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Dates & Times
Starts: Friday, February 22, 2008 at 8:30am
Ends: Friday, February 22, 2008 at 3:30pm
Venue/Location
Monterey Bay Aquarium
886 Cannery Row
Monterey, CA 93940
Agenda
Hosted by the Monterey Bay Aquarium and Sponsored by Google
8:00 am Continental Breakfast
8:30 am Welcome Remarks
8:45 am Marketing Organization: Is your marketing organization set up for success? Are you aligned with key stakeholders across the business? Can your organization provide the nimble response you'll need to be able to manage your marketing investment? Many marketers are coming up short when answering these questions. Hunter Hastings, CEO, Founder, EMM Group will help explore why marketing organizations lag in these areas despite the technical capabilities at their disposal. He will be joined by Doug Milliken, Vice President Marketing, Clorox, Peter Boland from Barclay's Global Investors, and Jeff Saperstein, author and professor at San Francisco State University Graduate School of Business, UC Berkeley Extension and Stamford University who will explore why marketers are still too focused on messaging, positioning, and channels, not on what the data is telling them, what the consumer is interested in, and what the consumer responds to. They will further explore how successful marketing organizations have eliminated the silos that have been built up over the years, breaking down the barriers needed to create cross-functional links that allow marketing to effect the entire organization.
10:45 am Managing - Not Just Measuring Marketing ROI: CEO's and CFO's are demanding that marketing demonstrates, now more than ever, what the company is getting for its money. Rex Briggs, Founder and CEO of Marketing Evolution and author of What Sticks, Why Advertising Fails and How to Guarantee Yours Succeeds will lead a discussion centered on why marketers must now reassess how marketing performance is measured and managed in their organizations. The session will include: An indepth analysis of multiple "best practices" case studies that show how to achieve "profitable" change in your organization; "Real time" perspectives and solutions to the process of measuring and managing marketing accountability; a "Town Hall" discussion session that will help make the workshop directly applicable to your unique situation. You will leave this session with the practical insight you need to fine-tune your own approaches to marketing accountability, and ROI, or to adopt totally new management strategies to achieve the accountability transformation most businesses require today.
12 Noon Networking Lunch
1:00 pm Green Marketing: It is easy to say you are green, but consumers are skeptical and poised to accuse disingenuous companies of "greenwashing". Ford, for example, was tagged with that claim by a number of green activist groups, who decry the automaker's low overall mpg as it promoted energy independence and use of alternative fuels. This makes Green Marketing especially tricky. Mitch Duckler, Associate Partner, Prophet will present a case history outlining how being green is good business. He will then be joined by Victor Melendez, Pepsi's Chief Sustainability Officer and Joe Pettus of Safeway, who together will discuss the steps you need to take to become greener.
2:00 pm Special Guided Tour of the aquarium, courtesy of our host, The Monterey Bay Aquarium.
3:00 pm Adjournment