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2015 Winter Conference Agenda
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Thursday, January 29, 2015

 12:00 PM3:00 PMExhibitor Setup 

4:00 PM

6:00 PM

Registration

Pre-Assembly

5:30 PM

6:30 PM

Awards Dinner Reception

Stardust

6:30 PM

9:00 PM

“Best In Marketing” Awards Dinner

Constellation

Friday, January 30, 2015

7:00 AM

8:45 AM

Registration

Pre-Assembly

7:45 AM

8:45 AM

Breakfast Buffet

Apollo

8:45 AM

9:50 AM

The New SegmentationDo you have a 1950's strategy in a 2015 world?

 

Speaker: Kelly McDonald is one of the nation’s top experts in consumer trends and multicultural marketing.Kelly was named #1 on the list of “26 Hot Speakers” by Successful Meetings Magazine. Her client experience includes big brands such as Toyota, State Farm, Nike, Harley-Davidson, Miller-Coors, and Sherwin-Williams.

 

Summary:In her first of two sessions, Kelly will focus on how the customer of today differs from that of the past and the opportunity it presents for marketers. The days of one size fits all marketing are over. Today, people need to be addressed using the emotional connections that define key aspects of their identity--gender, race, life stage language preference, hobbies and sexuality are all opportunities to approach customers using The New Segmentation. Using specific big brand examples with results, she will demonstrate proven principles by which bank marketers can increase the attention that their communications receive and lead to higher ROI. Don't let your brand be left behind.

 

Apollo

9:50 AM

10:10 AM

Morning Networking Break

Apollo

10:10 AM

11:00 AM

Customers Are Revolting! Are you ready for the newly empowered customer of today?

Speaker: Susan Shelby. Susan is the founder and president of Rhino PR in Boston, one of the area's most innovative public relations firms, with expertise on the convergence of traditional PR, social media and crisis communication. Working at Rhino, Shelby has developed a broad list of clients in the construction, engineering, architecture, non-profit sectors.

 

Summary:The past twelve months witnessed two groundbreaking events in Boston area consumer behavior. First, the customers of the Market Basket chain took to the streets to defend their vision of the store using a combination of social media, press and old fashioned shoe leather to force a reversal in management direction. Around the same time, the customers of Beverly Bank took the unprecedented step of rejecting a management request to take the bank public. Susan will examine these trends as well as the controversial formation and sale of Connecticut's New Alliance Bank to ask "Do you have the skills to respond if your customers say no?"

 

Apollo

11:00 AM

11:15 AM

Networking Break

 

11:15 AM

12:05 PM

Why Consumers Aren't Paying Attention to Your Ads and What You Can Do About it

Speaker, Thales Teixeria, Harvard Business School. Thales Teixeira is an Assistant Professor at the Harvard Business School. He holds a Ph.D. in marketing from the University of Michigan. Before joining HBS, Professor Teixeira was an independent marketing consultant to technology and financial services companies. Professor Teixeria has presented to the top names in marketing including Disney, Coca Cola, Warner Brothers and Facebook.

 

Summary: Get ready to go back to school. We've invited Professor Teixeria of Harvard to lead a dynamic discussion on the very latest in customer attention behavior. Through detailed research studies, professor Teixeria has shown that although people are exposed to more ads than ever, they are paying less attention and multi-task while watching. That diminished attention can mean lower results for your ads. The good news is, there are things that you as bank advertisers can do to get out of this trap. Don't miss this informative session.

 

Apollo

12:05 PM

1:10 PM

Lunch

Constellation

1:10 PM

1:30 PM

Channel Champions

Do you think you’re pretty sharp on media strategy? Find out how good you are. In this session teams of NEFMA attendees will be given a million dollar budget, basic facts about their bank client and costs of media and production. Each team will then have to come up with an optimal media strategy and prepare to be judged by media experts. This fun, interactive session will deliver real learning on how to make your valuable media dollars work harder.

 

Apollo

1:30 PM

2:10 PM

How to Keep the Giants from Eating Your Lunch

 

Speaker: Kelly McDonald

 

Summary; Kelly returns to take the principles of the New Segmentation and drills down into the world of banking. Kelly knows a thing or two about banking having addressed to acclaim both ABA and CUNA. She will look at the specific challenges facing bankers today and in the future. She'll consider if bankers are losing the battle to non-bank interlopers such as WalMart and American Express who are teaming up to grab the under banked segment with prepaid card products. She'll also if consumer trends will allow banks to compete with the marketing machines of Apple and Apple Pay, Amazon and Google. She'll evaluate the consumer appeal of financial services coming from the big brands and ask the tough questions. Can you as a community bank or CU with a small budget hope to win a battle for minds and hearts with the giants of tomorrow?

 

Apollo

2:10 PM

 

Adjourn