Optional: Portland Business Roundtable - Tapping Into Government Support
DAY 1 | April 23 | 8:15 a.m. - 9 a.m.
To help you better understand how government can help your business and the role of cluster initiatives, Portland Development Commission will host an intimate roundtable discussion. The opportunity will give you a chance to find out more about resources for your business as well as to give feedback about what you need from local Portland government to help your business grow.
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Keynote: BUYING IN: The Secret Dialogue Between What We Buy and Who We Are
DAY 1 | April 23 | 9:30 a.m.-10:30 a.m.
Part business report, part cultural anthropology, our kick-off keynote address will take an engaging look at how and what consumers are responding to in today's marketplace. Delivered by popular "Consumed" columnist Rob Walker, who has written the weekly column for The New York Times Magazine since 2004, this entertaining, thoughtful presentation will take a look at the curious convergence of marketing in everyday life. It's a special preview of Rob's book, BUYING IN: The Secret Dialogue Between What We Buy and Who We Are, due out this June by Random House. It's your chance to get a sneak peek.
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Experiential Marketing
DAY 1 | April 23 | 10:45 a.m. - 11:45 a.m.
What’s the best way to connect with your consumers? Get out there. That’s what KEEN Footwear did. Vice President of Marketing Bobbie Parisi will share the case study behind its successful STAND campaign, an integrated experiential marketing program designed to inspire and empower people who are passionate, active and involved – or want to be – with making a difference around sustainability. The program included a multi-college campus tour, financial awards, a documentary and a celebratory festival. Hear from Bobbi the inspiration behind the initiative, how it was executed and the measurement of its success.
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The Buzz on Natural Standards
DAY 1 | April 23 | 10:45 a.m. - 11:45 a.m.
Learn the story behind Burt's Bees efforts to set "The Natural Standard" -- a universally recognized and regulated standard, and corresponding seal for natural cosmetics. Hear from CEO John Replogle why it’s the core mission of his company, what they're doing to work with industry to set guidelines for what should (and shouldn’t) be allowed, and how the company’s recent sale to Clorox helps fuel momentum.
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Hosted Lunch
DAY 1 | April 23 | 11:45 a.m. - 1 p.m.
Network with your peers at this hosted lunch conveniently located at the hotel venue.
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Keynote: Does Sustainability Matter?
DAY 1 | April 23 | 1 - 2 p.m.
While they may not be able to define the word "sustainability," consumers truly care about a host of related issues. Gain insight from new research that clearly reveals a cultural shift in consumer awareness, acceptance and practices that relate to sustainability including the key triggers that drive consumers to participate, influences of purchasing behavior, criteria for making sustainable purchases, as well as the specific language used and understood by consumers. Perceived risks from air, water, sun and food vectors are translating into both personal behavior as well as larger notions of what are sustainable and environmental practices, products and services. Walk away with valuable guidelines for marketing and communicating sustainability efforts to the consumer.
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Sampling: Growth Through Trial
Annie's Homegrown
DAY 1 | April 23 | 2:15 - 3:15 p.m.
There's no better way to get consumers involved in your products than inviting people to experience them first hand. Learn how Annie’s Homegrown has used grassroots sampling programs since its founding in 1989 to drive trial and overall growth of the brand. Aimee Sands, community marketing manager, will share sampling and event strategies, successes and measurement tools.
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Deepening Your Sustainability Commitment
DAY 1 | April 23 | 2:15 - 3:15 p.m.
Whether your company is already engaged in sustainable business practices or doesn’t know where to start, the Natural Step Framework provides an engaging approach to deepening your commitment. By encouraging dialogue, consensus building and systems-thinking, Natural Step creates a positive environment for change. Learn how two successful business women, Susan Sokol Blosser, founder of Sokol Blosser Winery, and Lisa Petterson, a project architect at Sera Architects, have leveraged the framework to put their values into action.
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Social Marketing
Edelman Digital
DAY 1 | April 23 | 3:45 -4:45 p.m.
Blogs. Podcasts. Online ranking sites. YouTube parodies. Spontaneous online communities. Social media is giving consumers more tools with which to connect and more places in which to talk about your company and your product than ever before. In a world where consumers voices are as ‘loud’ as your own, what are the best tools to use to generate awareness, build affinity and grow your revenues?
Join digital strategist Eric Weaver as he examines "social marketing" and its power to impact companies, both positively and negatively. Learn how to take your first steps into this new arena, using new tools like Twitter, Facebook, Utterz and more, leveraging trust and relationships to build a successful values-based business.
