Wednesday, October 7 Motivating a Company of One Patrick McCarthy, former Group Vice President, Corporate/Customer Relations at Ocean Spray, Inc.
In the mid-1960s, Ocean Spray was a sleepy, $65 million farmer’s cooperative that sold cranberry sauce during the holidays and took the rest of the year off. Pat McCarthy was the sales and marketing whiz who teamed up with Ocean Spray CEO Hal Thorkilsen to bring Cran-Apple Juice and hundreds of other cranberry-based products to an unsuspecting world.
Now a noted marketing consultant, it was McCarthy who engineered the marketing and retail promotion of one of last year’s hottest new products, Clean Shower.
Pat McCarthy is a spellbinding speaker and motivator, known for his unique ability to get before a crowd of buyers and make them laugh, cry, and buy.
Don’t miss Pat’s blend of wisdom, humor, and sheer inspiration as he sets the tone for an exciting PROMO EXPO.
Thursday, October 8 Global Branding and Activation Dean Barrett, Vice President, Global Marketing, McDonald’s Corporation
Marketers of global brands spend oodles of money and effort ensuring their properties maintain consistent image and positioning in all corners of the earth. But how does one impart common brand values to sophisticates in Paris and free-market neophytes in Beijing?
That’s the job of Dean Barrett, the first person to hold the position of VP of Global Marketing at McDonald’s. As the chain widens its reach to new locales and diverse cultures, Barrett is there to establish and nurture the McDonald’s brand identification.
He will blend theory with execution, sharing examples of advertising and promotion creative employed by McDonald’s in several different international markets. Take a world tour with one of the globe’s top promoters.
The Promotion World According to Retail Study presenters: Dr. Gene A. German, The Robert G.Tobin Professor of Marketing, Cornell University
John Park, Research Associate, Cornell University
Panel moderator: Tim Hawkes, President, Trade Zone
Retailer Panelists: Wayne Barton, Director of Category Management, Price Chopper
Richard Frede, Jr., Group VP/Grocery, Frozen and Dairy, Schnuck’s Markets
Richard Niemann, Sr., Chairman/CEO, Niemann Foods, Inc.
Do mass merchandisers care about coupons? Are shelf talkers talking increased sales at the supermarket? Do drug stores get any lift from national sweepstakes? Get the top retail chains’ review of more than 30 different promotional methods and devices – including which ones they’re most willing to support – from an exclusive study done by Cornell University’s world-renowned School of Food Industry Management. Attendees of this session will receive an executive summary of the results of this new research.
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