If you are in the business of Consumer products, and would like to know how to choose the right channel for your company this panel cannot be missed.
Some of the questions this group will discuss:
- What are the choices for taking new product to market?- Common mistakes to avoid? what are some of the most spectacular mistakes you've seen?- Direct mail campaign with phone support?- What about infomercials? shopping channels like HSN? how to work with this channel and not waste money in that channel?- How do I compare the effectiveness of the various channels? how to measure? quantitative vs qualitative components. (where do the impressions go? what's the typical response rate, conversion rates, click-through rates & typical sell-through rates? return rates? etc.)- What is a hard goods retailer looking for? What should I be prepared to pay for? what should I be ready to support? returns? what are typical terms? how long will a retailer try a new product category? how much inventory is required?- How to balance channels: what is multi-channel retailing? should I pursue a multi-channel strategy? when is it right for me - why should I care? (because you have limited marketing funds - prioritize and spend funds wisely) - use the right channel for the right audience- How to think about direct marketing - such as BestBuy's direct mail program? is this something startups should think seriously about?- Does direct mail still work? if so, when should it be considered?- Q&A
