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27 Brands. 1 Day. Your Toughest Kids Marketing Challenges Tackled!

On Trend Social Strategies, Insight-Led Content & Conversion-Boosting Marketing To Engage Kids & Win Over Parents: Trend-Led Insights To Create A Buzz With Kids, Win Over Parents & Boost Brand Success With Engaging, Responsible Content & Optimised Social, Video, Digital & Technology Channel Strategies
A One-Day, Industry-Led Conference & Networking Event, 16th May 2019, Museum of London, Docklands

08:30 Registration, Morning Coffee & Objective Setting

09:00 GIC Welcome & Morning Chair’s Opening Remarks
Florence Symington
Head of Marketing
Eureka! The National Children’s Museum

KIDS TRENDS & INSIGHTS

09.15 Kids Engage With Campaigns To Produce Fantastic Advertising Which Appeals, Excites & Ultimately Sells

  • Why do kids like what they like and do what they do? Insights on what’s influencing children for brands that appeal to the kids of today
  • How are wider changes in our world affecting kids? Explore how brands can accommodate for change and predict what’s going to happen next
  • Ensure your products and campaigns are appropriate and match the attitudes of kids to safeguard their best interests with positive messages

Helenor Gilmour
Director of Insight
Beano Studios

PARENTS TRENDS & INSIGHTS

09.35 Get Parents Bought In (& Buying!) With Parent-Led Communications & Insight-Based Marketing To Boost & Maintain Sales

  • How can you speak to parents in a way they respect to gain trust and position your brand as their go to?
  • What content do parents want their children to see – educational or fun?
  • With so many channels but so little time, how can your brand target expectant and new mums to ensure brand awareness from the beginning of their parenting journey?

Heidi Steel
Brand Manager EMEA
The Gro Company

KIDS SPEAK UP - KIDS Q&A

09.55 Honesty is the best policy! Find out if you’re being heard by kids from our fair and square panel of schoolchildren and make sure you’re getting it right!


10.25 Morning Refreshment Break With Informal Networking

FAMILY TRENDS & INSIGHTS

10.55 Get The Thumbs Up From Kids, Parents & Grandparents Alike To Ensure Your Brand Speaks To The Whole Family For Ultimate Brand Cut-Through & Long-Term Loyalty

How can brands keep up with the modern-day family? Exploring the best tone, content and messages for all the different families out there of varying incomes, parental ages and backgrounds to broaden your audience horizons, appeal to dual followings and boost levels of engagement.

Izabella Angelova
Head of Brand & PR
Decathlon UK

Dawn Spencer
Marketing & Category Director
Kerry Foods

Jamie Reece
Senior Marketing Manager
Culture Mile

Catherine McLaughlin, Strategic Lead, Sport England 

Marius Lang
Head of Marketing UK Ireland
LEGO

Anna Bond
Sales & Brand Director
Pan Macmillan

Marianne McGoldrick, Sales & Marketing Director, Legoland Windsor Resort at Merlin Entertainments

ENGAGING KIDS ON SOCIAL MEDIA

11.25 Reach Kids On Social Media By Perfecting Your Channel Mix With Insights Into Creating Captivating Yet Responsible Messages

  • What’s cool for kids? Looking into the latest and current platforms and how to best incorporate them into your channel mix to grab kids’ attention
  • Don’t just get views, get fans! Keep kids coming back to your pages with safe and appropriate messages for maximum brand loyalty
  • With so many new platforms out there, how will Snapchat, Instagram and Facebook fare in 2019 and how can you ensure your brand keeps pace with digitally-savvy teens?
  • What’s the latest on influencer marketing? Co-create fantastic content using kids’ favourite influencers for watchable content they can’t wait to share with mates!

Marnie Winter-Burke
Senior Digital Marketing Officer For Childline
Childline


11.45 Bonus Session Reserved For Exclusive Conference Partner. For more information on how to get involved, please call +44 (0)20 3479 2299 or email partner@kidsandparentsconference.com

RESONATE WITH PARENTS ON SOCIAL MEDIA - DOUBLE PERSPECTIVE

12.00 Get Parents On Board With Your Brand Through Effective Communication Which Drives Social Media Engagement & Brand Success

  • Which platforms work best for different parents? Advance your channel mix to ensure your messages are being heard for top brand awareness
  • Engagement, shares, sales: how do you define success with parents on social media?
  • Don’t encourage a complaints forum: with so many parents being vocal on social, how do you maintain a voice which creates brand advocates?

12.00 Perspective One:
Emilie Stephenson
Head of Brand
innocent drinks

12.20 Perspective Two:
Nicola Jenkins
Head of UKI Marketing
Tomy

PARENTS Q&A

12.40 Honest Opinions From Parents Directly

Are you really ticking parents’ boxes? Get the full details from our panel of Mums, Dads and parental gatekeepers on how they feel about your brand message and what they look for in a brand to decide if it’s right for their family.


