages show visual examples of some “best in class” work on the path to purchase to retail. For a complete history of digital SM, read the white paper.

JCPENNEY The department store’s back-toschool campaign integrates in-store and online promos with: Q

Q

Q

Q

Q

iAd

Videos on JCP.com of teens showing off their “hauls” (recent purchases).

A virtual dressing room on Seventeen.com and Kaboodle.com that leverages augmented reality from German company metaio to allow teens to “try on” clothes using their Web cams.

An iAd for the iPhone and iPod Touch as well as a mobile app.

TV and in-cinema ads, a dedicated Facebook page and action sports tour sponsorships.

In-store displays and messaging.

Print ad

JCP.com

Virtual dressing room In-store display Ceiling signage

CREST/ORAL-B 3D WHITE For the Crest and Oral-B 3D White launch, Procter & Gamble tapped Arc Worldwide, Chicago, for an integrated campaign that featured: Q Sampling offers and an online presale via e-mails from popular women’s entertainment site DailyCandy.com.

Q eCommerce content on drugstore. com, Amazon.com and Yahoo!.

Q Consumer launch event in New York’s Herald Square.

Q National FSI drop with coupons.

Q Pallet displays, SmartSource shelf signs, in-line displays and other merchandising made available to all national retailers.

Pallets

eCommerce content

SmartSource signs PDQs

SM1009_022_025digital3.indd 22

8/16/10 1:53:28 PM

QR code

SM1009_022_025digital3.indd 23

8/6/10 4:39:00 PM

24 GALLERY: DIGITAL SHOPPER MARKETING

SHOPPER MARKETING SEPTEMBER 2010

U BY KOTEX Kimberly-Clark’s groundbreaking U by Kotex launch leveraged: Q A microsite with “real” answers about periods, quotes from teens about their anxiety around menstruation, coupons, free samples, and a place to join the “Break the Cycle” campaign.

Q Paid search ads on Google for the phrase “first period.”

Q Twitter, Facebook and YouTube content.

Q Black displays and packaging that stand out from the sea of pink in the “feminine hygiene” aisle, plus cross-promotions with photo, cosmetics and music.

Dedicated website

Power wing

Paid search on Google

Twitter page

PDQs and packaging

PANTENE PRO-V Saatchi & Saatchi X, New York, created an integrated campaign for P&G’s new Pantene Pro-V that included: Q Banner ads in search results, an ad on Walmart.com and an online brand store.

Q Sending kits to influential bloggers to generate buzz and drive followers to Walmart.com.

Q Free sample packs at Walmart checkouts — a category first.

Q Semi-permanent endcaps — 10 with educational audio — and on-pack samples.

Q Co-equity print ads.

Print ad

Walmart.com ad

Semi-permanent endcap

Banner ads

RUBBERMAID Rubbermaid is using various online and in-store tools to promote its product range, including: Q Social media content such as a photo stream on Flickr, Facebook and Twitter pages, and a YouTube channel.

Q A blog and printable e-coupons on Rubbermaid.com.

Q In-store displays like temporary endcaps and permanent fixtures in various retail channels.

Flickr, Facebook, YouTube and homepage In-store displays

SM1009_022_025digital3.indd 24

8/16/10 1:53:47 PM

GALLERY: DIGITAL SHOPPER MARKETING 25

SEPTEMBER 2010 SHOPPER MARKETING

LG APPLIANCES

Packaging

Endcap

For LG Electronics’ test of the “LG Discovery Zone” shop-in-shop at Sears, the brand utilized (with help from agency Saatchi & Saatchi X): Q An interactive in-store environment with informational videos, take-away brochures, real washers and dryers, and callouts to access the mobile shopping assistant.

Q A mobile app — accessible instore or elsewhere — that drove users to online shopper reviews, questions to ask the sales associate and comparable product specs.

Concept shop Mobile app

RIDE THE NEW WAVE OF DIGITAL MERCHANDISING

DOVE MEN + CARE Unilever’s Dove Men + Care launch hit virtually every consumer touchpoint, including: Q A 45-second Super Bowl commercial.

Q Endcaps at Walmart, Target and Meijer, pallets at club stores, and various other in-store displays and signage.

Q The first iAd launched by a CPG company (developed by Ryan Partnership, Wilton, Conn.), which allows users to watch videos, send customized voicemails from Andy Pettitte, and tour his and Albert Pujols’ trophy rooms.

Q Print ads, promotions and digital efforts through Twitter, Facebook, etc.

The only fully modular system that combines digital media with product merchandising.

Patents Pending. ©2010 In-Store Experience.

a division of in-store experience ™

phone email web First iAd

203.221.4777x100 info@instoreexperience.com www.instoreexperience.com/div_touch

WESTPORT

SAN DIEGO

MEMPHIS

DC

ATLANTA

All trademarks and copyrights are the property of their respective owners.

SM1009_022_025digital3.indd 25

8/16/10 1:54:12 PM

26

SHOPPER MARKETING SEPTEMBER 2010

RICCI AT RETAIL

Tinkering with Toys

1 Tonka (Hasbro)

This neat little wire and plastic display for Tonka’s Chuck and Friends from Hasbro will never be an award winner. That’s fine, because that was never the intention. What it does do rather well is utilize space normally reserved for traditional sidekicks to present an array of truck characters to eager little shoppers.

All the cartoon favorites are shown on the side panel, and the slight angle of the individual metal “ramps” ensures each slot will have a toy car at the front as long as they are in stock. Even reloading is a breeze with the back part of the ramp easily accessible. Simple, smart and well done.

Joe Ricci plays with displays for Dora, Nerf, Tonka and more 2 1

2 Dora (Mattel)

My granddaughter is a loyal Dora fan, so when I’m in stores, I’m always on the lookout. Lucky for me, this interactive display from Mattel was interesting for several reasons. First, the unit actually worked when I hit the “Try Me” button.

Both sound and film ran perfectly (see inset).

Next, the display included an actual Dora doll so little shoppers could ask for the right toy.

Finally, the tie-in between Walmart and Mattel — note the walmart.com/doralinks site prominently circled and positioned — ensured both placement and continuing upkeep of the display in this mega-retailer’s stores. Having checked this unit in a number of other locations and finding them all nicely located and fully operational, this connection was a critical factor in the display’s success.

3 Nerf (Hasbro)

Remember the first time you saw a Nerf ball? You probably were a kid who just found the perfect answer to indoor, rainy-day football. That simple ball has developed into an empire of Nerf toys and games, including the latest versions that all require some kind of Nerf “dart” to function properly. Those items have, in turn, resulted in this highly detailed plastic and pressboard display that functions as a Dart Reload Center. The header (see inset) shows what “ammunition” fits into what “weapon” and details the type of features — whistling, suction, etc. — each dart has. This display does a great job of leveraging an incremental sales opportunity for additional darts, since some of the originals are bound to get lost.

3

4 Fisher-Price/Disney

4

Here’s a display from Fisher-Price and Disney that lets your little handyman actually touch, feel and see the workbench in action. This is not your simple, old toy tool set. This interactive unit has numerous “Try Me” buttons and, by inserting the “blueprints,” you get step-by-step help to actually build small projects. Since it also works with three or four other Handy Manny project sets, your investment can be kept fresh and exciting for your child for an extended period. By locating the actual package immediately above the demo, this retailer made it easy to see, try and buy this item.

5 Matchbox (Mattel)

5

Unlike many demo-type displays, this Matchbox unit for Rocky the Robot Truck does a pretty good job of showing what the toy can do without terrorizing half the store with loud, unearthly sounds. A push of the impossible-to-miss button sends Rocky into a spasm of activity. It moves, dumps, turns and talks just like it’s supposed to and at a sound level that won’t shatter glass — not an unimportant point for parents looking for some peace and quiet while their child plays.

My only concern is that for over $50, I would like more information on how it works (batteries, remote control, age level, etc.) before I take it home. The actual toys were down the aisle a bit, but the opportunity to tell the whole story was missed right here.

Joe Ricci is an industry expert in P-O-P merchandising. He is the founder of Beacon Concepts Inc., Surprise, Ariz. Please offer your comments to him at jericci@cox.net.

SM1009_026_027ricci.indd 26

8/16/10 1:55:03 PM

See different. See better. Sell more.

harbor industries connects consumer needs and desires with exceptional

retail solutions

consumer insight #12 Shoppers who touch a product are more likely to perceive that they own it... which makes them more likely to buy it. Encouraging touch in retail environments can help increase consumers’ feelings of ownership, and the amount they are willing to pay for products.

Find the latest consumer insights at www.harborind.com

harbor industries At Harbor, we are in the business of creating exceptional retail experiences. It starts with consumer insights, understanding the human emotion behind each consumer interaction. We’re in tune with what makes shoppers tick… and we know that by designing and creating retail displays, fixtures and environments that give them more of what they want, we can make life better for them—and for you.

Harbor Industries | 14130 172nd Avenue | Grand Haven, MI 49417 | 616.842.5330 | www.harborind.com

SM1009_026_027ricci.indd 27

8/6/10 4:39:47 PM

28 REPORT: MARKETING TO HISPANICS

SHOPPER MARKETING SEPTEMBER 2010

Growing & Passionate Latino marketing experts encourage connecting with the demo’s passion points, like family, to reach them at retail

7-Eleven conducts a major market study every two to three years to better understand its Hispanic shoppers.

By April Miller

The 2010 Census is expected to show that the Latino population is almost 50 million strong (15.5% of the total U.S. population), up from 35 million in 2000. By 2050, Hispanics are projected to number almost 103 million, says the U.S. Census Bureau.

In terms of spending, Rockville, Md.based Packaged Facts reports that the Latino community’s buying power is expected to reach $1.3 trillion in 2013, up from $984 billion in 2008 (a cumulative growth rate of 31%). According to a November Adweek article, Hispanics have about $863 billion in discretionary annual income, more than any other minority group in the U.S. In short, for many well-established brands and retailers, the Hispanic market represents a potentially huge growth opportunity.

The Association of Hispanic Advertising Agencies (AHAA) reported that the top 500 advertisers allocated 5.4% of ad dollars “during last year’s recession to reach and connect with Hispanic consumers, up from 5.1% in 2008.” But as brand managers realize the need to allocate more money to attract Latino consumers, expect to see more arm wrestling for marketing dollars, says Michael Olguin, president of New Yorkbased Formulatin (a national Hispanic

SM1009_028_031hispanic.indd 28

public relations agency).

“There will be a greater play for Hispanic marketers who really understand that space,” he says.

The key word being “understand.” Rolling out true Hispanic shopper marketing programs requires more than using Spanish copy on a header card. It’s knowing the Hispanic shoppers’ purchase behaviors, origins and passions.

Characteristics of the Hispanic Shopper

“Marketers know that Hispanic shoppers represent a huge and growing customer base, and that this group is critical to the future success of their brands,” says Donald Longo, editorial director for Stagnito Media Food Group, New York (producers of the Hispanic Retail 360 Summit). “The difficulty with reaching them effectively stems from the many different types of Hispanics — it’s not a homogenous group.”

Those individuals who trace their origin or descent to Mexico, Puerto Rico, Cuba, El Salvador and other Central and South America countries all fall under the Hispanic label, and within the demographic there are varying degrees of acculturation.

Less-acculturated shoppers tend to retain more of their habits from their home

Hispanic chain shoppers appear more interested in almost all forms of in-store communication and activity than other shoppers, with store events and contests topping the list.

Hispanic Chain Shoppers

All Shoppers

Store Events/Contest

31.8

30.5

Store Loyalty Cards

31.1

42.5

High Odds/Small Prize

27.6

N/A

Parking Lot Event

25.0

19.1

In-Store Signage

22.8

27.0

Checkout Lane Ads

21.6

9.9

Low Odds/Big Prize

20.5

N/A

Info Kiosks

19.2

11.4

Floor Graphics

18.9

9.0

In-Store TV

18.9

13.5

Cart Ads

18.0

6.9

In-Store Radio

17.2

12.2

Higher interest from Hispanic chain shoppers

Lower interest from Hispanic chain shoppers

Source: PanaVista ‘Nvista and BIGResearch SIMM

8/16/10 1:56:49 PM

REPORT: MARKETING TO HISPANICS 29

SEPTEMBER 2010 SHOPPER MARKETING

country, essentially living a lifestyle in the States as they would back home, Olguin says. They tend to choose stores that offer products from their home country and appreciate bilingual signage and Spanishspeaking employees, adds Mark Bacon, U.S brand director for Casa Herradura Tequilas (a division of Brown-Forman), Louisville, Ky. “For those who rely on Spanish as their primary language, it sends a message that those shoppers are welcome,” says Gisela Girard, AHAA chair and president and COO of Creative Civilization, a San Antonio-based agency. “For more acculturated Hispanics, the use of bilingual messaging is still an important way to create a sense of engagement and respect. Even though the Hispanic consumer in this case may not be fluent, or even Spanish-capable, they still feel acknowledged and important.”

“The Hispanic shopper today is much more savvy and sophisticated than before,” adds John Echeveste, principal at VPE Public Relations, a firm dedicated to the Hispanic market with clients like McDonald’s and Nestlé in South Pasadena, Calif.

“We know that they shop more often, make larger purchases and over-index in many key categories, especially baby products.

We also know that moms are the primary decision-makers in the household, but that kids are strong influencers.”

“Hispanic shoppers are looking for value, whether it be a cost value or entertainment value in terms of their in-store experience,” adds Liz Arreaga, partner of Austin, Texasbased agency Mercury Mambo. “As seen in our own shopper study among Spanishspeaking shoppers, shoppers are paying more attention to promotions. Both retailers and Hispanic shoppers alike told us that discounts, BOGOs and store events were appealing. Shoppers are using store circulars as shopping guides and actively searching for promotions and deals, rather than passively purchasing the same brands.”

And breaking the notion that they don’t use coupons, Kim Finnerty, vice president, consumer/shopper insights at PanaVista, a Hispanic marketing promotions agency in Dallas, says that in its most recent ‘NVista Hispanic Shopper Tracker, 45% of Latinos said they are using more coupons due to the economy.

Other characteristics that industry experts say define this segment include: They consider shopping to be a family outing; they are disciplined shoppers who plan their shopping trips and are more likely to stick to a budget; word of mouth is important; they tend to prepare more meals at home; they are influenced by celebrities for purchases; less-acculturated Hispanics may still prefer independent retailers, while the more acculturated are more likely to visit chains; and radio, Spanish-language TV (especially novellas) and the Internet are good ways to reach them.

In-store, they claim to be more heavily influenced by all types of merchandising than general market shoppers, says Finnerty, citing the ‘NVista Shopper Tracker. “Instore sampling is cited by 57% as significantly influencing purchase,” she explains, compared to 52% of the general market.

“Hispanic shoppers are also drawn to shelf coupons and special displays (both 47%),” Finnerty adds.

Learning More

CPG companies and retailers are employing a number of methods to learn how they can penetrate this segment. More than 20 major brands such as Clorox, Kraft Foods, McDonald’s, Nestlé and Subway have joined the Latinum Network, a business network devoted exclusively to helping corporations tap into the Hispanic market. The organization provides peer-topeer collaboration, strategic analytics and research.

“ Hispanic shoppers are looking for value, whether it be a cost value or entertainment value in terms of their in-store experience.”

Liz Arreaga, partner, Mercury Mambo

These ads for El Jimador tequila are designed specifically to connect with Hispanic shoppers.

The brand recently introduced New Mix (below), a tequila cocktail in a can.

This shelf talker for Clorox bleach targets Hispanics with a picture of a child’s birthday party and Spanish as the first language.

“One of the challenges of the Hispanic shopper marketing experience,” adds Noemi Ricalo, president of PanaVista, “is the lack of sales data to support program expansion. Nielsen panel data is not always available and typically under-represents Hispanic results.” She cites regional chain Jewel-Osco as one retailer with a com-

prehensive Hispanic marketing program: “They not only partner with their manufacturers, but more importantly, provide metrics at the end of the promotional period.”

Dallas-based 7-Eleven, a member of the Latinum Network, created a senior director of Hispanic marketing position about 18 months ago to better understand this consumer. The senior director, Irene Sibaja, says the retailer uses its major market study — conducted every two to three years — for a sense of what percentage of customers are Hispanic, what they tend to buy and how much they spend. Proprietary research also elicits insights.

“Last year we conducted focus groups among Hispanic male shoppers, and parts of our current strategy are based on what we learned,” says Sibaja. Industry and CPG studies are also used, although she notes that they’d like to see more studies that differentiate Spanish-language-dominant from non-Spanish-dominant consumers.

At White Plains, N.Y.-based Tecate, vice president of marketing Felix Palau says they employ several approaches to analyze and test campaigns with Latinos. These include demographic analysis, psychographic research and direct market information.

Multicultural shopping studies across categories and channels have been done at The Clorox Co., Oakland, Calif. And more recently, the company has embarked on deeper path-to-purchase studies for its key categories, says Jennifer Reiner, multicultural team lead — specialty.

Hispanic-Dedicated Stores

Cristina Saralegui — “Oprah for the Hispanic community” — is the spokesperson for Nestlé Pure Life. The brand’s integrated campaign encourages Latina moms and their families to drink more water via TV and radio ads, in-store promotions, grassroots events and sweepstakes.

