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Marketing Insight to Grow your Business

Integrated Marketing Summit Lacked Realistic Takeaways November 18, 2008

I attended the Integrated Marketing Summit last Thursday. I signed up for the same reason every company decides to go to a conference- to learn some applicable tips from the big dogs and to get my networking on. I mingled and made some solid connections during the networking mixer but I must admit I was a little disappointed in the content of the conference.

The Summit website said that we should expect to hear “the latest thinking on integrated marketing, presented by high profile dynamic gurus, with great examples and stories to share from a national and international perspective.” The speakers were impressive, no doubt- VP of Communications at Mars, VP of Marketing at Coca-Cola, along with Creative Directors from The Martin Agency (masterminds behind the UPS whiteboard campaign) and Gigante Vaz Partners. However, these companies’ marketing budgets are no noubt impressive as well. Sure, it’s interesting to hear how a company like Mars built buzz through TV interviews and social media for a campaign that involved building a giant Statue of Liberty M&M and sailing it in the NY Harbor. But, what about that story is applicable for a start-up, boutique marketing agency like mine? It seems that I wasn’t the only one who shared this sentiment. By the time the third presenter stepped down from the podium, everyone at my table was discussing how jealous they were of the speakers’ budgets. Rather than vigorously scribbling down new, exciting ideas of how to incorporate integreated marketing in their businesses, people actually started to look a little deflated. I realize that the speakers intended to inspire us with success stories but they failed to inject their tales of marketing grandeur with some good old-fashioned, realistic takeaways. And, that’s why the Summit missed the mark for me. It was a classic example of neglecting the needs of a market. At least the sushi and the conversations I shared with fellow Atlanta professionals were memorable!

 

Why Being Irrelevant Could Be Your Marketing Downfall September 15, 2008

“Make yourself relevant”. A nugget of advice that sounds simple enough. So, why do few companies actually utilize this tip to drive sales? Because being relevant requires work.

You can’t distribute the same marketing brochure that you created half a decade ago to every segment of your market and expect it to make an impact.

You can’t email a case study highlighting a law firm’s success with your product or service to doctors and IT guys and expect your message to resonate.

And you certainly can’t speak to a prospect amidst today’s economic climate in the same language that you did 5 years ago and expect to reach them. Watch any car commercial currently airing and you’ll see the art of being relevant in action… “Prices at the pump leaving you penniless? Buy a Honda this weekend and get free fuel for the life of your vehicle!” A message like this is much more likely to strike a chord with consumers who are feeling the squeeze at the pump than a generic commercial focused on the performance of Honda vehicles.

Customizing communication based on elements such as the particular needs of a group of prospects or the current state of the economy is your ticket to being relevant. And being relevant is essential to the success of any marketing strategy.