Another content and laughter rich day at LSB's annual Brandworks University. Roll the highlights:
Rex Briggs (CEO of Marketing Evolution, author of "What Sticks"...and pictured): The Old Marketing Model is B-to-C...the new Model is C-to-C. It's not about getting people to come to your website...it's about getting them to take something from your website. Because we still are using marketing effectiveness measures designed 30 years ago, we are often unable to capitalize on new technologies. It's a Catch-22: we can't spend money on a strategy because we can't prove it and we can't prove it unless we spend money on it. TV is great for building awareness. Print is best for creating "purchase intent"...But online and in-store is best for harvesting the sale.
Christopher Vollmer (VP of Booz & Company): 62% of marketers avoid new online strategies because of the difficulty in measuring effectiveness. Nike reduced reliance on traditional media from 40% to 33% from 2003-2006...but increased sales by 7% during the same time period.
Jason Weaver (CEO of Sway): Web 1.0 was about Commerce...Web 2.0 is about People (attributed to Ross Mayfield). eMarketer expects Podcast listeners to more than triple to 67 million by 2012...and half of the U.S. population will watch online video this year. To the notion that you can't brand online...Google is the 3rd most recognized brand in America (no ads). Owning a website without RSS is like owning a fast food restaurant without a drive-thru (guess I gotta get on that).
Ellen Brothers (President of American Girl): Our success is because we know what business we're in...and it's not the doll business. It's the "Girl Business."
Eric Erickson (VP/Creative Director of Target): Successful brands don't resort to half-priced sales. "Speed is Life." Words to live by....
And Gary Hirshberg (CE-Yo of Stonyfield Farm): People want to be a part of a "mission-driven" team...and associate with companies that do good. And Stonyfield does just that. Not familiar with this coolest of brands? Check out their website AND their cause: ClimateCounts.org.
Day One Highlights are here. And a MUCH DEEPER accounting can be found here from Carlos Grande (World Advertising Research Center).
Marsha...thanks again for a sensational 2-day mindstorm of thought leaders.
Now, where am I gonna find the time to launch just one of the cool ideas that are exploding in my mind?
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