Double Digit Growth in a Down Economy: Marketing Masters Share How

Burberry

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Double digit sales growth out of a company more than 150 years old in an economy that’s been called struggling—how’d she do it?

She is Angela Ahrendts, chief of Burberry, the $2.4 billion luxury retailer. Ahrendts took the top job five years ago and set out to capture young shoppers and to boost the brand’s global presence. Social media proved a key tool. Burberry has at least 7 million Facebook fans and lets fashionistas buy online before new looks come out in stores.

Ms. Ahrendts will talk about social media, and other marketing strategies at the New York Stock Exchange on October 4 for a summit organized by NYSE Euronext, Wall Street Journal and Interbrand.

Other speakers at the event include Coke's Chief Marketing Officer, Joe Tripodi:



“A lot of us remember when the role of the CMO was much simpler. Information flowed in one direction: from companies to consumers. When we drew up our plans and budgets, the key metric was consumer impressions: how many people would see, hear or read our ad?” So begins Joe Tripodi’s recent blog in the Harvard Business Review.  He continues: “Today the only place that approach still works is on Mad Men.” Mr. Tripodi, who is also Coca-cola's  chief commercial officer, goes on to emphasize the importance of ditching the one-size-fits-all marketing approach for one that has information flowing in many directions and gives consumers power to create their own content about the Coke brand.

If you are a senior marketing professional at an NYSE-listed company, or a company that should be NYSE-listed, email me at boporto@nyx.com for more information or to register.


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