User Generated Products: How Brand Loyalists Inform Product Development

Tue. June 4| 3:00 PM - 3:30 PM | Licensing University Theater (Booth B79)

User generated content is hot and the holy grail of authenticity. How can the power and insights of the consumer be tapped beyond traditional focus groups to help you design and market a better product that will explode at retail? Come to this session to hear how a media company does this well by tapping into the two-way relationship they enjoy with their loyal enthusiasts. The showcased brands in this session are Real SimpleĀ® and Southern LivingĀ®.

Type: Licensing U

Track: Advanced, Intermediate, Licensee, Licensor, Marketing, Retailer, Strategy


Speakers

Newkirk, Sondra

Newkirk, Sondra

Executive Director, Brand Licensing

Meredith

Role: Speaker