AMA Madison’s 2021 Annual Conference Agenda

}

12:00pm - 12:10pm

}

12:10pm - 12:40pm

Opening Remarks

Keynote: Amazing Founders Building Community for their Brands

Allison Summers, Founder, Disruptive CEO Nation Podcast

Great things are happening in business today. The collision of innovation, technology and omnichannel marketing strategies are helping organizations construct more deeply connected, brand-loyal communities than ever before. But the good news is authentic brands are not limited by only high-cost solutions because relevant customer experiences and conversations can break through in the simplest of ways when done right. Over the last three years, Allison K. Summers has been collecting remarkable business lessons through the Disruptive CEO Nation Podcast and she has recently featured these stories in her new book Building Your Brand: Make Business Happen in a Global Economy. So sit back and get ready to be introduced to brands and company CEO’s who you may not have heard of but who are making a difference in the world today.

About Allison

Allison K. Summers knows business. Throughout her career she has served as a partner and advisor to CEOs and presidents who have resided on five continents and delivered products and services to clients in 90 countries. Allison has led multi-million-dollar operations in both the corporate and non-profit world and has experience working ‘heels on the ground’ in 30 countries and counting. In 2018, she began the Disruptive CEO Nation Podcast project to investigate the principles that innovative company founders and recognized thought leaders embrace to drive business results in our fast-paced world today. Allison is an international best-selling author of the just release Building Your Brand: Make Business Happen in a Global Economy. She is a networking expert having published Connect to Influence. Allison is a platform speaker, a frequent media, and a powerful voice for women in business.

}

12:40pm – 1:25pm

Workshop 1: 5 Martech Trends You Need to Know Today to Get Ahead in the Next Decade

Scott Brinker, VP, Platform Ecosystem, Hubspot

Great things are happening in business today. The collision of innovation, technology and omnichannel marketing strategies are helping organizations construct more deeply connected, brand-loyal communities than ever before. But the good news is authentic brands are not limited by only high-cost solutions because relevant customer experiences and conversations can break through in the simplest of ways when done right. Over the last three years, Allison K. Summers has been collecting remarkable business lessons through the Disruptive CEO Nation Podcast and she has recently featured these stories in her new book Building Your Brand: Make Business Happen in a Global Economy. So sit back and get ready to be introduced to brands and company CEO’s who you may not have heard of but who are making a difference in the world today.

About Scott

Scott serves as the VP platform ecosystem at HubSpot, helping the company create more synergy with the rest of the marketing technology landscape and is the editor of The Chief Marketing Technologist blog. Scott co-founded and served as CTO of ion interactive, a software company that provides marketers with a platform for creating and testing interactive content, such as quizzes, assessments, solution finders, calculators, and more. Scott may be best known for annually releasing the Marketing Technology Landscape. He’s been a leader at the intersection of marketing and technology for some time, previously running a successful web development agency, which among other things built most of the web marketing infrastructure for Citrix. And before that ran a web technology consultancy that built early web apps for CBS Sportsline, Tribune, the Miami Dolphins, and Fujitsu. Scott graduated from Columbia University with a BS in computer science, and holds an MBA from MIT and a master’s degree in computer science from Harvard University.

}

1:25pm – 1:40pm

15-Minute Break

}

1:40pm – 2:25pm

Workshop 2: Panera Bread's Recipe for Personalization 2.0

George Handson, Vice President and Chief Digital Officer, Panera Bread

Digital transformation has consumed the quick service and fast casual restaurant business in recent years, both in response to Covid-19 and consumer preference for on-demand services. The most advanced brands on the digital maturity continuum are not only gaining new revenue sources but also loyalty through personalization and the strength of their brand promise. Join George as he presents the building blocks for Personalization 2.0 and how Panera Bread transformed its customer journey to achieve personalization for all.

