Notes from the Custom Publishing Council's First Conference
We're proud of Rex for his foresight in helping to found the Custom Publishing Council (CPC) back in 1998. The CPC has always been a special partner with Hammock in promoting and creating excellence in custom media, so we were thrilled to attend CPC's first conference, the Custom Content Conference, held in New Orleans earlier this week.
Here are some of my favorite quotes and highlights from the sessions I attended:
Joe Duffy, Duffy & Partners: "Yesterday's consumer is becoming today's programmer."
Remember when Time named its 2007 Person of the Year “The Consumer”? As Joe’s session illustrated, now consumers are in control—from the color of our Nikes to the playlist on our iPod to the design for our Mini. In this atmosphere, it's vital for brands to deliver authentic experiences. One exciting way to make that happen is through custom content.
Robert Passikoff and Amy Shea, Brand Keys: "The percentage of contribution that 'customization' makes to products and services through engagement, adoption and loyalty is 18%. It was 4% in 1997."
People are bombarded with advertising messages all day, every day. To cut through the clutter, you have to speak directly to your audience with messages targeted specifically to their wants and needs and desires. With customization’s growing reach, how can you afford not to?
Joseph Plummer, Advertising Research Foundation: "Engaging storytelling campaigns prove superior in creating relevant, lasting connections with consumers that enrich brand meaning and ultimately impact brand behavior."
At Hammock, we say "Your Story Starts Here." It's not only a catchy slogan, but it represents how we feel about the work we do for our clients. To us, a client's story is the essence of their brand, so our primary goal is to communicate that story in the most engaging way possible to their members and customers.
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