Brochure_Marketing_Summit_2014

www.efma.com/marketing

CONFERENCE

MARKETING SUMMIT Trends in financial services marketing 13–14 October 2014 Barcelona, Pullman Skipper hotel

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Best practices in retail financial services, more information on www.efma.com

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OVERVIEW

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MARKETING SUMMIT Trends in financial services marketing The marketing function in financial services is changing – and fast. The rising use of digital channels in banking has transformed the way that many banks now interact with their customers, and how they market to them. But according to a recent Efma report, only 15% of banks surveyed have shown a high level of maturity across the key areas – covering data management, analytics, offer delivery and marketing process capability – required for executing an effective digital marketing strategy.

Attendees will get the chance to hear from speakers that are challenging traditional marketing conventions to find new ways of reaching and engaging with customers.

You will hear from prominent industry leaders and also we will share some of the findings from two recent Efma Think Tank sessions focused on marketing in an omnichannel environment, and looking at the bank from the customer’s point of view.

Highlights of the conference Efma recognises that it’s important to look outside of our own industry to discover new ways of doing things, so we’ve invited speakers from some of the most well known companies in the world to explain how they’re driving their own marketing strategies. Confirmed Marketing Executive speakers include The Coca-Cola Company, Google, Harley-Davidson and Telefonica.

Hot topics on the agenda include: T rust and brand issues: strategies around customer engagement igital marketing and marketing capabilities D in an omni-channel context

oving from big data to smart data: M social media initiatives and how to analyse structured and unstructured data about your customers Product innovation and new marketing ideas NE W

New formats to enable interactivity and networking START-UPS CORNER

MINI-SURVEY ONSITE + DEBATE/PANEL

For the first time ever, we will run quickfire demonstration sessions, offering a handful of start-ups the opportunity to present their latest and greatest marketing innovations.

They will have just ten minutes to present their case and then you will have the opportunity to meet with them afterwards on their stand, during the break, to find out more.

We will conduct a mini-survey in real-time during the conference to get the views of attendees and provide context for a debate on the following key issues for marketers: Monetising customer data Marketing budget trends Evolving activities in the marketing department Product innovation responsibilities

SHARING COMMON ISSUES

This new concept is based on small groups composed of participants with a common interest in specific challenges.

Participants will meet at 8:30 am on day one in small groups and discuss the topics of specific interest to them and what they hope to learn from the conference. At the end of the conference they will share their insights and discuss the key learnings with other participants.

13–14 October 2014 Barcelona

MONDAY 13 OCTOBER 2014 MORNING Tom LaForge Global Director of Human & Cultural Insights The Coca-Cola Company USA

Your corporate reputation, your brands and your social licence to operate are your three most valuable assets and all are based on trust, but sadly trust scores are incredibly low for businesses today Why have trust scores dropped?

What can we do to increase them?

What exactly should you be trusted for?

Why are newer brands taking the trust lead from legacy brands?

Mike Johnstone Director of Marketing for Europe, Middle East & Africa Harley-Davidson United Kingdom

The emerging digital world and how we meet the changing needs of customers whilst being true to our brand The power of the Harley-Davidson brand and our 111 years of history The importance of being customer-led The importance of differentiation in a competitive market place

Tim Collins SVP, Experiential Marketing Wells Fargo USA

How does one of the largest banks in the US earn the trust of sceptical consumers?

Learn how Wells Fargo uses its historically significant brand to connect with consumers: Via experiential marketing, such as the Wells Fargo Stagecoach, one of the oldest experiential marketing programs in the US Via sports sponsorship, such as the Wells Fargo Championship (golf) Via our heritage, which mirrors the history of the American West

Katherine Klingler Chief Marketing Officer Santander USA

Post-acquisition rebranding efforts while specially focusing on a customer-centric approach

Philippa Foster Back CBE Director Institute of Business Ethics United Kingdom

Ethics in marketing: case studies from other industries To build trust in a brand, a company needs to demonstrate it is trustworthy.

