Relationship Marketing

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Relationship Marketing Committee Meeting

Building relationships with customers today revolves around digital assets, owned and unowned. This committee will explore examples of digital programs from some of the top consumer brands and discuss theories for the best asset mix.



I. Tough Mudder - Telling Their Story (9:00AM - 9:30AM)
Learn how Tough Mudder continues to inspire brand purpose by levearging its consumers to tell their story. In a changed marketing landscape, tapping into your brand ambassadors and social influencers has become crucial.

Zoey Schwartz, 
Marketing Director, Tough Mudder

II. Customer Experience as your Brand (9:45AM – 10:30AM)
Prioritizing customer experience works. When you focus your teams and technology on what the customer actually wants--not what you think they want--you win. In this session, Matthew Brouillard--Senior Insights Manager, Medallia--will discuss how CX and brand are becoming synonymous. He'll explore how more companies are focusing on CX as a key differentiator and using their existing customers to promote their brand.

Matthew Brouillard, Senior Brand Analytics Manager, Medallia 

III. Women's Marketing Deep Dive (10:45AM - 11:30AM)
A mother’s smart phone is her lifeline, keeping her connected, informed and even entertained when she has a few moments to spare.  Increasingly, she’s also using her phone to research and shop for the products her family needs most.  We asked Glimmer, the Women's Marketing social community, for exclusive insights into how moms are buying on mobile, what digital experiences truly engage them, how social fits into shopping and what still drives them into the store.   

Jenna Manula,
Digital Marketing Professional, Women's Marketing

 IV. The Pulse of the Industry (11:45AM - 12:30PM)
Co-chair Michael Kaplan will be returning from the National Postal Forum and will give his perspective on the latest developments and innovations he saw there. Direct Mail is experiencing a renaissance in the marketing industry as brands seek ways to cut through the digital clutter and reach customers more effectively. 

Michael Kaplan, VP, Group Account Director, Geometry Global

In this session we will discuss the various aspects of promoting your brand utilizing the relationships you have with your customers. ANA Relationship Marketing Committee members will also have an opportunity to network and discuss key issues such as Technology, Measurement and Social Engagement.

Richard Feldman, Director of Brand Activation, ANA