Brand Building And Promotion Marketing Strategies example essay topic

The Conference & Expo Exclusively for Brand-Building & Promotion Marketing Strategies Shining New Light on the Full Marketing Spectrum The role and importance of promotion marketing is expanding every day, making you and your team more vital to delivering results. Results that foster enduring customer relationships, build strong brands, drive new business, and increase sales. Results that demand you meet the challenge of blending a myriad of marketing media, seamlessly and effectively, to create and maintain top-of-mind awareness. Are you up to the challenge?

PROMO Conference & Expo, the experiential arm of the multimedia PROMO franchise, is the comprehensive promotion marketing event designed to deliver the information, strategies, tactics, and trends you need to break through the clutter and make a powerful and lasting impact. With a program created by PROMO's top editorial team, we " ve distilled the most significant information, analyzed the trends, and identified the ideas and programs that are working. In the PROMO Exhibit Hall you " ll find solution-providers for ALL marketing media and mixes under one roof... for all vertical market segments. There's no need to attend several shows; it's all here.

Join more than 3,000 promotion marketing professionals who come together at PROMO in a stimulating, educational, and fun environment that's 100% focused on promotion marketing. It's the annual meeting place where promotion marketing professionals glean up-to-the-minute ideas, gain strategic insights, share practical solutions, network with industry colleagues and solution-providers, and partner with leading industry vendors to produce winning results. ATTEND conference sessions of your choice from over 55 offerings with up-to-the minute content and in-depth coverage; a comprehensive line-up of idea-packed strategic initiatives, implementations, and results. HEAR case studies and the results from the sharpest minds in the industry covering hot topics including, Consumer Attitudes & Behavior, Experiential Marketing, Event Marketing, Interactive Marketing, Retail Relationships, Strategic Partnerships, and more. PARTICIPATE in Peer-to-Peer Idea Exchanges, a special networking feature of PROMO - for executive-level get-togethers with industry colleagues in small, give-and-take discussion groups. Brands & Agencies can choose from 10 Peer-to-Peer topics.

IMMERSE yourself in a topic of special interest during Workshop Day; select from 6 workshop topics. GRAB new ideas, a bagel and coffee during Breakfast Roundtables- all NEW... round-robin morning sessions on today's hot topics. Find hundreds of ideas for your campaigns and solutions to your marketing challenges. Meet face-to-face with the industry's leading vendors in many NEW product categories, covering every aspect of promotion marketing.

Partner with vendors to get what you need to create, launch, or enhance your campaigns. Click here to print a FREE Exhibit Hall Admission Ticket. Agency & Event Services Pavilions At your request... now, meet with service providers in a consultative environment to find out what talented solutions they have to offer. Click here to see who's exhibiting in the Agency Pavilion and in the Event Services Pavilion.

13th Annual PRO Awards Presentation Ceremony and Dinner Wednesday, October 1, 20037: 00 pm o Grand Ballroom, The Navy Pier Reception: 5: 30 pm-6: 30 pm o PROMO Expo Exhibit Hall, Festival Hall ADon't Miss Your Once-a-Year Opportunity to Learn from the Best and the Brightest in Promotion Marketing. Join hundreds of your colleagues for an entertaining and educational evening, as PROMO magazine honors the best promotion campaigns in the U.S. during the past year. You " ll see the creativity and ingenuity behind winning campaigns in 18 categories representing the most important strategies and tactics in the industry. You " ll be the first to see and learn how the winners of this year's PRO Awards successfully achieved their objectives. Exciting new categories this year include Best Mobile Marketing Program and Best Small Budget Campaign (under $50,000). Find out who will win the Best Promotion of 2003 and hear first-hand the story of how the top promotion was created and executed and what made it the best of the best.

Join us for a fabulous evening of food, entertainment, enlightening information, and fun. You " ll leave the PRO Awards presentation inspired, with a wealth of new and creative ideas that you can apply to your programs. "The PRO Awards competition is the place to see the very best ideas in the promotion industry and take those creative campaigns back with you to discuss with your promotional team for the coming year". - Chris Matthews, Senior VP, Brand Marketing, GE Financial Previous Winner of Best Overall Promotion Award PRO Awards sponsored by Registration, Conference, & Expo Hours Tuesday, September 30 Registration 7: 30 am - 5: 30 pm Pre-Conference Workshops Full-Day 9: 00 am - 4: 00 pm or 9: 00 am - 5: 00 pm Half Day 9: 00 am - 12: 30 pm or 1: 30 pm - 5: 00 pm Wednesday, October 1 Registration 7: 30 am - 7: 45 pm Conference 9: 00 am - 5: 30 pm Exhibit Hall 10: 00 am - 6: 30 pm Keynote Presentation 1: 15 pm - 2: 15 pm PRO Awards Dinner & Ceremony 7: 00 pm - 9: 30 pm Thursday, October 2 Registration 7: 15 am - 3: 15 pm Breakfast Roundtables 7: 45 am - 9: 15 am Conference 10: 00 am - 4: 00 pm Exhibit Hall 9: 15 am - 3: 00 pm KEYNOTE PRESENTATION: The Changing Landscape of Marketing and Retail Paul Higham Principal, h Factor Retired Chief Marketing Officer, Wal-Mart Stores, Inc. Of course, retail and marketing dynamics are changing. The big question is, "Are we?" Too often, too many of us are stuck with new challenges and old tactics.

Sometimes it's just too hard or too risky to let go of our legacy promotional programs even in the face of a changing marketplace. So, some of us keep employing the same tactics that worked for our predecessors rather than take the risk of something new and untried. Some of us just can't seem to let go of the Marketing Policy and Procedure Manual even when promotional results are in decline. Some even spend more money for declining promotional programs in an effort to buoy them up.

Paul Higham, Principal of h Factor, a marketing consulting company, and former Chief Marketing Officer of Wal-Mart Stores, Inc., talks about the importance of recognizing what must change, what must stay the same, and how to know what to do next. At Wal-Mart, Higham oversaw Marketing and Advertising for 13 years - all as CMO. "Wal-Mart was the most exciting experiment of consumer-driven marketing strategies of the century. It was a huge opportunity to learn how to influence customer behavior in a business environment that was rapidly expanding". CONSUMER INSIGHTS: Latest Consumer Insights for Promotions and Events - Update 2003 Don Mayo Managing Partner, IMI International Research and Consulting Hear results from the most recent Consumer Trends & Behavior research study (completed Summer '03), as they relate to experiential marketing.

