How to Engage with Third Parties

In today's world of two-way communications, technology has ignited stark changes in consumer preferences and behaviors. Gone are the Mad Men days when communicators had a captive audience of consumers eager to soak up our brand’s vision of the American Dream. 

Today’s consumer does not want to be sold to: they want to be engaged, educated and even entertained. To meet this new demand, brands are engaging with surrogates—third-party voices—to demonstrate that they are credible, respected, popular and worthy of consumers’ business.

This workshop will explore how to use third-party voices to enhance the trust and transparency that sharpen your competitive edge among consumers.  We will also delve into how to maximize the range of third-party voices—media coverage, endorsements and other recognition—can carry an enormous amount of clout and credibility.

  • Dr. Anne Coughlan, Polk Bros. Chair in Retailing & Professor of Marketing, Kellogg School of Management, Northwestern University

  • John Kloosterman, Manager, Amway Brand, Amway

  • Scentsy, Inc. Senior Executive