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Date & Time
Starts: Thursday, February 18, 2010 at 9:30am
Ends: Thursday, February 18, 2010 at 2:30pm
Location
Reed Smith
599 Lexington Avenue (52nd Street)
22nd Floor
New York, NY 10017
To Attend Via Phone and Webinar
Members: Please log in above to view webinar and dial-in detail.
Agenda
I. How do you speak with senior management VIA Email? Make it look good, easy to understand and actionable
Pepsi had a unique challenge: create an internal branding campaign to communicate data to stakeholders. With dozens of email marketing initiatives each year, the beverage company wanted to broadcast its results throughout the organization in a thoughtful, innovative and impactful way. Pepsi and Epsilon developed creative and dynamic email templates that delivered significant results.
Learning Points:
1. Creatively deliver reporting data in a compelling, insightful way.
2. Drive awareness and build excitement about email marketing within the company.
3. Streamline and reduce the ad hoc requests for campaign data.
Speaker: Lawrence DiCapua, Senior Manager, Interactive Marketing/CRM - Pepsi
II. How to Get More Value from Your Advertising Tracking Research
Periodic updates of your key brand equity and performance measures are no longer sufficient in today's intensely competitive marketplace. Increased pressure on corporate research budgets are also forcing companies to demand more value for their research dollar. Learn how some companies have effectively taken their advertising tracking to another level -- to increase the value of their studies, answer ad-hoc marketing questions, and reduce the need for additional custom research. This presentation will include case study examples of simple, straight-forward analyses that have been used by leading national advertisers to better understand the impact of their advertising and other marketing activities on the overall health of their brands, and to increase the value of tracking research across their organizations.
Speaker:
Thomas Gallagher - President, Gallagher-Lee Research
Steve Sherman, Director of Market Research - Virgin Mobile USA
III. The Call has Gone Out - What the marketing research profession must focus on to remain relevant in 2010 and beyond
The ARF has identified six big wakeup calls (areas of import) that the marketing research profession must focus on to remain relevant. These areas will serve to refocus the industry on what it will take to conduct trustworthy research, find unexpected feedback, and provide anticipatory insights. In addition it will help us to look differently at measure media in a way that people now choose to experience it, and properly rebalance our understanding of how people choose brands by placing more emphasis on understanding the shopper and the dynamic of point-of-purchase.
This session will explore and examine the following areas?
• Online research panels proven to produce different results
• Cell phones are primary for close to 40% of US households
• Listening becomes a source of insights and marketing intelligence that anyone can access
• Marketing research still struggling to be recognized as having significant impact
• Media companies and advertisers form CIMM
• Shopper research takes center stage at understanding the effects of the recession
Speaker: Joel Rubinson, Chief Research Officer - ARF