How consumer attitudes and behavior are changing over time. How promotions and events are impacting consumers' attitudes and behavior. What communication channels are working best now to drive awareness, comprehension and ultimately sales? Category success through consumer offers and events.

Participate in an interactive evaluation; test to see if you know what consumers want. Find out who is purchasing brands due to offers - what's the consumer profile; what's the demographic profile. What encompasses the essentials in an offer to get your consumer to purchase your brand? Learn what to offer; what consumers are willing to do to participate; when they " ll change behavior and when they won't; and their barriers. How to optimize your consumer investment. How to measure success for marketing expenditures - the 'did it work' dilemma.

Leave with a list of best practices (for large or small budgets) to take back to work for consideration on future promotion, event and sponsorship opportunities. PROMO is 100% focused on brand building and promotion marketing strategies. Choose from over 55 In-Depth Conference Sessions Packed with new content and focused, drill-down information for you to take back and use. Fresh "use 'em now" ideas and strategies for successful promotions that yield results. Hear Case Studies, Tactics, & Results from Industry Experts Learn from the sharpest minds in the industry. PROMO Conference presenters are savvy marketing professionals from leading companies with insights, real-world knowledge and experience, right from the trenches.

They " ll define the trends, share critical how-to information, and address what's working to meet the marketing challenges you face. Look Who's Presenting Here are just some of the companies presenting at PROMO: Chrysler, Crown Plaza Hotels & Resorts, eBay, Ford Trucks, Frito-Lay, Kraft Foods, Maytag, Pepsi-Cola, Philadelphia Eagles, Unilever, Universal, as well as leading agency executives from PROMO 100 promotion agencies. Meet Face-to-Face with Leading Industry Suppliers in the Exhibit Hall Exhibit hall admission is FREE with your paid conference registration, or with this Special Admission Ticket. (Adobe Acrobat required. Click here for your free download.) Click here to see the most current List of Exhibitors.

Network with Your Industry Colleagues PROMO is the meeting ground for people and companies in the promotion marketing industry. Meet and mingle with people who speak your language and share your day-to-day challenges. Gain insights and learn from the experiences of your peers. Join Your Executive-Level Peers in Discussion Groups Network with other brand and agency executives in Peer-to-Peer discussion groups designed to address today's hot topics. No press allowed.

Don't Miss These Sessions LIVE Focus Groups: Working Moms - W 16 & Teens - T 21 ERA (Electronic Retail Association) DRTV Panel: W 15 Experiential Best Practices: W 1, W 7, W 22, T 5, T 22, T 2450 Ideas in 50 Minutes: T 14 Virtual Reality Promotion Testing: T 7 Business-to-Business Insights: T 11 PMA Council-Hosted Sessions: W 17, T 8 Campaign Measurement: T 17 Spotlight on PRO Awards Finalists: W 14, W 21 Database / Online Execution: W 2, W 18, W 23 W 1 Concurrent Session Experiential Event Marketing: Creating Events That Connect With and Drive Young People What type of events work with specific brands and products. Identifying your target audience - best practices to approaching a specific demographic. How to create the right association for your brand. Steps to activating your event.

Key factors to avoiding event pitfalls. How to measure ROI from events. When is event marketing not right for your brand? How to work in tandem with your client as a partner. Guarantee: You will have a clear understanding of the benefits of event marketing over traditional advertising methods. Speaker: Matt Mc Roberts, Director of Marketing, Alloy Marketing & Promotions (AMP) 9: 00 am-10: 00 am W 2 Concurrent Sessionlive Steps to Scoring Big With Database-Driven Promotions How interactive marketing creates an effective, efficient database.

Leveraging a strong affinity base to optimize data growth. Creating revenue through co-sponsorship. The new role of email in database acquisition. Understanding the importance of a strong relevant viral promotion. How best to leverage offline and online initiatives.

How frequency of communications plays a role in building relationships. Why the Philadelphia Eagles and other properties find data important. Monetizing promotional data... there are several ways to achieve this. Guarantee: You will leave with a checklist of the key elements that ensure building and optimizing a valuable database. You will understand how partnering with properties can strengthen and accelerate your efforts. Speaker: John Hopper, President, CEO, RealTime Media Guest Speaker: Molly Mul lady, Director of New Business Development, Philadelphia Eagles 9: 00 am-10: 00 am W 3 Concurrent Session Retailer Relationships: The Key to Your Business is Their Business Why do some suppliers have difficulty communicating their programs to the retailer?

What can we do differently to improve the communication process? We " ll give specific examples of how to plan or present a promotion or program that speaks to the measurements retailers are held against. Review the different ways store level personnel react and why they execute some programs and not others. Review how category managers and other retailer decision-makers focus "on the buy" or "on the sell" and how this can affect the decisions they make.

Know why some retailers are earning brand status and how that affects your ability to grow your business with them - and may impede your ability to grow elsewhere. Guarantee: You will know how to put your needs into terms retailers can understand. You will know the key factors that drive retailer growth, and the challenges for suppliers who want to align with their retailers Speaker: John Rand, Senior Analyst, Management Ventures, Inc. 9: 00 am-10: 00 am W 4 Concurrent Session Recasting an Existing Business Into a New Market: Promoting an Electronic Payment Engine Successfully shift an existing business model using promotion on Main Street and across the information superhighway. The best way to communicate effectively with college students. Efficient communication tactics for attracting Hispanic consumers.

How to properly utilize focus group results to influence new product development and marketing plans. Importance of establishing and leveraging grassroots product knowledge. Proven steps to buzz generating, street marketing. Questions to ask - and answer - when promoting a global concept locally. How electronic payment engines will be essential to consumer promotion in the future. Guarantee: You will leave this session with specific and realistic tips to recast an existing business into an entirely new market.

