Marketing As Seen by the Best Marketing Experts Management Tour: Marketing Preliminary Schedule As Seen by the Best Marketing Experts

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Marketing as Seen by the Best Marketing Experts Management Tour: Marketing Preliminary Schedule as Seen by the Best Marketing Experts

Management Tour: Marketing as Seen by the Best Marketing Experts

Please be advised that: 1) The schedule may be changed. If a visit to a certain company cannot be carried out, tour organizers will arrange a meeting at an equally prominent company in the same field. To receive updates on the tour schedule, please contact the FastForward representatives. 2) When drawing up the schedule, tour participants’ requests and objectives are taken into account.

2 www.fforward.biz Management Tour: Marketing as Seen by the Best Marketing Experts Preliminary Schedule

Sunday Monday, Tuesday, Wednesday

Arrival Hotel Check-In. Suggestions: 8:00-8:45 Breakfast at the Hotel

The Michelangelo Hotel **** 9:00-10:00 The Michelangelo Hotel is just one block away from the Radio City Music Hall Departure for IGNITION and within 10 minutes of walking distance from Times Square and Broadway. Business Conference N. Free transportation to Wall Street is provided on weekdays. Decorated in neoclassical style, rooms at Michelangelo are furnished with cherry-wood. http://www.businessinsider.com/event/ignition-2014 Guests are given access to a fitness center at the hotel and the nearby private Location: The Times Center sports club with a pool and sauna. In the morning, a continental breakfast with 242 West 41st Street New York, NY 10036 coffee and pastries is served.

The New York Marriott Marquis Hotel **** This four-star hotel situated in the very heart of Time Square and Broadway Arrival at John F. Kennedy International Airport, has three restaurants, including a revolving restaurant on the roof. New York Marriott Marquis offers luxurious rooms with a spacious socializing New York City. area. Some rooms command a panoramic view of New York. The Marquis http://www.panynj.gov/airports/jfk.html Hotel has a 370-square-meter fitness center which also affords a view of Адрес: Jamaica, New York, NY 11430, USA Times Square.

FastForward provides transportation from the airport to the hotel and addresses all the logistics issues.

The IGNITION: Future of Digital Business Conference brings together more than 700 senior executives from different countries and various fields such as technology and innovation, mass media, entertainment, investing, finance, and the Internet in order to study and discuss new business models for digital media. IGNITION offers cutting-edge ideas and insights into digital business models. The conference will focus on the future of mass media and state-of-the-art technology and the effect mass media has on the world around us depending on how we use information, grow, invest, communicate, work, play, and live.

Meeting the organizers. Briefing on the tour schedule.

www.fforward.biz 3 Management Tour: Marketing Preliminary Schedule as Seen by the Best Marketing Experts

10:00-17:30 Speakers: Speeches, forums, networking Jeff Bezos, President, Chief Executive Officer and Chairman of the Board Amazon Topics for discussion: Michael Heyward, CEO & Co-Founder Whisper Brendan Iribe, CEO Oculus VR • Wars of the Worlds Deep dives into the 2015 outlooks for Apple, Google & Facebook. Chris Anderson, Co-Founder & CEO 3D Robotics • Mobility, Mobility, Mobility Follow the eyeballs. Martin Clarke, Publisher MailOnline • Video Explodes $5 billion a year and counting--what comes after cats & Ann Lewnes, SVP & CMO Adobe Systems Incorporated pre-rolls? Phil Libin, CEO Evernote • Monkeys In the Middle Brands go straight to consumers--what happens Shailesh Prakash, CIO & VP, Digital Product Development to everyone else? Washington Post • The New New New News Bundles, atomic units & video clips... or all of Justin Smith, CEO Bloomberg Media the above? • It’s the (Customer) Data, Stupid Who’s going to own it? Fred Wilson, Managing Partner Union Square Ventures • One World, Under IP The Internet’s accelerating TV takeover. • Life After Cookies Psst: They’re doomed. Henry Blodget, CEO & Editor-in-Chief Business Insider • Media Snacking1, Ad Blindness2 & Social Blurt Coming to terms with the new normal audience. • The New Advertising Metrics. Jim Breyer, Partner; Founder & CEO Accel Partners; Breyer Real-time trading plus massive data – will Capital • Get With the Program (matic) 1 Media Snacking is the ability of mass media to reach customers and automation turn the CPM tide? influence them in order to attract them as buyers. Andrew Keen, Executive Director FutureCast • Size Matters Do publishers have to be platforms? Jon Oringer, Founder & CEO Shutterstock, Inc And others... 2 Ad Blindness means placing banners in such a way that users ignore them either consciously or subconsciously. After speeches and forums, the participants will have an opportunity to network with the world’s leading experts and discuss the things they’ve heard with experts from other countries.

