This year’s MIMA Summit in Minneapolis was a little like a four-course meal. Something for everyone with diverse tastes and interests. But if you aren’t up for the full meal, below is a tasting menu of takeaways Yamamoto’s account service and digital teams put together after spending the day at the Summit.
The Edges Will Become the Center
Our day kicked off with our first keynote – Cindy Gallop, the founder of IfWeRanTheWorld and MakeLoveNotPorn, and an advocate for social responsibility at the core of every business strategy. One of her messages was that it’s no secret that large technology companies and advertising don’t always play nice together. Large firms (or even start-ups) boast that they won’t include advertisements, yet they need the revenue stream to survive (remember how Facebook was never going to display ads?). It’s time to “rebrand the power equation,” that, as advertisers, we push the boundaries of how best to use technology to deliver our messages. We think outside of the box into “blue sky” ideas that will help our clients drive the best results. These ideas may seem crazy at first (drones delivering food to your home), but the edges soon become the center when solving our clients’ challenges. If you don’t believe us, just ask Alexa.
Stalking Is Not Personalization
We often hear about the growing need to personalize data, yet we struggle to do so effectively with our clients and their customers. Stalking customers isn’t personalization; it’s just creepy. That said, customers are willing to give you their data if you use it to recognize, remember and provide relevant recommendations to them. Once we use data in that way, 91% of customers are willing to engage more with a brand and 82% are willing to share their personal data (source: Accenture) What does that mean? As stewards of personalized information, we should constantly be looking for ways to target content to clients in ways that deliver the most relevant and engaging content at the right time. It’s not about dictating a path for them, it’s about leading them down a path they are already going down, or one they didn’t even know they wanted to take.
Resourcefulness Over Resources
“The future is crafted by those who do work they don’t have to do” was how our lunch keynote speaker Scott Belsky, an executive, entrepreneur, author and investor, kicked off his session. Scott currently serves as Adobe’s chief product officer and executive vice president, Creative Cloud. Scott got us thinking that sometimes we ask ourselves if it’s all worth it when we’re burning the midnight oil. The conflict comes into play when you care so passionately about the work you’re doing that it’s easy to convince yourself that it’s worth it. As agencies, we like to fight our way to the finish line, knowing it will all come together in the end, even when we may not be able to see it. We’re highly competitive because we have to be to stay in business. It’s this resourcefulness that propels creative work that not only makes customers stop and think, but also helps our clients’ bottom lines. Apathy has no place in creative, effective solutions for clients.
Break it Early, Break it Often
One of Google’s Senior UX Designers, Daniel Jenstad, began his session by letting us know that “great design should break the design system.” And after the design system has been broken, you can rebuild it to uncover a stronger system to solve the client’s need. But what does it mean to break design? It’s more about breaking the process. What does it matter if a logo makes sense to the designer, but not the consumer? Exposure is key–expose the process, expose faults and expose the best design possible. We need to take a step back to listen first to the consumer, and then begin the design process. It’s an iterative process that hinges on open, honest feedback throughout the many, many rounds of revisions (hopefully not too many… we all have a budget).
To learn more, ask questions about our takeaways from the 2018 MIMA Summit or to learn what it means to be Curious, Courageous and Creative, check out Go-Yamamoto.com.