Mastermind Session: Top Trends for 2015

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Canadian Association of Marketing Professionals - CAMP

Marketing Masterminds (L-R): Cher Jones, Luigi Presta, Bob Minhas, Susan Kates, Karen McElroy, Lori Ferrera, Gabrielle Hailmann, Sandra Kennedy at LA Studios’ Green Screen Room.  (missing David Grossman)

CAMP held our first Marketing Mastermind Session on Thursday morning, and we were very fortunate to be joined by some incredible local marketing minds. We were very pleased to welcome our masterminds: Lori Ferrara (@LoriAnnFerrara), David Grossman (@alltalktv), Gabrielle Hailmann (@ghailmann), Cher Jones (@itscherjones), Susan Kates (@suekates), Sandra Kennedy (@SandraKennedy1), Karen McElroy (@BoardroomMtrcs), Bob Minhas (@BobMinhas) and Luigi Presta (@Luigi_Presta).  Please see below for more details on our Masterminds, or click here Below is a transcript of part of our breakfast session (part 1 of 2), and since there is so much information, there will be more shared on our blog tomorrow.   Thank you Masterminds! CAMP is thrilled to welcome you here this morning. We’d like to get started with a general question on what you think the biggest trends are going to be for 2014?  Bob Minhas: Clients want more for less. Marketers have to find more ways to be creative in putting it out there – not only trying to stay within budget, but also trying to stay fresh and creative. Luigi Presta: Clients are now a lot more cautious spending their budget just online. Being across all platforms isn’t the right way to do it anymore. Traditional is now coming back to support digital – which will be a big trend going forward. Lori Ferrara: People are more focused on generating a lot of content, not “real” content. It doesn’t speak to who they are and what it’s about. There needs to be much more focus on quality as opposed to quantity.
Canadian Association of Marketing Professionals - CAMP

Lori, Gabrielle, and Sandra weigh in on the idea of the self brand

Sandra Kennedy: Everyone’s online now, but people are pulling back and beginning to focus on a couple of platforms only, not all of them. Video is going to be huge in 2015. Also, personal connection is still the strongest connection.

“The internet got us too used to instant gratification. 2015 will be a return to the long game.” – Bob Minhas, CEO, Oxygen Media

It’s great you brought up video, as that seems to be a huge focus for marketers nowadays. Do you think this will continue? One of the major challenges with video is the cost, and it seems to be a long game.  Cher Jones: Video is a long game but can be lucrative if you’re consistent and can sustain it. It really helps you showcase thought leadership within organizations and leveraging that brainpower of your subject matter experts for your marketing people to distribute. Bob Minhas: Video is not just about the production, it’s about how you put it out there. You have to consider hashtags, annotations, key words, etc. You have to optimize it. Marketers should partner with videographers and give them that education about how to make it work in a marketing sense. Sandra Kennedy: Marketers also have to be careful about doing their own videos! You have to be careful you don’t damage your reputation by doing something you don’t have the expertise. David Grossman:  Of course, that all depends on what you’re trying to achieve with the video. If you’re trying to portray a professional image, do it boutique style. Events are good for just short guerilla style videos. Susan Kates: Video is a large part of what we’re doing with our students. We tell students to be their own business. Videos were incorporated in our curriculum and the students have to do a branding video as a project.

“We have found a lot of success with Slide share, as it’s a very big tool for self-branding and subject matter experts. It is possibly the next big thing.” – Karen McElroy, CEO, Boardroom Metrics

That’s leads us into another topic, which is the self brand. What are your thoughts on self brand?  
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Discussions surrounding the power of video

Cher Jones: The personal brand for business starts with LinkedIn. It is becoming the business card – an interactive one. Showcase what you’ve done, who you’ve worked with. It’s a distribution point for your thoughts, a networking center. It’s now okay for employees to brand themselves as subject matter experts online. It’s not about job-seeking, it’s about being opportunity-ready. Sandra Kennedy: LinkedIn is very powerful to drive leads and keep you connected. Karen McElroy: If you keyword your profile properly it can be powerful, but there’s a lot of noise out there. We have found a lot of success with Slide share, as it’s a very big tool for self-branding and subject matter experts. It is possibly the next big thing. It provide a tool for informative and compelling presentations.

