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POPAI, ANA Joint Session

Join Point-of-Purchase Advertising International (POPAI) and the Association of National Advertisers (ANA) on Monday, February 23, 2009 at Baruch College William & Anita Vertical Campus Conference Center, New York, NY to explore winning retail strategies for your brand, utilizing shopper and marketing at-retail insights. This course reviews a methodology for organizing the increasing flow of brand, retail, and shopper information so that marketers can develop insights that will lead to winning action plans and then optimize their execution at retail.

The landscape is changing dramatically in how leading brands, retailers and agencies use the store as a strategic advertising tool-and the role that shopper insights plays in shaping today's most successful campaigns staged at retail.

This one day session offers models for organizing syndicated and proprietary research and discusses a path for developing shopper insight from the growing amount of available data. These insights are then used to drive winning action plans. The course concludes with a discussion of how to best implement these plans and integrate new learning into the process. The program includes case studies and models that can be applied to your business.

What you can expect:

- An understanding of the changes in the media, retail, and consumer landscape

- Analysis of recent research to identify trends and ways to stay ahead of the curve

- Tools for integrating syndicated and proprietary research

- Tools for increasing the effectiveness of your marketing plans to drive retail results

- Advanced ROI models for measuring and improving results

- Execution strategies aimed at optimizing your retail implementation

- Case studies illustrating the application of principles

Class Agenda

- The changing media, retailer, and shopper landscapes - an overview of the dynamic changes occurring in the terrain on which all brand marketers operate with a focus on trends and ways to stay ahead of the curve.

- Understanding the consumer as shopper - a review of key learning from recent retail research with an emphasis on insights that can be applied to your marketing programs.

- Value Creation Tools - Practical tools for analyzing the retail landscape, targeted consumers and positioning your brand to win at retail. Case studies and exercises.

ROI models and Retail Execution - Advanced Return on Investment models and strategies for bringing your well-conceived marketing program to life at retail. Case studies exploring the pros and cons of various strategies employed to develop and execute marketing plans.


Rick DeHerder is the Founder of Array, a leading designer and manufacturer of fixtures and displays with over 1,000,000 square feet of manufacturing and warehouse space throughout North America, operations in China and a network of strategic partners around the world. Array has won more awards for creativity than any other company in the industry and counts many Fortune 500 brands such as Estee Lauder, L'Oreal, Lowe's, The Home Depot, Procter & Gamble, Sephora, Oakley, and CVS among its clients.

Prior to founding Array in 1999, Rick spent 24 years as a manager in both brand marketing at Mattel (10 years) and the retail industry at Sears (14 years).

He was an Executive Vice President at Mattel, Inc. where he led all marketing services efforts on a worldwide basis. In addition to leading Mattel's efforts in all marketing service areas, Rick worked extensively with both major retailers and leading consumer products marketers around the world. He developed strategic relationships with major multi-national companies such as Disney, McDonalds, Coca-Cola, Shell Oil, Nestle, Procter & Gamble and others. Leveraging his retail background, he launched both Mattel's account marketing efforts that led him to develop major marketing programs for leading retailers in every major market around the world and the new business group that identified and developed significant new customers such as Avon, grocery stores, department stores and a direct to consumer business unit. Rick's programs were recognized with awards from the American Marketing Association, Promotional Marketing Association, Association of National Advertisers, Direct Marketing Association, Incentive Marketing Association, and Point of Purchase Advertising International.

Prior to joining Mattel, Rick was an executive at Sears holding management positions in stores, regional offices and headquarters where he won the Marketer of the Year Award. Rick is a past Chairman of Point of Purchase Advertising International, past member of the Board of Directors for the Promotion Marketing Association and current Board member for POPAI.

Rick is unique in his personal three hundred and sixty degree view of the retail experience from the retail, brand and supplier perspective and his extensive experience in building winning retail programs.

Dick Blatt is President and CEO of POPAI, The Global Association for Marketing at Retail based in Metropolitan Washington, DC. POPAI provides industry thought leadership to its more than 1,300 member companies and 8,000 individual industry contacts through its pioneering research on a number of fronts including shopper engagement measurements on the path to becoming a measured medium on a par with other advertising media. Under Dick's leadership, POPAI has reinvented itself from a tradeshow driven organization focused on the domestic supply-side of the industry to a global association of 20 chapters with members in 45 countries inclusive of both client and supply side companies offering a full array of trade association programming.

POPAI's Board of Directors today includes leaders and innovators in the world of marketing and retailing including The Pepsi-Cola Company, Kraft Foods, Anheuser-Busch, The Hershey Company, Target Stores, the Advertising Research Foundation, Walgreens and 7-Eleven to name a few.

POPAI today includes the active involvement of the world's major brands, retailers, advertising agencies and marketing at retail producers all dedicated to advancing the medium. This focus includes pioneering original research; staging educational standards and programs; a professional certification program; a legislative affairs program with leadership in the fight for the protection of intellectual property; development of standards for the explosive new market segment of digital signage; a global website; a robust retail-focused job bank and the industry's only comprehensive handbook.

Prior to joining POPAI in 1992, Dick held executive positions with Sprint and MCI; the American Advertising Federation and worked for President Jimmy Carter.

Dick graduated from Dickinson College and holds an MBA from New York University. During his tenure, Dick has become recognized as a global authority on strategically using retail as an advertising medium. He has promoted Marketing at Retail awareness at conferences and seminars on six continents and authoring numerous articles featured in magazines published around the world.

Dick has helped drive the effort to make Marketing at Retail a measured medium globally. His role as the President and CEO of the only non-profit, global trade association dedicated to Marketing at Retail, provides him with unique insight into the retail realities faced by brands, agencies, retailers and Marketing at Retail producers who are dealing with the explosive interest in the deployment of the store as a strategic selling tool.

The event will take place from 9 a.m. – 4:30 p.m. at Baruch College, William and Anita Vertical Campus Conference Center, 55 Lexington Avenue, 14th Floor, New York, NY 10010.

Registration is $795 before January 1, 2009 if you are a POPAI or ANA member. It is $895 afterwards if you are a POPAI and/or ANA member, and $1095 for non-members.

To register for this event, click here.

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