I traveled from New York to Boston, Atlanta and Chicago and was excited by the level of participation I got from each audience. Now at the OMS events, there are a ton of great sessions around Online Marketing including case studies, best practices and expert advice on the various components required for a successful online strategy. But I went into this event with a different approach, curious to see how it would be received.
I presented a session called “Everybody is Beautiful - The Power of Differentiation in a Digital Economy”. And this session covered everything but online marketing. So why would I stand in front of hundreds of online marketers and speak about positioning?
Over the last year, my colleagues and I have had the opportunity to work with many exciting organizations and while a common request is usually around driving demand, we always stop to make sure there is a solid foundation and the entire organization understands “who they are” and “what they do”. And in the context of online marketing, it is extremely critical that we find the right expression of positioning, as today, the audience is listening on all social channels.
So my session, did just this. Based on the research shown in our “Everybody is Beautiful” paper, I showed the audience how they could better identify their company’s unique value and deliver an integrated positioning offline, online and even social.
The feedback was mixed, I am not gonna lie. In each city there were a couple of people who immediately decided that positioning was either already established or not really relevant to drive their online activity. But after each session I always got a handful of emails from those inspired to take this idea back to their own organization and showcase the value that a strong positioning foundation.
A few weeks ago, I ended this fun summer adventure by hosting a webinar with the Online Marketing Community on this very topic.