A Marketer's Rebound Guide: Chicago

Courtyard Chicago Downtown: 30 East Hubbard Street
Chicago, Illinois 60611
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

Listen to a sneak peek podcast of this Forum.

OVERVIEW
Consistent indicators suggest that ‘Recession 2.0’ is soon to be over, and 2010 will bring a full economic rebound. It is therefore imperative that marketers begin to incorporate next marketing practices that are adaptable, innovative and designed to sharpen competitive positioning.

In this Spotlight Forum, mid to senior level marketers will be equipped with valuable insight into the changing dynamics and implications of the impending rebound. Such insight will be coupled with proven methods for defining marketing objectives and restructuring marketing organizations to exceed business imperatives and thrive during changing times. The result: A comprehensive and actionable plan for overcoming marketing challenges and strategically aligning the business to sustain success in a changing and hyper-competitive economy.

Discussion Points Include:

  • Understanding the Changes in Consumer Behaviorism Resulting from a Rebounding Economy
  • Redefining Marketing Objectives to Strategically Align with Business Imperatives
  • The Cultural Building Blocks: Leveraging the Power of your Organization to Maximize Success and Extend Positive Brand Imagery
  • Adaptation and Innovation: The Key Drivers to Success in Changing Times
  • The Critical Component: Selling the Case
  • Building and Communicating ROI to Capture Investment Funds

Take-Aways

  • Leveraging a Deepened Perspective on Changes in Consumer Behavior to Maximize the Competitive Advantage
  • Proven Methods for Creating an Adaptable and Innovative Marketing Organization to Produce Positive Returns in a Rebounding Economy
  • Winning Techniques for Measuring and Communicating ROI on New Practices to Recapture Budget Share

Facilitators

Chris Brown, CEO, MarketCulture Strategies Inc.

Scott Hamilton, Senior Partner, Co-founder, Allign

08:15 AM – 09:00 AM  
REGISTRATION AND CONTINENTAL BREAKFAST

09:00 AM – 09:05 AM  
INTRODUCTIONS AND PRE-EVENT PERSPECTIVES
 

09:05 AM - 09:30AM    
Understand your Customers’ MindsetS: Keeping Up with the Changes
With ‘Recession 2.0’ has come tremendous changes in consumer behavior – from price sensitivity to preferred channels of purchasing. In this session, we will review the latest data on the mindset of the marketplace and identify new behaviors consumers and businesses are exhibiting. Lastly, we will look into the projected near future to identify anticipated further changes, and how marketing has been and will be impacted.

09:30 AM - 10:15 AM   
REDEFINING MARKETING OBJECTIVES TO STRATEGICALLY ALIGN WITH BUSINESS OBJECTIVES
Part One
In Part One of this session, attendees will couple the consumer behavioral insight with specifics of their cases to build a blueprint for effectively redefining their marketing objectives to ensure sustainable success during changing times. Attendees will delve deep into identifying realistic objectives that are measurable and opportunistic.

10:15 AM - 10:30 AM   
BREAK

10:30 AM – 11:15 AM  
REDEFINING MARKETING OBJECTIVES TO STRATEGICALLY ALIGN WITH BUSINESS OBJECTIVES
Part Two
In Part Two of this session, attendees will evaluate recession implications in all Five Ps of marketing, and create approaches for restructuring their marketing strategy in each area. The end result will be a comprehensive blueprint for success in marketing during a rebounding economy.

11:15 AM – 12:00 PM   
THE CULTURAL BUILDING BLOCKS: LEVERAGING THE POWER OF YOUR ORGANIZATION TO MAXIMIZE SUCCESS AND EXTEND POSITIVE BRAND IMAGERY
When your customer is talking, are you listening? Are you communicating the ring messages to the rest of your organization about the state of your customer? In this session, attendees will gain proven techniques from real-world case studies on how to leverage an organization to ensure that success during changing times.

12:00 PM -01:00 PM     
LUNCH

01:00 PM – 01:45 PM    
ADAPTATION AND INNOVATION: THE KEY DRIVERS TO SUCCESS IN CHANGING TIMES
Adapting to the reflections of the market and innovating to push the market are key organizational competencies vital to success in changing times. This session has been designed to provide you with a roadmap for creating a nimble organization – one capable responding quickly to market changes and demands that will result in the ability to produce positive returns despite the challenging environment.

01:45 PM – 02:00 PM    
BREAK

02:00 PM – 02:45 PM    
ROI, ROI, ROI
A marketer’s ability to produce and effectively demonstrate positive returns is vital to success. This session will equip attendees with techniques for developing an effective measurement system, and strategies for effectively communicate returns.  

02:45 PM – 03:00 PM    
BREAK

03:00 PM – 03:45 PM    
THE CRITICAL COMPONENT: SELLING THE CASE
So you now have a deepened understanding of your consumers’ behavior, a set of redefined marketing objectives, a strategically aligned ‘rebound marketing strategy’ and the cultural building blocks to ensure internal optimization. All of this is ever-so critical, but without funds to effectively execute, a marketer is significantly prohibited to experience success.

In this hands-on session, attendees will be provided with proven methods for building an effective business case to garner support and win the battle for dollar allocation.

