8.45am

DELEGATE REGISTRATION (Welcome Coffee & Tea)
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9.00am

KEYNOTE: The Global Challenge - Are You Equipped?
• How Asian Brands Deal With Cultural Values And Global Marketing
• Role Of Business Intelligence: Brain Surgery For Marketing Success
• Emerging Media Trends And Key Lessons Learnt
Mr Simon Taylor, CEO: MDK Consultants Pte Ltd (Singapore)
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9.50am

MORNING REFRESHMENT BREAK
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10.05am

Role Of The Marketing Function In The Brand Building Process
• Brand Leadership Matrix - A Strategic Marketing Framework n
• Brand Building Framework
• Case-Studies Of Successful Brands: Delivering And Communicating The Brand Promise
Ms Shauna Li Roolvink, Founder & Managing Director: BrandHub Pte Ltd (Singapore)
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10.55am

Brand Culture As The Most Effective Marketing Initiative
• How Do You Create A Unique Culture To Drive Peer-To-Peer Marketing
• Gathering The Consumers Around The Brand
• Access How Far Your Brand Is Unique In Terms Of Culture
Mr Lawrence Chong, CEO: ACIVAR Brand Consultants Pte Ltd (Singapore)
 

11.45am

Implementing Creative Marketing (Case-Study)
Marketing today have evolved from print to web and beyond? This session goes to prove that marketing need not be forms of straight advertising but can come very much alive with the evolvement of interactive campaigns like games and contests.
• Drivers of Productivity And Innovation For Brand Marketing Success
• Relationships Among Strategy, Capability And Culture (Customers)
• Leveraging On Interactive Contests and Games To Ignite Interest
• Case-Study Of Recent Campaigns
Ms Karen Ho, Regional Sales Director: Activate Interactive Pte Ltd (Singapore)
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12.35pm

LUNCH BREAK
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1.45pm

Why Does CRM Matter? (Case Study)
Retail CRM/Loyalty Program Best Practice: A Leading UK Supermarket And Pharmacy’s Experience
• Defining The Loyalty Program Objectives To Achieve Customer Brand Advocacy
• Loyalty Program Structure Secrets
• Five Highly Effective Loyalty Marketing Communication Techniques
• Measuring Loyalty Program Success And Refining The Formula
• What's Next For CRM/Loyalty Programs?
Mr Huw Hopkin, Managing Director: Ground8 (Singapore)
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2.35pm

Proactive Intelligence for Preemptive Strategic Moves: Applying Online Techniques for Business Intelligence (Include Case-Studies)
This essential intelligence discussion reveals what Business Intelligence means, where is the real-time information goldmine, what is the methodological Framework for Internet Resource Mining, how to implement an ongoing intelligence program that can help organisations’ performance. Lastly, our speaker will share why corporations worldwide have adopted this powerful model to analyze individual competitors and the whole industries through their customers’ case studies.
Ms Chong Yoke-Sim, CEO: NexLabs Pte Ltd (Singapore)
 

3.25pm

Integrating DMs and PR Into Your Branding And Marketing Programme
Vision without action is a daydream. Action without vision is a nightmare. In this session, an experienced public relations practitioner will share on how to successfully integrate and leverage on PR and DMS into your brand strategy and marketing programme.
• The Methodology
• The Nucleus
• Messaging Grid
• What Does It Take To Succeed
Ms Satvinder K Sandhu, Director: Bluegill Communications Pte Ltd (Singapore)
 

4.15pm

5.00pm

Close of Day One’s Programme
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Day Two Programme

9.00am

KEYNOTE: Interactive Viral Marketing - A Beautiful Beast
• Role Of Permission Marketing
• Case Studies That Have Generated Millions Of Viral Messages
• How To Ensure Your Viral Marketing Programmes Deliver The Best Possible Results
• Integrating With Offline Media
• Pitfalls To Avoid
• How To Use The Participant Databases
Mr Jeff Zweig, Chief Guru: Web Guru Asia (KL, Hong Kong, Shanghai, Tokyo & Bangkok)
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10.00am

MORNING REFRESHMENT BREAK
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10.15am