You will fully understand the new era of electronic payment engines Speaker: Sue Furlong, President and Chief Operating Officer, DVC North America Guest Speaker: Dickson Chu, General Manager, Yahoo! Pay Direct 9: 00 am-10: 00 am W 5 Concurrent Session? Habeas Espanol? - Effective Promotions Targeting Hispanic Americans The Hispanic Opportunity; does it make sense for you? Best practices: what makes a good agency / client relationship, which will lead to effective programs? Key do's and don " ts when designing promotion and grassroots initiatives targeting this marketplace - including abbreviated case studies from AT&T Wireless and Lincoln Mercury.

How do you get started - looking at what you " ve already got that you can leverage - abbreviated case study for Di Giorno Pizza. Full case study on Kraft Mothers Day Promotion 2003 will be presented. Objectives, strategies, tactics and key results will be discussed. Guarantee: You will have a clear understanding why promotions and event marketing should be a part of an integrated approach with Hispanic consumers.

You will leave with best-practice examples of effective promotions and event marketing tactics. Speaker: Nil da Velez, VP, Director of Promotions, The Bravo Group Guest Speaker: Linda Crowder, Director, Multicultural Marketing, Kraft Foods, Inc. 11: 00 am-12: 00 pm W 6 Concurrent Session Maximizing the Power of Integrated Marketing Communications The eleven marketing communication tool categories and how each plays a key role in helping a brand achieve its objectives. Why and how they need to work synergistically to maximize results. The difference between integrated marketing, integrated marketing communications (IMC), and integrated promotions. Ten common barriers marketers face in making IMC happen, and how-to tips to overcome them.

Ten proven steps for effective IMC planning. How clients and agencies are organizing for IMC and leading teams to integration. Nine questions to ask yourself to determine your readiness for developing an IMC plan for your brand. Guarantee: You will leave with a proven game plan for effective IMC planning. Receive a checklist of points to consider when determining where your brand stands on developing an IMC plan. Speaker: Jim Petting, President, EXCEL eration Training & Consulting 11: 00 am-12: 00 pm W 7 Concurrent Session Finding the Hidden Value of Experiential Sampling How to leverage basic hand-to-hand sampling into a more powerful branding element.

Learn why it's more important to sample the brand rather than the product. How to integrate corporate partnerships and ongoing campaigns into the sampling experience. How and where to find added value and more importantly hidden value. How to provide highly integrated "enveloping executions", extending the creative idea in different ways. Steps to emotionally bond the consumer to your product by creating a point of difference.

Learn what it means to have brand 'sway'. The key challenges and obstacles to experiential sampling. Guarantee: You will understand why it is strategically sound to allocate resources against sampling efforts. You will have a realistic set of guidelines to measure your campaigns against. Speaker: Cory Isaacson, Vice President, Entertainment Marketing, Inc. 11: 00 am-12: 00 pm W 8 Concurrent Session Creating & Promoting Brand Awareness Through Packaging Building brand awareness with consumers.

How to increase consumer response rates. Maintaining your margins through promotional packaging. How to engage the consumer, and specific ways to improve your chances at the first moment of truth. The key benefits of paperboard packaging. Common pitfalls to avoid when using paperboard and packaging in general. Ways to help the retail customer compete in today's environment.

Items you must consider when choosing your promotional material. Key ways to differentiate yourself from your competition. Guarantee: You will understand how new and different means of creative packaging can play a vital part of the brand experience. You will come away with key concepts of consumer sample technique Speaker: Robert Neff, President & CEO, Neff Packaging Solutions 11: 00 am-12: 00 pm W 9 Concurrent SessionThe Inside Scoop on Partnership Marketing-Double or Triple Your Promotion's Value How to determine if partnership marketing makes sense for you and your brand. The keys to selecting an effective partnership marketing agency and a revenue-generating partner organization. The secret to identifying a "vested partnership".

Making your program benefit both you and your partnership organization, and the key steps in ensuring success. How to maximize your program's media efforts. The most important key to partnership marketing success, and proven methods on monitoring it. The importance of "refresher" elements within your partnership marketing program. Effective follow-up techniques you should be using. Guarantee: You will leave with the tools necessary to identify and select an effective partner organization.

You will understand how to use partnership marketing to double or triple your current marketing efforts without increasing your budget. Speaker: Patrick F alvey, VP, Managing Director, Green effect MarketingGuest Speaker: Keith Bi umi, Director, Brand Marketing, Crowne Plaza Hotels & Resorts 11: 00 am-12: 00 pm W 10 Concurrent Session Unlocking the Power of Great Promotional Creative Identify the unique challenges of developing great promotional creative. How to get the best work from your creative department. Why internal process can make or break your creative.

How to manage risk in your creative work. The role of the consumer, the channel, and the brand. The importance and potential impact of client interaction to creative quality. How the account team can inspire great creative. How to use benchmarking to enhance your creative.

Turning research from creative killer into creative enhancer. How to turn any project into a "creative" project. Guarantee: You will understand what inhibits great promotional creative and what you can do to combat it. You will hear what inspires great creative and leave with how-to's on how to leverage it.

Speaker: William Rosen, Chief Creative Officer, Frankel 11: 00 am-12: 00 pm W 11 Peer-To-Peer Retail 'Speak " Retailers and manufacturers: Best friends, or worst enemies? Share your war stories and tales of success on balancing the retailer's needs with the brand's. Attendees from both sides of the industry are welcome; we won't even make you sit on opposite sides of the table. Moderator: John Rand, Senior Analyst, Management Ventures, Inc. 11: 00 am-12: 00 pm W 12 Peer-To-PeerPeer-To-Peer DiscussionTBA 1: 15 pm-2: 15 pm W 13 Keynote Presentation Keynote Presentation: The Changing Landscape of Marketing and Retail Of course, retail and marketing dynamics are changing. So, some of us keep employing the same tactics that worked for our predecessors rather than take the risk of something new and untried. .".. what must change, what must remain the same, and how to know what to do next".

Keynote Presenter: Paul Higham, Principal, hFactorRetired CMO, Wal-Mart Stores, Inc. 3: 15 pm-4: 15 pm W 14 Concurrent SessionWhat Makes a PRO Finalist? Join a PROMO editor and judges from this year's PRO Awards for an overview of some of the best campaigns submitted for PROMO's annual competition. Get a behind-the-scenes perspective from agency and industry executives who evaluated hundreds of campaigns as they tell you about their favorite finalists. This session will prime your interest for the evening presentation of PRO Award winners, and give you an insider's view as you peruse the PRO Award Finalists Gallery.

