Pre-Conference Consumer Education & Product Differentiation Focus Day
Monday, November 8 | All times below shown in EST*
9:20 am Chair Person’s Opening Remarks
Analyzing How to Effectively Engage the Consumer Through Language & Messaging
9:25 am Leaning into GMOs & the Benefits They Create As a Brand Differentiator
Synopsis
• Technology is justified by the benefits it creates
• Concrete and unique benefits create needed differentiation
• Transparency and explaining the “why” and “how” our use of genetic engineering has made it largely a non-issue for our customers, if not a benefit itself
9:50 am Roundtable: Leveraging Digestible Language & Terminology Advance Commercial Success
Synopsis
• Progressing microbiome nutrition through an industry wide approach
• Overcoming barriers to entry for microbiome product development
• Ensuring the industry is equal in its education
10:30 am | Networking Break
Synopsis
Re-creating face-to-face networking in the virtual world, here you will connect with a peer for a five-minute conversation before moving on and connecting with another microbiome enthusiast in this high-pace format
Determining How to Build a Strong Brand & Strong Positioning
11:00 am Balancing Brand Led & Growth Strategies in a Changing Marketplace Landscape
Synopsis
• Identifying the power of brand building and community to drive consumer loyalty and engagement
• How to strategically prioritize growth levers based on your brand positioning – from acquisition to retention
• Navigating an ever-changing digital marketplace, with privacy constraints and limitations in supplement marketing
11:20 am Branding: Developing Trust & Delivering on a Promise
Synopsis
• Who is your consumer and what is your promise?
• How do you stand out?
• Outlining your customers journey and aligning that with your business and distribution model?
11:40 am Live Q&A: How Do You Market Nutritional Microbiome Products?
12:00 pm Panel Discussion – Leveraging Science Over Marketing as a Key Brand Differentiator
Synopsis
• What needs to be done to keep marketing focused around the scientific benefits, rather than purely from marketing tactics?
• How can this help build consumer trust in the industry?
• How do you strike the balance communicating the scientific benefits, without over-complicating things for the consumer?
1:00 pm | Lunch Break
Synopsis
Use this opportunity to grab a quick bite to eat, grab a coffee before re-joining us for the afternoon session
Moving With the Market – Understanding Consumer Trends to Ensure Future Commercial Success
2:00 pm Bringing Emerging Science to Life – Bayer’s Approach to the Microbiome Market
Synopsis
• Outlining Bayer’s approach to understanding and consumerising emerging microbiome science
• Explaining how this is brought to mass scale using partnerships and Bayer’s brands and global network
2:20 pm Outlining Current Consumer Perceptions of Prebiotics
Synopsis
• Learn about effective prebiotic product formats
• Learn about effective positioning and messaging
• Learn about mistakes to avoid
2:40 pm Microbiome Modulators & Mechanisms That Can Reduce the Burden to Immune System & Enhance Immune Agility
Synopsis
• The complexity of the role of microbiome in immune health presents insights for new product concepts and innovations
• Microbiome can play a truly multifunctional role in immune health. The role of microbiome modulating ingredients (pre, pro, post-biotics) in reducing the burden of immune system and the immune agility can generate innovative product concepts
3:00 pm Live Q&A: How Can You Take Advantage of Market Trends & Insights?
3:30 pm | Afternoon Refreshment Break
4:00 pm Panel Discussion – In What Ways Will the Market Continue to Evolve Post-COVID?
Synopsis
• COVID has offered a great commercial opportunity for the supplement industry, but what is next for microbiome targeted products?
• Looking beyond immune and gut health, what is the market opportunity for innovative and wider health products?
4:30 pm | End of Pre-Conference Focus Day