Pre-Conference YMF BootCamp
- Workshop A: Practical Tips & Tools To Measure The Performance Of Your Youth Marketing Campaign Via Metrics And Benchmarking Tools
- Workshop B: How To Successfully Integrate Internet Word Of Mouth Marketing (IWOM) Into Marketing Communications Programs For Targeted Youth Reach
- Workshop C: Getting Your Marketing Plan Going – Which Side Of The Brain Do I use First?
08:30 - 11:30 Workshop A: Practical Tips & Tools To Measure The Performance Of Your Youth Marketing Campaign Via Metrics And Benchmarking Tools
- How you can measure the efficiency and effectiveness of your youth marketing campaign activities?
- Are you reaching out to youths the right way?: Tips to really connect with the youths you want to reach out to
- Are they getting your message, do they believe you, and have you persuaded them?: Techniques and metrics you can use to know if you’ve done it right
- How can you measure engagement?: Techniques you can adopt to gauge the performance of your marketing strategy
- How do you measure whether your new media initiatives are working?: Benchmarking tools you can use for maximum ROI
- How do you measure the relative ROI of your spend across an ever increasing number of contact points?
The workshop will include demonstrations, examples, exercises and case studies across a number of categories.
Guy Hearn
Director: Client Service & Insights
TNS Singapore & Hong Kong
Guy Hearn has recently taken on a role as Director of Client Service & Insights across TNS 2 key Asian hubs, Singapore and Hong Kong. In this role he is responsible for Business Development and Staff training and mentoring. He consults primarily in the Consumer and Services Sector. Prior to taking on this role he was Sector Head for the Consumer Research Division at TNS Singapore for the last 2 years. Guy has more than 20 years experience as a research consultant in Australia and Asia and is currently enjoying his second spell in Singapore, having lived and worked here in 1997 and 1998. Guy is a quantitative research specialist with a particular interest in brand and advertising, segmentation, innovation, engagement and social marketing. He has worked with lots of brands that you’ve heard of, and quite a few that you haven’t. Guy is a regular presenter at market research events and forums.
11:45 - 14:45 Workshop B: How To Successfully Integrate Internet Word Of Mouth Marketing (IWOM) Into Marketing Communications Programs For Targeted Youth Reach
This workshop will provide guidelines and techniques for integrating IWOM into marketing communications programs. In addition to providing an overview of the current IWOM landscape, including BBS, blogs and SNS, Sam will utilize case studies, both good and bad, drawn from experience working with leading brands on the ground. Case studies will include examples of brands integrating IWOM across departments, including marketing, PR, digital and R&D and relevant industries such as computers, mobile phones, automobile and FMCG.
- Overview of latest Internet statistics and its key implications on marketers looking to engage the youth today
- Techniques & strategies to effectively apply IWOM across marketing communications disciplines including PR, marketing and digital media for maximum ROI and youth reach
- Digital Culture: Understanding the digital culture behind all the buzz and how you can leverage on it to connect effectively with today’s youth
- Listen-Know-Participate: How brands can be a part of the Internet Word of Mouth culture for targeted youth reach in Asia
Sam Flemming
CEO
CIC
Sam has been a participant of China’s digital evolution for over 10 years, first with Chinapay.com, the original online payment platform in China, and now with CIC. CIC is at the forefront of exploring Chinese digital culture, helping leading brands in China such as Pepsi and Nike understand how the massive Chinese Internet Word of Mouth is impacting and can be used to impact marketing communications, customer relationships and research and development. Sam has been interviewed and quoted extensively on topics related to Chinese digital culture, social media and the Internet by media sources worldwide including Businessweek, The Wall Street Journal, Bloomberg TV, CBS Market Watch, and NPR. He is also a frequent speaker at well-renowned branding and marketing conferences throughout China and the Asia-Pacific region.
15:00 - 17:00 Workshop C: Getting Your Marketing Plan Going – Which Side Of The Brain Do I use First?
To know your market, to know the young, this workshop will help uncover some approaches towards finding that spark to develop and align your marketing plan for future youth. This workshop will un-tap your brains through the art of creative thinking. Yes, we all have creativity some where in our brains, and its this workshop that will get the creative juices flowing, get you to think different and get you to rebel against the standards and norms that you are so use to. During this workshop, we will cover:
- A chance to actually speak to the youth of today: Pick their brains and have them strategise your marketing plan for you
- A look at the past: What were you like when you were young how youths have changed. Or have they?
- Take a glimpse into the future of your mind: Techniques to adopt to overcome the pre-conceived notions of what you thought youths are like and adopt an approach to connect to youths
- Putting it all together: Strategies to get them addicted to your brand and stay connected for a pretty long time
Also, this fun-filled workshop will include case studies from Levi’s and Nanyang Technological University! Participate in this workshop with a select group of youths and enjoy intensive sessions of focus group discussions. They’ll be your consultants as such this time around!
Graham Perkins
Managing Director
Elasticity (Former Assistant Director of Republic Polytechnic)