Kristin Warfield's guest appearances

Kristin Warfield

Marketing Today with Alan Hart

Harley Davidson

Seth Godin

Jill Thomas

Ryan Leslie

Bob Hoffman

Paul Smith

Grant Johnson

Ryan Bonnici

Daryl Evans

Peter Shankman

Tom Goodwin

Cal Fussman

Steve Lucas

Drew Neisser

Mark Barden

OwlTail

Kristin Warfield is the VP of Partnerships at Churchill Downs Incorporated, home of the Kentucky Derby since 1875. During her twelve years at the historic racetrack, she has championed significant growth in the track's partnership development and activation efforts. It includes new and expanded relations with Longines, the official timekeeper of the Kentucky Derby and title sponsor of the Kentucky Oaks; Woodford Reserve, the presenting sponsor of the Kentucky Derby; and MassMutual, among many other alliances.In this episode, Alan and Kristin begin with her trajectory to becoming the VP of Partnerships and why the Kentucky Derby is such a unique experience. Even though people come to the Derby for varied reasons, Kristin believes that “There's a party for everyone,” and makes it her focus to partner with companies to give them the experience they seek. Alan and Kristin discuss the shifts Kristin had to make to work with partners and what makes a good partner in the first place. For anyone interested in horse racing, history, fashion, or the relationship between marketing and partnerships to amplify your brand, this episode is for you.  In this episode, you'll learn:What makes the Kentucky Derby such a unique experienceHow a digital shift can amplify customer engagementWhat makes a good partnershipUsing partnerships to connect with your customersKey Highlights:[01:41] Kristin's backup career as Bingo the Clown[02:55] How Kristin “fell into sports”[05:05] Why the Kentucky Derby is a unique sport[08:34] How COVID impacted the Derby[11:13] Partner shifts to digital and virtual activations[15:07] Cross-collaborations with partners[16:50] The new Jackson Family Wines partnership[18:36] The perfect blend of wine and racing [22:01] What makes for a good partnership[27:44] Kristin's advice to marketers identifying or negotiating partnership deals[29:11] An experience that defines Kristin, made her who she is today [30:40] Kristin's advice for her younger self[31:05] Kristin's recent impactful purchase[32:25] The brands, companies, and causes Kristin follows[33:50] What Kristin says is today's biggest threat and opportunity for marketers Resources Mentioned: Churchill DownsKentucky DerbyKristin WarfieldNASCARWoodford ReserveVineyard VinesJackson Family WinesBarbara BankeKendall-JacksonLa CremaBill O'ConnorAir FryerCenter for Women and Families in Louisville, KY (Domestic Violence)Subscribe to the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC )Connect with the Guest:Kristin WarfieldKristin TwitterChurchill DownsChurchill Downs TwitterConnect with Marketing Today and Alan Hart:http://twitter.com/abharthttps://www.linkedin.com/in/alanharthttp://twitter.com/themktgtodayhttps://www.facebook.com/themktgtoday/https://www.linkedin.com/company/marketing-today-with-alan-hart/Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.  Hosted on Acast. See acast.com/privacy for more information.