SM1009_028_031hispanic.indd 29

To attract this coveted target, some retailers have opened “Hispanic” stores. Last year, Walmart opened two Supermercado de Walmarts — one in Houston and one in Phoenix — and a Mas Club discount warehouse club in Houston. Walmart declined to be interviewed, but a June 2009 company press release says the Phoenix Supermercado de Walmart “features a new layout and product assortment designed to make it more relevant to local Hispanic

8/16/10 1:57:03 PM

30 REPORT: MARKETING TO HISPANICS

SHOPPER MARKETING SEPTEMBER 2010

MOBILE DEPENDENCE The sweet spot with Hispanics may actually be in the palm of their hands, as the group over-indexes on mobile phone usage. According to Kim Finnerty of Hispanic marketing agency PanaVista, Latinos are more likely than the general population to own cell phones: 90% vs. 88% of 18-to-34- year-olds and 87% vs. 85% for 35-to-54-year-olds, according to data from Forrester’s 2010 Global Consumer Technographics Survey.

“According to Experian Simmons, one-third of Hispanic respondents said they could not imagine their lives without their cells,” Finnerty says. “Marketers should take note because, according to eMarketer, this dependence on mobile technology causes this de-

mographic to be the most receptive to mobile marketing initiatives and also prompts these consumers to use their cell phones in store aisles to check prices, inventory and competitor stock items.”

Hispanics are also the biggest users of data applications on their cell phones. A July Washington Post article cited data from the Pew Internet & American Life Project: About 83% of Hispanics send or receive text messages, compared with 79% of Americans and 68% of whites. Forty-seven percent of Hispanics said they send or receive e-mail, compared with 41% of blacks and 30% of whites surveyed, and 18% of Hispanics said they purchased a product over their mobile device compared with 13% of blacks and 10% of whites.

customers.” The 39,000-square-foot store carries fresh tropical fruits and vegetables; fresh corn tortillas; meats such as milanesa; and an in-store cocina serving such items as tacos and tortas.

Yet, PanaVista’s Ricalo finds these largescale type formats to be knockoffs of the Hispanic supermarket chain, Pro’s Ranch Markets, that she says “set the standard for ‘authentic’ formats.” Ricalo says retailers would succeed by enhancing their variety offering to suit their neighborhoods.

“Providing what your shoppers need,” she explains, “is more important than trying to convey a sense of Hispanic authenticity that doesn’t quite meet real standards.”

Providing what the neighborhood needs is the goal of the recently opened HIT Mobile in Cudahy, Calif. In partnership with T-Mobile and the first of the company’s TMobile Premium Retailer Latino program, it features a wide variety of wireless products and services. Mauro Martinez Jr., HIT Mobile’s president and CEO, says wireless can be pretty confusing and there’s a need for customers to feel comfortable. He says that the list of the top 10 handsets in the general market and top 10 in the Hispanic market are radically different.

While HIT Mobile has the same look and feel of a T-Mobile store, all materials and signage are bilingual, as are all employees.

“I have spent years working in the Latino community. I fully understand and appreciate its shopping habits, buying patterns and much more,” says Martinez, himself a second-generation Hispanic. “That includes hiring from the area, building a team reflective of the community and giving back to ensure success for everyone.”

As one of T-Mobile’s “playground” stores, it allows for lots of interactivity and includes a children’s play area. Two more stores, also in Southern California, are currently under construction. Martinez says key to the stores’ success is training employees on each generation. “A first-generation Latino speaks in Spanish, wants International plans and all literature in Spanish,” he

Tecate has had success with its sponsorship of boxing matches. The brand uses demographic analysis, psychographic research and direct market information to study its shoppers.

SM1009_028_031hispanic.indd 30

8/16/10 1:57:26 PM

31

SEPTEMBER 2010 SHOPPER MARKETING

explains, “while a third generation might be labeled Hispanic but is more similar to the general market. Yet they feel comfortable in the store because of their upbringing and the cultural connection.”

Formulatin’s Olguin, a third-generation Mexican American, says it’s about finding a cultural connection. “For Hispanics, the four passion points are family, music, food and fashion/beauty. When building a community or marketing platform, utilize one or more of the passion points.”

To tap into the importance of family, Greenwich, Conn.-based Nestlé Waters’ Nestlé Pure Life brand launched its “Better habits for a better life” campaign in June that encourages Latina moms to get their families to drink more water. The campaign uses Hispanic TV host Cristina Saralegui as its spokesperson — “Oprah for the Hispanic community,” says Carolina Rodriguez, marketing manager, Nestlé Pure Life. National TV, regional radio, in-store promotions, grassroots events and sweepstakes are all part of the effort.

brand’s national campaign and featured Dr. Aliza Lifshitz, internist at Cedars-Sinai Medical Center and editor of vidaysalud.com, a health website. In addition to being the keynote speaker, she answered participants’ questions and provided advice.

“The Hispanic culture is rooted in the family and community,” says Clorox’s Reiner. “It’s ‘we’ vs. ‘I,’ so finding a way to connect at the local level with consumers is an area that we’re beginning to place more focus.”

To strengthen its relationship with Jewel-Osco’s Hispanic shoppers, the Clamato brand leveraged a summer sweepstakes tied to shoppers’ loyalty cards that included sampling and retailtainment events, circular ads and bilingual P-O-P. PanaVista, a D.L. Ryan company, executed the campaign.

“ Providing what your shoppers need is more important than trying to convey a sense of Hispanic authenticity that doesn’t quite meet real standards.”

Noemi Ricalo, president, PanaVista

A variety of targeted approaches as well as inclusion in broader campaigns is the key to success for The Coca-Cola Co., says Diane Wallace, vice president, shopper marketing. “Our efforts are a combination of ‘depth’ and ‘breadth.’ The depth programs allow us to connect with Hispanics’ specific needs and passions; the breadth programs leverage universal communication and properties that are relevant to all consumers,” she explains. “An example of this approach is the recent FIFA World Cup campaign, where we used the ‘Join The Global Celebration’ message across the market, but at the same time we added depth to this message among Mexican Hispanics with an association to the Mexican National Team.” The Powerade campaign included TV, radio, print, out of home, digital and P-O-S materials.

Sponsorships and events are another way brands are making a Latin connection. Chicago’s MillerCoors’ Coors Light brand sponsored the National Puerto Rican Day Parade in Manhattan this past June.

The brand made a $75,000 donation to the parade foundation and Diversity Foundation Scholarship Funds. Its “Emborícuate” campaign invited all to share in the pride of being Puerto Rican and included visuals in supermarkets, bodegas and bars.

Last fall, Clorox teamed up with the South Central Family Health Center in Los Angeles to offer a free flu clinic. “Pon el Virus de la Gripe Fuera de Acción” (Take the Flu Virus Out of Action) was part of the

SM1009_028_031hispanic.indd 31

BOOTH 635 SHOPPER MARKETING EXPO

WWW.BEEMAK.COM

800.421.4393

INFO@BEEMAK.COM

8/16/10 1:57:42 PM

32

SHOPPER MARKETING SEPTEMBER 2010

WORLD VIEW

Merchandising inspiration from around the globe

DENMARK

As part of its international “Be Stupid” campaign, edgy apparel brand Diesel integrated mobile marketing, digital signage and Facebook into a two-week guerilla marketing effort in Copenhagen and Aarhus, Denmark, earlier this year. The campaign encouraged consumers to use their mobile phones to take a picture of themselves acting stupid and send it to a short code. Within 12 seconds, the images were added to a constantly changing mosaic on Diesel’s Facebook page, on the sides of buildings in downtown Copenhagen and on digital signs in Diesel stores. The European campaign leveraged the too-risqué-for-the-U.S. tagline, “Stupid Has the Balls. Do You?” Comtech, Glostrup, Denmark, acted as the systems integrator, and never.no, Oslo, Norway, provided the interactive software.

UNITED KINGDOM

United Kingdom

Denmark

Nairn’s, the leader in the oat snacks category based in Edinburgh, Scotland, recently entered the breakfast market with the introduction of three new products: porridge oats, oat muesli and luxury oat muesli (essentially, cereal). Known for its health benefits, the brand wanted to present itself as “delicious substance” with its new packaging. Especially aimed at consumers with gluten allergies, Nairn’s’ research uncovered frustration among this group, who felt they often had to compromise taste when eating other gluten-free cereals. The resulting packaging features images of key ingredients on a rustic background alongside a prominent gluten- and wheat-free logo.

Dragon Rouge, New York, designed the packaging for all three SKUs.

Displays and Packaging that get your product noticed.

TPH Global Solutions® is a leading provider of custom designed packaging and displays with production and fulfillment capabilities across the US and China. Our award-winning designs and service have helped our clients achieve their brand and sales objectives for nearly 45 years. Call us at 800-966-1808 to learn how we can help you get noticed.

Visit us at Booth 802

Navy Pier Chicago Oct 6-7

The Packaging House, Inc. 6330 North Pulaski Road Chicago, Illinois 60646 800.966.1808 info@tphinc.com www.tphinc.com

SM1009_032_033world.indd 32

8/16/10 1:58:20 PM

SM1009_032_033world.indd 33

8/6/10 4:41:13 PM

34 TRADE SHOW

SHOPPER MARKETING SEPTEMBER 2010

Shopper Marketing Expo Preview With a new name that better reflects the show’s mission, the Shopper Marketing Expo is set for Oct. 5-7 at Navy Pier in Chicago. The following pages preview a few booths to see, spotlight trade show floor events, and point to some educational sessions being offered.

The October issue will preview the Design of the Times Awards Competition, as well as provide further detail on the more than 45 seminars scheduled to run Oct. 6-7, the official days of the exhibition. Two symposiums are being offered the day before the Expo begins on Oct. 5.

The Shopper Marketing Expo brings together leaders of brands, retailers, agencies, and in-store display and design firms to see the latest technologies on the show floor, discuss the hottest topics in seminars and roundtables, and network at events like the Design of the Times Awards Reception, featuring comedy group The Second City.

An event of the In-Store Marketing Institute, sign up for seminars and symposiums, register for the show and make travel plans at ShopperMarketExpo.com.

Photos ©Chicago Convention & Tourism Bureau

914 912 Triad Digital

908 Vally Container

906

Creative Magazine

904

Shelf Talkers

828

927

826 Dye Into Print

925

824

Starlite Media

820

AM Litho

915

DisplayMax

816 PHG Retail

814

913 Americhip

909

Applied Plastics

812

Angola Wire

726

827

DGS

720

Source One

Se-Kure Controls

815

712

14 West

Poly Ent.

811

710

907 NeuroFocus

903

StartSampling

StickerYou

Plas Tech

In Context Solutions

432

433

332

Crown Metal

Spectrum

Louisville Lamp

631

530

531

430

Dalb

World Division

Maryland Precision

Ad-Tech

Americo

3 Strikes

727

626

627

527

426

Red Leaf Integrated Media

721

620

Wetzel

612

629

528

Edwards Label

526

Display Flash

520

RockTenn

514

Elwood Pkg

420

Janis Plastics

Mercury Plastics

511

412

FHC

810

431

TPH Global Solutions

Google

802

702

Menasha

602

402 Meridian Display

502

902

234

ConVerd

232

Baird Display

233

132

VKF Renzel

427

326

Displays by Martin Paul

Practical Retail

Midway Displays

Vulcan Spring

421

320

Modernistic

TracerGraphix

415

314

Duraco

Bedford Ind

411

310

324

Quantum

Harding

327

226

Dupont Graphics

LMG

325

224

Do-It

MEASA

321

220

Creative Plastics

Metomic

315

214

Art Wire Works

Elite Display

313

231

Hankscraft

130

131

128

129

DIJIPOP

124

125

221

120

Amran Pkg

Rocket

215

114

Prime Tag & Label

STRATACACHE

Graphic House

Ganitt

Pangea

All You

Fixture Displays

GO Klips

Launch

Coleman

P-O-P TV

Clik-Clik

115 213

211 209

112

110 108

Marking Specialists

206

207

Hollywood Banner

Avteq

Tobii

203

102

202

302

127 FS Matting

225

208

Duco Tech

303

227

210

309

Great Northern Consumer Pkg & Display

Winntech

Vestcom

212

EPI Printers

135

MWV

Ketchum Mfg

311

Data Display

133

228

329

FEX

425

Monarch Plastics

Transparent

PowerDirect

FHC

Marin’s International

Interstate Graphics

335

230

330

Lozier

Spiroflex

331

508

Master Magnetics

808

Telescope

533

CoOpptions

Alliance Plastics

729 FHC 628

MultiAd

532

336

Wilson Hurd

See Power

Targetbase

728

829 Adams Magnetic

Foshan

AISLE 800 (Aisle Sponsor: Google)

Touchpoint 360

AISLE 900 (Aisle Sponsor: Starlite Media)

KEYNOTE THEATER

922

A&C

535

633

730

831

SLENCIL

RED DOT

635

Shopper Marketing Expo Sales & Renewal

436

AISLE 100

830

929 926

Speed

Beemak

632

Industrial Image

438

AISLE 200 (Aisle Sponsor: Hollywood Banners)

931

732

Tex Vision

636

AISLE 600 (Aisle Sponsor: Wetzel)

928

Sennco

833

832

AISLE 700 (Aisle Sponsor: Wetzel)

933

Mat Tech

Carolina Container

CloudBrain

835

637

AISLE 300 (Aisle Sponsor: Dupont Grapics)

Pioneer Balloon

360 Brand Vision MARS Advertising

736

AISLE 400 (Aisle Sponsor: GNC)

737

AISLE 500 (Aisle Sponsor: RockTenn)

Augme Mobile

106

GSN

FLEXcon

Tailored Label

Estrakon

Total Immersion

800

300

200

201

100

113

111 GPG

109

Cyber Cafe & Concessions

McMenimen

107

ENTRANCE Participating Exhibitors:

Platinum Sponsor Booth 612

SM1009_034_039tradesh.indd 34

Gold Sponsor Booth 702

Silver Sponsor Booth 302

Silver Sponsor Booth 514

8/18/10 1:46:14 PM

TRADE SHOW 35

SEPTEMBER 2010 SHOPPER MARKETING

Booths to See

Jury of brand marketers, retailers pre-qualify certain booths as Featured Expo Exhibitors Google, In Context Solutions, RockTenn and a handful of other companies have been recommended as exhibitors to see at the Shopper Marketing Expo. For the first time, a jury of brand marketers, retailers and editors of Shopper Marketing reviewed pitches from exhibitors and deemed some worthy as “Featured Expo Exhibitors.”

The idea is to help attendees navigate the show floor by highlighting some of the most exciting exhibitors to visit. In order to be named a Featured Expo Exhibitor, the companies need to have an inspiring new product, a game-changing service or a fresh approach to shopper marketing. The companies presented videos to the jury, who are largely the names and faces seen in the magazine’s “Who’s Who in Shopper Marketing” (see Page 40). A majority needed to rule in favor of the companies to be named a Featured Expo Exhibitor.

A few include:

All You. (Booth #111). Sold exclusively at Walmart, All You magazine provides lifestyle tips and editorial for its female, value-driven reader. It’s also a vehicle for product coupons (redeemable at all retailers), digital promotions and sampling.

Google Inc. (Booth #702). Online search is changing how shoppers shop, and that includes consumer goods products. Google will show how search is being integrated into the digital path to purchase and will demo

all of its management and measurement tools.

Grocery Shopping Network (Booth #800). GSN builds digital shopper marketing promotions for retailers but also has the ability to analyze its shopper database of over 35 million loyalty card users and instore POS sales results. The company represents over 6,000 grocery stores.

In Context Solutions (Booth #332). A player in virtual store simulation research, In Context Solutions uses a Web-based, 3-D modeling system to create virtual replicas of real stores. Shoppers shop the virtual store and interact with products, reading labels and adding items to a shopping basket while In Context Solutions captures and analyzes attitudes and behaviors.

NeuroFocus Inc. (Booth #903).

A leader in neuroscience research, the company analyzes brainwaves to measure a shopper’s attention, emotional engagement and memory retention of advertising, branding, new products and packaging.

RockTenn Merchandising Displays (Booth #514). The company will unveil its ShopperGauge system of measuring in-store effectiveness. ShopperGauge uses overhead cameras to monitor traffic and digital e-pushers to track product takeaway. The data is then analyzed to turn shopping behavior into usable insights.

Starlite Media (Booth #820). Makers of “at-store media,” Starlite produces signage that can be positioned in

In Context Solutions

RockTenn Merchandising Displays

Google

the store parking lot, near a store’s entrance or on the shopping cart corral. The company targets promotions to the ZIP code and measures executions with strict compliance reporting. The signs fit large-scale integrated campaigns, completing the loop of pre-shop, at the store and in-store.

There will be more than a dozen featured exhibitors of the more than 100 companies exhibiting on the show floor. Hours to walk the floor are 10:30 a.m. to 5 p.m., both Wednesday, Oct. 6, and Thursday, Oct. 7. A full list of exhibitors can be seen on Page 36.

