COLLABORATIONS AND PARTNERSHIPS: How to Win Greater Share of Wallet of Best Customers
The Luxury Marketing Council -
Upcoming Evening Event
Wednesday August 13th
Time:
6:00-9:00PM
Location:
The St. Regis
New York Hotel,
Louis XVI Room & Library,( on 2nd Floor)
Two East 55th Street, at Fifth Avenue
COLLABORATIONS AND PARTNERSHIPS: How to Win Greater Share of Wallet of Best Customers - Case Histories
Second of an Ongoing SeriesGenerously Hosted by MVP/NY
Jointly Moderated By:
• Gregory J. Furman, Founder & Chairman, The Luxury Marketing Council
• Trisha S. McMahon, Editor-in-Chief and Sr. Vice President of Communications and Public Relations, MVP/NY
With Panelists:
• Michael Calman, President, Calman Consulting, LLC (Former CMO, Portero; CMO, CitationShares; and SVP Marketing, Bergdorf Goodman)
• Paula Cecere, Manager, GE Monogram Design Center
• Amy Choyne, Vice President of Marketing, Barneys New York
• Mike Fiorentino, General Manager, CCK Global Events and Pier 94
• Myrna Hines-Hall, General Manager and Marketing Specialist, Porsche Design New York
• Samuel Russell, Senior Marketing Manager, Davidoff of Geneva
Luxury brands' approach to the entire marketing mix has changed radically since then. Market conditions, globalization, the emergence of the web as an informational and selling tool, heightened competition, the "transplanting" of packaged-goods marketers to luxury firms, the need to go out of the box to 'surprise and delight' best and ever-more-demanding customers have all contributed to make innovative COLLABORATIONS and PARTNERSHIPS one of the most powerful tools in the luxury marketers' tool kit.
In a recent survey of Luxury Marketing Council members which looked at how luxury brands are investing across the marketing mix, collaborations and partnerships were at the top of the list followed by investing in raising the bar on customer service by engaging employees on 'the line' as strategic partners; one-to-one "with permission" e-marketing; innovative public relations and bespoke special events targeting intimate groups of the most important customers.
The savviest luxury marketers are investing more in collaborations and partnerships. This strategy has become one of the most effective ways to reach and influence media, thought leaders and win greater share of wallet of the very best customers.
Our panel of top luxury marketers includes Amy Choyne, Vice President of Marketing, Barneys New York; Mike Fiorentino, General Manager, CCK Global Events and Pier 94; Paula Cecere, Manager, GE Monogram Design Center; Myrna Hines-Hall, General Manager and Marketing Specialist, Porsche Design New York; Samuel Russell, Senior Marketing Manager, Davidoff of Geneva or in Michael Calman's case Bergdorf Goodman, Portero and CitationShares - brands - will offer unique insights into the process, best practices, case histories, criteria for selection of partners and measures of success in our usual fast-paced moderated discussion which will include plenty of time for observations and Q&A.
Take-aways will include insights into the importance of creativity, case histories of successful collaborations and partnerships and, hopefully, a renewed interest in finding partners to share insights, costs and interesting venues to 'cut through' and give best customers a story to tell of a special experience hosted by very special brands.
About Our Speakers
Trisha S. McMahon
Trisha S. McMahon is Editor-in-Chief and Sr. Vice President of Communications and Public Relations for MVP/NY, which is the corporate umbrella for IN New York, WHERE New York, WHERE GuestBook New York and QuickGuide New York.
Having cut her publishing teeth as an editor for such high-end magazines as L'Officiel, Ambience and Lear's, Trisha moved to become an Associate Publisher for a retail business-to-business magazine group. Later, while raising her two sons, she headed up TMD Communications, a marketing and PR firm, with a client-base that included retail, entertainment and attractions.
Today, Trisha is thoroughly involved in all aspects of promoting MVP/NY's brands, as well as producing enticing New York-centric content that's devoted to fashion, beauty, home décor, dining, the arts and entertainment.
Michael Calman
Michael Calman has an extensive background in the luxury and retail industries. He’s a marketer of power brands: Bergdorf Goodman, Calvin Klein, Coach – achieving preeminent brand recognition and global leadership, by creating innovative products, programs & CRM initiatives. His management and marketing experience spans multiple channels: specialty & department stores, wholesale, catalogs and internet commerce. He established his consulting firm, Calman Consulting, LLC, to conduct business development, strategic planning, marketing, and transactional website development for retail, luxury, accessories and fashion companies. Clients include: Portero.com, SeaCloth, Hommage, SofiaCashmere, Madame Paulette, McBryde Designs and AMillionCooks.com.
Previously, Michael Calman served as Chief Marketing Officer of CitationShares. As Senior Vice President of Marketing at Bergdorf Goodman, he developed innovative customer acquisition and loyalty programs, and was the founding Publisher of Bergdorf Goodman Magazine. Michael Calman was Vice President of Marketing & Merchandising at Time Warner's Digital Marketing Group; founding Partner of the creative / marketing house Calman & Stefenson; Vice President, Marketing & Product Development at Coach; founder and President of CRK Advertising, the in-house marketing and advertising agency for the designer, Calvin Klein; and Account Supervisor at Scali, McCabe & Sloves advertising. Michael has an M.B.A. from NYU Stern Graduate Business School, and was a finalist in the 1976 Olympic Sailing Trials.
