Becoming Mobile and Social – Reflections from the IMCA Creative Forum

Finding really valuable take-aways from industry conferences can be a challenge. I went into the IMCA Creative Forum in Atlanta on Feb. 21 with a vested interest (full disclosure: I am on the IMCA board), but also some anticipation to learn more about everything from mobile marketing to social media integration.

Jon Beber of BilltoMobile opened the forum with insight into the incredible impact mobile marketing will have on our lives and the strategies of marketing and communications pros – smart phones, not computers, will drive everyday life and “PC analytics will not work with smart phones.” Mobile marketing needs to be part of the integrated communications mix.

James Wisdom, Director of New Media at Aflac, was a great follow-up with “The Power of Authenticity.” In this context, he discussed Aflac’s response to customer services issues raised on Facebook and their use of the Facebook Causes app: “If social media is talking about a cause, people are okay getting hammered about it.” More information I could use.

John Coombe of Liberty Mutual built on those ideas, describing their success with the Liberty Responsibility Project. He explained how this helped Liberty overcome consumer distrust about insurance and raised brand awareness 50 percent. They engaged customers in a dialogue and celebrated their customers’ responsibility – engaging over 10 million unique visitors. He also pointed out that 67% of agents are engaged in social media. That’s a tidbit that will help.

These are all great ideas and tidbits of information, but how do I sell these to my clients who may be timid or help them pitch their forward-thinking communications ideas to management? No worry – it was Sam Harrison up next with great tools for pitching ideas, all built on that great David Olgivy quote: “Management cannot be expected to recognize a good idea until its presented to them by a good salesperson.” And he added 5 ideas for pitching ideas to management, emphasizing that “passion is a transfer of enthusiasm.”

After lunch, Tom Pytel of Allied World showed how his in-house creative team breaks through the marketing boredom and never lets budget limit creativity. Innovating collateral is not specifically relevant to my work, but it was inspiring to all of us who may be tempted to succumb to mediocrity.

And finally Howard Yermish (he claims to be the only one by that name) on “Internet Marketing, Creativity and Stravinsky.” He captured my interest with: “If you think you can control the flow of information from point A to point B, the Internet will kill you,” and kept on with an inspiring, hour-long presentation on unlocking our creativity using lessons from composers. We then broke into groups to put the theories to the test.

As you can probably tell, I walked away from the Creative Forum bursting with new ideas, my left and right brain feeling some connection. Not only did I gain practical information on mobile marketing and more, but I was inspired to push our clients with bolder ideas – and I have better tools to sell them on these ideas.

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