03:45 PM – 04:30 PM    
THE NEXT PRACTICES
What new practices can participants implement immediately in their organizations to have a positive impact? In this session, our facilitators will leverage the remaining time to develop action plans with attendees. We’ll dive deep into specific, emerging or hypothetical marketing challenges, illustrating precisely how the concepts and strategies discussed throughout the day should best be applied to individual marketing challenges.

04:30 PM – 4:45 PM      
Q&A

Registration is not available at this time.
Courtyard Chicago Downtown – River North
30 East Hubbard Street
Chicago, IL 60611
Phone: 1 312.329.2500
Fax: 1.312.329.0293
www.courtyardchicagodowntown.com

Among downtown Chicago hotels, the newly renovated Courtyard by Marriott Chicago Downtown stands out as a haven of urban sophistication. Located in the trendy River North area, this hotel in downtown Chicago Illinois lets guests experience this exciting city in a moderately priced, casually elegant atmosphere. Just steps from Michigan Avenue, this Chicago hotel near downtown attractions offers easy access to Navy Pier, American Girl Place, Theater and Museum Districts. Relax in newly remodeled oversized rooms. Grab a coffee at Starbucks, take a leisurely lunch at the State Street Bread Company, or order delicious room service for a night in, enjoying comfortable downtown Chicago lodging. The fitness center with indoor pool lets you stay fit on the road, and free high-speed Internet access keeps you connected. The Courtyard Chicago Downtown is the ultimate choice for any guest seeking the soul of Chicago.

Rates: $99.00 single/double (plus applicable state & local taxes, currently 15.4%, which are subject to change without prior notice)

Please call 1 312.329.2500 & reference the American Marketing Association to make reservations. Rates are based on availability.

The cut-off date for reservations is January 20, 2010. After January 20, 2010, reservations will be accepted based on availability and at the prevailing rate.  Reservations must be accompanied by a first night room deposit. The deposit is refundable if cancellation notice is received by 6:00 p.m. on the day of arrival.

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at association@towertravel.com. 

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.

Parking at the Hotel
Valet Parking at the Courtyard Chicago Downtown – River North
Daily fee: $45.00 (subject to change without notice), includes in & out privileges


From Chicago/O’Hare International Airport - ORD
Phone:  1 773 686 2200
Hotel direction: 14 miles SE
Driving Directions: Take I-190 East to I-90 (Kennedy Expressway) East to the Ohio Street Exit. Ohio Street is a one-way street eastbound. Take Ohio to State. Turn right on State, and go to Hubbard (3rd light). Turn left and hotel entrance is on the left.

Taxis
Taxis are available at O’Hare International Airport 24 hours a day.  A taxi ride takes approx. 1 hour (depending on time of day & traffic) & estimated cost is $40.00-$55.00 one-way.

Shuttle Service (Operated by GO Airport Express)
Reservations are not required. Shuttle vans depart O’Hare Airport every 10-15 minutes. GO Airport Express ticket counters and loading zones for boarding the GO Airport Express van are at Door 1E, Door 2D, and Door 3F across from baggage claim on the Baggage Claim level. For your return trip to the airport, contact the hotel concierge desk for reservation assistance. Please visit http://www.airportexpress.com/ for more information or call 1 888.284.3826.

O'Hare Shuttle fares (subject to change without notice):
Single Fare One-Way: $28.00  
Single Fare Round-Trip: $50.00

By Train: (CTA Blue Line Train, located at O'Hare Airport, lower level)
* Please note: The train is an affordable travel option, but staircases, escalators and crowded train cars can be uncomfortable for those with extra luggage. For more information, please visit
http://www.transitchicago.com/.

  • From baggage claim, follow the directional signs to RAPID TRANSIT TRAIN, located on the lower level of the airport.
  • Fares are $2.25 (subject to change) one-way.


Chicago/Midway Airport - MDW
Phone: 1 773.838.0600
Hotel direction: 12 miles NE

Driving Directions: Take Cicero Avenue North to I-55 North. Take I-90/94 West into downtown. Exit Ohio St. (one-way eastbound). Make a right on State. Hotel is on the corner of State & Hubbard.

Taxis
Taxis are available at Midway Airport 24 hours a day.  A taxi ride takes approx. 40 minutes (depending on time of day & traffic) & estimated cost is $30.00-$45.00 one-way.

Shuttle Service (Operated by GO Airport Express)
Reservations are not required. Shuttle vans depart Midway Airport every 15-30 minutes. GO Airport Express ticket counter and loading zone is located at Door 3, lower level across from baggage claim.  For your return trip to the airport, contact the hotel concierge desk for reservation assistance. Please visit http://www.airportexpress.com/ for more information or call 1 888.284.3826.

Midway shuttle fares (subject to change without notice):
Single Fare One-Way: $23.00
Single Fare Round-Trip: $40.00

By Train: (CTA Orange Line Train, located at Midway Airport)
* Please note: The train is an affordable travel option, but staircases, escalators, long pedways and crowded train cars can be uncomfortable for those with extra luggage. For more information, please visit
http://www.transitchicago.com/.

  • From baggage claim, follow the directional signs to RAPID TRANSIT TRAIN.
  • Fares are $2.25 (subject to change) one-way.
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