‘Shopper Zones'™ - a simple framework for understanding where and how to engage with your shoppers effectively. Mark Martin & Mike Cassidy, koji 2.00 - 3.30pm Learn how to create more effective shopper marketing programs by understanding  the differences between a consumer promotion and a shopper marketing activation. This Masterclass will focus on the five zones along the path to purchase and identify ways to implement the most effective tactics to shift shopper behaviour. You will learn about the  ‘Home’ zone,  ‘Entrance’ zone,  ‘Approach’ zone,  ‘Proximity’ zone and  ‘Shelf’ zone in detail,  workshop issues, identify the best way to communicate in each zone and which zones matter most for your category. Attendees will receive tools to help them evaluate and measure shopper marketing executions providing them with a better understanding of ROI. Mark has 15 years’ experience across FMCG, Pharmacy and Liquor, having worked with many clients in these sectors in his time as National Business Manager and National Category Manager. Mark brings a category management focus to research, assisting in delivering clear and actionable business outcomes and helping insights gain traction through internal and external stakeholders.  Mark’s passion and focus within shopper insights is to focus on the key deliverables for manufacturers and retailers, and to ensure that the outputs are aligned and understood by all stakeholders.  Mark has implemented several initiatives in market, based on insights that have driven category value and grown market share for suppliers. Mike has worked in senior management roles at Synovate Australia (Managing Director), DBM Consultants (Group Account Director), Research International UK (Managing Director Business Solutions), Gallup Africa (Managing Director and PwC (Engagement Manager). In his 20 years in research & management consulting, Mike has led major global accoutns in FMCG & retail, notably Kraft, SABMiller, Coke, Unilever & Coles. Mike is an experienced presented and is at the forefront of emerging methodologies and technologies in shopper research.