Day Two Agenda

11:40am

Social Media Conferences

Building Social Engagement Across The Seasons


Raising consideration and purchase intent levels in a seasonal business requires a commitment to year round consumer engagement and ongoing experimentation, not just seasonal promotional programs. This presentation will share how the Seasonal and Outdoor Living business at Sears and Kmart is using social and digital media to engage new customers, to turn loyal customers into advocates and optimize marketing spend. The presentation will share practical tips on embedding a “test and learn” mentality to the overall digital portfolio and how to ensure that social/digital media is fully aligned with the overall marketing and corporate strategy.
Raising consideration and purchase intent levels in a seasonal business requires a commitment to year round consumer engagement and ongoing experimentation, not just seasonal promotional programs. This presentation will share how the Seasonal and Outdoor Living business at Sears and Kmart is using social and digital media to engage new customers, to turn loyal customers into advocates and optimize marketing spend. The presentation will share practical tips on embedding a “test and learn” mentality to the overall digital portfolio and how to ensure that social/digital media is fully aligned with the overall marketing and corporate strategy.

Session Presented By:

Jennifer Dominiquini
CMO, Seasonal and Outdoor Living
Sears & K Mart