August 18 - 21, 2019
Lake Tahoe

CPG-to-C: Building the New Consumer Relationship

The CPG marketer's relationship to her customer has never been more complex, fragmented but ultimately promising than ever before. From e-commerce to influencers, from owned and earned online media to highly personal mobile and social channels, brands are cultivating deeper and more direct connections to their customers in the digital age. But how do they build brand in such a fragmented, performance driven digiverse? How do they build their own data war chests and customer maps with Google, Facebook and Amazon dominating the virtual aisles and end caps?

MediaPost aims its long-running Brand Insider Summit at the CPG segment. We bring both legacy manufacturers and emerging players together for a unique peer-to-peer format where marketers share with one another insights, successes and plans for more direct, consumer-first relationships. They will map the new customer journey and media plan for CPGs.

Marketers will share their strategies for building first party data and learning data driven brand building from a new generation of DTC upstarts in food, beauty and health. And as everyone adjusts to the new media, commerce and consumer Amazon rules, they explore the many possibilities for testing, selling and advertising in and around the new Goliath.

The inaugural CPG edition of the Brand Insider Summit will help marketers leverage the digital disruption before it disrupts them.

Attendees of the MediaPost Summits Empower Their Organizations

  • Optimize your digital marketing strategy by participating in top quality content
  • Congenial summit experience with all attendees working together to enhance digital marketing programs
  • Be a real part of driving the digital industry forward
  • Unparalleled networking with other senior level digital marketing professionals and development of lifelong professional contacts
  • Editorially driven content and structure to promote professional summit experience for real knowledge exchange during the daytime hours
  • Actual capped attendance in order to ensure meaningful, productive networking so all attendees leave really knowing and learning from their fellow participants
Join the conversation #MPBISCPG

Conference Content Programmer

Steve Smith, Editorial Director, Events, MediaPost

Brand Insider Summit CPG 2019 Attendees Include

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Agenda

Sunday, 08/18

6:30 PM
Welcome Cocktail Reception

Monday, 08/19

8:00 AM
Registration & Breakfast
Day 1 - Branding In a Commodity Economy

Are online channels commoditizing every product category they touch? We open the CPG Summit exploring how brands build media and messaging strategies in a cluttered, fragmented environment. What is the media plan now? What can traditional brands learn from direct-to-consumer upstarts?

9:00 AM
Opening Remarks
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:15 AM
Keynote
9:45 AM
Panel: Branding in A Performance Era: Rethinking the CPG Media Mix

Media, consumer channels and attention have fragmented hopelessly. Data-driven advertising seems to narrowcast us towards immediate performance metrics even as brands struggle against commodification in every category. Every product and category will meet the challenge differently. We ask several marketers to share the lessons from recent successful campaigns. What media mix, content, KPIs, outcomes are working for them now?

10:15 AM
Case Study: In Search of Authenticity
10:45 AM
Sponsor Spotlight and Coffee Break
11:15 AM
Presentation: Presentation: TV Home Shopping: Leveraging hte Original YouTube
Presenter
Ulli Haslacher, Founder and President, Pour Moi Skincare 
11:45 AM
Learning from the DTCs

Famously data-driven with highly integrated infrastructures, a new generation of direct-to-consumer food, health and beauty brands have circumvented traditional channels, siloed organization and brand-building rules. But what should traditional CPGs learn from this sector? The DTCs have gotten admirable traction with their niche core constituencies, but can these models really scale? Marketers from both old and new brands discuss whether DTCs represent a new branding approach or a new niche?

12:15 PM
Roundtables

The New CPG Media Plan
Learning from the DTCs
Brand Differentiation and Authenticity

1:00 PM
Lunch
1:10 PM
Sponsor Luncheon Presentation
ATV Tour on the Rubicon Trail
Golf at Squaw Creek Course
Lake Tahoe Kayak Tour
7:30 PM
Dinner Reception

Tuesday, 08/20

8:00 AM
Registration & Breakfast
Day 2 - Leveraging the Digital Disruptors

Harvesting and leveraging data and digital channels wisely is the new CPG challenge. On Day 2 of the Summit we engage the opportunities around building a first party data trove, working with and around Amazon's impact on all retail, and mapping the new customer journey.

9:00 AM
Keynote
Keynote
Mike Feldman, Retail Media – Team Lead, Georgia-Pacific 
9:30 AM
Panel: The First-Party Data Grab: Getting Around the Go-Betweens

CPGs have always depended on the retail go-between for direct connections with consumers and the data it renders. Today's online channels, better lookalike modeling, and richer linkage to second party data partners have opened new ways for CPGs to build build their own databases of richer profiles and direct touch-points. How are these companies harvesting, organizing and and activating this gusher of consumer journey data? What is the CPG data strategy?

10:00 AM
Presentation: Mapping the CPG Customer Journey
10:30 AM
Sponsor Spotlight and Coffee Break
11:00 AM
Panel: Building An Amazon Strategy?

Amazon offers CPG brands a world of many channels. It is a platform for direct sales and for product testing and gaining audience insights. But it is also now an ad medium fueled by unique data and at the same time a major video media provider. So how do brands blend merchandising, testing, customer research, ad and media into an Amazon strategy? How do they allocate resources to this over other platforms, with what KPIs?

