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Wednesday | October 3

1:30 PM – 2:10 PM
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Building Powerful Brands in Modern Marketing

Room: Marina Ballroom I
In a world of high-powered analytics and marketing automation, it’s more important than ever to start with a powerful and distinctive brand. Multi-industry CMO Peter Horst will review the building blocks of an armor-piercing brand proposition that can act as the center of gravity of a modern marketing ecosystem. Horst will also review the new challenges facing brands in the era of #FakeNews, #boycotts and loss of trust, and provide a framework for brands to find their authentic voice and role in the politicized environment.
 
Key Takeaways:
  • Understand the role of a catalyzing insight in the foundation of a powerful brand
  • Discover the elements of compelling brand promise that provides gravitational pull
  • Learn how to navigate a polarized consumer market that expects brands to weigh into the big social and political issues of the day
Presented By:
2:20 PM – 3:00 PM
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Best Practices for Better Customer Acquisition

Room: Marina Ballroom I
Join our discussion to learn about “Best Practices for Better Customer Acquisition” in a multi-channel world! Customers receive (and respond) to messages across a variety of channels – from broadcast to digital to OTT and over phone. It’s pretty telling that in this year’s network upfronts, “performance measurement” of broadcast (and multi-channel) advertising was the key message. So, as advertisers, we are asking, How do we make cross channel engagement work together to create a unified customer experience and competitive advantage?
 
In this session, you will learn about:
  • Micro-moments and the role they play in cross channel attribution and campaign activation
  • How to assess broadcast media efficacy (and actions to take) through online performance measurement
  • How to optimize online ads by connecting offline (call) conversions
  • And... How to activate real-time digital campaigns based on video advertising events
Presented By:
3:20 PM – 4:05 PM
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Designing an Extraordinary Customer Service Culture Using Chatbots and Pixiedust

Room: Marina Ballroom I
Creating a magical customer service culture like Disney can take decades, but can we reproduce that experience using AI & helpful bots in a matter of days? We will explore the 3 elements of consistent extraordinary customer service and how this can be programmed into a chatbot to deliver a positive consumer experience. A positive customer interaction will not only sell, but it can create loyalty & brand evangelism. Explore the foundation & the future of customer service.
 
Key Takeaways:
  • Discover a customer-centric service culture based on the three pillars of customer service employed by the Walt Disney Corporation for years
  • Learn how to build a chatbot (and get a free one) to create a voice for your brand that is available 24/7 to serve your customers and deliver an extraordinary customer experience
Presented By:
4:15 PM – 5:00 PM
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The Neuroscience of Creating Memorable Content

Room: Marina Ballroom I
Audiences typically remember only 10% of the content shared with them, and the 10% one person remembers typically differs from the 10% another person remembers. Imagine the time and money you could save if you knew how to control what your audience remembers, and if you could break through the clutter with content so compelling that people couldn’t ignore your message. In this session, cognitive neuroscientist Carmen Simon will share insights from neuroscience, including where attention is processed in the brain, how memories are formed, and how decisions are made. Armed with this knowledge, you’ll be able create content that’s more memorable and therefore, more actionable.
 
Key Takeaways: 
  • Discover the neuroscience behind what makes marketing content memorable 
  • Understand the three most common reasons people forget content 
  • Learn how to appeal to human motivational drivers 
  • Find out how to take an informed understanding of your customer and translate that into messaging and content that resonates
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