DIGITA L PRINTING

INNOVATIO POP NS

> Innovations > Solutions > Sustainable

Substrates

Find these and more at

Booth 815 SHOPPER MARKETING EXPO

October 5–7 From the makers of the 3D Header

800-898-3022 | sourceonedigital.com

SM1009_034_039tradesh.indd 35

8/18/10 1:47:05 PM

36 TRADE SHOW

SHOPPER MARKETING SEPTEMBER 2010

2010 Shopper Marketing Expo Exhibitor List COMPANY

BOOTH

14 West LLC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 811 3 Strikes Activation . . . . . . . . . . . . . . . . . . . . . . . . . . . . .627 360 Brand Vision. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .201 A & C Plastics Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .829 Ad-Tech LLC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .727 Adams Magnetic Products . . . . . . . . . . . . . . . . . . . . . .827 All You Magazine. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111 Alliance Plastics Corp. . . . . . . . . . . . . . . . . . . . . . . . . . .629 AM Lithography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 915 Americhip . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .909 Americo Manufacturing. . . . . . . . . . . . . . . . . . . . . . . . .626 Amran Packaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 215 Angola Wire Products Inc. . . . . . . . . . . . . . . . . . . . . . . 810 Applied Plastics Co. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 812 Art Wire Works . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 313 Avteq Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .203 Baird Display . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 132 Bedford Industries . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 310 Beemak Plastics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .635

COMPANY

BOOTH

Carolina Container Co. . . . . . . . . . . . . . . . . . . . . . . . . . .632 Clik-Clik Systems Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . 115 Co-Options Consumer Access/The Sampling Store. . .433 Coleman Co., The . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .206 ConVerd. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 331 Creative Magazine. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .904 Creative Plastics LLC . . . . . . . . . . . . . . . . . . . . . . . . . . . . 315 Crown Metal Manufacturing. . . . . . . . . . . . . . . . . . . . . 431 Dalb Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .528 Data Display Systems . . . . . . . . . . . . . . . . . . . . . . . . . . . 135 DGS-Digital Graphic Systems . . . . . . . . . . . . . . . . . . . .720 DIJIPOP LLC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 124 Display Flash . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .520 DisplayMax Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 816 Displays by Martin Paul . . . . . . . . . . . . . . . . . . . . . . . . .425 Do-It Corp. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .321 Duco Technologies Inc. . . . . . . . . . . . . . . . . . . . . . . . . .303 DuPont Graphics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .325 Duraco Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 411

COMPANY

BOOTH

Dye Into Print. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .824 Edwards Label . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .526 Elite Display . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 212 Elwood Packaging Inc. . . . . . . . . . . . . . . . . . . . . . . . . . .420 EPI Marketing Services . . . . . . . . . . . . . . . . . . . . . . . . . .309 Estrakon. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .201 Fixture Displays LLC. . . . . . . . . . . . . . . . . . . . . . . . . . . . .208 FLEXcon Co. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .300 Foshan Nanhai Zhentong Metal Mfg Co. Ltd. . . . . . . . 826 FS Matting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .125 Ganitt Cosmo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 211 GO Klips Tekstil ve Makina Dis Ticaret Ltd Sti. . . . . . . . 209 Google Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .702 GPG Creative Display. . . . . . . . . . . . . . . . . . . . . . . . . . . .109 Graphics House Imaging . . . . . . . . . . . . . . . . . . . . . . . . 113 Great Northern Consumer Packaging and Display. . . 302 Grocery Shopping Network . . . . . . . . . . . . . . . . . . . . .800 Hankscraft . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .225 Harding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .226 Hollywood Banners Inc. . . . . . . . . . . . . . . . . . . . . . . . .202 In Context Solutions. . . . . . . . . . . . . . . . . . . . . . . . . 332 In-Store Marketing Institute . . . . . . . . . . . . . . . . . . . . . .508

Get ready for a deep-dive sourcing exercise that is unlike anything you’ve ever experienced. ›› WHAT IS STRATCONN? Through well-planned, 30-minute face-to-face meetings that span over two days, StratConn brings together vetted solution providers (hosts) and solution seekers (guests) looking to review new products and services, marketing initiatives and business strategies.

“

I talked to a number of suppliers who, during a regular work week, we just can’t make the

”

time to meet or get in touch with.

— Kim Leintz, Kimberly-Clark

›› WHY PARTICIPATE? StratConn brings new efficiency to sourcing and marketing processes and saves valuable time and money. ›› HOW TO SIGN UP? For more information and to reserve your spot, contact Gary Goff at (847) 675-7400, ext. 171 or ggoff@instoremarketer.org

COMPANY

BOOTH

Industrial Image . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .436 Integrated Media Group. . . . . . . . . . . . . . . . . . . . . . . . .620 Interstate Graphics Inc. . . . . . . . . . . . . . . . . . . . . . . . . .234 Janis Plastics Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 511 Ketchum Manufacturing Inc. . . . . . . . . . . . . . . . . . . . . 210 Launch Creative Marketing . . . . . . . . . . . . . . . . . . . . . .108 LMG Insights and Comm (div. Groupe Aeroplan). . . 224 Louisville Lamp Co. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .430 Lozier Store Fixtures . . . . . . . . . . . . . . . . . . . . . . . . . . . .427 Marin’s International . . . . . . . . . . . . . . . . . . . . . . . . . . . .602 Marking Specialists Group. . . . . . . . . . . . . . . . . . . . . . .106 MARS Advertising Inc. . . . . . . . . . . . . . . . . . . . . . . . . . .928 Master Magnetics Inc. . . . . . . . . . . . . . . . . . . . . . . . . . .808 Mat Tech Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .636 McMenimen & Associates Inc. . . . . . . . . . . . . . . . . . . .107 MeadWestvaco . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .221 MEASA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .220 Menasha . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .402 Mercury Plastics Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 412 Meridian Display. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .502 Metomic Corp. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 214 Midway Displays Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . .421 Modernistic Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 415 Monarch Plastics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .233 MultiAd . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .726 MW Industries Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .426 NeuroFocus Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .903 P-O-P TV . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .207 Pangea. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110 PHG Retail Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 814 Pioneer Balloon Co. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .835 Plas Tech Extrusions Ltd. . . . . . . . . . . . . . . . . . . . . . . . . 531 Poly Enterprises Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . .710 PowerDirect Marketing . . . . . . . . . . . . . . . . . . . . . . . . .329 Practical Retail Merchandising. . . . . . . . . . . . . . . . . . .324 Prime Tag & Label Inc./Victrix Group . . . . . . . . . . . . . 213 Quantum Group . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .327 Red Leaf Retail Concepts Inc. . . . . . . . . . . . . . . . . . . . .721 RedDotNet - Division of Digital On-Demand . . . . . . 532 Rocket Production . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114 RockTenn Merchandising Displays . . . . . . . . . . . . . . . 514 Save the Songs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .732 Se-Kure Controls Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . 712 See Power Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .628 Sennco Solutions Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . .922 Shelf Talkers Mfg. Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . .902 SLENCIL Co. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .535 Source One Digital . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 815 Spectrum Industries Inc. . . . . . . . . . . . . . . . . . . . . . . . .330 Speed Marketing aka Bell Litho Inc. . . . . . . . . . . . . .831 Spiroflex . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .335 Starlite Media. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .820 Start Sampling. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .631 Sticker You Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .530 STRATACACHE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112 Tailored Label Products . . . . . . . . . . . . . . . . . . . . . . . . .200 Targetbase . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .729 Telescope Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .907 Tex Visions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .438 Tobii Technology Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . .102 Total Immersion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .100 Touchpoint 360. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 914 TPH Global Solutions. . . . . . . . . . . . . . . . . . . . . . . . . . . .802 TracerGraphix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 314 Transilwrap Co. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .728 Transparent Packaging Inc. . . . . . . . . . . . . . . . . . . . . .230 Triad Digital Media. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .908 Valley Container Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . .906 Vestcom International Inc. . . . . . . . . . . . . . . . . . . . . . .120 VKF Renzel USA Corp. . . . . . . . . . . . . . . . . . . . . . . . . . . .326 Vulcan Spring & Manufacturing. . . . . . . . . . . . . . . . . .320 Wetzel Brothers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 612 Wilson-Hurd. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .432 World Division USA . . . . . . . . . . . . . . . . . . . . . . . . . . . . .527

Travel Information

A block of rooms at special Shopper Marketing Expo hotels have been reserved at sharply reduced rates (see list below). Hotels and rates are subject to change based on availability.

Reservations must be made through the In-Store Marketing Institute’s travel partner by Sept. 16 to receive the discounted rates. Visit ShopperMarketExpo.com/travel to reserve your hotel, or call (800) 221-3531.

UPCOMING

Special Expo Hotel Room Blocks

STRATEGIC RESOURCES September 16-17, Westin O’Hare, Rosemont, IL This event matches up marketing research executives and media buying professionals from consumer goods companies and their retail partners with forward-thinking host companies such as leading strategic agencies and consultants who possess strategic shopper marketing skill sets and resources.

SM1009_034_039tradesh.indd 36

Chicago Marriott Downtown 540 N. Michigan Avenue . . . . . . . . . . . . . . . . . . $235 Courtyard Magnificent Mile 165 E. Ontario Street . . . . . . . . . . . . . . . . . . . . . . .$199 Embassy Suites Lakefront 511 N. Columbus Drive . . . . . . . . . . . . . . . . . . . . $229 Four Points Sheraton Downtown 630 N. Rush Street . . . . . . . . . . . . . . . . . . . . . . . . $239 Sheraton Chicago 301 E. North Water Street . . . . . . . . . . . . . . . . . $229 W Lakeshore 644 N. Lake Shore Drive . . . . . . . . . . . . . . . . . . . .$219 Wyndham Chicago 633 N. St. Clair Street . . . . . . . . . . . . . . . . . . . . . . $249

8/18/10 1:48:04 PM

TRADE SHOW 37

SEPTEMBER 2010 SHOPPER MARKETING

Show Floor Happenings Vestcom, MARS Advertising intro new programs at Expo CHICAGO — In addition to the new Featured Exhibitor program, other new events on the show floor include the “Crack the Code Challenge” sponsored by Vestcom International. Those with smartphones can scan unique QR codes at participating booths. Attendees who scan at least 10 codes will be eligible to win $200, with two winners announced at 4 p.m. each show day at the Vestcom booth (#120).

Another new addition, MARS Advertising is hosting its Shopper Revolution Booth

(#928), which will be used for Podcasting live interviews with Shopper Marketing Expo speakers and roaming the show floor to tape “man on the street” interviews and gather opinions on key retail topics. The interviews will be streaming on BlogTalkRadio.com.

Brands, retailers, agencies and other vendors are encouraged to stop by and listen or participate. The booth is a preview of the shopper marketing agency’s new website, ShopperRevolution.com, which

launches in late October with the latest information and webinars on packaging and displays, sales and marketing, consumer trends/demographics, retail forecasts, new technology/social media, sustainability and more.

Finally, attendees can wrap up their Expo experience at the closing cocktail reception at the In-Store Marketing Institute booth Thursday, Oct. 7, from 3:30 to 4:30 p.m. Free drink tickets will be available from participating sponsors.

Educational Opportunities A host of seminars, roundtables and symposiums are available at the Shopper Marketing Expo. On Tuesday, Oct. 5, from 1 to 4:30 p.m., two symposiums kick off the show. Michelle Adams, vice president of shopper and customer insights for PepsiCo, and A.K. Pradeep, CEO of NeuroFocus, will explore how neuromarketing is being applied to the in-store experience. This session is open to CPGs, retailers, agencies and P-O-P producers only. Concurrently, Brian Harris and John Clutts of The Partnering Group will give attendees an in-depth look at the latest developments of the Retail Commission on Shopper Marketing.

Michelle Adams VP Shopper & Customer Insights, PepsiCo

Brian Harris, Ph.D. Founder & Co-Chairman, The Partnering Group

On Wednesday, five roundtable discussions run from 7 to 8 a.m. They include: “The Quest for Alignment” with Draftfcb; “Selling in Programs or Collaboration?

What it Takes to Win with Retail Buyers in Today’s Environment” with Kendal King; “Top 10 Do’s and Don’ts When Executing Programs Along the Path to Purchase” with Mosaic; “Improving the Process of Brand/ Retailer Collaboration” with RTC; and “Leveraging Digital Opportunities in Shopper Marketing Plans” with Ryan Partnership.

A full slate of seminars is scheduled throughout each show day. Seminar tracks on Wednesday will cover five topic areas: Shopper/Retail Insights, The Big Picture, Shelf Sense, Digital Path to Purchase and Nuts and Bolts. Speakers include Don Baker of Sara Lee, Tiernan Summins of The Kellogg Co., Jim Murphy of Yahoo!, and Bob Anderson of Stop & Shop.

Thursday seminars cover Shopper/Retail Insights, The Big Picture and Digital Path to Purchase, plus Measurement, Metrics, ROI and Understanding the Shopper. Thursday’s speakers include Geoff Jackson of Campbell Soup Co., Chris Borek of Target, Laurie M. Clark of The Coca-Cola Co., and Laura Smith of Hewlett-Packard.

To register for the Expo, specific seminar tracks, roundtables and symposiums, visit ShopperMarketExpo.com.

SM1009_034_039tradesh.indd 37

8/18/10 1:48:57 PM

October 5 –7, 2010

(Exposition: October 6-7)

Navy Pier, Chicago Come curious. Leave inspired.

DISPLAYS

INSIGHTS

PACKAGING

PROMOTIONS

AT-A-GLANCE

FREE KEYNOTE ADDRESSES

The Shopper Marketing Expo is the place to acquire business strategies, tactical skills and inspiration for all marketing eƨorts that culminate at retail.

Wednesday, Oct. 6 | 9:30 am | FREE ADMISSION

Bringing Brands to Life Through Integrated Communications from the Store Back DINA HOWELL VP, Global Media & Brand Operations

Registration

Tuesday, Oct. 5 • 12:00 – 4:30 pm • Symposiums Wednesday, Oct. 6 • 7:00 am – 4:30 pm • Trade Show & Seminars Thursday, Oct. 7 • 7:00 am – 4:30 pm • Trade Show & Seminars

Free Exhibit Hall (Open Oct. 6 –7) Navy Pier, Chicago Wednesday, Oct. 6 • 10:30 am – 5:00 pm Thursday, Oct. 7 • 10:30 am – 4:30 pm

Thursday, Oct. 7 | 9:30 am | FREE ADMISSION

Seminars

Kroger: Putting Customers First = Customers for Life

Wednesday, Oct. 6 • 8:15, 11:00 am, 12:30, 2:00 & 3:30 pm Thursday, Oct. 7 • 8:15, 11:00 am, 12:30, 2:00 & 3:30 pm

EVAN ANTHONY VP, Corporate Marketing & Advertising

Design of the Times Awards Competition Design of the Times Gallery Hours: Wednesday, Oct. 6 • 12:00 – 5:00 pm Thursday, Oct. 7 • 10:30 am – 4:30 pm The Gallery is located in the exhibit hall and is free to Expo attendees.

2010

DeS i + N

B7;3A

OF THE

Design of the Times Awards Reception: Wednesday, Oct. 6 • 5:00 – 6:30 pm Featuring The Second City Advance tickets are $100. Order your tickets when you register for Expo at www.ShopperMarketExpo.com.

REGISTER TODAY! www.ShopperMarketExpo.com Free registration through September 30. Enter code: EXPO10-SM09

SM1009_034_039tradesh.indd 38

8/16/10 2:00:15 PM

Paving the Path to Purchase

DIGITAL

MOBILE

SOCIAL MEDIA

SYMPOSIUMS

SEMINARS

S01:

Collaborative Shopper Marketing – From Theory to Practice

Seven compelling educational tracks lled with insights, trends and analysis of hot industry topics.

Tuesday, Oct. 5, 1:00 – 4:30 pm

Shopper & Retail Insights The Big Picture Shelf Sense Nuts & Bolts

BRIAN HARRIS, Ph.D. Founder & Co-Chairman

JOHN CLUTTS Practice Leader for Retail

Neurological Best Practices for Optimizing In-Store Shopping Experiences

S02:

Tuesday, Oct. 5, 1:00 – 4:30 pm

Digital Path to Purchase Measurement, Metrics & ROI Understanding the Shopper

Visit www.ShopperMarketExpo.com for schedule and complete seminar descriptions.

HEAR SPEAKERS REPRESENTING THESE INFLUENTIAL COMPANIES:

*This symposium is open to CPGs, retailers, agencies and P-O-P producers only.

MICHELLE ADAMS VP, Shopper & Customer Insights

A.K. PRADEEP, PH.D. CEO

SPONSORS Platinum Sponsor:

Gold Sponsor:

Silver Sponsors:

SM1009_032_039tradesh.indd 39

8/6/10 4:42:13 PM

40 REPORT: WHO’S WHO IN SHOPPER MARKETING

SHOPPER MARKETING SEPTEMBER 2010

7-ELEVEN

in Shopper Marketing

Rita Bargerhuff, Vice President of Marketing Angela Carrales, Senior Director of Marketing

A follow-up to last year’s “Who’s Who in Shopper Marketing” report, the following pages list more than 200 esteemed marketers from top brands and retailers. They are the names and faces behind some of the best work in the industry, driving insights into activated, customized retail programs that target key shoppers for their respective companies.

To be named a “Who’s Who in Shopper Marketing,” these industry leaders have been recognized at events or through their work, but most have been nominated by colleagues and friends of Shopper Marketing and the In-Store Marketing Institute.

They will be honored at an event prior to the start of the Shopper Marketing Expo, Oct. 6-7, at Navy Pier, Chicago. The December issue will publish an update of the “Who’s Who in Shopper Insights” list.

20TH CENTURY FOX HOME ENTERTAINMENT

Kevin Sherwood, Vice President, Retail Marketing and Sales Recently promoted to vice president, Sherwood manages retail marketing and sales initiatives for Fox Consumer Products. Previously, as executive director, he managed the division’s relationship with Walmart.

The company’s sales teams are focused around key retailers, giving them valuable insights into how shoppers interact differently with each chain.

The retail launch of “Avatar” at Walmart allowed for numerous touchpoints in nontraditional areas including grocery, on Walmart.com and with customized TV spots.

