Where were you when the lights went out at the Superbowl? And more importantly, what did you do next? For those of us who looked to Twitter or Facebook to fill the downtime, you would have found immediate and clever messaging from Oreo (“You can still dunk in the Dark”) and Tide (“We can’t get your #blackout, but we can get your stains out”). That’s Real Time Marketing in action!
With a 24/7 social stream, Marketers must now be ready to act at a moment’s notice; responding to a brand-scare (think BP and the fake @BPGlobalPR), newsjacking the latest event or reacting to a change in the business or economic climate. And it’s not just consumer brands – B2B customers read the news too!
In one such case, a large Business Services company was tracking the anticipated impact of the Healthcare Reform Act on its many clients. After election results were announced, and any possible barriers to implementation of the Affordable Care Act removed, the company sprang into action. It developed highly topical content across multiple channels and platforms to lead the Health Care Reform conversation and position the company the go-to source to help navigate Health Care Reform’s complexities.
Ted Kohnen, CMO of Stein + Partners Brand Activation, will bring his perspective on Real Time Marketing to BMA-NJ, and how it can be applied to B2B companies. Ted will share his extensive agency experience with B2B campaigns, and show us how some marketing teams are using the increasing immediacy of information to promote their brands ahead of the competition.
When: Tuesday, March 12, 2013 from 6:00 PM to 8:00 PM (EDT)
350 Pleasant Valley Way
West Orange, NJ 07052
Includes 3 course dinner. Cash bar available.
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Ted Kohnen: Chief Marketing Officer
Ted Kohnen oversees Stein + Partners Brand Activation’s award-winning integrated marketing and media services division. Since joining SPBA, he has redefined how B2B and B2C marketers engage their audiences across and through multiple channels including search engine marketing (SEM/SEO), social media, mobile, rich media, online display, print, outdoor and more.
Ted has created and deployed fully integrated marketing campaigns for clients in marketing services/technology, professional services, pharmaceutical, education etc. such as ADP, IntraLinks, PR Newswire, TheLadders, Chicago Board Options Exchange (CBOE), and many others.
Ted’s real-time approach to campaign development and optimization consistently outperforms industry benchmarks to deliver the highest quality contacts, leads and customers for clients. Through his global network and relationships, he and his team have been able to seamlessly and successfully launch global, synchronized campaigns across APAC, EMEA, North and South America.
Prior to SPBA, Ted was the Director of Interactive Services at Posner Advertising, where he headed their interactive division for B2B and B2C clients in financial services, real estate, technology, non-profit, and healthcare. He built the Agency’s social media practice that is now a core component for all client offerings.
Ted is a frequent speaker at conferences and events, as well as a content contributor to industry publications pertaining to many of the disciplines for which he is responsible and passionate.
He earned his bachelors degree from Dickinson College and masters degree from Columbia University.