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Mobile Marketing Summit New York Sept. 16: Finish Line, Citi, Pep Boys, Forbes, AccuWeather, Beyond The Rack

Finish Line

Long run for mobile

Please click here to register for the 6th Annual Mobile Marketing Summit: Wearables and Holiday Focus 2015 in New York on Wednesday, Sept. 16

Registration is open for the sixth annual Mobile Marketing Summit: Wearables and Holiday Focus 2015 in New York on Wednesday, Sept. 16. The daylong event at the Time & Life Building in midtown Manhattan will feature speakers from Finish Line, Citi Consumer Banking, Pep Boys, Forbes Media, AccuWeather, The Washington Post, Resource/Ammirati, mCordis, Mindshare, Somo, DigitasLBi, Urban Airship and Swrve (see below for registration and agenda).

Join these senior executives as they lay out their marketing, retail, banking and media strategies with mobile as a pivotal part of the mix. This holiday season will also serve as a litmus test for a host of new initiatives involving mobile, including wearables such as the much-hyped Apple Watch. In addition to sharing holiday plans, case studies, viewpoints and best-practice tips, these sessions will also allow for networking in an exclusive environment free of pitches. 

“Indeed, the whole point of this summit is to inform, educate and inspire attending marketers, retailers, financial services specialists and agency and media executives to better themselves in mobile, which is without doubt the new preferred consumer medium for consumption of marketing, retail, media, entertainment and communication messages,” said Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily, New York. “Each session results in a concrete takeaway, leaving attendees poised to make smarter retailing, marketing and media decisions after the summit.”

The event is priced at $695 for the day, which includes breakfast, lunch and cocktails. Refunds will not be offered 72 hours before the event or for no-shows on the day of the summit. 

For sponsorship, please contact Jodie Solomon at .

This year’s agenda can also be accessed on http://www.mobilemarketingsummit.com.

The agenda is below.

Please click here to register for the 6th Annual Mobile Marketing Summit: Wearables and Holiday Focus 2015 in New York on Wednesday, Sept. 16


Mobile Marketing Summit: Wearables and Holiday Focus 2015
Wednesday, September 16, 2015

A Napean presentation

Time & Life Building 
1271 Avenue of the Americas
8th Floor Auditorium 
New York, NY 10001

7:45 a.m. – 8:25 a.m.
Registration and Breakfast

8:30 a.m.
Welcome Address
Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

8:45 a.m. – 9:15 a.m.
Opening Keynote
Finish Line: Customer-Focused, Mobile-Led Strategy to Deliver an Epic Finish at Every Touch Point
On July 2, 1982 a group of determined friends opened the first Finish Line store in Speedway, IN. Their goal was simple. Deliver an experience that matched the unique needs of the consumers of athletic footwear, one they believed did not exist in the market. They were right. Today, the chain has more than 1,000 locations across three divisions and a thriving ecommerce and mobile business. The world of retail has gotten much more complex to say the least, but the focus on delivering an experience matched to the needs of consumers is unchanged. Attendees will get at insider’s look at how Finish Line continues to use consumer insights to drive its retail brand strategy, which is led by mobile efforts targeted at both consumers and store associates. Key focuses of this session will include:

ν Knowing your customer: How insights have led Finish Line to a brand position specifically designed to meet the growing expectations of customers, with a key focus on mobile
ν Showing your customer you know them: How mobile efforts enable a better experience tailored to the needs of individual customers
ν Showing your customer that they are valued: How Finish Line’s mobile application puts customer loyalty and rewards in the hands of the customer

Imran Jooma, chief omnichannel officer and executive vice president, Finish Line

9:15 a.m. – 9:25 a.m.

9:25 a.m. – 9:55 a.m.
Pep Boys: Marketing the Nation’s No. 1 Automotive Aftermarket Chain via Mobile
Since 1921, the $2.1 billion Pep Boys has been the nation’s leading automotive aftermarket chain. With more than 7,500 service bays in 800-plus locations in 35 states and Puerto Rico, Pep Boys offers name-brand tires, automotive maintenance and repair, parts and expert advice for the Do-It-Yourselfer, commercial auto parts delivery and fleet maintenance and repair. How does the marketer interact with its customers and prospects via mobile, projecting its offers and services, including appointments and purchases of tires, wheels, parts and accessories?

Rachel Silva, assistant vice president of marketing, Pep Boys

9:55 a.m. – 10:05 a.m.

