Keynote: Citizen Marketers Author Ben McConnell
DAY 1 | April 26 | 8:30 - 9:30 a.m.
A solitary citizen today with a broadband connection and a few cheap tools has a better chance of influencing the public's perceptions of billion-dollar corporations than ever before. Blogs, podcasts and social networks are fusing pop culture with traditional marketing, and it's causing all manner of disruption. Author Ben McConnell defines who the citizen marketers are, what they want, their motivations and how to work with them -- plus what it means for organizations looking to work with citizen-created content.
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Brand Expansion
DAY 1 | April 26 | 9:45 - 10:45 a.m.
Your product launch was a success and it’s becoming a household name. Learn how to tap into your brand equity to expand your product line. Hear what drives decision making and product development from a company with more than 200 SKUs.
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Branding Through Story
DAY 1 | April 26 | 9:45 - 10:45 a.m.
Organizations often attempt to drive action by developing well crafted phrases and words. But simply put, it’s not what you say, it’s what you DO. Inspiring your customers (and your people) is about walking your talk, aligning your actions with your values, creating stories of action, in a fresh and compelling new way. In this interactive creative session you will learn how to use the heart of your own brand as a fruitful source of real, new stories to transmit your culture, generate new brand action, discover weaknesses, and stay aligned as you grow.
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Launching a New Brand
DAY 1 | April 26 | 11 a.m. - Noon
Experts say 9 out of 10 new businesses fail. That means succeeding in launching a new venture, not to mention creating a new category, is a one in a million success story. Learn from brands that have pulled it off …and are in the midst of their attempt.
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Taking Your Message on the Road
DAY 1 | April 26 | 11 a.m. - Noon
With audiences tuning out traditional advertising in droves, smart companies now take their product to the people. Discover the seven secrets of a successful mobile marketing campaign, and explore how a personal experience can expose new consumers to your brand and deepen existing relationships.
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Online Media
Cool Hunting
DAY 1 | April 26 | 1:45 - 2:45 p.m.
Sure, your press list includes traditional media, but what about bloggers and online news sites? Learn more about their reach and influence – and why they can’t be ignored.
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Funding Expansion
DAY 1 | April 26 | 1:45 - 2:45 p.m.
When is the right stage of your company’s growth to bring in outside capital? Should you get money from friends and family, or seek outside capital. How much of your company should you be willing to share? Learn from an expert the questions and considerations that should go into your growth strategies.
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Sustainable Packaging
Natural Marketing Institute
DAY 1 | April 26 | 3 - 4 p.m.
Many companies in the natural industry tout their contributions to reduce their environmental footprint. But how many consider their use of packaging on the waste stream? Join experts to talk about the latest innovations.
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Growth Without Compromise
DAY 1 | April 26 | 3 - 4 p.m.
Building your brand for growth doesn’t have to mean compromising your values. Learn from the CEOs of these fast-growing companies how they’re maintaining the intent behind their brand, while bringing their products to the masses.
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Keynote: Trends Affecting Health and Wellness, Hartman Group
DAY 1 | April 26 | 4:15 - 5:15 p.m.
Laurie Demeritt, president of the respected Hartman Group research firm, is back to share fresh results from new studies on today’s consumer – how they view the world, their search for balance, and their attitudes toward health and wellness. A canŐt miss presentation for anyone looking to make authentic connections.
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Speed Networking Event
DAY 1 | April 26 | 5:30 - 6:30 p.m.
What is Speed Networking?
How often have you waited in line to talk with a speaker, only to have the clock run out and miss your chance? Here’s your opportunity. Sign up for five precious minutes with up to 3 of our Kitchen Conference experts on everything from sonic branding to living your values.
How do I sign up?
Sign up is at the registration desk and available on a first-come, first-served basis. We have a limited number of “dates” available with Kitchen speakers, so please sign up for only 3 sessions to give everyone a chance for some one-on-one time. When you sign up, be sure to pick up your “ticket” that includes your time and number so you remember when to show up for your date.
When and where is it?
Speed networking starts promptly at 5:30 p.m. in rooms C123-1254. Don’t be late!
How does it work?
When you sign up at registration, we’ll give you a ticket with a number and time on it for the one or two sessions you choose. Arrive a few minutes prior to the allotted time and listen for the bell that starts your time slot. When we ring the bell again, move on so the next attendee can have a date, too. The speakers will stay put.
How can I take advantage of this time?
Five minutes is not a lot of time. We’re hopeful you can make a new connection and start a dialogue that can be continued later at the conference if not beyond. Be sure to bring your business cards to share.
Three Simple Rules
1. Be brief, be bright, be bold – you only have five minutes with your expert.
2. Once the whistle blows, you’ve got to move on. Join the cocktail reception that starts at 6 p.m. for mixing and mingling.
3. Don’t overwhelm your date. This is a time for relationship building, not sales pitches.
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Keynote: Organic 2.0 Predicting the Future of Organics
DAY 2 | April 27 | 8:10 - 9 a.m.
Can a legal discussion be interesting? Yes, if you’re hearing from Jay Friedman, former vice-chair of the original National Organic Standards Board. Jay, widely acknowledged as the preeminent expert on organic regulations, will share his insight and observations about the legal environment for organic claims, as well as the policy trends in Washington and the rest of the world. An attorney practicing law at Covington & Burling LLP, Jay oversees the largest organic products practice in the U.S., representing some of the largest brands in the industry.
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Keeping It Real
DAY 2 | April 27 | 9:15 - 10 a.m.
One brand is setting the standard for keeping it real – and fun. Hear how Amazon Advertising, Kashi’s agency of record, is keeping the company on mission, without getting preachy. Co-owner and Creative Director, Lyndon Pearson will share the inspiration behind the company’s clever, consistent approach, which engages consumers through online community, educational content and voting (Does Jeff have to eat the box?), and an advertising campaign that highlights the individuals behind the brand.
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Growing Green
Organic Valley Farms
DAY 2 | April 27 | 9:15 - 10 a.m.
Not all consumers care about green messages. Learn how several brands have integrated sustainability messages to build brand loyalty and differentiate their companies.
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Sensory Branding
DAY 2 | April 27 | 10:15 - 11 a.m.
When most people think of branding, they’re likely thinking about a logo, packaging or ad campaign. What about music? Or scent? Or retail experience? Learn how this new form of branding can apply to your company.
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Communicating in Crisis
DAY 2 | April 27 | 10:15 - 11 a.m.
No one wants a crisis, few actually put a plan in place and many never come through to see the other side. But during a lead scare last year that prompted the recall of thousands of chocolate bars, Dagoba maintained its brand loyalty. Learn from the company’s founder how his team averted a crisis, and what you should do to prepare.
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Marketing to Women
Reach Group Consulting, co-author of Don't Think Pink
DAY 2 | April 27 | 11:15 - Noon
We all know that women make most of the household purchasing decisions. With so many people vying for their attention, how do you reach them?
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State of Organics
DAY 2 | April 27 | 11:15 - Noon
There are significant movements to advance organic agriculture in North America. Learn what’s happening and why it’s important.
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