For those of you who have never attended a Digiday Brand Summit we highly recommend giving it a try. The experience was filled with a conglomerate of brilliant speakers creating a total Marketing "Brain-gasm." At a recent event held in Key Biscayne, Florida we got an opportunity to get a sneak peak inside the minds of some of the best Marketing geniuses. The panel consisted of brands such as Avocados from Mexico, Tecate, Volvo, TD Ameritrade, Nielsen, Birchbox, Coca Cola and many more. Here are some of the best things we learned while there.
As brands we can easily forget our identity and want to be the best of everything. It's very important to define who you are, not just to yourself but also to your customers. We have to go back to basics to define what our core values are as a company. From there every decision from hiring new team members to marketing strategies should focus on those same values.
Who Do You Serve
Know your customer. It is very easy to throw him/her into a broad bucket that simply defines their gender, HHI, and age. Know and I mean know who you are serving. You want to be able to identify where are your customers, what is their online behavior, what are their hobbies and much more. This will help you streamline your marketing dollars. The more information you can collect the easier it will be for you to serve.
Teamwork Makes the Dream Work
The way we treat our customers should be the same way we treat our team. They are at the forefront of your business. If your team is sipping on the company Kool Aide they will automatically be brand ambassadors. So please treat them well.
Dare to Bare the Status Quo
Businesses especially start-ups tend to stay on the conservative side when it comes to Marketing Strategy. At times it can hurt you more than help you. Ivonne Kinser Director of Digital Strategy and Innovations at Avocados from Mexico said it best, "If you fit in you disappear." By doing the same thing that everyone else is doing your business simply blends into a sea of businesses. So why not "Dare to play your own game," a great reminder from John Miltello Director of Marketing Innovation and Strategy at Volvo.