The topic, “Optimizing Your Marketing Effectiveness and ROI”, will showcase the latest in IMI International’s consumer insights completed across Canada in Q4 2009.  Specifically, Julius will highlight the influence of promotions and brand activation on retail activity, brand purchasing and brand image. 

This session will provide attendees with the facts on the impact of promotions, events, sponsorships, advertising, pricing, social media and digital now versus two years ago.  Further, this session will provide delegates with fact-based case studies for agencies, retailers, marketers, governments, services and brands on means to optimize their marketing effectiveness and ROI.  

IMI International consults and provides strategic resources across the globe and will share these insights and case studies specific to the Quebec marketplace versus the rest of Canada and rest of North America.

About Julius Diamond: 

For close to 40 years, IMI International has focused on helping its clients maximize their return on investment from marketing and communication programs. Julius has been involved in the founding of two other companies: A retail shoe repair chain that operated throughout North America and a real estate development company with assets and operations in Canada and the United States. Mr. Diamond has been involved with several charity organizations and sits on the board of advisors of several small companies. Julius has direct experience in marketing, sales, finance and operations and graduated from the Ivy School of Business at the University of Western Ontario in 1966 and has an MBA from the University of California at Berkeley.

Key topics of the September 14, 2009 session included understanding the impact of the global economy and the effects of these turbulent times on mobile consumer habits, the latest in mobile marketing trends including mobile apps and best practices for marketers using or considering mobile. 

Highlights from the presentation showed interesting insights for mobile marketers: 

• While a majority of Canadian (and global) consumers were delaying spending on non-essential items, mobile phone usage continues to grow with more and more consumers saying they would give up coffee, beer, chocolate, Facebook, television, fast food, and other frequent luxuries versus not having their cell phone for a week.
• When participating in mobile marketing campaigns, the key driver for consumers that brand marketers must keep in mind is the “what’s in it for me” factor.  Brand information (received via campaign opt-ins) including discount codes and coupons plus offers with prizing all deliver towards meeting consumer’s personal interests and are therefore more motivating than unsolicited brand messaging.
• Ensure that when developing mobile marketing campaigns, ensure that they are properly supported as part of your overall marketing mix.  Mobile marketing for the vast majority of brands will not be effective if it is the only method of consumer communication, rather it should be complementary and continue a branded experience.  However, brands can and should experiment with this new and exciting medium to find how it can best meet their business objectives. 
• Finally, it’s critical to remember that in our fast-paced, attention-depraved world, you’ve got to be better than Twitter… 140 characters is still way too many.  Get your message out there – succinctly. 

Tim Bishop, Business Development at IMI International, was featured in an online video blog by OneDegree.ca, which provides the “inside scoop on digital marketing and social media” in Canada and outlines the latest with mobile apps and mobile marketing in a larger media context.

IMI International has consumer-validated insights and case studies from around the mobile marketing world to help you optimize your marketing plans. 

Contact IMI International now to learn more.