Wade Thomas, Executive Director, Retail Marketing

A

KRAFT FOODS

Laura McCorvie, Senior Vice President, Customer Growth and Shopper Marketing As a former Kraft employee (she worked for General Foods when the companies merged in the 1980s), a consultant to Kraft (she was a senior partner at Marketing Corp. of America), and a Kraft competitor (she joined PepsiCo in 2003), Laura McCorvie was excited to bring her career full circle and return to Kraft Foods in January, when she landed a prominent position on the Kraft leadership team.

She is senior vice president of customer growth and shopper marketing, meaning she leads customer strategy and planning, shopper marketing and in-store merchandising to drive growth partnerships with its retailers.

The massive food company continues to evolve in many ways to meet the needs of its shoppers and retail partners. For one, shopper marketing, in-store merchandising and retail technology have been brought together to ensure investments and initiatives are working in sync. The acquisition of Cadbury has also broadened Kraft’s capabilities, especially in small-format stores and the front end. And the company is focused on creating programs that drive sales and loyalty for both Kraft and its retailers.

“My group is about bringing the best of Kraft Foods to different retailer and shopper situations, and that could vary widely,” McCorvie says. “It’s about collaborative planning; it’s about being a true steward of Kraft Foods’ brands and equities in our retailer partner programs; and it’s about execution.

We are focused on accelerating the impact of all of these levers.”

She cites three examples of recent campaigns that were customized for individual retailers to benefit both Kraft’s consumers and the retailer’s shoppers. At Safeway, the Triscuit brand played a role in the supermarket chain’s promotion for the 40th anniversary of Earth Day, building on eco-friendly interests like urban farming. At Meijer, it partnered with the perishables department, thanks to its many products (salad dressing, cheese, crackers, etc.) that naturally complement salad, vegetables, fruit and meat. And at H-E-B, it cosponsors a diabetes screening program in which it can showcase its portfolio of diabetic-friendly items.

Beyond the in-store experience, McCorvie says Kraft’s digital marketing (managed by the Consumer Experiences organization) is “the most powerful set of capabilities in our industry.”

“The technology for radically different shopping, even in a traditional supermarket format, is already fully developed. It’s just not fully commercialized,” she says. “We collaborate across Kraft Foods to ensure that our consumer-based digital and social media capabilities are increasingly reflected in our initiatives with retailers.”

McCorvie has sound advice for any marketer

ABBOTT NUTRITION

Brian Woo, Director, Shopper Marketing and Category Management

— shopper or otherwise — in these exciting and changing times. “Embrace the reality that retailers are marketers, too,” she says. “Like many shopper marketers, many marketers at retail have a traditional marketing background. Collaborating around shared opportunities that make sense for the retailers’ shoppers and the brands’ consumers is what it’s all about.”

She also urges shopper marketers in particular to go beyond promoting what’s on sale, which confines the potential value of the discipline. Finally, “Do not assume that the same person walking into different stores and channels has the same mindset and expectations. Why would shoppers be regularly going to six to eight different stores if they thought they were all the same?” she says. “The idea of adapting for certain shopper groups, channels and/or occasions is a proven path to growth.”

ALBERTO-CULVER

Tom Prestridge, Director, Retail Leadership Group Prestridge leads the development and integration of shopper insights into effective retail execution at AlbertoCulver. The company has made some organizational adjustments around shopper marketing, establishing a two-pronged approach to marketing that lets one group apply greater focus on local opportunities in the U.S.

AMERICAN EXPRESS

Benjamin C. Collier, Senior Manager, Centurion Product Management Emily Kauff, Vice President of Point of Purchase Chris Roncari, Director, Prepaid Card Marketing

ANHEUSER-BUSCH

Dan Hoffmann, Vice President of Corporate Identity Jim Tietjens, Senior Manager, Retail Marketing

B

BACARDI USA

Guillermo Rodriguez, Vice President, National Strategic Retail Accounts

BARILLA AMERICA

Sam Gagliardi, Senior Brand Manager, Shopper Marketing

BAYER CORP.

Steve Morante, Director of Category Excellence, Learning and Technology

BEST BUY

Ryan Fulton, Senior Marketing Manager, Customer Marketing and Strategy

BIMBO BAKERIES USA

John Monachelli, Director of Marketing, Category Management

BRIDGFORD FOODS

Chris Cole, Vice President, Sales

BROWN-FORMAN

Bob Krall, Vice President, Trade Marketing Director Krall oversees Brown-Forman’s team that handles customer-specific programming, customized selling tools and shopper insights. The company has commissioned The Partnering Group to help benchmark its efforts against other CPGs. A recent internal, three-day conference about winning at the point-of-purchase increased the company’s understanding of different retail channels and spurred creativity in addressing customer needs.

BURT’S BEES

Spencer Blaker, Global Director, Retail Marketing See profile on Page 46 Photo by Roark Johnson

SM1009_040_050who.indd 40

8/18/10 1:49:50 PM

The Typical Shopper No Longer Exists Henschel-Steinau has been creating award-winning shopper marketing programs since long before the term was an industry buzzword.

Your shopper marketing insights and segmentation data is only as strong as the company you choose to translate insights into in-store programs that drive sales. Henschel-Steinau remains at the forefront of connecting insights to action for America’s leading brands and retailers because we know there’s nothing typical about today’s shopper and how to engage them in-store.

Contact the HS Shopper Insights Action Team for a customized presentation on how we can translate your shopper marketing insights into retail solutions that drive your bottom line.

For your customized assessment, contact Anne Caloz @ 201-760-4125.

50 Commerce Drive • Allendale, NJ • 07401

SM1009_040_050who.indd 41

hspop.com

8/6/10 4:42:44 PM

42 REPORT: WHO’S WHO IN SHOPPER MARKETING

C

CADBURY PLC

Steve Zoellner, Associate Director, In-Store Excellence Zoellner leads Cadbury’s in-store solutions team, which is responsible for designing, developing and producing all in-store off-shelf displays by leveraging highly developed relationships with the sales and marketing teams and retail trade partners.

CAMPBELL SOUP CO.

Mimi Colette Dixon, Senior Group Manager, Integrated Shopper Marketing Geoff Jackson, Director, Integrated Shopper Marketing Jackson has moved up the ranks to his post as director of integrated shopper marketing, which encompasses traditional consumer promotion, platform executions, corporate sponsorships, endorsement/celebrity management and all other shopper marketing activities. He has held other positions in business unit strategy, frontend innovation, and brand management and marketing at the company.

Kim McGough, Senior Group Manager, Integrated Shopper Marketing

CHIQUITA

Daymara Baker, Shopper Marketing and Consumer Promotions Manager, Fresh Express Baker is in charge of national consumer promotions and shopper marketing for the Fresh Express brand of readyto-eat salads. She also provides feedback on the shopper marketing elements of Chiquita campaigns as the resident expert on the subject. Based on consumers’ increasing interest in where their food comes from, the brand launched the Your Salad Story microsite that is tied into packaging that allows shoppers to track where their lettuce was grown.

Photo by Bob Conway

SHOPPER MARKETING SEPTEMBER 2010

CHURCH & DWIGHT

Dan Bracken, Director of Marketing Services

THE CLOROX CO.

Charles Mordy, Director of Shopper Engagement, Walmart Christine Vickers Tucker, Director of Shopper Engagement Kristin Wonzen, Retail Consumer Marketing Team Lead Wonzen is in charge of setting the strategic direction and developing capability for the retail consumer marketing group at Clorox, which consists of both a corporate and a field team. The team was recently restructured to be part of the larger shopper engagement group, which also houses shopper insights and category advisory services. The new structure encourages cooperation and a focus on shopper behavior using insights to drive category growth.

The team is helping its retail partners leverage digital and social media tactics including targeted e-mails, online games, sweepstakes, digital coupons, retailer-specific banner ads, Facebook tie-ins and more.

THE COCA-COLA CO.

Nancy Gibson, Vice President, Shopper Strategy and Platforms Gibson leads the development of shopper strategy, retail principles and activation for Coca-Cola’s global brands and retail channels. The company has increased both people and funding for the discipline and continues to expand and integrate shopper processes and capabilities throughout the organization.

Foundation studies have unveiled what works at the shelf to turn shoppers into buyers and what is effective in terms of P-O-P, packaging and merchandising.

Darren Marshall, Vice President, Global Customer and Shopper Marketing Marshall returned to Atlanta after holding marketing positions with Coca-Cola in

Asia for 11 years, working in Malaysia, Singapore, Bangkok and Hong Kong.

His focus is to integrate the company’s media-centric consumer marketing with its retail-focused shopper marketing and work closely with retail customers.

Manish Shrivastava, Associate Vice President, Shopper Marketing Diane Wallace, Vice President, Shopper Marketing Wallace’s team acts as the Center of Excellence for Coca-Cola North America’s shopper marketing practice, providing best practices on leadership strategies and capability-building for the division. Personally, she has been an integral part of The Retail Commission on Shopper Marketing, which is working with retailers to define the practice from their point of view.

COLGATE-PALMOLIVE

Scott Campbell, General Manager, Integrated Marketing Communications Steve Fogarty, Vice President, Global Shopper Marketing Barry Roberts, Director of Shopper Marketing, North America

COMAG MARKETING GROUP Terry McGraw, Vice President, U.S. Sales

CONAGRA FOODS

Michael McMahon, Senior Vice President, Integrated Customer Marketing Inducted into the Hall of Fame this year, McMahon’s team is charged with leveraging all shopper-facing assets at ConAgra’s top customers to drive differentiation for the retailer and growth for the company. Housed within the global marketing operation, the team encompasses shopper insights, shopper marketing, category leadership and in-store marketing. More than 75% of the team’s head count is located in the field with the customer teams, so that each has dedicated

KELLOGG CO.

Jamie LaRue, Senior Director, Shopper Marketing Jamie LaRue’s passion for shopper marketing came to life while working for Procter & Gamble in Arkansas in 2002, where he saw firsthand the power of collaboration between manufacturer and retailer. “I fell in love with the focus on shoppers, the interaction with the customer, and the passion of working in that environment,” he says. “You knew you were doing hard, groundbreaking work — and that challenge was irresistible and invigorating.”

His time at P&G also afforded him the opportunity to work with Dina Howell on the First Moment of Truth team, where he acted as a global consultant for all of P&G’s brand and customer teams. After more than five years of integrating shopper thinking into P&G systems, developing actionable and predictive tools, establishing best practices and shopping all over the world, he set up shop in Battle Creek, Mich., in January as the senior director of shopper marketing for the Kellogg Co. In this new role, LaRue is responsible for Kellogg’s shopper marketing work and merchandising services with its key customers. His team’s objective is to build on its strengths around shopper promotions to become an even more trusted partner in the eyes of its retail partners through insight-based shopper marketing solutions.

“Kellogg is committed to shopper marketing and continues to provide event development and execu-

SM1009_040_050who.indd 42

resources working on the account and sharing the same goals and objectives as the salesforce.

Rachael Norton, Vice President, Shopper Marketing Mary Westerhaus, Senior Director of In-Store Experience Westerhaus leads a team of in-store marketing managers that builds the company’s in-store capabilities and fully integrates with category management, shopper insights and shopper marketing. The goal is to create inspired merchandising by customizing programs for the needs of specific retailers and shopper groups, like the team’s creation of more modular and flexible secondary displays that allow for improved cost, better imagery and multi-brand activation.

COTY BEAUTY U.S.

Lori Antun, Senior Director, Wall Strategy

CRAYOLA

Bill McCarthy, Leader of Consumer and Shopper Marketing Rick Stringer, Vice President of Sales

CROCS

Mike Martin, Director of Retail Marketing

CROWN IMPORTS

Kevin Kramnic, Vice President, Promotional Marketing John Swiatowiec, Director, National Accounts Retail Marketing Swiatowiec is charged with creating valueadded programs that enable brand strategies to come alive at retail while providing value to consumers. Crown’s focus is shifting to a more consumer-centric model, aligning shopper marketing strategies with its retail partners.

tion flexibility as well as the dependability and responsiveness that our customers count on,” he says. “We also work with strategic customers to develop insightbased shopper solutions that enhance the shopping experience and mutually build our businesses.”

One of LaRue’s biggest lessons in shopper marketing came from being locked in a store overnight as part of an exercise to build a shopper solution in the pet food department. While the research, understanding of shoppers’ needs, business case and creative solution all made sense on paper, “At some point, you just have to go build it,” he says. “Prototype the solution in a real store with real shoppers and ask yourself: Can this survive in the real world? Does it deliver the business? And, most importantly, does it really help shoppers shop?”

As shopper marketing continues to evolve and incorporate digital tactics like social media, microsites and more, LaRue sees great potential in cell phones in particular. “The key objective is to help shoppers shop,” he says. “To do so, we first choose the strategy that helps the shopper, then find the technology that will deliver results. Mobile and online media will continue to play a larger role in this objective since it taps into an existing shopper behavior: Most shoppers carry their cell phones with them while they shop.”

He also urges that shopper marketers look beyond pricing to ensure future success of the discipline.

“Great prices are the price-of-entry expectation from the shopper, even more so given the current economic climate. Together, we must provide shoppers with value, convenience and service.”

8/18/10 1:50:09 PM

SHOP THE LEADER

SM

MARS leads the shopper marketing industry by designing brand experiences that engage people where they live , work, shop and play. Wherever they are along the path to purchase, we transform their experience, totally immersing them in a brand. Our dedicated shopper and retailer intelligence teams drive commercial innovation and brand per formance for our clients and irresistible design for our shoppers.

Call Ken Barnett, CEO at 248.936.2267 or Rob Rivenburgh, COO at 248.936.2231.

1

#

2008

1

#

2009

1

#

2010

ÂŽ

SM

Š M A R S Ad ver tis ing I nc.

SM1009_040_050who.indd 43

marsusa.com

8/6/10 4:43:00 PM

44 REPORT: WHO’S WHO IN SHOPPER MARKETING

SHOPPER MARKETING SEPTEMBER 2010

Photo by Jim Cunningham

GLAXOSMITHKLINE

Stacy Wallace, Vice President, Customer Marketing and 360° Insights After five years with Mars Confectionery in the United Kingdom, Stacy Wallace joined GlaxoSmithKline in 2002 to lead several major supermarket customers and trading channels in the U.K. The company’s Nutritional Healthcare division there owns three popular soft drink brands — Lucozade, Ribena and Horlicks — that compete closely with Pepsi and Coca-Cola, two powerhouses that Wallace calls “some of the earliest proponents of shopper marketing.”

“I was accustomed to working in a business where promotions, events and shopper programs were important drivers of sales growth and brand equity,” she says. Because of this experience, she was asked to come to GSK in the U.S. in 2008 to “help develop capability in this area and to bring the lessons I learned working in the dynamic soft drink market to the OTC category.”

In her current role, Wallace oversees nearly 40 people in 360° insights (which combines the formerly separate consumer, shopper and expert research departments), customer marketing (which consists of category marketing, merchandising solutions and shopper marketing), and commercial planning and communication. The department was created just over a year ago and is focused on taking the creative idea for each brand and developing overarching campaigns, which are brought to life at retail at specific points in time and tailored to individual retailers.

“Our goal is to find competitively differentiating shopper marketing strategies and work with our top customers to target specific shopper groups to optimize growth in sales, profit and the equity of both GSK and our customers’ brands,” she says. “Next year, we are diverting funds into more long-term shopper marketing

Jonathan Nell, Director, Shopper Marketing In his role, Nell identifies category growth opportunities and builds program platforms based on consumer and shopper insights that are differentiated by channel and retailer where possible. Working closely with shopper planning and category development, he turns insights into activations and embeds shopper knowledge across the sales and marketing departments.

CVS CAREMARK

Mike Bloom, Senior Vice President, Merchandising Rob Price, Senior Vice President, Retail Advertising and Marketing; Chief Marketing Officer, CVS/pharmacy Price directs advertising, promotions, marketing, customer relations and consumer research for the nation’s largest drugstore chain (in terms of units). To meet the new demands of shopper marketing, the company is evolving in many ways. The team now works cross-functionally with store construction, visual merchandising and merchants to drive a more compelling, integrated consumer experience.

D

DIAMOND FOODS

Craig Tokusato, Vice President of Marketing Tokusato manages the day-to-day activation programs for the company’s various brands: Emerald, Pop Secret, Diamond of California and now Kettle Brand (see the story on the Crunch Proud campaign on Page 8). The company is evolving around shopper marketing by aligning marketing with sales to deliver more integrated business plans. That strategy has led to enhanced lead times and programs grounded in category insights and shopper understanding.

DEL MONTE FOODS

John E. Torru, Vice President, Customer Marketing and Sales Strategy

DELHAIZE GROUP

Charles Davis, Vice President, Strategic Innovation and New Business Development

DIAGEO NORTH AMERICA

Jim Green, Vice President, Customer Marketing Green is responsible for off-premise retail marketing activities across Diageo’s spirits, beer and wine businesses. The company has recently added shopper marketing resources and expanded capabilities to embed the principles into everything from program development to sales training to commercial activation.

Diageo’s Virtual Bartender displays, which provide shoppers with drink recipes and entertaining tips, is in more than 30 stores and recently surpassed 1 million shopper interactions.

SM1009_040_050who.indd 44

DR PEPPER SNAPPLE GROUP

Brant Burchfield, Director of Shopper Marketing Chris Parks, Director of Shopper Marketing

E

ENERGIZER HOLDINGS

Frank Coughlin, Vice President, Customer Marketing, North America, Personal Care

platforms, which will exist in our customers on more of a day-to-day basis but may be dialed up at different time periods to create a specific event in-store.”

