Relationship Marketing


Start: Wednesday, May 22, 2019 at 9:00am

End: Wednesday, May 22, 2019 at 2:00pm


ANA Headquarters
155 E. 44th St.
33rd Floor
New York, NY 10017

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Will Not Attend $0 N/A $0 N/A N/A N/A
Attend In-Person $0 $0 $0 N/A N/A N/A
Attend via Webinar $0 $0 $0 N/A N/A N/A


I. Session 1: Measuring Relationship Marketing Effectiveness (10:00AM – 10:45AM ET) 
For fast-moving consumer goods and consumer packaged goods, where most sales come from retail outlets, it can be very hard to measure the positive effects of relationship marketing against your target consumers. Attributing channel exposure-to-sale and “closing the loop” for retail purchases has remained an inexact science, especially when it comes to the impact of your relationship marketing – living under the shadow of “big TV”. In this presentation, Nobles Crawford, Content Strategy Manager at Reckitt Benckiser, will showcase optimal ways to plan and measure effectiveness to prove the value of CRM through a mixture of owned and paid initiatives, using Air Wick VIP and Lysol Teddy Repair as case studies.

Speaker: Nobles Crawford, Content Strategy Manager, Reckitt Benckiser

II. Session 2: Retention Through Experience In A “Switch & Save” World (10:45AM – 11:30AM ET)
The insurance category is riddled with relationship building obstacles. A low interest category. Frenetic messaging. Commoditized offerings. Price sensitive consumers. Low loyalty. How do you retain customers in this environment? In this session presented by Sean Kelleher, Director, Brand Strategy & Management from Liberty Mutual Insurance, and Ben Grossman, SVP, Strategy Director from Jack Morton Worldwide, learn how the 100+ year old mutual company is working to increase customer retention by engaging policyholders before and beyond the insurance claim. Leveraging research, experience design and content creation, Liberty is helping customers know more and worry less through a customer experience titled: MasterThis.

Sean Kelleher, Director, Brand Stratefy & Management, Liberty Mutual Insurance
Ben Grossman, SVP, Group Strategy Director, Jack Morton


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