Join us for the two-hour bank or drop in for either. Moderator: Betsy Spethmann, Senior Editor, PROMO MagazineGuest Speaker / Judge Commentary: Sara Owens, Vice President Promotion Strategy, VSI Targeting 3: 15 pm-4: 15 pm W 15 Concurrent Session Using DRTV for Strategic Promotion Integration: Tools You Need The top five benefits of using Direct Response Television as opposed to traditional marketing methods. Incorporating DRTV into your promotional campaign. Using DRTV to support in-market events and vice versa. How to follow up on data collected. How to maximize your marketing media dollars.

The five best promotional offers to boost DRTV response. How to leverage media buys for promotional support both on- and off-air. The top three case studies that can be used as a model for combining DRTV and promotions. What direction is DRTV headed toward in the next 3-5 years, and the relationship between DRTV and promotional advertising. Guarantee: You will understand how a strong integrated campaign through the medium of DRTV will reduce your company's bottom line.

Receive a complete picture on how to launch, promote and maximize your media dollars. Moderator: Barbara Tuli pane, President, COO, Electronic Retailing Association Panelists: Jack Kirby CEO brands Commerce Group LLC Linda Goldstein, Partner, Hall Dicker Kent Goldstein & Wood LLP Dan Danielson, President & CEO, Mercury Media 3: 15 pm-4: 15 pm W 16 Concurrent SessionLIVE Working Moms Panel: A new Generation is Re-shaping the Marketplace new generation of Moms are driving a record high US birth rate. With Boomers becoming grandparents, Xer's are leading a radical shift in Motherhood. Xer Moms work, often own a business, are married or single, some still watch MTV and others take their infants hiking.

It is estimated Moms control over $1 Trillion in household spending. Every brand needs to understand what makes this diverse market tick. We " ll explore brands, products, marketing and most importantly promotions. Step inside the world of this very, very busy consumer; discover what truly motivates her to spend her money.

The top 10 promotional tactics Moms favor most and why. Uncover one of the best-kept-secrets: Moms today are changing the face of every consumer category! Guarantee: You will hear first-hand why and what you can do to effectively reach them. Moderator: Marta Loeb, Founder, Silver Stork Research Panel: 8-10 Working Moms 3: 15 pm-4: 15 pm W 17 Concurrent Session Designing Coupon Promotions Guaranteed to Get Results Learn about the different types of coupons. Get ideas on how coupons can support brand strategies. How to choose the right face value and purchase requirements for your coupon promotion.

What is the effect of expiration date periods on coupon redemption rates. The key elements of an effective coupon design. Seven tips to maximize the redemption process. Guarantee: You will get highlights of all the best-practices research on effective coupon ing techniques in the industry. You will leave the session with tips for designing, developing and executing coupons for increased ROI. Speakers: Charles Brown, VP, Marketing, NCH Marketing Services Lorraine Gallaher, Director of Marketing, CMS, Inc.

3: 15 pm-4: 15 pm W 18 Concurrent Session Top Targeting Secrets Of Successful Direct Marketers And The Privacy Practices They Follow Five key principles for more efficient targeting. The proven power of behavioral data. How to use predictive models as surrogates for behavioral targeting. How to translate raw data into marketing intelligence. The creative application of targeting techniques across the media mix.

How to avoid the privacy pitfalls of targeting in today's legal environment. Best practices of permission-based data capture, data append and customer acquisition. Guarantee: You " ll be smarter about data-based targeting options and how to use them. You will leave this session with clear guidelines for following industry best practices related to data capture and targeted marketing. Speaker: Lynn Wunder man, President, CEO, I-Behavior 3: 15 pm-4: 15 pm W 19 Peer-To-Peer Retailtainment: The Future of Event Marketing From Wal-Mart's parking lot to mall fashion shows, events have changed the face of retail. Share tales of your own in-store adventures and talk with colleagues about the next level of convergence as brands continue to entertain consumers out shopping for fun.

Moderator: Stephen M. Woods, President, Pierce Promotions & Event Marketing Inc. 3: 15 pm-4: 15 pm W 20 Peer-To-Peer Innovation as the Key IngredientLet's brainstorm the following together and come out with best practices: taking the tactics out of marketing; looking at assignments "from the dark side"; resonating with consumers; measuring the emotional connection; and closing the last three feet. Moderator: Cory Isaacson, Vice President, Entertainment Marketing, Inc. 4: 30 pm-5: 30 pm W 21 Concurrent SessionWhat Makes a PRO Finalist?

Moderator: Betsy Spethmann, Senior Editor, PROMO MagazineGuest Speaker / Judge Commentary: Sara Owens, Vice President Promotion Strategy, VSI Targeting 4: 30 pm-5: 30 pm W 22 Concurrent Session Zen & The Art of Event ROI discussion about the hottest topic in event marketing; event ROI. How to balance quantifiable results (sales #'s, samples, sample distribution, retail display space) against the important dimension of consumer behavior & future purchase intent. Also a look at why "consumer ROI" is equally as important as event ROI in terms of ultimate brand objectives. You will leave the session with a greater understanding of the "5 laws of ROI" and their real-world application. Speaker: Stephen M. Woods, President, Pierce Promotions & Event Marketing Inc.

4: 30 pm-5: 30 pm W 23 Concurrent SessionBuilding Customer Loyalty with Online Programs that Actually Deliver Results How eBay's five "Loyalty Lessons" can be applied to your loyalty initiatives. How the "World's Online Marketplace" keeps its community coming back. Loyalty metrics: the dashboard for driving eBay growth. How online customer touch points can be used to build loyalty offline. Five key benefits to extending your loyalty programs online. Leveraging sponsors use auction-based promotions to build customer loyalty.

How to leverage sponsors and their loyal customer base. Unique ways to increase the quality and amount of data captured. Innovative ways to keep a program fresh. Guarantee: You will have a clear understanding of how to use online programs to enhance your current loyalty initiatives. Receive proven examples on how you can leverage your partnerships.

