iNFUSE 2006: Marketing
Innovation Summit
DATE: Wednesday, October 4, 2006
TIME: 7:30 a.m. to 12:00 p.m.
PLACE: San Diego Marina Village, 1936
Quivira Way, San Diego, CA 92109 MAP
COST:
HTMA Members: FREE when you pre-register online.
The walk-in fee for members is $40.
Non-Members: $89 for pre-registered guests; $99
for walk-in guests.
Students: FREE for members. $29 for non-members
who pre-register online. $39 for walk-in guests.
NOTE: a valid student ID must be presented at
the event.
RSVP: Register
for this event.
PROGRAM
The rules of marketing are being turned
on their head. Winning space in the mind of a
consumer today requires a more innovative approach
than ever before. From product development and
design to branding and promotions. Ensuring your
approach is creative and innovative at every step
of the process is the difference between a win
and a flop. But how do you maintain innovation
when deadline’s loom? How do you determine
the best promotional vehicles? Is there one tried
and true roadmap to creative success?
iNFUSE 2006 will answer these
questions. With speakers from today’s most
innovative companies, attendees will learn how
to foster and maintain creativity and innovation
in marketing today. Sessions will focus on idea
generation from a creative and process driven
standpoint.
Join the HTMA for this exciting half-day conference
with expert panelists from Qualcomm, Hewlett Packard,
and other brand names as they share their own
examples, challenges and successes.
SCHEDULED SESSIONS
Keynote Speaker
Brad Berens, PhD of iMedia Communications,
Inc. will discuss the state of marketing innovation,
a blueprint for generating new ideas and the prominent
case studies.
Following the keynote, three separate panel discussions,
led by a moderator, will address the process of
innovation in the following areas:
Product Marketing
* The process of generating new products
* How new products are presented to Management
and how does that differ by department?
* How to get C-level buy-in and support?
* Examples of successes and challenges
Brand Marketing
* The process for creating brand identity. Who’s
involved?
* The process for effective positioning
* How are these ideas presented to management
for buy-in? Other internal buy-in?
* Developing a company philosophy
Promotions Marketing
* The development process for a Promotions Mix
(Advertising, Personal Selling, Sales Promotion
& PR)
* How different channels are selected?
* How promotional tactics are determined (sponsorships,
loyalty programs, premiums, etc.)?
KEYNOTE SPEAKER
Brad Berens, Ph.D., Executive Editor,
iMedia Communications, Inc.
Since 2004, Brad has been head of content for
iMedia's website, newsletters and Summits.
Prior to that, he was the online managing editor
at EarthLink, where he oversaw all content for
www.earthlink.net
. He also conceptualized, launched and edited
eLink, EarthLink's email newsletter and premier
customer touchpoint (circulation seven million).
Earlier, Brad worked at Lineup Technologies, a
cutting-edge but (you guessed it) ultimately failed
dotcom. Brad has also worked in the entertainment
industry and spent many years as a Shakespearean
scholar and award-winning teacher at U.C. Berkeley.
He lives in Los Angeles; you can learn more about
him at www.bradberens.com.
PRODUCT MARKETING PANEL
Moderator: Aaron Kahlow, Managing Partner
- BusinessOnLine
Aaron Kahlow serves as Managing Partner of BusinessOnLine,
a complete Website services company. With over
a decade of Internet success stories under his belt,
Kahlow has worked with some of the world’s
premiere brands to improve online effectiveness,
including: Chevron, Tyco, Cisco Systems, NEC, Thomas
Publishing and Kimberly-Clark. He is noted for his
ability to translate Internet industry jargon into
business terms that are easy for the marketer and
decision maker to digest and act upon.
Having delivered over 170 seminars nationwide and
frequently quoted in such publications as Industry
Week, BtoBOnline, and BusinessWeek, Aaron is a recognized
authority on the subjects of Web Site Usability,
Search Engine Optimization, Web Analytics and overall
Web Strategy. He frequently speaks at industry events
such as ad:tech, InfoCommerce, Active Insights,
High Tech Marketers Conference, National Manufacturing
Week, MJSA Expo, and many Regional Chamber of Commerce
events.
Most recently, Kahlow was named as one of the “Top
40 entrepreneurs under the age of 40”
by Metropolitan Magazine. He serves on the International
Board of Directors for the Business Marketers Association
(BMA) as Chair of Interactive Community Education,
and active in many other associations such as: Search
Engine Marketing Professional Organization (SEMPO),
High Tech Marketers Association (HTMA), Web Analytics
Association (WAA) and the Advertising Association
for Agencies – LA.