<a href="https://www.linkedin.com/in/kristin-warfield-a7b0a0143/detail/contact-info/" rel="nofollow" target="_blank">Kristin Warfield</a> is the VP of Partnerships at <a href="https://www.churchilldownsincorporated.com/" rel="nofollow" target="_blank">Churchill Downs Incorporated</a>, home of the Kentucky Derby since 1875. During her twelve years at the historic racetrack, she has championed significant growth in the track's partnership development and activation efforts. It includes new and expanded relations with Longines, the official timekeeper of the Kentucky Derby and title sponsor of the Kentucky Oaks; Woodford Reserve, the presenting sponsor of the Kentucky Derby; and MassMutual, among many other alliances.In this episode, Alan and Kristin begin with her trajectory to becoming the VP of Partnerships and why the Kentucky Derby is such a unique experience. Even though people come to the Derby for varied reasons, Kristin believes that “There's a party for everyone,” and makes it her focus to partner with companies to give them the experience they seek. Alan and Kristin discuss the shifts Kristin had to make to work with partners and what makes a good partner in the first place. For anyone interested in horse racing, history, fashion, or the relationship between marketing and partnerships to amplify your brand, this episode is for you.  In this episode, you'll learn:<ul><li>What makes the Kentucky Derby such a unique experience</li><li>How a digital shift can amplify customer engagement</li><li>What makes a good partnership</li><li>Using partnerships to connect with your customers</li></ul> Key Highlights:<ul><li>[01:41] Kristin's backup career as Bingo the Clown</li><li>[02:55] How Kristin “fell into sports”</li><li>[05:05] Why the Kentucky Derby is a unique sport</li><li>[08:34] How COVID impacted the Derby</li><li>[11:13] Partner shifts to digital and virtual activations</li><li>[15:07] Cross-collaborations with partners</li><li>[16:50] The new Jackson Family Wines partnership</li><li>[18:36] The perfect blend of wine and racing </li><li>[22:01] What makes for a good partnership</li><li>[27:44] Kristin's advice to marketers identifying or negotiating partnership deals</li><li>[29:11] An experience that defines Kristin, made her who she is today </li><li>[30:40] Kristin's advice for her younger self</li><li>[31:05] Kristin's recent impactful purchase</li><li>[32:25] The brands, companies, and causes Kristin follows</li><li>[33:50] What Kristin says is today's biggest threat and opportunity for marketers</li></ul> Resources Mentioned: <ul><li><a href="https://www.churchilldowns.com/" rel="nofollow" target="_blank">Churchill Downs</a></li><li><a href="https://www.kentuckyderby.com/" rel="nofollow" target="_blank">Kentucky Derby</a></li><li><a href="https://www.linkedin.com/in/kristin-warfield-a7b0a0143/" rel="nofollow" target="_blank">Kristin Warfield</a></li><li><a href="https://www.nascar.com/" rel="nofollow" target="_blank">NASCAR</a></li><li><a href="https://www.woodfordreserve.com/" rel="nofollow" target="_blank">Woodford Reserve</a></li><li><a href="https://www.vineyardvines.com/kentucky-derby/" rel="nofollow" target="_blank">Vineyard Vines</a></li><li><a href="https://www.jacksonfamilywines.com/" rel="nofollow" target="_blank">Jackson Family Wines</a></li><li><a href="https://www.jacksonfamilywines.com/family/barbara-banke" rel="nofollow" target="_blank">Barbara Banke</a></li><li><a href="https://www.kj.com/" rel="nofollow" target="_blank">Kendall-Jackson</a></li><li><a href="https://www.lacrema.com/" rel="nofollow" target="_blank">La Crema</a></li><li><a href="https://www.linkedin.com/in/bill-o-connor-28662a22" rel="nofollow" target="_blank">Bill O'Connor</a></li><li><a href="https://amzn.to/2RxfwI2" rel="nofollow" target="_blank">Air Fryer</a></li><li><a href="https://www.thecenteronline.org/" rel="nofollow" target="_blank">Center for Women and Families</a> in Louisville, KY (Domestic Violence)</li></ul>Subscribe to the podcast:<ul><li><a href="http://apple.co/2dbdAhV" rel="nofollow" target="_blank">Listen in iTunes</a> (link: <a href="http://apple.co/2dbdAhV" rel="nofollow" target="_blank">http://apple.co/2dbdAhV</a>)</li><li><a href="http://bit.ly/2Rc2kVa" rel="nofollow" target="_blank">Listen in Google Podcasts</a> (link: <a href="http://bit.ly/2Rc2kVa" rel="nofollow" target="_blank">http://bit.ly/2Rc2kVa)</a></li><li><a href="http://spoti.fi/2mCUGnC" rel="nofollow" target="_blank">Listen in Spotify</a> (Link: <a href="http://spoti.fi/2mCUGnC" rel="nofollow" target="_blank">http://spoti.fi/2mCUGnC</a> )</li></ul>Connect with the Guest:<ul><li><a href="https://www.linkedin.com/in/kristin-warfield-a7b0a0143/" rel="nofollow" target="_blank">Kristin Warfield</a></li><li><a href="https://twitter.com/racinmommy" rel="nofollow" target="_blank">Kristin Twitter</a></li><li><a href="https://www.churchilldownsincorporated.com/" rel="nofollow" target="_blank">Churchill Downs</a></li><li><a href="https://twitter.com/ChurchillDowns" rel="nofollow" target="_blank">Churchill Downs Twitter</a></li></ul>Connect with Marketing Today and Alan Hart:<ul><li><a href="http://twitter.com/abhart" rel="nofollow" target="_blank">http://twitter.com/abhart</a></li><li><a href="https://www.linkedin.com/in/alanhart" rel="nofollow" target="_blank">https://www.linkedin.com/in/alanhart</a></li><li><a href="http://twitter.com/themktgtoday" rel="nofollow" target="_blank">http://twitter.com/themktgtoday</a></li><li><a href="https://www.facebook.com/themktgtoday/" rel="nofollow" target="_blank">https://www.facebook.com/themktgtoday/</a></li><li><a href="https://www.linkedin.com/company/marketing-today-with-alan-hart/" rel="nofollow" target="_blank">https://www.linkedin.com/company/marketing-today-with-alan-hart/</a></li></ul><a href="https://www.patreon.com/marketingtoday" rel="payment nofollow" target="_blank">Support the show: https://www.patreon.com/marketingtoday</a>See <a href="https://omnystudio.com/listener" rel="nofollow" target="_blank">omnystudio.com/listener</a> for privacy information. Become a member today and listen ad-free, visit <a href="https://plus.acast.com/s/marketingtoday" rel="payment nofollow" target="_blank">https://plus.acast.com/s/marketingtoday</a>. Hosted on Acast. See <a href="https://acast.com/privacy" rel="noopener noreferrer nofollow" target="_blank">acast.com/privacy</a> for more information.

257: Betting on Partnerships to Amplify Your Brand with Churchill Downs's Kristin Warfield