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NEW MARKETING Many messages over many platforms to many different kinds of consumers. Make yours count. Tutorials Competitive Segmentation* Identifying and marketing to your priority audience segments is the key to success, especially with new products. Learn how to plan effective segmentation strategies and gather and learn from the intelligence on your competitors' tactics.
Salient Messaging for
Marketing The Bundle* You’ll be led through dissection and analysis of how cable companies are positioning, messaging and promoting a three-product bundle of video, high-speed Internet and phone. Objective, in-depth discussion – as opposed to subjective reaction – will be the order of the day, so attendees can apply what will work best in their unique market situations.
Breakouts
New Thinking on Customer Centricity - an HBS
Case Study Become a Harvard Business School student for the day. As cable companies, program networks and new product companies seek to innovate and differentiate their products, HBS Professor Rajiv Lal will lead a discussion on defining, designing and executing the “customer centric” strategy at Best Buy. Many retailers are loosing their competitive edge as they carry increasingly similar product assortments and are challenged by competitors enabled by new technologies. Best Buy’s customer centric strategy therefore focuses on not only what consumers buy but, more importantly, how they buy and consume. For vendors and suppliers, it means balancing "mind space" versus "shelf space" and allowing innovation and experimentation to take place in the stores where the retailer can effectively engage the customer. The strategy has significant implications for organizing the business, the people in the stores and the metrics used for evaluating its performance.
Marketing
in a World of Too Many Choices While author Barry Schwartz has been studying the impact of a choice-filled world on the consumer, cable companies and networks are aggressively promoting an array of choice in content, technology, bundled packages and more... Are marketers unknowingly adding to consumer discontent? Swarthmore Professor Schwartz will explain his "capability vs usability" theory and how choice can illogically erode product satisfaction. Then industry reactors will debate what it means for business and consider ways to manage the Paradox of Choice challenges. There will be opportunity for thought-provoking interaction, so bring questions, even if you haven't read the book.
Understanding the Multi-Platform, Multi-Tasking Consumer Ever wondered how consumers got more media-immersed than media professionals? In this session, a team of consumer and industry experts will get to the bottom of how the multi-platform, multitasking consumer gained more control over the mediascape and what the cable industry can do to reach them. Our team of presenters will provide an overview of demographic and psychographic shifts of new media consumers, including a snap shot of the evolution of their media usage. They will then describe the four broad trends affecting the changing media consumer most along with the values and attitudes driving them. Finally, the presenters plus a panel of cable marketing veterans will discuss the real-world implications of these trends.
*Denotes a tutorial that is open only to employees of cable companies who participate in the CTAM Corporate Fund. Photo ID and Summit badge required. |
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