MAY7-9,2O18 | LAS VEGAS - SPONSORED BY - The Financial Brand Forum
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SPONSORED BY MAY 7-9, 2O 1 8 | LAS V EGAS
The biggest conference
in the world
for financial marketers.
THE FINANCIAL BRAND FORUM is the largest annual event in the
banking world, built specifically for senior-level executives and C-level
decision-makers. Learn from the biggest names and brightest
minds in banking, as they show you how to tackle your
most difficult challenges — three days jam-packed
with the latest ideas, best practices and
new innovations that are transforming
the banking industry today.
forum2018.com info@financialbrandforum.com 206-661-5070
Conference
Highlights
World-Class Speakers Forum X
The biggest names and Short, high-level, inspirational speeches
brightest minds in banking from the world’s most respected thought
will teach you the latest leaders on what you need to do to prepare
ideas, best practices and yourself and your institution for the future
innovative strategies that — like TEDx for banking.
are redefining the competitive
landscape in banking today.
ROI
GUARANTEED
Zappos Culture Tours
7-in-7 Sessions These 90-minute guided tours
One-hour sessions focused on show you what it takes to build
various topics, each featuring case a world-class brand. This is
studies from seven different financial your chance to learn the “secret
institutions who have 7 minutes to sauce” of culture-building from
share their success story with you. If you don’t come away one of the best brands around.
with at least a dozen new
ideas that will build
your brand and
Makeovers your bottom line, P2P Networking Meetups
World class leaders in brand, branch and you can Forge priceless relationships with your
website design will reveal their creative have your peers at two-hour, sit-down plated
process and walk through the critical networking luncheons focused by topic
money back.
strategic decisions as they tackle actual — from digital marketing and data
projects for real financial institutions. analytics, and CX and the C-suite.
Free Starbucks Digital USB Toolbox
Enjoy complimentary espresso beverages, served Every attendee receives this 1GB flash
from The Financial Brand’s own private pop-up drive loaded with dozens of valuable white
Starbucks café right in the heart of the Forum papers, research reports and eBooks, plus
2018 exhibit hall — no wasting time finding coffee! digital copies of all session slides.
{ The Financial Brand Forum 2018 is built specifically for
senior-level executives in the retail banking industry. }
Who
Should
Attend?
CMO VP Retail Experience
SVP/Marketing CEO COO
VP Brand Experience EVP/Chief Strategy Officer VP Branches
Director of Marketing VP Digital Channels
Chief Data Officer VP Retail Banking CXO
VP Sales + Business Development SVP Retail Banking
Stats + Facts
$15B $1B 1,750+
AVERAGE ASSET SIZE MEDIAN ASSET SIZE
TOTAL NUMBER OF
PROJECTED ATTENDEES
712
ONE OUT OF EVERY FOUR OF THE
1,000 BIGGEST BANKS AND CREDIT OF ATTENDEES
UNIONS WILL BE AT THE FORUM 2018.
78% WORK AT A RETAIL
FINANCIAL INSTITUTION
FINANCIAL INSTITUTIONS
$8.3 TRILLION IN COMBINED
ASSETS REPRESENTED
ICELAND ONE IN SIX ATTENDEES ARE C-LEVEL
SLOVAKIA
DENMARK
BULGARIA
RUSSIA
UKRAINE
CANADA KAZAKHSTAN
UNITED KINGDOM
IRELAND
MONGOLIA
UNITED STATES
JORDAN INDIA SOUTH KOREA
PAKISTAN
MEXICO
GUATEMALA
DIRE
DI RECT
CTOR
OR VICE SENIOR C-LEVELL
PHILIPPINES OR MAN
ANAGERR PRESIDENT VP EXEC
EC
28% 38% 14%
4 16%
PANAMA NIGERIA
COLOMBIA
INDONESIA
SRI LANKA
PERU BRAZIL
ZAMBIA
ATTENDEES NAMIBIA AUSTRALIA 68% OF ATTENDEES ARE VP LEVEL OR HIGHER
41
HAIL THAILAND The most common titles attendees hold
FROM DIFFERENT
COUNTRIES SWAZILAND NEW ZEALAND
include CMO, CEO, COO, EVP, VP, SVP and AVP.
SOUTH AFRICA
THERE ARE ROUGHLY 100 FINANCIAL INSTITUTIONS IN THE U.S. WITH MORE THAN $15 BILLION IN ASSETS. HALF OF THEM ATTEND THE FINANCIAL BRAND FORUM.
