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Think Forward or Get Left Behind—PCBC Program Focuses on New Marketing Strategies, Social Media and Mobile Platforms

The Pacific Coast Builders Conference promises another exciting year with its "Consumer Insights Forum." New key program "Think Forward or Get Left Behind" will offer expert discussions and give a behind-the-scenes look at successful marketing.

Long Beach, CA, June 27, 2012 --( A highlight of the Pacific Coast Builders Conference (PCBC) is always its rich educational programs, and this year at Moscone Center in San Francisco, it will be no different, as PCBC once again presents its popular “Consumer Insights Forum.” A key program within the forum is “Think Forward or Get Left Behind” with a panel of experts known for their success using new digital technologies and social media to engage buyers and increase sales.

The “Think Forward or Get Left Behind” program will take place on Wednesday, June 27, at 3 p.m. Featuring four innovative and distinguished speakers, it will provide a behind-the-scenes look at integrated marketing strategies that build upon transparency, authenticity, engagement and the adaptation of social media and mobile technologies. The program will highlight top ways to increase builder traffic and sales using new results-driven and cost-effective methods.

The program’s creator and key panelist is Jennifer Fidelman, vice president of strategic marketing for Gunn | Jerkens Marketing Communications, a Long Beach-based full-service agency that has attracted attention for its numerous social media successes. Gunn | Jerkens is the firm behind Newhall Land’s integrated “Awesometown” campaign for the Valencia master plan. The campaign was honored with two Nationals awards and a SoCal award for integrated marketing and promotions.

“Since the downturn in the economy has extended today’s buying cycle, it’s imperative for builders to find ways to develop relationships and high customer loyalty,” says Fidelman. “New media and social marketing are ideal strategies, as they shift the paradigm from “push” marketing to conversation-oriented, trust-building marketing, helping to increase builder traffic and sales.”

To highlight new media successes in other industries, Greg Cargil will share his experience using online social media to develop awareness for celebrities and brands like Honda, DreamWorks Animation, City of Hope and Harley-Davidson. Cargil is vice president of client services and social media services for Blitz – an innovative Santa Monica-based agency named Ad Age’s Small Agency of the Year (Silver).

Adding a builder’s perspective to the panel is Linda Mamet, vice president of sales for Pulte Group’s Southern California and Nevada divisions, where she leads the divisions’ sales strategy and execution. A consumer advocate, she is passionate about advancing the customer experience in home building – remembering that all of our customers engage with many other brands and product experiences outside of home building.

Moderating the panel is Boyce Thompson, principal of BT Media and a well-respected name in builder circles. He was formerly the editorial director of the BUILDER group of magazines published by Hanley Wood, LLC. In addition to BUILDER, Thompson served as editorial director of Big Builder, Multifamily Executive and several other magazines. Thompson has more than 26 years of experience writing and editing articles about home building, architecture and retailing.

The “Consumer Insights Forum” is an all-day “conference within a conference” on Wednesday, June 27, that includes seven other programs in addition to “Think Forward or Get Left Behind.” The brightest thinkers today will focus on understanding what motivates and inspires people to purchase new homes as well as the latest research, design, building, marketing and selling concepts. The cost to attend the all-day “Consumer Insights Forum,” which includes the “Think Forward” panel, is $495 including a complimentary PCBC Exhibits registration.

For more information on the “Think Forward or Get Left Behind” panel or for media interviews on-site at PCBC related to this panel, contact Jennifer Fidelman at Gunn | Jerkens at (310) 365-0491 or

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