ANA Brand Activation Relationship Marketing @ Target (Members Only Conference)

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In the new economy, marketers are challenged with the need to retain customers as fierce competition for acquiring new ones drives up marketing costs. The ANA Relationship Marketing Members Only Conference will explore how marketers are elevating the role of relationship and loyalty marketing within their overall plans. This complimentary event, hosted by Target at their Minneapolis Global Headquarters location will feature senior marketing leaders discussing the strategy behind their leading-edge programs. You will also learn best practices and innovation for improving the performance of loyalty programs through expanded integration, leveraging greater utilization of digital and social tools for engagement and new perspectives around measurement. 


Agenda

TIME EVENT DETAILS LOCATION
Thursday, August 10, 2017
8:15am Breakfast

9:00am General Session

CULTIVATING SCALABLE LOYALTY THROUGH BRANDED COMMUNITIES

There’s no doubt marketers consider loyalty programs a critical part of their brand strategy. However, for many brands, traditional loyalty programs have become nothing more than a transactional experience driven by purchase behavior, lacking the crucial emotional connection that delivers long-term loyalty and ultimately, advocacy. In the crowded loyalty space, marketers must rethink consumer relationships and how to make them meaningful for each individual. Discover how Seventh Generation drives loyalty through their branded community Generation Good – a home for vocal advocates that connects moms and prompts action. In this impressive case study, learn how to turn your loyalty program into a meaningful two-way relationship. 

Ashley Laporte
Senior Manager, Digital Seventh Generation
Susan Frech
CEO Social Media Link
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USING LOYALTY PROGRAMS TO IMPROVE EARNINGS

Best Buy created the “My Best Buy” program offering points, rewards, exclusive access, and fast shipping to its members. See what led them to create this successful loyalty package and how it has had a positive impact on the bottom line.

Justin Tidmarsh
Senior Director, Membership, Loyalty & Lifecycle Marketing Best Buy
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10:40am Networking Coffee Break

11:05am

RIDING THE RAILS TO LOYALTY SUCCESS: AMTRAK GUEST REWARDS REDESIGN AND LAUNCH

Amtrak Guest Rewards Program has helped them compete strongly against other modes of transportation and conquer the air-rail market in the Northeast Corridor. Find out how they used rewards and more to gather up to 75% percent of this market. In 2016, Amtrak launched its redesigned loyalty program changing the way points are earned and redeemed in response to passenger feedback and competitive realities. The reaction from travelers has been very positive. Find out what led to the change, the challenges in forming and implementing the new plan, and what the results have been since the launch.

Vicky Radke
Senior Director Amtrak Guest Rewards

MAGIC AND MACHINES IN PURSUIT OF CUSTOMER LOYALTY

Successful loyalty marketing is ambitious and bold. It means creating a bigger customer base, and then getting that big customer base to buy more and stay loyal.

In today’s world, we have robust analytical tools and unprecedented data to help drive loyalty, but is it creating loyalty at scale? NBCUniversal has a long history of using the magic of storytelling to evoke emotions. In this session, NBCUniversal will discuss the importance of combining the magic of storytelling with the machinery of technology to build loyalty for brands like never before.

Tony Effik
Senior Vice President NBCUniversal
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12:25pm Luncheon

1:25pm

THE EVOLUTION OF LOYALTY PROGRAMS AND THE ROLE OF TECHNOLOGY

A look back at how we arrived at the structure of today’s loyalty programs.  How have value propositions evolved and how has technology played a role?  Where has technology helped and when has it not?  What makes a program successful today, and which technology is helping us get there?

Ed Vittoria
Loyalty and Marketing Innovator
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WHY LOYALTY PROGRAMS ARE STRUGGLING TO CREATE CUSTOMER ENGAGEMENT

Many companies invest millions each year rewarding their customers with the hope of retaining and growing their relationships.  Membership levels continue to climb yet more and more companies are receiving less and less from their investments.  Join this session to hear a perspective on why customers remain apathetic about loyalty program value propositions, where improvements can be made and how organizations can unlock the strategic potential of their investments.

 

Dennis Armbruster
Chief Revenue Officer YA
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