13.10 Lunch & Informal Networking For Speakers, Delegates & Partners

13.30 Informal Peer-To-Peer Discussions

A) Teen Audiences
Jamie Dodds
Head of Marketing BBC Children’s
BBC

B) Influencers
Chris Lock
European Marketing Director
The Collective UK

C) Gender Stereotypes
Samantha Haycock
Head of Brand
20th Century Fox Home Entertainment

D) Responsible Marketing To Parents
Nadine Hellmann
CEO & Founder
Little Tummy

E) Brand Partnerships
Joanna Pacey
Marketing Manager
Bookabees

F) Top Mistakes To Avoid When Marketing To 13-16s
Daniel Rossall Valentine
Head of Campaign
Royal Academy of Engineering


14.10 Afternoon Chairs’ Opening Remarks
Paul Simmons
Head of Marketing
Marwell Wildlife

CHANGING MEDIA CONSUMPTION

14.15 What’s The Future Of Video? Keeping Your Marketing Strategy Relevant To The Changing Media Landscape For Exciting & Effective Content

  • Is TV still relevant? Discover the impact of linear TV on kids to better allocate TV ad spend from your advertising budget
  • What does effective video look like? Get cut-through on digital with fantastic video content creation to keep kids talking and sharing
  • With the addition of interactivity, is it possible to blur the lines between advert and content so that kids perceive video ads as entertainment?

14.35 Bonus Session Reserved For Exclusive Conference Partner. For more information on how to get involved, please call +44 (0)20 3479 2299 or email partner@kidsandparentsconference.com

RESPONSIBLE DIGITAL ENGAGEMENT

14.50 Ensure You’re Up-To-Date On The Latest Rules & Regulations To Safeguard Kids & Build Parental Trust Whilst Still Generating Fantastic Content For Optimal Engagement

  • When is the right time to communicate with kids rather than parents? Best-practice advice on which platforms provide the safest transition to keep your brand in the clear
  • Understand the latest updates on GDPR and the effects it has on marketing strategies – both good and bad
  • Rules are not made to be broken! Quick tips on how to adhere to the regulations when communicating with kids

CHANNELS & CONVERSIONS

15.05 Optimise Your Channel Mix By Understanding Your Audience To Ensure Campaigns Reach Children & Parents Alike For Greater ROI & Conversions

  • Put real facts and figures behind following and engagement with digital content to better understand performance per channel and effectively plan future spend
  • With the changing nature of channels – TV and print to social and digital – which ones come out on top for your target audience and how can you optimise them for the most conversions?

David Lawlor, Brand Manager UK & Ireland, WaterWipes (Irish Breeze)


15.25 Afternoon Refreshment Break With Informal Networking

ADVANCING AUDIENCE SEGMENTATION

15.55 Ella’s Kitchen present on their ‘outside-the-box’ approach to audience segmentation, correlating behaviours with attitudes to create personas and ultimately develop growth platforms to target from.

Michelle Green
Group Product Manager
Ella’s Kitchen

DIGITAL & TECH ADVANCES & INNOVATIONS

16.15 Times Are Changing! Keep Up With The Kids & Discover How To Use New Technologies & Innovations To Go Beyond The Latest Trends

  • Digi-parenting? Dual screens? Vertical video? With so much new media to target kids and parents on, which are worth your time to reach your target age range?
  • What’s causing a storm? Explore how exciting media such as AI, VR and voice search could be key players in kids marketing and ensure you’re ahead of these fast-moving technologies
  • Prepare for now and tomorrow! Set your marketing innovations on the right track with insights into the next 10 years of inevitable change

Joshua Davidson
Co-Founder & Managing Director
Night Zookeeper

HARPERCOLLINS CASE STUDY

16.30 Gain insight into how HarperCollins has engaged children and parents alike by generating innovative campaigns which successfully target this duel market audience.

HarperCollins Children’s Books Brand Strategy Director presents on how to successfully market heritage brands to a cross generational audience. The session will consider how to ensure relevance to contemporary families whilst maintaining classic status, what makes a heritage brand evergreen and how to leverage your content across multiple touch points and channels to engage your audience.

Alison Ruane
Brand Strategy Director
HarperCollins

ENGAGING CONTENT - DOUBLE PERSPECTIVE

16.50 Create Stand-Out Content To Win Fans & Boost Brand Success By Maintaining An Authentic & Entertaining Presence Across Digital & Traditional Channels

  • Entertain kids and parents alike with user-generated, multi-channel content to create a buzz and keep consumers hooked to your brand’s messages
  • Monetise your content: ensure your time and effort triggers sales by defining what wins on each social media channel
  • Not one size fits all! Where does content need to be channel specific and what can be applied across the board?
  • Generate exciting advertising that fits to your budget without losing quality or quantity of content

16.50 Perspective One:
Hannah Rowlands
Marketing & Digital Manager
Sanrio

17.10 Perspective Two:
Annalisa Fanali
Senior Brand Manager Captain Bird's Eye Portfolio
Birds Eye Ltd

17.30 Chair’s Closing Remarks & Official Close Of Conference

PLUS! Have you seen our sister event; The Influencer Marketing Day on 14th May in London? Hear from leading speakers including Sky, Trainline, Photobox, Jagex Games Studio, Visit Britain, Hive and more as they unveil winning strategies to engage your target audience with eye-catching, authentic and effective influencer marketing campaigns.Download the brochure here for more information.

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