Brand Management

when

Start: Tuesday, May 15, 2018 at 11:30am

End: Tuesday, May 15, 2018 at 5:00pm

WHERE

ANA Headquarters
708 Third Avenue (between 44th and 45th Streets)
8th Floor
New York, NY 10017

Registration Pricing

ANA Associate Gold Associate Silver Associate Individual Non Member
Registration
Attend In-Person ANA $0 Associate Gold N/A Associate Silver N/A Associate Individual N/A Non Member N/A
Attend via Webinar ANA $0 Associate Gold N/A Associate Silver N/A Associate Individual N/A Non Member N/A
Will Not Attend ANA $0 Associate Gold N/A Associate Silver N/A Associate Individual N/A Non Member N/A



INFLUENCER DAY

NETWORKING LUNCH (12:00 – 1:00PM)
INTRODUCTIONS (1:00 – 1:15PM)


I. CONTENT CREATION IN THE AGE OF INFLUENCERS (1:15 - 2:15PM)
Consumers are increasingly craving relatable content to guide their purchases, and they look to social media and digital creators for their inspiration. A brand's relationship with those content creators, who have the power to reach consumers and make real connections, is a crucial part of getting their message heard by the right audience. This session will highlight how the landscape of upper-funnel content creation has evolved at Nationwide, becoming a pillar in the brand's digital marketing strategy.

Speaker:
Andrea Hunter, Digital Strategy - ‎Nationwide Insurance


II. EVERY SEAT HAS A STORY: LEVERAGING INFLUENCERS TO TELL YOUR BRAND STORY (2:30 - 3:30PM)
After claiming a $2 billion market share in 2016, influencer marketing continued to rise significantly in 2017. That being said, marketers need to understand the sourcing and relationship building process with influencers that drive real and long-term ROI. The nature of social media consumption in an already saturated market means there needs to to be a push towards partnering with targeted influencers with demonstrated brand advocacy for elevated traction and authentic campaigns that "stick." Learn how Southwest Airlines went from leveraging one loyalty member and influencer to amplifying their brand storytelling to scaling their program to a diverse group of social influencers across the country to serve as ambassadors, event hosts, and content creators.

Speaker:
Brie Strickland, Social Business Specialist – Southwest Airlines


III. ANA INFLUENCER MARKETING SURVEY (3:45 - 4:30PM)
Influencer marketing is defined as marketing that identifies and activates individuals who can sway the brand preferences, buying decisions, and loyalty of the broader population. In November 2017, the ANA conducted a survey to get an understanding of the use of influncer marketing by the ANA member community. In this session, we will share the results from that survey and how ANA members are, or are not, utilizing influencer marketing for their brands.

Speaker:
Meghan Medlock, Senior Director - ANA


IV. MEMBER ROUNDTABLE DISCUSSION: INFLUENCER MARKETING (4:30 - 5:00PM)
In this roundtable discussion, committee members will be asked to discuss how, if at all, their brands utilize influencer marketing. Members will be asked to share their approach, legal ramifactions, how they monitor their influencers, and participate in a Q&A. This is a great opportunity to benchmark with your peers and learn from what other companies are doing in the influencer marketing space.

Facilitators:
Roger Adams, Former CMO – USAA and ANA Brand Management Committee Chair
Crystal Albanese, Sr Manager, Content Marketing – ANA


V. "ANA UNPLUGGED" NETWORKING RECEPTION (5:00 - 7:00PM)
Please join us for the next installment of the "ANA Unplugged" networking reception. The featured speaker for the evening will be Deborah Wahl, Chief Marketing Officer at Cadillac. Open to ANA members and invited guests. Enjoy beer, wine, and good conversation. You must register separately for this event.

Webinar information, if available, will be provided to registrants only.