Tuesday, 11/19
10:30 AM
10:30 AM ET
Registration Opens
Meeting Room 502B
11:15 AM
11:15 AM ET
Sponsor Spotlight Presentation
11:45 AM
11:45 AM ET
Opening Remarks
- MC
- Tanya Gazdik, Senior Editor, Automotive, MediaPost @TanyaGazdik
12:00 PM
12:00 PM ET
Q&A: Knowing Your Customers – Even in Today’s Dynamic Environment
Lincoln has undergone an extraordinary brand transformation and is continuously evolving its go-to-market strategy. Sprague will highlight what Lincoln has done to better know and understand its customers and how the brand is engaging them via shared passions like music, travel and food.
- Interviewee
- Michael Sprague, North America Director, The Lincoln Motor Company
- Interviewer
- Tanya Gazdik, Senior Editor, Automotive, MediaPost @TanyaGazdik
12:30 PM
12:30 PM ET
Conference Lunch & Sponsor Luncheon Presentation
1:30 PM
1:30 PM ET
Keynote: Mitsubishi Is Redefining Its Brand Via Its "Small Batch" Marketing Initiative
As a challenger brand in the auto industry Mitsubishi is redefining every element of its marketing strategy to leverage its small and nimble footprint and inspire change. With its “Small Batch” mindset Mitsubishi is looking beyond automotive for inspiration to create brand momentum, solve marketing challenges and simplify customer experiences in unique ways.
- Keynote
- Kimberley Gardiner, Senior Vice President, Chief Marketing Officer, Tractor Supply Company
2:00 PM
2:00 PM ET
Case Study: The Almighty Social Media Influencer
Learn how Acura tapped social media influencers across Instagram and GIPHY to launch the significantly refreshed ILX compact sports sedan. Through some fun and innovative tactics targeted to younger buyers, Acura was able to reach its target millennial audience, driving engagement, consideration, and ultimately, sales for the brand.
- Presenter
- Jessica Fini, Manager, Social Media, American Honda Motor Co., Inc.
2:30 PM
2:30 PM ET
Sponsor Spotlight & Coffee Break
3:00 PM
3:00 PM ET
Keynote: The Convergence of Marketing
Data is available to marketers at an overwhelming rate allowing for unprecedented levels of precise targeting and customization. Amid all of this information, what is the role of creativity and how do modern-day advertisers break-through? In the automotive industry, the stakes have never been higher.
- Keynote
- Allyson Witherspoon, CMO, Nissan North America, Inc. @witherspoon
3:30 PM
3:30 PM ET
Panel: Automakers Strive To Understand Consumer Emotional Intelligence
A vehicle is one of the single biggest purchases a consumer makes. Besides the practical, there are many more emotional triggers that are involved. Are marketers really connected or merely connecting with consumers? Do sales events and TV ads really sell cars? What are the real sales triggers? How have experiential events replaced auto shows and how are auto shows reinventing to still be relevant?
- Moderator
- Ian Beavis, Chief Strategy Officer, AMCI Global
- PanelistS
- Steve Ambeau, Head of MINI Brand Communications, MINI USA
- Erich Marx, Director, Marketing Strategy & Content, Nissan North America, Inc.
- Erik Thomas, Director, Experiential & Multicultural Marketing, Hyundai Motor America
4:15 PM
4:15 PM ET
Cocktail Party
Sponsored by Twitter
