Last week I attended the Shopper Insights in Action conference. Attendance was about the same as last year, despite the weak economy and its impact on show attendance overall. Most of the usual leading attendees were there and continue to demonstrate their commitment to both the conference and the growing industry movement toward shopper insights driven marketing approaches for their companies. Perhaps most impressive to me was the number of new branded manufacturing companies represented.
The Coca-Cola Company, Pepsico and Frito-Lay, Kimberly-Clark and Campbells Soup continue to provide both resources and thought leadership that galvanizes the show, and the community it increasingly represents.
It appears that next year’s show will be very telling as to the stature of the show. If attendance grows, then this is an industry conference that will become central to CPG shopper marketing and insights.