Archives For #mimasum08

This was my first Minnesota Interactive Marketing Association (MIMA) Summit, however, I told numerous people that I had super high expectations going in.

I’ve had the opportunity to go to South by Southwest (SXSW) numerous times, BlogWorld & New Media Expo twice and a handful of other social and interactive conferences.

I was at BlogWorld just last week doing the panel/party/networking thing. It’s one of the favorite parts of my job — meeting new and old friends, learning about new and emerging media and strategies, and evangelizing/proselytizing my take on what’s hot and what’s next.

I’m no stranger to marketing conferences, and for the cost and investment in time, it’s important to get a lot of these events. I’m happy to report the MIMA Summit blew away my expectations, and not just because the speakers were (mostly) high quality, the panels were (mostly) well structured and the chicken wasn’t dry. It was the attendees’ contagious passion for what they do that sealed the deal for me.

MIMA presents an opportunity for the interactive marketing community in the Twin Cities to build and grow our collective intellectual capital.

Because of our midwestern familial culture, our nonchalance about what’s cool and trendy versus strategic and effective, and perhaps more importantly, the diversity of creative opportunities, outlets and clients exhibited by the Minneapolis-Saint Paul social and interactive marketing community, we are on the brink of something big.

MIMA president Matt Wilson feels it, and said so at least twice during the Summit. Former president Kristina Halvorson feels it. In fact, lots of you whom I spoke with at the Summit mentioned it. And I know Lee Odden feels it, because we talked about it in the airport after BlogWorld last week — pre-Summit.

You, my friends and peers, feel it. I know because I’m reading your post-MIMA tweets two days later, and you’re still buzzing off your MIMA high.

After five years in the cities, I’m finally feeling like I understand and am a valuable contributor to the marketing community here. Maybe I’m naive, too fresh or haven’t had enough of my dreams crushed yet, but I’m excited about 2009 and what we can do together.

We — the Minneapolis-Saint Paul marketing community — are on the precipice of a marketing revolution steeped in social media tools, authentic storytelling and a genuine interest in putting the “interactive” in interactive marketing.

The MIMA Summit was simply a milestone in a journey we’ve only just begun, and I’m going to live-tweet the whole trip. See you online.

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Ryan Evans for America

At breakfast this morning I joined a random table and chatted up the guys sitting there. What luck!

I met Ryan Evans! YES – the Ryan Evans, who is seeking your vote. He promises to change…nothing!

Here’s his platform:

Don’t Change a Thing
If it ain’t broke, don’t fix it

You helped Ryan Evans get his job back. Now it’s time to help him save America. From change.

I strongly believe in the platform that I am running. Here are some details:

  • * Financial Situation: What financial situation? Don’t Change a Thing!
  • * Underwear: Four words – Don’t Change a Thing!
  • * Environment: The environment changes enough. Don’t Change a Thing!
  • * Social Security: Who needs money when they get old? Bill Gates doesn’t, why should you? Don’t Change a Thing!
  • * Your Mind: Let your mind do its own thing. You don’t need to change it. Don’t Change a Thing!

He also is handing out non-traditional swag, including t-shirts and the “Official Ryan Evans for America Fruit Roll-up”
Ryan Evans for America Fruit Rollup

And a close-up:
Ryan Evans for America Fruit Rollup

Super great guy, and most importantly, he’s for promoting the status quo. Learn more here.

50 Badges Unclaimed at Lunch

Sad. Who gets their drink tickets, eh?

Mobile 2009 and Beyond
View the archive here: Click Here

MIMA Mobile 2009 and Beyond (10/01/2008)
2:13

Room is just a little over 50/50 for picking cell phones versus computer if had to give up one

Moderator Kara Thornton gives some interesting stats: 1 in 7 adults only use cell phones; one in five adults have no landline

(i hate when the panelists sit in an order different than listed in the program)

What recos to marketers who are considering entering mobile space?
Greg Crockart, Buongiorno Marketing Services
Talking about Cadbury putting long codes on confectionary products — what I learned is you think about what benefits mobile offer to consumer — how is it making my life easier in some way.

David Gale, Vibes: Mobile is just another screwdriver for marketing, retention, things you already do. Be objectives driven. Mobile is not a gamechanger for any reason whatsoever. Know what your objectives are, set your expectations clearly and then measure results.

Brent Dusing, Cellfire: Even though economy is a bit down, Majority of 18-24 are moving into mobile-only category (not even e-mail). Use it as a mechanism to draw consumers in.

