Search marketing agency Red Hot Penny hosted an afternoon packed with insights and debate to launch their brand-new think piece, “From One Marketer to Another” alongside some of the leading lights of retail marketing at Google HQ in London.

Hosted by Red Hot Penny’s Head of Marketing, Russ Powell, the event saw the key note speakers and panellists draw on personal experiences to delve into the five challenges discussed within the think-piece and give their views, from one marketer to another, on how others could and should tackle these challenges. The panellists also took part in the world’s first “Slam Down” series, going head-to-head on a number of topics with the audience deciding who would be victorious and take home the champion’s belt.

The think-piece discusses the five big challenges marketers are all facing right now: knowing your customer, using social properly, embracing mobile, ensuring your brand is loved, and proving returns. It also includes insights direct from senior marketers at Crabtree & Evelyn, Zoggs, Get the Label and Seven Boot Lane.

SPEAKERS

Howard Harrison, CEO, Knomo

Stephen Power, Agency Development Manager, Google

Hugo Taylor, Co-Founder, Taylor Morris

Clare Gilham, Head of Marketing, Feefo

Jamie Rockers, Head of PR & Social, Crabtree & Evelyn

Ben Greener, eCommerce Development Manager, Andertons Music

Sonoo Singh, Associate Editor, The Drum

Nick Udall, Head of Marketing, SmartDebit

Key take outs:

• Your greatest challenge. Understanding your customers properly is the key to success nowadays, as Ben Greener from Andertons Music explained. He was looking at how Andertons' video content strategy was driving incredible levels of engagement for them and helping them to out manoeuvre their competitors in what can be a very price-sensitive market. It’s crucial to make sure you’re using all the data you have to hand and driving it hard to deliver insights that you can then use to demonstrate you “get” your customers.
• #HighExpectations. How and why brands use social media can often be ill-defined, especially when it comes to the, sometimes murky, world of influencers, as we discovered in a panel session with Hugo Taylor, Jamie Rockers and Clare Gilham. Social can be an incredibly powerful tool for building trust with customers. But you need to be very careful when it comes to using influencers, so you can ensure you work with the right people that will deliver the right returns for you and your brand.
• The Unstoppable Rise. In a “fireside-chat” with Russ Powell, Sonoo Singh talked with great passion and depth on mobile and how it can be dangerous to think of it as a stand-alone channel and not part of the wider marketing mix. As Sonoo explained “the shift to shopping on mobile has been huge, but it needs to be considered in the wider scheme of how a brand goes to market, not just as a per-campaign activity.”
• A recipe for love. “Building a brand that is loved can be one of the hardest challenges for any marketer, but there are a number of things you can do to help” explained CEO of Knomo, Howard Harrison. Howard’s eight points for building a loved brand are: mission, authenticity, a phenomenal product, trust, service, experience, community, and passion. He went on to explain how Knomo tap into these with everything they do.
• Welcome to the battle. Nick Udall of Smart Debit delivered a take-out-rammed and humorous key note session on how best to prove returns as a marketer. From being able to speak the language of the finance department to proving ROI from separate “buckets” of customers it was the presentation that those who “definitely aren’t the colouring-in department” reacted to the most.

FROM ONE MARKETER TO ANOTHER

The report is currently only available as a physical document.

Please contact Russ Powell, Head of Marketing, [email protected] to request a copy.