Local is the new black. The local movement is becoming stronger and more prevalent, even for global brands. The marketers who are able to dissect authentic connections to guests in a local voice will continue to thrive. Think about the successful global brand of Starbucks, striking the balance of a unified message, yet acting very locally.
As the restaurant industry faces headwinds in 2017 and beyond, connecting at this level is more critical than ever. Hosted by Allison Hill, VP of Marketing at Miller’s Ale House, the Marketing Summit at the Black Box Intelligence (formerly TDn2K) 2017 Global Best Practices Conference will explore this key opportunity and deliver actionable takeaways to the audience.
Threading the Data Needle
Moving beyond the firehose to data that is actionable and can drive performance. Transforming the data into insights. Experts Jill McFarland of Stellar Digital Marketing, Lisa Landsman of Google and Kathleen Buehler of Guest Intelligence (formerly Guest Intelligence (formerly White Box Social Intelligence))™ explore how search is changing algorithms and the winners are local businesses.
Doing Well by Doing Good: Community Engagement
Ryan Scott, CEO of Causecast, and Diana Hovey, Managing Director of No Kid Hungry and former CMO of Corner Bakery Cafe, tackle the topic of connecting the workplace and marketplace dots. Black Box Intelligence (formerly TDn2K) research makes clear that companies that are leading and engaging their employees with purpose are far more likely to beat the competition that doesn’t do the same. How does that work at the local level? How can marketing leverage that power, particularly with the key millennial demographic?
Amanda Hite and Brandon Hill, co-founders of the industry-leading and award-winning social business agency BTC Revolutions, will take on the subject of social business. In the “attention economy,” how can business leverage social to connect deeply and authentically to their brand followers? Why does it matter? What should be local and what shouldn’t? What are the tools that will help marketers create movements that deepen social capital and lift sales?