Data Smart Omnichannel Marketing During Uncertain Economic Times Hosted at American Express | 1-Day Conferences | ANA

Data Smart Omnichannel Marketing During Uncertain Economic Times Hosted at American Express

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Brands using data smartly and responsibly will succeed during turbulent economic times. Data Analytics and Direct Marketing Teams, in unison, need to stay ahead of negative economic news and exceed customer acquisition and sales goals. Overlay the seemingly endless diversity of audience segments, and you need to know how to reach each effectively and efficiently. Smart direct marketing, both online and offline, has delivered. Whether baby boomer, Gen X, millennial or Gen Z, today's successful brands are deepening their customer relationships through incrementality-based data, clever creative and relevant direct marketing engagement. Learn more about how to harness AI, ChatGPT, CDP technologies, and other innovative martech assets combined with direct and digital media to improve acquisition and loyalty strategies. This ANA members-only one-day conference will inspire and stimulate creative thinking about how to improve customer interactions AND better synchronize the omnichannel marketing experience.


Agenda

TIME EVENT DETAILS LOCATION
Wednesday, October 11, 2023
8:30am
- 9:10am
REGISTRATION AND NETWORKING BREAKFAST

9:10am
- 9:30am

WELCOME REMARKS

9:30am
- 10:10am

LOWE’S COMMITMENT TO IMPROVING CUSTOMERS’ LIVES BUILDS BRAND AND LIFETIME LOYALTY

Lowe’s knows that the home improvement journey looks different for every person at various stages and moments of their lives. That’s why Lowe’s is committed to understanding their customers on a deeper level to make home improvement easier and more exciting! How? The personalization strategy at Lowe’s is powered by many types of data and insights that help tailor the content, offers and experiences to meet customers where they are and drive not only higher conversion and engagement, but lifetime customer loyalty and brand preference. Find out more about their personalization journey and tips for success in transforming your direct marketing to become more personal and relevant. 

Amanda Bailey
VP of Customer Marketing & Loyalty Lowe’s Companies
View Event Recap and Related Materials
10:10am
- 10:50am

THE POWER OF PRINT MARKETING: HOW TO INTEGRATE CHANNELS AND MANAGE COSTS TO MAXIMIZE REACH

Lindenmeyer Central and Sappi have a combined 200+ years dedicated to optimizing customer spend and maximizing ROI through the power of print. Caroline Shafer will speak to the role of print in today’s multidimensional customer journey. Hear their lessons learned and discover how their success can apply to your integrated marketing efforts.

Learn about:
• Global Paper Dynamics
• Data-Driven Strategic Testing for Efficient Customer Contact
• Sustainability Efforts Within Paper/Print

Caroline Shafer
Chief Sales Officer Media Horizons
Harry Rice
Account Executive Lindenmeyr Central & Book Publishing
Robin Widmann
Business Development Manager, Corporate Accounts SAPPI
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10:50am
- 11:15am
NETWORKING BREAK

11:15am
- 11:55am

DIRECT MAIL CREATIVE PROCESS ENHANCEMENT

A discussion diving into the creative process enhancement journey for two different lines of business within American Express and the impact across direct mail. Join us, along with our agency partners Kern & Sage, who will provide an external lens, as we review what sparked the idea for this near-term enhancement within direct marketing excellence and how we executed by partnering both internally and externally to deepen engagement and increase quality to create effective direct mail that provides greater access, accuracy, assistance, and agility when used in combination with digital channels.

Moderator: Gina Negrin
Director, DM Execution, US Marketing & Enterprise Campaign Solutions American Express
Matt Pontone
Director, Customer Growth Direct Marketing-US Consumer Marketing American Express
Monica Peixoto
VP Client Services Kern, an Omnicom Agency
Janet Huang
Senior Manager, Prospect Direct Marketing American Express
Anne Kottler
Founding Partner + President Sage
View Video
11:55am
- 12:35pm

UNLOCKING LOYALTY: 5 RESEARCH-DRIVEN INSIGHTS

Customer loyalty is much more nuanced than points-based rewards programs! Explore five research-backed strategies with real-world examples from brands like Patagonia, Lego, Native and more. You'll walk away with a score of new ideas that you should embrace to drive true loyalty and connection. Lauren Ackerman, VP Client Strategy at J.Schmid will share insights related to customer loyalty and translate them to marketing tactics that will:

• Use emotion to move your audience
• Build a strong community with social media and in-person events
• Refine the customer journey around the points of the purchase – online and offline, from triggered emails to the box experience
• Turn error into opportunity by above-and-beyond handling of returns and mistakes
• Prove you “know” them with customer journey messaging, personalization, versioning in direct mail and beyond

Lauren Ackerman
VP Client Strategy J. Schmid & Associates
View Presentation and Video
12:35pm
- 1:35pm
NETWORKING LUNCH

1:35pm
- 2:15pm

MAIL + OMNICHANNEL MARKETING: MEETING TODAY’S CUSTOMERS WHERE THEY ARE

Heading into 2024, our ability to engage consumers on their terms is more important than ever. In this session, we’ll dive into how to craft an omnichannel strategy that reflects the reality of how consumers live now, their changing expectations — and how to adapt with new marketing tools designed to fuel our marketing success. We’ll also explore how we can merge physical and digital marketing technology by unlocking new innovations and capabilities that are turning direct mail into an omnichannel experience.

Takeaways:

  • Consumer insights and challenges
  • New marketing tools and technologies
  • Reevaluating channel strategies
  • The pitfalls of cost to ratio marketing
  • How direct mail powers omnichannel success
  • Informed Delivery mail and social sharing opportunities

Chris Karpenko
Executive Director of Brand Marketing United States Postal Service
View Event Recap and Related Materials
2:15pm
- 2:55pm

AUTHENTIC ENGAGEMENT OF NEW AUDIENCES - HOW ST JUDE TURNED GAMERS INTO DONORS

As part of a year-long fundraising campaign, St. Jude PLAY LIVE® attracts thousands of gamers and content creators everywhere to show off their skills during Challenge Season, which raises funds and awareness for childhood cancer research and treatment. This community has raised more than $50 million cumulatively and shows no signs of slowing down. Streamers can earn tiered St. Jude prizes and are offered incentives of their own to level-up donations, including taking pies to the face, skydiving feats, etc. Livestreaming platform TWITCH even kicked off Challenge Season by donating $40,000 to four creators and gamers and has pledged $20,000 in matched funds to a father-daughter duo.

Learn how ALSAC/St. Jude harnesses all this engagement to develop marketing strategies to convert these relationships into a solid donor base. Discover what you can learn from their tactics that can apply to your acquisition efforts?

Dave Lew
SVP of Strategic Marketing ALSAC/St. Jude Children’s Research Hospital
View Presentation and Video
2:55pm
- 3:00pm

CLOSING REMARKS

3:00pm
- 5:00pm
NETWORKING RECEPTION


Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.