May 20, 2014
9:00 AM – 1:30 PM
Highlawn Pavilion, West Orange, NJ
The 3rd annual Digital Marketing Summit will bring together the latest thinking on the use of Digital channels to promote and market your brand, products and services. With sessions on PR, Analytics and Brand Storytelling, the half-day program features real-world examples from three highly-respected Marketers.
Peter Shankman, best-selling author and founder of “Help a Reporter Out” will talk about the new face of PR in the digital environment. He’ll explain how now, more than ever, it’s about focusing on the customers you have, to get the customers you want.
Google uncovered The Zero Moment of Truth in 2011, showing how the buying process for B2B and B2C has been uniquely impacted by the use of search and mobile access. Jeff Sutton of Advanced Digital will demonstrate the kinds of data available to B2B marketers to reach buyers at all level of the funnel. From his experience with NJ.com and associated portals, he will discuss how to use Google Analytics to measure and optimize campaigns, and tailor messaging to your target market.
Storytelling is now part of the marketing toolkit. As Forbes explained in their recent article “Marketers have been telling brand stories for years through advertising, in-person brand experiences, and so on, but the art of writing those brand stories as effective pieces of online content is a challenge that few are trained to do.” Greg Jawski of JCPR will explain the process to uncover the stories of a brand, and show how to utilize digital media to spread the word.
- 9:00 – 9:20 Registration/Breakfast
- 9:30 – 10:15 “Become a Master Storyteller in the Digital Space”
- 10:15 – 10:30 Networking Break
- 10:30 – 11:15 “B2B Marketing and the Zero Moment of Truth”
- 11:15 – 11:30 Networking Break
- 11:30 – 12:30 “Nailing Customer Loyalty in the era of the mobile, social, and ADHD customer”
- 12:30 – 13:30 Networking Lunch
Session 1: 9:30-10:15
Become a Master Storyteller in the Digital Space
Greg Jawski, Managing Director, Jennifer Connelly PR
Every brand has a story to tell. The key is finding the right emotional message that will create a relevant and memorable message.
Greg Jawski of Jennifer Connelly PR will describe a discovery process to unleash these stories, and leverage them across multiple digital channels. He will discuss
- The seven key elements of a great story
- How to embrace the essence of what journalists are looking for in a story, but that few spokespeople can deliver
- The difference between Brand/organizational storytelling vs. Individual storytelling and how the two come together
- Succeeding in the digital space: Disseminating your story through the most effective channels and in the right way
About Greg Jawski
Greg leads the Public Relations team at Jennifer Connelly PR (http://jcprinc.com/), assisting in the strategic development and execution of integrated communications campaigns for a range of clients, as well as providing ongoing guidance and support to senior team members.
A 12-year veteran of the communications industry, Greg delivers high-level expertise in a broad range of PR specialties including media relations, corporate positioning, executive visibility, thought leadership development, financial communications, crisis communications and issues management.
Prior to joining JCPR, Greg worked for Ogilvy PR Worldwide, Fleishman-Hillard and FTI Consulting (formerly FD). His past client experience includes Bank of America, Barclays, BlackRock, Zurich, Wells Fargo, AIG, HSBC, Advent International and SAP. He has also led communications campaigns designed to drive asset inflows into large mutual fund firms including Neuberger Berman, Putnam, and Baring Asset Management.
Session 2: 10:30-11:15
B2B Marketing and the Zero Moment of Truth
Jeff Sutton, Director of Audience Targeting, Advance Digital / NJ.com
Understanding the Zero Moment of Truth from a B2B perspective is critical — the Zero Moment of Truth (ZMOT), when people research products before buying, applies across all customer bases “whether you’re buying a big jet engine or a refrigerator,” says Beth Comstock, SVP and GMO of GE. In fact, a recent Google study shows that 71% of the people interviewed use the internet on a daily basis for their business purchase decisions.
Jeff will discuss how the B2B purchase funnel has changed thanks to ZMOT, and will demonstrate the kinds of data available to B2B marketers to reach buyers at all level of the funnel. He will also describe how to tailor messages to shoppers as they travel down the sales funnel and measure and optimize campaigns using Google Analytics.
About Jeff Sutton
Jeff Sutton has extensive experience in the digital space as both a sales and marketing professional; he was an early digital content provider and blogger, was an early adopter of digital advertising as a marketer, and has deep expertise around audience targeting strategies and data.
Currently the Director of Audience Targeting with Advance Digital, Jeff works with clients and partners across the US to help craft Audience Targeting strategies and solutions that deliver results. Prior to his role with Advance Digital Jeff held the same position with the NOLA Media Group in New Orleans, Louisiana.
Advance Digital, Inc. (www.advancedigital.com), based in Jersey City, NJ, is a leading creator of digital news and information products that deliver multi-platform solutions for consumers and advertisers in markets across the United States, in partnership with local media companies affiliated with Advance Publications Inc., which includes NJ.com
Nailing Customer Loyalty in the era of the mobile, social, and ADHD customer
People don’t believe what they see in an advertisement anymore, and they’re placing less and less emphasis on newspaper or TV recommendations.
What do customers believe? What gets them into your store, into your restaurant, and into your business? The answer is clear: Personal recommendations from people in their own network.
Experience is the new currency, and personal recommendations are the new trust.
Forget Yelp, forget TripAdvisor. The new loyalty starts with one customer telling his network of 100 people. Within two degrees, that’s one million people who hear your recommendation – or complaint – of a new restaurant, or a great hotel
Peter Shankman, best-selling author and founder of “Help a Reporter Out” will explain how now more than ever, it’s about focusing on the customers you have, to get the customers you want.
Showing multiple examples of companies big and small “getting it” to the tune of hundreds of thousands of dollars worth of new business.
- You’ll learn why transparency in all forms of your business will actually help you grow.
- Why relevance starts with brevity, and how to get there.
- How to be “top of mind” to each one of your customers, whether they’re shopping in your store, online, or via telephone.
You’ll leave with real-world strategies you can implement immediately to start increasing revenue and gaining the customers you want.
An author, entrepreneur, speaker, and worldwide connector, Peter is recognized worldwide for radically new ways of thinking about Customer Service, Social Media, PR, marketing and advertising.
Peter is best known for founding Help A Reporter Out, (HARO) which in under a year became the de-facto standard for thousands of journalists looking for sources on deadline and in June of 2010 was acquired by Vocus, Inc.
Peter is also the founder and CEO of The Geek Factory, Inc., a boutique Social Media, Marketing and PR Strategy firm located in New York City, with clients worldwide.
Peter’s Customer Service and Social Media clients have included American Express, Sprint, The US Department of Defense, Royal Bank of Canada, Snapple Beverage Group, NASA, Walt Disney World, Abercrombie and Kent, The Ad Council, Discovery Networks, Harrah’s Hotels, and many, many others.
Peter is the author of three books: Nice Companies Finish First: Why Cutthroat Management is Over, and Collaboration is in, (Palgrave/Macmillan, 2013,) and is a frequent keynote speaker and workshop presenter at conferences and tradeshows worldwide, including South By Southwest.
In 2011, Peter authored a tweet that was voted as one of the Top Ten Tweets of the year by Twitter, out of more than 160,000,000,000 tweets sent.