Monday, October 5, 2015
|
1:30pm
|
Registration Opens
|
|
2:30pm - 6:00pm
|
Afternoon Session: Metrics & Legal Concepts Behind Rock Solid Promotions
|
|
2:30pm - 3:30pm
|
Session 1: Legal Concepts Every Marketer Should Know
It’s hard to do marketing these days without keeping one eye on the law. Get a baseline understanding of the concepts that will keep you away from marketing law’s third rails.
-
Linda Goldstein
-
Partner
Manatt, Phelps & Phillips LLP
|
|
3:30pm - 4:30pm
|
Session 2: Activation Measurement in a Digital World
Promotions have always been the most measurable of the activation disciplines, but we are all aware the world has changed. This session will focus on the essential techniques to optimize and measure activation in 2016. You will leave with a fresh perspective on a) 5 Measurement essentials b) 5 things to stop doing immediately and c) 5 Best Practices that will optimize your brand’s activations and ROI.
-
Don Mayo
-
Managing Partner
IMI International
|
|
4:30pm - 5:00pm
|
Networking Break
|
|
5:00pm - 6:00pm
|
Session 3: Winning The Battle For Share with The Wallet Allocation Rule
The co-authors of the New York Times bestseller, The Wallet Allocation Rule®, take attendees inside their new, revolutionary and definitive approach that gives managers the ability to supplement their current tracking programs and successfully demonstrate accountability by linking their metrics to the spending customers allocate to their brands. Books will be available for purchase and signing during the cocktail reception.
-
Tim Keiningham
-
Chief Strategy and Client Officer
Rockbridge Associates, Inc
Dr. Lerzan Aksoy
Professor of Marketing
Gabelli School of Business, Fordham University
|
|
6:00pm - 7:00pm
|
Opening Cocktail reception
|
|
Tuesday, October 6, 2015
|
7:15am
|
Breakfast
|
|
8:15am - 8:30am
|
Opening Remarks
-
Bonnie Carlson
-
President & CEO
Brand Activation Association
|
|
8:30am - 9:15am
|
OPENING KEYNOTE-- BUILDING THE PLENTI BRAND: AMERICA’S FIRST COALITION LOYALTY PROGRAM
Coalition loyalty — where consumers receive points and rewards across multiple brands — isn’t new. In fact, American Express has seen success outside the states with Payback, a coalition loyalty program that it launched in Germany, Poland, India, Mexico and Italy, and it’s now doing this same thing here. Join us for this exciting session and learn how American Express brought together 9 different brands to launch a new rewards program, one that gives consumers points no matter what credit card or payment system they used.
-
Pepper Evans
-
VP, Brand & Marketing
American Express
|
|
9:15am - 10:00am
|
THE FROZEN DESSERTS POV
Promotion marketing has been a staple in the frozen desserts category. Find out what’s new and what it takes to win these days, from the point of view of a small entrepreneurial company targeting affluent consumers with a limited marketing budget.
-
Kevin Riveroll
-
VP, Marketing
Ciao Bella Gelato Company
|
|
10:00am
|
Networking Break
|
|
10:30am - 11:15am
|
HOW BRANDS CAN LEVERAGE INFLUENCERS TO DRIVE CONTENT, AWARENESS & PURCHASE
According to a recent McKinsey Study, Influencer Marketing generates more than twice the sales of paid advertising, and these customers have a 37% higher retention rate. What’s more, over 60% of leading brands indicate that they will increase their Influencer Marketing budgets over the next 12 months. So, influencer marketing is effective, but how does a brand choose the right influencers to promote its products or services? And what is the right content for influencers and their social channels to ensure success? Learn from a leading influencer marketing & media company with 250,000 influencers, as they share tips to successful Influencer Marketing efforts. Case examples from top brands including Gillette, L'Oreal and Conde Nast will be used to highlight these actionable tips.
-
Aliza Freud
-
Founder & CEO
SheSpeaks
|
|
11:15am - 12:00pm
|
The Role of Digital, Data & Technology & Their Impact on Purchase Dynamics
Starting with the right data enables better targeting, choices for relevant consumer-facing technology, and makes for more effective promotion. A framework for turbocharging your activation efforts will be discussed.
