Learning, Insight... and Free Stuff!

I was incredibly lucky last week to join my friend and client Olivia from AiQ Consulting at the Marketing Live event in London.

Olivia and I worked together at Serco so we've known each other a long time now, but don't get to see each other as often as we'd like. For me as a freelance consultant, to spend a whole day chatting marketing and hanging around with Olivia was lovely. It also helped that she was looking at specific things, such as merchandise and email systems, that meant I could have an insight into her needs and what people were showing at the exhibition.

So, what did we learn?

• The sales funnel has changed! From a funnel to a weird bulbous balloon thingy. I've tried to find an example of this online but I can't find anything, so I don't know how widespread this idea is. However, it's obvious that the way that people receive marketing and sales messages is changing, and being aware of this is really important.
• Video is everything. Ugh, video video video... it's true though, alongside images, video is a powerful tool in your marketing kit.
• Automation and personalisation are a big focus, but there's still a point to mass emails and advertising.
• GDPR has everyone worried. GDPR is like a slippery fish that you think you've got a handle on and then BOOF... it turns out that you failed the quiz you did on GDPR that you were so sure you'd complete. GDPR jail for me and Olivia!​​

• Apparently flashmobs aren't dead. One of the most random moments when we were tucking into our falafel wrap and fish finger sandwich was five dancers suddenly breaking into a Boogie Wonderland routine right next to us. Turns out, as we visited the BPMA talk later, they were the BPMA dancers and it was meant to promote something. It was uncomfortable.
• Marketing Conferences ALWAYS have the best freebies. We managed to get soft toys, notebooks, colouring books, highlighters, pens, screen cleaners, jelly beans, chocolate, a gin miniature and, best of all, alcoholic ice pops. I know I should be focusing on information but if you don't walk out of an exhibition with a few bags full of crap you really haven't lived.