Gary Lancina is a Senior Director at Mercury Marine, guiding brand positioning, advertising, digital marketing, and the use of influencers to build greater resilience and resonance into consumer relationships. Previously, he was the Chief Marketing Officer of the LUMA Institute, held senior leadership positions in Marketing and Retail Innovation for BP Products North America, and was the Vice President of Marketing for Redbox after honing his craft with firms such as S. C. Johnson, Rand McNally, Master Lock, and Kohler Co. He is a Fulbright Scholar with an MBA from Clemson University and a BA from Pomona College.

Gary Lancina’s Session

12:30pm - 1:15pm PT — Thursday, June 10, 2021

Case Study: Engaging Influencers in Both Your Local & National Markets

Mercury Marine, manufacturers of outboard motors and MerCruiser inboard engines, works with over 4,000 dealers across the US. They knew there was an opportunity to engage their diverse communities of boating enthusiasts, and wanted to use influencer marketing to do it. The challenge was creating influencer campaigns that were unique to local markets to inspire a sense of community. In this case study, Gary will share how Mercury Marine worked with boating brands and local influencers to activate their brand across YouTube, TV, and social media.

Attendees will learn how to:

Prepare influencers to inspire and instill a sense of community around your brand
Stay consistent with your brand message across local and national marketing
Connect your value proposition to a lifestyle
Creating broad and local relevance for consumers
Diversifying your strategy to engage target audiences on-air, online, and in-person
Delivering dedicated brand appeal even when collaborating with external partners