DAY ONE
Strategising in a shifting environment – what’s essential?
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09:30 - 09:40Setting the Course
Wake Media’s Managing Director and MiM Director, Andy Ford will set the course of the day by highlighting the importance of understanding the core principles and processes involved when defining the perfect marketing strategy. What are basic foundations to any marketing strategy? What barriers do we face? What past mistakes can we learn from?
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09:40 - 10:00Getting to (really) know your customers
Harnessing the power of segmentation. How can we optimise our strategies by drilling down into our customers characteristics and traits? In this session we will showcase the benefits of harnessing the power of segmentation and identifying personas.
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10:00 - 10:20Process – The stepping stones towards developing a killer maritime marketing strategy
Getting the key foundations of a marketing strategy sorted from the very beginning is key, but what are the other elements that influence success? How do you get management buy-in? What language will get your strategy heard and how do you best communicate it?
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10:20 - 10:40Q&A
Ask your questions to today's presenters
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10:40 - 10:50Intro to Sailors' Society
Melanie Warman, Director of Communications, joins us to introduce all the great work Sailors' Society do in helping seafarers and their families across the world.
Melanie Warman
Director of Communications
Sailors' Society
https://www.linkedin.com/in/melanie-warman-b7496920/ -
10:50 - 11:50Panel - Discuss the day
An array of marketing experts from across the industry will reflect on today’s presentations and share their views on the importance of a solid strategy and how to define the foundation for success.
Edd Southerden
MiM Moderator
Head of Planning, Bray Leino Ltd
https://www.linkedin.com/in/edd-southerden-ba06543/Anne Moschner
Director Communications
DNV Maritime
https://www.linkedin.com/in/anne-moschner-b807584a/Llewellyn Bankes-Hughes
Managing Director
Petrospot/Shipping Innovation
https://www.linkedin.com/in/llewellyn-bankes-hughes-b704377/Cassandra Higham
Head of Marketing, Global Marine and Energy
Castrol
https://www.linkedin.com/in/cassandra-higham-8a159111/Jarkko Kivikoski
Business Director/Partner
Woltti Group
https://www.linkedin.com/in/jarkkokivikoski/ -
11:50 - 12:00Noon report
Round-up of the day, review of journey map and preview of tomorrow’s session.
Andy Ford
MiM Director
Managing Director, Wake Media Ltd
https://www.linkedin.com/in/andyfordmarketing/ -
12:00 - 12:30Breakout rooms
Meet, greet and throw more questions at today’s expert speakers