Marketing Peer Group Web Meeting 

Cutting Through the Hype of Influencer Marketing to Harness Influence as a Tool 
September 14, 2021 09:00 AM - 12:00 PM 
Get actionable ideas for beginning or enhancing your influencer marketing program by learning about, discussing and comparing practices with fellow UWEBC members. 

Influencer content is perceived as more authentic resulting in higher engagement and conversion rates. Brands that embrace influencer marketing will make substantial market gains. We will explore the current state of influencer marketing and the mechanics of creating a program whether for a specific campaign or an evergreen partnership for content creation. Influencer marketing and enabling technology enhancements are spurring all sorts of innovation in go-to-market strategies. Member companies will share their experiences utilizing Influencer Marketing in a variety of industries.

There are many dynamics to consider in starting an influencer program. Throughout the morning our guests will address questions like:

  • How do you find influencers consistent with your brand identity and messaging?
  • How do you vet influencers?
  • How do you measure the success of specific campaigns versus long term relationships?
  • How are influencer relationships best managed?
  • How should brands think about the degrees of freedom they allow influencers?

Join us for this interactive forum to learn about and discuss strategies and practices for developing impactful influencer marketing programs. We'll start with an update on the latest trends in influencer marketing from digital agencly Laughlin Constable. Member Practice Spotlight presentations from Mercury Marine and others will follow. Then, you'll have the opportunity to gain additional insight and ideas by discussing challenges and comparing practices on a particular angle of the topic of interest to you in a breakout discussion with peers from other organizations.

Participate in Customizing the Agenda: Help shape our presentation content – and maximize its relevance for you – by suggesting topics of interest when you register.

Agenda Items:
9:00 AM Opening Remarks and Plan for the Morning
9:15 AM Strategic Briefing on the State of Influencer Marketing
  Vanessa Watts, Executive Vice-President of Media at Laughlin Constable will provide an assessment of the latest trends and practices being used in by influencer marketers.
9:55 AM Member Practice Spotlight -- Mercury Marine
  Gary Lancina, Senior Director of Global Brand & Influencer Marketing Strategy at Mercury Marine will offer us a perspective of a mature, at-scale influencer marketing program. Gary will share how Mercury Marine vets influencers and runs both campaigns and "evergreen" content relationships with 1,800 brand ambassadors.
10:40 AM Break
10:50 AM Influencer Campaigns to Change Behavior
  Joshua Skowron, Senior Account Manager at KW2 will share his agency's experience helping organizations change behaviours. We will explore how influencers are selected, messages are created and campaign effectiveness is measured. Unlike getting a consumer to buy a product, the challenges involved in changing long-held beliefs or changing behavior (like stopping a smoking habit or getting vaccinated) is a much bigger lift for messaging. Learn how influencer marketing can is a valuable tool and uniquely effective in achieving such goals.
11:10 AM Breakout Session
  We will breakout into smaller discussion groups to discuss a series of questions.
11:30 AM Panel Questions & Answers
  Presenters from member companies and two agencies will be available to address your questions.
11:55 AM Closing Remarks and Wrap-Up
12:00 PM Adjourn
Events Team, , 


UW–Madison is monitoring the COVID-19 situation in collaboration with local, state and federal agencies. Based on the campus’ guidance, the UWEBC will be adjusting our events to web for the foreseeable future..

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