LONG BEACH, Calif., March 8, 2006 (PRIMEZONE) -- Mass Connections(R), the nation's leader in retail marketing services, hosted industry leaders from across the country in Long Beach, California February 15th through 17th. Guests were treated to informative forums and seminars from retail experts at PepsiCo, Wal-Mart, Weyerhaueser Retail Experience Network, and major universities including Arizona State, Portland State and the University of Minnesota, just to name a few.
Mass Connections unique position as shopper marketing experts allows the company to bring together both retailers and CPG's at the one-of-a-kind gathering to discuss the latest methodology that draws American consumers to new products. The 10th annual conference, entitled "Connecting with the Consumer and Shopper," focused on topics at the forefront of the retail arena: promotion trends, multicultural marketing, consumer demand and convenience, and adaptability in the global marketplace.
The conference began with an engaging analysis by Mass Connections President and CEO Caroline Cotten Nakken. Mrs. Nakken explained that "Consumer demand for convenience, health, individualism, comfort, sensory stimulation and community are reshaping the retail landscape. She went further to note, "as an American shopper, 'How do you reach me?' with DVRs, ipods, XM radio, do not call lists and spam filters influencing our daily life."
The elite line up of industry experts that followed effectively addressed how the industry can adapt to these changes. Mitzi Short, Vice President of Multicultural Marketing and Strategic Initiatives for Pepsi-Cola NA, told the audience of 200 people that changing demographics, new media technologies and urban culture have strongly influenced PepsiCo Marketing. She concurred that gone are the days of a one-size fits all campaign. Sophisticated acculturation research on specific demographics, as well as customized and unique marketing campaigns, are necessary to create the emotional connection with the shopper. Trudy Bourgeois, President and CEO of the Center for Workforce Excellence, warned the crowd that changes in the next few years "will make your head spin" with increased competition abroad. Former Ahold USA President Allan Noddle examined differences between U.S. and European food industries and warned of the need for bringing "fun" back into the buying experience.
While conference guests networked and retail strategies were shared, Mass Connections also previewed their documentary short, "Impulse". "Impulse" impresses upon viewers the impact of in-store marketing and its importance to retailers and CPG's. Mark Hyland, General Manager of Weyerhaeuser, added to the documentary's message by confirming that impulse equals the opportunity to develop in-store programs that drive shoppers to trial resulting in long term brand equity.
Attendees were thoroughly impressed by the conference, including Kim Phillips of Saatchi and Saatchi X, who summed the 3-day event up by stating, "I've attended several conferences and the caliber of speakers and relevancy to important industry topics was the most impressive I've seen in quite a while."
Mass Connections invests a great deal of its resources in and is strongly committed to expanding the dialogue amongst retail leadership. Whether it was Glenn Habern Senior VP of Wal-Mart Stores speaking on trends, Jim Ellis, Sr. Executive Director for Global Initiatives at the University of Southern California, educating attendees regarding "branding through buzz," or a panel on shopper marketing, Mass Connections' "Connecting with the Consumer and Shopper" demonstrates the company's thorough understanding of the evolving retail landscape in the 21st century. By popular demand, targeted shopper marketing highlights and key information from the conference will be shared on March 23 via webcast. For more information and to register now for the webcast visit www.connect2consumer.com
About Mass Connections
Based in Cerritos, CA, Mass Connections' expertise and unparalleled capabilities drive their success in delivering effective and memorable marketing campaigns and events to its clients. As the nation's leader in retail marketing services, MC is positioned to respond to the industry's need for efficient and accountable execution. Innovative design creatives, sourcing, fulfillment/distribution and unrivaled technology allow Mass Connections to provide the fullest benefit of the shopper marketing experience to both retailers and consumer product group companies. Mass Connections is the nation's complete solution for all of your company's retail marketing needs. For more information on Mass Connections, visit http://www.massconnections.com or call toll free at 1-800-275-6650.