After the experts have delivered their speeches, a short networking coffee break will be held. 12:30-13:30 Lunch

19:30-21:00 Return to the hotel and dinner

4 www.fforward.biz Management Tour: Marketing as Seen by the Best Marketing Experts Preliminary Schedule

Thursday

8:00-8:30 13:30-15:00 15:30-17:00 Breakfast at the Hotel Visit to Pfizer. Visit to Nike http://www.pfizer.com/ http://www.nike.com/ 9:00-11:30 Address: 235 E 42nd St, New York, NY 10017, USА Address: 6 E 57th St, New York, NY 10022, USA Visit to Bloomberg Tower Nike is a world-famous American manufacturer of sports apparel and athletic http://www.bloomberg.com/ shoes. Nike has an almost 95% share in the US basketball shoe market. The Address: 731 Lexington Ave, New York, NY 10022, USA company markets its products under its own brand, as well as Air Jordan, Total 90, Nike Golf, Team Starter, and others. Nike subsidiaries include Converse and Hurley International. The tour participants will visit the Nike office. Discussion will focus on: 1. Nike’s advertising marketing and its advantages; 2. Innovation, new market opportunities assessment, new product lines development, as well as the company’s information and distribution systems upgrading; 3. Nike’s marketing policy based on loyalty retention. At the end of the visit, the guiding expert will hold a Q&A session addressing all the topics the participants are interested in.

Pfizer is a major pharmaceutical corporation which develops and produces medicine for a wide range of illnesses, including diabetes, cancerous diseases, and CVD. Each year, the company invests up to US$7.5 billion in research and development of new effective medicine. Pfizer operates in more than 150 countries. Bloomberg is one of two leading financial media companies bringing up- The tour participants will visit one of the main Pfizer offices. Discussion to-date information to professional financial market players. will focus on: The tour participants will visit the Bloomberg head office. Discussion will 1. Online marketing (smart objects, visual web content, big data focus on: personalization, etc); 1. Integrated marketing implementation in business environment. 2. Pfizer’s innovative marketing approaches; Blogging as an effective commercial tool; 3. Implementing digital and multichannel marketing in pharmaceutics. 2. Content management; 3. Bloomberg’s content marketing strategies; At the end of the visit, the guiding expert will hold a Q&A session 4. Media marketing implementation at BloombergTV. addressing all the topics the participants are interested in. 18:00-19:00 Dinner 12:00-13:00 Lunch 20:00 Return to the Hotel www.fforward.biz 5 Management Tour: Marketing Preliminary Schedule as Seen by the Best Marketing Experts

Friday

8:00-8:30 13:30-15:00 Breakfast at the Hotel Visit to Tiffany http://www.tiffany.com/ 9:00-11:30 Address: 200 5th Ave, New York, NY 10010, USA Visit to New York Times Tiffany is an American company selling jewelry, sterling silver, china, crystal, stationery, perfumes, adornments, accessories, as well as various leather goods. Many of these products are sold at the Tiffany stores, as well as through direct male and corporate merchandizing. The tour participants will visit the Tiffany office. Discussion will focus on: 1. Tiffany & Co. marketing approaches ; 2. Marketing support for new products and services development; 3. Tiffany’s pricing policy; 4. Marketing mix as used by Tiffany & Co. At the end of the visit, the guiding expert will hold a Q&A session addressing all the topics the participants are interested in. 15:30-17:00 Visit to Estee Lauder http://www.esteelauder.com/ Address: 767 5th Avenue, Concourse Level, New York, NY http://www.nytimes.com/ 10153, USA

