2015 ANA/BAA Promotion Marketing Conference: Driving. Action. Now | Industry Conferences | Events & Webinars | ANA

2015 ANA/BAA Promotion Marketing Conference: Driving. Action. Now

This event is over.

The art and science of motivating behavior change is more important than ever, whether you call it “Promotion Marketing” or something else.

Consumers are in the driver’s seat. Technology has enabled more information, more choices and more availability of those choices. Lower barriers to entry and a tough business environment have resulted in more competition and more market fragmentation – from the retail, to product and services, to the consumer communication environment. This is reality and it’s not going to easier any time soon.

This conference – in the BAA’s DNA but brand new for 2015 – offers two days of inspiring thought leadership from senior marketers who will highlight successful marketing programs that leverage the tools and principles of Promotion Marketing. Additionally, through a focus on the foundational concepts of promotion, not-to-be missed pre-conference workshops will strengthen attendees skills in the key foundational areas of Promotion Marketing that drive immediate action – the latest academic perspectives on motivation science; a focus on key legal concepts that those employing promotions must know; an updated look at critical issues involving measurement; and the latest on the promotional technology landscape.

 

Sponsored by:




Sponsorship Opportunities are Still Available!

Specially crafted programs are available that are designed to fit both your goals as well as your budget.  Many include thought leadership positioning and opportunity. 

For information please contact Jane McDermott today at jmcdermott@baalink.org

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Agenda

TIME EVENT DETAILS LOCATION
Monday, October 5, 2015
1:30pm Registration Opens

2:30pm
- 6:00pm
Afternoon Session: Metrics & Legal Concepts Behind Rock Solid Promotions

2:30pm
- 3:30pm

Session 1: Legal Concepts Every Marketer Should Know

It’s hard to do marketing these days without keeping one eye on the law. Get a baseline understanding of the concepts that will keep you away from marketing law’s third rails.

Linda Goldstein
Partner Manatt, Phelps & Phillips LLP
3:30pm
- 4:30pm

Session 2: Activation Measurement in a Digital World

Promotions have always been the most measurable of the activation disciplines, but we are all aware the world has changed. This session will focus on the essential techniques to optimize and measure activation in 2016.  You will leave with a fresh perspective on a) 5 Measurement essentials b) 5 things to stop doing immediately and c) 5 Best Practices that will optimize your brand’s activations and ROI.

Don Mayo
Managing Partner IMI International
4:30pm
- 5:00pm
Networking Break

5:00pm
- 6:00pm

Session 3: Winning The Battle For Share with The Wallet Allocation Rule

The co-authors of the New York Times bestseller, The Wallet Allocation Rule®, take attendees inside their new, revolutionary and definitive approach that gives managers the ability to supplement their current tracking programs and successfully demonstrate accountability by linking their metrics to the spending customers allocate to their brands. Books will be available for purchase and signing during the cocktail reception.

Tim Keiningham
Chief Strategy and Client Officer Rockbridge Associates, Inc
Dr. Lerzan Aksoy
Professor of Marketing Gabelli School of Business, Fordham University
6:00pm
- 7:00pm
Opening Cocktail reception

Tuesday, October 6, 2015
7:15am Breakfast

8:15am
- 8:30am

Opening Remarks

Bonnie Carlson
President & CEO Brand Activation Association
8:30am
- 9:15am

OPENING KEYNOTE-- BUILDING THE PLENTI BRAND: AMERICA’S FIRST COALITION LOYALTY PROGRAM

Coalition loyalty — where consumers receive points and rewards across multiple brands — isn’t new. In fact, American Express has seen success outside the states with Payback, a coalition loyalty program that it launched in Germany, Poland, India, Mexico and Italy, and it’s now doing this same thing here. Join us for this exciting session and learn how American Express brought together 9 different brands to launch a new rewards program, one that gives consumers points no matter what credit card or payment system they used.

Pepper Evans
VP, Brand & Marketing American Express
9:15am
- 10:00am

THE FROZEN DESSERTS POV

Promotion marketing has been a staple in the frozen desserts category.  Find out what’s new and what it takes to win these days, from the point of view of a small entrepreneurial company targeting affluent consumers with a limited marketing budget.

Kevin Riveroll
VP, Marketing Ciao Bella Gelato Company
10:00am Networking Break

10:30am
- 11:15am

HOW BRANDS CAN LEVERAGE INFLUENCERS TO DRIVE CONTENT, AWARENESS & PURCHASE

According to a recent McKinsey Study, Influencer Marketing generates more than twice the sales of paid advertising, and these customers have a 37% higher retention rate.  What’s more, over 60% of leading brands indicate that they will increase their Influencer Marketing budgets over the next 12 months. So, influencer marketing is effective, but how does a brand choose the right influencers to promote its products or services?  And what is the right content for influencers and their social channels to ensure success? Learn from a leading influencer marketing & media company with 250,000 influencers, as they share tips to successful Influencer Marketing efforts. Case examples from top brands including Gillette, L'Oreal and Conde Nast will be used to highlight these actionable tips.