Moderator: How would you advise people to assess participation? How can they determine if mobile is a good fit.

Brent: When dealing with companies who are blue chip advertisers, you won’t have a problem selling. The other thing mobile can provide you — especially if you’re brick and mortar advertiser — is capturing consumer data.

David: Look at behavior. 99 percent plus of traffic on mobile phones is not commercially sponsored. We have to teach consumer to accept the promotion. We assume commercials and companies now have a Web site (a dot com). But we don’t expect that with a mobile property. Set expectations in advance, then experiement, then plot success moving forward.

Greg: Nightmare question is client asking for metrics up front. Sometimes you have to use information at head in advance. Historically the experience on a mobile device isn’t as rich and fulfilling as sitting at a computer. This is getting better with iPhone user-interface, but not everyone has one. Key thing is to show consumer what benefit will be for moving to mobile device.
2:14
Brent: the live personality is key
2:14
Super bowl and other big events is “spikey” and doesn’t perform as well as you would think. In terms of layering across other media, you must experiment. The closer to live you can get — or be live, the more response you’re going to get
2:14
Mobile is about time, location and interaction.
2:15
Make it of value, time, convenience for consumer.
2:15
Brent: I’ll disagree
2:16
While it is true, mobile is good as part of integrated campaign
2:16
(why aren’t any MSP companies represented besides the moderator?)
2:16
We have success with carriers — drive/push consumers through their carrier/channel
2:17
(the internet is soooo slow in this room — who’s downloading MGMT mp3′s?)
2:17
There are ways to drive consumers via mobile web, the irony can’t be lost that twitter is primary a mobile site
2:19
(Only a handful of people in room are conducting mobile campaigns right now)
David says if you’re putting TBD for mobile, just wait until 2010
2:20
Brent: Fast Food, Electronics, Casual Dining, Department Store — real brick and mortar — packaged goods company actually use Cellfire coupons as part of their campaigns
2:20
Brent: one of fundamental differences between mobile phone and internet are wireless carriers
2:21
e.g., for Verizon, TMobile and Alltel, you can’t run digital content on their phones w/o explicit marketing partnerships with those carriers
2:21
unlike the internet, carriers control a lot of the content that is/isn’t distributed on their platforms
2:22
(talking about partnering with a specific carrier now — is that really the way of the future?)
2:23
(talking about partnering with a specific carrier now — is that really the way of the future?)
2:23
Greg: Japan and Europe mobile markets are really picking up compared to U.S. although they are catching up.
2:26
Brent: as a marketer, we have to consider the 6 different programming languages
2:26
on the internet, fundamentally you can manage your own Web site, that doesn’t work in the mobile space
2:27
David: there are 3rd party services who help with ringtone delivery and such, but even those aren’t enough. Answer is be patient enough to ask questions and understand desired tactics will have roadblocks
2:27
Question from audience: how would you layer in smart phones?
2:28
(I love the european perspective since they are sooo far ahead of us — it helps only a few carriers/manufacturers have mass there)
2:28
Greg: I have people say SMS is boring, 150 characters in black and white (wow, they are so far ahead of us)
2:28
SMS just works. But carriers in U.S. are straining under amount of SMS. What I’m seeing is shaky and carriers need to put more resources in reliability of SMS
2:30
Google searches are ~6 billion per month, so that’s a big difference
2:30
Greg: of course it comes down to the phone your client has doesn’t work
2:31
although only .5% were marketing-based.
Brent: I think that’s an opportunity
2:31
David: the volume of SMS was 73 billion messages sent just in June
2:31
even though people still have dvrs, they will still watch a commercial. but they still had pop-up ads and will resisit advertising on their phones
2:31
(what’s the future, guys?)
2:32
On mobile Web, you can start seeing what kinds of phone they are on and customize the approach
2:33
Question from twitter: affect mobile marketing has had on political campaigns
2:34
David: Obama rewritten the rules for mobile — actually violated a lot of laws for push marketing for seeking donations, etc.
2:35
Greg, who has worked at AT&T, says Obama really hyped the VP announcement beyond belief, which was dangerous because the real-time opportunity was impossible
2:35
So you start at 3 p.m. in the afternoon, and if you haven’t done your math right, you get it at 4 a.m.
2:35
the other side is people don’t get it at all
2:36
last night, Obama campaign sent message saying best place to watch debates was cnn. then 20 minutes later they resent another saying “major networks”
2:37
Brent: I think it was really smart to do this. People felt like they were in the know — know before others — inside scoop
2:38
Moderator speaks again!
2:38
Greg plays Obama ringtone – wonder what they think of that in his international meetings
2:38
Question from Twitter: How do you see Adobe Air changing the market?
2:38
NONE OF THE PANELISTS KNOW WHAT ADOBE AIR IS
2:39
Greg: Android won’t be a game changer b/c don’t have user interface that Apple has
2:41
Greg: Who has had their phone crash? (maybe 10 raised hands)
2:42
Brent: I used to have a handset that crashed all the time, but my new one hasn’t crashed in 2 years.
2:42
(my caveman blackberry crashes about every other day – thanks work! :) )
2:43
David: We’ll still see limits on bandwith, speed and battery life. Nothing much coming in the future to solve that.
2:43
Brent: My Blackberry is fine. Same thing with iPhones
2:44
(what? My wife’s iPhone doesn’t last a day of surfing and talking, and it’s brand new)
2:44
Greg: with Android, what I’m seeing is similar to Windows platform that you’ll start seeing on lots of brands
2:44
PC manufacturer model is going to start being applied to mobile devices
2:45
Brent: I think the high-up time and high-availability is going to need to be worked on
2:45
That’s it. I’m bummed they didn’t really talk about next year or the future, just navigating now.
2:45

