Mustard on Tour: Insight Marketing Day Chicago

“Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.” The words of Chicago’s favourite fictional son, Ferris Bueller. And a fairly fitting synonym for conference attendance. It’s very easy to get caught up in the minutiae of company business, but if you don’t take time to explore what other people are doing in the industry, before you know it research automation or AI has passed you by while you’re still stuck doing non-mobile optimised quant surveys.

So here I was in America’s second city on a cold November week, Ferris Buellering my around town, checking out the outstanding Chicago Institute of Art, and pretending I’m Abe Froman, the Sausage King of Chicago. But I wasn’t here for Adam Warner’s Day Off, I was here for GreenBook’s Insight Marketing Day, which I had the pleasure and honour of presenting at this year.

For those not in the know, GreenBook’s Insights Marketing Day is now a regular fixture on the conference circuit. Put simply, it provides the tools and insights for market research agencies to improve their marketing. It’s always a great day for research marketers and even old hands can learn a few new tricks.

I won’t talk too much about my own presentation, GreenBook will be posting the video of it early next year, and you can download a copy of the presentation here. What I will say is that, it was my first ever presentation, I was obviously excellent, and I was discussing the need for a content strategy and the considerations you need to take into account when creating a content strategy of your own.

IMD Chicago 2017 - Adam Warner

That said, I did feel an acute sense of imposter syndrome. The presentation from Kristian Aloma, CEO of Threadline, The Physics of Your Brand Story, about narrative psychology was exceptional. Andy Crestodina’s presentation on web design and a content driven approach to conversion optimization was probably the most practical and valuable marketing presentation I have ever had the privilege to see. And of course, I can’t forget our very good friend Priscilla McKinney of Little Bird Marketing, the undisputed champion of social media, who again provided many tactical tips for amplifying your thought leadership through social media.

The practicality of IMD is without doubt the most valuable element for delegates, everyone who attended came away with elements of marketing they could implement the next day to improve effectiveness.

If you’re interested in watching the presentations from this year, GreenBook will be releasing them early next year and we will let you know when that happens, so if you haven’t signed up to our newsletter yet, do that now! And for our UK readers, IMD will be coming to London next Spring, so stay tuned for more information on that.