HOW do marketers and brand managers compete in this age of in-your-face advertising, and where brand dissemination is ubiquitous and every which way? How do they consider their target markets, from Gen Z to the Millennials, from Moms to the so-called Silver Market, when thinking of creative ways on how to spread the idea?
An up-and-coming ethnography research commissioned by Acumen, a brand-consulting group, will be presented at the two-day Brand Boot Camp conference workshop, revealing how the four consumer groups fall in and out of love with brands, what their underlying life needs, mind-set, motivations, media and shopping habits are.
Featured ethnographic researchers utilized a comprehensive methodology to uncover these in-depth learnings: Day-in-a-life-of documentaries and selfie-nography, uploading of heart-and-mind confessions in a diary app, netnography, a three-hour one-on-one in-depth conversations and shopper ethnography, which will be highly valuable to brand managers and business owners targeting any of the four consumer groups.
Wharton Marketing School Prof. Jonah Berger, author of the Best Marketing Book of 2014 Contagious, will impart on the secret science of word-of-mouth marketing, along with the bevy of Brand Boot Camp 2015 powerhouse faculty from Acumen, such as seasoned marketers Pauline Fermin, Cherry Daniels, Eileen Araneta, Barbara young, Gold Tantoco, Nadine Carino, Chelet Tanjuatco, Glenn Glinoga and Benjie Jimenez. Their marketing experience combined is an impressive list of locally and globally successful brands, like Coke, Samsung, Dove, Knorr, Vaseline, Jollibee, Greenwich, Lysol, Baileys, Pantene, Olay, Sunsilk, Century Tuna, Pepsi, San Miguel Beer, Tide and Surf, just to name a few. Hear it live from them how to successfully bring these brands to the top and some of the pitfalls to avoid.
Get immersed into the skin and soul of your target consumers. Find out what is in their minds and hearts. Then properly define the role of your brand in their lives. Start this journey by joining the Brand Boot Camp 2015 on October 22 and 23 at the SMX Aura Convention Center.
