Every week we read about products which have just been launched and are reviewed as if they are already a success. However The Nielsen Company tells us that in order for a product to succeed it must obey five “secrets”.
These five secrets, plus other gold-dust advice are the subject of The Food & Drink Innovation Network’s seminar on Thursday 3rd June at Daventry Northamptonshire.
THE FIVE SECRETS OF LAUNCHING AN ENDURING PRODUCT.
Jonathan Banks – Global Data And Insight Specialist.
• Engaging emotionally at the right age, how to discover that age and finding the best rules of engagement.
• Avoiding the pitfalls of “Creative Destruction” by creating and executing a long-term strategy.
• Continually evolving the brand in line with macro trends and how to distinguish trend noise from trend signal.
• Maintaining and justify premium positioning in a world which would have you try the opposite.
• Dominating emerging channels. How to track those channels and keep the brand ahead of the curve.
THE FIVE PROVEN DRIVERS OF PRODUCT SUCCESS.
Paul Beresford – MD – Cambridge Market Research.
• The proven drivers of product success in food and drink.
• Understand your business, your category and your shopper.
• How to be up to date on consumer sentiment, and predict changes coming down the track. Sorting out what really matters.
• What is real innovation, how to select the sweet-spots for product development and above all, how to be relevant.
• Some insights from the Fast Foodfax New Product Testing archive.
THE FIVE TRUTHS WHICH WILL TURBO-CHARGE YOUR NPD PROCESS.
Claire Nuttall – Director Of Insight & Innovation – 1HQ.
• The hard questions … and how to ask them upfront.
• Insight versus foresight and getting the balance right
• The “fuzzy” front end, and ways to gather and unearth better and deeper insight across 360 consumer touchpoints.
• Semiotics, ethnography and psychology … understanding how to nudge consumers of today and consumers of the future.
• New and inspiring tools which will deliver richer and more actionable consumer understanding across all facets of the brand.
THE FIVE ESSENTIALS FOR CREATING AND RULING BLOCK-BUSTER CATEGORIES
David Jago – Global Innovation Director – GNPD Mintel.
• Good Innovation and NPD – The secret habits of category creators and category rulers.
• Being in the right place at the right time with the right product and the right price.
• What should have stood the test of time, but didn’t?
• Why, and could it have been “saved”?
• What tracking hundreds and thousands of product launches worldwide has taught us.
FIVE KEY MAXIMISERS TO GUARANTEE BEST POSSIBLE MEDIA COVERAGE.
Sue Lister – MD – Lister Communications.
• Why trade and consumer media relations are your most potent tool to gain trial and repeat purchase.
• How a good PR campaigns can get new products off the ground, especially when budgets are tight.
• How to involve your PR agency at “The Front End” of the NPD process to ensure innovation programmes are on trend.
• How to build your product story into the strategy to maximise pre and post launch sales.
• How to evaluate your present PR performance and plan your long-term product messaging.
PLUS FIVE CASE STUDIES OF NEW PRODUCTS WHICH HAVE SOLD AND SOLD INCLUDING:
Aunt Bessies – From Yorkshire Puddings To Meal Centres And Desserts – Keeping the brand fresh for 15 years – Jodie Bell – NPD Director.
Tetley – From Stimulation to relaxation – Keeping an old brand new – Corrine Hopwood – NPD Director.
Plus thee more case studies getting corporate clearance as we speak.
• Three table team brainstormings so you can work with peers on how to take forward your new ideas.
• End of the day Q & A … a chance to pose your questions to the panel of experts.
• A chance to win a Magnum of Finest Champagne.**PRICE.
£425 + VAT. (Don’t let the low price fool you, we’re a non commercial best practice club and run the best attended seminars in the industry).
10% discount if you make the booking by the end of April.
20% off the discounted price for booking two places at the same time.
30% off the discounted price for booking three places.