10:05 a.m. – 10:50 a.m.
Agency View Panel
How Media Planning and Buying for Phones, Tablets and Wearables Will Evolve this Holiday Season
As adoption of mobile for media and entertainment consumption as well as purchases accelerates, the nature of advertising and marketing is changing. With that evolution comes a shift in how agencies buy media on publications, search engines and social platforms whose primary interaction with consumers is now via Web and applications on smartphones and tablets. This session will discuss:

ν How advertising and media buying agencies view media planning and buying on mobile versus other media channels
ν Effect of the shift of media and video consumption to mobile on advertising and marketing
ν Identifying different patterns of behavior on different devices
ν Programmatic’s role on media buying across digital channels
ν Measuring the effectiveness of mobile media buys

Kristine Munsen, senior partner and managing director, Mindshare
Ed Chater, senior vice president of ad tech, Somo
Megan McCurry, senior vice president and group media director, DigitasLBi

Mickey Alam Khan, editor in chief, Mobile Marketer and Mobile Commerce Daily

10:50 a.m. – 11 a.m.

11 a.m. – 11:30 a.m.
AccuWeather: How New Weather Content Defines the Future of Wearables
AccuWeather, the leading global provider of digital media weather content, is combining new weather data sets with wearables and other emerging mobile platforms to help consumers worldwide make more informed decisions on the go. Presentation ttendees will come away with:

ν Insight into the types of new weather data sets motivating wearable device manufacturers and application developers today
ν Deeper understanding of where weather content intersects nearly all industry verticals 
ν Further awareness for the important role hyper-localized weather content will play this holiday season and in the future of wearable devices

David Mitchell, vice president of digital media for emerging platforms, AccuWeather

11:30 a.m. – 11:40 a.m.

11:40 a.m. – 12:10 p.m.
Beyond The Rack: Behind the Retailer’s 360-Degree Strategy
Beyond The Rack is a private shopping club for women and men who want designer brand apparel and accessories at prices up to 80 percent-off retail. The retailer obtains authentic designer merchandise and offers it exclusively to members via limited-time events. Each event starts at a specific time and lasts only 48 hours. After each event ends, the merchandise is no longer available. Members are notified by email in advance of each upcoming event according to their preferences. Mobile is central to the flash retailer’s strategy, as this session will show. The session will focus on:

ν Beyond The Rack’s mobile Web strategy
ν The role of applications in this era of retail
ν The tablet’s place in mobile shopping and commerce

Richard Cohene, director of marketing, Beyond The Rack

12:10 p.m. – 12:20 p.m.

12:20 – 1 p.m.
Resource/Ammirati: Mobile Integration with Retail: How Well is that Going?
The truth is that we are well past the emergence of mobile as a channel. It has been “the year of mobile” for the past seven years. Mobile is no longer simply another touch point or channel. Mobile is now the driver. It is the first device we turn to and we use it for everything we do. It matters because consumers do not shop in just one channel anymore. They start, stop, pick up, modify, continue, and, ultimately, transact across the touch points that are most convenient to them at any given moment in the journey. There is real value for brands and retailers to move to an omnichannel approach to commerce, and a highly detrimental effect for brands and retailers when there is a digital divide. Think mobile first. It is now the hub of marketers’ relationship with their customers – the primary touch point.  This session will discuss which key trends brands and retailers should focus on, including:

ν Visual searching and shopping
ν Next-level customer service 
ν Context and data-driven commerce
ν Digital decision support
ν Localization

Christopher Barcelona, executive director of omni experience, Resource/mmirati

1 p.m. – 2 p.m.
Sponsored Lunch and Learn Sessions

1:15 p.m. – 1:35 p.m.
Mobile Engagement Through Unadvertising
As the volume of promotional messages creates a cacophony in consumers’ lives, they are becoming exceptionally good at hitting the mute button. Whether by fast-forwarding through television commercials or sending emails straight to spam, advertising’s impact is weakening as consumers embrace their ability to filter out noise. This session will discuss how some of the leaders of mobile engagement are turning their customers back into their brands through unadvertising.

Brent Hieggelke, chief mobile evangelist, Urban Airship

1:35 p.m. – 1:55 p.m.
Swrve: Location Meets Context: Geofence Your Mobile Retail Marketing
We are all aware that mobile is changing retail in multiple ways. Most obviously, in any form of multichannel retail, mobile is fast becoming the most popular and profitable channel. That stands to reason – all those billions of smart devices, each examined somewhere in the order of 150 times a day. The mobile application specifically has won the war for the consumer’s attention on mobile. In retail, that is a hugely exciting opportunity. To be front and center on a device such as the smartphone is, in a very real sense, the loyalty scheme of today’s retail landscape – the default first choice for the consumer. But it would be wrong to believe that this spells the end of traditional bricks-and-mortar retail. Successful retailers will both drive sales direct from mobile and online, but also use apps to enhance the store experience and increase real-world revenue. In comes geo-location functionality. This session will discuss how:
ν Marketers use geolocation to segment powerful messages, at the right place, at the right time
ν Enhance the in-store experience
ν Build consumer relationships in-app
ν Use apps to increase revenue

