Influencer & Social Media Marketing

• Reviewing an agile approach to campaign planning in marketing and PR.
• Why short term goals will support wider strategic opportunities
• How listening to customer needs is fundamental for new business targets
• Why businesses need to diversify in the way they market to customers

Do we deserve your attention? We ask marketers to answer this question every time they show up in front of their audience AND to be brutally honest about the answer.

Showing up is not enough. We are in a ‘smash and grab’ raid on attention. Audiences face one constant, never-ending stream of content that comes in through their eyes and out of their brains at the speed of a touchscreen.

In this talk, the Head of Innovation from William Grant & Son and Founder of agency, Tommy describe how they put innovation, distinction and attention at the heart of a campaign to successfully launch a new and unique product in a cluttered, traditional sector.

Ailsa Bay is a revolutionary way to think about the whisky, using groundbreaking technology to analyse the flavour with absolute precision and a first of its kind ‘micro maturation’ process. The target market – STEM professionals. This was not the traditional whiskey audience and not the traditional product story.

The team needed to reframe the whisky conversation entirely, away from the Highlands and the Lowlands to something that would be at home in Wired magazine. The communication needed to appeal to analytical brains. An audience with high expectations and a low threshold for marketing BS.

In this session, the WGS and Tommy talk about the challenges faced by all marketeers as people are increasingly ready to scroll passed your hard-fought campaigns. They will talk about how to develop the right team culture to deliver ground-breaking creative. In addition, you will leave with 4 practical strategies for making sure work gets seen, and not ignored, in the Attention Economy.

With budgets under increasing pressure, the expectation for campaigns to have a real business impact is higher than it’s ever been.

Join NetBase Quid and Hotwire Global as they discuss how the marriage of social insight with creative storytelling can help agencies and clients land and then measure the impact of the right stories across earned media channels.

• Why digital storytelling is more important than ever before
• The impact of COVID-19 on Social Storytelling
• How to create a unique experience for your digital audience
• What message to what channels
• Conclusions & key takeaways during lockdown

• Reviewing social platforms and which channels brands should place content for audience engagement
• How to utilise TikTok within your social strategy
• The new world of influencer and where effectively use them within your channels
• Why marketers need to be prepared for in 2021 with their social and influencer strategies