Shopper Marketing Fusion 2009 Podcast Series: Jesse Spungin, VP, Shopper Marketing, ConAgra Foods

Recently we had the pleasure of speaking with Jesse Spungin, VP of Shopper Marketing at ConAgra Foods. We invite you to hear our discussion by listening to the podcast or you may read the transcript below.


Melissa Sundaram: Thanks for joining us today for the Shopper Marketing Fusion 2009 podcast series. I'm Melissa Sundaram, Online Producer for the event and I have the pleasure of speaking today with Jesse Spungin who serves as the Vice President of Shopper Marketing at ConAgra foods. Jesse will be speaking on Tuesday Oct 15 on The Anatomy of a Winning Shopper-Centric Strategy.

MS: Thanks for joining us today Jesse.

Jesse Spungin: Thanks for having me, Melissa

MS: Jesse, let me begin by asking you--why do you feel shopper marketing is getting so much attention?

JS: You know I really feel like shopper marketing is quite frankly reinventing a lot of other names in the past. Regional co-marketing, account specific marketing; but I think its getting a lot of attention both on the manufacturer side and the retail side, quite frankly. Because finally we've gotten to a place where we can both agree on which is the mutual shopper and it really all starts with the shopper. The account shopper as well as the shopper for the manufacturer that picks up their brands.

MS: What do you think needs to happen for it to progress?

JS: think a couple of things need to happen for all the great momentum that has built around shopper marketing to continue. I think strategic planning with each other, and when I say with each other I say both the manufacturer and the retailer, is critical--not just looking at the quarterly short term quarterly leads. But where is it going and how do we get there? I think the second thing that needs to happen in order for it to progress is on the manufacturer’s side, I think that more and more manufacturers need to build this capability inside. In order to do that it takes a decent amount of commitment not only from the human capital perspective, but also financial resources. And also a commitment to really getting at what are those insights, those deep shopper insights. Because without those, quite frankly, programming is just programming instead of stuff that can drive results for both the manufacturer and the retailer.

MS: As I mentioned earlier, you'll be speaking on the Anatomy of a Winning Shopper-Centric strategy, how do you think that information help move the industry ahead?

JS: I think its going to show clearly ConAgra Foods has the capabilities that we've built as an integrated customer marketing team. Not just a shopper marketing when you harness the power of shopper insights, category leadership, in-store marketing with shopper marketing. How you bring all four of those disciplines together and the power it can have on volume, growth and profit. That's what we hope to display, that's what I know we will display during that conference. And I think that will educate a lot of people on what does it take to do best in class in shopper marketing and achieve the kind of growth that both manufacturers and retailers want.

MS: Again, I'd like to thank Jesse Jesse Spungin and all of you for joining us today. We look forward to seeing you this October 14-16 for the 2009 Shopper Marketing Fusion conference at the Hyatt Regency Coconut Point in Bonita Springs, FL.

JS: Thank you, Melissa

MS: Great, see you in October!

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.

Shopper Marketing Fusion Speaker: Jesse Spugin, VP, Shopper Marketing ConAgra Foods

Jesse Spungin,
VP, Shopper Marketing
ConAgra Foods

Promomagazine.com had a fascinating discussion with Shopper Marketing Fusion speaker, Jesse Spungin in February of this year. Here are a few excerpts that we thought were particularly timely.

PROMO: So ConAgra has embraced shopper marketing.

SPUNGIN: We used to call it customer marketing, but we changed the name a year ago to shopper marketing to be more in line with the industry standard. The one thing manufacturers and retailers can all agree on is the shopper. It's the common ground we can start with and put all the other issues aside, like fighting over trade dollars and slotting efficiency.

P: Is your customer shopping any differently in this economy?

s: In many ways. When gas prices were up, for example, the number of trips to retailers went down and so did the total basket ring. This crossed all income levels because people with higher incomes love great deals and people at lower levels need great deals. ConAgra has a diverse portfolio that has value, and that provides a big opportunity for us and for retailers.

P: Have you launched any value-driven products?

s: We launched Healthy Choice Fresh Mixers, a lunch product, last September. It's a great at-work option for $3.

P: What role did shopper marketing play in this?

s: It was part of the integrated plan. We understand who the shoppers are, and we developed customized programs for the launch at SuperValu [grocery retailer]. These included point-of-purchase communications, in-store shippers and other tactics that were different from what we did at Walmart. The Walmart shopper is different, so the messaging has to be different. The programs paid off with profitable results.

P: Is shopper marketing more important in a recession?

s: : In these times, there's a danger in pulling back on marketing. Now more than ever, you need your message to break through.

We look forward to hearing from Jesse at this year's conference!

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