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What to Expect at The Anniversary Marketing Summit

March 29, 2021 • Sam Grabel

The Anniversary Marketing Summit on April 27 is just a few weeks away, and to say we’re excited is an understatement. This year’s summit marks the second time in our six-year history that we’ve hosted a fully virtual event—last year’s COVID-19 fire drill was the first time we took the experience online. This time we’ve got our approach dialed in with an all-star list of speakers, high production and a live Q&A session to make sure that your organization gets the information it needs to pull off a successful anniversary program. Here’s what you can expect in 2021 from The Anniversary Marketing Summit.

Advice from the Experts

The value of attending arrives via insights from those who have walked the anniversary planning path before you. This year’s event will feature presentations from marketing and communications leaders from companies including Deloitte, Cleveland Clinic, Diageo’s Johnnie Walker, Pitney Bowes and Wikipedia, all brands with major anniversaries in 2020 or 2021. We’ll see how these organizations pivoted during the pandemic and adjusted their goals to reach audiences during uncertain times.

Additionally, we’ll hear from professor Krystine Batcho of Le Moyne College in Syracuse, New York. The preeminent scholar on nostalgia will share the psychology behind what makes nostalgia such an effective marketing tool and how brands can leverage it to motivate customer behavior.

All told, this is a well-rounded program that any organization can benefit from, whether it’s a Fortune 500 company or a small nonprofit.

Practical Tips

How do you define your audience and reach it? How do you determine a budget for an anniversary? How long in advance should your organization start planning its anniversary? How do you define metrics and measure efficacy of an anniversary program? How should you organize a team? What is the best way to celebrate an anniversary globally?

Planning a corporate anniversary is not easy, and those who are charged with this once-in-a-career task often don’t have the benefit of prior knowledge or a playbook to refer to. Each year, we ask our presenters to put themselves in attendees’ shoes and answer the question, “What do I wish I had known at the beginning of this journey?”

Our goal is to set attendees up for success and provide as much context and as many valuable tips and ideas as possible.

An Opportunity to Ask Questions

Not only will the speakers listed above give full-length presentations, but we’ll also host a live panel discussion in which you’ll be able to ask questions or seek advice. History Factory President Jason Dressel, who hosts the History Factory Plugged In podcast, will moderate and ensure a lively conversation that will provide further insights into anniversary planning.

If we don’t get to your question during the allotted time, we’ll make sure to get you an answer after the event.

Networking and Resources

While networking during a pandemic presents some health and safety concerns, fear not. As an alumnus of The Anniversary Marketing Summit, you will have full access to our team of experts, and we’ll put you in touch with other knowledgeable people who can assist your company’s anniversary journey.

Additionally, you’ll leave the summit with our Anniversary Planning Workbook, which features some of History Factory’s tried-and-true methods, worksheets and tips for orchestrating an effective campaign.

Finally, as a bonus, those who sign up for this year’s event will also receive a complimentary replay of the presentations at our 2020 event, which featured representatives from the NFL, Sesame Workshop, Campbell’s Soup, Brown-Forman, Graybar and more.

We’ve been working hard to make this year’s summit one to remember. We hope that you can join us on April 27. If you can’t make it on the day, you can instead watch the presentations at your convenience. Click here to visit our dedicated event website, or click here to register.

 

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