II Forum Integrated Marketing

27.04.2010 - 28.04.2010

Hotel Polonia Palace, Warszawa

II_Integrated_Marketing_Forum.pdf

Wstęp
Program
Prelegenci
Warunki uczestnictwa
Zarejestruj się

Wstęp

THE BIGGEST ANNUAL MEETING OF MARKETING SECTOR

1+1=3 — how to reach more than average sales results by integrated marketing activities
Effective methods of multichannel communication management
Nonstandard marketing tools: virus marketing, branded entertainment and social media — effective messaging in the era of a very demanding customer
Crowdsourcing, WEB 3.0, loyalty programs — business ground meeting (real and virtual)
Integrated marketing — where is the success factor. Marketing Directors’ strategies

Why is it worth to participate :

Marketing of toady is a integrated system which not only fulfils the needs of a client but also influences them and creates new
2nd Integrated Marketing Forum is the most important meeting of marketing experts responsible for strategy, creation and communication. During two-day session we will exchange experience on classic marketing, reasons and directions of changes, clients’ characteristics based on incentives that

Who should to participate:

PARTICIPANTS’ PROFILE OF THE FIRST EDITION OF THE FORUM:

Board of Management 23%
Marketing Directors 15%
Marketing Managers 40%
Others 22% (communication, sale, customer service departments)

I encourage you to participate in the Congress
Bartosz Kaczmarczyk - Project Manager

Details:
tel.(22) 333 97 77
fax.(22) 333 97 78
e-mail: info@informedia-polska.pl

I encourage you to sponsor our event:

tel.(22) 333 97 87
fax.(22) 333 97 78
e-mail: sponsoring@informedia-polska.pl

Program

27.04.2010, Tuesday

Forum Moderator —Piotr Pokrzywa, SMB

09.30-10.00

Registration, morning coffee

Integrated marketing beyond the borders

10.00-11.00

Expanding out of Poland —what are the opportunities and how to research these?
Alastair Tempest, FEDMA

Economic downtowns offer new possibilities —looking outside your own market
Researching the possibilities for expansion —the 3 P’s (product, placement, price)
What response rates, etc, are there guidance (benchmark studies, etc)
Other issues (language, currencies, laws etc.)

The latest trends in communications with clients

11.00-11.30

Using the potential of e-marketing in marketing communication
case study Fanta
Maher Eldaly, Coca Cola Poland Services

E-communication, aims and opportunities
Examples of effective e-communication
Examples of Product Integrated Marketing Communication

11.30-12.00

The role of leadership in integrated communication implementation
case study Maspex
Adam Mikołajczyk, Maspex

What differs setting target and specifying behavior?
Why to implement integrated communication and who should be engaged in it? What are the needs of team members? Is it necessary to fit to them? Possible traps
Is the role of team member implementing integrated communication well understood?
Aims — which indicators measuring implementation effects to choose —SMART principle

12.00-12.20

Coffee break

12.20-12.50

Managing multichannel communication with a client
Tomasz Wasilewski, QXL Poland Sp. z o.o. (Allegro)
Tomasz Łapa, QXL Poland Sp. z o.o. (Allegro)

How to integrate traditional media: direct-mail, web communication, personalized cannels with other marketing tools
How to match e-marketing strategy with specific clients
Effective integration of spread data resources
case study Allegro.pl

12.50-13.20

Learning your clients’ personality as the best way for effective communication and building satisfaction
Mariusz Trojanowski, Management Faculty, Warsaw Univercity
Paweł Wójcik 4P Research Mix Nowe media

Charts of character and preferable message
Researching the personality of a Polish client

13.20-14.20

Lunch

Key legal aspects of marketing activities. New regulations

14.20-14.50

Personal data protection vs. marketing activities
Panel discussion
Pannelists:
Andrzej Lewiński, Deputy General Inspector of Personal Data Protection
Piotr Pokrzywa, Direct Marketing Association in Poland (SMB)

Collecting, processing and sharing data for marketing purposes
GIODO principles and the latest bills

