Last week, thousands of marketers attended our Festival of Marketing at the Tobacco Dock in London.
It was a two-day celebration of the modern marketing industry, featuring speakers from brands including LEGO, Marks and Spencer, Coca-Cola, Buzzfeed, KLM and many more industry experts sparking discussions in a unique mix of Q&As, debates, case studies and workshops.
Although it would be impossible to condense one session into a single quote, or even cover every single session in each strand (there were 10 stages featuring approximately 120 sessions plus five keynote speeches), here’s a quick round-up some of the key takeaways from our event.
Meghan Falter from Adobe had the following insights…
— Jim Haysom (@jimhaysom) November 12, 2014
73% of students say they would open a snapchat message from a brand they know. – Adobe at #FoM14
— FoM (@FestofMarketing) November 12, 2014
— Richard Bagnall (@richardbagnall) November 12, 2014
Andrew Schapiro, head of brand creative at Airbnb on the controversy of its redesigned new logo:
Surprisingly it wasn’t difficult to deal with, it was something we had fun with. We were close to it for many months so to get that kind of response you might expect it to be disheartening but we all felt confident that this was the right direction for the brand in the long-term.
On the impetus behind the rebrand:
There was a disconnect in the way we spoke about ourselves internally and the way the world outside saw Airbnb as simply a platform to book a place to stay. The exercise was how to reflect externally our values as a brand and the way we know our brand internally.
Asda’s senior director of marketing innovation Dominic Burch talked about how PR delivered YouTube success for the supermarket.
With Mum’s Eye View, Asda set itself a target of 750,000 views in the first year. It achieved that after eight weeks. The channel now has nearly 87,000 subscribers.
“Youtube is the best place to hide video” Dominic Burch from Asda helping us do better with video marketing at #fom14
— Marie Page (@Marie_Page) November 13, 2014
Learning on the go: try 10 new things, measure everything and do the 5 that work. Good tip from Dom Burch of Asda #FoM14
— Clare Laurie (@lauriecm) November 13, 2014
Adrienne Liebenberg the global B2B marketing director for BP Castrol revealed how it improved the customer journey by overhauling its website.
It was confusing to navigate and 15,000 SKUs were too much. This was simplified, the product range was halved and international brands were reduced by 90%.
62 websites were combined into one and a comprehensive translation service was put in place to make sure that the sites’ often technical language was properly represented in the 48 languages needed to hit 98% of the web’s audience.
— Olivier Gillin (@ogillin) November 14, 2014
The creative director of Buzzfeed Philip Byrne offered some advice to brands and revealed the core values or shareable content…
- Identity: content reflects the reader’s identity, what they express through sharing content is how they’d like to be perceived.
- Inspirational: readers want to show that they have an interest in the real human world and that they can provoke a positive emotional reaction.
- Information: telling people something they didn’t already know.
- Humour: everyone wants to look funny.
- Human rights: we want to show that we’re empathetic, caring people with a heart.
— Joanna Halton (@joannahalton) November 12, 2014
— Bill Ross (@BillRoss) November 12, 2014
Tony Blair’s former communications director Alistair Campbell, or the ‘king of spin’ as you might prefer to call him, had a lot to say about using social media the ‘right way’.
If you’re not on social media, you are dislocated from your markets. You are simply the subject of other people’s opinions, whether right or wrong, about your business. If you’re there, you can help shape the dialogue, demonstrating a willingness to engage and explain, building trust and, crucially, shortening the gap between the institution and the audience. It may all seem tactical. Social media used properly is a modern strategic tool.
“The [mobile] screen is now more superior to TV. TV is dead” stated vice president of European marketing Javier Sanchez-Lamelas. He went on to say…
In 2014, there has been a change that very few marketers noticed. This was the year that many people gained the ability to watch in real-time anything they want in high-definition. The problem to overcome now is that consumers have full control over what they watch.
— Pierpaolo Maniglio (@pierpa88) November 13, 2014
You can read more about the Coca-Cola session over at Marketing Week.
The North Yorkshire content marketing agency stated…
— jonathan graham (@jongraham45) November 13, 2014
The Government’s digital strategist Russell Davies stated “you are better off making a product that works really well than taking an average one and promoting it.”
— FoM (@FestofMarketing) November 13, 2014
Davies also argued that user experience is more important than innovation when creating successful online services: “Avoid innovation like the plague. Focus on usability and fixing the things that don’t work.”
— Diala Lada (@dlada) November 13, 2014
Read more from Davies’s talk here: Gov.uk is a better website than yours.
