Relationship Marketing

Relationship Marketing Committee Meeting
Building relationships with customers today revolves around digital assets, owned and unowned. This committee will explore examples of digital programs from some of the top consumer brands and discuss theories for the best asset mix.


NETWORKING BREAKFAST (9:00AM – 9:30AM)
INTRODUCTIONS (9:30AM – 9:40AM)


I. 3 Questions Marketers Should Ask Their IT Counterparts (9:40AM – 10:30AM)
When Marketing and IT teams work together, corporations and customers win. In this session, Whitnee Hawthorne, Director Strategic Execution Technology, JetBlue Airways, will discuss the top 3 questions for Marketers to ask their IT counterparts to ensure their departments can best work together to retain and grow customer groups. 

Speaker:
Whitnee Hawthorne, Director Strategic Execution, Technology, JetBlue Airways Corporation


COFFEE BREAK (10:30AM – 10:45AM)


II. Building Customer Loyalty and Relationships at Pepsi (10:45AM – 11:35AM)
Pepsi creates marketing initiatives across sports, music, and culture including, Super Halftime Shows,
Pepsi Generations, Uncle Drew, and Pepsi Stuff, Pepsi’s largest ever loyalty program rewarding consumers for purchase. This session will show you how it all works along with useful insights and success metrics.

Speaker:
Aziel Rivers, Marketing Director, Pepsi


III. Low Tech, High Touch Model to a Successful Relationship-Based Real Estate Business (11:35AM – 12:15PM)
In a traditionally transactional industry, where most Realtors “buy” their leads, Len Schwartz, a former corporate and brand marketer, has built an enormously successful residential real estate practice through his relational approach to lead generation.  Based in Fairfield County, CT, Len boasts a 90+% referral-based business by “touching” his advocates (database) more than 35 times a year utilizing multiple channels: voice-to-voice, face-to-face, video, social media, email, snail-mail, events and more.  In this session Len will show you his systematic and strategic approach to turning Acquaintances into Advocates, and Advocates into Raving Fans that can apply to any business or brand.

Speaker:
Len Schwartz, Master Realtor, Luxury Specialist, Keller Williams Prestige Properties


IV. LUNCH AND ROUNDTABLE DISCUSSION (12:15PM – 1:15PM)
In this session we will discuss the various aspects of promoting your brand utilizing the relationships you have with your customers. ANA Relationship Marketing Committee members will also have an opportunity to network and discuss key issues such as Technology, Measurement and Social Engagement.

Facilitator:
Richard Feldman, Director of Brand Activation, ANA