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Innovation @ Macerich presented by USPS (Members Only Conference)

This event is over.

Innovation, according to dictionary.com, is (1) something new or different introduced and (2) the act of innovating; introduction of new things or methods. Successful marketers make marketing innovation a priority by finding new ways to reach customers, developing breakthrough new products, creating brand experiences that transform, and more.

Hosted by Macerich, this complimentary ANA members only conference will feature sessions from leading marketers and thought leaders who will share their case histories and actionable takeaways in marketing innovation.

When
Begins:Wednesday, November 7, 2012 at 8:15am
Ends:Wednesday, November 7, 2012 at 3:30pm
Where

395 Santa Monica Place
L3 Event Place
Located on Level 3, Between the Market and Ozumo
Santa Monica, CA 90401

Agenda
8:15am

Breakfast

9:00am

General Session

VISA INNOVATES WITH SOCIAL MEDIA AT LONDON 2012 OLYMPIC GAMES
Along their long and grueling journey to the Olympic Games, athletes seek inspiration, encouragement and “cheers” from their social networks.  In its first "social-by-design" global marketing campaign, Visa created a “cheer” platform as part of its Go World campaign – giving fans an opportunity to make a difference in the lives of Team Visa athletes preparing for the Olympic and Paralympic Games. In this session, Visa will share a case study discussing the key insights that led to this social-by-design campaign, how social media was utilized to bring the world together in a global cheer to support Team Visa athletes, tools that allowed fans to connect with their favorite athletes, ways Team Visa athletes got involved and mobilized their fan bases and how social media engagement was rewarded through Visa’s real-time congratulatory television commercials.

Michele Cardinal
Senior Business Leader, U.S. Marketing
Visa
_____________________________________________

ALASKA AIRLINES INNOVATES IN CUSTOMER SERVICE
Alaska Air Group (Alaska and Horizon Airlines) is the seventh largest airline in the U.S. and has always been a company grounded in innovation.  In fact, the airline was the first to book flights and sell tickets via the Internet, the first to offer Web check-in, the first to use onboard POS devices to accept debit and credit cards in the air.  Alaska Airlines will share how they are innovating in customer service and experience through their passengers’ journeys.

Curtis Kopf
Managing Director of Customer Innovation
Alaska Airlines
______________________________________________

ANTHEM BLUE CROSS—EVOLVING A TRUSTED BRAND TO CONNECT WITH CONSUMERS IN NEW WAYS
Healthcare reform is accelerating the pace of change in an increasingly consumer-driven market. Brands must quickly adapt their business and marketing models to address evolving consumer needs. In the case of a brand like Anthem Blue Cross, the need to maintain established brand trust while still adapting to meet the latest consumer behaviors is critical.  See how some of their latest innovative offerings have helped maintain this trust in relevant ways that both foster consumer relationships and solidify the brand’s position as a partner in “health”.

Beth McDonnell
VP, Brand, Advertising and Communications
Anthem Blue Cross Blue Shield

Kim Getty
Partner, Director of Account Management
Deutsch LA

_____________________________________________

YOUR MUSIC, YOUR CHOICE...AND MUCH MORE
In this session, Universal Music Group Distribution and Macerich will share a case study on how renowned record labels and recording artists are leveraging the consumer insights from the shopping center customer base to create awareness for up-and-coming artists, drive sales of new releases and create buzz in the marketplace.  In working together to leverage each company’s unique assets, location, and purchasing behaviors, Macerich and Universal Music Group will share how they are working together to bring consumer excitement and interaction to their retail footprint and actionable insights from leveraging two unique offerings that touch the same customer. 

Petra Maruca
Vice President of Business Development
The Macerich Company

Stephanie Timberlake
Director, Partnership Marketing
Universal Music Group Distribution
______________________________________________

12:50pm
Luncheon
1:50pm

General Session cont.

EDMUNDS.COM LEVERAGES CONSUMER INSIGHTS TO INNOVATE
Edmunds.com will share how consumer insights drove service innovation in the online car shopping category, fostering one-to-one customer interactions, a unique value proposition and the opportunity to increase brand awareness through a multi-channel approach.

Michelle Denogean
Vice President, Marketing and Business Operations

Edmunds.com
______________________________________________

DIRECT MAIL TO THE MAX
Direct Mail is powerful, customizable, private, and virtually guaranteed to be seen by the recipient. So, why aren't you using it more? In the session, learn how leading brands have utilized mail to do more for their brands by adding simple enhancements. Trish Witkowski, chief folding fanatic at foldfactory.com, will share client case studies on how brands have “rocked the mailbox” and demonstrated creative inspiration and ingenious use of technology. She’ll offer up actionable insights and lessons learned with compelling and engaging formats that can be produced efficiently.   

Trish Witkowski
Chief Folding Fanatic
Fold Factory

Elena Neely
Manager, Shipping and Mailing
United States Postal Service
______________________________________________

3:30pm
Adjournment

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