Session 5—Going Virtual: The Cost of Convenience

September 23, 2021 | 11:45 am-12:30 pm EDT

Quarantine measures during the pandemic forced many companies to accelerate, or quickly pivot, into uncharted territories online and into direct-to-consumer initiatives. Have companies fully embraced technologies and a new way of selling their goods and services for the long-term? And how do brand owners manage the risks, costs, and historic B2B partnerships as they aspire to the convenience of a direct, one-click shopper experience?

Embracing new online marketplaces and understanding benefits, risks, and potential pitfalls of consumer convenience is imperative. This session will cover key business, legal, and regulatory issues that brand legal professionals need to understand so that they can support the marketing and sale of their company’s products and services in a virtual world. The panel will address such issues as:

• The balance of risks and rewards between a company-controlled website and a third-party global online marketplace
• Tensions between online marketing channels and the surge of social media marketplaces
• Consumer expectations of their online experience
• Risks to supply and distribution chains in direct-to-consumer online models

Walk away with best practices, strategies, and practical tips in this evolving virtual and direct-to-consumer landscape to ensure your clients have the information they need to make the best decisions for their business.

Moderator: Rob Doerfler, Senior Counsel, Marketing Properties – Petcare, Mars, Incorporated (USA)

Speakers:

• Tony Dent, Assistant General Counsel – Global Sales and Marketing, Harley-Davidson Motor Company (USA)
• Melissa Schoffer Farber, General Counsel, BroadwayHD (USA)

This session may be eligible for CLE credits, pending state approval.