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8.30 - 9.15
9.15 - 9.30
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Registration
Welcome tea and coffee
Official open and welcome from the Chair
Evan Davis,TV and radio presenter, economics journalist
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9.30 - 9.45
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Welcome from The Chartered Institute of Marketing
Chris Lenton, Chairman, The Chartered Institute of Marketing
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9.45 - 10.10
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Opening address
Karren Brady, CEO, Birmingham City Football Club
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10.10 - 11.00
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Digital marketing
Improving your results through digital channels
Learn about the latest best practice for cost-effective digital marketing which delivers impressive results. Hear how you can:
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create a robust plan for your digital marketing through a strategic framework
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overcome the most common challenges UK businesses face in integrating digital channels into their business
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avoid the most common mistakes companies make with their online businesses
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improve your search engine marketing, email marketing and web design
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best exploit the Web 2.0 techniques from social networks to blogs and feeds
Presented by Dave Chaffey, author of Internet Marketing: Strategy, Implementation and Practice, Director of Marketing Insights Ltd
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Case study: Euroffice, Simon Drakeford, CEO
Euroffice utilises digital marketing tools such as paid search marketing, affiliate and email marketing to generate leads and sales. Hear about the key features of their digital marketing mix which has helped them succeed online.
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11.00 - 11.02
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Two minute silence for Remembrance Day
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11.02 - 11.25
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Tea and coffee break
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11.25 - 12.15
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Sustainability
Green as normal
Explore the rise of sustainability and the need for marketers to embrace much more than a new green communication strategy, but a whole new business model, service and value proposition. This ‘next revolution’ will create exciting opportunities for those marketers brave enough to embrace it and take a lead. This session will discuss:
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how green marketing strategies can be a commercial success
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why marketers should develop innovative solutions for carbon-conscious consumers
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a ground-breaking, green marketing matrix – divided into green, greener and greenest
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some of the new strategies marketers can use to transform both their marketing and organisation
‘We need marketing that does good, rather than marketing that just looks good.’ Make changes now so that you’re ahead of the game.
Presented by John Grant, author of The New Marketing Manifesto, co-founder of St Luke's, the innovative and socially aware London advertising agency
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Case study: Seacourt Ltd, winner of The Queen's Award for Enterprise – Sustainable Development 2007, Jim Dinnage, Chairman
Hear how Seacourt went from being a local jobbing printer to become “one of the world’s leading environmental print companies” within a decade. See how and why they:
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completely changed the structure and ethos of the business
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have environmental best practice as a key performance indicator
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developed aspirations for future growth and development
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Case study: Tyrrells Potato Chips, Les Sayers, Managing Director
Discover first hand how Tyrrells successfully incorporated sustainability into the core of their unique business. Hear the story behind ‘from seed to chip’ and what sustainability means to them and their impact upon the environment – everything from how they recycle their waste by-product through to manufacturing their own environmentally friendly carrier bags using potato starch.
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12.15 - 12.30
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Summary of the morning's presentations
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12.30 - 13.30
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Lunch
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13.30 - 14.20
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Segmentation
Identifying the right customer
In mature or slowing markets, faced with many competitors, smarter target marketing can produce handsome rewards. Key to better targeting is segmentation. This presentation will look at how segmentation can help organisations, large or small to:
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carve-up the market
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select the most attractive customer groups on which to focus your resources
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develop a persuasive proposition for targeted customers
Although there is no standardised off-the-shelf approach to segmentation, understanding how it really works will ensure that your organisation ‘goes-to-market’ with clear differentiation. Discover the successful methods for identifying and prioritising market segments, illustrated with an intriguing set of examples and insight.
Presented by Lyndon Simkin, co-author of Market Segmentation Success: Making It Happpen!
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Case study: Experian, Gareth Mitchell-Jones, Director of Analytics
Marketing success in a slowdown. Experian will examine how marketers can change an economic downturn into a competitive advantage through segmentation, customer insight and timely implementation. The business case for segmentation and the appropriate ways for organisations to identify and target the right customers will also be explored alongside:
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why is segmentation important?
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what should you use to segment your market?
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does low cost always equal a poor result?
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how will quality data and data quality impact your results?
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how do you ensure that value can be driven from your investment?
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14.20 - 14.40
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Tea and coffee break
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14.40 - 15.30
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Employee engagement
Driving business and change
Organisations are experimenting with ‘turning hierarchies upside down’ by engaging their people to drive business performance. A leading holiday firm did exactly this by engaging its entire staff in developing a customer service strategy – it went on to become the best tour operator and also took over one of its competitors.
The primary driver of employee engagement is the appetite and ability of leaders at every level to share power by engaging their people in decision making and change. A practical perspective will be given on seizing the benefits of employee engagement.
Presented by John Smythe, author of The CEO: Chief Engagement Officer: Turning Hierarchy Upside Down to Drive Performance, founder of Engage Group
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Case study: O2, Glenn Manoff, Head of Communications
In June 2007, O2 held the largest company event in this country – naturally it was at The O2. Hear the story of ‘The O2 Premiere’ which will cover how it was tied to O2’s core strategy, how results were measured and the lasting impact it has had on O2’s culture and success.
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15.30 - 15.50
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Summary of the afternoon's presentations
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15.50 - 16.10
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Tea and coffee break
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16.10 - 16.50
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Keynote: Marketing in challenging times – what every business needs to know
Pierre-Yves Gerbeau, Executive Director – Capital & Regional, former Chief Executive of the Dome, former Vice President – Operations at Disneyland Paris
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16.50 - 17.00
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Summary and close
Evan Davis, TV and radio presenter, economics journalist
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