The Marketing Society is delighted to be supporting Social Bite’s exciting new event – Sleep in the Park – the world’s largest ever sleep out. The mission is to eradicate homelessness in Scotland within 5 years and we are asking marketing professionals and marketing led organisations across the country to sign up and participate. The challenge is to have more than 9000 supporters sleep out in Princes Street Gardens on Saturday December 9. To keep you entertained there will be a range of celebrity “buskers” also sleeping out including Liam Gallagher, Deacon Blue, Frightened Rabbit and Amy McDonald. There are no tickets available for the event – you just need to commit to raising £100 for this very good cause.
The Mac Twins are a DJ and presenting duo hailing from Edinburgh. Whether performing all over the world for Diet Coke, Armani, MAC Cosmetics, on tour with the UK’s biggest music institution The Official Charts or opening festival stages, The Mac Twins’ unique talent is their ability to connect with any audience – large or small – and keep it real. In the past year they've broadcast live from all the Summer festivals, warmed up for Jess Glynne and Fleur East at Wembley Arena, headlined Festifeel and Fashion Undressed festival on the Southbank for Mastercard and performed bespoke intimate sets at the Groucho club, for Gok Wan’s Magazine and for brands such as Urban Decay and @london to name just a few. Even in the past few weeks they DJ’d at the EUFA Champions League Final party, at the British Grand Prix at Silverstone and played alongside Lulu and Pixie Lott for Simon Cowell’s Annual Midsummer Ball.
Edinburgh Festival has an embarrassment of acts. Last year there were 50,266 performances of 3,269 shows in 294 venues – this year, a whole show dedicated to a 7-month-year old sitting on his granny’s lap competed with the Return of the Time Travelling Magicians. You wouldn’t expect a marketing conference to compete amidst this bounty of entertainment. But thanks to some great bookings Amplify held its own. We kicked off with Rory Sutherland, one of Britain’s greatest ad men and currently Executive Creative Director at OgilvyOne. He was the highlight of the day – he clearly could have spoken for far longer than his allotted hour (and did to some extent, passing the 1.15 mark to no one’s disappointment) and he was inspiring, funny and full of reminders to take the path less well travelled; the obvious path is the busiest one. The common theme in the coffee break afterwards was that people could have listened to him all day.
David leads Bright Signals team of digital creatives. They make content for brands. From words to video, from apps to interactive installations. Then they get it seen and shared, managing social media accounts that reach millions of fans. Everything Bright Signals do is structured around an agile marketing methodology that they've designed from the ground up to be fit for the digital age. We caught up with David ahead of our upcoming Inspiring Creativity event which is taking place in Glasgow on 7 September. What are the biggest challenges when it comes to using social media for business? The biggest challenge with social is gaining attention and engagement. Newsfeeds are packed full of things that people tend to care more about than brands. So we try to create content that people actually choose to spend time with. And even more so, that they choose to share with their friends.
Experiential marketing is on the rise with many marketers shifting towards experience-led activity to engage consumers beyond traditional methods. According to a poll by brand experience agency Freeman and data solutions research provided SSI, “Globally, 51% [of marketers] said they would spend more than a fifth of their budget on experiential in the next three to five years, compared to just 31% who do so currently. With this increase in providing real-world experiences, however, brands mustn't ignore the need to deliver quality experiences for audiences online. When there's no opportunity to touch, feel, taste, or smell something, sight instinctively becomes our most valuable sense. For millennials alone, visual content has become the new online currency - unsurprising in the Instagram era where 95 million photos and videos are posted to the channel every day.