Speaker: Matt Ackley, VP, Corporate Development, FairMarket, Inc. Guest Speaker: Don Albert, Senior Director, Business Development, eBay 4: 30 pm-5: 30 pm W 24 Concurrent Session Retailtainment Made Easy Looking to make your promotion more festive? Take to the store aisles. But first, stop by and create a shopping list of ingredients needed to make retailtainment work for your marketing objectives.

Brush up on using focus groups, strong ROI tracking and disaster checks. But most importantly, learn how to keep things simple. Guarantee: You will learn how to make retailtainment both fun and worth the investment. Speaker: Maria Zanghetti, Client Sevice Director, Tracy Locke Partnership Guest Speaker: Hast on Lewis, Vice President of Customer Marketing, Frito-Lay 4: 30 pm-5: 30 pm W 25 Peer-To-Peer Preparing for the Emerging iTV Landscapes broadcasters and advertisers wrestle with the forthcoming Interactive Television landscape (and it will be a wrestle), new definitions of viewing and therefore, new ad shapes and rates should definitely ensue.

Will true "addressable media" finally have its place? How will it impact online and integrated promotions? Join us to discuss the exciting possibilities. Moderator: Kevin Noonan, Executive Director, Association for Interactive Marketing Tu 3 Online Promotions: Front End to Back End Marketing online presents two kinds of challenges: (1) Coming up with great ideas that work, and (2) Turning great ideas into reality. This full day workshop covers both sides. Front End: Strategy We " ll spend the first half of the day focused on strategy.

You " ll hear marketers' own stories of their online experiences as we explore the challenges of top brands, and the great solutions marketers have created. We " ll review four brand case studies, from Boeing's first-ever consumer campaign to Dunkin Donuts's summer "Route to Cool" promotion to Warner Brothers' Owl Prowl, an integrated worldwide event that built anticipation for the DVD release of Harry Potter and the Sorcerer's Stone, to a glimpse at the Philadelphia Eagles' online playbook (and more brand marketers to be announced). Each case study will take you from the brand's objective to its marketing strategies as we analyze how each brand tackled its objectives. Back End: Execution After lunch, we examine the specific tactics the featured brands used to execute their strategies.

We " ll cover a wide range of back-end tools, from turn-key software applications to custom programming, to show you in detail the mechanics that made these programs work. We will also discuss the results and overall effectiveness of each program. Part of the afternoon will be dedicated to a Q&A session with our panel of client and agency experts (including top executives from East-West Creative, prize, FairMarket, RealTime Media, and Seismic om), so bring along some background on your brand to ask advice from these pros. Workshop Leaders: Bill Carmody, Chief Marketing Officer, SeismicomRobb Lip pitt, COO / General Counsel, ePrizeChristopher Brag as, CEO, East-West Creative John Hopper President, CEO RealTime Media Matt Ackley VP, Corporate Development FairMarket, Inc.

T 0 Breakfast Roundtables Choose from a variety of lively, 20-minute mini-sessions all hosted by industry experts on current promotion topics. You " ll receive quick tips to take back and implement right away. Each roundtable discussion repeats four times. Continental Breakfast served. Increasing Coupon ROI Moderator: Charles K. Brown, VP Marketing, NCH Marketing Services Sponsorships Moderator: Jim Andrews, Senior Vice President, IEG, Inc. Online Technologies Moderator: Matt Ackley, VP, Corporate Development, FairMarket, Inc.

Sampling Moderator: Art Averbook, President, CO-OP PROMOTIONS Partnerships Moderator: Jim Anstey, VP / Director Brand Action, LIME public relations & promotion Retailtainment Trends Moderator: Stephen M. Woods, President, Pierce Promotions & Event Marketing Inc. Premiums Moderator: Nancy Rooks, Marketing Director, Milmour Promotions Branded Entertainment Moderator: Doug Scott, EVP & Creative Director, Branded Entertainment, Hypnotic Integrated Promotions Moderator: Kevin Noonan, Executive Director, Association for Interactive Marketing In-Store Marketing Moderator: Keith Kriegler, President / CEO, KK&A Integrated Retail Marketing 10: 00 am-11: 00 am T 1 Concurrent Session Point / Counterpoint-Promotion vs. Advertising Admit it: There's tension between promotions and advertising. Which is more effective? Which is more fun? Which gets more attention (and money) from brand managers? Promotions used to be treated like the ugly stepchild; these days, it's just as likely as advertising to be lead discipline for a brand.

We " ll debate the strengths and weaknesses of each, and mull over the merits of a creative reel versus sales results. We " ll even tackle the big question: Can't we all just get along? Speakers: William Rosen, Chief Creative Officer, Frankel Jim Schmidt, Chief Creative Officer, Euro R SCG Tath am Partners 10: 00 am-11: 00 am T 2 Concurrent Session New Way to Win at Account and Channel-Specific Marketing dynamic new approach to designing account-specific programs. How to customize your promotions to be account specific, and include regional and even store-specific additions. Drive repeat traffic into retail locations and to the web with bounce-back coupons. Leveraging your sports sponsorships through interactive game promotions.

Customizing a prize pool for a sweepstakes / games down to the individual store location. Leveraging your partnerships, and include co-op opportunities in your promotions. Guarantee: Hear case studies that show how national brands such as Levi's, Coca-Cola, and McDonald's are using game promotions in successful account- and channel-specific programs. Learn how you can create customized promotions that effectively balance everyone's objectives. Speaker: Joe Dahl kemper, Director of Business Development, Idea Connections Guest Speakers: Chris De Novi, Customer Marketing Manager, Levi Strauss & Co. Andrew Britt, Managing Director, The Apollo Marketing Group, New Zealand 10: 00 am-11: 00 am T 3 Concurrent Session Adding Value and Sales Lift Through On-Pack Promotions Strategic and creative promotional offer package communication and its impact on sales lift.

Legal do's and don " ts of exterior package copy when communicating a promotional offer. The ramifications of North American packaging when conducting simultaneous promotional offers in the U.S. and Canada. Considerations to keep in mind for special promotional packaging and offer deadlines. The importance of rotating product on shelf and creating an exit strategy for your sales team. How to integrate on-pack promotions with the brand's co-marketing activity. Five key tips when designing promotional packaging.

