May 1st, 2010

MarketingCamp Philly is a blended unconference.  The first half of the day will have a set schedule of speakers and the second half of the day will be BarCamp style attendee-generated content. Descriptions of the morning sessions are listed below.

Aaron Haydn McLean, Eight Eleven Inc.

Marketing Strategy – Brand Positioning – Key Messaging

Traditional marketing strategies for brand positioning, key messaging, point of differentiation, brand experience with a twist/spin on social media, customer engagement, etc., in the B2B space or consumer space.

Chuck Hall, Your Marketing Exec, LLC

If Everybody Ain’t Marketing…

“If Everybody Ain’t Marketing…” combines an intellectual and practical perspective on how to get everyone in an organization fully engaged in marketing to help the business prosper. We will explore traditional marketing and new marketing and discuss how to blend them successfully in an age where, as labeled by Clay Shirky “Here Comes Everybody.”

Participants will be asked to reflect on their own marketing experiences and consider marketing actions they can begin taking in their organizations immediately.

The presentation will be guided by my perspective as a marketing professional with more than 25 years of experience, holder of a master of science degree in organizational dynamics from the University of Pennsylvania, and a business consultant who works with entrepreneurial businesses.

David Levy, GrowthFactorX

The Ad Agency of the Future. What will it look like?

Current ad agency structure is lagging behind the rapid digital/social media changes and new customer demands for data driven results. There is a widening chasm between the traditional and digital agencies. Adaptability and need for agile structural innovation appears to be a sound direction for agencies to pursue, in order to deliver the leadership and diverse expertise that clients will demand moving forward.

How will the industry adapt to these changes?

Lance Bachmann, 1seo.com

Does SEO make sense for your marketing campaign?

An exploration of the need for and use of search engine optimization in your marketing efforts. Should you use SEO? Why? How to evaluate which SEO methods to use and how to implement and incorporate them into your overall marketing strategy.

Leah Howse, Empowerment Group

Marketing Six Businesses on One Budget

More than a year ago, Empowerment Group decided it was time to change the way we market our signature event, Entrepreneurship Week. We knew one thing as we entered our fourth year: the Week wasn’t about us, as an organization, but about the successes of our entrepreneurs and their businesses.

We also knew that our entrepreneurs, and their stories, were the single most motivating factor in inspiring others to follow their footsteps. So, we reached out and chose five all-star EG entrepreneurs, and we photographed them, interviewed them, and designed an all out marketing blitz for Entrepreneurship Week—featuring their businesses.

The 2009 campaign was so successful, and noticed by so many entrepreneurs, that we began regularly getting the question: how can that be me and my business?

When 2010 Entrepreneurship Week planning time came around again, the concept was a no brainer: My Block, My Business. We placed an open call for essays and asked Philadelphia’s entrepreneurs: Why Philadelphia? The top four essays went on to win up to $2,600 in free advertising for their business, and the fifth annual Entrepreneurship Week had its strongest marketing campaign yet.

Melinda “Smallbizlady” Emerson, MFE Consulting, LLC

How Develop a Rain Making Marketing Plan

Is your business pipeline steady or full? Do you have consistent sales techniques? Do you market your business with what’s left at the end of the month? Do you have multiple revenue building activities? These are just some of the questions Melinda Emerson will help you answer to make it rain money in your business.

This workshop will walk attendees step-by-step through Melinda Emerson’s system for how to develop and execute a rainmaking marketing plan.

Here’s what is packed into the workshop;

• Who’s your niche customer?
• Resources vs. Revenue Goal
• How to Cultivate Your Network
• Target 25 List
• Understanding Sales Cycles
• How to evaluate your marketing plan
• What most marketing plans don’t work?
• The Storm Starter technique

I. Do You Understand the Purchase Logic of Your Customer?

II. What Do You Need to Make Every Month?

III. Who Can You Call?

IV. Making it Rain

V. Your Action Plan

Michael Leis, DraftFCB

What’s Old is New Again: Narratives in Marketing

The new era of marketing is about converging technology, narrative forms, and visual design techniques. In this talk, we’ll cover poetry, film convention, screenwriting, and APIs to give you a new insight into what audiences want, and how you can deliver useful, immersive, persuasive campaigns.

Steve Red, Red Tettemer

Change is Good (keynote)

The world changes by the clock tick. As consumers gain new ways to connect and express themselves, what’s good for a brand this morning, might work against them this afternoon. Technology blasts forward relentlessly giving consumers more access and more power to affect the world around them. Influencers can influence; evangelists can evangelize; musicians, artists and authors can publish and distribute; ideas can become movements; all at breakneck speed and with breathtaking ease.

So here’s the deal. Brands and agencies don’t need to just understand the changing space around them, they need to be able to work in it. They need to be willing and able to innovate and execute step for step with legions of consumer provocateurs, enthusiasts and pot stirrers. Forgo plodding productions and armies of subcontractors and consultants. Stop over testing, second guessing, and living in a land of onion charts and statistical babble. See the sliver of opportunity…or face down the challenge. Adjust. Execute.

Our agency’s not only learned to live in a permanent state of change, we’ve embraced change, wrestled it to the ground and had our way with it—on budgets that would make most agencies and production companies snort and back slowly out of the room.

We know how to get shit done in a world where shit happens. An agency with hybrid creatives and a DIY, damn-the-torpedoes attitude. This is an interactive session about how to live in…and love a world that won’t stand still.

Veronica Wentz, GreaterPhiladelphia Tourism Marketing Corporation (GPTMC)

The Big Picture: Marketing Philadelphia and The Countryside

Greater Philadelphia Tourism Marketing Corporation’s presentation will demonstrate the multiple marketing strategies, tools and applications utilized to make Philadelphia and The Countryside^® a premier destination through marketing and image building that increases business and promotes the region’s vitality.

GPTMC’s integrated marketing approaches will be explained to show how our great region is “sold” to potential visitors. While advertising is a great vehicle for us, it’s even better when combined with public relations, a strong Web presence and social media. The presentation will show how all of our departments work on multiple campaigns to ensure that our message is heard loudly and repeatedly in all of the places our consumers may be listening.

The presentation will delve into the marketing strategies and tactics including:

• Traditional media – TV, print, outdoor
• Social media – blogs, Twitter, Facebook, YouTube, etc…
• Public relations and communications
• Market research to identify and reach new and diverse audiences
• Philadelphia’s brand components
• Economic impact
• Challenges and opportunities
• And walk through the elements of an integrated campaign