WATCH OUR LIVE PANEL DISCUSSION
Learn how winning brands are making themselves essential in a tight economy
WATCH OUR LIVE PANEL DISCUSSION
Learn how winning brands are making themselves essential in a tight economy
How are brands winning in this tight economy?
We’ll hear their stories and find out what’s working in our live panel webinar Oct. 7, where we’ll talk to experts and learn what strategies they’re leaning on to prove to Americans that their products are essential. Register today to hear from Ipsos experts and clients from clients from Kimberly-Clark, Hopewell Brewing Company and Ipsos:
How are brands winning in this tight economy?
Hear their stories and find out what’s working in our live panel webinar, where we talk to experts and learn what strategies they’re leaning on to prove to Americans that their products are essential. Listen in to hear from Ipsos experts and clients from clients from Kimberly-Clark, Hopewell Brewing Company and Ipsos:
Sean Burress
Global Senior Director, Insights and Analytics
Jonathan Fritz
Co-Founder and Head of Sales
Mercedes Bender
Principal, Ipsos Strategy3
Ben Meyerson
Vice President, Marketing
Sean Burress
Global Senior Director, Insights and Analytics
Jonathan Fritz
Co-Founder and Head of Sales
Mercedes Bender
Principal, Ipsos Strategy3
Ben Meyerson
Vice President, Marketing
Key highlights and takeaways:
How big brands are dealing with a tight economy
Kimberly-Clark makes products that people don’t want to live without — but they also make products in the premium and value segments. As the economy grows tight, Sean Burress says they’re looking at both ends of the market — and taking extra care to make sure that each segment leaves buyers satisfied.
Sean Burress
Global Senior Director, Insights and Analytics
"We often talk about premiumizing our categories, but now we're starting to see growth in the value segments. So we're having to reconsider how we split our resources, our offerings to those consumers who both want those premium experiences as well as those who are very conscious of every dollar, and how do we make sure that every time they interact with one of our products or services, they're getting exactly what they want? Because at the end of the day, it is almost critical that we deliver every time. So when your dollars are tight, you want to make sure that you get exactly what you're wanting, because each dollar matters."
How a home base that defied stereotypes helps drive longevity for a craft brewery
Hopewell Brewing Co. just celebrated its 10-year anniversary — a pretty achievement in a challenging atmosphere for beer. And while they distribute through CPG channels and at restaurants, Jonathan Fritz says their biggest brand moment is their home base — their bright, inviting taproom.
Jonathan Fritz
Co-Founder and Head of Sales
“In our tap room, it's all about meeting people where they're at, providing a space that people want to spend time in. And for us, the refrain has been you're trying to create experiences. So to do that, we're hosting a weekly chess club every Wednesday, and so people will come that don't even drink beer. And we're selling them other products, whether it's cider or soda, but they're using our space as a third space, so that they can be social with their friends. It's all about just making sure that you're just connecting with what people want out of their social experiences."
Why tracking your target consumers is key to success in tough times
Consumers have been through tough economic times recently, and brands can learn from that as they push through this — but they need to track where they’ve been to know where they’re going, says Ipsos Strategy3’s Mercedes Bender.
Mercedes Bender
Principal, Ipsos Strategy3
"These aren't just transactions. These are relationships that consumers have with these brands. So you really have to see, through tracking, how they are evolving because consumers are adapting a lot. They're becoming a lot more discerning in terms of their shopping, their choices, the trade-offs that they're making. And so, to be able to track some of those changes, how people are responding, is going to be really important so that you can continue to meet where they are as a brand. Critical."
Reach out to Ipsos experts for more
Reach out to the Ipsos experts cited within this article or to your Ipsos account representative, or InsightstoActivate@ipsos.com