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Official A/V Supplier:
Chairperson's Welcome and Opening Remarks
Opening Keynote Address: Consumers and the Future of Food To truly understand where you are headed, you must know where you've come from. Renowned cultural anthropologist/consumer insight specialist Grant McCracken looks at the evolution of society's relationship with food, examining what affects patterns in food consumption and purchasing habits and uses that information to point out future trends. Industry Stakeholders Town Hall: Issues Affecting the F & B Industry Key stakeholders will discuss the challenges facing their industry such as nutrition labeling regulations, obesity, food safety, media effectiveness, retailer-manufacturer relations... and how collectively they can work together to overcome them. The New Media Mix Changes in TV viewing habits have caused forward thinking packaged goods marketers to re-examine their marketing mix and explore alternative channels to connect with their consumer. Kraft showcases how they, as well as other CPG companies, are rebalancing the marketing mix and using direct and interactive tools such as Web, Email, Direct TV and Direct Mail to effectively communicate with consumers across a multitude of customer touch points. Take advantage of this opportunity to network, brainstorm and discuss the issues that matter to you. Each table with have a designated topic and a roundtable host to lead an informal but lively discussion. The 15 Most Important Things You Should Know About Building Winning Brands Drawing from extensive research and his 20+ years of experience in building winning brands, Brad VanAuken, will provide examples of the 15 most important actions that you can take to maximize your brand's vitality and power. Focus on these 15 areas, and your brand will grow and prosper. Making Nutrition Labeling Work for You With the changes in nutrition labeling regulations come new opportunities to enhance your product's offerings by building on your consumer education and marketing efforts.You'll learn strategies for using the changes to meet the growing appetite for information about the health benefits of foods and put your best product forward. Product Development for a Healthier Society How are marketers capitalizing on consumer demand for healthier food choices? Find out what the research, strategy and payoff is behind some of the new products being introduced to the marketplace. Why They WON'T Buy - Insider Tips from the LCBO Selling wine, spirits and beer is harder than you'd think, and trying to get people to choose yours can be the REALLY hard part. The LCBO, one of the world's largest beverage alcohol retailers, will share what they've learned about the different kinds of customers and what it takes to get them to try new brands. Closing Keynote: Why Should Beer Marketers Have All The Fun? The New Creativity in F & B Advertising Traditionally more reserved among marketers, packaged goods companies are taking more risks with their advertising and extending more creative freedom to their agencies. Rick Kemp showcases the latest rule breaking campaigns that achieved great results and explains why packaged goods advertising needs to lead the next creative revolution. Official A/V Supplier:
An Informal Conversation on Innovation with John Lederer, President, Loblaw Companies Limited, and Joe Jackman, Chairman & Chief Creative Officer, Perennial Inc. Loblaws is one of Canada's great retail success stories. Their reinvention and continued evolution is a lesson in how creativity and innovation can deliver extraordinary results.
Packaging Innovation Case Studies Innovation, managed properly, is a powerful tool to gain market share and shelf presence in a very competitive retail environment. Learn how to leverage the full power of innovation within your organization. Case studies will be presented detailing the insights, strategies and results of innovative packaging design with a variety of objectives ranging from a re-branding effort to a new product launch to a packaging overhaul due to nutrition labeling regulations. Using Licensing to Extend your Brand Licensing expert Leslie Lowe presents how food and beverage manufacturers can use licensing to take their brand into new and unexplored territories to achieve market growth. Learn how to identify the best licensing agreement for your brand and how to evaluate its full potential. Maximizing the Power of Entertainment Tie-ins Aligning your brand with hot entertainment properties can be a great way to build brand awareness and sales. Best practices will be outlined for: balancing the risks and rewards of entertainment tie - ins, assessing your ROI and leveraging alliances with strategic partners through a variety of platforms to drive your business. Innovative Marketing Techniques that Work Brad VanAuken will share dozens of the most innovative marketing approaches and techniques ranging from proactive publicity methods to unusual media and viral marketing techniques. Get your creative juices flowing while adding some interesting and specialized tools to your marketing 'tool box.' Trying something new may just give you the competitive advantage you need in today's marketplace. Luncheon - Entertainment Tie-In Roundtables Representatives from movie studios,TV production houses and music companies will host roundtables to tell you about the exciting new properties they are working on that you could tie in with to build your brand awareness. Come prepared with your questions and your business cards! Price as a Strategic Weapon Price is the single most important driver of the value, perceived and economic, of your brand.This presentation will showcase case studies and examples of F&B companies that have successfully used pricing to lead their brand towards enhanced margins and consumer acceptance. The Art of Experiential Media In today's fragmented media environment, brand communication needs to go beyond traditional mass by dazzling consumer senses, touching their hearts and stimulating their minds.This session will showcase the art of experiential media innovation and how it brings brands to life. How It All Comes Together: Achieving Brand Growth Through Integrated Marketing Continually motivating growth for an established brand is a tough marketing challenge. Hear how the marketing minds at Frito-Lay have achieved brand growth for Doritos with a completely integrated campaign utilizing all the tools in their marketing tool kit - advertising, strategic partnerships, cross promotions and grass roots marketing. Closing Keynote Address: Retail Futurescapes When consumers are making 80% of their purchasing decisions in store, retailers have to rethink how they are connecting with the shopper. Retail guru, Don Watt shares his blueprint for the store of the future - a store that will talk to consumers in a way that no one has ever dreamt of, meeting the challenges of a shifting landscape. | |||||||
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