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SXSW 2020

Data x Experiences: Brewing Up Brand Loyalty

You know the iconic green label—Sierra Nevada appeals to dive-bar devotees, craft beer enthusiasts, and back-yard BBQ drinkers alike. With such a wide audience, how does the brand get to know each of their fans?

They invite everyone over for a drink. Each year, thousands of people visit one of their historic breweries. Branded experiences aren’t a revelation—30% of CMOs will spend 30-50% of their budgets on experiential marketing in the next three years—but they are being transformed by Experiential Relationship Management.

Join Sierra Nevada and AnyRoad as they discuss how ERM is upending way brands build long-term relationships with customers, and why brands need to collect offline data, just as they do online, to avoid watching valuable insights walk out the tasting room door.

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  1. Hear how Sierra Nevada uses data-driven events and experiences to tap into their audiences.
  2. Learn what Experiential Relationship Management (ERM) is, and how it’s used to connect with new, potential, and lifelong customers.
  3. Discover the connection between understanding human behavior and fostering brand loyalty.


  • Jonathan Yaffe, CEO and Co-Founder, AnyRoad
  • John Pearson, Supervisor of Experiences, Sierra Nevada


Bethany Onsgard, Senior Associate, cred

Meta Information:

  • Event: SXSW
  • Format: Presentation
  • Track: Advertising & Brand Experience
  • Level: Beginner
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