Relationship Marketing
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WELCOME & INTRODUCTIONS (11:00-11:15am ET)
Leah Marshall, Director, ANA
I. Leveraging Local Relationships to Spark Broader Cultural Relevance (11:15am-12:00pm ET)
When put behind the wheel, creators have the ability to drive your brand into conversations and places that you may not have existed in before. The MINI USA West Coast team looked to align themselves with the local design world, by going where the creators lived, worked and played. Through a series of strategic partnerships, road trips and local events MINI USA and their agency RQ identified and activated a tribe of 41 creators who reimagined MINI's west coast relevance with hundreds of posts that garnered 23MM+ impressions, 6% lift in brand awareness, a 21% increase in brand consideration and more.
Hear from Matthew Shukaitis, Marketing Manager @ MINI USA (formerly MINI USA Regional Director) and RQ's founder, Brian Salzman, as they break down the process of identifying your core regional creators, establishing creative trust and empowerment, and building a program that has the opportunity to amplify brand awareness, customer engagement, and cultural relevance beyond a specific region.
Speakers:
Matthew Shukaitis, Marketing Manager, MINI USA
Brian Salzman, Founder, RQ
II. Leverage Mobile Wallet to Amplify Brand Experience (12:00-12:45pm ET)
Godiva has launched a grab-and-go Cafe option to meet the needs of its increasingly busy audience. Previously, Godiva used paper frequency cards to drive foot traffic because they drive repeat traffic and purchases. However, these cards only track purchases, and customer engagement can’t be tracked. After weeks of researching the digital wallet landscape, the Godiva CRM & Loyalty team implemented a mobile wallet that has (tease some of the results). In this presentation learn how Godiva used mobile wallet to meet key engagement KPIs and amplify the brand.
Speaker:
Laillah Rice, CRM & Marketing Analytics Leader, Godiva
CLOSING REMARKS & DISCUSSION (12:45-1:00pm ET)
**Schedule subject to change