Conference
Schedule
MAY 7 MONDAY
MAY 8 TUESDAY
MAY 9WEDNESDAY
7:3
:300 7:30 0
7:45 7:45
7:4
8:00
8:0 0 REGISTRATION OPENS 8:00
8:0 0
8:1:15
5 REGISTRATION OPENS NETWORKING BREAKFAST IN THE EXHIBIT HALL REGISTRATION OPENS 8:15
8:30 NETWORKING BREAKFAST IN THE EXHIBIT HALL NETWORKING BREAKFAST IN THE EXHIBIT HALL
8:30
8:3
8:4
:455 8:445
9:00
9:0 9:00
9:15 9:15
9:30 CONCURRENT BREAKOUT SESSIONS 9:30
9:45 9:45
10:00 FEATURED KEYNOTE FEATURED KEYNOTE 10:00
10:15 GUY KAWASAKI, APPLE COMPUTER JASON DORSEY, GENERATIONAL EXPERT 10:15
10:30 CONCURRENT BREAKOUT SESSIONS 10:30
10:45 10:45
10
11:00 11:
1:00
00
11:15 CONCURRENT CONCURRENT CONCURRENT 11:155
11:30 BREAKOUT BREAKOUT BREAKOUT 11:30
11:45 5 LUNCH IN THE SESSIONS P2P LUNCH IN THE SESSIONS P2P LUNCH IN THE SESSIONS P2P 11:45
12:00 0 EXHIBIT HALL NETWORKING EXHIBIT HALL NETWORKING EXHIBIT HALL NETWORKING 12:00
12:15 LUNCH LUNCHEONS LUNCH LUNCHEONS LUNCH LUNCHEONS 12:15
12:30 AND LEARN AND LEARN AND LEARN 12:30 0
12:45 SESSIONS SESSIONS SESSIONS 12:45
45
1:00 1:0
:000
1:15 1:15
1:1 5
1:30 CONCURRENT BREAKOUT SESSIONS CONCURRENT BREAKOUT SESSIONS 1:30
1:45 FORUM X 1:45
2:00 5x TEDx STYLE SPEECHES 2:00
2:15 2:15
2:30 CONCURRENT BREAKOUT SESSIONS CLOSING KEYNOTE 2:30
2:45 RANDI ZUCKERBERG, CMO/FACEBOOK 2:45
3:00
3:0 3:00
3:15
3:1 5 3:15
3:30 CONCURRENT BREAKOUT SESSIONS 3:330
3:45
3:4 FEATURED KEYNOTE CONFERENCE CONCLUDES 3:45
3:4 5
4 0
4:0 4:00
4:115 SALLIE KRAWCHECK 4:1
:15
5
4:30 CONCURRENT BREAKOUT SESSIONS THE MOST POWERFUL WOMAN ON WALL ST. 4:30 0
4:45
4:4 4 5
4:4
5:00
5:0 NETWORK WITH ATTENDEES 5:00
5:15 AND PARTY WITH 5:15
5:330 5:30 0
THE FINANCIAL BRAND
5:445 5:45
6:00
ATTENDEE NETWORKING RECEPTION ATTENDEE NETWORKING RECEPTION 6:00
6:0
6:15 HOSTED BAR FOR 2 HOURS HOSTED BAR FOR 2 HOURS 6:15
6:1 5
6:30 6:30
6:45
6:4 6:45
7:00 7:00
FEATURED KEYNOTE SPEAKER
Guy
Kawasaki
Former Chief Evangelist at Apple
If anyone knows how to build a breakthrough brand, it’s
Guy Kawasaki. He has served as Chief Evangelist at Apple
and a strategic advisor to Google. He is also the author
of Rules for Revolutionaries, Reality Check: The Irreverent
Guide to Outsmarting, Outmanaging & Outmarketing Your
Competition, Enchantment: The Art of Changing Hearts,
Minds & Actions, and a dozen other books. As one of the
first employees to work with Steve Jobs at Apple, he was
an instrumental force behind the legendary marketing of
the Macintosh computer.
At The Financial Brand Forum 2018, Guy will share the
lessons on branding and innovation that he personally
learned in his years working at Apple alongside Steve Jobs
— not once, but on two separate occasions.
forum2018.com
FEATURED KEYNOTE SPEAKER Sallie Krawcheck The Most Powerful Woman on Wall Street Sallie Krawcheck is one of the banking industry’s most successful executives — and the highest ranking woman to ever lead a financial institution on Wall Street. She has a track record of driving growth and spearheading innovative practices, serving as CEO of Citi’s wealth management unit, president of BofA/Merrill Lynch, and CEO of Smith Barney. She is the author of Own It: The Power of Women at Work, a book that picks up the conversation where Sheryl Sandberg left off, offering women a new set of rules to take their careers to the next level. At the Forum 2018, Sallie will tell attendees what it takes to succeed in the dog-eat-dog world of finance.
FEATURED KEYNOTE SPEAKER
Randi
Zuckerberg
Former CMO at Facebook
As one of the first 30 employees at Facebook, Randi
Zuckerberg led major marketing initiatives in the
company’s early, formative years. She helped launch the
live streaming video industry by creating Facebook Live,
now used by more than a billion people around the globe.
Randi is a frequent contributor on The Today Show, and
she was nominated for an Emmy Award in 2011.
In her business-keynote-meets-one-woman-comedy-
show, Randi will take a deep dive into the latest trends
that are reshaping marketing, technology and business
today. She will show you how to decode the challenges
and make the most of this exciting wired world, offering
real world advice on how to make martech work for you
and your financial institution, using a style that is lively,
entertaining and educational.
FEATURED KEYNOTE SPEAKER
Jason
Dorsey
The World’s Foremost Expert
on Millennials and Gen Z
After writing his first bestselling book at age 18, Jason
Dorsey quickly became the most sought-after authority
on generational marketing anywhere on the planet.
Featured on 60 Minutes, 20/20, The Today Show, The Wall
Street Journal, The New York Times and Fortune, he has
shared his expertise and insights with millions of people
around the world.
