Hold Your Head Up High Marketers...
I'm so excited about resurrecting an event we did back in 2003 called Accountability of Marketing. It was initially a marketing mix modeling conference, that turned ROMI, then evolved into the accountability theme. Pat Lapointe has accepted a role as chairperson and I couldnt be more thrilled. He is clearly the most well versed marketing analytics guy I have ever known in my entire life. I love the idea of bridging the gap between the CMO and CFO. I mean, whenever the economy tanks, marketing is the first to get cut! But why? This makes absolutely no sense at all. And data proves it. History proves it. But nothing changes. Cut cut cut. Justify, prove your value. To me, marketing is everything. Theres so many other places i would cut first. Talk about a self fulfilling prophecy. If marketers ruled the world this place would be way more cool and much more provocative and innovative. Thats my two cents anyway. http://www.ifmarketersruledtheworld.com/

Face2Face - a novel idea
The whole idea of this blog is really to celebrate the power of great conversation - and I had a great one recently with Doug Stone of Maddock Douglas. We're working on a project together and I was talking about how much I hate hearing such negativity towards the conference industry. There's someone who keeps talking about "the death of the industry". As Debbie Millman so elegantly pointed out at FUSE this year - "we are innately social creatures and so as humans we will always need to connect in person". Nothing will replace that. I loved Doug's example of when people used to say "the death of paper" when everything was moving online. There more types and styles of paper now than ever before - its growth has exploded. There are specialty paper stores and more options than ever. My other favorite example is when e-cards first came out and everyone said "the death of hallmark". No - the evolution of the card - recorded, branded, sounds - again - we are sensory creatures. And with the increasing concern over viruses - Hallmark's brand is one you can trust.

Changing the World - one conversation at a time

I just read a great article on "conversation marketing" and I have to say i just love the term. There's nothing more powerful than a genuine conversation that inspires you to do even one thing differently - or connects you with someone who might just become your partner in changing the world.

Drum Roll...my favs revealed

So often I'm asked who I think the best speakers are - since I did about 45 events out of the division last year - and considering I've been with IIR for over 14 1/2 years - I've pretty much heard all of them...
It's so hard to say, and some people have even suggested doing a yearbook, which i think would be so cool and super valuable - it's on my "list" right under "writing a book". Someday...someday...It's so hard to pinpoint the best speakers because what does BEST mean? Best delivery? Best energy? Best content? And let's face it, its the combination of the diverse speakers that create the unique dynamics that have them highlighting each other. Nonetheless, I've gone ahead and listed a few of my favorites - their key messages and why they are forever remembered in my favorites pile. It's fun reminiscing about presentations that make a lifelong impact...

Peter Guber - his most recent message centered around "congruence" and was delightfully articulated with enthusiasm and passion. Peter's achievements are so grand, that I feel humbled by his presence. Because he's a fav, he's spoken at Front End US, NACCM, THE Conference on Marketing and Youth Marketing. I could listen to him over and over and over again. In fact, lets book him for something soon...

Marcus Buckingham - what a scene stealer... He reminds us to focus on strength and nurture that vs. trying to drastically improve weakness. This talk hit me both personally and professionally - which is partly why he made my fav list. Marcus gave an example of his kindergarden son whose drawing didn't live up to his classmates - and how that became the focus for him until his teacher pointed out that he was the only one to use subtraction instead of addition, and double digits instead of single digits which clearly illustrates his mathematical affinity which was hidden behind his bland drawing. LOVE THAT. He spoke at The Market Research event last year and instantly topped my list.

Jim Collins - first of all, he's pretty much the smartest person in the world. He studies "contrast" and so, not only successful companies, but pairs of companies facing the same market conditions and his data is well, beyond vast. His message is to focus on the WHO not the WHAT - and its the "people driving the bus" that matter most. Clearly a timeless message but one that deserves recognition with tools and technologies taking the stage most of the time. I was fortunate enough to see him at FEI US this year - Jim is a very infrequent speaker

Dr. G. Clotaire Rapaille - I'll never forget him. He spoke at The Market Research event a few years ago and was such a character. The perfect combination of brilliant and bizarre. He had one statement about men spending 9 months trying to get out of the womb and the rest of their lives trying to get back in. You had to be there...but it was hysterical. His specialty is psychology and behavior and us humans are pretty eccentric. His talk was totally unforgettable.

Kevin Carroll - the big rubber ball. Enough said.

Why a conference is not a commodity.

It’s a perfectly balanced meal for business survival. All wrapped up in a package.
A package of all the things you need to become and remain a smarter more effective and efficient leader…personally and professionally.
It’s an expert recipe that combines all the necessary ingredients to achieve more and be stronger – better.
For your brand, your product or service, your team, your organization, your CEO and yourself.
You always leave smarter and fresher.
What makes up a conference?
· The inspiration to keep you motivated at a time when positive energy is hard to find
· Best practices and lessons learned from industry peers that save you from repeating mistakes
· Beyond the media hype – real life stories of what works best and what doesn’t and why
· A network of industry peers that continue long after the conference ends
· Access to multiple POVS by experts, peers, leading edge thinkers and top business authors
· Participation in an industry think tank where creating new ideas and new solutions in a new economy can never be repeated
· Exposure and connectivity to content – networking – results
Therefore, in conclusion…
While content might commoditized and easily accessible – it’s also overwhelming and vast. It’s not filtered or categorized in terms of its ability to deliver value. The same rings true for social media sites and virtual networking tools.
What IIR does is create the perfect combination of valuable content – and deliver it in an experience that will never be replicated. The specific information represented and the dynamics of the group participating will never be replicated. Each and every conference experience is unique in its ability to draw diverse perspectives resulting in inimitable conversations and sharing of best practices and from that – the most unique outcomes are delivered each and every time.
And that’s exactly why the one time you miss one, rest assured it is a lost opportunity that you can never go back and retrieve again.
The cost of not being there is always greater than the cost of being there.
The results always outweigh the risks. You’ll never regret participating – but you will without doubt regret missing.
What happens at IIR’s conferences move markets and impact decisions within industry.
The conference is the authoritative channel that facilitates the action.
And that is why conferences are never replaceable and are not and will never be expendable.
We believe.