Strategic Marketing Conference & Workshop 2005

DAY ONE PROGRAMME
8.45am	DELEGATE REGISTRATION (Welcome Coffee & Tea) _
MARKETING DEEP-DRIVE _
9.00am	KEYNOTE: The Brand Drives All Marketing Strategies • Defining Your Brand Vision • Empowering Your Brand With An Inspiring Roadmap • Internalising Your Brand Before Externalising • Let The Brand Drive Your Marketing Strategies Mr Kim Chun-Wei, Founder & Chief Consultant: Ukulele Brand Consultants Pte Ltd (Singapore) _
9.50am	MORNING REFRESHMENT _
10.10am	Pulse Line: CRM (Relationship Marketing) To The Corporations And From A Consumer's Perspective CRM is not a technology, it's a business strategy. That means taking a long-term view of the customer in order to build a stable relationship. • Establishing One-To-One Customer Relationship And Developing A Service-Oriented Bed • Strategies To Increase Brand Equity And Reducing Customer Defection • Enhancing The Growth Potential Of Each Customer Through Cross-Selling And Up-Selling • Customize Service Offerings And Messages To Each Client Group For Optimum Results Mr Huw Hopkin, Managing Director: Ground8 (Singapore) _
11.00am	Influencer-Driven "Word-Of-Mouth" Marketing Word-Of-Mouth is both the newest and also oldest media? So how important is it for your brand? We make an interesting study here: • Influencers: Who Are They And How To Identify Them • Activation Strategies: What Influencers Seek From A Relationship With A Brand • Word Of Mouth Campaigns: What Are The Components Needed For Success • Case-Studies: Lessons To Be Shared Mr Ian McKee, Managing Director: Vocanic Pte Ltd (Singapore) _
11.50am	Partnerships, Alliances And Co-Marketing Instead of competing for success, why not partner to increase client acquisitions? This session looks into the new way of getting business and that is by striking a strategic alliance with suitable partners. • Critical Factors For Partnership Alliances And Engage In Collaborative Efforts • Aligning Alliances and Channels To The Core Business Strategies • Evaluating Multi-Tier Distribution Value-Chain And Synergism Capabilities with Partners • Creating Customer Focused Corporate Alliances • Performance Scorecard For Evaluation and Improvement Ms Charlene Chong, Founder & Managing Director: The Grotto Pte Ltd (Singapore) -
12.40pm	NETWORKING LUNCH _
WORKSHOP A: WRITING - THE BACKBONE OF ALL COMMUNICATIONS _
2.00pm	The Write Stuff: The Backbone To All Communications Be it interactive or print media, good writing remains the core of an effective campaign. The language, style and format all work together to create the message the marketer wishes to convey to the targeted audience. • Talking To Your Audience: Writing Or Talking? - The Importance Of Conversing With Your Audience, Rather Than Talking At Them • Offline And Online Writing • Intelligent Words For The Web - Making Your Page "Attractive" To The Public - Your Page "Meaningful" To The Press • Effective Writing For Media Attention - Press Releases And What The Media Needs To Known Working With Print - How To Best Structure A Story To Make It Appealing To The Reader Basic Format To The Workshop: • Short Introduction To Each Section • Division Into Teams For Brainstorming On Ways To Approach Each Workshop Segment • Discuss And Critique Each On • Round Up And General Comments Mr Justyn Olby, Academic Associate - Centre of Culture & Communications: Republic Polytechnic (Singapore) Freelance Editor and Photographer: Just-Photography _
5.00pm	NETWORKING SESSION (with Refreshments) An after-hours session to encourage the interaction and networking between fellow marketers _
5.30pm	CLOSE OF DAY ONE'S PROGRAMME _

DAY TWO PROGRAMME
8.45am	Welcome Coffee & Tea _
BRANDING INTELLIGENCE & THE STRATEGY WORKS _
9.00am	DAY 2's KEYNOTE: Branding Excellence for New Asia The "Brand Revolution in New Asia" is a strategic shift from product focus to integrated brand marketing. Our speaker will share: • Three Distinct Challenges For Asian Boardrooms To Successfully Build Brands • Management Aspirations Drive The Brand • Re-align The Culture Around The Brand • Defining The Brand Identity And Measuring The Brand Equity Among Stakeholders • Step-By-Step Guide To Branding Excellence Mr Martin Roll, CEO: VentureRepublic Pte Ltd (Singapore) _
9.50am	MORNING REFRESHMENT BREAK _
10.10am	Leveraging On Content To Build Brand Equity and Reinforce Your Positioning • Special Effects Vs Content: Special Effects Are No Longer Special, Content Is King • Exploring Creativity On Digital Entertainment: An End-User's Perspective - Ideas @ Work: Design And Content For Print And Online Services - Analyzing And Benchmarking Websites For Effective Competitors Analysis - What We (The Viewers) Want From The Creative Industry Mr Justyn Olby, Academic Associate - Centre of Culture & Communications: Republic Polytechnic (Singapore) Freelance Editor and Photographer: Just-Photography _
INTERACTIVE & CREATIVE MARKETING _
11.00am	i-Media Branding And The Responsive Marketing Works • Sales Driven SMS Promotion • Targeted SMS Broadcast • Mobile CRM • Interactive And Responsive Contests: Singapore Idol As A Case-Study • Adver-Gaming: Online, Mobile And Wireless • Future Potentials Of Mobile And Wireless Adver-Sphere Mr Constant Tong, Co-Founder & Managing Director: Airvert (Singapore) Pte Ltd _
12.00pm	NETWORKING LUNCH _
WORKSHOP B: The Brand Challenge - A Reality Check _
1.15pm	Private Label: Is Your Brand Getting Enough Attention? Are You Doing Enough? • Analyzing Your Current Brand Architecture • Studying The Consumer Trends • Tools And Techniques To Link A&P Spending To Marketing ROI • Maximizing Growth Opportunities From Your Marketing Efforts Workshop: Measuring Marketing ROI • Why Marketing ROI? • The Long And Short of Marketing ROI • Measuring Short-Term Marketing ROI • Measuring Long-Term Marketing ROI • Q&A and Workshop Discussion Ms Shauna Li Roolvink, Founder & Managing Director: BrandHub Pte Ltd (Singapore) _
4.15pm	NETWORKING SESSION (with Refreshments) An after-hours session to encourage the interaction and networking between fellow marketers _
5.00pm	WRAP OF STRATEGIC MARKETING CONFERENCE & WORKSHOP 2005 _