At the Forum 2018, Jason will separate myth from
fact with practical, actionable insights grounded in real
research. With a unique, high-energy style, Jason will
share unforgettable stories that will help you unlock new
potential, grow more relationships with today’s younger
consumers, and drive measurable results. This can’t-miss
keynote will give you a whole new perspective on how to
target generational segments.
forum2018.comFORUM X SPEAKER
Catherine
Five notable experts and
Courage
industry thought leaders give the VP, Ads & Commerce UX at Google
talk of their lives in 18 minutes. Catherine Courage leads design and experience strategy for the
retail arm of Google, a product line that accounts for more than
This unique series of short, high-level strategic $60 billion in global annual revenues.
presentations is focused on helping you prepare
yourself and your institution for the future. Catherine is an expert on customer empathy,
It’s like TEDx for financial marketers. innovation and design, widely recognized
as one of the most influential women
in Silicon Valley.
At the Forum 2018, this former
TEDx speaker will explore the
power of UX, and how to ignite
creativity to transform
your corporate culture.FORUM X SPEAKER FORUM X SPEAKER
Brian Solis Jim Marous
Principal Analyst at Altimeter Co-Publisher of The Financial Brand
World-renowned digital analyst, digital anthropologist and futurist Jim Marous is one of the most influential people in banking, and
Brian Solis creates new media strategies and leads interactive and is respected around the world as the world’s foremost authority
social programs for Fortune 500 companies. on fintech and innovation in the financial industry.
He is a best-selling author who regularly appears in publications Marous has been featured by CNBC, CNN,
like Fast Company, BusinessWeek, Ad Age, Harvard Business Review The Wall Street Journal, New York Times,
and many others. He’s a TEDx speaker, The Financial Times, The Economist,
and has also been named one of and Forbes.
“Silicon Valley’s Top 40 Under 40.”
He has delivered keynote
At the Forum 2018, Solis will presentations to audiences
explore the competitive around the globe, and has been
advantages of disruption in an advisor to the White House
banking — a world where on banking policy.
modest iterations give way
to giant innovative leaps At the Forum 2018, Marous will
forward, and experience take attendees on an interactive
design drives the future whirlwind tour of the most exciting
of financial services. innovations and digital break-
throughs that are transforming
financial services today.FORUM X SPEAKER FORUM X SPEAKER
Joe Pulizzi Kindra Hall
Founder of the Content Marketing Institute World-Renowned Expert on
Strategic Storytelling
Joe Pulizzi is widely regarded as the Godfather of Content Marketing.
He founded the Content Marketing Institute, the world’s foremost Kindra Hall understands the unique challenges financial brands face
educational and training organization for content marketing, back in as they try to capture attention in a crowded marketplace. In her
2007. In fact, Pulizzi literally wrote the book on how marketers can role as VP of Sales for a multi-million dollar enterprise, Kindra found
turn content into sales — actually he wrote one sales technique out-performed the rest:
five books. His best-selling works strategic storytelling. If you want your
include Content Inc., Killing Marketing message to be remembered and
and Get Content, Get Customers. inspire action, you need to tell
a great story.
Pulizzi will show Forum 2018
attendees how to transform their In her Forum X session, Kindra
marketing into a true profit center will show you how to leverage
by leveraging the power of content. the power of irresistible
You’ll realize that once you have storytelling strategically to
a loyal audience, you can sell them build better relationships,
whatever you want. stimulate greater levels
of engagement, and
amplify the ROI of your
marketing messages.The
CONFERENCE VENUE
Cosmopolitan
of Las Vegas
SPECIAL ROOM RATE FOR
FORUM 2018 ATTENDEES
$269 PER NIGHT Exclusive room rate for Forum 2018 attendees —
MAY 5 – MAY 13
only $269 per night!
The reduced rate is only available until April
5, 2018 or until rooms sell out —which will
happen, so don’t delay! The Cosmopolitan is a contemporary venue featuring residential-style living
spaces with stunning private terraces and breathtaking panoramic views. It’s
the only upscale property in Las Vegas where you can attend a conference
without having to pass through a casino.
Book online at forum2018.com/venue
There are a limited number of rooms reserved for attendees at an exclusive
discounted rate. Stay any time between May 5th and May 13th for only $269
Reservations 855-435-0005 per night (single/double occupancy, includes resort fee and complimentary wifi)
Be sure to mention you are attending the Forum 2018 — a savings of over $125.00 per night!Peer-to-Peer
Nearly 2,000
of your competitors
Networking
will be there.
Will you?
Hundreds of attendees from more than
700+ of the most progressive financial
institutions on earth will be at The Financial
Brand Forum when it kicks off, making it the
biggest event in the world for senior-level
executives in the banking industry.
At most industry conferences, half the
attendees are vendors and consultants,
but roughly 80% of those at The Financial
Brand Forum work directly for a retail
financial institution.
One out of every four of the 1,000 biggest
banks and credit unions in the U.S. will be
at the Forum 2018, representing over $8.3
trillion in combined assets.
forum2018.com info@financialbrandforum.com 206-661-5070Peer-to-Peer
Luncheons
Forge priceless relationships with dozens of your peers at these free intimate, two-hour, sit-down plated
roundtable networking luncheons. Take a deep dive into a single topic as you share ideas and discuss common
challenges. No speakers, no formal agenda — just senior-level banking execs learning from one another.
