Chris Behrens, President and CEO
No, you can’t do it sitting at your laptop or looking at your phone. You might even have to get on a plane to make it happen. But sitting in a room at an industry conference and listening—really listening—to what’s on marketers’ minds can be the best way to make sure you’re staying relevant and useful in our ever-changing marketing landscape.
Moderating—and listening—at the IC Summit
Sometimes we get so caught up in the doing required to be successful at promotional marketing that we forget that listening to others can offer an inspiration, a warning signal, or even just the peace-of-mind of knowing we’re on the right track. That’s why I always participate in at least a few industry conferences each year. Just a couple weeks ago, I was honored to be asked to moderate a panel at the Minnesota Marketing IC (Industry and Community) Summit, held in Minneapolis. The title of our panel was a mouthful: “Meaningful Digital and Mobile Engagement: Case studies and innovations beyond the fundamentals in mobile and other digital engagement methods … and the data that make it possible.”
Metrics, metrics, metrics
Whew! Luckily the panelists were ready to take a deep dive into this topic right away, and our allotted 40 minutes flew by. The panel included leading area marketers from UnitedHealthcare, Thrivent Financial, Rasmussen College, Lifetouch, Sweet IQ and Stirista.
We talked quite a bit about social/mobile marketing applications and the reality of what those investments require. Metrics, as always, seemed to be top of mind, and members of the panel said they spend quite a bit of their time—usually at least weekly—proving the metrics associated with various promotional marketing programs with their bosses. And everyone mentioned how much more they’re using metrics to drive decision making. The days of “hey, let’s give this a try and see what happens” are over. These days, you need to test – and retest – what you’re doing to make sure you’re meeting your marketing objectives.
Luckily, what they shared reinforced for me that YA is on the right track. We’ve invested a significant amount in solutions that seem to be just the approaches the panel described as a recipe for establishing marketplace dominance. And we’re committed to offering the kind of blue-chip consulting expertise that helps them reach decisions, solutions—and results—as quickly as possible.
More conferences – including Ignite ‘17
I’ve got more listening sessions in my future for this fall. On October 8 through 10, I’ll be at the DMA conference in New Orleans, co-presenting a case study with a YA client. If you’d like to find out more about how that presentation came to be, read my behind-the-scenes blog here and if you plan to be at the DMA, I’d love it if you’d attend our session and say hello afterwards.
On October 19, I’ll be back in YA’s hometown of Minneapolis for Ignite ’17, a conference we’re proud to be sponsoring along with The Institute for Research in Marketing at the University of Minnesota’s Carlson School of Management. At each session, business scholars and corporate leaders will be co-presenting academic findings and real-world results. It’s going to be a practical, insightful and results-driven day, so I hope you can consider joining us. Here’s a registration link.
Finally, if you’d like to learn more about how YA can help you encourage trials, create ongoing one-to-one communication and measure the long-term value each consumer contributes, then it’s a good time to talk to the team at YA. Please contact me to get the conversation started.