EMBRACING CUSTOMER INSIGHTS TO CREATE SUCCESSFUL EXPERIENTIAL MARKETING PLATFORMS
GES (Global Experience Specialists) has a long history of creating meaningful and memorable experiences for marketers. Behind these unique experiences are vital customer insights integral to developing engaging event platforms that deliver on marketers’ objectives. In this session, Eddie Newquist, EVP, Chief Creative Officer, will share how GES collaborates with marketers to utilize customer insights while establishing the strategy for experiential programs and improving the effectiveness of their activations. Eddie will discuss how GES leveraged insights to ultimately strengthen customer engagement for partners Warner Bros. and Disney through their experiential marketing programs.
Executive Vice President, Chief Creative Officer
Global Experience Specialists (GES)
THE PARTICIPATION ECONOMY: HOW KRISPY KREME IS EMBRACING RESEARCH TO ENGAGE MILLENIALS
For nearly 75 years Krispy Kreme has been known for melt-in-your-mouth Original Glazed(R) doughnuts and memorable experiences. Through generations the brand has learned how to stay true to its proprietary doughnut recipe and its simple mission - "to touch and enhance lives through the joy that is Krispy Kreme." While Krispy Kreme’s brand was built by traditional word-of-mouth marketing, they are now embracing new insights from research to increase the effectiveness of their marketing programs. Krispy Kreme, joined by agency partner Barkley, will discuss how they are utilizing insights from "The Participation Economy" that has evolved from Millennials' influence on brand marketers, as well as the emergence of the Digital Native, to hone their marketing programs.
Executive Vice President
Global Creative Director
Krispy Kreme Doughnuts
THE TRAVELOCITY APPROACH TO LEVERAGING CUSTOMER INSIGHTS
16 years ago, Travelocity was launched as the first online travel company. Throughout its history, Travelocity has led the industry by placing customers' needs at the forefront of every facet of the company's operations, including its innovative marketing efforts. Travelocity has brought their mission of being the traveler's champion to life through innovative marketing campaigns that highlight their customer-centric approach including benefits like their comprehensive guarantee and Customer Bill of Rights. In this session, Brad Wilson, Chief Marketing Officer, Travelocity, will discuss how the company leverages research and customer insights to successfully connect with its core audiences and increase market share. Brad will share the background behind how Travelocity is strategically utilizing new tools and resources to fulfill the continuously evolving needs of their consumer.
Chief Marketing Officer
Travelocity, North America
THE MOMOSPHERE: EMOTIONALLY CONNECTING MOM BLOGGERS AND MOM BLOG READERS
Whether it’s finding the latest recipe, getting the best bargains, or simply connecting with other Moms for advice and emotional support, the Mom-Blogosphere continues to grow. Over half of Moms read a blog this year, and that number is expected to grow to two-thirds by 2014. Lifetimemoms.com has completed a propriety study that looks beyond the traditional usage numbers to uncover motivations behind why Moms read blogs. The study uncovers difference and similarities between Mom blog readers, and how their behavior and motivations vary on Mom blogs vs. social network sites. It also provides insight into how to effectively speak to and message to the Mom blog reader.
Vice President, Digital Research
General Session cont.
FINDING A NEW LEADING MAN - HOW ROMANO'S MACARONI GRILL DEVELOPED A NEW BRAND AMBASSADOR THAT AUDIENCES LOVE
Recently, national restaurant chain Romano's Macaroni Grill found itself in a precarious business position. In an effort to keep up with the latest health trends, the previous management converted the menu to focus on a lighter, healthier Mediterranean style fare, reducing calories, portion sizes and ultimately flavors. The new menu hardly resembled the classic Italian cuisine the brand was famous for and as a result its core consumer left and sought newer, more enticing options. With the introduction of a new leadership team, Romano's Macaroni Grill rebuilt the menu, brought back many of the classic dishes, and went to VIA in search of a campaign that would reconnect the restaurant with its core guests. VIA was tasked with developing a campaign that reignited consumers' love affair with dining out and the "Italian dining experience." With a sharp wit and suit to match, they created The Connoisseur; the physical embodiment of Macaroni Grill's new brand platform. In this session, Brandon Coleman, Chief Marketing Officer of Romano's Macaroni Grill and Greg Smith, Chief Creative Officer of The VIA Agency, will provide insights on how the brand platform was built and how it informed the creation of The Connoisseur campaign. Brandon and Greg will also share best practices for getting to know your consumer, and creating a brand ambassador that your target market will embrace wholeheartedly.
Chief Marketing Officer
Romano's Macaroni Grill
Chief Creative Officer
The VIA Agency
BRAND RITUALS: HOW SUCCESSFUL BRANDS BOND WITH CUSTOMERS FOR LIFE
Brand marketing should no longer be just about consumer beliefs; it should be all about customer behavior. The payoff of creating brand rituals is that customers feel there is only one choice—our brand. They will insist on it, even investing some of their own limited time to make sure they find it when they want it, use it, and do so again and again. In this presentation, Jennifer Pulliam will share how TXU leverages behavioral marketing principles to differentiate the brand in a highly competitive, deregulated energy category and Michael Miller will challenge the existing marketing myths that no longer serve us and present a clearly defined four-stage approach to creating a Brand Ritual that includes:
- Getting the initial transaction
- Magnifying consumer attraction to your brand
- Building connections with relevant innovations and experiences
- Creating a bond by aligning on key values
Director, Product Innovation
Chief Marketing Officer
Hyper Marketing Inc.
UPS EFFIE AWARD-WINNING CASE STUDY
UPS saw an opportunity to grow amongst small and medium businesses. These companies aspired to be bigger. They required a business partner, not just a shipper, to help them grow, expand across borders, serve customers better, be more efficient and productive. We uncovered a simple insight; success in business is about more than just shipping, it's about managing logistics – and nobody does that better than UPS. The "We Love Logistics" campaign redefined the value of what UPS could do, positioning UPS as a strategic partner to small and medium companies.
Vice President, Customer Communications
Worldwide Managing Director
Ogilvy & Mather