Conducting Market Research Before Investing in Tactical Execution
Virtual_XChange_eventpage_ChangingtheGame
Posted on 17. Jan, 2012 by admin in Marketing Power
This virtual forum will give you an opportunity to learn from leading business experts on how to help your team embrace the business changes and drive innovation in your organization:
…And more!
Jeffrey Hayzlett’s Running the Gauntlet is a rough-and-tumble guide for running and driving organizational change. The book divides into three parts that parallel the three parts of change that every business leader must face: Getting Ready, Getting Going and Creating and Sustaining Momentum.
During this intriguing opening keynote session, Hayzlett s will draw from his book and show you how to develop the necessary mental, emotional, and (yes) physical toughness needed for smart, strategic and lasting change. Attendees will be sure to gain a feeling for what kind of change their business needs and leave wanting to summon the vision, courage, and passion to enact it.
CLOSING KEYNOTE:
Breaking Social Media Free of the Marketing Silo
Brian Solis, Author and Principal, Altimeter Group
Social Media is already a silo within the organization. According to almost every major study, the top 3 groups that own social media in corporate America are 1) Marketing, 2) Marketing Communication, and 3) Public Relations. Wait, you’re in marketing. Why is this not good news for you? Because if social media lives in marketing, it by default creates an island within the organization that operates independently of the rest of the organization.
This causes 5 challenges moving forward…
- Other islands will spring up as functions and lines of business experiment with social networks
- Executives will only see social media as a function of marketing and promotion and not as an enabler of business objectives
- Customers see a disconnected approach rather than a holistic market presence and unified mission
- The brand will eventually erode as groups work against each other
- Metrics and ROI will always be soft, unable to prove impact and value to the bottom line of the business
This webinar will review the state of social media and what you can do to expand the role of marketing across the organization.
Youth Marketing: How can Marketers Engage Youth in the Post-Advertising Era?
Graham Brown, Author, Director and Co-Founder, mobileYouth
During this session, Graham Brown will explain the three I’s necessary to engage your next generation of customers – the youth market.
Identity: Pin-point the youth segments specific to a brand. It’s about identifying fans – those who love a brand and would recommend it to their peers. Brands can use Earned Media Indexes to identify the age and gender group to which their fans belong.
Influence: Understanding what young people want. The short answer is Social Currency. They want to belong and be significant. It is crucial to understand Social Currency because the dynamics of marketing have changed. The old model of marketing required brands to reach out to customers through agencies. But today young people are reaching out to each other, making agencies obsolete.
Innovation: What can mobile brands can do to better engage the youth market? The answer is to involve young people in the process of marketing and innovation right from the beginning. Innovation usually brings about invention or some technological breakthrough in people’s mind. But marketable innovation is much more fundamental than that. It’s about changing the mindset about how brands should market and develop new products.
Taking the NO Out of InNOvation
Mike Brown, Founder, The Brainzooming Group
There are many reasons innovative business ideas are not generated and successfully implemented in businesses. Sometimes it is because there is NO orientation or mandate to innovate. In other cases, there are perceived to be NO capabilities in place or NO processes to cultivate innovation. No matter what the reason, inability to solve problems and capture opportunities in new ways can hold back any business. And that has never been more true than now when failing to adopt an innovative approach can lead to long-term challenges. In this webinar session, we’ll cover:
- Some of the most common NO’s that block business innovation
- What business characteristics create each of these situations
- New possibilities to improve successes amid innovation challenges
Sponsored by:
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