Matthew Diamond and James Fraser, VPs with Hunter Straker, take you on a journey through the in-store environment, exploring the pet category in more detail and helping better understand what the shopper really sees. They have a saying: "Consumers are smart and shoppers are dumb." This is ironic because they are the same person in many cases. Diamond and Fraser observe how the petfood shopper works in the consumer mind-set, with time spent pursuing the perfect balance of pet nutrition, reward and indulgence, which in many cases can exceed the amount of time spent on other, non-pet members of their family. This shopper is searching for information, and while most manufacturers are well-versed in explaining the core benefits of their products, Diamond and Fraser can unveil and convince you why most fail to close what they call the "Why Gap." You'll walk away with practical tools to better address this gap and, hopefully, make those dumb shoppers a bit more intelligent when it comes to buying your petfood brand.
VP of business development at Hunter Straker, Canada's first and only Purchase Design agency, Diamond has more than 15 years of marketing experience. Previously he was a partner at Capital C. He started his career as a brand manager at Kraft Canada, as well as working at the NHLPA and an Internet start-up. He is acting president of CAPMA, holds a board of governors seat for the Institute of Communication Agencies and is a frequent guest lecturer, author and contributor.
At Hunter Straker, Fraser, VP and retail guy, has pioneered a proprietary process called Purchase Design. He writes a monthly Shopper Insights column in Canadian Grocer magazine and is a regular contributor to the Path to Purchase Institute, where he is also a faculty member. He speaks regularly at conferences throughout North America.
A market expert describes how younger consumers are starting to pick up the pace in terms of pet ownership, as are people in fast-growing demographic groups, such as Hispanics. Find out what's important to these newer pet owners and the best ways to reach them.
Dana Humphrey, marketing and public relations consultant, discusses Facebook, Twitter, Instagram, Snapchat, LinkedIn, Tumblr. Social media platforms keep appearing, rising and falling in popularity and usage-how can a marketer keep up? Learn which social media resonate with which types of pet parents and for which purposes. Get a hands-on, step-by-step guide to navigating the terrain of marketing with social media.
A pet PR and social media expert, Humphrey runs Whitegate PR and is editor for Pet News Now. She also serves as professor of "Who's Who in the Pet Industry" at the Fashion Institute of Technology. Humphrey is based in New York.
Stefan Hartung, creative director for Ideas that Kick, and Matt Golladay, vice president of Blackwood Pet Food/Ohio Pet Foods, offer advice on how you can make sure your products stand out on crowded retail shelves as the number of petfood and treat lines keeps increasing. Ideas that Kick recently helped Blackwood repackage is petfood lines, gleaning helpful tips for how much information pet parents want to find on petfood packaging, how credible they view label claims to be and which design techniques best grab their attention.
Born and raised in Hildesheim, Germany, Hartung studied visual communication there and in Wisconsin. After working in full service agencies in Hamburg, he moved to Minneapolis to concentrate on design and co-founded Minneapolis design agency Ideas that Kick (formerly HartungKemp). Kick's design work has made significant business impacts for Target, Johnson & Johnson, Best Buy, Robert Wood Johnson Foundation, Caribou Coffee, Dr. Comfort, MomBrands, Ohio Pet Foods and Mrs. Fields Chocolates, among others. Shelf-kicking branding, packaging and product concepts have earned Kick successful clients and shelves full of awards, plus design recognition from CA, HOW, Print and ID magazines and TheDieline.com, including that blog's book, Box, Bottle, Bag. Hartung also coordinates Kick's Design Exchange International program and serves on the advisory board of his US alma mater, University of Wisconsin-Stout.
Golladay grew up around a small-town Ohio feed mill and later the startup of family-owned Ohio Pet Foods, which specializes in co-packing premium and superpremium dry petfoods. He earned a bachelor degree in accounting from Kent State University and previously worked in corporate finance at HSBC Bank and GMAC Finance, as well as commercial sales. Golladay returned to the family business to manage the buyout of Blackwood Pet Food. He then partnered with Ideas that Kick to transform the nearly 20-year-old Blackwood brand, which had little consumer equity, into a line of superpremium petfoods worthy of packaging press attention and design awards.
Genia Chechersky, manager of retail consulting for Emnos US, presents data on key petfood and treat purchasing decisions (organic, limited ingredient diet, grain-free, US made). She discusses challenges with petfood selection and understanding options and labels, how buying behaviors are changing and what is driving these changes, what motivates pet parents to try new food and treats, how consumers learn about petfood and wellness and the recent impact of online and mobile to purchasing decisions and behaviors. Chechersky also highlights important trends, such as how leading retailers are using data today, how petfood manufacturers and retailers can work together to better understand customer needs and behaviors and why data is critical to planning and new product development.
Chechersky leads client relations for Emnos' Chicago office. She has over five years of management consulting experience in retail and consumer products and helps empower Fortune 100 companies with the insights and analytics needed to make better commercial decisions with pricing, loyalty marketing, customer experience and performance. Prior to joining Emnos, Chechersky worked for Chicago-based McMillanDoolittle, a boutique retail consultancy, and L.E.K. She holds a bachelor of science in economics and operations management from New York University's Stern School of Business and an MBA from the Kellogg Graduate School of Management.
Here's your chance to ask a panel of experts everything you've ever wanted to know about petfood marketing. Panel members include:
--- Thank you for your patience ----
If you have any issues logging in or any other need feel free to contact us.