ANA/BAA Experiential Marketing

Experiential Marketing Committee Meeting: Leveraging Influencers in Experiential Marketing

Influencers can be a brands’ most potent marketing tool. Combine Influencers with Experiential and you can exponentially amplify your brand. This experiential marketing committee meeting brings together leading expert presenters from brand and agency sides that successfully create effective marketing programs that tie influencers to brand experiences across a wide range of consumer product segments. You don’t want to miss this one.

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


I. AUDI INTELLIGENT CHICAGO (10:00-10:45AM)
The Audi Central Region collaborated with local tech and design influencers to engage a highly coveted and difficult to reach audience of tech savvy entrepreneurs in an authentic and non-commercial fashion. Audi knew the most important way to drive consideration was to create an emotional and authentic connection with buyers who are in a transitional life stage and are financially ready to explore the luxury category.

In this session, learn how Audi designed a local campaign that celebrated and connected the “Intelligent” process of Audi engineering with Chicago’s tech-savvy community, keeping Audi at the pinnacle of the premium automotive and technology innovation conversation.

Speakers:
Jenni Young, Manager, Customer Experience – Audi
Eric Mortensen, Creative Director – FCBX

II. THE IMPORTANCE OF UTILIZING INFLUENCERS, NOT ONLY AS TACTICAL AMPLIFIERS: BUT AS STRATEGIC SOLUTION MAKERS (11:00-11:45AM)
Influence is not a nice thing to have – rather it is something you must master. Influence is no longer a tactic used for events; it can actually act as the strategy that helps you succeed. The power of influence in today’s digital landscape has now shifted the power from the brand to the consumer and therefore giving rise to influencers. While most brands look to celebrity as solution, we know that celebrity plays but only a minor part in the bigger influencer community. Celebrity is not a strategy - it is a tactic! However, the influencer network that creates and supports celebrity is a strategy. An influencer cannot be self-proclaimed – one’s community must grant them the title. 

Speaker:
Coltrane Curtis, Founder and Managing Partner – Team Epiphany

LUNCH (12:00PM – 12:45PM)


III. FROM BENDING METAL TO HIGH-END HOSPITALITY: WHIRLPOOL CORPORATION'S UNIQUE COMPETITIVE ADVANTAGE (12:45-1:30PM)
How does a 105 year old appliance manufacturer stay relevant in today’s competitive landscape?  By being a game changer in immersive product education and brand experience.  We’ve created the World of Whirlpool, a destination learning center that excites & challenges key trade customers, industry influencers and top designers from around the world, ultimately garnering critical brand advocacy through memorable experiences and hands-on product interaction.  From concept to creation to day-to-day operations and measurement of return, gain insight into the uniquely dramatic and unparalleled brand experience center that is the World of Whirlpool.  
Speaker:

Amie Hill, Executive Producer – Whirlpool Corporation

IV. ROUNDTABLE DISCUSSION (1:45-2:15PM)

Committee Co-Chairs:
Dee Hall, FCBX
Matt Gidley, Momentum Worldwide

The Experiential Committee is for members who are responsible for their organizations' experiential marketing initiatives. Experiential marketing are becoming increasingly important components of the marketing communications mix, and growth has recently outpaced traditional advertising and promotion. This committee will provide a forum for members to share case studies, best practices, and network to ultimately elevate each other’s' expertise and make their organizations more effective. 

TO ATTEND VIA WEBINAR: 

Step 1. Event Registration: Use this link to register for the event prior to the session: http://ana.adobeconnect.com/baa-exp-jun16/event/registration.html

If this is your first event, create an Adobe Connect account using your work email and password of your choosing. If you already created your Adobe Connect account, simply login with your existing Adobe Connect account information to register for the event.

Step 2. Event Login: On the day of the event, join here: http://ana.adobeconnect.com/baa-exp-jun16/event/login.html

This only works if you already registered for the event at the link above. Audio information will be displayed upon login.