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OPENING EVENING: SUNDAY, FEBRUARY 21 1:00 – REGISTRATION 4:00pm 4:30 – 6:00pm EXECUTIVE EDUCATION ROUNDTABLE 1 EXECUTIVE EDUCATION ROUNDTABLE 2 EXECUTIVE EDUCATION ROUNDTABLE 3 Responding to A Crisis New Era of Leadership The Epidemic of Constant Change Tackling the Omni-Channel How Marketers are Coming of challenge. The Hidden Value Age: Tapping into Millennials The Year of the Connected of Brand Reputation and how - Interactive Content is Lifestyle Consumer to Resolve the Marketer’s Priceless! Movement Identity Crisis Moderator: Jenny Karn Co- Moderator: Steve Facini Moderator: Eve Mayer CEO - Founder & VP, Marketing Director & CMO Social Media Delivered Content - Beutler Ink ondemandCMO Inc. 6:00 COCKTAIL RECEPTION 7:00pm GALA DINNER & KEYNOTE SPEAKER John Sculley Former CEO of Apple and Former President of Pepsi-Cola 7:00 – Key Discussion Points: 10:00pm • What are the new implications of new technology such as cloud/data/mobile for all industries as so much transparency is reliant on customer impact. • Business’s that are exceptional have exceptional customer experience • Is this US really a middle class economy anymore. DAY 1: MONDAY, FEBRUARY 22 7:00 – BREAKFAST AND REGISTRATION 7:50am 7:50 – KEYNOTE BREAKFAST PRESENTATION 8:50am The Participation Game Leader: Norty Cohen CEO - Moosylvania Over the last four years, Moosylvania has surveyed more than 5,000 millennial consumers about their favorite brands. Along the way, we asked them for specifics on social status, personal values and the attributes they connect with most. Using a national research company, we ranked the top 100 brands – and have built insights around why and how brands get adopted. The presentation is a spirited creative brief zeroing in on the ultimate target – friends of friends. 8:55 – SESSION 1: WORKSHOP 9:35am Teaming Up: The Value of Partnership Leader: Damian Slattery Chief Marketing Officer - Sports Illustrated Group Key Discussion Points: • How to identify the right partners and opportunities • Understanding complementary strengths, talents and assets • Collaborating, cooperating, communicating across organizations, sectors, interests • Leveraging shared values to unlock incremental value • Building trust, staying on task in the face of obstacles, then driving results There is no reinvention without invention – and today companies, enterprises and brands of all sorts can develop new and innovative products and services through smart partnership with like-minded organizations, even competitors. Productive partnership is built on trust, shared values and complementary missions. Assets and talents – human, technological, physical or virtual – must align to create something greater than your brand or company could build and execute on its own. New, never-been-done-before, first-ever. Everyone hears it. Everyone demands it. One smart way to deliver this consistently is through creative, collaborative partnership. Partnership built on trust and compatibility as well as consistent goals and objectives can lead to compelling, first-ever products, services, communications, and communities. At Time Inc., building unexpected, unique partnerships is leading to new programs, experiences and results for all involved. Let’s partner to explore the value of this fresh way to work and build together. Advantage: This session will look at key qualities that drive productive partnership and lead to value for consumers, marketers and relevant stakeholders. We will explore how to transform a brand, a brand product, a brand experience by leveraging unexpected partnership to build something better together. 9:40 – SESSION 2: WORKSHOP 10:20am Storytelling with Data Leader: Jennifer Zeszut CEO – Beckon We marketers are masterful storytellers. We spend countless hours obsessing over the stories we tell our customers—creating elaborate briefs planning out what we want our target audience to think, feel and believe after they see our work. We hone and perfect the message across every touch point. Yet, when it comes time to show an internal audience (like the CEO or CFO) how marketing is performing, our Shakespearian storytelling capabilities evaporate. We toss charts and numbers and spreadsheets out, with little context and few key takeaways or conclusions. “As you can see…” Stop. No one can see. Bringing good, clean data to bear is essential, but not sufficient. The numbers don’t tell a story. You need to tell the story of marketing performance. Join Beckon CEO Jennifer Zeszut for a look at how to combine science with art, data with storytelling, and logic with emotion to craft a compelling story of marketing performance. In this session we will cover: • How to structure your story (er, reports) for maximum impact. • The dos and “please don’t!”s of marketing performance storytelling. • The use of imagery, video and text to add context