8:00 am

8:00 am - 9:00 am

Registration Desk Opens

Breakfast / Sponsor Tables

State of Market Presentation & Keynote: It's Really Confusing Out There
Bryan Stapp, former CMO, Quicken Loans
Consumers are fed up – they don’t trust the advertising they see, don’t want to follow the rules advertisers want them to, and are using the internet to form their own opinions before engaging with advertisers. To get through to today’s skeptical and connected consumer, marketers must adopt the consumer’s rules of engagement. “Stapper’s 7 C’s of Marketing” outlines what marketers must have in place to earn today’s consumers attention and business.

Networking Break / Sponsor Tables

Case Study: How to Manage Paid and Organic Search Programs in a Large Financial Institution
This case study of a major FS conglomerate will discuss the objectives of the paid and organic programs, the strategies invoked to build process and metrics around leveraging organic performance to direct paid search strategy, sharing of results from the program, and an analysis of the limitations of the program due to data deficiencies available both from the search engines and the web analytics environment. The session will also go through a discussion of the potential application of this program to other forms of media, specifically display advertising.
Presenter: Dema Zlotin, Founder & Vice President of Strategic Services, SEMDirector^TM

11:30 - 12:15 pm

Case Study: Brand Activation
Duck9 has built a large user base with an annual ad budget under $700k. It leverages word of mouth along with sponsorships in a marketing plan that more resembles a treasure map versus a power point. In this case study, you can cut and paste eight solid field-tested strategies that will help coat tail user generated content, activate an experience around sponsorship, stay true to message and vigorously activate your brand.
Presenter: Larry Chiang, Founder, United College Marketing Service

12:15 - 1:30 pm

Luncheon/Discussion

Afternoon Keynote: Money Mystifies -- an Anthropologist Looks at Marketing Financial Services
Grant McCracken, Research Affiliate, Convergence Culture Consortium (C3), MIT
Money mystifies. Capital confuses. For ordinary consumers, financial services, investment strategy, money management, all of these are difficult. The most important decisions are hedged and interfered with by anxiety and avoidance. This talk is designed to look at the special challenges that surround marketing in this area. We will talk about branding, meaning management, game playing and social networking.

Panel Presentation: Emerging Media and the Financial Market
How can and how will the financial marketplace take advantage of the plethora of new and innovative ways to reach their customer base? Join this panel of experts, all actively engaged in new media experimentation, to discuss such familiar concepts as podcasting, blogging, viral video, conversational marketing, video advertising and mobile marketing. They will ignore the hype and talk about new technologies as they really relate to interactive financial marketing. Do all emerging vehicles make sense for this audience? As with everything in interactive, it’s about strategy and desired results, not flavor of the month. Find out which technologies deserve the attention of financial marketers and which just aren’t right for this sector.
Panelists:
- Sean Cheyney, VP, Marketing and Business Development, AccuQuote
- Mark E. Neirick, Director Strategy & Innovation, American Express Interactive
- Chad Currie, Vice President, Group Creative Director, T3
- Gina Campanella, Director of Online Marketing, ING Direct
Moderator:
- Neil Perry, Acting CEO, XLNTads

Networking Break / Sponsor Tables

3:15 - 4:15 pm

Insight Presentation: Reaching Real People
Dave Morgan, Chairman, TACODA
Historically driven by demographic targeting, financial services advertising has the opportunity to move to a more sophisticated model that not only takes into account that their customers are increasingly transacting business with them online, but that newer technologies can find their customers in unexpected places. Contextual ad placement has the limitations of a small amount of desirable inventory and does not reach the "long tail" financial  service consumer who is online, just not where you had expected to find him or her. Dave Morgan will discuss state of the art technology to help the financial services industry understand how to reach people, not just pages.