Multichannel Marketing: San Francisco

Courtyard San Francisco Downtown 299 Second Street
299 Second Street, San Francisco, CA 94105
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

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Listen to a sneak peek Multichannel Marketing Podcast by Instructor John Hambrick, Senior Partner, Brand.Powered Group

Download Multichannel Marketing Brochure​​​ >>

“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 blog

Customers are hyper-connected and more empowered than ever. They demand advantages that only digital platforms provide, such as constant access, dynamically delivered information, and broad selection. But customers also require physical assets, including the ability to touch products and receive personalized service. And they crave designed ‘experiences’. 

In short, customers expect to be served wherever they want, whenever they want it; and through whatever channel they want. Today, satisfying this demand can be a proverbial Catch 22 for marketers: we are being asked to deliver better results and streamline budgets, even as customer expectations escalate and channels proliferate. Thinking through this paradox can be a daunting task. 

"Simply using multiple channels does not equal a multichannel strategy” – Industry Blog

Multichannel Marketing - Learning Objectives

The purpose of our workshop is to help marketers build successful strategies that connect with customers in increasingly meaningful ways across discreet yet interconnected channels. And to do so in a fiscally responsible way that fits their business model, brand and organizational structure.

Additionally, the workshop includes several planning frameworks for building multichannel strategies. There will also 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 workshop).

Areas of Focus

  • Building a cohesive channel strategy that successfully addresses customer needs at each touch point
  • Uniting channels through brand strategy to differentiate and boost market traction
  • Delivering personally relevant experiences through a compelling contact and content strategy
  • Measuring across channels to allocate investment and assess performance/ROI
  • Fostering internal readiness to equip organizations and their partners to work seamlessly across channels

Curriculum 

  • Fact-based, multi-media presentations on strategic success factors and today’s channel dynamics
  • Rich discussions of multichannel principles, best practice insights, and real world case studies 
  • Hands-on creation of mock, multichannel strategies
  • Peer evaluation of attendee’s existing multi-channel strategies

Multichannel Marketing - Who Should Attend
Brand marketers and MarCom leaders; business, product, sales managers with strategic communication responsibilities; marketing professors; and agency strategists/planners. It is also appropriate for C-level executives who want to better understand the complexities of a multichannel marketplace.

Multichannel Marketing - 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 October 21, 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.

Multichannel Marketing – About the Instructor
John Hambrick​​

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Multichannel Marketing Schedule 

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 
Meet & Greet
Workshop ‘rules of engagement’
Curriculum overview
Journaling moment (capture personal goals/desired outcome)

Foundational Principles 
Essence of strategy
Aligning business, brand, channel strategy
Strategic frameworks & planning tools
Journaling moment

  • Assess clarity and alignment of your current strategies

Multichannel Background 
Multichannel evolution and current state
Strategic principles and success factors
Case Study (participatory exercise)
Journaling moment

  • Evaluate efficacy of your current multichannel strategies

Analyzing Multichannel Strategy  

Customers’ cross-channel needs and behaviors

  • Techniques for channel insight 
  • Building customer personas
  • Creating customer journey maps

Brand breakdowns and breakthroughs

  • Assessing channel utility

Case Study (participatory)

  • Turning vicious cycles into virtuous ones

Journaling moment

  • Where do your customers currently interact with your brand? What knowledge informs your strategies for these moments? 

  • Where are there channel breakdowns? Opportunities for breakthrough

Creating Content & Contact Strategy across Channels 

Fundamentals

  • Examples of Good, Bad, Ugly 

Strategic tasks & tools (planning grid)

Accelerating purchase funnel velocity through channel architecture 

Homework

Review assignment

 __________________________________________

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)

Warm Up 
Recap key takeaways from Day 1

Assessing Channel Impact
Attribution principle
Cross-channel quantification requirements
Key challenges and industry progress
Journaling moment

Organizational Readiness
Operationalizing channel strategies (working across departmental silos)
Key tools, techniques, real world examples
Journaling moment

Building Multichannel Strategy
Mock strategy development

  • Background
  • Sub-group breakouts
  • Report-out/group discussion

Journaling moment

  • What should change in your current channel strategy (e.g., start doing, keep doing, stop doing)?

