7:30 – 8:30 amRegistration and Networking Breakfast
8:30 – 9:15 am
Transformation: It’s a Thrill Ride
Dana’s curiosity about people and what motivates them has propelled some of the world’s most beloved brands. Hear how she unleashes a brand’s power through four fundamental constructs: creativity, transformation, inspiration and powerful storytelling.
9:30 – 10:15 amBreakout Session 1
Rind-Blowing Word of Mouth Marketing from Wisconsin Cheese
Dairy Farmers of Wisconsin made headlines around the globe when they broke a Guinness World Record. Join Suzanne Fanning, CMO for Wisconsin Cheese, as she shares what they have learned about the marketing power of human connection, offline engagement and word of mouth. Brie-lieve us—there’s so much more to this cheesy story. You’ll learn how Wisconsin Cheese increased social engagement by over 4000% and gained $20 million in press mentions last year. Most importantly, she’ll share how stoking a sense of passion and community around cheese is changing perceptions, revolutionizing a 170-year-old industry, and causing leaders of other industries to take note. Truly rind-blowing!
New Realities: Using AR & VR to Create Unforgettable Branded Experiences
From Pokémon Go and Pepsi’s augmented reality (AR) bus stop ad campaign, to Walmart training employees via virtual reality (VR) for the holiday season, VR and AR are hot buzz words in marketing today. The VR and AR market is projected to reach $162 billion by 2020. In this session, Leslie Marshall, Head of Experiential Marketing, will share a case study highlighting Morningstar’s use of VR and AR at their conferences and client events. You’ll learn about the trends driving AR and VR and how to make the business case to integrate this technology into your traditional and digital marketing efforts and build memorable experiences for clients.
Shift Happens: The Constant Evolution of CPG
Consumers seek greater customization, more immediacy, and want to be closer to the source of food and beverages. Big brands, once revered by consumers and considered trusted and credible by the very nature of their size, are seeing seismic shifts in behavior. Today, big is not always better. This panel will explore the why behind these shifts and discuss what the future of CPG looks like. Learn as representatives from large brands, startups, and the investor community bring a range of perspectives to explore these questions and predict the evolving future of CPG.
10:15 – 10:45 amNetwork Refreshment Break
10:45 – 11:30 am
Why Meaningful Stories Matter: Crafting Your Brand’s Shareable Story
It’s no longer enough for brands to tell their own stories. Customers and fans are actively sharing “their version” of your brand’s story. This hands-on presentation will break down the basics of how to craft a shareable brand story from the perspective of your customer.