Digital & Social @ Mary Kay (Members-Only Conference) Presented by Quantcast | 1-Day Conferences | ANA

Digital & Social @ Mary Kay (Members-Only Conference) Presented by Quantcast

This event is over.

Building Brand Love in the Digital Age

Today’s consumer is digitally-centered:  Lifestyle, Communication, and Media Consumption are all digitally-dependent across devices that range from smartphone to auto to appliances.  Customers fluidly move between direct response, social, scripted entertainment, and everything in between – seemingly simultaneously.  Content has become the great equalizer, since both small and large brands can compete through great storytelling that communicates their brand or corporate ethos. Yet the challenge remains on how to successfully produce original content that engages, entertains and is relevant to core audiences across devices while delivering on brand metrics.  Data is ubiquitous, facilitating ubiquitous personalization across paid, owned, and earned media but conversion remains difficult.   This complimentary ANA members-only conference will feature sessions from leading marketers who will share their experiences, innovations, and strategies for creating dynamic content marketing experiences that build brand love and drive results.


Agenda

Please wear business casual, no jeans permitted.

TIME EVENT DETAILS LOCATION
Tuesday, February 7, 2017
9:00am Confirmed Sessions

BUILDING BRAND LOVE: ENGAGING ADVOCATES ACROSS SALES FORCE, EMPLOYEE & INFLUENCERS

In this session, Mary Kay will share how they engage and leverage  advocates across their sales force, employees and key influencers  to build brand love and customer loyalty. They’ll share how they create engagement through mobile apps, social listening, social mining and category celebrities.

Abby Whitmer
Director, Corporate Consumer Digital Marketing Mary Kay
Kim Sater
Director, Consumer Marketing Mary Kay
10:05am

LEVERAGING SOCIAL TO DRIVE RELEVANCE WITH MILLENNIALS

From memories of Pizza Hut’s décor to its introduction of home delivery, the iconic brand is one to which consumers of various ages retain specific connections. However, for Pizza Hut, this brand nostalgia represented a challenge — it had lost market relevance and needed to address the gap. Pizza Hut spent months on consumer research with the goals of defining roles in the marketplace and its points of difference from its competitors.  Pizza Hut relaunched and retargeted its brand to a Millennial audience, focusing on flavor and scalability.

Jenna Bromberg
Director, Digital Engagement Pizza Hut
10:50am Networking Coffee Break

11:05am

THE BREAKTHROUGH POWER OF A 360 GAME

For two consecutive years Avocados From Mexico has been recognized for delivering the top #2 “Best Super Bowl Digital campaign”. Over 40 top brands participate each year in the highly competitive space, and the qualification is based on the impact of their short-term Super Bowl campaigns, and on the effective utilization of best practices across their entire digital ecosystems.  Two days after Super Bowl 2017, Kinser will take the audience through the Avocados From Mexico’s digital roadmap model, which involves over 20 digital channels, tools, and platforms, and which it’s carefully crafted each year to deliver a game wining / game changing 360 approach.

Ivonne Kinser (@IvonneKinser)
Director, Digital Marketing Avocados From Mexico
11:50am

SOUTHWEST AIRLINES SOCIAL MEDIA

In this session, Southwest Airlines will share the innovative work they're doing in social media around storytelling to connect with their customers and build an emotional connection

Bethany Evans
Social Marketing Manager Southwest Airlines
12:35pm Lunch

1:35pm

TOOLS TO CREATE MORE ENGAGING CONTENT

In the past, to find out what people were interested in, marketers needed to commission expensive and time-consuming research. Today, marketers can learn people’s interests and preferences almost immediately, from their favorite television shows to what they look for online when booking a holiday — in the U.K., it’s weather, reviews, and... gardening info. In this session, we’ll describe the tools marketers are using to learn more about their audiences and create content that’s relevant and engaging.

Cathy Novelli
Head of Product Commercialization, Brand Quantcast
2:20pm

PATRON SPIRITS CONTENT MARKETING

Patrón Tequila, the world’s #1 tequila brand took on the challenge of increasing credibility in the culinary world through creating content that reinforces key brand messages. In this session, Whitney Terrell, social media manager at Patrón Spirits Company will talk about the brand’s journey into meaningful content creation.

Whitney Terrell
Social Media Manager Patrón Spirits Company