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| Agenda/Session | | |
| 12:00 p.m. |
Registration Opens |
| 1:00 p.m. |
Welcome & Opening Remarks |
Towards A New Definition of Experience
The expectations that consumers have of brands has changed dramatically in the last two years. For example, within the digital set, Twitter customer service accounts and media intensive mobile applications are a given. But creating new engagement points is not limited to the interactive space, and some of the most interesting stories about experiential connections are in the real world, or hybrids between the bricks and clicks. These opening remarks will lay out an approach to experiential marketing which will act as a grounding for the presentations to follow. |
| 1:15 p.m. |
The Alchemy of Successful Experiential Marketing
This session will explore aspects of developing a successful experiential campaign by using examples of hits and misses from around the globe. |
| 2:00 p.m. |
Traditional Social Media: Leveraging the Social Web to Enhance your Brand Experience
The Canadian Breast Cancer Foundation, in conjunction with Entrinsic, are proud to present an overview of their successful cause-related social media campaigns, including strategies behind building and engaging online communities, and enhancing Run day experiences through the Finding Hope Blog and ‘Wall of Hope’ - where users engage in a virtual world of story sharing, support, and the generation of hope for a future without breast cancer. |
| 2:45 p.m. |
Refreshment Break |
| 3:00 p.m. |
Down with Experiential Marketing. Up with Experiential Branding
The term "experiential marketing" recognizes a shift in focus from product to engagement as a means of creating brand affinity. But does it mean that we are wrapping the same old products within a cloak of experience, or redefining the very nature of branding itself? Will is a proponent of the latter condition and will illustrate his point by demonstrating how WIND Mobile, among other brands, is treating "experience" as the very foundation of competitive strategy. |
| 3:30 p.m. |
Dialogues Beat Monologues - Co-Creating Winning Messages With Your Customers
Mini lessons in experiential marketing from Second City Communications, the marketing services division of the world’s most famous improvisational theater company — The Second City.
In a thought-provoking and unique presentation, marketing veteran and Second City Communications CEO, Tom Yorton, will explore what The Second City’s 50 years of groundbreaking improvisation experience offers for marketing and brand challenges in a business world fixated on innovation, fast-moving markets, and Web 2.0.
Come learn about the improv fundamentals that are helping many companies connect with their customers – including the wisdom of the ensemble; how dialogs beat monologues; co-creation is better than ivory tower; the power of humor to reveal truths; and the virtues of speed and imperfection.
Working at the intersection of marketing, entertainment, and innovation, Second City Communications handles more than 400 engagements a year for Fortune 1000 clients across a broad spectrum – helping clients build brands; connect with customers more successfully; market products and services with humor and powerful storytelling; and develop highly effective sales strategies. |
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| 4:00 p.m. |
Mobile and Augmented Reality: The Future of Experience
Innovation in the mobile space is limited only by imagination. For this part of the program, we have invited respected leaders in the mobile space to share their practical work experiences and vision for the future. Deborah Hall works with companies to create mobile strategies for their business and Tom Purves is an augmented reality thought leader and currently works with Visa.
Each presenter will have 10 minutes, and we will conclude with a panel discussion accepting questions from the audience. |
| 4:45 - 6:00 p.m. |
Cocktails and Networking |
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