This year the conference will focus on product differentiation and why CEOs are more likely to jettison a brand or ad agency than look in-depth at the product to find brand boosting product-based marketing solutions to take the business to the next level.
CEOs chase consumer ears and eyeballs, they promote lavishly, but the anchors, the product's features and benefits can only take the business so far. The goal of the conference will be to present attendees with solution strategies. To illustrate, Martin said that M&Ms started out as a hard shelled candy. Nobody wanted it until Rooser Reeves found a more abstract under pinning; "they melt in your mouth, not in your hand." Martin says answers like this are so obvious, they're not obvious. Advertisers no longer think that way, substituting a product's reason-for-being with :30 seconds of buzz du jour dialogue. And advertising has taken a tumble. Martin says, "My grandfather had a farm. My dad had a garden. I have a can opener."
Breakouts will cover Multi-Dimensional Creativity® - a linking process that creates the conversation of creativity in consumer minds, Abstract Dimensioning® - the critical mass of connected thought that becomes available when stimulated into existance through the use of custom-created proactive materials. Question-based or Quantitative Marketing - pitfalls and poor traditions of gathering and measuring data, establishing Perceptual Monolpolies® - the lost ad process and more. A complete calendar of events is available from Calle & Company. firstname.lastname@example.org