to your data. • How to flex this new muscle yourself, as a marketing leader, so that you can be more influential and effective, but how, also, to instill the capability in your team. 10:25 SESSION 3: WORKSHOP 11:05am Social-Driven Commerce: The Relationship Between Social and Commerce Leader: Jennifer Betka Chief Marketing Officer - StubHub Key Discussion Points: • How to Make More Effective Use of Social Media in Your Ecommerce Strategy • The evolving social commerce experience landscape • The sharing component of social will drive purchase behavior when integrated with destination oriented apps • As social and payment technologies advances, so do consumers and businesses’ expectations and level of trust around a payment transaction on social platforms. E-commerce is increasingly becoming more about enabling shoppers to buy wherever and however they choose. The latest sign of that shift is Pinterest, Instagram and Facebook rolling out new tools that let e-retailers drive sales directly from their platforms. From the launch of Domino’s “tweet-a-pizza” ordering system to Facebook’s “Messenger for Business” platform to the most recent release of Buy Button on Pinterest, the influence of social commerce on commerce has never been stronger. Consumers are increasingly “Instagramming” or “SnapChatting” products and experiences related to shopping and want to engage with their friends and their influencers along their path to purchase. Social platforms like Twitter, Instagram and Pinterest have become important resources for the connected shopper. Consumers will often discover products or ideas from their network and influencers as part of their shopping experience. Beyond the initial purchase, social platforms allow consumers to share their products or experiences as well as learn from a community of others, which can reinforce a brand and initiate another path to purchase. 11:15 – 12:15pm ROUNDTABLE 1 ROUNDTABLE 2 ROUNDTABLE 3 What Does ROI Mean to the Nielsen and Facebook Social Real-time TV Measurement Modern Marketer - The Content Ratings – What Metrics that Mean Business Does it Mean? Moderator: Cynthia Johnson Director, Brand Moderator: Jenny Karn Co- Moderator: Eve Mayer CEO Development - American Founder & VP, Marketing - Social Media Delivered Addiction Centers Content - Beutler Ink Leader: Nancy Leader: Mark Myers SVP, Leader: Todd Benedict SVP Adzentoivich Senior Vice Sales ispot.tv of National Sales - PlaceIQ President- Resolution Media 12:20 LUNCH 1:00pm 1:00 – KEYNOTE LUNCH PANEL 2:00pm CMO 2016: The Age of Big Data, Addressable Media and People Based Marketing Moderator: Cynthia Johnson Director, Brand Development - American Addiction Centers Panelists: David Steinberg, CEO - Zeta Interactive Key Discussion Points: 2:05 – SESSION 4: WORKSHOP 2:45pm The Strategic Value of Crowdsourcing for Creative Leader: Rob Salvatore Co-Founder and Chief Executive Officer – Tongal Key Discussion Points: 1. Creative crowdsourcing has become a strategic lever. 2. Speed, scale, authenticity, and abundance have become invaluable to marketers – crowdsourcing is uniquely suited to deliver them all. 3. We’ll share the requirements for “sustainable” creative crowdsourcing. 4. We’ll also discuss how and why crowdsourcing can actually reduce creative risk. Crowdsourcing has become ubiquitous both in our personal and business lives. And it’s being used to do increasingly complex tasks – among them, development of ideas and executions for creative marketing executions. But crowdsourcing is still regarded in this domain as primarily a cost-cutting or “alternative sourcing” measure. But just as Uber has changed the very way we envision the possibilities for a night-out on the town (and perhaps, where we might live) creative crowdsourcing changes the way marketers can think about creating and distributing digital content. We’ll cover four key strategic advantages: Speed, Scale, Authenticity, and Abundance; and show what these levers can mean for brand marketers. 2:50 – SESSION 5: WORKSHOP 3:30pm Bringing Content to Life: The Art of Brand Storytelling Leader: Michal Shapira Senior Vice President & Head of Integrated Marketing, Ad Sales – CNN Key Discussion Points: • Building a branded content studio for today’s CMO – harnessing journalistic instincts to help brands find their (best) stories. • Developing a studio methodology to deliver high-quality brand narratives while driving business results for CMOs and brand marketers. • Layering technology and unique techniques to continuously push the envelope on storytelling. As the pioneer of the twenty-four hour news-cycle, CNN’s rich history in video storytelling has shaped the media landscape for decades. Building on this commitment to brave, industry-leading and relevant content, Courageous is charting new paths in brand storytelling – from development to production to cross-platform distribution. Advantage: Join Michal Shapira for a dive into the studio’s approach to help brands find their stories. This presentation will explore the Courageous point of view and approach to branded content, focusing on creating content that resonates with consumers while meeting brand marketing objectives. 