This year three historically separate events were combined into one mega-show – TFM, eCommerce expo and the Customer Contact expo. This was the first time we had exhibited at the TFM, and with the combination of shows, the demographic of people we got to speak to about what we do was great. (If you read my previous blog with our pre-show build up, you’ll see why I was thankful that it all went well)
During the two days, whilst our sales team did what they do best, I took the chance to take a look at the sheer number of stands, gamification, mascots, demonstrations and most importantly the talks and seminars.
My favourite talk covered the topic of “Insight-driven content marketing” which was given by Doug Kessler – Creative Director and Co-Founder of Velocity. He spoke about how the best content starts with a crystal of insight. However, these crystals are often hard to find and more often than not, Marketers produce content that reflects little or no insight at all.
He spoke about being an insight driven business, and how everyone needs to be on the same page. There is no point in one person being driven by an insight, everyone needs to believe in it and its power.
The examples and case studies he produced around companies who have successfully discovered a crystal of insight and marketed it well, really highlighted how insight can skyrocket your marketing.
One Australian company found the insight “Children are more afraid of being embarrassed than they are of death” which lead them to create the Dumb Ways to Die campaign, based around avoid train tracks. The cartoon series of short animations fed off this piece of insight and cranked over 139,861,879 views on YouTube.
The second case study was based around Dove and their insight that “Over 85% of women do not find themselves beautiful” with this insight they created a series of adverts that still to this day is their best campaign.
The whole talk highlighted to me how a clear piece of insight can sit in the heart of your marketing.
As a business, ROI360 are really inspired by this idea. It takes the time to find your own little nugget, but once you’ve got it, it will be well worth the wait. These little leaps will add up to a big impact. We are certainly on our path to our crystal of insight. Are you?
If you’d like to gain some insight into Branded Document Automation then download our guide here, or get in touch with a member of our sales team today!