Event Highlights: Bridging the Brand Canyon
MIMA’s first monthly event of 2008 at the prestigious Minneapolis Grand Hotel was new and different in a few big ways. So it looks like we’re off to another great year.
First of all, the event was free. According to new president, Matt Wilson, after the event was officially announced to members, it only took two hours for all available seats to be reserved – and that many people had to be turned away. (I counted about 180 people in the room, which means there were some no-shows, but this was still an extremely well attended session.)
Second, Matt remarked that MIMA membership doubled in 2007 to nearly 750 members by year end, adding “the overwhelming response for event registration is a good problem to have.” He also recognized the outgoing board members for their outstanding leadership during their terms and thanked them for their hard work with the committee volunteers to help make MIMA one of the strongest professional associations of its kind in the country.
Third, it had a co-sponsor (Microsoft). Fourth, it started earlier than usual (4 o’clock) and fifth, it had more information than usual: it featured a keynote speaker, a Microsoft presentation and a panel discussion. So it was kind of like a “mini Summit.” (Plus, there was lots of good cheer afterwards at Martini Blu.)
As a creative copywriter and marketing professional, I was most excited by the presentation by keynote speaker, Lou Carbone – founder and chief experience officer of Experience Engineering and author of the best-selling book, “Clued In – How to Keep Customers Coming Back Again and Again.”
The main point of his presentation was to avoid falling into the trap of trying to extract value from customer relationships and to instead focus on creating value. He observed that the business landscape is changing and that creating value offers an important competitive advantage. However, most companies are putting all their energy into the former, with little thought given to the latter.
He also cited a fundamental business principle that almost seems radical these days: the purpose of a business is to create value for a customer – and the reward is profit. And to underscore this point, he shared examples of companies that “get value creation” (along with some that don’t).
The underlying message to marketers: don’t confuse the product or service delivered with the value delivered. They can be two separate things – and the successful companies promote the value proposition. Starbucks isn’t selling coffee, it’s selling an experience. Blockbuster isn’t in the video rental business, it’s in the business of bringing loved ones together through home entertainment.
A corollary to value creation is the emotional connection marketers need to make to bridge the gap between their brands and their customers’ feelings.
Anyone in creative services will tell you to focus on creating a proprietary, emotional response. But as marketers, we need to make strategic decisions about which emotional connections we create and how they are managed. A brief film clip from FedEx about rescuing the penguins at the New Orleans zoo after hurricane Katrina by flying them to the Monterey Bay Aquarium was an exceptional example of marketing and creative savvy in the experience arena.
If you have a chance, take time to download the podcast and the presentation materials. Lou was an engaging, entertaining and thoughtful speaker. And this keynote was packed with great ideas too long to list here for marketers who want to build more meaningful, longer lasting relationships between their brands and their customers.
Also, remember that the monthly events are now free for members – which makes your MIMA membership an even better value. And hats off to the programming committee, for their fine work planning events like this and lining up great speakers like Lou Carbone.
Like Matt said, MIMA has grown. So if you want to volunteer for one of the committees, there are lots of opportunities for you to “connect” with other MIMA members and “create value” for your own personal brand.
