Digital & Social, Southeast Chapter

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NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS & NETWORKING "FIRESTARTER" SESSION (9:45 – 10:00AM)
One of the benefits of ANA Committees is the ability to share and learn from fellow marketers in a "closed door" environment and to leverage and share knowledge and insights with marketing peers. Often times, many marketers have similar challenges in areas like measurement, content marketing, digital advertising, social media best practices, walled gardens, working with influencers, programmatic, how to tap into new technologies like VR, AI, and AR, agency management, etc. During introductions, we will ask members to share 1-2 "hot topics" or key areas of focus/challenge in the digital & social space as a way to facilitate more one-to-one networking between members with similar challenges during coffee breaks and lunch.


I. WHERE INVESTORS BELONG: A DIGITAL APPROACH TO SALES OVERNIGHT AND BRAND OVER TIME (10:00AM-11:00AM)
Due to Vanguard's unique mutual ownership structure, Vanguard is charged with demonstrating the value that advertising provides to its existing clients while also strengthening their brand in a highly-competitive industry. Through a totally digital campaign of traditionally direct response tactics, their recent campaign proved they can do both – drive sales overnight and communicate a differentiated brand story over time.

Speaker:
Bonnie Cruice, Senior Advertising Creative Strategist The Vanguard Group


II. HOW TO ADDRESS DISCONNECT BETWEEN DIGITAL CREATIVE AND MEDIA (11:15AM-12:15PM)
In this session, John Nardone, industry pioneer, expert and Chief Executive Officer- Flashtalking, will address a critical challenge brands face today: how to create relevant messages that engage customers in a world of multi-tasking/multi-screen media consumption and programmatic media buying. This ad tech pioneer will share insights on the techniques, organizational processes and best practices that enable sophisticated advertisers to plan and execute cost effective, personalized creative messaging strategies at scale.

Speaker:
John Nardone, Chief Executive Officer - Flashtalking


LUNCH (12:15PM-12:45PM)


III. DRAKE'S CAKES DIGITAL ADVERTISING TEST & LEARN (12:45-1:30)
Drake's Cakes, owned by McKee Foods, is an American baked goods brand known for snack cake products such as Devil Dogs, Funny Bones, Coffee Cakes, Ring Dings, and Yodels. In this session, the company will share results and insights from its recent digital advertising test & learn campaign.

Speaker:
David Blair, Advertising & Marketing Specialist – McKee Foods
Bryant Rodriguez, Digital & Social Strategist – McKee Foods


IV. HOW ANA MEMBERS ARE USING INFLUENCER MARKETING (1:30 – 2:00PM)
According to a brand new ANA survey, three-quarters of ANA member companies have used influencer marketing in the past year. Furthermore, the main objective when engaging in influencer marketing is brand awareness. In this session, Meghan Medlock will share full results of this survey including insight on types/number of influencers used, media channels employed, compensation, legal disclosure, measurement, and more.

Speaker:
Meghan Medlock, Senior Director, Committees and Conferences – ANA