Integrated Marketing @ Legg Mason (Members Only Conference)
Studies show that multichannel consumers spend more, shop more frequently, and are more brand loyal. To target these customers, marketers must develop the right marketing mix to deliver an interactive and engaging experience in whatever medium their customers prefer to use. At the upcoming ANA Integrated Marketing Members Only Conference hosted by Legg Mason, you’ll hear from leading marketers representing a diverse array of industries discussing how they are using digital and social touch points to develop execute, and evaluate their integrated marketing communications strategy.
|Begins:||Wednesday, April 16, 2014 at 8:15am|
|Ends:||Wednesday, April 16, 2014 at 3:00pm|
Legg Mason, Inc.
100 International Drive
|Member Rate||Non-Member Rate|
|Members Only Conference||Complimentary||Not Available|
Wednesday, April 16, 2014
HONEST TEA DRIVES BUSINESS RESULTS THROUGH SOCIAL EXPERIMENT
Honest Tea seeks to have an honest relationship with consumers through the ingredients we use. To see how closely those values were shared throughout the country, Honest Tea conducted a social experiment to find out how honest people are when no one seemed to be looking. Over the course of 10 days the beverage company set up unmanned kiosks selling Honest Tea on the honor system. How did this experiment tie back to business metrics? The findings were released as the National Honesty Index, and comprised of an engaging website, videos, infographics and other social content that built brand affinity through earned and social interactions. It also played a role in a bigger integrated communications strategy that drove trial of its products via the activation itself and the digital coupon
Director, PR and Digital Media
LEGG MASON’S GLOBAL INCOME CAMPAIGN: AN INTEGRATED MARKETING CASE STUDY
Recently, investors worldwide have seen long-held assumptions about income investing shattered by a combination of low interest rates, market volatility and declining home values. In response, many investors are rethinking their approach to income. Yet how do they feel about the new realities of income investing? To find out, Legg Mason commissioned a global research study of affluent investors to gauge their attitudes concerning their investments. A broad objective was to build-up the Legg Mason brand while also promoting our income solutions products. This unique, integrated marketing campaign employed a strategy that utilized both earned and paid media - print and digital, social and an extensive public relations effort.
Managing Director, Head, U.S. Marketing & Global Marketing Services
TOUCHSTONE ENERGY POWERS MEMBER ENGAGEMENT THROUGH MULTIPLE TOUCHPOINTS
Electric cooperatives were established to provide electricity to rural America, and now make up the largest electric utility network in the nation representing 42 million customers and serving 75% of the US land mass. Touchstone Energy is the national brand identity for that network. Through the “Power of Co-op Membership” campaign, Touchstone Energy wanted to increase member engagement by showing the benefits of membership and the impact it has on the community. This session will share results of this integrated marketing campaign, lessons learned from their digital strategy, and how they developed and then educated their 700 co-ops across the country on how to use the customizable creative assets to target their local communities.
Director, Strategic Communications and Partnership Marketing
CARMAX LEVERAGES THE SUPERBOWL TO GENERATE CONVERSATION AROUND THE BRAND
CarMax is America’s largest used-car retailer and this year returned as one of Super Bowl 2014’s advertisers after a two year absence. Attendees will hear the rationale for releasing the television spot before the game, and how they built an integrated marketing campaign to generate conversation around the CarMax brand before, during and after the big game. This session will also take a closer look at the partnerships between the various agencies and internal teams and how they worked together to develop the facets of the campaign, as well as share results and key learnings.
Vice President, Advertising
CarMax Auto Superstores
Sr. Brand Manager
Director, Integrated Marketing
Johnson & Johnson
McKinsey & Company