How do you do this? This session will provide a practical approach, including learning from companies in other sectors.

Values-based responsible marketing Facing ethical challenges Questions to ask Designing a responsible marketing code

13–14 October 2014 Barcelona

www.efma.com/marketing AFTERNOON Francesca Nieddu Head of CRM & Sales Planning Intesa Sanpaolo Italy

Goodbye to the old-fashioned funnel. The customer journey now embraces life cycle management in marketing Engagement and dialogue in the customer journey era: `behind the scenes’ The key to success is leveraging consistency across channels and activating a powerful sales and service-driven dialogue By infusing powerful insights and the customer’s voice at touch-point level, banks can now translate any event into an actionable process Innovative monitoring to support the cultural change: from a bottom-line focus to relationship-driven KPIs (level of selling push and effectiveness)

Findings from an Efma Think Tank composed of retail financial services executives Jürgen Lieberknecht Head of Product Management and Marketing Targobank Germany & Rob Walker VP Decisioning & Analytics Pegasystems Netherlands

Next-best-action marketing in an omnichannel environment: optimising customer value with customer-centric marketing Achieving one-to-one interactions to drive sales, service and the customer experience Continuous optimisation: evolving with customers and driving long-term relationships Benefits for retail banks Examples of implementations

Michael Pearson Senior Retail Banking Adviser Efma France

Findings of the Efma marketing and customer experience online survey Marketing analytics and big data: micro-segmentation, predictive analysis, single customer view, one-to-one personalisation, etc.

Digital marketing and social media: return on marketing investment, effectiveness of social media for marketing purposes, etc.

Chris Skinner Chairman The Financial Services Club United Kingdom

Why talking about channels is wrong?

The whole omnichannel debate has missed the target Customers don’t think of banks as channels, only banks think that way Customers are defecting in volume to alternative forms of finance, whilst banks try to keep up The biggest issue for a bank is leveraging data This is why banks fear Google the most

David Watkins Head of Strategic Analytics Telefonica United Kingdom

How data is monetised internally and externally in mobile telecoms?

How data and advanced analytics are driving profitability and competitive advantage in mobile telecoms Putting the customer first How this can be of benefit in finance and banking

START-UPS PRESENTATION

10-minute demonstrations from a handful of start-ups showing their latest marketing innovations During the break, meet them and discuss their ideas

CONCURRENT ROUNDTABLES

onetising customer data M Evolving activities in the marketing department W hich maturity of digital marketing in financial services

TUESDAY 14 OCTOBER 2014 MORNING Mark Brayton Director of Interactive Marketing Barclays Bank United Kingdom

If social media is the new oil, how can financial institutions refine it?

With the abundance of tools out there pulling in enough data to drive a social media strategist mad, what nuggets are most important to refine your social strategy?

How Barclays has developed its social media presence within the UK and how it has attempted to: ∙ F ine-tune its social strategy through real-time, meaningful and actionable social insights ∙ Use social data to match business objectives (such as service engagement) against marketing channels to channel focus and internal effort ∙ Understand audience response: using social insights to plan and execute smarter social media content ∙ Use social data to better inform future campaigns, strategy and objectives

Findings from an Efma Think Tank composed of retail financial services executives Laura Lynch Group Head of Customer Experience Bank of Ireland Ireland & Marco Brandirali Director, Performance Improvement, Customer EY - Ernst & Young Italy

Looking at the bank from the customer’s point of view: a new challenge for financial services marketers?

Exploring a customer experience journey to gain a better understanding of what is critical for financial institutions to acquire and retain the best customers: What drives customer choice?

A brand new customer journey Dealing with customer dissatisfaction Advice for advocacy, a win-win approach

Craig Smee Head of Social Media Communications Nedbank Retail South Africa

The importance of interacting with your customers… and your competitors’ customers too!

Listen: getting to know what your customers and your competitors’ customers are saying on social media platforms Participate: no interaction is a negative interaction. It’s a conversation starter.

The community is not getting up in the morning to read your latest tweet.