11:45 AM
Case Study: Anatomy of a New Product Launch
12:00 PM
Roundtables

Leveraging Amazonification
First Party Data Building
Customer Journey Mapping

12:30 PM
Lunch
1:10 PM
Sponsor Luncheon Presentation
Cable Car to High Camp for Swimming (Heated), Cocktails and Roller Skating
Golf at Coyote Moon Course
Horseback Riding at Alpine Meadows
6:30 PM
Cocktail Party

Wednesday, 08/21

8:00 AM
Registration & Breakfast
8:15 AM
Sponsor Breakfast Presentation
Day 3 - The New Relationship

Digital is altering the ways in which marketers relate not only to their consumers but to their own partners. We conclude the Summit exploring how brands are reassessing their agency relationships and balancing in-house and outsourced tasks. As well, we look at social influencers as the new medium connecting BPGs to the customer base.

8:45 AM
Keynote
9:15 AM
Panel: In-Housing vs. Out-Sourcing: Should CPGs Take Control?

How much internal control marketers want over their data and media has become core to brand strategy and investment. Marketers at different places and stages in their in-house vs. outsourcing approaches share the lessons learned...about internal staffing, rethinking agency relationships, data sharing, measuring results.

10:00 AM
Making the Influencer Channel a Media Channel

As faith in the authenticity and impact of traditional advertising wavers, brands turn to increasingly influencers to connect more effectively with consumers. But how are marketers making this a manageable part of a data driven media mix? How and when are they establishing KPIs, managing pricing and ROI, integrating this channel into the traditional reach and frequency calculus? How can influencers be the new media?

10:30 AM
Roundtables

In-house vs. Outsourcing
Social Influencers as Media

11:00 AM
Conference Concludes

Speakers

Mike Feldman

Georgia-Pacific
Retail Media – Team Lead

Ulli Haslacher

Pour Moi Skincare
Founder and President

Steve Smith

MediaPost
VP, Editorial Director, Events

Activities

Monday 2 p.m.

ATV Tour on the Rubicon Trail

Experience the rugged beauty and the delicate eco-system of the high desert in the Pine Nut Mountains. If you think the desert is flat, you'll be surprised. Ride through the winding washes, up steep hills, and down rugged canyons while enjoying the majestic views of this remote and beautiful landscape. If you're lucky, you might even catch a glimpse of the wild mustangs that roam free across Nevada.

Monday 2 p.m.

Golf at Squaw Creek Course

Surrounded by six majestic Sierra peaks, the Resort at Squaw Creek's 18-hole championship golf course sits serenely at the base of Squaw Valley.  This magnificent, links-style course is the culmination of 10 years of extensive planning and careful handling of the environment. Renowned golf course architect Robert Trent Jones Jr. designed the course to preserve the unique beauty, natural wetlands and wildlife habitat of Squaw Valley. The spectacular result is a natural course that blends with its beautiful mountain surroundings.

Monday 2 p.m.

Lake Tahoe Kayak Tour

Experience the scenic and beautiful Lake Tahoe shoreline from the unique perspective of a kayak.  Paddle along a section of developed waterfront and picturesque beaches.  You will get a special glimpse of some of Tahoe’s most beautiful waterfront homes while enjoying the crystal clear waters of Lake Tahoe.  We may also explore the granite boulder fields of Crystal Bay.
Level of Difficulty: Easy to Moderate

Tuesday 2 p.m.

Cable Car to High Camp for Swimming (Heated), Cocktails and Roller Skating

Take a cable car ride 2 1/2 miles up while enjoying a magnificent 360 degree view of Lake Tahoe and the surrounding mountains. At High Camp you can enjoy a multitude of summer activities (extra costs apply) like roller skating, hiking, disc golf, pool/hot tub, restaurants, a free tour the Squaw Valley Olympics exhibit and more! Bring your suit if you wish to swim. Skate rentals available up top. Tickets available at the Summit registration desk.

Tuesday 2 p.m.

Golf at Coyote Moon Course

Coyote Moon Golf Course is one of the finest mountain golf experiences in the country.  Sitting on 250 acres of secluded rolling hills, towering pines, enormous granite outcroppings, wildflowers, and the beautiful Trout Creek, the vistas and fresh mountain air equals near perfection.

Designed by Brad Bell, former PGA Tour player, Coyote Moon is nationally ranked year after year as one of the top courses in the Western United States.  In 2012 Golf Week ranked Coyote Moon the 16th Best Public Course in California.  Additionally, the April 2011 edition of Golf Odyssey: Insider's Guide to the Best in Golf awarded Coyote Moon the highest rating of all courses in the Tahoe region. This course is sure to deliver an unforgettable experience on one of the country's true hidden jewels.

Tuesday 2 p.m.

Horseback Riding at Alpine Meadows

Lake Tahoe horseback trail rides wind through green woodsy areas and the pretty places that you want to check out in Lake Tahoe. Lake Tahoe horseback riding is perfect in the summertime.

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Venue

The Resort at Squaw Creek Lake Tahoe, CA
400 Squaw Creek Road
Alpine Ballroom
Olympic Valley, California, 96146
Registered attendees of the Summit may book accommodations at The Resort at Squaw Creek at a discounted group rate. To book within our room block at the discounted rate please use the following link: Brand Marketers Summit.

Experience accommodations rivaling the magnificence of an alpine setting. The Resort at Squaw Creek offers luxurious accommodations with grand picture windows that reveal sweeping views of the Sierra Nevada range, ancient ponderosa forests and lush meadowlands.

 

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