OUR BEST EDUCATIONAL EVENT, EVER!
The aroma of good old-fashion bacon and eggs filled the air. Steaming coffee invited you still closer to the bountiful breakfast buffet, loaded with everything you might want in an edgy but healthy array.
All designed to help you get ready for one of dmaDetroit’s most interesting events, including a pair of educational seminars, coupled to an exceptionally powerful luncheon panel discussion.
The morning began with an intriguing treatise on Psychology-Based Marketing, presented by Jeanette McMurtry, Principal of e4Marketing Company. She dove right into our minds by reminding us that computer generated materials allow us to go beyond mere personalization of our marketing tools.
Technology enables us to strongly appeal to the triggers within the unconscious mind, to build trust where trust has been lost, to activate the emotions that affect purchase decisions, and avoid defection of “highly loyal” customers.
McMurtry also emphasized that making your communications or the purchase of your product fun, emotionally, physically and intellectually, keeping in mind also, the Life Time Value of each customer.
Our second session of the morning was a dual presentation by Julie Anixter, Managing Editor INNOVATAIONEXCELLENCE.COM and Chief Innovation Officer for Maga Design Group and by Amy King, Vice President of Marketing Services, Entertainment Publications (providers of the well-known “Entertainment Book” of money-saving coupons and certificates).
Julie Anixter discussed how we can create a “remarkable experience” via mapping and finding a Core Metaphor; a visual that “says it all” and identifies with your client. “Mapping the Remarkable” is an approach that literally forces you to become aware of your marketing task, by actually listing the aspects of your tools and advantages, as well as those you do not yet possess.
These can range from the forces and partnerships that are working for you now, as well as those you need to add in upcoming months and how you feel about these assets, the promise your brand makes and what you can deliver.