Sunday, August 4
5:30 - 7:00 p.m. - Optional Hospitality Reception hosted by tED magazine
Monday, August 5
8:30 - 9:00 a.m. - Continental Breakfast
9:00 - 11:30 a.m. - Keynote Presentation
Watts Wacker, lecturer, best-selling author and social critic, aka Futurist
Are you ready to go on a REAL adventure? Well, this session is all about making marketing more “disproportionately influential” than ever before. How do you make predictive models, like on your consumers conversations?...how do we become consistent communication thought leaders?...can we turn 'owned'/'purchased'/'earned' media into boomerang P.R.?...how do we deal with “neo-tribal” behavior?...do you really understand the power of storytelling today?...is content creation right for you? Our goal is to have everyone in attendance turn their marketing departments into continuous innovation “centers."
11:30 a.m. - 1:00 p.m. - Marketing Vendor Showcase & Lunch
The AdVenture Committee has selectively invited their preferred
marketing agencies and partners to exhibit at this table-top show for
your consideration. Peruse their
displays, visit with the representatives, swap business cards and start
planning your next marketing success! The vendors include:
- Anchor Marketing: Web development/coding services
- Core Rewards: Distributor and supplier incentive programs and promotional products
- DATAgility: Data management services helping manufacturers and distributors sell more products with high quality data
- Envision 3: Marketing tools, printing, etc.
- IDEA: Web storefront software & mobile apps integrated with the Industry Data Warehouse (lDW)
- Innovo: Mobile apps developed specifically for electrical wholesaling
- Irving Kannett & Associates: Promotional and point of purchase display products
- Liberty Creative Solutions: Direct mail, graphic design, digital media, data analysis, wide format
- Tour de Force CRM: Fully integrated CRM, SFA & BI software designed for the distribution industry
1:00 - 3:30 p.m. - Education Session
3:30 - 5:00 p.m. - Marketing Vendor Showcase & Reception
Technology 21st Century, Branding, Marketing on No Money
John Parikhal, Joint Communications Corporation
Your brand differentiates you from your competitor. It is a promise and a guarantee to your customer. It is a form of trust that turns into more sales. Learn how to make it stronger and more effective with a simple 'brand map', the latest in digital tools, and low-cost brand 'deeds'. For most marketers these days, budgets are low or non-existent, there is less time to plan, your customer is more demanding (especially on mid-size and large projects), and there is more competition for their attention. To succeed, use low-cost, high impact tools such as brainstorming, opportunity judo, 'huge' thinking, and more. This presentation will show you how. You will learn:
• How to make your brand special
• East-to-use tools that build brand
• Tips for marketing on no or low money
The showcase resumes during the afternoon reception.
Tuesday, August 6
8:00 - 8:30 a.m. - Continental Breakfast
8:30 - 11:30 a.m. - Education Session
How to Create Better Marketing Materials for BOTH Distributors & Manufacturers
Terry Mangano, Marketing Strategist, Mangano & Assoc.
The path to purchase has many intervention and influencer points: digital websites, social media, mobile marketing, email reminders, in-store collateral materials, and educational training to empower the sales associates closest to the sale. This is “cheap and cheerful marketing” as long as you understand how to motivate purchase behavior with the right media, the right message, delivered at the right time.
In this session you will learn how to:
- Diagnose your current marketing strategy and redefine your plan with surgical precision
- Better understand what really triggers purchase behavior at retail
- JIT paradigm shift (doing more for less with no lead time)
You will also participate in two small group exercises to practice how to create better marketing materials.
11:30 a.m. - 12:30 p.m. - Lunch
12:30 - 1:30 p.m. - Education Session
Mobile App Development
Drew Mapplebeck, VP Sales, Innovo
In electrical distribution, mobile apps are already starting to make a major impact in the way business is conducted. While customers have accepted doing business by fax and email in the past, they are beginning to demand to do business in real time through their mobile devices. In this session you will learn the technical aspects and market benefits of developing, implementing and supporting a mobile app.
In this session you will:
1:45 - 4:00 p.m. - Committee Lead Table Topic Discussions
- Understand the technical environment and decisions in implementing a mobile app
- Understand the market and branding opportunities that mobile apps offer
- Learn about the administration, security and cost implications of implementing and supporting mobile apps.
4:30 - 6:00 p.m. - Best of the Best Marketing Awards
- New Product Launch & Training
- Marketing & Merchandising Programs
- Social Media
- CRM Systems & Tech Changes/Improvements
Facilitated by Katrina Olson and Shad Thomas
tED magazine's Best of the Best awards program honors marketing excellence and recognized creativity within the electrical industry. With three divisions for distributors and two for manufacturers to allow competition to occur between like-sized companies, awards will be presented in 14 categories. Judged by a panel of industry and marketing experts, the awards program provides winners with the opportunity to show that their work is highly regarded within their own industry. Find out who will take home the coveted crystal star!
Wednesday, August 7
7:30 - 8:00 a.m. - Continental Breakfast
8:00 - 11:45 a.m. - Education Session
Crafting the Customer Experience for People Not Like You: How to Engage the Customers Your Competitors Don't UnderstandKelly McDonald, McDonald Marketing
This session will show how companies, brands and products struggling to differentiate themselves in a “sea of sameness” can foster long-term loyalty and brand preference with exceptional and customized customer service. A "one-size fits all" approach to customer service is no longer viable. Electrical distribution businesses compete on service and expertise and as such, need to understand and cater to customers' different needs and wants in order to meet or exceed customers' service expectations.
Core customer groups will be covered, including women, racial and ethnic segments, such as Hispanics, Asians and African-Americans, as well as those who are defined by key lifestyle and life-stage attributes. Also covered: consumer insights that will help you deliver a better business experience for every customer.
You cannot control the economy, the stock market or the costs of goods and labor. But, you can control your customer's experience with your electrical distribution company. It's an empowering thought. Customer service is 100% in your control at all times and it's more important than ever in today's competitive business environment. And terrific customer service doesn't have to break the bank: it's about understanding your customer's values and catering to their priorities.
Interactive Marketing Challenge
11:45 a.m. - Noon - Conference Wrap-Up
Facilitated by Kelly McDonald & John Kiso, NAED Education Program Manager
Will you be the first AdVenture Challenge Champion? Show your creativity and collaboration skills as you compete with a team for the title of AdVenture Challenge Champion! This session will begin with a brief introduction into the CEP certification program. Now that you know about NAED's electrical distribution industry's certification program, the Certified Electrical Professional, your team's challenge is to design a marketing campaign complete with online and print ads! Then your team will develop your campaign to promote your team's CEPs to your customers. The winning team will be given exciting valuable gifts.
Kathleen Johansen, senior marketing manager, GE Industrial Solutions
Noon - Adjourn