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Innovation @ Home Depot (Members Only Conference) presented by BrightLine

This event is over.

Please click here to download the conference booklet.

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 marketing innovation incorporates the advances of marketing science, technology or engineering to increase the effectiveness and efficiency of marketing, to gain a stronger competitive advantage and finding new ways to reach customers by improving strategy, research, communications, operations, and analysis.  Innovation inherently improves the lifetime value and engagement of the customer by spreading positive word of mouth and enhances the portfolio of a company's products and services.   

Hosted by Home Depot, Inc. — a company where innovation has always been part of the corporate culture—this complimentary ANA members only conference will feature sessions from leading marketers and thought leaders who will share their case histories in marketing innovation.

When
Begins:Tuesday, September 24, 2013 at 8:15am
Ends:Tuesday, September 24, 2013 at 3:30pm
Where

Home Depot, Inc.
Store Support Center
2455 Paces Ferry Road, SE
Atlanta, GA 30339-4024

Agenda
8:15am Breakfast
9:00am

General Session

HOME DEPOT INNOVATES WITH TECHNOLOGY-DRIVEN INTEGRATED MARKETING
As the world’s largest home improvement retailer, Home Depot continually needs to innovate in the areas of customer insight and technology to remain relevant in a category that is growing tremendously, especially amongst women.   Driven by rich consumer insights, their ongoing commitment to innovation in technology and integration is at the heart of their brand story.  But their message, relevance, and channels are continually evolving as technology enables them to glean rich consumer insights and act upon them quickly.    In this session, Home Depot will share how they continually innovate their home improvement experience strategy using technology, insights, and channel integration to enhance and “be” the home improvement destination.   

Mike Hibbison
Vice President of Integrated Media

Home Depot
____________________________________________

BLU DOT’S INNOVATIVE APPROACH TO BUILDING A BRAND THROUGH EXPERIENTIAL MARKETING
Brands mesmerized us this past year with "experiential marketing campaigns" that grabbed headlines and led to 2013 being called by many the "year of experiential." This created a new frontier of marketers searching for a disruptive stunt to call their own.  Modern furniture designer, Blu Dot, believes the true power of experiences happen when we reframe how we think of experiential marketing from one-off stunts to experiences that facilitate actions between people.  In this session, they will share their innovative brand work and the insights behind their award-winning series of innovative experiential marketing initiatives. This session will also focus on how brands can push their work beyond the hype to create powerful connections between brands and people.

Jim Scott
Co-Founder and Managing Partner

mono
____________________________________________

EVEN™ HOTELS: BRAND LAUNCH INNOVATION CASE STUDY
In 2012, IHG, one of the world's largest hotel companies, launched the EVEN Hotels brand to meet a new and growing customer demand in the U.S. for healthier travel. The brand is a result of more than 24 months of extensive research and is the first mainstream lifestyle hotel in the wellness space. In this session, they will share how EVEN Hotels demonstrates IHG’s commitment to innovation and continued evolution based on guests’ insights. They will also offer a preview of the new brand and its focus on enabling wellness in travel by helping guests Eat Well, Accomplish More, Keep Active and Rest Easy.

Adam Glickman
Head of EVEN Hotels
InterContinental Hotels Group
____________________________________________

DUNKIN BRANDS UNCOVERS THEIR APPROACH TO CUSTOMER INSIGHT-DRIVEN PRODUCT INNOVATION
Dunkin Brands has always innovated its product line based on consumer feedback and ground-breaking  research techniques.  In this session, Dunkin Brands will share their approach to product innovation, which includes research strategy, customer-insights approach to new products through social listening, and how they test and manage a continuous output of new products.  They will share how they foster and grow a continuous culture of innovation throughout their product development process.

Charles Wilson
Director of Marketing, New Business Development
Dunkin Brands
____________________________________________

12:50pm

1:50pm

 

Lunch

General Session Continued

ARBY’S INNOVATES THROUGH CROWD-SOURCED SOCIAL TRUTHS TO HARNESS THE ‘BIG IDEA’
When developing a creative brief, some brands focus their agency briefs around brand awareness creative. Innovative work comes from an innovative creative foundation to harness the “big idea” by discovering the “realistic tension” or social truth that consumers have around a given product or service, in real-time.  In this session, Arby’s will share innovative methods and best practices that incorporate how they truly listen and respond to that “real-time tension” that is based on real-time consumer behavior and insights online.  And by listening and harnessing insights through data, big ideas are born.

Robin Seward
Vice President, Brand Marketing
Arby's Restaurant Group, Inc.
____________________________________________

SMART MARKETING IN A SMART WORLD:  TV ADVERTISING’S SECOND CURVE IS HERE
The battle for the living room rages on as connected TV (via consoles and smart TV) continues to foster competition for consumer eyeballs like never before in television history.  As more than half of all TV homes will be "connected" by 2014, the combination of connectivity and competition is accelerating the rollout of richer, smarter, and more intuitive viewing experiences from all parties. TV advertising is ripe for re-invention in this new paradigm.  BrightLine will share practical how-to's for exploiting the opportunity this affords marketers to fuse their digital and TV strategies, and provide examples of the leading marketers shaping this future with innovations such as socially connected TV ads, t-commerce, TV apps (on the big screen), and breakthroughs in targeting via the array of "big data" sets now available for targeting TV viewers over IP. 

Rob Aksman
Chief Experience Officer, Co-Founder
BrightLine
____________________________________________

3:30pm

Conference Adjournment

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