Summary speakers Lunch & Learn International Marketing Congress 2014 "The Festival Edition"

Friday 05.12 | Day 1

XPG = Expert Group STIMA

Mr. David Zegers (Ancienne Belgique) | "ABís big birthday bash! How to celebrate 35 years in music?"

Over the past decades AB (Ancienne Belgique) grew from an overgrown youth club into one of the leading concert halls in the world. This year they celebrate their 35th anniversary by means of an unseen 360° storytelling approach. (Presentation will be given in Dutch)

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Mr. Peter Leemans (All Things Talk) | "Everything connected!"

2014 was announced as the year of the 'Internet of things', but what does this mean for the consumer? where must manufacturers be afraid off... and you as a marketeer, what impact does this have on you now cyber, social and physical space come together. How do we treat consumers tomorrow, products and the data they produce? Welcome to the digital revolution!

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Mrs. Sophie Eggermont (Engagor) | "How to Streamline Your Engagement Marketing?"

Social media brings back the personal touch to customer-brand interactions. Did you know 50% of customers prefers social media rather than the traditional communication channels to reach out to brands? Yet many brands are not engaging in these conversations, or - if they are - they are doing it too slowly and inconsistenly. In this lunch and learn you will discover more on how to make this work through 2 practical case studies on T-Mobile and Thomas Cook’s social media usage.

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Mr. Danny Stevens (Eventdrive) | "Own Your Audience!"

Increase your ROI through data captation by building bridges between your online communication and live events. Data captation and data enrichment are essential to deliver a higher ROI on your campaigns. Besides online communication, live events and other campaigns play an important role in the whole customer journey as well. Crossdrive makes it possible to integrate the data of online communication with live audience engagement data in the same platform. By centralizing all your fragmented data that is widespread over different tools and by using an integrated platform, Crossdrive allows you to own your audience.(Presentation will be given in Dutch)

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Mr. Alex Van de Wal & Mr. Dennis Kenis (Point Blank) FairEtail | "A walk-through the opportunities of Real-Time Bidding"

Real-Time Bidding (RTB) is a relatively new concept in online advertising and consists of an automated way of buying advertising space or display on websites. By automating the demand and supply mechanism, the buying price is usually significantly lower than through ‘traditional’ media buying. On top of that, budgets can be applied freely where they perform best, which explains the rapid growth of RTB in all major markets. In this session we’ll take you through a number of cases and show you some of the opportunities of RTB.

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Mrs. Sille Krukow - XPG Marketing & Politics | "Nudging: How to change behavior in the public space?"

Human behaviour is the biggest threat to the planet, mankind and business today and Sille krukow is determined to change that!  For the past 7 years she and her team has been making strategic changes in human surroundings, optimizing systems, services, products and platforms to change human behaviour.  Sille Krukow is a Danish Behavioural Design Expert, providing research based choice architecture, putting cognitive psychology, behavioural economics and data into practice.

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Mr. Jeroen De Wit - XPG Communication | "Self-knowledge: can it really be the beginning of all wisdom?"

Can we construct a consistent image and impose our own accents at the same time?
How do we bring a distinctive, richer and more accurate story to the world? How do we create support for our policies and recognition for the efforts of our team? And how do we build a solid story of care and righteousness for what we are doing? Jeroen de Wit explains how we can find a recognizable identity for our company and why it's so important to look for the DNA that binds us. He also demonstrates how opportunities can arise in order to generate a brighter future.  (Presentation will be given in Dutch)

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Mrs. Els DíHaeze - Lannoo | "For love of the customer"

Both customers and companies want more from each other. But getting without giving simply does not work! Based on interviews with over 50 companies and more than 200 customer experiences, For love of the customer offers new ideas to both sides of the customer-company relationship, so that they can bring out the best out of each other. (Presentation will be given in Dutch)

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Mr. Guido Everaert - Lannoo | "Tell a story with your brand"

Storytelling is an art, but it can also play an important role in the business world. Stories clarify content, focus attention on organisations and make brands tangible. If you know how to use the concept properly, Storytelling can become an indispensable instrument in your modern marketing arsenal. (Presentation will be given in Dutch)

