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Dates & Times
Starts: Thursday, November 6, 2008 at 8:30am
Ends: Thursday, November 6, 2008 at 2:30pm
Venue/Location
Google Cambridge
5 Cambridge Center
Waterfront Tech Talk
Cambridge, MA 02142
Agenda
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ANA Eastern Region Brand Building Workshop is being hosted and sponsored by Google.
8:30 am Continental Breakfast
9:00 am Welcoming Remarks, Bill Zengel, Senior Vice President, Member Relations, ANA
9:15 am Become a Growth Champion - Marketing is the ultimate economic rescue package. It stimulates growth for each of your businesses ... and for the country overall. And growth champions ... the movers and shakers who deploy marketing strategies with creativity and precision to achieve brand and business growth, are the fuel for the marketing engines within each of your companies. Michael Palmer, dean, ANA School of Marketing, will demonstrate why Growth Champions are truly Masters of Marketing - how by framing specific, measureable growth objectives, and by monitoring performance continuously - often in real time, they can achieve measurable brand and business growth - consistently and impressively.
9:45 am "The Evolution of Marketing Measurement and Analytics in Today's Dynamic Economy "- ANA members have been working hard at measuring marketing ROI for several years now. The results, however, are mixed. Are there really "best practices" applicable across industries? Or are there just a few traps to avoid in planning your route? What are the processes, tools and techniques providing the most financial insight and credibility? And where are the dead ends that suck up money and time? Pat LaPointe, Managing Partner of MarketingNPV will share some findings of recent work and guide this discussion of how measurement and analytics are being pushed towards more productive outcomes in the current economic climate.
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10:30 am "Liberty Mutual Case Study". Hear from Kristin Suppelsa, Vice President and Manager Communications, Liberty Mutual Insurance Company on the connection between unaided awareness, share of voice and quoting activity in the insurance category. It will include a quick overview of Liberty Mutual's strategy and target, an analysis of the data that points to the correlation between awareness and quoting and will include some of the ways that Liberty Mutual is working to raise their awareness levels in a category where they are grossly outspent by their competitive set.
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11:30 am "Messages vs. Marketing Mix" - SAS is a business-to-business technology firm that specializes in analytical software solutions for a variety of industries. As a member of the firm's in-house global marketing agency, Mark Chaves, Senior Product Manager, will talk about the evolution of the SAS brand and the challenges of tailoring messages amidst a diverse mix of marketing tactics. The first challenge is to maintain the firm's global brand while also enabling very different business units to get their messages across to their markets. SAS, like many technology companies also faces a challenge in marketing to its traditional target "consumer". Mark will also talk about how SAS has taken a global approach to marketing across its different geographical markets.
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12:30 pm Networking Lunch - an opportunity for you to meet and connect with your peers
1:30 pm Google's Vision for Branded Entertainment - In today's digital landscape, marketers are realizing the incredible benefits of precise targeting and scaled reach, giving their brands focused exposure like never before. Alexandra Levy, Google's Director of Branded Entertainment will join this session to discuss exactly how Google's digital advertising platform has opened the doors to a new form of engaging marketing that marries brands with premium content. Leveraging the meteoric rise of "You Tube" and Google's expansive Content Network, Alexandra will delve into Google's strategy to provide a co-branded rich media advertising experience for marketers in a Web 2.0 world.
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2:30 pm Adjournment