3:35 – SESSION 6: WORKSHOP 4:15pm You Know Your Customers – What if You Could Understand Your Competitor’s Customers? Leader: Vin DeRobertis SVP, Client Services - Research Now Key Discussion Points: • Research Now is closer to consumers across the globe than anyone else • Access over 400 profiling data points from global respondents, including hard to reach consumers & business decision-makers • Key demographic & psychographic characteristics to better understand the “what” behind the “why Most research providers can profile your current customers, and that’s great. But have you ever wanted to see more? What if you could expand your reach to not only see your current customers but prospective customers - even your competitor’s customers? Discover how the country’s largest cable provider accessed over 400 profiling data points for their current customers – as well as their top competitors’ customers - for key demographics and psychographic characteristics used to drive important business decisions. Global companies rely on Research Now’s deeply-profiled online audiences get them closer to consumers than anyone else, with reliable data straight from the source. Broaden your current market view and understand how quality data leads to confident decisions. 4:20 – SESSION 7: WORKSHOP 5:00pm Phygital: Create A Holistic & Unified Brand Experience Leader: Margaret Lee VP & Chief Marketing Officer - Norwegian Cruise Line Key Discussion Points: • Bringing in-store experience to social media to encourage more in-store visitors and increased online brand awareness. • Encourage Live Event Posting • Connect Digital Experience to Physical Space • Bridging the physical and digital divide to create an effortless and customer experience across all channels As the digital landscape continues to evolve, consumer behavior increasingly requires brands to create a seamless omni-channel experience. Consumers regularly jump back and forth between the digital and physical realms and marketers are looking for innovative ways to create a holistic and unified brand experience. 5:05 – SESSION 8: WORKSHOP 5:45pm Join the Emoji Revolution: Brand Engagement and Mobile Messaging Key Discussion Points: • Best practices and innovative marketing strategies on how to create consistent, seamless, personalized customer relationships. • The shift towards “Omni-power of social”. • How are marketers aligning and integrating their efforts across multiple channels to drive engagement? • Leveraging emoji and branded content to build digital identity and engage today’s mobile audience in a fun and non-intrusive way. Customers are constantly bombarded with messages – and they come in all sorts of formats – direct mail, SMS, email, social, digital signage, etc. In this new world of extraordinary information access, companies that engage customers early, engage across different channels, and engage them in meaningful ways create lifelong personalized journeys, ultimately end up winning in the marketplace. Advantage: Learn how to measure ROI using emoji in mobile messaging and social media apps and what the right and wrong ways are to use emoji to react. 6:30 – 7:30pm COCKTAIL RECEPTION 7:30 – DINNER 10:00pm DAY 2: TUESDAY, FEBRUARY 23 7:00 – BREAKFAST 7:45am 7:45 – KEYNOTE BREAKFAST PANEL 8:45am The Hyper Connected Revolution: Reaching Relevant Audiences More Efficiently Through Behavioral Targeting, Connectivity, Personalization and Storytelling Moderator: Eve Mayer CEO - Social Media Delivered Panelists: Fanette Singer Senior Vice President, Marketing - Country Financial Key Discussion Points: • Qualifying relevant audiences: Shifting mindset from more data to the right data • Challenges to leverage behavioral targeting to build value throughout the customer journey • Connectivity Personalization Storytelling: Redefining relevant personalized experiences through identifying the appropriate level of personalization • How are brands adjusting to this new customer-centric dynamic? How are marketers aligning and integrating their efforts across multiple channels to drive engagement? Big data has allowed marketing to become smaller, more personalized and targeted down to the individual level. A one-size fits all approach to personalization isn’t good enough. Through trial and error, they combined sophisticated data collection and analytic practices with rigorous outcome based testing to understand the quality and efficacy of messaging strategy across channels, customer and product segments. Customers are constantly bombarded with messages – and they come in all sorts of formats – direct mail, SMS, email, social, digital signage, etc. In this new world of extraordinary information access, companies that engage customers early, engage across different channels, and engage them in meaningful ways create lifelong personalized journeys, ultimately end up winning in the marketplace. 