SupplySide West announced this year’s featured speaker presentation will be delivered by Michael Solomon, a best-selling author and marketing professor. A regular contributor to Forbes.com, Prof. Solomon has authored textbooks on consumer behavior and social media marketing. His newest book, “Marketers, Tear Down These Walls! Liberating the Postmodern Consumer,” explores the psychology of the modern consumer and how marketers must create disruptive strategies to connect with the right consumer at the right time.
Consider a recent article for In Business that talked about “Return on Involvement”. Solomon outlines some of the ways that marketers can increase consumer involvement with their product or brand, including mass customization (personalization of products and services for individual customers at a mass-production price); co-creation (think consumer flavor contests for new products); or gamification (making buying or using a product fun and competitive). He notes, “We don’t want to see, hear or read about all the dry and boring reasons why one brand of kitty litter or shoe polish is so much better than the other guy’s. But we will respond to ‘peripheral cues’ that give us a shortcut to determine whether a brand is worth a look.”
Similarly, Solomon’s recent column for Forbes.com explored how companies are thinking out of the box in terms of brand extensions. It’s not just about a similar product, but considering lifestyle marketing that can take the brand beyond its current confines and align with a constellation of other brands that connect with a target consumer market. “Remember,” he writes, “companies may sell products, but consumers buy identities that are composed of items in many different categories.”
Expect a combination of brand insights and consumer marketing tips that can offer real world ROI for your business. The presentation is set for Thursday, Nov. 8, from 9 to 10 a.m.—immediately before the SupplySide West expo hall opens; the session is open to all SupplySide participants. A book signing will immediately follow the presentation. If you’d like more advance insight on what to expect, download Solomon’s free “Brand Resonance Audit” and see what your brand means to customers—and where the whitespace opportunities may lie.