The Art Of Marketing Conference Notes


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Notes from the Art of Marketing Conference 2010, Toronto, Canada

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The Art Of Marketing Conference Notes

  1. 1. Canada’s Marketing & Innovation Conference Presented by Liliana Ragbir, Pepper Advertising –
  2. 2. Mitch Joel on Digital Marketing & Social Media
  3. 3. Fact or Fiction? If Facebook were a country, it would have the 4th largest population in the world after China, India and USA.
  4. 4. Seth Godin on Leadership & Creativity
  5. 5. Are you a genius? <ul><ul><li>The difference between genius and stupidity is that genius has its limits. --- Albert Einstein </li></ul></ul><ul><li>If you're not a genius, </li></ul><ul><li>then who is? </li></ul>
  6. 6. What Genius Does <ul><li>It's not that I'm so smart, it's just that I stay with problems longer. --- Albert Einstein </li></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li>Example – Post-it notes, chocolate mixed with peanut butter (actually, chocolate mixed with anything) </li></ul></ul>
  7. 7. Second Chance <ul><ul><li>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. </li></ul></ul><ul><li>Are you a genius? </li></ul><ul><ul><li>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? </li></ul></ul>
  8. 8. Just what is a Linchpin? <ul><ul><li>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 . </li></ul></ul><ul><li>Are you a linchpin? </li></ul>
  9. 9. Read the book!
  10. 10. Sally Hogshead on Persuasion & Influence
  11. 28. James Othmer on Advertising & Branding
  12. 29. Max Lenderman on Branding & Experiential Marketing
  13. 30. How Print can become Experiential
  14. 31. How Print can become Experiential
  15. 32. EXPERIENTIAL MARKETING <ul><ul><li>campaigns should clearly deliver a meaningful benefit to the consumer </li></ul></ul><ul><ul><li>will be predicated on one-­on-­one personal interaction </li></ul></ul>
  16. 33. EXPERIENTIAL MARKETING <ul><ul><li>will be authentic. This will mobilize the marketplace </li></ul></ul><ul><ul><li>is based on engaging people in memorable ways </li></ul></ul>
  17. 34. EXPERIENTIAL MARKETING <ul><ul><li>will empower the individual consumer and unleash the power of grassroots evangelism </li></ul></ul><ul><ul><li>will deliver relevant communication to consumers only where and when they are most responsive to them </li></ul></ul>
  18. 35. EXPERIENTIAL MARKETING <ul><ul><li>succeeds using innovative approaches and tactics to reach out to consumers in creative and compelling ways </li></ul></ul><ul><ul><li>will make — or break — the brands of the future. </li></ul></ul>
  19. 36. Dan Heath on Strategy & Communications
  20. 37. 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.”
  21. 38. “ Ultimately, all change efforts boil down to the same mission: Can you get people to start behaving in a new way?”
  22. 39. “ Kotter and Cohen observed that, in almost all successful change efforts, the sequence of change is not, but rather ANALYZE THINK CHANGE SEE FEEL CHANGE” !
  23. 40. “ If you want a reluctant Elephant to get moving, you need to shrink the change.
  24. 41. Change isn’t an event; it’s a process.
  25. 42. Summary <ul><ul><li>How are you going to spread your story and connect? </li></ul></ul><ul><ul><li>Are you indispensable? </li></ul></ul><ul><ul><li>How do you fascinate people? </li></ul></ul><ul><ul><li>Why are some brands winning and some losing? </li></ul></ul><ul><ul><li>Is the experience the message or the people ? </li></ul></ul><ul><ul><li>Why is change so hard? </li></ul></ul><ul><ul><li>Are you ready for the social media revolution? </li></ul></ul>
  26. 43. Sources & References