Relationship Marketing

when

Start: Tuesday, February 27, 2018 at 9:00am

End: Tuesday, February 27, 2018 at 12:45pm

WHERE

Reed Smith
599 Lexington Avenue
Conference Room 22-2
New York, NY 10022

Registration Pricing

ANA Associate Gold Associate Silver Associate Individual Non Member
Registration
Will Not Attend ANA $0 Associate Gold $0 Associate Silver N/A Associate Individual N/A Non Member N/A
Attend In-Person ANA $0 Associate Gold $0 Associate Silver N/A Associate Individual N/A Non Member N/A
Attend via Webinar ANA $0 Associate Gold $0 Associate Silver N/A Associate Individual N/A Non Member N/A


Relationship Marketing Committee Meeting

NETWORKING BREAKFAST (8:45AM – 9:30AM)

INTRODUCTIONS (9:30AM - 9:45AM)

I. Making Sense of Relationship Marketing (9:45AM – 10:30AM)
Relationship marketing isn't new - we've probably been discussing it for more than twenty years. However, it still seems we have not "cracked the code" on what it really means and how to do it well. Its vision is leveraging the power of strategy and analytics to enable a true relationship with our customers, where the person feels "understood", and our communication speaks directly to their preferences (in timed and contextual ways). In realationship marketing excellence, we do not "sell", we "collaborate" to build and maintain enduring engagement and align operations accordingly. As we consider this, what have we done well and in what industries? Where do we have the most opportunities to improve?

Elaine Gamble, Global CRM Lead, Novartis Pharmaceuticals Corporation

II. How Bayer Went from Restricted to Passionate About Social Advocacy (10:45AM - 11:30AM)
For brand marketers in highly regulated industries, terms like “proactive social advocacy” “consumer relationship” “activation and engagement” can often solicit reactions ranging anywhere from curiosity to uneasiness to downright anxiety. Organizations know the methods to successfully reach consumers is transforming. Embracing these new channels of communication is becoming no longer optional, but that doesn’t mean it has to be a scary endeavor. With strategic planning, defined processes and the right partner, every organization can take advantage of creating meaningful consumer connections to drive conversation and sales. In this session, you’ll learn how Bayer built a business case for social advocacy and the steps taken to ensure brand safety while also generating authentic conversation. 

Cherie Beach, Sr. Manager, Integrated Marketing Solutions, ‎Bayer Pharmaceuticals

III. TBD (11:45AM - 12:30PM)

IV. LUNCH AND ROUNDTABLE DISCUSSION (12:30PM – 1:15PM)
In this session we will discuss the various aspects of promoting your brand utilizing the relationships you have with your customers. ANA Promotion Marketing Committee members will also have an opportunity to network and discuss key issues such as Technology, Measurement and Social Engagement.

Richard Feldman, Director of Brand Activation, ANA

Webinar information, if available, will be provided to registrants only.