ANA/BAA Promotion Marketing @Frito-Lay (Members Only Conference) | 1-Day Conferences | ANA

ANA/BAA Promotion Marketing @Frito-Lay (Members Only Conference)

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Learn how top marketers are taking control of their customer relationships through the art and science of what has traditionally been called “Promotion Marketing.” Whatever you call it, it is a key discipline of Brand Activation strategy and execution representing programs that are motivating behavior change and channeling consumer loyalty.

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 retail, to product and services, to the consumer communication environment. This is reality and it’s not going to get easier any time soon.

Join us at our upcoming MEMBERS ONLY CONFERENCE on PROMOTION MARKETING, taking in the Conference Center at Frito-Lay Headquarters in Dallas, Texas.  This conference – right in BAA’s wheelhouse —offers one full day of inspiring thought leadership from senior marketers who will highlight successful marketing programs that leverage the tools and principles of Promotion Marketing.  Highlighting the program will be an end-of-day re-cap session that focuses on key legal concepts in the campaigns presented over the course of the day, and how to ensure sound practices are implemented to avoid any pitfalls or hiccups that could negatively impact your execution.

The event will be held in Frito-Lay Conference Center 21-22. There will be complimentary event parking, and security will be directing all attendees to the lot beginning at 8:00 AM. Click here for the parking map for your convenience.


Agenda

TIME EVENT DETAILS LOCATION
Tuesday, April 5, 2016
8:15am Breakfast

9:00am General Sessions

SUPER BOWL 50 & FRITO-LAY: AN EPIC STRATEGY

Learn how “traditional” promotional elements were integrated into Doritos’ overall Super Bowl 50 strategy that resulted in everything but traditional!  Tactics included contests (Crash the Super Bowl); collaborations (Warner Bros. Pictures/DC Entertainment); sampling/tastings (Walking Taco); in-store activations and social-fueled sweepstakes (Crash the Second Screen).  Doritos’ Super Bowl Sunday integrated marketing elements defined Brand Activation.  

Jennifer Saenz
SVP and CMO Frito-Lay North America
10:30am

GROWING BIG, FEELING SMALL: EMBRACING A SENSE OF PLACE

Faced with increasing competition from boutique and artisan products, larger heritage brands must stand out in conversations about quality and authenticity, and communicate an ownable, meaningful brand story. 

The original artisan brand, Genuine Smithfield Ham originated over 250 years ago in Smithfield, VA. The story of provenance led to the creation of the “Flavor hails from Smithfield” campaign, highlighting the brand’s commitment to doing things the right way – handcrafting each piece of pork for maximum flavor – and also celebrating the brand’s heritage while reinforcing Smithfield as THE brand known for flavor and quality.

 Will Brunt, Smithfield SVP and Chief Innovation Officer, will discuss the resonance and relevance of these ideas among consumers, and the ways Smithfield reaches them through channels that augment its national television and print campaigns, including: robust event activations, digital and social communications, community engagements through its nationwide hunger-relief campaign Helping Hungry Homes, and the endorsement of culinary and food-world influencers.

Will Brunt
Senior VP of Marketing & Chief Innovation Officer Smithfield
10:40am Networking Coffee Break

11:15am

ALCON'S 360˚ ACTIVATION

Shawn Millerick will dive deep with Alcon’s 360˚ Omni Channel Activation that brought them to the realization that driving purchases for their unique eye care products had to go beyond what happens in the doctor’s office. Shawn will focus on the synergy between the shopper, the patient and the consumer. Promotional methods, insights and key learnings from their THEeyeSOLUTION campaign coupled with seasonal strategies such as “Get an A+ in Eye Care” during back-to-school will demonstrate the synergies and the results. 

Shawn Millerick
Head of Marketing - U.S. OTC Alcon
12:00pm Lunch

1:00pm General Session Cont.

"BETTER TOGETHER" - PEPSICO SHARES PAIRING STRATEGY

How has PepsiCo’s strategy of pairing brands and incorporating promotional efforts fueled beverage trial and repeat business?  Listen and learn while Marissa Solis discusses applications, solutions, and partnerships with convenience stores and QSRs that have done just that.  This “Better Together” strategy paired food and beverages to create winning promotional opportunities with retail partners – all while allowing consumers to accumulate points and enter to win a variety of prizes.   This strategy has strengthened PepsiCo company’s positioning in food service, snacks, and beverages while building customer loyalty.

Marissa Solis
VP Marketing PepsiCo
1:45pm

SPURRING TRIAL THROUGH BRAND ADVOCACY

A recommendation from family member or friend is one of the most powerful influencers. Combine it with a small-group product demonstration and samples in a party format, then top it off with an integrated social media campaign. Michelle Flood of Reynolds Consumer Products shares this recipe for encouraging trial through advocacy on two of Reynolds® branded cooking products with lower household penetration. The inclusion of a structured plan to identify and activate brand advocates complemented existing marketing plans and messaging to drive not only targeted trial but also branded content, social amplification and lasting advocacy.

Michelle Flood
Marketing Director Reynolds Baking Paper & Plastic
Stephanie McHale
Regional Vice President House Party
2:30pm

WRAP LEGAL SESSION:

Hot Issues in Promotional Law:  Reviewing Best Practices in Today’s Activations

Focusing on the activations and strategies presented by the leading brands in this program,  Ed Chansky’s wrap legal session will provide you the answers to the questions that could arise, including:

  • Using social media activity by consumers to trigger donations to charity – what form of regulation applies, if any?
  • Allowing the public to vote to participate in choosing winners in a video contest – what are the best practices and options to do this?
  • Awarding “refer-a-friend” bonus entries in an online sweepstakes – how to comply with CAN-SPAM issues?
  • Act-Fast promotional offers awarding something to the first X people who respond – Is it a sweepstakes?
  • Running a sweepstakes via a mobile app requiring data access – Do you need an AMOE?

 Have your questions ready!

Ed Chansky
Shareholder Greenberg Traurig, LLP