Relationship Marketing

NETWORKING BREAKFAST (9:00AM – 9:45AM ET)
INTRODUCTIONS (9:45AM – 10:00AM)

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.

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

LUNCH / ROUNDTABLE DISCUSSION (11:30PM – 12:30PM ET)

III. Session 3: Sonic Branding Experiences (12:30PM-1:15PM ET)
Learn how Mastercard is using interactive technologies to bring its Sonic Branding to life and deepen relationships with customers. 

Speakers:
Jeff Swierk, North American Sponsorships, Mastercard
Adam Polansky, Group Director, Innovation, Octagon