Relationship Marketing

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Relationship Marketing Committee Meeting

NETWORKING BREAKFAST (9:00AM – 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. Moving the Social Advocacy Conversation forward in Regulated Industries (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, Consumer Promotion & Loyalty Practice Lead, ‎Bayer Pharmaceuticals

III. LUNCH AND ROUNDTABLE DISCUSSION (11:45AM – 12:30PM)

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.

Richard Feldman, Director of Brand Activation, ANA