Relationship Marketing

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Relationship Marketing Committee Meeting
In the new economy, marketers are challenged with the need to retain customers as fierce competition for acquiring new ones drives up marketing costs. The ANA Relationship Marketing Members Only Conference will explore how marketers are elevating the role of relationship and loyalty marketing within their overall plans.



I. Cultivating Scalable Loyalty Through Branded Communities (9:45-10:30AM)
There’s no doubt marketers consider loyalty programs a critical part of their brand strategy. However, for many brands, traditional loyalty programs have become nothing more than a transactional experience driven by purchase behavior, lacking the crucial emotional connection that delivers long-term loyalty and ultimately, advocacy. In the crowded loyalty space, marketers must rethink consumer relationships and how to make them meaningful for each individual. Discover how Social Media Link partnered with Seventh Generation to  drive loyalty through their branded community Generation Good – a home for vocal advocates that connects moms and prompts action. In this impressive case study, learn how to turn your loyalty program into a meaningful two-way relationship. 

Susan Frech, CEO, Social Media Link
Rich Fetter,
VP, Client Operations, Social Media Link

II. Personalizing Consumer Experience of your Brands… In Real Time and Across Channels (10:45AM – 11:30AM)
IRI is on a mission to personalize consumer experience of brands’ paid and owned advertising with a focus on best-in-class data breadth and depth, technology, and speed. It has recently announced partnerships with more than 15 US retailers which gives it access to 250MM loyalty cards across more than 100MM households. IRI is using this longitudinal data to generate insight, non-modeled audiences, and closed loop measurement. Molly Hjelm, Director of Omni-channel Media at IRI, will walk the group through some of the overarching findings that are emerging across CPG and Agency clients through IRI’s real time, closed loop measurement and IRI’s perspective on how to set up campaigns for success throughout planning, targeting, and measurement to optimize effectiveness and offline consumer engagement across channels. 

Molly Hjelm, Director, CPG Media, IRi Worldwide