Filtering by: General Marketing

Marketing Experience Design for Brands: Brand = Experience STORY
May
9
10:00 AM10:00

Marketing Experience Design for Brands: Brand = Experience STORY

Join AMA Nashville for our next power luncheon on May 9th at 11:00am at City Winery!

Are you ready to re-imagine the future of marketing?
For 75 years, marketing operated on the simple idea that: Brand = Promise + Experience.

Today it is:
Brand = Experience STORY

While the advent of social media has shattered one-way interruptions of promise-making in favor of co-created storytelling, this focused concentration on storytelling is harming our brands. The rapidly changing, post-digital, network–based world requires a NEW SET of PARADIGMS FOR the 21st Century Marketer.

According to award-winning CMO and current CEO of the American Marketing Association Russ Klein , “Experience design is the next frontier for all enterprises and brands.” Without intentional experience design, a brand is at high risk of losing both its clarity and meaning, two essential predicates for brand building.

Russ Klein’s new and patented construct, Brand = Experience STORY means a brand can be built on experience design alone and can be strengthened by effective storytelling. Without intentional and positive experience design, a brand cannot compete on storytelling alone.

Participants who join us on May 9th will discover:
• Why chasing so-called brand loyalty is no longer the end game for marketers
• The importance of reliability and usefulness in earning customer trust
• How to become “insight-prone” and how storytelling figures into brand-building and experience design.
• What world-class experience design looks like 
• How and where to start the process for building an MLE (Minimum Loveable Experience)
• Ways to measure success
• Ingredients for becoming a 21st Century Leader
Do not miss out on this opportunity to receive in person training with Russ Klein, one of the most distinguished, awarded and recognized marketers in our time.

SPEAKER: 

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Russ Klein, Marketing and Brand Expert

Russ Klein is an award winning five-time CMO who has quarterbacked teams for many of the world’s foremost brand names—holding top marketing and advertising posts at Dr Pepper/7UP Companies, Gatorade, 7-Eleven Corporation, Arby’s Restaurant Group and Burger King where he also served as president from 2003-2010.

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Klein has had the rare privilege to lead marketing for three different private equity acquisitions, each of which set new records at the time for return to shareholders

His Burger King body of work that was recognized by ADWEEK as “The Advertiser of the Decade” for the 2000’s…a distinction belonging to Nike and Budweiser in previous decades. 
Burger King’s groundbreaking digital campaign, “Subservient Chicken”
• ranked as the 6th greatest campaign of 21st Century by Ad Age
• and Digital Ad of the Decade by the Wall Street Journal

Klein was responsible for “Whopper Freak-out” 
• the highest recalled advertising campaign ever measured by Nielsen’s IAG Research among all advertisers

Klein is a graduate of The Ohio State University and is a devoted and distinguished alumnus of Fisher College of Business; and also a graduate of the Harvard School of Business Advanced Management Program.

As CEO for the American Marketing Association, Russ is charged with the transformation of the AMA to become an essential community for marketers.
• Klein was once nicknamed “Flamethrower” by an industry publication for risk-taking and provocative advertising; but he now aspires to be the torch bearer for all marketers.


Note: Parking is included in the price of your ticket. Parking attendants will guide you to an on-site, self-park spot at City Winery until on-site self-park spots are filled.  A valet will park your car (free) after on-site City Winery spots are full. Follow the signs near Lafayette Street. SP+ parking lot adjacent to City Winery is NOT free.

Or use Discounted Lyft Rides: We've partnered with Lyft to offer exclusive ride discounts to AMA Nashville! Save 10% off 2 rides to or from AMA Nashville with code AMA0509.


ADD ON TO YOUR TICKET!

After the luncheon, join Russ Klein, who has worked with brands like 7Eleven, Burger King, Arby's, Gatorade, and Dr. Pepper, for a workshop on the future of Marketing.

This will be a more in-depth conversation after the lunch about where marketing is headed and how to re-imagine what exactly marketing is.

This MEMBERS ONLY event is limited to 30 people and is an additional $25. It will be from 1:30 - 4:30 at the Center for Nonprofit Management (37 Peabody St. #201, Nashville, TN 37210).

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Marketing a New Sports Venue: The Story of First Tennessee Park
Apr
4
10:00 AM10:00

Marketing a New Sports Venue: The Story of First Tennessee Park

Join AMA Nashville for our next power luncheon on April 4th at 11:00am at City Winery!

It’s not every day that a company buys the naming rights to a major sports venue. It’s an opportunity that comes along maybe once a decade.

In this presentation, Carol Yochem, President-Middle Tennessee Region for First Tennessee Bank, will share why the bank decided to buy the naming rights to First Tennessee Park, what that decision has meant to the bank in terms of brand awareness and community relations, how this opportunity was a highly aligned fit for First Tennessee and how the bank made the most of the naming decision through coordinated marketing, community relations and employee engagement.