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Marketing Green
DAY 1 | April 23 | 3:45 - 4:45 p.m.
When being "green" is at the core of your business, what's the best way to connect with your consumers? Learn from Yolo Colorhouse, makers of premium, environmentally responsible paint products, about how they differentiate their product and connect with retailers, consumers and the press -- striking the right balance with messages about their mission, health and environment, as well as the quality of their products.
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Hosted Reception
DAY 1 | April 23 | 5 p.m.-6:30 p.m.
Cut loose at this fun gathering for Kitchen attendees, including, music, hosted nibbles and adult beverages.
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Keynote: Backing Up Your Values
DAY 2 | April 24 | 9:30 a.m.-10:30 a.m.
It's one thing to talk about your values -- but how are you backing up your claims? In the era of greenwashing, transparency has never been more important. From Fair Trade to Energy Star, the market is awash in “eco-labels.” What role do standards and third-party certification play in communicating your commitments, building your brand and defining your company? We've invited two experts to share their different approach to the issue, debate their perspectives and answer questions. We’ll interview both Matt Buck, assistant director of Food Alliance, a national nonprofit certifying sustainable claims in agriculture, food processing and food distribution, and
Bart Houlahan, co-founder B Lab, which is on a mission to set a corporate standard for environmental and social performance.
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Branding Through Story
DAY 2 | April 24 | 10:45 a.m. - 11:45 a.m.
Back by popular demand are the thought catalysts from On Your Feet, a consulting group that inspires brands by action -- and storytelling. In this working creative session you will learn how to use the heart of your own brand as a fruitful source of real, new stories to transmit your culture, generate new brand action, discover weaknesses, and stay aligned as you grow.
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Lessons in (How to Avoid) Greenwashing
University of Oregon School of Journalism and Communication
DAY 2 | April 24 | 10:45-11:45 a.m.
Smart companies are discovering that being an environmental steward is good for business. Unfortunately, many are marketing green, but not operating green – an act commonly referred to as greenwashing. Learn more about regulating greenwashing, the advocacy groups getting consumers involved in the discussion and how to keep environmental marketing efforts authentic. Valerie Davis and Deborah Morrison (from the folks behind www.greenwashindex.com) will share insights on “good green marketing” and how to be a company that lives and breathes its environmental values in all business practices.
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Online Marketing
DAY 2 | April 24 | 1:15 - 2:15 p.m.
Jason Graham-Ny, co-founder of one of the top 7 companies creating buzz about sustainability online – gDiapers - will join Peet’s Coffee & Tea, a company with fans so loyal they’ve been dubbed “Peetniks,” for a frank discussion on the importance of digital media/outreach and online buzz for customer engagement. Peet's will have fresh news hot of the press about a current online initiataive that will either be “fantastic or a cautionary tale,” according to Brian Platter, general manager of Home Delivery. Learn for yourself during this interactive session.
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Building a Life Brand
DAY 2 | April 24 | 1:15 - 2:15 p.m.
Learn the story behind "People Against Dirty" -- Method Home.
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From Purchasers to Participants - The New Consumer
DAY 2 | April 24 | 2:30-3:30 p.m.
Changing values are fueling a fundamental shift in behavior as consumers increasingly desire to participate with retailers and brands that reflect their values. Across supermarket, natural channel and mass retail environments, this shift to align personal values with consumption behavior is having a profound impact across all aspects of the retail landscape. Leveraging key insights, NMI will explore the attitudes and behaviors driving this significant shift, offering specific strategies to help retailers and brands proactively market to consumers who increasingly desire to participate, rather than just purchase.
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BrandThink Workshop
DAY 2 | April 24 | 2:30 - 3:30 p.m.
Brand development is often the key to maximizing success for most companies. but often, it is looked at as a rational list of product attributes, rather than a magical ingredient in the alchemy of attraction. It is as much art as a science, and knowing how to look at brands in an artistic way, identifying where to look for nuggets and how to develop those into strategies is the difference that makes all the difference. In this track, brand dimensions are explored that can bring a brand to life beyond product attributes. Techniques are illustrated that help brand stewards get to the emotional side of brand discovery, capturing the essence of the brand in a one-word magnetic virtue and prose manifesto.
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Close
DAY 2 | April 24 | 3:45 - 4 p.m.
Conference meets improvisational theatre - join the team of On Your Feet for a fast-paced look back at Kitchen highlights.
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