2005 Industry Leadership Confernce
The 2005 Industry Leadership Conference was held January 20-22, 2005
at the Lowes Coronado Bay Resort in Coronado, CA. The conference was
focused on "The Brave New Retail World". Participants learned
valuable information from a variety of speakers.
Sessions in Detail:
Michael Cape
Renewing A Retail Icon
– The Evolution of the JC Penney Brand
Participants took a journey
through the last three year turnaround effort at JC Penney and
discovered all the elements of an integrated program to renew the 103
year old retail icon. Delivering the brand promise through Marketing,
Store Design, and Visual Merchandising can influence the
consumer’s perception and build an emotional connection to a
brand. Cape demonstrated how each
point of contact with the consumer such as broadcast, print advertising,
internet, packaging, and store environments must consistently support
the brand’s voice and mission. This thought provoking session illustrated why Merill
Lynch calls JC Penney “Possibly the turnaround of the
decade.”
Andy Murray
Where Do We Go from
Here?
The store is the new frontier
and hot spot for marketers everywhere. As the store is elevated in
the marketing mix, as a new medium to reach consumers, the roles and
relationships between agencies, manufacturers, and providers will
change. This session addressed how the increasing
expectations of the store as a medium will change the roles of brand
agencies, in-store providers, and the client.
George Whalin
Stop, Look, Touch, and Buy:
The Dynamics of Merchandising
In today's self-service world,
consumers shop in all kinds of retail environments--from massive
discount stores to neighborhood boutiques. In each of these stores they
make decisions on what and how much to buy based on the merchandise
itself, where it is positioned within the store and on the shelf, and
how effectively it is displayed. In the past some retailers used the
"stack-it-high-and-let-it-fly" approach to merchandising. In a highly
competitive retail marketplace with so many dynamic stores and
extraordinary visual merchandising, this approach no longer works.
In this all-new seminar, retail expert George Whalin brought a fresh
approach to creating exciting store environments and displaying
merchandise so that more customers stop, look, touch, and
buy.
Philip Bonanno
The U.S. Retailing Landscape 2006 and Beyond
Philip Bonanno discussed
the key channel trends shaping the U.S. retail landscape. Attendees learned
why research shows there is little relation between scale and growth and
how the smaller, regional chains are the ones poised for the most
dynamic growth. Philip also touched
on shopper trends and the important role retail marketing will play
in building brands at retail.
Mark Feldman
Intellectual Property
Protection
Mark Feldman, a patent
expert from Piper Rudnick LLC, help particpants learn
how protect intellectual property by discussing existing case law,
reviewing contract language, and addressing some of the issues faced by
producers, brands, and retailers every day. Attendees also received an
update of the work POPAI's Public Policy Committee is doing to help
protect the intellectual property of members.
Bob Michelson
RFID
The results of research
RFID-based proof-of-placement technology as part of POPAI’s drug
store study were the focus of this session. Goliath
CEO, Bob Michelson, shared results of research that shows how RFID technology
can help brands, retailers and producers track P-O-P
placement & location, measure sales lifts, and optimize ROI for
display programs.
Jim Carroll
What's Your Tin Can?
Leadership and You In the 21st Century!
After 100 years, StarKist
got rid of its tin-can, replacing it with a resealable plastic pouch.
$200 million of new revenue later, they've realized the benefit of
aggressive change and innovation. So it is with the retail industry --
it is now driven by hyper-innovation, the impact of the
"China price" on manufacturing , industry consolidation, rapid
technological advance, heightened competition, and increasingly fickle
consumers driven by the rapidity of instant trends. It's time to turn
these trends into opportunity! Noted futurist, innovation and trends
expert Jim Carroll provided a key message -- opportunity comes from your
ability to innovate and change, adapt and evolve, as the very foundation
of the point of purchase advertising industry evolves. After this
session participants left well positioned to realize how to achieve the
most by abandoning their own tin cans.
Activities
 POPAI hosted the annual golf tournament at
the Riverwalk Golf Club. Steeped in a rich tradition of golf legends
past, Riverwalk Golf Club offers a classic golfing experience like no
other. The San Diego River is a
prominent feature of the layout, contributing to the beauty and
challenge of the course. The tournament was open to players of all
levels. This exciting tournament was followed by an awards
reception. 
Attendees also enjoyed an exciting sailing regatta
as their boat raced others around the San Diego
Bay.
 Andrea Martin and Bill Smith lead attendees on an on-site
review and analysis of Retail Marketing in the
following San Diego
stores:
Ralph's (Part of
Kroger's), Von's (Part of
Safeway), Albertson's, Trader Joe's, Sav-On and Rite Aid.
Night of Honors
On Saturday, January 22, 2005 POPAI recognized retail marketing
industry leaders during the Night of Honors Awards Ceremony at the Lowes
Coronado Bay Resort. The following awards were given: The Industry
Achievement Award, the Chief Award for Merchandising Excellence and The
Pat Cloud Presidents Award. In addition four members were inducted into
the industry’s Hall of Fame.
The 2005 Industry Achievement Award: Andy
Edelman, Sr. Vice President of Business Development, Array
The 2005 Chief Award - Brand Marketer: Hershey Foods
Corporation
The Pat Cloud President’s Award: David
Abramson, President, Rapid Displays
2005 Hall of Fame Inductees:
Roy Crocker, Vice President-General Manager (Retired),
Smurfit-Stone
Andrea Martin, President, Point of $avings
Cal Myer, Co-founder, Schwarz Worldwide
WJ Red Pluth, Chairman, RP Creative Displays, Inc.
(posthumously)
Thank you to the 2005 ILC Sponsors:
 
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