The young professionals filed into the room looking like they enjoyed the best of what Cannes night life had to offer just hours earlier, yet were still able to do what those in their 30s can still do: get up early, retain their enthusiasm and fire in their eyes and even arrive on time. I, on the other hand, had to get to sleep early to be at my best at 9a. In my own defense, I had traveled from San Francisco the day before and was feeling a bit off kilter.

I was teaching a crash course in engagement marketing at the first ever Cannes Lions Creative Academy for Young Marketers for 30 of the best marketers aged 30 and under.  I was unveiling all that I had learned and experienced from my days at Esprit during its US heyday, Levi Strauss & Co., a few leading-edge agencies as well as at my own agency, Grow. All of this, coupled with a breakout exercise… in 75 minutes. Mon Dieu!

My goal for the Power of Engagement class was simple: to show these extraordinary marketers the power of making true connections with consumers, shift their thinking to a more consumer-centric model and deliver the tried and true “rules for engagement” that my agency has been fine tuning for over 10 years.

After sharing the statistics of how engagement marketing can move the buzz, loyalty and sales needles, I dove into my pearls of wisdom — the soft side of our practice, which is essential to doing experiential marketing with relevance and impact.

I shared ideas around changing their mind set, finding the heartbeat of a program, staying inspired, adding value to consumers’ lives and bringing it to life in the real world.  They listened and nodded, acknowledging that this type of marketing was the missing piece of the marketing pie that can set a brand apart. They all knew plenty about developing a SWOT analysis, print, broadcast and digital advertising, media buying, on-floor merchandising and packaging.  All of these elements are part of the marketing equation, but the best marketing programs go one step further: blending mass impressions with the power of connections – or authentic engagement.

I heard these 30 minds were at the Cannes Lions Creative Academy for Young Marketers not only because of the great promise they showed in marketing, but also because they had a desire to shake things up in their current companies and possessed a passion to create some innovative marketing programs — - to be seen as pioneers that weren’t just talking about engagement, but actually doing it. From the likes of Dell, Unilever, HSBC, Visa, Yum brands and more, they fully embraced the ideas of engaging consumers in more authentic, relevant and powerful ways.

After throwing the CliffsNotes version at them on our industry, I gave them a challenge to develop some experiential ideas as small teams and only gave them 10 minutes to ideate. I wanted to force them into thinking creatively and outside their corporate constraints just for an hour. They met the challenge and each group came back with thoughtful ideas that had authentic connectivity, creativity and were full of energy to fuel brand loyalties. They got it.

It was personally rewarding to see their “Ah Ha” moments of delight and discovery throughout our one hour journey together and it was a high to talk about what I love doing with a group that can not only embrace the concept, but that had the drive and determination to bring more value and heart to our industry.  Maybe this next generation of innovators can elevate our industry by adding the human connection and value to what we do as brand stewards.

–Cassie

One thing I truly enjoy as a marketer is uncovering insights around human behavior/social science that brands can leverage to break through the clutter and really engage their consumers.

A new book by Joshua Foer entitled Moonwalking with Einstein: The Art and Science of Remembering Everything has been getting tons of press for its revival of an old topic dating back to ancient Greece – how do you make information memorable? The key, based on a principle called The Memory Palace is to associate the basic with the extraordinary, creating a distinct memory that is literally unforgettable.  To do this, people imagine a three-dimensional familiar space in their minds and “fill” it with unique visuals and experiences.

Foer’s trainer in expanding his memory (he won a national competition in 2006) and one of the foremost experts in the world, Ed Cooke, was recently hired by Chef Byron Brown to help him create a truly unforgettable dining experience.  The result is the 12-course dinner party Sensorium, that is part circus, part play (check out the NPR story here) and distinctive on every level.  The first Sensorium just wrapped in New York with a future series planned for Miami.  (Chef Brown, if you’re reading, we vote for SF next…).

This concept of creating engagement to build connection is a key principle upon which Grow was founded.  Creating immersive experiences that connect a brand to specific sights, smells, tastes and sounds not only creates fodder to fuel word of mouth, they create a memory specific to that brand that stays with the consumer long after the experience is over.  The milk smoothie enjoyed in an otherworldly oasis.  The unexpected expert advice received in the commuter hub that sparked a dream. The makeover that perked up girls’ night out.

Your brand may be unique.  It may be interesting.  It might even be revolutionary.  But, ask yourself, is it truly memorable?

Tami

When I heard about the PR fiasco between Facebook/Burson-Marsteller and Google, it broke my heart; not because two giants that I respect for their staggering innovation are battling it out for more social media share, but because the discipline of PR was used for evil.

The phrase “public relations” has come a long way. The industry has made a transition from evoking the image of a spin artist whose job it is to take lemons and make lemonade, to a publicist: one who amplifies a message to the public.

In my 25+ years as a publicist, I’ve dedicated my skills to helping brands and individuals understand what it is they stand for, what makes them different, why the public will find them interesting and sharing it with the world. Thanks to PR the public can evaluate a product, service or individual not just from mass advertising, but through the objective lens of a reporter who’s not being paid for a promotion, but writing for the sole purpose that their audience will find their piece of interest and in a best case scenario, enriching.

