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Date & Time
Starts: Tuesday, May 4, 2010 at 9:30am
Ends: Tuesday, May 4, 2010 at 2:30pm
Location
ANA Headquarters
708 Third Avenue
33rd Floor
New York, NY 10017
To Attend Via Phone and Webinar
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Agenda
I. USING SEGMENTATION TO DRIVE STRATEGY DEVELOPMENT AND EXECUTION (9:45-1045)
In the current economy, the margin for error for all businesses has grown smaller. This session will discuss using segmentation to guide business strategy by helping you understand which consumers have the profit and what those consumers demand. It will also explore innovative approaches to help you more precisely reach and motivate target consumers through direct marketing, in store execution and targeted media buys.
Speaker:
Annika Olson, Principle - The Cambridge Group
II. AND THE WINNER IS... U.S. POSTAL SERVICE (11:00-12:00)
Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards for Excellence in Advertising Research annually celebrate his spirited advocacy of research in making good advertising better, recognizing the role of consumer research in creating successful advertising.
The ARF David Ogilvy Awards were inspired in 1993 when Coca-Cola sought the ARF's assistance in integrating research into their advertising development process. So successful were the process and results, that even the creative agencies embraced it.
The Postal Service recently was awarded the Grand Ogilvy Award for its Priority Mail "If it fits, it ships" integrated advertising campaign. This presentation will discuss the approach the Postal Service used to ensure rigorous campaign development and execution. It will review a multi-phase research program used to develop the overall communications strategy and then to develop from rough to finish forms the specific ads. It also will review the approach to develop an integrated media plan along with a multi-channel response program.
Speakers:
Greg Whiteman, Manager, Market Research - U.S. Postal Service
Dave Lockwood, Solutions Planning Director - CE
III. RESEARCH SHOW THAT CUSTOMER SERVICE IS THE GAME CHANGER AND ALL YOU NEED IS THE RIGHT METRIC. (After Lunch)
Are you putting your money where your mouth is on customer service? Our research shows that most retail chains are not. While no CEO could imagine trying to increase profit across the chain without an accurate measure of profit at each location every month, this is exactly what many chains are doing in the area of customer service. We are finding that the customer service metrics used by many chains are not reliable enough to distinguish between their good and their poor performing locations. In this presentation, we describe the steps needed to obtain an accurate and reliable monthly customer service metric for each location in a chain. We then address the importance of linking this metric to rewards/recognition initially and then to compensation and promotions over time. This session is for all marketers not just retail centric companies, as it will provide valuable customer service insights that can be used across many different business categories.
Speaker:
Sandy Rogers, Managing Director & Practice Leader, Customer Loyalty Practice - Franklin Covey