IMG’S Jeff Hilton to Speak at Wellness ’13

Jeff Hilton, Integrated Marketing Group co-founder and partner, will co-present on understanding and reaching teens at Wellness 13, a conference sponsored by the Institute of Food Technologists (IFT).

Hilton and Barbara Katz, president of Health Focus International, will discuss “Teens from the Top Down: A Consumer Panel” on Feb. 27 during the conference’s General Session Live Stream. A live, moderated panel of teenagers from the Chicago area will join the discussion to speak about their attitudes and shopping behaviors.

The session will focus on the important competing factors in the life of U.S. high schoolers (15-17), including what they think about school, dating, family, finances, health, and nutrition. A key takeaway will be how food manufacturers can realistically formulate and market appealing, healthful products that meet teens’ demands.

“Teens live by eight paradigms, and building marketing strategies around them is critical in reaching this audience,” Hilton said. “For example, teens believe life is one big experiment. They embrace social media and learn online. Manufacturers and marketers need to better understand how teens manage their everyday lives, make decisions relating to health and wellness, and how they may influence what their parents buy.

“Do they pay attention to labels and read nutritional information? Do they eat differently when by themselves or with friends than when they are with family? Food and beverage companies should know the answers to these questions,” he added.

The session is scheduled for 10:05 a.m. to 11:30 a.m. CST, and is part of more than three hours of online curriculum. The General Session Live Stream also includes the opening keynote session and a general education session on child obesity. To register for the live session, visit http://www.ift.org/meetings-and-events/wellness/general-session-live-stream.aspx.

About IMG and Jeff Hilton:
Jeff Hilton is partner and co-founder of Integrated Marketing Group (IMG), a marketing consultancy focused in the healthy lifestyles category, and specializing in strategic planning, branding, public relations and Web design and development. Hilton has been recognized by Advertising Age as one of America’s Top 100 Marketers and has more than 30 years of broad-based business experience, including more than 20 years spent within the natural products industry. Hilton is the recipient of Nutrition Business Journal’s (NBJ) Personal Service Award in recognition for his multiple outreach efforts including editorial contributions, pro-bono work and webinar and speaking engagements within the healthy lifestyles industry. Visit the IMG blog for Hilton’s branding articles and educational resources at www.imgbranding.com.

About Barbara Katz:
Ms. Katz is a seasoned marketing and consumer research professional with more than 25 years of experience in the health and wellness, food, pharmaceutical, and biotechnology industries. Having worked with brands in many countries, she provides a global perspective on consumer insights and branding. She spent the first 10 years of her career in food ingredient sales and marketing at Sensient Technology before founding a company that focused on developing brands for moms and kids using a unique, in-depth ethnographic methodology for obtaining insights into the needs of young people. She is the president of Health Focus International, a market research and strategic consulting firm that focuses on consumer health and nutrition needs. Ms. Katz applies Health Focus data to support strategic decision making for industry, academia, and government institutions.

About Wellness 13:
Wellness 13 is the leading event for professionals in R&D, brand management, regulatory compliance, sales, and government who are committed to learning what it takes to successfully develop and market healthful foods that resonate with today’s—and tomorrow’s—consumers. It is being held Feb. 27-28 at the InterContinental Chicago O’Hare in Rosemont, IL.

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