Follow the Customer
How Marketing Must Adapt to New Markets and
New Revenue Opportunities
As companies evolve the business landscape can change dramatically. In order to survive, they often need to shift their strategies and target customer base. This session will explore how to adapt your marketing message and product marketing while going through a dramatic realignment in channel or customer base.
Our panelists will discuss the impact of a customer base shift or addition, marketing lessons learned and how to optimize these dramatic changes. We will provide 'real-world' examples of adaptation brought on by a change in customer base, providing you with insight that will allow you to make the most of a similar transition in your own business.
VP, Marketing, ESET
Dan Clark brings 23 years of marketing and technology experience to ESET. Clark arrives from Lockdown Networks, an early entrant in the Network Access Control space, where he was responsible for marketing communications and product marketing. Prior to Lockdown, Clark was founder and CEO of Avianta Inc., a professional services solution provider serving technology companies in the U.S., Japan and Europe. He has also served as vice president of marketing for SealedMedia, where he led worldwide product marketing and developed new business models to increase demand for the company's digital rights management platform. Clark also previously served as director of brand marketing for Compaq's Digital Equipment services business unit, and worked at Apple Computer and Sun Microsystems. Dan holds an M.B.A. from San Jose State University, and a B.S. in Electrical Engineering from Swarthmore College.
Head of PR, FloTV
Matthew Hutchison is a senior communications executive with extensive experience in consumer-, social media- and business-to-business marketing and a particular expertise in the converging worlds of media/entertainment and the Internet. A former journalist, Hutchison has helped companies such as MTV Networks, Dell, Qualcomm and Apple re-position their brands and introduce new products/services to take advantage of the rapidly changing marketplace. At present, Hutchison directs all PR, social media and events activities at Qualcomm’s FLO TV subsidiary, which delivers live mobile television to AT&T and Verizon handsets, as well as the stand-alone Personal Television and in-car entertainment systems. Under his direction, the team is responsible for raising awareness of the emerging mobile TV category and the FLO TV brand. Prior to FLO TV, Hutchison headed up digital PR for MTV Networks’ Music Group, helping the MTV, VH1, Logo and CMT brands expand beyond linear television and connect with consumers on the web, on handsets and on emerging platforms such as virtual worlds. For MTVN, Hutchison helped the company assert its leadership in the digital space and drive awareness for the brands across all platforms. He also served as the head of global consumer PR for WPP Group’s/Young & Rubicam’s “Team Dell,” directing communications professionals around the world on Dell’s consumer products. While there, Hutchison was responsible for conceiving and directing the launch of “Adamo by Dell,” the company’s first-ever consumer luxury brand, and in spearheading a global platform that elevated the profile of Dell’s entire consumer portfolio among the media/entertainment and style-minded communities. In addition to those roles, Hutchison also led the product PR team for Apple in Cupertino, Calif., where he oversaw campaigns for the introduction of the iBook, successive versions of iMac, and the launch of iTools, the precursor to iTunes.
Founder, Townsend Advisers & CEO, Restorative Remedies
Jackie has over 25 years of experience in marketing and positioning companies to take leadership roles in their industries. She is known for her ability to turn underdogs into market leaders. Jackie has guided numerous clients through the rigors of an IPO and is adept at preparing companies to meet the expectations of venture capitalists and potential stockholders. She is a sought-after speaker at both local and national industry and business events and is the recipient of numerous awards including the United States Small Business Administration award for the Small Business Entrepreneur of the year, finalist for the Entrepreneur of the Year from Ernst & Young, PR Week's Public Relations Practitioner of the Year and The T Sector's teleFUSION 03 PR Leader of the Year award. Since 2002, Jackie has been a member of the Board of Trustees for The National University System. She founded The Townsend Agency in the summer of 1993 and sold it in 2007. Its mission was to assist companies in branding and public relations and subsequently gain valuable market share. As part of this quest, she developed a methodology for helping companies to quickly identify a unique brand platform and to solidify their unique position in the marketplace. She has helped large companies like Toshiba, Fujitsu/ICL, and Dow Chemical to integrating new products and services into their brand and enter their subsequent marketplaces. She has assisted small companies like Qualcomm and HNC Software to become large publicly traded entities and has helped too many successful small companies to list. In one case - Restorative Remedies -- she led the charge for the entire formation of the company. In addition to marketing, her leadership at Restorative Remedies included product development and distribution implementation.
President, Red Door Interactive
Reid Carr is the President of Red Door Interactive, a premier strategic Internet Presence Management firm that manages clients’ online presence. Clients include Cricket Wireless, Rubio’s Fresh Mexican Grill, Petco, ESET, Overstock.com, Charlotte Russe and La Quinta Inns & Suites. Prior to founding the company in 2002, Carr was the Director of Interactive and Advertising for the San Diego-based Marketing agency, McQuerterGroup. In that role he was responsible for forming the iGroup, the interactive arm of the organization. Previous to this endeavor, Carr was in Los Angeles working for PBJ Digital and TBWA/Chiat/Day. Reid writes a monthly column for iMedia Connection and is a Fast Company Expert Blogger. He was honored with the San Diego Metropolitan's "40 Under 40" award in 2005, the San Diego Business Journal's Most Admired CEO Award in 2007 and 2009, was a Finalist for the Entrepreneur of the Year by Ernst & Young in 2009. In 2010, he was named to the New Leaders Council’s 40 Under 40 list, as well as named a San Diego Daily Transcript’s Young Influencer. His civic pursuits involvement included membership on the Board of Directors for the San Diego Venture Group, membership in Rotary International's Club 33 and is a 2010 graduate of INFLUENCE San Diego.
Liya Sharif, Director of Marketing, Qualcomm
Reid Carr, President, Red Door Interactive
Dan Flanegan, Founder, Brand Anywhere
Mark Younghouse, Technology Marketing Manager, Nokia
Thursday August 5th, 2010
8:00AM Program Begins
9:30AM Program Ends
12531 High Bluff Drive San Diego CA 92130
Pre-Registration: (Please pre-register by noon on 8/4/10)
$10.00 - CommNexus Sponsor
$20.00 - Non-Sponsor
FREE - Mentor Sponsor
At the Door:
$20.00 - CommNexus Sponsor
$30.00 - Non-Sponsor
FREE - Mentor Sponsor
Students, Military & Press: FREE