Overview

Schedule

Wednesday, May 15, 2013

• 8:00 am
  Registration

• 9:00 am
  Welcome & Overview

• 9:15 am
  Keynote: Building Brand Loyalty in an Ever-Changing Market (Show details)

  In today's dynamic economic climate, pools are frequently viewed as a price-based commodity making brand loyalty an often-elusive goal. Paradoxically, brand loyalty is of paramount importance in our customer/member-driven economy. This session will look at how data-driven approaches can drive better member and prospect engagement and improve brand loyalty through relevant, value-added content and stand-out relationship marketing. Real-world examples with real-world results will be used to illustrate the power of leveraging data to understand and build your membership loyalty and speak more directly to your members and their needs. Topics include how to use data to:
  

  • select the right "targets" for recruitment, retention or reactivation
  • create relevant, engaging, compelling content to those targets
  • measure the effectiveness of your marketing

  Business case studies will be shared to show the proven power of a prescriptive approach to building brand loyalty.

• 10:45 am
  Concepting and Ideation for New Service Success: Effective Use of Qualitative Research to Supplement Your Quantitative Data from Member Satisfaction Surveys (Show details)

  Many pools have done and continue to conduct member satisfaction surveys: now what? This session will discuss next generation market research which can guide future strategy regarding new coverage and service implementation. Topics include: using qualitative research techniques to build upon your quantitative insights; exploring the latest methodologies available today (e.g. online focus groups, bulletin boards and panels); and tapping your membership to develop and test coverage and service concepts before you launch.

• 12:00 pm
  Lunch On Your Own

• 1:30 pm
  Developing Integrated Messaging Campaigns (Show details)

  Communication preferences among our membership are many, which creates the need for effective integrated messaging platforms. This session will discuss the principles of integrated messaging campaigns and the critical pieces needed for their success, including:
  

  • Creating effective content
  • Speaking with one voice
  • Determining the best communication vehicles that match audience needs
  • Maintaining graphic standards to strengthen your brand
  • Evaluating the need for social media

  We will also discuss what can be done creatively within budget; maximizing your Marketing/Communications dollar.

• 3:00 pm
  Long-Term Execution of Developed Marketing & Brand Strategies (Show details)

  Many still view marketing & branding as a one-time project. This session will discuss the importance of yearly planning and effective execution to see results. Topics include developing a comprehensive marketing strategy, annual project management, and how to select useful metrics to measure success.Many still view marketing & branding as a one-time project. This session will discuss the importance of yearly planning and effective execution to see results. Topics include developing a comprehensive marketing strategy, annual project management, and how to select useful metrics to measure success.

• 5:30 pm
  Networking Dinner

Thursday, May 16, 2013

• 9:00 am
  Mobile Marketing and Social Media as Components of an integrated Marketing Strategy (Show details)

  This session will discuss current conventions in mobile marketing and social media and their appropriate applications for pooling. Topics include: how to capitalize on the intersection of local (web), mobile and social tools; what customers really want when they engage on the small screen; how companies are leveraging mobile marketing to bridge the gap between digital and traditional advertising; and an in-depth discussion on developing digital marketing tools.

• 10:30 am
  You Are Great at Customer Service But How Do You Sell Your Product (Show details)

  Many pools use agents/brokers to market membership but there are several that do not. This session empowers internal staff with current sales techniques used in B2B marketing and insurance. Topics include: retention marketing techniques, using thought leadership as a meaningful selling tool, and ways in which to create effective brand ambassadors internally, as well as externally, if agents/brokers are used. Also discussed will be effective sales techniques to use when competing with commercial carriers.

• 11:45 am
  Thank You & Wrap-Up

Hotel/Travel

Sheraton Denver Downtown
Denver, CO
(303)893-3333

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Presenters