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!
