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Past LEAD Marketing Conferences (2009 through 2014) 
CONFERENCE CHAIR:
John Karolefski, Editor-in-Chief, CPGmatters and Executive Director,
Shopper Technology Institute - john@cpgmatters.com or john@shoppertech.org

We are pleased to be able to share the following recordings, presentations and reports from the Spring & Fall 2014 Virtual LEAD Marketing Conference:

Driving Engagement Within Your Loyalty Program
Jeff Berry, Senior Director of Research & Development, LoyaltyOne -
jeffrey.berry@loyaltyone.com
Take a deeper dive in to customer engagement with Jeff Berry, Senior Director of Research and Development at LoyaltyOne. Jeff provides insight and various retail case study examples of how to: Target your customer’s unmet needs and grow your share of wallet; Ensure your message is relevant; Establish a unified, multi-touch media strategy that caters to customers' multifaceted needs providing seamless customer experience via omni-channel loyalty.














Through the Eyes of the Shopper: Using Technology to Improve Shopper Insights, Store Design and Retailer Collaboration
Eric Seiberling, Industry Marketing Director, Emerging Industries,
Dassault Systemes - eric.seiberling@3ds.com
The retail landscape is shifting from a place where you just purchase products to a place where you experience them. Stores focusing on the in-store experience are growing in high single digits, while the majority of the industry is seeing a decline of 1.3 percent of revenue over the same period. To move shopping from a perceived chore to a delightful activity requires retailers and brand manufacturers to rethink the shopping experience and design it around shoppers' wants. Learn how companies are using virtual technology to view the store through the eyes of the shopper, and are collaborating with retailers to simplify the shopping experience, improve category sales and improve store compliance.






The New Promotion Equation: Retailers and Vendors Working Together for Optimal ROI
Mike Haaf, President, Strategic Management Advisory Services, LLC
& Former CMO at Food Lion & Office Depot
Tom O'Reilly, CEO, Aptaris - tomoreilly@goaptaris.com
The revolution promoting to shoppers means shrinking traditional budgets and a relentless focus on ROI and efficient use of funds--with profound impacts on vendor/retailer relationships. Key repercussions: Tighter coordination between vendors and retailers; transformation in how systems connect and data flows; systems and departments must work in a seamless, integrated fashion; increased speed driving out inefficiencies and costs; greater flexibility to accommodate evolving deal structures; integration of shopper insights into everyday tactical decisions. Those who master the challenges win a lasting competitive advantage. In this zero sum game, the agile and innovative earn a disproportionate market share, growth and profit.  















The Secret's Out: The Most Overlooked Marketing and Consumer Data Is in the Coupon
Dan Kersten, Consumer Promotions Manager, Kimberly-Clark
Randy Malluk, VP of Strategy & Analytics, RevTrax - rmalluk@revtrax.com
Omnichannel marketing is a necessary strategy for retailers and brands thinking beyond the shelf, engaging connected customers and taking advantage of data. Learn how industry leaders are using data-rich digital coupons to optimize marketing campaigns, attribute online-to-offline sales, and discover path-to-purchase insights. Promotion analytics allow marketers to provide targeted, timely offers to consumers based on purchasing behavior. These industry leaders are personalizing rules-based offers and “owning the customer” through life-cycle tracking within omnichannel promotions, improving customer experience and campaign performance.





Today's Dollar Store Shopper
Jeff Friedlaender, President, Shopper Research, VideoMining - jfriedlaender@videomining.com
Results from a recent Nationwide syndicated study by VideoMining uncovered surprising facts about the shopping habits and attitudes of the dollar store shoppers. This presentation shares key insights from the study and discusses how these insights can be utilized by both manufacturers and retailers to fine-tune their shopper marketing strategy for the fast growing channel. 






Me Marketing: Get Ready for the Promise of Real-Time Context-Aware Offers in Consumer Goods
Don Scheibenreif, VP Industries Research – Consumer Experience, Gartner
don.scheibenreif@gartner.com
A future is coming where shoppers will get personalized  real-time offers while they are in the grocery store, powered by context-aware computing. In this session, Don Scheibenreif with Gartner lays out the ecosystem for this future, shares emerging examples, associated benefits and risks, and explains what you can do to get ready for it.















Designing & Executing Smarter FSI Campaigns the Big Data Way: Drive Consumer Engagement and Market Share
Phani Nagarjuna, Founder & CEO Nuevora- phani.nagarjuna@nuevora.com
CPG firms distribute approximately 300 billion FSI coupons annually and spend 100s of millions of dollars. They hope that this marketing tactic will help them drive product trials, product penetration, and eventually market share growth. However, the results are mixed or sub-optimal. Learn how the new-age Big Data techniques equipped with smarter analytics can provide CPG firms with laser-sharp insights into individual markets and consumer habits, and predict desired business outcomes with triple digit increases in FSI redemption rates.






Digital, Disruption, Data and Consumer Desire - Their Impacts on Best Practices in Product Sampling
Larry Burns, President & CEO, Start Sampling - lburns@startsampling.com
Best Practice ideas that enable successful product sampling efforts in today's rapidly changing digital marketing world. Included are discussions of our shared exponential market reality changes, the digital Eco-system in brief, growing use of behavioral data for ROI proof, new targeting (and analytic) options, retailers moves to drive more value from their consumer knowledge, changing consumer expectations impact on marketers, and a question and answer session.















