*** Choose ALL FOUR for Maximum Value and Learning ***

How To Measure The Impact Of Different Customer Communications (Including Social Media) On Customer Outcomes

Using multiple communication approaches certainly makes customer communications more effective. However, it also makes it harder to isolate how much impact each element might have — especially the elements for which we are responsible. This small group, interactive workshop will use easily adaptable examples from several companies in different industries that used various research techniques to identify exactly how communications affected business outcomes. Examples also will show how much different elements, such as public relations, ads, collateral and events, contributed to the ultimate results, including ROI calculations.
Some of the techniques to be discussed include:

• Online surveys with sales representatives
• Interviews with high-level client executives around the world responsible for awarding multi-million-dollar contracts
• Pilot studies to measure outcomes in different markets where various campaign elements were used

Specifically, you will learn how to:

• Choose among different research approaches to isolate the impact of different communications on customer outcomes
• Ask the right questions to identify specific types of potential outcomes communications might be having
• Calculate ROI on an entire communication campaign

WORKSHOP LEADER: Angela Sinickas is President of Sinickas Communications, Inc., a consulting firm dedicated to helping organizations achieve business results through focused research and practical solutions. An award-winning organizational communicator since 1974, she has been measuring the effectiveness of communication since 1981. She wrote the manual "How to Measure Your Communication Programs" and has developed a range of Communication Audit Starter Kits on CD-ROM for communicators to conduct their own measurements, as well as 40, one-hour audio CDs on planning and measuring communication (www.sinicom.com). @sinickasa

Rave Reviews From Past Sinickas Communications Inc. Sessions:

"She was the best presenter of the whole conference. Very, very good
information and covered depth of subject."

"Very good. There was a great deal of information provided that can be
used immediately in my workplace."

"Fantastic—this will change my approach to planning and measuring immediately!"

"Very enthusiastic presenter. She made the issues clear and easy to grasp.
Measuring results seems possible!"

11:30 a.m. to 12:30 p.m.
Afternoon break/lunch on your own

How To Gamify Your Marketing Plan To Engage With Customers And Build Your Brand Relationship

Forbes says that just as nearly every brand and marketer now employs social media, soon they will use gamification -- game mechanics to motivate people, engage audiences and solve problems.

For most consumers the ‘language of games” – game dynamics, interfaces and interactions – have been with them since childhood. Add the instant community supplied by social networks to this framework for a potent and relevant arena to leverage.

This emerging trend of gamification helps marketers deliver meaningful experiences to customers; in organizational performance, education, self-improvement, social change, and brand relationships.

What does this mean for you and your business? As consumers seek more reward and more engagement from experiences and most long-standing marketing techniques lose effectiveness, brand communications need to be engaging enough so people stay focused on them for a longer period of time. What this requires is that marketers think through the brand experience as a self-led journey.

Specifically, this workshop will show you:

• A riveting big picture view of gaming’s impact on our culture
• Integrated, digital gamification campaign case studies from top brands
• Brainstorming to uncover the emotional currency of your brand
• An effective step-by-step framework for turning the ‘Elevator Pitch’ into the ‘Experience Pitch’
• Gamification processes to apply to your own business to engage audiences, change their behavior, and connect them
• How to plan for the next generation of data-driven consumers

You will apply the power of game messaging and thematic development to
your operational reality by:

• Discovering how declarative language creates competitive advantage.
• Learning how people remember and respond to “big themes” more than big ideas
• Inspiring and creating behavioral change one level at a time
• Understanding fun as a tool, not a by-product
  

WORKSHOP LEADER: Jim Wexler is Founder and President of Experiences Unlimited. Jim is a digital marketing expert and thought leader, helping top companies create digital experiences to deepen engagement, build relationships, and change behavior. As a speaker, he uses substantial Social Media, Gamification and digital marketing campaign case studies to support a big picture approach to how the digital landscape has changed the nature of work, business, and the human condition. As President of Experiences Unlimited in New York, he develops digital marketing strategies and campaigns to improve organizational performance, leveraging a track record in Marketing Ideation, Social Media, Branded Entertainment, Gamification, and emerging media and platforms expertise.

Known as the original pioneer of games as a media platform, Jim has put over 8 million advergames into play including first-ever game-based campaigns for General Mills, Coca-Cola, The GAP, AXA Equitable Goldman Sachs, and Johnson & Johnson. He is a thought leader on Gamification – using game mechanics to motivate people, engage audiences and solve problems.

Jim has been featured in BusinessWeek, Forbes, The New York Times and CBS News regarding digital brand experiences and is a columnist for TheCMOSite.com. He has a BA in Semiotics from Brown University.