Guarantee: You will have a clear understanding of the legal requirements for promotional copy. Leave with a checklist of graphic considerations in designing your next promotional package. Speakers: Robert Zapp i, CEO, catalyst Art Irvine, Vice President, catalyst 10: 00 am-11: 00 am T 4 Concurrent Session Doing More with a Limited Promotional Budget Using probability promotions marketers can take advantage of probability, the mathematical odds of winning a prize, to launch promotions with large-scale prize pools for a fraction of the cost of the total prize pool. Games of chance never cease to attract consumer attention but are in fact based on well-calculated investments. Savvy marketers are able to secure insurance coverage to cover the cost of million-dollar plus prize payouts based on some clever mathematical footwork and promotions risk management. Guarantee: You will learn how the value of a promotional offer can affect your objectives and how to increase the value of an offer on a limited budget.

Speaker: Kelly Crear, Regional Director, IC Group Inc. 10: 00 am-11: 00 am T 5 Concurrent Session Raising the Bar for Event Marketing with Promo PR When to use national PR to support local events. The top five benefits of PR support. How to incorporate PR into event marketing. Cost-effective ways to drive traffic to your event. How PR can expand your promotion's reach.

Hear successful examples of promo PR. What 'buzz' is exactly and how PR creates it. Why PR lends credibility to an event. How PR can help you guarantee ROI.

How PR can increase the success of events. Guarantee: You will understand the importance and value of using PR to support event marketing. You will leave armed with a variety of ways to incorporate PR into campaigns. Speaker: Doug Dome, President & CEO, Dome Communications 10: 00 am-11: 00 am T 6 Peer-to-PeerPeer-to-Peer DiscussionTBA 11: 15 am-12: 15 pm T 7 Concurrent Session Measuring Promotion Effectiveness Before the Fact-An Intro to Virtual Reality Technology To measure the effectiveness of a promotion before you make the investment would be a benefit to any manufacturer or retailer. Until now, there was no way to simulate the entire shopping experience. PepsiCo, in partnership with 5th Dimension, has developed an entire grocery and convenience & gas store shopping experience using virtual reality technology.

It features the entire store, not just one shelf. Now you can recommend changes that affect the entire visit, not just the category. Merchandising testing gets done faster and provides more diagnostics - when and where they buy, and how long decisions take, with no retail disruption. Validation results will also be discussed - how virtual reality matches actual reality. Guarantee: You will see firsthand a new way of testing and evaluating promotional ideas.

Leave with a new way to sell promotions. Workshop Leader: Wayne Link, Senior Manager-Strategy & Insights, Pepsi-Cola Company Guest Speaker: Mark Edwards, Partner, 5th Dimension 11: 15 am-12: 15 pm T 8 Concurrent SessionAl l About Sampling Receive an overview of the new book ALL ABOUT SAMPLING, by the three authors. What new focus group research on product samples reveals. Ten key variables when pricing the cost to distribute a sample. Current research on product sampling effectiveness and developing trends in the sampling industry. Hear case studies on creative targeted sampling promotions.

Guarantee: You will leave with ten guaranteed ways to effectively analyze the cost of distributing a sample. Receive the most up-to-date market research consumer data and current trends. Speakers: Russ Bowman President Westfield Marketing Art Averbook, President, CO-OP PROMOTIONS John Karolefski, President, Primary Communications 11: 15 am-12: 15 pm T 9 Concurrent Session Planning for Success-Demystifying the Planning and Concepting Process to Produce Brand-Building Ideas Receive a consumer promotion strategic framework model - a takeaway tool to focus both client and agency consumer and brand priorities and thereby generate stronger business results more efficiently. Learn to forge a client and agency partnership during the concepting and development process that delivers ideas and concepts that excite both. Craft a creative brief that keeps development, focused, relevant and on strategy. Create actionable objectives and strategies, thereby simplifying planning and delivering more consistent results.

Learn what the differences are among platforms, promotions and tactics. Understand common pitfalls in evaluating ideas. Guarantee: You will leave with a simple, logical strategic framework to more efficiently lead change within your organization and with your clients. You will better understand how to focus the client and agency in a jointly defined creative partnership to get to compelling ideas that motivate consumers. Speakers: Peter Lund, Director Consumer Promotions, The Clorox Company Robert Colangelo, President, Colangelo-Synergy Marketing 11: 15 am-12: 15 pm T 10 Concurrent SessionBuilding Brands Through Premium Promotions New trends in premium promotions. Determining appropriate spend against ROI.

Developing a cost-efficiency model comparison. Using value-added offers to compliment discounting. The five don " ts of any premium promotion. How to determine the most beneficial types of premiums. Five specific times in a brand's lifecycle to consider a premium offer. The key steps for creating an effective program.

Leveraging consumer promotions, branding and trade programs. Guarantee: You will have a comprehensive understanding of how and when to use premium promotions as part of your marketing mix. You will leave with best practices for development of an effective and efficient program. Speakers: Kevin Hess, President, Milmour Products Nancy Rooks, President, Corporate Creations 11: 15 am-12: 15 pm T 11 Concurrent Session Generate Demand While Accelerating Your Brand: B-to-B Brand Interaction Learn to use the tools of the new face of advertising necessary to drive brand and demand faster than ever before. Look beyond the norm of list, offer, creative and target to see what you can do to push past the 2% barrier. Get to your target audience quickly with a message that will resonate.

Determine true lifetime value decision- making for each customer. Develop dialogue sales strategies and communication "velocity models". Use finance as a weapon for success. Build a strategic, interactive relationship, with the customer, and create an environment for continuous, intelligent, respectful dialogue. Address the concerns of ROI, and actually measure every step, making it possible to project the continuation of the customer cycle. Guarantee: Using today's technologies and media, we " ll show you case studies of how to build the brand faster with less money, while moving the prospect forward quickly.

