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Integrated Marketing presented by Microsoft Advertising (Members Only Conference)

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 develop, execute, and evaluate their overall marketing communications strategy based on consumer insight.

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

Microsoft Advertising
One Memorial Drive
Cambridge, MA 02142

Agenda
8:15am

Breakfast

9:00am

General Session

BOSTON BRUINS LAUNCHES A DIGITAL NETWORK TO CONNECT WITH FANS
Like many organizations, the Boston Bruins’ managed their digital and social media efforts independently. In a novel approach, they recently integrated all of their digital, mobile and social online assets under one umbrella brand, the Bruins Digital Entertainment Network, to enable the team and its fans to communicate and share content in whatever format and medium they choose to get it. Discover how this network allows the Boston Bruins to gain a better understanding of the digital habits of its younger fans, optimize their digital efforts across all platforms, and develop new marketing and sponsorship initiatives.

Jen Compton
Vice President of Marketing
Boston Bruins and TD Garden
____________________________________________

ACE HARDWARE: FINDING LOVE FOR PAINT THROUGH AN INTEGRATED MARKETING CAMPAIGN
With only 54% awareness that Ace sells paint among its loyal customers, Ace developed its first-ever integrated paint marketing campaign, called Find Your Soul Paint™. Find out how Ace expanded on this idea beyond TV commercials by creating content that personified the colors of the new Clark+Kensington® paint+primer in one. See how the creation of these robust, accessible personas and use of the Soul Paint™ characters across multiple channels helped connect and engage with consumers and, ultimately, increase consideration of Ace stores as destinations for paint products.

Christopher Boniface
Media Manager
Ace Hardware

Dana Larsen
Brand Manager
Ace Hardware
_____________________________________________

MICROSOFT ADVERTISING: KNOWING THE RIGHT CUSTOMER MOTIVATIONS FOR DEEPER DIGITAL ENGAGEMENT
With the rise of digital content consumption and social media, marketing gurus have encouraged advertisers to give consumers *more*—more information, more touchpoints and most importantly, more control over how they interact with brands. They argue that putting consumers in the pilot’s seat lends brands more authenticity and transparency.

Hear a recent study conducted by Microsoft Advertising & IPSOS OTX that challenges this assumption and clarifies who customers want flying the plane. The findings will enable marketers to tap into the right motivations for deeper digital engagement.

Kelly Jones
Head of Marketing Insights, Global Insights & Analytics
Microsoft Advertising
_____________________________________________

12:00pm
Luncheon
1:00pm
General Session cont.

GILLETTE FRIGHTENS CONSUMERS WITH “THE WORLD’S SCARIEST SHAVE”
How did Gillette get disposable razor users to switch to Fusion ProGlide? By frightening them with “The World’s Scariest Shave” campaign. Learn how armed with customer insights, Gillette, and their agency Carat USA, entered a multichannel partnership with Discovery Network’s “Shark Week.”  During the campaign, ProGlide was featured in on-air integrations, online and in-search. Additional touch points included: driving viewers to an interactive Shark exhibit on their website, hosting a Facebook live chat, and distributing samples as part of a “Shark Repellant Kit” at Hyatt hotels located in regions with shark activity.

Brian Cronk
VP, Group Director, Strategy
Carat USA
____________________________________________

FORRESTER RESEARCH REVEALS THE POST- DIGITAL RULES OF BRAND BUILDING
In the 21st century, empowered consumers have steered brand marketing into foreign terrain — they have taken the driver's seat and told brands where, when, and how they want to be interacted with. This is forcing marketers to rethink the rules of brand building. This session will help attendees adapt their strategies for creating an integrated brand experience across channels, actions/experiences, and products by 1) focusing your brand promise; 2) aligning the organization around a new map of the brand experience; and 3) actively monitoring and managing your brand health.

Tracy Stokes
Principal Analyst

Forrester Research
_____________________________________________

2:45pm
Adjournment