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Shopper Centric Design: Enhancing Brand Performance in Stores
With thousands of choices to be made before consumers enter any store, and thousands more once in the aisle, brands must find ways to break through the clutter while keeping true to themselves and finding relevance to their consumers. Shopper marketing has challenged many long-held beliefs about brand management, and is changing the way many manufacturers approach communications. Brand managers are now putting the store at the center of communications development, driving greater alignment between traditional and in store communications. While the focus of this topic is on CPG brands; there’s much to think about in terms of how consumers in all segments make decisions at respective points-of-purchase.
By attending the April 20 executive luncheon you will learn from our presenter, Kelly Smith, Group Creative Director of LPK – what helps brands get noticed in stores, how brands are developing compelling stories and unique positions, addressing navigation, purchase barriers and more. He will discuss how Shopper Centric strategies integrate shopper behavior, retailer knowledge and brand building expertise to enhance in store brand performance, including
1. De-Selection Barriers
2. Selection Barriers
3. In-store Design and Communication Principles
As a Group Creative Director, Kelly has earned a reputation as a provocateur and creative strategist. Kelly built a career over more than twenty years in design, advertising and branding, and has served as a strategic leader across LPK for more than eight years. His passion for building brands that develop relationships with their audiences and create brand communities has carried him around the world for clients in categories as diverse as retail, consumer packaged goods and home improvement to audio, financial services and pharmaceutical. Kelly is a recognized facilitator and trainer, having led workshops on innovation, retail strategy, corporate vision and mission, brand equity and architecture, consumer segmentation and other topics for a wide variety of audiences.
Friday, April 20, 2012
Cintas Center at Xavier University
1624 Herald Avenue
Cincinnati, OH 45207
You can park in Lot C next to the Cintas Center. No parking voucher is needed.
11:30 am – 12:00 – Registration & Networking
12:00 – 1:15 pm – Lunch and program
NEW LUNCHEON OPTION:
Please note we have a dessert and coffee only option (no lunch).
AMA Members – Lunch included
$30 for Reservations made by April 17
$35 for Reservations made after April 17
AMA Members – Dessert and coffee only (no lunch)
$15 (please note you are not allowed to bring your own lunch to the Cintas Center)
Non-Members – Lunch included
$45 for Reservations made by April 17
$50 for Reservations made after April 17
Non-Members – Dessert and coffee only (no lunch)
$25 (please note you are not allowed to bring your own lunch to the Cintas Center)
AMA Student Members – $20
Non-Member Students – $25
Lunch menu – Grilled Chicken Breast Piccata (if you prefer a vegetarian meal, please indicate on bottom of reservation form.