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Date & Time
Starts: Wednesday, May 21, 2008 at 9:30am
Ends: Wednesday, May 21, 2008 at 2:30pm
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Location
ANA Headquarters
708 Third Avenue Bwn 44th and 45th Streets
33rd Floor
New York, NY 10017
Agenda
AGENDA
I. WORD-OF-MOUTH MARKETING THAT GOES BEYOND TACTICS - A FISKARS Case Study
Word-of-mouth marketing is the flavor of the month right now. Viral marketing, online videos, social networks, blogs, and buzz events are all just new tactics in our expanding marketing toolbox. To create something truly impactful, valuable, and sustainable we, as marketers must take that bold next step of truly releasing control. We must hand the reins to our most-passionate customers.
Chad Vincent, president of Fiskars Brands and Spike Jones of Brains on Fire will lay out the blueprint for the creation of the "Fiskateers," Fiskars' crafting ambassador program. This best practice case study not only connected the company with its customers, it increased loyalty, online conversations, and sales - and that was only the beginning. Fiskateers is no longer a marketing program; it is a movement.
Speakers:
Chad Vincent, President - Fiskars Brands
Spike Jones, Brains on Fire
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies. We'll discuss:
a. Senior Marketers Think Tank Committee - A Review
In order for the committee to generate greater value and relevancy for everyone, Steve Smith the new SMTT committee chair would like to hear from you. The goal for this committee is for each meeting to be a must attend event. The greater the participation, the greater the learning. Please think about this and come prepared to share.
b. Marketing in a Down Economy
Everyone knows that when the economy slows down there are going to be budgets cuts. This however fly's in the face of conventional wisdom and real research that states those who spend more strategically in a down market come out ahead when the market rebounds.
III. Enterprise Communications Management - Gillette a Case Study
In this seminar, we will discuss marketing knowledge management and how one company created, maintained and transformed an online knowledge management center. The discussion will include policies and procedures, metrics for success, lessons learned and suggestions on possible approaches to building a knowledge management portal for the marketing function. The big take away is most marketers think marketing knowledge management is a SOFTWARE issue when, on point of fact, it is a process, data and organization issue. You won't want to miss this.
Speakers:
Melissa Corcoran, Knowledge Management Manager - Gillette
Gordon Wade, Chairman - EMM Group