The Consumer Generated Launch Pad – A Propellant for New Category Success
Date & Time
Tuesday, March 13, 2018, 10:00 AM - 10:45 AM
Taylor Steele Steele Adrianna Nowell
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.

Session Evaluation 

Location Name
Nirvana B
Full Address
Renaissance Schaumburg Convention Center Hotel
1551 Thoreau Drive North
Schaumburg, IL 60173
United States
Seminar Track