CHPA debuts marketing conference
What keeps marketers up at night? Officials at the Consumer Healthcare Products Association believe that there is so much information out there that the industry needed a marketing conference to sift through the information and, yes, help marketers sleep a bit better at night.
The two-day 2018 CHPA Marketing Conference, set for July 16 and 17 in Philadelphia, is one that organizers said will be filled with education and networking opportunities for OTC marketers looking to figure out how best to activate their target audiences across today’s fractured media landscape. Organizers said that the summer event would give attendees enough time to incorporate new learnings into the coming year’s media plans.
Companies are facing a constantly shifting retail landscape that’s drawing fewer and fewer trips each year from a divergent consumer base with an age range from Gen Z to baby boomers.
“We can help address these issues by continuously educating ourselves and ensuring we utilize all of the resources available to us,” said Jennifer Moyer, vice president of marketing and sales at Clarion Brands and one of the event’s organizers. “People today — of all ages — are engaged in their health and wellness as never before. From wearables and apps to understanding ingredients, people want knowledge, transparency and meaningful information on how to live a better and healthier life.”
Helping consumers, especially younger consumers, identify products that solve their immediate needs is a white-space opportunity for health and wellness, according to John Dowers, president of Wellspring Pharmaceutical. “The key to marketing to millennials is to present content that is ‘authentic’ with elements that are close to them,” he said. “My experience with Gen Zeros is that you need to deliver your message in 8-to-10 seconds in multiple places, and make sure they know what’s in it for them.”
Learning how to activate consumers is only part of the educational offerings that organizers said will be in play at the event. “The July conference will help marketers develop a playbook for the modern day,” said Ben Fishman, director of brand marketing at Emerson Group. “Attendees will take away from this conference the trends and challenges that impact our business, and ideas about how to capitalize on those trends or solve those challenges.”
The two-day 2018 CHPA Marketing Conference, set for July 16 and 17 in Philadelphia, is one that organizers said will be filled with education and networking opportunities for OTC marketers looking to figure out how best to activate their target audiences across today’s fractured media landscape. Organizers said that the summer event would give attendees enough time to incorporate new learnings into the coming year’s media plans.
Companies are facing a constantly shifting retail landscape that’s drawing fewer and fewer trips each year from a divergent consumer base with an age range from Gen Z to baby boomers.
“We can help address these issues by continuously educating ourselves and ensuring we utilize all of the resources available to us,” said Jennifer Moyer, vice president of marketing and sales at Clarion Brands and one of the event’s organizers. “People today — of all ages — are engaged in their health and wellness as never before. From wearables and apps to understanding ingredients, people want knowledge, transparency and meaningful information on how to live a better and healthier life.”
Helping consumers, especially younger consumers, identify products that solve their immediate needs is a white-space opportunity for health and wellness, according to John Dowers, president of Wellspring Pharmaceutical. “The key to marketing to millennials is to present content that is ‘authentic’ with elements that are close to them,” he said. “My experience with Gen Zeros is that you need to deliver your message in 8-to-10 seconds in multiple places, and make sure they know what’s in it for them.”
Learning how to activate consumers is only part of the educational offerings that organizers said will be in play at the event. “The July conference will help marketers develop a playbook for the modern day,” said Ben Fishman, director of brand marketing at Emerson Group. “Attendees will take away from this conference the trends and challenges that impact our business, and ideas about how to capitalize on those trends or solve those challenges.”