Agenda
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2011 Dallas CMO Collective Agenda
Governing Body Private Dinner: May 5, 2011
6:00 PM Governing Body Private Dinner (by invitation only)
Awakening the Brand Promise
Bill Pearce
Governing Body Co-Chair
Marketing Faculty
Haas School of Business, University of California Berkeley
Bill PearceGoverning Body Co-Chair
Marketing Faculty
Haas School of Business, University of California Berkeley
Bill Pearce is CMO of Del Monte Foods. Pearce will explore and examine the revitalization of the brand portfolio as Del Monte transforms to a marketing led packaged foods company. Pearce will provide two case studies on unlocking the potential of brands with conceptual marketing.
CMO Collective: May 6, 2011
Registration & Networking Breakfast
Moderator's Kickoff Session
IBM Research Report
Stretching the CMO, 2011 IBM Global CMO Study
The role of the Chief Marketing Officer (CMO) is getting stretched. Marketing has always been an inexact science. In fact, chief marketing officers commonly complain that they waste half of their budget; they just don’t know which half. It used to be enough to worry about resources, demand generation, and creating leads. Now the CMO has shifting ways to get to buyers, must include revenue, new digital tools, and an expanded role. Technology is changing all of that. It can reveal opportunities to reach new markets, shed light on customer demands, and redirect your business strategy in real-time based on data that organizations didn’t even know existed. The 2011 IBM Global CMO study explores emerging trends impacting CMOs and will reveal how they are responding and planning for future success.
Hosted By: IBM
Hosted By: IBM
Opening Keynote
Are You Ready To Reinvent Your Brand?
Pizza Hut is the largest player in the $35 billion pizza category, with over 6,000 locations in the U.S. and more than 50 years of brand history. But, things have changed a lot for the consumer since Pizza Hut first introduced America to pizza and the brand is at the forefront of reinventing itself and the category for how people live today. Take a few steps on the journey with Pizza Hut as they tackle the challenge of making a heritage brand feel fresh and relevant for today.
The presentation will highlight:
The presentation will highlight:
- Finding what makes your brand special and bringing it to life in communications
- How new product innovation can keep your brand young
- Creating new occasions for your consumer
- Establishing new access points and developing an eCommerce business
- How it can all come together to drive a big result
Special Feature
3 Trends Transforming Marketing—And How To Leverage Them
The digital revolution has unleashed enormous change for CMOs. Among all these changes, three trends related to new media, distributing content, and advertising will have the most significant impact, creating tremendous opportunities—or havoc—for marketers. Adobe’s Jason Ward will discuss these three trends, how they impact marketers, and what leading companies are doing to leverage them.
Hosted By: Adobe
Hosted By: Adobe
Networking Break
Special Feature
Unleashing the Zero Moment of Truth
Your audience connects with a brand long before the purchase decision is made. These connections come in the form of user-initiated participation - including search queries, reviews, site visits, video views and more - and they influence whether a user picks your brand or your competitor's. We call this phenomenon the Zero Moment of Truth (ZMOT). In this presentation, gain fresh insights on this topic pulled straight from Google's soon-to-be-released eBook, "Winning the Zero Moment of Truth." Presenter Jim Lecinski, Google Managing Director and Chief ZMOT Evangelist, will discuss new original research that uncovers the path users take from that initial 'moment' to final purchase, strategies behind a successful ZMOT and the steps you can take to unleash your own.
Hosted By: Google and DoubleClick
Hosted By: Google and DoubleClick
Executive Perspectives
Executive Perspectives
Providing Comprehensive Marketing Program Results for the Left-Brain Mentality – Non-Traditional Means to Comm. Genuine Results
In this session, Michael Guillory from Texas Instruments will provide tangible details on how to utilize the latest methodologies to communicate results from marketing programs and initiatives for scrutinizing, detailed-oriented audiences who typically misunderstand marketing in general. By co-existing in an engineering-focused environment, Guillory can provide real-world tactics for delivering black and white results summaries for traditional marketing activities from branding, eMarketing, events and other activities which often present difficult-to-report results. Anyone struggling to justify budgets won’t want to miss this one.
Networking Lunch
Lunch Keynote
Retail Marketing: What is Next?
Paula Puleo, CMO, Michaels Stores, Inc., will speak on the recent trends happening in retail marketing and what Michaels is doing to respond to those trends. Key learning objectives for this presentation are:
Puleo will deliver "real talk" from a CMO willing to share successes and challenges in retail marketing, and she’ll also share practical applications attendees could use to develop relevant relationships with emerging consumer groups.
Hosted By: ACGMedia
- Emerging trends in retail marketing
- Responses to new trends
- Emerging consumer groups that should be on retailers' radar
Puleo will deliver "real talk" from a CMO willing to share successes and challenges in retail marketing, and she’ll also share practical applications attendees could use to develop relevant relationships with emerging consumer groups.
Hosted By: ACGMedia
Panel Discussion
Digital Showcase
Networking Break
Discussion Group A
How is Mobile Impacting Your Markets, Customers, and Products?
Mobile was already a hot topic before the iPhone. With the surge of smartphone adoption changing the ways consumers access information, is your brand considering all of the ways it will impact your marketing communication, products, competitors, sales process, and overall customer experience? It has become increasingly difficult to sort through the options for channels (SMS, mobile web, apps, click to call) as well as features such as QR codes, GPS/LBS, augmented reality, and more. If you doubt the change, consider the fact that as many as one-third of customers have bought a product via mobile or performed price/product research on their mobile phone while inside a physical store. Let’s explore this fast moving topic together and share best practices on how we are leveraging mobile in all facets of our go-to market strategies.
Discussion Group B
Customer Loyalty
Customer loyalty is what every brand strives for, but how do you build it? You need to attract the right customer, get them to buy, then buy more and hopefully bring more customers along with them. However, this shouldn’t be your focus when building loyalty. Instead, building loyalty begins with caring, remembering, rewarding and treating your team well so they’ll in turn treat your customer well. All of these tactics and more will be explored in this discussion on how to build strong customer loyalty for your brand/business.
Discussion Group C
Structuring Social Media in Your Organization
Social media is no longer the latest "shiny object," seeing as 79% of corporations have undertaken social media efforts. As companies launch emerging media programs to engage with their audiences, they need program managers to be accountable for their investments. Yet the scope of this role is wide: every business unit is impacted, requiring coordination across the entire enterprise.
This session will focus on whether or not your company has the resources and org structures in place to handle this change, and if they do, you can share how your company has structured itself to deal with social media.
This session will focus on whether or not your company has the resources and org structures in place to handle this change, and if they do, you can share how your company has structured itself to deal with social media.
Closing Keynote
Vision 2020: The Future of Advertising
Media economist Jack Myers will share his vision for the future of the advertising business, answering the question, "How can you invest in the future, when you don't have the resources to meet basic day-to-day management needs?" Myers’ perspectives on the economic models that are driving industry growth are followed closely by leading media, marketing and advertising executives. His controversial insights on how to maintain stability while embracing new media technologies, research tools and social commerce will provide you with hands-on ideas for your business.
Closing Reception