Lessons from the 2016 Brand Activation

Conference

2© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

Brand activation is kind of a big deal. According to a new ANA/PQ Media study, brand activation accounts for nearly 60 percent of total brand marketing. With six platforms and 32 channels,

marketers have a lot to juggle when it comes to brand activation.

At the 2016 ANA Brand Activation Conference, marketers shared how they connect with consumers across these platforms.

Here are five lessons from their presentations:

3© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

“Put the customer at the center of all planning.”

— Allen Hermeling, senior director of corporate partnerships at the Chicago Cubs

To truly connect with consumers, you must understand their needs. Capture

as much data on them as possible, and leverage this information to provide

unique, personalized experiences.

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“Mobile must be first and best. It can’t be an afterthought.” — Paul Murray, senior director of digital marketing and innovation

at Dunkin’ Brands

From research to payments, consumers are increasingly turning

to mobile at every step of the shopping experience. Invest in mobile and learn

to adapt as technology evolves.

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“What we’re doing now is not so much storytelling to an audience,

but co-creating a story.” — Susannah Costello, vice president

of global brand at Visit Florida

The content creation process has evolved. Create enriching experiences

for consumers who, through their participation, will share their thoughts

and extend your brand message.

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“If you want to optimize engagement, think about

meeting people where they are.”— Gerald E. Johnson II, chief diversity and inclusion officer and senior vice

president of marketing at the American Heart Association

Don’t wait for consumers to come to you. Create content that is transferable

and take advantage of technology and data to reach consumers at

different points along their journeys.

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“Convention won’t challenge itself.”

— Lori Senecal, global CEO of CP+B

Innovation is key to setting your brand apart. To facilitate this, anticipate changes, take risks,

and don’t be afraid to fail.

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8© Copyright 2016 by the Association of National Advertisers, Inc. All rights reserved.

All content for this slideshare has been aggregated from presentations at the 2016 ANA Brand Activation Conference.

Want more from #ANAActivate? Check out these ANA’s Marketing Knowledge Center session recaps:

U.S. Brand Activation Marketing Forecast (2016–2020): Key Findings Report

Optimizing Value Along the Customer Journey

Banking on Customer Experience Best Practices for Success

REGGIE Award Winner: Target Back to College: Target Union

REGGIE Award Winner: Johnson’s Baby So Much More Global Launch

Sources