Speaker: Richard Rosen, President & CEO, AlloyRed Brand-Interaction Advertising 11: 15 am-12: 15 pm T 12 Peer-to-Peer Landing Your Next Big Client Trade experiences with other agency executives on some shared challenges - and their solutions, including identifying prospects for your agency, preparing the agency's capabilities presentation, building and training your new business staff and providing work on spec. Moderator: Bill Carter, President, Fuse Sports Marketing 11: 15 am-12: 15 pm T 13 Peer-to-PeerPeer-to-Peer Discussion TBA 1: 15 pm-2: 15 pm T 14 Concurrent Session 50 Ideas In 50 Minutes Learn in less than an hour what it took PROMO's editors a year to discover. A panel of PROMO editors and writers run through 50 trends, tricks and new developments that can impact your business in the coming year. We cull through everything we " ve reported - and maybe a few things we " ve heard, but not reported - to give you a bird's eye view of the industry. Speakers: PROMO Editorial Team 1: 15 pm-2: 15 pm T 15 Concurrent Session Own the Store: Smart Strategies to Make Your Brand Stand Out Five steps to effective retail marketing programs.

Three key points to consider when choosing strategic co-marketing partners. The step-by-step process to creating successful co-marketing programs. How to secure prime real estate on the retail floor and gain incremental advertising. Nine merchandising materials dealers want, to identify the best mix of marketing tactics for your brand. How to use messaging to drive or in cent purchase. Three key groups to consider before beginning.

Five most common merchandising mistakes. A successful case study will be presented. Guarantee: You will understand how to create a retail experience that reinforces brand loyalty and generates sales. Leave with realistic, how-to tips for creating effective retail merchandising and co-marketing programs. Speaker: Keith Kriegler, President / CEO, KK&A Integrated Retail MarketingGuest Speaker: Craig Hii bner, Director of Merchandising, Maytag Appliances 1: 15 pm-2: 15 pm T 16 Concurrent SessionThe New Hispanic Consumer: Myths, Realities and Opportunities Three myths and three realities about Hispanic household composition. Improve your identification of Latino consumers as target customers.

Important dos and don " ts among the 38% of "Generation Years" Latinos. Insights on attitudes toward assimilation, non-assimilation and acculturation. Four key principles to understanding the impact of country or culture of origin, even among 2nd and 3rd generation Hispanic subgroups. Seven critical value orientation differences between Hispanics and the general market.

How to create a multi-media plan to most effectively and efficiently reach the New Hispanic consumer in language and via English-language mainstream media channels. The five most important insights that distinguish purchase behavior and purchase. The 12 most important geographic areas for Latino distribution and migration patterns. Proof that while Hispanic teens and children raised in the US acquire some American values and preferences, they also preserve beliefs and customs of their parents. Guarantee: You will come away with a clearer understanding of the opportunities and pitfalls in initiatives aimed at identifying, acquiring and retaining New Hispanic market consumers. Moderator: John McManus, Editor-in-Chief, American Demographics Speakers: Monica Gadsby, Managing Director, Tapestry Dolores Kinda, President, La piz 1: 15 pm-2: 15 pm T 17 Concurrent Session Developing Executing & Measuring a Fully Integrated Promotional Campaign How to balance sales and equity building objectives within a single promotion campaign.

How to maximize individual tactics to deliver against a winning promotional strategy. What, where, when and how to measure the impact of an integrated campaign. Key considerations when partnering with another brand. How to bring your promotional vision to life. Tools to influence management and trade sell-in.

How to extend and elevate a proven successful promotional platform. Ways to develop and deliver an exciting consumer promotional experience. Guarantee: You will have a clear understanding of how to build a fully integrated brand-building promotional program. You will gain knowledge on how to maximize and measure the multiple elements. Case studies will be provided. Speakers: Joel Chester, Vice President, Ryan Partnership Paula Friedman, Vice President, Ryan Research & Marketing Insights 1: 15 pm-2: 15 pm T 18 Concurrent Session Changing Brand Image Through Sponsorship Hear how Ford's Ranger found a new younger demographic.

Why sponsorship is a better means of repositioning a brand than advertising. The primary benefits of sponsorship and most underused tactics. Developing an effective on-site event marketing presence and leveraging it beyond. Learning to identify relevant sponsorship opportunities for your brand; criteria to select appropriate sponsorship. Tools to measure sponsorship value; on-site consumer evaluation and Web research.

Elements of a brand image overhaul via sponsorship. Developing use of relevant consumer activities. Guarantee: You will gain a comprehensive understanding of sponsorship and how to exploit it to redefine your brand. Learn how you can leverage your sponsorship purchase on- and off-site. Speaker: Bill Carter, President, Fuse Sports MarketingGuest Speaker: Shawn McDermott, Ford Ranger Brand Manager, Ford Trucks 1: 15 pm-2: 15 pm T 19 Peer-to-Peer Promo PR: A Discussion on the Future of the Merging Industries Meet us at the intersection of promotion and PR to discuss the best ways to blend the disciplines.

With event marketing on the rise, more promotions have PR overlays. Share your stories of campaigns that have used both; swap tips on how to maximize PR benefits. Moderator: Doug Dome, President & CEO, Dome Communications 1: 15 pm-2: 15 pm T 20 Peer-to-Peer Building Brand Through Demand discussion on the new paradigm of brand-interaction marketing, combining business school analytics and best practices from traditional marketing. Share practical experiences and generate some new ideas on how we can utilize this proven industry model. Moderator: Richard Rosen, President& CEO, AlloyRed Brand-Interaction Advertising 3: 00 pm-4: 00 pm Read PROMO Xtra's coverage of Teen Marketing T 21 Concurrent SessionLIVE Teen Panel: Making an Impact on Teens-Evaluating Promotional Strategies and Tactics Hear from a LIVE teen panel on what really works. Receive face time with teens.

Get a sneak peak into the minds of young adults. A first-hand look into what teens think about marketing. Focused discussion with a live teen panel about how to capture their attention. Have an opportunity to interact with the teen panel.

Observe how teens speak, use body language, and communicate about "marketing" - they " re savvier than you might think! Identify what makes promotions work - from a teen's perspective. Guarantee: Know what elements of promotions are most effective in impacting teens' perceptions, purchase habits, and recall. Focus Group Leader: Alisha Kol ski, VP, AMP Insights Panel: 8-10 Teenagers 3: 00 pm-4: 00 pm T 22 Concurrent Session Latest Consumer Insights for Promotions and Events-Update 2003 Hear results from the most recent Consumer Trends & Behavior research study (completed Summer '03), as they relate to experiential marketing. Speaker: Don Mayo, Managing Partner, IMI Research 3: 00 pm-4: 00 pm T 23 Concurrent SessionThe Great American Bake Sale: A Case Study in Effective Cause-Related Marketing How to launch a campaign with a national magazine and newspaper partners. Integrating a campaign with prime-time, network tv, local affiliates, as well as celebrity spokespeople and public service announcements.

