Commerce Marketing

INTRODUCTIONS (11:00AM – 11:10AM)
Paul P. Robinson, Director of the Commerce Committee, ANA

ROUNDTABLE DISCUSSION (11:10AM-11:30AM)
Brina Schuch and Marina Blasi, two students from the Fashion Institute Of Technology (a leading Fashion and Creative Industries higher education institution based in NYC) will present how their shopping habits have changed since COVID 19, what do they think will go back to pre-pandemic and what will stay as well as what brands have perfectly understood those changes and matched their new expectations as consumers and habits as shoppers. The short presentations will be followed by an open forum for questions from the ANA Commerce Marketing Committee audience.

I. There’s a Kit for That: Sizzling DTC and the Meal Kit Craze (11:30AM – 12:00PM)
Learn the story behind and see the first TV from the new kit on the block, DTC Tovala, sitting at the cross section of food and tech. Tovala provides a weekly meal kit service paired with a custom smart oven that prepares meals to perfection with little to no work. With the meal kit space becoming increasingly crowded over the past few years, Tovala needed their debut TV spot to come out swinging and position them as the fastest, freshest, most high-tech option on the market. While the brand is in its early stage, it’s growing rapidly. Tovala wanted to capitalize on growing interest with its introductory TV ad geared toward discovery, a captive audience, and acquisition of new customers from a broad customer target. Our solution was to create stunning visuals centered around Tovala’s two biggest differentiators: their high-tech smart oven, and the freshness of their meals. Add a swagger-inflected voice over, and the message becomes crystal clear: Tovala isn’t like other meal kits — it’s better. We just launched with instant business impact: boosts to web traffic, search and purchases in just one week.

Speakers:
Lauren Funk, VP Marketing, Tovala
Meryl Draper, CEO/Co-Founder, Quirk Creative

II. Henkel along with partner Aki Technologies share the success of phase 1 of personalization at scale (DCO++) and the growth to phase 3 (12:00PM – 12:30PM)
Henkel has embraced Personalization @ Scale with a successful partnership with Aki Technologies – taking slow and steady steps together to personalize video, mobile and adding screens to align to consumer behaviors and moments. Henkel’s through the line approach highlights the brands with awareness drivers and the pull through the line to commerce sales. Leveraging purchase base targeting along with localization, commerce CTA, weather and styles to drive sales.

Speakers:
Colleen Sherry, Senior Manager Digital Marketing, Henkel Corporation
Risa Crandall, VP Strategy, Aki Technologies

III. Preview 2020-2021 State of Local Marketing Research (12:30PM – 1:00PM)
Over the past six years, BrandMuscle’s State of Local Marketing Research has culminated into the single, most comprehensive study on local marketing. Millions of data points and survey responses from local marketers (dealers, agents, franchisees, retailers) are analyzed with key findings and trends published in an annual State of Local Marketing Report. Sarah and Lori will preview findings from the 2020-2021 State of Local Marketing Report, including the framework and formula for assessing Local Marketing Maturity that is enabling some local partners to achieve 2x greater revenue growth than their peers.

Speakers:
Sarah Cucchiara, SVP Channel Marketing Strategy, BrandMuscle
Lori Alba, VP of Marketing, BrandMuscle

WRAP-UP