Sponsorship & Event Marketing

NETWORKING BREAKFAST (9:00 – 9:30AM)
INTRODUCTIONS/CHELSEA PIERS WELCOME REMARKS (9:30 –10:00AM)

I. ANHEUSER-BUSCH INBEV DRAFTING UP SPONSORSHIP ROI (10:00 – 10:50AM)
Leading beverage manufacturer Anheuser-Busch will share how they recently overhauled their sponsorship ROI process. Attendees will learn steps the brand used to evaluate the old process, and how they improved their current marketing analytics and ROI measurement tools. Attendees will learn key insights into this critical element of sponsorship management from one of the most successful and prominent brands in the sponsorship and event marketing space.

Speaker:
Nick Kelly, Director, Experiential Marketing – Anheuser-Busch InBev


II. MOVING SPONSORSHIP MEASUREMENT FROM OUTPUTS TO OUTCOMES (11:00 – 11:50AM)
A frank conversation on how far sponsors (and rights holders) have come and how far we have to go in measuring what matters. Although everyone gives voice to the need for validated and actionable results, there is still little effort expended to move beyond intermediate measures. With easier access to a myriad of data points, the time may finally have come to cross the bridge and link expenditures directly to returns-and in so doing deliver a satisfactory answer to the question: "Is this sponsorship working?"

Speaker:
Jim Andrews, Senior Vice President - IEG


LUNCH (12:00 – 1:00PM)


III. CITI: MEASURING THE SUCCESS OF 'HYPER-LOCAL' SPONSORSHIPS (1:00 – 1:50PM)
In this session, Monique Townes, SVP, Citi U.S. Consumer Bank, will share how the brand is measuring the ROI of hyper-local sponsorships such as the recently activated "Citi Taste of Tennis," held earlier this year in Miami. Learn how the brand uses various KPIs to determine the activation tactics' success, how to improve on them, and incorporate the learnings into future Citi sponsorships.

Speaker:
Monique Townes, Senior Vice President – Citi U.S. Consumer Bank


IV. MEMBER ROUNDTABLE DISCUSSION (2:00 – 2:30PM)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics while learning from your peers. In this session, we will open up the discussion to talk about issues that ANA Sponsorship & Event Marketing Committee members are facing and build upon those topics to explore in future meetings.

Facilitator:
Russ Findlay, Head of Marketing – Hiscox USA and ANA Sponsorship & Event Marketing Committee Chair


V. Following the conclusion of the formal agenda, Chelsea Piers will provide 1-hour complimentary golfing lessons with a golf pro at the Piers golf driving range. (2:30-3:30PM)