MODERATOR: Bob Woodard – VP, Global Consumer & Customer Insights, Campbell Soup Company
The consumer’s shopping experience varies wildly, depending on a myriad of factors outside the brand manager’s control. When and how consumers decide to buy your product has become an increasingly complex phenomenon, difficult to parse out so you can take action. Purchasers can buy in the store, online from home, online from work, on the road, at auction and at more locations than ever before. These speakers examine how consumers make shopping decisions differently in the marketplace today.
Coming to Many Screens Near You…How Consumers Shop for Entertainment in the Digital Age
Consumers have so many options, and so little time. With hi-def, VOD platforms, digital download, streaming, online rental, and more options developing everyday, it’s important to understand what it is that consumers want. Ubiquity of content will give consumers more control than ever before. At this presentation Warner Brothers will share their most recent learnings about how consumers shop for and view entertainment today.
Bryon Schafer – Director, Market Research, Warner Bros. Home Entertainment
Giovanni Riggioni – Research Director, New Technology, Warner Bros. Home Entertainment
The Digital Shelf: How Consumers Use Search Marketing in Packaged Goods
To many consumers searching on the Web is a convenient extension of shopping the aisles. It’s a “digital shelf” that offers them more choice, and offers the savvy marketer a place to build CPG brands and drive sales. This presentation looks at four categories, food, baby care, personal care and home care, and will tell you about the motivations, attitudes, segments and behaviors typical of the “searching” shopper.
James Lamberti – SVP, Search and Media, comScore Inc.
Ted McConnell – Manager, Digital Marketing Innovation, Procter & Gamble
The Decision to Buy: How Brand Imagery Contributes to Baseline Sales
Brand perception has a vital and dynamic impact on sales, but exactly how much? And how long will it take for that ephemeral “good perception” to make a positive sales impact, especially if quarterly results are under management’s microscope? This presentation will provide a case study on how a new brand campaign had an impact on sales, then track how shifting perceptions worked their way to the baseline sales – a mechanism every brand manager needs to understand.
Philip Herr – SVP, Millward Brown
Karen Havis – Senior Manager, Marketing Research, HanesBrands
