Shopper Marketing - January 2018 - 3

PUBLISHER Mike McMahon
(773) 249-6778, mmcmahon@ensembleiq.com
EDITORIAL DIRECTOR Bill Schober
(773) 992-4430, bschober@ensembleiq.com
EXECUTIVE EDITOR Tim Binder
(773) 992-4437, tbinder@ensembleiq.com
MANAGING EDITOR Charlie Menchaca
(773) 992-4432, cmenchaca@ensembleiq.com
PRODUCTION DIRECTOR Ed Ward
(773) 992-4418, eward@ensembleiq.com
ART DIRECTOR/PRODUCTION MANAGER Sonja Lundquist
(773) 992-4419, slundquist@ensembleiq.com

CONTRIBUTING EDITORS

Peter Breen, Cyndi Loza, Patrycja Malinowska,
Samantha Nelson

CONTRIBUTING WRITERS

Michael Applebaum, Anne Downes, Ed Finkel, Erika Flynn, Chris Gelbach,
Dawn Klingensmith, Neal Lorenzi, April Miller, Dan Ochwat

SALES

Rich Zelvin, Associate Publisher
(773) 992-4425, rzelvin@ensembleiq.com
(Serving the Eastern United States, Canada, International)
Craig Hitchcock, Associate Publisher
(773) 992-4422, chitchcock@ensembleiq.com
(Serving the Western United States)
Bill Little, Director - Market Development & Sales
(828) 237-3350, blittle@ensembleiq.com
(Serving the Southern United States)

CONTENTS
4 Editorial: Bill Schober
6 Solution Provider News
6 Expanding Program

Johnsonville takes its Bratsgiving program
to a higher level with retailer partnerships
while its "Carl" character appears throughout
the path to purchase in a national campaign.

8 Millennial Moms

Millennial moms differ from the generations
before them in many ways, including how they
shop both online and in-store, says The Mom
Complex at the Path to Purchase Expo.

8 The Power of Digital

Brand managers and CPG sales executives
continue to invest heavily in newspaper
FSI coupons. It's time to change, says
Quotient at the Path to Purchase Expo.

10 Leveraging the NFL
Editorial and Executive Offices
8550 W. Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731
Phone: (773) 992-4450 Fax: (773) 992-4455

PATH TO PURCHASE INSTITUTE

President & Executive Director Mike McMahon, (773) 249-6778
Managing Director - Community Development
Steve Frenda, (773) 992-4461

P2PI.ORG

Managing Director - Content & Editorial
Bill Schober, (773) 992-4430
Associate Director - Content Patrycja Malinowska, (773) 992-4435
Senior Editor - Content Samantha Nelson, (773) 992-4436
Associate Editor - Content Cyndi Loza, (773) 992-4439

EVENTS & EDUCATION

SVP, Events & Conferences Maureen Macke, (773) 992-4413
Director - Professional Development Paige Berrigan, (843) 816-3113
Senior Manager - Events Peggy Milbrandt, (773) 992-4412
Meeting & Events Associate Kelly Doering (773) 992-4408
Director - Education & Faculty Administration
Ronit Lawlor, (773) 992-4415

MARKETING

Senior Director - Marketing Strategy
Michele Weston-Rowe, (773) 992-4440
Manager - Event Production & Marketing
Stacey Bobby, (773) 992-4423
Art Director Stephanie Beling, (773) 992-4442

MEMBER DEVELOPMENT & SERVICES

Managing Director - Strategy, Member Development
Joan Driggs, (224) 632-8211
Director - Member Development Patrick Hare, (773) 992-4465
Director - Member Development Gloria Graham (224) 404-1884
Manager - Member Services Stacy Stiglic, (773) 992-4414

AUDIENCE DEVELOPMENT

Director of Audience Development Gail Reboletti
Manager - Audience Development Jeffrey Zabe

ART/PRODUCTION

Director of Production Kathryn Homenick

NFL sponsor Procter & Gamble has
been winning by engaging shoppers at
grocery on a market-by-market basis,
developing customized in-store and
digital solutions that leverage individual
teams and players rather than the
league as a whole.

