Shopper Marketing - February 2016 - 10


EDITORIAL

Elegant Proof

I

f you haven't noticed the promotional
blitzkrieg for next month's Shopper Marketing Summit, you've either been transferred to an oil rig somewhere above Finland or you're in a coma. We do tend to blow
the horn rather loudly for our beloved Summit, which is finally making a return visit to
its birthplace, New York City, just before St.
Patrick's Day.
(The very first Summit was held there in
early 2002 after our Sept. 12, 2001, trade
show was chased out of the Javits Center by
a certain event the day before. But that, as
they say, is a story for another day.)

Today's history lesson involves the tagline
used on the cover of this year's Summit brochure: "Defining the Future of Consumer Marketing." Sure, that might sound like windy,
promotional puffery to jack up interest in
the event. And perhaps it was, in its very first
10

y SHOPPER MARKETING FEBRUARY 2016

drafts, which probably rambled a bit as we
tried to appeal to the various constituencies
under our big tent. But when we tightened it
to fit the confines of our layout, we saw that
the phrase, "Defining the Future of Consumer
Marketing," had a quality that mathematicians describe as "elegant" - a proof that's
succinct with a touch of aesthetic beauty.
Sure, parsing words this way does seem
"ivory tower-ish." But it is the sort of thing that
has helped, from day one, make the Institute
the Institute. And while it's succinct, it's also
bold to a degree that very few of us would've
believed plausible eight years ago during
the first planning sessions
for the Retail
Commission
on Shopper
Marketing.
At that
tim e, th e re
were a lot of
arguments
over shopper
marke ting 's
definition. The Commission understood that
its work could influence where shopper fit
onto organizational charts, who reported to
whom, and where the funding might come
from. The Commission's chairman, Dr. Brian
Harris, saw it strictly one way: "Shopper mar-



