NEW APPROACHES IN CONNECTING WITH CUSTOMERS
FREE for ANA members
Hosted By The Lacek Group, The Loyalty Marketing Practice of OgilvyOne Worldwide & Sponsored by Google
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Event Description
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Dates & Times
Starts: Wednesday, May 6, 2009 at 8:00am
Ends: Wednesday, May 6, 2009 at 2:30pm
Venue/Location
Hotel Ivy - in The Gershwin Room
201 South Eleventh Street
Minneapolis, MN 55403
Hotel Ivy
Agenda
The fortunes of many of the world’s best known brands will be determined during the next five years on a playing field undergoing chaotic transition. The winners in this game going forward will be those that play a key role in determining and shaping the new set of rules of marketing, and that learn how to use them to their advantage. Marketers need new points of traction and attraction to reach consumers. How can marketers participate in this universe of consumer talkback and empowerment across the internet, through social networking, community sites and user-generated content?
Confirmed Speakers:
8:00 am Networking Breakfast
9:00 am Opening Remarks- Speakers: Mark A. Weninger Managing Partner, Chief Creative Officer, Lacek | OgilvyOne Worldwide & Brian Davidson, VP, ANA
9:15 am Dada-Data-Alpha-Beta: Loyalty Marketing In A Digital Age
Julie Bustos, Senior Partner for Interactive Systems at The Lacek Group
The Loyalty Marketing Practice of OgilvyOne Worldwide
Julie will explain why building customer loyalty no longer follows a linear path from strategy to communications. In a world gone digital, the best loyalty marketing begins with an explosion of ideas, tactics and experiences that reach every nook and cranny of the three-dimensional marketing landscape. With compelling case studies and best-in-class practices, Julie will show how marketers need to re-think conventional approaches to building customer loyalty and to assign dynamic new roles to all of us in the marketing mix.
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10:15 am Leveraging Legacy and Touting Touch Points to Renew Brand Relevance
Michael Keller, Chief Branding Officer, International Dairy Queen, Inc.
The Dairy Queen brand is iconic and is one of the most beloved brands in the restaurant industry and broader food industry. With almost 600 million visits per year to its stores, more than two million Blizzard Fan Club members at blizzardfanclub.com, thousands of followers on the DQ FaceBook page and a recently launched successful corporate blog, more than 250,000 gamers playing one of DQ’s two online games and others who ordered Dairy Queen’s new game, DQ Tycoon online, Dairy Queen connects with customers online as well as through its physical store locations.
The new and emerging web and brick-and-mortar business environment presents challenges and opportunities for all brands. Michael Keller will share his strategic insights on brand building and how DQ is developing and improving its methods to reach and connect with consumers and drive sales in this new environment. It all begins with Mr. Keller’s proprietary Brand Touchpoint Wheel, the basis for all branding initiatives for DQ. Find out how he is helping to bring the DQ brand to life, and how it might be a model for your brand.
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11:30 am How Great Companies Win By Committing To An Intense Customer Focus
Michael Dunn, CEO and Chairman of Prophet
Michael will discuss how companies can use a customer-centric approach to become the ultimate triple threat – one in which customers, associates, and the company/its shareholders win. Many successful companies are questioning, particularly in this economy, whether their current strategy will be their winning ticket for the next 5 -10 years. Learn from companies such as Wachovia, Charles Schwab, Ameritrade, and Nationwide. If it is time for a change, how do you pivot from the current formula to one that puts the customer at the center of your strategy?
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12:30 pm - 1:30pm Complimentary Networking Lunch
1:30 pm HP Case Study: 31 Days of the Dragon Word-of-Mouth Marketing Program
Chris Aarons and Geoff Nelson, Buzz Corps, Inc.
During this session Chris Aarons and Geoff Nelson, co-founders of Austin-based influencer marketing agency Buzz Corps, will stress the importance of developing strong relationships with the social media influencers and highlight the tremendous success of integrated word-of-mouth campaigns. Discussing the “31 Days of the Dragon” case study, Mr. Aarons will bring real-life examples to the attendees and explain how to generate dramatic marketing results for the same financial impact as what many companies would dismiss as an accounting error.
With zero media spend, “31 Days of the Dragon” reached well over 50 million impressions across 123 countries and resulted in an excess of 25,000 entries across the participating sites. Additionally, the campaign drove an 84 percent increase in product sales, a 10 percent increase in overall PC sales and a 14 percent increase in traffic to hpshopping.com as reported in month-over-month sales data. The growth in sales remained present after the culmination of the contest as people continued to discuss HP.
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2:30 pm Adjournment
Questions? Please email Tiffany Piracha at tpiracha@ana.net for assistance.