Shopper Marketing - July 2013 - (Page 1)

Vol. 26, No. 7 • July 2013 Institute Opens Expo Registration ChiCago — Registration is open for the Path to Purchase Institute’s 2013 Shopper Marketing Expo, which takes place Oct. 8-10 at Chicago’s Navy Pier. The event commences with three separate afternoon symposiums on Oct. 8: “Architecting a Brand Experience from Concept Through Retail Execution”; “Consumer and Shopper Insights: The Foundation for Integrating Consumer, Shopper and Trade Planning”; and “Best Practices in Shopper Marketing from Around the Globe.” For more information and to register for the Expo, visit Insights Event Coming In August st. louis — The Consumer and Shopper Insights Applied Educational Alliance will convene on Aug. 14-16 at the University of Michigan for an assembly titled “Exposing and Leveraging Hidden Forces Along the Path to Purchase: Applying State-of-theArt Learning and Direction from the Behavioral Sciences.” “The goal of the assembly is for insights and marketing professionals to glean insights from cutting edge behavioral science research and adapt these insights to their current business challenges,” says Liz Boyd, cofounder of the alliance and president of consultancy LB Insights. For more information and to register, visit www.applied P&G the primary sponsor of parking-lot sampling events that target Hispanic moms By dawn Klingensmith retail intimacy Part 1: see Page 12 Winning at Target Unilever Reaches Hispanics at Northgate By Joe Bush InsIde PAgE 16 CinCinnati — Given Procter & Gamble’s commitment to winning over Hispanic shoppers, its sponsorship of H-E-B’s baby-themed mobile tour makes perfect sense. P&G saw an opportunity to drive trial and awareness of its Pampers diapers among “a critical demographic” – Hispanic moms – during the 12-week tour across South Texas that began in April, says Greg Ballif, P&G’s customer team marketing manager for H-E-B. Working with San Diego-based Interactions Marketing, a Daymon Worldwide company, H-E-B developed a program that would meet shoppers’ needs as well as its own objectives. The “Little Texans Tour” was designed to promote healthy families and showcase the array of baby products available at the San Antonio-based supermarket chain, including the H-E-B Baby brand. An H-E-B Baby- and Pampers-branded bus is making stops at 60 H-E-B locations to demonstrate products and distribute coupons and samples from various sponsors. Each stop also features children’s activities that include a photo opportunity sponsored by Pampers, coloring with H-E-B mascot H-E-Buddy, See Pampers, Page 11 Concert promotion leverages full spectrum of tactics Who’s Who in Shopper Marketing Agencies Our second annual report identifies 200 executives. Pampers a Perfect Fit for H-E-B Baby Tour special RepoRt EnglEwood Cliffs, n.J.— Unilever has done its homework when it comes to Southern California grocery chain Northgate Gonzalez Markets and its Hispanic shoppers. That was evident as the consumer packaged goods company leveraged a variety of shopper marketing tactics for a promotion that ran in the spring. For every $100 spent on qualifying Unilever products (350 SKUs in all) from April 2 through May 5, shoppers received two tickets to an exclusive concert by Latin singer Reyli that took place on May 17 in Anaheim, Calif. (Additionally, a limited number of tickets were distrib- uted via social media outlets, during radio remotes and at key festivals.) “The Northgate shopper prefers promotions that speak to them in language and through relevant tactics,” says Lou Paik, shopper marketing manager for Unilever’s West Division. “Based on our experience, there are four key passion points that motivate Hispanic consumers: family, food, sports and music. Of these four, Unilever has spent the past several years activating shopper marketing programs around the first three. Music is one area that we felt we could create something new on a large scale while driving volume for our customers, value for our shoppers and equity for our brands.” See Unilever, Page 10 Advertisement More in Store. Less Out-of-Pocket. ® T urn Shoppers into Stoppers. Page 9.

Table of Contents for the Digital Edition of Shopper Marketing - July 2013


Shopper Marketing - July 2013