Creative Marketing Conference

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Detailed Overview/Outline

Letter from the Chair:
Ever feel like there’s not a new idea under the sun? Then it’s time to escape from your cube and let your creativity out to play at a marketing learning adventure unlike anything you’ve ever attended!

Think rousing discussions and interactive exercises. Think idea-generating games. Think brain-training sessions that will yank you out of your idea ruts. Think inspired session leaders putting innovative spins on marketing rules. You are going to come roaring out of this conference inspired and wired and ready to tackle the next marketing challenge.

The traditional rules of marketing have changed and are evolving at warp speed. To succeed in this brave new world of business and to solve the tough dilemmas you face every day, you’ve got to discard “the way we’ve always done it” and think in new ways ... challenge the status quo ... go outside the lines. And, you’ll need every ounce of creativity, innovation and idea power you can muster!

That’s why we’ve designed your day to give you unlimited opportunities to shake off the mental cobwebs and let your marketing genius run wild! If you want an infusion of bright ideas, inventive approaches and ingenious solutions, this conference is where it’s at.

And make no mistake: This isn’t fun and games just for “fun’s sake,” friends! You’ll learn how to apply your newfound creativity directly to your marketing challenges ­— and your results will be incredible. Expect to come out of this conference with unstoppable creative energy. Your competition had better run for cover, because you’ll blow them away!

So enroll today ­— right now ­— for the marketing event of the year in your area. Don’t miss it ­— or your competitors will have all the fun without you!

Creatively Yours,

Sharon Yoder

Conference Chair

Agenda At A Glance

DAY ONE

8:30 a.m. Registration begins

9:00 - 10:00 a.m.

Opening Session: Creative Brain-Training: 7 Ways to Maximize Your Marketing Idea Power

10:00 - 10:15 a.m. Break

Conference Break-Out Sessions Begin

Concurrent Sessions

Choose one

Track 1

Creating Marketing Magic

Track 2

“How-to’s” for Igniting “Wow!” Ideas

Session A

10:15 - 11:00 a.m.

Marketing Strategies That Rock ­— Lessons From the Real World

Suffering From Creative Block? Try These Creative Blockbusters

11:00 - 11:15 a.m. Break

Session B

11:15 - 12:00 p.m.

Pump It Up! 12 Creative Results-Boosters

Hey, Right Brain ­— WAKE UP!!!! 10 Ways to Jump-Start Ideas

12:00 - 1:15 p.m. Lunch (on your own)

Session C

1:15 - 2:00 p.m.

Wow ’Em – And Sell ’Em – With Words: Make Your Copy Shine

Beyond Demographics: Getting in Synch With Your Audience

2:00 - 2:15 p.m. Break

Session D

2:15 - 3:00 p.m.

Which One Did the Customer Choose? (And Is That Your Final Answer?)

Motivators: Pushing Your Customer’s Buttons ­— And Making the Sale

3:00 - 3:15 p.m. Break

Session E

3:15 - 4:00 p.m.

Functionality Meets Fun: Standing Out While Staying on Target Online

The 10 Unbreakable Marketing Rules – And When to Break Them

DAY TWO Post-Conference Workshops (Optional)

8:30 a.m. Registration begins

Morning Workshop

9:00 - 11:45 a.m.

The Essentials of Creative Marketing Success: Must-knows and How-To’s That Cover All the Marketing Bases

11:45 a.m. - 1:15 p.m. Lunch Break (on your own)

Afternoon Workshop

1:15 - 4:00 p.m. Creative Marketing Strategy: Trends 2004 and Beyond

What’s the Latest Outlook for All the Advertising Mediums, Branding, CRM and More

Session Descriptions
Set Your Own Agenda! Our unique tracked format allows you to attend only those sessions that interest you and meet your needs. Following the opening session, you'll choose 5 of these information-packed, one-hour sessions.

Opening Session:

Creative Brain-Training: 7 Ways to Maximize Your Marketing Idea Power Ever feel like there’s not a fresh idea left in your head? Join the crowd! But the truth is, creative ideas that can drive successful marketing campaigns are everywhere ­— if you know where and how to look. This fast-paced, high-energy opening session will challenge your assumptions about where innovation comes from and explode common myths about creativity. You’ll learn simple techniques for training your brain to think in new ways and to respond to the creative stimuli that surrounds you daily. Discover where to find rich sources of creativity to apply to your marketing challenges ­— for phenomenal results!

