SXSW was 2 weeks ago, yet it feels like so much has changed in my approach since returning. This morning the team presented our concept behind developing & executing our clients coupon destination site. A month ago, we could not have envisioned being in the consideration set. In fact the conversation started from the client with ” How can we aggregated your CN.com content into the other vendor.” If SXSW taught me anything, it was sometimes organizations need to be bold & brave to move forward. So we let go of traditional limits and crafted a bold plan for the client. We were brave and proposed how WE could execute, coordinate & develop the site. Based on our capabilities & analytics, we believe we are the preferred partner. Our thinking translated past Coupons and instead focused on Engagement, Loyalty & Measuring. What a great conversation & the client started ideating with us! We still have a long way to go, to win this project, and our client may need to be bold & brave too. The story doesn’t end there, across the day the team divided and conquered. There were additional meetings where our team exceeded the clients expectations and we even got the comment “We love your product.” The GAME CHANGED Today!! Thanks to everyone who has been working to support our team & client behind our digital innovation, we are moving forward!!!
Recycle Bin- Now accepting Blackberries & PowerPoint decks.
I saw one lone Blackberry at SXSW. I was pretty certain it was going to be featured in the “things that are obsolete” community art project.
I have the same feeling about PowerPoint. If any recent presentations look like the above, I know some of mine do, let’s challenge ourselves to learn new tools. We need to become visual storytellers, engage each other with emotion, have a clear call to action, inspire clients & each other, get edgy, take a risk…. anything but another long deck with clip art.
I am starting this next week!!! Adam Elrod & Tom Dolan I need your help and a lot of it:)
Check out video text! How could we engage with these type of developers to create published content. They were cool enough to record a demo for me from a brand perspective.
As desperately as I’ve tried, and I mean really tried, I’m just not funny. Fortunately, I’ve mastered sarcasm, which as explained by the comedian Baratunde Thurston, is actually part of the key to transforming the world around us.
Baratunde delighted me with his presentation and highlighted his new book “How To Be Black” if you don’t buy this your racist. He showed how using comedy can help us make sense of the world, unite, heal and create change by providing an accepted format to challenge the status quo.
In essence, Baratunde communicated “Everyone can create crap. People are looking for trust. Use storytelling to break through, marry the data with humanity.”
Are we risky enough with our clients, can we use humor to challenge positions or answer objections? Ironically, my largest contract outside renewals just came from a presentation in which I decided to try to be funny, didn’t say I was, but the effort was there.
The best part, I got to steal a joke “I’m over 30, my friend circle is locked, let’s just both move on”
Consumer discounts reign supreme and everyone is getting in on the game. Deals, Rewards, Incentives.. aka Coupons. I saw so many new products all designed to deliver deals to the consumers.
Not sure how long these groups have been at it, but I can tell you sourcing content is probably harder than writing the code blindfolded holding chop sticks while balancing on one leg.
With that in mind, I did not see a platform able to provide an initial incentive, link in social influences, create long term repeat engagement or reward loyalty. It was a vast land of one hit wonder offers.
Here is my thought… Incentives are really the entry point to engagement and become the gateway to cultivate loyalty. Can we create a digital product that encourages those next consumer steps and at the same time overlays social media influences??
Amazing Advice That Started Over Socks!!!
I decided to branch out of my comfort zone and attend the “Fashion Industry Meet Up.” Based on my shopping trips, I consider myself a strong supporter of the industry.
I am so glad I went, I met a kindred spirit in David. He likes socks, I like shoes, we both accessorize from TJMaxx. My bravery was nothing compared to David’s. He runs a successful Digital Marketing Firm and caught massive grief from the other 8 employees he traveled with for putting this on his agenda. Recently he created the Barneys Lady GaGa event for the holidays.
When you have a common interest with someone, information just flows. We exchanged cards and I was instantly struck at the simplicity and credibility it delivers. I asked him to review my card. He had some great feedback, such as the message is overcomplicated, doesn’t spark interest and the targeting may be a narrowing factor. I have a picture comparison.
I also asked him about ROI, CPU, Measures of success behind Digital. He advice was clear… when evaluating a program or measuring success stay with the big picture. Just because I can get down a CPUM, I don’t have to.
Got me thinking, why don’t we add some new elements to our card, such as the employees favorite movie, song or just something that invites other’s to connect with us personally and start that great conversation.
The one thing I am doing right, letting my creative spirit show.
It is time to walk with a little swagger… you work at Catalina. Other companies in the industry want to be you, they know you, follow you and do their best to emulate you! In fact, they are probably a bit jealous that you are Catalina.
In back to back panels Catalina was mentioned, unsolicited. I attended FutureShop: Virtual QR Stores, NFC Receipts & More. Great panel consisting of Levi’s Brand, Sears Digital CMO & 2 start up digital content provides, they could be considered a Catalina competitor.
The panel started off a little rough with a bit of posturing and idea killing conversation on who should be owning the consumer Brand vs. Retailer. I doubled checked to make sure I had not walked into FMI by error. Then suddenly the conversation moved to couponing vehicles and there I was listening to a description of Catalina as the Coupon Gorilla that has been unable to transcend in store and still uses brand switching as our strategic play.
Serendipity, I was sitting next to the microphone, what an opportunity to set the record straight on our digital and strategic capabilities.
Here is what I learned…. We need to get our message out faster, broader and with more intensity. It is just an important to be following our clients and competitors with equal energy.
I strutted over and gave the panelist my Catalina card and thanked him for the mention!
What an amazing week!!! I returned to St. Louis Monday around mid-night, my brain is still racing with everything I experienced, observed, absorbed & learned. I scheduled today to “decompress” and outline what I still need to blog about. I’ve got an app full of notes, phone full of pics/video and several observations.
Stay tuned this week as I continue to post and put in context what these experiences can mean for our organization or as individuls.
Catalina Swagger, Change Curve- Amy & Twitter, Amazing advice that started over socks, How to be Black or perhaps just funny, The Big DEAL, Video Engagement, SXSW 2013 Catalina, Recyle Bin- Now accepting Blackberries & PowerPoint decks.
I’ll see you in the morning St. Louis office!!!!
Packed house at the Pinterest Q&A…highest concentration of female SXSWers I’ve seen all weekend!
Cofounder Ben Silbermann says “driving out traffic is fundamental”…keep driving it to CN.com!
I’m Reblogging this from Nick and adding some additional comments from one of the few ladies at SXSW.
Not only are women underrepresented at SXSW. I would say my demographic- female, +35, married, with children was like spotting a unicorn.
Based on the sessions I attended, only twice was a female on the panel. I made a point to network with other women & found one other with a CPG background, Tammy Owins, Shopping Marketing PepsiCo. She previously worked with Mike Dillon.
An interesting thing I noted was not one mention of FB at SXSW. I saw it being used only 4 times and not surprisingly by other fabulous unicorns.
There is clearly a divergence in the technologies men & women are consuming and even what call to actions we respond to. At Catalina we need to ensure we are developing & designing multiple digital solutions if we are to reach the right consumer in the right place.
Got some great ideas on visual presentations at the Conduit Promotions tent for Kraft. Just absorbed the feel. I’ve been spending time this week exploring ways to make our external & internal presentations more engaging. Who’s with me on try new mediums.