Tuesday, September 29, 2009

Shopper Marketing Fusion 2009 Speaker: Anne Howe, MARS

Anne Howe
SVP, Market Intelligence

As Senior Vice President - Market Intelligence, Anne Howe serves as the agency futurist. Focused on interpretations of overall market trends, Anne develops both immediate and long-term strategies for the agency and its shopper marketing clients. As a member of the Executive Team, she also leads the agency's industry association activation efforts.

Anne brings to MARS more than 24 years of experience in all aspects of consumer and shopper marketing. She is responsible for the formation of the agency's Insights and Planning team and also played a large role in the development and organization of the Account Management and Promotion Development departments.

Previous to MARS, Anne's extensive marketing communications background includes a Regional Sales VP position with Sara Lee Hosiery. She also has shopper marketing knowledge in consumer packaged goods, food and beverages, hotels, intimate apparel, appliances, personal care products and more.

Anne's biography courtesy of MARS.


We recently asked Anne a few questions about the importance of Shopper Marketing, here are her answers:

1. Why do you feel shopper marketing is getting so much attention?

Anne Howe: Shopper marketing is getting attention because of the results realized from shopper-centric marketing.
Manufacturers and retailers working together to create better shopping experiences and solutions for shoppers understand the power of collaboration against true insights.

2. What do you think needs to happen for it to progress?

AH: In order for shopper marketing to reach its full potential, all the players have to share data, insights and be open to out of the box ideation. The future is about meeting unmet needs that the shoppers can't articulate.
Taking the industry forward will require marketers to integrate budgets across all phases of the Shopper's Journey, not just inside the store.

3. What are you speaking about and how will that information help
move the industry ahead?

AH: John Andrews of MARS affiliate Collective Bias and I are speaking together on the intersection of social media and shopper marketing.
The "wisdom of the collective crowd" continues to grow as an important purchase influencer, impacting brand relevancy and business results for both manufacturers and retailers. We will help marketers learn why social media matters and how community influence programs can be the catalyst for success before the store, at the shelf and beyond. The shopper marketing industry will be able to better understand how social media efforts can create not just buzz, but relevant brand influence and sales growth.

Anne will be speaking at Shopper Marketing Fusion 2009 with her presentation, "The Power of Bloggers: Integrating Social Media in Your Shopper Marketing Plan" on October 14 at 10:30am.

We'd love to have you join us next month at Shopper Marketing Fusion 2009. Join the most progressive BRANDS, RETAILERS and VISIONARIES for the first and only event to tackle the
true integration of ALL marketing functions - category management, in-store marketing and shopper marketing - to create a seamless experience from start to finish beginning with the first emotional trigger to the final point of purchase and beyond.

Event: http://bit.ly/20LPJn
Brochure: http://bit.ly/H8BVl
Registration: http://bit.ly/q9cYh

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