ANA/BAA Customer Experience Marketing @ City of Atlanta Presented by PwC/Strategy&

Experiencing ATL: The World’s Most Traveled Airport

Hartsfield-Jackson Atlanta International Airport (ATL) serves more than 100 million pa­ssengers annually, but it’s not just an airport. It’s a destination. Learn about ATL’s 200-plus food and beverage locations, 150-plus retail offerings, $4 million art program and more. Get an exclusive first look at how Hartsfield-Jackson is enhancing the passenger journey by implementing innovation with ATLNext, a $6 billion capital improvement program.

Jai Ferrell

Airport Manager of Marketing and Brand Services City of Atlanta Hartsfield-Jackson Atlanta International Airport

COCA-COLA eCOMMERCE: HOW TO BE ‘WITHIN ARM’S REACH OF DESIRE’ IN A DIGITAL WORLD

Robert Woodruff, the company’s leading figure from 1923 until 1985, promised to put Coca-Cola’s products “within arm’s reach of desire.” With the increase of grocery in the eCommerce space, it is even easier to achieve Woodruff’s mission. You can now order Coca-Cola beverages from your office, your kitchen, or even your bed (without ever changing out of your pajamas).

As people are more digitally connected, we have more opportunities to build new consumer experiences and increase engagement through online shopping. However, this is not without challenges. Success in the channel requires that we constantly adapt in a rapidly evolving landscape. We can’t just win by translating our offline tactics to an online world—we have to think innovatively about what consumers want and how we can deliver.

Danielle Levy Fisher

Director of Ecommerce Strategy & Planning The Coca-Cola Co.

ELEVATING AUDI'S CUSTOMER EXPERIENCE FROM THE INSIDE OUT

Between 2009 and 2015, Audi went from #12 to #1 on JD Power’s automotive customer satisfaction index. How did that happen?

In 2009 Audi had a groundbreaking lineup of new cars, new and more relevant advertising, and a vast increase in cultural relevance. Purchase consideration and sales hit new records. But at the same time, the experience inside the dealerships had not evolved to accommodate customers’ rising expectations.

Audi formed a customer experience division and began redesigning the buying and owning experience, starting with its internal stakeholders. Over the next few years, the company transformed first its culture and then its practices to become the leader in automotive experience. 

Hear how this vision became a reality. Maggie Mohiuddin, Regional Marketing Manager for Audi of America, and Harlan Kennedy, Founder and Director of Strategy at VBP Orange, will talk through the multi-year approach that drove these dramatic results.

Maggie Mohiuddin

Regional Marketing Manager Audi of America

DRIVING INNNOVATION ACROSS INTEGRATED PHYSICAL AND DIGITAL EXPERIENCES

The customer experience includes both physical and digital elements.  All too often, however, marketers focus on these experiences separately.  Moreover, innovation efforts often get sucked into the gravitational pull of the organization, resulting in soloed thinking and less bold bets.  Physical innovation focuses on product extensions, packaging modifications, or new types of displays.  Digital innovation ends up stopping at integrated marketing campaigns, rather than larger scale platforms that support the growth of new businesses and routes to market.   While digital can't be treated as a bolt on to drive breakout innovation, lessons learned from best in class digital innovation, such as human centered design, agile prototyping and rapid test and learn analytics can be applied to designing integrated physical and digital experiences.  In this session, Matt Egol, PwC's Chief Strategy Officer for Digital Services, and Samrat Sharma, Partner and Senior Strategy and Growth Leader, will share recent research and project examples for how to apply these lessons to jump start bolder innovation in the organization.

Matt Egol

Chief Strategy Officer, Digital Services PwC

Special entertainment will be provided courtesy of the Atlanta Jazz Festival

Brenda Nicole Moorer

Singer and songwriter

LOCATION CONTEXT MATTERS

For many consumers, mobile is not only their first screen, it is the screen. For a successful omnichannel relationship, brands must deliver meaningful mobile ad experiences. And when it comes to mobile, it's not simply about where you are; it's about what you're doing, what you care about, what you need and want during those mobile moments.

Tim will discuss the importance of context as it pertains to location-powered mobile marketing and why it is NOT just important for brands to encourage consumers to act immediately but also to encourage actions AFTER the initial mobile advertising experience.

Tim Gough

Vice President, Data Analytics Verve Mobile

THE CONNECTED ECOSYSTEM + YOUR BRAND’S FUTURE

With our landscape changing more rapidly than ever before, there are an increasing number of ways to deliver a brand’s message and drive engagement.  We have the ability to reach people everywhere they go, on any screen, and across a wide array of physical spaces — and to do this effectively, we must view all brand touchpoints as part of a unified ecosystem. In this session, RED Interactive Agency's President, Donny Makower, will bring to life examples of how RED’s brand partners Nickelodeon, Hasbro, and BET have successfully found that thread that connects their brand with the consumer, on and offline.  Specific topics include how to go beyond traditional marketing methods to engage fans, best practices of how to interact in an organic, meaningful and contextual way with consumers, and how to stay relevant in a digital-first landscape. 

Donny Makower

President and Co-Founder RED Interactive Agency and RED Games