MediaPost - Brand Insider Summit D2C

Monday, 11/11

7:45 AM

Registration & Breakfast

Terrace Ballroom Foyer

8:00 AM

One on One Meetings

One on One Meetings scheduled for select attendees. Invites are on a case by case basis so please check your inbox.

8:15 AM

Sponsor Breakfast Presentation

Terrace Ballroom

Day 1 - Towards Sustainability How are DTCs pivoting from scaling fast and furiously to more sustainable business models? From managing acquisition costs to deepening customer conversations, we explore the revised business plans.

9:00 AM

Opening Remarks

MC: Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm

9:15 AM

Keynote: Consumer 3.0

Consumer shopping behavior is changing at breakneck speed. Coming out of the .com boom into the social media era and now e-commerce/DTC, how brands (not just “retailers”) identify, engage and relate to consumers is very different than it was, even decade ago. The former CMO of Boxed and new GM of DTC for Clorox explores the role of technology, transparency and data in this evolution and how the new equation applies to all organizations and verticals. And what is the power of brand for Consumer 3.0 in the 2020s?

Keynote: Jackson Jeyanayagam, Vice President, General Manager DTC Nutranext, The Clorox Company

9:45 AM

Panel: Strategic Shift – From Scale to Sustainability

With customer acquisition costs soaring, product segments becoming cluttered with competition, and some niches already feeling saturated, many digital native brands are reconsidering their growth strategy. Some look inward, to CRM and maximizing revenue from the base. Others look to new prodcuts and expanding the brand, or brand partnerships. We explore the range of challenges D2C 2.0 poses to marketers and how they are solving for sustainability.

Moderator: Stacy Durand, CEO, Media Design Group
PanelistS: Trang Cao, Director, Acquisition – JustFab & ShoeDazzle, TechStyle Fashion Group; Dan Obegi, President, Buddy Nutrition; Sean Pate, Brand Communications Officer, Zenni Optical; Mark Wynohradnyk, Brand Director, Gravity Products

10:15 AM

Case Study: Content is a two-way conversation!

In this session, you will walk away with actionable insights for making your personas useful and your content more powerful. I will take you through the steps of plotting your personas along your customer journey, identifying key opportunities for proactive content, and how to glean identifying behaviors from key content interactions.

Presenter: Kelsey Cohen, Director of Growth, Bloomscape

10:45 AM

Sponsor Spotlight & Coffee Break

Terrace Ballroom

11:15 AM

Presentation: The Moving Target: (Re)Building Audiences in Real Time

Today’s consumer is a moving target - they lead multifaceted lives, making it imperative that marketers reach them wherever they are in their day. While traditional personae-based targeting used to be the go-to approach, microtargeting is now the key to reaching an audience, and unlocking countless others. We will demystify the process for building a multi-dimensional target in a digital world: the keys to success for growing your brand with the right message AND right influence working in harmony as a powerful framework for success.

Presenter: Randi Jachino, VP of Marketing, Weleda North America

11:45 AM

Presentation: Building Brands That Last

In a commoditized age, do consumers still fall in love with brands? The founder of Beardbrand shares how commitment to making men “awesome” and a little red book captured the hearts and faces of young and old consumers in a jaded age.

Presenter: Eric Bandholz, Founder, Beardbrand @bandholz

12:15 PM

Roundtables

Towards Sustainable Strategies - Eric Bandholz, Founder, Beardbrand
New Customer Acquisition Strategies - Stacy Durand, CEO, Media Design Group
Rethinking Media Strategy - John Trahar, Founder, Strategic & Creative Lead, Greatest Common Factory
Content Mapping - Kelsey Cohen, Director of Growth, Bloomscape

1:00 PM

Lunch

1:10 PM

Sponsor Luncheon Presentation

Terrace Ballroom

2:00 PM

Afternoon Activities

Golf at Turtle Point Course

Near Coastal and Reef Fishing Sponsored By: Icon Media - 2019

Marsh Kayaking Sponsored By: Unruly - 2019

6:30 PM

Cocktail Party & Oyster Bake

Mingo Point (10-minutes from hotel - Shuttles depart promptly at 6pm)

7:30 PM

Dinner Reception - BBQ Cookout

Mingo Point

Tuesday, 11/12

7:45 AM

Registration & Breakfast

Terrace Ballroom Foyer

8:00 AM

One on One Meetings

One on One Meetings scheduled for select attendees. Invites are on a case by case basis so please check your inbox.

8:15 AM

Sponsor Breakfast Presentation

Terrace Ballroom

Day 2 - The New Media Plan As customer acquisition costs mushroom, how are DTC marketers rethinking a growth strategy? How are they optimizing cross channel spend? How have LTV and CRM become core to media strategies?

9:00 AM

Keynote Q&A: Beyond the Shiny Coat: Farmer’s Dog’s Custom Recipe for Healthy Growth

Unlike many D2Cs, the personalized pet food brand The Farmer’s Dog had positive unit economics from the start. As the company founder tells us, its mission-based recipe for success relies on a holistic approach to growth. He will explain how they invested in customer relationships, content and customer experience over pure performance.

