Phew! We've reached the end of the first day of our Consumer Forum, here in Dallas, Texas and it's been a busy one – our attendees have had the opportunity to attend over 20 presentations including keynotes, track sessions and theatre presentations from Forrester analysts and industry experts. Some of my highlights:
Carrie Johnson, VP and Research Director at Forrester, kicked us off by expanding on our theme – Keeping Ahead Of Tomorrow’s Customer. She showed (with the help of Homer Simpson J) how important it is to understand how consumers have changed – become multi-channel, multi-taskers – in a short period of time, and how vital it is that we understand how the next 10 years are going to change them further, especially in today’s economic climate where maximizing the power of every marketing dollar spent is more important than ever.
Forrester has noted that one of the factors behind their acquisiton of Jupiter was (and is) the quality of our forecasts. To ensure that we offer clients the best information available, we are currently in the process of reviewing our data from the advertising forecast for our soon-to-be-released category ad forecast. As we drift further into fourth quarter, many companies are announcing last quarter's results and some of the news is underwhelming, notably Yahoo!'s display earnings. We're also discussing the current market with many companies in the industry. For example, Jeff Lanctot of Razorfish gave us his view of the Fortune 500 advertisers that he works with, and how many of them are cautiously planning for a tough 2009. Our Category Ad Forecast should be released in the next few weeks.
Wow. I am overwhelmed by the response I received from my first post on this subject. Looks like I hit a nerve and inspired some great commentary. In particular, I'd like to call attention to the thoughful response from Arthur Einstein, who is the VP of Marketing at Loyalty Builders. I wanted to comment briefly on what I am hearing from all of you so far. To avoid obsolescence, readers believe B2B marketers must focus on:
Today marks the beginning of my 8th year at Forrester and my 4th year researching B2B marketing.
I’d like to use this anniversary to start a blog conversation about what I see happening in B2B marketing and to think about what’s next. And, frankly, I am concerned about the future of the business marketing profession.In particular, for those of us marketing high technology products and services.
Consistently rated as one of the most popular features of Forrester Events, one-on-one meetings give you the opportunity to discuss the unique technology issues facing your organization with Forrester analysts. Consumer Forum attendees may schedule up to two 20-minute one-on-one meetings with the Forrester analysts of their choice, depending on availability. Registered attendees can now schedule one of their one-on-one meetings, and can schedule the other meetings onsite at the event. Book early!
Consistently rated as one of the most popular features of Forrester Events, one-on-one meetings give you the opportunity to discuss the unique technology issues facing your organization with Forrester analysts. Consumer Forum attendees may schedule up to two 20-minute one-on-one meetings with the Forrester analysts of their choice, depending on availability. Registered attendees will be able to schedule one of their one-on-one meetings starting on Monday October 20, 2008, and can schedule the other meetings onsite at the event. Book early!
With an economic crisis looming, marketers must find new means to cut costs and deliver returns. Many interactive marketing tools can actually provide cost-effective ways for firms to increase sales and deepen customer relationships.
I hope you will join me for a complimentary Webinar where we discuss how interactive marketing can help you battle budget cuts or slagging sales due to the slowing economy. In this Webinar, I'm planning to define how interactive marketing should be a mandate for all marketers to stay relevant to their end consumers. I'm also going to tackle why interactive marketing matters, how your firm should approach it and how Forrester can help you craft meaningful interactive marketing strategies.
By all accounts,this event will be packed full of insights, advice and networking opportunities, but don't take my word for it: read Josh Bernoff's post and then try telling me you don't want to be there too.
Reebok and its agency Carat shared the details of their "Run Easy" campaign -- a multichannel effort to create a movement in running.
The situation: Reebok has strong brand recognition, but a much smaller share of sales than competitors. Reebok wanted to create a perception that running was for everyone, not just for the elite, a very different message than competitive positioning. Reebok also believed that to do this well, they needed to create a *movement* around running. It wouldn't work to try to motivate people around running just with a few outbound campaigns.
The approach: Creating a movement is different than creating a campaign. In fact, Reebok used an approach somewhat contrary to how traditional media efforts are developed. They seeded their market with the "run easy" idea in advance of a large media blitz. Then they used media to further interest in the idea and enroll people in the movement. And last they spread the message through in-person events and viral elements in order to drive participation and encourage the community to spread the word on Reebok's behalf.
From my perspective the primary lessons to take away from Reebok's effort, are:
Nick Johnson the VP of Multimedia Sales for NBC Universal shared some great data and lessons learned from NBC's "ownership" of the Beijing Olympics.
He called the Olympics a cultural phenomenon -- and for more reasons than their presence in China and all of the political hullaballoo that brought about. From a media perspective, the games brought about significant behavior change among American consumers:
76% stayed up late to watch events 48% changed their routine in order to watch events when they were on 36% delayed doing things in order to watch events
On top of the high volume of television watchers: 56 million unique users came to NBC's site to watch events, get content, see replays NBC saw 12.3 million video downloads, AND it saw 16.4 million unique mobile users
Johnson's conclusions from the research NBC conducted following the Olympics:
1) Television can still be king. The Olympics were hugely successful at driving a mass audience for NBC