Effective Multichannel Marketing Strategies - Chicago

The University of Chicago Booth School of Business Gleacher Center
450 North Cityfront Plaza Drive, Chicago, IL 60611-4316
3/14/2013 8:00 AM - 3/15/2013 5:00 PM
Register before 2/14/2013 12:00 AM for early registration fee


Satisfying Demand in a World of Expanded
Communication & Sales Channels

Listen to a sneak peek Effective Multichannel Marketing Strategies Podcast by Instructor John Hambrick, Senior Partner, Full Surge

View Effective Multichannel Marketing Strategies Brochure >>

Customers today are hyper-connected and more empowered than ever. They want advantages that only digital platforms provide, such as constant access, broad selection, and dynamically delivered information. They also want the advantages of physical assets, such as personal service, the ability to touch products, and a personal shopping ‘experience’. Essentially, customers now expect to be served wherever they want, whenever they want it; and through whatever channel they want.

Marketing has always been multichannel – it’s just that we didn’t have quite so many to use, integrate, and manage as we do today!” Industry Blogger

Satisfying demand can be a proverbial Catch 22 for marketing leaders. They are being asked to deliver better results and streamline budgets; yet customer expectations continue to escalate and channels proliferate. All of which requires customer-centric organizations to communicate and interact in even more ways through websites, stores, branch offices, direct mail and catalogs, call centers, kiosks, and/or networked devices. Thinking through this paradox can be a daunting task.
 
Effective Multichannel Marketing Strategies - Learning Objectives
The purpose of our workshop is to help marketers build successful multichannel strategies that connect with customers in increasingly meaningful ways across discrete yet interconnected channels. And to do so in a fiscally responsible way that fits their business model and organizational structure.
 
“Simply using multiple channels does not equal a multichannel strategy”Industry Blogger
 
Areas of Focus
  • How to develop a 360 view of customers to inform a channel architecture strategy that profitably addresses customer preferences
  • How to deliver personally relevant information through a compelling content & contact strategy that generates customer value within each channel
  • How to align channels  through brand strategy that creates a cohesive user experience
  • How to integrate measurement across channels for performance enhancement, ROI evaluation and investment allocation
  • How to create internal infrastructure and readiness systems that equip organizations to coordinate effective responses to customer needs
 The Keys to Success
  • Fact-based presentations on channel dynamics & success factors
  • Rich discussions on best practices in multichannel strategy
  • Real world case studies (of hard earned/learned multichannel wins)
  • Hands-on creation of mock, multichannel strategies by workshop participants.
Additionally, the workshop includes several planning tools and frameworks for building multichannel marketing strategies. There will be time allocated for personal contemplation and journaling, so participants can actually begin to apply these tools to the unique needs of their business during the work session.

Effective Multichannel Marketing Strategies - Who Should Attend
Brand marketing and marketing communication leaders; business and product managers; sales executives with marketing communication responsibilities; and consulting strategists/agency planners. It is also appropriate for C-level executives who want to better understand and guide their organizations through the complexities of a multichannel universe.
 
Effective Multichannel Marketing Strategies - Cancellation Policy
All Training Intensive cancellations and requests for refunds must be submitted to the AMA via email at cnelson@ama.org. Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee.
 
Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to info@ama.org at least two weeks prior to the event start date. No refunds will be given after February 28, 2013.

A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.
 

Effective Multichannel Marketing Strategies – About the Instructors
John Hambrick​​

Agenda
 
Day One

8:00–8:30 a.m. Continental Breakfast
8:30 a.m.–5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)
 
Introduction        
  • Outline workshop curriculum; summarize rules of engagement; introduce journaling tool
  • Create a Journaling moment: capture personal goals/desired outcome(s) of workshop participation
Overview of Multichannel       
  • Defining meaning(s) of multichannel marketing
  • Summarizing key principles of effective multichannel strategies (best practices that build customer relationships and brand fidelity)
  • Discussing Case Study: dissect multichannel success factors
Break       
 
Building a 360 Customer View    
  • Understanding customers’ cross-channel needs and behaviors
  • Linking customer centricity to channel architecture through strategy wheel (that defines channel role/nature)
  • Discussing Case Study: examine power of multichannel interaction 
Lunch
        
