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Morning Highlights
An event by Treena Clarke - a leading N.I. events organiser
The Big Marketing Meet Up Belfast was created by Treena Clarke. Treena's vision was to bring together some of the most creative marketing and business minds from Northern Ireland and GB to share knowledge and strengthen the network of the local marketing community.
Taking place at the much-loved MAC in St. Anne's Square, Belfast, a venue known for hosting all sorts of interesting events BMMU was no exception. The day was packed with great speakers, delicious treats, and a few fun surprises. The morning speakers dove into the latest marketing trends, how to work with influencers, cutting through the noise and tips for running a sustainable business.
Influencer Marketing: The Power of Gifting and Sponsorship
Francesca Morelli and Chloe Henning - VAVA Influence
VAVA are NI's First Exclusive Influencer Marketing Agency. They connect businesses with relevant social media influencers for marketing their products and services.
Francesca and Chloe kicked off the day by discussing the pros and cons of gifting and sponsorship in influencer marketing. They provided a comprehensive guide on how to effectively contact, brief, and negotiate contracts with influencers. Their insights into incorporating influencers into a broader marketing strategy were particularly enlightening, especially considering the vast array of performance metrics available in this space.
For marketers looking to enhance their influencer marketing strategies, the session highlighted the importance of clearly defining goals and understanding the metrics that matter most. By strategically choosing influencers and carefully managing these relationships, brands can significantly boost their reach and engagement.
Marketing and Finance: A Crucial Partnership
Sonya Kerr and Susan Crawford from CATAGEN
CATAGEN provides best in class emissions data to the automotive industry, providing physical and virtual testing of vehicle catalytic converters for leading automotive brands. Their mission is to clean and decarbonise the air.
Sonya (CMO) and Susan (CFO) shared their perspectives on the vital relationship between marketing and finance. They emphasised the importance of these two functions working closely together to ensure sustainable business growth.
Their advice was clear: while innovation should always be encouraged, understanding and forecasting the return on investment (ROI) is crucial.
Sonya also advocated for programs like the Boardroom Apprentice, which prepares individuals for significant leadership roles. Her insights into balancing innovation with financial prudence were a valuable takeaway for businesses looking to navigate today’s complex market landscape.
Embracing AI: The Future of Marketing Automation
Tina Calder from Excalibur Press
Excalibur Press are a publicity management company working with large and small corporate clients to help maximise their profile awareness and sales performance through effective publicity and communications management
took the stage to discuss the growing role of Artificial Intelligence (AI) in marketing. Describing AI as “Charlie, the intern who can give you a hand but is still learning,” Tina covered everything from usage policies to potential penalties from Google and the nuances of language preferences like American English.
Her message was clear: “Get on the train or you'll be stuck on the platform.” For marketers, the takeaway was that AI is no longer optional—it’s an essential tool that can streamline processes and provide valuable insights, but it must be used thoughtfully and strategically.
Sustainability: More Than Just a Buzzword
Danielle McCormick from Triterra
Triterra helps organisations implement, integrate and communicate sustainability into the core of their business.
Danielle explored the concept of sustainability in business, moving beyond the idea that it’s merely a buzzword. She introduced the term “Green Hushing,” where companies deliberately downplay their sustainability goals to avoid accusations of Green Washing.
Danielle highlighted that nearly two-thirds of people in Northern Ireland are concerned about climate change, underscoring the importance of transparent and genuine sustainability efforts.
For businesses, this session emphasised the need to communicate sustainability initiatives clearly and authentically. As consumer awareness and concern for environmental issues grow, companies that genuinely commit to sustainable practices will stand out in the marketplace.
The Art of Good Advertising Jamie Watson - Thought Boxes
Thought Boxes offer clients a more efficient model and a chance to cut through the clutter, not by being the loudest voice in the room, or the most repetitive, but by thinking smart and giving brands a unique voice.
Jamie led a fascinating session on what makes advertising truly great. With the average person seeing over 4,000 ads a day, Jamie’s Venn diagram journey through the elements of successful advertising was both insightful and practical.
He posed essential questions like:
Does it make you gasp?
Is it unique?
Would you wish you had thought of it yourself?
Does it fit the strategy perfectly
and
Could it be used for 30 years?
For marketers, the session was a reminder that good advertising is not just about creativity—it’s about strategy, relevance, and longevity. Ads that stand the test of time are those that resonate deeply with audiences and align perfectly with the brand’s goals.
Conclusion: A Morning of Valuable Insights
We all enjoyed milling through the MAC at lunch-time, sampling energy shots from Jooseology and a change from the expected conference food with delicious asian nibbles laid on by The MAC
If your wondering if Influencers could promote your brand it’s worth speaking to the ladies at VAVA:
Interested in maximising your company reach?
Interested in the Clear Air More info on Catagen
Need your brand to cut through the noise?
The next BMMU is being held on 14th November in Mandela Hall -. Every ticket holder will receive a digital copy of Seth Godin's new book "This is Strategy" after its release in October 2024. https://bmmubelfast.com/
If finding the right marketing professional to reach your business goals is something you're considering please contact: sarah@mrktsearch.com
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