Experiential Marketing Committee

Description & Purpose

Experiential Marketing includes events and sponsorships, but it also understands an experience can be more personal. Its importance lies in its ability to create a relevant bond with the consumer.  Today, Experiential Marketing includes events and more individual experiences, such as a demonstration of product’s performance, extra care/personal connection, and grassroots/affinity events. The key is creating an experience that stimulates an emotional connection and reinforces the essence of the brand. Experiential Marketing may also have an entertainment, cause, or celebrity aspect to it.

The Experiential Marketing Committee is for members who are responsible for their organizations' experiential marketing initiatives. Experiential marketing are becoming increasingly important components of the marketing communications mix, and growth has recently outpaced traditional advertising and promotion. This committee will provide a forum for members to share case studies, best practices, and network to ultimately elevate each other’s' expertise and make their organizations more effective.

Committee Chairs:

Dee Hall, General Manager, Advantage Marketing Partners
David Lee, Head of Retail Licensing & Partnerships, Miller Coors
Allen Hermeling, Senior Vice President, UnitedHealthcare
Rick Cosgrove, Executive Creative Director, Agency EA

ANA staff managing the Experiential Marketing Committee is Gena Casciano

Discussion Topics

• Measurement/ROI
• Digital integration
• Best practices for connecting the right sponsorship or event with the right brand in order to bring that brand to life
• Contract management
• Virtual events
• Internal organization: how marketers are organized internally to manage events
• Hospitality best practices
• Maximizing marketing leverage
• Cause-related marketing
• Future trends in sponsorships

"The ANA committee meetings are a unique and intimate forum for industry knowledge sharing. The small group setting allows for stimulating discussions and networking. I have found the meetings an excellent opportunity to learn and connect."

  - Tracy Drelich-Knauer, Marketing Activation Manager, BP Lubricants USA Inc.

"I have thoroughly enjoyed the opportunity to participate in ANA committees. It is an excellent forum for exchanging insights across industries, staying current on the latest thinking in customer strategies, analytics, and marketing technologies, while offering networking with other passionate marketing leaders. The relationship marketing and analytics insights have been especially valuable for me in driving customer engagement transformation initiatives. Committee participation has definitely enhanced the contributions I bring to the table with teams and offered tremendous professional growth.

  - Elaine Gamble, Novartis

Join a Committee

Participation in Brand Activation related Committees is a benefit of ANA membership and Gold/Platinum Level Marketing Solutions Provider Membership. There are no costs to join or attend meetings.

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