Tuesday, January 27, 2009

Mplanet 2009 Conference opens with Dennis Dunlap Address

I'm blogging on-scene from the Mplanet 2009 Conference by American Marketing Association.

The conference is at the Rosen Shingle Creek in Orlando. I've already noticed an overriding theme: Be your company hero. AMA CEO Dennis Dunlap delivered the opening address. Some of his key points and themes:

Trends:

1. We're entering an underground economy.
2. Customers are connecting with diverse resources.
3. Customers are creating their own review stations.

Points:

• Plan for future scenarios based on trends.
• Be the driving force.
• Take the lead in  your organization show need for future planning.
• Go first, but not alone.
• Gain consensus on future scenarios based on trends.
• Create a road map.
• Focus on "game changers"

Anne Mulcahy,chairman and CEO of Xerox followed Dunlap with a speech about surviving in the age of information overload. She stressed consistency, clarity, communication with customers and strengthening your brand.

We're in the era of information overload. The hurricane of information has become a tsunami. a lot of the tried and true tools under scrutiny including TV ads.Daily questions about combatting false claims on the blogosphere and how you're dealing with social media.

Points:

• Consistency and clarity are critical in information overload.
• In a sea of constant change,brand establishes trust and provides comfort
• Most important time for research and innovation.
• Enemy of great is good.
• "very satisfied" customers are 6 times more likely to return than just satisfied at Xerox.
• Get as close to customers as possible-listening. If you don't,the downside can be deeply devastating

Mulcahy also stressed the importance of branding.

Brands are more than just a logo, they reside in hearts of customers, how people think about us ,what they say about you and how they feel about you.

UP NEXT:John Hayes, CMO of  American Express

Posted By Matt O'Hern at 10:40 AM
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