Beyond The Basket 

Join us for our event on Wednesday 18th March

The Swan, Shakespeare's Globe, London 

With increased pressure from the discounters, the move to convenience, range resetting and shifting shopper behaviour, a lot is changing out there – and faster than ever before. Brands are seeking to find smarter ways to reach target audiences, building brand equity & creating desire, but it’s not easy.

In reality, the line between brand and shopper advertising is more blurred than ever before. With each of us making 26 grocery shopping missions a month and using multiple channels to do so, do we ever really stop being ‘a shopper’?

At our Beyond the Basket event, we’ll be looking at how brands can react to this new world with a view to building effective campaigns that maximise marketing return on investment. We’ll share what we’ve learned from 100s of studies on campaign performance, as well as offering advice on effectiveness from FMCG brands, retailers and media owners.

What are the topics? 

When does a consumer become a shopper? 

 

In light of changing shopping habits and media capabilities, we need to evolve how we define shopper marketing. This section builds on our previous event, introducing a solid definition for ‘Shopper 2.0.’ and clear criteria for how to reach shoppers beyond just the shelf edge. 

​Speakers: 

  • Katie Streeter-Hurle, Group Business Direct, Shopper Media Group

  • Lara Hamilton, Planning Manager, Shopper Media Group

Connecting brand and shopper advertising. 

 

Connecting brand and shopper advertising is more important now than ever before, yet no-one is connecting the campaign to the opportunity to buy. FMCG brands should consider maximising the opportunity to be bought by targeting media activity in close proximity to the places where they are sold; minimising wastage, and increasing returns.

​Speakers:

  • Sali Davies, Senior Creative and Digital Innovation Manager, Capture

  • Matt Claisse, Media Partnership Manager, Capture

Driving in-store sales through social media. 

 

The ability to drive shoppers into stores is invaluable to FMCGs, yet a simple mass market approach is no longer effective. It’s time to combine location and mobile data with social for the biggest impact.

​Speakers:

  • James Davies, Founder, Crossover

  • Sali Davies, Senior Creative and Digital Innovation Manager, Capture

  • Ali Dunn, Digital Executive, Capture

Maximising your proximity OOH investment. 

 

With the shift from traditional paper to digital programmatic sites, the OOH landscape is changing. But how has OOH evolved to become a core influencer in shopping behaviour and what can we expect next?

Lifting the lid on proximity performance. 

 

In the insight section we will be talking about how it is possible to measure media that is placed in proximity to the store. And will share some data on these channels are performing and why we think they are working well.

Speakers: 

  • Peter Woodvine, Director of Shopper Marketing,  JCDecau

  • Matt Claisse, Media Partnership Manager, Capture 

​Speakers:​

  • Gemma Flanagan, Head of Shopper Activation Impulse Channel, PepsiCo 

  • Sarah Deavin, Shopper Activation Controller Grocery , PepsiCo

  • Bianca Hall, Insight Director, Shopper Media Group

Bridging the creative gap between brand and shopper. 

 

Whilst we know a ‘one size fit’s all approach’ to creative no longer works with shifting shopper behaviours; we take you through the key principles of effective shopper creative, and share some recent creative wins and losses by brands.

​Speakers:

  • Bianca Hall, Insight Director, Shopper Media Group

  • Fenella Hogg, Conceptual Director, Shopper Media Group

A retailers perspective: Co-op

In the age of ever evolving shopper missions, Mel Matson will share how convenience is quickly becoming one of the fastest growth sectors for FMCG brands. Exploring how innovations to address shoppers evolving behaviours are working, from delivery robots to programmatic shopper centric marketing. We'll look at the reasons behind the recent growth of UK convenience grocery retail and how you can tailor your shopper activations to make the most of the opportunity.

​Speaker:

  • Mel Matson, Director of Customer Proposition and Communications, Co-op

Cost: £199+ VAT

(Deducted from your next media, campaign management, planning service or creative booking)

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