Executives on a panel can be dangerous, boring, self-important, or, well, pick another thing that makes you want to fall asleep. So, I sat in on an executive panel discussion expecting only so much. Topic: Engaging the now-in-control consumer.
Great snippets, but not as much detail as I would have liked. One, Jack Haber from Colgate Palmolive, talked about engaging toothpaste consumers on line. That would be a neat trick, and one that would apply to some of our current clients. I'll need to check out what he's talking about, but he did say that he could prove that online media activity, built off a base of TV, built sales of toothpaste.
A key point I thought was made by Jerri DeVard, from Verizon Communications. Seems Verizon always allocates a percentage of their marketing budget towards new media, podcasting, and things like that. Her point, the attidude, "Because you can't measure it, you don't do it," locks advertisers out of anything that's new By the time the measurement methodologies are devised, the new-ness and cutting edge are gone. You're locked out of new ideas and new ways to communicate if you follow this belief. Instead, think of how you can connect ideas with the consumer. That way, your brand evolves with the consumer.
Sounds engaging.
Comments