Experiential Marketing

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NETWORKING BREAKFAST (9:00AM – 9:45AM)
INTRODUCTIONS (9:45AM – 10AM)

I. Session 1: Using an NFL Sponsorship to Acquire New Members (10AM - 10:45AM) Our strategy leveraged local pride through a partnership with a local, yet nationally recognized brand (the Chiefs). Our brand presence and product outshined and "out-localed" the offerings of smaller competitors, while also rivaling the presence and products of big national banks. In an over-banked market, and with no year-over-year increase in our marketing spend, we shattered expectations; posting a record-breaking 27% year-over-year increase in new member growth while increasing overall revenue by $5.88 million.

Speakers:
Jon Barnett, Account Director, Cactus
Matt Johnson, Vice President Marketing, CommunityAmerica Credit Union

II. Session 2: Leveraging a partnership with Rory McIlroy to create unforgettable B2B Growth driving experiences at the PLAYERS Championship and beyond (11:00AM – 11:45AM)
Allen Hermeling, sponsorships lead for the UnitedHealth Group enterprise which includes the United Healthcare, Optum, and Rally brands will discuss how his team activated their partnership with Rory Mcilroy and others to create an unforgettable, socially shareable B2B experience at the 2019 PLAYERS Championship resulting in a NPS of over 90% amongst attendees.  Additionally, he will share other successful activations across the Rally and UHC brands.

Speaker: Allen Hermeling, Senior Vice President, United Healthcare

LUNCH/ROUNDTABLE DISCUSSION (11:45AM - 1:00PM) 
In this session we will discuss the latest methods of taking your brand directly to consumers and allowing them to experience products in a unique and unexpected way. ANA Experiential Committee members will also have an opportunity to network and discuss key issues such as Technology, Measurement and Social Engagement.

III. Session 3: Experiential Trade Advocacy (1:00PM – 1:45PM)
The path from trial to loyalty for adult beverages is less linear than it once was. Consumer exploration and ongoing engagement occur across a variety of channels, with input from trusted peers and professionals playing a significant role along the way. At points of purchase, bar staff becomes critical in guiding discovery as consumers look to them as experts. Learn how Miller High Life, 'The Champagne of Beers' sought to drive advocacy with a community of influential bartenders. Blending education, appreciation and classic fun while delivering upon the brand's authentic equity, the collaborative team produced an immersive experience that resulted in an efficient and effective approach to trade advocacy.

Speaker: Michael Laungani, Brand Experience Manager, MillerCoors