Agenda — 2017 CMO Summit

The Agenda

Monday, September 25th

Arrival Day

2:00pm–6:00pm – Registration – Conference Center, Pompano Room


Tuesday, September 26th

The CMO Summit will kick off with breakfast at 7:30 a.m. Lunch will also be provided, and the day will conclude with a cocktail/networking reception.

7:00 am–5:00 pm:  Registration – Conference Center, Pompano Room


7:15–8:00 am:  Breakfast – Golf Club Dining Room

All Sessions will take place in the general session room – Conference Center, Ponte Vedra Ballroom 1

8:00–8:30 am:  Welcome/Introductions – Chris Dolnack, Senior VP & CMO – NSSF


8:30–9:15 am:  Design Thinking – Peter McGrath, Senior VP, Creative – FreemanXP

Drawing on his more than 25 years of experience at Walt Disney Co., FreemanXP’s Peter McGrath will explore the ideas of entertainment experience design and intersectional design thinking, while providing insight into how your brands can incorporate the concepts into your own marketing and brand experience strategies.

9:15–10:15 am:  Facebook Best Practices – Katie Harbath, Facebook

It goes without saying that Facebook provides a platform like no other for brands to connect with consumers. However, the social media giant’s advertising policies present a challenge for our industry. We’ve lined up a live session and Q&A with Facebook’s Katie Harbath to help CMO Summit attendees get answers to the questions we all have and gain a better understanding of best practices with Facebook promotions.

10:15–10:30 am:  Networking AM Break


10:30–11:30 am:  Hyper-Localized Marketing – Avery Stirrat, American Towns Media


11:30 am–12:15 pm:  From Beginner to Expert, Keeping our Consumers Engaged – Rob Southwick, President, Southwick & Associates

When customers participate in just one type of hunting or shooting activity, some will eventually lose interest and drop out. A key task in retaining our current customers is to encourage them to try new activities to keep interest levels up. We’ll dive into the latest research that uncovers the paths hunters and shooters often take from their first firearms experience to eventually becoming a well-rounded participant.

12:15–1:30 pm:  Networking Lunch – Seahorse Grille


1:30–2:15 pm:  Reactivating Non-Shooting Firearms Owners – Mark Damian Duda, President, Responsive Management

Current research shows that about 42% of Americans have a firearm in their household, yet only 21% of the adult U.S. population engages in target or sport shooting annually. We’ll dive into the results of a new study on these non-shooting firearms owners to understand who they are, their motivations and perspectives – and how their reactivation could theoretically double the size of the active shooting sports population.

2:15–3:15 pm:  Building Your Data Through Customer Journey – Chris Penn

The concept of the customer journey is simple: our customers may not follow a linear path to conversion, but they do have a logical flow. If we can understand the customer journey, we can improve it and increase conversion. In this session, we’ll explore the customer journey, how to find your specific customers’ desired path to conversion, and what next steps to take to optimize your marketing for maximum ROI.

3:15–3:30 pm:  Networking PM Break


3:30–4:15 pm:  Big Data 2.0: Understanding Emotional Intelligence — Britt Hysen, Editor-In-Chief, Millennial Magazine

Big data is no longer a buzzword. Instead, it has become the basis of competition. The ability to use data analytics effectively has a huge impact on the success of advertising campaigns today. In this eye-opening presentation, Britt Hysen will discuss and evaluate Big Data 2.0 — the next evolution in digital marketing that uses emotional triggers to increase conversion rates.

4:15–5:15 pm:  Taking Control of the Narrative — Jeffrey Hayzlett

Jeffrey Hayzlett, global business celebrity, speaker, best-selling author, and Chairman of C-Suite Network, will share his thoughts on how our industry can seize the narrative. More details to come.

5:30–7:00 pm:  Networking Reception – Surf Club Patio


Wednesday, September 27th

7:30–8:15 am:  Breakfast – Golf Club Dining Room

All Sessions will take place in the general session room – Conference Center, Ponte Vedra Ballroom 1

8:15–9:15 am:  Content Marketing — Joe Pulizzi, Content Marketing Institute

Joe Pulizzi, founder of the Content Marketing Institute and leader behind the content marketing movement, will join us for an engaging session on content marketing. More details to come on Joe’s presentation.

9:15–9:30 am:  Networking AM Break


9:30–10:00 am:  Better Align Your Products and Marketing with Consumer Segmentation Insights –Rob Southwick, President, Southwick & Associates

Customers are not all the same. Business growth depends on understanding customers’ evolving and diverse needs, and how customers’ needs differ. We’ll take a look at the first-ever consumer segmentation study of firearms owners – plus potential first time owners – to help manufacturers and retailers understand consumers on a deeper level and identify new business opportunities. Based on over 100,000 consumer surveys, let the results increase your company’s sales and performance.

10:00–11:00 am:  Influencers and the Future of Marketing – Mark Schaefer

Companies are seen as detached and inaccessible. Influencers are our trusted friends … and we do listen to them, subscribe to them, and take action. Although this may seem like common sense, organizing and budgeting to reflect this reality is causing cataclysmic changes in marketing and PR departments. How do we trust the voice of an influencer against our own well-oiled message? Do we have a choice? If you’re interested in influencer marketing, you won’t want to miss this session.

** Schedule Subject to Change

Presenting Sponsor


CMO Summit Presenting Sponsor MarketPlace Insight


Supporting Sponsors

   CMO Summit Supporting Sponsor Southwick Associates


Sponsorships are still available.