When Experian Marketing Services NA President Matt Seeley and SVP of Global Marketing Ashley Johnston kicked off Client Summit in Las Vegas last month they explained to the 1,000 person audience why the theme of “Storytelling” was chosen. Matt noted that some retailers have become very “offer focused” which is ok, but not necessarily enough to draw customers to their brand – and keep them there. Both talked about the importance of creating “romance and engagement” by making emotional connections to “win the hearts” of customers and create loyalty. They discussed who is doing this well, including GoPro, Apple and Men’s Wearhouse, all of which have created ads that beautifully illustrate what their brands are truly about through stories about the people who use them.
Matt also talked about what marketers need to do to keep their brands relevant, including focusing on the areas of Courage, Simplicity, Authenticity and Customer. Direct Marketing News Editor-in-Chief Ginger Conlon was in attendance and reported on Matt’s insights on these ‘4 Elements of Modern Marketing’.