Address: 620 8th Ave, New York, NY 10018, USA Estee Lauder is a well-known American makeup and fragrance manufacturer. The New York Times is the third most popular American newspaper after The Over the years, Estee Lauder has acquired a number of major companies, Wall Street Journal and USA Today. It has won 112 Pulitzer Prizes, more than including MAC, Aveda, Darphin, and others. The company markets its products any other news organization. The domain nytimes.com is rightly considered under 28 brands, including Estee Lauder, Clinique, Tommy Hilfiger, MAC, Donna one of the most popular news sites, attracting 30 million visitors a month. Karan, and American Beauty. Estee Lauder employs 32,000 people. As of fiscal The tour participants will visit the New York Times headquarters in New York. year 2009 ending on June 30, the company’s revenue amounted to US$7.32 Discussion will focus on: billion whereas its net profit was US$218.4 million. 1. Addressing segmentation issues and methods of target audience The tour participants will visit the Estee Lauder office. Discussion will focus on: attraction; 1. Unconventional product promotion methods employed by the company; 2. The fundamental rules of the New York Times content marketing; 2. Pricing policy methods; 3. Key media marketing tools and their application. 3. Support service and client-oriented policy; At the end of the visit, the guiding expert will hold a Q&A session addressing 4. Innovative approaches to trade marketing. all the topics the participants are interested in. At the end of the visit, the guiding expert will hold a Q&A session addressing all the topics the participants are interested in.

12:00-13:00 18:00-19:00 Lunch Wrap-up dinner of the week

6 www.fforward.biz Management Tour: Marketing as Seen by the Best Marketing Experts Preliminary Schedule

Saturday Sunday

Cultural program Breakfast at the Hotel. Check-out Breakfast and departure for a guided tour of New York. FastForward will provide transportation to the During the tour, the participants will see some of New York’s John F. Kennedy International Airport. most famous sights.

First, they will visit Battery Park at the southern tip of Manhattan Island. Battery is home to the first quay ever built in New York. It commands a great view of the world-famous Statue of Liberty and a museum of immigration on Ellis Island where one can on a ferry.

Battery Park boasts a great number of monuments dedicated to significant events in the history of New York and the United States. One of them is The Sphere, a large metallic sculpture by Fritz Koenig which once stood in front of the World Trade Center twin towers in New York.

We will also visit the World Financial Center and the breathtakingly beautiful Winter Garden Atrium. From here, one can see the site of the September 11 During the tour, we will drive through Chinatown, SOHO, and Greenwich tragedy, the world-famous Ground Zero. Village. Countless immigrants have imbued these districts with a unique flavor of their home countries, enriching the cosmopolitan New York We will visit the beating heart of New York’s financial world, the renowned atmosphere. We will also visit the South Port which commands a great Wall Street and the New York Stock Exchange. We will also see the Charging panoramic view of the famous New York bridges. Bull which is the symbol of the world of finance. We will stop by the United Nations Headquarters located on the bank overlooking the East River which separates Manhattan and Brooklyn.

We will cross the Time Square, the bustling intersection basking night and day in neon light. Close by is Broadway, the heart of the New York theatre industry. Thus, we will come to the Lincoln Center which is home to New York’s best theaters and concert halls, among them the famous Metropolitan Opera House decorated with the giant tapestries by Marc Chagall.

After crossing the Central Park with its lawns, flowerbeds, walks, stages, and even a small zoo right in the centre of Manhattan, we will enter the famous Fifth Avenue which is the very heart of New York. There, we will see the Rockefeller Center with its beautiful examples of Art Deco skyscraper architecture. We will also make sure to see the Trump Tower

www.fforward.biz 7 Management Tour: Marketing Market Overview as Seen by the Best Marketing Experts

An Overview of the USA Marketing Market Key factors of the Digital Marketing 2013 year

10.4% of 2012 Revenue Was Spent on Figure 1 Marketing Operating Budgets as a It is becoming more difficult to count and allocate digital marketing spending as digital and traditional marketing Marketing, and Budgets Will Increase Percentage of Company Revenue techniques are merging. For 20% of companies, digital 6% in 2013 marketing activities have already been incorporated into Percentage of Respondents each function within marketing, and budgets are no longer On average, companies spent 10.4% of their Total 10,4 broken out separately. We expect this trend to continue annual 2012 revenue on overall marketing Industry growth as areas such as second screen TV, social TV and 1activities. These expenses include salaries, and both Financial Services/ 10,6 QR codes integrate with traditional channels. traditional and digital marketing costs. The range of Insurance spending is wide — 14% of companies spent less than High-Tech 9,1 5% of revenue and 17% of companies spent more than 15% of revenue on marketing. Figure 1 shows budgets Manufacturing 10,6 will increase an average of 5.7% this year. Figure 2. Digital Marketing Budget as a Percentage Media companies allocated a larger share to marketing Media 12,7 of Company Revenue expenditures (12.7%) than other vertical industries. Percentage of Respondents Media companies also plan the biggest increase in Retail 10,6 Total 2,5 spending (9.9%) this year. Industry Healthcare 9,2 Digital Marketing Spending Healthcare 2,2 Averages 2.5% of Company Revenue Retail 2,5 agency creative services, search, website design, Media 3,9 Customers are transitioning to content creation and management, social and mobile communicating and buying through digital marketing. 2,8 channels.2 That means marketing spending is rapidly Three percent of the marketers responding to our Manufacturing shifting to digital marketing. On average, annual survey said they are spending more than half of their digital marketing operating budgets represented marketing budgets on digital activities. The majority High-Tech 2,3 2.5% of a company’s revenue in 2012. These expenses spends between 10% and 50% of their marketing include personnel costs, contract labor, software as budget on digital marketing activities — the average is Financial Services/ 2,4 Insurance a service and external marketing services such as 25%.