9:00 – 10:00am ROUNDTABLE 1 Getting Data Right: Transforming Big Data into Smart Data- Getting to know your Customers in an Even Deeper, Personalized, More Actionable Way Moderator: Eve Mayer CEO - Social Media Delivered Leader: David Steinberg, CEO - Zeta Interactive ROUNDTABLE 2 ROUNDTABLE 3 Cross Screen Commerce and the User Experience: The Secrets to Using Mobile and Importance of Aligning your Digital Technologies to Loyalty Programs Across the Catalyze Change in the Rest Omni-Channel in Order to of Marketing Create a Deeper Connection with your Customer Moderator: Steve Facini Director & CMO Moderator: Cynthia ondemandCMO Inc. Johnson Director, Brand Development - American Leader: Rex Briggs CEO Addiction Centers Marketing Evolution Leader: Helloword 10:10 SESSION 9: WORKSHOP 10:50am Fanatics Authentic: An Emerging Growth Driver for Licensed Sports Apparel Retailer Fanatics Inc Leader: Michael Gallucci VP, Marketing - Fanatics Authentic Key Discussion Points: • Fanatics Inc, who they are and what they do • Fanatics adopts sports memorabilia into strategy by acquisitions • Fanatics Authentic’s omni-channel approach to sales & marketing • Unique product offerings and keeping consumer interest • SportsMemorabilia.com, an eCommerce success story Fanatics Inc. is the largest licensed sports apparel retailer in the game. They have secured this position by adopting a, “by fans for fans,” mentality which involves a constant improvement of merchandising and online shopping experiences for their #1 priority, the fan. Fanatics continues to grow by acquiring and improving business developments such as the eCommerce platform and fulfillment for all sports league sites such as NFLshop.com, MLBshop.com, as well as over 200 professional team and league sites. They also operate physical store locations such as The NBA Store in NYC and in-stadium fan shops. Since 2012, Fanatics has added an additional product offering to grow revenues: sports memorabilia. The Fanatics Authentic division provides a unique selection of sports memorabilia that is retailed across all Fanatics eCommerce platforms as well as in stadium venues and league stores. The Authentic team is responsible for athlete memorabilia signings and marketing of all sports collectible related product. Most recently, Fanatics Authentic took over NASCAR’s trackside store operations, the NBA Store in NYC, as well as game-used memorabilia partnerships with teams across all sports leagues. In addition, the Authentic team operates the niche eCommerce website SportsMemorabilia.com, an Internet Retailer top 500 website specializing in eCommerce sales & marketing. Advantage: This session will give you insight into the business of sports memorabilia related eCommerce as well as discuss one of Fanatics Inc’s fastest growing business segments, Fanatics Authentic. Utilizing an omni-channel approach to connect with sports fans in every market allows Fanatics and Fanatics Authentic to be the front runner in licensed sports product distribution. 10:55 SESSION 10: WORKSHOP 11:35am Capitalizing On Mobile Video in The Digital Era Key Discussion Points: • Video Marketing Must Be Tailored to Devices • How are you measuring the successes of digital marketing strategies? • Tailored video content across devices and engaging audiences • Capitalizing on mobile video and using new tools and technologies to reach people in compelling, measurable ways. Audiences are consuming more video than ever, leaving advertisers tasked with the important challenge of creating digital video content that invites engagement across platforms and devices. The shift in the way consumers view video has profoundly changed the way consumers discover and engage with brands. People are carving out moments during their everyday activities to consume media via mobile driving brands to adjust the way they target customers by focusing campaigns across devices. Media consumption on mobile devices continues to increase, resulting in a major opportunity for marketers to reach people with great creative that drives real business results. When it comes to video marketing, one size does not fit all (screens and social media platforms.) The first step to creating engaging and targeted video is first figuring out what types of content people like to consume on a given channel. For example, snap chat vs. twitter vs. Facebook video marketing strategies. Not all content should be planned or forced. A key ingredient for success when it comes to digital marketing is the authenticity and organic feel behind the created content. 11:40 - SESSION 11: WORKSHOP 12:20pm NETWORKING 12:25 – LUNCH WRAP-UP 1:05pm