12 Success With Partners

Smithfield Foods works with Clorox Co.'s
Kingsford, Weber-Stephen Products'
Weber and Anheuser-Busch for an
effective grilling campaign at Walmart.

21 Guide to Digital

Shopper Marketing
Providers
An advertising supplement.

62 So-Lo-Mo Central

A roundup of social, local and mobile
marketing activity at retail from:
* Taylor Guitars and TVPage
* Twitter
* JCPenney
* Aldi and PayPal
* Ralphs
* Fazoli's
* Senion
* DSW
* Amazon and 7-Eleven

"Carl the Great Bratsgiver," Page 6

SPECIAL REPORTS

14 Trends 2018

Our annual report includes results of our survey
of CPG marketing executives as well as a virtual
roundtable discussion on the topic of e-commerce.
Survey topics include Amazon and Walmart.

58 Women of Excellence:

'Leadership' Honorees
At P2PI's Women of Excellence reception in
September, 12 women were honored, including
three in the Leadership category:
* Diane Wallace, Coca-Cola Co.
* Tina Manikas, FCB/RED
* Stacey Rubin, Catapult Marketing

69 Ricci at Retail

Joe spotlights ...
* Arctic Zone
* Frito-Lay
* Sharpie/Paper Mate

69 Personnel Appointments
70 Institute Strategist

BJ's Wholesale Club is working quickly to catch
up to its rivals on the omnichannel technology
front. BJ's has unveiled an updated mobile app,
new websites and a self-checkout function.

66 Activation Gallery:
Halloween Review

ENSEMBLEIQ CORPORATE OFFICERS
Executive Chairman Alan Glass

Chief Operating Officer and Chief Brand Officer
Rich Rivera
Chief Financial Officer Len Farrell
Chief Business Development Officer &
President, EnsembleIQ, Canada Korry Stagnito
Chief Customer Officer/President of Enterprise Solutions
Ned Bardic
Chief Digital Officer Joel Hughes
President & Executive Director, P2PI Mike McMahon

Shopper Marketing (ISSN 1040-8169) is published
monthly by EnsembleIQ, 8550 W. Bryn Mawr Ave.,
Suite 200, Chicago, IL 60631-3731. Periodicals
Postage Paid at Chicago, IL, and at additional
mailing offices.
POSTMASTER: Send address changes to Shopper
Marketing, Computer Fulfillment, PO Box 261,
Lowell, MA 01853. Entire contents copyright ©
2017 by the Path to Purchase Institute. Canada Post
International Publications Mail Product (Canadian
Distribution) Sales Agreement No. 40025274.
Return undeliverable Canadian addresses to:

Station A, P.O. Box 54, Windsor, ON N9A 6J5 or
Email: cpcreturns@wdsmail.com
CHANGE OF ADDRESS and other circulation
correspondence should be mailed to: Shopper
Marketing, Computer Fulfillment, PO Box 261,
Lowell, MA 01853, or email ensembleiq@e-circ.net
for customer service. (Include your address label
with all correspondence.)
WHERE TO WRITE: Please direct all letters
to the editor and other business/advertising
correspondence to: Shopper Marketing, 8550 W.
Bryn Mawr Ave., Suite 200, Chicago, IL 60631-3731.

REPRINTS, PERMISSIONS AND LICENSING:
Contact Wright's Media at ensembleiq@
wrightsmedia.com or (877) 652-5295.
NOTICE: The Path to Purchase Institute
occasionally uses the logos of various companies
in its marketing materials. These include
promotional brochures for events such as the Path
to Purchase Expo, the Shopper Marketing Summit,
the Design of the Times Awards and others. The
use of these logos does not imply sponsorship
or endorsement by the companies identified by
those logos, unless specifically noted as such.


http://www.P2PI.ORG

Table of Contents for the Digital Edition of Shopper Marketing - January 2018

Contents
Shopper Marketing - January 2018 - 1
Shopper Marketing - January 2018 - 2
Shopper Marketing - January 2018 - Contents
Shopper Marketing - January 2018 - 4
Shopper Marketing - January 2018 - 5
Shopper Marketing - January 2018 - 6
Shopper Marketing - January 2018 - 7
Shopper Marketing - January 2018 - 8
Shopper Marketing - January 2018 - 9
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