14.50-15.20

Product placement legalization, liberalization of rules for advertising emission. The most recent amendment in the advertising law
Małgorzata Zielińska, FKA Furtek Komosa Aleksandrowicz Law Office

The differences between product location, sponsoring and advertising
Current regulations on product location
When PP will be possible. The most recent amendment in the advertising law
Legal risks related to PP usage and how to secure against them

Social&networking media as new areas of activities

15.20-15.40

Social media, a brand in the role of content provider
Michał Brański, o2.pl

Social media success mix, basic strategies for brands in social services
A chance for the comeback of brand TV and other forms of brand presence as content provider

15.40-16.00

Coffee break

16.00-16.30

Community in the web and BTL
case study Shell-Gas
Małgorzata Kotarba, Shell-Gas

How to introduce participants of BTL activities into web interaction?
E-PR communication WOM of BTL activities
Balance between community and sales factor in BTL activities

16.30-17.00

Brand synergy in advertising campaign —how to effectively reach target group
case study Facebook
Paweł Karaś, Arbo Interactive

Modern marketing tools in the Internet —what to invest, what is worth using
Differences and similarities in campaign planning, display and SEM

17.00-17.30

Web 3.0: blogs, computer games, social net —places that are worth to be in
Panel discussion

How to effectively create your image by corporate blogs and in social networks
Can a blog became an income generator?
Computer game as advertising platform —how to gain clients through fun
Crowdsourcing online: experiment or standard

17.30

The end of the first day of Forum, refreshments

28.04.2010, Wednesday

Forum Moderator —Piotr Pokrzywa, SMB

09.30-10.00

Registration, morning coffee

10.00-10.40

From lightbulb to electricity
Jessica Spence, Kompania Piwowarska

Reframing the way we think about the web
Making digital a foundation of our activation rather than another media channel
Leveraging digital to drive communication & consumer insight

Client in the center of marketing strategy

10.40-11.10

How to create marketing activities so that they are more pro-consumer
Patryk Góralowski, Microsoft
case study Microsoft

• How to best engage clients in promotional campaign
• Promotion and its educational aspects —encouraging to undertaking creative activities and supporting positive social trends

11.10-11.40

The role of loyalty program in building marketing strategy
case study
Hubert Łącki, Market Share

Panaceum for everything? Truths and myths about loyalty programs
How to convert increasing popularity of loyalty programs into business success
Best ways for gaining clients’ loyalty and most effective to lose it

11.40-12.00

Coffee break

12.00-12.30

Crowdsourcing —how to engage the world in brand building process
Konrad Jerin, Futopia.pl

Nonstandard advertising and PR activities
How to effectively complete a campaign supporting the brand using clients’ groups

New Media

12.30-13.00

New media in strategy and communication
case study Unilever
Aleksander Śmigielski, Unilever

Communication first
How and which media to use
Trends in using modern media in marketing strategy

13.00-14.00

Lunch

14.00-14.30

1% -the Internet as a public service institution
case study Agora/gazeta.pl
Bartosz Wysocki, Agora

Web as a ’most’ measurable medium —are we sure?
Clients’ expectations and deliverance
Users’ expectations and advertising content
Click vs. branding

14.30-15.00

Strategies of advertising product development based media synergy
case study TVN
Maciej Ziąbrowski, TVN

Main trends on the market and possible scenarios of development
Evolution of advertising media role in the context of changes taking place on the market

Effective integrated marketing = lavish sales results

15.00-15.30

1+1=3. How to reach more than average sales results by integrated marketing activities
case study Kompania Piwowarska
Bartłomiej Wyszyński, Artegence

Basic success factors of a thoroughly thought-of strategy

15.30-15.45

Coffee break

15.45-16.15

Should a salesperson be the only element of integrated marketing
case study Coccodrillo
Marcin Gieracz, Coccodrillo

What does a brand communicate and what communicates a company
A leaflet vs. an employee —how is being heard by a client
How a salesperson, trade representative can disturb or help the brand