To learn more about patients, shoppers and consumers, GSK has a new online community of 500 shoppers that are aligned with key retailers and provide daily feedback about GSK brands and their experiences in stores. A number of quantitative studies are also under way to understand shopping behavior in each of GSK’s categories, with enough respondents to provide the retailers with insights that are specific to their shoppers and stores. On top of that, the team is developing a next-generation in-store environment through virtual testing.

Looking back at the team’s first year, Wallace is particularly impressed with the “QuanTUMSpeed” campaign for TUMS, the current “Medicine Not Myth” platform for Abreva, and “Word of Mouth,” the company’s first multi-brand, multi-price-point oral health platform. Even so, “I genuinely believe our best work is still to come, and I have been hugely excited with some of the 2011 creative that is in development,” she says.

Also on tap for 2011, every shopper marketing platform will be tailored for individual retailers to best meet the needs of their shopper segments. Likewise, all new shopper insights research will be done at the customer level. “Our aspiration is to be a partner of choice for our customers in this space, and we measure ourselves by the feedback they give us on our developing capability in this area,” Wallace says.

That kind of collaboration will be key as the shopper marketing discipline moves forward. “In the future, I see customers becoming increasingly selective when choosing supplier partners to provide them with solutions to turn their shoppers into buyers,” she says.

“If any supplier is not providing differentiated plans based on powerful, customer-specific shopper insights that drive the equity of our customers’ brands, then they will not have a seat at the table.”

Coughlin activates the retail strategy for Energizer’s personal care brands (Schick, Playtex, Hawaiian Tropic and others). The company reorganized by creating a category and shopper insights team that works in concert with the fieldbased category development team to develop customer-specific plans.

F

FAMILY DOLLAR

Don Hamblen, Senior Vice President, Customer Marketing

G

GENERAL MILLS

Pat Simmons, Vice President, Customer Marketing

GEORGIA-PACIFIC

Ryan Elwart, Vice President, Sales Strategy Michael M. Hayes, Senior Vice President, Customer Strategy and Planning

GHIRARDELLI

Mona Maher, Vice President, Marketing Maher leads the overall Ghirardelli brand and marketing initiatives for the company’s wholesale business, integrating elements that range from traditional to shopper marketing. The company has elevated its relationship with key retailers to provide shopper and category insights in the premium chocolate category by building its customer capability functions, investing heavily in shopper insights and working with the sales team to provide integrated business planning.

For Mother’s Day this spring, the company utilized in-store signage, a sampling event and its first-ever

front-of-store pallet at Walmart, which created a new confections holiday and drove category sales during a typically “low season” for premium chocolate.

GIANT EAGLE

Brett Merrell, Senior Vice President, Supermarket Strategy and Development; Senior Vice President, Market District As a SVP of both Giant Eagle and the company’s Market District banner, Merrell is responsible for the continued growth of the businesses. In his prior role as SVP of marketing, Merrell’s focus was on defining the company’s marketing strategy, largely by reinventing the shopping experience.

He also provided marketing support for other Giant Eagle banners.

GLAXOSMITHKLINE

Joe Cadle, Director, Shopper Marketing Cadle leverages his hybrid set of sales and marketing skills to turn shoppers into buyers through customerbased health care platforms that carry both branded and unbranded educational messaging and mirror the effective platforms seen in the grocery and food categories. GSK’s new standalone shopper marketing department launched its first multi-brand marketing campaign for oral care in retailers and dentists’ offices, which drove sales and educated consumers about the importance of oral hygiene.

Stacy Wallace, Vice President, Customer Marketing and 360° Insights See profile above

8/18/10 1:50:55 PM

REPORT: WHO’S WHO IN SHOPPER MARKETING 45

SEPTEMBER 2010 SHOPPER MARKETING

H

H.J. HEINZ CO.

Kimber Shray, Senior Manager, Shopper Marketing

HASBRO INC.

Dave Henderson, Senior Director, Customer Strategic Marketing As team lead for Hasbro’s Walmart account, Henderson works closely with the sales and brand marketing teams to drive Hasbro brands across several departments and functions at the mass merchant. In 2009, the team leveraged in-store, online, print, TV and other platforms to promote its Family Moments and Family Game Night campaign in partnership with PepsiCo. Maureen Smith, Vice President, Customer Strategic Marketing Smith co-leads the customer strategic marketing department, a team of 16 people tasked with maximizing Hasbro’s brands at retail.

The department works to create customer-specific go-to-market strategies that cater to each retailer’s target shoppers.

Jeff Taylor, Vice President, Customer Strategic Marketing Smith’s counterpart, Taylor works to provide unique and differentiated marketing programs for Hasbro’s top retail accounts. Hasbro has shifted in a major way to work with each customer individually, which means a shift in how brands are marketed and how ROI is measured.

based on the finding that 96% of H-P consumers research online first, while 79% purchase in-store.

Karen Stermitz, Shopper Marketing Manager

identified the barriers to purchase by using outside panel data and primary research, building strategies around product assortment, placement, price and promotion, and delivering programs that met the newly identified opportunities.

HOSTESS BRANDS

Rob Colarossi, Vice President, Category Leadership Profiled last year for his work with Dr Pepper Snapple Group, Colarossi now oversees custom implementation plans that leverage shopper insights for Hostess Brands’ top customers. The category leadership process has three phases: shopper insight assessment; building joint category strategies; and developing custom programs that build shopper loyalty and differentiate the retailer.

After a thorough assessment of how shoppers shop one of the brand’s top customers, Colarossi and his team

HORMEL FOODS

Bob Samples, Director of Category Planning and Support Through Hormel’s field teams, Samples leads category management and directs co-marketing and shopper marketing initiatives. Hormel has six category management teams in the field that support key retailers by providing shopper insights and data analysis to grow priority categories.

HYDE TOOLS

Corey Talbot, Director of Product Development Talbot designs both packaging and merchandising for Hyde Tools, many of which are designed to let hardware shoppers touch and feel the products in-store. The company’s new emphasis on in-store marketing has

.com

America’s choice for stock displays!

PopUp Tradeshow Display Booths

H-E-B

Suzanne Alford Wade, Executive Vice President, Retailing Cory Basso, Group Vice President of Advertising and Marketing

Traditional & LED Light Boxes

QuickClip Frames

New! Plasma/LCD Stands

HENKEL CONSUMER GOODS

Melanie Boulden, Vice President of Marketing, Winning in Store

Deluxe Displays at an Economy Price

See profile on Page 48

Tracy VanBibber, Senior Vice President, Chief Customer Solutions Officer Inducted into the Hall of Fame in 2009, VanBibber leads Henkel’s home care and personal care customer solutions selling organization in the U.S., which encompasses customer solutions, sales planning, sales strategy, retail and headquarter selling, and Winning in Store. The company is also working with manufacturer partners to make more of an impact with fewer but bigger and better programs.

All Weather Promotional Flags

Versatile Displays Portable Designs

New!

Adjustable Styles

Quality crowd control at a price that can’t be beat!

HERSHEY CO.

Mike Depanfilis, Senior Director, Sales Planning Philip Stanley, Vice President, Customer Marketing

HEWLETT-PACKARD

Tia Newcomer, Director, Americas Shopper Marketing Newcomer leads a 30-person team in charge of shopper marketing, account marketing planning, merchandising, digital, training and sales tools. This year, the team has ensured that the shopper journey is inclusive of online and mobile tools

SM1009_040_050who.indd 45

Floor Standing Poster Displays Outdoor A-Frames

Our Eye Catching Wave Displays Are In-Stock

Innovative Retail Displays

www.displays2go.com

A division of George Patton Associates, Inc. 55 Broad Common Road, Bristol, RI 02809 Tel: 1-800-572-2194

QueuePole Crowd Control Stanchions

8/18/10 1:51:14 PM

46 REPORT: WHO’S WHO IN SHOPPER MARKETING resulted in faster uptake by retailers and higher sales, with more than 100 new products launched in the past three years.

Karen Wilson, Corporate Marketing Officer Several years ago, Hyde Tools began to unite its product development, product engineering, sales and merchandising teams earlier in the planning process, resulting in faster turnaround times and more shopper-friendly merchandising and packaging. As CMO, Wilson oversees this process to ensure that products are reaching new targets in-store.

I

IMATION

Jeff Meredith, Vice President, Global Marketing and Product Development

J

JOHNSON & JOHNSON SALES & LOGISTICS CO. Keith Crosier, Director, Shopper Marketing and Category Development, OTC Global Business Unit Jennifer C. Ferrazza, Shopper Marketing Manager, Baby Global Business Unit Ferrazza is responsible for developing shopper marketing and merchandising strategies for J&J’s U.S. baby sales team. She and her colleagues work with retail customer teams to develop differentiated solutions that can influence moms in-store, translating growth drivers into executable solutions that will change shopper behavior and grow the category.

John Glace, Senior Director, Global Shopper Marketing Glace and his team are focused on creating processes and deploying

Photo by Dan Crawford

SHOPPER MARKETING SEPTEMBER 2010

tools to turn insights into shopper-centric initiatives. The company’s research agenda includes quantitative work, virtual reality and shop-alongs, with the specific method dictated by the objective.

Bob Goode, Vice President, Club, Specialty and In-Store Strategy Chuck Meyer-Hanover, Director, U.S. Shopper Marketing Donna Padovano, Director, Global Shopper Marketing Jon Troy, Director, Global Shopper Marketing Brand Whitlock, Director, Sales Strategy

K

KAO BRANDS

Lori Mills, Director, Customer Marketing Jeffrey Seigel, Director, Point of Purchase Management With Kao for 12 years, Seigel is in charge of product supply management and functional execution of all P-O-P and promotional programs for brands including Jergens, John Frieda, Curel, Ban and Biore. He leads a cross-functional team that encompasses marketing, sales, creative, planning and product supply.

KELLOGG CO.

Dan Cooke, Director, Digital Shopper Marketing In this unique role, Cooke helps set the strategy for Kellogg’s digital communications, which are designed to engage and motivate shoppers.

He is currently responsible for introducing an enhanced portfolio of digital capabilities that will foster a deeper level of collaboration with retailers, with the ultimate objective of helping shoppers shop in a more effective and convenient way.

Rob Grainger, Director, Shopper Marketing Grainger develops insight-driven shopper solutions that integrate category and brand objectives with those of the retailers. To build share, trips and basket size, the shopper marketing team creates in-store promotions that integrate advertising and brand messaging and are a good fit for both the retailer and its shoppers.

The company has recently restructured its shopper marketing group to be better integrated with the newly formed shopper insights function. In addition, a fully integrated agency model allows the team to influence brand and promotional planning calendars to apply to the retailers’ calendars.

Jamie LaRue, Senior Director, Shopper See profile on Page 42 Marketing Kristin Schweitzer, Director, Shopper Marketing, Walmart Working exclusively with Walmart, Schweitzer is responsible for building efficient, profitable and share-driving national media and promotional programs for the world’s largest retailer. She focuses on developing cutting-edge shopper marketing insights and leveraging them to implement shopper-centric strategies. This involves ensuring that Kellogg’s and Walmart’s brand strategies are in sync and negotiating to develop programs that increase purchase intent, build brand equity, drive category growth and deliver on Walmart’s business plan objectives.

Jeff Woods, Director, Merchandising Services

KIMBERLY-CLARK CORP.

Karen Durand, Senior Manager, Shopper Marketing Center of Excellence Since K-C created its Shopper Marketing Center of Excellence in 2008, Durand and her team have

BURT’S BEES

Spencer Blaker, Global Director, Retail Marketing Known primarily for its lip balm, Burt’s Bees, the natural and eco-conscious cosmetics brand — marked by a logo of a man with a beard — has its loyal following.

But as global director of retail marketing, Spencer Blaker’s job is to build a consistent look and feel that emulates the Burt’s Bees brand across all shopper touchpoints on a global basis.

“Last year, we identified the critical need to create an ownable, unique global look and feel for the Burt’s Bees brand that would be consistent — irrespective of channel or market — so our shoppers can begin to build a common recognition of the brand,” he says.

As shopper marketing continues to evolve within the organization, the consistency and ease-of-recognition of Burt Bee’s for its shoppers will be the driving force going forward.

Blaker came to the Durham, N.C.-based company in April 2009, following two-year stints at Gillette and Willard Bishop Consulting. Before that, more than 10 years ago, Blaker was wrestling with shopper marketing issues like the consumer/shopper distinction at Nestlé Purina, building holistic environments for shoppers with pets. “We worked to simplify [the shopping] environment so if a consumer only had a dog, he/ she wasn’t going to be dealing with the visual clutter and confusion of all the other categories that weren’t of interest.”

At Burt’s Bees, the company is reevaluating its traditional marketing spend and looking at ways to get more connected with its shoppers. Research tech-

SM1009_040_050who.indd 46

been making procedural changes to integrate the voice of the customer and shopper earlier in the brand planning process, map the path to purchase, and build shopper marketing expertise into the organization.

Deborah Hannah, Senior Brand Manager, Adult/Feminine Care Shopper Marketing Instrumental in the U

by Kotex launch earlier this year, Hannah also leverages retailer and shopper insights in campaigns for Poise and Depend. For U by Kotex, 18 months of lead time with key retailers allowed Hannah’s team to incorporate shopper insights into the programming, gain tremendous off-shelf display support, cross-promote with music, movies and cosmetics, and use black signage and packaging to create maximum visibility in the aisle.

Mark Scott, Vice President, Shopper Marketing and Business Development Accountable for U.S. fieldbased shopper marketers, the Shopper Marketing Center of Excellence, sales merchandising, channel/revenue strategy and sales planning, Scott also works closely with shopper insights, category management and the shopper marketers on Kimberly-Clark’s brand teams.

KISS MY FACE

Lewis Goldstein, Vice President of Marketing As vice president of marketing at a small company, Goldstein does a bit of everything for the natural body care brand, including communications, new product development, merchandising, PR, key account selling, program

niques include ethnographies, shop-alongs, focus groups, observational research and surveys. For one, the team learned that consumers have a long way to go in understanding the benefits of natural personal care products, and he says communicating the many reasons why consumers should use its products is paramount.

Two current programs are evidence of the company’s commitment to shopper marketing. In Walmart, its lip products are now merchandised to help shoppers quickly select and deselect the various products, as well as make it easier for department managers to reorder and maintain inventory. And a branded endcap in Mariano’s Market stores is helping communicate a health and wellness message.

Blaker says collaboration with retailers is “exceptionally important” to be able to create true partnerships vs. delivered tactics. “Generally, we don’t have to re-tee an initiative if there are several people with a vested interest,” he says. “Above all, our work has to be to the benefit of the shopper first and the retailer and brand second.”

Blaker sees a risk of shopper marketing becoming noise for the shopper in the future, and says he keeps his team rooted in focusing on benefits and lifestyle rather than just price, although price is an important component. “It needs to be beyond that,” he says.

“We need to reach them at a deeper emotional level where the retailer provides help to its shoppers. Traditional marketing tactics don’t work as a translation to the retail medium. It means a complete step-change to the way we approach them. This is the last chance we get to affect the shoppers’ decision, and it’s a critical one.”

8/18/10 1:51:53 PM

REPORT: WHO’S WHO IN SHOPPER MARKETING 47

SEPTEMBER 2010 SHOPPER MARKETING

development and social media outreach. Recently, he created a program with NYC chain Ricky’s to launch the brand’s new Peace Soap. The program integrated in-store displays and signage, a sweepstakes with entry via text message, special pricing and social media efforts.

KRAFT FOODS

Yolanda Angulo, Director, Multicultural Marketing Sara Braun, Director, Shopper Marketing Stephen Chriss, Senior Director, Scale and Marketing Partnerships Sue Carey Coyle, Director, Shopper Marketing Sheldon Cummings, Director, Shopper Marketing Gwen Gray, Senior Director, Brand and Retail Engagement Patrick Hare, Director, In-Store Merchandising John Jaffke, Director, In-Store Merchandising Ed Kaczmarek, Director, Consumer Experiences Innovation John Lippolis, Senior Director, Shopper Marketing Lisa Mann, Vice President, Consumer Experiences Lou Mastriano, Senior Director, In-Store Merchandising Laura McCorvie, Senior Vice President, Customer Growth and Shopper See profile on Page 40 Marketing Mary Sagripanti, Senior Director, Shopper Marketing Sagripanti manages all of Kraft’s shopper marketing efforts across the U.S., addressing shopper needs and retailer strategies through Kraft’s brands. She works hand in hand with the sales teams to create deeper relationships with retail customers, taking insight-driven marketing and pulling it into full-year collaborative plans and merchandising strategies.

Kelley Woodland, Senior Director, Consumer Relationship Marketing

M

MARS INC.

Paul Lieberman, Director of Merchandising and Shopper Marketing, Mars Chocolate Laura Santella-Saccone, Senior Director, In-Store Obsession, Mars Chocolate Charles Steinell, Shopper Marketing and Design Director, Mars Petcare

MARSH SUPERMARKETS

Mark Heckman, Vice President, Marketing

MATTEL

Joanne Hageman, Senior Director of Customer Marketing Steve LaBella, Regional Marketing Director, Central, Northern and Southeast Europe

MCCORMICK & CO.

Raj Nair, Senior Business Director, Customer Marketing

MEIJER

Shawn Buckner, Vice President, Grocery Merchandising Michael Ross, Vice President, Marketing Consumer Insights, Pricing

MICROSOFT CORP.

Bill Brownell, General Manager of Worldwide Retail Services Brownell is responsible for developing and implementing the worldwide retail strategy for all of the company’s consumer products.

