ANA Marketing Innovation @ St. Jude (Members-Only Conference)
|Begins:||Wednesday, September 6, 2017 at 8:15am|
|Ends:||Wednesday, September 6, 2017 at 4:00pm|
Domino’s Event Center on the St. Jude Campus
501 St. Jude Place
Memphis, TN 38105
Wednesday, September 6, 2017
ALSAC/ST. JUDE: INNOVATIONS IN STRATEGIC PARTNERSHIPS
We live in a world of changing social, political and economic landscapes – with a diverse consumer base that is increasingly focused on values and impact. Successful brands can connect with both the emotional and rational motivators of their audiences through the power of their story. In this case study, attendees will learn insights into how one brand challenged its industry norms during a critical sales cycle by celebrating a values-based approach to its target audience – and in the process, delivered three consecutive year-over-year record sales for this same period.
SVP Strategic Partnerships
ALSAC/St. Jude Children's Research Hospital
ALSAC/St. Jude Children's Research Hospital
CREATING #CUPFUSION: LESSONS IN UNCONVENTIONAL INNOVATION FROM REESE’S PEANUT BUTTER CUPS
Reese’s Pieces Peanut Butter Cup is the poster child of innovation. From invention on a train ride home to an agile, real-time, launch, the Reese’s brand re-wrote the book on innovation possibilities. Capitalizing on an ‘equity explosion’ that created ‘#Cupfusion’ the brand’s non-traditional, unconventional launch approach led to quadrupling sales expectations in the first year and changing their go-to-market approach for upcoming innovations. In this session, the brand will take you on the journey of the Reese’s Pieces Peanut Butter Cup innovation and how smart risk taking, agile social listening and knowing your consumer can deliver one of the most unconventional, successful and cost-efficient product launches in Hershey history.
Senior Manager, Reese’s Brand
The Hershey Company
Networking Coffee Break
CONNECTED AND CONVERSATIONAL: DIGITAL ADVERTISING SOCIALLY AND BEYOND
Building direct relationships in a digital landscape dominated by social platforms is more important than ever. The shifting sands of communication technologies require advertisers to pay close attention to evolutions in audience behavior. In this session, the presenters will explore how frictionless mobile technology is moving brands “post social,” into a conversational world where platform loyalties are in constant flux. Discover how chatbots, conversational commerce, and contextual messaging are opening up new opportunities for advertisers and the customers they serve.
VP Executive Creative Director
Executive Technology Director
SUNTRUST: THE JOURNEY TO AN ICONIC AMERICAN BRAND
What distinguishes iconic brands from the everyday, run-of-the-mill brands? Icons are instantly recognizable and shape popular culture. Few brands have cracked the code, but those that have represent something more than the products or services they sell and enjoy widespread loyalty. SunTrust Banks has embarked on the journey to build an iconic brand with a bold take on what financial institutions should provide for consumers. In this session, Holly Wasson, senior vice president of brand and marketing communications at SunTrust Banks will share how the financial institution transformed its marketing to address financial stress in America and is striving to achieve iconic brand status.
Senior Vice President Brand & Marketing Communications
LENOVO: “DIFFERENT IS BETTER”
Last year, Lenovo launched a new initiative around “Culture Content,” focused on creating more disruptive moments in social that got to the heart of their “Different is Better” storytelling brand strategy by leveraging or tying to a cultural moment or trend. Learn how Lenovo came up with new ways to communicate features like shatterproof screens, by building a custom foosball table using Moto phones instead of players and how they created in-feed distractions on platforms like Instagram that forced consumers to stop in their tracks. You will also learn how Lenovo went through the process of developing social guidelines, pushed their brand’s tone of voice, and identified opportunities to connect their brand in social (without going overboard).
Senior Manager, Worldwide Brand Content
SPECIAL TOUR OF ST. JUDE CHILDREN'S RESEARCH HOSPITAL - Optional (approx. 1 hour)
Please join us at the conclusion of the formal agenda for a very special tour of St. Jude Children’s Research Hospital. St. Jude was founded by the late entertainer Danny Thomas, who believed that no child should die in the dawn of life. Since opening 50 years ago, St. Jude Children’s Research Hospital has changed the way the world treats childhood cancer and other life-threatening diseases. No family ever pays St. Jude for the care their child receives and, for every child treated here, thousands more have been saved worldwide through St. Jude discoveries. On this special tour for ANA conference attendees, you will get an inside look at the campus and learn why there is no place else like St. Jude.