Interactive and authentic brand storytelling took centre stage at the Cayman Islands Marketing Professionals Association – CIMPA – conference this year, where top industry speakers came together to deliver a day of great keynotes, panel discussions and share expertise on culture, digital content, copywriting and marketing. Because we believe we should never stop learning, #TeamTower closed its doors for the day and headed off to the Kimpton Seafire Resort & Spa to expand our minds and be inspired.
“Marketing is no longer about the stuff that you make, but about the stories you tell.”
Highlights included the community’s Luis Montero’s take on marketing to a multicultural world, Joel Klettke’s advice on how to write compelling, persuasive marketing copy, and Google’s Alan Dart and Joshua Weum’s keynote on micro moments, where brands are expected to address their customers’ needs with real time relevance. And of course the Butterfield bubbly to round off the day!
Luis Montero began by explaining cultural fluidity – the ability to move seamlessly between cultures and subcultures. He reminded us that brands need to embrace the identity not the diversity of their customers, and that it’s important for us to all remain culturally attuned. He finished with the advice to do culture authentically or not at all.
Joel Klettke of Business Casual Copywriting expanded on what matters to consumers by exploring methods to establish this: effective research and storytelling. Ultimately, the consumer story should direct your content marketing.
Should your content be relevant and culturally authentic, Lance Weatherby of Call Rail placed an emphasis on being adaptable, experimenting, measuring and most importantly, doubling down on what works.
With over 100 Cayman marketers present in one room, CIMPA17 was the perfect opportunity to connect, network and build on relationships. The people in the room are ‘our people’ and while we’re connected via social media and occasionally collaborate on projects, nothing beats a face-to-face catch up.
“At its very core, marketing is storytelling. The best advertising campaigns take us on an emotional journey – appealing to our wants, needs and desires – while at the same time telling us about a product or service.”
– Melinda Partin, Multimedia Producer, Digital Marketing director
#TeamTower thoroughly enjoyed this great event that left us full of new ideas, amazing food and inspiration to apply to our future work. A big thank you to CIMPA and the conference sponsors.
Here are the slides and takeaways from CIMPA17. Hope to see you there next year.
