As the 24th of October, D-day for Hack Your Growth, is approaching, we want to hit you up for what our specialist speakers are planning to share with you that day.
To get a first glance of the interesting stories our speakers have in store, we scribbled some tricky questions on a piece of paper, put them in a jar – yes, we did it the old-school way -, and asked our speakers to pick 3 questions and answer them to the best of their abilities.
Scroll down & discover what they shared with us!
1. What is the biggest risk that you’ve ever taken? And what were your main learnings?
Giving up my job and starting my own business. I had no income for more than one year and I lived from my savings. But from the moment that I actually dared to take the risk and sort of ‘jumped’, I noticed that my business started to grow.
2. What was your first ‘win’ that made you confident that you were doing the right thing?
We were lucky that one of our first customers really believed in our vision and gave us a chance to create a campaign in another tone-of-voice than they were used to. It was our first big campaign and we reached twice the amount of engagement as this client usually had on similar campaigns. A big success for them, and for us. This really empowered us and made us feel like we were on the right track.
3. What will be the key take-away of your keynote at Hack Your Growth?
Take risks, don’t follow the beaten track, dare to think on the long-term.
4. What was according to you the most interesting marketing trend of 2019? The fact that the influencer marketing bubble was about to explode / exploded in 2019. Many marketing managers have lost confidence in influencer marketing due to the amount of conceptually bad campaigns with even worse results. This gives the possibility to reopen the debate about influencer marketing & to make the rules of engagement much sharper. It’s now that the added value of a network agency such as Oona becomes clear: if you have no local anchoring within communities from different fields of play & lack a good vision on content, then influencer marketing indeed is a hollow box. But within Oona we truly believe that there are ways to create visibility & damn good content in a credible, authentic and profitable way while collaborating with influencers.
5. What is according to you a brand to watch? And why? I think the power of influencer marketing is also evident in the enormous rise of fashion, lifestyle & beauty brands that have only been around for a few years but are entirely based on the community that hangs around a celebrity / thought leader. Just think of Fenty by Rihanna, Skims by Kim Kardashian, Yeezy by Kanye West or Glossier by Emily Weiss. These brands are the most hyped brands of the moment and sell out in no time. For example, Fenty is one of the only brands that the LVMH group has launched from the start. This group usually only buys a brand once it has proven its value. The fact that classical groups, like LVMH, believe in the power of influencers behind new brands, shows that there is an enormous amount of power in communities built around a thought leader.
6. Were you recently victim of a marketing hack? Which one? Some influencers – and we are talking about the ones that don’t care too much about authenticity & credibility – sometimes use platforms for fake followers, likes and / or comments. For a few hundred euros you can make it look, purely on the basis of figures, as if you are backed by a huge committed community. If we then go deeper into where those followers come from, who’s behind their profiles and what the effective impact of such an influencer is on a brand, then these figures are hugely disappointing. Hence, as a brand / agency, it is extremely important to have the right tools to analyze the figures behind an influencer. If you don’t do this, a collaboration with such a ‘self-proclaimed influencer’ can do more harm than good. During my keynote on the Hack Your Growth event we will also elaborate on this: which metrics are important and how do you measure whether or not a campaign is successful.
7. What was your first ‘win’ that made you confident that you were doing the right thing? Our first major project was for the Connections travel agency. For this project, Yondr made a film from a visit to New York. The film lasts four minutes and Connections customers can experience what it is like to walk around in the Big Apple through VR glasses. In this way Connections wants to persuade doubters to make a trip to New York. The moment when our team launched this project for the first time and gathered the (overly positive) feedback during the first demo sessions, is still seen as the first big ‘win’ of Yondr.
8. What was according to you the most interesting marketing trend of 2019? Extended reality advertising is being hailed as the holy grail for building brand affinity. With XR advertising, I believe we are at the verge of what will be the future of digital marketing.
9. What is the biggest risk that you’ve ever taken? And what were your main learnings? Spend a lot of money we didn’t had on our bank account! Biggest learning: never do it again 🙂
10. What is according to you a brand to watch? And why? It’s not a traditional brand, but more like a company and the CEO of it, which I’ve been following actively over the past years. Namely IMU.nl, an SEO/digital marketing company in the Netherlands. Tonny Loorbach is the founder and runs multiple companies that help Dutch entrepreneurs in building their online business.
11. Which tools should, according to you, every marketer use? Google Gsuite. Basically every tool from Google – Calendar, Docs, Sheets, Slides, …
12. What is the biggest risk that you’ve ever taken? And what were your main learnings? Starting a coworking space while I was building out my video marketing agency. Although this challenge wasn’t really marketing related, my main learnings are that you should inform yourself before you start (financial, obligations, company shares, …), that you should think twice and that you shouldn’t think too long about a freakin’ name.
13. Were you recently victim of a marketing hack? Which one? Not really a hack, but I realized that brands who are consistent in their campaigns and actions make me buy, share or just feel good. Two examples are Spotify’s Discover Weekly or Kith NYC’s Monday Program. Every week I’m literally counting down for them to release these.
14. What was according to you the most interesting marketing trend of 2019? Definitely making things more human again. As a growth marketer & agency lead, we focused so much on the tactical & technical side of marketing over the past years. While we were merging our services with Oona, I was also reading Seth Godin’s last book ‘This is marketing’. This book convinced me that marketing is moving more towards a more human, personal approach again. The foundation of a solid marketing campaign is ‘making people trust you’, that’s something that a lot of companies forget when hunting leads. Next to that, I’m also very happy to see that companies are starting to experiment more with new marketing channels & tactics. A company like Coca Cola going all in on chat bots, the online furniture retailer MADE.com opening physical popup stores in big cities or Adidas teasing a new sneaker via Airdrop on popular festivals, … I just love it! Translating customer insights to tailor-made tactics for your audience will be the next big thing!
15. What is according to you a brand to watch? And why? Lots, I’m getting addicted to my Adweek subscription. Nike is definitely on top of the game, whether you’re superrich & have everything or you’re very poor … Nike marketing makes you WANT & BUY them. On the other side, companies like KLM, Burger King & even (my favorite) football team Ajax really know how to engage & activate their audiences in an era that hasn’t decided whether it’s digital or not.