Stories of Growth & Recovery with Brand Activation presented by Valassis

This event is over.

Brand Activation — marketing that both builds a brand’s image and drives a specific consumer action through one or more of six identifiable disciplines. These disciplines help bring a brand to life by connecting and interacting with the consumer on a personal level.

Join us to hear how companies in a variety of industries and with varied budgets strategically drive their business results via integrated Brand Activation marketing.

This virtual event – the fifth in a 7 part series of Virtual Half-Day Conferences – will bring together inspiring and insightful sessions showing the real world, synergistic integration of ALL the disciplines of Brand Activation including Experiential, Influencer, Content, Promotion, Relationship and Commerce Marketing.


Agenda

TIME EVENT DETAILS LOCATION
Tuesday, July 14, 2020
11:00am
- 11:05am
Welcome Remarks

Paul Robinson
Director, Brand Activation ANA
11:05am
- 11:35am

MARKETERS' EPIC CHANCE TO RESET AND BE MORE NIMBLE

Face it: 2020 basically uprooted most marketing plans. But the silver lining is that now you have a moment to build in flexibility for the future. Now you can create new platforms and shore up existing ones so they drive activation consistently. Carrie Parker will show you how to capitalize on this moment by discussing:

  •    How localized marketing strategies enable nimble responses to city-by-city and state-by-state variances in store reopenings, supply chain activity, and consumer sentiment.
  •    How leveraging in-market consumer signals and behavioral data have been instrumental to help brands pivot and succeed.
  •    How an integrated omnichannel approach to advertising can maintain consumer connections as behaviors, needs, and interests change.

This is your chance to do an epic reset. Carrie will help you approach it with confidence.

Carrie Parker
Vice President of Enterprise Marketing Valassis
View Presentation and Video
11:35am
- 12:08pm

HOW FAROE ISLANDS COMPETES FOR TOURISM - WHILE WINNING MARKETING AWARDS WORLDWIDE

Over the past few years, Visit Faroe Islands has proven to be a major force in the marketing industry, collecting awards and driving tourism by being creative and resourceful.  This presentation will share their journey as they punch above their weight with such campaigns as “Google Sheep View”, and the Google Translate for the forgotten Faroese language. Additionally, you hear how they raised their profile in eco-tourism with “Closed for Maintenance” and their pivot during the Covid-19 pandemic to providing a live, web controlled tourist experience by a local resident – all from your couch. Guri will also share how they expect to bounce back and continue their success as they help their country recover and bounce back, as the world re-opens.

Guri Højgaard
Director of Tourism Visit Faroe Islands
View Presentation and Video
12:08pm
- 12:31pm

HOW EDIBLE ENTERTAINMENT CRACKS THE WORLD OF AMAZON

Anthony will share how the iconic Ring Pops brand has punched above it weight in e-Com, and how it consistently ranks as one of the top candy items on Amazon.  So much so that it consistently in the Top 50 for ALL food brands!  How have they done it?  Join us and find out.

Anthony Trani
General Manager Bazooka Brands, The Topps Company
View Presentation and Video
12:31pm
- 12:54pm

NUTTER BUTTER CELEBRATES 50 IN STYLE!

Nutter Butter is an iconic brand that was approaching its 50th birthday, however, it was experiencing declining purchase intent and a pervasive perception that the brand was irrelevant and old-fashioned.  You’ll hear how this brand turned being “old fashioned” on its head, mobilizing nostalgia as a source of hilarity and, reminding fans of what they loved about the past five decades since Nutter Butter’s inception.   All resulting in significant lifts in awareness and increased sales of Nutter Butter.

Lena Antin
Senior Associate Brand Manager Mondelēz
Tiffany Moten
Senior Account Executive Momentum Worldwide
View Presentation and Video
12:54pm
- 1:24pm

HOW TO CATCH UP TO A TREND WHEN YOU ACTUALLY HELPED START IT

Plant based disruptor brand Coconut Bliss started as a 'vegan' ice cream 15 years ago on a commune in Eugene, OR. But as the plant-based movement grew in momentum they found themselves loosing relevancy with customers. Darcey will share how the brand pivoted in it's messaging, positioning and engagement to capture an emerging audience, the almighty millennial, through brand activation tactics, their first rebrand in 10 years, social and digital content, and aggressive PR.  

Darcey Howard
Global Director of Marketing Coconut Bliss
View Presentation and Video
1:24pm
- 1:35pm
Closing Remarks

1:35pm Event Ends


Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.