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NETWORKING BREAKFAST (9:00 – 9:45)
INTRODUCTIONS (9:45 – 10:00)
I. CAN'T BUY ME LIKE: HOW AUTHENTIC CUSTOMER CONNECTIONS DRIVE SUPERIOR RESULTS (10:00-11:00AM)
Today's brands face an apparent choice between two evils: continuing to slash their increasingly ineffective advertising, or putting blind faith in the supposedly mystical power of social media, where "likes" stand in for transactions and a mass audience is maddeningly elusive. There has to be a better way... As Lennon and McCartney wrote a half century ago, money can't buy you love. But in today's world where people have become desensitized – even disillusioned – by ad campaigns and marketing slogans, that maxim is even truer: Money can't even buy you like. That's because we've entered the "Relationship Era" where the only path for businesses seeking long-term success is to create authentic customer relationships. Discover powerful new research, fascinating examples, and practical advice to illustrate how any company can thrive in the "Relationship Era".
Doug Levy, Chief Executive Officer– MEplusYOU and Co-Author of Can't Buy Me Like
II. NATIONAL GRID CASE STUDY (11:15AM-12:15PM)
Brian Cronin, Manager of Brand Strategy and Implementation– National Grid will share the company's overall brand positioning and discuss how they leverage customers' passion points in local communities. In addition, National Grid will share the success story behind their "In Defense of the Environment Sweepstakes" featuring Boston Bruins defenseman and sustainability advocate, Andrew Ference. The program allowed residential customers and schools a chance to win energy efficiency grants plus a visit by Andrew Ference and included multiple channels, including radio, PR, and social media.
Brian Cronin, Manager of Brand Strategy and Implementation– National Grid
Rafael A. Sulit, Head of US Brand Strategy and Implementation– National Grid
LUNCH (12:15 – 1:00PM)
III. LEVERAGING CUSTOMER INSIGHTS AND SOCIAL MEDIA TO BUILD BRANDS (1:00-2:00PM)
As it continues to expand its brand portfolio, Scripps Networks Interactive draws from a highly focused roster of 15,000 "lifestyle enthusiasts" who refine, direct and serve as a consumer "gut-check." Discover how top brands such as HGTV and Food Network leverage key customer insights to drive ideas. Learn Scripps Networks' best practices for fostering innovation and utilizing social media like Facebook, Twitter, YouTube and Pinterest to keep the conversation flowing and, ultimately, forge lifelong bonds between their brands, their talent and consumers.
Beth Lawrence, EVP, Digital Ad Sales – Scripps Networks Interactive
Jon Steinlauf, EVP, Ad Sales and Marketing – Scripps Networks Interactive