You need to be waking up in the morning to read theirs Take the risk: talking to your competitors’ customers is not taboo.

But talk to them, don’t sell to them!

Resolve: be prepared not just to resolve, but connect and delight your customers and your competitors’ customers

Lisa Wood Head of Marketing first direct United Kingdom

Connecting with customers through digital Applying great customer service principles online Understanding what customers want in different digital contexts Expressing your brand personality: being functionally sound and emotionally rich Channel integration: social as an extension of digital

Pedro Díaz Yuste Head of Industry Financial Services Google Spain

Digital marketing and customer innovation in financial services: Google’s vision and best practices around the world The multichannel challenge in providing a consistent customer experience Building bank brands in the digital arena: opportunity and trust The importance of data Best practices around the world

www.efma.com/marketing AFTERNOON Paul Mutsaers Formule Manager Rabobank Netherlands

‘Denk mee met je bank ’, a programme based on deep and continuous customer involvement in product and service definition A customer’s opinion can be viewed in two ways. It can be seen as a gift or a challenge Listening, talking and collaborating with customers Posting two topics a week, getting feedback, etc.

And learning that customer engagement starts with company engagement How did Rabobank improve services and increase NPS?

Simone Macelloni Head of Marketing R&D BNP Paribas Cardif Italy

Habit@t: product innovation and a new product and distribution partnership approach Habit@t, the first home insurance that you can touch Insurance service enhanced with a telematic device that anticipates and reduces risk Integrated assistance service to support client needs 24/7 Complete paperless customer journey Mobile app for remote service access and control Multi-purpose distribution model (direct, retail, affinity) vs. a unique, standardised service

Joep Paemen CEO Flowdesignworks.com Belgium

How a lean start-up approach to product/service innovation can deliver even for non-start-ups The key-elements of a lean, human-centred approach to experience design Examples of implications/implementations for financial services Making it work in your (marketing) organisation This session will provide practice-based insights on the key elements and benefits of this more agile approach to service innovation and cross-channel customer experience design. We will pay special attention to moving from the strategy level all the way down to building and implementing solutions.

Jay de Groot CEO & Co-Founder Science Rockstars Netherlands

Habit design and persuasion profiling, part of the next step in digital personalisation Why science is an important factor in marketing tools?

Research into habits and persuasion profiling Case studies: Cheaptickets, Booking.com and a financial institution

MINI ONSITE SURVEY RESULTS AND DEBATE

We will conduct a mini-survey in real-time during the conference to get the views of attendees and provide context for a debate on the following key issues for marketers: onetising customer data M Marketing budget trends Evolving activities in the marketing department Product innovation responsibilities

13–14 October 2014 Barcelona

SCHEDULE

MONDAY 13 OCTOBER 2014

www.efma.com/marketing

TUESDAY 14 OCTOBER 2014

8.30

Welcome coffee and registration

8.00

Welcome coffee

9.00

Tom LaForge

8.30

Mark Brayton

The Coca-Cola Company 9.25

Mike Johnstone

Barclays Bank 8.55

Laura Lynch Bank of Ireland & Marco Brandirali EY

9.30

Craig Smee

Harley-Davidson 9.50

Tim Collins Wells Fargo

Nedbank Retail

10.15

Questions and answers

9.55

Questions and answers

10.40

Break

10.25

Break

11.10

Katherine Klingler

10.55

Lisa Wood

Santander USA 11.35

Philippa Foster Back

first direct 11.20

Pedro Díaz Yuste Google

Institute of Business Ethics 12.00

Questions and answers

11.45

Questions and answers

12.20

Lunch

12.05

Lunch

13.50

Francesca Nieddu

13.20

Paul Mutsaers

Intesa Sanpaolo 14.15

14.50

Rabobank

Jürgen Lieberknecht Targobank & Rob Walker Pegasystems

13.45

Michael Pearson

14.10

Simone Macelloni BNP Paribas Cardif

Efma

Joep Paemen Flowdesignworks.com

15.15

Questions and answers

14.35

Questions and answers

15.45

Break

15.05

Break

16.15

Chris Skinner

15.35

Jay de Groot Science Rockstars

The Financial Services Club 16.40

David Watkins

16.10

Mini onsite survey results and debate

17.00

End of the Efma conference

Telefonica 17.05

Start-ups presentation

17.35

Questions and answers

18.05

Concurrent roundtables

18.45

End of day one

20.00

Networking dinner (optional extra)

