The new rules to maximise impact on shoppers
As the battle for consumer attention rages on and own-label continues its YOY growth streak, the difference between ending up in the basket or left in the aisles is finer than ever.
Aligning your activation plans to the tactics that engage and persuade in equal measure is proving a difficult balance for even the most loved brands on the shelves.
So, what are plays that generate the most significant ROI and make a real difference to the bottom line?
In this inspiration session, we’ll explore the consumer, brand and retailer perspective on the most effective strategies in shopper and activation. We’ll take a deep dive into how you create ‘win-win’ scenarios for brand and retailer and outline the behavioural science hacks that make your brand impossible to leave behind.
Speakers
THE EFFECTIVENESS PLAYBOOK
Agenda
Our Locations
LONDON
29 Clerkenwell Road / London / EC1M 5RN
020 8191 9220
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The agenda
09.00 AM
Arrivals & Breakfast
09.30 AM
Introduction to Zeal - who we are, what we do, why we're here
09.45 AM
Fireside chat with a brand marketer
10.00 AM
Fireside chat with a retailer
10.15AM
Fireside chat with a consumer marketer
10.30 AM
Panel
11.00 AM
Q&A
Senior Global Equity Lead - Lurpak
Arla Foods
CLAIRE IRVINE
Head of Retail Marketing, Shopper & Category
Tails.com
VICKI BISHOP
Shopper Marketing Event
Thursday 9th November , 9:00 am – 11:00 am
The Old Sessions House, London
TBC
XXX
TBC
9.00 AM TO 11.30 AM
Topics we'll explore:
The Zeal Impact model exploring the key drivers of effectiveness in shopper?
How is the path to purchase evolving?
What are the new shopper occasions/moments that brands can align to?
How can behavioural science make shopper campaigns more effective?
What does more time at home for consumers present as opportunities for brands?
How does sustainability stack up against value?
How can brands chime with retailer values to maximise exposure?
The future's bright
Stewart Hilton, Co-Founder and Creative Partner at ZEAL Creative
Introduction and welcome to the session. Stewart opens us up and talks about the inspiring opportunities that greet us during times of challenge.
The long view of impact
Robert White, Co-Founder and Client Partner at ZEAL Creative
From credit crunches to pandemics, Rob has seen 25 years of change and turmoil. Here he tells marketers the basic principles that have helped to keep ZEAL Creative and its various clients delivering through tough times.
Lessons from Lurpak
Claire Irvine, Global Brand Equity Lead, Lurpak
As one of the UK’s most premium brands, Lurpak has had a rocky ride over the past 12 months. Here, Claire shares the key ‘lessons from Lurpak’ and how a focus on basic principles have helped to deliver effectiveness across markets.
Winning with retailers: brilliant basics
Sam James, Head of Retail & Shopper at
ZEAL Creative
In a challenging landscape, winning on the ground with shoppers will be more critical than ever. In this talk, Sam shares the brilliant basics for winning with the UK’s Big Four grocery supermarkets.
The fundamentals of strategic thinking
Callum Saunders, Planning Director at
ZEAL Creative
The increasing pace of projects means that for many marketers, we can forget the fundamentals as we race to fix the problems. In this session, Callum recaps the fundamental principles of planning and strategy that will not let us down.
The unchanging shopper: psychology and behavioural bias
Richard Shotton, Founder of Astroten and author of The Choice Paradox (2023) and The Factory (2018)
With the world in seeming turmoil, understanding shopper behaviours has never been more critical. But despite constant change, do behavioural biases give provide an unchanging way to connect with our shoppers?
The Unilever Approach
Nat Kingswell, Head of Shopper Marketing & Digital UKI - Elida Beauty at Unilever
How Unilever are responding to the changes in path to purchase by working directly with retailers and by taking a category over brand-first approach
MANCHESTER
Tomorrow / MediaCityUK / Salford / M50 2AB0
161 883 2211
ARRIVALS & COFFEE/BREAKFAST
WELCOME & INTRODUCTION
INSIDE THE MINDS OF YOUR SHOPPERS: WHAT'S REALLY HAPPENING IN 2023?
8:30 AM - 9:00 AM
9:00 AM - 9:10 AM
9:10 - 9:30 AM
Stewart Hilton, Founder and Co-CEO at ZEAL Creative
Rob White, Co-Founder and Client Partner at ZEAL Creative
BREAK
10:05 - 10:20 AM
Richard Shotton, author of The Illusion of Choice (2023) and The Choice Factory (2018)
9:30 AM - 9:50 AM
EFFECTIVE EQUITY: BUILDING BRAND VALUE THROUGH SHOPPER ACTIVATION
HOW TO WIN WITH THE BIG FOUR
With shopper marketing a key strategic focus for 2023, the need to engage the mults has never been more important. In this session, Sam shares the inside strategies that will help you to win disproportionately with your retail customers and key channels.
9:50 AM -10:05 AM
Callum Saunders, Planning Director, ZEAL Creative
The agenda
What we’re seeing inside the world’s biggest brands and how 2023 can be a year of opportunity
Over the past few years, shoppers have experienced a world of constant and significant changes; so what’s really going on in the minds of Britain’s shoppers? Through behavioural science and applied psychology, Richard sets the scene for shopper behaviour in 2023.
The sales activation ‘versus’ brand building debate is outdated and ineffective. At a time when marketers are seeing budgets cut, Callum discusses the different ways that marketers can maximise the impact of their budgets and build brand equity through effective activation.
Sam James, Head of Retail & Shopper, ZEAL Creative
10:20 AM -10:40 AM
10:40 AM - 11:00 AM
PANEL DISCUSSION WITH OUR SPEAKERS
Join Ian Millner, Nat Kingswell, Hiroto Kizu, Richard Shotton and Callum Saunders in a round table discussion on the evolving landscape and forecasts for a possible recession free future.
11:00 AM - 11:05 AM
SUMMARY & CLOSE: THE FUTURE'S BRIGHT
Ian Millner, Non-Executive Chairman, ZEAL Creative
FINISH & NETWORKING
WINNING THROUGH CREATIVITY
John Treacy, Executive Creative Director, ZEAL Creative
With an increased focus on the bottom line, it can be easy to lose sight of true creativity. But during an economic downturn, the magic of impactful creative can help your brands to punch through and resonate with more impact than ever. Here John shares his lessons for creativity in a downturn.
A chance to engage our speakers with questions.
Roundup, reflections and actions.
We'll Explore
- What shopper strategies are currently having the most impact in store?
- How do we avoid the YOY trade-down and win the battle against own label?
- How to create an effectiveness playbook moving forward?
- How can brands unlock feature and display by understanding the mindset of different retailers?
Event details
Thursday 9th November, 2023
9:00 am – 11:00 am
The Old Sessions House
23 Clerkenwell Green
London
EC1R 0NA
Founder & Co-CEO
Zeal Creative
STEWART HILTON
Head of Retail & Shopper
Zeal Creative
SAM JAMES
THE
EFFECTIVENESS PLAYBOOK