Marketing to YOUR Customer
What are the key drivers of online behaviour from different groups or personas?
Join us for an in-depth look at what motivates different audiences online and how you can shape your marketing efforts to your customers (and potential customers!). Learn how to understand and connect with your niche audience(s)
Gender Neutral or Gender Specialized?
Presented By: Mirabel Palmer-Elliott, Group Director, Audience Development , Rogers Consumer Publishing Websites
If you had to guess the gender split of the magazine and website audiences of these brands within the Rogers Publishing stable: Maclean's, Canadian Business, MoneySense, PROFIT, what would you say? These brands are defined as "gender neutral", targeted and appealing to both men and women. Yet all of these magazine and web properties treat men and women differently in certain contexts within their publications. It's a dance that's based on years of learning and strategic planning.
Mirabel will share her insight into what men and women are doing differently online and how Rogers Publishing addresses both genders effectively, in both their products and their online marketing efforts.
50+ Canadians – Do you know what makes them click?
David Cravit, Senior Vice President, Marketing, The50PlusGroup
There are 12 million Canadians who are over 50 years of age. Compare that to 3 million youngsters in the 18-24 age group and it’s clear the 50+ generation represents a huge opportunity for marketers.
David will provide insight into how this significant demographic behaves online and how to tailor your marketing efforts to this audience. The results might surprise you! (The good news is that 50+ Canadians are online and ready to spend).
Different Times Two – Marketing Online to Young Canadians
Hunter Madsen, Marketing Director, Yahoo! Canada
How does the ultra-wired ‘Millennial’ generation differ from older Canadians in its use of digital media? And are there any differences between young Canadians and their cousins south of the border? The differences may surprise you.
8:30 - 9:00am Registration & Breakfast
9:00 - 10:30am Presentations & Discussion
About Mirabel Palmer-Elliott
In her current role, Mirabel markets the websites attached to Canada's leading magazine brands, including Chatelaine.com, Macleans.ca, Flare.com, Canadianbusiness.com, and Todaysparent.com. With more than ten years of Interactive marketing experience, Mirabel possesses a wealth of knowledge and best practices, and is a recognized leader in this field in Canada.
Previously at Rogers Publishing, Mirabel led the Todaysparent.com website as General Manager. She led the complete redesign of the site, both front and back end, and the launch of numerous innovative tools and new content offerings. Under her tenure, site traffic tripled and advertising revenues doubled.
Mirabel’s prior role was Director of Brand Marketing and Integration at Chatelaine and Chatelaine.com, where she marketed the brand to consumers via advertising, sponsorship, media relations activities and co-branded marketing programs. The integration part of the role involved integrating the Web site and the magazine into a seamless brand experience for the consumer, plus integration on an internal basis, bringing all departments’ activities together around core brand activities in the magazine and online.
Mirabel came to Chatelaine with a combination of advertising and strategic marketing skills developed in many years of account service work at both McCann Erickson Advertising and Leo Burnett. Subsequent experience as Account Director at Web development agency MarketSpace Design Group, leading new business acquisition and working with clients to develop new media strategies, finely honed her Web marketing skills
About David Cravit
David Cravit has over 30 years’ experience in advertising, marketing and consulting in both Canada and the USA.
He was a partner in Saffer Cravit & Freedman Advertising, which he helped take from start-up to over $150 million in annual billings. The agency had offices in Toronto and Chicago, and was recognized as a leading retail specialist agency in North America.
After selling his interest in the business, Cravit has worked as an independent consultant and also a consultant to other advertising agencies in Canada and the USA. He is now Senior Vice President, Marketing, for The 50Plus Group, owned by Fifty-Plus Net Inc. (TSX-VX:FPN), the leading online portal for the booming 50-plus market in Canada.
Over the years, Cravit has participated at the most senior levels in the creation and placement of over $5 billion worth of media advertising.
His functional experience includes strategic planning, creative development, media advertising, merchandising, sales promotion, vendor co-op advertising and co-branding, sales management, and online marketing.
His industry experience includes mass merchandising, specialty retailing, health care, technology, automotive, travel and hospitality, financial services, real estate, consumer products, and public policy.
Cravit has been a frequent speaker at industry conferences and conventions, including the International Council of Shopping Centres, the Retail Advertising Conference, the National Mass Retail Institute, and others.
About Hunter Madsen
Hunter Madsen joined Yahoo! Canada in 2006 as head of marketing programs, to accelerate Yahoo!’s growing momentum in the Canadian market. He previously headed advertiser product marketing for Yahoo! Marketing Services, as well as product management for the company’s industry-leading advertising delivery system. In that position, Madsen drove Yahoo!’s innovations in advanced ad targeting, analytics, rich media ad formats, and promotions services for advertisers.
Originally a social scientist, Madsen received his doctorate from Harvard University and subsequently lectured there before beginning his marketing career with J. Walter Thompson, the advertising agency. Soon a Senior Partner at Thompson, Madsen developed award-winning marketing programs for Unilever, Kodak, Ortho, Sunsweet, and other major brands through the Eighties and Nineties, including the well-known “People Do” environmental campaign for Chevron, and the long-running Candace Bergen campaign for Sprint Corporation. In 1995, Madsen won the first-ever Grand Prix in WPP’s international Atticus competition, for his contributions to ‘fresh thinking in brand communications.’
In 1993, Madsen founded JWT Interactive, Thompson's primary digital marketing unit at the time. JWT/I pioneered early and highly regarded programs online for diverse clients such as Sun Microsystems, PBS, and the California Board of Tourism. (For his client Sprint, he joined the first-ever media buy of ad banners on the nascent Internet, at Hotwired.com.) Madsen subsequently led marketing for Wired and its online properties, including Wired News, Hotwired, and HotBot, during their heyday, and then drove product marketing for several online startups launching advanced media platforms and marketing-automation technologies, before joining Yahoo! in 2003.
Profiled in the New York Times, Advertising Age, and AdWeek, Madsen is a frequent speaker on marketing in new media, and his publications have appeared in Wired Magazine, Management Today, and elsewhere.