Programme

A century of marketing innovation

David reviews why innovation is an organisation's best defence against competition and its best weapon for promoting growth against any metric you care to mention. How a culture of innovation can be created within ANY organisation, no matter how large or small, no matter what sector it sits within.

Marketing innovation for a changing market: innovative ideas into strategy.

In times of great change there is both great danger and great opportunity. This session explains why innovation should be the top priority for business minded marketing managers, and their teams, and how they can make a measurable return on innovative ideas.

Change of thinking - Selling time in the air, not on the ground!

The Civil Aerospace division of Rolls-Royce designs, develops, manufactures, sells and supports a wide range of aircraft propulsion systems for the world’s airlines and is large enough in its own right to be a FTSE 100 company. Rolls-Royce reinvented its market position from a mainly engineering company to one in which more than 50% revenues comes from the services it provides to its customers. This change has allowed Rolls-Royce to be involved in a greater range of the value chain and gain greater customer intimacy. Robert Nuttall gives insight on the marketing-led approach they took to achieve this.

More from less – getting your data to work for you.

Innovation is, above all, adaptable and nowhere better can this be applied than to the information you hold about your customers. Nick shows how, in this technology-enabled and connected world, innovative thinking can help both commercial and public sector organisations to actively engage with their customers to develop mutually beneficial long-term relationships.

NHS marketing in the era of transparency

The use of marketing data to drive organisational change, strategic decisions and engagement strategies within hospitals is now accepted practice. But the current paradigm is driven by a view of hospital market share being determined by GPs. As the consumer, government and media hurtle inexorably towards an era of transparency, will we see a realisation of the long talked of concept of the patient as consumer? And if so, how will the hospital marketer respond to this new audience, where market share decisions will ultimately be driven by the patients’ perceptions of outcomes, reputation and experience and the communication channels they use to share their views?

Creating a new niche: spot new product ideas and develop them.

How can you find and exploit niche market opportunities? Is there a formula for success or is it all down to chance? Paul Sloane will show how your thinking influences the likelihood of finding and delivering a breakthrough in a new market. With tips, examples and practical advice this session will stimulate and inspire you to fresh approaches in your marketing.

Damien will share with delegates how marketing-led innovation at Cisco is extracted from both customers and staff, and how that insight is used to spot new ideas and develop them into new products and services that enhance the way their customers' do business.

Gaining ROI from digital channels: exploit the unique characteristics of digital media

Digital technologies have created a wealth of new marketing opportunities to businesses, of all sizes, and the public sector. Daniel educates delegates in the techniques to give more effective targeting, improved campaign optimisation, better online-offline integration and increased campaign ROI.

Brand marketing in a digital world

'Digital' is no longer a specialist subject. It changes everything in Marketing - from Insights to Ideas to Implementation & measuring Impact. Today every brand marketer must be digital savvy - from the top to the bottom of the organisation. But what does this mean for marketing leadership? What must CMOs do to transform their companies? And how must creative and media agencies evolve to meet the challenges of the new world?

Throughout her career Annabel Venner has demonstrated how marketing-led innovation can lead an organisation to commercial success. She has achieved this at such diverse organisations such as GlaxoSmithKline, Coca Cola, and now Hiscox, where her marketing team has recently won an Innovation Award for their B2B Marketing campaign.

Annabel will share with delegates her common-sense marketing-led innovation techniques that harness and actively exploit an organisation’s strengths to produce positive and sustainable results.