The Great Ideas Summit 2016 was an event that will go down as a conference that brought some vendors and a lot of existing and new clients together.
Smaller and less hectic than the annual Las Vegas conference, The Great Ideas Summit is a more intimidate and relaxing environment that helped strengthen past relationships, as well as create new ones.
The venue—the Hyatt Regency Grand Cypress Orlando—was a fabulous setting. Security for the conference was very tight as can be expected at high-stakes gatherings, where so much revenue is at stake.
Over the course of the three-day conference, many mentioned that this is the conference where the deals get done.
In fact, many of the audience skipped the excellent educations panels in favor of conversations and meetings in the exhibit hall and hotel bar and lounge.
In a welcome change of pace from jam-packed conferences, the vendor booths were spread out and it was easy to have conversations. Several top brands and solutions providers were on display.
It’s not easy to forgo revenue in favor of attendees’ experience. Kudos to ERA for not squeezing in booths back-to-back-to-back.
While the education sessions were sparsely attended, the presentations were packed full of useful information. Most interesting to me was the lunchtime keynote featuring STiKi CEO Robin Shapiro, who covered in detail how advertisers could set up a text response campaign.
An example of this is a TV/Web video spot, where the users are encouraged to text “get it” to a short phrase such as “pizza” with pizza being the number of the advertiser.
This type of campaign is a powerful approach to market to the under 30s, who only use a smartphone for their online activities and almost never make phone calls, but have no problems sending hundreds of texts each month. It’s an audience that’s growing leaps and bounds every year.
I wasn’t aware of how this process worked and can see how it would be super useful in the years ahead.
Expect a land rush of people grabbing the best numbers that spell out short and memorable phrases such as “pizza” or “great” that we saw in domain grabs of the ’90s.
Overall, it was a great conference, and I can’t wait for next year’s Great Ideas Summit in Puerto Rico.
Keith Lovgren is Strategic Director at DataInclusion.com.