Actionable Digital Interaction

The future is now when it comes to integration. It’s obvious that there are now more ways to engage consumers than ever.  According to the Kroger Company, who faces every challenge as an opportunity, this gives marketers a chance to truly engage with customers and to build lasting relationships.

In 1883, Barney Kroger started a service and value based grocery store in Cincinnati. Over 120 years later, the company continues to interact with its customers; however, the interaction has changed. Today, online promotions have allowed consumers to interact with the Kroger brand. Likewise, the Kroger brand has used this form of marketing to deliver valuable messages and opportunities to its customers while collecting indispensable consumer data.

Over the last two years, Kroger executed an extremely effective online promotion, “Design a Reusable Bag” sweepstakes. This promotional sweepstakes allowed Kroger to achieve their brand building and marketing objectives. Together, Darrell, Ben, and Michael will share the strategic and tactical practices that were used to execute this campaign – from design, to analytics, to measurement and results.

During this lunch you will learn:

1. How to appeal to a mass market on an individual basis by integrating promotions with traditional marketing strategies
2. How you can deliver important brand and marketing messages through online promotions
3. How business intelligence gained through web-based engagement will shape future consumer interaction

Speakers
Darrell Sandefur
Darrell has over 21 years of IT experience with IBM, Union Pacific Railroad, Kroger (last 5 years) and a few other private and public organizations.  Darrell is the Board of Directors VP for the CA|Wily Global User Community, sits on the CA User Community Advisory Board, and co-chairs the Cloud Computing Committee for the Association for Retail Technology Standards (ARTS) division of the National Retail Federation (NRF).  Most recently, he presented role-based web analytics key performance indicators to the Cincinnati chapter of Web Analytics Wednesday.

Ben Melillo
Ben has gained interactive and marketing expertise working in the funeral industry, with large CPGs, and most recently Kroger’s Interactive Marketing Group (last 2 ½ years).  He currently manages all Kroger websites, interactive media, and promotional activities.  Ben works internally with various Kroger divisions and departments as well as manages several agency relationships.  He has an MBA from Ohio University and lives in the beautiful West Side of Cincinnati.

Michael Stich
Mchael is Director of Strategic Planning for Bridge Worldwide, a WPP interactive and relationship marketing agency. Michael and his team provide clients with distinctive interactive strategies for optimal business growth, including specialization within e-commerce, analytics/measurement, digital retail, and relationship marketing. Michael holds a B.S. in Computer Engineering from Tufts University and an M.B.A. with Marketing focus from the MIT Sloan School of Management.

When:
Friday, September 18, 2009

Where: NEW LOCATION!!
Cintas Center at Xavier University
1624 Herald Avenue
Cincinnati, OH 45207
Directions

Time:
11:30 am – 12:00 – Registration & Networking
12:00 – 1:15 – Lunch and program

Cost:
AMA Members
$30 for Reservations made by September 15
$35 for Reservations made after September 15
AMA Student Members – $10

Non-Members
$45 for Reservations made by September 15
$50 for Reservations made after September 15

Menu – TBA
(To request a vegetarian plate, indicate in the comments box in the registration payment form.)