BREAKOUT #1

Become a Valued Consultant to Your Clients and Prospects
PDF File - 642KB
Your clients want more than media plans from you – they seek marketing insights. Learn how to become their valued consultant using Scarborough as your conduit. From providing multi-media information to detailing target market insights, you will learn new techniques for getting your clients to regard you as an essential member of their team.
- Broadcast TV, Cable TV, Newspaper, Outdoor, Radio -

The Automotive Market Revolution
PDF File - 2.22MB
Automotive is one of America's top industries, influencing business from Detroit to Main Street USA. Find out how Scarborough data can assist you in more effectively tapping into the automotive market. Hear about industry trends, such as the impact of gasoline pricing and multicultural consumer preferences on the auto market. Learn about how to apply this information on your Main Street.
- Broadcast TV, Cable TV, Newspaper, Outdoor, Radio -

Scarborough Methodology Boot Camp
New in your position? New to research? New to Scarborough? Need a methodology refresher? If you answered "yes" to any of these questions, it's time to go to Boot Camp! Our research and data collection management teams will provide detailed information on Scarborough methodology. Attending this session will enhance your understanding of methodology and improve your ability to apply Scarborough insights.
- All - (Beginner Level Session)

Agency Life 101
PDF File - 1.33MB
Want an insider perspective on the advertising, media or marketing agencies that you work with on a daily basis? Seeking to revolutionize the way agencies regard your media outlet? During this workshop, get the inside scoop on agency life, and how corporate structure, culture and today's business climate are influencing the way agencies do business.
- Broadcast TV, Cable TV, Newspaper, Outdoor, Radio -

It's Not Always What You Say, But How You Say It!
PDF File - 685KB
You may have gone pro when it comes to pulling Scarborough reports, but how can you best communicate your messages? This interactive session will make your data come alive and will teach you how to tell a compelling story using Scarborough information. After all, it isn't about the numbers – it's about what they mean!
- Sports -

Multicultural Consumer Analysis
Today's marketplace is rich with information on Hispanic and African-American consumers. But how can you best harness it? In order to be successful, marketers need to become more focused on how they target these important consumer groups. Learn how to create effective African-American and Hispanic consumer segmentations during this session.
- Marketer -

BREAKOUT #2

The Revolutionary Hispanic Marketplace
PDF File - 1.20MB
In recent years, the Hispanic marketplace has experienced a revolution unlike any other consumer group. This session will provide you with the latest Scarborough insights on Hispanic consumers and demonstrate how you can maximize your use of multicultural information. Learn about how purchasing patterns, local market nuances, language preferences and culture are all influencing the emerging generation of Hispanic consumerism.
- All -

How Customers Choose
Tom Asacker, our keynoter, hosts this interactive session about how customers make choices. He believes that people's feelings are what ultimately drive purchase decisions, loyalty, and spirit within organizations. Discover how you can develop a brand that makes an impact by taking into consideration the emotional and self-expressive benefits delivered by your organization.
- All -

Use Scarborough to Peak an Advertiser's Interest
in a Few Simple Steps
PDF File - 896KB
Become your company's qualitative expert by following our famous three-step process of creating effective consumer analysis. Impress your prospective advertisers by telling a compelling story that will get you on the buy. After all, the stories that are the most straightforward usually have the biggest impact!
- Broadcast TV, Cable TV, Newspaper, Outdoor, Radio -

Scarborough Methodology: Expert Training
So, you've been through Scarborough boot camp, or already understand the Scarborough methodological basics, and you're ready for the next challenge. Become a true Scarborough expert in this session which will dive deeper into methodology and marketplace nuances. Learn more about the ways Scarborough continuously produces high-quality data. Discover the reasons why you can have the utmost confidence in the information when you present it to your clients and prospects.
- All - (Advanced Level Session)

Building an Offense to Sales Objections
PDF File - 980KB
No matter what the team, league or venue, we all encounter similar sales challenges while standing in the front line in the battle of the sports industry! Eliminate sales hesitations with the use of Scarborough data. This session will examine common sales arguments and discuss how the power of data and creative thinking can help combat client and prospect concerns.
- Sports -

Radio Industry All-Stars
During this panel discussion, radio professionals will share their viewpoint on the industry today. They will provide case studies, and their perspective on sales, research and the marketplace as a whole. Find out how techniques to create a sales revolution at your station by tapping into new categories and consumer segments.
- Radio -

BREAKOUT #3

It's All About YOU on the Internet
The personalization of marketing on the Internet means that consumers are receiving -- and demanding -- communications that are extremely targeted. How are you, as a marketer or media professional, tapping into this trend? How do you make your messages stand out? During this session, Geoff Ramsey, president & CEO of eMarketer, will provide his perspective on ways to leverage the Internet for its unique targeting capabilities. He will also foster discussion about best practices for marketing online.
- Broadcast TV, Cable TV, Newspaper, Radio -

PRIME NExT: Revolutionizing the Way You Use Scarborough
Discover the most valuable PRIME features to make Scarborough data work for you. Join this session run by the 1-800-PRIME help line staff and Scarborough's software director. Maximize your use of the latest features and enhancements to the software. Join us to see how PRIME can empower you to quickly create professional-looking, presentation-ready reports and maps to take your sales efforts to the NExT level.
- Broadcast TV, Cable TV, Newspaper -

Winning the War for Consumer Loyalty:
Strategic Positioning Skills
When it comes to customer loyalty, it's all about the real estate your own client's mind. Where is your organization in the consumer's mind? Tim Daniel, an applied behavioral scientist, will discuss how the consumer's mind works, and how you can identify and re-position yourself within it. It's time to win the real estate war!
- Broadcast TV, Cable TV, Newspaper, Outdoor, Radio -

African-American Consumers: The Luxury Audience
PDF File - 735KB
Scarborough analysis indicates that African-American consumers are big spenders in many categories, such as cars, cell phones and wine. Learn how to better tap into this consumer group through understanding local market nuances, shopping habits and demographics.
- Broadcast TV, Cable TV, Newspaper, Outdoor, Radio -

The Voice of the Sponsor
During this panel discussion, hear from leading sports advertisers and what they look for when developing partnerships and promotions. Learn to better understand their business challenges and marketing goals. Discern what is important to the sports advertiser, and how research helps them make decisions.
- Marketer, Sports -

Media Planning for Marketers: One Retailer's Case Study
PDF File - 1.32MB
Is your media planning process becoming too cookie-cutter? Scarborough information is a powerful tool that can revolutionize your planning and differentiate your brand in a saturated media world. This session will include a retailer case study that highlights how plans were created and implemented based on detailed consumer information in varying local markets based on everything from buying habits to demographics.
- Marketer -