Peer Review
Sub-group breakouts
Review/discuss strategic outlines
Group A&A
Journaling moment

Conclusion
Recap of key takeaways
Distribute Tool Kit


Registration is not available at this time.

Training Series Hotel Location
Courtyard San Francisco Downtown
299 Second Street
San Francisco, CA 94105 
Phone:  1 415.947.0700
Fax:  1 415.947.0800
Reservations:  1 800.321.2211

Welcome to the Courtyard Downtown San Francisco Hotel by Marriott, an urban Courtyard located just blocks from MOMA, the Moscone Center and the Embarcadero. Experience the Downtown San Francisco hotel which is right at home among the cafes and galleries of the eclectic SoMa (South of Market) district. Union Square, the Metreon Entertainment Complex and AT&T Park are also nearby. The Downtown San Francisco Hotel Package offers the amenities of a luxury hotel such as valet parking, a Starbucks and Whispers Bar and Grill in the lobby, Jasmines Restaurant for breakfast, room service, indoor pool, and complete fitness room.

Rates: $259.00 single/double (plus applicable state & local taxes, currently 15.5% + $0.18 CA tourism fee, which are subject to change without prior notice)
Includes complimentary high-speed internet.
Rates are based on availability.

Please call 1 415.947.0700 or 1 800.321.2211 & reference American Marketing Association Multichannel Marketing to make reservations.

The cut-off date for reservations is October 13, 2013. After October 13, 2013, reservations will be accepted based on availability and at the prevailing rate.

In order to confirm a reservation, the hotel will require a credit card or first night’s room & tax deposit, refundable up to 6:00 p.m hotel time on the day of arrival.  Cancellations made after 6:00 p.m. on the day of arrival & no-shows will forfeit the initial deposit.

Check in time is 3:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 3:00 p.m. will be checked in as soon as room(s) become available. Guests checking out early may be assessed an early departure fee.  Upon check in, guests will be asked to verify their departure date.  At that time, scheduled departure dates may be altered. 

Area Attractions & Events
Please visit San Francisco Travel Association for additional city information.

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
Great Cars. Low Rates. Free Pick-up.
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now.
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.
​Directions & Transportation
From San Francisco - SFO
Distance: 14 miles N
Driving directions: Exit airport heading north on Highway 101 toward San Francisco. Follow 101 North until it intersects with Highway 280. Take 280 North toward Port of San Francisco. Highway 280 will turn into King Street. From King Street, turn left on 2nd Street. Hotel is on the right at the corner of 2nd and Folsom.

Estimated taxi fare: $40.00 (one way)

Airport Shuttle Service (Operated by SuperShuttle)
SFO – Claim your luggage (lower level). Proceed to the upper level and outside to the curb. Follow the SuperShuttle signs to get to the SFO Airport agent (in teal green jackets) and they will arrange your SuperShuttle transportation to your destination. You will wait for your van at Terminal 1 (across from Air Canada) or Terminal 3 across from United door #3.
Please call 1 800 BLUE VAN (1 800.258.3826) for more information.
Single Fare One-Way: $17.00 (subject to change without notice)

From Oakland - OAK
Distance: 18 miles NW
Driving directions: Exit airport following signs to Highway 880 North. Enter highway heading north following signs toward San Francisco. Cross Bay Bridge into San Francisco and exit the Bay Bridge at the Harrison Street Exit (left side). At the bottom of the ramp turn left on Harrison. Go two Blocks and turn Right on Second. Hotel will be on your right.

Estimated taxi fare: $60.00 (one way)

Airport Shuttle Service (Operated by SuperShuttle)
OAK - Advanced reservations are required. Please call 1 800 BLUE VAN (1 800.258.3826) to make your reservations. Upon arrival call the same 800 number, select option 1 and provide your reservation number so we can accommodate you. Please wait for your SuperShuttle van across from Terminal 1, shelter number 3, at the “Door to Door Reservation” zone.
Single Fare One-Way: $27.00 (subject to change without notice)

Parking at the Hotel

Valet Parking is available at the Courtyard San Francisco Downtown
Daily fee: $53.58 (subject to change without notice)
Valet parking includes in & out privileges.
 

There are no sponsorship opportunities with this event.

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