Experiential Marketing

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NETWORKING BREAKFAST (9:00am – 9:30am)

INTRODUCTIONS (9:30am – 9:45am)
Speaker: Gena M. Casciano, Director, Experiential and Brand Activation Tech Marketing, ANA

I. Attention Versus Effectiveness (9:45am – 10:30am)
Consumers receive over 2,000 messages today making it even more critical to breakthrough and connect to drive brand awareness and affinity. Learn about the critical measures to watch and how to think about your media plan differently to drive attention to your brand and maximize the customer experience.
Speaker: Melanie Huet, EVP, Chief Marketing Officer, Serta Simmons Bedding

II. Mind, Body and Soul: Connecting to Kids and Teens (10:30am – 11:15am)
Learn how the Boys and Girls Clubs of America (BCGA) Triple Play initiative promotes the importance of physical activity and proper nutrition through the three key components: mind, body and soul. Through fun and engaging activities, the team at BGCA creates Triple Play experiences that allows participants to gain diverse knowledge, skills and protective factors that enable them to overcome barriers and thrive in adulthood.
Speaker: Brittney Young, Director of Marketing, Boys and Girls Club of America

COFFEE BREAK (11:15am - 11:30am)

III. Cooking up a Culinary Marketing Strategy (11:30am – 12:15pm)
The Coca-Cola Company understands that food is a key part of culture, connecting people through shared values, passions and moments. As today’s consumers become more and more focused on unique experiences, culinary offerings have become a integral component of experiential marketing activations and events. Learn how Coca-Cola and MELT have worked together to develop innovative culinary experiences that are blurring the lines between the beverage and culinary categories. Hear how culinary elements can lead to a stronger brand experience for consumers, and how to use food as an emotional connector in an experiential event.
Vince Thompson, CEO and founder, MELT Culinary
Amy Gruetzmacher, Brand Activation Manager, The Coca-Cola Company

NETWORKING LUNCH (12:15pm - 1:00pm)

IV. Aperol had Created the Go-To Drink Everyone is Enjoying (1:15pm - 2:00pm)
Aperol, a brand within the long-standing well-established Campari Group, is enjoying a period of unprecedented popularity. The brand will share an overview of the creative experiential strategies they’ve employed to make this Italian aperitif the go-to drink of summer, create a point of differentiation in a crowded category and ultimately drive sales
Speaker: Emily Atwood, Brand Manager, Aperol, Campari America

CLOSING REMARKS (2:00pm - 2:10pm)
Speaker: Gena M. Casciano, Director, Experiential and Brand Activation Tech Marketing, ANA

Serta Simmons Bedding Innovation Center Tour (2:10pm - 2:40pm)
Join us for an exclusive look behind-the-scenes of our brand new Innovation Center. See what goes into the making of our beds and see for yourself what sweet dreams are really made of!