Navigating Legal Panel

Speaker was James Quinn from Larkin Hoffman Attorneys.

My two biggest takeaways really quick:

  • Communications Decency Act seems to be a must-read for social media marketers.
  • If you edit a comment on a corp blog/forum you’ve eliminated your exemption from liability. There’s a reason not to!

MIMA Hero! Mitchell Hislop brings the power strip
Mitchell Hislop, who brought an octo-power strip!

Marketing Mix Challenge
Read the archive: Click Here

MIMA Marketing Mix (10/01/2008)
11:04
Packed room here for the “Marketing Mix Challenge” session

11:05
Moderator is Jeffrey Gorder — we’ll spend next hour talking about formulating marketing mix to launch a new product

11:07
@edkohler would be hating these introductions (he hates introductions)
11:08
Lots of technical problems with pickle clicker this year
11:08
JG – “There is no right or wrong here today. Just panelists’ points of view”
11:08
Case: launch a new sports drink, 1 market, 3 months to prove it’s viable for a national rollout
11:09
Yogurt-based sports drink (VOMIT)
11:09
Market is MSP and you have $500k
11:10
Luba Smulka from General Mills kicks off her 7 minutes
11:11
Runs through Challenge, Target, Barrier to Act, Points of Influence
11:12
This target audience runs in packs — social group in social mindset — instant gratification
11:12
Barrier to Act: new product, never heard of this — give me a reason to buy this
11:13
At home a.m., at work, in store, personal brands

11:13
[Comment From Mitchell Hislop]
Will this be archived somewhere? Perfect?
11:14
@mitchellhislop, this will be archived at http://gregswan.net/2008/10/01/liveblogging-mima-marketing-mix/
11:14
60% online, 8 wks online banner with BOGOCouponing; customized by day part and context; geotarget – dma/zip based on IP
11:15
Wants to get product in their hands and prove that they’re using it.
11:15
30% print – hard to direct mail sample. instead do newspaperwraps
11:16
(really? marketing sports drinks via newspaper wraps? my grandma might see it, but not me)
11:16
12 wks in store sampling — milk carton stickering
11:16
10% broadcast – interactive
11:17
(this is very old school platform — a proven strategy that probably works)
11:17
(I’m late-20s and have never used a coupon — ever.)
11:18
Moving on to Eric Boyles, Global Director of eStrategy at Medtronic
11:18
@medtronic, this would’ve been a clinical trial of 3 years (laughter)
11:19
he’s running throgh assumptions and implications — no profit goal (hooray!)
11:20
Target Persona: bias toward female and healty-aware, not price sensitive
11:20
educated, impulse-buy POP, e-enabled, life-style centric. also resonates with children.
11:20
So what…minimize barriers to trial, sample experience and leverage social
11:21
oooh…graphs!
11:21
There is no way I can live-blog this graph
11:21
What are we looking at, Eric?
11:22
free e-trial with e-coupon
11:22
a search program within 3 mo. period; build a microsite
11:22
(what happens at the microsite though, building it is fine but why?)
11:23
Red box stuff — I’m confused at his graph
11:24
Moderator: how is leveraging social media leveraging work with ecouponing?
11:25
The panelists not speaking are asleep
11:25
[Comment From Mitchell Hislop]
The graph was a little much
11:25
lol — data is even better
11:26
Ron Corbinsier from Cadria is next
11:26
he lays out key objectives
11:26
build awareness of Edge-Y (product name) with “on the move” urban audience targets
11:26
didn’t restrict just to athletic or sports-centric, instead
11:27
(I think that’s smart)
11:27
just because you don’t have roi, doesn’t mean you get a free pass on metrics (yes!)
11:28
gather feedback on product marketing mixture performance
11:29
Key Tactics: Launch tie-in at major metro event, Mobile (Gem car) stores throughout metro, branded “Edge” card mobile money, Web site with mobile store locator and Edge card reloading, Twitter updates on mobile locations, guerrilla sampling and couponing, point of sale media at retail, out of home mobile media, multi-channel performance measurement and purchase
11:29
(he’s really pushing mobilization of the product, which I’m buying moreso than newspaper wrappers and sem buys)
11:31
budget: pos: 15%, Web site and seo: 8%, couponing/sampling: 10%, ooh:20%; mobile store: 34%
11:32
moderator asks about mobile handheld — what role cell phones play in launch
11:33
mobile is built in although not a big focus
11:33
(Who brought a buzzword bingo card?)
11:34
won’t give up the measurement numbers (i wouldn’t either)