Hugh Reynolds, cofounder, Swrve

2 p.m. – 2:45 p.m.
The Washington Post: How a Mobile-First Approach has Upped Engagement and Repeat Visits 
The Washington Post, now personally owned by Amazon founder CEO Jeff Bezos, has experienced dramatic growth over the last year on mobile, particularly among millennials, and has aggressively prioritized resources to be a user-driven, mobile-first company. With a joint team of developers, UX, news design, editors and producers, the Washington Post is delivering mobile-specific content on first-in-class native and mobile Web experiences across a spectrum of devices. These products are proving themselves out as engagement has increased and repeat visits are up. The future is in the hands of Post users and it does indeed look bright. Key focuses of the Post’s mobile-first approach:  

ν Visual design + device-specific UX to drive engagement
ν Push: Beyond breaking news 
ν Designing effective A/B tests 
ν Dayparting, spaceparting: How we produce for different environments 
ν Bold news design for digital excellence 
ν The Z-Axis: getting more for your mobile real estate 
ν Delight in motion

Cory Haik, executive producer and senior editor for digital news, The Washington Post 
Julia Beizer, director of mobile products, The Washington Post

2:45 p.m. – 3 p.m.

3 p.m. – 3:45 p.m.
Forbes Media: How Forbes is Adapting to a Mobile-First Future
Nearly 50 percent percent of media brand Forbes.com’s traffic comes from a mobile device – 40 percent smartphones and 10 percent tablet. Forbes has 18 million smartphone-only visitors, bigger than Forbes.com’s total audience five years ago. Nearly 60 percent of this smartphone audience is made up of millennials.  This session will discuss how Forbes is adapting to this increasing mobile audience and offering marketers new opportunities to engage with them, including:

ν Mobile audience trends for media companies
ν How Forbes is creating mobile-first products to engage this new consumer 
ν New ways Forbes is working to monetize this growing audience segment 
ν The role of social in this new mobile-led world 
ν Mobile Web versus applications business opportunities

Ann Marinovich, vice president of advertising products and strategy, Forbes Media

3:45 p.m. – 4 p.m.

4 p.m.
Raffle for Dom Perignon

4 p.m. – 4:45 p.m.
Closing Keynote
Citi: The Credit Card on Your Wrist: Wearables Help Customers Manage Holiday Spending
Banks are stepping up to help customers stay a step ahead of their to-do lists during the busiest time of the year. A common feeling when the holiday shopping fever abates is, “Wow, I never realized how much I was spending these last few weeks.” Wearables are poised to become an essential money management tool on shoppers’ wrists, thanks to a new breed of banking applications that provide real-time spending alerts. Citi, the first United States bank to roll out an app for Apple Watch earlier this year, shares its learnings and the “Ten Commandments of Wearables” it gleaned from that experience, including:

ν The “three I’s” that matter on wearables
ν The imperative of form-factor obedience
ν The challenge of reinventing your offerings – it is not “mobile, only smaller”
ν Avoiding common pitfalls
ν A look at what comes next

Andres Wolberg-Stok, global head of emerging platforms and services, Citi Consumer Banking

4:45 p.m. – 6 p.m.
Sponsored Networking Cocktails

Please click here to register for the 6th Annual Mobile Marketing Summit: Wearables and Holiday Focus 2015 in New York on Wednesday, Sept. 16

Hotels in the Midtown Manhattan neighborhood (from nearest to farthest):

The Hilton New York 
1335 Avenue of the Americas, New York, NY 10019; tel: 212-586-7000
Please click here for the Web site

The Palace Hotel 
455 Madison Avenue, New York, NY 10022; tel: 212-888-7000
Please click here for the Web site

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The Bryant Park Hotel 
40 West 40th Street, New York, NY 10018; tel: 212-869-4446
Please click here for the Web site

New York Marriott Marquis
1535 Broadway, New York, NY 10036; tel: 212-398-1900 
Please click here for the Web site


Growing complexity of mobile payments landscape is a challenge for merchants

Sheraton Times Square
811 Seventh Avenue, New York, NY 10019; tel: 212-581-1000
Please click here for the Web site

Car service Web sites and phone numbers
Dial 7 Car & Limousine Service: 212-777-7777; http://www.dial7.com 
Carmel Car & Limousine Service: 212-666-6666; http://www.carmellimo.com
Uber: http://www.uber.com
Lyft: http://www.lyft.com

Please click here to register for the 6th Annual Mobile Marketing Summit: Wearables and Holiday Focus 2015 in New York on Wednesday, Sept. 16

Pep Boys

Pep Boys' mobile drive

Program agenda subject to change

Related content: Advertising, Mobile Marketing Summit Wearables and Holiday Focus 2015, Sears, Citi Consumer Banking, Pep Boys, Finish Line, U.S. Fund for UNICEF, Forbes, AccuWeather, Washington Post, Mindshare, DigitasLBi, Somo, mCordis, Urban Airship

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