Integrated Marketing presented by NBC Universal
This event is over.
Integrated Marketing ranks as a top concern among client-side marketers. The development of new communications and the evolution of traditional communications have shifted power from the marketer to the consumer. This shift has created enormous opportunities, providing marketers with the ability to better target their customers. However, the explosion of choice has also complicated the lives and practices of marketers, creating massive challenges for effective integration.
Discover how top marketers such as The Dial Corporation, T-Mobile, Live Nation, and Outrigger Enterprises Group develop, execute, and evaluate their overall marketing communications strategy based on consumer insight. Join us at Universal Studios Hollywood Theme Park where NBC Universal will present a fun and informative day as top client-side marketers will share best practices in Integrated Marketing and will include “additional park activities” after the conference. This is free to ANA members and limited to ANA members and invited guests.
* 3:15pm group visit to Universal Studios Hollywood Theme Park with full access to all shows and attractions until park closure including the Universal Studio Tour featuring the all new King Kong 360 3-D, Created by Peter Jackson - the world's largest, most intense 3-D experience.
DIRECTIONS TO UNIVERSAL STUDIOS HOLLYWOOD FRANKENSTEIN SELF-PARKING
From the 101 South: Exit Lankershim Blvd. and turn right - you will be on Cahuenga Blvd. Stay on Cahuenga until Lankershim Blvd. Turn right onto Lankershim Blvd. Turn right onto Universal Hollywood Drive (look for the electronic billboard sign). Proceed up the hill and make a left into self-parking. Once self-parked take the elevator to the 8th floor and then proceed to the green iron gate and the entrance of the Globe Theatre.
THE DIAL CORPORATION – A ROADMAP FOR INTEGRATED MARKETING SUCCESS
T-MOBILE: HOW TO IMPROVE THE MARKETING INTEGRATION PROCESS
SPOTLIGHT ON BRANDED ENTERTAINMENT & INNOVATIVE INTEGRATED MARKETING SOLUTIONS
|THE HOUSE OF BLUES: USING INTEGRATED MARKETING TO DRIVE SALES AND ROI
The House of Blues, established in 1992, now has 13 locations across the country that are home to live music, original folk art, and delta-inspired cuisine. The House of Blues will share their successful integrated marketing strategy which includes utilization of surveys, email campaigns, tradeshows, advertising and an outsourced sales organization, coupled with their in-house team, to drive incremental special event sales. The House of Blues will also discuss how they use an integrated platform that includes ExactTarget, Hoovers, Salesforce.com, social media and their website to drive metrics-based ROI. In this session, you will also hear about the integrated campaign behind the renewed creative and positioning for their Foundation Room, which ultimately will increase their member retention and new membership sales.
OUTRIGGER CASE STUDY: TESTING BUSINESS-TO-BUSINESS MEDIA FOR INTEGRATED MARKETING
Outrigger will share their outcomes and insights from an integrated marketing test that ensued after the CMO rejected agency recommendations and dismissed publishers’ proprietary research claims. Outrigger conducted a results based three-way “winner take all” competition and will offer an end to end tour of creative, media, measurement, interpretation and relationship issues along with insights and lessons learned - including a surprise ending.
Robert L. Solomon
|3:00 pm||Conference Adjourns|
|3:15 pm||Visit to Universal Studios Hollywood Theme Park|