When Brand Marketing And Direct Marketing Collide
• Branding Versus Direct Response
• Online Versus Off
• How Much Should Be Invested On Interactive Advertising
• Strategies To Build Online Brand Awareness And Improve Online Brand Interaction
• What Should A Digital Mix Compose Of
• Linking Customer Behavior To E-Media Initiatives
• Optimizing Search Engines To Drive E-Marketing Activities
Mr Rob Stanley, Sales Director South Asia: DoubleClick International Asia B.V. (South Asia)
 

11.05am

Exploiting SMS As A Vital Branding Tool
Research shows that SMS delivers stronger branding results than other 'rich' media but basic SMS only offers marketers 160 characters of single colour and single font text - the exact opposite of other branding media. How is this possible? Find out why SMS, and soon, MMS campaigns are necessary in today's mobile market:
• Personal And Direct - An Excellent Means To Communicate Brand Values
• An Uncluttered Medium - Targeting By Time, Location And Demographics
• Hitting "Send" To Make Contact - Making It Easy For Customers To Stay Loyal To Your Brand
• Soft Selling Your Brand - In The Guise Of Useful Informationn Content, Content, Content - Make It Relevant To Customers
• Revenue Sharing - Containing The Cost Of Your SMS Campaigns
• MMS Marketing - The Next Step Forward
• Case Examples : Key Lessons Learnt And Practical Advice
Mr Matthew Talbot, Head of Asia- Full Service: Mobileway Asia Pacific (Singapore)
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11.55am

Advancing Bandwidth: Transforming New Media Technologies Into Brand Power
New technologies proliferate and with it, consumers demand for them. And traditional media such as TV are reaching fewer consumers with each year. How do you build and manage brands in a world where the channels multiply every quarter? Turning a technology headache into brand equity requires a fundamental re-look into the advertising process, and to harness the interactivity inherent in new media. As this session will show, bandwidth is plentiful, but the bandwidth in the consumers' minds, the brandwidth, is absolutely limited. And that is where all new media should start - in the mind. We will discuss:
• The Proliferation Of Bandwidth
• The Ever-Fickle, Ever-Changing Consumer
• Building Interactivity In Branding Efforts
• Industry Key Trends And Implications
• How To Play The New Media Game
Mr Ho Chee-Yue, Founding Partner & Managing Director (Singapore): AKQA Inc. (Singapore)
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12.45pm

LUNCH BREAK
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1.45pm

Webcasting: The Powerful Emerging Communication Tool
If the TV and Radio are hailed as one of the greatest inventions while the introduction of the Internet has bridged the gap between interactivity and the consumer, then Webcasting is set to be the order of the day. In this session, our speaker will share the exciting possibilities and potential offered by this emerging communication platform that harnesses the communications strength of TV and Radio and combine it with the reach of the Internet to get your messages out more efficiently to your target audience.
Mr Michael Switow, Managing Director: B2Bcast Pte Ltd (Singapore)
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2.35pm

Understanding Integrated Marketing
• Challenges Of Putting Up An Integrated Campaign
• Analyzing The Limitations Of Each Advertising Channel
• Leveraging The Strengths And Opportunities Of Each Medium

Faciliated Exercises: Integrated Marketing: Dissecting a Cross-Media Campaign
Marketing campaigns resemble a zigzaw puzzle that integrates multiple pieces to fit each corner and form a piece of art. Every piece plays an important role towards forming the final picture. This session study the intricate details of integrated campaigns and examine how all the pieces co-relate to complete the picture.
• Examining Integrated Marketing From The Consumer’s Standpoint
• Challenges of Integrated Marketing
• Target Positioning And SWOT Analysis Of Each Medium
• Connecting The Dots From TV Commercials, Print, Packaging, Broadcast and Web
• Implementation and QC of Integrated Marketing From An Operational Perspective
Ms Norliza Kassim, Managing Consultant: Molecule Consulting (Singapore)
 

4.30pm

Networking Session (with Refreshments)
A closing networking session for participants to mingle and forge new friendships.
 

5.00pm

CLOSE OF STRATEGIC MARKETING CONFERENCE 2004
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