I had the privilege of attending, and speaking at, the 2007 Canadian Marketing Association Annual Convention in Ottawa earlier this month. Here are a few fascinating tidbits I gleaned from the many excellent talks and presentations I attended:
- Marketers need to learn how to 'outsource' the marketing to the consumers.
- Marketers need to develop mechanisms to detect and nurture the brand ambassadors (i.e., those consumers who will willingly act as promoters).
- Mass advertising for the iPod didn't happen until 9 months after the product launched; until then it was all 'word of mouth' marketing by brand ambassadors.
(Source: Dr. Joe Plummer, Advertising Research Foundation)
- "Don't fear theft of your ideas; fear obscurity."
- To today's 'Net Generation,' "choice is like oxygen."
- Google is the world's fourth largest computer hardware manufacturer (of data servers).
(Source: Don Tapscott, New Paradigm)
- People want more of what they can get less of.
- 90% of people look for less risk (try to avoid risk) when it comes to making a decision.
- You are four times more likely to be a CEO in North America if you are over six feet tall.
(Source: Heath Slawner, Hart Resource Development)
- 50% of complex search queries (in search engines) go unanswered.
- 40% of the Web is not searchable...yet.
(Source: Owen Sagness, Microsoft Canada)
- WestJet receives 1,000+ unsolicited resumes a week.
- The airline has a Department of Culture that is responsible for "creating a remarkable (workplace) environment."
- WestJet holds retirement parties for the planes it takes out of service. At the last retirement party for a plane, over 600 employees showed up.
(Source: Richard Bartrem, WestJet)
- 74% of bloggers say they are open to receiving product or service information from companies, but only 9% actually do.
(Source: David Jones, Fleishman-Hillard)
Next year's CMA Annual Convention will be held in Toronto in May, 2008.
Domain name expert Bill Sweetman is the President & Lead Ninja of Name Ninja, a boutique domain name consulting firm that helps companies acquire, manage, protect, and profit from their domain names. Bill has provided strategic domain name advice to major companies around the world for over 20 years.
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