Last Thursday, I went to the Direct Marketing Association (Detroit) Advanced Integrated Marketing Symposium. Taking place at The Athenium (fancy) it was first one I attended, it was pretty good stuff that I think all folks in account management (especially working in branding) can benefit from.
Let’s do a recap:
1) Jenny Holaday – SVP Operations, MotorCity Casino (@)
Topic “Work Hacks for Marketers”: Jenny took us through around 25 things that she had learned in her career that has helped her with marketing programs, and also a better employer.
•“Five is forever”. You cannot overcome someone’s childhood. In interactions with colleagues, peers, staff, it’s best to keep this in mind. This I mostly interpret as having genuine empathy (not sympathy or apathy) in all interactions.
•“Be the boss you want to have” – Self explanatory.
•“Marketing is best defined as profitably influencing behavior” – I’m sure we all encounter family, friends, others who try to tell us that marketing/advertising is easy, that they don’t respond to marketing/advertising, that marketing/advertising is just jingles and Apple and other poppycock we know to be false. One good statement to combat all that nonsense is to understand that marketing in it’s purest form is “profitably influencing behavior”.
•“Completed staff work” – As we all move up, it’s best to inact the notion of “completed staff work”. Meaning, anyone you delegate projects/problems to, should be able to figure it out and hand it to you, needing nothing more than a signature. As we move up, we shouldn’t be in the weeds, but train effectively any staff we do acquire.
2) Dennis Maloney – VP Multimedia Marketing, Domino’s (@)
Topic “Tech to Table: How Domino’s is becoming an e-commerce company which sells Pizza”: Dennis went into detail about how the company launched their customer based marketing. One campaign included customers sending photos/tweets in Timesquare, leading franchisees to step up and ensure that nothing bad was said about their stores.
•“Google, Amazon, and Ebay may be our biggest competitors ” – Instead of worrying about Papa Johns and Papa Romanos, Domino’s is already concerned about how Google, Amazon, and Ebay may encroach on pizza in the next few years. Tech companies that are engrained in all of our lives could very well try to figure out how to incorporate QSR into their extensive trusted worldwide reach.
3) Jason Morga – VP Americas Marketing, Kelly Services Inc. (@)
Topic “Elevating a Legacy Brand” – Jason has been trying to help change the “Kelly Girl” image that the staffing company has.
• Kelly may be known for temp staffing, but that’s not their bread/butter – They are one of the top sources of securing employment for highly skilled professionals in IT, engineering, and science. They’re trying to get away from the temp/admin staffing image.
•“Most jobs aren’t posted on job boards” – We know that already. However, Kelly has exclusive deals with some companies to get dibs on those unposted jobs. Something to keep in mind…
4) Tricia Hecker – Global Head of Marketing, Mopar and After Sales Care at Fiat Chrysler Group
(Topic: ”Using Purpose to Drive Marketing Strategy”) – Tricia explained how MOPAR changed it’s image after the FIAT merger/takeover.
•”The marketing funnel we all know, doesn’t apply to millenials” – Young people nowadays are all over the place in the brand experience.
•”You can’t get loyalty without emotion” – Pure product sells may work for some industries, but if you want someone to stay loyal to you, you need to appeal to emotions.
AIMS 2015 had some pretty great stuff as far as development in career, and some good insights about the very near future threats that exist for brands today.
Looking forward to next year.