P2P Luncheon: P2P Luncheon: P2P Luncheon:
Digital Transformation Branch Strategy, Digital Marketing Strategies
Monday, May 7th Experience + Design Tuesday, May 8th
11 am to 1 pm 11 am to 1 pm
Monday, May 7th
Sponsored by AT&T Sponsored by Salesforce
11 am to 1 pm
Sponsored by DEI
Talking points: Talking points:
• What are the major milestones in your digital Talking points: • What does your martech stack look like? Are you
transformation roadmap and where are you in your using CRM tools/solutions?
• What strategic role should branches play in the
journey?
Digital Age? • How do you allocate your marketing budget between
• What technologies are you investing in? How are digital and traditional media?
• What should branches look like, and how do you craft
you handling legacy platforms? Are you considering
the ideal experience? • Where are you investing the most — SEO, paid
a core conversion? search, display/programmatic advertising, email
• Should you design something that looks like an Apple
• Are you looking to become ‘digital first’? Or ‘mobile marketing?
Store with a Genius Bar? Or roll out Capital One style
first’?
cafés? • How do you segment your audience? Are you running
• Are you partnering with fintech players? look-alike campaigns? What about retargeting?
• How big should branches be, and how many FTEs do
• What is your approach to innovation? you need? • What is your content marketing strategy? Where
does social media fit? Video? Native?
• How are you digitizing products/services and the • How should you leverage various technologies (e.g.,
customer journey? video tellers, iPads, cash recyclers)? • What is your approach to marketing in mobile
channels?
• Should you emphasize self-service? Or high touch?
forum2018.com info@financialbrandforum.com 206-661-5070Peer-to-Peer
Luncheons
Forge priceless relationships with dozens of your peers at these free intimate, two-hour, sit-down plated
roundtable networking luncheons. Take a deep dive into a single topic as you share ideas and discuss common
challenges. No speakers, no formal agenda — just senior-level banking execs learning from one another.
P2P Luncheon: P2P Luncheon: P2P Luncheon:
Data Analytics, AI + Onboarding + Cross-Selling Customer Experience
Machine Learning
Wednesday, May 9th Wednesday, May 9th
Tuesday, May 8th 11 am to 1 pm 11 am to 1 pm
11 am to 1 pm Hosted by The Financial Brand Hosted by The Financial Brand
Sponsored by MX
Talking points: Talking points:
Talking points: • How many times do you touch a new accountholder • How are you simplifying the customer experience,
• How are you leveraging data sciences like predictive in the first 90 days? What mix of media are you streamlining processes and making banking easier?
analytics, machine learning and artificial intelligence? using? • In what ways are you personalizing and tailoring your
• How are you stitching together all the various data • How are you leveraging next-best-product experience to each unique customer?
streams inside (and outside) your institution? recommendations? • What’s your omni-channel strategy? How are you
• Do you have a Chief Data Officer, or are you planning • Do you use lead scoring tools or similar segmentation addressing the customer experience in non-digital
to? How are you tackling your other data talent models to determine who receives what message(s) channels?
challenges? next? • How are you responding to consumers’ expectations
• What technologies are you currently using? What • How do you measure success? What metrics do that everything be on-demand?
other solutions are you considering? you utilize (e.g., depth-of-wallet, products-per- • How are you leveraging technology to redefine
household, attrition rates)? the customers experience (e.g., biometrics, voice
• How are you managing data privacy concerns?
• Do you utilize lifestyle triggers or behavioral cues to recognition)?
• Where does big data come into play?
optimize your cross-selling strategy?
forum2018.com info@financialbrandforum.com 206-661-5070Breakout Sessions
How to Increase Revenue, Strategies for Community How To Grow
Recall and Response Rates Institutions: Getting Creative 10x More Loans With
With Neuromarketing and Turning New Ideas Digital Marketing
Nancy Harhut
Into Tangible James Robert Lay
Chief Creative Officer Business Value CEO
HBT Marketing Digital Growth Institute
Jill Castilla, President + CEO of
New research by neuroscientists Citizens Bank of Edmond CEOs don’t care about vanity
reveals people don’t actually metrics — clicks, likes, and
“make” decisions, they usually Many of the biggest and best follows mean almost nothing.
fall back on a reflexive response ideas around Citizens Bank of These days, financial marketers
without much (if any) thinking. The truth is that Edmond don’t come from the boardroom. They are toast if they don’t have a digital strategy
consumers don’t make logical choices — particularly come from food trucks, coffee shops and social that moves the needle and gets real, meaningful
when it comes to their finances. In this session, you media. With a marketing budget of less than results. If you want to impress your CEO, you need
will learn how to strategically exploit the decision $80,000, Citizens Bank of Edmond has found the to show them how many new loans your digital
defaults that have been hardwired into people’s secret sauce when it comes to leveraging the digital marketing campaigns generate. But that’s going
psyches. You’ll see numerous examples from financial world and building a true sense of community. to take more than just a website, a Facebook page,
brands using the principles of neuroscience, you can Come learn how this small bank with only $270 and a few digital ads. This session will show you
make their recall, response and ROI rates soar. million in assets has developed cost-conscious and how to transform your approach to marketing by
forward-thinking programs that create huge results maximizing your digital growth potential.
