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ILC 2006 Sessions in Detail
Thursday, May 11, 2006
Bob Garfield
The Chaos Scenario
What happens when the Old Media Model collapses before
the online New World Order is prepared to pick up the pieces?
Advertising Age's Bob Garfield has the answer to that question -- an
answer that will affect your business for at least the next 15 years. It
is: "The Chaos Scenario."
Gwen Morrison
The Store As Media and Implications for Measurement
Advertisers are shifting focus into the store, some are asking if the
retail channel is effective. Others are asking if the store is even
media. Gwen Morrison, of The Store, part of the WPP Group, will share
the latest test results and examine the implications of viewing the
store as a form of media. She will also explore the issues and barriers
surrounding the development of metrics for marketing at-retail.
Michael Solomon
Situational Marketing
Evolving trends in technology and lifestyles are
fundamentally changing the ways relationships between consumers and
companies are formed, maintained -- and dissolved. How can we better
understand consumer/product relationships -- from the consumer's vantage
point? We need to appreciate how products and services are used in the
enactment of daily rituals, how shopping has become a form of
entertainment, and how consumers use everyday products to define their
identities.
This presentation will consider these issues. For
example (shopping lists aside), it is well-known that grocery shoppers
make many (if not most) of their purchase decisions in the store aisle.
Point-of-purchase stimuli can be instrumental in influencing
consumers’ moods and priorities. We’ll discuss aspects of
situational marketing and how retailers can influence these
in-store decisions by engineering purchasing environments to engage
consumers and ramp up their involvement in the shopping process.
We’ll also look at the growth of self-service retailing and the
opportunities and obstacles associated with new technologies such as
RFID. Although self-service promises to cut costs and shopping time,
consumers’ acceptance of self-service is by no means assured
– obstacles include 1) a need for privacy; 2) a need for
predictability; and 3) a need for intimacy. Finally, we’ll
consider some new techniques that allow marketers and retailers to
incorporate "the voice of the customer" into their strategies by viewing
consumers as partners rather than pawns.
The Future of Marketing at-Retail: An Industry Round Table
Where is Marketing at-Retail headed? How
do brands, agencies, retailers, and Marketing at-Retail producers see
the new marketing mix model? The major retail trade associations come
together for a discussion of how each segment views Marketing at-Retail
and it's place in the marketing mix.
Panelists:
Rick DeHerder, Chairman, POPAI and
President, Array
Michael Donahue, Executive Vice
President, American Association of Advertising Agencies
Mike Gatti, Vice President, Marketing,
National Retail Federation
Stewart Stockdale
Turning the Shopping Center into a
Marketing Medium
Stewart A.
Stockdale, President, SIMON BRAND VENTURES and Chief Marketing Officer,
SIMON PROPERTY GROUP. Simon Property Group receives over +2.2 billion
visits per year (100 million unique customers that have an average HHI
of +$70K). Simon is implementing its vision on how to turn a shopping
center into a marketing medium…and with media playing a vital
role. Learn how they have developed an inside / outside approach, which
conceives of "signage" as both a powerful medium delivered on digital
and static spectaculars and as an indoor medium that communicates with
shoppers in the mall. Hear about this unique use of Marketing at-Retail
and learn:
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- How digital signage fits
into patron attraction (Improving the Shopping Experience)
- Indoor & Outdoor
Media Strategy (Static & Digital)
- Events / Sponsorships
support mechanisms within the mall
- Simon leading the way in
developing Reach and Frequency metrics for the shopping center
industry
Friday May 12, 2006
Kate Ancketill
Emotionality, Sensuality, Theatricality…The
Future of the Global Main Street
GDR Creative Intelligence is a London based global
research company analyzing the latest design innovations in retail,
leisure and hospitality, set within the context of developing social and
commercial trends. GDR’s visually spectacular presentation will
inform and inspire marketers, strategists and design professionals. The
presentation will explore visual case studies across all sectors of
retail and leisure environments; visual merchandising, POP, technology,
packaging and service innovation. Kate will take you on a whirlwind
global tour through 40-50 stores that are 12-18 months ahead of main
street. Recent GDR themes have included ‘Balanced Commerce’,
‘Emotional Trading’, ‘Narrative Environments’,
‘Choice Navigation’, ‘Sensory Economy’, and
‘Language of Cabaret’.
Steve Farella
Media Strategy: What Planners Want
Media Measurement, Return on Investment, and Market Mix Modeling are
all the rage. Media planners are caught between recommending the same
old media that has proven to perform poorly and new media options that
may not fit in with today's multi-media measurement requirements. How
can marketing at-retail be positioned as the best option to traditional
media with strong ROI capabilities? Learn how to effectively communicate
with media planners in their language and how to give them what they
need to gain a bigger share for marketing at-retail in the marketing
mix.
Pat McGee
Delivering Retail Experience in the Nation’s
Largest Retail Chain, the United States Postal Service Retail
Strategy
Every business day, more than 7.5 million
customers visit a Post Office. To provide a more consistent, reliable
retail experience for its important brick and mortar customers in over
32,000 Post Offices, the Postal Service has launched a major initiative
to standardize processes in its retail lobbies. At the same time, the
Postal Service is focusing attention on alternative retail channels,
including consignment and contract locations, usps.com, and Automated
Postal Centers. Susan Plonkey, Vice President for Customer Service, will
discuss the Postal Services retail strategy in the context of the
total marketing mix and how they use marketing at-retail to deliver
branded retail experiences. Susan will also offer insights and results
from the retail standardization efforts.
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