8 www.fforward.biz Management Tour: Marketing as Seen by the Best Marketing Experts Market Overview

Figure 3. How Marketers Allocate Their Figure 3 shows that marketers allocated 12.5% — the technology has primarily been used in recent years to Digital Marketing Budgets biggest share of their digital marketing budget — to cut costs. Percentage of Respondents digital advertising. Still, marketers wrestle with digital Digital or Online 12,5 advertising’s effectiveness. Advertising agencies, Advertising technology providers and brand advertisers are working Figure 4. Marketers Plow Savings Back Into to address this concern by improving measurement Content Creation 11,6 Digital Marketing? and Management standards and formats.

Search Marketing 10,7 Content creation and management account for the second 41 (Including Paid Search) largest share of digital marketing budgets. This is driven, Design, Development and Maintenance of the 10,7 in part, by the desire to populate the infinite appetites of Corporate Website inbound marketing channels. Social networks, customer forums, and the blogosphere are examples that drive Email Marketing 9,6 inbound inquiries or actions. However, you need to create content that delivers the right message to the right 9,5 28 Analytics person at the right time, regardless of how the dialogue 27 gets started. That means content is equally needed to Marketing on Social Networks (for Example, 9,4 meet the demands of outbound marketing as well. The Facebook, LinkedIn, Twitter) enormous pressure to create, manage and distribute Mobile content for multiple marketing activities through the right Marketing 7,4 channels will only increase as customers use more digital channels for collaboration, researching and acquisition of Commerce 7,2 Experiences products and services. (Marketing-Led) . Video Production 5,9

Company Blog 2,3

41% of Marketers Say That espondents Savings From Digital Marketing Are Others 5,3 Reinvested

Digital Advertising Accounts for Gartner company asked marketers to R of ercentage 12.5% of Digital Marketing Budgets identify how they’re funding their digital P marketing4 activities. We found that digital marketing’s effectiveness helps stretch digital marketing budgets. Marketing leaders support a diverse and Figure 4 shows that two in five marketers are realizing We Are Saving Money We Reduced We Obtained increasingly complex marketing mix. We savings from digital marketing compared with With Digital Marketing Our Traditional Incremental asked marketers how much of their digital traditional techniques. And they’re taking that money as Opposed to Tradi- Advertising Budget Funding for Digital marketing3 budget they’re allocating to different activities tional Marketing and Marketing From and reinvesting it into more digital marketing. It’s a such as mobile marketing or analytics. the Savings Is Funding Other Functions or relatively new activity in a corporate culture where Continued Investments Business www.fforward.biz 9 Management Tour: Marketing Market Overview as Seen by the Best Marketing Experts

