PROGRAM AGENDA
08:00 AM – 08:30 AM
Registration and Continental Breakfast
08:30 AM – 09:00 AM
An Academicians’ Briefing: What Research Tells Us About How to Drive Value and Growth in Recessions
Gain insight from key research findings that will equip you with actionable methods for driving value through marketing in the time of a recession
09:00 AM – 09:45 AM
Tracking the Environment – A Critical Factor to Managing Marketing Strategies during a Recession
In this session, attendees will gain effective methods for monitoring their industry to ensure grounded decision-making practices that will lead to sustainability…in good times, and in bad.
09:45 AM – 10:00 AM
Break
10:00 AM – 11:00 AM
A New Perception of Established Marketing Tools: Choosing a Course of Action that Resonates with Buyers in Today’s Conditions
As the market continues to change, marketers’ tools for effectively communicating with buyers also requires change. In this session, attendees will apply innovative marketing and communication approaches to ensure deep resonation with customers.
11:00 AM – 11:45 AM
Aligning your Strategic Growth Options with your Company’s Risk Tolerance to Effectively Manage Change
In such turbulent times, it is critical for marketers to go beyond just creating strategic growth opportunities. They must assess their company’s risk tolerance and strategically align growth options that support such levels. In this session, attendees will be equipped with proven methods and approaches to define the organizations’ risk tolerance for achieving such growth while mitigating risks ..
11:45 AM – 12:45 PM
Lunch
12:45 PM – 01:45 PM
So What Business Are You REALLY In?
In this session, attendees will apply new tools and techniques to establish their priority target segment and their under-served needs. Through this ‘definition’ process, attendees will delve deep into understanding their segments’ needs and then apply such insight to sharpen their strategic approach to the market.
01:45 PM – 02:15 PM
Brand Value-Added Model
Now that you’ve honed in on, and full understand, the needs of your priority target segment, it’s time to apply such insight to the development of your new marketing strategy. In this session, attendees will learn how to develop innovative approaches designed to create value-added propositions that are meaningful and differentiated: to give your consumers a compelling reason to buy your products/service over the competition.
02:15 PM – 02:45 PM
Brand Value-Added Model-Team Exercise
A vital step in creating a strategic marketing model is learning from the lessons of others. In this session, attendees will work as teams on in applying the Band Value –Added Model o a major, category . They’ll delve deep into the challenges of applying the model, providing further value and applicable perspectives.
02:45 PM – 03:00 PM
Break
03:00 PM – 03:30 PM
Pumping Up the Value Proposition
No matter what value-added solution is selected for your brand, consumers will judge it based on ‘value for money’- an evaluation that is all the tougher in recessionary times. This requires that your value proposition provides’ tangible’ benefits that consumers can easily identify. This session will equip attendees with the how-to’s of elevating the value proposition to ensure maximum top-line results.
03:30 PM – 04:15 PM
Going Internal- Making the Strategy Happen
So you understand the needs of your customers, you’ve developed a strategy to drive value, create and sustain long-term profitable relations, pumped up your value proposition, and have learned from the lessons of others. All of these efforts are critical, but without internal integration, they will lack maximum impact. In this session, you’ll gain the vital methods for ensuring that the voice of the consumer is heard and becomes deeply embedded in the organization and into managements’ actions.
04:15 PM – 04:45 PM
Q & A