Conference Agenda
Thursday, October 15, 2009
7:30 AM - 8:00 AM
Conference Registration and Continental Breakfast
8:00 AM - 8:15 AM
Chairman's Opening Remarks
8:15 AM - 9:00 AM
Keynote Address
Driving Brand Marketing Transformation
The Capital One brand has been on an extraordinary journey over the past 10 years--from little known monoline credit card provider to one of the nation's top 10 banks based on deposits. Learn how Capital One managed this brand transformation, through the development of distinctive positioning, unmistakable advertising and an unrelenting commitment to innovation. Get insights on how to manage brand transformation for an evolving organization, leverage integrated marketing across touchpoints, and drive brand marketing strategy and innovation in today's economy.
Peter Horst
Chief Marketing Officer
Capital One
9:00 AM - 9:45 AM
Keynote Address
Frank Sottosanti
Chief Marketing Officer
BBVA Compass
9:45 AM - 10:15 AM
Networking and Refreshment Break
10:15 AM - 10:45 AM
A Window of Opportunity to Change the Paradigm
Most people think of Best Buy as the world's leading consumer electronic provider and where you get 'the cool stuff'. However, when you dig a little deeper you find that Best Buy is innovating in more ways that you might imagine. In addition to revolutionizing the mobile phone buying experience and optimizing consumers experience with the gadgets, Best Buy has recently been adopting its innovative customer centric approach to financial services with exciting results.
Mark Williams
President, Financial Services
Best Buy
10:45 AM - 11:15 AM
Behaving Your Way Back to Trust
Consumer trust in banks is at historic lows and yet, it is a one of the cornerstones required to acquire and deepen relationships with clients. Given the recent debacles and failures within the financial services industry, it's not difficult to see why trust levels have eroded. What's more important is to understand how significant of a factor trust plays in your banks ability to drive profitable revenue growth and what your bank should and should not be doing.
Dean Ilijasic
SVP, Director of Client Insights & Retail Strategy
KeyCorp
11:15 AM - 12:15 PM
Why and How They Buy
A consumer's decision to purchase financial services is unlike that of any other retail category, in that the products themselves have been "low salience" historically, and the customer's "open to buy" episodic at best. This panel will discuss the triggers, influences, and buyer behaviors that shape financial services purchase decisions, and, in that context, what marketing strategies to employ to increase acquisition of the best prospects and deepen existing relationships.
Moderator:
Tim Spence
Principal
Oliver Wyman
Panelists:
Mark Hendrix
Executive Vice President, Director of Corporate Marketing
PNC Bank
Meredith Verdone
Brand, Advertising & Marketing Research Executive
Bank of America
12:15 PM - 1:30 PM
Luncheon for all Participants
1:30 PM - 2:00 PM
Letting Them Know You're OK
With unprecedented challenges and changes to the banking industry and equally unprecedented media coverage, ensuring a strong and positive position in the marketplace is a critical element for a bank's future growth and success. Utilizing both paid and unpaid media, a strong communications strategy, proactively differentiating one institution from the rest of the field, is vital for not only retaining customers but for capitalizing on the disruption and attracting new ones. Whether complementing an existing brand or staking out a new market position, a clearly articulated message that defines the strength, stability, security or other distinguishing attributes of the company is a long term investment with an extraordinarily high potential return.
Nick Papachristou
Chief Marketing Officer
Associated Banc-Corp
2:00 PM - 2:45 PM
The Role and Importance of Marketing and Communication in Your Bank
The goal of the session is to outline three different banks and then lead an interactive discussion on how the marketing, sales and communication functions are organized, managed and how it is intergraded in the organization.
Douglas Berlon
Global Practice Leader, Financial Services
Gallup Consulting
Mark Gibson
Chief Marketing Officer
New Alliance Bank
Brent J. Kelly
Senior Vice President, Chief Marketing Officer
Marshall & Ilsley Corporation
Stefanie Shelley
Former EVP, Bank Marketing Executive
Capital One Bank
2:45 PM - 3:15 PM
Networking and Refreshment Break
3:15 PM - 4:00 PM
Mobile Banking: How Will It Change The Face Of Bank Marketing?
Mobile banking is definitely on the move. All the major banks offer some type of mobile service for bill payment, funds transfer, checking balances, and receiving alerts. This panel discussion will explore growth trends in mobile banking and how the mobile web will change the face of bank marketing over the course of the next decade. The issues to be explored in this session include:
- How is the mobile web impacting overall bank customer acquisition?
- How will the mobile web enhance customer experience and loyalty?
- How long will the mobile channel take to scale until a majority of consumers are utilizing this channel?
- What are the other bank marketing implications (i.e., cross-sell, marketing) related to mobile banking and how quickly can we expect these to rollout?
- How has the current global recession impacted mobile banking investments?
Moderator:
Jeff Gundersen
Chief Executive Officer
Executive Connects
Panelists:
Jay Bhattacharya
Senior Vice President
Mobile Money Ventures, a Citibank Company
S. Jeff Carter
Chief Executive Officer
Azigo, Inc.
Amy Johnson
Vice President
Wells Fargo
4:00 PM - 4:45 PM
Attracting and Retaining Customers in the 21st Century
Integrated multimedia marketing strategy is a key differentiator for attracting and retaining customers in the 21st century. This presentation shares innovative strategies:
- Integrating multi media to create a positioning, drive customer contact, and create leads
- Demonstration of use of web, direct mail, and advertising
- Use of non traditional media (I Tunes)
- Leveraging existing mail pieces (i.e. annual report) to gather data, create most effective positioning
- Electronic tools to interact with customers on a cost effective basis
Barbara Goodstein
Chief innovation officer and Chief Marketing Officer
AXA Equitable Life Insurance Company
Jim Wexler
Executive Vice President Marketing
BrandGames
4:45 PM - 5:30 PM
Keeping Customers in Bad Times: A Report and Recipe on Fixing and Maintaining Customer Trust and Loyalty
As financial institutions negotiate one of the most difficult environments in decades, customer trust and loyalty has plummeted. Studies conducted by J.D. Power over the course of the year show banks, mortgage institutions, and investment firms taking a hit in customer trust and integrity as capital, credit, cost-cutting, and mergers dominate C-suite agendas. This presentation will:
- Reveal J.D. Power findings collected over the course of the past year on brand image and loyalty across the financial services sector
- Provide specific steps on how to repair the damage and the resulting financial benefits
Rocky Clancy
Executive Director, Financial Services
J.D. Power and Associates
Linda Verba
Executive Vice President, Retail Operations
TD Bank
5:30 PM - 6:30 PM
Conference Concludes for the Day Followed by a Reception
6:00 PM - 7:00 PM
Martini Madness Reception
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