April 16, 2011
AdTech San Francisco Keynotes, Takeaways & Notes to Self: #adtech
John Bax says their focus is on "local" and that local ads obviously do the best locally since there's more of an understanding of what their brand is about when you have regional sales guys. "Intimacy works," he says.
Mobile is also an important strategy for them according to Bax. He gives a few examples including a local merchant in Virginia who has a B&B. Within 15 days, they sold all the rooms the vendors wanted to book in advance, focusing on a different strategy for how they promoted weeknights versus weekends.
He also noted that people signed up for things they weren't necessarily searching for. For example, those who signed up for a sky diving promo they did were not proactively looking to go sky diving. Their strategy works if you look at their stats and results - they apparently also sold 2 million movie tickets with Fandango.
Manny Anekal from Zynga came at his presentation primarily from the angle of giving back, i.e., "here's what Zynga is doing to give back to the world." In addition to listing all the things they are doing for social good, he ended with a leave behind for brands wanting to do a campaign with them: "We can get you up and running quickly. We were able to get a major brand up and running within six weeks," he says. He also shared stats and insights into their Frito campaign, which grew their fan base to over a million.
He started with the Pepsico pitch of products and services under their umbrella, reminding people that they operate in more countries than the UN. Then he proceeded to go primal on us and show a slide of dinosaurs and early man's progression.
"Why we are all dinosaurs?" he shouts out to the audience. His key takeaway was about adapatability in a world that is changing so fast with exponential technologies hitting us year after year making it harder to keep up.
"Adaptability is key to survival and success moving forward," he notes. “If you cease to adapt, then you cease to survive.”
While I missed Guy Kawasaki's keynote, I did not miss his book signing of new book: Enchantment, which was proof that he nailed it on stage. The line was so long for both purchases and signing that they ran out of books.
ESPN's VP Carol Cruz introduced this year's Achievement Awards right before Arianna's keynote. This year's award went to Mars' Carol Walker, who shared the award with Kathy Reardon in a 'classy moment.'
My tweets during the presentation below including AdTech's Brad Berens' share of where advertising numbers have gone up this year. Kudos to Brad and his dynamic team for pulling off yet another incredible AdTech this year.
- Carol Walker in touching classy moment shares #achievement award with Kathy Reardon on #adtech stage this AM:http://ow.ly/i/ajSA9:22 AM Apr 13th via HootSuite
- ESPN's VP Carol Cruz gives Carol Walker industry #achievementaward at #adtech -- http://ow.ly/i/ajRS9:15 AM Apr 13th via HootSuite
- Brad Berens on the #adtech stage sharing advertising numbers & stats all going up inc attendance: http://ow.ly/i/ajRf
I covered Arianna's keynote in depth here including a two part video. Below she powerfully nailed her talk, which primarily focused on humanity, sleep deprivation, hyper local and hyper connected and balance.
April 16, 2011 in America The Free, Conference Highlights, Events, On Blogging, On Branding, On Journalism, On Mobile & Wireless, On Technology, PR & Marketing, San Francisco, Social Media, WBTW, Web 2.0 | Permalink
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