ANA - Being Local with Brand Activation Marketing Presented by BrandMuscle - BrandMuscle
ANA – Being Local with Brand Activation Marketing Presented by BrandMuscle
June 29, 2020

Activating Your Brand Locally Featuring Bobcat & BrandMuscle

Recorded Wednesday, June 24th from 11am-12pm ET


No matter where your business operates, your customers are local. And so it’s important to activate your brand by identifying regional opportunities and establishing a local presence. Join us to hear how companies across a variety of industries are achieving this goal utilizing Brand Activation strategies.

Brand Activation — marketing that both builds a brand’s image and drives a specific consumer action -- helps bring a brand to life by connecting and interacting with the consumer on a personal level.

Join us for the ANA’s 7-part Virtual Half-Day Conference series focusing on Brand Activation Marketing. Each conference will showcase thought-provoking and insightful case studies from companies and marketing leaders that feature some, or all, of the Brand Activation disciplines including Experiential, Influencer, Content, Promotion, Relationship and Commerce Marketing.

As Bobcat prepared to launch a new tractor line and update a loader series for the first time in a decade, it represented a huge opportunity to invigorate the brand. There would be a lot to manage, and a lot to communicate to local dealers. With vendors all across the marketing spectrum, how do you keep everything organized, easy to use and on-brand? Bobcat chose a simplified approach with BrandMuscle, consolidating everything dealers needed for local marketing into a single platform. Hear how a one stop option for marketing materials, execution, and co-op for Bobcat's product lines streamlines the dealer experience, increases engagement with the dealers and ensures success for the brand.

Hosted by ANA featuring BrandMuscle and Bobcat:
Belinda Forknell, Senior Marketing Manager, Demand Generation at Doosan/Bobcat
Jason Tabeling, Vice President of Product Marketing at BrandMuscle

About the Presenters

Belinda Forknell, Senior Marketing Manager, Demand Generation at Doosan/Bobcat
Belinda Forknell leads the demand generation team and its partner relationships as a senior marketing manager for the Bobcat marketing communications group. In this role, she is responsible for the overall development, management, performance, and continued improvement of the Bobcat dealer marketing and co-op advertising programs.

Ms. Forknell’s team works closely with the product, commercial, and dealer channel marketing teams to develop and execute strategies and tactics that drive customer and revenue growth through targeted campaigns, product launches, and sales programs promotions. This includes a robust content strategy across promotional channels to drive traffic, responses, engagements, and qualified opportunities.
Jason Tabeling, EVP Product Marketing at BrandMuscle
As EVP Product Marketing, Jason Tabeling is responsible for creating a unified strategic roadmap for the organization across its full suite of products. Jason joined BrandMuscle as Senior Vice President of Digital in 2016. Shortly after, he led strategic efforts to combine the digital, traditional, social media and event marketing teams at BrandMuscle into a single department and center of excellence for BrandMuscle’s clients. Today that team totals 95 and counting. Under his leadership, client demand and satisfaction has grown and employees have thrived.