Recap of AD2 Orlando's Future of Advertising Event

Just got home from AD2 Orlando's Future of Advertising at Citrus on Orange Ave in Downtown Orlando, pretty tired. But I want to get this out there and rehash some of the things I picked up and learned. Im going to go through this session by session. So here she goes.

Guerilla Marketing Session led by Forest Young of PUSH


-High respect + no love = brands (customers b/c we have to be)
-Low respect + high love = trends (newest movie, cd, etc)
-High respect + high love = lovemarks (Apple-brand ambassadors)

-Need disruption and cause a wow factor
-Hopscotch is the ultimate viral brand
-Have volunteers act as the promotion for the event (hand made signs and promo)
-Homemade grassroots signs and promo, hold rally, put campaign into action, celebrate the event that you are being a part of
-Thank you cards for volunteers. Make site with all the pictures of the volunteers, use internet to amplify th results
-Go to high visibility, trafficked and media driven sites
-Guerrilla works best with integrated forms of marketing and media
-Future is profits, profits, profits with minimal financial investments
-Sweat vs financial equity
-Do the right thing. Ethics vs intrusive
-Works best when amplified
-Future of advertising is now, what are people doing now?! Pay attention to current trends


Erik Hersmon from Zungu


-Social Web is who you are and what you do
-Unorganized and un-centralized, you have no control
-2 scenerios a) oh crap, what do we do? and b) how do I call attention to myself
-Story about Dell. Last year their customer service sucked and their customers let em know. 50% of conversations online about Dell were negative. They created 3 sites (blog, idea storm and forum). Now they are at about 23% negative, still not good but much improved!

5 TIPS TO THINK ABOUT
1. Have a blog strategy
2. Leverage customers
3. Start conversations and start listening
4. More real PR and less advertising
5. Internal Champions

B2B E-MAIL-MARCELLE TURNER (MINDCOMET.COM)


Challenges of deliver ability:
-Bounces on the rise
-Anti SPAM rules getting tougher
-Only send useful, relevant emails to people that ask for them

Stay current and competitive
-Test
-Double opt in and easy opt out
-Report SPAM link
-Send from dedicated IP address

Viral E-Mails
-Broadcast outlets multiplied
-Analytics are measurable
-Low cost
-Dynamic content
-List build

RYAN FRAZIER- FUTURE OF OUTDOOR –CLEAR CHANNEL


Problems with old billboards
-Turnaround times
-Production costs
-Limitations

LED TECHNOLOGY ALLOWS THEM TO:
-24 HR Turnaround
-No Production Costs
-Unlimited possibilities
-Unlimited color
-Basically a flat screen on the highway
-1250 Spotsper day per advertiser
-Target specific people at different times of the day
-Community dialog
-Only 13 markets now but they will be everywhere

WAGNER BUCCI DOS SANTOS-EXPERIMENTAL MARKETING


-Tell me I'll forget, show me I may remember, involve me and I will understand!
-Consumers market-how do we connect with them?
-Much more competitive and crowded today
-Consumers are in control

EXPERIENTIAL MARKETING
-Bridges the disconnect between consumers and brands
-Persuades comsumers emotionally
-Every major brand has a experiential campaign
-Has become more than just impressions, we need to see ROI
-Impulse buying is based on emotion, this is where we try to hit them
-Creates a viral approach if done right

They wrapped the day up with some Q and A, a few beers and some great connections. Very excited for this event and it didn't disappoint. It's been a wild week already and shows no signs of slowing down. I'll post more thoughts on the event tomorrow. Till then, enjoy and feel free to steal my notes!

-G-Ro