Path to Purchase Expo

September 26-28, 2017 | Donald E. Stephens Convention Center | Rosemont (Chicago) IL

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The Power of Storytelling in Shopper Marketing

B1
Date and Time: 
Wednesday, September 27, 2017 - 8:00am to 8:45am
Track: 
Shopper Marketing Best Practices

The concept of storytelling has been around for quite a long time now, specifically relating to how brands communicate with consumers but not shoppers. There is a belief that shopper communications should talk about product attributes, promotions and price. It’s time shopper teams bring storytelling to their communications. Tyson is changing the conversation with shoppers in the deli department through storytelling. Attendees will:

  • Explore the realities of in-store communications.
  • Learn how to tell stories through brands.
  • Discover how Tyson is telling stories in the deli department.
Speakers: 
Christopher Brace
Eric Le Blanc

Speaking at this Session

Christopher Brace

CEO
Syntegrate Consulting

Christopher Brace founded Syntegrate Consulting in 2006 based on his 360-degree view of the challenges marketers face. He is dedicated to helping clients build brands, go-to-market strategies and communications that create new value in the marketplace. Brace passionately believes the future of marketing will go beyond the process of integrating plans through a campaign idea and evolve to synthesizing the disciplines of consumer, shopper and trade marketing.

 
Eric Le Blanc

Eric Le Blanc

Director of Marketing
Tyson Foods

Eric Le Blanc has spent the last 13 years as the leader of Tyson's efforts in the deli channel. He has set a strategic direction for Tyson Deli in differentiation on the basis of proprietary insights converted into concrete business propositions. Supporting these efforts, Le Blanc led initiatives in primary research and analysis, customer development, category management, trade marketing and shopper marketing. He also has experience in foodservice and packaged goods marketing.