What you’ll learn:
for both customers and the community alike.
• How to apply the latest discoveries in brain science What you’ll learn:
to refine your marketing communications strategy What you’ll learn: • How to build, grow and cultivate your digital audience
and craft creative marketing messages that leverage • How to create your own disruption and build a • Digital marketing KPMs that matter to your CEO
consumers’ decision biases culture where you fail forward
• How to turn your financial institution’s website into a
• How to trigger desired behaviors using the • Why you must always be true to your roots, stay digital growth engine
surprisingly simple “Von Restorff Effect”, “Availability engaged and be opportunistic
Bias”, “Single Choice Aversion” and other powerful • How to run digital ad campaigns that target
principles of consumer psychology • Why it’s so crucial to be accessible and open, respond consumers and nurture leads throughout the entire
to community concerns buying journey
• The two most potent neuroscience techniques
you can use to create headlines and subject lines • How to turn your loudest critics into your biggest • Segmentation strategies that will grow your share of
people can’t resist cheerleaders wallet
forum2018.com info@financialbrandforum.com 206-661-5070Breakout Sessions
The Amazon Prime Effect: Turning Your Leveraging Human
New Mobile Strategies + Digital Banking Strategy Psychology + Advanced
Pricing Models for Financial Into a Marketing Digital Strategies to
Marketers Growth Engine Turbocharge Cross-Selling
David Defazio Sam Kilmer Wei Ke, PhD
Partner at Strategy Corps Senior Director at Cornerstone Partner
Simon Kucher & Partners
Over 200 million people subscribe Financial institutions can no longer
to services such as Netflix, Spotify, count on face-to-face interactions By combining the psychology of
Dollar Shave Club, Costco and AAA, to drive revenue. Everything is human decision-making with
and more than half of all American shifting to digital channels, but advanced digital strategies, you
households now belong to Amazon the focus has been mostly on can radically improve your cross-
Prime. Subscription services are quickly becoming the the transactional side. Digital banking strategies sell conversion rates. Find out how bundling, digital
dominant pricing strategy for the world’s most savvy must stretch beyond their nexus as “technology choice architecture, interactivity and pricing options
marketers, triggering fundamental shifts in consumer modernization projects” to become an explicit can be used to reduce price sensitivities and build
behavior and tectonic shifts in the way people buy. revenue generator. This means you have to take engagement. This session will show you how to use
Bank and credit union marketers must learn from ownership for everything affecting your institution’s behavioral economics and gamify the purchasing
these digital trendsetters in order to drive beyond brand — from the digital experience and data experience to increase products per household and
transactions and connect with the digital lifestyle of analytics, to sales and service. Marketing leaders grow wallet share. Using real-world case studies,
today’s consumers. today have a simple choice: Either step up and take learn the psychological principles that create
charge, or move out. “cognitive ease” and encourage consumers to adopt
What you’ll learn: more products and services.
What you’ll learn:
• How companies like Amazon leverage user What you’ll learn:
experience design to deepen customer relationships • Best practices to turn your digital experience into a
revenue generating machine • Digital campaign strategies that increase response
• How new approaches to UX are changing people’s rates, triggered buying behaviors and increased sales
expectations, and how financial institutions must • How to build an integrated marketing strategy
adapt in mobile channels around a cohesive digital-first experience • How to leverage behavioral incentives and value
propositions that deepen audience engagement
• How in-home, voice activated devices are • Why the most successful marketers are silo killers
transforming everyday banking tasks who assemble the right talent and hyper-coordinate • How to determine what people will pay for, and
teams monetize new digital services with hybrid experiences
• How big banks are stealing techniques from digital
subscription companies to win more customers • How, when and where your digital delivery strategy • How to leverage data analytics for precision pricing
must evolve and to anticipate consumers’ changing needs
forum2018.com info@financialbrandforum.com 206-661-5070Breakout Sessions
Renegade Thinking: Strategic Leadership: The Forum 2018
Four Traits of The World’s Art + Science of Navigating Brand Makeover —
Most Effective Marketers Digital Transformation Live On Stage!
Drew Neisser Karen McGaughey Gina Bleedorn
Founder + CEO of Renegade Principal Chief Experience Officer
Weber Marketing Group Adrenaline
Why do some marketing initiatives
go horribly wrong, while others Success with any digital Reality TV meets bank marketing in
are ridiculously successful? In this transformation initiative requires one of the most riveting sessions
session, you will learn how the big cultural shifts and a total you’ll ever see. Two new concepts
world’s most savvy marketers organizational commitment. for a fresh brand identity will be
generate big results and achieve massive growth. That’s where the art of effective leadership and focus revealed to a retail bank or credit union for the first
Based on interviews with CMOs from over 250 of pays off. But it also takes the science of a solid data time ever on stage in front of a live audience. Walk
the most progressive and cutting-edge companies analytics foundation — insights rooted in customer through the critical strategic decisions and get a rare
on earth, you will hear inspirational real-life stories behaviors, people’s preferences, shopping signals, opportunity to learn firsthand how others tackle their
that reveal the secrets and strategies used by today’s channel usage patterns and product propensity brand identity and design challenges. This is your
marketing masterminds. models. In this session, learn how to fuse it all chance to spy on the rebranding process!
