Educate, Communicate, Collaborate: Top Takeaways from AMA-STL

What’s new in marketing? Attend a local AMA chapter or conference to find out in a knowledge-packed half-day event! I had the pleasure of being invited to attend the 56th Annual St. Louis American Marketing Association Student Conference. Even with ‘student’ in the title, each generation was represented, bringing with them insight, experience, and a willingness to learn and apply the latest marketing strategies for business success. As has been the norm, content is still a high necessity, but the manner in which it is created and distributed has evolved. Below are the highlights from the presenters from this high-intensity conference.

Matt D’Rion, Worry Free Marketing: How to Achieve Positive Impact with an Effective Website. 5 needed elements include:

  • SEO—search engine optimization, defined as any action taken to attract leads to your website. A missing element for many business owners is the SEO title; the more descriptive this title, the easier it will be for Google to rank, read, and direct your readers.
  • Website Copy—a critical aspect of the user experience (UX). Give your reader something to do. Make the click tabs easy to find and easy to follow. Take your readers on a journey that builds a relationship, serves their needs, and solves their problems.
  • User Experience—you have a few seconds to give your visitor what they need. If they don’t find it FAST, they are gone. Use this opportunity to generate an opportunity to connect, donate, or participate.
  • Lead Generation->Sales Funnel—keep your visitors on the site with calls to action and informative content. Make it simple to move through the sales funnel while building a relationship of trust.

Andrea Olson, Prag’madik: Building a Differentiated Global Brand

Andrea shares her branding expertise with this handy summary of 10 Commandments of Global Branding. While her focus is global, these points are equally significant regardless of whether your audience is local or international:

  • Understand similarities and differences across cultural landscapes
  • Don’t take shortcuts
  • Establish marketing infrastructure locally
  • Embrace integrated marketing communications (technology)
  • Cultivate local partnerships
  • Balance standardization and adaptation
  • Establish operable guidelines (customization)
  • Establish success metrics
  • Leverage core brand elements
  • Adapt and refine continually

Johanna Dettman and Kaysha Hanock, tSunela: How a Digital Marketing Partnership Can Impact Client Retention and Referral Patterns

The team at tSunela discussed blending traditional marketing methods with the social/digital marketing strategies that’s dominating today’s business strategy:

  • Digital marketing is easier to track; traditional marketing is not.
  • Combining both marketing styles allows a business to stay relevant, saves time & money, provides more flexibility, offers an objective perspective, and measures ROI (return on investment).

Their advice when partnering:

  • Don’t hide collaboration from the partnership—let everyone know upfront who is involved with your marketing initiatives.
  • Share research, data, plans, with other team members
  • Provide timelines for project completion
  • Review strategies to ensure consistent communication
  • Define roles of all involved
  • Do not take or accept guarantees: the environment is changing too fast to promise results.
  • Involve traditional and digital marketers in pitch sessions
  • Refer clients to one another as often as possible
  • Keep the focus on the client!

Keynote Speakers Eric Stisser, Sr. VO of Corporate Sales for St. Louis Blues and Jackie Miller, Dir. Of Corporate Sponsorship & Activation for St. Louis Blues.

This team discussed the marketing efforts of the St. Louis Blues Winter Classic. Both speakers mentioned that a lot of time and dedication went into producing a successful event, but the vital factors that emerged were:

  • Be polite, persistent, engaged.
  • Communicate!
  • Look up, not down—look people in the eye and get involved. Talk. Communicate. Leave your cell phone at home and give listeners your full attention.
  • Most of all: remember it’s always a team environment.

The current marketing trends may seem overwhelming but what is emerging is collaboration and cooperation across all spectrums, including marketing styles, generational expertise, and a wiser consumer. What can you bring to your business as a student, business owner or entrepreneur?

Kristen Edens
Kris the Scribbler

Speak Your Mind

*

*