MONTREAL - The ad agency brief was clear: Get more people shopping at a Montreal bicycle store. The creative talent came cheap: 30 marketing students working free-of-charge for two weeks. And after an evening of pitches to a panel of judges and the selection of winners, the end game now approaches: A $10,000 publicity campaign to be launched in April.
Shopper marketing used to be about guiding the consumer along the last few steps on the path to purchase - But today that path is more loop than funnel.
Understanding consumers is not the same thing as understanding shoppers.
Shoppers today are emotionally overloaded with the multitude of purchase options available. Doesn’t it make sense to gain insights into why a shopper decides to buy your brand versus someone else’s? There’s only one place that happens and that’s in the store — be it via bricks or clicks.
Each year L’Oreal reaches out to University students to come up with creative solutions to real life business challenges and opportunities. Through this experience, many of the participants get internships and full-time employment. The launch will be taking place:
Date: Tuesday, October 2nd, 2012
Time: 5:30 pm
Location: Bronfman Concourse (basement)
The Marketing Expert Panel plays a key role in contributing to course content, mentoring students and providing internships for the Marketing stream in both Graduate and Undergraduate levels.
Our expert panel members are: