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BUILD CREDIBILIT Y WITH COOL FOR INCREASED
LOYALT Y & SUSTAINED PROFITABILIT Y
Forward Thinking Industry Pioneers share key insights on penetrating today and tomorrow’s most lucrative market.
Customization
BIZ
Tom Peters
Business,
Marketing and
Leadership Guru
Trends
Raymond Riley
Global Director
of the Explore Group
NIKE, INC.
Credibility
Loyalty
Jane Buckingham
CEO
THE INTELLIGENCE
GROUP
Youth Trend Expert
Roger VanDerSnick
VP Marketing
NASCAR
Marty Bailey
COO
AMERICAN
APPAREL
The only all-encompassing marketing event spanning all youth segments built on corporate best practices.
Teens
Tweens
Kids
Fred Bullock
CMO
FIREFLY MOBILE
Karen Driscoll
SVP, Marketing
and Strategic
Planning
NICKELODEON
Jackie HernandezFallous
Publisher
TEEN PEOPLE
College
Matt Cohler
VP Revenue
FACEBOOK.COM
Look inside for more segment-specfic speakers
What’s Hot and What’s Not in…
Marketing to 20 Somethings
New for
2006
Carley Roney
Editor in Chief and
Co-founder
THE KNOT
Youth Market Research
Marketing to the Family
Allan Hauptfeld
VP Consumer Research
MGA ENTERTAINMENT
Dean Kephart
Group Manager
TARGET
Look inside for full details on these three multi-speakers symposia
Stan Rogow
CEO
STAN ROGOW
PRODUCTIONS
Executive Producer
LIZZIE MCGUIRE
Tamra Seldin
SVP Consumer
Products
AMERICAN
GREETINGS
George Stewart
National Director
YAHOO! MUSIC
Chris Gaebler
Director, Research
and Strategy
SONY
ELECTRONICS
Kevin George
Director of
Marketing, AXE
Deodorants
UNILEVER HPC
Eugenio Mendez
Coca-Cola Global Group
Brand Manager
THE COCA-COLA
COMPANY
Rob Volpe
Director,
Promotional
Marketing
WILD PLANET TOYS
Michelle A. Cordial
Director, Brand
Management
SUBWAY
Franchisee Advertising
Fund Trust
Todd Cunningham
SVP Brand Strategy
and Planning
MTV NETWORKS
Sponsors
Register today for exclusive access to:
Over 80 speakers
Over 70 sessions
90% Corporate Practitioner-Based
Presentations
10% more content vs 2005
Meet tomorrow’s hottest music stars at our
private concert!
Networking meet and greet with
Olympic Medalists!
5 live focus groups
Hyatt Regency Huntington Beach Resort & Spa// Huntington Beach, CA
MARCH 27-29, 2006
TO REGISTER: Call 888-670-8200 Fax 941-365-2570 E-mail register@iirusa.com www.youthmarketingmegaevent.com
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YOUTH MARKETING MEGA-EVENT 2006
Dear Marketer,
Are you astounded at the increasing purchasing power of the
youth market of today and tomorrow?
It’s not enough to THINK about the future. Attracting them
now will help keep them with you. They will grow with your
company and your brands. Loyalty, retention, profit.
But how?
Start building these relationships by connecting your brands to
your markets. Build Credibility.
But, that’s not all.
You need to Build Credibility AND Be Cool. Turn trends into
profit. Secure them now and keep them forever.
IIR’s ALL ENCOMPASSING YOUTH MARKETING MEGA
EVENT is a one stop shop providing everything you need to
achieve success in marketing to ALL SEGMENTS OF THE
YOUTH MARKET.
Competitive conferences advertise “power”. Yet, year after year
their content and speakers remain stagnant while the YOUTH
MARKETING MEGA EVENT evolves. If you are interested in
hearing from LEADING EXPERTS AND PRACTIONERS, the
power is right here – the power is with you.
New for 2006:
• More than 70 sessions
• More than 80 speakers
• Marketing to 20 Somethings Symposium
• All keynote general sessions
• More diverse industry representation
• Meet & Greets with Olympic Medalists and their
Brand Sponsors
• Networking concert by tomorrow’s hottest stars
It’s a fact.
There has never been a more exciting OR more challenging
time to be a marketer. That’s especially true in youth
marketing. New media, new role models, new technologies
and new priorities are all causing a shift in the way the world
views “youth”. People ages zero to twenty nine collectively
enjoy more independence, more possibilities and more options
than ever before. It seems that as “they” continue to consider
their place in history, the presence of loyalty and commercial
preferences is more volatile than ever creating new
opportunities for marketers to gain competitive advantage.
The time is now to take your stand as a brand and leave your
mark on this pivotal point in the development of tomorrow’s
most lucrative market.
The 2006 Youth Marketing Mega Event is the only all
encompassing marketing event that provides marketers with the
most actionable insights and best practices necessary to achieve
profitable results. The topic areas covered at IIR’s event all stem
from intense research with YOU – our target market.
We asked what information you need to do your job better. We
asked which companies you wanted to learn from. We are
handing you exactly what you asked for. Don’t take our word
for it – look inside – see for yourself.
While we have introduced new content areas and, of course,
recruited a 100% new speaker faculty, our one of a kind
structure that you have grown to love has not changed – this is
still the ONLY marketing event that brings content areas
dedicated to kids, tweens, teens and college all together under
one roof. And for 2006 we’ve expanded our reach even
further to include an entire symposium on marketing to 20
somethings. Marketing to Mom and Youth Market Research
continue to be critical to your success so we have dedicated
entire pre-conference symposia to them as well. And in
addition to all of this, we’ve lined up an all keynote cast for our
general sessions whose topics are applicable to your business
regardless of your specific segment targets.
Theme
Expert
BIZ
Tom Peters, Business, Marketing and
Leadership Guru
Jane Buckingham, CEO, The Intelligence
Group, Youth Trend Expert
Stan Rogow, CEO, Stan Rogow Productions,
Executive Producer, Lizzie McGuire
Roger VanDerSnick, VP Marketing, NASCAR
Martin Bailey, COO, American Apparel
Ray Riley, Head of the Explorer Group, Nike
Faye Wong, Verb Campaign, CDC
Mobile Marketing Association
George Stewart, National Director, Yahoo!
Trends
Emotions
Loyalty
Credibility
Customization
Responsibility
And Mobile!
And Music!
And those are just our general sessions! We’ve lined up an
equally impressive group of speakers for each of our four
tracks, all three of our pre-conference symposia and each of
our three pre-conference workshops. Together this gives you
a choice of over 70 sessions and access to over 80 expert
speakers over three jam packed days. This event is fully
customizable and allows you to pick and choose the sessions
that address the exact challenges you’re trying to overcome
for maximum productivity. Let’s not forget about the live focus
groups. There’s 5 in all!
I encourage you to look through the program in more detail –
review our speaker faculty on page 3 and our agenda at a
glance on page 4. Consider all the professionals you can
network with listed on our past attendee list on page 3.
Imagine how much fun the VIP access to Olympic Medalists,
tomorrow’s hottest music acts and breakfast with business
maverick Tom Peters would be. I’m confident that once you
see this stellar cast, you will know that this is one conference
you just can’t miss.
About our Theme
Build Credibility With Cool for Increased
Loyalty and Sustained Profitability
10 words. 10 times as much meaning.
Each component of our 2006 theme was selected carefully
by our conference committee to ensure that this event
delivers on the needs that were voiced in research with over
150 youth marketers.
Credibility. This is key. Today’s corporate critics can see
right through you. Your message had better be credible.
Cool. Always vague in actual definition, but inherently
relevant. Carrying this moniker can propel your brand status
to new heights.
Loyalty. It costs five times more to acquire a new consumer
than retain an existing one.1
Profitability. After all, this is business.
1
sideroad.com
Is this conference for me?
The 2006 Youth Marketing Mega Event was designed to
benefit Vice Presidents, Directors and Managers targeting
the youth segment in the following disciplines:
• Marketing
• Branding
• Consumer Insights
• Market Research
• Brand/Product Management
• Direct Marketing
• Sports Marketing
• Event Marketing
• Promotions
• Packaging & Design
• New Product Development
• Marketing Strategy
See you in Huntington Beach!
• Advertising
• Trend Forecasting
All the best,
• Innovation & Creativity
• Public Relations
Key themes were all raised by you as key areas that challenge
your business and ones that need to be addressed to improve the
performance of your brand, product or service. These include
trends, business, emotions, responsibility, loyalty, credibility, new
media and customization; collectively these comprise IIR’s most
expansive youth marketing mega event yet.
Department %
• Graphics/Creative Direction
Krista L. Iverson
Conference Producer
IIR
Kim Rivielle
Managing Director, Marketing &
Business Strategy Division
IIR
• Strategic Alliances
• New Business Development
Title %
Licensing 2%
Media/Public Relations 2%
• Strategic Planning
Marketing 42%
Other 4%
Industry Breakdown %
Designer 1%
Analyst 2%
C-level & President 3%
Specialist 3%
Design/Creative Services 4%
Planner 4%
Strategic Planning 6%
Market Research 11%
Other 12%
Other 4%
Retail 6%
VP 12%
Brand/Product Mgt 13%
Business Development/Sales 15%
Director 20%
Business Services 15%
Media 15%
Telecommunication Services 7%
Charitable Orgs/Educ Services 7%
About the Conference Organizers
The Institute for International Research (IIR), the world’s largest business
conference organization, has offices in 32 major cities around the globe including
New York, London, Paris, Frankfurt, Milan, Stockholm, Amsterdam, Hong Kong
and Sydney. IIR’s conferences address the areas of finance, marketing, insurance,
pharmaceutical, manufacturing, and information technology. If you would like to learn more
about IIR, please visit, www.iirusa.com.
2
To Register
Call 888-670-8200
fax 941-365-2507
Email register@iirusa.com
•
Web www.youthmarketingmegaevent.com
© 2005 IIR Holdings, Ltd.
Health Care 1%
Chemicals 1%
Consumer Products
Industrial Manufacturing 2%
Manufacturers 31%
Computer Software/Services 2%
Advertising Agencies 2%
Automotive and Transport 2%
Leisure 3%
Banking & Financial Services 3%
Manager 42%
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Who will I
meet at
the Youth
Marketing
Mega
Event?
High level executives
from these companies
have joined us as
delegates for past
Youth Marketing Mega
Events:
ABC
American Express
American Bible Society
American Girl
Bandalong
Entertainment
Binney & Smith
BP Amoco
Buena Vista Games
Cadbury Adams
California Tan
Cartoon Network
Discovery
Communications
Disney
ESPN
10:31 PM
Page 3
2006 Speaker Faculty
Authors/Gurus/Academics
Maria Bailey, Co-Author of Trillion Dollar Moms, CEO,
BSM Media
Jane Buckingham, CEO, The Intelligence Group
Youth Trend Expert
Ford Hatamiya, Training Manager/Senior
Communications Specialist, Social & Health
Services, Ltd./University Research Corporation
Laurence D. Martel, Ph.D., President, The National
Academy of Integrative Learning, Inc.
Barbara Perry, Ph.D., Founder and President
Barbara Perry Associates
Tom Peters, Business, Leadership
and Marketing Guru
Paul Swangard, Managing Director, Warsaw Sports
Marketing Center/University of Oregon
Carmen Wong Ulrich, Author of Generation Debt
Packaged Goods/Toys
Kevin George, Director of Marketing, Deodorants
Unilever HPC
Heidi Haarstad, Product Manager, Manhattan Toy
Alex Lipinski, Marketing Director, Deodorants/Old
Spice, Procter & Gamble
Eugenio Mendez, Coca-Cola Global Group Brand
Manager, The Coca-Cola Company
Eric Pettit, FLY™ Brand Manager
LeapFrog Enterprises, Inc.
Peter Schelstraete, Coca-Cola Global Group Brand
Manager, The Coca-Cola Company
Tamra Seldin, SVP Consumer Products
American Greetings
Herb Velazquez, Senior Design Manager
Kimberly-Clark Corporation
Rob Volpe, Director, Promotional Marketing
Wild Planet Toys
Rochelle Wainer, Ph.D., Senior Manager, Strategy &
Insights, PepsiCo
Entertainment/Media
Gap Inc.
JR Badian, Director, Strategic Marketing
Loews Entertainment
General Mills
Heather Bowen, Marketing Manager, AOL
Alice Cahn, Vice President, Programming and
Development, Cartoon Network
Keisha Wright, Senior Trendspotter ™
Marketing Manager, Teen People Magazine
Matt Cohler, VP Revenue, Facebook.com
Food Services
Michael K. Baker, President & COO, Enpocket, Inc
Sue Cross, VP Online, US Newspaper Markets
Associated Press
Michelle A. Cordial, Director, Brand Management
SUBWAY Franchisee Advertising Fund Trust
Fred Bullock, CMO, Firefly Mobile
Todd Cunningham, SVP, Brand Strategy and
Planning, MTV Networks
Chuck Hemmingway, Brand Growth Marketing
Director, Domino’s Pizza
Karen Driscoll, SVP Marketing and Strategic
Planning, Nickelodeon
Apparel/Retail
Jedd Gold, VP Brand Marketing & Promotions
DIC Entertainment
Allan Hauptfeld, VP Consumer Research
MGA Entertainment
Jackie Hernandez-Fallous, Publisher
Teen People Magazine
Jim Huntsman, President, Board of Directors
All American Soap Box Derby
Stacey Isenhower, Vice President Research
Cartoon Network
Ingrid Dragotta, Design I, Kids Team
New Balance Athletic Shoe, Inc.
Thomas Borgerding, President/CEO
Campus Media Group, Inc.
Dean Kephart, Group Manager, Target
Matt Britton, Managing Partner, Mr. Youth LLC
Jodi Klann, Associate Designer, Kids Team,
New Balance Athletic Shoe, Inc.
Jeff Cole, Senior Planning Director, MOne
Sherri Phillips, VP Marketing & Store
Development, Levi Strauss Signature
Raymond Riley, Global Director of the
Explore Group, Nike, Inc.
Misc
Cynthia Nelson, Chief Operating Officer, Todobebe
Stan Rogow, CEO Stan Rogow Productions,
Executive Producer, Lizzie McGuire,
Darcy’s Wild Life and Flight 29 Down
Thomas E. Nickerson, Director Strategic Outreach,
United States Army Accessions Command
Roger VanDerSnick, VP Marketing, NASCAR
Jeremy Welt, VP New Media
Warner Brothers Records
Christine Efken, Senior Research Associate,
Doyle Research Associates
Anita Frazier, Industry Analyst
The NPD Group, Inc.
Rachel Geller, Founding Partner and Chief
Strategic Officer, The Geppetto Group
Bill Goodwin, CEO, Goodwin Group
Craig Bamsey, Director of Strategy
Faith Popcorn’s BrainReserve
Jeanne Smith, Co-founder and Chief Creative
Officer, Zoup-ah!
Laura Marriott, Executive Director
Mobile Marketing Association
Courtney Jane Acuff, Wireless Specialist Associate Director, Starcom IP
Shereen Miller, Associate Director,
Sports Illustrated and Sports Illustrated on Campus
Samantha Skey, SVP Strategic Marketing
Alloy Media
Rachel Agronsky, General Manager for
Communities Products, Sprint Nextel
Martin Bailey, COO, American Apparel
Jennifer Weiderman, VP Marketing, Keds
Carley Roney, Editor-In-Chief and Co-founder
The Knot
Telecom
Service Providers
Christine Loredo, Senior Marketing Manager
America Online
George Stewart, National Director and Category
Development, Yahoo! Music, Yahoo!
Fisher-Price
Peter Goodnaugh, Senior Manager, Consumer and
Channel Insight, Samsung Electronics America
Cheryl Wilbur, Director of Research and Brand
Development, The Parenting Group
Parent Magazine, Time Inc.
Bill Bourdon, Vice President
Zoup-Ah! Entertainment
Teri Lucie Thompson, Director, Customer
Marketing, State Farm Insurance
Faye L. Wong, VERB Campaign
Center For Disease Control & Prevention
Diane Hessan, President & CEO
Communispace Corporation
Sean M. Holbert, Director of Marketing Services
KL Communications, Inc.
Robbin Jaklin, President, C&R
Research/Teenseyes
Mary Meehan, EVP and Co-founder, Iconoculture
Paris Patton, Director of Innovation Research
Sachs Insight
Auto
John Pigram, President, Research 360
Theresa Spafford, Lead Designer, Mazda
Ali Pohn, VP/Chief Youth Officer, Strottman
Electronics
Keith Price, Senior Vice President,
Greenfield Online
Chris Gaebler, Director, Research and Strategy,
Sony Electronics
Lisa Strick, Account Director, Strottman
Hasbro
HEB
Discount Guide
Honda
Kelloggs
Kimberly-Clark
We are pleased to offer the following registration discounts to our qualified delegates.
Leapfrog
• You are a TIA Member (20% off standard registration)
Kraft
• You are a MMA Member (20% off standard registration)
Mattel
• Someone from your company is a speaker at the 2006 event (15% off standard registration)
Mazda
• Someone from your company is a sponsor of the 2006 event (15% off standard registration)
MTV
Motorola
• Three people from your company attend (15% off standard registration, all attendees must register at the same time)
Nestle
• Seven or more people from your company attend (20% off standard registration, all attendees must register at the same time)
Neutrogena
New Balance
Nike
Nickelodeon
Old Navy
PBS
Pepperidge Farm
Pepsi
Pet Smart
Pfizer
SC Johnson
Samsung
Sony
Ltd
© 2005 IIR H ldi
Scholastic
Sprint
About the Conference Hotel:
Located on the beach in beautiful Southern California, the Hyatt
Regency Huntington Beach Resort and Spa offers the ultimate in
Huntington Beach hotels. With luxury accommodations and conference
facilities, this four-story Huntington Beach hotel is perched above the
historic Pacific Coast Highway and provides stunning views from 517
guestrooms and 57 suites.
Table of Contents
Letter from the conference organizers . . . . . . . . . . . . .2
Speaker Faculty . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
Discounts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
Our Huntington Beach resort provides easy access to California
attractions and offers a pedestrian walkway to eight miles of wide
beaches where waves crash and surfers reign.
Agenda at a Glance . . . . . . . . . . . . . . . . . . . . . . . . . .4-5
The Hyatt Regency Huntington Beach hotel features three restaurants,
a lounge, a retail-shopping plaza, more than 110,000 square feet of
indoor and outdoor function space, and the Pacific Waters Spa
providing treatments indigenous to Pacific Island cultures.
Workshops . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
State Farm
Special Interest Day . . . . . . . . . . . . . . . . . . . . . . . . .6-8
Conference Day 2 . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
Concert with Tomorrow’s Hottest Stars . . . . . . . . . . .11
Conference Day 3 . . . . . . . . . . . . . . . . . . . . . . . . . . . .12
Target Corporation
Sponsors & Exhibitors . . . . . . . . . . . . . . . . . . . . . . . . .14
Teen People
Registration Details . . . . . . . . . . . . . . . . . . . . . . . . . . .15
The Coca-Cola
Company
Pricing Guide . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15
Time Warner
Registration Form . . . . . . . . . . . . . . . . . . . . . . . . . . . .16
TIA
Unilever
Viacom
Verizon
The only conference attracting today’s
top youth marketers reaching youth
from 0 to 29!
Virgin Mobile
Wendy’s
and more. . .
To Register
Call 888-670-8200
fax 941-365-2507
•
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A
G L A N C E
MONDAY, MARCH 27, 2006
Youth Market Research Symposium
Marketing to 20 Somethings Symposium
7:30
8:15
8:30
7:30
8:15
8:30
Registration and Morning Coffee
Chairperson’s Welcome Address
Making Better Research Matter More
Laurence D. Martel, Ph.D., The National Academy of Integrative
Learning, Inc.
9:15
10:45
11:15
12:45
2:00
Todd Cunningham, MTV Networks
10:00
Sustaining Vision (Create Cult with Essence Not Hype)
Theresa Spafford, Mazda
Networking Break
10:45
11:15
Researching New Products & Commercials:
Adpoting a Child-Centric Approach
12:00
Small Steps: Ethnography with the New Balance Kids Design Team
12:45
2:00
Ingrid S. Dragotta and Jodi Klann, New Balance Athletic Shoe, Inc.
Luncheon
Revealing the Coca-Cola Formula
News Consumption by Young Adults: An ASAP Case Study
Sue Cross, Associated Press
Luncheon
Successfully Marketing to 20 Something Men
Lifestage Marketing: Establishing Lifelong Relationships
with Young Women
2:45
A Case Study: Moving Business Forward with Powerful Research
Carley Roney, The Knot
Networking Break
3:30
4:00
Networking Break
Shopping Behaviors: Actionable Insights to Incorporate Into
Retail Marketing Strategies
Growing Up Is Hard to Do! How can youth marketers grow up
with their audience?
Rachel Geller, The Geppetto Group
Conclusion of Marketing to 20 Somethings Symposium
Peter B. Goodnaugh, Samsung Electronics America
4:45
Alex Lipinski, Procter & Gamble
Networking Break
Chuck Hemmingway, Domino's Pizza
Achieving Access Online For Honest Feedback
Anita Frazier, The NPD Group, Inc.
3:30
4:00
A Principled Approach to Regaining Relevance
Eugenio Mendez and Peter Schelstraete, The Coca-Cola Company
Keith Price, Greenfield Online
2:45
Activating a Brand Promise With Your 20 Something Audience
9:15
A New Tool for Observational/Design Research
Allan Hauptfeld, MGA Entertainment and John Pigram, Research 360
12:00
Playing Harder? You Bet. Working Harder? You’d Be Surprised.
Chris Gaebler, Sony Electronics
Herb Velazquez, Kimberly-Clark Corporation
10:00
4:45
Conclusion of Youth Market Research Symposium
Jump in and out of the Symposia to customize your experience.
TUESDAY, MARCH 28, 2006
7:00
7:00
8:00
8:15
10:45
11:15
VIP Breakfast with Tom Peters
Managing Business to Meet the Needs of an Ever Evolving Consumer
Leveraging Your New Toolbox: Harvesting the Role of
New Media in Marketing
Jeremy Welt, Warner Brothers Records
12:00
Tom Peters
9:45
Networking Break
Luncheon with Special Presentation from Sachs Insights
A Glimpse into Youth: 2006 & Beyond
Jane Buckingham, The Intelligence Group
Track Sessions Begin. Sessions are 45 minutes with 15 minutes for transition. You are free to attend any session in any track.
1:15
KIDS:
TWEENS:
TEENS:
COLLEGE:
KIDS: Fun, Funny and Fearless:
Research Rules in Kids
Commercial Television
Launching the Next Big “Gotta
Have it” For Tweens
Connecting Credibly to Teens
Christine Loredo, AOL Mobile
College Advertising Channels: The
Other “Non-Traditional” Media
Thomas Borgerding
Campus Media Group, Inc.
TEENS:
COLLEGE:
R U Ready 2 Talk Teen?
Tapping into the Pulse of
Campus Life with Student
Brand Ambassadors
Stacey Isenhower and
Alice Cahn, Cartoon Network
2:15
Lisa Strick, Strottman and
Eric Pettit, LeapFrog Enterprises
KIDS:
TWEENS:
Nickelodeon: Kids Start Here
Capturing the Next-Generation
Tween Fan: Sports Marketing
Strategies for the Immersion Age
Karen Driscoll, Nickelodeon
Paul Swangard
Warsaw Sports Marketing
Center/University of Oregon
3:00
Networking Break
KIDS:
TWEENS:
TEENS:
COLLEGE:
You’ve Got Questions, They’ve
Got Answers: LIVE KID PANEL!
Tween Talk: LIVE TWEEN PANEL!
Teen to Teen to You. Let’s Get
Real. LIVE TEEN PANEL!
LIVE COLLEGE STUDENT PANEL!
Christine Efken
Doyle Research Associates
Jackie Hernandez-Fallous
and Keisha Wright
Teen People Magazine
Mary Meehan, Iconoculture
4:30
Matt Britton, Mr. Youth LLC
Keynote A: Lessons From Behind The Camera: Moving From Trends to
Emotions for More Meaningful Connections
Or
Shereen Miller
Sports Illustrated on Campus
Keynote B: The Next Step: Engaging Students on Their Terms
Matt Cohler, Facebook.com
Stan Rogow, Stan Rogow Productions, and
Executive Producer of Lizzie McGuire
5:30
6:15
4
Recess with Olympic Athletes - Brought to you by N-Vision
Concert Networking Reception Featuring Tomorrow’s Hottest Names - Brought to you by 12 to 20
To Register
Call 888-670-8200
fax 941-365-2507
•
3:30
Jackie Hernandez-Fallous and
Keisha Wright, Teen People
Magazine
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AT
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G L A N C E
MONDAY, MARCH 27, 2006
Marketing to Mom & The Family Symposium
WORKSHOPS
7:30
8:15
Successfully Marketing an Image to Moms
Workshop A:
8:30
The Many Faces of Mom
9:00-4:00
Beyond Hanging Out: Getting the Most From Your Ethnographic
Experiences
Mary Meehan, Iconoculture
Barbara Perry, Barbara Perry Associates
Dean Kephart, Target
9:15
10:00
A Big Brand Case Study: Build Relationships with Moms
Teri Lucie Thompson, State Farm Insurance
10:45
Networking Break
11:15
How to Speak Mom
Workshop B:
9:00-12:00
360 Integration of Packaging, Design and Color
Cheryl Wilbur, Parent Magazine, Time Inc.
12:00
Using Entertainment Marketing to Communicate Your Brand
Message to Moms
Bill Goodwin, Goodwin Design
JR Badian, Loews Entertainment
12:45
Luncheon
Workshop C:
2:00
Building Blocks for a Healthy Future – Reaching Kids Individually
and Through the Family
2:00-5:00
Reaching Teens with Innovative Promotions
Ford Hatamiya, University Research Corporation
2:45
Build Lasting Brand Associations with Hispanic Families – Before,
During and After Childbirth
Cynthia Nelson, Todobebé
3:30
Networking Break
3:45
Mom Talk, LIVE MOM PANEL!
5:00 Kickoff Keynote: The Customization Generation
Ray Riley, Nike, Inc.
6:00 Welcoming Networking Event: Keg Party
Brought to you by Campus Media Group
Maria Bailey, BSM Media
4:45
Sean M. Holbert, KL Communications, Inc.
Conclusion of Marketing to Mom & the Family Symposium
WEDNESDAY, MARCH 29, 2006
7:00
9:45
Morning Coffee
Chairperson’s Recap
8:00 Marketing Responsibly But Profitably: Moving From Awareness to Action,
7:45
Faye Wong, VERB Campaign, Center for Disease Control Prevention
8:45
Growing Up With Your Consumer: NASCAR, the All-American
Soap Box Derby and Levi Strauss Signature Partner to Reach Kids,
Adults and Families
Networking Break
10:15 Building Trust as a Credibly Cool Brand
Marty Bailey, American Apparel
11:00 The Mobile Future is Now: Leveraging Mobile for Youth Marketing
Moderated by MMA with panel featuring: AOL, Starcom IP,
ENpocket, Inc.and Sprint Nextel
Roger VanDerSnick, NASCAR, Sherri Phillips, Levi Strauss Signature,
11:45 Music and Music Fans Have Migrated Online…Marketers Should “Mingle”
George Stewart, Yahoo!
and Jim Huntsman, All American Soap Box Derby
12:30 Luncheon
Track Sessions Begin. Sessions are 45 minutes with 15 minutes for transition. You are free to attend any session in any track.
2:00
KIDS:
TWEENS:
TEENS:
COLLEGE:
Exploring the Life Cycle of
Entertainment Licenses:
From Fad to Evergreen
The iPod is Not a Toy…or is it?
Keds Be Cool For Teens:
A Case Study
The Post-High School
Non-Collegiate Consumer
Thomas E. Nickerson,
US Army
Rob Volpe, Wild Planet Toys
Jennifer Weiderman, Keds
Tamra Seldin,
American Greetings Properties
KIDS:
TWEENS:
TEENS:
COLLEGE:
Zoup-ah! : Taking Ownership of
the Culinary Category for Kids and
Their Families
Aging Down: Appealing to the
Tween Consumer (and their
parents)
Out on the Town:
Dining With Teens
Bill Bourdon and Jeanne Smith,
Zoup-ah! Entertainment
Fred Bullock, Firefly Mobile
Rochelle Wainer, PepsiCo
and Robbin Jaklin, Teenseyes
The Booming College Market:
An In-Depth Look at the Largest
and Wealthiest Class in History
Samantha Skey, Alloy Media
KIDS:
TWEENS:
TEENS:
COLLEGE:
The Role of a Lifetime: The
Benefits of Role Play Toys
The Marketing and Licensing
Behind Re-Launching a Classic
Brand For Tweens
Building Consumers For Life
Breaking Barriers Using New (and
old) Communication Techniques
to Get Your Message to the
College Student
Kevin George, Unilever, HPC and
Jeff Cole, mOne
TM
3:00
3:45 Networking Break
4:15
Heidi Haarstad, Manhattan Toy
Jedd Gold, DIC Entertainment
5:00
Michelle A. Cordial,
Subway Franchisee
Advertising Fund Trust
The Future of Media
Craig Bamsey, Faith Popcorn’s BrainReserve
6:00
Conclusion of Conference
To Register
Call 888-670-8200
fax 941-365-2507
•
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PRE CONFERENCE
SYMPOSIUM
SYMPOSIUM
A: YOUTHA:MARKET
MONDAY,
RESEARCH
MARCH 27, 2006
YOUTH MARKET RESEARCH
SYMPOSIUM A
7:30
8:15
8:30
Making Better Research Matter More
12:00 Small Steps: Ethnography with the New Balance Kids Design Team
The New Balance Kids Design Team employed our version of ethnographic research
within a quick-to-market timeline without a large budget allocated for research.
This presentation will show how we used this research to fuel strategic innovation and
to achieve New Balance’s mission of total customer satisfaction.
KEYNOTE
In this engaging session, Dr. Martel, perhaps the nation's leading developer of
research and systems for the study of learning and retention, will reveal the key
insights that every researcher and marketer must know as revealed in his book: “The
7 Secrets of Learning Revealed.” This session will demonstrate key strategies and
techniques for truly understanding youth today based on patterns of brain
development and learning. This must-attend session will also relay specific
techniques and processes utilized by Dr. Martel to advance the movement that
encourages innovations in learning and the way schools and corporations teach and
talk to youth. Focusing on how youth learn and process information best, Dr. Martel
will encourage you to look at your audience from a critical perspective. The deeper
understanding of the youth mind at work that you will gain, will certainly improve your
success rate in understanding their needs and translating that into product
development, message creation and innovation. This fascinating overview of the
youth mind at work will translate into the intelligence necessary to build deeper and
more meaningful relationships with your audience.
• What does “NB Kids Only” mean to customers and the marketplace?
• How does ethnographic research prevent design repetition and stagnation?
• What are ways we use grass roots ethnography with limited resources and time constraints?
• How do we use ethnographic storytelling to drive design and marketing?
Ingrid S. Dragotta, Design I, Kids Team, NEW BALANCE ATHLETIC SHOE, INC.
Jodi Klann, Associate Designer, Kids Team, NEW BALANCE ATHLETIC SHOE, INC.
12:45 Luncheon
2:00
Achieving Access Online For Honest Feedback
Greenfield Online has developed a teen sampling capability that is unrivaled in the industry,
we are able to survey teens directly, rather than survey teens through their parents.
We wanted to understand the full-impact this type of difference would have and
conducted a study comparing responses among:
• Teens surveyed directly
Laurence D. Martel, Ph.D., President
THE NATIONAL ACADEMY OF INTEGRATIVE LEARNING, INC.
• Teens surveyed through their parents
• Parents responding for themselves and their teens
9:15
A New Tool for Observational/Design Research
We will provide insight into the differences in response when comparing how teens respond
when asked directly vs. their response via their parents. These responses will range from
media consumption through spending and familiarity with consumer brands.
Understanding consumer behavior and how they interact with packages/products is
key to developing successful new innovations. This session will show how a new
tool, K-C’s Consumer Vision System, provided fundamental insights that guided
design work.
Keith Price, Senior Vice President, GREENFIELD ONLINE
2:45
This session will cover:
A Case Study: Moving Business Forward with Powerful Research
• Benefits of ethnographic/observation research
Why do research? Many times, companies make assumptions about their
• Issues with current observational techniques, especially in “discreet” categories
consumers, their retailers, or their competitors that are outdated or even completely
• Consumer Vision System overview and use
incorrect. Basing strategic or tactical decisions on these assumptions can have a
• Insights gained and design implications on example projects
negative effect on the company’s performance. Research can provide the critical
Herb Velazquez, Senior Design Manager, KIMBERLY-CLARK CORPORATION
insight to making more informed and better decisions that moves business forward in
the right direction.
10:00 Sustaining Vision (Create Cult With Essence Not Hype)
In keeping up with youth consumers, one must consider the most current pop culture
and societal trends to be sure that the message conveyed to the consumer is on
point and relevant. This could potentially collide with more traditional research that
can be conducted and analyzed over significant time periods. Even more of a
challenge arises when working on projects that will not be introduced into the
marketplace for years to come – how can you be sure that you are staying “on trend”
and up to date when you’re not always quite sure what up to date will be?
• Making research actionable
• Demonstrate strategic plans, sell in tactics and end results
• How research can improve the final product you ultimately take to market
• How research can keep you from making costly mistakes
Anita Frazier, Industry Analyst, THE NPD GROUP, INC.
3:30
Networking Break
4:00
Shopping Behaviors: Actionable Insights to Incorporate Into Retail Marketing Strategies
• Understanding the major differences between trends and fads
• Leveraging unique opportunities for creative alternatives in the youth market
• Insights into sensitivities in dealing with youth in research environments for
maximum relationship building
Why do new products fail? Often, features and benefits have been endlessly tested
pre-launch, and products nevertheless hit the sales floor with a resounding thud.
• Methods for trend tracking
In the technology world, value propositions are becoming more complex. Benefits
• Strategic integration
are not easily conveyed in 30 second clips.
Theresa Spafford, Lead Designer, MAZDA
• Online chatter and sales floor level training are the best ways to gauge and
then execute winning messaging strategies.
• “Buzz” norms can be established through online tracking to determine the viability of
11:15 Researching New Products & Commercials: Adopting a Child-Centric Approach
in-store versus traditional marketing activity.
Gathering input from kids can help new products become more exciting, new
characters more involving and commercials more motivating. However, much of the
research carried out with pre-teens mistakenly uses techniques directly lifted from
research with adults. A more sophisticated and child-centric approach is called for.
• Post-launch competitive intelligence on floor level “buzz” can further influence
marketing activity in-store and elsewhere.
• New product launches are made or broken by the active support of sales floor staff;
This presentation uses models from child psychology for comprehending how
children view new ideas, and identifies a number of best practices and new methods
to get the most out of research with pre-teens:
this support, traditionally bought by incentives, can also be taught through training
and in-store support.
• Understanding what kinds of research responses children are capable of
• Creating the best research materials
• The advantages/drawbacks of different research methods
4:45
Conclusion of Youth Market Research Symposium
• Keeping the process fun for kids
• How to analyse data from kids
5:00
• Managing client expectations
Allan Hauptfeld, VP Consumer Research, MGA ENTERTAINMENT
Kickoff Keynote - see page 7 for details
The Customization Generation
John Pigram, President, RESEARCH 360
6:00
Welcoming Networking Event – “Keg Party”
Free Beer for All Conference Attendees. Campus Media Group will
introduce their college media channels and give away great prizes.
6
To Register
Call 888-670-8200
fax 941-365-2507
•
Peter B. Goodnough, Senior Manager, Consumer and Channel Insight
SAMSUNG ELECTRONICS AMERICA
• Learning from studies in child psychology
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PRE CONFERENCE SYMPOSIUM B: MONDAY, MARCH 27, 2006
MARKETING TO MOM & THE FAMILY
SYMPOSIUM B
7:30
8:15
8:30
KEYNOTE
• Understand the power of using entertainment as a way to touch and interact
with your consumers.
• Learn how to identify a core asset your company has that you are not currently using.
Successfully Marketing an Image to Moms
• Learn how to turn a real marketing problem into a new market opportunity.
Target gives back over 2 million dollars every week. This giving is directed to
organizations and programs that support the arts, education and social services.
A key focus for our marketing efforts is to ensure that families are aware of the
organizations and programs that we support. By marketing to families and moms,
we increase participation in those programs and organizations as well as continue to
build a brand that is respected and valued.
• Review real case studies of brands that have benefited from using entertainment as a
marketing tool.
JR Badian, Director, Strategic Marketing, LOEWS ENTERTAINMENT
12:45 Luncheon
2:00
• Studies of successful image campaigns directed to families
The Substance Abuse and Mental Health Services Administration’s Building Blocks
for a Healthy Future is a federally sponsored program that targets parents and
caregivers of children ages 3 to 6. Building Blocks was crafted around six prevention
principles, based on more than 20 years of research from the National Institute on
Drug Abuse. These six principles are family-related “protective factors,” situations and
conditions that decrease a child’s chances for engaging in drug-related and other
risky behaviors. They include communication, involvement, consistent rules, role
modeling, choosing friends, and monitoring a child’s activities.
• Share marketing tools used in each campaign
• Discuss media mix in reaching families
• Highlight metrics used to determine level of success
• Explore the value and impact of research in building and refining campaigns
Dean Kephart, Group Manager, TARGET
9:15
The Many Faces of Mom
With the definition of Motherhood undergoing constant change, how can marketers
understand what messages will resonate with this savvy, powerful, and influential
consumer? In this presentation, Mary Meehan will provide an overview of the Mommy
landscape and discuss the values and motivators that influence the behaviors and
lifestyles of these women. The profiles of Mothers that will be discussed include:
• This case study will provide marketers from all industries insights into more
effectively communicating with parents to reach kids with messages.
• Understand the role that parents and caregivers play in reaching the 3- to 6-year-old
target audience.
• Identify the challenges encountered in designing a substance abuse prevention
initiative for young children.
• The Millennial Mom: Raising a Buddy
• The Gen X Mom: Raising Little Einsteins
• Describe creative methods used to reach out to parents/caregivers and youth in this
age range.
• The Latina Mom: Raising a New Generation
• The Boomer Mom: Raising Mini-Me
• Recognize the importance of providing early intervention and prevention messages to
provide more effective and long-lasting outreach.
• The Grandmom: Raising the Next Generation
• Identify key partners, stakeholders, and channels for assisting with disseminating
communications and products.
Mary Meehan, EVP and Co-founder, ICONOCULTURE
10:00 A Big Brand Case Study: Build Relationships with Moms
Microsites, mommy-friendly merchandise, and money worksheets for kids. Learn
how the State Farm brand has leveraged its “good neighbor” roots to create
relevancy in the moms’ market.
Ford Hatamiya, Training Manager/Senior Communications Specialist,
SOCIAL & HEALTH SERVICES, LTD./UNIVERSITY RESEARCH CORPORATION
2:45
Teri Lucie Thompson, Director, Customer Marketing, STATE FARM INSURANCE
11:15 How To Speak Mom
Parenting Magazine’s proprietary study What Really Matters to Moms, goes beyond
simple fact-finding to understand not just what Moms’ top priorities are, but also how
these priorities affect her brand choices and purchase behavior. What’s eye-opening
is not the priority areas themselves - time, money, health and well-being, for example
- but the unique perspective that Moms have on them. They talk about them, think
about them, and act on them in different and often surprising ways. Attendees will get
the inside scoop on how to “speak mom” – a language that will give them a real
advantage in the marketplace.
• Hear how Mom’s perspective serves as a filter through which she screens your
messages and makes her product and brand choices.
• Find out where your real leverage is for serving up product information, packaging,
and performance in powerful and motivating new ways.
• The Statistics – Hispanic Birth Rates, Family Size, Spending Habits
and $$ Opportunity
• Reaching across geographic and demographic boundaries – leveraging cultural
clues to build brand awareness
• Reaching Hispanic families with an integrated strategy – Case Studies: Wal-Mart
Baby Fairs & NBC/Telemundo Health & Fitness Events
• Developing a brand association in multiple mediums: Case Study: Todobebé
Cynthia Nelson, Chief Operating Officer, TODOBEBÉ
3:30
Networking Break
3:45
Mom Talk
A Live Panel Discussion with today’s gatekeepers – Real Live Moms!
• Leave with practical, actionable implications and ideas you can implement
immediately!
• Eighty-five percent of the household spending is controlled by the
mother. But how does marketing to her children affect her decisions?
Cheryl Wilbur, Director of Research & Brand Development, The Parenting Group,
PARENT MAGAZINE, TIME, INC.
• Today’s mom market is comprised of three distinct generational
cohorts. How do Boomer moms compare to Gen X and Gen Y
moms?
12:00 Using Entertainment Marketing to Communicate Your Brand Message To Moms
• What if you could ask moms anything? What would you want to know? Here is your
chance! Our panel will address your deepest desires for insights into the Mom Market.
Learn how to use the excitement of entertainment to communicate your brand message
to moms. JR takes us through a specific Loews brand objective to attract moms during
Maria Bailey, Chief Executive Officer, BSM MEDIA
the weekdays to help increase sales. He will also demonstrate how external brands who
want to target moms partner with Loews to help increase awareness and excitement of
Build Lasting Brand Associations with Hispanic Families – Before, During
and After Childbirth
With the explosive growth of Hispanic families, marketers must find innovative and
creative ways to develop a relationship with this consumer in order to sustain
awareness and grow market share. In many US cities, the Hispanic market is the
“general market”.
Building Blocks for a Healthy Future – Reaching Kids Individually and Through The Family
4:45
Conclusion of Marketing to Mom Symposium
their product or service and create an association with Hollywood!
5:00
Kickoff Keynote
ACG, the Nike ACG Comvest.
The Comvest has recently won a variety of awards including; 2005
BusinessWeek/IDSA Gold Award, 2005 ID Magazine “Best of Category” and ISPO’s
Best of Show in 2004.
Ray joined Nike as one of the core founders of the Equipment Group for Nike in 1995 as
the Global Director of R&D. He then co-founded the Nike Timing and Nike Eye-ware
businesses in 1996 and 1997. In 1999 he then co-founded the techlab business.
The Nike Triax watch was the most important product from the equipment start-up
venture that went on to win numerous design awards including the prestigious
BusinessWeek/IDSA Design of the Decade Award.
Raymond Riley, Global Director of the Explore Group, NIKE, INC.
One of the key characteristics of today’s youth generation is
customization. From music, to ring tones, to clothes, to sneakers, to
chicken fingers in a favorite sauce, this generation wants it their way and
no other. Raymond Riley, Global Director of the Explore Group at Nike, Inc. will
expand on this cultural phenomenon and forecast its implications for marketers
across verticals.
About Ray.
Ray is the founder and global director of the Explore Group. Explore is an advanced
concepts design team spearheading new growth opportunities for Nike, Inc.
Over the last five years Explore has been the silent force behind some of the most
innovative new business concepts for Nike. Explore is an underground skunk-works
design team that has been responsible for the Nike Philips joint venture, the Nike
Lego joint venture and one of the latest new innovations from the Explore team and
To Register
Call 888-670-8200
fax 941-365-2507
Prior to Nike, Ray was one of the industrial design managers at Apple Computer.
6:00
Free Beer for All Conference Attendees. Campus Media Group will introduce their
college media channels and give away great prizes.
•
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PRE CONFERENCE SYMPOSIUM C: MONDAY, MARCH 27, 2006
MARKETING TO 20 SOMETHINGS
SYMPOSIUM C
7:30
8:15
8:30
Playing harder? You bet. Working harder? You’d be surprised.
Young people often get a bad rap for their work ethic, yet many of the legendary
inventions and ideas have come from 20 somethings. Sony, Apple and Microsoft
were all founded by people under 30. Is there something about technology that
inspires young people to think and work creatively? Or is there something about
being young that makes technology more than just a mix of hardware and software?
• Challenge some myths about “the younger generations”
• Personal, flexible media consumption
• Growing role of new technology (iPods, Sidekicks, etc.) in young adults'
use of information
• An international breadth of interest
- The rising importance of immediacy
- Decision-making in an interactive environment
Sue Cross, Vice President/Online, U.S. Newspaper Markets, ASSOCIATED PRESS
12:45 Luncheon
2:00
20 something men could be considered one of the most elusive and difficult to engage
consumer groups. Finding ways to get them to want to spend time with your brand
can be a challenge. Marketing instinct drives many to try to interrupt their lives with
messages about a brand.
• Review some lessons from industrious young people
• See how technology is part of work and play for the millennium generation – what
have we done and what can we do to enhance this?
• Learn how companies can benefit from viewing this market as more
than another segment
Domino's has taken a different strategy that encourages 20 something men to actually
spend time and interact with the brand. Find out how and why.
Chris Gaebler, Director, Research and Strategy, SONY ELECTRONICS
9:15
Successfully Marketing to 20 Something Men
Chuck Hemmingway, Brand Growth Marketing Director, DOMINO'S PIZZA
Activating a Brand Promise With Your 20 Something Audience
A brand’s promise that is durable and consistent while bonding with its audiences
deeply and passionately can be a monumental challenge – especially in a world
where choice and change are the currencies-of-record. There is almost no clearer
environment for identifying, crafting, growing and experiencing the results of an
activated brand promise than in the dynamic world of recently graduated college
students. Not only are they savvy about the media and marketing around them, but
they bring this unique expectation about brands that can’t be overlooked and serves
as the pivot point between success and failure.
2:45
KEYNOTE
Lifestage Marketing: Establishing Lifelong Relationships With Young Women
Motivated by the excruciating process of planning her own wedding and the realization
that the world of weddings was outdated, cluttered and chaotic, Carley Roney
cofounded The Knot (www.theknot.com) in 1996.
By connecting directly with brides through the site’s trustworthy online communities
and modern voice, The Knot brand has grown to become the nation’s leading wedding
media company, and has extended its online brand into books, magazines, TV shows,
and a new brand for the young and married, The Nest. In this rare appearance, Carley
Roney shares the strategies that have helped propel The Knot franchise to the number
one spot with young brides to be.
As MTV’s Senior Vice-President of Brand Strategy & Planning, Todd Cunningham will
provide a framework worth consideration with actionable options for building brand
success with early 20 somethings. What better tool to leave the conference with than
more choice and more change, right?
• How to build trust with your audience
• How to speak in their voice
Todd Cunningham, SVP of Brand Strategy & Planning, MTV NETWORKS
• How to get the word out without advertising
10:00 A Principled Approach to Regaining Relevance
• How to succeed in the online community space
This session will explore principles for relevancy in the life of today’s 20 something.
Garnering learnings from marketing initiatives with both Secret and Old Spice, Alex
Lipinski will share actionable insights that can be applied to both new and traditional
brands to build on and maintain relevance in this market.
Carley Roney, Editor In Chief and Co-founder, THE KNOT
3:30
Networking Break
4:00
Growing Up Is Hard to Do! How can youth marketers grow up with their audience?
Alex Lipinski, Marketing Director, Deodorant/Old Spice, PROCTER & GAMBLE
Youth marketers today know that the appeal of their products and services has to
extend beyond the traditional teen market to young adults. This dramatic shift in
frame of reference changes how these consumers think about and connect to
brands. The Geppetto Group has undertaken a breakthrough multi-disciplinary study
that sheds light on the unique needs, beliefs and values of the young adult segment.
Via ethnography, focus groups and proprietary quantitative research, Geppetto’s
presentation will help youth marketers grow up with their consumers. Geppetto will
provide insight on such issues as:
11:15 Revealing the Coca-Cola Formula
In 2006 Coca-Cola celebrates 120 years refreshing the young in body and mind. It is
time to reveal how the brand has reached and maintained its market position around
the world for all those 20 somethings. The formula will be uncovered.
We can’t release more information… for now.
• How do the driving issues of young adults impact brand decision making?
Eugenio Mendez, Coca-Cola Global Group Brand Manager,
THE COCA-COLA COMPANY
• How can brands relate to young adult challenges and pleasures?
• What does it take to create a brand young adults can believe in?
Peter Schelstraete, Coca-Cola Global Group Brand Manager,
THE COCA-COLA COMPANY
• How can brands become symbolic rites of passage?
Rachel Geller, Founding Partner and Chief Strategic Officer, THE GEPPETTO GROUP
12:00 News Consumption by Young Adults: An ASAP Case Study
Today's young adults tell us that credible news and current events are very important
to them, but old broadcast and print models didn't always fit their media
consumption habits. In September 2005, the Associated Press launched ASAP to
bring 20 something consumers credible news, the international breadth they seek,
but in "gently disruptive" formats and multimedia story-telling styles that suit new
distribution channels designed to fit the way they live, buy and learn.
Kickoff Keynote
The Comvest has recently won a variety of awards including; 2005 BusinessWeek/IDSA
Gold Award, 2005 ID Magazine “Best of Category” and ISPO’s Best of Show in 2004.
Ray joined Nike as one of the core founders of the Equipment Group for Nike in 1995 as
the Global Director of R&D. He then co-founded the Nike Timing and Nike Eye-ware
businesses in 1996 and 1997. In 1999 he then co-founded the techlab business.
Raymond Riley, Global Director of the Explore Group, NIKE, INC.
One of the key characteristics of today’s youth generation is
customization. From music, to ring tones, to clothes to sneakers, to
chicken fingers in a favorite sauce, this generation wants it their way and no other.
Raymond Riley, Global Director of the Explore Group at Nike, Inc. will expand on
this cultural phenomenon and forecast its implications for marketers across verticals.
About Ray.
Ray is the founder and global director of the Explore Group. Explore is an advanced
concepts design team spearheading new growth opportunities for Nike, Inc.
Over the last five years Explore has been the silent force behind some of the most
innovative new business concepts for Nike. Explore is an underground skunk-works
design team that has been responsible for the Nike Philips joint venture, the Nike
Lego joint venture and one of the latest new innovations from the Explore team and
ACG, the Nike ACG Comvest.
8
To Register
Call 888-670-8200
Conclusion of Marketing to 20 Somethings Symposium
fax 941-365-2507
The Nike Triax watch was the most important product from the equipment start-up
venture that went on to win numerous design awards including the prestigious
BusinessWeek/IDSA Design of the Decade Award.
Prior to Nike, Ray was one of the industrial design managers at Apple Computer.
6:00
Free Beer for All Conference Attendees. Campus Media Group will
introduce their college media channels and give away great prizes.
•
5:00
4:45
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W O R K S H O P S
PRE-CONFERENCE WORKSHOPS: MONDAY, MARCH 27, 2006
12:45
Luncheon for Workshops Attendees
WORKSHOP A: 9:00-4:00
WORKSHOP B: 9:00-12:00
BEYOND HANGING OUT:
GETTING THE MOST FROM YOUR
ETHNOGRAPHIC EXPERIENCES
360 INTEGRATION OF PACKAGING,
DESIGN AND COLOR
• Use of color and improved design to engage youth consumers
• Understanding what youth look for in packaging
All markets today, particularly the youth market, require us to be in touch – not only with
• Communicating with your consumer with market and trend appropriate
graphics, look and feel
what is “out there” – emerging trends, but also with what is “in here” – our own biases
and ability as a team to creatively translate those trends into innovative customer
• Connecting creative output back to research and strategy
experiences.
About Goodwin
Founded by President and CEO Bill Goodwin, Philadelphia-based Goodwin has utilized its
vast expertise in the area of branding, packaging, licensing and brand revitalization for
youth-oriented products and services to partner with and counsel some of the world’s
leading brands, including Campbell Soup Company, Disney, Hasbro, Johnson & Johnson,
Mattel, Toys R Us and Wal-Mart.
Participants in this workshop will be introduced to team ethnography, a process that
transforms a “tool” into an impactful organizational learning experience. The approach,
developed over thirty years, helps teams take a do-it-yourself approach to ethnography
that delivers on the promise of “seeing the world with new eyes.”
In this experiential workshop, we will focus on the three critical stages of team
ethnography:
“From our humble beginnings in the toy industry nearly a decade ago, our work (some call it
work, we call it fun) now includes candy, food and beverage, games, personal care, electronics,
entertainment, education, pharmaceutical, publishing, licensing, sports, and others,” notes
Goodwin. “In fact, many of our client relationships span the length of our existence.”
1. The Get Ready Work
2. The Fieldwork Experience
3. Making Meaning – the Now What?
Working in teams, focused on specific youth segments, we will begin at the hotel, go to
Goodwin’s primary focus has always been to help their clients – companies who care
about today’s youth -- “connect with kids, tweens and teens, by developing brand
experiences that enhance their lives.” In fact, designing valued relationships with kids™ is
more than a company slogan; it is a passion. Goodwin combines expertise with innovative
marketing strategies, smart design solutions, and a complete understanding of their
clients’ businesses and markets. Their ultimate goal is to help their clients leverage their
brand power to reach kids, and build enduring relationships with them.
Huntington Beach for the fieldwork, and return to the hotel to explore both what was
learned and how to facilitate a team’s ability to build actionable insights from
Or
ethnographic data.
This workshop will be led by Barbara Perry, PhD, a cultural anthropologist who pioneered
the use of team ethnography in business settings.
Barbara Perry, Cultural Anthropologist, BARBARA PERRY ASSOCIATES
Goodwin’s expertise lies in the fact that their unique culture combines people from multiple
disciplines to partner with their clients throughout the design process, yielding phenomenal
results. Goodwin has worked closely with clients as they have explored an array of
strategic cost-cutting, best practice implementation, return-on-investment projection,
market research, competitive benchmarking, innovation engagement, speed-to-market
maximization, results analyses and more.
About Your Workshop Leader: Barbara Perry
Barbara Perry, PhD, is founder and president of Barbara Perry Associates.
BPA is a “virtual” organization. The associates are a network of distinguished,
senior consultants with a variety of specialties, who come together on a
project basis.
Dr. Perry brings a cultural anthropologist’s perspective to her work with organizations. In
her twenty years of consulting to Fortune 500 companies across a broad variety of
categories, the focus has been on supporting their effectiveness as a team to not only
see new opportunities, but be able to realize them.
“We take pride in the benefits we have provided kids through increased and improved
product offerings, and our clients through hundreds of millions of dollars in realized
revenue,” comments Goodwin.
She pioneered the use of ethnographic methods to get closer to the consumer. Her
emphasis is on developing internal, cross-functional capability to go out into the
consumer’s environment and see with new eyes the underlying values and assumptions
that give meaning to their experience and drive their behavior. Her proprietary
methodology is being applied in a variety of ways including:
Goodwin’s services have grown to include consulting, ideation, naming, identity,
positioning, research, product design, promotion, illustration, photography, copywriting,
new media and interactive (web sites, games, advergames, presentations, animation,
music and sound design) for campaigns ranging from new product line launches,
designing POP, promotional and advertising materials, creating collateral systems to trend
tracking and forecasting.
• Human Centered New Product Development
• Market Development
• Brand and Communication Strategy
Bill Goodwin, CEO and President, GOODWIN
• Internal Organization Development
Dr. Perry’s publications include works on developing a team-based culture, dialogue,
hope, organizational learning and the use of anthropological methods to nurture
innovation. She is a frequent speaker at conferences and internal seminars.
Or
WORKSHOP C: 2:00-5:00
REACHING TEENS WITH INNOVATIVE PROMOTIONS
In today’s cluttered environment, promotion strategies are key to reinforcing brand messages
and getting and staying top of mind with teen consumers. This in-depth workshop will
examine strategies for innovative promotions and introduce creative elements that can be
incorporated into promotion strategy development and execution. Interactive exercises with
fellow workshop attendees will provide key takeaways you can immediately apply to your
business plans back at work.
To enhance this workshop experience, Teen Vogue will be on hand to share lessons learned
from their interaction with their IT GIRL panel. They will demonstrate how they have been able
to weave insights provided by the panel as well as the panel itself into promotion strategy to
make sure their content, brand and marketing continue to evolve with their ever changing
consumer. Interactive exercises with the IT Girl online panel will conclude the session.
Sean M. Holbert, Director of Marketing Services, KL COMMUNICATIONS, INC.
“ Great!
Super-informative!
”
“ Very interesting – I loved it!”
“ Excellent! Useful!”
“
Great coverage on youth trends!
To Register
Call 888-670-8200
”
fax 941-365-2507
speakers – all had great insights
“Excellent
into the marketplace!
”
•
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MAIN CONFERENCE DAY 1: TUESDAY, MARCH 28, 2006
7:00
7:00
11:15 Leveraging Your New Toolbox: Harvesting The Role Of New Media in Marketing
Start your conference experience off right; have breakfast with Tom Peters. Perhaps
one of the most successful business leaders today, his conversation is sure to
enlighten and inspire you to get the most professional value from the 2006 Youth
Marketing Mega Event.
8:00
Warner Brothers Records reaches kids and adults of all ages with marketing
messages promoting their various recording artists. Priority to them is staying ahead
of the curve and reaching their audience in the most innovative and creative ways.
Much of these initiatives are founded in new media, keeping in mind that new may not
always be related to the most technologically advanced.
This session will demonstrate the newest of the new via a case study for various ages
and a look ahead towards what’s coming down the pipe.
8:15
Managing Business to Meet the Needs of an Ever-Evolving Consumer
• Blogging what’s next
Space is limited to attendees who register in groups of 3 or more.
• The impact of DVR, VOD, TiVo for marketers
The youth consumer is fun. The youth consumer is provocative. Marketing to the
youth consumer probably even keeps you young – in tune with what’s going on,
what’s hot and what’s not. But more important to you as a marketer, the youth
consumer is your business. To frame the next 2 exciting days, Tom Peters will remind
us why we’re all here in Huntington Beach in the first place – to be better business
people, to be more effective leaders and to be inspiring to those who work for us and
with us.
As Tom’s book titles indicate, his passion is passion: Destruction & Disruption & Reimaginings … Talent Liberation for a Brand You/WOW Projects World … Creativity,
Game-changing Innovation & Sustained Entrepreneurship. His other passion is to
induce leaders to vigorously embrace the “Technicolor Times” and partake of a diet of
audacious, disruptive re-imaginings and excellent adventures.
• Understanding media multi-tasking
• Translating brand equity into the digital world
• Best practices for integration of new technology into 360 campaigns
• Appropriateness of capturing the newest of the new
Jeremy Welt, VP New Media, WARNER BROTHERS RECORDS
12:00 Lunch Sponosred by
Generation Debt: How Youth View and Manage Personal Finances
Today’s youth is inundated by mixed messages regarding personal finances: Credit
card companies solicit them, they’re tempted by pimped rides and cool cribs, the
cost of college has skyrocketed (the average college student graduates almost
$20,000 in debt), the safety nets of previous generations have frayed or given way,
school and career choices may promise either sky-rocketing CEO/celebrity
compensation or a job that gets outsourced to an emerging market.
Get ready to be energized by who Business Week has deemed “business’ best friend
and worst nightmare.”
Tom Peters, Business, Management and Leadership Guru
9:45
Through traditional qualitative research and innovations such as self-reported video
documentaries and longitudinal ethnography, Sachs Insights explores the financial
realities and mythologies of today’s youth as they research, discover, adopt (and
abandon) financial brands, beliefs, and habits.
A Glimpse into Youth in 2006 and Beyond
Jane Buckingham, Youth Trend Expert, will share key trends and high points of
interest for today’s youth consumer. Applicable to youth of all ages, she will identify
trends and insights that can be immediately applied to business so you can be more
relevant and credible now and in the future.
Paris Patton, Director of Innovation Research, SACHS INSIGHTS
Carmen Wong Ulrich, Research Consultant, SACHS INSIGHTS
and Author of “GENERATION DEBT”
• Macro and micro trends that will affect your business
• What’s hot, who’s hot and what’s over
• Role of new technology in their life: Online communities, blogging and what’s next?
• A generation scarred from 9/11 and natural disasters like Hurricanes Katrina and
Rita and the Tsunami, what’s the impact on their outlook on life?
• Marketing to reach this generation
Jane Buckingham, CEO, THE INTELLIGENCE GROUP, Youth Trend Expert
Each session is 45 minutes in length followed by a 15 minute transition period. You may attend any session in any track.
A: Kids
1:15
Fun Funny and Fearless:
Research Rules In Kids
Commercial Television
B : Tw e e n s
1:15
Entering into the preschool arena
means not only appealing to the
children, but gaining parental
approval as well. On August 22,
2005, Cartoon Network launched
“Tickle U” – a new block of
preschool programming dedicated
to the promotion of fun and laughter
in the lives of children. Cartoon
Network is “fun, funny and fearless”
and so are Pre-K aged children.
• A look at the creation of a mediabased preschool business
designed to reach audiences
across all screens
• How we built an environment
based on what preschoolers
understand AND find funny
• How research drives content
selection and program design longterm and short-term
• Understanding what Parents want
for their children and how to apply
that knowledge
• Earning Mom’s trust – any new
venture for their kids must meet
with Mom approval in order to gain
brand awareness and trial
Alice Cahn, Vice President,
Programming and Development,
CARTOON NETWORK
Creating awareness, trial and buzz
through promotional partners and the
internet to drive retail support and
tween demand.
FLY™, the world’s first pen-top
computer for tweens is going to be the
hottest new youth product for 2005. It
didn’t achieve that status by accident.
The launch of this new computing and
entertainment platform designed
especially for Tweens was carefully
orchestrated to drive maximum
awareness and “virtual trial” long
before the product reached stores in
October 2005. Learn how LeapFrog
successfully created a new high tech
consumer “edu-tainment“ product
category.
• Distill complex product technology
into simple consumer messages
• Drive awareness on somebody
else’s dime
1:15
Connecting Credibly to Teens
Use technology and entertainment
two things that resonate with teens,
to develop compelling and
participatory programs. This session
will demonstrate how to reach the
very difficult and opinionated teen
audience in an innovative manner
with new and old media that drives
participation and buzz.
• The marriage of technology and
entertainment
• Interactive and participatory
campaigns that create viral
marketing
• Using online and the mobile phone
to reach the youth demo
• The power of PR
• Using product placement in a way
that does not alienate your
consumer
Christine Loredo
Senior Marketing Manager
AMERICA ONLINE
• Get tweens to engage with
product promotions through
on-line, demo and at retail
Lisa Strick
Account Director
STROTTMAN
Eric Pettit
FLY™ Brand Manager
LEAP FROG
ENTERPRISES, INC.
look at
“ Enlightening
marketing to
today’s youth!
Stacey Isenhwer, Vice President,
Research, CARTOON NETWORK
10
To Register
Call 888-670-8200
fax 941-365-2507
•
”
Track Chair:
Diane Hessan, President & CEO,
COMMUNISPACE CORPORATION
1:15
College Advertising Channels: The
Other “Non-traditional” Media
For today’s youth marketers, the
focus of their attention and potential
ad dollars have been on nontraditional media like Advergaming,
Blogvertising, and Podcasting. This
advancing technology and the
advertising options that complement it
do offer exciting potential for reaching
youth. But have we prematurely
qualified these options as effective
ways to reach youth? Is it safe to say
that traditional forms of youth media
have fallen to the way side?
Campus Media Group, Inc., will talk
about the other “non-traditional”
advertising channels that exist to
reach 18-to-24-year-olds, and why
today’s top brands still use them.
CMG will also demonstrate how
using campus media correctly can
create brand ambassadors on
college campuses nationwide.
• Understanding today’s
college campus
• Media options
• Tips on using campus advertising
channels correctly
• Empowering students to be brand
ambassadors on campus
Media Covered:
• College Print • College Radio
• Campus OOH • Student Intercept/
Street Teams • College Events
Thomas Borgerding,
President/CEO
CAMPUS MEDIA
GROUP, INC.
• Encouraging a child’s laughter
means understanding what they
think is funny
Launching the Next Big
“GOTTA HAVE IT” for Tweens
D: College
C: Teens
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A: Kids
2:15
Nickelodeon: Kids Start Here
B : Tw e e n s
2:15
Reaching and connecting with your
audience is your first priority as a
youth marketer. Keeping up with the
lightspeed pace of changing
technologies, introductions of new
marketing mediums and
opportunities can be a daunting task
unto itself. In this session, we will
survey new and innovative ways to
reach kids today as well as identify
best practices for actually building a
connection with them.
Capturing the Next-Generation
Tween Fan: Sports Marketing
Strategies for the Immersion Age
2:15
R U Ready 2 Talk Teen?
1st Part
Turning Trends into Stand-out
Marketing Messages and
Promotional Programs
• Integrating new and
traditional media
• Understanding the role of sports in
today’s youth culture
• What form of technology is the
best way to reach kids?
• Defining the “fan experience” in the
Immersion Age
• Technology Reality Check:
Where are they?
• Showcasing current best practices
in reaching the next-generation fan
• Word of Mouth marketing
• Providing Sports Marketing
strategies that build customer
value and loyalty
Paul Swangard
Managing Director
WARSAW SPORTS MARKETING
CENTER/UNIVERSITY OF
OREGON
• Discover Gen Y trends
• Learn what’s driving the trends
• Learn the most effective way to
market to teens (including peer-topeer activation)
NICKELODEON
2:15
Two Part Session Hosted by Teen People.
Teens are tech-savvy media
pluralists who have access to
multiple media and are driven to use
each medium for different purposes.
Given teens’ propensity to multitask, it is essential that advertisers
get their messages to teens via the
most effective vehicles. Jackie
Hernandez-Fallous, Publisher of
Teen People Magazine and Keisha
Wright, Sr. Trendspotter Marketing
Manager will share insights from
Teen People’s Annual Trendspotter
Study and Segmentation Study and
demonstrate how advertisers are
using these insights to effectively
reach teens.
Karen Driscoll
SVP Marketing and
Strategic Planning
D: College
C: Teens
Today’s sports industry enjoys
billion dollar businesses and
millions of loyal customers. But
generational differences and the
increasing role of new media
channels are forcing Leagues,
Teams, Events and Brands to
rethink what fans will want from
sport and what they will consider
sport in the future.
• Resonating: Maintaining the
emotional connection
C O N F E R E N C E
Companies looking to break through
the clutter on campus are
increasingly looking to create their
own network of campus influencers
while leveraging the power and
relevance of peer-to-peer marketing.
Learn how Mr. Youth, the nation’s
fastest growing youth marketing
agency, has helped some of the
nation’s leading companies including
Microsoft, JetBlue Airways, and
Victoria’s Secret utilize student rep
networks to achieve stated
objectives on campus.
At the session you will learn:
• Best practices on recruiting the
right student ambassadors to
represent your brand
• How to utilize technology to build a
scalable network that is managed
to succeed
• Proven student ambassador
marketing tactics to move the
needle on campus
• Developing a measurement system
that makes student reps
accountable for their actions
• How to avoid common pitfalls of
student rep programs
TEEN PEOPLE MAGAZINE
Matt Britton, Managing Partner,
MR. YOUTH LLC
Keisha Wright
Sr. Trendspotter™ Marketing Manager,
3:00
3:30
You’ve Got Questions, They’ve Got
Answers: Kids, ages 6 - 9, answer
Your Questions
3:30
You know the tremendous influence
kids have over family behavior,
habits and spending but do you
really know what’s important to kids
and why and how and when they
exercise their influence? Get
answers from kids to the questions
that are relevant to you and your
company.
• How do kids feel about advertising
and marketing,
• How do kids learn about what’s
new and how some things
become trends
• Learn what types of decisions kids
care about influencing and can
influence
• Discover what kids really care
about when it comes to spending
their own money or influencing
how families spend their money
Ali Pohn
VP/Chief Youth Officer
STROTTMAN
4:30
Networking Break
Tween Talk: An interactive panel
that will address what’s really on
the mind of today’s tweens and
how their mindsets could impact
your business.
3:30
Today’s tweens are a dynamic,
ever-changing segment. Join us for
an interactive session where tweens
take the stage to share their world
with you and answer questions that
can help you in developing your
marketing initiatives.
TEEN PEOPLE MAGAZINE,
Keisha Wright, Sr. Trendspotter ™
Marketing Manager,
Topics covered in the discussion
with the tween panel will include:
• Emerging trends
• Everyday worries or concerns
• What’s hot and what’s not?
• Purchase decisions and the
decision-making process
• Specific questions from
conference attendees
4:30
Live College Student Panel!
Marketing to the 18-24
demographic has changed. Today’s
college student is a different student
– influenced by the fast age of the
internet, instant messenger, cellular
phones and more. As savvy
consumers, they have become
weary of all the constant solicitation
and marketing on their campuses.
In addition to your questions, this
panel will focus on the following:
• Brand “must haves”
• Most popular trends on campus
• Student brand preferences and
awareness
• The most effective way to reach
college students in their
environments
• What brands have risen above the
clutter with successful impact
The Next Step: Engaging Students on Their Terms
With their instinct for authenticity and cynicism towards commercialism, college and
high school students demand that advertisers and marketers play by their rules. They
ignore and reject mass advertising initiatives imposed from above, yet respond to
(and even solicit) marketing that is grassroots, relevant, and resonant. In this session
I’ll discuss Facebook’s new marketing programs, which are already enabling dozens
of leading brands to develop a deeper, more meaningful relationship with the youth
market and engaging millions of students every day.
• Facebook is the #1 website for students nationwide. Millions of American students
use Facebook daily: 1 in 3 college students in the US logs on to Facebook every
day, and 1 in 2 college students in the US logs on to Facebook every week
• Facebook users’ seamless intermingling of commercial and non-commercial
interests highlights both the challenges and the opportunities in marketing to the
student demographic
• Facebook’s innovative and integrated advertising properties show how marketers
can connect with students where it matters most to them
• Facebook has built a leading brand in the student market from the bottom up, and
bottom-up grassroots marketing can be a powerful force for major brands too
In this engaging session, you will have the unique opportunity to see this executive
producer in front of the camera for a change - sharing tips and insights from
successes and failures he’s seen behind the camera.
Stan Rogow, CEO, STAN ROGOW PRODUCTIONS, Executive Producer of
LIZZIE MCGUIRE, DARCY’S WILD LIFE AND FLIGHT 29 DOWN
Recess with Olympic Athletes
Matt Cohler, VP Revenue, FACEBOOK
Many brands have had success rubbing shoulders with the likes of Tiger
Woods, Serena Williams, Michael Jordan and Derek Jeter. However, most
marketing budgets can’t afford to make commitments to such big names.
There are alternatives that have just the same star power, encourage good will
and deliver a brand message. Olympic Gold Medal Sprinter Shawn Crawford, 2-time
Olympic Silver Medal Hurdler Terrence Trammell & World Champion Sprinter Me'Lisa
Barber, along with their brand counterparts, will share success stories from leveraging the
timeliness and experiential marketing with Olympic Medalists.
Brought to you by N-Vision
Call 888-670-8200
3:30
Shereen Miller, Associate Director,
SPORTS ILLUSTRATED &
SPORTS ILLUSTRATED ON
CAMPUS
Christine Efken,
Senior Research Associate,
DOYLE RESEARCH ASSOCIATES
Lessons From Behind The Camera: Moving From Trends to Emotions for More
Meaningful Connections
To Register
Teen to Teen to You. Let’s Get Real.
2nd Part: LIVE TEEN PANEL
• Talk to real teens that will discuss
ad hits and misses and respond to
questions from marketers
There are certain truths that are applicable to all walks of life and relevant to all stages of
personal development. And unlike trends, these don’t change with the times, they may
evolve, but they are in some way always there - these are emotions. Stan Rogow,
executive producer of such youth culture phenomena as Lizzie McGuire, Darcy’s Wild Life
and most recently Flight 29 Down, argues that only when you can successfully portray and
tap into these emotions can you really start connecting your brand or property with
consumers – not riding the coattails of the latest trends or fads.
5:30
Tapping into the Pulse of Campus
Life with Student Brand
Ambassadors
fax 941-365-2507
6:15
Concert Networking Reception Featuring Tomorrow’s
Hottest Names
Every year, 12to20 brings the hottest new teen music artists to the Youth
Marketing Mega Event Cocktail Reception. In 2005, Tyler Hilton and Jesse
McCartney performed for our conference attendees and definitely put on an
amazing show! Be sure to join us this year to see who will be hot in 2006!
•
11
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MAIN CONFERENCE DAY 2: WEDNESDAY, MARCH 29, 2006
7:00
Morning Coffee
7:45
Chairperson’s Recap
8:00
Marketing Responsibly But Profitably: Moving From Awareness to Action
The debate about “who is responsible for the obesity crisis in the U.S.” has captured
headline news for several years. The “blame game” and “teflon response” has often
dominated the debate between the public and private sectors. There have been
threats of obesity lawsuits as well as the passage of state legislation that governs the
sale of soda and snack foods in school vending machines; and, there are now selfregulation guidelines from some trade groups. In addition, the Institute of Medicine
has convened a committee of scientific experts to study marketing to children and will
issue a report with their recommendations in Fall, 2005. Some companies are
beginning to do their part by introducing healthier product choices, labeling their
healthier products for easy consumer identification, and supporting
intervention/education efforts. The debate has served its purpose in raising national
awareness and concerns about childhood obesity. However, a focus on the debate
versus taking action only keeps obesity in the “spin cycle.” It is time for everyone
to take a big step toward action. At this session, the audience will learn:
• Obesity is a BIG problem.
• Obesity touches each of us in our everyday life.
• We must all own obesity as a national health problem.
• It is a huge challenge, but we are the solution.
Faye L. Wong, VERB Campaign, CENTER FOR DISEASE CONTROL
& PREVENTION
8:45
10:15 Building Trust as a Credibly Cool Brand
Youth today are corporate critics. They know they’re being marketed to and to a large
extent, they’re fine with that. However, try too hard to not seem like you’re marketing,
they can see right through it and come on too strong with a sell message, they’re
likely to shut you right out. In today’s competitive and cluttered categories, you
cannot afford severed relationships. Perhaps one of the most authentically cool
brands in the youth market today, American Apparel’s Chief Operating Officer walks
us down that fine line.
• Is “buying your way in” transparent or worth the investment?
• Building relationships that are in the spotlight without appearing to “sell out”
• Remaining authentic to consumers who understand the business of marketing
Martin Bailey, Chief Operating Officer, AMERICAN APPAREL
11:00 The Mobile Future is Now: Leveraging Mobile for Youth Marketing
The youth demographic are at the core of mobile’s success, with over 45 million
under 25s using mobile devices today. 80% of those devices are text messaging
enabled – creating a new medium to target the youth market. Mobile provides always
on, always available, anytime marketing for you and your brand. Adding mobile to
your overall marketing strategy is key to reaching the youth demographic.
The Mobile Marketing Association brings together industry experts for a discussion on
mobile marketing best practices and how to best leverage the emerging mobile
channel in support of a brand’s overall marketing strategy for this key demographic.
The panel discussion will cover:
• How to build a campaign around youth using the mobile channel
• Impact and effective uses of: text and premium text campaigns, downloadable
mobile content, mobile web banners, mobile search
• Specific case study examples will be discussed from a variety of perspectives by
key players in the rapidly evolving mobile space.
MODERATOR
Laura Marriott, Executive Director, MOBILE MARKETING ASSOCIATION
Growing Up With Your Consumer: NASCAR, the All-American Soap Box Derby and
Levi Strauss Signature Partner to Reach Kids, Adults and Families
The All-American Soap Box Derby, an official youth initiative of NASCAR, is the premier
youth and family oriented racing program involving boys and girls ages 8-17. The
AASBD promotes the core values of teamwork, the spirit of competition, perseverance
and an emphasis on family. This year at the annual championship, 502 local
champions representing 43 states and four foreign countries qualified and competed in
three divisions for trophies and college scholarship money. In the past 10 years, overall
race participation has doubled, with approximately 45 percent being girls.
In 2005, the Levi Strauss Signature™ brand has entered into a multi-year agreement
with the All-American Soap Box Derby (AASBD) to become the title sponsor of the
championship event.
• A historical outlook on the growth of the All American Soap Box Derby, an official
youth initiative of NASCAR
• How and why NASCAR targets a youthful, family-oriented AASBD audience
• Dissecting the AASBD marketing campaign and Public Relations strategies
• The success story from title sponsor Levi Strauss Signature™
• The value of NASCAR NEXTEL Cup Series Driver Jimmie Johnson serving as
AASBD National Spokesperson
• Overall contributions from NASCAR and corporate sponsors that help grow the
AASBD brand and the NASCAR fan base
PANEL PARTICIPANTS
Heather Bowen, Marketing Manager, AOL
Courtney Jane Acuff, Wireless Specialist - Associate Director, STARCOM IP
Michael K. Baker, President & Chief Operating Officer, ENPOCKET, INC.
Rachel Agronsky, General Manager for Communities Products, SPRINT NEXTEL
11:45 Music and Music Fans Have Migrated Online…Marketers Should “Mingle”
Music has always been a powerful marketing platform in traditional media, including
television, radio, print and concerts. The marketing fundamentals have not changed,
but as music consumers have rapidly migrated online, they have embraced their
ability to control the how, what, where and when of digital music content to create MY
Music Experience, MY Music Videos on Demand, MY radio station, MY playlists on
MY portable device.
Content, Search, Personalization and Community are the 4 consumer engagement
pillars that have catalyzed this migration. The tools that drive the 4 pillars such as
instant messaging, ratings systems, playlist generation, downloads and legal file
sharing all provide more meaningful, relevant ways to reach and mingle with these
more passionate consumers of all ages.
Current (live) examples of how marketers are leveraging online music will be shared.
• Engage and enable the music fan throughout their entire online music experience by
leveraging the 4 consumer pillars:
- Search (desktop, mobile, video, audio, TV)
- Content (discovering, organizing, consuming, creating, publishing, distributing)
- Community (connecting, filtering, sharing, influencing)
- Personalization (rating, customizing, refining)
Roger VanDerSnick, Vice President, Marketing, NASCAR
Sherri Phillips, Vice President, Marketing & Store Development,
LEVI STRAUSS SIGNATURE
Jim Huntsman, President, Board of Directors,
ALL AMERICAN SOAP BOX DERBY
9:45
George Stewart, National Director and Category Development Officer,
YAHOO! MUSIC, YAHOO!
Networking Break
12:30 Luncheon
Each session is 45 minutes in length followed by a 15 minute transition period. You may attend any session in any track.
A: Kids
2:00
Exploring the life cycle of
entertainment licenses:
From Fad to Evergreen
B : Tw e e n s
2:00
• Explore effective ways to
launch properties
The toy aisle has changed over the
past decade. Browse the stores
today and you’ll find portable video
players, games that plug into your
TV and cellphones. Are these really
toys? How do kids and tweens
define toys in this iPod world?
Learn about the various high tech
“toys” that kids and tweens are
playing with today.
See the results of research with Wild
Planet’s Kid Inventor Team and how
they think of toys.
• Use the medium as the message
• When do kids and tweens really
start to want an iPod?
• Manage timing of product
introductions
• How do kids and tweens think
about technology?
• Know how to utilize brand
extensions
• How do marketers of more
traditional entertainment products
survive?
2:00
Learn more about Keds, a classic
iconic brand that has been around
since 1916, as the brand was
repositioned to be relevant to the
teen and young adult consumer.
Find out how the Keds team set
clear brand goals and strategies,
selected a relevant aspirational
spokesperson, Mischa Barton of the
OC, evolved their product offerings,
doubled their marketing investment,
and leveraged the new imagery and
messaging through all consumer
touch points (advertising, in-store,
on-line, events, and more).
• Developing a brand strategy that
gets new consumers into the
franchise but stays true to the
Keds DNA
• Finding the best aspirational and
relevant spokesperson
12
To Register
Call 888-670-8200
fax 941-365-2507
Track Chair:
Diane Hessan, President & CEO,
COMMUNISPACE CORPORATION
Keds Be Cool For Teens:
A Case Study
•
2:00
The Post-High School,
Non-Collegiate Consumer
The 18-22 year old consumer has
been typically categorized as the
college consumer. Thus, marketers
tend to rely on techniques and
strategies that focus on the lifestyles
and assumed activities that occur on
campus. However, there is a large
number of 18-22 year olds who are
not on campus and may not even
be in college. This audience has
traditionally been underserved by
mainstream marketing and has the
potential to be a major opportunity
area for brands that have not
traditionally located this consumer.
• Post High School Destinations –
every 18-22 year old is not on
campus!
What makes a property a quick
short-term hit vs. an evergreen brand
that lasts for generations? This
session will explore the life cycles of
entertainment licenses using case
studies from Care Bears, Holly
Hobbie, Winnie the Pooh, Sesame
Street, and more, and discuss ways
to extend a brand for long-term
success.
The iPod is Not a Toy…or Is It?
D: College
C: Teens
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A: Kids
B : Tw e e n s
D: College
C: Teens
Rob Volpe
Director, Promotional Marketing
WILD PLANET TOYS
• Extend the life cycle of your
license/brand
C O N F E R E N C E
• A comparative study: college v.
non-college – are they the same
consumer?
• Develop a compelling marketing
plan with multiple consumer touch
points to reach this new younger
consumer
Tamra Seldi
Senior Vice President,
Consumer Products,
AMERICAN GREETINGS
PROPERTIES
• Alternative media and mediums to
distribute your message to
supplement your college attending
consumer base
• Having patience to stay the course
and stick to the strategy for 2006,
2007, and beyond
Jennifer Weiderman,
VP, Marketing, KEDS
Thomas E. Nickerson,
Director Strategic Outreach,
UNITED STATES ARMY
ACCESSIONS COMMAND
Paced,
“ High
Informative,
Loved it!
3:00
Zoup-ah!™: Taking Ownership of
the Culinary Category for Kids and
Their Families
3:00
Zoup-ah! is an entertainment and
lifestyle brand that creates
programming, products and related
attractions designed to bring families
together in their homes and at their
tables. In this presentation,
participants will learn about Zoupah!’s continuing journey in creating
an entertainment driven and socially
responsible lifestyle brand.
”
Aging Down: Appealing to the
Tween Consumer (and their
parents)
3:00
Attendees will learn:
• The value of focusing on and
listening to what adults and kids
want from your product or service
• Tips and tricks for deciphering the
numerous styles of marketing and
how to determine what will be
most successful for your specific
campaign
• The rationale for developing
multiple brand platforms in tandem
• The significance of building
“founding partnerships” with
brands and community leaders
• The magic of messaging, graphic
design, and photography to
capture the imagination of both the
adult and tween demographic
• The unique steps and challenges
involved with creating
programming that leverages
“healthy behavior modeling”
• Tapping into the penetration of a
product for an older audience to
carve out a new tween category
Bill Bourdon, Vice President of
Business Development, Partner,
ZOUP-AH!
• What experiential marketing
can deliver
Jeanne Smith, Co-founder and Chief
Creative Officer, ZOUP-AH!
Fred Bullock, Chief Marketing
Officer, FIREFLY MOBILE
3:45
4:15
The Role of a Life Time, The
Benefits of Role Play Toys
4:15
Kids start role playing early in their
life time. What benefits if any do role
play toys have for a child.
• Learn the benefits from play
• What defines role play toys
• Learn the benefits of role play toys
• Age categories for role play toys
Heidi Haarstad, Product Manager,
MANHATTAN TOY
5:00
The media landscape has been transformed- it is
more diverse, participatory, and global than ever. How
must marketers evolve to create connections with the
youth market?
To Register
Call 888-670-8200
The Alloy College Explorer study
shows the college market has
expanded this year in nearly every
market metric, gaining in aggregate
size, spending power, and
discretionary income. Overall
spending among college students
has increased almost 16 percent
and discretionary spending has
soared to a record $41 billion.
Overall 16.5 million students head
back to campus, up four percent
over last year and representing the
largest college class in history.
• Money, Money, and More Money
• What teen dining trends are HOT?
• What drives visitation and loyalty?
• How does the occasion
impact selection?
• Does the company they are
with make a difference?
• What’s on teens’ dining wish list?
• Conscientious Consumers “Green” and “Cool”
Rochelle Wainer, Ph.D.,
Senior Manager, Strategy & Insights,
PEPSICO
Samantha Skey
SVP Strategic Marketing
ALLOY MEDIA
4:15
• Evolving Evolution
• The College Bubble
• Entertain me!
• Optimistic … or Entitled?
4:15
Building Customers for Life
Subway recently began talking to
kids and teens in an effort to build
customers for life. Find out how this
adult brand began to define
messaging at the various life stages
– while staying true to itself.
• Finding messages for your adult
brand that resonate with kids
and teens
• Understanding attitudes, needs
and purchase behaviors at each
life stage
• Effectively communicating product
benefits to different audiences
• Being responsible marketers
• Benefits later in life of educating
kids on making responsible
choices today
• Changing touch points of varying
life stages
Michelle A. Cordial
Director, Brand Management
SUBWAY FRANCHISEE
ADVERTISING FUND TRUST
• Identification of their cultural currents in youth
culture and its impact on the future of media
• Sharing of tenets that will guide brands towards
cultural relevance in the youth market
fax 941-365-2507
How to make an impact on an
increasingly valuable, and
increasingly elusive, campus coed.
Networking Break
As the marketplace gets increasingly
competitive, companies are bringing
back the brands of yesterday hoping
to cash in on their built-in equity and
nostalgic appeal. This session will
look closely at how to best
re-launch a brand and hopefully turn
it from classic to evergreen.
• Case study of DIC Entertainment’s
re-launch of classic brands
including Strawberry Shortcake
and Trolls
• Defining the difference between
re-launching and repositioning
• Identifying the right target demo
• How do you know if you have a
brand worth bringing back – the
importance of timing and
positioning
• How licensing takes the driver’s
seat in re-launching a classic
entertainment brand
The Future of Media
The Booming College Market: An
In-Depth Look at the Largest and
Wealthiest Class in History
Robbin Jaklin, President,
C&R RESEARCH/TEENSEYES
The Marketing and Licensing
Behind Re-Launching a Classic
Brand For Tweens
Jedd Gold, VP, Brand
Marketing & Promotions,
DIC ENTERTAINMENT
3:00
Meeting the demands of today’s
teens is not an easy task, especially
for dining. Factors such as service,
environment and food & beverage all
play a role. Pepsi will share findings
from a custom study revealing key
drivers that motivate teen decision
making and engender loyalty.
Explore the restaurant landscape
through the eyes of a teen and see
firsthand the rationale behind their
decision making and how they
prioritize the different factors that go
into making any decision. These
insights will allow you to make more
educated decisions when
considering marketing partnerships
with food service as well as tailor
your own brand needs to align with
the priorities of teens today.
Appealing to the heart and minds of
youths and their parents can be an
extremely effective marketing
strategy and also one of the most
challenging to pull off. Reaching two
audiences at the same time truly
requires a clear strategy and some
creative tactics.
• The role of market research and
social trends in evaluating a new
category creation opportunity
Out on the Town – Dining
with Teens
•
Breaking Barriers Using New (and
old) Communication Techniques to
Get Your Message Through to the
College Student
Today’s college student is far more
wired and savvy than we ever were.
They are the MeTV generation and
know an ad when they see it. But
contrary to conventional thinking,
this group is ok with your marketing
message as long as they are getting
something in return. Find out how
Unilever brands like Axe and Degree
are capitalizing on this by delivering
magnetic marketing to this group.
• How should you view a
gaming strategy?
• How do you focus on
magnetic marketing?
• Find out why content is king and why
social networking is your best friend.
• Learn how to get breakthrough
creative ideas through your
boring company.
Kevin George, Director of Marketing,
Deodorants, UNILEVER HPC
Jeff Cole, Senior Planning Director,
MONE
Craig Bamsey
Director of Strategy
FAITH POPCORN’S BRAINRESERVE
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11/15/05
A B O U T
10:45 PM
O U R
Page 14
S U P P O R T E R S
Conference Supporters
Campus Media Group, Inc. is a leading national youth media and marketing
agency. Today’s national brands and top agencies trust CMG to provide
strategic media planning, buying, and management services. CMG offers pure
advertising channels such as national high school and college newspapers,
postering on campus, database marketing, student intercept, customized
sampling, and event promotion to reach youth. They are proud to have helped bring companies
like PricewaterhouseCoopers, Google, Nintendo, Warner Bros., and Hardee’s to campus. For
more information, visit www.CampusMediaGroup.com.
Communispace Corporation, www.communispace.com, a pioneer in
creating vibrant online customer communities, enables businesses to
directly connect market intelligence to business growth an innovation.
The company's turnkey solution, including building, managing, and
facilitating proprietary online communities, virtually hardwires the voice of the customer to every
aspect of business. By engaging customers in a rich and multi-dimensional dialogue, 24/7,
Communispace delivers rapid access to unprecedented insights. Companies secure real-time
results that drive faster product development cycles, improve marketing efficacy, solidify
customer loyalty and overall, lower marketing expenditures. Communispace is headquartered in
Watertown, MA, with additional offices in Atlanta, Chicago, Los Angeles, and New York.
The Geppetto Group, a WPP Group plc company, is a New York-based, awardwinning advertising agency and marketing consultancy dedicated exclusively to
the kid, teen and young adult audiences. We believe that the best solutions come
from thinking not about any one marketing discipline, but rather from thinking
about the consumer first. It is our mission to be audience-specific and discipline
neutral; thereby bringing ideas to our clients that spring from a superior
understanding of what motivates these unique audiences. Clients The Geppetto Group serves
are: Reebok, NFL, Frito-Lay, The Coca-Cola Company and Pfizer, among many others.
DropCards are a custom designed plastic card that contain a PIN
number on the back that can be used to access data, also known as
"stored value content." This content can pretty much be anything that can
be delivered electronically (downloaded), or redeemed with a pin number.
For example: reach your target audience with music, ringtones, video, audio-books,photos and
games. The type of content that you can provide to an audience is really only limited to your
imagination.
Greenfield Online, headquartered in Wilton, CT, is a leading
independent provider of Internet survey solutions to the global marketing
research industry. The company operates in Europe through its Ciao
subsidiary. The company has built and actively manages one of the
world's largest communities of online panels, communities and affiliates. This global community
allows Greenfield to supply its clients with diverse, demographically representative survey
research data. For more information visit http://www.greenfield.com and http://www.ciao.com.
To join the panel, visit http://www.greenfieldonline.com.
Iconoculture, the leader in strategic consumer advisory services,
delivers consumer understanding to marketing decision makers at
F1000 companies, their agencies and advisors. Iconoculture
enables business growth and innovation, using a unique observational research approach and
translation capabilities of world-class researchers and strategists. Iconoculture provides strategic
advisory services to brand, industry and agency leaders including Bacardi, CVS, Del Monte,
Ford, General Mills, Home Depot, MTV, Marriott, Pfizer, Wal-Mart, Leo Burnett, McCann Erickson,
DDB, Ogilvy PR, MARS Advertising, and Campbell-Mithun.
Founded by president and CEO Bill Goodwin, Philadelphia-based Goodwin
has utilized its vast expertise in the area of branding, packaging, licensing
and brand revitalization for youth-oriented products and services to partner
with and counsel some of the world’s leading brands, including Campbell
Soup Company, Disney, Hasbro, Johnson & Johnson, Mattel, Toys R Us
and Wal-Mart. “From our humble beginnings in the toy industry nearly a
decade ago, our work (some call it work, we call it fun) now includes candy, food and beverage,
games, personal care, electronics, entertainment, education, pharmaceutical, publishing,
licensing, sports, and others,” notes Goodwin. “In fact, many of our client relationships span the
length of our existence.” Goodwin’s primary focus has always been to help their clients –
companies who care about today’s youth -- “connect with kids, tweens and teens, by developing
brand experiences that enhance their lives.” In fact, designing valued relationships with kids™ is
more than a company slogan; it is a passion. Goodwin combines expertise with innovative
marketing strategies, smart design solutions, and a complete understanding of their clients’
businesses and markets. Their ultimate goal is to help their clients leverage their brand power to
reach kids, and build enduring relationships with them. Goodwin’s expertise lies in the fact that
their unique culture combines people from multiple disciplines to partner with their clients
throughout the design process, yielding phenomenal results. Goodwin has worked closely with
clients as they have explored an array of strategic cost-cutting, best practice implementation,
return-on-investment projection, market research, competitive benchmarking, innovation
engagement, speed-to-market maximization, results analyses and more.“We take pride in the
benefits we have provided kids through increased and improved product offerings, and our
clients through hundreds of millions of dollars in realized revenue,” comments Goodwin.
Goodwin’s services have grown to include consulting, ideation, naming, identity, positioning,
research, product design, promotion, illustration, photography, copywriting, new media and
interactive (web sites, games, advergames, presentations, animation, music and sound design)
for campaigns ranging from new product line launches, designing POP, promotional and
advertising materials, creating collateral systems to trend tracking and forecasting.
Mr. Youth® has been built from the ground-up by a handful of highly
experienced, creative, and dedicated promotional marketing executives. Most of
Mr. Youth’s® clients like the fact that they can expect to reach us at the oddest
hours with a peculiar request and still get the answers they need. Come meet some of the brains
behind Mr. Youth®. We look forward to meeting you in person.
Since 1967 The NPD Group has provided reliable and comprehensive
consumer and retail information for a wide range of industries. Today more
than 1,400 manufacturers and retailers rely on NPD to help them better
understand their customers, product categories, distribution channels and
competition in order to help guide their business. Information from The NPD Group is available for
the following major vertical sectors: apparel, appliances, automotive, beauty, consumer
electronics, food and beverage, foodservice, footwear, home improvement, housewares,
imaging, information technology, music, software, travel, toys, video games, and wireless. For
more information visit www.npd.com.
14
To Register
Call 888-670-8200
fax 941-365-2507
If you want to connect with youth and families, hire them.There’s a reason
Strottman promotions get results. We tackle every assignment through the lens of
the consumer. Our 500+ Kid Engineers and 200+ Gen X Gatekeepers are involved
throughout our strategic and creative process. Visit us at www.strottman.com or
contact Ron Coughlin at 949-623-7937 or at Coughlin@strottman.com to find out how we
can help you create youth and family promotional and premium programs that get winning
results.
Media Partners
The Toy Industry Association Inc. (TIA™) is to promote toy industry
growth globally, to ensure the industry’s right to market and manufacture
fun, educational and safe products to all ages in a free and fair manner,
and in so doing support the positive development of children.
Published by Anastasia Goodstein, Ypulse provides daily news &
commentary about Generation Y for media and marketing professionals.
Ypulse covers commercial teen media for teens (teen magazines,
websites), entertainment for teens (movies, games, television, music),
technology used by teens (cell phones, instant messaging, SMS), the news media’s desire to
attract teens (newspapers, cable news), marketing and advertising (targeting the teen
market) and civic youth media (highlighting organizations’ efforts at promoting youth voices in
media). Anastasia Goodstein (journalist) has worked with several leading consumer online &
television brands including Current TV, AOL, and Oxygen TV.
The Mobile Marketing Association is an action-oriented association
designed to clear obstacles to market development, to establish
standards and best practices for sustainable growth, and to evangelize
the mobile channel for use by brands and third party content providers. MMA members
include agencies, advertisers, hand held device manufacturers, wireless operators and
service providers, retailers, software and services providers, as well as any company focused
on the potential of marketing via the mobile channel. The Mobile Marketing Association’s
global headquarters are located in Bellevue, WA. For more information, please visit
www.mmaglobal.com.
Reveries.com: The award-winning online magazine starring the
thought-leaders whose ideas drive the business of marketing. Sign
up for COOL NEWS OF THE DAY www.reveries.com/coolnews, the
daily email of marketing insights into news headlines and trends-yes, it’s the one everyone’s
buzzing about and it’s free!
MarketResearch.com is the leading provider of global
business intelligence on markets, industries, and
companies. We help professionals stay ahead of market
developments and trends with expert data and analysis. Visit MarketResearch.com or call 1800-298-5699 to speak with a research specialist.
Paramount Market Publishing is your source for the best
marketing books. The Great Tween Buying Machine, describes
TODAY’S tweens and the universe in which they live. Other PMP
titles include The Kids Market: Myths and Realities, by James
McNeal; The Mirrored Window: Focus Groups from a Moderator’s Point of View, by Judith
Langer; and Marketing to American Latinos, by Isabel Valdés. For a FREE catalog, call tollfree 888-787-8100. Order online anytime at www.paramountbooks.com.
Brandchannel.com is an online news and perspective
on brands. This free resource challenges you to think
further about important issues that are affecting brands
now and in the future. To further enhance your brand awareness, we offer a cadre of tools
and information including global listings for conferences, courses and careers, open debates,
brand profiles and website critiques as well as links to other valuable industry resources.
Updated weekly, brandchannel provides the opportunity for an open exchange on the
subject of brands and branding from practitioners like yourself around the world. To
subscribe for free weekly updates by email, visit www.brandchannel.com.
Become A Sponsor Today
This is the only conference attracting the top decision makers in the youth marketing industry.
If you are a key player in any youth market with an expertise in kids, tweens, teens, college or
young adults, you cannot afford to miss this event.
This is an opportunity worth investing in. IIR conferences are designed to provide sponsors
with exclusive access to an elusive group of hard-to-find buyers. Historically this event has
generated 3-4 revenue generating business leads.
Showcase your expertise and further solidify your position as a leader in youth marketing.
For more information, please contact Jean Dugan.
Phone: 212-661-3500 ext. 3127
E-mail: jdugan@iirusa.com
Comments? Suggestions? Questions?
For any inquiries related to the 2006 Youth Marketing Mega Event,
please contact Krista Iverson.
Phone: 212-661-3500 ext. 3198
E-mail: kiverson@iirusa.com
•
KL Communications is a full service market research firm, which features a blend of
both right-brain creativity and left-brain analytical expertise. We draw on our core
research expertise to provide you with the research findings you need, but we also
draw on our creative skills to suggest innovative approaches to your research. Our
communication skills will provide you exciting research deliverables, featuring “the voice of the
customer”. Through our core competencies in research, creativity and communication, KLC
produces the actionable insights required to answer the challenges of these turbulent times.
Sachs Insights is a qualitative research consultancy founded in
1987. Our goal is to continually develop and deploy innovative
research techniques that lead to powerful insights our clients can
take to market. Our firm is organized in two practice areas: Innovation Research and User
Experience Research. The methodologies we employ include ethnography, focus groups, in
depth interviews and usability labs. We are proud to have pioneered a number of innovations
in study design including longitudinal ethnography and remote moderated usability. A
hallmark of our work is the presentation of research insights and recommendations
integrating expertly edited video clips from the research – to bring the consumer’s voice to
marketers, developers and product designers.
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Page 15
R E G I S T R AT I O N
I N F O R M AT I O N
Down Time Download
After 3 jam-packed days of intense learning and networking, why not take a break on Thursday and enjoy some of the amenities offered by the beachfront property in Huntington Beach.
Some of these would make great team-building exercises for your team to strengthen the professional bonds developed over the past 3 days. Some may be more appropriate for some
personal reflection so you can absorb all the great information you just took in. Regardless of your preference, we’re sure you’ll find an activity to suit your needs.
For more details on any of these options, contact the resort concierge.
Hit the Links: Meadowlark Golf Course
Indulge Yourself: Pacific Waters Spa
Meadowlark Golf Course is the most convenient course
to the resort, just 10 minutes away. Built in the 1920’s, its
old oaks and eucalyptus trees provide a beautiful
backdrop. New lakes and total renovation of the
clubhouse was completed in 1993.
To escape from reality is to escape to the “Pacific Waters
Spa”. Nestled in a secluded courtyard, guarded by Koi
and flaming torches, this 20,000 square foot Oasis is the
ultimate retreat for body and soul, the perfect hideaway!
Reminiscent of a turn of the century Spanish mansion,
Pacific Waters Spa is opulent in form and function. Inhale
the rich color palate and indulge in the appropriately lavish
amenities as you escape the stresses and strains of
everyday life.
Perusing the services and treatments offered at Pacific
Waters Spa in advance of your visit is highly
recommended. You are also encouraged to call the
professional Spa Concierge for assistance with scheduling treatments to maximize the
therapeutic benefit of your experience.
Par: 70
Yardage: 6,643
Rating: 69.9
Slope: 117
Holes: 18
For the Champagne Coneisseur in you: Red Chair Lounge
Additionally the Spa Concierge can assist in scheduling your favorite therapist and
guarantee their availability when you visit. Choosing a treatment or a series of treatments
is just the beginning; a trip to Pacific Waters Spa can only be complete when you allow
time to exploit all of the wonderful amenities available to you.
Come early or stay late and enjoy the dry sauna, steam rooms, lounges with private
outdoor relaxation areas, whirlpools, our state of the art fitness center, and our “cutting
edge” Salon. Enjoy!
The perfect place to unwind, meet friends, enjoy billiards or sit by the fire and warm your heart.
The Red Chair Lounge specializes in a wide-variety of Premium Spirits, Infused Martinis and
Signature Cocktails. Our signature high back chair is complimented by warm colors, rich wood
paneling and both indoor and outdoor seating.
At the Red Chair Lounge we celebrate the finer things in life including Champagne. Make everyday
a special occasion and relax with a bottle at half price. Open: 4:30pm to 7pm daily.
Hit the High Seas: Sport Fishing
For The OC in you: Surfing Adventures
Sport fishing is a sure way to experience the beautiful
Pacific Ocean. We can refer guests to local companies that
offer fishing charters, whale watching and coastal cruises
insuring fun for the whole family.
Learn how to catch the perfect wave from a company
dedicated to the history and soul of surfing. Toes on the Nose
gives private and semi-private surfing lessons taught by one of
their fourteen team riders.
REGISTRATION DETAILS
GROUP DISCOUNTS AVAILABLE NOW! Group Discounts are Available - Send Your Whole
Team! Contact Aloycia Bellillie at (212) 661-3500 ext. 3702 or e-mail abellillie@iirusa.com
Five Easy Ways to Register
•
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h
FAX
PHONE
MAIL
(941) 365-2507
(888) 670-8200 or internationally at (941) 951-7885
Customer Service - IIRNY, P.O. Box 3685, Boston, MA 02241-3685
ok EMAIL
register@iirusa.com
f
www.youthmarketingmegaevent.com
INTERNET
HOTEL & TRAVEL: All hotel bookings should be made through The Global Executive’s
Internet booking site. Please visit www.globalexec.com/iir to make your reservation. If you do
not have Web access, or need additional assistance, please call The Global Executive at
(800) 516-4265 or (203) 431-8950 or send them an email at conf@globalexec.com.
CANCELLATIONS: Should you be unable to attend for any reason, please inform IIR IN
WRITING no later than 10 business days before the conference and a credit voucher for the
full amount will be issued. If you prefer, a full refund less a $395 non-refundable deposit will
be issued. No refunds or credits will be given for cancellations received after 10 business
days before the conference
DATE & VENUE:
March 27-29, 2006
Hyatt Regency Huntington Beach Resort & Spa
21500 Pacific Coast Highway
Huntington Beach, California 92648
Telephone: 714-698-1234*
Fax: 714-845-4990
*This number is for general information only
Substitutions of enrolled delegates may be made at any time. Please indicate upon
registration whether you are eligible for a discount. No two discounts can be combined. If, for
any reason, IIR decides to cancel this conference, IIR does not accept responsibility for
covering airfare, hotel or other costs incurred by the registrants. Program content subject to
change without notice.
Your registration for attending the “Youth Marketing Mega Event” includes:
• Full conference presentations
• Luncheons, Networking and Refreshment breaks
• Documentation including speaker presentations and handouts
• Sponsor hall pass
Any disabled individual desiring an auxiliary aid for this workshop should notify IIR at
least two weeks prior to the workshop.
PAYMENTS: Payment is due within 30 days of registering. If registering within 30 days of
the event, payment is due immediately. Payments may be made by check, Visa, MasterCard,
Discover, Diners Club or American Express. Please make all checks payable to the “Institute
for International Research, Inc.” and write the name of the delegate(s) on the face of the
check, as well as our reference code: M1809. If payment has not been received prior to
registration the morning of the conference, a credit card hold will be required.
FEES:
Register by December 9, 2005
CONFERENCE DRESS CODE: Casual and comfortable attire is suggested. We
recommend bringing a sweater, as the conference room may be cool.
Register by January 27, 2006
Register by February 24, 2006
Standard & Onsite Fee
Conference Plus Symposia
$2,790
$2,990
$3,190
$3,390
Conference + Full Day Workshop
$2,595
$2,795
$2,995
$3,195
Conference + 2 Half Day Workshop
$2,595
$2,795
$2,995
$3,195
Conference + 1 Half Day Workshop
$2,245
$2,445
$2,645
$2,845
Conference Only
$1,795
$1,995
$2,195
$2,395
Symposia Only
$1,395
$1,395
$1,395
$1,395
To Register
Call 888-670-8200
Space is limited to attendees who register in groups of 3 or more.
fax 941-365-2507
•
15
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Page 16
YOUTH MARKETING MEGA EVENT REGISTRATION FORM
Please complete and return this entire form to:
•
%
Fax
Call
ok
f
Email
Internet
Institute for International Research
708 Third Avenue, 4th Floor
New York, NY 10017-4103
(941) 365-2507
(888) 670-8200 or (941) 951-7885
Mail Institute for International Research, New York
P.O. Box 3685, Boston, MA 02241-3685
register@iirusa.com
Please indicate which events you will attend:
Please register the following delegate(s) for the Youth Marketing Mega Event (please photocopy this form
for additional delegates)
❒ I will attend the Youth Marketing Mega Event and 1 full day workshop
❒ Beyond Hanging Out: Getting the Most From Your Ethnographic Experiences (M1809B1)
❒ I will attend the Youth Marketing Mega Event and 2 half day workshops
Name
❒ I will attend the Youth Marketing Mega Event and 1 half day workshop
Title
❒ Packaging, Design & Color (M1809B2)
❒ Innovative Promotions (M1809B3)
Company
❒ I will attend the Youth Marketing Mega Event and symposia (M1809B4)
Approving Manager
❒ I will attend the conference only (M1809C)
❒ I will attend the symposia only (M1809B4)
Address
City
State
Country
INCORRECT MAILING INFORMATION: If you are receiving multiple mailings, have updated information
or would like to be removed from our database, please contact Tamara Lowe at 212-661-3500
ext.3211, Or fax this brochure to her attention at 419-781-6036. Please keep in mind that amendments
can take up to six weeks.
Zip/Postal code
Phone
Fax
PLEASE DO NOT REMOVE MAILING LABEL
Email
❒ Please keep me informed about future events via fax
Signature
❒ Please keep me informed about future events via email
Signature
Please charge my credit card:
❒ Visa
❒ MasterCard
❒ American Express
Card number
❒ Diners Club
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Exp. Date
Signature
❒ Payment enclosed
❒ Please bill my company P.O. #
❒ I cannot attend, but please keep me informed of future events
❒ Please send me more information on:
❒ Exhibitions
❒ Sponsorships
M1809
BUILD CREDIBILIT Y WITH COOL FOR INCREASED LOYALT Y & SUSTAINED PROFITABILIT Y
Forward Thinking Industry Pioneers share key insights on penetrating today
and tomorrow’s most lucrative market.
Customization
BIZ
Trends
Credibility
Loyalty
Register today for exclusive access to:
Over 80 speakers
Over 70 sessions
Tom Peters,
Business,
Marketing and
Leadership Guru
Raymond Riley
Global Director
of the Explore Group
NIKE, INC.
Jane Buckingham
CEO
Roger VanDerSnick
VP Marketing
THE INTELLIGENCE GROUP NASCAR
Youth Trend Expert
Marty Bailey
COO
AMERICAN APPAREL
The only all-encompassing marketing event spanning all youth segments
built on corporate best practices.
Kids
Tweens
Karen Driscoll
SVP, Marketing
and Strategic
Planning
NICKELODEON
College
Teens
Fred Bullock
CMO
FIREFLY
MOBILE
Jackie HernandezFallous
Publisher
TEEN PEOPLE
Matt Cohler
VP Revenue
FACEBOOK.COM
New for
2006
Carley Roney
Editor in Chief
and Co-founder
THE KNOT
Youth Market Research
10% more content vs 2005
Meet tomorrow’s hottest music stars at our
private concert!
Networking meet and greet with
Olympic Medalists!
5 live focus groups
What’s Hot and What’s Not in…
Marketing to 20 Somethings
90% Corporate Practitioner-Based
Presentations
Marketing to the Family
Allan Hauptfeld
VP Consumer Research
MGA
ENTERTAINMENT
Dean Kephart
Group Manager
TARGET
Hyatt Regency Huntington Beach Resort & Spa// Huntington Beach, CA
TO REGISTER: Call 888-670-8200 Fax 941-365-2570
E-mail register@iirusa.com
MARCH 27-29, 2006

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