May 15, 2019
New York, NY

Shopping for Digital Growth: CPG Marketing's Next Act

Treating influencers as the new media - Check! Re-mapping the accelerated customer journey - Check! Understanding how Amazon resets sales, research, merchandising for everyone - Check.

And those are just the staples of the CPG marketer's shopping list of digital disruptions they need in their basket. Actual online sales represent only 5% of the CPG market, but 40% of the growth. But digital data and channels are profoundly impacting every aspect of its marketing.

At the second edition of MediaPost's Marketing CPG we explore what marketers have learned about the massive opportunities digital channels now make possible. From data-driven innovation cycles to connected products, accessing bottom funnel tactics and customer behaviors to testing new subscription models, direct-to-consumer channels represent the next growth opportunity.

Join the conversation #marketingcpg

Conference Content Programmer

Steve SmithEditorial Director, Events, MediaPost

Marketing CPG 2019 Attendees Include

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Wednesday, 05/15

8:00 AM
Registration & Check-In
9:00 AM
Opening Remarks
Chuck Martin, Editor, Net Future Institute, AI & IoT Daily 
9:15 AM
9:45 AM
What Is Your Amazon Strategy?

Amazon has opened up a wealth of new possibilities for CPG. It gives them a direct sales platfom, a way to test products and gain new consumer insights, multiple brand and direct ad channels that are powered by unique data sets. So what does an Amazon strategy look like in how it blends merchandising and advertising, research and testing? How do brands organize efforts differently for this platform and what KPIs are they looking for in such a complex system?

11:00 AM
Case Study: The New CPG Media Plan
11:30 AM
Influencers: The Art of Scaling and Measuring Authenticity

Working with social influencers has become a standard part of the CPG media plan. But how are traditional targeting and measurement of media adjusting to these still unorthodox channels? How are the basics of reach and frequency being attained? What KPIs like share of voice, media value, sales life work here? And are the various platforms promising to standardize and scale influencers really working?

Randi Jachino, VP of Marketing, Weleda North America 
Andrew Reichgut, Executive Vice President and CMO, Garden Lites 
12:00 PM
Panel: Friction Over Price: Mapping the DTC Path to Purchase

The explosion in online CPG sales forces everyone to rethink the CPG path to purchase. The consideration-to-impulse-to-buy cycle is often compressed, so marketers need to learn how to make the process as frictionless as possible. A new set of bottom-funnel skills are needed. what are they? What can legacy brands learn from the new generation of DTC challenger brands? And how do any of this online consumer mapping aid innovation at real world retail?

Amy Lanzi, Head of Commerce, Publicis Media 
Jesse Horwitz, Co-CEO, Co-Founder, Hubble Contacts 
Tracey Moller, Media Strategy and Activation, Bayer 
12:45 PM
12:55 PM
Sponsor Luncheon Presentation
1:45 PM
2:15 PM
Innovation or Glitter: When AI Meets Your Toothbrush

The one thing that never changes about the CPG category is that it must always be changing, developing new products, mastering accelerated taste cycles. How are brands leveraging digital channels and higher tech both to drive innovation and drive consumer interest. AI and SmartHome driven products, mass customization, connected goods have all grabbed headlines. But is this where digital and data re best used if CPG brands want to survive into the next decades?

2:45 PM
Coffee Break & Sponsor Spotlight
3:15 PM
Case Study
Valerie Liu, Marketing Manager, Jarlsberg Cheese USA at Norseland, Inc. 
3:45 PM
Is "Subscribe Her" Sustainable

CPGs are by definition used habitually, often loyally, and so they would seem naturals for auto-delivery. But when is the subscription model right for your product? Which categories are consumers willing to "subscribe" to? How do price, bundling, convenience impact success? And how do the cost of retention and acquisition inform the economics? We explore whether subscriptions really are a sustainable model.

4:30 PM
Cocktail & Networking Reception

Featured Speakers

Jesse Horwitz

Hubble Contacts
Co-CEO, Co-Founder

Randi Jachino

Weleda North America
VP of Marketing

Amy Lanzi

Publicis Media
Head of Commerce

Valerie Liu

Jarlsberg Cheese USA at Norseland, Inc.
Marketing Manager

Andrew Reichgut

Garden Lites
Executive Vice President and CMO

Chuck Martin

Net Future Institute, AI & IoT Daily

Tracey Moller

Media Strategy and Activation

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