Afternoon 2 Breakout Sessions

Time: 3:30 p.m. – 4:30 p.m.
Location: Ming Hsieh Hall on WVU’s downtown campus

Making Movies and Branding

Presented by Stephen Menick
Room G20 – Ming Hsieh Hall

With the merging of television and the Internet and the explosion of social media, motion picture—video—will play an ever greater role in branding and digital marketing. How do you control the message when everybody’s making videos? By making better videos. Broadcast-quality production equipment is cheaper than ever—but it’s not just about the gear. Two-time Emmy nominee Stephen Menick draws from his 20 years as a writer-producer-director for broadcast and corporate communications to make the case for a renewed respect for motion picture production in an age of camera phones, iMovie and YouTube.

Key take-away points from this presentation include:

The abc’s of the production process
In production, the devil—or God, take your pick—is in the details
Motion picture isn’t a visual medium, it’s an emotional medium—and a perfect match for branding

BrandENRg: Four Steps to Help You Stay Strong Amidst Competition Against Private Label Brands!

Presented by Robert Sukys
Room G21 – Ming Hsieh Hall

This is a simple four-step process that uses time-tested principles for marketers of national brands to combat the value proposition they confront in the deep economic challenges they face today especially if they have a premium brand.

There is an answer.

Understand and Drive your Brand Equity – What do you own?
iNnovate through Insights – What do you know about your brand and category and more importantly your consumer and shopper?
Retailer Savvy – What do you know about them – strengths and weakness? Leverage it and help them grow categories not brands.
go to market – with a plan that builds your Equity, understands the shopper, gives her a new reason to pick you and by doing so helps your retailer grow their business,...and their brand!!! Yeah, they’re a brand!

An Ethnographic Study of Retail Grocery Consumers

Presented by Kathleen DeMarco
Room 122 – Ming Hsieh Hall

When you’re waiting in the check-out lane at your local grocery, look around. Who else is shopping there? This breakout session takes us down the grocery aisles for a different purpose than the extreme couponing television show. Who are those consumers rolling their carts past the frozen foods? Why did they choose this grocery store? Using an ethnographic approach, we identify shoppers in a major metropolitan area, explaining their age, ethnicity, income, and social subgroups. Attendees will learn how this qualitative methodology can lead to important research questions about audience intent.

Key take-away points from this presentation include:

Understand the social classes within ethnic groups and how they determine the consumer’s choice of store;
Consider how the lifestyles of consumer subgroups correlate to the products and personalities of specific stores;
Consider how consumer clusters vary within compact geographical areas;
Learn the benefits of ethnographic research and apply it in your local area!

Developing POP! A Professional Online Presence

Presented by Dawn Edmiston
Room 126 – Ming Hsieh Hall

Developing a Professional Online Presence (POP!) for personal branding purposes has become more important than ever in a competitive market environment. Developing POP! is a ten-step process that leverages various social media tools to build and sustain a professional online presence. This concept received the 2011 Marketing Management Association Teaching Innovation Award.

Key take-away points from this presentation include:

Understand how changing market dynamics impact an individual’s online brand presence
Learn ten steps to creating and sustaining a professional online profile
Develop a distinct career advantage in a competitive market environment

Resume Reviews

Conducted by Susan K. Jones, Mitchell Friedman, Barry Dickinson
Room 118 – Oglebay Hall

Return to Full Breakout Session Menu »

Afternoon 2 Breakout Sessions

Time: 3:30 p.m. – 4:30 p.m. Location: Ming Hsieh Hall on WVU’s downtown campus

Making Movies and Branding

Presented by Stephen MenickRoom G20 – Ming Hsieh Hall