THE ART OF MARKETING PT I
I’ve always been a fan of learning. Call me a keener, but in today’s information economy it’s the new currency. Knowledge has the power to improve our work, enhance our skills, and make us generally more awesome at life. That’s why I’m always on the look out for new opportunities to soak up information and sharpen my mind. When Ramp president Shelley Mayer told me about the Art of Marketing Conference, I jumped at the opportunity to attend. This blog post could be about how great it is to work for a company that supports professional development, but I’ll save that conversation for another time.
What I really liked about The Art Of Marketing was that it had no fluff or filler content. While most conferences try to pack in as many speakers as possible, this one was a straight shot of value. All the speakers were top-calibre and their range of insight and experience was diverse. The knowledge I gained was not only useful as a marketer but for any company or cause that wants to promote its brand.
So in the spirit of sharing…
Here’s what I learned at The Art of Marketing:
Ann Handley, Chief Content Officer of MarketingProfs spoke about content marketing. Her advice?
Place your brand in a BIGGER context. Don’t just advertise, talk about what your audience cares about. Be BRAVER because smart marketers aren’t part of conversations, they lead them.
She mentioned Blue Bottle Coffee and the online course it offered on how to brew the perfect cup of joe. The course taught their tribe new skills and helped them connect with the brand to build loyalty. This tactic isn’t too advertorial and it provides deep value creating smarter, more conscious consumers.
My biggest takeaway from her speech was to do things differently and stay away from the “this is how we’ve always done it” mentality. Have a BOLD, recognizable perspective, and distinct tone for your brand. Your tone communicates who you are, what you’re like to deal with, and what you do in every piece of content.
If you covered up your logo, would you still recognize your brand?
Ron Tite, Creativity Expert, and CEO of The Tite Group spoke about creativity and innovation. Ron’s advice?
Everyone has the capacity to be an artist and create content.
Mobile brings production costs down with the possibility of global distribution as production value takes a backseat to messaging. Don’t overthink innovation – artists do it just to do it! The Blue Man Group didn’t think about why they painted themselves blue, they just did it and it was successful because it was scalable.
Everyone is competing with the internet to win the battle for time and marketers are losing. Don’t innovate the assembly line, create a concept car instead. Use the 10 x 10 marketing model to try new things but don’t mess with your core. Don’t have any expectations and if it goes well then adopt it.
If Barbie can change, you can change.
Constantly reinvent yourself. Think differently, stand for something greater, and align your actions with your values.
We’re in an age of loneliness as people crave authentic experiences. It’s why we pay premiums for concerts and why vinyl records are making a resurgence. We’ve killed community interaction. People are tired of being sold — they don’t want to be pitch-slapped.
Use the F*Bomb! People relate to real people. Don’t be the stock photo version of your brand.
Negative Nancies kill bold ideas in the boardroom. Find new ways of doing things and DISRUPT, because it’s not a problem until somebody solves it. To truly amplify engagement – be authentic, create like an artist, and don’t be afraid of change!
Look for part two of my review of The Art of Marketing featuring highlights from Terry O’Reilly on branding and advertising, Ryan Holiday on growth hacker mentality, Troy Carter on managing Lady Gaga, touring with Biggie and his life before and after the music industry, and Jonah Berger on influence and consumer behaviour. What’s your biggest marketing challenge? I’d love to hear your thoughts in the comments.