The Future of Shopping Is Now
Joe Beier, EVP, and Alison Chaltas, EVP, GfK's Shopper & Retail Strategy Team - joe.beier@gfk.com and alison.chaltas@gfk.com
Learn from GfK’s Futurebuy study, six years of looking into the future of Smart Shopping – instore, online and along the way. Explore how industry leaders are aggressively utilizing digital and mobile technologies and information to optimize their shopping experiences.




  






Collaborating to Create "The Voice of the Shopper"
Gordon Wade, Senior Vice President, Category Management Best Practices, Category Management Association

The manufacturer and the retailer have disparate visions of the shopper. Both could market more effectively by creating a comprehensive complementary “Voice of the Shopper.” Unfortunately, neither party has a process or a taxonomy to create one -- but the CMA (Category Management Association) does. Their learnings and methods are shared during this insightful session. Just click on the screen below to listen in.











Winning at the Virtual Shelf:
Why & How to Maximize Online Impact
Keith Anderson, Vice President, Strategy & Insights, Profitero

Online is the fastest-growing channel of retail distribution, but it's also increasingly influential over offline sales. How can brand managers, eCommerce directors, and shopper marketers adapt their strategies and tactics to maximize the impact of their brands' online presence? With fresh data on leading retailers including Amazon, Walmart.com, Target.com, Instacart and others, Profitero's VP, Strategy & Insights Keith Anderson shares guidance on how to manage online pricing, promotion, ratings & reviews, and much more. Click on the screen below to view the recording.











Where Does the Power of Technology Reside?
Larry Burns, President & CEO, Start Sampling

The real power of technology today does not reside with mobile or omni-channel or Big Data. It’s all about PEOPLE. So what should marketers do about that?

This discussion is drawn from the marketing science and mavens of today and the promise of tomorrow.  When we can shift our thinking in some simple ways, we will become better at meeting customer expectations in today’s newest reality.  Click on the screen below to learn how.











Maximizing Trade Spend ROI & Planning
For Joint Business Planning
Janet Dorenkott, Vice President, and Kristy Garrey, Senior Analyst, Relational Solutions, Inc.

JBP (Joint Business Planning) between retailers and CPG Manufacturers requires a high level commitment from all parties. By providing more value to your retailers, you earn greater status. This session explains how to accomplish that. Positioning for JBP sessions requires manufacturers to show retailers what’s profitable for them as well as for their own internal organization so they can determine a short and long term plan for mutual success.

Increased raw materials and shipping costs have forced companies to make cuts in manufacturing costs as well as resources. The next biggest area of spend is Trade Marketing. Understanding what promotions are working for both the retailer as well as for CPG has become more critical than ever. Learn how streamlining trade marketing will produce fast value for both manufacturers and retailers, and can help spearhead JBP; just click on the screen below.













Creating Collaboration under the Big Top
Joel Cartwright, Solution Engineer, AFS Technologies

When it comes to managing trade promotion management (TPM), it can be like a three-ring circus. Marketing juggles the trade promotion strategy and manages categories. Sales walks the tightrope with retailers to execute the promotions at the store level. Finance works its magic on data figures such
as volume, revenue, days sales outstanding and expenses to report on profitability. But who is the ringmaster?

Gain insight into how integrated goals and predictive analytics drives deeper levels of collaboration. This session explains the perspectives of each department involved in TPM, and shows how an automated TPM solution can help define an integrated process with greater visibility into key info. Click on the image below to view the recording.










Is Mobile Marketing Working for CPG Companies?
Tanya Bhothinard, Senior Director - Client Service,
Partners in Loyalty Marketing

The results of a national survey of CPG manufacturers by consultancy Partners in Loyalty Marketing (PILM) and the Shopper Technology Institute (STI) provides a report card on mobile marketing. PILM executives lists the benefits and challenges that companies face when deploying mobile marketing strategies and tactics.  Just click on the screen below to listen.













2009-2012 EXECUTIVE SUMMARIES

The following Executive Summaries contain wrap-ups of many of the key speakers and presentations at past in-person LEAD Marketing Conferences:















© 2015 LEAD Marketing Conference. All Rights Reserved.
Mike Haaf,
Former CMO, Food Lion & Office Depot
John Karolefski,
CPGmatters & Shopper Technology Institute
Ferrero
Eric Seiberling,
Dassault Systemes
Larry Burns,
Start Sampling
Jeff Berry,
LoyaltyOne
Randy Malluk,
RevTrax

Don Scheibenreif,
Gartner
Phani Nagarjuna,
Nuevora
Tom O'Reilly,
Aptaris

Jeff Friedlaender,
VideoMining
Dan Kersten,
Kimberly-Clark

Alison Chaltas,
GfK's Shopper & Retail Strategy Team
Joe Beier,
GfK's Shopper & Retail Strategy Team
Gordon Wade,
Category Management Association
Keith Anderson,
Profitero
Kristy Garrey,
Relational Solutions
Janet Dorenkott,
Relational Solutions
Joel Cartwright,
AFS Technologies
Tanya Bhothinard,
Partners in Loyalty Marketing
Spring 2016 Virtual Conference
Wednesday, May 4
10:00 a.m. - 4:30 p.m. ET