Path to Purchase Expo

Save the Date!

October 2-4, 2018 | Minneapolis Convention Center | Minneapolis, MN

Healthy Home: A Challenger Brand Model for Retailer Collaboration

C1
Date and Time: 
Wednesday, September 27, 2017 - 8:00am to 8:45am
Track: 
Collaborative Strategies

What happens when you’re not the largest brand in your category? How do you even begin to compete and get in the consideration set of shoppers? Many challenger brands may not have the internal marketing capability or budgets of their top-tier brethren, but they passionately want to challenge the status quo. This panel of experts will share an inspiring program that was a true collaboration among manufacturer and retailers; one that was developed to activate an evergreen platform to provide shoppers with robust and engaging content solutions for their households. Discover how it drove cross-box sales and basket building. Attendees will:

  • Learn how to establish a productive retailer connection to deliver a best-in-class marketing idea.
  • Make the most of tight budgets to create disruption and design break-through shopper experiences.
  • Identify strategies for tackling the business challenges facing challenger brands and how to develop a phased planning process with strategic insights, concepts and activation to support a multi-year campaign.

 

Speakers: 
Derek Joynt
Ken Krasnow
Kristen Sabol

Speaking at this Session

Derek Joynt

Derek Joynt

EVP, Client Leadership
The Mars Agency

Derek Joynt is a senior marketing executive with a proven track record of outstanding business results. His unique point of difference is a powerful combination of top-tier consumer packaged goods, agency and retail experience. His notable accomplishments include consecutive years of double-digit growth, award-winning promotional campaigns that increased profitability and sales, turning around declining businesses and developing private brands. Joynt’s considerable breadth of experience enhances The Mars Agency’s ability to seamlessly champion integrated shopper and promotional marketing campaigns.

 
Ken Krasnow

Ken Krasnow

VP, Digital & Consumer Activation
Sun Products Corp.

Ken Krasnow’s mission is to build omnichannel capabilities by setting strategy and developing new ways of working as well as tools that enable the seamless connection of brand messages from media to shelf. For him, marketing is about building brands and business, while driving incremental sales growth in ways that reinforce brand and customer distinction in the marketplace. Creating campaigns that solve problems for the shopper, customer and brands have been key to his success. Krasnow joined Sun Products from PepsiCo, where he had a progressive, 17-year career in brand, promotions and shopper marketing. Most recently, he served as senior director, portfolio marketing, where he was responsible for leading one of PepsiCo’s highest priority business groups within all channels of trade. Krasnow led the insights function, concept development, execution, digital activation and analysis for major campaigns including Super Bowl, March hoops, summer and NFL kickoff. Prior to PepsiCo, Krasnow worked on the agency side for Tracy Locke and Ryan Partnership in creative concept development and account management roles.

 

Kristen Sabol

Kristen Sabol

VP, Client Leadership
The Mars Agency

Kristen Sabol is a customer-focused marketing professional with more than 10 years of experience in strategic campaign development and national consumer promotion. She possesses outstanding communication skills to foster trust with clients and their customers. Sabol is driven by a passion for results and delivering impactful solutions steeped in knowledge and insights.