Sponsorship & Event Marketing

THEME: SOCIAL MEDIA AND ADVANCED TECHNOLOGIES
The evolution of digital, the prevalence of social media, and the infinite possibilities of new technology can provide an added edge to activations for savvy marketers. In this special themed meeting, learn how leveraging social media and technology in sponsorship can help brands connect with consumers and stand out in a crowd, whether in an arena, a stadium or at home.

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

I. USE OF SOCIAL MEDIA AND ADVANCED TECHNOLOGIES FOR SPONSORSHIP ACTIVATIONS (10:00AM – 10:50AM)
The ANA recently fielded research on how the overall ANA community is using social media and advanced technologies to support their brand's sponsorship activations. This research reveals that more than 85 percent of members surveyed are using social media and 44 percent of members surveyed are using advanced technologies to support their sponsorship activations. In this session, you will hear the detailed findings from this research. We'll also share case study examples and discuss implications and best practices for marketers.

Speakers:
Russ Findlay, Chief Marketing Officer – Hiscox and ANA Sponsorship & Event Marketing Committee Chair
Bill Duggan, Group Executive Vice President, Committees, Conferences & Sponsorship – ANA

II. HOW CISCO TECHNOLOGY CHANGED THE GAME FOR NBA FANS (11:00AM – 11:50AM)
The NBA, like many other sports leagues, has seen tremendous growth in the consumption of digital media and the opportunity to augment and elevate the fan experience through technology. As Official Technology Partner of the NBA, Cisco has successfully leveraged this platform to showcase its technology and deliver the energy and excitement of the game to a global audience. In this session, Ashley Marusak, Marketing Manager, Global Sponsorships Marketing, will take you behind the scenes of the company's NBA Draft activation where Cisco technology connected draft picks with international journalists – and Jimmy Kimmel Live!

Speaker:
Ashley Marusak, Marketing Manager, Global Sponsorships Marketing – Cisco

LUNCH (12:00PM – 1:00PM)

III. NASCAR: USING TECHNOLOGY TO TRACK & DRIVE SPONSORSHIP ROI (1:00PM – 1:50PM)
Unique to any other league, NASCAR sponsors are ingrained into the fabric of the sport. One in four Fortune 500 companies invests in NASCAR through partnerships with teams, racetracks and the sanctioning body. NASCAR has become a critical and powerful part of the marketing mix for companies such as Coca-Cola, Sunoco, and Microsoft. The need to prove sponsorship value is vital. Their Fan & Media Engagement Center, a "command center" for tracking social media activity and translating it into actionable insights, does just that. In this session, Norris Scott, Vice President, Analytics & Insights at NASCAR, will share examples of NASCAR's use of technology to leverage data that drives sponsorship ROI. Learn how this Digital/Social First approach has led to better strategies in Fan Engagement both in venue and out, identified best efforts for capturing the attention of today's millennials and how they expect to consume content, and underscored the importance of having a well-defined social strategy to help sponsors achieve social ROI.

Speaker:
Norris Scott, VP, Analytics & Insights – NASCAR

IV. MEMBER ROUNDTABLE DISCUSSION: LEVERAGING SOCIAL MEDIA AND TECHNOLOGY FOR SPONSORSHIP ACTIVATION (2:00PM – 2:30PM)
Be prepared to share! In this member roundtable discussion, hear from your peers on how they're leveraging social media and technology in their sponsorship activations. We'll also discuss best practices, challenges, and barriers brands face when considering new technologies as part of their activation plans.

Facilitators:
Russ Findlay, Chief Marketing Officer – Hiscox and ANA Sponsorship & Event Marketing Committee Chair
Pamela Gross, Sr. Manager, Content Marketing, Committees & Conferences - ANA