“The art of the follow up is lost. We need to get better at following up and reaching out to contacts.” – Cher Jones, Founder, Socially Active

What about event marketing? Is this something that will continue in 2015? How can marketers utilize this opportunity further? David Grossman: Events are great, because some people spend too much time behind their desks. People need to get out there and meet people and strengthen personal connections. Events are key for that. People won’t write checks if they don’t meet people and establish some trust. Gabrielle Hailmann: The thought is that tradeshows don’t work as well as they used to. They’re reallocating their budget for events to get a more positive ROI. Having a better integration of that event across all other communication channels. Up front invitation and then the follow up after that. It shouldn’t be isolated. Sandra Kennedy: Last few months have been busier than it’s ever been. Companies are realizing that face to face is important, but it’s a package. Don’t just show up with a booth. Integrate it with your full marketing plan. Attendance is lower because it’s more focused. Companies who do go are the committed ones. Bob Minhas: I see companies in tradeshows who stay in their booths and do not take the chance to walk around and network. Come out from the table and meet and greet people. You don’t have to sell to them, just connect with them. Cher Jones: The art of the follow up is lost. We need to get better at following up and reaching out to contacts. Susan Kates: Students are interested in various things, but what we try to tell them is that it needs to be integrated in overall marketing. You’re not just an event planner, you’re a marketer. I’m teaching catering, and I say that catering is part of the event. It’s not “just food.” Make sure you invite your client base and potential client base. Bob Minhas: There needs some authenticity. The ability to connect and be honest with each other about what you do and your limitations. But help each other out and connect them with each other. Karen McElroy: Yes – get it down to what is it you’re actually marketing.
Canadian Association of Marketing Professionals

Nadine Evans of CAMP, Cher Jones and David Grossman listen as we talk about the merits of event marketing.

Cher Jones: Building a relationship is hard. You have to work hard at it. Bob Minhas: The internet got us too used to instant gratification. 2015 will be a return to the long game. Lori Ferrara: Many marketers are focused on sales and impressing the CEO. There needs to be more authenticity. Unfortunately, this outlook is not the rule yet. And where does this authenticity come from? Is it the marketer’s job, or does it come from upper management or the owner?  Lori Ferrara: It has a lot to do with upper management. You set it by example. You get sucked in by the environment and adapt to it. Leadership makes a huge difference. Good managers allow you to bring your own passion to the game. Sandra Kennedy: ROI is the proof of that. Good performance encourages more of the same tactics. In my experience, it’s when upper management allows great performers the room to be passionate about the company. Susan Kates: Organizations need to start to recognize that a little bit of creativity is a good thing and they can use it to their advantage. We can do the best for our organization if we’re given a little independence and entrepreneurialism. Cher Jones: You (the marketer) have to show examples, case studies, stats, so the leadership can collaborate and wrap their heads around it.

“Marketing is everything. Everyone is an ambassador of marketing.” – Susan Kates, Professor, Centennial College

  Tune in tomorrow for part two of our Marketing Mastermind Session!    

Meet our session Masterminds: 

Canadian Association of Marketing Professionals - CAMP

David Grossman
is the founder, an online TV network that produces talk shows and promotional videos for the web.

CAMP - Canadian Association of Marketing Professionals

Gabrielle Hailmann is a Demand and Lead Generation Strategist, Visionary and Leader with over 15 years’ experience in B2B and B2C marketing.

CAMP Mastermind

As President of Oxygen Media, Bob Minhas is a marketing and brand development expert, focusing on creating marketing strategies for small and mid sized businesses.

CAMP - Canadian Association of Marketing Professionals

As CEO of Boardroom Metrics, Karen McElroy helps executives through their transition into entrepreneurship, with specialities in Marketing, Sales, RFP/RFI/RFQ Proposal Response and Social Media.

Canadian Association of Marketing Professionals

Sandra Kennedy is an exhibit marketing specialist focused on helping small to mid sized businesses maximize trade show success. She has over 8 years experience working in event/trade show promotions.

CAMP - Luigi Presta

CEO and Founder of thinkCompass, Luigi Presta, leads a strong team of creative and innovative experts who thrive to change the face of marketing and design.

Canadian Association of Marketing Professionals

Social Media expert Cher Jones has over 15 years of PR, marketing and broadcasting experience and I’ve been actively using social media since 1999. She runs Socially Active, as well as the YouTube show Lori and Cher: Hacking into Awesome.

CAMP - Canadian Association of Marketing Professionals

Susan Kates is a professor, coach, and consultant, currently lecturing at Centennial College and Humber College in the Business School.

Canadian Association of Marketing Professionals - CAMP

Lori Ann Ferrara is a senior marketing and communications leader with experience in B2B and B2C branding.

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