Creating Talkable Brands | Preview #4
WOMMA’s Creating Talkable Brands Conference is taking place Nov. 18 – 20 in Las Vegas. The agenda is stacked. So stacked, I’ve been spotlighting sessions in three earlier posts (here, here, and here). This is post #4 and we’re just getting around to the afternoon sessions on DAY 2. (The agenda is stacked I tell ya!)
How ESPN Drives Billions of Word of Mouth Conversations for Advertisers
[Thurs. Nov. 19 | 1:45 – 2:30]
Research wonks and marketing wonks will want to attend this session. Ed Keller, CEO with The Keller Fay Group, knows the numbers behind the influential power of WOM. As the Director of Advertising Analytics at ESPN, Julie Popper has tracked tens of millions of conversations ESPN viewers have had about brands advertised on the portfolio of ESPN channels. Together, Ed and Julie will teach us the role traditional advertising plays in sparking conversations.
According to the proposal they sent WOMMA, traditional advertising has far more power to drive WOM than does online social media. They will us show the direct correlation between media weights and flight scheduling with word of mouth conversations.
Creating Grassroots Brand Ambassador Movements
[Thurs. Nov. 19 | 1:45 – 2:30]
Event marketing doesn’t have to be a one-time event; its impact can last much longer. Weight Watchers and Active Marketing Group designed and delivered a life-changing event called “The Momentum Walk-It Challenge.” This is a classic online and offline marketing program proving if you design something with the power to make a difference by transforming lives, word of mouth will spread and brand ambassadors will take the initiative to the next level.
Learning Why Consumers Talk
[Thurs. Nov. 19 | 2:45 – 3:30]
Ever heard of Cognitive Psychology? I haven’t. However, it’s the science behind why people talk. Steve Knox, CEO of Procter & Gamble Tremor will share scientific principles in digestible nuggets that marketers can act upon. Another great research-focused session for marketers who only want to spend time in the arts of marketing and not the science of marketing.
More Day 2 happenings (and Day 3) will be posted about the upcoming Creating Talkable Brands Conference. (BTW, did you know you can save $200 on the registration fee? Learn more here.)
