November 3 - 6, 2021
Santa Barbara, CA • Virtual & IN-Person Event

The Omnichannel Endcap: Mapping the New CPG Shopper

From Google and Amazon searches to retailer sites and influencer recommendations, the CPG shopper's decision path has become a tangle of touchpoints that seems built to confound even the most seasoned marketing planners. How are major and emerging CPG brands capturing attention in a fragmented mediascape, building loyalty in a brand-hopping world, creating relevant new products amid SKU-choked retail?

MediaPost's Brand Insider Summit engages the daunting challenges that CPG marketers face by sharing the innovative ways both legacy and emerging brands are innovating their way through the complexity. We focus on how brands are mapping the omnichannel consumer journey, building media and data plans to target them, and merging product development with marketing and messaging to stay relevant to demanding audiences.

We will cover:

  • Media planning for omnichannel CPG shoppers
  • Building first party data troves
  • Marrying product development and marketing
  • Staying relevant by staying ahead of consumer tastes
  • Expanding your social footprints
Capturing consumer attention, trust and loyalty has moved way beyond the retail endcap to a fragmented and cluttered omnichannel maze. No one has cracked the code or discovered the one true path, but at MediaPost's CPG Brand Insider Summit we give marketers the time and space to share their insights for building the next generation of CPG marketing.


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

Lisa Singer, Event Editorial Manager, MediaPost

Event Details Previous Events

Previous Brand Insider Summit CPG Attendees

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Agenda

Wednesday, 11/03

6:30 PM
Welcome Cocktail Reception

Thursday, 11/04

12:00 PM
Opening Remarks - ALL TIMES EST
MC
Lisa Singer, Event Editorial Manager, MediaPost 
12:10 PM
Keynote
1:00 PM
Panel: Media Mapping the New CPG Customer Journey
What's the plan? Your target buyer is all over the media map, so how do you capture their attention, get considered, inspire intent, and drive choice in the aisle? Let’s trade notes. Our panel of strategists share the shapes of their respective funnels (if it still exists). How are they reallocating investment to map against a customer journey that bounces across search, e-retailer media, streaming video, and even gaming and influencer? Where are brands seeing the media ROI now?
2:00 PM
Panel: Product Development Is the New Marketing
Product attributes trump brand for consumers making their choices. And so marketing teams find themselves involved deeper and earlier in the product development process. Our panel of brand strategists compare and contrast their successes, misfires and learnings in the emerging integration of practice of marketing and new product. How are niches and unmet consumer desire being identified, and competitive positioning and messaging being crafted by this new collaboration?
2:30 PM
Case Study: Brand Revival: Hot Pockets 2.0
Presenter
Bryan Waddell, Head of Influencer, Gaming and Esports at Nestlé USA, Nestlé USA 
3:00 PM
Roundtables: Media Mapping the New CPG Shopper
As consumers reshuffle their own media habits, where are D2C brands finding their strongest ROI? Streaming? Affiliates? Influencers? Social? Other? Let's compare plans.
4:00 PM
Santa Barbara Wine Tasting Tour
Golf - Rancho San Marcos course
Near Coastal Kayaking Tour
6:30 PM
Cocktail Party
7:30 PM
Dinner Reception

Friday, 11/05

12:00 PM
Welcome Back - CPG Insider Survey Results - ALL TIEMS EST
MC
Lisa Singer, Event Editorial Manager, MediaPost 
12:10 PM
Keynote
1:00 PM
Panel: Data, Demographics, Dexterity: Staying Relevant to Changing Customers
Packaged goods are woven into consumers' everyday lives, but how do marketers keep their products relevant for changes in culture and audiences? The population is aging, diversifying, and getting fresh alternatives to your brand every day in their in-box and social feeds. How do marketers stay ahead of these many curves when it comes to staying relevant? We ask our panel to share their preparedness strategy. What operations and processes are in place to monitor consumer needs, gather the right data points, and plan for the next five years?
2:00 PM
Case Study: A First Party Data Story
2:30 PM
Case Study: Learning From the D2C Masters
3:00 PM
Roundtable: The Future of Social: Influence, Influencers and New Platform Opportunies
4:00 PM
Whale Watching Tour
Golf - Sandpiper Golf Club
Surfing Lesson & Riding
6:30 PM
Cocktail Party
7:30 PM
Dinner Reception
Special Events

Speakers

Lisa Singer

MediaPost
Event Editorial Manager

Bryan Waddell

Nestlé USA
Head of Influencer, Gaming and Esports at Nestlé USA

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Activities

Thursday 4 p.m.