A native of Washington D.C., and graduate of James
Madison University, Kahlow currently resides in
San Diego, CA
Panelists
Christoph Ruef, Director of Marketing – Hewlett
Packard
Christoph Ruef is senior Director of Marketing,
Hewlett-Packard Co. He is responsible for HP’s
digital photography portfolio strategy across digital
camera, printer, all-in-one, appliance, PC, online
and retail photo services categories. He oversees
product marketing for cross-category consumer experiences,
HP Photosmart software/services and strategic go-to-market
window planning. Previously, he was Director of
Marketing for HP’s All-in-One division where
he worked from early all-in-one product concept
creation to managing a global, multi-product line
business that transformed the personal printing
market. As product manager, he defined and introduced
several of HP’s first color inkjet printers
that replaced monochrome-only and dot-matrix printers
in small/home office and consumer markets worldwide.
Sandra K. Piccillo - Sr. Marketing Manager,
Claritas Inc.
Sandra K. Piccillo is Senior Marketing Manager
at Claritas Inc, the nation's leading provider
of marketing information. Ms. Piccillo has more
than 14 years of marketing experience in such
diverse industries as geotechnical & environmental
consulting and database information providers.
She holds a B.A. from the University of Rhode
Island and a M.B.A. from the University of Redlands.
In addition to speaking at a variety of conferences
and universities on the subject of marketing and
demographics, Ms. Piccillo also teaches Marketing
and Public Relations at the University of Phoenix
(San Diego region), and has written articles for
local business publications and national trade
journals.
John Elliot, Director of Product Management
– Qualcomm
John Elliott is the director of systems
product management for MediaFLO Technologies.
A telecommunications industry veteran and former
Big 5 consultant, Elliott is responsible for identifying
and capitalizing on market opportunities to drive
share, revenue and profit growth for MediaFLO
Technologies.
Elliott joined QUALCOMM in 2005 from 724 Solutions,
a provider of technology and solutions for mobile
network operators, where he was vice president
of product marketing and product management. While
at 724 Solutions, Elliott expanded and repositioned
the company’s product portfolio, increasing
product revenues by more than 70 percent. Prior
to 724 Solutions, he served as director of product
marketing and director of product management at
Openwave Systems, a software solutions provider
for the communications and media industries. There
he played a key role in initiatives including
the development of a new pricing framework and
sales strategy. He also successfully incubated
several new products including unified messaging,
mobile e-mail, and voice mms. Prior to Openwave,
Elliott was director of product management at
Verizon and a senior consultant with Andersen
Consulting (now Accenture).
Elliott holds a B.S. in Electrical Engineering
from Colorado State University.
BRAND MARKETING PANEL
Moderator: Miro Copic, Co-founder & Principal
– BottomLine Marketing
Over his 16-year senior marketing, sales and general
management career, Copic has successfully developed
and launched a broad array of brands with leading
multinational corporations, start-ups and turnarounds.
Most recently, Miro has been consulting to clients
in the entertainment, consumer and technology sectors.
His clients include DIRECTV, NTN Communications
(interactive games) and the U.S. Air Force along
with other technology, software and wireless companies.
Prior to BottomLine, Miro was Chief Marketing Officer
at Hasbro’s Wizards of the Coast division
where he developed a successful portfolio strategy
that generated sales 30% ahead of plan. Miro also
served as Chief Marketing Officer of News Corporation’s
SKY Latin America satellite TV service where he
launch the most successful multi-channel television
service in Latin America, reaching over 1 million
subscribers in 24 months and taking the business
from zero to over $250 million in revenues. At Savoy
Brands (Beatrice Foods), Miro turned around once
leading brands against global competitors; growing
revenues over 40%, helping the company turn its
first profit in 5 years and regained lost share
and re-established brand preference in all markets.
He started his career at Frito-Lay where he held
a number of senior level marketing positions both
domestically and internationally.
Miro earned his MBA from Harvard Business School
and a MPP from Harvard’s Kennedy School of
Government. He earned B.A. in Economics and International
Relations from the University of Southern California,
graduating magna cum laude and Phi Beta Kappa. He
currently teaches a course called “Branding,
Positioning and Product Management” at UCSD.
www.blmllc.com
Panelists
Angela Hill, President &
Creative Director - Incitrio
Angela Hill is the president and creative director
of the design agency: Incitrio design{brand}media.
She is an adjunct professor at San Diego State
University in graphic design and is a frequent
lecturer within the community on such topics as:
Branding 101, Launching Your Brand, and Business
Networking. She holds a degree in Visual Communications
with a minor in Branding from Washington University
in Saint Louis. Ms. Hill is also the president
of the board for the Association for Corporate
Growth in San Diego – where she is implementing
a 3-year branding plan to upgrade the organization’s
brand perception within the community. Ms. Hill
has over 14 years of experience in the design
industry from in-house agencies to advertising,
marketing, and design firms in St. Louis, San
Francisco, and San Diego. She practices all aspects
of design, but specializes in design for print
and brand analysis/management.