Up to 50% of Digital Marketing Figure 5. Marketers Outsource This Portion The Top 3 Digital Marketing Activities Are Outsourced of Digital Marketing Activities Activities Key to Marketing’s Percentage of Respondents Success — Corporate Website, Search Marketing The pace of change and needs for specific (Including Paid Search) 50 Social Marketing and Digital skills force marketing to seek services from Advertising Digital or Online external providers. We asked marketers 46 to5 estimate what percentage of the work is performed Advertising 7 Marketers are focused on the marketing mix that will drive internally by employees or contract labor, and what Mobile percentage is performed externally or outsourced. Marketing 45 success. We asked digital marketers to identify the three digital marketing activities that are most important to their The responses reveal that digital marketers need help success. — lots of it — with specialized tasks such as search Email Marketing 37 marketing, online advertising and mobile marketing. For Figure 7 shows that the corporate website and digital Content Creation advertising share the distinction of being the No. 1 digital the most part, marketers outsource one-third or more of and Management 36 their work to an agency, digital services organization or marketing activities that are important to marketing’s success. Social marketing emerged as the next most other external provider. Analytics 36 Figure 5 shows that, on average, marketers outsource one- important activity. half of their search marketing — the highest proportion of Design, Development Corporate website will not be displaced by a brand’s social and Maintenance of the 35 any marketing activity Corporate Website media presence anytime soon. That’s all the more reason . Marketing on Social for marketing leaders to continuously invest in testing and Networks (for Example, 34 optimizing their websites, paying attention to all aspects — Facebook, LinkedIn, Twitter) from customized landing pages to compelling content that Commerce Experiences encourage visitors to be engaged with your brand. 70% of Companies Surveyed Have (Marketing-Led) 34 a Chief Marketing Technologist — Only 9% of respondents said that analytics is most 80% of Them Report to Marketing Company Blog 27 Figure 6. Companies Retain a Chief Marketing Marketing’s dependence on technology organizations that align this goal to areas such as Technologist to Guide Strategies results in new responsibilities — and roles. marketing software, data and analytics, social and mobile 6Gartner asked marketers whether their companies have platforms, digital advertising networks collaboration and the equivalent of a chief marketing technologist and website design. This role may come under one of many where that person reports. Figure 6 shows that two out different titles, including CTO of marketing, chief digital Report to CIO No 18% of three organizations have such a role. Most of the chief officer, chief digital marketing officer, VP of e-business or 30% Report marketing technologists report to a senior marketing even the CMO Elsewhere executive and only 13% report to the CIO. 2% . Chief marketing technologists are familiar with marketing Yes 70% Report to techniques as well as technologies. They need to Marketing understand how to use technology to define markets, 80% attract, acquire and retain customers. They often have

10 www.fforward.biz Management Tour: Marketing as Seen by the Best Marketing Experts Market Overview

important to their success. We believe this is an oversight. You need to use analytics to support continuous TOP of the Advertising and Marketing COMPANIES of 2013, Source INC. 5000 improvement, understand your customers’ requirements and drive results Rating Company 3-year growth Income Direction . 5 DataXu 21,337% $87.0 million Advertizing and marketing Figure 7. What Activities Contribute 8 Emerge Digital Group 17,064% $23.9 million Advertizing and marketing to Marketing Success 12 AdRoll 15,065% $34.1 million Advertizing and marketing Percentage of Respondents Design, Development 20 BlueKai 9,245% $26.8 million Advertizing and marketing and Maintenance of the 18 12 15 45 Corporate Website 27 Trada 8,101% $12.6 million Advertizing and marketing Marketing on Social Networks (for Example, 6 21 16 43 30 7,322% $8.1 million Advertizing and marketing Facebook, LinkedIn, Twitter) Sailthru Digital or Online 37 YellowHammer 6,740% $18.0 million Advertizing and marketing Advertising 18 13 12 43 38 6,702% $7.1 million Advertizing and marketing Content Creation Conductor and Management 9 13 13 35 47 29 Prime 5,443% $13.8 million Advertizing and marketing Commerce Experiences (Marketing-Led) 12 10 5 27 51 Madwire Media 5,254% $6.9 million Advertizing and marketing

Search Marketing 8 9 9 26 54 Altitude Digital 5,162% $11.4 million Advertizing and marketing (Including Paid Search) 57 Lead5 Media 5,016% $35.6 million Advertizing and marketing Email Marketing 10 6 8 24 58 eGumball 5,015% $9.6 million Advertizing and marketing Mobile Marketing 8 8 8 24 63 TUNE 4,837% $7.3 million Advertizing and marketing 68 ReTargeter 4,739% $6.5 million Advertizing and marketing Analytics 9 5 9 24 69 C-4 Analytics 4,646% $4.9 million Advertizing and marketing Company Blog 2 2 2 6 70 33Across 4,499% $27.9 million Advertizing and marketing Первое место в приоритетах компании-респондента; 71 LiveIntent 4,485% $6.9 million Advertizing and marketing Второе место в приоритетах компании-респондента; Третье место 72 Rocket Fuel 4,451% $106.6 million Advertizing and marketing 89 SKM Media Group 3,752% $12.0 million Advertizing and marketing

Полный список можно найти на сайте http://www.inc.com/inc5000/list/2013/industry/advertising-marketing www.fforward.biz 11 Our mission is to make your journeys worthwhile. That’s why our managers are always available to answer any questions you may have.