16.15-16.45

The touch point of Push&Pull —brand identification in the point of sale
case study Wieneberger, Saniec Koło
Grzegorz Osóbka, Umbrella Marketing Agency

The meaning of product display in the decision making process of the buyer
What do we really use for display standardization
A dictionary of a sales representative vs. a dictionary of a brand

16.45

Summary of the Forum and handling out the certificates

Prelegenci

Alastair Tempest
General Director, FEDMA

Jessica Spence
Vice-president of Marketing, Kompania Piwowarska

Andrzej Lewiński
Deputy General Inspector of Personal Data Protection

Piotr Pokrzywa, General Director, SMB
FORUM MODERATOR

Robert Biegaj
Commercial Director, INTERIA.PL

Patryk Góralowski
Windows Consumer Product Marketing Lead, Consumer&Online,

Marcin Gieracz
Marketing Director, Coccodrillo

Michał Brański
Co-Founder and Member of a Board, o2.pl

Paweł Karaś
Head of Facebook Sales, ARBOinteractive Polska

Konrad Jerin
Chief Editor, Futopia.pl

Maher Eldaly
Marketing Manager My Flavours & Powerade, Coca-Cola (Poland, Czech Republic, Slovakia, Lithuania, Latvia, Estonia)

Dr Mariusz Trojanowski
Management Faculty,Warsaw University

Małgorzata Kotarba
Marketing Director, Shell Gas, Member of Management Team

Dr Grzegorz Osóbka
Owner of Umbrella Marketing Agency, Marketing Group

Artur Potocki
Vice-President of a Board, Interia.pl

Maciej Ziąbrowski
Strategy and Research Director, Advertising Product R&D Department, TVN Group

Adam Mikołajczyk
Marketing Director, Maspex

Bartosz Wysocki
Key Account Director in Internet Segment Sales Department, Gazeta.pl Group

Tomasz Łapa
Marketing Senior Specialist, QXL Poland Sp. z o.o.

Paweł Wójcik
Vice-President of a Board, Market Research Agency 4P research mix

Tomasz Wasilewski
Marketing Project Manager QXL Poland Sp. z o.o. (Allegro)

Małgorzata Zielińska
Lawyer in Intellectual Property Law and Modern Technology, FKA Furtek Komosa Aleksandrowicz

Bartłomiej Wyszyński
Director of a Startegy, Artegence

Hubert Łącki
Partner, Strategic Director Market Share Agency

Aleksander Śmigielski
Media Director CEE, Unilever

Warunki uczestnictwa

Terms & Conditions:

The cost of one person participating in the Forum
amounts to:
The price: 2995 PLN + 22% VAT at the registration before January 6th of April 2010.
The price: 3495 PLN + 22% VAT at the registration
after January 6th of April 2010.
The price includes lectures, conference materials,
coffee breaks, and lunch.
Sending, by fax or e-mail, a filled out and signed
participation form to Informedia Polska shall be
regarded as concluding a binding agreement
between the sender and Informedia Polska. A proforma
invoice shall be normally issued and sent by
fax after the reception of participation form.
We kindly request that you transfer the payment
amount within 14 days of sending your notification,
but not later than the first day of the Forum.
Payments should be transferred to the following
bank account:
FORTIS BANK POLSKA SA,
ul. Suwak 3,Warszawa
PL 94 1600 1127 0003 0123 0355 2001
Resignations from participation should be sent by
registered mail to the organizer's address.
If you resign from participation beforeApril 6, 2010,
you will be charged with an administrative fee in the
amount of PLN 450 +22%.
If you resign from participation after April 6, 2010,
you will be charged 100% of the participation fee.
If you do not cancel your notification and do not
take part in the Forum, you will be charged 100% of
the participation fee.
Not making the payment shall not be regarded as
synonymous with resignation from participation.
Another employee of the company may participate
in the Forum instead of the person sending the
notification.
The organizer reserves the right to introduce
changes in the program agenda, and to call off the
Forum