MARKETING CONFERENCE
23 September 2010, Vilnius, Lithuania
Best Western Vilnius
9.00-9.30 Registration and welcome coffee
9.30-10.50 Niche marketing and effective market engagement - insights from the High Tech B2B experience
Richard Griffith, Director, Channel Dynamics (UK)
What approach should companies take to find a new niche for their products or services? How after achieving initial market penetration should they sustain it through the product lifecycle?
Marketing consultant Richard Griffith will present niche marketing approaches:
- Why go down the niche market route?
- How do niches get selected and prioritised?
- How can niche markets be best exploited?
- What are the upsides and downsides to this approach?
The speaker will discuss well recognised frameworks and tools and case study experiences from the High Tech B2B sectors.
Richard has created and developed the best practice methodology which ic centred on Market Engagement Strategy, a framework and process that focuses on aligning target market sectors with offers leading to creating effective pricing, marcomms and channel campaigns.
He set up Channel Dynamics together with his business partner in 1993. With his broad experience across FMCG, Financial Services and IT, Richard brings a powerful mix of creativity and lateral thinking to assignments. He is much in demand as an adviser to Board Directors, often providing specific coaching in strategic marketing matters.
10.50-11.10 Coffee break
11.10-11.50 "Winning" brands
Artūras Urbonavičius, Director, AC Nielsen Baltics (Lithuania)
The success of brands varies. Some of them enjoy excellent lifecycle from their launch. Others struggle and are finally removed from the market.
- When can brands be called successful?
- Winning BrandsTM methodology: how to measure a brand's success?
- Best New Launch 2008-2009 in Lithuania
Artūras Urbonavičius, who has been in the market research business for 16 years, will discuss the key success factors for brands. AC Nielsen Baltics has been conducting a survey of most successful new launches in the FMCG sector in Lithuania for two years. The speaker will present the findings of this research and best new brand launches.
11.50-12.20 Branding case studies (1). Vodafone Mobile Connect mobile internet's
evolution in Lithuania
Jūratė Puodžiukaitė, Head of Marketing, Bitė Lietuva (Lithuania)
The mobile market, including mobile internet, is very dynamic and competitive. How should service providers introduce a new brand, what communication should be employed and what market segments should they target?
- From Bitė Biz to Vodafone Mobile Connect
- A brand not only for businesses but for students too?
- Communication challenges: high quality and affordable price
The presentation will reveal the launch experience of the mobile internet service under the brand name of Vodafone Mobile Connect: aligning the international brand's advantages and local market realities.
12.20-12.50 Branding case studies (2). Unconventional approach to launching Autoledi.lt
Ieva Kukevičienė, Project Manager of Autoledi.lt (Lithuania)
In mid-2010 a new website designed for female drivers, www.autoledi.lt, was launched. Preparation for the project's launch took some six months and included development of its concept, defining its target audience and preparing its launch strategy. It may be viewed as both a niche website and a mass audience-targeted project.
- Autoledi.lt goals and market launch specifics
- Projects to enhance brand awareness
- Autoledi.lt prospects
The presentation will reveal the launch experience of a local brand.
12.50-14.00 Lunch
14.00-15.00 Social media marketing - how to leverage social media for marketing and PR Stephen Davies, Managing Director, 3W PR (UK)
Digital technologies change the world and people's lives. The internet has changed the way we communicate and make and maintain relations.
- The three game changers
- Case studies on how and how not to use social media
- How to create a social media campaign
Stephen Davies is an online communications consultant. He has worked on a number of online PR and social media campaigns for national and multinational companies and currently consults a broad scope of clients ranging from a B2B FTSE 100 to a number of well-known consumer brands. He has worked around the UK and abroad and has gained experience in a number of emerging markets including Eastern Europe, Russia and the Middle East.
While working at an online distribution company, he helped introduce Europe's first Social Media News Release (SMNR) platform, a new kind of press release tailored for the online world.
His blog www.stedavies.com has been recognised by industry professionals around the world and was named "Europe's number one PR blog" according to the rankings given by the US publication, Advertising Age. Stephen also is an official blogger for the leading UK PR trade magazine, PR Week.
In 2009 and 2010, he was included in the PR Week Power Book which claims to include the top 1% most "powerful and inspirational" UK PR people.
15.00-15.40 Current consumer trends: connected or non-existent.
TeliaSonera trend report
Mantas Katinas, Head of Online Content Department, TEO LT (Lithuania)
How can today's consumers be defined? How do they behave online? What should companies do in order to stay hand-in-hand with consumers and not behind them?
- Virtual "Me" as the key element of one's indentity
- New communication forms and habits
- Clients no longer understand old service approaches
- The World in 2015: life in the "cloud"
The telecoms company TeliaSonera has conducted a consumer trend survey. Its findings will be presented by Mantas Katinas, Head of the Online Content Department at TEO LT. He has experience in marketing, PR, advertising, web and media business.
15.40-16.20 Pay only for the advertising audience that buys from you. Personalisation of
internet advertising and future outlook
Elvijus Gudžiūnas, Director, Epasas.lt (Lithuania)
Personalised marketing helps companies reach a specific consumer niche effectively. Personalisation solutions may be easily implemented online.
- What is the internet and what are its prospects in comparison with other media channels?
- How can your client be "caught" online? Internet advertising personalisation opportunities and most effective forms
- The future of online advertising
Elvijus Gudžiūnas has more than 10 years' experience in online advertising. For the last three years, he has been in charge of Epasas.lt group which encompasses some 30 internet projects, including news portals, social networks, niche projects, bulletin boards, etc. In his current position, he has a unique opportunity to see the effectiveness of different advertising solutions in a variety of websites.
16.20-17.30 Farewell glass of wine and discussions
The programme is subject to change
Register to the conference