together into one tightly-aligned strategic plan for
What you’ll learn: digital transformation. What you’ll learn:
• The mindset and processes it takes to supercharge What you’ll learn: • What it takes to create a differentiated image in the
your marketing ROI • A proven systematic approach to digital banking world today
• How the best brands differentiate by taking daring transformation • How to create, evaluate and refine a new brand
risks • Where to get started, and how to drive the digital identity
• A tangible methodology used by today’s marketing transformation process forward • How you can prepare for your own rebranding
mavericks to build breakthrough brands • How to define buyer personas and create a profitable initiative
• How marketers are making smart, calculated bets segmentation strategy within your digital strategy
on new approaches — even in financial services • How to identify and tackle customer pain points and
relevant lifestyle triggers
• How to make the shift from traditional marketing
channels and product campaigns to digital media
forum2018.com info@financialbrandforum.com 206-661-5070Breakout Sessions
How Data Analytics + Retail 2020: Branch David vs. Goliath: How
Augmented Intelligence Transformation + Community Institutions
Are Redefining Financial Experience Design In a Time Can Capitalize on Their
Marketing of Disruptive Change Competitive Advantages
Allison Nygaard Kevin Blair and Win the War
SVP/Corporate Marketing CEO of NewGround
Regions Bank Sean Payant, PhD
Retail environments in the financial Chief Consulting Officer
The marketing landscape is industry will undergo more Haberfeld Associates
evolving at a breakneck pace. change in the next decade than
How can financial marketers keep they did in the entire last century. Every financial institution has
up? Don’t let data analytics and Nearly every bank and credit union executive is competitive advantages. Large banks offer anytime,
augmented intelligence become your enemy. You wrestling with huge questions about the future role anywhere convenience and wield massive marketing
must learn how to harness powerful new approaches of branches. Uncertainty surrounding retail delivery budgets. Community banks and credit unions have
to data that can fuel your campaigns, improve models will stretch leadership teams well outside stronger connections to the local communities
marketing efficiency and free up your time so you can their comfort zones. Retail strategies and physical they serve, and usually know their customers and
focus on big picture strategies that move the business branch environments must transform to meet the members better. But smaller financial institutions
forward. The future hinges on one word — data. The evolving demands of consumers. Learn how today’s have no chance if they simply follow megabanks’
winners and losers in banking will be determined top-performing organizations are repositioning footsteps. Community institutions can’t beat
by how quickly marketing keeps pace with the data themselves to meet consumers’ shifting demands, big banks at their own game. Every financial
revolution. and are thriving amidst this sea of uncertainty. institution — large or small — must maximize every
What you’ll learn: opportunity to go beyond their basic advantages.
What you’ll learn:
• How data powers every part of your marketing What you’ll learn:
strategy — from targeting and personalization to • The market forces and strategic considerations
digital communications and ROI metrics that will shape your retail delivery model • How to capitalize on your financial institution’s
unique competitive advantages and take your
• The new data skills, tools and talent your must have • The latest trends in retail distribution and branch
financial institution to the next level
experience design
• How financial marketers must structure their data to • How to expand market share by growing core
yield optimal results • Case studies from the industry’s top performers —
relationships
those implementing transformational change
• The critical questions your analytics team must be • How to extract more revenues from accountholders
able to address with smart cross-selling and onboarding strategies
forum2018.com info@financialbrandforum.com 206-661-5070Breakout Sessions
Harnessing The Power Artificial Intelligence and The Smart Mobile Marketing
of Cognitive Analytics Future of Financial Services: Strategies That Captivate +
to Deepen Customer Turning AI Into ROI Convert Digital Consumers
Insights + Grow Tom Edwards Michael Mothner
Relationships Chief Digital Officer at Epsilon Founder and CEO of Wpromote
Louis Richardson Artificial intelligence (AI) and If most marketers were brutally
Chief Storyteller at IBM intelligent systems are rapidly honest, they would confess that
redefining the customer experience. they struggle in the mobile channel.
In the past, it was easy to know Banking providers are embroiled in Banks and credit unions are even
your customer. You could meet an arms race to see who can best further behind the curve. Financial
them face to face in a branch and say hello. But these integrate AI solutions that enhance the user experience, marketers must leverage modern mobile marketing
days more interactions occur in online channels improve marketing ROI, cut costs through automation, tools, tactics, tricks and techniques — from geo-
than in the real world. Do you know who your digital and increase revenues. In this session you’ll learn how targeted ads and in-store tracking, to localized search
customers are? How much — if anything — do you financial institutions like yours can apply AI to deliver and voice search. In this session, attendees will learn
really know about them? This session will show you a more personalized experience, identify patterns and the latest in marketing strategies that accelerate the
how to arm yourself with powerful new data-driven connections that humans can’t, and automatically field customer’s mobile journey and help grow market
insights, so you can know your customers, learn what customer inquires in real-time. share.
people want and understand what makes them tick.
