I had the chance to volunteer at The Art of Marketing conference today and sit in on some of the amazing talks. Here are some of the highlights from the day, feel free to comment and add more or suggest edits. Croudsourcing FTW!
Cheers,
SK
- “There is no such thing as a social media campaign. This stuff is relationship based.”
- “The only thing that is going to break through the noise is context and caring.” How much does it cost you to thank your best customer?
- “We are in a word-of-mouth ecosystem and anyone can show that they care.”
- “The only reason we love our parents is because they love us first! Businesses can do the same.”
- On increasing TV viewership: “More people rode horses before the car was invented!”
- “Create scale and create ROI from caring. You need to be patient - relationships don’t work like transactions. You don’t want to close too early.”
- “When things go bad people turn to the tried and tested - but that isn’t working anymore.” (referring to traditional media)
- “Everyone is recording what you’re saying and responding. Don’t end up on the wrong side of history!” (This is proof!)
- “You can’t fight what works and what the customer wants.”
- “Social is emotional and human. It has tremendous ROI”
- “They will go with you if you care.” (Loyal customers are willing to stick with you through thick and thin and across categories)
- “The new elevator pitch is 8 seconds. You have 8 seconds to hook and 110 seconds to close.” (Your 118 is your story, your promise, your message or what you stand for)
- “The #1 job of a leader is to create tension”
- “The core of what Kodak is that we make something people would save from a burning building. It is an emotional product and we forgot that along the way.”
- “As fast as they come, as fast as they go.”
- “It is not about eyeballs and ears anymore, it is about hearts and minds.”
- “You’re only as fast as your slowest common denominator”
- “When one is in good company they should never be scared.”
- The effects of choice overload:
“The more choices we have the longer it takes for them to take action.”
“The more choices we have the poorer the decision quality.”
“The more choices we have, the less satisfied we are.”
- “We have obvious choice limitations” (Referring to the limits of our cognitive and perceptual abilities in order to determine the most economically rational choice)
- “The ideal consumer for today’s choice options is an expert.” (Most consumers are novice and clutter usually results in a poor decision and less overall satisfaction. Using choice to attract customers is not always a viable strategy)
- “Every act of choice is a message so we emphasize the importance of deliberation. We associate what we buy with who we are.” (I wonder if this is a cultural effect…)
- “Everyone is slightly unique and it that they are conformist!” (Invariably the slightly quirky tie design is more popular than the leopard print or plain black - again probably a manifestation of cultural preference for individualism)
- Improving the choosing experience requires: cutting, categorization and conditioning people for complexity.
- “Our brain can handle more categories than choices within a particular category. Empower customers by allowing them to learn more about their preferences and get a glimpse of how an expert would make that decision.”
- ”People may say they want more choice but really what they want to have is more control and power in the their choice experience.” Marketers can help consumers make quality decisions.