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Saterday 06.12 | Day 2

XPG = Expert Group STIMA

Mr. Pieter Jan Bouten (Showpad) | "Accelerating sales with sales driven marketing"

In today's digital age, marketers can use marketing automation and analytics technology enabling them to be hyper-relevant to the customer via online channels. But what happens when the customer schedules a call or meeting with your sales team? How do you know whether or not your content performs well during this offline phase of the customer journey? Learn how to grow your business by supporting your sales and indirect channels with sales driven marketing.

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Mr. Aart Lensink (LVB Networks) - XPG Content Marketing | "Content Campaigns: Content marketing that scores immediately"

Ask any content agency and you’ll hear the same story: all brands should have long-running content strategies. But the reality is different. The search for an extended model – for example, the one used by A.S. Adventure – isn’t pursued by all marketers. We could lament the reasons why this is unfortunately the case and grieve over missed opportunities. But we could also succeed with campaign content: Content that has a shorter lifespan. Content that scores immediately. Content that gives the client an instant win.

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Mrs. Ellen Leenhouts (Business Openers) - XPG Internal & Employer Branding | "Business Workshop: from good company to strong brand without marketing budget! "

Experience the internal power of a strong brand and what it means for you and your compnay. Discover how simple it is to bring a brand alive without marketing budget. To win outside, you needs to start inside. Ellen's accessible approach does not only make it an interesting lunch time for brand-builders, though for for everybody in marketing and business. Participation is free, return is high. At stake: your own team and people.

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Mr. Ludwig Van den Meersschaut (Vlaamse Overheid) - XPG Marketing & Politics | "How to rebrand a government?"

On October 1st of 2011, Ludwig Van den Meersschaut (ex-BBDO) was appointed as the Flemish Government’ new advisor Image & Reputation. His mission: to coordinate and deepen the Flemish Government’ brand policy in close collaboration with the wide range of government agencies and to bring more harmony and alignment in its corporate identity. Ludwig brings the inspiring story behind the successful rebranding project. A lecture you don’t want to miss!

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Mrs. Els Demey & Mrs. Jody Duyck - XPG communication | "The power of pop-up stores"

First identified in late 2003, the “Pop-up store” has grown into a trend that marketers are rapidly embracing. Acting as a quick and flexible solution to offer greater variety and make better use of vacant properties, Pop-ups also provide brands with an opportunity to engage directly with their customers in a way rarely available through conventional communication. (Presentation will be given in Dutch)

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Mr. Bart De Waele (Wijs) - XPG Digital Marketing | "Trends Night 2014"

At the start of every year STIMA organizes Trends Night, in co-operation with Bloovi. Digital experts, trends watchers and futurists present you their insights on the specific (digital) trends that will determine the following year(s).
During this Lunch & Learn session, Bart De Waele will give you a brief idea of what you can expect for 2014. As publisher of the popular Online Trend Report and regular keynote speaker at Trends Night he will transform your lunch into a real mind opener experience. Everyone who’s involved in (online) marketing, communication or active in the digital world shouldn’t miss this opportunity. (Presentation will be given in Dutch)

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Mr. Jeroen Wils - Lannoo | "How to communicate in stress situations?"

Although every crisis situation is different, there are often similarities. Drawing on his own experience and using numerous practical examples, the author demonstrates how organisations can most effectively prepare for and deal with a crisis. From designing a crisis communication plan to coping with classic and new media: Communication in times of crisis guides you through the entire process step by step. (Presentation will be given in Dutch)

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Mr. Herman Toch (Happy Profit) - Lannoo | "Go for profit and be proud of it"

Blindly pursuing the maximisation of short-term profit has resulted in a huge human, social and ecological deficit. The current system is no longer sustainable. What we need is companies that seek to create a society in which prosperity and well-being go hand in hand. This can be achieved without losing track of the profit-motive, but it does require companies to look at profit in a different light. (Presentation will be given in Dutch)

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