ANA Effective Brand Marketing @ Visit Philly (Member's Only Conference)

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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. Today’s American population is more diverse than ever and brands utilize rich consumer insights to maintain relevance with multiple audience segments including African American, Latino, LGBT, Millennials, and Gen Z. 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. Additionally, as marketers, we must automate processes to measure lifetime value and continue to stay relevant to consumers. 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) and to measure all of the consumer touchpoints. 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.


Agenda

TIME EVENT DETAILS LOCATION
Tuesday, June 13, 2017
8:15am Breakfast

9:00am General Session

VISIT PHILLY INTEGRATES EXPERIENTIAL MARKETING & SOCIAL MEDIA

While offline engagement may be the first thing that comes to our minds when experiential marketing is discussed, social media and content marketing, particularly to segments like African American, Latino, LGBT, Millennials, and Gen Z. Consumers, are paramount.  In this session,  Visit Philly will share how they integrate social media, content marketing and experiential marketing to drive brand and business in the digital world.

Meryl Levitz
CEO Visit Philadelphia
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9:55am

BAI BRANDS: HOW DIGITAL & E-COMMERCE ARE DISRUPTING CPG

Founded in 2009, Bai Brands offers consumers a healthy selection of antioxidant-infused beverages, promising a healthy, tasty alternative to the high-calorie soft drinks that dominate the supermarket shelves. In this session, the head of Digital & E-Commerce at Bai Brands will share how innovative digital and e-commerce strategies from smaller brands are disrupting the CPG category.

John Denny
Vice President of Digital & E-Commerce and Media Bai Brands
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10:40am Networking Break

10:55am

T. ROWE PRICE: GOING BEYOND PRODUCT TO BUILD THE BRAND

Ranked as one of the World's Most Admired Companies in 2017 by Fortune, T. Rowe Price innovates in everything they do. In this session, they will share how they are utilizing digital technology and value-add investment services to create a competitive advantage among financial advisors.  This session will highlight ways that T. Rowe Price has gone beyond product to differentiate their brand and will include lessons, insights, and tips for marketers navigating how to utilize digital to build brands and drive growth.   

Jason Horenci
Senior Manager, Product & Marketing T. Rowe Price
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11:40am

PENN MUTUAL: CONTENT MARKETING & SPONSORSHIP TO BUILD BRANDS

In this session, Penn Mutual will share how they are utilizing content marketing and sponsorships to build their brand and drive growth, in particular Penn Mutual Collegiate Rugby Championships.

Leanne Acton
AVP, Engagement Marketing The Penn Mutual Life Insurance Company
Jeff Leinen
Senior Manager, Sponsorships - Engagement Marketing The Penn Mutual Life Insurance Company
12:25pm Lunch

1:15pm

HOW MILLENNIAL MOMS ARE CHANGING BRAND MARKETING

The most digital generation in history is stepping up to the plate of parenthood and rewriting the rule book. With moms controlling 85% of all household purchases, brands can’t afford to miss the mark with millennials. Compared to previous generations, Millennials do almost everything differently when it comes to the way they plan and shop for their households, both online and in store. They are overscheduled, understaffed, and more time-starved than ever before. Based on thousands of pain points collected across 17 countries, Lauren Fitzgerald, Managing Director of The Mom Complex, will reveal the top pain points facing millennial moms today and how your brand can win with this powerful audience with creative and non-traditional strategies.

Lauren Fitzgerald
Managing Director The Mom Complex
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2:00pm

CRICKET WIRELESS: USING LIVE VIDEO TO BUILD BRAND

Cricket Wireless (owned by AT&T) is a pre-paid wireless carrier offering data, voice, and text.  In this session, they will share the dynamic work they have done in the digital and social space, especially around live video, to build brand awareness and consideration, humanize their brand and build advocacy, increase social engagement, and ultimately drive sales.   

Lauren Thomas
Social & Digital Media Manager Cricket Wireless