the art of marketing conference notes

Canada’s Marketing & Innovation

Conference

Presented by Liliana Ragbir, Pepper Advertising – www.peppertt.com

Mitch Joel on Digital Marketing & Social Media

Fact or Fiction?

If Facebook were a country, it would have the 4th largest population in the world after China, India and USA.

Seth Godin on Leadership & Creativity

Are you a genius?

• The difference between genius and stupidity is that genius has its limits.--- Albert Einstein

If you're not a genius, then who is?

What Genius Does

It's not that I'm so smart, it's just that I stay with problems longer.--- Albert Einstein

• A genius solves a problem in a way no one else could. A genius gives the world something it didn't know was missing. A genius looks a problem with fresh eyes. A genius changes the rules.

• Example – Post-it notes, chocolate mixed with peanut butter (actually, chocolate mixed with anything)

Second Chance

• Like Einstein, we can also work on problems longer. We can find help, which is much easier in today's interconnected world with a wealth of online information. We can then come up with our own solutions.

Are you a genius?• When Seth asked near the end of his session, the

entire audience stood up. We were immodest about our brilliance, but we felt uplifted. How about you?

Just what is a Linchpin?

• Linchpins are people who invent, lead, connect others, make things happen and create order out of chaos. They delight and challenge their customers and peers. They love their work, pour their best selves into it, and turn each day into a kind or art. Linchpins are the essential building blocks of great organizations.

Are you a linchpin?

Read the book!

Sally Hogshead on Persuasion & Influence

James Othmer on Advertising & Branding

Max Lenderman on Branding & Experiential Marketing

How Print can become Experiential

How Print can become Experiential

EXPERIENTIAL MARKETING

• campaigns should clearly deliver a meaningful benefit to the consumer

• will be predicated on one- on- one personal interaction

EXPERIENTIAL MARKETING

• will be authentic. This will mobilize the marketplace

• is based on engaging people in memorable ways

EXPERIENTIAL MARKETING

• will empower the individual consumer and unleash the power of grassroots evangelism

• will deliver relevant communication to consumers only where and when they are most responsive to them

EXPERIENTIAL MARKETING

• succeeds using innovative approaches and tactics to reach out to consumers in creative and compelling ways

• will make — or break — the brands of the future.

Dan Heath on Strategy & Communications

The Money Quotes…

“We can say this much with confidence: When change works, it tends to follow a pattern. The people who change have clear direction, ample motivation, and a supportive environment.”

“Ultimately, all change efforts boil down to the same mission: Can you get people to start behaving in a new way?”

“Kotter and Cohen observed that, in almost all successful change efforts, the sequence of change is not,

but ratherANALYZE

THINK

CHANGE

SEE

FEEL

CHANGE” !

“If you want a reluctant

Elephant to get moving,

you need to shrink the change.

Change isn’t

an event;

it’s a process.

Summary

• How are you going to spread your story and connect?

• Are you indispensable? • How do you fascinate people?• Why are some brands winning and some losing? • Is the experience the message or the people ?• Why is change so hard?• Are you ready for the social media revolution?

Sources & References