Print in the Digital Age

Due to increasing concerns about the spread of the coronavirus (COVID-19), and in the interest of public health and safety, the ANA will hold our regularly scheduled committee meetings via webinar only, until further notice. This enables you to avoid travel and still take advantage of the benefits that these meetings provide. Your health is a number one priority for us. If you have any questions, please contact Tina Jordan at tjordan@ana.net .

WELCOME AND INTROS (11:00AM - 11:15AM)

Session 1:  New Methods to Improve Print Media Performance, Personalize Customer Experiences, and Embrace Privacy Laws  (11:15AM - 11:50AM)

Successful brands engage with their customers as real people, not as ones or zeroes, not as statistics, and not as clicks. There are new and emerging capabilities to identify your customers and build authentic relationships. The foundations that we rely on as marketers to understand customers are being disrupted. Third-party cookies are crumbling. New regulations are here with more on the horizon. You have to ensure you’re balancing your commercial interests with the best interests of the real people you engage with. Privacy, security, and consumer controls must be embedded in your go-to-market strategy. And on top of all of that, you need to be in control of your brand and your brand’s experience with your customers.

Key Takeaways:

• Easily amplify your omnichannel media reach with the aid of Identity Resolution while protecting PII and consumer privacy
• Recognize your customers in real-time to enable personalized messaging and boost your conversions by 30-40%
• How and why we all need to be leaders in balancing commercial interests with consumer needs

Speaker:
Chris Harrison, President, Full Contact

Session 2:  ECHO Winner Presentation: ADT's Virtual Reality (VR) Campaign Inspires Consumers to Rethink Home Security and Fire Safety with 360-degree Immersive Experience (11:50AM - 12:30PM)

ADT, named the “most trusted home security provider in the US,” was losing market share to do-it-yourself cameras and apps—especially to younger, first-time homeowners. Competitors focused more on peripheral dangers, such as parcel theft, and not on life-threatening dangers like carbon monoxide and fire. According to the National Fire Protection Association (NFPA), just 8% of people’s first response to a home fire alarm is to evacuate. Harte Hanks applied a psychologically driven approach with emerging VR technology and an immersive narrative, teleporting viewers into an intense home fire. This campaign convinced a skeptical audience to take fire safety seriously…and as a result, fortify ADT as the authoritative brand for completely monitored home security. "ADT Fire Safety VR Experience." 2020 International ECHO Awards Silver Winner, Consumer Services; Silver Winner, Best Use of Direct Mail; Bronze Winner, Best Use of Emerging Technologies.

Key Takeaways:

• See how an agency’s spec creative VR idea (from an RFP pitch) transformed from an initial “what if” concept to a real breakthrough campaign to solve a client need
• Discover how a mix of new VR technology blended with traditional direct channels, including mail, to connect the customer journey
• Learn how this immersive campaign drove 51-times more audience actions

Speakers:
Keith Sedlak, Chief Growth Officer, Harte Hanks
Chris Castano, Creative Director, Harte Hanks

Session 3:  MEMBER ROUNDTABLE  (12:30 - 1:00PM)

Wrap up and open discussion of hot topics that need to be addressed in future meetings.