Personal Journaling Exercise      
  • Where do your customers currently interact with your brand?
  • What knowledge informs these channel strategies?
  • Where are the Data Gaps? Channel Breakdowns? Relationship Breakthroughs?
Creating Multichannel Content & Contact Strategy    
  • Analyzing customer expectations & utility (by channel)
  • Defining strategic tasks & contact tools (planning grid)
  • Accelerating channel velocity through information architecture & contact systems
  • Discussing Case Study: multichannel content & contact strategy, activation results

 Break       
 
Cohesive Customer Experience    
  • Achieving seamless, cross-channel integration of brand, customer experience
  • Sharing relationship-enabling practices
  • Capturing and mining customer data to inform channel marketing strategies
  • Discussing Case Study: driving user satisfaction 
Personal Journaling Exercise     
  • What is your content strategy and how does it address the unique requirements of each channel?
  • How does your brand contact & escort customers on their multichannel journey?
  • Where are there content & contact breakdowns in delivering customers’ desired in-channel experience?
 ___________________________________________

Day Two

8:00–8:30 a.m. Continental Breakfast
8:30 a.m.–5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)
 
Introduction        
  • Summarizing key takeaways from Day 1
  • Re-reviewing strategy development tools
Group Exercise:  Solving the Multichannel Riddle    
  • Organizing into sub-teams & digest fictitious case
  • Building multichannel strategy using tools from Day 1
  • Sparking group discussion of multichannel recommendations and rationale
Break       
 
Personal Journaling Exercise       
  • What are the specific challenges confronting your organization today in multichannel marketing?
  • What currently impedes your ability to solve these issues? 
Lunch        
 
Quantifying Channel Impact & Value Creation   
  • Integrating cross-channel measurement
  • Identifying performance metrics (for short-and long-term success)
  • Allocating resources effectively
  • Discussing Case Study: ROI management practices (channel specific, systemic) 
Organizational Readiness      
  • Organizational roadmaps for cross-channel success 
  • Enrolling an organization (in multichannel planning and delivery)
  • Discussing Case Study: corporate culture as multichannel success factor
Break
       

Group Exercise       

  • • Co-create strategies to address common challenges from personal  journals
 Wrap Up/Next Steps 

 

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Conference Center Location
The University of Chicago Booth School of Business Gleacher Center
450 North Cityfront Plaza Drive
Chicago, IL 60611-4316
Phone: 1 312.464.8787
Fax: 1 312.464.8683

The Gleacher Center is conveniently located in the heart of Chicago’s business community just blocks away from the Loop and steps away from Magnificent Mile shopping, restaurants and hotels.  It is easily accessible from public transportation and adjacent parking lots.

Hotels within One Mile of the Gleacher Center
*Courtyard by Marriott  312-660-2401  165 E. Ontario St.
**Embassy Suites Hotel  312-423-6312  511 N. Columbus Dr.
*Fairmont Hotel   312-565-6674  200 N. Columbus Drive
Four Seasons    312-649-2314  120 E. Delaware Place
Hilton Garden Inn   312-527-2656  10 East Grand Avenue
Holiday Inn Chicago City Center 312-787-6100  300 E. Ohio
Hilton Suites Chicago/  312-664-1100  198 E. Delaware Place
 Magnificent Mile
*Homewood Suites by Hilton  312-644-2222  40 E. Grand Ave.
**Hotel Inter-Continental  312-944-4100  505 N. Michigan Ave.
*Hotel Monaco Chicago  312-960-8500  225 N. Wabash
*Hyatt Regency Chicago  312-616-6953  151 E. Wacker Drive
**Le Meridien Chicago  312-327-0644  520 N. Michigan Ave.
**Marriott Downtown Chicago 312-836-0100  540 N. Michigan Ave.
*Omni Chicago Hotel   312-944-6664  676 N. Michigan Ave.
The Peninsula Chicago  312-573-6604  108 East Superior St.
The Ritz Carlton Hotel  312-266-1000  160 E. Pearson
**Sheraton Chicago Hotel & Towers  312-464-1000  301 E. North Water St.
*Swissotel    312-565-0565  323 E. Wacker Drive
W  Hotel    312-943-9200  644 N. Lake Shore Drive
*Westin River North   312-744-1900  320 N. Dearborn Street
*Wyndham Chicago   312-274-4429  633 N. St. Clair Street

** walking distance to the Gleacher Center: 1-2 blocks
*  walking distance to the Gleacher Center: 2-5 blocks

Area Attractions and Events
Please visit the Chicago Convention & Tourism Bureau for additional city information.

