Being Local with Brand Activation Marketing presented by BrandMuscle

No matter where your business operates, your customers are local.  And so it’s important to activate your brand by identifying regional opportunities and establishing a local presence.  Join us to hear how companies across a variety of industries are achieving this goal utilizing Brand Activation strategies.

Brand Activation — marketing that both builds a brand’s image and drives a specific consumer action -- helps bring a brand to life by connecting and interacting with the consumer on a personal level.

Join us for the ANA’s 7-part Virtual Half-Day Conference series focusing on Brand Activation Marketing.  Each conference will showcase thought-provoking and insightful case studies from companies and marketing leaders that feature some, or all, of the Brand Activation disciplines including Experiential, Influencer, Content, Promotion, Relationship and Commerce Marketing.

when

Start: Wednesday, June 24, 2020 at 11:00am

End: Wednesday, June 24, 2020 at 2:00pm

WHERE

Virtual Event (Eastern Time)

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Virtual Client-Side Tier $0 Platinum Tier $49 Gold Tier $99 Silver Tier $149 Individual $249 Nonmember $249

For issues processing your registration or to ask further questions about this event, please contact registration@ana.net


Agenda

TIME EVENT DETAILS LOCATION
Wednesday, June 24, 2020
11:00am
- 11:15am
Welcome Remarks

Gena Casciano
Director, Brand Activation, Experiential and Tech ANA
11:15am
- 11:45am

ONE STOP FOR LOCAL MARKETING KEEPS BRANDS GOING

As Bobcat prepared to launch a new tractor line and update a loader series for the first time in a decade, it represented a huge opportunity to invigorate the brand. There would be a lot to manage, and a lot to communicate to local dealers. With vendors all across the marketing spectrum, how do you keep everything organized, easy to use and on-brand? Bobcat chose a simplified approach with BrandMuscle, consolidating everything dealers needed for local marketing into a single platform. Hear how a one stop option for marketing materials, execution, and co-op for Bobcat's product lines streamlines the dealer experience, increases engagement with the dealers and ensures success for the brand.

Belinda Forknell
Senior Marketing Manager, Demand Generation Doosan/Bobcat
Jason Tabeling
EVP Product Marketing BrandMuscle
11:45am
- 12:15pm

HOW ENTERTAINMENT DELIVERS MEMORIES

Six Flags, an iconic brand with 26 theme and waterparks throughout the U.S., Canada and Mexico, has created unique and nostalgic memories for millions of guests each year. In this session, learn how national brand partners have activated on the local level at the parks to bring relevancy and brand impact to their programs.  

Stephanie Borges
Global Vice President, Head of Strategic Marketing & Partnerships Six Flags
12:15pm
- 12:45pm

LASSOING THE S'MORES OPPORTUNITY AT HEB

S’mores are the dessert summer memories are made of. But the timeless treat faced a Texas-sized challenge when the retailer cut the activation period due to the perception that the program had gone stale. Hershey’s set forth to change buyer & shopper perception by putting a spin on S’mores with fixings fit for Texans. Join for an overview of the 2020 REGGIE Award-winning “How Texas Does S’mores” program and learn how Hershey not only reinvigorated the occasion, but found growth.

Jackie Schultz
Shopper Marketing Manager Hershey’s
Whitnee Skobla
Account Director TPN
12:45pm
- 1:15pm

THE FAMILY PARADOX: WHERE HAVE ALL THE FAMILIES GONE?

MarTech, data, and brand purpose may bring brands closer to consumers, but it's the brands that play a role in bringing consumers closer to each other who will emerge the winners.  In this session we'll explore how putting family first will reveal where to reach this coveted audience.  At the same time, we'll take a closer look at how one brand designed a national campaign and activated locally to engage with families in an often overlooked market. 

Mark Giovino (@AllionceGroup)
CEO & Founding Partner Allionce Group
1:15pm
- 1:45pm

BRAND IMPACT THROUGH MUSIC SPONSORSHIP

Through a planned and strategic approach, brands have a huge opportunity to align with music artists and create experiences that deliver a substantial brand impact and access a wider, more engaged audience.  In this presentation, U.S. Cellular will share how they’re leveraging music artist sponsorships and live concerts that drives brand affinity, breakthrough media coverage, engagements and qualified leads. 

Michael Behee
Sponsorship Manager, Sports & Entertainment U.S. Cellular®
1:45pm
- 2:00pm
Closing Remarks

Gena Casciano
Director, Brand Activation, Experiential and Tech ANA
2:00pm 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.