Wednesday, October 7 Motivating a Company of One Patrick McCarthy, former Group Vice President, Corporate/Customer Relations at Ocean Spray, Inc.
Coffee Break in the Exhibit Hall
301 Better Together Focus: Strategic Alliances
Marketing can make for strange bedfellows, especially when target markets intersect. Learn how three successful marketplace matches were made – from first date to consummation at the cash register – and what the secrets are to successful relationships.
Moderated by: Betsy Spethmann, Senior Editor, PROMO Magazine
Panelists: Kelli Carpenter, Director of Promotions Marketing, Nickelodeon
Nickelodeon made promotion history with multi-year alliances with Kraft and Burger King. Learn how Nickelodeon is leveraging tie-in promotions to build its own brand.
Keith Harband, Vice President/Marketing, The Gymboree Corporation
Gymboree and All Color Cheer is a partnership that “Keeps Kids Colorful.” Get details on how Gymboree invited Procter & Gamble into its kids’ clothing stores for promotions, and how P&G brought its relaunch of All Color Cheer laundry detergent right to young moms.
Kirk Hodgdon, Vice President, Consumer Marketing, CNS, Inc.
Learn how NFL stars made Breathe Right nasal strips famous, and why tie-ins with tissues and cold medicine made them household staples for the cold and flu season.
R.J. Milano, Assistant Vice President of Marketing, McDonald’s Corporation
McDonald’s partnership with the Walt Disney Company reinforces McDonald’s position as THE place for families and kids. Learn how the chain is leveraging its long-term alliance with the world’s #1 family entertainment company to support its business and brand-building goals.
302 Around the World in Creative Ways Focus: Overseas Campaigns
Unique cultures and differing regulations call for creative solutions to common business objectives around the world. Get creative inspiration from campaigns that worked in Europe, Latin America, and Australia.
Moderated by: Kerry E. Smith, Editor at Large, PROMO Magazine
Panelists: Michael Da Silva, Mike Da Silva & Associates, Australia; Ernesto Dorfmann, Gerente General, Executive VP, StoPromotion, Argentina; Yves Kergrohenn, International Manager for Sales Promotion and Direct Marketing, Euro RSCG, France
303 Birthday Branding Focus: Event Marketing
Staying up late pondering how to make your obligatory anniversary promo different from the last five? Everyone has birthdays – even brands – but you can rise above mundane cake-and-candle executions if you make sure the campaign makes sense to consumers. Get party-planning tips from three experts who organized some of the most talked-about anniversary events of the year.
Moderated by: David Vaczek, Senior Writer, PROMO Magazine
Panelists: Eugene E. Bankers, Senior Vice President of Marketing, Ames Stores
Ames celebrated its 40th anniversary with a month-long March ’98 promotion that broke sales records. Bankers tells how the effort raised associate morale and solidified the retailer’s partnerships with suppliers.
Gaye Littell, 95th Anniversary Event Manager, Harley-Davidson Motor Company
Planning a two-week bash for 100,000 bikers is no tea party, especially when you’ve invited other big brands as guests. Go behind the scenes at the biggest corporate biker rally ever.
John Rood, Director of Promotions and Branded Foods, Warner Bros.
Warner Bros. celebrated 75 years of entertaining the world, while their Looney Tunes alien, Marvin the Martian, celebrated 50 years on earth. Learn how Warner used promotion to put the spotlight on both celebrations.
304 Consumers: What Will They Want in the Future? Focus: Consumer Patterns
As technology and people patterns in the next millennium interact and impact one another, new values, icons and motivators will emerge, strengthening some brands’ positions in the marketplace and weakening others. Once, it was enough for a brand to be trusted. Today a brand must be trusted, but also exciting, new and different as it becomes part of consumers’ constant self-redefinition.
Hosted by: American Demographics magazine
305 Universal Appeal? Focus: Coupons for Multiple Brands
Can a “universal” coupon work for an entire family of brands, or will this budget-saver create a world of hurt for your brand? Find out what worked and what didn’t when cereal companies tried it.
Ram Rao, Senior Research Manager, News America Marketing
Hear an in-depth discussion of the effectiveness of universal coupons, based on a variety of empirical data, including a study conducted in three cities on 21 separate brands.
Sponsored by: The FSI Council
Lunch in the Exhibit Hall
401 On the Glory Trail Focus: Brand Re-Launches and Repositionings
It is one of the biggest challenges in promotion: burnishing new luster into a worn and weary brand. One must retrieve and reinstate the brand’s best qualities – and jettison the rest. A decorated lineup of brand captains from marketing’s version of the Salvation Army share their tales of resurrection.