The largest bank based in Tennessee, First Tennessee Bank is #1 in market share in every major market in the state except Nashville. Carol Yochem was named President – Middle Tennessee of First Tennessee Bank four years ago with a mandate to double the size of the bank in this market within five years. Increasing brand awareness was a part of the success equation.

She and her team did it in four years. Nashville has become the model for how First Tennessee grows market share in cities where it is not already the leader.

A lot went into achieving this success, but when it came to raising awareness of the First Tennessee brand in Nashville and Middle Tennessee, nothing came close to the decision to purchase the naming rights to the new home of the Nashville Sounds – First Tennessee Park – a decision that was made shortly after Carol was named president of this market.

In her presentation, Carol will share:

• The rationale behind purchasing the naming rights to First Tennessee Park.
• The many ways in which this decision has closely connected First Tennessee to the Nashville and Middle Tennessee community.
• How First Tennessee Park has bolstered the bank’s overall brand in this market.
• Why this opportunity was practically tailormade for First Tennessee – and why taking advantage of it might not have made sense for other companies.
• How First Tennessee activated its naming rights through using First Tennessee Park’s assets, the media, employee engagement, community relations, customer communications and charitable partnerships.
• What’s on tap, marketing-wise, for the fifth season of First Tennessee Park that opens April 4th.

Don’t miss this rare opportunity to get an inside look at an immensely powerful marketing tool that most marketing professionals can only dream about: putting your organization’s brand on a major sports venue.

SPEAKER: 

Carol Yochem is President of First Tennessee Bank in Middle Tennessee and has more than 30 years of banking experience. She oversees a combined loan & deposit portfolio of more than $9 billion and is proud to lead a team of nearly 600 employees who, through their hard work and commitment, have doubled the size of the bank in this region in the last 4 years.

First Tennessee’s success in Middle Tennessee under Carol’s leadership is an example of the “growth” theme that has defined her career. Prior to coming to Nashville to accept her current position with First Tennessee, she was executive vice president and head of the wealth management business line for First-Citizens Bank & Trust in Raleigh, NC. Prior to that Carol spent 18 years at SunTrust Bank leading commercial, corporate, and private client divisions in both Memphis and Nashville. She was integral to the start and growth of SunTrust’s first Memphis office growing it from scratch to over $600M.

She began her career with the same bank she helps lead today, joining First Tennessee’s management training program at its headquarters in Memphis soon after graduating from the University of Illinois at Urbana-Champaign. The excellent training program, which rotated her through many departments in the bank, was the foundation for a career working with teams who build better banks.

Carol serves on a number of boards or committees where she is significantly engaged and making contributions benefiting the Middle Tennessee community. She is board chair of the Nashville Downtown Partnership, a member of the Nashville Chamber of Commerce board of directors and a leadership cabinet member of Partnership 2020, a member of YMCA of Middle Tennessee board of directors, an Andrew Jackson Foundation Board Trustee, alumnae of Leadership Nashville, and past Cheekwood Board Trustee.

Note: Parking is included in the price of your ticket. Parking attendants will guide you to an on-site, self-park spot at City Winery until on-site self-park spots are filled.  A valet will park your car (free) after on-site City Winery spots are full. Follow the signs near Lafayette Street. SP+ parking lot adjacent to City Winery is NOT free.

Or use Discounted Lyft Rides: We've partnered with Lyft to offer exclusive ride discounts to AMA Nashville! Save 10% off 2 rides to or from AMA Nashville with code AMA0404.

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Next-Gen Marketing: New Tech. New Tools. New Thinking.
Feb
21
10:00 AM10:00

Next-Gen Marketing: New Tech. New Tools. New Thinking.

Join AMA Nashville for our next power luncheon on Feb 21st at 11:00am at City Winery for a special guest speaker! This one you won't want to miss!

Marketing is undergoing a spectacular renaissance ignited by remarkable levels of innovation that are reshaping the marketing landscape. In this special session, keynoter, futurist, and professor, Christina “CK” Kerley brings the audience on a tour of these transformative technologies—and features new ways to think about (and embrace!) these exciting changes.

While mobile is powering billions of smartphones, the Internet of Things (IoT) will enliven trillions of smart things—and enables marketers to convert objects, products, and places into intelligent touchpoints all along the customer journey. Where Augmented Reality (AR) offers a new layer of new media atop the real world, and Virtual Reality(VR) provides the first truly immersive digital world—through Mixed Reality (MR), the physical and digital worlds collide . . . via holograms!

By leveraging Big Data and Artificial Intelligence (AI), companies now have the power to anticipate customer needs, hyper-personalize product offerings, and contextualize messaging campaigns. And while apps have given our audiences unprecedented levels of convenience, intelligent bots will give them back what they value the most—their time. 