The Facebook program that Burson took on denigrates the Public Relations discipline… not because they took the low road to achieve high returns, but because of the lack of transparency. Reporters, editors, contributors and bloggers find themselves in a world where fact and fiction are getting harder to distinguish, readers are having a difficult time deciphering between objective news and paid promotion, and the practice of fact checking is hanging on by a thread. The media world is changing faster now than it has in its history and it’s critical that standards of ethics and transparency are maintained. You have a point of view? Great, just be sure to let me know if you have a sponsor.

Danny

As I write this on Saturday night, Tula, my rambunctious yellow Lab and Grow’s mascot, has her head perched on my knee. We’ve just returned home from the Propel Zero to 1000 kick-off, and it’s the first time ever that Tula’s spent the day with me at an event. That’s because this event was all about people who love dogs.

We spent a fun-filled day raising awareness for the importance of being more active and raising funds for Much Love, an organization that helps animals in need. This is a cause that’s near and dear to the hearts of the folks at Propel Zero and the celebs who joined us on Saturday – Cindy Crawford, Brooke Shields, model Joanna Krupa and Maksim Chmerkovskiy, who is Kirstie Alley’s partner on “Dancing with the Stars” this season.

Dog-lovers from all over the Los Angeles area showed up with their four-legged family members – Propel Zero spokeswoman Cindy Crawford brought her two adorable dogs! – and everyone, human and canine alike, was given the red-carpet treatment, which included a 20-minute walk through the stunningly beautiful grounds of the Church Estate Vineyards, an agility course for dogs, Propel Zero tastings and samples, face-painting for children, a climbing wall, a bike-powered DJ booth, and a delicious, healthy lunch.

The whole day was inspiring, and it reminded me of the power of engagement to go beyond traditional marketing or social media conversations and make a difference in people’s lives. Engaging with like-minded dog owners, Propel Zero and Much Love were able to connect with consumers in a new and different way – one that goes beyond simply marketing to sharing with consumers how a brand can make a difference in their lives.

Great brands recognize that engagement isn’t simply talking the talk. It’s about listening to what consumers have to say about their lives, their hopes for themselves and the well-being of their families (and for dog-lovers, that’s always going to mean Fido, too).

While we can use social media to start the conversation or keep the conversation going, true engagement is about genuine in-person connection in ways that are meaningful to the consumer – not just the brand. And what could be more meaningful than helping people achieve an aspiration – to be more active and healthy throughout the year – while helping a deserving nonprofit in their community?

Doggone inspiring. Right, Tula?

Tula wags her tail. Time for another nice, long walk.

Danny Kraus

“What do you want to be when you grow up?”

A princess.

Well at least that was always my answer up until the age of ten or so. The dream quickly died when I began to realize that becoming a princess was near impossible, and I had to set my sights on a more realistic future. The question then just kept coming: from my teachers, my friends, especially my mum! Whilst my answers continually changed according to my age and latest hobby, the latest answer would have to be, “I have absolutely no idea! “

That was until this summer.

This summer, I have been interning at the fabulous Grow Marketing. I got hooked up with them through a mutual friend and after some e-mail chit-chat it was arranged that I would spend two weeks here, learning the ins and outs of marketing.

I was going into this internship completely blind – I had no idea what I was going to be doing; it is fair to say I had no idea what marketing actually was. And in some degrees I guess I still don’t! Grow goes so above and beyond what would normally be considered marketing that they have outgrown (excuse the pun) their name. Through influencer marketing and non-traditional methods, Grow builds relationships with their clients, their products and the consumer in a way I could never imagine. Fun, exiting and often (their favorite) irreverent are only a few words to describe the ideas bouncing off the pink and purple walls here!

As a stereotypically “serious” Brit, studying a non–committal (read: liberal arts) degree at university, initially I was struck by the relaxed atmosphere and quirky terminology used in American business. (I can even wear jeans to work?!) But then I figured if you can’t beat ‘em, join ‘em!

I have been lucky enough to be involved in so many exciting and fast paced projects here and have learnt that in marketing the more creative you are, the better! Thank you, Grow for the great experience and opportunity!

So ask me now what I want to be when I grow up…

I want to be in marketing!

Recently, Grow co-founder Cassie Hughes and Esperanza Teasdale of PepsiCo Americas Beverages spoke at the Event Marketing Summit on the Power of Influence in launching, refreshing and extending brands.

Shortly before the conference, McKinsey and Company had made word of mouth marketing (and the power of influencers to ignite it) the topic of their Quarterly Newsletter, which we gave a nod to in our recent newsletter.

With 10% of the population credited with influencing the other 90% on what to purchase, consume and experience, it’s clear that effectively tapping that 10% can pay incredible dividends. The question on everyone’s mind when it comes to influencer marketing is – how do you know who is an everyday influencer?

It’s an important question, and the place where a lot of programs don’t deliver. The quality of any influencer program begins with the quality of the influencers themselves. Without thoughtful investigation and selection you could end up with what we have coined an “outfluencer.”

Let this excerpt from Cassie and Esperanza’s speech serve as a helpful guide to understanding the difference.

An ‘Everyday Influencer’ is someone who…

• Is recognized by their peers as those individuals who have their finger on the pulse of what’s going on
• Embodies and has a natural affinity for the brand, service and offering
• Has deep peer networks with which to share their experience
• Is truly passionate about being the first to discover something new and share that news with others

An ‘Everyday Influencer’ is NOT…

• Someone you have to pay to endorse your brand
• A handraiser who constantly wants to try new products for free
• A person who is repeatedly pulled from an overused database