Microsoft is providing more support to develop digital assets to place at retail, including consumer demos and path to purchase efforts through retailers’ online programs.

KROGER

Evan Anthony, Vice President, Corporate Marketing and Advertising Donald Becker, Executive Vice President, Merchandising

L

LEBANON SEABOARD CORP. Deb Balcerzak-Wilson, Director, Brand Management

See profile on Page 49

LEGO SYSTEMS

Karen Booth, Manager, In-Store Events Bernd Larsen Linde, Director, Global Trade Marketing

LG ELECTRONICS

Carl Brown, Director, Trade Marketing, MobileComm USA David VanderWaal, Director, In-Store Marketing Running all things instore for LG consumer electronics and home appliances products, VanderWaal’s teams uncover shopper insights, develop in-store strategies that are key to its retail partners, and execute along multiple touchpoints, including digital. He manages a team of four on both the CE and appliances side.

SM1009_040_050who.indd 47

Purchase your Everyone is welcome! ster for the Expo tickets when you regi tExpo.com. at w w w.ShopperMarke T9 Use code: EXPO10 -SD

Showcasi ng of in-store hundreds solutions Wednesd ay, Octob er 6 Thursday,

October 7

FREE to Ex

po Attend ees !

Reg ister to day a t w w w.Sho pperMark etExpo.co m

8/18/10 1:52:07 PM

48 REPORT: WHO’S WHO IN SHOPPER MARKETING Parisa Zander, Senior Director, Worldwide Visual Merchandising and Store Design Inducted into the Hall of Fame this year, Zander oversees the visual merchandising and overall look and feel for Microsoft products instore. Her team is set up much like an agency would be, with members assigned to specific business lines (such as Windows or Xbox) so they can be ingrained in the overall branding and business activity. Others serve as “floaters,” moving among product lines based on the product launch schedule.

MILLERCOORS

John Burn, Director of Channel Strategy, Customer and Field Marketing No matter the channel, Burn’s role at MillerCoors is to make sure the retail activation of each brand connects with its key beer drinkers and their needs.

No longer does a “one size fits all” approach to marketing work in the beer category, so the company has instilled what it calls the “MillerCoors Advantage,” an internal process that delivers a combination of service, brand, innovations and insights about consumer needs and motivations.

Most recently, at the company’s annual distributor conference, Burn and his team worked cross-functionally to build fully stocked replicas of c-stores, supermarkets and on-premise bars in a 70,000-square-foot space at Mandalay Bay, Las Vegas, to show its distributors, sales teams and retail customers how MillerCoors aims to sell specific beer brands in various channels.

Patrick Edson, Vice President of Marketing, Innovation Chuck Hardinger, Brand Manager, Retail Merchandising Strategy

Photo by Tracy Rasinski

SHOPPER MARKETING SEPTEMBER 2010

Bryce McTavish, Vice President of Marketing Elaine Obergfell, Manager, Channel Strategy, Retail Marketing, Grocery and Alternative Channels

N

its siloed environment and work across brand teams to unlock the full potential of its portfolio.

Kristi Ross, Director of Marketing, Retail and Shopper Marketing, Nestlé Purina PetCare Pam Venn, Marketing Manager, Point of Sale, Nestlé Waters Venn functions as marketing services for Nestlé Waters, developing the tools, systems and processes that connect the division’s marketing communications with the sales department. She works with agencies, design firms and the sales team to develop in-store solutions that meet the varied needs of the division’s channels and customers. Nestlé Waters has recently added new positions that can deliver the shopper insights needed to inform emerging projects.

NBC UNIVERSAL

Elizabeth Bishop, Vice President, Creative Services Mike DuBoise, Senior Vice President, Strategic Customer Marketing and Category Development

NESTLÉ

Glenn Deutsch, Director, Shopper Solutions, Nestlé Infant Nutrition David Knight, Director, Category and Cultural Marketing, Nestlé Purina PetCare Anita Morais, Director of Shopper Marketing, Dreyer’s Dreyer’s has recently increased the involvement of shopper insights and shopper marketing further upstream in the brand-planning process to create more holistic programming. Specifically, Morais works with retailers and internal brand teams to activate shopper strategies across the path to purchase.

Joe Radabaugh, Director of Shopper Marketing Radabaugh manages a team that is responsible for cultivating shopper insights, developing relevant shopper solutions and driving various aspects of activation.

Although it is a large, diversified company, Nestlé realized early on that shoppers don’t care about organizational structure or supply chain platforms; “They just want solutions that enrich their lives,” Radabaugh says. This challenged the company to break down

NINTENDO OF AMERICA

Phillip Raub, Director of Retail Marketing Raub is responsible for channel marketing, temporary merchandising, A/V production and development of retail assets. Nintendo has aligned its teams to be more customer-centric and to focus on building strong retail partnerships. In a partnership with Target, a three-market sampling program engaged shoppers in the parking lot to play Wii and Wii Fit Plus, which resulted in unprecedented rates of conversion.

NOVARTIS CONSUMER HEALTH Michael Reinhardt, Vice President, Customer Strategy

O

OFFICE DEPOT

Christine Buscarino, Vice President, Customer Marketing

HENKEL CONSUMER GOODS

Melanie Boulden, Vice President of Marketing, Winning in Store Melanie Boulden’s rise to her current position as Henkel’s vice president of marketing, Winning in Store, didn’t take long. Shortly after joining the company as a senior brand manager for Dial in 2004, she became the first North American marketer from the personal care division to take on a global assignment at Henkel’s world headquarters in Düsseldorf, Germany. Upon her return to the U.S. in 2007, she was promoted to director of marketing and was responsible for developing the company’s new shopper marketing department.

A year later, she was given even more responsibility — to create and lead the Winning in Store organization, which makes “winning at the shelf” a key strategic priority.

“We have experienced a significant transition in the practice of shopper marketing at Henkel in the past three years,” Boulden says. “Henkel continues to finetune the practice of shopper marketing as our team has proven to the organization the success marketing programs at retail can bring to the brands.”

The six-department, cross-functional Winning in Store organization comprises shopper marketing, shopper and category insights, in-store merchandising, strategic growth planning, trade promotion management systems, and capability building and planning. Together, they have shown their retail partners how Henkel brands can grow categories and improve the shopping experience.

They’ve also worked to embed their approach internally into sales planning, brand planning and insight development. “In order to be successful in the

SM1009_040_050who.indd 48

P

PEPSICO

Jeff Dec, Director of Shopper Marketing, Mass and Drug Tracey Doucette, Vice President of Customer Strategy and Shopper Marketing Brian Kelly, Director, Merchandising Solutions Kelly leads a team responsible for the design and development of in-store solutions aimed at providing shoppers with the best experience possible in-store. Most recently, his team was responsible for developing and installing Gatorade “Bumpouts” in 3,500 stores and counting. The on-shelf pieces help the shopper navigate the sports drink section, while educating them on the brand’s new G Series.

Jeff Klein, Director of Shopper Marketing, Frito-Lay Ken Krasnow, Director of Shopper Marketing, Grocery Jason B. McDonell, Vice President, General Manager Tracey Schroeder, Director of Shopper Marketing, Regional Marissa Solis, Director, Walmart Shopper Marketing, Frito-Lay Jeff Swearingen, Group Vice President, Customer Sales and Marketing, Frito-Lay Bryan Welsh, Vice President, Shopper Marketing and Merchandising Solutions

PETSMART

Troy Kachurka, Director, Customer Relationship Marketing

PFIZER CONSUMER HEALTHCARE Jim Lepis, Director of Shopper Marketing Greg Pukas, Senior Director, Shopper Insights and Marketing

PHARMAVITE CORP.

Sean Teninty, Director of Customer Marketing

marketplace, the entire organization needs to clearly understand the opportunity Winning in Store brings to our business,” she says.

Boulden says Henkel is diligent about conducting primary research and leveraging secondary research.

Her department’s mantra is “insights into action.” “We utilize a variety of research methods combined with category and consumer insights to create a deeper understanding and dimension of the specific challenge or opportunity at hand,” she says. In particular, the company’s three-year “The Shopper’s Perspective” study, which identified three distinct shopper groups of “Shoptimizers,” “Mainstreeters” and “Carefrees,” is a significant source of insights. “We can now look at shoppers based on behavior and understand by category and by retailer how we can best influence their behavior.”

In support of the company’s belief that effective shopper marketing is about providing shopper solutions, Henkel launched its back-to-school “Henkel Helps Kids Get Fit” platform to offer shoppers wellness solutions. The 360-degree campaign unites brands like Dial, Renuzit, Soft Scrub and Right Guard and includes customized in-store displays and a chance for consumers to win fitness equipment for their schools.

As far as technology’s role in the shopping experience, Henkel looks at in-store networks, online and other digital elements as part of its integrated product launches. In particular, the brand teams are including social media in their brand plans moving forward.

“From an in-store perspective, we understand shoppers are — and will be — adding different mechanisms to the way they shop,” Boulden says. “We have included ShopText into several programs, mobile coupons and other vehicles to reach and influence the tech-savvy shopper.”

8/18/10 1:52:32 PM

REPORT: WHO’S WHO IN SHOPPER MARKETING 49

SEPTEMBER 2010 SHOPPER MARKETING

Photo by Jillian McGrath

LEBANON SEABOARD CORP.

Deb Balcerzak-Wilson, Director, Brand Management

While Lebanon Seaboard may not be a household name, Deb Balcerzak-Wilson, the lawn and garden company’s new director of brand management, is working to change that. She joined the company this year after more than three years with Black & Decker, where she was responsible for retail marketing initiatives and media relations. There, she learned a lot about stores like Walmart, Home Depot, Lowe’s and Ace Hardware, which are also some of Lebanon Seaboard’s biggest retail partners.

“B&D is as close to a marketing battleground as I can imagine. There’s not much that you didn’t get involved in [in terms of] bringing products to market, so there’s good breadth to what you are able to master,” she says. “This also means I have a terrific shopper marketing network to tap with confidence for the marketing challenges here at LSC.” The company, whose flagship consumer brands include Preen and GreenView fertilizers and Lyric Wild Bird Food, has “a strong corporate commitment to invest in shopper marketing initiatives as part of our marketing and communications planning,” BalcerzakWilson says. “We recognize how important it is that all elements of our retail communication program are grounded in shopper insights and working as hard as they possibly can.”

She adds, “As a company, if they were not committed, I wouldn’t be here, as well as many other recent new hires. Brand management and product management are separate functions, although equally emphasized and resourced.” She says as the com-

for the growth and strategic direction of the business, as well as for staffing and managing her multi-functional team.

Prior to this role, Walker was global marketing director on the Walmart team, and has spent her entire career in marketing, bringing a unique perspective to a role that is most often held by individuals with backgrounds in sales.

THE PROCTER & GAMBLE CO.

Kristine Decker, Associate Marketing Director, Walmart Team Decker is responsible for leading P&G’s beauty and grooming and health and wellness marketing at Walmart.

The company is working to leverage its brands collectively rather than as independent categories through programs like “Family Moments,” which incorporated family-friendly movies, customized circulars, in-store demos and merchandising, digital and print ads, and co-equity advertising across 14 brands at Walmart.

Julie Eddleman, North America Shopper Marketing Director Dina Howell, Vice President, Global Media and Brand Operations Howell oversees the organization that plays a key role in P&G’s end-toend go-to-market strategy, bringing executional excellence to initiatives and multi-brand scale programs to every country in which P&G operates.

The multi-functional Brand Operations organization ensures that P&G’s local marketing plans are integrated, holistic, and executed efficiently and effectively in order to touch and improve the lives of consumers globally.

In addition, Howell’s current role includes responsibility for the media organization for the world’s largest advertiser and is tasked with developing global best practices in media and communication planning. Howell has been a pioneer in the world of shopper marketing for the last 15 years.

Kip Olmstead, Global Marketing Director, Walmart Team Steve Robinson, Associate Marketing Director, Target Team Julie Walker, Team Leader, U.S. Sam’s Club Since January 2007, Walker has been responsible for P&G’s Sam’s Club business in the U.S. She is accountable

SM1009_040_050who.indd 49

PUBLIX

Mark Irby, Vice President, Marketing

S

SAFEWAY

Mir Aamir, Senior Vice President, Marketing Strategy and Financial Planning and Analysis Aamir’s many responsibilities at Safeway include shopper insights, targeted customer marketing, loyalty card programming, pricing and assortment operations, and all strategic planning and finance related to the supermarket giant’s marketing and merchandising operations. In order to best serve its shoppers, Safeway places a strong focus on providing in-store meal solutions, online nutrition management advice and personalized value that leverage shopper preferences at the segment and individual levels.

Mike Minasi, President, Marketing

SARA LEE

Kris Abrahamson, Director, Shopper Marketing Abrahamson is responsible for establishing the shopper marketing organization for Sara Lee’s food and beverage division, and for developing the go-to-market strategy for the

pany matures, current roles may evolve into a more shopper marketing-defined organization.

Although the company keeps its shopper segments private, Balcerzak-Wilson can share a few insights about LSC’s consumers, which it collects via ethnographic studies, control store tests, custom research and syndicated studies. For one, 60% of shoppers with a yard rely on friends, family and the Web as information resources, making social media, microsites and other online tools a growing area of focus for the company. In general, shoppers in LSC’s categories “have all the answers,” and they just want to be able to make a purchase decision quickly.

“Just keep it simple and you’re likely to succeed,” she says. “Shoppers want you to help them simplify their lives and the decision-making process. Tell them what they need to know to make an informed decision.”

As is the case in CPG, OTC and arguably every retail category, collaborating with retailers is a key priority for LSC. The company is building a crosscategory view of what works within various retail formats. Retailers and manufacturers must get beyond product, price point and margin negotiations to foster a true partnership, Balcerzak-Wilson says. “Where we’re having the best success is with those retailers that allow that collaboration to happen. It’s about information and sharing insights that are good for them and good for us — a real win-win.”

Looking at shopper marketing as a discipline, Balcerzak-Wilson says additional funding and leadership support are necessary for success, which means all programs need to have measurable ROI. She also urges more non-CPG categories to apply shopper marketing principles to their work.

Sara Lee, Jimmy Dean, Hillshire Farm and Ball Park brands with key customers. Her department continues to evolve its internal process, putting more emphasis on activating shopper insights.

Don Baker, Vice President, Pricing and Category Selling Strategies Laston Charriez, Vice President, Consumer and Shopper Innovation Philippe Schaillee, Senior Vice President, Corporate Marketing Officer, Sara Lee Foodservice

SNYDER’S OF HANOVER

SC JOHNSON

Dennis McIntyre, Executive Vice President of Marketing

SCHERING-PLOUGH CORP.

STOP AND SHOP SUPERMARKET CO.

Linda Crowder, Director, Shopper Marketing

Craig Stoll, Senior Director of Customer Strategy and Solutions

SCHNUCK’S

Larry Maggio, Director, Marketing Services

SHERWIN-WILLIAMS

Mary DaRif, Director, Marketing Services, Diversified Brands DaRif directs all instore marketing for the company’s external consumer brands, including Dutch Boy, Krylon, Pratt & Lambert and Purdy. Her team handles the creative development, production, fulfillment and in-store execution of all point-of-purchase materials. SherwinWilliams centralized its Marketing Services function 10 years ago, which has facilitated the growth and management of its brands.

David Royer, Vice President, Sales

SONY COMPUTER ENTERTAINMENT AMERICA Joby Hirschfeld, Director, Creative Services, Channel Marketing and Events

STAPLES

Robert Arseneau, Director of Merchandising/Category Manager, Technology

STATER BROS. MARKETS

Jeff Martin, Executive Vice President, Merchandising and Supply Chain Stephen Vowles, Senior Vice President, Marketing

SUPERVALU

Jim Fuqua, Director, In-Store Experience and Shopper Marketing As leader of Supervalu’s in-store experience and shopper marketing functions, Fuqua leads a cross-functional team that plans and implements programs supporting the company’s strategic initiatives while leading the development of a comprehensive in-store marketing strategy. He has worked in various marketing positions at the retailer for more than 17 years.

The company is making investments aimed at better understanding its diverse customer base, including analytical tools that will help create customized promotional offers.

8/18/10 1:52:53 PM

50 REPORT: WHO’S WHO IN SHOPPER MARKETING Laura Price, Director, Segment Marketing and Direct Marketing Price leads a team responsible for two of the retailer’s critical portions of shopper marketing: segment marketing, which identifies key platforms that will resonate with its top shoppers, and direct marketing, which is the execution of targeted messaging that brings the platforms to life.

Janet Sparkman, Group Vice President, Health and Wellness in Merchandising

T

TARGET

SHOPPER MARKETING SEPTEMBER 2010

David Plante, Senior Manager, In-Store Guest Experience Plante is instrumental in leading the strategy and innovation for the overall instore experience at Target.

His team works tirelessly to improve store navigation and is also responsible for guest experience, instore innovation, storewide communication, presentation and crosschannel engagement.

Kathee Tesija, Executive Vice President, Merchandising

TOPPS CO.

Tamar Bernbaum, Director of Customer Marketing

solutions in a fun way. The retailer recognized Tyson as best in class.

TYSON FOODS

Michele Bond, Director, Customer Marketing Bond handles planning and execution of strategic shopper marketing programs for key accounts. Her department is three years old — formed to focus on the shopper — and has evolved over the years, adding additional support channels and retail accounts.

