Archive for December, 2009
We’re excited to announce our first round of keynote speakers for our upcoming 2010 Annual Integrated Marketing Conference, Blur: Where Icons & Innovators Cross The Line. This year’s theme conveys that integrated marketing has forever blurred the line between traditional promotional marketing, often referred to as Below the Line, and Advertising and other paid media or Above the Line. The event is set to take place March 23-24 at the Fairmont Hotel in Chicago.
We’re honored to have the following as speakers:
- Icon Don Schultz (above, left)–widely regarded as the “father of integrated marketing”–will deliver the March 24 opening presentation and will share the most up-to-date media consumption research that was derived from a methodology, co-developed with BIGresearch, which offers a new way for marketers to look at budgeting their precious marketing dollars.
- Seth Godin (center), an innovator, marketing guru and bestselling author, joins us for lunch on March 24 and will offer ways that marketers can erase the lines. And it all starts by reminding marketers that consumers don’t see lines in the first place.
- Expert practitioner Dean Barrett (right), the Luncheon Keynote on March 23, will bring the perspective of a major global marketer to bear as he takes the audience through ways McDonald’s blurs the lines and boundaries daily, successfully communicating brand messages in 118 countries, many without TV, radio, newspapers or magazines as we know them.
The PMA’s 2010 Integrated Marketing Conference brings together icons from brands and agencies that have always looked to blur the lines with their creativity and forward thinking approach with the Innovators who are changing our business every day with new media delivery options, new uses for existing channels and new places and reasons to buy traditional products and services.
The Blur Conference will feature 10 general sessions that feature industry-leading keynote speakers and 3 breakout tracks with 21 additional sessions featuring the building blocks of Integrated Marketing: Consumer Promotion, Shopper Marketing and Digital Marketing. Other sessions of note include:
- Procter & Gamble’s Samantha Avivi talks about how the marketer’s new Store Back policy is fundamentally changing and elevating the role of shopper marketing.
- Target’s Mark Bennett joins Parade Magazine’s Jim Hackett and others to debate the question “Is Media the Message or is the Message the Media?” It’s a faceoff between the traditional and the new media, and sparks will fly!
- Campbell Soup’s Geoff Jackson on how the company revises and refreshes one of the longest-running programs in the promotions industry, Campbell Soup’s Labels For Education.
- Pepsico’s Sonja Matthews and 7-Eleven’s Rita Bargerhuff on the consumer’s evolving path to purchase. It’s anything but a straight line and these two marketers will take attendees through all the twists and turns.
- Deloitte’s Arthur Ash shares new research into the power of a brand advocate, along with real life examples of how consumers are fully able to make or break brands.
Stay tuned for more speaker announcements. Early registration ends January 26, 2010, so reserve your seat now!
Yes, it’s awards season again. The 27th running of the REGGIES will be on March 24, 2010. Good news is that you’ve still got a few weeks to get your campaigns considered. Was your campaign wildly creative, exceptionally integrated and–most importantly–did it make the cash register ring? If so, you need to enter it and see how it stacks up against the best of the best.
There are two deadlines: An early deadline is January 13, 2010 at 2pm EST and a late deadline of January 20 at 2pm EST (additional entry fees apply).
More info on the REGGIES is available here.
At last week’s Digital Marketing Summit, Forrester’s Dave Frankland (right) led a discussion about customer intelligence, that area many of us have been calling database marketing or CRM. So, it’s great to see him follow up that appearance with a column in this week’s Ad Age on the same topic.
But while some claim that the age of the left-brain marketer has arrived, too often we see customer data buried in the direct-marketing department, manipulated and modeled by propeller-heads to create a campaign file. And yet, in a small number of firms, we find customer intelligence elevated into a strategic command center for the business. In these firms, customer knowledge drives decisions across the enterprise — from marketing planning and strategy to product development, and from risk analysis and staffing to business operations and corporate strategy. And most of these firms point to a broad range of benefits, including improvements in customer acquisition, retention and satisfaction to increased revenue, profitability and customer lifetime value.
What defines these leading firms? They treat customer data as a strategic asset, put the customer at the center of all decision making and use data-driven insight to tailor all customer communications. It sounds simple, but can you name five companies that do it? Our research shows that fewer than 15% of firms have a strategic customer-intelligence operation. These firms leverage customer intelligence broadly throughout the organization, they value customer knowledge as a corporate asset and they frequently have an evangelist in the C-suite. They continually demonstrate that customer intelligence drives overall business growth.
For those of you who missed the Summit, Dave has graciously made his slides available:
You can read his full AdAge article here.
Canada’s Competition Bureau recently announced that Manitoba-based Elkhorn Ranch & Resort Ltd. agreed to pay $170,000 to settle charges that it conducted misleading promotional contests. The company used the contests to promote its time share business and consumers were solicited for participation by phone, at trade shows, and at time share presentations.
The Competition Bureau found that Elkhorn Ranch & Resort failed to fairly disclose the accurate odds of winning, failed to ensure that winners were selected on a random basis, failed to disclose the number and value of prizes, and failed to disclose the end dates and drawing dates. Additionally, the Competition Bureau concluded that the company overstated the value of the grand prize in its contests.
For example, the company advertised that the grand prize was a new SUV, when the prize was actually a one or two-year lease on an SUV for which the contestant was required to pay a security deposit and pledge to return the SUV in “immaculate condition.” In addition, certain participants were contacted and told that they had won a prize, and although the advertising indicated that there was no obligation to do anything in order to claim a prize, the participants had to attend a sales presentation in order to find out the prize they won.
In addition to the $170,000 penalty, Elkhorn Ranch & Resort is required to publish corrective notices in newspapers and on its website and maintain a Corporate Compliance Program. The order also lays out specific requirements with which Elkhorn Ranch & Resort must comply. These requirements serve as useful reminders of some of the key aspects of contest and sweepstakes rules that can help ensure that promotional contests and sweepstakes are run legally and fairly. Specifically, the Consent Agreement requires that Elkhorn Ranch & Resort: i) fairly and adequately disclose age and income requirements; ii) award all contest prizes offered; iii) determine winners on the basis of skill or as the result of a random draw; iv) provide a fixed closing date; v) have contest rules accompany entry materials at all points of entry; and vi) indicate the true value and benefits of the prizes.
These materials have been prepared by Winston & Strawn for informational purposes only. These materials do not constitute legal advice and cannot be relied upon by any taxpayer for the purpose of avoiding penalties imposed under the Internal Revenue Code.