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    The most trusted and reliable source of shopper marketing information and expertise. The Path to Purchase Institute is a global association serving the needs of retailers, brands, agencies and the entire ecosystem of solution providers along the path to purchase. It champions shopper-centric thinking and practice that help define the ongoing evolution of consumer marketing and the overall shopping experience.

  • Path to Purchase Institute At the Center of the Shopper Marketing Universe | p2pi.org

    • A membership community of more than 400 companies representing over 12,000 consumer product brand marketers and manufacturers, retailers, agency executives and solution providers.

    • The most comprehensive and up-to-date collection of shopper marketing information in the world.

    • All the right tools, knowledge and expertise necessary to integrate and execute against today’s shopper marketing demands.

    • The authoritative publication that covers retail marketing from insights to activations to executions.

    • Delivered monthly to 18,000 qualified consumer product marketers, retail executives, agency professionals and others allied to the trade.

    • The only information source of its kind for decision-makers who buy and specify shopper marketing solutions.

    • The same stellar content from the print edition delivered in a mobile- friendly format with enhanced links and rich media interaction.

    • Available each month for download in iTunes and Google Play stores.

    • The Institute is constantly extending thought- leadership across the entire shopper marketing community via white papers, collaborative reports, article series and other industry publications.

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    2017 NDSNDSNDS

    Vol. 30, No. 1 • January 2017

    See Goldfish, Page 10

    GUIDE TO

    Digital Shopper Marketing Providers

    Page 23

    Institute Brings Aboard McMahon CHICAGO — The Path to Pur- chase Institute has named Mike McMahon its new president and ex- ecutive director. He replaces Insti- tute founder Peter Hoyt, who became chief executive officer & presi- dent of the Institute’s parent com- pany, EnsembleIQ, in July.

    “Handing off the director- ship signals signi� cant positive changes, both for the Institute and for EnsembleIQ,” Hoyt said. “With the Path to Purchase In- stitute joining EnsembleIQ’s in- tegrated cross-channel network of media and information re- sources, we now have a tremen- dous capacity to help people and their businesses succeed. [Mc- Mahon] is the perfect choice to lead that charge.”

    McMahon most recently served in a senior role at Oracle Data Cloud. He has more than 20 years of consumer and shopper marketing leadership experience, including signi� cant tenures at ConAgra Foods (now Conagra Brands), Nestle and Alcone Mar- keting Group. McMahon was in- ducted into the Path to Purchase Institute/Shopper Marketing Hall of Fame in 2010. SM

    2017 Hall of Fame Class to Be Finalized CHICAGO — The Path to Pur- chase Institute in early Decem- ber was working to select three industry leaders for induction into the Shopper Marketing Hall of Fame in 2017. The selections are to be announced at P2PI.org by the end of December and in the February issue of Shopper Marketing. The 24th annual in- duction ceremony will be held in conjunction with the Shop- per Marketing Ef� e Celebration on Tuesday, March 28, in New York. Both events are part of the Shopper Marketing Summit. Registration for the 2017 Shop- per Marketing Summit opened in mid-December. SM

    Goldfish Makes Moms ‘Smile’ Brand’s back-to-school program at Walmart o� ers lower prices as well as shopper solutions By Chris Gelbach CAMDEN, N.J. — Gold� sh, a snack brand of Campbell Soup Co.’s Pepperidge Farm subsidiary, set out to make the back-to-school season at Walmart easier for families by providing healthy and affordable lunch and snacking options.

    With its “Pack a Smile Every Day” program, Goldfish wanted to break through the in-store clutter of the season and reach Millennial moms effectively, says Julia Sanchez of The Mars Agency, Southfield, Michigan. The agency op- erates as Pepperidge Farm’s shopper marketing team, and Sanchez serves as director for its Walmart efforts.

    One key component for success in this effort was to be a pricing leader, so Pep- peridge Farm opted for $5.98 “Rollback” pricing for Goldfish bulk packages. “Walmart was very happy with that and not only provided a very broad merchan- dising footprint for us, but also executed in-store signage with ‘Rollback’ messag- ing for us,” Sanchez says.

