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Meeting notes are available to current, logged in Members only.
**Upon arrival Wednesday morning, please check-in with security in the northwest corner of the lobby and identity yourself as a guest of United Airlines for the ANA Committee meeting. You will be directed to take the elevators up to the 8th floor and the receptonist there will let you in and direct you to the meeting room.**
NETWORKING BREAKFAST (8:30 - 9:00am)
INTRODUCTIONS (9:00 - 9:15am)
THEME: INTEGRATING NEWER MEDIA PLATFORMS
I. UNITED AIRLINES: TEAM USA SPONSORSHIP CASE STUDY (9:15-9:45am)
Sweepstakes promotions featuring a media mix of digital, social and search in an integrated campaign to support United's sponsorship of Team USA.
Samantha Petti, Senior Manager of Global Advertising – United Airlines, Inc.
II. UNITED AIRLINES: MOBILE ADVERGAMING CASE STUDY (9:45-10:15am)
United Airlines will share their Optathlon program and how mobile advergaming engaged their customers with real-world rewards while raising awareness and driving revenue on ancillary travel products. This program was a 2011 Mobile Marketing Association award winner – Best Use of Mobile Marketing (Promotion) www.optathlon.com
Aaron Stash, Brand Manager – United MileagePlus
III. ACE HARDWARE: INTEGRATED PAINT CAMPAIGN (10:30-11:30am)
Ace Hardware will share their successful paint integrated campaign, which is anchored by a TV commercial, but features extensions across multiple mediums, including a digital hub on Ace's Facebook page: www.facebook.com/acehardware.
Christopher Boniface, Media Manager – Ace Hardware
Dana Larsen, Brand Manager – Ace Hardware
IV. WHY "INTEGRATION" IS A FOUR-LETTER WORD (11:30-12:30pm)
"We all know marketing has fundamentally changed. It's a world in which marketing = content, strategy = execution, and measurement is a creative exercise. In this always-on branding world, the biggest challenge - and thus, opportunity - is figuring out how to plan for it. In this session, we'll discuss why "integration" is a four-letter word, and how to model a new marketing approach driven by content, audience, and impact."
Marc Landsberg, Founder and CEO – socialdeviant
Alisa Leonard, Principal, Strategy and Content – socialdeviant
V. LUNCH AND MEMBER ROUNDTABLE DISCUSSION (12:30-1:00pm)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies. In this session, we will discuss the evolution of mobile/digital in the integrated marketing mix. Some of the topics we will cover are:
- How is the mix shifting – does it vary by business-to-business vs business-to-consumer vs category?
- Is it at the onset or still an add-on?
- What is the scorecard for success and what role do these channels play in effectiveness for the overall mix?
Julie Koewler, Senior Director, Global Advertising – Accenture and ANA Integrated Marketing Committee Chair
VI. WHY REAL RELATIONSHIPS RULE IN A DIGITAL MARKETPLACE (1:00-2:00pm)
While online social networking sites receive enormous focus, they are but one of many ways that marketers can tap the power of today's social influence. In fact, most word of mouth takes place offline, and there are a plethora of tools that the successful marketer should deploy to maximize positive word of mouth and sales. In this session, Ed Keller, Chief Executive Officer - Keller Fay Group will provide ANA Integrated Marketing Committee members some of the key insights from his book just released in May 2012 called: The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace. The book is predicated on 6+ years of research, along with numerous case studies of brands who's CMOs and other top executives were interviewed for the book, including many ANA members such as Toyota, General Mills, Kimberly-Clark, and P&G.
Ed Keller, Chief Executive Officer - Keller Fay Group and author of The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace.