Events - AMA Iowa | Iowa Chapter of the American Marketing Association


Trolling is the New Trying: Zero-Dollar Marketing in the Age of Authenticity

Event Details:

Event Type: Open to members and non-members
Registration: Required
Registration Fees:
Member $25.00
Student $25.00
Guest $40.00
Non-Member $40.00
Location: Holiday Inn Des Moines DTWN - Mercy, 1050 6th Ave, Des Moines, IA 50314
Time: Wednesday, November 6, 2019 11:30 AM - 1:00 PM

Event Description:

Our monthly luncheon is your opportunity to network with your peers, learn the newest ideas in marketing, and stay connected to the Iowa marketing community. All while grabbing lunch!

Speaker: Jennifer Hill, Grassroots Brand Builder, Kraft-Heinz

Check-in and Networking: 11:30 a.m. - Noon
Join us before lunch to grab your nametag, connect with colleagues, and meet others in the Iowa marketing community. 

Announcements and Speaker Presentation: 12-1 p.m.
Our AMA Iowa president will kick things off promptly at noon.

Trolling is the New Trying: Zero-Dollar Marketing in the Age of Authenticity

Presentation Description:

Social listening strategy varies brand to brand depending on what their job to be done is. That focus could be understanding positive or negative sentiment towards a new product launch, which platforms customers spend the majority of their time, and where best place paid ads. Times are changing, and there a now rules-of-the-road and rights-to-play when it comes to being online.
Similar to the way having a high IQ or EQ (emotional intelligence) makes candidates desirable, more companies and brands will need to seek out individuals with "digital intelligence." The ability to read and respond to signals from consumers in the digital space, depending on the medium and the message, will become paramount. Jennifer's presentation will highlight why knowing the cultural norms embedded in each platform, and playing along with them, can help propel your brand forward. 
Key Takeaways:
  1. Sales/target audience: gut check data. Just because data has been validated as historically accurate, doesn't mean that it captures what can be true. 
  2. Leading with the interaction first, brand awareness second, and product last.
  3. Staying true to the brand: at the end of the day have a loyal community of fans willing to treasure hunt for your product.
  4. Taking risks and understanding that traditional marketing wins in some cases, but not in others. Working with cross-functional partners to stride forward together and not working in silos.

‚ÄčSpeaker Biography:

Jennifer Hill is a self-proclaimed brand junkie and grassroots brand builder at The Kraft Heinz Company. Personally running the Corn Nuts' Twitter feed from her phone, she has grown the account's followers from 650 to 27,000 over just a few months with no paid media support; ultimately driving an increase in millennial repeat purchases by 12%. Her zero-dollar marketing strategy has proven that gut-instinct can dominate over data with the right timing, channel, and authenticity. She has been featured in AdAge, Marketing Dive and Social Media Today. Jennifer has been invited to speak at conferences such as Upstate Social Session, American Marketing Association, and the University of Chicago Center for Entrepreneurship.

Thank you to our November Luncheon Sponsor, Drake University!

Registration Details:

Register for this luncheon by noon on Monday, November 4. After noon on Monday, November 4, an additional $10 will be charged for registrations. This additional charge will be reflected in the registration prices listed above. Any registrations not cancelled by November 6 will be billed. Cancellations may be made by emailing Invoiced payments will be assessed a $5 administration fee.

AMA Iowa encourages pre-payment online in advance of our events.

Note: If you are a member, you can register and pay for a non-member as a guest with your registration. To be eligible for the student rate, you must be registered as student member with AMA national. If you are a student but do not have a valid student membership with AMA national, you must pay the professional member or guest rate. Check out our Events section for the latest upcoming events and programs!


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