2019 Experience Event - AMA Iowa | Iowa Chapter of the American Marketing Association

2019 Experience Event

We know it’s important to have a solid marketing strategy to support our business plans. But with so many moving pieces in our marketing toolkits and constant advancements and innovations, it can be hard to decide what makes sense for our unique situations. This year, the AMA Iowa Experience event will focus on providing expert insight and interactive sessions to examine different pieces of the marketing puzzle and provide you with actionable takeaways!

For the sixth consecutive year, this day-long conference will offer motivational general sessions, concurrent breakout sessions, and deep dive tracks for B2B, B2C and students. We’ll also engage in a lively LOUD Tables session where you will connect with other attendees in small group discussions.


8:30 a.m. Registration & Breakfast
8:50 a.m. Opening Remarks
9:00 a.m. Opening Keynote – Karen Albritton
10:00 a.m. Concurrent Breakout Session – Joe Crimmings or Keith Snow
10:45 a.m. Break
11:00 a.m. Concurrent Breakout Session (Repeat) - Joe Crimmings or Keith Snow
12:00 p.m. LOUD Tables
12:45 p.m. Lunch & Scholarship Award
1:15 p.m. LOUD Tables
2:00 p.m. Deep Dive Sessions (Student, B2B, or B2C)
3:15 p.m. Break
3:30 p.m. Closing Keynote – Sima Dahl
4:15 p.m. Closing Remarks
4:30 p.m. Happy Hour


Keynote Speakers

Karen Albritton
Partner, Newport Board Group

Why Your Company Needs a Sledgedozer. Removing Obstacles to Innovation and Growth.

Most companies know they need to adapt to survive and yet few are able to fully capitalize on their ability to innovate. It’s not for a lack of ideas or even execution. The biggest barrier is an inability to transition away from legacy systems, products, services and culture. For that, companies need a sledgedozer, a mash-up of a sledgehammer and bulldozer, to bust up what’s no longer working, move it out of the way and make way for what’s next. We’ve developed the Sledgedozer Seven, a framework that organizations use to ensure their past doesn’t doom their future. In this presentation, Karen shares an overview of the Sledgedozer Seven, examples of successes and failures, as well as advice for marketers who believe it’s time for their company to get a sledgedozer.


Sima Dahl
President, Sway Factory, Inc.

Personal Branding to Catapult Your Career: The Sway Factor™ Way to Stand Out, Stay Relevant, and Be in Demand

In her closing keynote, international speaker and life-long AMA ambassador Sima Dahl will show you how you can apply marketing best practices to make a name for yourself and create demand for what you do. She'll challenge you to think bigger, take thoughtful risk, and relentlessly chase down your professional dreams. You'll leave armed with practical steps to articulate your value, raise your visibility, and stay top of mind - in short, to be the CMO of you.


Program Speakers

A Personal Connection

Joe Crimmings
Creative Director, Business Record 

Before becoming the creative director at the Business Record in the summer of 2018, Crimmings spent three years as senior art director in photography at Lane Bryant in Columbus, Ohio. With photography playing an integral role in the marketing department, he helped create campaigns based around real women and faces of the brand leading to increased engagement across all channels. How marketers can engage with their clients by creating memorable and engaging content across all channels of their marketing strategy. We will look at real world examples of brands creating personal content for their clients as well as the future of advertising and marketing. 

Data, Analytics and Digital – Real Life Marketing Examples

Keith Snow
President / Data Scientist, B2E Data

In the ever changing world of marketing – data, analytics and technology has been the game changer. This session will present the attendees with real life marketing examples of how companies take the guesswork out of  creating successful campaigns and maximizing their budgets.


  • Leveraging third party data to understand your customers
  • Create messaging that resonates
  • Using media channel preference data models to maximize budget
  • 1 to 1 IP Audience targeting using address lists
  • Measuring campaign Return on Investment

Building An Audience: Spotlight on Loyalty

Barb Preuss
Director of Marketing, Des Moines Performing Arts

From touring Broadway engagements like HAMILTON, DEAR EVAN HANSEN and ALADDIN to impactful community engagement and education initiatives, Des Moines Performing Arts (DMPA) is committed to engaging Iowans in world-class experiences. This is a behind the scenes look at how DMPA fosters loyalty amongst its ticket holders, donors and other stakeholders to set the stage for the organization's meaningful work.


Your Website Might Be a Slacker…  How to know if it’s working hard enough for you

Crystal Olig
Digital & Media Director, Lessing-Flynn

Your website never sleeps, but is it a little lazy? We’ll talk about how to use data and clear information architecture to drive a greater understanding of your customers, capture sales leads and create an engaging user experience — making it one lean, mean, conversion machine. You’ll leave with new ideas on ways to grow results from the web.


  • Key insights to look for in Google Analytics
  • Inexpensive tools you can easily try out on your own site
  • Tips for information architecture cleanup
  • Ways to convince key stakeholders that not everything has to go on the homepage

Communication Strategies to Promote the Good, Survive the Bad

Tara Deering-Hansen
VP, Marketing and Communications, Iowa Bankers Association

Take your communication planning to the next level — beyond promoting a consistent voice. Learn how to set your company apart in 2019 with strategies focused on promoting its expertise and success through thought-leadership and case study positioning. Then, make sure you’re prepared for the worst with year-round crisis planning tips.


  • Learn how to get your company and key leaders quoted as experts in the media.
  • Tips for crafting compelling case studies and planning their strategic placement.
  • An annual list of must-dos to ensure your crisis plans are updated and ready to execute when needed.

Stakeholder Experience Journey

Rebecca Falk
Director, Stakeholder Experience, Wellmark Blue Cross and Blue Shield

Journey through a stakeholder experience evolution and approach to drive engagement using outside-in research to develop features and capabilities and document the customer journey. 

Customer Centricity - What the heck is that?

Teri Wood
VP of Sales & Marketing, Iowa Lottery Authority

What's the difference between "Customer-Focused Marketing and Customer Centric Marketing" and why should you care? Learn how to increase profits from your best customers, find more like them, and avoid over-investing in the rest.


Student Panel: Genius Thoughts for Digital Careers

Chris Snider
Communications Professor, Drake University

Micholyn Fajen
Founder and Chief Marketing Director, Fajen Consulting

Hillary Ferry
Digital Marketing Director, Two Rivers Marketing

Students preparing to enter the marketing workforce are discovering the demands for a knowledge base on digital technologies, Search Engine Optimization and Digital Marketing far exceed what they learned in college. This presentation by seasoned marketing professionals will expose you to ideas and technologies that will make you look like a genius to prospective employers.



With so many opportunities to learn from and connect with speakers from across the country, as well as peers in your own backyard, this will be an event you won’t want to miss!

Register Now >>

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