This month we hit two amazing marketing summits, one on each coast. Here are our Coast-to-Coast top takeaways!
Pennsylvania Marketing Summit Recap
MEI attended the Pennsylvania Marketing Summit last week at the Ritz Carlton Hotel in Philadelphia. It was a gorgeous summer day with a standing room only crowd that had come together to discuss the state of content marketing, ecommerce, optimizing customer experience, going beyond branding, social media impact, and building a successful client/agency relationship. Some world renowned digital brand leaders were there from Rita’s Italian Ice, Hershey’s, and Visit Pennsylvania. The who’s who list of panelists shared their various experiences managing some of Pennsylvania’s top brands. Here are the top ten key takeaways from the day:
1. Philadelphia has all the benefits of NYC without the disadvantages: “grit and sass unique to Philadelphia” said Paula Butler (@PaulaButler) of Visit Philadelphia (@visitphilly)
2. If you include Princeton, there are more students in Philadelphia than Boston which lends an important vibrancy to the city.
3. It is essential to provide care and feeding of to your company, products and services “Brand Soul.” Rita’s Italian Ice (@RitasItalianIce) expresses their brand soul as “happiness.”
4. Ruthless transparency is required to reach Millennials who value the experiential above all and they want to be part of the conversation. Converse with, do not talk at your customers.
5. Content needs to address the unique needs of clients through personalized, contextual engagement that is right time, right place. Be where your customers are, do not expect them to find you elsewhere.
6. Case studies help put company products in perspective and help prospective clients have that “aha” moment that this will work for them since they identify with the profiled client.
7. Want to improve your social media IQ? “Think and act like a publisher!”
8. Brand experience needs to be holistic “from the inside-out,” so use “social listening tools” to not only monitor competitors, but speak with your “C” suite to help them understand the analytics, customer experience, and markets.
9. Personalization increases purchases by 40% according to Forbes research. Your personalization strategy for your content must be to make it valuable, consistent and relevant for your brand to be effective.
10. Best Reference: Content Marketing Periodical Table
Brand2Global Marketing Summit Recap
In late September, we hit the West Coast Brand2Global Marketing Summit Silicon Valley in Menlo Park, California, right on Sand Hill Road where all the venture funding decisions take place. We explored the future of marketing and product launches with personalized robots to aide computer human interfaces, artificial intelligence making 1:1 branded digital experiences possible, and how software bots will extend our favorite apps beyond our wildest dreams. The most dynamic speaker was Nim De Swardt (@NimBow), Global Millennials Manager for Bacardi Limited (@Bacardi) , who focused on how to “win from within.” She described how the company is reshaping everything in their culture to realign with the future of their brand: Millennials. Bacardi even has quarterly global summits to bring together all the senior management and the Millennial Managers within the company to shape brand strategy across mobile, social, events, and retail experience.
Her favorite quote she shared from PWC: “Successful business leaders must shape their organizations to be more nimble and flexible, less hierarchical, and more networked — in short, better organized to deliver value. The focus should be on four key emerging business revolutions: agility, authenticity, talent, and sustainability.”
Full of energy and straight from her home island of Bermuda, De Swardt arrived at the conference in her workout gear since her topic was 4 Work-outs for your brand! So be authentic, be where your customers are, be customer obsessed, and your passion will drive your brand.