Contagious is delighted to announce the second programme of our Now / Next / Why session, where we will be sharing our thoughts on Brand As Interface:
Brands have always existed as a recognisable conduit for a company's marketing messages, but now they need a more meaningful and productive reason for existing. They can and should be an interface through which content, services and our general experiences of daily life are made better.
Join us for a morning where we will explore:
Marketing As Service Design /
With only 8% of consumers believing that brands provide 'superior' customer services, it's time for marketing to take a lead in addressing the customer's experience of a brand before, during and after the sale. By adopting a service design philosophy to advertising and marketing, brands are more able to innovate, create better customer experiences and grow business.
The New Loyalty /
Once characterized by a selection of plastic cards you forgot you had and points you never remembered to redeem, the loyalty scheme of old has radically evolved. While traditionally restricted to flight purchases or the weekly shop, a number of apps are now mapping social activity to loyalty programmes and adding an element of recompense to a diverse range of everyday activities. Topguest rewards Instagram photo-sharing; Chatterfly gives you loyalty points from shopping at small businesses; Viggle rewards you for watching TV; and Shopkick rewards a variety of bricks-and-mortar retail activity, from trying on a shirt to entering a shop. Loyalty schemes are also increasingly layering-in gaming dynamics, with Nike in Hong Kong, for example, launching a campaign that rewards people for undertaking a series of tasks and putting up status updates and photos on Facebook. In this section of NNW, Contagious takes you through a selection of case-studies which demonstrate the ways in which the loyalty space is evolving and analyses the future of successful loyalty schemes.
Sponsorship Activation & Amplified Live /
The time we spend interacting with entertainment is often precious and pure. Distractions are not necessary, nor appreciated. Finally, a new generation of brands is beginning to reimagine the art of sponsorship activation, justifying their ticket to the game not just with a bulging wallet, but with a genuine offering to enhance, improve and augment the experiences for fans.
Contagious will showcase how and why brands are adding value for fans, not noise. From Coca-Cola turning an exclusive corporate box at a football ground into a dormitory for cash-strapped fans, to Kopparberg's music festival playlist app on Facebook, brands are making their sponsorship dollars work harder to become an indispensable part of the events they support.
ReCoding Luxury /
Digital technologies, and social in particular, pose awkward questions of luxury brands. Can the cheap thrills and spontaneity of our hyper-connected, Twitter-fuelled, internet-enabled Insta-media ever be relevant to a brand culture that places a premium on exclusivity and timelessness? After a hesitant start, however, some luxury marketers are identifying innovative ways to build additional value and resonance around their brands thanks to the tools - and the connections to people - that digital has afforded.
Whether it's packing guides to help the most hapless holiday-goer from Louis Vuitton, or Harrod's crowdsourcing its upcoming collections on Facebook, Contagious will show how this segment can find new ways to create luxury experiences and services to help bring people closer to the unique experiences and lifestyles they aspire to.
Social Significance /
Brands that show genuine leadership by embracing social development alongside their business goals are increasingly demonstrating the power of commerce for good. Better still, they're also attracting loyal consumers who want their spending to have an impact beyond enriching shareholders. Contagious will examine the companies that put social significance hand-in-glove with enterprise and success. Examples will include smaller companies that have a people-first approach at inception, such as streetwear clothing brand LUTA, as well as established players such as Coca-Cola, GE and Nike, that are willing to step in where their infrastructure and acumen can benefit communities and even whole countries.
We'll be joined on stage by industry experts who will share their insights and experiences of the topics in question. We'll also be introducing our bite-sized flash talks 'So Anyway...' and opinion sharing in the form of Contagious Provocation.
(subject to change)
8:30 / Arrival and Registration
9:30 / Welcome by Paul
9:40 / Marketing as Service Design by Paul Kemp - Robertson & Nick Parish
10:15 / Bob Kupbens, Delta Air Lines
10:35 / The New Loyalty by Arwa Mahdawi
11:05 / Q&A
11:15 / Break
11:40 / Sponsorship Activation & Amplified Live by Will Sansom and Nick Parish
12:20 / Aurelie Patterson, Evian
12:40 / Luxury ReCoded by Dan Southern
1:10 / Social Significance by Georgia Malden
1:30 / Q&A
1:40 / Wrap Up & Close by Paul Kemp-Robertson
Early Bird offer / $395
Standard rate / $425
Special subscriber rate / $370
Group offer / Buy 3 tickets, get the 4th half price.
Tickets are on sale through eventbrite or if you are a Feed or magazine subscriber then please email firstname.lastname@example.org for a booking form or download it here: Download a Booking Form.pdf