About George

George is the Senior Vice President and Chief Digital Officer at Panera Bread. Before joining Panera, George served as Vice President, North America E-Commerce and Retail Stores for Under Armour, holding full P&L responsibility for the North America Direct to Consumer business. Previously, he led the digital business for Lane Bryant, and held various U.S. and Global leadership positions at Lands’ End, including leading the Lands’ End Japan business based in Tokyo. He is responsible for over $2B in digital sales, the 40M+ My Panera member loyalty program, Performance Digital Marketing and Digital and Customer Analytics. He is a Madison, WI native.

}

2:25pm – 2:40pm

15-Minute Break

}

2:40pm – 3:20pm

Breakout Session 1-A: Leading in a Social World

Aaron Templer, Founder + Strategy, Three Over Four

Like never before our communities are physically distanced but socially connected: a new human reality that the pandemic has only amplified. We’re hard-wired to connect with one another, but have built distances into our professional and social lives that test that wiring like never before. Leading in a Social World is an unexpected look at social media through the lens of leadership. Social capital—measurable, manageable value that’s accessed and shared through social networks—has become an undeniably valuable resource for people and their organizations. But contrary to what many of us marketing people will tell you, socially connected systems reject marketing. They are communities for nurturing, not audiences for conversions. Leading In A Social World encourages anyone who’s using the social web as a way to influence and move people that they need to ditch their social media marketing and build social capital—a leadership skill— instead. James O’Toole, a Leadership Excellence Magazine Top 100 Thought Leader and author of The Enlightened Capitalists said this of Leading in a Social World: “This important—and timely—book demonstrates the potential of social media to become a powerful vehicle for creating social capital. It offers original and useful advice for the next generation of leaders in all fields whose platforms will increasingly be digital in the years to come.”

About Aaron

Aaron Templer is a polymathic marketing firm owner at Three Over Four, occasional speaker, first-time book author with Leading in a Social World, and hobby percussionist. He is an American Marketing Association Professional Instructor and Past President of its Professional Chapters Council and Colorado chapter. His marketing firm, speaking engagements, teachings, and writings are at the intersection of strategy, creativity, brand, influence, and leadership. Some call him the Gora Dhol Wallah.

}

2:40pm – 3:20pm

Breakout Session 1-B: Rethinking Your Marketing Strategy

Sarah Hurley, Owner/Director of Client Marketing, Weber Marketing

Are the premium marketing strategies — radio, TV, digital campaigns — causing heartache and headache? Then stop. Utilize the assets you have available in your community to your advantage. In this collaborative session we’ll explore ways you can market your brand with less traditional, and less expensive, strategies that are producing results for marketers in Madison, and everywhere.

  • Learn how business goals are they key starting point to defining your marketing strategy, mapping out a plan, and evaluating effectiveness.
  • Learn about non-traditional (less expensive) ways to showcase your brand.
  • Learn how you can collaborate with others to grow your brand.

About Sarah

As owner and director of client marketing, Sarah provides strategic marketing consulting, planning, project management, creative direction and resource development support for B2B and B2C clients. Prior to Weber Marketing, Sarah has worked on both the agency and client side of the fence and now combines this first-hand experience for the benefit of her clients.

}

3:20pm – 3:25pm

5-Minute Break

}

3:25pm – 4:05pm

Breakout 2-A: The Agile Brand: Creating Authentic Relationships Between Companies and their Customers

Greg Kihlstrom, Principal, The Agile World

Brands have evolved over several centuries from simple tools for recognition to something much more nuanced and sophisticated in the modern age. Being an agile brand means taking part in a relationship with your customers. While this means giving up some control over your brand, it rewards you with loyal long-term customers and builds a community that solves their key challenges. Based on Greg Kihlström’s book, The Agile Brand, this presentation follows the evolution of branding from its beginnings to the authentic relationship with brands that modern consumers want, and gives practical examples of what you can do to create a more modern, agile brand while staying true to your core values. Learn how brands that embrace consumer feedback and create a “living” brand that evolves over time while staying true to its values. Greg will discuss the modern device-agnostic consumer and how successful brands adapt their marketing and customer experience to reach them effectively.

About Greg

Greg is a best selling author, speaker, and entrepreneur, after selling his award-winning digital experience agency. He has worked with some of the world’s top brands, including Coca-Cola, Dell, FedEx, GEICO, Marriott, MTV, Starbucks, Toyota and VMware. He serves on the University of Richmond’s Customer Experience Advisory Board, and was founding Chair of the American Advertising Federation’s National Innovation Committee. Greg has written seven books, including, The Center of Experience (2020) which talks about how customer and employee experience can be operationalized into a cohesive brand experience. His podcast, The Agile World, launched in early 2019 and now in season 3, discusses brand strategy, marketing, customer, and employee experience with thought leaders from leading organizations around the world. He is a contributing writer to Forbes, and has been featured in Advertising Age, Communication Arts, and The Washington Post.

}

3:25pm – 4:05pm

Breakout Session 2-B: Community Mythology

Geno Church, Director of Discovery & Strategy, We Must Be Bold

We’re at a crossroads of new beginnings. We need connectedness, we need community, now more than ever. There is a lot riding on us as we try to future proof our marketing communications efforts and dollars during these dynamic times. You don’t have to tackle this alone. Geno Church will dig into brand community building and how community can power word of mouth. Attendees will learn how to create your own “human grid” through human connection, advocacy, and the science of word of mouth.

About Geno

Geno is the Director of Community Strategy and Design for We Must Be Bold. Geno has built youth-led prevention movements, sparked wonder and curiosity in the nation’s classroom, grew a creative community around scissors, empowered people to take care and appreciate their public parks, developed a beacon of hope for those affected by addiction, and birthed a community for cheese lovers. For 23 years, Geno was Discovery and Strategy Director at Brains on Fire but has always considered himself more of a “Passion Pirate” and explorer for the agency’s clients. Geno shines when uncovering the DNA of clients and their customers and has walked that path with brands and organizations including Fiskars Brands, the National Center for Families Learning, National Council of Teachers of English, Australian Childhood Foundation, BFGoodrich, Michelin, The Environmental Defense Fund and Dairy Farmers of Wisconsin. Geno is also a highly sought after speaker and has been a presenter and a workshop facilitator at events hosted by the Public Relations Society of America (PRSA), Blackbaud BBCON (Australia), WOMM Japan, EXMA Bogota, EXMA Peru, EXMA Ecuador, The Good Business Summit, and the Word of Mouth Marketing Association, just to name a few. He is a co-author of two books, Brains On Fire: Igniting Powerful, Sustainable Word of Mouth Movements + The Passion Conversation: Understanding, Sparking, and Sustaining Word of Mouth Marketing. Geno was named to the Word of Mouth Marketing Hall of Fame in 2015.

.

}

4:05pm – 4:10pm

5-Minute Break

}

4:10pm – 4:50pm

Keynote: Life. Powered By Connection

Ginger Johnson, Chief Connecting Officer & Dinner Party Host

You & your team will do their best work when they feel connected. Name any outcome you want in marketing, business and life. And I’ll show you that outcomes are powered by Connection. Come learn the incredible fuel that is Human Connection, taught by Chief Connecting Officer, Dinner Party host and business owner, Ginger Johnson.

About Ginger

Most biographies for speakers are full of credentials, awards, accomplishments and other unexciting information. Let’s say this for now: Everything in life is Powered By Connection. And Connection is Ginger’s jam. It’s the art, science and energy that makes the world go ’round. She works with great leaders, teams and organizations who want to tap into the incredible possibilities connection affords. If you want to learn more about her, she invites you to visit gingerjohnson.com If you’re really curious, you’ll likely Google her anyway, finding her TEDx talk, book, YouTube channel, and various and sundry other information all promoting and teaching human connection. For now, she thanks you for your time and attention. Let’s get to it.

}

4:50pm – 5:00pm

Closing Remarks

}

5:00pm – 6:15pm

Virtual Happy Hour, Networking, & Door Prizes

Thank you to our sponsors!