Digital Advertising and Marketing Summit

The Summit this week was fantastic! I really enjoyed all of the speakers I listened too. I have most of my classes on Wednesdays, so I unfortunately missed some of the speakers.

My favorite speaker was the morning keynote, Joan Malcheski of the Green Bay Packers.

I think the most helpful lesson I learned from her was to identify your audience, the Packers have three very distinct types of fans, and to listen to your audience and give them what they want. Sometimes what they want is more important that what you think they need.

I think that identifying an audience can be very difficult, especially for a campaign like Humanoid Robots. It can appeal to very different types of people, and we want to make sure everyone who is interested gets what they want out of the campaign. If audience feedback shows us that it is more important to get facts over photos and vice versa, we need to take that into account.

A lot of the speakers at the Summit talked about the importance of analytics. I knew that people used them out in the real world, but it was nice to hear from successful professionals.

I was really surprised as to how much the Packers listen to their fans. For the Get Loud Lambeau promotion, the team didn’t think to give out shirts, but once someone asked, it became a huge, free, promotion tool. Joan said that it cost them a lot of money to make all of those free shirts happen, but that’s what had to be done. The Packers are a fantastic franchise, and their fan base is one of the strongest in the country.

I mentioned this in my comments, and as cool at the constant scrolling tweets were, they were very distracting during the actual sessions. I was drawn to watch those, which took away from my listening experience.