Thursday, January 19, 2017

Get Connected

Brand Innovators Network coming soon!

Contact

Speaker Inquiries

Brandon Gutman

917-843-7606

Sponsorship Opportunities

Marc Sternberg

310-403-3330

Agenda

8:45am

Welcome

Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
Host: Ted Rubin, Acting Chief Marketing Officer, Brand Innovators, Author of Return on Relationship

Event Co-Chair: Ernie Mattin, Vice President, Einstein Noah Restaurant Group

9:00am

Content Marketing 2.0: From Boardroom to Newsroom

There’s no doubt about it. Content marketing has gone mainstream. Over the past few years, content marketing has evolved from a novelty or step-child within the marketing department to a core competency or crucial strategy for Fortune 500 brands. In addition to investing more marketing dollars than ever in content marketing, leading brands are now viewing content marketing as a dedicated “top of funnel” marketing function, supporting all marketing initiatives. Content marketing has become an integral piece of the marketing process, prominently reflected in the org charts of forward thinking brands. Hear firsthand how a strong content marketing strategy can drive a strong brand strategy.

Moderator: Kevin Rice, CMO, Hathway

Heidi Cooley, Vice President Global Marketing, Crocs
Stephanie Krause, Vice President of Marketing, HuHot Mongolian Grill
Hugo Meyer, Director, Global Brand Management, Arrow Electronics
Marie Proto, Senior Manager, Global Marketing Strategy and Brand Management, Western Union

9:35am

Keynote – Gamification to Drive Referrals

Stephanie Krause, Vice President of Marketing, HuHot Mongolian Grill

10:00am

Brands as Editors

Let’s face it; there’ s a lot of content out there on the world wide web — maybe too much. Especially, now that every brand is a “publisher.” Breaking through the clutter has become more essential than ever, which is why brands need to think more like editors, creating compelling, interesting, and engaging content and experiences for consumers. Great content must resonate with consumers, in order for them to believe it, share it, and reflect positively on your brand. Learn how leading brands are learning to act and think like editors and what it takes to build a virtual (or actual) newsroom, and consistently publish first-rate editorial.

Moderator: Andrew Thackray, Senior Director, Enterprise Solutions, SessionM

Dan Bergeron, Social Media Manager, Galvanize
Megan Brown, Senior Marketing Manager, Western Union
Jillian Lakritz, Founder & CEO, Yoee Baby
Lillian Marsh, Global Brand Management, Arrow Electronics

10:35am

Keynote

Adam Contos, Chief Operating Officer, RE/MAX

With the noisy environment we operate in now, how do you take advantage of the leverage your business creates to effectively market? Adam will take you through how this large brand does small things to build a holistic marketing strategy.

11:00am

Fireside Chat

Adam Contos, Chief Operating Officer, RE/MAX

Q&A conducted by: Marc Sternberg, Co-Founder, Brand Innovators

11:15am

Networking Break

11:30am

When Context Defines Content: The “Near Me” Revolution

Raj Nijjer, VP, Yext & GM, Geomarketing.com

According to Google, “near me” searches are up 148% year-over-year and 88% of those searches happen on mobile devices. If you want to best serve these mobile consumers, you need local visibility, content, and engagement. Join Raj Nijjer as he takes his presentation straight to your smartphone and, in the process, helps you see the plight of the mobile consumer more clearly than ever.

11:45am

Keynote

Suchit Majmudar, SVP – Customer Experience, Caribou Coffee Inc. and Einstein Noah Restaurant Group

12:10pm

Fireside Chat

Suchit Majmudar, SVP – Customer Experience, Caribou Coffee Inc. and Einstein Noah Restaurant Group

Moderator: Tim Miller, VP, Yext

12:25pm

Keynote

Josh Entman, Co-Founder & Chief Development Officer, Jukin Media

12:45pm

Lunch

1:30pm

Keynote

Terence Reilly, SVP, Chief Marketing Officer, Crocs

Terence Reilly, head of global marketing for Crocs will be on hand to discuss brand marketing from the perspective of a 25-year marketing, public relations and advertising career. In addition he will give an insider look at the creation and evolution of the Boulder based brand’s global marketing campaign.

2:00pm

People, Partnerships, and Production: Three Routes To Creating Compelling Content

Creating content and creating good content that people actually want are two very different matters, and seasoned brand marketers know that the secret to success is in finding the right strategy dictated by broader objectives, market opportunity, and most importantly, customer needs.

Indeed, depending on those variables, three major approaches have emerged through which brand marketers can identify and develop compelling content. Whether it’s through partnerships with existing creative organizations, working with individual people – celebrities and customers alike – or by taking on the challenge head on and producing content in-house, the key is to create something that doesn’t feel like advertising, but is informative, entertaining, or otherwise relevant to people’s lives and interests.

Moderator: Greg Bond, VP, Jukin Media

Jon Bausman, Social Media Manager, Cabela’s
Dan Gray, Digital Marketing Manager, Ford Motor Company
Chris Ruszkowski, Sr. Vice President of Marketing and Advertising, Quiznos
Javier Santos, Senior Marketing Manager, Western Union

2:35pm

Networking Break

2:55pm

Keynote – Not Product Integration. Not Brand Integration. But Values Integration. Creating content that connects.

William Espey, Brand Voice Lead, Chipotle Mexican Grill

3:25pm

Fireside Chat

William Espey, Brand Voice Lead, Chipotle Mexican Grill

Moderator: Raj Nijjer, VP, Yext & GM, Geomarketing.com

3:40pm

Amplification: Pouring the Gas on Content with Distribution Tactics and Paid Media

Marketers today know that content is king when it comes to engaging consumers and helping them get to know your brand. But content creation is only the first step. If consumers don’t see the content you create, it can be an investment lost. You want your content marketing efforts to lead to new customers or conversions. The queen to your content king is distribution. Distribution efforts not only amplify your content so consumers will see it but provide a means to measuring ROI. Like other forms of digital media, brand marketers are constantly looking for metrics to help justify their investment in content marketing. What is the ROI of content marketing vis-à-vis other media? How can you enhance the ability of your content marketing to deliver more tangible results? What are the best avenues of distribution and paid media to enhance your content marketing efforts? Leading brand marketers share their insights.

Moderator: Richard Jones, CEO, Wayin

Laston Charriez, President & Founder, KeNi Kombucha Inc.
Kirsten Helgeland, Director, Marketing Operations, Chipotle Mexican Grill
Chris Joel, Head of Digital Acquisition, Layer3 TV, Inc.
Kristen Melick, Digital and Social Media Manager, Quiznos

4:15pm

Keynote – Tuning In When Checking Out: How Online Shoppers Consume and Create Content

Allyson Downey, CEO and Founder, weeSpring

Consumer reviews are often the last barrier between your customer and the check-out button. Creative, engaging content marketing brings a consumer to your site or your product’s page on a retailer site; user-generated content gets the undecided consumers to pull out their credit card. Dive into the data on what makes user-generated content effective and learn how investing in the content at point-of-sale drives ROI on your top-of-the-funnel marketing.

4:45pm

It’s a Wrap!