At a major club account this year, her team took the lead in the freezer department, growing its frozen poultry category. The program improved the shopping experience for that club’s members and created mealtime

U

UNILEVER

Lisa Klauser, Vice President of Consumer and Customer Solutions Marc Shaw, Director of Shopper Marketing

V

VALVOLINE

Jeff Coon, Director of Trade Marketing

W

WAKEFERN FOOD CORP.

Cheryl Williams, Vice President of Marketing, ShopRite

WALGREENS

Kim Feil, Senior Vice President, Chief Marketing Officer Catherine Lindner, Divisional Vice President, Retail Marketing Lindner helped lead a chain-wide overhaul of Walgreens stores, reorganizing the layout around identified shopper needs. Extensive research revealed 30 distinct trip types and five shopper segments that cut across demographics to represent lifestyle and shopping behaviors. She has been with the retailer since 1999 in various manager and vice president roles.

WALMART

Janet Bareis, Vice President, Shopper Marketing Scott Huff, Senior Vice President, Customer Experience Ken Mantel, Senior Director, In-Store Presentation, Customer Experience

WEGMANS

Tom DiNardo, Vice President, Sales, Marketing and Pricing

WHITEWAVE FOODS

Chad Marston, Director, Shopper Marketing and Insights Leading the newly created shopper marketing and insights group at WhiteWave Foods, Marston runs strategy, development, planning and implementation. He manages a team focused on gleaning critical insights and implementing them into shopper-focused activation. The team has been strategically aligned within the sales organization to be closer to its retail partners and shoppers. There are strategic links that lead to the marketing and customer insights teams to ensure cross-functional collaboration.

Marston was brought in to build the shopper marketing function and has laid out foundational work, including knowledge of who the WhiteWave shopper is and where she shops, and has set plans that address the entire path to purchase.

The only website you’ll check more often than Facebook.

You’re a “big picture” person... insights driven... a strategic thinker.

We get it.

WM. WRIGLEY JR. CO.

But every so often, even you can use a little tactical help to activate that brand or leverage that insight. Help that comes in the form of the very latest in in-store merchandising ideas, technologies, tools and special effects.

So take 90 seconds and register for free at www.popdesign.com to get access to a comprehensive collection of new products, materials, components, schematics, design ideas and industry information that you’ll be able to use on the job almost every day.

www.popdesign.com SM1009_040_050who.indd 50

Nancy Montague, Senior Director of Global Category Development Montague leads the company’s category management and shopper insights efforts, activating strategic solutions for Wrigley’s retail partners around the globe and focusing on accounts in 14 key countries in North America, Europe and Asia. She delivers strategic platforms to the company’s global community of category managers. She also works to improve the company’s category management skill set by creating training programs, information repositories and local customization tools.

8/18/10 1:53:10 PM

PERSONNEL APPOINTMENTS 51

SEPTEMBER 2010 SHOPPER MARKETING

Product Marketers

continues its growth, expecting to hire 150 new employees in the U.S. through 2011.

Aitken has a wealth of experience in loyalty programs, marketing, retail and grocery, holding roles at Michael’s Stores and Safeway.

Jones Soda Co., Seattle

Mike Spear has been promoted to marketing director. He was leading all of interactive marketing for the beverage brand. He has been with the company for eight years covering consumer response and marketing.

In his new role, he will set Jones’ goals and step up the marketing efforts at retail.

The Integer Group, Denver

Duane Reade, New York

Joe Magnacca has been named president.

He has more than 20 years of experience in the industry and recently served as senior vice president and chief merchandising officer at the New York metropolitan retailer.

Previously, he worked at Shoppers Drug Mart.

Producers

Menasha Packaging, Neenah, Wis.

Aaron Pontow has been promoted as a program manager for the company’s ProPlus initiative. He will be responsible for the implementation and optimization of the ProPlus project strategy, which is a program designed to help customers manage their entire merchandising life cycle using strategic insights and merchandising data. He has been with the company since 2002.

Rocky Longworth has been hired as vice president of insight and strategy. He brings 25 years of retail and brand-building experience, working as strategic planning director at Saatchi & Saatchi X and as vice president of strategy and business development at Bernstein-Rein.

Lisa Humrich has been promoted to the newly created position of marketing manager.

She will manage strategies to promote the company’s graphic marking films and digital printing media.

Southern Imperial, Rockford, Ill.

Steve Neumeyer has joined as director of operations. His experience includes stints at Kohler Co., Vinyl Plastics and Wind Mill Slatwall Products.

Delia Cyra has been added to the company as director of media strategy. She has 25 years of experience in online media planning, buying and management. In her new role, she will collaborate with agency strategy teams, media planners and business analysts to infuse creative development with innovation.

Craig Gugel has been appointed chief research officer. He will manage all research functions including consumer insights, internal and external training and education, primary research and data partnerships.

Recently he was senior vice president of media analytics at the Advertising Research Foundation (ARF).

Marketvision, San Antonio, Texas

Michaelle Keyes has been named vice president, client service. She has held client service positions at Interbrand and Landor Associates.

Frenchie Guajardo has been named vice president of strategic innovation. She will focus on bringing digital and shopper marketing plans to the agency’s clients. She was a founding partner of Upshot in Chicago and worked extensively with Coca-Cola, a Marketvision client now. She also has agency experience with PowerPact Holdings Group, doing work for P&G.

dunnhumby USA, Cincinnati

Saatchi & Saatchi X, New York

Agencies

Anthem Worldwide, Cincinnati

Stuart Aitken has been appointed CEO of the firm known best for its partnership with Kroger. He was COO of the company, which

M C M E N I M E N & A S S O C I AT E S , I N C .

SEE US AT BOOTH 107!

Veronica Cano has been hired as client services director and will be based out of the Latin America division in Buenos Aires. She

Guajardo

Humrich

Longworth

Neumeyer

Pontow

will work on accounts including P&G, FritoLay and Walmart. She has held positions with Coca-Cola and Leo Burnett’s Arc Worldwide.

Starcom USA, Chicago

John Durban has joined the agency as an executive vice president and managing director. He will oversee the Mars/Wrigley business as it transitions from sister agency MediaVest to Starcom. He will be located in the New York office and will also be responsible for Starcom’s shopper marketing practice, developing best practices across the shopper continuum, connecting in-store and out-of-store media and ensuring it all loops back to the shopper experience. He has experience with Momentum Worldwide in Shanghai, Grey Worldwide, Coors Brewing, and D’Arcy Masius Benton & Bowles in Vienna, Austria.

Switch, St. Louis

Ann Castellano has been promoted to chief creative officer. Before this move, she held the position of senior creative director. She will be responsible for evaluating and interpreting creative strategies, assigning talent, and directing and approving creative work. She has worked for Switch for 10 years.

TPN, Chicago

Sarah Cunningham has been promoted

SEE US AT BOOTH 107!

CUSTOM REPRINTS Use reprints to maximize your marketing initiatives and strengthen your brand’s value.

Reprints are ideal for:

A FEW CURRENT OPPORTUNITIES SALES REP – FIXTURES/DISPLAY: LOS ANGELES PERMANENT DISPLAY – SALES REP: ATLANTIC COAST, OH & PA RETAIL SIGNAGE/DÉCOR – SALES REP: EAST COAST, MIDWEST ACCOUNT MANAGER – GRAPHIC PKG/CORR. DISPLAY: OH, IN, IL 3D GRAPHIC DESIGNER – TEMP DISPLAY: CHICAGO METRO GRAPHIC PACKAGING/CORR. DISPLAY – SALES: CA, OH, PA DISPLAY AND PACKAGING – SALES REP: WI PERM/TEMP DISPLAY SALES – NATIONAL CO: MAJOR METRO AREAS LARGE FORMAT – RETAIL SIGNAGE SALES: MIDWEST

SEE OUR MOST CURRENT OPENINGS AT: www.instoremarketer.org/jobs

M IKE M CM ENIMEN

262.377.9979 PHONE • 262.377.9950 FAX mikem@talentpop.com • www.TalentPOP.com Cedarburg, WI 53012 C O N F I D E N T I A L I T Y

SM1009_051pa.indd 51

Clarke

Permanent STAFFING ffor o In-Store Marketing/P-O-P SALES R EPRESENTATIVES ACCOUNT MANAGERS PRODUCTION & PROJECT MANAGERS D ESIGNERS E XECUTIVE LEVEL MANAGERS

• • • • • • • • •

Castellano

Integrative Logic, Atlanta

LogicLab Inc., New York

Oracal USA, Black Creek, Ga.

Cano

I S

G U A R A N T E E D

O

New Product Announcements

O

Sales Aid for Your Field Force

O

PR Materials Media Kits

O

Direct Mail Enclosures

O

O O

O

Customer & Prospect Communications/Presentations Trade Show/Promotional Events Conferences & Speaking Engagements Recruitment & Training Packages Contact Lisa Kass 847-675-7400 ext. 175 lkass@instoremarketer.org

M C M E N I M E N & A S S O C I AT E S , I N C .

Retailers

Will Clarke has been promoted to executive creative director. He leads all creative development for retail, shopper marketing, promotions and digital executions. Some of his clients include 7-Eleven, BancVue, FedEx Office and Bimbo Bakeries. He has more than 15 years of experience in promotions and brand building, having worked at other agencies TracyLocke, DDB and McCannErickson.

to vice president of account service. She has been with TPN for 12 years, working on brands such as Gatorade, Propel and American Express.

Jim Polowy has been promoted to vice president, retail environment design. In the newly created position, he will help brands come to life at retail from endcaps to shelf displays to full-store environments. He is currently working on concepts for 7-Eleven, Clorox and Hershey.

Courtney Murphy has been promoted to vice president of account service. She was a group account director. Her efforts will focus on the Tropicana and Arch Chemicals businesses.

Nancy Shamberg has been promoted to vice president of client service. She was a group account director and will continue to focus on shopper marketing efforts for the Walmart and Clorox accounts.

Please send information regarding personnel appointments to: Dan Ochwat, Shopper Marketing, 7400 Skokie Blvd., Skokie, Ill., 60077, or e-mail: dan_ochwat@instoremarketer.org

Temporary STAFFING for P-O-P Projects EXPERIENCED

FREELANCE DESIGNERS, PROJECT & PRODUCTION MANAGERS AT YOUR SERVICE Concepts 3D Renderings Engineered drawings Prototype & Model-making Project Mangement/Production Management Displays

Signage

Fixtures

Kiosks

View images at www.talentpop.com/portfolio.html

M IKE M CM ENIMEN

262.377.9979 PHONE • 262.377.9950 FAX mikem@talentpop.com • www.TalentPOP.com Cedarburg, WI 53012 C O N F I D E N T I A L I T Y

I S

G U A R A N T E E D

8/16/10 2:03:45 PM

52

ADVERTISING SUPPLEMENT

SHOPPER MARKETING SEPTEMBER 2010

Show STOPPER

The companies listed below are advertisers in Shopper Marketing magazine and exhibitors at the Shopper Marketing Expo, Oct. 6-7, Navy Pier, Chicago. The companies vary in products and services but are valuable stops on the show floor. Booth numbers and contact information is provided.

AUGME TECHNOLOGIES INC.

BOOTH 737

43 West 24th Street, Suite 11B, New York, NY 10010 Phone: (212) 710-9377 Fax: (212) 733-9359 david.apple@augme.com; www.augme.com Augme Technologies Inc. provides platforms and thought equity to navigate and monetize mobile marketing, digital broadcast and ad delivery. Augme Technologies Inc. is continually tasked by the world’s largest consumer brands, marketing firms, publishers, multi-media companies, and pharmaceuticals to ‘make sense’ of the modern world of fragmented marketing communications by leveraging our technology, leadership, history, and best practices, to simplify an end-to-end platform solution. Augme’s AD LIFE© platform is the first of its kind to take a strategic approach to mobile marketing by giving brands access to a broad range of technology tools coupled with a deep analytics approach to consumer data.

BEEMAK DISPLAY PRODUCTS

Booth 635

13921 Bettencourt St., Cerritos, CA 90703 Phone 310-886-5880 • Fax 310-764-0330 robert.gray@beemak. com; www.beemak.com For over 50 years, Beemak has been at the leading edge in the design, manufacture and marketing of what has become one of the most innovative selections of pointof-purchase display products, literature display products and custom acrylic display manufacturing services available anywhere.

GREAT NORTHERN CONSUMER PACKAGING & DISPLAY

1800 South Street, Racine, WI 53404 Phone 800-558-4711 • Fax 262-639-8103 pgraf@greatnortherncorp.com; www.greatnortherncorp.com Great Northern Corporation is a national consumer packaging and display producer.

Our bundled solutions offer endless point-of-sale possibilities — whether it’s floor, counter or pallet displays, retail-ready and club store packaging, or brand promotions that include base wrap, case cards and signage. Our turnkey options, including in-house assembly and packing, ensure a comprehensive and safe extension of your supply chain. We can create a wide range of innovative merchandising options, supported by the latest technology in printing and creative development and delivered through a fullservice staff of graphic artists and structural design engineers.

MARS ADVERTISING INC. Booth 637 25200 Telegraph Road, Southfield, MI 48033 Phone 248-936-2200 • Fax 248-936-2760 howea@marsusa.com; www.marsusa.com For 35 years, MARS has been pushing brands further and bringing shoppers and retailers closer through phenomenal shopping experiences. Our shopper-centric method allows for more imaginative, relevant and ultimately more successful solutions in reaching today’s elusive, mediasaturated customer.

MCMENIMEN & ASSOCIATES INC. GOOGLE INC. Booth 702 1600 Amphitheatre Parkway, Mountain View, CA 94043 Phone 650-253-0000 www.google.com/advertisers At Google our mission has always been to organize the world’s information, and advertising is arguably the world’s most prolific form of information. Ads in all shapes, forms and sizes permeate our day, many of which the intended audience doesn’t exactly love. We’re trying to change that. Our goal is to use our technology to help transform the advertising ecosystem into a more relevant, transparent and efficient system that benefits not just consumers, but advertisers and publishers as well.

Visit www.google.com/ advertisers for a complete look at how our tools can work together to help your business grow.

SM1009_052_053showstop2.indd 52

Booth 302

Booth 107

P.O. Box 731, Cedarburg, WI 53012 Phone 262-377-9979 • Fax 262-377-9950 mikem@talentpop.com; www.talentpop.com McMenimen & Associates provides staffing services to the point-of-purchase markets.

We serve employers and employees in a process designed to find the best possible fit and protect your confidentiality. Our employers typically operate in these market sectors: permanent display, temporary display, signage, point-of-sale, fixtures and agencies.

The employees (candidates) we serve frequently are in sales, design, project management, executive management, customer service and operations.

We also offer a national network of freelance designers with extensive P-O-P experience and skills, capable of developing concepts, 3-D renderings, engineering and prototypes. New in 2010, we now have expert freelance project and McMenimen & Associates, Inc. production managers capable of executTalentPOP ing display and fixture projects for you.

8/18/10 1:58:13 PM

SEPTEMBER 2010 SHOPPER MARKETING

MENASHA PACKAGING COMPANY LLC

Booth 402

1645 Bergstrom Road, Neenah, WI 54956 Phone 920-751-1000 • Fax 920-751-1075 dennis.bonn@menasha.com; www.menashapackaging.com Menasha is a national supplier of both temporary and permanent point-of-purchase displays. Supported by graphic and structural designers, Menasha maintains P-O-P manufacturing facilities in California, Minnesota, Pennsylvania and Wisconsin. An innovative provider of packaging and display solutions, Menasha focuses on customer solutions that are both practical and economical. Our Retail Integration Institute (RII) initiative is intended to help large CPG producers improve velocity of their products at retail while eliminating waste within the supply chain. With an emphasis on the food, personal care and household products markets, we can focus more on graphics and creative structural designs for high-impact in-store solutions.

SOURCE ONE DIGITAL

Booth 421

6554 S. Austin Ave., Bedford Park, IL 60638-6109 Phone 708-563-2323 • Fax 708-563-2331 mkustwin@midwaydisplays.com; www.midwaydisplays.com Midway Displays Inc., your point-of-purchase partner, has designed and produced displays and components since 1982. We take pride in our quality products, offering the largest selection of stock display merchandising components that our industry has to offer (i.e. bases, pole sets, hardware, etc.). All of our Clipper, Spinner and Full View Merchandising displays were designed for cost-effective packing, shipping and assembling. Within minutes, our displays can be assembled, stocked and ready for the consumer. Mixing and matching components enables you to create the best display for all of your product needs. Our products were designed to be as environmentally friendly as possible.

411 Four Valley Drive, Unit 41, Vaughan, ON L4K 5Y8 Phone 888-872-7775 info@redleafretail.com; www.redleafretail.com Red Leaf Retail is a shopper marketing company. Our focus is on the critical last three feet at retail, where shoppers become buyers. We work with retailers and manufacturers to improve the shopping experience for consumers, which in turn leads to increased sales for our clients.

Booth 721

Booth 802

6330 N. Pulaski Road, Chicago, IL 60646-4512 Phone 773-286-1888 • Fax 773-427-3911 srose@tphinc.com; www.tphinc.com TPH Global Solutions designs and produces brand packaging and P-O-P displays. For 45 years, we’ve delivered the competitive edge that our clients need to be successful in a crowded marketplace. It’s a testament to our experienced team, our channel knowledge, our proprietary process, and the global reach of our worldwide manufacturing capabilities. Our presence extends across the globe, designing your packaging and display options locally and offering manufacturing, assembly and distribution options in China, Canada, Mexico and the U.S. These vast resources allow us to meet your budget and timeline requirements. Our services include design, engineering, packaging, assembly, fulfillment, inventory management and distribution.