    The program built upon the Gold� sh brand’s wholesome image. Pepperidge Farm partnered with Bolthouse Farms, another Campbell Soup Co. brand, on an in-store offer that enabled shoppers to save $1 on 10-ounce baby carrots or 11-ounce juice with purchase of a 30-ounce or larger package of Gold� sh crackers. The collaboration helped Gold� sh drive home the idea that moms could use the crack- ers to provide children a lunch solution that’s healthy while also saving money. The instant redeemable coupons (IRCs) were displayed on special Gold� sh half pallets created for the campaign by Chief Container, Acworth, Georgia.

    The cross-aisle partnership with Bol- thouse Farms was an unusual one for

    FOCUS:

    PAGE 16

    What area of your organi- zation still needs a better understanding of shopper

    marketing and its role?

    Which touchpoint is most important in your digital

    marketing strategy?

    Which retailer is the biggest pain

    to work with?

    Which retailers have the most dynamic

    private-label strategies?

    Complete Trends coverage, including our virtual roundtable discussion

    BRAND MARKETING

    38% RETAILER WEBSITES

    33%

    See Goldfish, Page 10

    PAGE 14

    SM1701_C1_006_013programs.indd 1 12/13/16 1:54 PM

    RESEARCH REPORT: IN-STORE SAMPLING

    A supplement to Shopper Marketing magazine

    Sampling Sees Lift 20 Weeks Out Loyalty-card research finds that in-store sampling boosts sales long after the event, lifts established products, and increases basket size

    EXECUTIVE SUMMARY • A Knowledge Networks/PDI study of in-store sampling found sales lifts lasting as

    long as 20 weeks after the event. This, in turn, suggests that sampling may be far more cost effective than previously thought.

    • The study found that sampling not only increased sales of newly launched products, but line extensions and even well-established existing products, as well.

    • The study reports that sampling can have a positive “halo effect” on related merchandise, lifting the sales of non-sampled products within the parent brand’s franchise1.

    • The study indicates that sampling can recruit new buyers to both sampled items and brand franchise items.

    • Preliminary data also shows that the average shopping basket size of the test households (those exposed to the sampling event) increased 10% over the average frequent shopper basket of the retail chain.

    PRESENTS:

    AUGUST/ SEPTEMBER

    2009

    • A twice-weekly e-newsletter emailed to 11,000 brand marketing, retail and agency professionals.

    Shopper Marketing Magazine Shopper Marketing Newswire

    Digital Edition – Shopper Marketing Magazine

    Custom Publishing

    For membership information, please contact:

    Stacy Stiglic Manager, Member Services (773) 992-4414 sstiglic@p2pi.org

    Steve Frenda Managing Director - Strategy & Development (773) 992-4461 sfrenda@p2pi.org

    Quan Tran Manager - Member Development (773) 992-4464 qtran@p2pi.org

    Patrick Hare Director - Member Development (773) 992-4465 phare@p2pi.org

    Membership

    Groups

    Publications

    The Retail Academy* is an industry initiative that enables unparalleled brand manufacturer and retailer collaboration in conjunction with the Shopper Marketing Summit and the Path to Purchase Expo.

    The Forum of Merchandising Executives* unites brand manufacturers, retailers and merchandising firms to explore best practices, key issues and current obstacles to creating, distributing and measuring merchandising.

    These Councils are action-oriented industry share groups that exist to discuss, debate and activate around key issues in the digital shopper marketing and e-commerce arenas.

    *By invitation only.

    League of Leaders* is an exclusive group of the industry’s most influential leaders who gather in an “open forum” atmosphere for the candid exchange of ideas, philosophies and strategies aimed at advancing the industry.

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    • Professional development and training curriculum designed to accelerate peak performance for new and seasoned Institute members in shopper-related roles.

    • Courses offered through public training events, private corporate training and e-learning.

    • Applied learning that easily transfers to job responsibilities and success.

    • A comprehensive, searchable shopper marketing database filled with articles, images, research studies, lectures, case studies and more.

    • Shopper marketing glossary of terms.

    • Special reports and feature content that help define the industry.

    Member Websi