Moderated by: David Vaczek, Senior Writer, PROMO Magazine
Panelists: Michael Sands, Vice President, Marketing, Snapple Beverage Corporation
To put the snap back into Snapple, Triarc Beverages took the brand back to its homespun, irreverent roots with a “Win Nothing” contest and the return of Wendy. Get the inside scoop on how Triarc is re-building its quirky brand.
Kenneth C. Stewart, Brand Manager, Oldsmobile Division of General Motors
Learn how General Motors brought a new image to Oldsmobile with the debut of the Intrigue and the decision to pump millions into grassroots marketing.
Nicolas Tucker, Director of Marketing, Pete’s Brewing Co.
Tucker reveals promotion’s Wicked role in the company’s complete overhaul and repositioning of its core brand. Plus, tap into plans for the launch of Pete’s ESP Lager.
402 Keeping Up with the Youngsters Focus: Kids and Teens
Failing to dent the lucrative kids market can be worse than a cold sore on prom night. Three pros reveal how they positioned their products as must-haves with the most finicky and trend-driven segments of all -kids and teens.
Moderated by: Wayne D’Orio, Managing Editor, PROMO Magazine
Panelists: Karen Corsaro, President, Simon Brand Ventures
Simon’s 200 malls where 130 million consumers make their purchasing decisions are good places to find teens. Find out how top brands are using Simon’s malls as a medium to reach these and other affinity groups to drive customer loyalty and retail sales.
Trish Lindsay, Executive Director, Curiocity and Curiocity’s FreeZone
Lindsay explains how inviting Dreamworks’ Small Soldiers movie characters to take over their Web site generated big-time results.
Kim McQuilken, Senior VP, Licensed Promotions, Turner Brand Sales, Inc.
How do you appeal to kids through a largely adult activity, in this case NASCAR racing events? Learn how McQuilken turned the network’s driver sponsorship into one of the hottest licensing deals on the track in just three years.
403 Brand Managers Do It on the Shelf Focus: Account-Specific Marketing
It’s the hottest trend in promotion. Three-quarters of all brand marketers are working account-specific elements into their national campaigns. But the rush to partner with retailers makes for some jostling in the aisles. Hear how top packaged goods brands are breaking boundaries – or just breaking into – account-specific campaigns.
Moderated by: Betsy Spethmann, Senior Editor, PROMO Magazine
Panelists: Kelly Cunningham, Director of Corporate Promotions and Co-Marketing, Kraft Foods
Kraft gets high marks from grocers as a leader in consumer marketing and category management. Cunningham gives insights into the way the company serves up both via co-marketing campaigns.
Jose Milan, Director National Accounts, Marketing and Accounting, Miller Brewing Co.
“Miller Time” zones vary by state, by class of trade, and by consumer, so national promotions get a myriad of customized overlays. Miller reveals how the brewer synchronizes all under the Miller Time theme.
Sven Risom, Vice President, Tissue Category, Fort James Paper Company
The merger of Fort Howard and James River has brought new momentum to the paper goods category. Learn how Fort James is using co-marketing programs to capitalize on increased category sales.
404 Couponing 101 Focus: Basics of Coupons
Coupons have become fashionable again in the world of promotion marketing. Newcomers will learn the basics and veterans will hear about important new developments. The PMA Coupon Council provides a wealth of knowledge on the nuts and bolts of coupons. They will cover sources, costs, security, up-front preparation, and back-end measurement. Plus, tips for better response and controls for reducing redemption liability.
Charlie Brown, Vice President Communications, NCH NuWorld Marketing Ltd.
Lynn Liddle, Vice President Communications, Valassis Communications, Inc.
Sponsored by: The PMA Coupon Council
Energy Break in the Exhibit Hall
501 A Little Cooperation, Please Focus: Commodity Programs
Think it’s tough pleasing a client or your boss with strategic promotion plans and concepts? What if it were 10,000 cattle ranchers you had to please? Honchos from commodity-product marketing cooperatives give behind-the-scenes accounts of serving multiple masters and tell of promotion’s growing role in their massive marketing campaigns and the opportunities for partners to climb aboard.
Moderated by: Al Urbanski, Editorial Director, PROMO Magazine
Panelists: Mary Adolf, Vice President U.S. Consumer Marketing, National Cattlemen’s Beef Association
Adolf tells of promotion’s meaty role in the association’s retail and foodservice integrated marketing efforts.