Track 1: Creating Marketing Magic

Session 1A: Marketing Strategies That Rock ­— Lessons From the Real World

Stealing killer marketing ideas from the best of the best is what this session is all about! We’ll take a look at examples of hugely successful campaigns from long-time industry leaders renowned for their marketing prowess ­— and from the brash new upstarts that are turning traditional marketing approaches upside down with stunning results. You’ll walk away with a wealth of up-to-the-minute strategies, innovative techniques and bold new ideas proven to work. Don’t miss this insider’s peek into some of the most awe-inspiring marketing campaigns on the planet.

Session 1B: Pump It Up! 12 Creative Results-Boosters

Hey, let’s face it: You don’t have lots of time to redesign and implement a brand-new marketing strategy that will put a fresh perspective into your current situation. Sometimes you need a quick fix now! That’s why this “down-and-dirty” session offers 12 creative marketing tricks you can implement fast when you need results, well, yesterday. Get the lowdown on quick ideas to test and other last-ditch efforts that can pull your campaign out of a tailspin. Explore copy, color, design and position strategies that will put a new look on your offer and generate excitement and higher response rates.

Session 1C: Wow ’Em ­— And Sell ’Em! ­— With Words: Make Your Copy Shine

If you can’t bear to use words like “powerful” or “exciting!” in your marketing copy one more time, this lively session is for you! Learn slightly off-the-wall techniques for squeezing your creative juices to come up with engaging new ways to state your offer, draw readers into your copy, grab attention in your headlines and more. Find out the weak words that will deaden your copy, which strong words will drive your message home, which magic words should be sprinkled freely, and which tired words have worn out their welcome with the buying public.

Session 1D: Which One Did the Customer Choose? (And Is That Your Final Answer?)

We’ll take audience participation to a whole new level in this highly insightful session, a guaranteed eye-opener you can’t afford to miss. First, you and your fellow conference participants will see a variety of marketing pieces, from brochures to Web pages to newspaper ads to direct mail packages to e-mail campaigns to radio scripts. Then you’ll vote for the packages that you think pulled in the best results ­— and you’ll find out if your instincts are right or wrong when it comes to what works and what doesn’t. Prepare to be stunned (not to mention enlightened) by the answers.

Session 1E: Functionality Meets Fun: Standing Out While Staying on Target Online

Jaw-dropping graphics may entertain your Web site visitors, but does wild eye-candy get your browsers to buy – or is your marketing message getting lost in all those bells and whistles? This crucial session for all e-marketers shows you how to keep your creative e-marketing approach focused and to develop an online message with your potential customers or clients firmly in mind. You’ll discover a variety of imaginative ways to combine fun with functionality for a site that stands out from the crowd while still keeping your marketing message on target.

Track 2: How-To’s for Igniting “Wow!” Ideas

Session 2A: Suffering From Creative Block? Try These Creative Blockbusters!

We’ve all been there: You muddle for days, weeks, even months on a marketing campaign and can’t get off dead-center because you’re creatively blocked. Talk about frustration! That’s why we’ve crammed this decidedly “coloring-out-of-the-lines” session with enormously powerful “blockbusting” tools that no marketing pro should leave home without! You’ll say goodbye to the stuck-in-a-rut thinking that thwarts your creativity and limits your effectiveness when you discover how to put these mind-expanding “creative blockbusters” to work for you and your marketing team.

Session 2B: Hey, Right Brain – WAKE UP!!!! 10 Ways to Jump-Start Ideas

If your attempts at conjuring up a creative brainstorm don’t even amount to a creative sprinkle, this high-energy, interactive session will forever change the way you approach idea generation. You’ll discover 10 simple but incredibly effective ways to give your dormant right brain a mega-jolt ­— and jump-start the flow of one creative idea after another. You’ll learn where your “sparks” for new ideas originate and where to look for your richest sources for innovations. Find out how to “flip your creative switch” to generate tons of great ideas fast. Prepare to put the squeeze on your creative juices!