Table of Contents for the Digital Edition of Shopper Marketing - February 2016

Contents
Shopper Marketing - February 2016 - Intro
Shopper Marketing - February 2016 - 1
Shopper Marketing - February 2016 - 2
Shopper Marketing - February 2016 - 3
Shopper Marketing - February 2016 - Contents
Shopper Marketing - February 2016 - 5
Shopper Marketing - February 2016 - 6
Shopper Marketing - February 2016 - 7
Shopper Marketing - February 2016 - 8
Shopper Marketing - February 2016 - 9
Shopper Marketing - February 2016 - 10
Shopper Marketing - February 2016 - 11
Shopper Marketing - February 2016 - 12
Shopper Marketing - February 2016 - 13
Shopper Marketing - February 2016 - 14
Shopper Marketing - February 2016 - 15
Shopper Marketing - February 2016 - 16
Shopper Marketing - February 2016 - 17
Shopper Marketing - February 2016 - 18
Shopper Marketing - February 2016 - 19
Shopper Marketing - February 2016 - 20
Shopper Marketing - February 2016 - 21
Shopper Marketing - February 2016 - 22
Shopper Marketing - February 2016 - 23
Shopper Marketing - February 2016 - 24
Shopper Marketing - February 2016 - 25
Shopper Marketing - February 2016 - 26
Shopper Marketing - February 2016 - 27
Shopper Marketing - February 2016 - 28
Shopper Marketing - February 2016 - 29
Shopper Marketing - February 2016 - 30
Shopper Marketing - February 2016 - 31
Shopper Marketing - February 2016 - 32
Shopper Marketing - February 2016 - 33
Shopper Marketing - February 2016 - 34
Shopper Marketing - February 2016 - 35
Shopper Marketing - February 2016 - 36
Shopper Marketing - February 2016 - 37
Shopper Marketing - February 2016 - 38
Shopper Marketing - February 2016 - 39
Shopper Marketing - February 2016 - 40
Shopper Marketing - February 2016 - 41
Shopper Marketing - February 2016 - 42
Shopper Marketing - February 2016 - 43
Shopper Marketing - February 2016 - 44
Shopper Marketing - February 2016 - 45
Shopper Marketing - February 2016 - 46
Shopper Marketing - February 2016 - 47
Shopper Marketing - February 2016 - 48
Shopper Marketing - February 2016 - 49
Shopper Marketing - February 2016 - 50
Shopper Marketing - February 2016 - 51
Shopper Marketing - February 2016 - 52
Shopper Marketing - February 2016 - 53
Shopper Marketing - February 2016 - 54
Shopper Marketing - February 2016 - 55
Shopper Marketing - February 2016 - 56
Shopper Marketing - February 2016 - 57
Shopper Marketing - February 2016 - 58
Shopper Marketing - February 2016 - 59
Shopper Marketing - February 2016 - 60
Shopper Marketing - February 2016 - 61
Shopper Marketing - February 2016 - 62
Shopper Marketing - February 2016 - 63
Shopper Marketing - February 2016 - 64
Shopper Marketing - February 2016 - 65
Shopper Marketing - February 2016 - 66
Shopper Marketing - February 2016 - 67
Shopper Marketing - February 2016 - 68
Shopper Marketing - February 2016 - 69
Shopper Marketing - February 2016 - 70
Shopper Marketing - February 2016 - 71
Shopper Marketing - February 2016 - 72
Shopper Marketing - February 2016 - 73
Shopper Marketing - February 2016 - 74
Shopper Marketing - February 2016 - 75
Shopper Marketing - February 2016 - 76
Shopper Marketing - February 2016 - 77
Shopper Marketing - February 2016 - 78
Shopper Marketing - February 2016 - 79
Shopper Marketing - February 2016 - 80
Shopper Marketing - February 2016 - 81
Shopper Marketing - February 2016 - 82
Shopper Marketing - February 2016 - 83
Shopper Marketing - February 2016 - 84
Shopper Marketing - February 2016 - 85
Shopper Marketing - February 2016 - 86
Shopper Marketing - February 2016 - 87
Shopper Marketing - February 2016 - 88
Shopper Marketing - February 2016 - 89
Shopper Marketing - February 2016 - 90
Shopper Marketing - February 2016 - 91
Shopper Marketing - February 2016 - 92
Shopper Marketing - February 2016 - 93
Shopper Marketing - February 2016 - 94
Shopper Marketing - February 2016 - 95
Shopper Marketing - February 2016 - 96
Shopper Marketing - February 2016 - 97
Shopper Marketing - February 2016 - 98
Shopper Marketing - February 2016 - 99
Shopper Marketing - February 2016 - 100
Shopper Marketing - February 2016 - 101
Shopper Marketing - February 2016 - 102
Shopper Marketing - February 2016 - 103
Shopper Marketing - February 2016 - 104
Shopper Marketing - February 2016 - 105
Shopper Marketing - February 2016 - 106
Shopper Marketing - February 2016 - 107
Shopper Marketing - February 2016 - 108
Shopper Marketing - February 2016 - 109
Shopper Marketing - February 2016 - 110
Shopper Marketing - February 2016 - 111
Shopper Marketing - February 2016 - 112
Shopper Marketing - February 2016 - 113
Shopper Marketing - February 2016 - 114
Shopper Marketing - February 2016 - 115
Shopper Marketing - February 2016 - 116
Shopper Marketing - February 2016 - 117
Shopper Marketing - February 2016 - 118
Shopper Marketing - February 2016 - 119
Shopper Marketing - February 2016 - 120
Shopper Marketing - February 2016 - 121
Shopper Marketing - February 2016 - 122
Shopper Marketing - February 2016 - 123
Shopper Marketing - February 2016 - 124
Shopper Marketing - February 2016 - 125
Shopper Marketing - February 2016 - 126
Shopper Marketing - February 2016 - 127
Shopper Marketing - February 2016 - 128
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