Relationship Marketing Committee

Description & Purpose

Relationship Marketing is a strategy of Customer Relationship Management (CRM) that emphasizes customer retention, satisfaction, and lifetime customer value. Its purpose is to market to current customers vs. new customer acquisition through sales and advertising. A good relationship marketing strategy is rooted in building customer loyalty and lasting, long-term engagement with your customer base. Benefits include increased positive word-of-mouth, repeat business, and a willingness on the customer’s part to provide valuable feedback to the company and their peers.

The Relationship Marketing Committee is for members who are responsible for their organizations' relationship and loyalty marketing initiatives. Relationship marketing is becoming an increasingly important component of the marketing communications mix, and growth has recently outpaced traditional advertising and promotion. This committee will provide a forum for members to share case studies, best practices, and network to ultimately elevate each other’s' expertise and make their organizations more effective.

Committee Chairs: 

Elaine Gamble, Past CRM Leader, Novartis

Michael Kaplan, SVP, Group Account Director, Geometry Global

Vicky Radke, Senior Director, Amtrak Guest Rewards, Amtrak

ANA staff managing the Relationship Marketing Committee is Mike Kaufman. 

"The ANA committee meetings are a unique and intimate forum for industry knowledge sharing. The small group setting allows for stimulating discussions and networking. I have found the meetings an excellent opportunity to learn and connect."
Tracy Drelich-Knauer, Marketing Activation Manager, BP Lubricants USA Inc.

"I have thoroughly enjoyed the opportunity to participate in ANA committees. It is an excellent forum for exchanging insights across industries, staying current on the latest thinking in customer strategies, analytics, and marketing technologies, while offering networking with other passionate marketing leaders. The relationship marketing and analytics insights have been especially valuable for me in driving customer engagement transformation initiatives. Committee participation has definitely enhanced the contributions I bring to the table with teams and offered tremendous professional growth."
Elaine Gamble, Novartis

Join A Committee

Participation in Brand Activation related Committees is a benefit of ANA membership and Gold Level Marketing Solutions Provider Membership. There are no costs to join or attend meetings.

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