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Business-to-Business

This event has ended.
Begins: Wednesday, January 26, 2011 at 9:00am
Ends: Wednesday, January 26, 2011 at 2:30pm
Location: ANA
708 Third Avenue
33rd Floor
New York, NY 10017

Meeting notes are available to current, logged in Members only.

NETWORKING BREAKFAST (9:00 - 9:30)
INTRODUCTIONS (9:30 - 9:45)


I.  ENGAGING EMPLOYEES AND BUILDING THE BRAND INTERNALLY: DELOITTE'S "GREEN DOT" CAMPAIGN (9:45-10:45)
Originally introduced in 2003, this campaign was designed to establish a consistent brand image in the marketplace. The recent "Phase Two" iteration of the campaign has taken this further to reflect the company's leadership position and plans for future growth in the industry, applied externally utilizing on-line, out-of-home and print. But perhaps the most notable success for Deloitte was the use of the campaign as an internal brand engagement tool. This presentation will highlight the internal engagement strategy, including the "Green Dot Challenge" which encouraged employees to compete by creating their own ads online.
Speaker:
John Keller
, Senior Manager, Marketing & Advertising, Deloitte


II.  CASE STUDY: THOMSON REUTERS EIKON LAUNCH (11:00-12:00)
Thomson Reuters created Eikon as a tool for the new generation of financial professionals who work differently in a world of rapid and unprecedented change. To launch this innovative tool, they wanted to create a campaign that had never been seen in their market before. It had to be bold, brave, innovative and, above all, experiential. Their campaign used an experiential platform that was integrated and consistent with the advertising ideas but moved beyond merely repeating them to their customers. Hear about how they covered fourteen cities using interruptive marketing, video street teams and contests to create a launch campaign that resulted in high levels of awareness and garnered significant attention from customers and the business community, including coverage by over 180 publications.
Speaker:
Tim Mickelborough
, Global Head of Branding and Advertising, Thomson Reuters
Matt Jones
, Senior Vice President, Strategy and Creative, Jack Morton Worldwide


LUNCH (12:00 - 1:00)


III.  INTEGRATING ONLINE ENGAGMENT WITH TRADITIONAL B2B EVENTS - INTEL DEVELOPER FORUM 2010 (1:00-1:45)
In today's B2B environment, we need to reach out customers by providing them with useful information that engages and starts a conversation instead of just shouting at them. The Intel Developer Forum (IDF) conference was designed to give attendees a first-hand look at where the industry is headed and access to Intel and industry experts, giving them the information they need to develop and design the most relevant products of the future. The 2010 conference used new creative elements such as mobile augmented reality and an integrated approach to interactive engagement to create a unique experience that translated into positive results. In this session, you will learn how to:

• Profile an event audience and define the core segments
• Create personas to represent each audience
• Use an experience engagement map
• Create tools to personalize and streamline the experience
• Integrate each function into new media where appropriate
• Develop a mobile platform and enhance the digital community experience
• Use RFID to track and capture information on event attendees.

Speaker:
Matt Jones
, Senior Vice President, Strategy and Creative, Jack Morton Worldwide


IV.  INCREASING ENGAGEMENT THROUGH SOCIAL MEDIA AND EXPERIENTIAL MARKETING: CONCUR TECHNOLOGIES "CONCUR BREEZE" TOUR
(1:45 - 2:30)
Concur Technology wanted to launch its Concur Breeze expense tracking software to small businesses by building a broader brand story with product trial at its heart. The "Expense Tracking Not Stacking" tour was designed with a three-pronged integrated event strategy, featuring anchor events, connector events and ad-hoc engagements. Hear how a team of "breezers" mounted on Harley Davidson motorcycles toured the nation doing product demos, documentary-style interviews with customers and prospects and blogged about their experiences on the road. These stories served to humanize the brand and content was then fed through social media and integrated with the overall campaign. These efforts were successful in increasing awareness, driving online traffic and starting conversations with SMB's.
Speaker:
Matt Jones
, Senior Vice President, Strategy and Creative, Jack Morton Worldwide


ADJOURNMENT (2:30)

 

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