From commercial sets to global newsrooms, tech-integrated builds and large-scale experiential activations, Roma Ahi has ample experience working across formats, continents, and cultures. In her role as president at Makers — a producer-led media company — she helps shape what’s next by investing in what matters most: people, process, and purpose.

On this episode of On Scope, Roma joins host Mike Berberich to break down how brands can maximize ROI when engaging consumers IRL. The duo covers a lot of valuable ground, including:

• How marketers can “de-risk” their experiential activations without diluting the elements that will make the event attractive to consumers.
• How marketers can approach both measuring the success of their experiential activations and also turn those activations into a data goldmine.
• The key steps marketers must take to maximize the value of the event after it has ended.

On “Marketing News You Might Have Missed,” producer Ryan Dinger joins Mike to discuss a MediaPost report on Heineken’s new “Pubscription” service, an application created in collaboration with Amazon’s Fire TV allows subscribers to search for nearby pubs and invite friends to meet up. Mike and Ryan share the reasons why they find the activation to be bold and brave and speculate on the secondary benefits such an effort might provide to the Heineken brand.

IRL experiences may be rising in popularity, but marketers still need to make sure they’re leveraging AI to the best of their abilities to get the most out of these types of activations. For that reason, you need to check out the ANA’s Generative AI Essentials for Marketers Certificate Program. This series of six focused courses gives you exactly what you need to keep up with AI, including real-world practitioner experience that you can apply directly to your own work. Best of all, completing the courses will only take you 90 minutes. To learn more and register, visit us www.ana.net/AICert26.

Have a topic or guest that you'd like to see on an episode of On Scope? Let us know by emailing onscope@ana.net