Aliza Freud
Founder & CEO SheSpeaks
11:15am
- 12:00pm

The Role of Digital, Data & Technology & Their Impact on Purchase Dynamics

Starting with the right data enables better targeting, choices for relevant consumer-facing technology, and makes for more effective promotion.  A framework for turbocharging your activation efforts will be discussed.

Shaun Brown
VP & Global Account Director Momentum
12:00pm
- 1:45pm
Lunch

2:00pm
- 2:45pm

CAUSE MARKETING: IT’S BIGGER THAN YOUR BRAND

Effectively layering cause marketing onto an already hot brand has driven even more loyalty for Shake Shack.  Find out how its promotion partnership with No Kid Hungry is yielding benefits for both brands and businesses.

Zach Koff
VP of Operations Shake Shack
Clay Dunn
Interim Chief Communications & Brand Officer No Kid Hungry
2:45pm
- 3:30pm

Challenger Brands: Cutting through the Clutter

Learn best practices to win at retail, regardless of brand size or budget. Learn how insights & data drive marketing decisions, how technology is helping brands engage shoppers at retail, and gain a POV from two speakers who previously worked for large CPGs.

Aaron Newhouse
Director of Shopper Marketing ACH Food Companies, Inc.
Stephanie Kovner-Bryant
VP, Sales & Client Services Snipp Interactive
3:30pm
- 4:00pm
Networking Break

4:00pm
- 4:45pm

RECLAIMING THE LOST ART & SCIENCE OF PRODUCT SAMPLING

Where did we all go wrong? Sampling has been proven time and time again to be THE marketing tactic to drive purchase. Consumers try it, like it, buy it. Seems simple enough. So why has sampling been in decline in recent years? The answer begins in the marketing planning process – and this is where we can rediscover why we used to love product sampling, and how we can bring that love back. Things you’ll learn from this presentation on Sampling Strategy will be: 1) How to target – getting samples into the right hands to drive NEW USERS, at the right time; 2) SAMPLING INTEGRATION – how to make sampling work even harder by integrating mobile, social, etc; and 3) KPIs & MEASUREMENT – what to consider, what to dismiss

Sherry Orel
CEO Brand Connections, Inc.
4:45pm
- 5:30pm

SPORTS MARKETING AT BAT

The New York Mets, riding a successful season in the field, are also enjoying success off the field. Embracing a combination of marketing tactics both innovative - in-stadium mobile tracking beacons, new mobile app features, weekend-focused big-event promotions - and traditional - find the Mets branded Citi Bike and you get to throw out the first pitch - the Mets are changing consumer behavior in the sports world.

Wes Engram
VP, Corporate Partnerships Sales & Services New York Mets
5:30pm
- 6:30pm
Cocktail Reception

Wednesday, October 7, 2015
7:30am
- 8:30am
Breakfast

8:30am
- 8:45am

Opening Remarks - Welcome Back

Bonnie Carlson
President & CEO Brand Activation Association
8:45am
- 9:30am

COUPONS AS CATALYSTS

A data-rich look at the current “state of promotions,” the role promotions play in moving shoppers to action and the factors affecting their place in the marketing mix.

John Ross
President and CMO Inmar Analytics and Inmar
9:30am
- 10:15am

THE STARTUP MARKETER’S MINDSET

Find out what established brands can learn from a startup CPG brand, particularly how it leverages the power of promotion marketing on a less-than-shoestring budget.

Rachel Katz-Galatt
Founder & CEO Maternal Science, Inc.
Dianne Jacobs
President & Partner Maternal Science, Inc.
10:15am
- 10:45am
Networking Break

10:45am
- 11:30am

COMMUNITY: THE NEXT GENERATION OF ADVOCACY & LOYALTY MARKETING

More than 67 percent of CMOs today will tell you their number one priorities are consumer loyalty and advocacy. The challenge most marketers face is how best to manage, scale and measure brand advocacy and loyalty. Too often, they’ve invested boatloads in building up presence on various social media properties. The big question is how does a brand’s current and continual investment in loyalty & advocacy deliver long-term value? This session explores the next stage in the consumer engagement ecosystem – brand-owned advocate communities. Learn how popular fabric softener brand, Snuggle®, decided to take back the consumer relationship and launch its very own brand advocate community website, the Snuggle Bear Den (snuggle.com/bearden), and how it serves as a brand-owned, consistent resource to integrate digital promotions, shopper, sampling and PR initiatives while also allowing the brand to gain valuable insights about their consumers. 

Brendan O’Marra
Director, Digital & Promotion Sun Products Corporation
Susan Frech
CEO Social Media Link
11:30am Conference Adjournment