Sunday, 08/18
Monday, 08/19
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?
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
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?
- Presenter
- Ulli Haslacher, Founder and President, Pour Moi Skincare @mamamogul
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?
The New CPG Media Plan
Learning from the DTCs
Brand Differentiation and Authenticity
Tuesday, 08/20
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.
- Keynote
- Mike Feldman, Retail Media – Team Lead, Georgia-Pacific
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?
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?
Leveraging Amazonification
First Party Data Building
Customer Journey Mapping
Wednesday, 08/21
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.
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.
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?
In-house vs. Outsourcing
Social Influencers as Media
