Marketing

The Marketing conference will have the theme “dairy marketing can make a difference” and will explore a number of issues relevant to dairy marketing.

Session 1: Dairy Marketing Leaders’ Forum
This session will bring together a number of dairy marketing leaders, each of whom will outline their views on the opportunities and challenges for dairy marketing over the next 5 years. The session will conclude with a panel discussion, which will reflect issues raised by the audience. Those who will participate in this Session include Hanne Søndergaard, (Executive Vice-President Marketing and Innovation, Arla Foods); Jay Waldvogel, Dairy Farmers of America (Senior Vice President of Strategy and Global Development); and Barry Irvin, Executive Chairman, Bega Cheese. Other participants tbc.

Session 2: Global Dairy Markets
Christophe Lafougere, CEO of food and drink market consultancy, Gira, will provide an overview of global dairy markets, and in particular will identify key trends and drivers.

Session 3: Dairy Marketing in the Context of Negative Noise
1. Donald Moore, Executive Director, Global Dairy Platform Inc, Chicago: Reflections on World Milk Day 2017.
Engagement in World Milk Day 2017 by the global dairy industry was the largest since WMD was instigated in 2001. A range of actions was undertaken in countries around the world, with the assistance of co-ordination and monitoring social media by Global dairy Platform. Donald Moore will provide an overview of actions that were undertaken and what was achieved, as well as looking forward to WMD 2018.
2. Speaker tbc: Exploring the negative noise around World Milk Day
The use of social media was central to the range of activities undertaken during WMD, and although most of the messaging was positive, there were negatives – which emanated from a number of anti-dairy groups. This anti-dairy noise will be explored to identify how the dairy industry can deal with the issues raised by, and the actions of these groups.
3. Panel discussion
This session will conclude with a panel discussion to reflect on the two presentations, and to allow the audience to contribute to the discussion. Panel members will include Donald Moore, Global Dairy Platform; Zoe Kavanagh, CEO National Dairy Council, Ireland; and Laurent Damiens, CNIEL; Jonas Søndergård, Arla Foods.

Session 4: Leveraging Dairy’s Role in Sport
Perhaps the biggest challenge in interacting with affinity groups, or tribes, is the development of conversation content so that it remains of interest and relevant, to enable the dialogue to be long term. This session will explore this issue in the context of communication will elite athletes.
1. Dr Sharon Madigan, Nutrition Consultant with the Irish Olympic Team: Nutrition and diet communication with elite athletes
Dr Madigan worked with the Irish Olympic boxing squad at the last two Olympic Games, and will share the insight she has gained in developing meaningful dialogue with elite athletes in relation to nutrition and their diets.
2 Speaker tbc: An Elite Athlete’s Perspective on nutrition and diet communication.
An elite athlete will provide their perspective on the nutrition and dietary information they require, and how best it can be communicated to them.
3. Case study: tbc
A case study will be presented to show how interaction with a sports affinity group can be achieved in practice.

Session 5: Yves Boutonnat IMP Trophy finalists
The 3 finalists will present their campaigns and the winner will be announced at the Gala Dinner on 1 November:
Ireland – “Quality Milk Awards”
Norway – “One nutrient : hundred communication opportunities”
South Africa – “Dairy Gives You Go: Advertising to Teens”


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