Through this session, you will gain insight into:
• New Technologies: A tour of the technologies driving remarkable changes across the marketing landscape, with examples spanning Mobile, IoT, AI, AR, VR, MR, and Big Data.
• New Thinking: New ways to strategically think about these new capabilities—to help remove the fear of change, and get you excited about this new universe of marketing possibilities!

Note: Parking is included in the price of your ticket. Parking attendants will guide you to an on-site, self-park spot at City Winery until on-site self-park spots are filled.  A valet will park your car (free) after on-site City Winery spots are full. Follow the signs near Lafayette Street. SP+ parking lot adjacent to City Winery is NOT free.

Or use Discounted Lyft Rides: We've partnered with Lyft to offer exclusive ride discounts to AMA Nashville! Save 10% off 2 rides to or from AMA Nashville with code AMA0221.

Speaker: Christina “CK” Kerley

Powerhouse keynoter, futurist, and professor Christina “CK” Kerley pushes Fortune 500 companies ahead of the curve through the 10+tech that will dominate the next 10 years.

Praised for her boundless energy, humor, and inspiration, she has wowed crowds at Verizon, Johnson & Johnson, Microsoft, Amazon, TEDx, E*TRADE, The United Nations, Bissell, Best Buy, Prudential, Cisco, Prudential,and more.

A top-rated faculty member at Rutgers Business School for Exec Ed, CK tackles the tough topics: from The Tech Megatrends, IoT, and Business in the AI Age, to Next-Gen Marketing,Robotics, and High-Tech Health. Additionally, she has guest lectured at Stanford, Cornell, Carnegie Mellon, Northwestern, St. Peter’s, and USF.

Connecting with myriad generations—from Boomers to Zoomers—she works with professionals in IT, marketing, sales, HR, innovation, and leadership. 

Based in NYC, for CK’s videos, tech, and speech topics, please visit: https://allthingsCK.com 

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Tractor Supply Company: Putting our Customers First
Jan
10
10:00 AM10:00

Tractor Supply Company: Putting our Customers First

While many retailers struggle in today’s Omnichannel economy, Tractor Supply Company continues to grow, with a plan to increase both its brick and mortar stores and online capabilities in 2019.

Find out how Tractor Supply continues to lead by connecting and engaging with its 1,700+ local communities in unique ways, and reached a record 7.3 billion in net sales in 2018. Christi Korzekwa, Senior Vice President, Marketing at Tractor Supply Company Shares how TSC uses a full complement of traditional and digital marketing tools to drive traffic to the local stores and the website, and differentiates itself by offering a unique and personalized selling experience.

You’ll learn how Tractor Supply:

  • Uses a cross-channel marketing plan to support both in-store and online sales

  • Leverages their loyalty program to build customer engagement and sales anytime, anywhere and anyway the customer wishes to interact

  • Works with and supports the community that is uniquely tailored to an Out Here lifestyle

See you on January 10th at City Winery. You won’t want to miss this event!

Note: Parking is included in the price of your ticket. Parking attendants will guide you to an on-site, self-park spot at City Winery until on-site self-park spots are filled.  A valet will park your car (free) after on-site City Winery spots are full. Follow the signs near Lafayette Street. SP+ parking lot adjacent to City Winery is NOT free.

Or use Discounted Lyft Rides: We've partnered with Lyft to offer exclusive ride discounts to AMA Nashville! Save 10% off 2 rides to or from AMA Nashville with code AMA0110.

SPEAKER: 

Christi Korzekwa, Senior Vice President, Marketing at Tractor Supply Company 

Christi Korzekwa joined Tractor Supply Company in 2012 after having lived and worked in Texas and Georgia. At Tractor Supply, she leads all strategic Marketing across all channels. Christi guides the Tractor Marketing team in the development, execution and companywide integration of all Marketing programs for National, Regional and Local initiatives including Circulars, Digital Marketing, Social Marketing, Network and Local Radio, Local TV, E-mail, Direct Mail, Hispanic Marketing, CRM and Loyalty Marketing, Partnership Marketing, In-store Permanent and Promotional POP and all Creative execution.

Prior to her position at Tractor Supply Company, Christi moved to Georgia to become the Senior Director, Media and Regional Marketing for The Home Depot. As her responsibilities grew, she was promoted to the role of Senior Director, Marketing. Christi’s responsibilities included Regional Marketing, Customer Relationship Marketing, Multicultural Marketing, Pro/Contractor Marketing, Gift Card Marketing and Digital Marketing. Christi began her career in Dallas with one of the largest advertising agencies in the Southwest. She rapidly advanced to become the SVP, Global Group Media Director working on the American Airlines US and international accounts, the oneworld global alliance and the ExxonMobil Corporate global account. Her responsibilities included developing advertising strategies to reach multiple audience segments and successfully marketing a variety of programs and initiatives for her clients. She was also responsible for creating partnerships to grow her client’s sales including relationships with Coca Cola, Time-Warner, Disney, professional sports teams within the NBA and NFL, NASCAR, as well as major broadcast networks.

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