Pre-Conference Workshop May 24, 11:30 - 5:00
HOW TO "DESIGN" MORE ENGAGING, PERSUASIVE CONSUMER EXPERIENCES AT EVERY TOUCHPOINT
By every measure it’s harder than ever for marketers to engage people. It’s not just the vast array of brand and product choices competing for a buyer’s limited time and attention. It’s that today’s multi-media landscape has endless touchpoint opportunities. This demands of marketers new approaches, new tools, new ways of designing smarter engagement strategies, more persuasive engagement.
| AGENDA | |
|---|---|
| 11:30 | Box lunch and networking with fellow pre-conference attendees |
| 11:50 | Kick off to pre-conference. Marsha Lindsay, CEO of Lindsay, Stone & Briggs, the team of brand strategy and consumer engagement experts serving brands from the Fortune 100 to strong regional marketers that researches, organizes and curates Brandworks University. |
| 12:00-1:00 | Insights for better engagement strategy: Why memory matters. While marketers have an increasing array of touchpoints to reach our target consumers, consumers are increasingly able to dictate the terms of this relationship. Despite the proliferation of technology-supported communication, marketers have fewer genuine opportunities to engage consumers where they are actually receptive to a marketer's message. It's essential to take full advantage of such moments. In this session, you'll be given a glimpse into (and asked for input to) a practical, new approach to assessing the quality of your engagement strategy. This approach is based on learning regarding how our brains make decisions coupled with a practical and systematic approach to uncover the relative power and role of different touchpoints. You'll never think of “ROI of engagement” the same way again. The secret, memories matter. This session is led by Mark Pocharski and Steven Goldbach, marketing thought-leaders and partners of Monitor Group. Monitor is the world’s leading growth advisory firm, serving major corporations, governments and social sector organizations around the world. In particular, Steve heads Monitor’s North American CPG practice, and recently worked with the world’s leading CPG firms to reinvent their approach to consumer communications. Mark leads Monitor's “customers and markets” unit and works with leading CPG, automotive, financial services and pharmaceutical companies to dramatically improve their rates of profitable growth. |
| 1:00-1:30 | Designing consumer experiences: A new approach that jumpstarts more effective, competitive ideas. Called “Design Thinking” it’s embraced by innovative marketers like IDEO, Research in Motion, P&G, and Cirque du Soleil, and it’s now being taught at the world’s leading business schools. What is it? How does it differ from traditional business problem solving? How does its framework free marketers to think of more creative solutions to challenges like engaging today’s consumer? And how does it leverage insights on the drivers of consumer decision making from behavioral economics and social psychology? You’ll get an eye-opening overview from Marsha Lindsay, CEO of Lindsay, Stone & Briggs—so that in the sessions that follow you can explore its application to product development, speechwriting, social networking, e-commerce sites, emails, packaging, and more. |
| 1:30-2:15 | How to leverage persuasion psychology to design more powerful message strategies. When you look at today’s effective communicators—be they Oprah or Tom Hanks, Nike or Coke, Harley or Apple, it’s clear their “message design” reflects the integration of several factors: Relevance to the listener, differentiation from category alternatives, a consistent role they presume to play in people’s lives. It is by design that each taps into subconscious yet predictable motivations and leverages them to engage and persuade. What can you learn from them, apply and leverage to improve your brand’s communications? Amy Rohn will highlight three powerful strategies of persuasion architecture: Archetypes, community and storytelling. As VP of PR and partner at Lindsay, Stone & Briggs, Amy and her team of professionals apply these and more to provide clients with traditional, online and social media strategies; the crafting of videos, speeches, blogs, feature articles, crisis management and more. Her client experience includes both B2B and B2C brands such as GE Healthcare, Kraft, Pfizer, Marshfield Clinic, Chiquita International, attorneys Michael Best & Friedrich, Kimberly-Clark, Midwest Airlines, Hamilton Beach and Wisconsin Cheese. Her publicity successes include CNN, the Today Show, O magazine, the New York Times and more. Prior to joining LSB in 2005, she was a director at one of the nation’s largest PR firm, Weber Shandwick. She’s walked a mile in the shoes of clients as well, having been marketing director of the iconic and highly effective national Milk Moustache campaign. |
| 2:15-2:30 | Break |
| 2:30-3:15 | How to design more persuasive interactive experiences. In our digital, social and mobile world the medium is the message. So what it takes to engage can no longer be separated from the messaging and functionality it takes to persuade. In this session, you’ll participate in the design of an e-commerce site built for engagement and persuasion, applying insights from behavioral economics, social psychology, brand strategy and more. You’ll learn the use of color, page organization, design mystery, fast prototyping, storytelling and select principles of persuasion (as researched by Dr. Robert Cialdini), from Bill Winchester, Creative Director and partner at Lindsay, Stone & Briggs. Bill studied industrial design— the human factors that have to be addressed to make anything more clearly understood, functional and inspiring of behavioral objectives. But after working on the client side for brands like Parker Pen, Bill was recruited to a series of top ad agencies in Minneapolis, where his creative leadership also led him to be elected Chair of the Minneapolis Art Directors and Copywriters Club. Bill’s creativity has been recognized as among the world’s best and most effective in competitions like the Effies, O’Tooles, Cannes, the Clios, One Show, Communication Arts, New York Art Director’s Club. His brand experience includes Harley-Davidson, Target, 3M, General Mills’ Nature Valley, Saris Cycling, S.C. Johnson, GE Healthcare, H&R Block, Marshfield Clinic, Kimberly-Clark, and SECURA Insurance. |
| 3:15-4:00 | How to design the most engaging and persuasive emails. In a world where consumers are famously “in control” and marketers struggle to get their target to “opt in” to messages from or about a brand, there’s no tougher territory than the world of emails. Spammers, unscrupulous practitioners, clumsy amateurs, clutter and more all conspire to make it especially hard to engage much less get enough attention to then persuade. Yet countless brands large and small have found a way to achieve remarkable ROI, with the help of Silverpop. Silverpop is the world's only provider of both email marketing and marketing automation solutions specifically tailored to the unique needs of B2C and B2B marketers. In this session you’ll learn their leading principles for designing effective subject lines, copy, layout and more. |
| 4:00-5:00 | How Coca-Cola leverages “design thinking” to amplify brand equities, consumer engagement and ROI. Who better to share the world’s best cases of branded engagement than the one person who has used design to drive a strong ROI for them both? Today, Vince Voron is Senior Director leading Coca-Cola’s global industrial design team. Responsible for leading the brand’s design vision, his work spans design from conception through commercialization. His responsibilities include touchpoints with the greatest number of consumer interactions per day: Millions and millions world wide—including packaging and vending machines (many of them interactive complete with videos, games and more). Before joining Coca-Cola in 2006, Voron was senior design manager at Apple. During his 16 years there, he developed and led the ergonomics and color teams responsible for iMacs, PowerBooks, iPods and the iPhone. In addition, he held various leadership roles at Apple offices in Singapore, Ireland and Paris. His background includes engineering studies at Penn State, an MBA from California State University - San Jose and a Masters in Human Ecology Design from the Universite Rene Descartes. |
| 5:00-5:30 | One-on-one Q&A and networking with speakers |
| 5:00-7:00 | Get a jump on networking and fun: Meet early arriving Brandworks U attendees who have insights on issues and opportunities similar to yours, all while enjoying live music, cocktails and hors d’oeuvres on the conference center rooftop overlooking Lake Monona and the State Capitol (weather permitting). Afterwards, put a group together to go out to dinner at one of Madison’s great restaurants. (A list of recommendations within walking distance will be provided.) |
