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Wednesday, February 21 • 3:45pm - 5:00pm
Breakout Session # 3: Total Recall: How to Leverage Next-Gen Marketing Technology to Increase Recall Reach

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No matter how recall effectiveness is measured or defined, the goal of getting a recalled product out of homes should be a primary goal.  However, today’s consumers expect speed and ease – especially Millennials and Gen Z - and in fact may even prefer, during a recall, to interact with chatbots to accomplish their daily tasks, product purchases, and receive company and personal communications. 

We will discuss recalls that had high and low consumer response rates.  We will discuss the factors that could have caused those differences.  Research on communication and behavioral trends will be shared with the audience including demographics and lifestyle data of customers and their preferences. We will hear from marketing experts and safety and recall experts who can provide insight into these issues and discuss whether companies should have different strategies to reach different consumer populations.




avatar for Rachel Weintraub

Rachel Weintraub

Legislative Director and General Counsel, Consumer Federation of America (CFA)
Rachel Weintraub is the Legislative Director and General Counsel for Consumer Federation of America (CFA). Previously, she was the Director of Product Safety. Rachel has worked with Consumer Federation of America since 2002.  Her primary focus is advocacy on product safety issues... Read More →

avatar for Sean Beckstrom

Sean Beckstrom

Chief Product Safety Counsel and Division Counsel, Baby and Consumer & Commercial, Newell Brands, Inc.
Sean Beckstrom is Chief Product Safety Counsel and Division Counsel for Baby and Consumer & Commercial at Newell Brands, Inc.  He supports the Nuk, Quickie and Rubbermaid Commercial Products brands worldwide in regulatory, litigation and general legal matters.  Mr. Beckstrom graduated... Read More →
avatar for Nancy Cowles

Nancy Cowles

Executive Director, Kids In Danger
Nancy Cowles is the Executive Director of Kids In Danger (KID), a nonprofit dedicated to protecting children by improving children’s product safety.  Nancy has over 30 years experience conceiving, building and directing organizations to investigate a wide variety of consumer issues... Read More →
avatar for Vanessa Gail Perry, MBA, Ph.D.

Vanessa Gail Perry, MBA, Ph.D.

Acting Chair, Department of Marketing; Professor of Marketing, George Washington University School of Business
Vanessa Gail Perry, MBA, PhD, is Professor of Marketing, Strategic Management and Public Policy at the George Washington University School of Business.  Her research is focused on consumers in financial and housing markets, public policy, and marketplace discrimination, and has been... Read More →
avatar for Heather Wilkerson

Heather Wilkerson

Vice President, Marketing, Registria
Heather Wilkerson is a seasoned customer experience and marketing executive, with more than 20 years of technology, media, data and marketing experience. Ms. Wilkerson leads Marketing for Registria, a technology company focused on helping the world’s leading product brands to deliver... Read More →

Wednesday February 21, 2018 3:45pm - 5:00pm PST
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