There are many Ps in marketing. Price, promotion, product, place and a few more to boot. But what about the Ps Profit and Purpose?
As the challenges for marketers pile up through fragmentation, technology, competition, regulation etc. Is now the right time to re-focus on what it delivers?
Articulating and demonstrating the link between brand purpose and commercial profitability might be perceived as being a bit too ‘marketing’ and lacking in commercial focus.
How can you find the right balance between delivering a brand purpose of decency and responsibility alongside the corporate realities that satisfy boards and shareholders?
Some hard questions need answering.
In a binary world what is the marketing tool kit required to grow awareness, drive preference and grow sales?
If profit is genuinely a by-product of good customer service, why is the industry not very good at it?
Technology is vital in championing customers. But in the world of digital and the need for innovation, when do you need to see a profit? Often in FS things that deliver in a year are prioritised over long term paybacks. Is the industry too short term focused? Institutions that are deploying tech now are seeing more profitable growth and customer loyalty.
Where is real change occurring and what does it look like?
Getting it right is good for business. The conference will cut through to these issues that matter and deliver answers that help put marketing front and centre of business strategy.
Speakers Include:
Pete Markey, Marketing Director, TSB Bank (Chair)
Zaid Al-Qassab, Chief Brand & Marketing Officer, BT Group
David Conway, Director, KPMG and Charlie Dawson, Partner, The Foundation
Professor Hugh Wilson, Cranfield School of Management and Fiona Blades, Chief Experience Officer, Mesh
Sara Bennison, Chief Marketing Officer, Nationwide Building Society
Robert Phillips, Co-Founder, Jericho Chambers
Agenda:
09:00 Registration and Coffee
09:30 Welcome and Introduction
Robert Phillips, Co-Founder, Jericho Chambers
Zaid Al-Qassab, Chief Brand & Marketing Officer, BT Group
11:00 Coffee Break
11:20 David Conway, Director, KPMG and Charlie Dawson, Partner, The Foundation
Professor Hugh Wilson, Cranfield School of Management and Fiona Blades, Chief Experience Officer, Mesh
Sara Bennison, Chief Marketing Officer, Nationwide Building Society
13:15 Buffet Lunch
14:00 Event Close
