Relationship Marketing

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Leah Marshall, Director - ANA

I. How Kit Kat Fueled Fans with A Flavor Club (11:15am-12:00pm ET)
This year, Kit Kat gave 200 brand fanatics the chance to be the first to taste some of their newest flavors through a members-only club. The Kit Kat Flavor Club invites fans to be selected to join an exclusive community that gets to sample not-yet-released flavors and receive special Kit Kat SWAG. Members have the opportunity to share feedback with the brand team over the course of the one-year program, potentially influencing the future of flavor innovation. Learned from Kit Kat’s Earned Media & Brand Publicity Lead how The Hershey Company views earned media as a competitive advantage, and how the flavor club resulted in over 70,000 entries, valuable data for CRM, and more.

Speaker: Anna Lingeris, Earned Media & Brand Publicity Lead - The Hershey Company

II. The New WFH Approach to Loyalty (12:00-12:45pm ET)
Loyalty apps are today's storefronts, and features are becoming competitive. As people stay grounded at home and separated by distance, marketers are turning their attention to digital customer experience and meaningful rewards to build community and increase engagement. This session explores how loyalty programs are being shaped by COVID-19 and their impact on revenue generation, and provides best practice for implementation and integration across the customer journey.

Speaker: Greg Paull, Co-Founder & Principal - R3



**Schedule subject to change