Kevin Burkum, Director of Cheese Marketing, Dairy Management Inc.
Co-equity marketing programs conducted on behalf of America’s Dairy Farmers are helping consumers to “Behold the Power of Cheese[superscript]tm” by linking cheese with each retailer’s individual positioning. See how “Big Cheese” is growing the category through co-equity TV advertising, sampling, and direct mail.
John Hagerla, Director of Marketing, National Pork Producers Council
The folks who brought you the Other White Meat bring a smorgasbord of promos to the table through tie-ins with such brands as Bull’s Eye and Uncle Ben’s.
502 Reaching Your Customers Where They Live Focus: Local and Regional Promos
Having a local or regional promo allows consumers to interact with your brand. But because these campaigns are so close to consumers, they have to be authentic to the area while maintaining the brand’s image. Three experts give examples of how they balanced these needs and came out winners.
Moderated by: Richard Sale, Senior Writer, PROMO Magazine
Panelists: Gregorio Bennett, President and Creative Director proMAGINATION, Luna Bacardi Group
Learn how Keebler leveraged the marketing value of its lead sponsorship of Hispanic Soccer.
Dennis Boese, Manager, Fair and Festival Marketing, Miller Brewing Co.
Festival marketing is Boese’s life – just look at his title. Stops on his tour of Miller’s strategy include the New Orleans Jazz Festival and the Texas State Fair.
Kevin Gage, Chairman and CEO, JobDirect.com
Fill out this entry form and win a brand new … job! Gage explains how his company employed event marketing techniques in a JobDrive tour of 350 college campuses.
503 Blockbusters! Focus: Entertainment Tie-Ins
From Broadway to TV to Hollywood, entertainment has proved to be one of promotion marketers’ best friends. More than $1.5 billion was spent on entertainment marketing last year and, in this session three of the industry’s seasoned marketing directors lay out the secrets of the smash.
Moderated by: Wayne D’Orio, Managing Editor, PROMO Magazine
Panelists: Dan Longest, Vice President, Promotion Marketing, ABC Television Network
For fans of The Drew Carey Show that expected a special show April Fool’s Day, ABC didn’t disappoint. The half-hour episode was laced with almost 100 mistakes and Longest created a consumer contest that drew 80,000 entries as fans tried to list every gaffe for a chance to meet the show’s star.
Meg Meurer, Director of New Business Development, Live Broadway
The League of American Theatres and Producers branded Broadway to create tie-in opportunities for Continental, First USA Bank, and Schweppes. Learn how these and other sponsors are tapping into this unique form of entertainment.
Mark Workman, Senior Vice President, Strategic Marketing, Sony Pictures Entertainment
There isn’t a hotter studio in Hollywood than Sony. Workman cuts open the belly of the beast, describing the massive marketing machine behind Godzilla and how tie-in partners participated.
504 Get a Consumer Clue Focus: Measurement and Evaluation
Senior management is looking for more than enhanced image and consumer goodwill from the marketing budget. They want results – and want them quantified. Get the before and after of promotion evaluation in this session, which explores methods of pre- and post-program ROI measurement.
Moderated by: Betsy Spethmann, Senior Editor, Promo Magazine
Panelists: Dev Das, Associate Market Research Manager, Kraft Foods
Get a look inside Kraft’s system for rating the effectiveness of coupon promotions.
Alec Bokman, Director, Data and Technology, Cyrk-Simon Worldwide
You know all about Pepsi Stuff. But did you know that its success was virtually guaranteed? Hear the nation’s premier loyalty marketing firm discuss how analysis can ensure results.
Steven Kingsbury, President, Promotion Decisions, Inc.
Kingsbury presents original research on shopper patterns and behavior that provides a basis for measuring a coupon’s value among specific consumer targets.
505 Tools for Turbo-Charging Your Promotion Marketing Campaigns Focus: Internet and Digital Printing
Internet and digital printing are tools that can help you connect with specific customers in creative ways that will drive sales, change behavior and build long-term relationships. Hear from industry leaders at Adobe, Apple, and Xerox who are creating this new medium that brings the customization of the Net together with the usability of paper, and how you can put this technology to work in your promotions.
Moderated by: Rob Govil, President, Print-On-Demand Initiative
Panelists: Senior marketing executives from Xerox, Apple, Adobe, Tektronix and Xeikon to be announced.
Sponsored by: PODi
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