From the opening Keynote from Greg Brown and Eduardo Conrado of Motorola Solutions through the comedic, yet on-target insights of Guy Kawasaki, the 2012 BMA conference was energizing and inspiring. As usually happens when I attend a conference like this one, I found myself trying to distill the onslaught of ideas and information into a few nuggets that I would take back, share and use immediately.
With all of the discussion around the strategies, tactics and tools that modern marketers can use to reach people and bring them into their funnel, the thread that I found myself following throughout this conference was one of purpose and creativity. Don’t get me wrong, the dust has not settled and there is much still to learn. Few marketers have mastered CRM platforms and marketing automation tools, measurement technologies and analytics tools, but through it all, the overwhelming idea that will drive our success is the story we tell about the purpose of our brands and why they matter to our customers.
Content may be king, and there may be a thousand points of contact that you can find with your market, but without heart and meaning it is just white noise. It reaches no one and simply adds to the din.
So, with all of the change we are experiencing, and the extra effort and chaos that sometimes goes along with tackling new things, our challenge is to work even harder to stay true to the fundamental idea of communicating with purpose—internally and externally. We must anchor our ideas to why we do what we do. We must be relentlessly determined to understand and cultivate an emotional connection between our brand, its purpose and the things that are truly important to our customers.
Bring on the new and remember the true.
Scott LoSasso is President of LoSasso Integrated Marketing., a Chicago based interactive agency specializing in content marketing strategies and customer acquisition for leading B2B and consumer brands.
*Photo source by 2012 International BMA Conference