(By LACEY-ANN WISDOM)
The 360 Degree Experience Panel was an excellent juxtaposition of charismatic marketing voices. Adam Goldstein ‘81, Guy Yalif ‘94, and Jade Guanchez-Leet ‘06 had a lot of wisdom to impart as they fielded questions about marketing and advertising from moderator, Professor Steven Savino, and the attendants of the REACH Conference. They provided an excellent review and clarifications about many subjects that had arisen during the conference, such as brand equity, targeting the appropriate demographics, and doing the right research. They stressed the importance of technology in enabling the production of 360 degree marketing. Finally, they all agreed on the importance of creating smart and active databases that help to build long-term relationships with the consumer.