Being Local with Brand Activation Marketing presented by BrandMuscle

Gena Casciano

Director, Brand Activation, Experiential and Tech ANA

ONE STOP FOR LOCAL MARKETING KEEPS BRANDS GOING

As Bobcat prepared to launch a new tractor line and update a loader series for the first time in a decade, it represented a huge opportunity to invigorate the brand. There would be a lot to manage, and a lot to communicate to local dealers. With vendors all across the marketing spectrum, how do you keep everything organized, easy to use and on-brand? Bobcat chose a simplified approach with BrandMuscle, consolidating everything dealers needed for local marketing into a single platform. Hear how a one stop option for marketing materials, execution, and co-op for Bobcat's product lines streamlines the dealer experience, increases engagement with the dealers and ensures success for the brand.

Belinda Forknell

Senior Marketing Manager, Demand Generation Doosan/Bobcat

HOW ENTERTAINMENT DELIVERS MEMORIES

Six Flags, an iconic brand with 26 theme and waterparks throughout the U.S., Canada and Mexico, has created unique and nostalgic memories for millions of guests each year. In this session, learn how national brand partners have activated on the local level at the parks to bring relevancy and brand impact to their programs.  

Stephanie Borges

Global Vice President, Head of Strategic Marketing & Partnerships Six Flags

LASSOING THE S'MORES OPPORTUNITY AT HEB

S’mores are the dessert summer memories are made of. But the timeless treat faced a Texas-sized challenge when the retailer cut the activation period due to the perception that the program had gone stale. Hershey’s set forth to change buyer & shopper perception by putting a spin on S’mores with fixings fit for Texans. Join for an overview of the 2020 REGGIE Award-winning “How Texas Does S’mores” program and learn how Hershey not only reinvigorated the occasion, but found growth.

Jackie Schultz

Shopper Marketing Manager Hershey’s

THE FAMILY PARADOX: WHERE HAVE ALL THE FAMILIES GONE?

MarTech, data, and brand purpose may bring brands closer to consumers, but it's the brands that play a role in bringing consumers closer to each other who will emerge the winners. In this session we'll explore how putting family first will reveal where to reach this coveted audience. At the same time, we'll take a closer look at how Teddy Grahams, a Mondelez brand, designed a national campaign and activated locally to engage with families in an often overlooked market. 

Mark Giovino (@AllionceGroup)

CEO & Founding Partner Allionce Group

BRAND IMPACT THROUGH MUSIC SPONSORSHIP

Through a planned and strategic approach, brands have a huge opportunity to align with music artists and create experiences that deliver a substantial brand impact and access a wider, more engaged audience. In this presentation, U.S. Cellular will share how they’re leveraging music artist sponsorships and live concerts that drives brand affinity, breakthrough media coverage, engagements and qualified leads. 

Michael Behee

Sponsorship Manager, Sports & Entertainment U.S. Cellular®

Gena Casciano

Director, Brand Activation, Experiential and Tech ANA