Kedge Marketing Day : 1st edition : How to reinvent the customer experience in the age of digital and social media?

Are you a Kedge Business School graduate with a passion for marketing? Would you like to exchange ideas with other managers and executives on new challenges and best marketing practices? Would you like to (re)establish and deepen ties with graduates from your class and your school in the context of a convivial event?

Join us for the ^1st Kedge Marketing Day
on Thursday, April 21 on our new Paris campus!

(As a graduate, you can bring someone from your company).

Constantly reinventing the customer experience is one of the main challenges facing brands.
Understanding cultural and social evolutions, integrating the latest digital technologies, anticipating and accompanying changes in consumer behavior all require regular meetings with experts, experimenting with emerging technologies, and discovering innovative and operational business solutions.This requiresregular meetings with experts, experimentation with emerging technologies, and the discovery ofinnovative and operational business solutions.

That's what this ^{1st edition} of Kedge Marketing Day is all about!

ON THE PROGRAM :

• A common theme: How to reinvent the customer experience in the age of digital and social media?
• Round tables to discuss emerging phenomena, recent developments and best practices.
• Workshops to discover and get to grips with the tools of the Biometric Marketing Lab, discover retail analytics demos, study the solutions of companies specialized in customer experience, digital activation and marketing. customer experience, digital activation, media monitoring or social listing, or immerse yourself and interact in the metaverse in a dedicated room with specially adapted equipment.
• An opportunity to network with customer experience specialists, research professors, final-year marketing students and Kedge BS teams dedicated to supporting entrepreneurs and corporate relations.
• An aperitif dinner on the barge LA DAME DE CANTON at the end of the day.

AMONG OUR SPEAKERS:

• Christophe Collet, CEO, Ask Locala (ex: S4M)

• Jérôme Dauby, Senior Territory Manager, Go Pro France

• Maxime Doreau, Managing Director France, Labelium

• Lorraine Faure, Operational Chief Marketing Officer, Veepee

• Jérome Hiquet, Founder & CEO, at StratNXT

• Michel Ladet, Vice President, Sociovision
• Philippe Omer-Decugis, Head of Business France, Content Square
• Matthieu Pellet, Patner Retail, Les Cousins
• Melissa Simoni, Sales Director France & Benelux, Twitch

• Francois Tarrou, Marketing, Communication & Competition Director, Yamaha Motor France

AMONG OUR ANIMATORS :

• Alexia Borg, TV & Radio Presenter | BFM Business

ROUND TABLE DETAILS :

👉 9:30 am - 10:45 am: ROUND TABLE 1: Reinventing the customer experience in the age of digital and social media

The Metaverse: definitions, marketing issues, challenges for the future
The arrival of "Customer Engagement 3.0", with its various metaverse components (NFT, Meta-commerce, etc.)
Emerging revolutions in the retail world
The growth of "alt-commerce": live and social commerce and sustainable commerce
Using gaming and live streaming to target Gen Z and millenials

🔹 Michel Ladet, Vice President, Sociovision, Kedge 1980 graduate
🔹 Jérome Hiquet, Founder & CEO, StratNXT, Kedge 2000 graduate
🔹 Melissa Simoni, Sales Director France & Benelux, Twitch, Kedge 2007 graduate

👉 11:00 am - 12:00 pm: ROUND TABLE 2: How to create innovative experiences?

How can we improve and personalize the customer experience?
What are the challenges and tools of Biometric Marketing?
How can we reinvent the digital experience through emotions?
How can you encourage interaction between your customers in a 3D brand environment?

🔹 Bertrand Wolf, CEO Antilogy & Le Pavillon
🔹 Gregory Pouy, Cultural Analyst, Founder La Mercatique
🔹 Olivia Petit, Professeur Chercheur Kedge BS
🔹 Matthieu Pellet, Partner Retail Les Cousins

👉 2:00 pm - 3:15 pm:ROUND TABLE 3: How to interact with consumer communities?

How can we encourage the emergence of consumer communities?
How to cultivate a community with its members?
How to recruit ambassadors and "brand volunteers"?
How to develop community rituals?

🔹 Pr Bernard Cova, Research Professor, Kedge BS
🔹 Jérôme Dauby, Senior Territory Manager, Go Pro France
🔹 Nicolas Rinaudo, Founder and CEO, La Caméra Embarquée
🔹 F rancois Tarrou, Marketing, Communication & Competition Director, Yamaha Motor France

👉 3:30 pm - 5:15 pm: ROUND TABLE 4: How can we use data to optimize the customer experience and boost growth?

How can we encourage consumers to visit stores and measure the results of the media mix?
How can we track sales outlet catchment areas in real time?
How to boost digital activation on social networks, dedicated websites...?
How to identify relevant influencers using an influencer platform?

🔹 Chistophe Collet, CEO Ask Locala (ex: S4M)
🔹 Maxime Doreau, DG France Labelium
🔹 Lorraine Faure,Operational Chief Marketing Officer, Veepee
🔹 Philippe Omer-Decugis, Head of Business France, Content Square

WORKSHOP DETAILS :

⚙️ WORKSHOP 1 : A dedicated room :

• to experiment with Biometric Lab resources and measure consumer attention and emotions
• to take part in demonstrations of retail analytics and digital activation tools

Theme 1: Biometric Lab (Kedge BS): Discover an experimental space for collecting biometric data. The lab can be used to recreate different experiential contexts (exploration of websites on computer, virtual/augmented reality experience, focus group, reconstruction of supermarket shelves). The eye-tracker and a facial emotion recognition system are presented.
Theme 2: Real-time retail analytics (Ask Locala, ex: S4M)
Theme 3: Digital activation (France Labelium)

⚙️ WORKSHOP 2 : A dedicated roomto interact in the metaverse :

In groups of 10, for 30', equipped with headsets, you'll move around in a persistent 3D environment. The idea is to create the sensation of moving together in the metaverse.

⚙️ WORKSHOP 3: A dedicated room for networking and discovering solutions :

Discover :

• What kind of person are you? What's your experience? CRM tool connected to customer segmentation (Sociovision)

Meet :

• companies specializing in customer experience, digital activation, media monitoring and social listing
• professors from the Marketing and New Consumption Center of Excellence
• marketing students
• the Kedge Alumni team
• representatives from the Kedge incubator and gas pedal, corporate relations and Kedge Exec Ed