BUILDING RELATIONSHIPS WITH CONSUMERS: The Disney Difference

As marketers, we all understand the benefits of strong brand equity: a competitive market edge, an association with excellence in our given industry, and, most importantly, a base of loyal consumers. But in the 21st century, where marketers face the reality of a mass media meltdown, an ever increasing number of consumer touch points, and fragmented marketing channels, building a long-term strategy for sustainable brand loyalty is the key to retaining a strong connection with our customers. So how does one grapple with (and manage) the traditional, technological, cultural, geographical and innovative aspects of the brand in order to achieve this very necessary goal?

Fully catered sit-down lunch followed by an interactive presentation.

While most marketers will say that each communication medium is different, all will agree that the real goal of any marketing channel is to build long-term brand equity and increase the base loyal consumers. Whether you prefer offline to online communications, or a balanced mix of both, Disney is a company that knows how to leverage on the strengths of its various platforms, while maintaining consistency. Drawing on his more than 19 years of brand management experience, Lance Diaresco, Vice President, Corporate Brand Management (Asia Pacific) & Marketing (Greater China), will illustrate how you too can start building the emotional connection with your customers.

In this interactive presentation, Lance Diaresco will discuss:

* Building a strategy to gain customer insights and understanding

* Using technology to build long lasting customer relationships

* Developing an integrated marketing plan to drive business results

Regardless of whether you already have a relationship marketing strategy in place, this Marketing Peer Briefing will provide long and short term value to you, your team and your organization.