Agenda
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2010 Dallas CMO Collective Agenda
Governing Body Private Dinner: May 26, 2010
6:00 PM Governing Body Private Dinner (by invitation only)
Building a Brand at GameStop
Video games are an explosive category, but from a retail perspective
every retailer is selling exactly the same product. In this
environment, how has GameStop developed a compelling brand experience
that commands a dominant market share in the face of competition from
big box retailers and online merchants? The presentation will highlight:
- Consumer insight = looking at the category from a fresh perspective
- Grow share by honoring the heavy purchaser
- Product + Experience > Product alone
- Big marketing without a big budget
- Results: What worked and what did not work
CMO Collective: May 27, 2010
Registration and Networking Breakfast
Opening Keynote
The CMO Challenge: Building the Brand in an Evolving World
Hosted By: Bloomberg Businessweek
The explosion of connectivity through digital networks and globalization is changing the role of the CMO and how companies build the brand. As a global provider in more than 220 countries and territories, FedEx is a key player in the changing market dynamics. Join Mike Glenn for a discussion on how FedEx is creating strategic brand value in a global economy and meeting the evolving needs of customers. The discussion will include:
- Developing a global brand
- Leveraging digital interactive media
- Meaningful metrics that drive ROI
- Delivering an outstanding customer experience
Partner Presentation
The Growth Imperative
Hosted By: Javelin
For most of us, 2009 was spent trying to optimize—resources, costs, investments—just to survive a volatile economy. As the American economy moves—slowly and uncertainly—out of recession, optimization is no longer an option, it is an imperative. But now is also the time to re-boot our thinking and focus on growth. The recession has permanently redefined relationships: between consumers and companies, between consumers and brands, and consumers and consumers. Pam will talk about how these new relationships and others are the basis for exciting new pathways to growth.
Networking Break
Executive Perspective
Why Pay More?
Hosted By: TracyLocke
At a time when service brands are forced to fight for every scrap of market share, not sliding down the slope of deeply discounted prices and free offers has become increasingly complex and challenging. How a premium brand wins new and keeps current customers in a sea of new entrants without sacrificing margins is a top priority. To that end, understanding consumer values and orientation while differentiating on something other than price is the key to successfully building a brand in this new economic paradigm.
Special Feature
Sharper Senses: The 5Ps of Digital Marketing
Hosted By: Google DoubleClick
In order to succeed in digital marketing, a space that can sometimes seem overwhelming and cluttered, an organization needs to hone in on a set of operating principles to drive their success. And while many marketing organizations have general operating principles, many do not have clearly articulated principles for digital marketing, making success challenging. In this session Sam will propose the 5P's of digital marketing that your organization can adopt and then act on every day.
Networking Break
Lunch Service
Luncheon Keynote
Where is the Economy Currently?
Hosted By: Marketsphere Consulting
The US economy is gaining traction. We've seen multiple consecutive quarters of positive GDP growth, expansion in manufacturing, services and industrial production, and just recently, the beginnings of employment growth that had been led by temp employment growth for some months prior. Consumption is also increasing, though discretionary spending is weak. On the negative side, the housing market remains a vulnerability despite having bottomed, and consumer confidence remains quite low keeping in mind that the job market is still extremely tough. The economy is currently experiencing deflationary forces that warrant inflationary monetary policy.
Partner Presentation
Shopper Marketing and the Retailer Challenge
Hosted By: CROSSMARK
Deloitte identified shopper marketing as second only to digital marketing as the fastest growing segment in consumer goods marketing. Shopper marketing clearly requires intense collaboration between the retailer and supplier. As the President of CROSSMARK, the nation's largest retail marketing, merchandising and compliance agency, Joe Crafton offers a unique vantage point, positioned between the supplier and the retailer. Joe shares his point of view based on real-world implementation of shopper marketing in the consumer goods industry, addressing questions such as:
- How does shopper marketing integrate into the marketing mix?
- Are investments shifting from consumer marketing budgets to in-store marketing?
- How do leading retailers view shopper marketing?
- What perils do brands face as they spend more money with retailers in-store?
- How do brands reach the consumer in a clean-store environment?
- What challenges does a retailer face in becoming a trusted medium for brands?
Networking Break
Case Study
How Chevrolet Celebrated Mother's Day at the Texas Rangers Ballpark
In this session, Mark Harland will discuss how Chevrolet leveraged multiple engagement channels to form a personal connection with consumers, culminating in a high profile Mother's Day event at Rangers Ballpark by:
- Combining aspects of the Chevy Youth League Baseball program and Texas Ranger's sponsorship to offer a unique, integrated grassroots engagement opportunity...
- Developing relationships with the Krum Little League and their families to further build relationships with the James Wood Chevrolet Dealership.
- Strengthening dialogue with influential DFW mommy bloggers while building online mention of Chevy via Twitter and blog posts using the hash tag #ChevyMoms.
Marketing Thought Leadership
Ten Imperatives of the Marketing Revolution
Hosted By: Aprimo
Marketing is in the midst of a revolutionary change that has marketers standing at the crossroads of irrelevance and investment. Why? The proliferation of new channels, the pressure for marketers to deliver ROI in today's economy, and customers' growing appetite for personal relationships with brands means CMOs and marketing teams need to reinvent their roles and drive revolutionary change.
In this session, Lisa Arthur, Chief Marketing Officer at Aprimo, will engage audience members in an interactive discussion about the state of marketing today and the Ten Imperatives that every marketer can embrace to help lead this change across their organizations.
Interactive Audience Polling & Discussion Groups Hosted by Jackie Huba, Co-Author, Citizen Marketers
Closing Keynote
How Social Media is Changing the Marketing Function
Adoption of social media and social networking tools is widespread among our audiences and customer segments. As marketers, we must understand social media and how to integrate it as part of the corporate marketing portfolio. Some companies have leveraged the power of social media with fantastic results. Others have experienced disasters, while some companies have yet to join the fray. Southwest Airline’s Anne Murray and USAA’s Rhonda Crawford, two of the most successful social media marketers in Texas, will share their perspectives on harnessing the emergence of these powerful social technologies and tools. In this session, we will discuss:
- How social media is managed in the enterprise
- How to measure social media against marketing and business objectives
- How to avoid risk, pitfalls and disasters
- Lessons learned & future vision
Luxury Prize Reception