ANA Effective Brand Marketing @ American Family Insurance (Members Only Conference)
Building Brand and Business in a Customer-Driven Digital Age
Today’s consumer is digitally-centered: Their lifestyle, modes of communication, and media consumption are all dependent on devices that range from smartphones and smart TVs to vehicles to appliances. In this environment, consumers fluidly move between social media, scripted entertainment, direct response, and everything in between – oftentimes simultaneously – and expect a personalized and seamless experience that responds to their needs at the right place and right time. We have more tools to connect with our customers than ever before, yet paradoxically, it’s harder than ever to drive both brand health and business (conversion). This complimentary ANA members-only conference will feature sessions from leading marketers who will share their experiences, innovations, and strategies for capturing both hearts and minds in today’s customer-driven digital world.
Start: Thursday, May 11, 2017 at 8:15am
End: Thursday, May 11, 2017 at 4:00pm
6000 American Parkway Madison
Madison, WI 53738
|ANA||Associate Gold||Associate Silver||Associate Individual||Non Member|
|Members Only Conference||ANA $0||Associate Gold N/A||Associate Silver N/A||Associate Individual N/A||Non Member N/A|
Thursday, May 11, 2017
AMERICAN FAMILY INSURANCE: CUSTOMER-DRIVEN BRAND MARKETING STORY
In this session, American Family Insurance will share how they have transformed into a customer-driven marketing organization through creating real and lasting relationships with their customers through content, brand marketing, digital efforts, and affinity/partnership marketing utilizing rich consumer insights.
KRAFT MAC & CHEESE: “BLIND TASTE TEST” KEEPS CLASSIC BRAND RELEVANT
In April 2015, Kraft announced they would be removing all artificial flavors, preservatives and dyes from their macaroni & cheese. While some people were ecstatic, lots of Kraft loyalists were worried that taking out the artificial stuff would change the iconic Kraft Mac & Cheese taste that Americans have loved for almost 80 years. In December 2015, stores began selling the new recipe, unbeknownst to their employees or their customers. The result was the World’s Largest Blind Taste Test and that America’s silence had proven the new recipe tasted the same. The campaign generated over 1 billion earned media impressions and drove sales “through the roof.” It was covered by everyone from E! to the New York Times. Stephen Colbert even devoted his entire Late Show monologue to the campaign. In this session, hear from the team who pulled this off and the insights, learnings, and results that were generated from this successful campaign and how this campaign fits into a larger strategy for Kraft Mac & Cheese.
MCDONALD’S DIGITAL & SOCIAL TO MODERNIZE A CLASSIC BRAND
Customers see thousands of messages every day and they make choices based more on their emotions than rational thinking. As consumer attention becomes more scarce, we have to invest carefully and target thoughtfully. In this session, McDonald’s will share how they leverage digital and social platforms, new technologies, e-commerce, and content marketing to build and transform their one of the world’s largest advertisers.
MEAD JOHNSON NUTRITIONALS: BUILDING BRANDS TO TARGET MILLENNIAL MOMS
Enfamil® infant formulas help support newborn and infant milestones with individually tailored baby formulas that help nourish brain development at any age. In this session, learn how they focus their marketing efforts through a robust CRM program, content marketing, and specific efforts tailored specifically to Millennials Moms.
DEVRY: UTILIZING CONSUMER INSIGHTS TO RE-LAUNCH BRAND
In this session, hear from DeVry University's Marketing leader on their 12-month brand re-launch which included research, segmentation, consumption, brand foundational work (value proposition, positioning, etc.) and then creative development to uphold their new brand and positioning.