Fountain Courtyard

Open to all attendees

Seven years have passed since Bob Garfield first articulated the "Chaos Scenario." Audience hyper-fragmentation, DVR ad avoidance, the explosion of online competition and the immutable laws of supply and demand would conspire to undermine traditional media's business model and the result would be CHAOS for brand marketers. That crackpot vision was too apocalyptic to be taken seriously in most circles then; but sadly, most of his dire predictions are coming to pass. Now, uncharacteristically, Bob offers some hope. All you have to do is discard everything you ever believed and practiced and embrace what Bob calls "The Human Element." Stop living in the past. Stop trying to manipulate prospects. Stop viewing purchasers as conquests. Start treating customers as members of your community who are prepared to adore (or loath) not just your stuff but the inner you.

It used to be that marketers presided over a department full of experts all focused on particular media, from TV to promotions to direct mail. But radical digital transformation has changed all that. While the marketing department is still full of specialists, the sheer number has proliferated ... now including everyone from social media practitioners to managers charged with developing mobile strategies. Additionally, formerly separate departments, such as sales and customer service, now also need to be part of the mix. What does this mean for today’s brand marketing generalist? In this session, we’ll explore all of the components the re-engineered marketing exec has to master.

Orabrush social media strategist and company pitchman Austin Craig will walk us through the Orabrush success story, explaining how a small company was able to get its product on the shelves of some of the world's largest retailers. The story, which begins with a failed attempt at traditional marketing, chronicles the Orabrush team's journey to success on YouTube ... which has become a mainstream channel for small and mid-size companies to connect with potential customers and play on the same field as huge corporations. There is no better example of this than Orabrush, a company whose very first video has over 17 million views and whose YouTube channel, CureBadBreath, ranks third-highest in sponsor subscriptions, behind only Apple and P & G's Old Spice. Craig will explain why the company's unconventional marketing approach - "The Reverse Marketing Model" - has worked so well, and also discuss other techniques Orabrush uses, such as "The Engagement Loop." He will dive into the story of how Orabrush made it into every Walmart in the country ... all made possible by using non-traditional channels in an innovative way.

The primary test bed for most marketers used to be the focus group, a carefully-selected panel of consumers who were brought into a conference room and asked questions related to the marketing problem at hand. While useful, they’ve been overshadowed by the real-time data available in an increasingly social, mobile media landscape. How do you combine traditional focus group research with the more freewheeling conversations taking place among consumers online? What are focus groups better at than data collected from social listening – and vice versa? When should you favor one over the other? On this panel, market researchers will tell you how to meld traditional and non-traditional research for the betterment of your marketing.

Learning How to Leverage the "Human Element" for Brand-building - Facilitator: John Ellett, CEO, nFusion

How to Get a Management Team Re-engineered in Real Time - Facilitator: Eric Porres, CMO, Rocket Fuel

Using Inexpensive Video Elements for a High Brand Profile - Facilitator: Joe Farrell, VP Sales, YuMe

Teaching Your Brand to Listen to the Online Conversation - Facilitator: Micah Rosa, Project Analyst, Get Abby

Golf at Whistling Straits - Irish Course (ranked #3 in Golf Digest's 2012 Top American Public Golf Courses)
Skeet Shooting
Kohler Design Center & Museum Tour
Fly Fishing

River Wildlife Lodge

River Wildlife Lodge

If the last several decades have seen a splintering of what was once the multi-disciplinary ad agency, the digital era presents the current creative agency/media agency schism with a new challenge, since that model was built on the premise that once a campaign was produced, it would be “handed off” to the media agency for placement. But that doesn’t really work in the digital era, where the proliferation of media platforms has led to a bigger need for integration with creative from the moment of inception. How are marketers working with agencies to have all disciplines at the table, from the get-go? How do you ensure that everyone plays nice? What internal procedures do marketers need to put in place to get the most out of all of their agency partners? In this session, executives from marketing companies, creative agencies and media agencies debate these issues.

Planning and buying media across multiple platforms, both traditional and non, is one problem ... but measuring how a campaign performed in all of the different forms is at least as vexing. Marketers have to wrestle with: whether a view of an online display ad is different from a print ad view, whether pre-roll ads before online video are more or less valuable than the same ad viewed on TV, and whether the high-gloss, high-touch environment on tablets has the potential to make them a better place to put digital ads than their keyboard-and-mouse controlled predecessors. And those are just some of the issues. In this session, panelists will discuss how to coalesce all of the different inputs into a cohesive whole, including what measurement tools make the grade when it comes to converting apples-to-oranges into apples-to-apples.

As members of the marketing ecosystem, we are all constantly concerned with how the ever-expanding universe of devices is changing media habits. Televisions, computers and mobile phones used to be distinct devices; now, it's possible to stream cable on an iPad, tweet over a TV, and use a service like Spotify to serve all of your music needs, bypassing radio, and the iTunes store entirely. While studies about media consumption proliferate, often the industry doesn't spend enough time talking with individual consumers to find out about how their media habits have changed. On this Brand Marketers Summit consumer panel, a group of future consumers -- high school students -- will talk about their media consumption ... how it dovetails with what the experts say - and how it doesn't.

Integrating All Your Agency Partners So They Work Together - Facilitator: Marti Zehr-Breedlove, Manager, Advertising, PR & Integrated Marketing, Mary Kay Inc.

Managing the Media Measurement Disconnect - Facilitator: Phil Davis, Managing Director, Rapleaf

Does Social Media Marketing Work for Branding? - Facilitator: Bridget Croke, VP Business Development, Recyclebank

What the Kids Can Teach Us About the Future - Facilitator: Shannon Rock, VP Sales, Dictionary.com

Golf at Blackwolf Run - Meadow Valley (ranked #15 in Golf Digest's '12 Top 100 Greatest American Public Golf Courses)
Fishing Charter
ATV Outing
Horseback Tour

Wolfpack/Bearclan room

Wolfpack/Bearclan room

When it comes to measuring the ROI of new platforms, nothing is more complicated than evaluating social media. According to IBM's 2011 study of 1,734 CMOs, 68% report they are unprepared for it. That's led to an avalanche of well-intentioned experimentation over the last few years. However, the lingering mystery of social media ROI has agitated one of the most contentious relationships in the enterprise: that of the CMO and the CFO. This session will dive into best practices for connecting social media initiatives to marketing and overall business performance. How can CMOs simplify a confusing landscape and identify the pieces and metrics that really matter? What are the short-term and long-term wins needed to earn confidence and commit to larger investments? How can a CMO actually communicate success? This session will reveal raw, practical insights from esteemed CMOs who not only run a tight marketing ship, but are successfully integrating social into their organization's marketing DNA.

Marketing budgets are tight as it is, even without the new imperatives digital transformation add to the mix; for every investment in a new "established" medium like Facebook, there’s a need to invest in platforms that are still to come of age, like tablets. Many marketers probably wish they had spent just a little more money a few years ago to get in on the ground floor of something that became the next big thing. Given the hurdles around experimentation – from where to invest and pressures on existing budgets to nebulous ROI -- how do you make experimentation an ongoing part of your marketing efforts? This session will reveal raw, practical insights about successfully integrating social into an organization's marketing DNA.

Defining and Tracking ROI in the Age of Digital Transformation - Facilitator: Jason Oates, President, LiveIntent

Which New Platforms Do You Need To Bet On? - Facilitator: Shannon Rudd, Director, Digital, Bonnier Corp.

Tablets in Your Campaign Strategy - Facilitator: Scotty Moore, Chief Revenue Officer, Zeeto Media