WETZEL BROTHERS

RED LEAF RETAIL CONCEPTS INC.

Booth 815

1137 N. Gateway Blvd., Norton Shores, MI 49441 Phone 231-755-0123 • Fax 231-799-4099 jeffm@sourceonedigital.com; www.sourceonedigital.com Source One Digital has been an industry leader in large- and grand-format digital printing for over 15 years, and our prints and P-O-P innovations are in use by retailers and brands nationwide. Brilliant color, superior quality and top-flight service are Source One Digital hallmarks. Source One Digital has achieved G7 Master Printer status, allowing our customers to benefit from the best color management available today. Our highly experienced team of professionals, combined with the latest digital printing and finishing technology, will take your in-store marketing to new heights.

THE PACKAGING HOUSE INC. TPH GLOBAL SOLUTIONS MIDWAY DISPLAYS INC.

53

ADVERTISING SUPPLEMENT

Booth 612

P.O. Box 100560, 2401 East Edgerton, Cudahy, WI 53110 Phone 414-224-3160 • Fax 414-271-3758 carine.krull@wetzelbrothers.com; www.wetzelbrothers.com Wetzel Brothers focuses on retail signage and temporary pointof-purchase. All pieces are custom-printed to a client’s specifications. This progressive temporary P-O-P producer offers solutions from concept through delivery. Standees, merchandisers, counter displays, retail signage, wobblers, floor decals, 2-sided window decals, static cling, large-format posters, counter mats, pole toppers, shelf strips, mobiles, floor displays and custom items are offered. Our design and mock-up capabilities will bring your vision to life. Wetzel is a leader when it comes to printing on a diverse range of substrates, largeformat up to 73 inches and flatbed digital printing. Wetzel leverages complete in-house display production and fulfillment, including a pick-and-pull warehouse.

Wetzel Brothers has introduced two new specialty products: 1) Pegboard Backer Paper (www.pegboardpaper.com), a simple and inexpensive way to change the environment of your retail space; 2) LAMá automatic expansion displays (www.wetzelbrothers.com/lama), set up in seconds and fold down just as easy to save on shipping costs.

ROCKTENN MERCHANDISING DISPLAYS Booth 514 Phone 800-829-1509 www.rocktenndisplays.com Visit our booth and get inundated with innovation — the kind of innovation that turns shopping into stopping, and browsing into buying. Learn how to get your brand sold at the “Moment of Truth.” RockTenn is the leading in-store marketing solutions provider. We develop promotional and permanent displays and packaging programs supported by innovative marketing insights for major consumer packaged goods and services companies and retailers.

SM1009_052_053showstop2.indd 53

WORLD DIVISION USA Booth 527 11929 Denton Drive, Dallas, TX 75234-7235 Phone 972-241-2612 • Fax 972-247-8807 dfry@worlddivision.com; www.worlddivision.com World Division provides retailers and brand marketers with a superior quality product and outstanding customer service on a personal level. As specialists in large-format custom printing and distribution, we are able to provide a fabulous product in a timely manner and meet your budget needs. We offer screen and digital printing for outdoor and indoor signage, pennant strings, banners, flags, window graphics and decals. We provide finishing services to all of our products and take pride in everything produced. Contact us for a sample or custom quote today!

8/18/10 1:58:30 PM

54

SHOPPER MARKETING SEPTEMBER 2010

IN-STORE STRATEGIST

Walmart, P&G Continue Family Programming

More info at

For its second movie, the brand and retailer support with in-store merchandising and co-op ads

By Tim Binder

A long-term partnership to develop “family-friendly” entertainment has given Walmart and Procter & Gamble good reason to conduct a wide array of collaborative marketing activity this year.

The packaged goods industry’s two largest players joined forces in July to release a second made-for-TV family movie, fueling a variety of related promotional efforts. Produced by Procter & Gamble Productions with funding from Walmart, “The Jensen Project” premiered July 16 on NBC and became available on DVD one day later exclusively at Walmart.

The film was the second developed under the auspices of the Association of National Advertisers’ Alliance for Family Entertainment, of which P&G and Walmart are co-chairs. The Alliance fielded a consumer study in 2009 that indicated consumers wanted more familyfriendly TV programming.

The first release, “Secrets of the Mountain,” garnered 7.5 million viewers when it aired April 16 on NBC, according to a Walmart media release. The subsequent DVD — also a Walmart exclusive — sold more copies than any other made-for-TV movie thus far in 2010, according to the Associated Press.

Walmart promoted both the premiere of “The Jensen Project” and the DVD with endcap side panels and Smart Network TV spots in stores, along with national consumer print ads, local radio and national TV spots. The media schedule included co-op ads with P&G and NBC. P&G also operated a promotional website, and both handled social media activity.

In other components of the program, the retailer’s July 11 circular contained a special insert outlining the film’s plot and offering a “family movie night” deal including Skittles and M&M’s, Orville Redenbacher’s popcorn, Pepsi and a private-label Marketside pizza for $9. The insert also featured Hasbro board games and General Mills’ Betty Crocker baking products.

In addition, the retailer utilized its “Bright Ideas” in-store sampling program for a similar “family movie night” deal offering all of the above products and P&G’s Pringles for $10. Signs on the sampling stations plugged the film.

Scaling the “Mountain”

“Secrets of the Mountain,” also produced by Procter & Gamble Productions with Walmart’s support, aired on NBC April 16 and became available on DVD one day later. A fairly extensive media campaign included TV and radio spots, print ads and a cinema ad that ran before showings of DreamWorks’ “How to Train Your Dragon.” Orville Redenbacher’s was featured in most of the executions. In stores, promotional stickers were affixed to packaging for such movie-viewing products as Marketside pizza.

Promotions for “The Jensen Project” included endcap side panels, a special insert in the July 11 circular, and in-store sampling of partner products.

During the film’s premiere, P&G and Walmart aired 30-second spots for Tide, Gillette, Downy, Pampers, Duracell and Bounty that presented vignettes about a four-person family using the brands to solve everyday needs.

“At Walmart, we are committed to delivering more quality family entertainment options to parents across the country,” Walmart chief marketing officer Stephen Quinn said in an April press release. “It’s something we know our shoppers want, it’s important to the growth of our business, and it’s one more way we are delivering on our brand promise to help families save money and live better.”

“We look forward to working in concert with P&G to offer even more high-quality family programming,” Quinn said in June. “Our ongoing partnership with Walmart furthers our commitment to serve consumers,” added Marc Pritchard, P&G’s global marketing and brand building officer.

Editorial Index Companies named in the editorial columns of this issue are listed below.

7-Eleven . . . . . . . . . . . . . . . . . . . 27, 40 20th Century Fox Home Entertainment. . . . . . . . . . . . . . 40 Abbott Nutrition. . . . . . . . . . . . . . . 40 Alberto-Culver. . . . . . . . . . . . . . . . . 40 All You Magazine. . . . . . . . . . . . . . . 35 American Express . . . . . . . . . . . . . . 40 Anheuser-Busch . . . . . . . . . . . . . . . 40 Arc Worldwide. . . . . . . . . . . . . . . . . 22 Association of Hispanic Advertising Agencies . . . . . . . . 26 Bacardi USA . . . . . . . . . . . . . . . . . . . 40 Barilla America . . . . . . . . . . . . . . . . 40 Bayer Corp. . . . . . . . . . . . . . . . . . . . 40 Best Buy . . . . . . . . . . . . . . . . . . . . . . 40 Bic USA Inc. . . . . . . . . . . . . . . . . . . . . 1 Bimbo Bakeries USA. . . . . . . . . . . . 40 Bridgford Foods . . . . . . . . . . . . . . . 40

SM1009_054strat.indd 54

Brown-Forman . . . . . . . . . . . . . 27, 40 Burt’s Bees . . . . . . . . . . . . . . . . . 40, 46 Cadbury PLC. . . . . . . . . . . . . . . . . . . 42 Campbell Soup Co. . . . . . . . . . . . 1, 42 Casa Herradura Tequilas . . . . . . . . 27 Chiquita . . . . . . . . . . . . . . . . . . . . . . 42 Church & Dwight. . . . . . . . . . . . . . . 42 Clorox Co., The. . . . . . . . . . . . . . 27, 42 Coca-Cola Co., The . . . . . . . . . . 29, 42 Colgate-Palmolive . . . . . . . . . . . . . 42 Colloquy . . . . . . . . . . . . . . . . . . . . . . 12 Comag Marketing Group . . . . . . . . 42 Comtech . . . . . . . . . . . . . . . . . . . . . . 30 ConAgra Foods. . . . . . . . . . . . . . . . . 42 Coty Beauty U.S. . . . . . . . . . . . . . . . 42 Crayola . . . . . . . . . . . . . . . . . . . . . . . 42 Creative Civilization . . . . . . . . . . . . 27 Crew Design. . . . . . . . . . . . . . . . . . . 10

Crocs . . . . . . . . . . . . . . . . . . . . . . . . . 42 Crown Imports . . . . . . . . . . . . . . . . 42 Cultivator Advertising . . . . . . . . . . . 8 CVS Caremark . . . . . . . . . . . . . . . . . 44 Del Monte Foods . . . . . . . . . . . . . . . 44 Delhaize Group . . . . . . . . . . . . . . . . 44 DemandTec . . . . . . . . . . . . . . . . . . . 14 Diageo North America . . . . . . . . . . 44 Diamond Foods . . . . . . . . . . . . 1, 8, 44 Diesel. . . . . . . . . . . . . . . . . . . . . . . . . 30 Disney . . . . . . . . . . . . . . . . . . . . . . . . 24 Dr Pepper Snapple Group . . . . . . . 44 Dragon Rouge . . . . . . . . . . . . . . . . . 30 E&J Gallo Winery. . . . . . . . . . . . . . . . 6 Energizer Holdings . . . . . . . . . . . . . 44 Family Dollar . . . . . . . . . . . . . . . . . . 44 Fisher-Price . . . . . . . . . . . . . . . . . . . 24 Formulatin . . . . . . . . . . . . . . . . . . . . 26

Forrester Research . . . . . . . . . . . . . 16 General Mills . . . . . . . . . . . . . . . . . . 44 Georgia-Pacific . . . . . . . . . . . . . . . . 44 Ghirardelli . . . . . . . . . . . . . . . . . . . . 44 Giant Eagle. . . . . . . . . . . . . . . . . . . . 44 GlaxoSmithKline . . . . . . . . . . . . . . . 44 Google. . . . . . . . . . . . . . . . . . . . . . . . 35 Grocery Shopping Network. . . . . . 35 H.J. Heinz Co. . . . . . . . . . . . . . . . . . 45 Hasbro. . . . . . . . . . . . . . . . . . . . . 24, 45 H-E-B. . . . . . . . . . . . . . . . . . . . . . . . . 45 Henkel Consumer Goods . . . . . .45, 48 Henschel-Steinau . . . . . . . . . . . . . . . 6 Hershey Co. . . . . . . . . . . . . . . . . . . . 45 Hewlett-Packard. . . . . . . . . . . . . . . 45 HIT Mobile . . . . . . . . . . . . . . . . . . . . 28 Hormel Foods . . . . . . . . . . . . . . . . . 45 Hostess Brands . . . . . . . . . . . . . . . . 45

Hyde Tools . . . . . . . . . . . . . . . . . . . . 45 Imation . . . . . . . . . . . . . . . . . . . . . . . 45 In Context Solutions. . . . . . . . . . . . 35 JCPenney . . . . . . . . . . . . . . . . . . . . . 22 Johnson & Johnson Sales & Logistics Co. . . . . . . . . . . . . . . 46 Kao Brands . . . . . . . . . . . . . . . . . . . . 46 Kellogg Co. . . . . . . . . . . . . . . . . 42, 46 Kettle Foods. . . . . . . . . . . . . . . . . . . . 8 Kimberly-Clark Corp. . . . . . . . . 24, 46 Kiss My Face . . . . . . . . . . . . . . . . . . . 46 Kraft Foods. . . . . . . . . . . . . . . . . 40, 47 Kroger . . . . . . . . . . . . . . . . . . . . . . 1, 47 Lebanon Seaboard Corp. . . . . . . . 49 Lego Systems. . . . . . . . . . . . . . . . . . 47 LG Electronics . . . . . . . . . . . . . . 25, 47 MARS Advertising. . . . . . . . . . . 10, 37 Mars Inc. . . . . . . . . . . . . . . . . . . . 6, 47 Marsh Supermarkets . . . . . . . . . . . 47 Mattel . . . . . . . . . . . . . . . . . . . . . 24, 47

A third film from the partners, “A Walk in My Shoes,” is in post-production and will air later this year, according to the release. A fourth title begins production in the fall. The Alliance for Family Entertainment also is working with cable network MTV on “Pedro & Maria,” a series that premieres this fall.

McCormick & Co. . . . . . . . . . . . . . . 47 Meijer . . . . . . . . . . . . . . . . . . . . . . . . 47 Mercury Mambo . . . . . . . . . . . . . . . 27 metaio. . . . . . . . . . . . . . . . . . . . . . . . 22 Microsoft Corp. . . . . . . . . . . . . . . . . 47 MillerCoors. . . . . . . . . . . . . . . . . 29, 48 Mobeam Inc. . . . . . . . . . . . . . . . . . . 12 Nairn’s. . . . . . . . . . . . . . . . . . . . . . . . 30 NBC Universal . . . . . . . . . . . . . . . . . 48 Nestlé . . . . . . . . . . . . . . . . . . . . . . . . 48 Nestlé Waters . . . . . . . . . . . . . . . . . 29 NeuroFocus . . . . . . . . . . . . . . . . 14, 35 never.no . . . . . . . . . . . . . . . . . . . . . . 30 Nintendo of America . . . . . . . . . . . 48 Novartis Consumer Health . . . . . . 48 Office Depot. . . . . . . . . . . . . . . . . . . 48 Packaged Facts . . . . . . . . . . . . . . . . 26 PanaVista . . . . . . . . . . . . . . . . . . . . . 27 PepsiCo . . . . . . . . . . . . . . . . . . . . . . . 48 PetSmart . . . . . . . . . . . . . . . . . . . . . 48

Pfizer Consumer Healthcare. . . . . . . 49 Pharmavite Corp. . . . . . . . . . . . . . . 48 Procter & Gamble Co., The . .1, 22, 49, 54 Publix . . . . . . . . . . . . . . . . . . . . . . . . 49 RockTenn Merchandising Displays. . 35 Rubbermaid. . . . . . . . . . . . . . . . . . . 24 Ryan Partnership . . . . . . . . . . . . . . 25 Saatchi & Saatchi X. . . . . . . . . . . . . 24 Safeway . . . . . . . . . . . . . . . . . . . . . . 49 Sara Lee . . . . . . . . . . . . . . . . . . . . . . 49 SC Johnson . . . . . . . . . . . . . . . . . . . . 49 Schering-Plough Corp. . . . . . . . . . 49 Schnuck’s . . . . . . . . . . . . . . . . . . . . . 49 Sherwin-Williams. . . . . . . . . . . . . . 49 Shop.org . . . . . . . . . . . . . . . . . . . . . . 16 Snyder’s of Hanover . . . . . . . . . . . . 49 Sony Computer Entertainment America. . . . . . . . . . . . . . . . . . . . 49 Stagnito Media Food Group . . . . . . 26 Staples . . . . . . . . . . . . . . . . . . . . . . . 49

Starlite Media . . . . . . . . . . . . . . . . . 35 Stater Bros. Markets. . . . . . . . . . . . 49 Stop and Shop Supermarket Co. . . . 49 Supervalu . . . . . . . . . . . . . . . . . . . . . 49 Target . . . . . . . . . . . . . . . . . . . . . 14, 50 Tecate . . . . . . . . . . . . . . . . . . . . . . . . 27 T-Mobile . . . . . . . . . . . . . . . . . . . . . . 28 Topps Co. . . . . . . . . . . . . . . . . . . . . . 50 Tyson Foods . . . . . . . . . . . . . . . . . . . 50 Unilever . . . . . . . . . . . . . . . . . . . 25, 50 Valvoline. . . . . . . . . . . . . . . . . . . . . . 50 Vestcom International. . . . . . . . . . 37 VPE Public Relations. . . . . . . . . . . . 27 Wakefern Food Corp. . . . . . . . . . . . 50 Walgreens . . . . . . . . . . . . . . . . . . . . 50 Walmart . . . . . . . . . . . . . . . . . 1, 50, 54 Wegmans . . . . . . . . . . . . . . . . . . . . . 50 Wendy’s/Arby’s Group . . . . . . . . . . 14 WhiteWave Foods. . . . . . . . . . . . . . 50 Wm. Wrigley Jr. Co. . . . . . . . . . . . . 50

8/16/10 2:04:16 PM

Say hello to the agency that knows the point is purchase.

Integrated Marketing Services specializes in delivering successful shopper marketing solutions. Our retailer relationships are the closest in the business and span beyond 100 accounts. We ’ve executed over 10,000 customized programs for more than 150 leading consumer brands. Every year, we invest $6 million in data and information to understand shopper behavior so we can inuence purchase decisions. And that ’s just the beginning. Contact us at info@integratedmarketingservices.com or visit integratedmarketingservices.com to discover how we can help you convert shoppers into buyers.

SHOPPER MARKETING

FIELD EVENTS

CUSTOM CONTENT

IN-STORE DEMOS

©2010 Integrated Marketing Services

SM1009_C2_C3_C4.indd 55

8/6/10 4:33:33 PM

SM1009_C2_C3_C4.indd 56

8/6/10 4:33:51 PM