Announcing the
HIRI 2015 Fall Conference
Generational Trends in Home Improvement
October 15, 2015
8:30 AM – 3:30 PM
Chicago, Illinois
Gleacher Center
HIRI 2015 Fall Conference
Generational Trends in Home Improvement
Thursday, October 15, 2015 – 8:30 AM to 3:30 PM
8:30 a.m.
Welcome
8:45 a.m. –
9:30 a.m.
Planning for Change: Adult Millennials and the
Generational Dynamics Shaping the Future of
Home Improvement
Sarah Catlett
Sr. Vice President
The Futures Company
Baby Boomers and Millennials have long dominated
the national marketing conversation and captivated
the attention of the home improvement industry. Now,
Millennials are the most populous living generation
(having overtaken Boomers), and they are being
heralded as the most influential, most powerful, most
transformative generation in history—even more so
than the venerable Boomers. Despite shifting
demographics, delayed lifestage trajectories and the
aftermath of the Great Recession, Adult Millennials
(those age 28-36) are finally ending up with houses,
spouses, kids and cars, making them an attractive
target for the home improvement industry. This
presentation will leverage insight and data from both
the U.S. Yankelovich MONITOR and HIRI Future of
Home Improvement trends program to shine a light on
the generational dynamics shaping the future of home
improvement—especially the opportunity created by
the ascent of Adult Millennials.
9:30 a.m. –
10:15 a.m.
The Economy, Wall Street and Deal‐Making: Implications for
Home Improvement
Description coming soon
Joshua Rosenbaum
Managing Director
RBC Capital Markets
10:15 a.m. –
10:30 a.m.
Mid-morning Break
10:30 a.m. –
11:15 a.m.
Social Media Presence: It’s all about that Buzz
Every marketer using social media is seeking to create
Buzz. At the request of HIRI, using the Sysomos social
media monitoring platform, Radius Global Market
Research analyzed social media data across several
home improvement categories to help HIRI members
identify the best ways to find consumers and get them
talking about/sharing home improvement product or
service information. Through this analysis you will
learn: where target consumers can be found, how
social platforms and topic usage differs
demographically – and ultimately, how DO YOU get
that elusive Buzz?
11:15 a.m. –
Noon
Carol George
Vice President
Radius Global Market
Research
Complete Spectrum Segmentation of Today’s
Smart/Connected Homeowners
Dan Arnold
Managing Partner
Google’s $3.2BB investment in Nest made one thing
clear: the smart and connected home is here to stay.
The challenge for marketers, then, is to understand:
Who is buying? What are they buying? Why are they
buying? Which experiences delight them, and which
values drive them
Trifecta Research
Trifecta Research will present the results of its
Complete Spectrum Segmentation of today’s smart and
connected homeowners, providing a holistic
understanding of these important customers by
considering a wide variety of characteristics: e.g.
behaviors, attitudes, motivations, needs, and
generational demographics. Through our distinctive,
statistically based approach, our CSS model derives
segments based on relationships between different
dimensions (such as linking attitudes with behaviors).
The insights will provide you with a better
understanding of these smart/connected device
shoppers via meaningful, differentiated, actionable
segments, which provide a powerful tool for
identifying, understanding, and targeting you best
prospects.
Noon. –
1:00 p.m.
Lunch and Networking with others
1:00 p.m. –
1:45 p.m.
Home Improvement Customer Experience – The
Future is Now
Science fiction has become a practical reality—
wearables, geo-fencing, and instant payments have
created opportunities to produce engaging and
immersive home improvement customer experiences
across generations. John Carroll III, Head of Customer
Experience for Ipsos Loyalty, will share five incredible
new technologies being used TODAY to help home
improvement leaders understand and act on customer
experience insights in real time.
1:45 p.m. –
2:30 p.m.
The Road to Purchase: Understanding the
Customer & the Journey
Today’s marketers benefit from deep insights into
customers and prospects. That means going far
beyond one-dimensional profiles in order to uncover
the shifting consumer mindsets and motivations that
drive purchases. This detailed information offers a
much more accurate look at the customer journey—
the complex and meandering path customers travel as
they move toward a purchase.
By creating a “map” that defines the customer journey
from dreaming and consideration to research,
purchase, and beyond, marketers set strategies more
concisely and effectively for each stage. By
intentionally selecting journey-relevant messaging and
mediums, marketers can not only follow customers on
their journeys, but also help propel them from one
stage to the next.
In this session, you’ll learn how to integrate customer
journeys into planning and gain useful tools to
demonstrate how this new approach to the customer
journey can improve your marketing results.
2:30 p.m. –
2:45 p.m.
John Carroll III
Head of Customer
Experience, Ipsos
Loyalty
Ipsos
Kent Panther
V.P., Director of
Strategic Planning
Leslie Gillock
V.P., Director of
Insights
Wray Ward
Mid-Afternoon Break
2:45 p.m. –
3:30 p.m.
The Digital Future: The Changing Face of the Home
Improvement Shopper
Constant connectivity has changed consumer behavior
and expectations forever, across generations. With
powerful phones in our pockets, we do more than just
check the time, text a spouse, or catch up with friends.
We turn to our phones with intent and expect brands
to deliver immediate answers. It's in these I-want-toknow, I-want-to-go, I-want-to-do, I-want-to-buy
moments that decisions are made and preferences are
shaped. As marketers, it's more important than ever to
understand your consumer's research journey.
