How to Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now. In every market, there is room for smart organizations to seize market share and improve profits by providing a product or service or communications initiative at speed. Real-time marketing and public relations is when organizations respond to events as they occur. It's when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it's when businesses see an opportunity and are the first to act on it.
by Adam Lavelle
Many marketers have still been stuck with the contradiction of taking the time to set a strategy in place, while knowing that everything might be changing around them. We’re left with a simple question, but a huge challenge: can you develop a marketing strategy that prepares you for the chaos and unpredictability of the real-time net?
Specifically, we will answer five questions: 1. Does traditional strategic planning work in a ‘now’ marketing world? 2. If you take time to plan, but act in the moment, does it actually work? 3. Can you do agile marketing planning? 4. What are the specific things you need to not screw up your ‘live marketing’? 5. How do you comfort execs who fear that you’ll wing it and mess up?
We will describe the problem that strategists and design thinkers face in trying to rapidly develop marketing plans and strategies, in hopes that they are not instantly outdated upon completion. We’ll look at the problem of having strategies that don’t provide the needed direction to those people who are doing ‘live’ marketing. We’ll review a number of possible new methods for developing ‘real-time ready’ marketing plans. We’ll look at modern methods for gathering insights, and we’ll learn the required elements of a marketing playbook, and how to get them.
Finally, we’ll look at specific examples from around the net – of how brands and start-ups are applying these methods to make their brand come to life, and thrive in real-time environments.
With the growing popularity of location-based services, many retailers are unsure how to implement location in a meaningful way. Some restaurants and bars have found success in specials for check-ins with discounts and free offers, but many retail stores are still struggling to figure out how location can play an integral role in their marketing and loyalty programs.
In this panel, you will hear success stories from Murphy USA Gas Stations on their use of location to increase customer engagement, loyalty, and online buzz. Which special offers work, and how can you implement them in ways that actually work at the register? How are location-based services like Whrrl adapting to provide great offers to users and value to retailers? And how can retailers profit off of "check-ins" at their locations through vendors and suppliers paying to market at their locations?
by Vanessa Montes
Foursquare, Facebook, Twitter, Gowalla – when it comes to working with these Social Networking platforms, agencies and brands can often be made to feel as though they’re waiting in line at the hottest club in town with no guarantee of getting in, while the VIPs easily glide by the bouncer. For example, Foursquare reportedly gets upwards of 700 inbound e-mail requests per week – which can make you feel like your agency or brand is on the outside looking in. Well that’s no excuse for not doing something revolutionary.
This session will examine how APIs are revolutionizing the marketing and advertising landscapes, and unveil the “secret sauce” of how your brand or agency can bypass the bottleneck at the front door, avoid major spending commitments, and successfully leverage the power of these platforms in ways you’ve never dreamed of.
Panelists will share their insights across a spectrum of the most popular location-based and social media platforms, the challenges in working with them, and unveil the secrets of how to engage your customers by exploiting the open APIs of these platforms -- without ever working directly with them or even getting them on the phone.
In architecture and design, form traditionally follows function, but we need to stop pretending that you can build a room without thinking about what you’re going to put inside it. The company website as a singular destination is being rendered obsolete by an avalanche of 5-star scale ratings. The 30-second spot is the proverbial dead horse of the branding/advertising world. How can we as designers and technologists embrace this blurring of the line between physical and virtual? Why can’t form and function evolve together, informing and mutating each other along the way?
How do consumers engage with your brand when the smart-phone goes in their pocket? How can we reinvigorate the digital age through actual physical interaction? What kind of team do you need to do it? Explore the power and promise of interactive branding in the built environment.
Hornall Anderson’s Chief Experience Officer Jamie Monberg will talk about successes and lessons learned integrating digital interactive into environmental experiences for clients like The Empire State Building, The Willis (formerly Sears) Tower, The Space Needle, and Microsoft.
Crazy parties, bobble head swag, content audited by human beings: None of these things are scalable, but they can make a huge impact on the feelings and affinity people have towards a particular company.
This panel will discuss marketing strategies that helped some of the best companies build a true personality around their brands. These types of campaigns might not be scalable, but that's O.K. because we end up loving them.
11th–15th March 2011