The First "Total Market" Marketing & Communications Industry Conference
Monday, September 9, 2013 at 8:00 AM - Tuesday, September 10, 2013 at 1:30 PM (EDT)
San Francisco, California
London, United Kingdom
The Cross-Cultural Marketing & Communications Association (The CCMCA) is the first global member driven non-profit organization focused on helping members build a “total market” enterprise organization and cross-cultural awareness, thought leadership and certification.
The Marketing & Communications Industry First "Total Market" Conference and assocation for brand, business, government, agency, media, creative, data & analytics, technology, strategist, talent and procurement leaders (CXX, SVP, VP and Director).
Your two day attendance will include speakers and panelist providing education on the following "total market" enterprise topics and agenda items:
DAY 1 PROGRAM
800 – 900 CONTINENTAL BREAKFAST
900 – 915 WELCOME AND PURPOSE
Co-founder and Chairman of the CCMCA.org welcome guests and shares why the association, the ambition and desired outcomes for a total market enterprise.
915 – 1000 THE CROSS-CULTURAL ROUNDTABLE ONE YEAR LATER
Nearly two years ago Soledad O’Brien was the host of a distinguished panel that featured topics around the total market industry vertical and the cross-cultural discipline. Topics covered included the Latino voter, brand planning, leadership and an emotional rollercoaster as to why no changes in brands given the market dynamics. What they did not realize was the history they were making in telling their story. We’ve invited them back and talk about what’s changed since that conversation in the spring of 2012.
1000 – 1030 THE MARKETPLACE SHIFT
We’ve heard the numbers about spending power and how across business verticals like baby products, health, beauty and retail, the shift in consumer consumption patterns are already beginning to have an impact on how brands and businesses shift their model. Where have marketers been? Since the 1980 US Census, predictions have forecast the shift in the US marketplace. What’s next and what demographic patterns marketers should look for over the next 2, 5 and 10 years.
1030 – 1130 REEVALUATNG THE VALUE OF BRANDS
Given the market place shift in the North America, what impact does this have as to how brands measure value? The brand measurement and tracking tools may have to reevaluate how brands are measured. Two years ago, David Burgos and Jeffrey Bowman charted a course to answer this question as to how a brand’s value shift based on how they appeal to the New General Market. This is a first released report on their findings and implications to brand value
1130 – 1230 LUNCH BREAK
1230 – 130 WHAT IS A TOTAL MARKET ENTERPRISE ™ [TME]?
Where did this new industry vertical term originate? What are the implications to how the enterprise plans their business and financial investments? Some brands are already pioneering the effort into converting their enterprise to a total market enterprise. They are not there yet but evidence shows case studies and best practices are being established. The transformation is significant given it impacts how brands revaluate the market opportunity, organization design, partnerships, customer experience and engagement, enterprise technology and measurement. Two brand pioneers will share how they are navigating the movement within their enterprise.
130 – 230 TME ™: WORKPLACE AND ORGANIZATION DESIGN IMPLICATIONS
As we recover from the “Great Recession”, talent demand will only increase and talent will be the competitive advantage in the creative economy. Are brands and organization designed to not only attract but also retain talent in the current design structure? The total market enterprise design for talent and partners determines who gains market share in the $10T market consumption shift. What are some of the best talent, partner and organization design experts seeing in the current enterprise structure?
230 – 330 TME ™: CUSTOMER EXPERIENCE AND ENGAGEMENT
Many brands, designers, technologist, developers and agencies are constantly trying to figure out where how to connect and engage consumers. Is it the way of the app, social media, mobile, digital TV or all of the above? Given the change in the marketplace, how does the design of the experiences change or impact how brands invest? Some brands and service providers are starting to find their way and create impactful and memorable experiences.
330 – 430 TME ™: ENTERPRISE TECHNOLOGY AND EFFECTIVENESS
Designing the total market enterprise enables your brand to capture your fair share of the new marketplace. Technology is the enabler and allows you to understand your return on investments in a very dynamic way. It requires the C-Suite to work across profit and loss statements and integration in every way. Some brands have implemented technology solutions for productivity purposes, but few have integrated in such a way it impacts the overall customer experience. Our panel will share how they are impacting brands and customers.
430 – 500 CLOSING REMARKS AND DAY TWO ASSIGNMENT
By now you get the picture of what a Total Market Enterprise organization is what it means to your business. The day would not be complete without a homework assignment in prep for day two. The CCMCA.org will summarize the day and prepare everyone for helping to create the standards and guidelines for industry criteria and certification
500 – 700 ROOFTOP RECEPTION AND NETWORKING
Attendees will gather on the roof for cocktails, talking about the day and networking while taking in a view of the New York skyline
DAY 2 - PROGRAM & AGENDA
THEME: ESTABLISHING THE TOTAL MARKET ENTERPRISE CERTIFICAITON CRITERIA
930 – 1000 BRUNCH KICK-OFF & NETWORKING
Conference attendees meet on the rooftop for a fabulous brunch and adult beverages. Networking and conversations about the homework assignment and prepare to form break- out groups.
1000 – 1015 WELCOME AND PURPOSE
1015 – 1030 THE TOTAL MARKET ENTERPRISE CRITERIA
Members of The CCCMCA board of advisors will share the draft version of the criteria and the approach to certification process for brands and businesses. Attendees will then have the opportunity to review and provide input as to what is the starting point and implications to brands and businesses.
1030 – 1130 TME: BREAK – OUT SESSIONS
Attendees will break out into groups based on their interest and background. Groups will be divided into one of the following groups:
TME™: MARKET VALUATION AND SIZING
TME™: TALENT, ORGANIZATION DESIGN AND PARTNERSHIPS
TME™: CUSTOMER EXPERIENCE AND ENGAGEMENT
TME™: ENTERPRISE TECHNOLOGY AND EFFECTIVENESS
1130 – 1200 REPORT OUT
Everyone will get back together and share their feedback, correction and additions to the criteria. Based on the feedback, The CCMCA.org will make adjustments and share the final criteria with the industry, brands, businesses and members.
1200 – 130 RECEPTION AND NETWORKING
After a long two days of thinking about how to transform the industry and enterprise organizations, it’s time for a little rest and relaxation while again enjoying the views of New York City. Attendees are transformed, education and ready to go back change their enterprise organizations to a total market enterprise. The CCMCA says their good-byes and prepares to start the education, training and certification of brands and businesses.