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Every day marketing teams around the world hire experts in an ill-fated attempt to make their marketing better, more efficient and more insightful. And so very often, it fails.
What's Wrong With Marketing Experts?
Simply put, Experts are looking the wrong direction. They look back at what they and others have done to develop best practices. Then they share those best practices with you. The result -- me too marketing.
Go into any industry, pull a sample of the marketing campaigns and you'll see what I mean. Lots of sameness, very little difference.
4 Steps to Creating More Insightful Marketing?
In the talk above I discuss a framework for creating more insightful marketing... for embracing the idea of exploration as a way to create more innovative, more compelling and ultimately more effective marketing.
To create more insightful marketing, go exploring. Hire Explorers that are looking forward, studying data and using that data to dream of futures that don't yet exist. It is those dreamers that will push you to create more insightful and effective marketing.
In this talk, I'm specifically discussing this idea in the context of developing effective destination tourism marketing campaigns. If you are employed in the destination tourism marketing industry and you'd like go hire an Explorer -- to leverage more INSIGHT -- and create more compelling marketing campaigns.... my company, Converse Digital, has created the perfect information, insight and consulting package just for you.
LEARN MORE ABOUT INSIGHT - our CVB/DMO Consulting and Information Services Package
If you've got about 40 minutes, I'd love for you to watch the presentation and then let me know what you thought? I'm pretty proud of this one... think it is one of my better keynotes. Let me know if you agree.