Web seminar tells how to gain successful consumer insight


Download this on-demand, one-hour webcast and learn Insight_logo_240the best strategies for brand success

Webcast attendees will learn:

  • How to develop a strategic path that gets “inside the consumer’s head.” The goal is to have packaging that supports a successful brand in the marketplace. To do that, you need to understand the consumer at the store shelf and in the home when the consumer uses the product.
  • Why it is important to test packages against consumer needs and aspirations. Qualitative testing is the start where you see directions and needs. However, you have to follow with quantitative testing to understand the actual value consumers place on package features. Learn where the testing can go wrong.
  • How to develop packaging that conveys the product’s positioning and value. The PTIS Product Formula© is: Product = product + package + brand equity + experience + services + sustainability elements©. Learn how to incorporate those elements in packaging design—both graphic and structural—to develop packages that sell of the store shelf.
  • The need for integrated marketing program that aligns media, packaging, POP and shelf sets. The shopper is so overwhelmed that each component of a marketing program must support the brand’s basic message. Learn tactics in aligning packaging and the program’s other marketing communications elements.

Originally webcast November 17, 2009
Webcast registration fee: US$99

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Speaker Bios:

Jack Gordon, CEO, AcuPOLLJack_Gordon_at_1c

Gordon began his marketing career with Procter & Gamble in 1981. His first ten years in consumer products focused on successfully managing established brands and shaping new ones, an experience that has led him to pioneer many new marketing research products over the last 18 years. In 1991, Jack left his post as Vice President of Marketing for My Own Meals, Inc. to become the President of AcuPOLL Research, Inc. He remains in this role today, leading the company's US business and serving as the global coordinator for multi-region initiatives.

In 1994, Jack launched AcuPOLL's global business. Initially securing licensing agreements with credentialed partners in key regions, then creating subsidiaries to handle this growing business segment.  Having personally run projects on five continents as well as points in between, Jack has developed a strong understanding of international new product needs.

Hugh Philips Ph.D., President, Phillips, Foster & Boucher Inc.hugh_phillips_at_1c

Phillips is also Professor Marketing, McGill University, Montreal.

His expertise is cognitive psychology and its application in terms of decision making and perception related to in-store communications, in particular packing and in-store display.  His most recent book is The cognitive psychology of shopping: how it can be applied to in store marketing.” Phillips, Foster & Boucher Inc. clients include: Diageo, Petro-Canada, Sobeys, Air Miles, Procter and Gamble, Unilever (Europe and Israel), Guinness, Sara Lee, Wal-Mart/ASDA, United Distillers, and many others.

He is a member of American Marketing Association?, The Market Research Society (Past Chief Examiner?) and the Point of Purchase Advertising Institute (Past Executive Committee Member). Phillips earned his Ph.D. from De Montfort University, Leicester, U.K.

Brian Wagner, Principal, Packaging & Technology Integrated Solutionsb_wagner

Wagner is an entrepreneurial business and technical leader with over 20 years of experience including major CPG companies such as Kellogg, Sara Lee, Burger King, and General Foods. Brian's career spans packaging, business development, sales, marketing, and operations. He launched PTIS in 2000 with partner Mike Richmond, Ph.D. PTIS has a track record of consistently increasing top-line and bottom-line dollars for both privately and publicly held companies. Brian encourages out-of-the-box thinking as his standard approach.

Brian has a Bachelor of Science degree in packaging from Michigan State University. He served on the MSU National Alumni Board from 2007-2009, is past president of Michigan State University's School of Packaging Alumni Association and served on the Industry Advisory Committee and on the Dean’s Stakeholder Board. Brian is also a keynote and special topic speaker at corporate events, seminars, and sales meetings on many subjects including entrepreneurship, sustainability, innovation, and opportunities across the global value chain.

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