Patrika Alis

When faced with a niche, complex or traditionally "boring" product, it's difficult to build creative campaigns that effectively convey the message of your brand. How do you create a unique and interesting experience for your customers without falling into a marketing rut? It takes a combination of speaking your audience's language, using creative multichannel approaches and utilizing unique positioning in often crowded or misunderstood places.

As startups grow, the gaps in organization become more apparent. It's only natural to place a heavy focus on growth through marketing and sales in the beginning to generate revenue. Unfortunately, this means customers can fall through the cracks in the race for new business. After the dust settles from the initial product push, how do you keep customers happy, generate referrals and upgrades, and create brand advocacy and loyalty? In this session, we'll discuss integrating aspects of customer experience management into your existing marketing processes to build a satisfied, loyal customer base.

When a highly successful international company decides to grow its presence in the US, it often presents a unique cultural challenge. How do you leverage your company’s reputation, maintain a consistent image and adapt your brand to successfully grow in a new market? In this session, learn how to identify aspects of your messaging that may not translate well in US culture, plus ways to adjust key elements of your expansion strategy for an effective launch in the US.