Session 2C: Beyond Demographics: Getting in Synch With Your Audience

“Know Your Audience” is a basic pillar of successful marketing ­— but in today’s highly competitive environment, it’s not enough to know who your audience is. When are they most likely to buy? What do they read, listen to, watch? This highly innovative session offers dozens of nontraditional ideas for moving beyond the information available in basic consumer demographics to get the real scoop on your target market. You’ll discover clever ways to get in synch with your audience by getting inside their heads ­— for absolutely amazing marketing results!

Session 2D: Motivators: Pushing Your Customer’s Buttons – And Making the Sale

Fear. Greed. Love. Security. Health. These are basic motivators that move your audience to buy your marketing message, and it all boils down to WIIFM? ­— what’s in it for me? This high-energy “how-to” session offers you a multitude of creative tips for subtly ­— and not so subtly ­— pushing those buttons all the way to marketing success! Discover innovative spins on using the emotional appeal and playing up the drama of your unique message to pique your audiences’ interest. Find out which calls to action are most effective, and which “hot button” words to avoid at all costs.

Session 2E: The 10 Unbreakable Marketing Rules ­— And When to Break Them

Sure, we can quote marketing rules ­— and canons and maxims and precepts ­— to you until the cows come home, but which ones really work? Even in an industry that’s gone high-tech and is changing before our eyes, there are still time-tested marketing strategies that guarantee you exceptional results when applied correctly. Find out what the most highly successful marketing gurus decree about positioning your offer, lead generation, pricing strategies, freebies, attention-getters and much more. In addition, you’ll discover which once immutable rules of marketing are now history.

Post Conference Workshops:

Morning Workshop: The Essentials for Creative Marketing Success

Whether marketing is just part of your job or the whole enchilada, whether you’re selling gourmet fishbait or fund-raising to save the gourmet fish, there are marketing essentials that you need to know to succeed. We’ll cover the bases, using examples of highly creative content and design from various media to make each point. Use this lively “how-to” session to learn something new or as an invigorating refresher!

You’ll learn how to ...

• Get in synch with your audience ­— to find and hit your target
• Develop a marketing mix that sticks to the message
• Deliver a clear, consistent message
• Make an offer they can’t refuse
• Move your audience to action
• Use bells and whistles ­— and know when not to
• Make things happen on a limited budget
• Work with copywriters and graphic designers and other creative types
• Test effectively, measure results and put the information to work for you

Afternoon Workshop: Creative Marketing Strategy: Trends for 2004 and Beyond

The emergence of the Web as a major marketing channel has shaken up the marketing communications mix, rewritten marketing strategies, and has, in short, changed all the rules. Join us as we explore the latest marketing trends and take a look at emerging trends predicted to be significant within the next few years. Don’t miss this opportunity to find out what you should be doing now to position your organization for a marketing success in the near future!

Attend this workshop and you’ll learn ...

• What the future looks like for traditional marketing media such as print, radio, TV and direct mail
• Hottest trends emerging in e-marketing
• How integrated marketing is altering the marketing communications mix organizations use
• Web innovations on the horizon that will further change marketing strategies
• Where CRM is heading and what that means to your marketing approach
• How brand marketing is continuing to evolve
• New strategies industry leaders are using to nurture customer loyalty and profit from it
• Marketing opportunities ­— and marketing challenges ­— the aging population will provide

Sponsor Background:
National Seminars Group, a division of Rockhurst University Continuing Education Center, Inc., is one of the nation's leading providers of continuing education. Each year, we provide more than 6,000 seminars in the United States and Canada, and in our 14-year history, more that 5 million professionals have participated in these programs.

Besides offering a full range of training skills to all professional levels through our one-day and two-day seminars and conferences, we also offer highly-acclaimed books, audiocassette, videocassette and CD-ROM training products for individuals, teams, departments or corporate reference libraries.

Since 1991, our affiliation with Rockhurst University, a highly acclaimed four-year university, ensures our commitment to providing lifelong continuous-learning opportunities. We're certain the combination of continuing education with academic excellence gives you the best and most innovative approach to fulfill your continuing education needs.

Cancellation Policy:

If you cannot attend a workshop for which you are registered, you may send a substitute or receive a credit memo toward a future workshop. If you cancel your registration up to five business days before the workshop, your registration fee will be refunded less a $10 enrollment charge.

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