13–14 October 2014 Barcelona

REGISTRATION FORM

Scan me and register online now

MARKETING SUMMIT 13–14 October 2014 Barcelona ATTENDEE’S INFORMATION Mrs.

Ms

Mr. / First name . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Last name . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Institution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . VAT ID number (if applicable) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Address . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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Assistant’s information (or person in charge of the registration) First name . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Last name . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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PRACTICAL INFORMATION DATES The conference will begin with a welcome coffee on Monday 13 October 2014 at 8.15 and will end on Tuesday 14 October 2014 around 17.00.

LOCATION Pullman Barcelona Skipper hotel Avinguda Litoral 10 08005 Barcelona, Spain Tel: +34 932 216 565 Fax: +34 932 213 600 www.pullman-barcelona-skipper.com LANGUAGE All sessions will be held in English.

ACCOMMODATION Each participant must pay the cost of his or her accommodation directly to the hotel before departure. A block of rooms has been provisionally reserved for the nights of Sunday

12 and Monday 13 October 2014 at the Pullman Barcelona Skipper hotel. The cost of a single room per night is e 217.48, e 234.96 for a double room (including breakfast and taxes).

An automatic confirmation will be sent by email within 24 hours of your registration.

In this email you will find a link to download an accommodation booking form. To book your room, please complete and return this form to the hotel before Friday 1 August 2014.

After this date the hotel cannot guarantee either room availability or prices. The hotel will automatically bill unoccupied rooms or late cancellations.

If you look for more affordable accommodation, we suggest the following hotels: – Hotel SB Icaria Barcelona 4* – Park Hotel 3*

REGISTRATION The registration fee covers participation in the conference, documents, lunches and coffee breaks. Registration fees must be paid in full prior to the event. Efma reserves the right to refuse entry to any delegate who has not paid his or her invoice prior to the event.

We welcome late-bookers, but credit card information must be provided. The networking dinner will be at your expense.

CANCELLATION All cancellations must be received in writing.

A 20% cancellation fee will be charged for all cancellations received on or before Monday 29 September 2014. The full fee will be charged for cancellations made after that date, as well as to delegates who are unable to attend on the day, unless a substitute delegate is provided.

Substitutions are accepted at any time.

REGISTRATION FEE e 1,600 (VAT excluded) for representatives of Efma member institutions e 1,800 (VAT excluded) for Efma Business Partners e 2,400 (VAT excluded) for representatives of non-member institutions All registrations are strictly individual.

e 65 Networking dinner (optional extra) Your registration is required before the event for logistical purpose. Please note that the fee will be asked for on the evening.

PAYMENT Card n° Expiry date DATE

SIGNATURE

Efma l 8 rue Bayen l 75017 Paris l France l Tel: + 33 1 47 42 52 72 l Fax: + 3 3 1 47 42 56 76 l www.efma.com APE: 8230Z l VAT ID: FR 38 313 062 788 l Efma sarl company with registered capital of EUR 15,000 l RC Paris 313 062 788 In accordance with Article 27 of the law on the processing of personal data of 6.1.78, the information which you are requested to provide is necessary to enable us to process your registration and is intended for Efma’s services. You may access this information and request that it be rectified if necessary.

Illustrations: Bruno David

By bank transfer to Efma Sarl bank account IBAN: FR 76 1027 8060 4700 0208 2420 111 BIC: CMCIFR2A CCM PARIS 17 ETOILE, 30 Avenue Niel, F- 75017 Paris By credit card: MasterCard Visa American Express