Building High Value Customer Engagement

This event is over.

This session is available as a member-benefit to full ANA members only. Seats are limited and confirmation of attendance will be required in advance of the session.


This workshop will help you understand how to take your brand from one that high value customers merely like to one that they truly love.  Through the workshop, you will learn the difference between loyalty (a rational behavior) and true customer engagement (which is irrational and emotional behavior).  You will also learn six important steps you can take to turn your customers into truly engaged lovers of your brand and who will spend more money with you and promote you to others.

Taught by a seasoned brand strategist, who has applied these methods to Fortune 500 companies, this workshop includes relevant case studies, proven models, and thought provoking interactive exercises.  At the end of the day, you will leave with a richer knowledge of high value customer engagement and an action plan you and your team can immediately apply to help you reach your business objectives.

Who is this workshop for?

This workshop is relevant for marketers and brand leaders, at any level, who are seeking strategies for driving enhanced customer engagement, revenues and profitability. This workshop does not focus on tactical execution. 

Download the full benefits here 


  • Setting the Stage (20 min)
  • The Difference Between Loyalty & Engagement (20 min)
  • Exercise (25 min)
  • Why Loyalty Programs Are Not the Answer (10 min)
  • Break (15 min)
  • Principle #1: Deeply Understand Your Customers (40 min)
  • Principle #2: Cultivate Your Highest Value Customers (25 min)
  • Lunch (45 min)
  • Principle #3: Building Automaticity into Your Experience (20 min)
  • Exercise (20 min)
  • Principle #4: Create Unexpected Delighters (Lagniappe) (35 min)
  • Break (15 min)
  • Principle #5: Connect Beyond the Purchase Cycle (30 min)
  • Priciple #6: Innovate & Involve Customers In the Process (30 min)
  • Break (10 min)
  • Building Your Engagement Action Plan (75 min)
  • Closing (20 min)



Laura Bates

Laura Bates is Founder and Principal of Brand Verve, a consulting firm that helps organizations grow their brand value through strategic positioning, engaging customer experiences and innovative products and services. Drawing on her experience as a brand executive at Procter & Gamble, Marriott International, and Domino’s Pizza, as well as a decade of consulting to Fortune 500 companies in hospitality, insurance, health care, banking, education and consumer products, she offers a wealth of knowledge on how to create and sustain a successful brand.

Laura’s roots lie in the American South.  She earned a bachelor’s degree in Communications at Tulane University and an MBA from the Fuqua School of Business at Duke University where she was a Unilever U.S. Scholarship recipient. Home for her and for Brand Verve is now in the Washington, D.C., area.