Sponsorship & Event Marketing

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

I. ONLINE TO OFFLINE: MEASURING THE IMPACT OF SOCIAL ACTIVATION ON SALES (10:00 – 10:50AM)
Measuring the offline impact of social media and influencer marketing campaigns has been an industry-wide challenge. Last fall, Fullscreen took on this challenge through a first-of-its-kind study in an effort to uncover the value of social media marketing on CPG sales. Partnering with social analytics leader Shareablee, and IRI, a leading source of CPG sales data, Fullscreen conducted a sales lift analysis across three 2018 CPG social media campaigns. In this session, learn the results of this analysis and hear how this innovative approach to social media valuation can help marketers evaluate and optimize these activation tactics and drive cash register sales.

Speaker:
Sara Grimaldi, Sr. Director, Measurement and Insights at Fullscreen

II. AN INSIDE LOOK AT A-B'S INCENTIVE-BASED SPONSORSHIP MODEL (11:10AM – 12:00PM)
Anheuser-Busch is a leading beer brand with a dominant presence in sports and sponsorships. In 2018, the company rolled out a new sponsorship model built on incentives for performance. The model is designed to maximize the value of sponsorships and deliver against stated marketing objectives. In this session, A-B's Nick Kelly will take us behind the scenes of this ambitious approach and share successes to date as well as lessons learned.

Speaker:
Nick Kelly, Head of U.S. Sports Marketing at Anheuser-Busch

III. SPONSORSHIP MEASUREMENT (12:00PM – 12:15PM)
ANA has embarked on a year-long project to identify best practices for improving sponsorship measurement. This session will share progress to date and request input from attendees on ideas to enhance sponsorship measurement.

Speaker:
Bill Duggan, Group EVP at ANA

LUNCH (12:15 – 12:45PM)

IV. LIVE. AMPLIFIED. CREATING A POP-CULTURE JOURNEY WITH FANS AND BRANDS. (12:45 – 1:30PM)
iHeartMedia operates thousands of local events, 8 tentpole franchises and 2 theater properties in New York and L.A. hosting the biggest names in music all year long. But there is a difference between iHeartMedia events and others due to the turn-key combination of event production and promotion, once in a lifetime artist lineups and access, O&O media properties and distribution across a massive megaphone. In this session, hear from Tim Castelli about iHeart's unique sponsorship model and some of the biggest brands tapping into its 360 solution to great results.

Speaker:
Tim Castelli, President, National Sales, Marketing and Partnerships at iHeartMedia

V. MEMBER ROUNDTABLE & OPEN FORUM (1:30 – 2:15PM)
One of the benefits of ANA Committees is the ability to share and learn from your fellow marketers in a "closed door" environment, leveraging knowledge and insights from peers that can be applied to your own business. In this session, we'll discuss topics and current issues including those below, and any others you want to explore. Come with your questions and be prepared to share!

• Continuing discussion on measurement/ROI and program evaluation
• Cultivating a personal/authentic experience with local engagement
• Use of technology in experiential and live events

Facilitator:
Pamela Gross, Senior Manager at ANA

CLOSING REMARKS (2:15 – 2:30PM)