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14. Marketing that Sells
PROGRAMME - Marketing that sells 2015
REGISTRATION - hotel DoubleTree by Hilton Bratislava
09:00 – 12:00 EFFECTIVENESS in MARKETing / Hall No.1
Panel discussion: Evaluation of the sale
Topic 1: The impact of advertising campaigns in numbers
Topic 2: Single-fan campaign versus brand loyal fans
Topic 3: Monitoring of efficient and inefficient sales activities
The creation of new business models of online brand activities
How to win recognition in an increasingly more saturated market? How to search for a new product to existing customers with the same needs? Case studies of newly established projects of Creative Web, Hotelio.sk, Bookio.sk and Camarero, with equal basis but with different fates.
Involve customers into product development. Why and How? /Speech in english/
Companies target us throughout our whole life. Brands say they are customer centric, but few customers agree. Being customer centric is still a strong competitive advantage.Technology has effects on how we behave. Marketing should improve the services of the company with customers in the center.
How to measure online sale of offline services or products
The more you sell offline, the more important it is to know the impact of your online activities on offline sales. Jan will show you how to cleverly measure the seemingly impossible.
How is a brand of the 21st century supposed to look like?
A brand is not simply a logo and comunication based on quantity anymore. Today`s customer expects something different. In an inspiring lecture Jakub will talk about how a 21st century brand should look like.
Moderator of the 1st part
13:00 – 16:00 BRANDing & LOYALTY / Hall No. 1
Content Marketing - How to build a loyal audience /Speech in english/
How to build a loyal audience and grow your business by publishing relevant, interesting and compelling content, on a consistent basis, over a long period of time. How does one of the worlds greatest brands use content in every part of the sales funnel?
The effective model of colaboration – „Brand and Celebrity“ - Case Study LINDEX
Lindex works with several world faces such as Kate Hudson, Penelope Cruz, Gwyneth Paltrow. The aim of the project is to show the effectiveness of cooperation in a particular market with locally known face. What is the cooperation with Kristina Farkasova, who became the face of Lindex in Slovakia?
NETWORKING / Coffee Break
Case Study: Lasvit - Building a luxury brand image
Successful Czech company Lasvit was made less than eight years ago. Unique installation of glass can be found in hundreds of luxury hotels, residences and in public spaces around the world. The brand, which elegantly combines traditional Czech glass art with modern technology and design.
Case study: How Milka showed that Slovaks (and Czechs) are happy to share with "The Last Square"
As triathlete Veronika Otrubová was running 650 kilometers across the Slovakia with the last square of chocolate for her three women (mother, sister, niece) to show that Slovaks enjoy sharing.
Case study: Entrance of the brand MOL on the Czech market with petrol stations
Input brand to the Czech market, which didn´t allow the mass media to promote the brand because of the low penetration of brand marketing. How to overcome the activities of competing networks of petrol stations? More about unique award process & its ongoing implementation will learn in this lecture.
Moderator of the 2nd part
13:00 – 16:00 BUSINESS TO CUSTOMER marketing / Hall No. 2
Woman is behind everything... or how to attract woman by marketing?
What works for a woman as a customer? How does she change by her age, her‘s needs or buying motives. Case studies of experience with products for women of all ages, from birth control pills through family planning with Inofolic & Folandrol, pregnancy with LadeeVita to intimate health with Lactofeel.
How to work with a target group 50+
A senior - the customer of the future. Paricularities of communication with older generation and advantages of personal approach.
Event Marketing - How to promote and sell your product at events
Zuzana will focus in her lecture on specific topics:
- Branding and selection of events
- How to get “UFO” into (not only) Slovak households
- Comaprison of Event marketing with other forms of marketing
- Connecting Event marketing with other marketing activities
How can break Slovak brand into the Japanese market
Japan is still the most interesting world markets despite the recession. Break through here is not just a question of profit, represents prestige, confidence, prompted by the company moves ahead of other competitors. Marian sacrificed his life building a career Slovak brand in Asia.
Blockbuster. Communication platform that immerses audiences
Why should we create customized communication platform affinity? What are the ingredients of their success? An important part is the influencer. In this lecture you will also find examples of creative solutions.
Moderator of the 3rd part
13:00 – 16:00 BUSINESS TO BUSINESS marketing / Hall No. 3
At the end is still "HUMAN"
Successful projects of IBM in the Czech Republic and Slovakia in the field of B2B communication.
How to use benefits to keeping your business customers
When corporate customers need more than just a service, your competitive advantage will become benefits. How to choose and work with them, from their experience reveals marketing & sales manager DHL Parcel Slovakia.
Moderator of the 4th part
Lottery and closing reception in the Hall No.1
After the lectures.
ON-line prenos: Táto forma účasti vám umožní pozrieť si prezentácie či panelové diskusie z hlavnej prednáškovej miestnosti akoby ste skutočne boli v konferenčnej miestnosti, a to z miesta, ktoré je pohodlné pre vás (hlavná prednášková miestnosť je v programe uvedená ako Sála č. 1). V prípade neočakávaných technických problémov budú k dispozícii všetky nahrávky zmeškaných prezentácii a diskusií v archíve.
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