The Consumer Generated Launch Pad - A Propellant for New Category Success
Tuesday, March 13, 10:00 AM - 10:45 AM
Taylor Steele, E-Commerce Manager, Marketing, Burt's Bees
Adrianna Nowell, Director, Product Marketing, Bazaarvoice
The latest research shows that brands and retailers see conversion rates double when customers interact with consumer-generated content. When Burt’s Bees took the leap into a new product category, they looked to a seeding program with Bazaarvoice to help propel their success. This presentation will cover how Burt’s Bees launched their color cosmetics line into orbit with consumer-generated content on day one, how they used consumer reactions to fuel a pre-paid media launch, and why they view this approach as mission-critical to retail success. Attendees will:
  • Understand how the voice of the consumer impacts success at retail.

  • Discover how sampling programs can drive consumer-generated content at launch.

  • Learn how day-one content ensures success for an organization.


View the entire agenda here


Speaker Bios: 

Taylor Steele, E-Commerce Manager, Marketing, Burt's Bees

Taylor Steele is the Assistant E-commerce Marketing Manager for Burt’s Bees, where she drives initiatives to improve consumer experience and engagement, optimize conversion, and increase loyalty and retention for the brand’s flagship site. A UNC Chapel Hill graduate, Steele is a Tar Heel through and through and a lover of college basketball and football.

Adrianna Nowell, Director, Product Marketing, Bazaarvoice

Adrianna Nowell is director of product marketing at Bazaarvoice, a provider of consumer-generated content, advertising and personalization solutions. In her role, she manages the strategy and execution of go-to-market plans for emerging software solutions and services. Before joining Bazaarvoice, Nowell served as the director of marketing at Volusion, a provider of SaaS commerce solutions, where she managed marketing programs for a portfolio of e-commerce platforms. Prior to that, she held a variety of roles at engineering technology provider National Instruments including product marketing manager and support engineer. Nowell began her career at the University of Oklahoma as a software developer in the Robotics Institute of Machine Learning. She holds a Bachelor of Science in Computer Science from The University of Oklahoma, in Norman, OK.


Taylor Steele
E-Commerce Manager, Marketing
Burt's Bees
Adrianna Nowell
Director, Product Marketing