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Dana Todd, CMO and Co-Founder of Newsforce discusses the importance of creativity in marketing with Aaron Kahlow, CEO of Online Marketing Connect. One of the key takeaways from her speaking session at OMS Long Beach is on story telling, and how to build a story line, how to build a brand legacy. Creativity is key, whether you are selling postage stamps or consumer packaged goods... It's about getting over the timidity in the industry and never capping your creativity. Don't ever be intimidated by the suits and or be stopped by creative expression... listen in! [Aaron] So we're here with Dana Todd, um at OMS Long Beach, yes OMS Long Beach, and uh Dana is going to tell us a little about herself, and then uh, tell us what you're going to talk about today.
[Dana] Alright, well I'm the chief marketing officer of Newsforce, which is a technology which helps news make more money.
[Aaron] Ha ha ha ha ha.
[Dana] Ha ha ha ha ha.
[Dana] SO we're trying to single handily trying to save the news industry, that's my mission.
[Aaron] That is a big mission at that. You and Google right, you and Google trying to save the news industry.
[Dana] Oh I know, their in my turf today.
[Aaron] I don't know if I buy into that I think they're just trying to save themselves to make more money off of the news. So um, for all those unfortunate folks that aren't going to be able to make it to your session today, tell us the top two or three takeaways that they would have gotten if they came.
[Dana] Okay, so, today's session is on storytelling, how to build a story, how to build a story-line, how to build a brand story, how to build that ultimately into a brand legacy. So it's really a fun session for me because I mean, here, now not that performance marketing is boring, or demand is boring or email is boring, but you know it's so incremental sometimes you really want to get a little candy there, a little creativity so I'm excited about it because it's all about finding that creative root in any kind of company, no matter what whether you're b-to-b whether you're selling, you know, postage stamps or consumer packages.
[Aaron] So in a world of ROI is king, creativity still is important?
[Dana] Actually big time, because I was really gratified today to hear Jeffery Hazylett's messaging about the creativity, and you know what, I'm so tired of the timidity in marketing right now. We've measured ourselves into this creative corner and we've forgotten why we got into this industry in the first place.
[Aaron] I mean I could go on and on and on right, marketing is about creativity, there's not always ROI that can be directly attached to the cost of doing business and we got to do it well.
[Dana] Right, attach ROI to your channels, but creativity; do not cap your creativity.
[Aaron] Yep, that's just the way it always has been, it just we can measure them more and everybody starts jumping off the deep end a little too much. So our question to ask everybody, which I know you've only been here a couple of hours, right, so maybe think about past OMS's, but what's the coolest thing about OMS?
[Dana] Actually you know what, the keynote this morning, because, a, he stole a lot of the stuff I was going to say, but now I love that he's like, stand up for yourself as marketers, stand up for yourself, don't let them beat you down, and yes ROI is important but what he said, I loved his quote, but he went back to finance and said, you tell me then how to calculate return on ignoring.
[Aaron] Yep that's what Aaron just said during our interview on ROI earlier.
[Dana] I love that, I'm like, that is, that is classic because it's putting it back in there, if, okay if you've got metrics around ignoring this and being mediocre fine, we'll, we'll do it your way and then we can measure it my way but, ultimately when you let yourself be intimidated by the suits and, and not allow that creative expression then you are ultimately limiting the biggest cap you could get.
[Aaron] Love it, beautiful; let's do a little fist bump to close out the interview.
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SEMPO Director Dana Todd on SEMPO and the SEMPO Instituteby sempovideo260 views
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