Path to Purchase Expo

Save the Date!

October 2-4, 2018 | Minneapolis Convention Center | Minneapolis, MN

Turning NFL Fans into Loyal Shoppers

Date and Time: 
Wednesday, September 27, 2017 - 2:00pm to 2:45pm
Shopper Marketing Best Practices

The NFL actively draws in dedicated fanatics, creates enthralled spectators and engages the bystander. NFL sponsors recognize the awareness and loyalty that an NFL association brings and the potential to grow users, but they don’t always know how to leverage that affinity at retail. What happens when budgets don’t allow for NFL sized activation? P&G’s grocery channel has developed formulas to engage the relevant NFL fan base on a market-by-market basis, which translates to shopper action. Focusing on local NFL teams, leveraging local NFL players and developing customized in-store and digital solutions, P&G has been able to capture the attention of shoppers and translate their NFL fandom into sales and category growth for their retail partners. Attendees will hear:

  • How to leverage a national brand sponsorship at a local level to drive sales.
  • Examples of making the NFL relevant to “non-traditional” audiences, including U.S. Hispanics and women.
  • Examples of leveraging retail partner assets, including social media to support activation.
Carrie Birth-Davis
Katey Rybski

Speaking at this Session

Carrie Birth-Davis

Carrie Birth-Davis

Brand Manager NA Regional Grocery
Procter & Gamble

Carrie Birth-Davis has been with P&G for 15 years, growing up in baby care (Pampers) and since developing a love for the retail side of the business. She’s had roles in all major channels (Target, Kroger, CVS) and now leads the growing regional grocery/ISC/military team as well as P&G’s grocery scale platform.

Katey Rybski

Katey Rybski

Director of Business Leadership
Blue Chip Marketing Worldwide

Katey Rybski oversees Blue Chip’s relationship with the P&G shopper marketing organization. She has responsibility for partnering with P&G customers in the grocery, specialty and home improvement channels. She also works with Blue Chip’s client integration team, guiding brand and shopper programming for clients in CPG and food and beverage industries. Prior to joining Blue Chip, Rybski worked on the agency team handling Pepsi’s shopper and field marketing, with a focus on leveraging Pepsi’s NFL, MLB and media sponsorships at the retail level. She also has extensive media and promotional experience, having worked for many years at iHeart Radio and CBS Radio both in Chicago and New York.