Date & Time
Starts: Tuesday, March 17, 2009 at 9:30am
Ends: Tuesday, March 17, 2009 at 2:30pm
Location
NIELSEN ONLINE
770 Broadway
14th Floor
New York, NY (Nielsen) 10003
Meeting Notes
|
Remaining 2008 meeting dates for the ANA Senior Marketers Think Tank Committee are as follows: |
I. Is Customer Service the New Marketing?
Should senior marketers take a closer look at customer service in the marketing mix? After all, if you tally up the sheer volume of word-of-mouth and consumer-generated media (CGM) across the Web, customer service is one of the top "talk drivers" of online conversation, and search engine tools keep both good and bad service stories front and center. While the buzz is often negative, brands like Zappos.com are demonstrating that great service can also pay huge marketing dividends. Apple Computer is taking traditional pain points like tech support and turning them into a marketing advantage, and mega brands like Comcast-once the poster child of bad service in the eyes of Advertising Age - are now extending the mission and role of customer support through social media tools like Twitter, corporate blogs, and Comcast online communities. Pete Blackshaw led a stimulating discussion on this timely topic.
Among the questions addressed:
• Is loyalty enough in the age of consumer control?
• How important is consumer affairs to the current marketing mix?
• Should today's CMO be encouraging more or less feedback from consumers?
• What's the relationship between listening and brand advocacy?
• Who's in the best position to lead brands in this new direction? The digital agency? PR firm? Other?
• What's the relationship between CRM and social media?
Speaker: Peter Blackshaw, EVP, Online's Digital Strategic Services - Nielsen
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II. MEMBER ROUNDTABLE DISCUSSION (11:00 - 12:00)
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. Customer Services
III. AGENCY CEO - INTERACTIVE AGENCY COSTS TOO HIGH!
Interactive agency compensation is generally higher than traditional agency compensation as the work is more fragmented and continues long after a media buy is made via ongoing optimization. Many ANA members have expressed surprise about the higher rates they pay for interactive agency compensation. At least one agency CEO believes that interactive agency compensation is too high and it's in the mutual best interests of client and agency to reduce it. Otherwise, as interactive media grows, clients will ultimately not be able to afford the agency compensation costs. This session focused on the media process, reveal the friction points, and discussed how clients and agencies can work together to improve the process, reduce the workload, and reduce fees. Speaker:
Steve Farella, President, Chief Executive Officer - TargetCast TCM, Inc.
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IV. Topics for Future Committee Agendas
The following topics were suggested in this meeting:
• Barter
• Creative Briefing Process
ANA Members in Attendance (16)
Steven Smith, Enterprise Rent-A-Car Company (Committee Chair)
Holly Campbell, Vanguard Brands
Thano Chaltas, UST Inc.
Bob Fisher, Knouse Foods Cooperative, Inc.
Pattie Glod, Limited Brands, Inc.
Ann B. Glover, ING USFS
Thomas Higgins, Schering-Plough HealthCare Products
Shirley Horn, Almond Board of California
Joyce Hrinya, Helzberg Diamonds
Teri James, CIT Group, Inc.
Joan Khoury, Evergreen Investments
Jeff Levitan, SAS
Alison Metcalfe, Tourism Ireland
Michael Scherb, Public Service Enterprise Group
Robert Solomon, Outrigger Enterprises Group
Chad Vincent
Marketers via Teleconference (3)
Andy Armstrong
Nag Odekar, Northwestern Mutual
Robert Ruth, Hatfield Quality Meats, Inc.
Speakers
Peter Blackshaw, Nielsen Online (Pete.Blackshaw@nielsen.com/ (646) 654-7772)
Steve Farella, TargetCast TCM, (SFarella@targetcast.com / 212-500-9620)
ANA Staff
Susan Burke (sburk@ana.net / 212-455-8004)
Brian Davidson (bdavidson@ana.net/ 212-455-8012)
Bill Duggan (bduggan@ana.net/ 212-455-8010)
Shepard Kramer (skramer@ana.net / 212-455-8055)