The Jolt! from ckwrites 11.19.2014
I’m weeks behind schedule but we are finally down to the last bugs in the new templates and RSS feeds. There are some great articles on the ck Curates page that I wanted to share today.
Looking at the rest of the year, I will be dark for Thanksgiving, then back with 3 more posts with the new Saturday morning delivery. I’ll start December with a collection of book lists to inspire your Christmas giving, then depending on how the content shapes up, I’ll do a collection of the best Christmas spots and a mash-up of 2015 predictions. And that will be it for 2014.
To kick-off the Holiday thing, I am pleased to announce that Julius Solaris, founder of The Event Manager Blog has just published a new book, Social Media for Events. He describes it as:
The complete and free resource to successfully implement Social Media at Events. 130 pages of research, tools, tips and resources to start using social media at your event today.
And it is free. Find out more and download the book here. Oh and for all you trend spotters – not even an email address is required! Thank you Julius!
This first article is an important step in defining how experiential marketing integrates into a marketing program. It’s something I have never seen articulated quite this way before. And it is really good news for event and experiential agencies
Today’s smartest brands aren’t marketing themselves; they’re championing a purpose. It’s why Red Bull organizes events instead of only sponsoring them, and it’s why Converse creates recording studios instead of only television ads. Brands that take this principle to heart also tend to have successful experiential campaigns.
Call it a genuine approach. The case studies that Sparksheet has selected show that some marketers understand that their brand and products alone are no longer enough to connect with their target audience.
They recognize the need to do more and they are figuring out how to combine the reach of digital with the high-touch of experiential marketing.
One case study is Converse (yep the black hi-top people.) They discovered (data) that their customers were not just young – but creative. So VP-General Manager of Brand and Segments, Geoff Cottrill (decided? was inspired?) to build a recording studio in Brooklyn, NY that artists could use for free.
Called Rubber Tracks, the idea catapulted Converse to the third most-liked brand on Facebook (40 million and growing) and has been spun off as a music festival in Brazil.
Speaking on the Experiential Marketing Panel at the 2013 Forbes CMO Summit, Cottrill said:
Our hypothesis from the beginning was, do something really good for your core consumer, don’t ask anything in return, and watch what happens…
In a recent AdAge interview he added:
It’s less about putting a number on it and more about realizing that people have always been media. We’ve provided musicians with experiences they’ll never forget. The measurement is that. We’re building ambassadors for the brand. By doing something good for them, we see over and over again that they speak on our behalf.
Something that you’ve been reading here for a long time.
I always look forward to this report. It’s short, it’s punchy, and it’s one of the few things ITSMA gives away. It confirms what I’ve been feeling all year – there is no going back anymore.
What do I mean? The pressure is on marketing to deliver. The advent of data big and small has made it literally impossible to hide poor performance and ineffective programs. At the same time, to a greater or lesser extent the sales and marketing functions have been disintermediated by buyers taking things into their own hands.
Malcolm Frank, EVP of Strategy and Marketing at Cognizant Technology Solutions said that:
I don’t care if my next-door neighbor knows who Cognizant is, but I do care if my 10,000 potential customers know.” This isn’t just about understanding their motivations and predicting their behavior. It’s about having something relevant and meaningful to say to them.
And consider this line:
The CMO’s new job is to improve digital engagement.
I think that the event industry needs to focus on Points 3 and 4.
3. Understanding buyers and personalizing their experience are critical to engaging them.
4. We must refocus what we do to be meaningful and relevant to our chosen audiences.
Keynote speaker Larry Weber told the audience:
We’ve finally recognized that marketing is a verb, not a noun, and that it’s never done.
Here are a few short bits that I think you will enjoy.
Falls under the category of if you can’t beat them, join them. And really Big Data.
In this post, we describe how we built a search service that efficiently indexes roughly half a trillion documents and serves queries with an average latency of under 100ms.
So why am I posting this authentically geeky piece?
Because I want you to think about what this can mean to your business.
- Got a hot prospect? Show them what people said about last years event – if anything…
- Got a loyal client? Give them the ammo to show their team how much impact you’ve had.
And now something for the creative spirit. Saul Bass was one of our most gifted graphic designers. His work spans four decades and he has opened for everyone from Preminger to Scorsese. And as reader JD pointed out, you also get to hear some great scores.
What a lot of people in the event industry may not know, is that few people have had the influence on corporate branding that Saul Bass did. For instance when he did the Bell System logo redesign way back in 1969, he had a van painted to drive out on stage at the shareholders meeting to introduce it… Yep, 1969.
I had one meeting with him when I got out of grad school in 1974. What he said informed my career.
Here is a link to a film of Bass presenting the design to AT&T executives. His remarks are still relevant today:
“In the new look, each impression contributes to the whole. Each signal, one piece of a mosaic, operated as a national visual communications system. It will introduce into every town in this country a new Bell look of excellence.”
And one to send you off to the Holidays with a smile on your face and a bounce in your step.
Don Draper might deal in print ads, billboards, and radio spots, but his ideas about how to advertise, sell, and market still resonate today.
All of them are wonderful but I particularly like the irony of #1 in the face of Big Data and marketing personas….
People tell you who they are, but we ignore it because we want them to be who we want them to be.
Almost a Casey Stengel-ism! Or group thinking
Have a wonderful Thanksgiving.