Santa Barbara Wine Tasting Tour

Join fellow Summiteers on an amazing wine tour through the vineyards of picturesque Santa Barbara and Santa Ynez wine country.  This tour provides an unforgettable experience, combining the beauty of the surrounding area with a fun, carefree, and educational tour that includes a variety of beautiful estate wineries and unique tasting rooms. The perfect way to network and make new friends with your fellow Summit-goers!

Thursday 4 p.m.

Golf - Rancho San Marcos course

This golf course offers stunning views of the Santa Ynez River Valley, distant furrowed peaks, and eagles soaring above Lake Cachuma – without a trace of urban development in sight that exudes the essence of the old ranch which was located here since the Spanish land grant of 1804.  An amazing place on 300 spectacular acres!

Thursday 4 p.m.

Near Coastal Kayaking Tour

Join fellow Summiters on a 2 hour paddling adventure around the gorgeous Santa Barbara shoreline. Knowledgeable guides will provide basic instruction with all gear provided. The perfect way to take in the beauty of the coastline up close and personal while getting to know your colleagues a little better.



Friday 4 p.m.

Whale Watching Tour

There is no better way to see marine wildlife in Southern California than to see it ON the ocean! This eco-friendly charter gives you a unique opportunity to see Southern California marine wildlife of all types, from Gray and Humpback whales to dolphins, seals, a variety of birds, and other marine animals.
Prepare for an amazing wildlife watching experience!

Friday 4 p.m.

Golf - Sandpiper Golf Club

The championship golf course at Sandpiper has been rated by Golf Digest in the top twenty five public golf courses in the nation. Featuring beautiful rolling fairways and challenging greens in a seaside links style layout, the course attracts players of all skill levels including players of the highest caliber playing host to several professional PGA and LPGA tournaments.

Friday 4 p.m.

Surfing Lesson & Riding

If you've always wanted to try it, well now is the time!  If you're a novice, you'll start with the basics, and if you've graduated past the learning stages and just want to make so some turns, this is the outing for you! 

Boards, leashes, wetsuits, sunblock and the instructors all included - you just need your bathing suit!  A truly memorable outing awaits you and your fellow Summit-goers!

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Venue

Hilton Santa Barbara Beachfront Resort
633 East Cabrillo Blvd.
Santa Barbara, California, 93103
The Hilton Santa Barbara Beachfront Resort is a AAA, Four Diamond-rated property situated on California’s Central Coastline.  The resort offers spacious guest rooms & suites and resort amenities including spa, fitness center, pool, tennis and resort activities. A short walk from the local arts district, the Funk Zone and historic downtown, it’s the ideal location to experience Santa Barbara.
Hilton Santa Barbara Beachfront Resort

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Speaker Consideration

For speaker consideration please complete the speaker proposal form. Due to the high volume of speaker proposals that we receive we will only be able to notify those whose proposals have been selected. All proposals must go through this form, no exceptions. Do not contact other MediaPost representatives regarding speaker opportunities.

Sponsorships

For questions regarding sponsorship of this event please contact Jon Whitfield, VP, Event Sales at jon@mediapost.com.

Press

For press inquiries, please contact Ken Fadner at ken@mediapost.com.

General

For general summit inquiries please contact Maya Abulashvili, Coordinator of Events and Conferences at maya@mediapost.com.

VIP Program

For questions about or to apply to the VIP Program please contact Kevin Massa, Manager of Brand & Agency Relations at massa@mediapost.com.

Quality Pledge

MediaPost strives for excellence in its coverage of media, marketing and advertising. Our mission is to critically engage key questions for brand marketers, media buyers, sellers and emerging platforms. We choose speakers exclusively for their ability to bring perspective and insight to our stage. All conferences are programmed by proven, expert, unbiased journalists. MediaPost has never and will never engage in "pay to play" conferencing.