Share Groups

Share Groups

Share groups are experiential forums where senior managers meet to exchange ideas and experiences.  The brands are non competing and our size is small so there is a higher level of learning than public conferences

How They Work

Our groups meet twice a year in an experiential setting.  Every year our members give us input on key issues that they would like to address.  In addition to our meetings, we field research as well as questions among the members on issues of interest.

Benefits

  • Experience innovation in places where it’s happening
  • Exchange ideas & experiences freely in in an informal atmosphere
  • Learn from peer brands that are succeeding in areas of mutual interest
  • Contribute to the success of others
  • Network with peers from leading brands
  • Innovate by finding new approaches to ongoing issues

Innovation

Understanding future trends; creating a process and culture to sustain innovation over time.

Innovation

Our innovation group is comprised of senior management dedicated to innovation on their brands with a focus on:

  • Breakthrough packaging
  • Innovating around the consumer experience
  • Design thinking
  • Core innovation
  • Innovation culture & structure
  • Ideation
  • Trends impacting innovation
  • Nurturing creativity
  • Concept testing
  • Stage gate process & strategy
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Insight & Analytics

Highlights innovative ways to understand consumers; deepen your understanding and find opportunities.

Insight & Analytics

Our insights and analytics group is comprised of senior managers across the full range of market research functions with a focus on:

  • Emerging methodologies
  • Integrating data and insights
  • Supporting the new products process
  • Advertising media effectiveness
  • Leveraging trends in psychology
  • Behavioral measurement
  • Storytelling
  • Shopper research & insights
  • Social media
  • Trends and foresights
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Category Management

Optimizing assortment and merchandising at shelf through innovative use of insights and analytics.

Category Management

Our category management group is comprised of senior managers with a focus on:

  • Actionable insights
  • Future trends
  • Consumer & Shopper insights to support category management
  • Retail execution
  • Retail loyalty card data
  • In store research to support category management
  • Alignment with shopper marketing
  • Assortment
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Shopper Strategy

Focused on the changing ways we engage shoppers at home, digitally and at shelf.

Shopper Strategy

Our shopper group is comprised of senior managers with responsibility for shopper activation, shopper insights and digital shopper. Our focus is on:

  • Insights to activation
  • Retail and shopping trends
  • New ways of engaging shoppers
  • Digital shopper
  • Optimizing the path to purchase
  • Improving the store experience
  • Experimentation in store
  • Fostering innovation
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Integrated Marketing

Dedicated to improving consumer and shopper engagement through innovative marketing and promotion campaigns.

Integrated Marketing

Our integrated group has representation from senior managers in integrated marketing, media, brand engagement, promotion and partnerships with a focus on

  • Innovative consumer engagement
  • New and emerging forms of consumer interaction
  • Integrated media campaigns
  • Aligning consumer and shopper marketing
  • Partnerships
  • Social media
  • Digital
  • Experiential marketing
  • Return on investment
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Digital Marketing

Managing the transition from mass marketing to social media through changing lifestyles, new engagement vehicles and strategies.

Digital Marketing

Our digital share group is comprised of senior managers in digital marketing, digital shopper and social media with a focus on:

  • Managing change
  • Return on digital investment
  • Trends in digital lifestyles
  • Building social communities
  • Ecommerce and advertising
  • Content strategies
  • Digital organization strategy
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Upcoming Events

Insight & Analytics

September 18th & 19th in Madison Wisconsin

Insight & Analytics

Highlights include:

• A tour of Wisconsin’s A.C. Nielsen Center which awards MBA degrees in marketing research

• Jen Valenzuela with LRW will discuss focusing on human skills in a world of data

• Kristin Branch with the University of Wisconsin will discuss the program and how they prepare tomorrows research leaders

• A meeting and reception with the grad students including a panel discussion and student presentations on ideas for our brands

• David Wellisch with the Collage Group will discuss winning with tomorrow’s consumers

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Category Management

September 24th & 25th At Hershey

Category Management

Highlights include:

  • A tour of Hershey’s innovation center where they share their vision of the future of snacking with key customers
  • David Nolen with Hershey will discuss how they are focusing on the core while planning for the future
  • Jake Langbecker with goPuff will discuss how they are redefining convenience shopping
  • Phil Duffy and Dave Ross with Brain Corp will discuss how robots will transform in store operations
  • Colleen Johnson with McCormick will discuss how they are scaling category management as they grow
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Integrated Marketing

October 22nd & 23rd in Chicago

Integrated Marketing

Highlights include:

  • A visit with Spencer Baird at Ahold-Peapod’s digital lab where they innovate around the shopper experience
  • Jonathan Copulsky with Northwestern will discuss his new book The Technology Fallacy and how brands can be tech masters instead of victims
  • Ped Howard with Ipsos will discuss how testing helps design great creative that works across touchpoints
  • Leisha Bereson with Canvas will discuss how data can bridge the gap between media and creative
  • Kelly Cutler and students from Medill’s IMC school will present campaign ideas on our brands as part of a student challenge
  • Rob O’Donnell will discuss how Applegate Farms sets the strategy and tone for storytelling
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Innovation

October 16th & 17th in Chicago

Innovation

Highlights include:

· A tour of Chicago’s up and comping neighborhoods as mobile ethnographers to identify opportunities on your brands
· Vanessa Mange with Virgin hotels will discuss how they are using the lens of jobs to be done to innovate around experiences
· Katia Kreft and Michelle Miller with Egg will discuss how jobs can be done creates new frames of reference followed by a workshop where we will build on the days learning
· Sarah Yu & Paul Cho from Hershey will discuss disruption and how they are approaching business model innovation

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Shopper Strategy

November 12th & 13th in Fayetteville

Shopper Strategy

Highlights include:

· A store tour with Walmart focused on meeting the evolving needs of omnichannel shoppers
· A tour of the McMillon innovation studio with Jessica Salmon to demonstrate how design thinking principles can drive solutions in health and retailing
· Allison Ool with Walmart will discuss their new approach to elevating the store experience and success stories to date
· A panel discussion with Meredith Adkins, Ronn Smith and students from the University of Arkansas around shopper marketing

· Mike Clifford with Kellogg will discuss how they are driving alignment between shopper marketing and national media

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Digital Marketing

May 21st & 22nd in San Francisco

Digital Marketing

Highlights include:

A tour of IBM’s Watson center which serves as an innovation hub for AI

Rob Parkin with IBM will discuss how AI is being used to develop new products and improve the shopping experience

Carlos Garcia with Facebook will discuss frictionless shopping and opportunities for brands

Sami Kaipa with Forrester will discuss how AI is being used to improve text analytics

Facebooks disruptive brands team will discuss agile strategies and lessons for legacy brands

Dan DelGiudice with Shipt will discuss the 3rd party services market and implications for the future of commerce

Jeff Taylor with Facebook will discuss where they are placing their bets as the platform evolves
Tom Rowe with McCormick will discuss progress and future plans for their Flavor Maker app

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