We Dare You – Take a Risk! PMA Conference In Chicago

Posted by Melissa Summers on Friday, April 15, 2011

We're wrapping up the PMA Annual Conference.

There was a lot to celebrate at the PMA Annual Conference in Chicago last week -- the last 100 years of promotions and the 100^th Anniversary of the PMA.  Additionally, each session focused on the achievements of an organization or brand that executed a "game changing" idea in the industry.

There were so many great speakers. For instance, General Mills discussed how they changed the game with Save Lids to Save Lives and Box Tops For Education by giving consumers a chance to give back to their communities with each purchase. Yoplait lid donations are sent back to the region of purchase and Box Tops are donated to the school of the consumer's choice. By making their brand stand for more than just great product, they focused on a greater cause that connected to each individual's community. By doing so, they created an even more loyal following.

Unilever and Dove are changing the face of beauty in ads that resonate with everyday women. They took a risk by showing women what goes into making up a model for a photo shoot and the transformation was shocking. Their team held Dove Workshops with celebrity spokeswomen in communities around the country in an effort to improve women's self-esteem. The national movement extends online at www.dovemovement.com.

Every session had a different spin and provided powerful promotion examples in the marketplace; however, the underlying message to the audience was always the same…take a risk! Taking risks will almost always mean stepping outside of your brand's "comfort zone" to interact with consumers in new ways.  As long as you stay true to what your brand stands for, the smallest risk can make the biggest difference. 

I saw all kinds of "ah-ha" moments throughout the conference at the brand and agency level while speakers talked about how they innovate to stay relevant. The key here is that each "game changer" really listened to what consumers want and brings that to life in fun and exciting ways. This could be through the launch of a loyalty program, a new product or offering, getting consumers into the conversation through social media, stepping into cause marketing or making your brand even more accessible via QR Codes and mobile technology.

Are you looking for a game-changing and innovative idea for your brand? Find a partner you can trust and take a risk!

by Melissa Oliver, Account Director