It Begins in the Store

» Enroll Now! «

Date & Time

February 11, 2010, 1 p.m. CST

Speaker(s)

Ann Mooney, CEO, Rising Moon Consulting

Price

$75 for Institute members, $175 for non-members

Registration

Members, please contact Maureen Macke to obtain a discount code and registration link. Non-members may register here.

Moderator

Laura Carlson, In-Store Marketing Institute

» Enroll Now! «

The vast majority of CPG purchases are still made in-store but all too often in-store has been an afterthought in the creative process. Listen and learn from Ann Mooney, an 18-year P&G veteran who helped pioneer P&G’s brand building framework to the retail environment, explain why this thinking is flawed.

Whether you call it ‘store-back,’ ‘shelf-back’ or as Mooney terms it, ‘store first,’ the idea is the same. It begins with how your big marketing idea must work in-store first, and then explores how the concept can be applied across a fully integrated marketing plan.

Learn how Mooney uses the lens of ‘in-store’ to offer actionable direction to improve go-to-market strategy and increase the odds of selling success.

About the Speaker(s)

Ann Mooney is an 18 year P&G veteran who made her mark at P&G as a commercially savvy Marketer and self-styled “Intrapreneur,” an unconventional corporate pioneer successful at thriving across brands, roles, departments, retail channels and regions.

Ann’s comprehensive experience - from a foundational business acumen forged via assignments in Finance; to traditional brand building, including leading Pampers, P&G’s biggest global brand, to record results; to international markets; new business development, and most recently 6 years immersed in retail/in-store - creating and implementing shopper marketing innovation. Of note, Ann pioneered the application of P&G's brand building framework to the retail environment - creating who-driven, differentiated, equity-building concepts executed in-store for categories and departments (including Walmart, Target, Kroger, Rite-Aid, etc.). Also, in 2008-09, Ann provided strategic consultancy on over 40 initiative launches for P&G brands, using the lens of in-store to offer actionable direction to improve go-to-market strategy and increase the odds of success.

Ann has also been recognized as an industry thought leader, most recently by the In-store Marketing Institute as a “Who’s Who in Shopper Marketing 2009.” She is a highly sought after inspirational keynoter with a wealth of knowledge to share. Ann is as an enthusiastic, passionate and confident speaker, teacher and change agent.

» Return to the I-Seminars home page

The Institute hosts a one-hour I-Seminar each month. Participants view the presentation through a Web browser, listen by phone and have opportunities to ask questions.