Friday, June 11
10:45 a.m. - 12:00 p.m.
Brand Strategy & Positioning
Global Truths & Local Actions: Brand Positioning and Tracking in Developing Markets
Judith Franciotti |
Melanie Appleby
|
PRC: 1.25 Contact Hours in Business
This presentation will showcase the extensive brand development research conducted across multiple developing markets in order to establish the global "truths': vs. the local differences, before a global brand equity tracking program was established. The presentation will illustrate the key lessons learned in establishing a successful global brand equity tracking program that meets the needs of multiple stakeholders, ensuring buy-in at both a global and local level. The presentation will demonstrate the innovative "split-service" model that was employed, to encourage collaborating working and shared learning across Pfizer's global agency suppliers. The presentation will also highlight how the successful implementation of results has been shaped via various "activation" techniques, ranging from action-oriented reports, advanced analytics and workshops to film summaries and a central online "hub" to share global learning. It will demonstrate how these have impacted the business, through shaping positioning and communication plans.
Research Methods
Qualitative Trends & Innovations-Views from the Inside Track
George Sloan Rick Seale, PRC |
Diane Trotta Jim Bryson |
PRC: 1.25 Contact Hours in Research
The qualitative arena is changing faster than ever - with new methodologies and technologies, new ways of doing business, as well as the morphing demands on the part of End Users and clients. Who better to identify these trends and their implications to the industry than the people who live and breathe it every day - the facility owners? Facility owners, as partners with consultants and their clients, are in the unique position to see what many clients and consultants are doing today across a broad range of categories and topics. This session is designed to facilitate a dialog about these trends and innovation. Panelists will share the inside scoop on how clients buy fieldwork today, what specific qualitative methods are increasing or declining, how physical facilities are changing and how they address the professional respondent issues that are facing the industry.
Through the eyes of facility owners who are experts in qualitative research and true partners of qualitative research consultants and their clients, their views are highly valuable to other owners and facility personnel as well as clients who are the methodological decision-makers in their companies.
Importantly, the panel represents owners who have a special perspective on industry trends. Several are qualitative research consultants (QRCs) who moderate interviews around the country. Thus, they represent the views of both client and supplier.
Expand your knowledge and learn from the experiences of a panel of highly respected facility owners as they share what they have learned from the wide variety of projects that they oversee day in and day out - and what they have done and are looking to do in the future in order to keep up with the ever-changing demands of the industry. Come prepared with your observations and questions for this highly interactive session.
Customer Engagement
Wowing the Customer: What Matters Most
Melissa VanRyzin |
Kristine K. Burnaska |
PRC: 1.25 Contact Hours in Business
Understanding and knowing how to wow a customer is a goal of companies and analysts alike, one that will allow them to take customer experiences to the next level benefiting the customer and the company. This session will look at who Gallup has identified as the four types of customers. Attendees will leave this session with an understanding and knowing of what aspects are involved in the customer experience. Attendees will have a look at the various aspects of a customer's dining experience; this session will describe the six key components to understanding and evaluating it. This session will answer the question, how do you engage customers? And it will look at engaging employees and how hospitality is a key differentiator of customer service. By the end of this learning session, participants will be able to understand engagement - what it means to engage customers and employees, a holistic approach to engagement, understand the impact of engaging customers and evaluate customer engagement.