Influencer Marketing

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I. Influencer Marketing is a Team Sport (10:00AM – 10:50AM)
The rise in popularity of influencer marketing opens the door for many approaches to structuring partnerships. Some brands choose to develop long-term relationships up front with a few “top tier” influencers by signing them to ambassador deals. Others champion mid-tier and micro-influencers as the key to efficiently unlock engagement from their devoted niche fan base.

These approaches all recognize the value of influencers, but there is opportunity to combine them for more effective campaigns. Building a successful influencer campaign is like building a team. Different players have their roles and everyone brings value to help the team win. This session will explore how brands can treat influencer marketing like a team sport to minimize the risk of creator partnerships and maximize their long-term success.

Shawn Kallet, 
Vice President, Brand Partnerships, Branded Entertainment Network

COFFEE BREAK (10:50AM – 11:10AM)

II. Introducing Generation Z: The World’s Newest Influential Decision Maker (11:10AM – 12:00PM)
Join GP PRO for a look into the mindset of the newest discerning patron: Generation Z, known as consumers aged 13-23. Get to know this group and its impact on your business.

Through key attitudes and behaviors, we will explore this group’s impact on food service. They often dictate where and what the family eats. Get to know this group that values online privacy, authenticity, and even unplugging from all things tech.

Learning Objectives include:
1. Define the values and attributes of Gen Z and the implications for the food service industry
2. Discover how Gen Z leverages technology in determining how and where to dine
3. Learn to successfully drive Gen Z traffic and loyalty to your food service establishment

Abhi Jadhav, Sr. Manager, Marketing Strategy, GP PRO l Georgia-Pacific, LLC

Come prepared to pose questions, exchange ideas and get insights from the group to current challenges, future opportunities and best practices in this “off the record” peer-to-peer conversation.

III. What is Influence? (1:00PM – 1:50PM)
With 70% of Gen Z following influencers and Influencer Marketing gaining in popularity with brands, marketers are clamoring to better understand this new style of marketing. But is it really new, or is history just repeating itself?  In this session, we will take a deep dive into the question 'What is Influence?' We'll look into the origins of influence, identify the faces of influence today while exploring their superpowers, and finally, we'll demonstrate how brands and creators can collaborate to drive truly mutual impact.

Kyle Cushman,
 Senior Director, Integrated Marketing, Fullscreen
Mukta Chowdhary, Director, Strategy & Insights, Fullscreen