Information is Beautiful
Data journalist & information designer David McCandless shared these amazing data visualisations…
— christopher ratcliff (@Christophe_Rock) November 13, 2014
— christopher ratcliff (@Christophe_Rock) November 13, 2014
Velocity’s Doug Kessler spoke about ‘insane honesty in content marketing’. Mere honesty is something that should be a given in marketing, for ethical reasons, but insane honesty is a choice.
It means sharing your weaknesses and showing them openly. Sharing weaknesses and minus points makes the rest of the marketing much more believable.
Kessler provided his six reasons for insane honesty here.
KLM makes €25m per year from social media according to its social media manager Karlijn Vogel-Meijer.
This is a result of its focus on customer experience. This is no simple task bearing in mind that KLM receives 45,000 mentions per week, of which around 5,000 are genuine queries that need to be investigated. The brand still manages an average response time of 23 minutes, and communicates in 11 different languages (soon to go up to 14).
— Kim Peatling (@KimPeatling) November 12, 2014
Social media is not about telling a nice story. It’s about solving problems that really matter to your customers. KLM at #FoM14
— FoM (@FestofMarketing) November 12, 2014
— Econsultancy (@Econsultancy) November 12, 2014
Lars Silberbauer is LEGO’s global director of social media and he spoke about being the ‘human voice of your company’.
He also revealed that LEGO ensures constant real-time engagement because it has social teams positioned in all major territories. As soon as one country goes to bed, another wakes up to pick up the baton.
Also that LEGO requires every person in its social teams to take a licence to operate a social channel. Much like a driver’s licence there’s a practical and theoretical test, and if the successful licence holder makes any mistakes the licence can be revoked at any time.
Here’s a little window into its social ROI…
— christopher ratcliff (@Christophe_Rock) November 12, 2014
Marks and Spencer
Laura Wade-Geary is the executive director of multichannel at Marks and Spencer, these are some of the many highlights of her talk…
“Digital can’t be part of the business, it has to be the DNA of the business” Laura Wade-Grey, Executive Director Multi-channel M&S #FoM14
— Good Person To Know (@GPTKhub) November 12, 2014
— SmartFocus UK (@UKSmartFocus) November 12, 2014
Twice as many visitors to M&S online vs in store, but only 16% of sales are online. Content increases conversion. -Laura Wade-Gery #FoM14
— Julie Miller (@JulieMillerSWE) November 12, 2014
Marketing director Adam Johnson revealed the following…
— Julie Miller (@JulieMillerSWE) November 13, 2014
Here are Naked Wines’ five steps to social selling…
— Ross Barker (@Ross__Barker) November 12, 2014
Harry Dromey talked about the benefits of being ‘mischief champion’ at Paddy Power… “I now know the C word in 38 languages”.
Pitch and Synch
According to music agency Pitch & Sync, 95% of the money spent by brands on music is wasted. John Lewis is the one getting it right.
They argued that predominantly music is treated very tactically for short term marketing objectives by brands and, as a consequence, rarely says anything strategically about them.
Read more over at Creative Review.
The UK rapper had the following to say about being his own personal brand…
Once a person knows everything about you they lose interest – pro green on social media use #FoM14
— Emily Cullen (@emilyvcullen) November 12, 2014
— Lucy Houghton (@Houghtini) November 12, 2014
Ryanair’s CMO Kenny Jacobs has a new focus on digital and customer experience. Its marketing plan is very simple, Ryanair just needs to be likeable, useful and different.
This entails several key elements:
- Need to start to listening to customers.
- Stand for low fares and better service.
- Use data and digital to drive conversion, not just retention.
- Develop product without losing the low cost leadership.
- Innovate: mobile, Google, content.
- Add new capacity, bases and route.
Head of digital marketing Claire Higgins revealed that the retailer currently gets 60% of traffic from tablet and mobile devices (rising to 70% on Christmas Day), so catering to these customers is vital.
The site is an extension of the brand and gets more visitors than our physical stores. It’s the global gateway to the Selfridges brand.
Read about Selfridges use of multichannel experiences here.
Tim Lion, the head of social media art Sony Electronics Europe revealed the following…
— Adrienne Grubb (@eMod_Adrienne) November 13, 2014
— Silverbean (@silverbean) November 13, 2014
Founder of Sticky Content, Catherine Toole revealed this stat…
— Cat Gutsell (@CatGutsell) November 13, 2014
Albert Hogan, the head of digital strategy, revealed that Universal is using social data to influence its franchises. The next instalment of Fast and Furious will film in locations where the most number of Facebook fans are situated.
More on Universal and social here.