Thought-Provoking Presentations and Panel Discussions Inform Digital Marketing Beverage Industry Conference
‘What Would You Do If You Weren’t Afraid?’ I had the pleasure of participating in the first-ever Bottlenotes iBev Digital & Social Media Conference in San Francisco on April 11th. Facebook’s Claire Mulhern keynoted the conference and led with this provocative statement (posted on the wall in Facebook’s office). Fear –of change, failure, embarrassment, etc. — factors into more decisions than we may be willing to admit. And often for good reason. But no business gets launched, no truly creative idea implemented, if we don’t overcome our fears and take a chance when we see the potential for achievement.
The panel I served on, ‘The Role of Interactive Media in Building a Brand,’ wound up focusing more on the creativity and entrepreneurship of the presenters than actual digital tools and technologies. Paying attention to customers, moving quickly when opportunities arise (another favorite axiom, delivered by Bottlenotes’ co-founder and CEO Alyssa Rapp: ‘Move fast and break things’) and yes, leveraging the incredible potential of digital media to do just that, were the lessons learned and the experiences shared.
I presented a case study on Tequila Partida, how we at Colangelo & Partners use digital media to: 1) Identify core consumers 2) Engage and reward them and 3) Gain long-term loyalty and expand the universe. The pay-off to drive trial and increase consumption was always integral to the examples presented. Click here to view the presentation.
A day spent at a conference with peers discussing and debating what we do every day in our work lives was a nice treat. Think I should try it more often.
-Gino Colangelo, president, Colangelo & Partners Public Relations
