13:20-14:05 Session 5:

Digitalization in Pharmaceutical Industry

Yi Hou, IT Associate Director,Eli Lilly China

14:05-14:50 Session 6:

Cultivating Emotional Connections With Your Customers

Nobody who bought a drill actually wanted a drill. They wanted a hole. But why do they want a hole? The person buying that drill may, in reality, be buying ‘love for his family’… He wants to be able to have family photos hung on the walls of his home.  So instead of asking, “where are you making the hole”, probably we should be asking, “what are you hoping to hang”. Effective marketing appeals to emotions instead of reasons. In this age where we express ourselves through what we do and buy, learn how emotions shape our thinking on products, services and brands.

Wini Wong, EVP of Global Marketing, EF Education First

15:20-16:20 Session 7:

How a Low Frequency Low Interest Product Category,Keep its Consumers Interest

Four tires are the only touch points between a car and 
the ground.The performance of the car relies on it.So very 
important right? However,driving age of Chinese consumers are averagely 3.5 years.Our young first time 
consumers don't understand the tires and don't care 
neither until their tires are flat on the road!Michelin is a 
leading tire manufacturer but it is also known for its 
"Michelin Guide" which determines the best restaurants 
around the world.  Michelin China owns also one of Largestretail fast-fit chain.How are all these assets added up in Michelin marketing approaches? How does Michelin manage 
its consumers and create better value in this "Digital" & "
New Retail"era?

Clara Gao,BTC Marketing Director-Greater China,Michelin

16:20-17:05 Session 8:

How to master WeChat and Other Social Media Tools

Through the raise of WeChat and other social media tools, our way of marketing has changed rapidly. In today’s Session, we’ll explore the latest trend of social media in China, including current content needs, industrial structure and business models. You’ll also learn about how to:
Increase offline/online sales via new media
Expanding brand awareness massively with no budget
Operating and growing your WeChat account effectively with no budget

Peter Petermann, Chief Strategy Officer, MediaCom

17:05-17:50 Session 9: Panel Discussion

Creating Experiences that Connect Consumers to Brands

Experiential Marketing allows consumers to create connections with brands through 1-on-1 interactions. The expert panel of CMOs will share how big brands are attracting new customers with their extremely creative engagement campaigns that are using high technology and deep customer insights, and discuss in details how using personal and shareable live experiences in marketing strategies will amplify reach, convert customers and drive sales.

 

Moderator : Wini Wong, EVP of Global Marketing, EF Education First