Meaningful Customer Interactions: How to Appeal to the Feel

Join Fordham University’s Center for Positive Marketing and the ANA Educational Foundation (AEF) to hear from top minds in brand activation and sonic and experiential marketing. Learn how brands are using innovative experiential and sensory marketing activations to drive growth after more than a year of physical distancing. Hear actionable takeaways and insightful case studies on how top brands are driving innovation.

Agenda

2–2:05 p.m.: Opening Remarks from Marcia Soling, vice president and content manager, AEF, and Dawn Lerman, Ph.D., professor of marketing and executive director, Center for Positive Marketing

2:05 p.m.–2:40 p.m.: “When Then Meets Now” Rebranding of Warner Bros.’ Cherished Classic Movie Network, TCM | Dexter Fedor vice president and head of marketing and creative, Turner Classic Movies TCM Warner Bros. Entertainment
The world’s greatest media network of classic films is anything but classic. The repositioning and rebranding of Turner Classic Movies, TCM was necessary, but what happens when your viewers didn’t ask for it? Get an inside look at what it took to turn a network around in 12 months, top to bottom, including a virtual film festival. We’ll cover strategy and experiential to conflict over new host chairs for Ben Mankiewicz’s set. A true Hollywood story.

2:40 p.m.–3:15 p.m.: Stimulating Sensorial Experience Marketing That Drives Growth | Santhi Ramesh, chief marketing officers, The Hershey Company
Do you enjoy the sound of breaking open a KitKat or the aroma of coconut wafting from Almond Joy? Do you love opening the bright orange wrapper of Reese’s during a football game or twiddling Twizzlers with your fingers? You are not alone; consumers look, hear, touch, and smell before they taste chocolate and candy. Ramesh will share how her teams around the world have leveraged all five senses to engage with consumers and drive household penetration.

3:15 p.m.–3:50 p.m.: Building a Sonic DNA: Capturing the Hearts and Minds of the Consumer | Nicola Grant
senior vice president of consumer marketing for North America, Mastercard
Mastercard has pioneered multisensory marketing by crafting a brand identity that engages consumers across the five senses. Advertising jingles and tunes has always created strong brand associations. However, in today’s hyper-connected world with the explosion of smart speakers and voice-only devices, a 30-second melody is only the beginning when it comes to developing a comprehensive, sonic brand architecture. Building universal awareness that is recognizable in all environments and that triggers a positive, relevant, and emotional response requires a much deeper strategy. Hear how Mastercard created—and continues to amplify and extend—the equivalent of a visual brand logo and design system in the audio space.

3:50 p.m.–4:25 p.m.: Hot Wheels Legends | Jennifer Kobashi, global franchise marketing and partnerships, Hot Wheels, Mattel
Learn how Hot Wheels/Mattel is creating holistic and innovative consumer experiences and communities around the world in part by utilizing experiential and influencer marketing efforts.

4:25 p.m.–4:30 p.m.: Closing Remarks from Dawn Lerman