Strategising in a shifting environment – what’s essential?
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?Andy Ford
Managing Director – Wake Media
09:40 - 10:10Case study – Getting 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.
10:10 - 10:40Process – 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?
10:40 - 10:50Break activity
Time for a short break and chance to grab a coffee
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.
11:50 - 12:00Noon report
Round-up of the day, review of journey map and preview of tomorrow’s session.
12:00 - 12:30Breakout rooms
Meet, greet and throw more questions at today’s expert speakers and panellists