11:34
Next up: Patty Henderson, Colle+McVoy
11:35
3 months, 3 slides, 3 different things
11:35
First is trial — 92% of consumers said they’d buy a new product if they tried and like the sample they received
11:35
(I love the old ladies at the grocery store with their little ovens)
11:36
Street teams in the mix to go where people are
11:36
Show up at daycares and gyms
11:36
(I wonder what yogurt does in your stomach when you really workout or run?)
11:37
#2: Incentive
11:37
30% more people are using coupons than ever before
11:38
(I know I’m not marketing to myself, but I hate coupons, never use them — feel like I’m being a cheapo when I use them)
11:39
COUPON via mobile txt with zip finder for retail
11:39
social media monitoring tool — listening to what people say and then react
11:39
drive them to events, listen for yogurt/breakfast tweets/posts
11:40
(I hate the word blog seeding)
11:40
get people on MNSpeak talking (hmmm…they will be snarky, though — are you prepared?)
11:41
“I’m out of money and out of time…but maybe add some radio promotion and out of home”
11:41
moderator: “How important is mom?”
11:42
this is why momtalk would be a blog we “go after”
11:42
do daycares really let you stand outside and sample? if so, how much? what are risks?
11:44
mobile couponing doesn’t require paper, storing, etc
11:44
but logistics still need to be worked out
11:44
(are retailers ready for ecoupons — scanning my phone?)
11:45
@mitchellhislop brings up lack of social media discussion — facebook ads are local — aversion or lack of social media
11:46
jeff gorder says social isn’t a bad thing, it’s more of 3 months is a very short amount of time. build real-world experience and build that out in real world
11:46
luba says she contemplated facebook page, build it and they won’t come — need engaging things
11:46
she didn’t want to commit to that in the trial
11:46
(Facebook Fan pages are FREEEEEE — not $250k)
11:48
[Comment From Mitchell Hislop]
I thought the same thing about the FB pages
11:48
find right mixture of social media is tough when you’re being cross-channel
11:49
(what they’re missing is social media can be affordable if you tap the right advocates — and leaving them out is missing out on a key influencer base)
11:50
Another person asks about lack of social media
11:50
Luba says, perhaps we do a phase 2 to interject more energy in core markets.
11:51
questions about budgets, if you had twice as much money, would you go this same route?
11:53
Patty says she would keep same broad strategies
11:53
Jeffrey says he would double the timeframe
11:53
Twitter wants to know about leveraging packaging plans
11:54
Luba says packaging is a given that it’s your main vehicle of communication

11:54
(it’s funny, because the heart-shaped bowl on cheerios doesn’t reinforce why it’s my favorite cereal)
11:54
more coupon talk
11:55
question: will economy affect marketing mix?
11:56
Eric says EVERYONE is leveraging coupons now
11:56
(do you say COO-pawn, or QUE-pin?)
11:56
among your plans, what would be different between NYC vs. MSP?
11:56
bigger budget, longer time is answer
11:57
Luba says people will ask if she just “bought the volume”
11:58
Patty is talking street teams in MSP but says in NYC she would target key influencers b/c they would carry into work or gym
11:58
(did you guys just hear screaming? seriously)
11:58
(i’m not being ironic, I just heard screaming in the hallway)
11:58
Panel wrapping
11:59

(Also, there’s a great summary from Lee Odden here)