June Luncheon – The Total Market Approach: Marketing in the New Marketplace
If you still picture marketing and advertising through the lens of general market and multicultural, your vision is dated. The best you can do in today’s world is reach just over half of consumers and shrink your business. Competing and accelerating growth requires a new operating model, services, and software for the marketplace and workplace. Today, millennial segments are the dominant generation in the marketplace and workplace. 43% are diverse and by 2020, if you still are using a dated model, you will lose consumers’ attention to other brands attracting and delighting the total addressable market.
Author, co-founder and CEO of Reframe, Jeffrey L. Bowman will share a proven and scalable new marketplace approach for teams and businesses working in marketing, brand, advertising, public relations, communications, or those who just want to learn a new skill.
Objectives + Takeaways
As a result of attending this keynote session, you learn the following:
- Background on the Total Market topic
- Brand-building in the age of acceleration
- How to move from a “general and multi-cultural” to a “Total Market” approach
Featured Speaker: Jeffrey Bowman — Co-founder and CEO, REFRAME
Former award winning, senior partner, managing director at Ogilvy & Mather turned author and now “culture hacker,” Jeffrey Bowman has spent more than 20 years solving big problems for big brands. Before “diversity in tech” was a thing, Jeffrey co-founded @blacksintech almost 10 years ago at South by Southwest. Who knew back then that in an instant, it would start a movement for modernizing diversity and inclusion within tech.
In 2010, after working in brand management, corporate strategy, and technology, he traded in his corporate suit for jeans and a t-shirt to work in advertising. While at Ogilvy & Mather, he re-introduced the Total Market topic and built an innovative marketplace change operating model using cross-cultural insights. Also at Ogilvy, Jeffrey co-founded the first global cross-cultural practice and bootstrapped a $7 million book of business with brands like British Airways, Unilever, IKEA, Gap, MetLife, Kimberly-Clark, and others within three years. The approach he pioneered was adopted by the over $500 billion global marketing and communications industry and associations.
After authoring his first Wiley published business book Reframe The Marketplace: The Total Market Approach to the New Majority, in April 2015, Jeffrey took on another culture hacking problem. This time it was modernizing the practice of diversity and inclusion for teams and businesses within the workplace. He is the co–founder and CEO of REFRAME. It is an early stage technology company building one of the industry’s first Diversity as a Service (DaaS) software platforms for teams and businesses. Since bootstrapping the business in 2015, REFRAME has worked with big Fortune 1000 brands like Verizon, MillerCoors, Wyndham, Prudential, United Airlines, PBS, and Rebecca Brands. In January 2018, REFRAME was accepted into the inaugural WeWork Labs accelerator.
When he is not “hacking culture” for big brands in the marketplace and workplace, Jeffrey enjoys being home in New York with his wife and two daughters.
June 21, 2018 - June 21, 2018
11:30 am - 1:00 pm
Brier Creek Country Club (ONLY 10 Min. from RDU)
9400 Club Hill Drive
Raleigh, NC 27617
Early Bird Member pricing: $30
Regular Member pricing: $40
Early Bird Guest pricing: $45
Regular Guest pricing: $55