At Incitrio, a team of designers, illustrators,
and programmers work with Angela to create fresh,
active, cutting-edge design. Incitrio tailors
every design project to fit the need of the client,
and the client's industry. Incitrio offers a wide
array of services, including: advertising, annual
reports, brand analysis/management, conference/event
design, identity systems, logos, marketing brochures,
Powerpoint presentations, sales collateral, websites,
and more. Through her company, Ms. Hill strives
to make San Diego a better community for everyone
to enjoy.
Chad Robley, President – Mindgruve
Mr. Robley has more than 15 years experience developing
brand strategies that resonate in the consumer
and B2B markets. As cofounder of Mindgruve in
1995, he has lead the strategic marketing programs
for some of America’s top Fortune 500 companies
such as Qualcomm, Saturn, Clear Channel, and Oracle.
He was featured in Business Week for his early
pioneering days developing leading ecommerce campaigns
in the late 90’s. Mr. Robley is widely recognized
as one of the top brand strategists and integrated
marketing experts in his field.
Mr. Robley serves as the Chief Brand Strategist
& President of Mindgruve responsible for agency
planning and strategic partnerships. On the client
side, he is responsible for brand ethos, positioning
and market mix strategies. His unique combination
of creativity and acute comprehension of complex
business models allows him to effectively position
companies for increased sales and market share.
Prior to his tenure at Mindgruve, Mr. Robley was
the former CEO and President of LogoGear, a leading
corporate licensing and promotional company for
over 10 years. Mr. Robley is a Strategic Advisor
and Board of Director in the asset management
and consumer product industries. He is also a
passionate contributor to various philanthropic
organizations serving children within the community.
Lane Soelberg
Lane Soelberg is the President and Founder
of COOP Media Ventures, a leader in the growing
field of branded entertainment.
Lane most recently served as the Vice President
of Marketing for Business.com, the largest B2B
vertical search engine. His responsibilities included
overseeing all aspects of marketing including
branding, PR, traffic acquisition, sales promotion,
and direct marketing. During his tenure, Business.com
was named to the Inc. 500 as one of the fastest
growing companies in its field.
He has also served as Director of Marketing for
Gateway computers, overseeing all online and offline
marketing as well as co-marketing efforts with
strategic partners such as Intel and Microsoft.
Lane’s marketing career began on the agency
side in Chicago at Leo Burnett, where he led efforts
at bringing large traditional marketers such as
General Motors and Pillsbury to the online space.
This experience led him to be Director of Integrated
Content Strategy for TBWA\Chiat\Day in Los Angeles,
where his integrated programs made Nissan &
Infiniti’s traditional marketing methods
industry-leading in effectiveness and efficiency.
In addition to his marketing background, Lane
is also an award winning feature film producer.
He holds a Bachelor of Science in advertising
and an MBA in Technology Commercialization from
the University of Illinois at Urbana-Champaign.
PROMOTIONS MARKETING PANEL
Moderator: Michael Belch, Ph.D., San Diego
State University
Michael Belch teaches Integrated Marketing Communications
and Marketing Management at San Diego State University
and where he has received numerous Outstanding Professor
awards. He has also taught in France, Spain, China
and Argentina. Dr. Belch has co-authored more than
30 articles in academic journals on advertising,
consumer behavior, and international marketing.
Additionally, he co-authored with brother George
Belch the number one IMC textbook. An
Introduction to Advertising and Promotion: An Integrated
Marketing Communications Perspective.
Dr. Belch’s previous employment includes:
Marketing Representative of General Foods Corporation,
consultant to a number of Fortune 500 companies
including McDonalds, Whirlpool Corporation, Senco
Products, San Diego Trust & Savings Bank, GTI
Corporation, IVAC, May Companies, Phillips-Ramsey
and Dailey & Associates. Professor Belch received
his Ph.D. from the University of Pittsburgh.
Panelists
Reid Carr
As Red Door’s President, there is nothing
Reid loves more than sitting down at a table, rolling
up his sleeves and matching wits with clients. He
leads the charge in generating the imaginative strategies
that ensure every web site, campaign and brand is
unique, powerful and produces the desired results.
