Keynote Sessions

Monday November 12, 2007

9:00
Why Marketing to Women Increases Y

Marti Barletta combines gender expertise and the practical punch of strategic marketing experience. She derives her insights from studying the differences between men and women and she has cracked the code on how and why they matter to you and your brand. Her GenderTrends Marketing ModelTM translates generalities into actionable tactics.

This session will cover:

• The Spiral PathTM – Her purchase process is different than his. Marti demonstrates how to apply this knowledge to the five phases of the consumer decision process.
• ROI -- Why effectively targeting women generates higher customer satisfaction amongst both men and women and delivers a better return on your marketing investment.
• PrimeTime WomenTM – Why Boomer Women are the "awakening giant" of the consumer world and how you can capitalize on this emerging trend

martibarletta
Gender Marketing Guru and Author of Marketing to Women & PrimeTime Women™

10:00
Invisible or Remarkable?

Seth talks about ideas from eight of his bestselling books, including growing a business, how ideas spread, the stories companies tell and why treating customers with respect pays off.
Seth Godin Marketing Guru, Agent Of Change and Bestselling Author of The Dip, Small is the New Big and The Big Moo
Business Week's "Ultimate Entrepreneur for the Information Age," Seth Godin is a best-selling author, entrepreneur and agent of change. He is the author of "Permission Marketing," a New York Times best seller that revolutionizes the way corporations approach consumers. Fortune Magazine named it one of their Best Business Books, and Promo magazine called Godin "The Prime Minister of Permission Marketing."
Godin followed "Permission Marketing" with "Unleashing the Ideavirus," the most popular e-book ever published, and The Big Red Fez, a guide to improving websites to turn prospects into consumers. "Purple Cow," which was the #1 best-selling marketing book on Amazon in 2003, taught marketers the value of standing out from the herd. "Free Prize Inside," released in 2004, related practical advice on how to put "Purple Cow" thinking to work inside your organization (big or small, profit or non) to make something happen.

sethgodin
Marketing Guru, Agent Of Change and Bestselling Author of The Dip, Small is the New Big and The Big Moo

11:30
Sex and the Knee Replacement - Shape matters More than Size!

Women receive nearly two-thirds of all knee replacements, but, until recently, all knee replacements were designed for a theoretical average patient. Research done for Zimmer, the world's largest joint replacement company, demonstrated that male and female knee anatomy differs in important ways. Why not, then, a knee replacement designed specifically for a woman--and a direct-to-patient marketing campaign designed to create awareness in the differences?

• Men's knees are from Mars, Women's from Venus—what the research shows about gender differences
• If you build it, will they come (to the orthopaedic surgeon's office)?
• Great Marketing supporting Great Science
• The results, so far
• Marketing to the public—women, men and Boomers—was new to us; what did we learn?
• If it works in knees, what's next in medical device design and marketing?

sherylconley
ZIMMER HOLDINGS, Group President, Americas and Global Marketing and Chief Marketing Officer

Tuesday November 13, 2007

9:00
Branded "Infotainment": Using Video, Emerging Media and Virtual Worlds To Reach Consumers

Charlie Young, Senior Vice President, Coldwell Banker Real Estate LLC, is one of the real estate industry's leading innovators.  Combining an in-depth knowledge of general marketing practices with a keen understanding of the Web's impact on the consumer, Young has energized a Coldwell Banker brand that is proud of its 101-year history and status as an industry leader. While the brand has always innovated, this is a different time. Young has recognized that innovation that is helpful to and desired by the consumer is warranted and necessary.  To Young, innovation is much more than a bell or a whistle. Instead, he believes it is a bullhorn sounding the call for change.  Young allows the Web's inherent marketing power to corrall the consumer at the critical upfront "infotainment" stage that precedes any significant purchase.  He has trailblazed his industry by being first to market with online video, use of widget technology and entrance into the virtual world of Second Life

charlieyoung
COLDWELL BANKER REAL ESTATE, Senior Vice President

10:00
Fifty: Greater Than the Sum of Its Parts

Fifty ain't fifty in 2007. So, beware marketing assumptions about fiftysomethings. Fiftysomething ain't shopping where you think, not wearing what you think, not living where you think, don't look like what you think, are not sleeping where (or with whom) you think and are not thinking about the things you think they are. They ain't who you think.

Today one's fifties are a time for experimentation and meaningful change. This presentation demands that you no longer look at Baby Boomers as a one homogeneous group, but rather as many powerful sub-segments looking to reinvent, not retire. Understanding the new and dynamic drivers of this ever evolving generation is the key to managing your marketing success and capitalizing on their dollars. So prepare to be surprised, to think different, and possibly to reboot your marketing insights from a totally blank slate.

As one of the world's leading trendspotters/futurists Marian Salzman was named among the "top five in the world" in 2004. Salzman is credited with spotting cultural trends such as "wiggers" [white adolescents, often from suburbia, mimicking urban blacks], the rise of "singletons" and "metrosexuality." In 2005, she coined the buzzword, "ubersexual," to describe the new male ideal. In 1995, Salzman was named one of New York magazine's "Cyber 60" and one of Crain's New York Business's "40 Under 40."

mariansalzman
One of the world's leading Trendspotters, Futurists and Author of the Next Now, Future of Men, Buzz: Harness the Power of Influence and Create Demand