LOS ANGELES – April 14, 2016 – Worldwide Business with kathy ireland®announces an exclusive interview with The Kerry Group, a company that has developed a way to build and maintain brand advocates and key influencers through experiential and educational events and activities.
Bob McCann commented on why it is so challenging to create an experience around brand in an inspiring way by stating, “Most consumers come to our events already predisposed to a brand choice. It is our job to embrace and understand our client’s brand, their messaging and objectives. We then create activations designed to drive dialogue among influencers educating them and ultimately creating advocates for those brands.”
Mike commented on how the Kerry Group has approached this in an innovative way by stating, “Our strategic approach is to tackle this challenge from two sides: educate the consumers about key brand benefits through one-to-one interactions at event activations. This is to create brand preference prior to purchase. Then we educate the retail and distributor staff through training and incentive programs so they can help reinforce and, many time, realign, some consumer brand preference at the point of purchase.”
Vice President of Programming of Worldwide Business with kathy ireland®, JL Haber was quoted stating, “With so many brands hitting the market, it can be difficult to gain loyalty with consumers but this new approach from the Kerry Group will help to revitalize a traditional practice for the modern world.”
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Worldwide Business with kathy ireland® is a weekly business television program featuring real-world insights from corporate executives from all over the globe which can be viewed on Fox Business Network as part of their sponsored programming lineup, as well as internationally to over 50 countries on Bloomberg International.
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