The second day of Great Ideas was feature-packed with plenty of networking opportunities along with valuable educational content. Among the many highlights was the Keynote by STiKi Founder and CEO Robin Shapiro. During his presentation entitled, “Ring in the New: Engaging Consumers in the Smartphone Age,” Shapiro explained that in order to reach consumers who use their mobile devices to learn and take action, marketers must deploy cost-effective smartphone strategies, including interactive text messaging, geofencing, 2D barcode incorporation, and digital coupon distribution. He said, “Properly utilized, consumer-initiated texting technology will take marketers’ prospects directly to the cash register.”
Tuesday also marked the first day of the Masters Series education sessions, beginning with the session entitled, “Manage Product Reviews to Listen to the Voice of the Customer.” Moderator Ranjit Mulgoankar (DNA Response) was joined by panelists Lindsey Carnett (Marketing Maven), Andrew Farrar, HandsOn Consulting, LLC, and Shail Prasad (TeleBrands). These seasoned marketing professionals stressed the importance of listening to what your customers are saying about your product and brand. As Andrew Farrar put it: “Reviews drive online and retail sales.“ What’s more, marketers need to anticipate problems, response quickly, and try to solve those problems quickly. Turn negatives into positives.
Next, Manifest’s Julian Bartlett shared his marketing insights during his Masters Series session, “Mobile vs. Desktop Advertising: Cost, Reach and ROI.” Bartlett discussed why mobile should be an integral part of your marketing strategy. “Everyone is on mobile and this is where your ads need to be as well,” he said. “If you aren’t advertising on Facebook mobile, you are missing 52 percent of their market.”
In the afternoon, some attendees participated in an interactive product claims session entitled, “Matching Claims to the Evidence: Brainstorming With the Experts.” Legal experts Randy Shaheen (Venable LLP), Ivan Wasserman (Manatt), and Claudia Lewis (Venable LLP) shared hypothetical products—including a hair supplement, an exercise product designed to work your abs, and a multi-ingredient memory/cognitive supplement—with attendees. Audience members then broke into groups to discuss and share proposed claims for each product. The panel then explained why certain claims were reasonable, while others could not be substantiated.
The final Masters Series session of the day featured “The Membership Economy and Direct Response.” Presenter Robbie Kellman Baxter of Peninsula Strategies, LLC, talked about the membership model and what it means to your brand and business. “In the membership society, you have to focus on the mission of the customer not the product,” said Baxter. It’s all about going from transactional to relational and building an organization that focuses around the consumer’s mission, not the company’s. With these ideals, you will create a forever membership benefit that will keep consumers loyal.
ERA capped off a busy day with the Tee Up Tuesday Networking Reception. Guests networked while enjoying a round of Glow in the Dark indoor golf.