How to leverage a cause-related marketing campaign to garner significant public relations / media exposure in print, tv, and radio. Incorporating online marketing. Developing and executing in-market mall events. How to garner major grocery retail support. Working closely with schools, civic organizations, and associations. How to develop consumer incentives to increase participation and generate funds.

Guarantee: You will fully understand how to leverage a cause to achieve both your business and philanthropic objectives. Speakers: Howard Back, Director of Creative Enterprises & Marketing, Share Our Strength Randy Siegel, Associate Publisher and VP, Parade 3: 00 pm-4: 00 pm T 24 Concurrent Session Branded Entertainment-Where Hollywood and Madison Avenue Meet Understand the tools necessary to optimize this emerging marketing discipline. Why simple product placement does not move the needle. Tips on creating a successful program - from production and branding to execution and measurement. Marrying the right brand attributes to the right entertainment medium. Measurement of the program - does the register reflect your efforts?

Case studies include Chrysler, Reebok, Pepsi, Nintendo, Ford and Coke. How to ensure the brand builds trust and credibility; audience should want to participate. How to foster deep cooperation, collaboration and trust between brand stewards (Madison Avenue) and creators of entertainment (Hollywood). Guarantee: You will receive written how-to guides, matrices, function charts and other tools that will help you plug in all elements needed to execute a successful branded entertainment campaign. Speaker: Douglas Scott, EVP & Creative Director, Branded Entertainment, Hypnotic Tu 4 A Research on Retail Trends: What Retailers & Manufacturers Think of Each Other-The Strategic Value of Pressing the Right Retail Buttons Manufacturers must understand what retailers are thinking to get brand promotions run in their stores. We " ll start with a basic primer of what works in all retail classes of trade, then address the nuances of different channels.

What are the underpinnings of retailer behavior: WHY do retailers do what they do? Different retailers and channels have difference measurements - find out what they are. Why is communicating difficult and what can we do differently to improve it? Learn how to Follow the Money - the key to a business relationship is the business. Understand how retailers view manufacturer relationships or "on the sell" - how it affects their decisions. Discuss the different ways store-level personnel react and why they execute some programs and not others.

Figure out how to get promotions run at retail, by tailoring your programs and presentations to retail performance goals. Review the research behind the process; learn how classes of trade are different and similar. Discuss why varying retailing channels approach promotions, sales programs, and item decisions differently - and why some work better than others. Learn how to pull the right levers and avoid some common pitfalls - the things that do NOT motivate a retailer to be on your side, and those that could actively hurt your cause. At the end of the workshop you will have learned how to talk the financial talk that retailers must use.

How some retailers are earning brand status and how that affects your business. The most useful and implementable skill you " ll gain is learning how to put YOUR needs into terms retailers can understand. Workshop Leaders: John Rand, Senior Analyst, Management Ventures, Inc. Ken Harris, Partner, Cannondale Associates Who Should Attend PROMO Expo, Sep 30 2003 Print-friendly format E-mail this information PROMO Expo is for all Promotion Marketing Professionals: .

Vice Presidents of Marketing, Promotion, Marketing Services, Advertising. Brand and Product Directors / Managers. Marketing, Promotion, and Advertising Directors. Agency Account Directors, Managers, Executives. Agency CEOs, Vice Presidents, Creative Directors 10 Reasons Why You " ll Want to Attend 1. Exclusively for and 100% Focused on Brand-Building & Promotion Marketing 2.

An All-New, Comprehensive, In-Depth Conference Program 3. Real-World Case Studies, Tactics & Results from Industry Experts 4. See What's New and What's Hot in the PROMO Expo Exhibit Hall. 5. Valuable Networking with Your Industry Colleagues 6. Timely Keynote Presentations 7.

Peer-to-Peer Idea Exchange Discussions 8. Industry Research Results... Revealing Trends and Inside Information 9. Only at PROMO Expo: The Annual PRO Awards Presentation and Dinner 10. PROMO Expo Gets Rave Reviews". I make a point to plan my calendar around the annual trek to 'the gods' of promotion marketing at PROMO Expo!

It continues to deliver great ideas!" -Lori Rosen, Philips Consumer Electronics Tu 4 B Driving Profitable Consumers to Your Brand-Consumer Attitudes Toward Marketing For the agency or client - take an in-depth look at how to drive 'profitable' consumers to your brand through the eyes and voice of the consumer. We will integrate consumer research with case studies, establishing the key drivers to link profitable, high category volume customers to your brand. Throughout, you will be exposed to insights into how this target thinks about promotions, events, sponsorships, new products, advertising, price discounts and other tactics. We will identify the impact of these tactics and reveal a few surprises.

You " ll be tested on how well you know what motivates a consumer - then hear what consumers have to say. Based on proprietary research on trends by IMI International, you are guaranteed to leave with the following insights: . What motivates change in behavior. Impact that age, gender, income, geography, ethnicity, brand loyalty, and brand volume have on effectiveness. How to develop an internal database that will help you create better ideas, eliminate bad ones, and drive better results and profit. Surprising case studies on optimizing your investment based on promotion types.

ROI measurement - what to expect From a database of over 6,000 studies, you will receive best practices as they relate to the following: . Selecting the right tactic - promotions, event, direct, advertising. Selecting the right offer / partner / relationship. Working with large or small budgets. Using research to eliminate risk and optimize ROI. Communicating your brands' involvement.

Executing your program. Measuring and evaluating successes. Identifying opportunities for improvement Learn how to improve your marketing success with measurement standards for program development, execution, and financial evaluation (ROI). Workshop Leaders: Don Mayo, Managing Partner, IMI Research Alan Armistead, Managing Director, IMI Research & Consulting Grant Davidson, Director, Marketing & Business Development, IMI Research & Consulting.