9.00 Opening Address From

John Berenyi
Managing Director
BERGENT RESEARCH

9.10 Creating The Shopper Connection On Multiple Levels With Sensory Marketing

On the grocery store aisle, the window of time in which to make an impression on a shopper has been estimated at less than 6 seconds.

• What can you do to overcome the steep odds?
• Learn about how the brain filters out the other options
• How the silent signals of a store’s atmospherics are decisive
• How to strategically position your store’s emotional benefits
• How to use context to frame the offering’s content and value
• What it takes to emotionally engage shoppers

John Berenyi
Managing Director
BERGENT MARKET RESEARCH

9.50 Investigating The Point Of Sale: The Power Of Subtlety

More than 70% of buying decisions are made in-store. In his presentation, Tom will discuss point of purchase retail initiatives and how you can better understand your shopper, including:

• Highlighting the importance of ensuring brand values are reinforced in all retail environments
• Integrating sustainable considerations into your merchandising displays
• Analysing marketing initiatives for the whole lifecycle of merchandising programs from design to disposal
• Investigating best practice POP initiatives worldwide
• Maximising the value of your retail advertising channel as an effective method of reaching consumers at retail

Tom Harris
Chief Executive Officer
POPAI

11.00 Over-Thinking The Brand, Under-Thinking In-Store.

Most marketing effort and investment is focussed on getting the brand strategy and positioning right. However when it comes to activating the brand in-store, there is often a disconnect between execution above the line and how it behaves and is activated below the line. This presentation will challenge the way you activate your brand in-store providing your customers with a real reason to buy, whilst showcasing how successful brands have got the balance right in and around the store. You will also learn how to align the way your organisation, agency and trade partners work together to deliver truly integrated campaigns that are on brand and close the loop at the point of purchase.

Sarah Spiteri
CEO
INNOVATIO

11.40 Segmenting Shoppers: An Inspiring Approach From Lion Nathan

Caspar has worked at Lion Nathan for almost 10 years in a variety of strategy, marketing and sales roles in Australia and China. In his current role he leads a team of 18 shopper marketers, and 7 category and channel development specialists. This team has developed from a traditional trade marketing function to an integrated shopper marketing and category development group delivering a variety of strategic initiatives and more than 200 in-store programmes each year. In his session, Caspar will look at:

• Using research to pinpoint target shoppers
• Developing an understanding of different channels and how we can add value to customers businesses
• Enabling a 300 person sales organisation with category insight

Caspar Wright
Channel Planning & Activation Manager
LION NATHAN

12.20 SPOTLIGHT: Analysing How Retailers Have Improved Their Business By Re-Thinking How They Perform Their Promotional And Store Ticketing Processes

• Dealing with historical barriers
• Solving unrecognised problems
• Don’t throw the POS baby out with the bath water
• Transitioning to a systems-based approach
• Measuring success: Where can it go?

Michael Ursino
Chief Operating Officer
SIGNIQ

1.30 Analysing Growing Market Concerns In The Retail Environment: Discussing Future Consequences For The Australia Industry And Consumers

• Investigating the Australian retail market: Where we are now and the possibilities for the future
• Providing a competitive third force within the retail grocery industry to counter the market power
• Acquiring supplies at comparable prices to those obtained by the two major supermarket chains
• Stamping out anti-competitive below cost pricing or predatory tactics
• Providing consumers with more choice, better prices and services own product

John Cummings
Chairman
NARGA

2.10 Creative Think Tank: Smarter, Better, Cleaner, Greener

While responding to the sustainability issue will keep you in tune with discerning green shoppers, will it put your bottom-line off beat? We’re often reminded that if we do this correctly, the brownie points to be had are great, but are there any substantial financial rewards? Are these overshadowed by the costs involved? This interactive discussion will open opportunities to discuss and debate throughout the floor and will be:

• Analysing implications arising from greener and cost-effective practices
• Discussing which practices should you adopt, and which should you pass up on?
• Investigating where should you draw the line?
• Creating and communicating a consistent message
• Highlighting dangers embedded in committing to a greener approach and image

Facilitated by

John Berenyi
Managing Director
BERGENT MARKET RESEARCH

2.50 PROMOTING POWER: Implementing An Effective Trade Promotion Planning, Management And Optimisation: What’s A Good Promotion For You

Each year CPG companies spend billions of dollars in discounting their products in store. These discounts (referred to as Trade Spend) can consume as much as 30% of gross sales value making it one of the single largest expenses in the consumer goods manufacturers P&L. Too many companies treat trade promotions as an “art” often wasting precious trade funds. This paper will outline how a CPG companies can transform this “art” into a science bringing an objectivity and analytical approach to planning and assessing the application of trade funds.

• Analysing how a promotion can be assessed (good or bad) with a single KPI.
• Investigating trade promotion management and optimisation: Providing you with practical and real world examples of how to better utilise TS and become a more profit focussed organisation

Don Nicol
Executive Chairman
PROMAX

4.00 Discovering The Psychology Of Advertising: Creating Shopability Through Customer-Centric Assortment And Merchandising

Building customer centricity through innovative assortment and merchandising solutions have become key to maximising shopability and shelf closing power. This session will illustrate the selling power of “getting into shoppers heads” and then translating those insights to successful merchandising and assortment approaches.

• Identifying the latest trends and the best timing to exploit them in your market
• Understanding how shoppers really shop so you can be where they want you, when they want you
• Creating and validating new merchandising approaches including tapping into emotional triggers to close the sale

Facilitated by

John Berenyi
Managing Director
BERGENT MARKET RESEARCH

4.40 A Swheat! Approach To Gaining Market Share: Giving The Customer A Voice

swheat! has grown from a great concept for a healthy little drink into a movement, with focus on customer engagement and a strong brand following. The swheat! product has won its way into a selective market in some of the toughest economic times in decades and it is coming out on top. After years of research in cooperation with leading industry experts, the swheat! product was launched into the Australian market in November 2008. We will be taking a look at its journey to market and its unique ability to open up a whole new category of products by stimulating the customers visual and emotional senses. In this session, you will learn how a start-up got it spot on; from packaging design to understanding their market inside out and delivering a powerful marketing/ brand message. It’s about understanding and engaging your shopper both inside and outside the store.

• Branding through people - Experiential and Viral marketing
• Creating a strong culture, driven by a philosophy and by doing so gaining a strong following from supply–chain to the end consumer
• Understanding your different levels of customers and delivering a product with a message that is “that one step” ahead
• Analysing the value of a new generation of packaging and evaluating the ROI by using PLA-biodegradable polymer
• Creating and maintaining a flexible business structure capable of adapting to market conditions

Alex Isaiu
Director/Co-founder - Marketing & Branding & Petter Lundmark, Director/Co-founder - Operations & Finance
SWHEAT!

5.20 Closing Remarks From Conference Chair

5.30 Close Of Conference Day One