What you’ll learn: What you’ll learn:
What you’ll learn: • The future of AI and augmented reality in the • Innovative ways to engage and appeal to digital
• How to build relationships and increase revenues banking industry consumers
by leveraging the rich streams of data available to • Where and how data-driven automation, • How to influence consumers to take action when
financial marketers today machine learning and predictive analytics must be interacting with your institution in the mobile channel
• How cognitive systems can help you and your integrated into your marketing strategy
• How to optimize your mobile experience and
customers make better decisions • How the 4P’s of marketing must evolve marketing messages for the thumb
• How augmented intelligence can help you navigate from “Product, Price, Place & Promotion” to
• How you can target people within 50 feet of your
the complexities of the customer journey today “Psychographics, Predictive, Proxy & Pervasive”
branch with marketing messages on their mobile device
• The shifts required to make the leap from traditional • The potential impact new fields like ambient
• Why your mobile marketing budget isn’t anywhere
data analytics and cognitive computing computing, brain-controlled interfaces and quantum
near what it should be
computing could have on financial services
forum2018.com info@financialbrandforum.com 206-661-5070Breakout Sessions
Satisfying The Google Gods: Transforming Financial The Financial Marketer’s
Secrets to Supercharging Services: Kick Starting + Guide To Creating
Your Search Engine Traffic Accelerating Your Innovation Compelling Content in
Wil Reynolds
Program Social Channels
Founder + Director of Digital Scarlett Sieber, Chief Innovation Lux Narayan
Strategy at Seer Interactive Officer and Head of CEO of Unmetric
Strategic Transformation + Digital
Content — it seemed like the Next at Opus Bank Drawing on AI-powered analysis
Big Thing just a few years ago. and insights, attendees will go
What does innovation really
Everyone ran out to create as much on a visual journey highlighting
mean, and what does it really
of it as possible, and waited for best practices in social media for
look like — particularly in a risk-averse industry like
the traffic to come pouring in. But for many, it didn’t… financial institutions. No boring data dump here.
banking, where change typically occurs at a slower
Why? For starters, Google began to answer the simple Attendees will see a year’s worth of compelling
pace? Scarlett Sieber, the former SVP of Innovation
questions on its own. What else has the search engine content in under an hour — real campaigns from their
+ Digital Businesses at BBVA, knows from first-
goliath done to turn your SEO strategy upside down peers and competitors that drove engagement, action
hand experience. In this session, she will show you
in the last year or two? This session will review new and real results.
how innovation is best applied in a retail banking
ways to “go deeper” and understand consumers search
setting — how to set up appropriate expectations
behaviors better, and turn your insights into answers What you’ll learn:
and metrics, the role that culture plays in innovative
that will drive substantial growth in your site traffic.
thinking, and some quick wins to kick start your • How to craft the type of social content that resonates
financial institution’s innovation program. most with financial consumers
What you’ll learn:
What you’ll learn: • How to create a content blueprint that engages your
• How to assess your own level of SEO preparedness,
social media community and deepens customer
and evaluate your competitors’ SEO strengths and • How to define innovation — both incremental and
relationships
weaknesses transformative — to set expectations with board
and C-suite • How to respond and resolve issues, and benchmarks
• How to prepare your search strategy for the changes
for customer service in social channels
to come and future-proof your approach to SEO • How time should to allocate on internal vs. external
innovation and the values of each • How to leverage social media to promote cause
• How to steal clicks away from sites ranking above
marketing and corporate social responsibility
you • How to run your own innovation competition that
initiatives
generates real results
• How to identify organic keywords that convert at
• How to celebrate your organization’s culture and
high rates — search terms you aren’t targeting today • The critical role that culture plays for innovation
humanize your brand
success
forum2018.com info@financialbrandforum.com 206-661-5070Breakout Sessions
Deepening Human Doorways to Creative Customer Service
Connections in an Genius: Building a Culture Experience Strategies for
Increasingly Digital World of Innovation Social Media Success
Joe Sullivan Tim Harrington Carlos Dominguez
CEO of Market Insights President of TEAM Resources President at Sprinklr
Every technological breakthrough Traditional banking providers are In today’s social world, great
has changed humanity in deeply facing a crisis of innovation. This service gets rewarded and poor
profound ways, but one thing never session will show you how to build service goes viral. Just in the past
changes: human beings will always a dynamic culture that encourages year, bad customer experiences
crave a sense of connectedness. ingenuity and innovative thinking. have ruined the reputations of at
The tech-saturated, hyper-connected world we live Learn how to get everyone in your organization to least a dozen major brands, including banks. Financial
in today feels less and less personal. That’s why overcome their internal creative roadblocks and institutions know they have a problem — just look
financial marketers must find new ways to effectively the systematic obstacles that are holding your at what people are saying online. So why aren’t they
blend digital+personal to create relevant, contextual organization back. Any financial institution can tackle changing things? How do they get the customer
and personalized experiences. This thought provoking the challenges of digital disruption and fintech threats service experience so wrong?
session will challenge your thinking about what it when everyone sees beyond the cloud of limitations
means to be “a bank” today, and outline tangible that block their potential. What you’ll learn:
actions every financial institution can take to deepen
What you’ll learn: • The critical role social channels should play within
the human connection.
