The 2018 CHESS conference will present 10 information-packed presentations by experts in many fields. On Wednesday, October 3, digital marketer Brian Carter will share tips on how to maximize returns on marketing investments with Facebook, Google, Amazon, Instagram and other platforms that have displaced traditional media channels. Carter’s energetic presentation will keep the morning session lively. A former stand-up comedian, Brian imparts important and timely insights with a light touch, and explains analytics, ROI and conversion rates with humorous, easy-to-understand examples. He’ll offer suggestions for how to work with technology giants to best capture consumers’ attention and dollars. And he’ll offer tips on how to blend successful brick & mortar store sales techniques with engaging social media content.

With nearly two decades of social media experience, Carter’s agency has worked with top brands in entertainment, restaurant chains, health care, travel and hospitality, finance, consumer products and B2B services. How does a digital agency help big names, such as NBC, Microsoft and Salesforce? “Sometimes techie groups are great at what they do but they don’t know how to do this other thing…,” says Carter, “We measure and evaluate their audiences, find and test their markets and we apply mathematical formulas to pinpoint the best approaches for targeting their customers.”

A company may choose to sell via its own website, where the conversion rate from its existing traffic will be low and margin high. “Just as smart investors leverage other people’s money, build upon existing networks,” he advises. “Shoppers trust Amazon and Google and that trust can extend to your products to benefit your position with potential purchasers. Partnering with Amazon can be complex, but the platform’s huge audience delivers a much higher conversion rate, yielding a much lower cost per unit sale,” Carter outlines.

“Digital media channels are still new,” he remarks, “and many people don’t understand how different they are from earlier media. Television began in about 1940 and it took another decade for major household penetration. It’s as if Facebook is in 1947 for its development. We are just at the beginning of big changes in media and advertising. We are learning how to differentiate your messages and mine the opportunities in every contact across multiple channels.”

Balancing funny and practical, Carter’s CHESS presentation will deliver important takeaways for housewares executives that they can apply to their ecommerce strategies. Audience members will better understand how ad messages appearing on phone and computer screens work. Be there to learn how to critically assess and access the purchasing power held in the hands of shoppers you want to reach. His session is scheduled for:

9:45 am
Wednesday, October 3, 2018

Presenter:

Brian Carter CEO The Brian Carter Group The Brian Carter Group is a boutique agency with world-class expertise using digital and social marketing to boost profits for growth-minded businesses. Respected as an international authority on how organizations can generate bigger business results, Brian Carter also is a #1 bestselling author of “The Like Economy,” “LinkedIn for Business,” “Facebook Marketing” and “The Cowbell Principle.” He has an overall reach of more than 250,000 fans through Facebook, Twitter, LinkedIn and his other marketing channels.Carter has been a keynote speaker and developed marketing programs and strategies for companies of all sizes, including top companies in the Fortune 500 like NBC and Microsoft. As a speaker, Carter uses his hands-on business experience, cutting-edge insights and background in improv and stand-up comedy to deliver entertainment, motivation and practical takeaways. Learn more about the Brian Carter Group at www.briancartergroup.com. The case studies, videos and blogs will prepare you for Brian’s fast-paced program at CHESS.

Don’t miss the chance to learn from Brian Carter and the nine other stimulating sessions at IHA’s CHESS conference, October 2-3, 2018 at the Hilton Rosemont/Chicago O’Hare. Benefit from education, strategic insights and executive networking at the Adapting in the Face of Change senior-level conference for industry leaders. Register today!