Annual Summit Connects Marketing Industry with Country Music

NASHVILLE – CMA will host its fourth annual Marketing Summit Tuesday-Wednesday, Nov. 10 -11 in Nashville, Tenn. Designed to link the corporate world with Country Music, the Summit demonstrates how the genre and its artists can connect with consumers.

“The Marketing Summit is in place for CMA to host marketing and brand executives from corporate America,” said Sheri Warnke, VP of Strategic Partnerships, MS&L. “Ultimately, our goal is to introduce them to the premier CMA properties, including the CMA Awards and CMA Music Festival, as well as enhance their knowledge of opportunities to partner with other Country Music events and artists. The two-day Summit includes a stellar lineup of educational panels and speakers, plus one-of-a-kind experiences – all painting a picture of how Country Music is the number one music format and reinforce how that relationship can be mutually beneficial between the property and the brand.”

Companies represented at this year’s Summit, which culminates with “The 43rd Annual CMA Awards,” include Brown-Forman, Chevy, Coca-Cola, Cotton, Inc., Cracker Barrel, Dollar General, General Mills, Nissan, Shoney’s, Tasti D-Lite, TIAA CREF and Wrangler, among others.

“Having recently moved our headquarters from New York City to Nashville, there is a tremendous opportunity to leverage the ‘Country Brand’ star power and increase Tasti D-Lite’s national and international visibility in support of our aggressive expansion plans,” said Peter Holt, CEO of Tasti D-Lite. “As a lower fat/calorie treat that’s built around the principles of responsible eating and healthy living, we are seeking avenues to take this message to a higher stage and give back to the community in which we work. The timing to attend the CMA Marketing Summit could not be more ideal because it will help us determine how to connect these opportunities and achieve these goals.”

Attendees will observe the taping of a television show at GAC, take a tour of a recording studio, experience the recording process with Country singer Jamie O’Neal, and witness intimate acoustic performances by some of the genre’s rising stars. Julie Talbott, Executive VP of Premiere Radio Networks, will host a tour of the Premiere Radio remotes broadcasting nationally from Nashville and participants will get a behind-the-scenes VIP tour of the CMA  Awards, getting an inside look at what it takes to make “Country Music’s Biggest Night(TM)” happen.

In addition, there will be a presentation from ABC Television Network executives with insight into their commitment to Country and partnership with CMA for both the CMA Awards and CMA Music Festival television specials. Panel discussions and case studies are also on the agenda, with subjects ranging from what it takes to create the No.1 star in Country Music today, to tour sponsorships and ways to connect with the consumer.

“The biggest thing I’ve learned here is that there are a million ways to partner with Country artists, from going directly to their record labels to talking with people at the Grand Ole Opry,” Glenn Sciachitano, Director of Advertising, Cotton, Inc., said after attending the Summit in 2008. “It’s challenging for marketers to assess the best way to promote their brand in the most cost-effective way, but the Country artists we’ve come across so far really seem to get what we’re looking for.”

Capping off the two-day Summit is “The 43rd Annual CMA Awards” airing live Wednesday, Nov. 11 (8:00-11:00 PM/ET) from Nashville’s Sommet Center on the ABC Television Network. The CMA Awards is regularly one of the top three awards programs of the television season attracting more than 34 million viewers in 2008.

“I’ve never really listened to Country Music,” admitted Dana Lawnzak, Senior Brand Manager, Reckitt Benckiser and a participant in the 2008 CMA Marketing Summit. “But now I see how accessible and genuine these artists are, how loyal their fans are and how that can connect with some of our brands. It’s been an eye-opening experience.”