your organization’s overarching growth strategy
• How to cultivate the creative potential lurking
What you’ll learn: • How your customer experience influences
inside your organization and tap the creative
• The Science of Human Connection – How our genius inside us all what consumers say about your brand online
brains are wired, and how different psychological • How to deliver a world-class service
• A creative framework and a system to teach
segments define value experience in social channels
creativity to staff
• Humanizing Digital – How to deepen human • The best practices for social media
• How to infuse everyone in your organization with a
connections and drive bottom line results by communications
fresh approach to problem-solving
leveraging neurosciences, and fusing personal +
digital experiences • How companies use creativity to grow revenue • How to protect your online brand and
twice as fast as their competitors manage any crisis
• Competitive Differentiation – How to move beyond
the endless battles of product, pricing and features, • How creativity can be used to leapfrog the
and position your institution in ways that truly matter competition
forum2018.com info@financialbrandforum.com 206-661-5070Breakout Sessions
Crafting a ‘Branch of the The Art of Onboarding: Forum 2018
Future’ Design Strategy in Building a Killer Program Website Makeover —
the Digital Age That Grows and Retains Live On Stage!
Jean-Pierre Lacroix
Relationships Craig McLaughlin
President of SLDNXT David Acevedo CEO of Extractable
SVP/National Sales Director
As the role of branches continues 360 View Your website is the biggest “branch”
to evolve, banks and credit you operate, yet most banks and
unions alike are wrestling with Everyone knows how crucial credit unions are way overdue for
big questions about their retail the first few months are in any a redesign. This session will walk
strategy. How do you ensure your new banking relationship. And you through the process as a real
branch network remains relevant with today’s digital yet community banks and credit unions say they financial institution gets a professional online makeover
consumers? Should you consider alternative branch are deeply disappointed with their own onboarding from a top-notch web experience firm that specializes in
formats, and if so, which ones? How do you need to efforts. In this session, you’ll learn how fix your the banking industry.
adjust your staffing model? What about universal financial institution’s onboarding problems by building
bankers? Virtual tellers? And how should branches a positive and effective program — one that grows Here is your chance to prepare for the strategic
fit within your overall omni-channel retail strategy? your revenue, increases retention, and improves the decisions you’ll face in your next web project, while
This session will show you how to build a retail branch experience. learning how to redefine your digital experience.
design strategy that maximizes your investment and
drives new growth for your bank. What you’ll learn: What You’ll Learn:
• The steps needed to build a strategic onboarding and • How to navigate through the stages of a major
What you’ll learn: cross-selling framework website overhaul — from initial strategy to launch
• How to leverage retail design to build and shape your
• Why some onboarding programs fail • Best practices for an optimal digital user experience
institution’s brand
• How other financial institutions have generated big • Which design trends are fads and which ones are
• How to create a branch experience that strikes the
results by successfully implementing onboarding here to stay
right balance between personal interactions and self-
programs
service, technology-driven transactions
• How to leverage new technologies to automate your
• New emerging formats for branches and how they
onboarding program
impact your retail strategy
forum2018.com info@financialbrandforum.com 206-661-5070Breakout Sessions
The Psychology Forum 2018 Branch One Size Doesn’t Fit All:
of Irresistible Fintech Experience Makeover – Personalization + Machine
Live On Stage! Learning in Banking
Barnaby Riedel, Ph.D. Ralph La Macchia Karl Wirth
Psychologist and Lead Researcher President at La Macchia Group CEO and Co-Founder of Evergage
Riedel Strategy
Banks and credit unions around Companies like Amazon, Netflix
What makes some technologies the world all want the answer to and Spotify have forever altered
irresistible? How can you one, big burning question: “What the relationship between
incorporate those factors into your should our branches look like companies and consumers.
digital banking solutions? This today?” Everyone agrees the role Today’s consumer now expects
session will give you the psychological explanations of branches is evolving, but there is little clarity highly personalized experiences from every brand
for why users adopt, obsess and even become about how branch designs should respond to these they interact with, including financial institutions.
addicted to certain financial technologies but not changes. And yet two out of five banking providers say don’t
others. Drawing on insights and lessons learned personalize anything at all.
from fitness trackers and social media platforms, In this session, the La Macchia Group, one of the
you’ll learn how a deeper understanding of human best branch design firms in North America, will This session highlights how data and technology —
motivations can inspire successful digital banking tackle a real branch project for a retail financial especially artificial intelligence and machine learning
innovations. institution and present their design concept live on — have fundamentally changed the game, and how
stage. financial institutions can deepen relationships by
What you’ll learn: catering to each individual’s unique needs in real time
What you’ll learn: and across all touchpoints.
• How to apply the six factors of irresistible technology
to your digital banking solutions • The principles of strategic design, and how to craft a
What you’ll learn:
dynamic branch experience
• How to maximize ROI on your tech investments and
• How to deliver relevant, meaningful experiences
radically increase consumer engagement • How to shape your institution’s branch strategy by
to prospects to drive increased loan- and account
working through the common design issues retail
• How to evaluate digital technologies through the lens applications
banking providers face today
of a behavioral psychologist
• How to automatically identify upsell and cross-sell
• How one of the banking industry’s leading retail
opportunities, and respond with offers in real time
design firms attack the challenges of branch design
• The critical role machine learning plays in delivering
individualized experiences across channels
forum2018.com info@financialbrandforum.com 206-661-5070Registration Info
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