Content Marketing @ Lowe's (Members Only Conference) | 1-Day Conferences | ANA

Content Marketing @ Lowe's (Members Only Conference)

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Traditional marketing is becoming less effective by the day and content marketing has become the resource for marketers to breakthrough to their audience. The Content Marketing Institute defines content marketing as a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. Not only is it producing valuable creative, but also about the right distribution.

Join us at Lowe’s to hear success stories in content marketing and network with other regional marketers. This complimentary members only conference will showcase leading marketers representing a diverse array of industries discussing their strategies behind the development of custom content, the execution of production through different media channels and the measurement of key objectives.

 


Parking is available at the Lowe's Campus, please follow this map and print this parking pass to display on your dashboard.


Agenda

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TIME EVENT DETAILS LOCATION
Wednesday, June 15, 2016
8:15am Breakfast

9:00am General Session

Lowe’s Influencer Marketing Strategy

Lowe’s is a home improvement company providing customers inspiration and support whenever and wherever they shop. Whether customers shop in store, online, by phone, or at their home or place of business with a Lowe’s employee, Lowe’s is ready to help. In this session Lowe’s will share their best practices in influencer marketing and content.

Jaclyn Hartzell
Public Relations Manager Lowe's Companies, Inc.

Creating Consumer Solutions Through Content

As consumer and shopper decisions have become increasingly influenced by digital and mobile channels, Brow-Forman's brands have responded by creating content that is available to consumers when they need it, not just when a brand campaign is in market. Marjorie Dufek, Brown-Forman's Director of Integrated Communications for the North America Region, will share how the company has learned about this content-centric approach to consumer marketing. 

Marjorie Dufek *^
Director of Integrated Communications Brown-Forman Corporation
10:50am Coffee Break

11:10am General Session Cont.

The Reinvigoration of Arby’s

Arby’s will share the enchanting journey of how the fortunes of a 51-year-old brand have been revitalized and re-positioned for long-term success. They’ll dive into how cross-channel and cross-departmental content has played a key role in building the brand and driving sales overnight. The session will include an overview of Arby's guiding principles for content, including:

  • Be human: embrace authenticity and imperfection, trust judgment and have fun.
  • The importance of being nimble and the belief that the biggest risk is not taking any.
  • A challenger culture built on competitiveness, honesty, and not taking ourselves too seriously.

Christi Mason *^
Brand Marketing Director Arby's Restaurant Group
12:00pm Luncheon

1:00pm General Session Cont.

Lenovo’s Alternative Approach to Sourcing Content

Lenovo is a global leader in innovative consumer, commercial and enterprise technologies. In this session, Maureen Ahmad, Director, Brand Content Strategy at Lenovo will share lessons learned on sourcing content through alternative means and through not working with traditional agencies.

Maureen Ahmad *^
Director, Brand Content Strategy Lenovo

Burt’s Bees Approach to Content Marketing

Burt's Bees is an "Earth Friendly, Natural Personal Care Company” that creates natural, Earth-friendly personal care products. In this session, Mitch O’Furey, Marketing Manager, Digital and Social Media at Burt’s Bees will share the company’s innovative take on content marketing and their best practices.

Mitch O’Furey *^
Digital Content and Social Media Manager – Burt’s Bees The Clorox Company
2:45pm Conference Adjournment