Monday, 11/09
8:00 AM
8:00 AM ET
Registration Opens
8:15 AM
8:15 AM ET
Breakfast
9:00 AM
9:00 AM ET
Opening Remarks
- MC
- Karl Greenberg, Auto Marketing Editor, MediaPost
9:15 AM
9:15 AM ET
Panel: The Auto Brand In The Digital World
Making it onto a car shopper’s consideration list is a journey for an automaker, one that used to involve decent product, a strong brand identity, and a big TV budget. Today? Consumers are mostly online, and that means they are at the wheel of your brand. They define it, promote it, castigate it, and disseminate their perceptions of your products. Yes, your brand is being defined for you, right now, online, by informed or clueless consumers, trolls, fans, influencers, and car buffs. How do you get back behind the wheel? What does it mean to own your brand, define what it stands for, and engage consumers in a protean, social, mobile digital landscape. Whose brand is it, anyway?
- Moderator
- Jeff Curry, Vice President of Marketing and Communications, Lucid
- PanelistS
- Joe Baratelli, EVP, Chief Creative Officer, RPA
- Duncan James, EVP, Global Head of Cadillac, Dentsu Aegis Network
- Joe McCaffrey, Head of Social Media, Huge @_jMccaff
- David Woodruff, Group Advertising Director, Bloomberg LP
10:00 AM
10:00 AM ET
Keynote: Lincoln's Digital Drives Brand With Digital Content
Lincoln's "Live in Your Moment" campaign, featuring actor Matthew McConaughey, has given Lincoln Motor awareness for its MKC, MKX and MKZ vehicles, and the brand. It has garnered as much earned media as you could want. But less obvious is how the automaker has driven the campaign via digital, most recently with the campaign's third chapter, introducing new characters, and a noir atmosphere. Digital elements let Lincoln develop the other character stories while touting vehicle features. But there's more. Paul Miser, head of digital at Lincoln's New York-based agency Hudson Rouge talks about the campaign, and how the agency is going beyond TV spots to deliver a message about innovation.
- Keynote
- Paul Miser, Head of Digital, Hudson Rouge
10:30 AM
10:30 AM ET
Coffee Break
11:00 AM
11:00 AM ET
Keynote: Drive Social Media Engagement
Nissan's digital agency Critical Mass has created auto show experiences, and experimented with digital and mobile programs to build consideration for Nissan's cars and trucks and to spotlight Nissan's racing program, with a high concept, high-impact digital campaign featuring the LM P1 car. Robert Brown, senior manager of interactive marketing at Nissan North America, and Steve Savic, executive creative director at Critical Mass, speak about the brand's tactics for engaging audiences on every screen, and share how a the latest campaign is taking consumers down new roads.
- KeynoteS
- Robert Brown, Senior Manager, Interactive Marketing, Nissan North America
- Steve Savic, Executive Creative Director, Critical Mass for Nissan
11:30 AM
11:30 AM ET
Panel: See Your Local Dealer: Can Digital Move Metal?
The dealership is still made of bricks and mortar, with nice carpets, marble, chrome and Starbucks coffee. But more than half of car sales leads are coming from digital channels (up from 15% last year). Do dealers and automakers understand how to use third-party sites, social media, OEM sites, their own web presence, and digital CRM to drive sales? Will new store formats, digital showrooms, much smarter mobile e-marketing give automakers a cost-effective edge?
- Moderator
- David Kaplan, Managing Editor, GeoMarketing
- PanelistS
- Ben Carcio, CEO, Promoboxx @bcarcio
- Patricia Galea, EVP, Search Optic
- Andrew MacLeay, Director of Digital Marketing, Dealer.com
- Divino Paran, Account Director, Edmunds.com
12:15 PM
12:15 PM ET
Case Study: How BMW Successfully Tapped Periscope for Campaign Success
Recently, BMW and agency KBS tapped into Periscope's unique capabilities by streaming the reveal of the new M2 live. The broadcast followed BMW’s Chief Driving Instructor as he took the M2 for smoking laps and a first-hand view of how the M2 handles. Weeks later a second Periscope activation created the first-ever interactive live-action adventure for BMW fans.
- PresenterS
- Dan Kelleher, co-CCO, KBS New York for BMW of North America
- Jonathan Mackler, co-CCO, KBS New York for BMW of North America
12:45 PM
12:45 PM ET
Lunch
1:45 PM
1:45 PM ET
Discussion: Big Data, Big Relationships
Advanced analytics and data mining can give auto marketers the edge not only in acquisition of new customers but especially in moving the shopper towards a purchase and then anticipating their needs after the buy. Big data is all about more personal relationships. But is there too much of a good thing? Are automakers swimming in it, or drowning in it? Do they understand how to use it. Or Is it creating more problems than it is solving?
- Moderator
- James Green, CEO, Magnetic @JamesANGreen
- PanelistS
- Steve Kerho, SVP and Chief Strategy Officer, Meredith Xcelerated Marketing
- Maxwell Knight, VP Marketing Science Services, Turn
- Joe Kyriakoza, VP/GM, Automotive, Oracle Data Cloud @joekyriakoza
- Phillip Rather, Head of Automotive Partnerships, Facebook
2:30 PM
2:30 PM ET
Presentation: Reaching Prospective Luxury Auto Buyers
In today’s rapidly changing car-shopping world, prospective luxury auto buyers are being bombarded with paid, owned and earned advertising messages by the luxury car manufacturers and their dealers. Which media and communication channels are the luxury car manufacturers and their dealers using? More importantly, what media and communication channels are effective from the luxury buyers’ perspectives?? Finally, are the luxury auto buyers and the car manufacturers and their dealers in sync regarding the advertising channels currently being employed?
- Presenter
- Bob Shullman, Founder and CEO, Shullman Research Center
3:00 PM
3:00 PM ET
Coffee Break
3:15 PM
3:15 PM ET
Panel: Mobile, Meet Mobile: Do Auto Marketers Have Device Strategies?
Smaller ad units and responsive sites are not what mobile media are about. Personal devices allow customers to interact with all of your other media everywhere. They let you better understand car shoppers as they travel in their own neighborhoods. They can drive the interested consumer to a dealer, and even poach someone from the dealer next door. They offer a persistent connection to both prospective and existing customers that can deliver unprecedented levels of personalized service. But do the brands really have mobile marketing strategies that leverage the true potential of the one new channel that connects all others and speaks most directly to their customer?
- Moderator
- Scotty Reiss, Founder, A Girl's Guide To Cars
- PanelistS
- Noah Elkin, Managing Editor, Street Fight @noahelkin
- Punit Kulkarni, Associate Vice President, HARMAN International
- Randi Siegel, Digital Marketing Director, Legend Auto Group
3:45 PM
3:45 PM ET
Panel: Kars for Kids: Marketing Autos To The Next Generation
Younger auto shoppers? Now, there's an oxymoron. They don't want your cars, your trucks, your wagons, or crossovers. They prefer to borrow, not own. If they need wheels they'll use Zip or Uber. Right? Maybe not. Maybe they just aren't part of the conversation because the automakers are speaking to them not with them. And if car companies are trying to have a conversation with Millennials and younger, are they doing it in the right places, and on the right screens? Are they inking the right deals with the right media companies and lifestyle partners? On this panel, experts discuss reality about the next generation of car buyers and how to reach them.
- Moderator
- Alex Milwee, Senior Vice President, Edelman
- PanelistS
- Lance Fraenkel, Head of Client Services, YouGov Brand Index
- Albert Thompson, Managing Director of Digital Innovation, Walton Isaacson
4:30 PM
4:30 PM ET
Conference Concludes
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