Marketing Expert offers Directions for 2010

February 26, 2010 at 7:09 pm Leave a comment

This is the second of a series of posts that will note the key points from Directions 2010.

David LaPlante is the Senior Vice President of Sales and Marketing for One to One Interactive, and one of the most interesting speakers I have ever had the privilege to see.

According to Mr. LaPlante, “[i]n 2400 B.C. the Fleur De Lis represented something entirely different than it does today. Today, it represents the Super Bowl winners.” I think that the association (conscious and subconscious) a customer makes with a marketing symbol is one of the most important considerations for marketing professionals.

I have seen David present two times, and both times he was wearing his Smith hat while presenting. It is very interesting how he describes his attachment with their symbol. He believes that it actually helps define him as a person and identifies others to him that may have similar interests. For example, when he is in a crowd and sees another person who is wearing Smith sunglasses, he knows that he will be able to have a conversation with this individual because they have similar interests.

According to Mr. LaPlante, “Transparency is the new black.” We are in an age where interruption marketing is essentially dead, and permission marketing is alive and thriving. What this means is that a company will market to potential customers with information and tools that will help them make the purchase decision, instead of blasting potential customers with traditional advertising mediums like billboards. There are 2 levels to the brain. We can control the higher level, but we cannot control the lower level. Marketing professionals are working hard to determine the best way to appeal to the level of the brain we cannot control.

A product that he could see coming to market soon would use a smart phone to perform skin tests that will detect the nutrients we are lacking and send us advertisements for local restaurants that will meet our nutritional needs. Very cool!

A few books that David recommends reading: Ender’s Game, Snow Crash, and The Diamond Age

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Entry filed under: Directions 2010. Tags: , , , , , , , , .

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Michael Lemons

I will secure sustainability for your business with strategic CSR (corporate social responsibility) by making social impact integral to the unique value proposition of the company.

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