Interviewee: Brett Podolsky, Co-Founder, The Farmer's Dog @Brett_Podolsky
Interviewer: Lisa Singer, Event Editorial Manager, MediaPost

9:30 AM

Presentation: A Legacy Brand’s D2C Journey: The Maxi-Cosi Case Study

Six years into their acclaimed digital transformation, what has the world’s largest infant car seat brand, Maxi-Cosi, learned about establishing a sustainable D2C business foundation? Seeking out and ingesting consumer input at all stages of the pre and post buying journey, they employ machine learning, consumer support and next-gen new product development to turn the corner on establishing long term consumer relationships.

Presenter: Bob Land, VP of Consumer Engagement, Dorel Juvenile @mrbobland

9:45 AM

Presentation: Tuning Into the Shopper TV Feedback Loop

Selling direct through shopping TV is not TV advertising as we have known it. Veteran of the space Ulli Haslacher shares how Pour Moi Skincare has not only built a D2C brand in this channel but leveraged the metrics and feedback to extend the brand into new products and categories.

Presenter: Ulli Haslacher, Founder and President, Pour Moi Skincare @mamamogul

10:00 AM

Panel: Expanding the Brand: Data-Driven Product Development

Data drives everything, according to D2C lore. But as these brands look to expand their portfolio, we ask then to share how, why and on what data-driven basis they launched new products? How did the data not only help them (or not) decide their next big launch, but also inform the marketing plan, the rollout strategy, KPIs?

Moderator: Ricky Busby, Brand Building Leader, New Ventures, Georgia-Pacific
PanelistS: Laur Fiatoa, Senior Growth Marketing Manager, Helix Sleep; Ulli Haslacher, Founder and President, Pour Moi Skincare @mamamogul; Bob Land, VP of Consumer Engagement, Dorel Juvenile @mrbobland

10:30 AM

Sponsor Spotlight & Coffee Break

Terrace Ballroom

11:00 AM

Presentation: Podcast Famous: Unlocking Disproportionate Growth Through Audio Advertising

We will explore the power of investing in an underutilized customer acquisition channel, couched in Blayne's experience scaling Podcast/Audio at Policygenius over the past several years. Podcast advertising has outgrown its infancy, but the lesson of early investment in high growth media channels extends beyond audio.

Presenter: Blayne Smith, Senior Acquisition Manager, Policygenius Inc.

11:30 AM

Panel: CRM as a Business Strategy

As the limitations on customer growth set in, DTCs are looking at their loyalists to spend more. How are they optimizing CRM for growth? How have their profilign and data gathering approaches evolved on the front end and what outbound channels are proving most effect in deepening relationships with the base?

Moderator: Jordan Cohen, CMO, North 6th Agency, Inc. (N6A) @jcohen808
PanelistS: Lillian Nickelson, Senior Manager, DTC, Francis Ford Coppola Winery; Keith Peterson, Global Director of Brand Marketing, iFLY Indoor Skydiving

12:00 PM

Roundtables

Emerging Customer Acquisition Channels - Emma Viezzi, Director, Global Media Partnerships, Dentsu
Next-Gen CRM - Jordan Cohen, CMO, North 6th Agency, Inc. (N6A)
Data-Driven Product Development - Chris Miller, Client Partner - Brand Solutions, MiQ
Tuning Into the Home Shopping TV Channel - Ulli Haslacher, Founder and President, Pour Moi Skincare

12:45 PM

Lunch

12:55 PM

Sponsor Luncheon Presentation

Terrace Ballroom

2:00 PM

Afternoon Activities

Golf at the world famous Ocean Course

Dolphin Encounter Shelling Charter

Wildlife in the Wetlands Bicycle Tour

6:30 PM

Cocktail Party

Champions Hall

7:30 PM

Dinner Reception

PGA Room at the Ocean Course

Wednesday, 11/13

8:00 AM

Registration & Breakfast

Terrace Ballroom Foyer

8:15 AM

Sponsor Breakfast Presentation

Terrace Ballroom

Day 3 - From Team to Tech: The Next Stack How can emerging brands leverage that famously loyal core constituency to develop and test new ideas? And as brands expand, when and where do they need to bring in outside agencies?

8:45 AM

Keynote: FirstBuild…. Make, Sell, Learn, Repeat

The D2C evolution demonstrates the power of digitally harnessing the power of select crowds. But one of the oldest American brands is taking the next step in deeply involving consumers in the very ideation, testing and even funding of new product ideas. GE Appliance’s Chief Commerce Officer shows how their First Build project turns consumers into makers in an open-sourced, crowd-funded redefinition of R&D. How do you fail and learn fast in this new relationship with consumers? And come out the other end with new kinds of product innovation and coolness?

Keynote: Rick Hasselbeck, Chief Commercial Officer, GE Appliances

9:15 AM

Presentation: What Agencies Can Learn From Their D2Cs

The D2C revolution is not only impacting legacy brands but should make the traditional agency rethink its approaches. From a more integrated approach to data, to marrying performance and brand advertising to bringing creative and media back together, many emerging brands are defying agency orthodoxy. Maybe some soul searching is in order.

Panelist: Jim Price, CEO, Empower Brand Labs

9:30 AM

Panel: Who Needs Ad Agencies Anyway?

Many DTCs have been famously insular when it comes to maintianing their own data and keeping media buying in-house. But how are these startegies changing as brands grow, widen their own portfolios of product, and look to new offline channels for promotion? Are the DTCs changing the traditional relationship with agencies or following the old rules and roles?