July 18th, 2012
- 8:15 am
- 9:00 am
- Opening Remarks
- 9:05 am
Treating Marketing as its Own P&L
Michael Ma, Head of Retail Advertising and Prospect Marketing, Vanguard
From Vanguard's unique position as a "Client-Owned" investment company, stems a marketing philosophy that dictates every dollar spent on marketing is justified to the public and mapped back to customer acquisition and retention.
In this opening Keynote, Vanguard Head of Retail Advertising and Prospect Marketing, Michael Ma, will speak to the idea of marketing as its own profit and loss statement and how 'ROI' is at the core of making the most of your marketing budget
- 9:40 am
Harnessing the Big "D"
Rob Weisberg, CMO, Zipcar
"Data" is a hot word these days, offering the promise of informed, efficient decisions, but gleaning actionable insights from mounds of data can be a daunting task.
In this session, Zipcar CMO, Rob Weisberg, will speak to his efforts in harnessing data to drive Zipacar's marketing efforts, how that data is applied, and where it's made an impact.
- 10:15 am
- Panel Making the Most of Agency Relationships Leontyne Green, CMO, Ikea Andrew Davison, CMO, Crocs Edward Gleich, SVP-Global Marketing, Little Caesars This panel will explore the relationship between client and agency, looking at what it means to be a good partner, how to get the most out of your agency, how to address the complications of working with a franchised model, and when it's right to take on creative duties in-house. Moderator: David Selby, Managing Partner and President, Schafer Condon Carter
- 11:00 am
- Sponsored Presentation
- 11:20 am
- Sponsored Break
- 11:35 am
How to Make a F***ing Splash
Michael Dubin, Founder, Dollar Shave Club
There's a good reason Michael Dubin, founder of Dollar Shave Club, won the "Best Out-of-nowhere Video Campaign" prize for : "Our Blades Are F***ing Great," at Ad Age's annual Viral Video Awards; namely, because the video's racked up just shy of 5 million views in less than 4 months.
In this session, Michael will give us a look at the thought process behind the successful campaign and how it turn an unknown brand into a household name that now competes with giants like Gillette and Schick.
- 12:05 pm
- Sponsor Presentation
- 12:08 pm
- Sponsor Lunch
- 12:50 pm
- Presentation Friends with (Digital) Benefits Teresa Kroll, CMO, Build-A-Bear Workshop Dave Finnegan, Chief Information Officer, Build-A-Bear Workshop One of the greatest resources a marketer has isn't a new medium, technology, or tactic, but a person - the CIO. In this keynote session, Chief Marketing Bear, Teresa Kroll, and Chief Information Bear, Dave Finnegan, will discuss why and how the nature of the CMO-CIO relationship is one of increasing importance in today's marketing landscape, while looking at how putting an emphasis on that relationship has led to some of their most successful work.
- 1:30 pm
How an Underdog Tackles the Big Boys
Ron Faris, Head of Brand Marketing, Virgin Mobile
Verizon Wireless and AT&T are two of the biggest spenders in the ad business. Yet last month, brand challenger Virgin Mobile announced the iPhone at a uniquely low price, casting a stone at the Goliaths and provoking a stir of conversation. But Virgin Mobile doesn't even rank in the top 100 of advertisers - so how do they compete?
Virgin Mobile Head of Brand Marketing, Ron Faris, will discuss "newsroom marketing", an array of next-generation tactics employed by the no-contract mobile carrier, from the innovative social publishing partnership with Buzzfeed, to combating a category-wide stigma across social communities, and how a combination of drive and creativity can help an underdog make up for a drastically smaller budget.
- 2:05 pm
Nathan Frank and Richard Fine, Founders, Help Remedies
People in marketing are really scared of failure. But the only way not to fail is to do boring, safe things. Help started with no marketing dollars and is still dwarfed by competitors' budgets, but successfully drove awareness with unique ideas, creative packaging, and design-oriented marketing that earned its own media.
Help Remedies founders, Richard and Nathan, will share and explain ideas that have been successful - like adding bone marrow donor kits to their "Help I've Cut Myself" product - and others that have been such failures. There have been many more failures.
- 2:35 pm
Marketing's Role in a Turnaround
Michael Moore, CMO, SUPERVALU
After joining the company as CMO in January, Michael had to quickly assess the organization's model and set a new strategic course for the ailing grocery retailer. Marketing had to play a more significant role in how SUPERVALU, which operates under 11 banners, built local brands in local environments, he determined.
Michael will speak to his efforts to consolidate management within a central marketing hub tasked with gathering intelligence on local markets and providing it back to individual outlets, better equipping them to build an effective promotional strategy and meeting the needs of their customers.
- 3:05 pm
- Sponsored Presentation
- 3:20 pm
- 3:35 pm
- Executive Education Program Rick Boyko, Member, The Leadership Collective
- 5:05 pm
How to Market With No Money
Roberta MacDonald, CMO, Cabot Creamery
For the closing presentation, Cabot Cheese CMO will bring us full circle with a big picture look at how marketers can get the most out of their budget. Drawing on Cabot's "Cooperative" brand model, Roberta will address real world examples of successful tactics, including events and the experiential, garnering PR and positive media exposure, fostering retail awareness, and the importance of building community ties, strategic relationships, charity work, and volunteerism.
To end the day, Roberta will treat us to a wine and cheese pairing, before we close for the cocktail reception.
- 5:50 pm
- Cocktail Reception