Utilizing Your Brand to Build Loyal Customers
November 12
10:30-11:30 a.m.

When your markets change from traditional ag customers to a new type of customer, it impacts your marketing decisions. Craig Elbert, Marketing Strategy Manager, Hallmark Cards, will present an approach to building long-term loyalty through three key elements: knowing your history, building from your product’s usage cycle and holistically defining your go-to-market plan.

Learn about the key tools you need, including a consumer care cycle (a model which shows a consumer’s mindset and how it relates to your product/brand) and a brand value star which includes key points such as equity, experience, energy, money, product and communications.

Craig Elbert is a Marketing Strategy Manager in the Marketing Division of Hallmark Cards, Inc. Craig is responsible for developing the strategic outputs designed to guide the development of high impact, high-ROI marketing communications across internal and external business partners, as well as provide the leadership for Hallmark’s consumer loyalty program. Craig joined Hallmark in 1990 and has held positions in product development and several areas of marketing. Craig holds a B.S.B.A. in Finance from Creighton University and an MBA from Rockhurst University.

Sponsored by Elanco Animal Health.