Reid first came to San Diego to form the iGroup,
the interactive arm for the San Diego-based PR agency,
McQuerterGroup. As the Director of Interactive and
Advertising, Reid created an entity that exceeded
$1 million in billings during its first year, servicing
clients and innovators such as iPass, Previo, Excelsus
Technologies and Mindport. Previously, Reid was
COO and Accounts Director at PBJ Digital, a bi-coastal
Interactive development and incubator shop based
in Los Angeles, where he serviced, supervised and
planned over 30 interactive and brick and mortar/interactive
plays. Prior to PBJ, Reid handled account management
responsibilities for Nissan in the Los Angeles office
TBWA/Chiat/Day soon after earning a BA from the
University of Oregon's advertising program.
Reid writes a regular column for iMedia Connection
and has been the focus of high-profile interviews
in the San Diego Union-Tribune, The San Diego Daily
Transcript, The San Diego Metropolitan, SmartMoney
and Entrepreneur magazine. He was honored with the
San Diego Metropolitan's "40 Under 40"
award in 2005 and is also on the Board of Directors
for the San Diego Venture Group where he heads their
marketing committee.
Dana Todd,
Co-Founder – SiteLab International Inc.
President, Board of Directors, SEMPO (Search Engine
Marketing Professional Organization)
Currently serving her second term as President of
the Board of SEMPO, Dana Todd is one of the early
pioneers in search marketing. She began her career
in Search in 1996 with “organic” SEO
and search engine keyword banner ads, and was an
early adopter of paid search ad auctions in 1998.
Ms. Todd regularly appears as a top-ranked speaker
at international conferences and events. She is
also one of the original founders of SiteLab, a
full service interactive agency based in La Jolla,
California. She was elected to be President of SEMPO
(the industry’s largest trade organization)
in 2005, after having served on the founding Board
of Directors. She also serves on the Board of Advisors
for YPA and AD:TECH.
Press, industry analysts and technology leaders
frequently tap Ms. Todd for her knowledge of the
search engine marketplace, particularly paid placement
and paid inclusion. She talks candidly about the
pros and cons of leading search engine marketing
programs, and speaks from experience.
Ms. Todd is Executive Vice President of SiteLab.
Her passion for helping clients understand and dominate
the search space, while still upholding core branding
principles, has helped evolve SiteLab’s methodologies
and best practices in Web site development and media
buying for business and consumer product clients
such as Gateway, TurboTax, WD-40 and AMD.
Ms. Todd started as a newspaper journalist and features
editor before switching to advertising. She joined
the company in 1996 (then called Bien Logic), and
helped spin off SiteLab in 1997. Ms. Todd holds
a Bachelor of Journalism in Advertising from University
of Georgia.
Liz Goodgold, CEO and Chief Nuancer of The Nuancing®
Group
The Nuancing Group is a brand identity consulting
firm that helps companies understand the nuances
of naming and branding. The Nuancing® Group
specializes in creating compelling strategies that
shows businesses how to stand out from the sea of
similarity.
Successful Track Record
Liz brings her creative and strategic expertise
culled from working for such giants as Quaker Oats,
Times Mirror, and Macmillan Publishing. She took
a business and economics list from its infancy for
Times Mirror and turned it into a $9 million revenue
stream.
At Quaker Oats, she conceived of an entirely new
channel of distribution for 100% Natural Cereal:
selling it to the growing frozen yogurt and ice
cream chains as a topping. In less than six months,
the cereal was the exclusive granola topping in
more than 1500 Baskin-Robbins and TCBY stores.
Innovative Insight
Liz has developed innovative product names, taglines,
and branding strategies with "flawless recall"
for such companies as Univision, AMN HealthCare,
Proflowers.com, and Eagle Legacy Credit Union.
Marketing Expert And Professional Speaker
Delivering over 30 speeches a year, Liz motivates
her audiences to improve their own messages with
a dynamic blend of humor and energy born of more
than 25 years' experience. She has been called the
"Jerry Seinfeld of marketing" for her
ability to make organizations laugh at the marketing
mistakes few have noticed before.
Media Savvy
Liz has been tapped by CNN, NBC, ABC, CBS, PBS,
The New York Times, the Wall Street Journal, and
over 200 other media outlets for her whip-smart
quips and perspectives on marketing, branding, and
naming. She was the branding columnist for two years
for Entrepreneur magazine, and currently serves
as a contributing editor to the
publication.
Creator Of The Duh! Marketing Awards
Liz is the creator and author of the wildly popular
Duh! Marketing Awards, an electronic newsletter
that highlights the biggest marketing blunders as
well as a monthly "magic" counterpoint.
DUH! MARKETING: 99 Monstrous Missteps You Can Use
to Learn, Laugh, and Grow Your Business published
on April 1, 2006.
Join us for this exciting program with an expert
group of speakers. We look forward to seeing you
there!
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