Paula Cecere
Paula Cecere is the manager of the GE Monogram Design Center, a showroom that features the luxury line of GE appliances, located in the Architects & Designers building in midtown Manhattan. In her role, she handles all day-to-day operations of the facility, works with the local sales team to build relationships with key partners, and assists designers, architects, and builders with specifying appliances for single and multi-family projects. Prior to relocating to New York City in 2007 to open the showroom, Paula held various roles within, and outside, of GE. She began her career as an applications engineer at Topcon Technologies, Inc. (Paramus, NJ) and then Hitachi Scientific Instruments, (Gaithersburg, MD) working primarily with scientific equipment. She joined GE in June 2002 on the Experienced Commercial Leadership Program (ECLP), and in 2004 moved on to be a product manager where she oversaw development and marketing of Monogram dishwashers and ventilation products.
Paula earned a B.S. in Material Science & Engineering from Lehigh University in Bethlehem, Pennsylvania in 1995, and an MBA from the University of Maryland in College Park, Maryland in 2002.
Amy Choyne
As Vice President of Marketing at Barneys New York, Amy oversees all of the Marketing and Advertising to support Barneys New York flagship, free standing CO-OP, warehouse and outlet locations. Amy also directs the Barneys New York CRM program; inclusive of seasonal mailers, trunk shows and events, credit card and loyalty programs.
Amy joined the company in 2006, and previously held positions at The Limited Brands as Director of Marketing & Media, Brand & Creative Services, as well as positions at Giorgio Armani and A|X Armani Exchange as Director of Advertising, Marketing & Media. Amy resides on the Upper West Side in New York, New York.
Mike Fiorentino
His career then led him to InterContinental Hotels Group and The Barclay as the regional director. He spent two years at the New York Convention & Visitors Bureau as the Senior VP of Marketing. He now works as the General Manager of CCK Global Events and Pier 94.
Myrna Hines-Hall
My name is Myrna Hines-Hall the General Manager and Marketing Specialist for Porsche Design New York. I am a high energy individual that is committed to providing excellent client service, maintaining incomparable client relationships, and elevating and increasing the brand of my current company. Leadership by example and the capacity to manage change are key factors that enable me to have a positive vision to inspire a well-rounded sales team. With over 12 years in retail management I have gathered extensive expertise in area such as human resources, training and development, client resolution, buying, marketing and the know how to increase profitability.
Prior to joining Porsche Design, I was the New York Manager for Eres, a division of Chanel. I began my retail career in the Limited Corporation, the Victoria’s Secret Division, where I acquired the foundations for my managerial career.
I am a graduate of the State University of New York (SUNY) at Binghamton. I hold a Bachelors of Arts in Sociology. I am currently attending St. Joseph’s College working on a Masters in Management with a concentration in Human Resources; with an expected graduation date of December 2008. I continue to seek ways to improve my professional growth and development.
Samuel Russell
Samuel Russell joined Davidoff, the market leader in premium hand rolled cigars and luxury goods in 1998 at the tail end of a 10-year cigar boom and just in time to watch the bottom fall out of the premium cigar market.
As Senior Marketing Manager for Davidoff he was faced with a product saturated retail base, a shrinking consumer base and an endless assault of state tax increases and smoking bans. Faced with these challenges he assembled a team of Brand Ambassadors to execute a difficult strategy: Increase market share and profitability of all brands without diluting brand equity; promote and protect Davidoff’s exclusive network of 180 Appointed Merchants; and maintain Davidoff’s high price points and profit margins.
Ten years later Davidoff remains the market leader in it’s category, its market share has more than doubled, sales have surpassed the levels during the cigar boom and margins and profits have increased steadily every year.
Before joining Davidoff, Sam was the Director of Marketing for New York Health & Racquet Club with businesses in Hotels, Health Clubs, Spas, Restaurants and Real Estate. Prior to his marketing roles, he held positions at innovative Advertising Agencies including: Kirshenbaum & Bond, Weiss-Whitten-Stagliano and McCaffrey & McCall working with such brands as Tiffany, Giorgio Armani, Moet, Hennessey, Ferrari, Mercedes, Swatch, Kenneth Cole, Coach, Revlon, Chase, Guinness and established his own advertising agency; Russell, Sims & Associates.
A native of New Zealand, Samuel Russell studied Advertising Communications at Auckland University Technical Institute before moving to New York in 1985.
About The St. Regis New York
In the heart of Manhattan, a refined atmosphere and gracious service rank The St. Regis New York among the top hotels. In 2007 it received the Mobil Travel Guide Five-Star Award and AAA Five Diamond Award for the 14th consecutive year.Silk wall coverings and antiques personalize spacious accommodations while butlers provide unsurpassed service. The 182 guest rooms and 74 suites feature custom-made furnishings, deeply carved crown moldings and wainscoting, and marble baths.
To learn more about the St. Regis New York please click here.
About MVP/NY
Where to shop? Where to dine? What to do?
MVP/NY: The right READERS. The right RESPONSE. The right RETURNS.
www.mvpny.net