Content Marketing @ KPMG (Members Only Conference) presented by A+E Networks

KPMG: Transforming Communications with Content

The use of social media among companies is quickly exploding as a key element of business strategy, from engaging customers in real time to adding sales channels or enhancing brand and market research. Hear Duncan Avis, Principal - Digital, Social & Mobile Advisory, KPMG, share how digital vehicles such as Facebook, Twitter, Youtube, Google+ and others are quickly becoming successful marketing channels for the company.   Hear from KPMG on industry best practices for using content marketing to support your business goals.

Duncan Avis

Principal KPMG LLP

MINI: DRIVING CONTENT CREATION AND BRAND EXPERIENCES

MINI USA introduced a multi-pronged content creation strategy that leverages a variety of content creators and work by using a synchronized strategy to promote the iconic and individualistic nature of the cars and its owners.  In this session, MINI will provide an inside look at the different forms of content developed to promote their brand and its community.  MINI’s content includes original films created on behalf of MINI owners, original films by Buzzfeed, a documentary of the annual MINI Takes the States cross country road trip and much more!

Lee Nadler

Marketing Communications Manager MINI USA

A&E NETWORKS: THE IMPACT OF EMOTIONS ON ADVERTISING

Marcela Tabares, A+E Networks SVP of Strategic Insights, will present learnings from a new research study that examines how the relationship between the emotional profiles of programs and ads impact ad receptivity. This innovative study is based on Magid's EmotionalDNA™, a new viewer-derived portrait of primetime television that defines the emotional tonality of 785 prime time shows based on a survey of 15,000 people - an approach adapted to a parallel survey of 100 ads for this initiative. The study is intended to inform discussion about the effect of the emotional context on advertising and how different emotional dimensions impact measures of Ad Receptivity – does matching the emotional tonality of programs and ads matter? Do some emotions matter more than others? And to what extent does program affinity matter?

Rebecca Miller

Sr. Director, Strategic Insights A+E Networks

RUST-OLEUM SERVES UP INSPIRATION AND PASSION WITH CONTENT

There are more than 100 million searches per month on "how to" do something on the web.  Rust-Oleum attempts to answer some of those questions with creative solutions that incite passion and inspiration.  Rust-Oleum shifted their marketing to focus on the idea that consumers are passionate about how Rust-Oleum's products can create something beautiful that they can enjoy rather than on the product itself. With a mission to create 1,000 compelling projects that serve as inspiration to consumers everywhere, learn how Rust-Oleum employed an intricate blend of content engineering, integrated media partnerships, and data-driven marketing to drive awareness.

Lisa Bialecki

Senior Director, Integrated Communications Rust-Oleum

THE VALUE OF MUSIC TO A BRAND AND ITS FUTURE CONTENT MARKETING PROGRAMS

Music is one of the most powerful forms of content. It is emotional, social, mobile, and cultural. It is also the number one media activity for millennials, a critical demographic in this ever evolving fanatical digital and content age. For marketers however, the challenge to use music is the struggle in quantifying what value this medium brings to their campaigns. Sony Music has launched a study of 30,000 U.S. consumers about attitudes and behaviors toward music, artists, and brands; bringing greater scientific rigor and tools to explain the value of music to a brand and its future content programs.

Elliot Lum

Vice President, Strategic Marketing Columbia Records, division of Sony Music