-
Shaun Brown
-
VP & Global Account Director
Momentum
|
|
12:00pm - 1:45pm
|
Lunch
|
|
2:00pm - 2:45pm
|
CAUSE MARKETING: IT’S BIGGER THAN YOUR BRAND
Effectively layering cause marketing onto an already hot brand has driven even more loyalty for Shake Shack. Find out how its promotion partnership with No Kid Hungry is yielding benefits for both brands and businesses.
-
Zach Koff
-
VP of Operations
Shake Shack
Clay Dunn
Interim Chief Communications & Brand Officer
No Kid Hungry
|
|
2:45pm - 3:30pm
|
Challenger Brands: Cutting through the Clutter
Learn best practices to win at retail, regardless of brand size or budget. Learn how insights & data drive marketing decisions, how technology is helping brands engage shoppers at retail, and gain a POV from two speakers who previously worked for large CPGs.
-
Aaron Newhouse
-
Director of Shopper Marketing
ACH Food Companies, Inc.
Stephanie Kovner-Bryant
VP, Sales & Client Services
Snipp Interactive
|
|
3:30pm - 4:00pm
|
Networking Break
|
|
4:00pm - 4:45pm
|
RECLAIMING THE LOST ART & SCIENCE OF PRODUCT SAMPLING
Where did we all go wrong? Sampling has been proven time and time again to be THE marketing tactic to drive purchase. Consumers try it, like it, buy it. Seems simple enough. So why has sampling been in decline in recent years? The answer begins in the marketing planning process – and this is where we can rediscover why we used to love product sampling, and how we can bring that love back. Things you’ll learn from this presentation on Sampling Strategy will be: 1) How to target – getting samples into the right hands to drive NEW USERS, at the right time; 2) SAMPLING INTEGRATION – how to make sampling work even harder by integrating mobile, social, etc; and 3) KPIs & MEASUREMENT – what to consider, what to dismiss
-
Sherry Orel
-
CEO
Brand Connections, Inc.
|
|
4:45pm - 5:30pm
|
SPORTS MARKETING AT BAT
The New York Mets, riding a successful season in the field, are also enjoying success off the field. Embracing a combination of marketing tactics both innovative - in-stadium mobile tracking beacons, new mobile app features, weekend-focused big-event promotions - and traditional - find the Mets branded Citi Bike and you get to throw out the first pitch - the Mets are changing consumer behavior in the sports world.
-
Wes Engram
-
VP, Corporate Partnerships Sales & Services
New York Mets
|
|
5:30pm - 6:30pm
|
Cocktail Reception
|
|
Wednesday, October 7, 2015
|
7:30am - 8:30am
|
Breakfast
|
|
8:30am - 8:45am
|
Opening Remarks - Welcome Back
-
Bonnie Carlson
-
President & CEO
Brand Activation Association
|
|
8:45am - 9:30am
|
COUPONS AS CATALYSTS
A data-rich look at the current “state of promotions,” the role promotions play in moving shoppers to action and the factors affecting their place in the marketing mix.
-
John Ross
-
President and CMO
Inmar Analytics and Inmar
|
|
9:30am - 10:15am
|
THE STARTUP MARKETER’S MINDSET
Find out what established brands can learn from a startup CPG brand, particularly how it leverages the power of promotion marketing on a less-than-shoestring budget.
-
Rachel Katz-Galatt
-
Founder & CEO
Maternal Science, Inc.
Dianne Jacobs
President & Partner
Maternal Science, Inc.
|
|
10:15am - 10:45am
|
Networking Break
|
|
10:45am - 11:30am
|
COMMUNITY: THE NEXT GENERATION OF ADVOCACY & LOYALTY MARKETING
More than 67 percent of CMOs today will tell you their number one priorities are consumer loyalty and advocacy. The challenge most marketers face is how best to manage, scale and measure brand advocacy and loyalty. Too often, they’ve invested boatloads in building up presence on various social media properties. The big question is how does a brand’s current and continual investment in loyalty & advocacy deliver long-term value? This session explores the next stage in the consumer engagement ecosystem – brand-owned advocate communities. Learn how popular fabric softener brand, Snuggle®, decided to take back the consumer relationship and launch its very own brand advocate community website, the Snuggle Bear Den (snuggle.com/bearden), and how it serves as a brand-owned, consistent resource to integrate digital promotions, shopper, sampling and PR initiatives while also allowing the brand to gain valuable insights about their consumers.
-
Brendan O’Marra
-
Director, Digital & Promotion
Sun Products Corporation
Susan Frech
CEO
Social Media Link
|
|
11:30am
|
Conference Adjournment
|
|