{"id":11494,"date":"2016-02-23T23:54:32","date_gmt":"2016-02-23T23:54:32","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/jp\/blog\/marketingsherpa-summit-2016-live-blog-day-two\/"},"modified":"2020-04-19T15:12:23","modified_gmt":"2020-04-19T15:12:23","slug":"marketingsherpa-summit-2016-live-blog-day-two","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/jp\/blog\/marketingsherpa-summit-2016-live-blog-day-two\/","title":{"rendered":"\u30c7\u30b8\u30bf\u30eb\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u30b5\u30df\u30c3\u30c8\u3001MarketingSherpa Summit 2016 \u30e9\u30a4\u30d6\u30ec\u30dd\u30fc\u30c8"},"content":{"rendered":"

Day one is in the books. I know I learned a ton yesterday and plan to take many of the lessons back to the office and put them into action. I cannot wait to see what Day Two has in store for MarketingSherpa 2016. If you want to join in on the conversation, tweet us using the hashtag #Sherpa16. Stay tuned for Day Two!<\/p>\n

Morgan Spurlock, Academy Award-Nominated Director, Super Size Me<\/p>\n

The Greatest Lecture Ever Presented<\/strong><\/p>\n

\u201cYeah! Hangover slot! There are many trash receptacles around should you need them.\u201d – the first words from Morgan Spurlock, understanding his audience.<\/p>\n

Surround yourself with people who believe in you and your vision.<\/p>\n

Have persistence of vision.<\/p>\n

\u201dClipboards make you seem 34% more official.\u201d – Spurlock, shooting made up stats from the hip.<\/p>\n

Own your derivative impact, but don\u2019t be afraid to do things other people think are crazy.<\/p>\n

Alignment of ideologies. An example provided was a documentary short that contained GE bumpers at the start and finish, but no GE products during the short. Instead, it was that alignment of ideologies and it was seen by millions of people.<\/p>\n

The more risks you take, the less risky things become. It becomes a part of your DNA.<\/p>\n

Finding a good story is only the beginning. Getting it into the hands hearts and minds of your audience is the greatest accomplishment.<\/p>\n

Increasing Email-Driven Revenue With Lifecycle Messaging and Data<\/strong><\/p>\n

Marriott<\/strong><\/p>\n

Marriott decided to break the mold on the standard loyalty program email. They did so with personalization and a customized video for each loyalty program member.<\/p>\n

By trying something different and celebrating their loyalty program members, rather than selling, they boosted bookings across all their properties and hit a high for December year-over-year.<\/p>\n

Takeaway: Don\u2019t be scared. Try something fun!<\/p>\n

DonorsChoose.org<\/strong><\/p>\n

87% of revenue from transactional emails, 13% from promotional email campaigns.<\/p>\n

They used the receipt, a welcome email, user generated content and more to spice up their transactional emails.<\/p>\n

Make sure customers see what they care about first.<\/p>\n

Takeaways:<\/p>\n