Conference Attire 
Conference attire is business casual.  Meeting rooms tend to be cool so you may wish to bring a sweater/jacket.

ADA
The AMA is committed to providing equal access to our meetings for all attendees.  If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made.  If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation.  In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.
​AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through
Friday 8 a.m. – 6 p.m. CST or, you may contact them via email at association@towertravel.com.
 
Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.
Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
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Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now.
Reserve a car or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National. Go Like a Pro.
Airports
O’Hare International Airport
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00

Airport Shuttle: GO Airport Express
Approx. $32.00 one way (subject to change) 

Subway: $2.25 (subject to change)
Allow approximately 45 minutes to an hour
*Airport signs will direct you to “Trains to City”
*Depart at Clark/Lake stop and either:
*Take cab to our address (approximately $7)
*Walk east to Michigan Avenue, turn left walking north, cross Chicago River (you can see our building on right along the river) and immediately after the bridge turn right to walk through plaza to our building entrance (approximately 7 long blocks)
*Take bus by walking 2 short blocks to Lake & State to catch one of the following buses: #10, #145, or #146 and depart at the first stop after you’ve crossed the river. Then just walk through the plaza you’re in to our building entrance

Midway Airport
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00

Airport Shuttle: GO Airport Express
Approx. $27.00 one way (subject to change)

Subway: $2.25 (subject to change)
Allow approximately 45 minutes to an hour
*Airport signs will direct you to “Trains to City”
*Depart at State and Lake stop and either:
*Take cab to our address (approximately $7)
*Walk east to Michigan Avenue, turn left walking north, cross Chicago River (you can see our building on right along the river) and immediately after the bridge turn right to walk through plaza to our building entrance (approximately 5 long blocks)
*Take bus from State & Lake to catch one of the following buses: #10, #145, or #146 and depart at the first stop after you’ve crossed the river. Then just walk through the plaza you’re in to our building entrance.

Public Transportation Directions
From El (subway): Red Line (Howard/Dan Ryan):
*Depart at Grand Avenue stop.
*Walk east to Michigan Avenue (walk up stairs at the Nordstrom’s building to access main upper Michigan),
*Turn right to head southbound
*Cross to east side of Michigan
*Turn left to walk through plaza just after the Chicago Tribune Tower (we’re the only 6-story building in that plaza)

From Buses: Buses running along Michigan Avenue:
2, 3, 10, 145, 146, 147, 151 (from Union station), and 157 (from Ogilvie station)
*Depart on north side of Chicago River in front of either the Equitable Building and Chicago Tribune Tower or Wrigley Building (depending on which direction you’re traveling)
*Gleacher Center is in the same plaza as the Equitable Building and Tribune Tower (it’s the only 6-story building in that plaza)

Commuter Trains:
Union Station: Take the 151 bus and follow directions above
Ogilvie Station: Take 157 bus and follow directions above
LaSalle Station: Walk to bus station on corner of Well and Congress to catch #147 bus and follow directions above
IC Randolph Station: Walk west 1 block to Michigan Avenue, turn right and walk approximately 4 blocks. Once you’ve crossed the bridge, we’re directly on the right along the river just behind the Equitable Building in the same plaza as Tribune Tower

Driving Directions
From Interstate 90/94
To entrance: Heading either north or south on I-90/94, exit at Ohio Street. Follow Ohio east to Michigan Avenue. Turn right. At the second light, turn left on Illinois Street. At stop sign, turn right. Gleacher Center is on the right.
To area parking: Heading either north or south on I-90/94, exit Ohio Street east. Follow Ohio Street east to St. Clair Street, which is one block beyond Michigan Avenue and turn right. Travel two blocks on St. Clair Street to lower Illinois Street and turn left. Travel one block on lower Illinois Street and parking is one block on the right. Standard parking rates apply.

From Lake Shore Drive
To entrance: Heading either north or south on Lake Shore Drive, exit at Grand Avenue. Follow Grand west to Columbus Drive/Fairbanks Court; turn left to East North Water Street and turn right. Gleacher Center is straight ahead.
To area parking: Heading either north or south on Lake Shore Drive, exit Grand Avenue. Follow Grand Avenue west to St. Clair Street, approximately four blocks, and turn left. Travel one block to lower Illinois Street and turn left. Parking is one block down on the right. Standard parking rates apply.

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