Relationship Marketing
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Related Content
WELCOME & INTRODUCTIONS (11:00-11:15am ET)
Leah Marshall, Director - ANA
I. Desperate for Differentiation: Strategies to Build Consumer Relationships Post COVID-19 Re-emergence and Beyond (11:15am-12:00pm ET)
COVID-19 and other recent events have led to an entirely new landscape for brands to navigate, as consumer expectations and behavior continue to change. AARP and Merkle have executed research-backed strategies to help brands stand out among the crowd and future-proof marketing approaches for whatever comes next. Learn how consumer expectations of rewards and loyalty initiatives have changed due to the impacts of this year’s events, the most critical areas in which COVID has affected consumer demands, and how to create enduring marketing approaches to avoid being left behind.
Speakers:
Chris Wayman, EVP, GM Promotions & Loyalty Solutions - Merkle
Nataki Edwards, Senior Vice President, Digital Marketing - AARP
II. BIG L or little l — How does LOYALTY Rank with Your Customers? (12:00-12:45pm ET)
“63% of high-performing marketers are already using loyalty program platforms.” (Salesforce) YET “More than half of loyalty program memberships are idle.” (Mintel) Having consumers connected with a loyalty program is fine—as long as they are actively engaged once they join. “Points accrued” is not enough. Approaching loyalty programs as part of a connected and personalized experience along their customer journey is what is truly needed. In this session, Delta Air Lines and Digitas will demonstrate how shifting focus from elementary loyalty program mechanics to more advanced Brand Loyalty presents new and exciting opportunities for brands. The discussion will highlight Delta Air Lines’ approach of creating opportunities to reward and recognize customers throughout their travel journey and beyond.
Speakers:
Courtney Adair, Marketing Manager, SkyMiles Member Engagement - Delta
Melissa Berger, Senior Vice President, Connections Strategy - Digitas
CLOSING REMARKS & DISCUSSION (12:45-1:00pm ET)
**Schedule subject to change