The theme of this yearâs conference is âreality marketing,â with b-to-b marketers and agency executives discussing the challenges facing the industry and strategies for meeting them.
âReality television has nothing on us,â Ripley, chief operating officer at BSM&R, Denver, said Thursday.
âIf you are sitting here today, you have already conquered your fear factors, been a survivor and probably heard these infamous words—âYouâre firedâ—at least once.â
Kevin Clancy, CEO of Copernicus Marketing Consultancy and author of âCounterintuitive Marketing,â delivered the keynote address.
Pointing to Copernicus research and other studies, he said that âbrand equity is in declineâ and offered marketers strategies to build brand equity and grow profitability.
Clancy said marketers should avoid rushing into new marketing programs. He recommended they devote at least six months to developing new marketing strategies and another six months to implementing them.
He also said marketers should focus on targets that will have a higher ROI, rather than just targeting heavy buyers.