WEDNESDAY 10:00 AM - 11:30 AM
Track: Marketing & Sales90 Minute Session
W3025
Integrated Marketing Strategies for New Product and Brand Launches
Launching a new brand or product is a significant investment in both R&D and manufacturing. A successful launch requires a strategic, multi-channeled plan to establish brand identity, solidify brand meaning and messaging, and generate a response. Marketing messages need to reach our target audience more than eight times in order to resonate. Message strategy, creative strategy, and channel strategy all come together to bring the right message to the right audience at the right time. Events are an EXCELLENT tactic to include in brand launch plans because of the self-selected audience and the excitement that accompanies an event experience. This session is ideal for new marketing managers and event marketers looking to better understand their brand and product colleagues. Specific topics include:
• Review brand building theory
• Identify efficient brand or product launch approaches
• Explore message strategy and creative strategy
• Discuss the importance of timing to increase the likelihood your audience will be receptive
• Understand the criticality of face-to-face marketing in brand or product rollouts
• Review brand building theory
• Identify efficient brand or product launch approaches
• Explore message strategy and creative strategy
• Discuss the importance of timing to increase the likelihood your audience will be receptive
• Understand the criticality of face-to-face marketing in brand or product rollouts
CTSM Candidates with 5 or more years of experience may
take this session in place of certain five-digit required sessions, with prior approval.
FACULTY:
Ellen Kaminski, president and COO, Exhibit Concepts, Inc.
Ellen Campbell-Kaminski is President and COO of Exhibit Concepts, Inc. (ECI) and oversees the company's sales and marketing, strategy, and development of new products and services. Prior to ECI, Ellen held executive positions in marketing and business development for software and information services companies. Ellen holds a BA in Communications from the University of Pennsylvania and an MBA from Georgetown University. She teaches at the University of Dayton and speaks on branding and marketing effectiveness.
Connect with Ellen Kaminski:
Additional sessions presented by Ellen Kaminski:
S3062 Humanize Your Target Audience with Attendee Personas
T3038 The Importance of Brand Continuity in Face-to-Face Marketing
T3048R Sales and Marketing Alignment: How to Get - and Stay - on the Same Page
Ellen Kaminski, president and COO, Exhibit Concepts, Inc.Ellen Campbell-Kaminski is President and COO of Exhibit Concepts, Inc. (ECI) and oversees the company's sales and marketing, strategy, and development of new products and services. Prior to ECI, Ellen held executive positions in marketing and business development for software and information services companies. Ellen holds a BA in Communications from the University of Pennsylvania and an MBA from Georgetown University. She teaches at the University of Dayton and speaks on branding and marketing effectiveness.
Connect with Ellen Kaminski:
Additional sessions presented by Ellen Kaminski:
S3062 Humanize Your Target Audience with Attendee Personas
T3038 The Importance of Brand Continuity in Face-to-Face Marketing
T3048R Sales and Marketing Alignment: How to Get - and Stay - on the Same Page