3:30 p.m.
Ellie Dimick
Principle Industry
Analyst
Google
Drawing for IPad Mini
Must be present to win. Stay until the end of the
conference and you will be entered into a contest
to win! Nametags will be collected for the drawing.
How to Register:
The deadline to register for the HIRI 2015 Fall Conference is October 2, 2015
Please complete the attached registration form and return with payment. You may also register online by visiting
our website at www.hiri.org. Full payment is required at the time of registration.
Please make additional copies of this registration form for other members of your company as needed.
Registration Fees:
HIRI Members receive a substantial discount on their registration fee. Please see the following table for the fee
structure for this conference. The fee includes the conference, conference materials, continental breakfast and
lunch.
Early Registration
Regular Registration
(Before Sept. 11th)
(after Sept. 11th)
HIRI Members
$350.00
$450.00
Nonmembers
$875.00
$975.00
Please Note:
Travel and other expenses are not included in these registration fees.
Refunds for cancellations will be issued at the following scale:
By September 4th
100%
September 5th or later
No refund
Substitutions of attendees can be made at anytime at no charge.
Hotel Rooms: This year, our conference is located at a facility that doesn’t offer rooms. HIRI has negotiated
discounted room rates with several nearby hotels. Please book your room no later than September 15th. These
rates are available in limited quantities and subject to selling out. Book early to guarantee your savings.
Holiday Inn Chicago Mart Plaza – River North
350 West Mart Center Drive
Chicago, IL 60654
855-268-0372
This hotel is located approximately 1 mile away from the location of the Gleacher Center.
www.martplaza.com
HIRI has blocked a limited number of rooms at The Holiday Inn Chicago Mart Plaza – River North at a group rate of
$209.00 per night. Attendees must reserve their own rooms by September 15th and identify themselves as being
a part of HIRI group to receive the special rate. Any guest room reservation received after the established cut-off
date will be accepted on a space and rate available basis. Attendees will settle their account with the hotel
individually. Do not delay in making your reservation as rooms will go quickly!
Sheraton Chicago Hotel & Towers
301 E. North Water Street
Chicago, IL 60611
312-329-5953
This hotel is located less than a tenth of a mile away from the location of the Gleacher Center.
www.sheratonchicago.com
HIRI has blocked a limited number of rooms at The Sheraton Chicago Hotel & Towers at a group rate of $279.00
per night. Attendees must reserve their own rooms by September 15th and identify themselves as being a part of
HIRI group to receive the special rate. Any guest room reservation received after the established cut-off date will
be accepted on a space and rate available basis. Attendees will settle their account with the hotel individually.
Do not delay in making your reservation as rooms will go quickly!
Hyatt Regency Chicago
151 E. Wacker Drive
Chicago, IL 60601
312-565-1234
This hotel is located approximately a quarter of a mile away from the location of the Gleacher Center.
www.chicagoregency.hyatt.com
HIRI has blocked a limited number of rooms at The Hyatt Regency Chicago at a group rate of $259.00 per night.
Attendees must reserve their own rooms by September 15th and identify themselves as being a part of HIRI group
to receive the special rate. Any guest room reservation received after the established cut-off date will be
accepted on a space and rate available basis. Attendees will settle their account with the hotel individually. Do
not delay in making your reservation as rooms will go quickly!
Transportation –
www.Yellowcabchicago.com
to order a cab by phone – 312-829-4222
to order a cab by text –
1. Text your address (no city, state or zip) to
312-520-3096
2. When asked, enter your full name
3. To get a status of where your cab is text
“status”
4. To cancel your trip, text “cancel”
Rates Table $3.25 - for the first 1/9th mile or less
$0.20 - for each additional 1/9th of a mile
$0.20 - per 36 seconds in cab
+$1.00 - for first additional passenger between
ages 12-65
No fee for persons under the age of 12 or over the
age of 65
+$0.50 - for each additional passenger
No Charge for baggage or credit card use
Tipping is Optional
Registration Form
HIRI 2015 Spring Conference
Generational Trends in Home Improvement
Use this form or register online at www.hiri.org
Registration deadline is October 2, 2015
Name ____________________________________________
Title _____________________________________________
Company _________________________________________
Street ____________________________________________
City _____________________________________________
State _______
Phone (____)______________________________________
Fax (____)_________________________________________
E-Mail ___________________________________________
This information will appear in our handout materials.
Zip ________________________________
HOTEL INFORMATION: If you need overnight accommodations, please see the section of this brochure with
information on how to make your own reservation at several hotel choices where HIRI has a special room rate.
Registration Fee:
Please Register Me! (Check  as applicable)
HIRI Members
Nonmembers
Early Registration
(September 11th)
(Save $100!)
 $350.00
 $875.00
Regular Registration
(after September 11th)
 $450.00
 $975.00
Contact HIRI if you have questions about the appropriate rate.
Payment is due in full upon registration.
(Check as applicable)
 Check enclosed
 MC
 VISA
 AmEx
#_______________________________________ Back of card #_____ Expiration Date ______/______
Signature ____________________________________________ Total of Registration: $____________
Please Note:
Travel and other expenses are not included in this registration fee.
Refunds for cancellations will be issued at the following scale:
By September 4th
100%
September 5th or later
No refund
Substitutions of attendees can be made at any time at no charge.
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Telephone - 813-627-6750 / FAX - 813-627-7063
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