i will take the stage in the ballroom of the Chicago Marriott in about two hours to talk — according to the show program — about “What e-centric marketers want from magazine brands.” Instead I entitled my slides, “Geek Marketing” and open with Steve Rubel @ Edelman’s year-old definition of geek marketers as those people who straddle the worlds of marketing and technology and drive the two together into interesting and effective stuff. As usual I feel unprepared and ready to crash and burn. I don’t do well in ballroom environments, with microphones and podiums. I greatly prefer to sit on the edge of the stage, tell stories, and take questions. Standing up there for 75 minutes with a powerpoint is my idea of hell.
Folio is one of the biggest shows for the magazine industry. As a trade magazine it was best known to me as a journalist for its annual salary surveys which allowed me benchmark my compensation against other reporters and editors. This one is pretty packed, and fortunately, what what I have seen and heard, not mired in Print vs. Online 101 discussions, in fact, Time’s president and publisher, Ed McCarrick just delivered a morning keynote about the reinvention of Time as a digital property, not
At dinner last night with yesterday’s keynote speaker, Revision 3 CEO Jim Louderback (and fellow PC Week alumnus), we joked about the doom and gloom scenarios that would so easy and so glibly delivered: “run for your lives! Print is dead.” But the reality is there is hope for magazine brands in this day and age, the question is whether or not a spirit of innovation has taken hold so the magazines can start to drive the evolution of media and not react to it.
My agenda today is pretty basic:
- What it is like to leave media for marketing?
- What does an ecommerce focused advertiser look for from media?
- The difference between demand generation and brand awareness online
- The Funnel
- The marketing dollar
- Brand is reputation and word of mouth
- The death of the microsite model
- The rise of the social model
- Our latest and most ambitious online campaign (Voices of the Summer Olympics)
- Some advice
I’ll try to post my slides later. Until them, wish me luck and no, don’t tell me to imagine the audience in their underwear.