6/18/2012Advisor Newsletters - AEM Advisor
Marketing Seminar Attendees Gain Insights on Media Channels, Messages to Reach Customers
Attendees at AEM’s recent Marketing Council Seminar received a top-level look from leading new-media practitioners on using multilevel messaging to reach customers. The result: attendees overwhelmingly said they’d be able to apply what they learned to their jobs.
The seminar attracted more than 130 registrants to the Chattanoogan Hotel in Chattanooga, Tennessee – with 74 different companies represented. During two full days of presentations, a stellar roster of marketing and media heavyweights, including authors of well-received books, shared their knowledge on how to use the right messaging and media platforms to connect with customers.
Keynote Sally Hogshead, author and founder of Fascinate Inc., set the stage with Building Loyalty in a World with a 9-Second Attention Span, and the closing keynote – Jamie Turner, author and founder of the 60-Second Marketer – brought together common threads from all the seminar presentations in How to Put Everything You Learned into Action.
Social Media Tech Fair – Plus Breakouts, Panels and More
In between were more high-powered presentations, panel discussions, breakout sessions and a Social Media Tech Fair with hands-on demonstrations on how to make the most of social media sites/tools including Facebook, YouTube, Twitter, Google+ and QR codes.
Prescott Shibles, founder of the “eMedia Vitals” digital publication, reminded attendees that “new” media isn’t replacing “old” media but does change the dynamics of usage as he discussed integrating platforms such as web, mobile, social media, print and events. What ties them together is the need for content, as emphasized in the Content Is King presentation from Joe Pulizzi, author and founder of the Content Marketing Institute. And Maria Pinochet of Kore Access helped attendees better define their audiences and media channel strategies.
A panel on Generational Marketing had contractor firm founders and their “next generation” candidly discussing the differing ways they want to receive content and what that means for marketers. And a panel on The Good, Bad and Ugly of Messaging had digital media strategists examining what they’ve seen go right – and wrong – and why, as companies move more into the newer technologies.
Breakouts on Marketing Basics featured branding 101, navigating global channels, CRM and PR 101; breakouts on Messaging through the Platforms focused on mobile apps/tablets, web, print and events.
The seminar’s Marketing in Action teambuilding event again grouped attendees into teams to devise marketing plans and strategies to assist local nonprofits.
A networking welcome reception kicked off the event at the Tennessee Aquarium, the world’s largest freshwater aquarium and one of the top visitor attractions in the U.S.
Closing Notes from the “60-Second Marketer”
From Jamie Turner, the closing keynote and co-author of “Go Mobile” and “How to Make Money with Social Media,” are his five most common social media mistakes (see below) and a fun-fact sign of the times: Worldwide more people own a smartphone than own a toothbrush (learn more).
5 Most Common Social Media Mistakes:
- Assuming that because everyone else is in social media that you should be too
- Thinking tactically before thinking strategically
- Not devoting appropriate manpower to a social media campaign
- Believing that social media is free
- Not calculating the ROI of your social media campaign
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