Last Week in Dallas, Texas!
It’s been about a week since the 9th Annual POI Fall Summit, and we continue to hear from several of you who attended the deepest and most advanced Summit we’ve had so far. Attendees left inspired and engaged – and we know many of you are, too – to continue the hard but meaningful work to reshape and advance commercial capabilities to drive profitable growth.
With attendees joining us from Tier 1 and tier 2 CPG and Retailers across the US, we were proud to facilitate networking with a diverse group of senior leaders from a wide range of Sales, Marketing, Finance (RGM), Merchandising, and Solutions backgrounds. We welcomed Bob Ravener, EVP and Chief People Officer, Dollar General (ret.) to lead us through an energizing keynote that helped us connect more deeply with one another across culture, leadership, plus resilience when overcoming adversity to achieve personal and professional growth.
We were moved to our feet by Denny Belcastro and the Kimberly-Clark team’s detailed discussion about committing ourselves to transforming pricing, promotion, and RGM from where we are to an enterprise-wide, analytics driven growth Center of Excellence. And this was just a few hours after the pre-conference workshop, RGM Share Group, and POI advisory board meeting, where we celebrated the next generation platform of the Certified Collaborative Marketer education and certification for CPG and Retailer Executives across the industry and the globe!
We’re hearing from attendees that they’ve taken home a lot to think about and share with their teams at their companies, plus that they’ve made lasting connections with other leaders across Consumer Goods and Retail.
For more in their own words, see what attendees had to say about their Summit experience.
“Cannot thank u enough for invite to POI conference this week. As usual POI Conferences speakers and content over delivered!!! There was one common insight theme for me… As we all approach
Revenue Growth Management to solve, we are realizing how siloed we are within our own companies to approach growth and how everyone is seeking nirvana. There are no templates to tell us how to do it.
This goes for the largest to small CPG’s.
A common point of view to fix what we do is that all need to try and standardize process say 70% to help with efficient resource management and use the 30% to tailor to by account. There were lots of very sharp 3rd. party Forecast, Planning, Promotion, and Analytics companies to help us with managing
this growing myriad of syndicated , retailer and personal data.Your conference does a terrific job of allowing CPG’s and Retail Leaders to come together and view these mutual opportunities.”
“Just a note to say thank you for a fantastic POI Summit last week. I learned an awful lot, talked to some great people, and had heaps of fun. Thank you for welcoming me to the POI community. Looking forward to seeing you both in April at the POI Spring Summit in Chicago, IL, in Berlin, DE in May, 2020!”
On this Veterans Day, POI and our Members thank all of you who served, all who continue to serve, and all who are preparing to enter the armed services.
POI continues to be a resource, and destination for your RGM, Retail Execution, Promotion, Pricing, Advanced Analytics, Solutions, eCommerce, and Collaborative Marketing journey. You’ll recognize how this is demonstrated through our leading research (please take our current
Yours sincerely,
Mike Kantor, Pam Brown
and the entire POI Team
and the entire POI Team
Reach Joanie Hampton at POI to sign up for the next POI Summits in April, May, and June, 2020 Reach her today! jhampto@p-o-i.org
Have a sensational week!
Reach us with any needs, questions, or requests
to further engage with POI at:
Industry News
P & G Exec on Meeting Consumer Needs
Source: (DSN November 5, 2019)
Carolyn Tastad, P&G Group President, said “So how do we deal with this disruption? At P&G, our goal is to lead it – constructively,” she said. “Our company strategy is to delight consumers with irresistibly superior product, packaging, brand communication, retail execution and value. By leading constructive disruption in our business, we can drive growth and create value for all of our stakeholders, retailers, investors, employees and, most of all, our consumers.” Learn more
AB InBev’s Global CMO on the Future of Marketers
Source: (Ad Week November 7, 2019)
Pedro Earp, CMO “I think the capability of understanding the consumer, what’s the need of the consumer, where the consumer is heading and then being able to go from data scientist all the way to measurement to solve the consumer need is Marketer 3.0”..the marketer of the future-is someone who’s not siloed in solely thinking about marketing but is involved with the data science team, the packaging of the product and thinking about consumer trends. Learn more
Please participate in this important, confidential survey by November 15th.
The Promotion Optimization Institute (POI) is conducting the annual industry survey to help you and your company improve promotion effectiveness and efficiency in retail execution and to understand your business successes and challenges. Additionally, the survey will help us to deliver research, best practices, and POI Summit events that serve your advancement needs.
Here is the “ask:” If you are in a position to provide a solid perspective on your company’s TPx and Retail Execution capabilities, then
please take 12 minutes to complete the confidential survey, which is broken down into two distinct yet related business processes: Trade Promotion Management (TPx– which includes trade promotion management and trade promotion optimization) and Retail Execution.
If you are a solutions/services provider, please do not take the survey. Please instead, ask your clients to complete the survey via the following link: http://bit.ly/POI_2019_Annual_Survey
Starbucks’ Rewards Membership on the Rise
Source: (Forbes November 3, 2019)
Starbucks CEO Rosalind Brewer said “From the point of the digital relationships, the more we learn about our customer base, the better we (have) been marketing to them,” Brewer said. “And so you will see our marketing become more personalized and that will help with retention and driving frequency in our stores.” Learn more
Coca Cola Taps AR to Boost Customer Engagement
Source: (Mobile Mktr November 6, 2019)
Coke’s holiday-themed campaign marks the first time the beverage giant has developed an AR activation for a mass audience in the U.S. By giving consumers a reason to download its app, this also gives Coca-Cola a way to continue to drive engagement with these fans once the holiday promotion is over. Learn more
Unilever Taps Instagram for Ethical Ad Tech Trials
Source: (The Drum November 7, 2019)
But FMCG-giant is claiming a first on the Facebook-owned image sharing platform Instagram where its Dove brand will run a series of ads within Instagram Stories. Unilever has been trialing ‘ethical ad tech’ where people who watch video ads online can pick a charity to donate the 50% of the ad revenue to. Now, it’s taking that same technology to Instagram.
POI 2019 Solutions Landscape – Read Full Report Here
The Future of Digital Businesses is Data-Led
Source: (The Drum November 7, 2019)
The data-led imperative is not limited to marketing alone. Across all sectors, customers increasingly expect unique experiences – from personalised customer service that anticipates users’ needs to tailored financial and investment advice for every individual. The businesses that will adapt and survive will be those who follow an increasingly data-led strategy. Learn more
Kroger Launches New Brand Transformation
Source: (Mktg Dive November 6, 2019)
A mass media campaign will accompany the brand reveal, with ads placed across channels including broadcast, digital, print, social, podcast, TV and music streaming, billboards and retail. Kroger will also waive its $4.95 fee for grocery pickup in select markets through Jan. 1 to promote the new campaign and branding. Learn more
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