Top 3 Takeaways from the #CMAcreativity Conference - Veritas Communications
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canadian marketing association, influencer marketing, Toronto, Matthew Santoro

Top 3 Takeaways from the #CMAcreativity Conference

Yesterday, the Canadian Marketing Association hosted a conference in Toronto on fostering and nurturing creativity in the workplace. The three keynote speakers included Bryan Rusche from Soapbox, Ron Tite from The Tite Group, and popular YouTuber Matthew Santoro, who each touched upon different elements of the creative process.

Two of our creative-minded employees were in attendance and reported back with some key takeaways that can be applied to everyday tasks, whether it be a brainstorm, pitch, or event.

1. Alone Time is Important

How do we come up with creative ideas? Bryan Rusche says that we need to take a three-step approach.

  • Step 1: identify key issues
  • Step 2: spend alone time to digest the issue and re-evaluate
  • Step 3: meet as a collaborative group to share, refine, and improve ideas to solve the problem

According to Rusche, starting with alone time is proven to result in better ideas from individuals and removes the possibility of ‘anchoring’ onto others’ ideas, or having one person dominate the conversation. Giving people time to think of ideas is important.

Great ideas are often not ‘eureka!’ moments, but rather are built on smaller ideas over time that lead to big creative leaps.

2. Reinvention is a Good Thing

Great agencies and brands are constantly reinventing themselves to keep afloat and stay ahead of consumer trends. For brands to resonate with consumers, they need to live by their values while also producing useful, relevant content and messaging.

Consumers are looking for premium, face-to-face experiences in real time, where their phones and laptops can be left behind; Ron Tite referred to this trend as a “digital kickback.” Technology should be used as one of the many tools being used to reach target audiences, but not the only one.

3. Authenticity Above All Else

At the CMA event, Matthew Santoro also discussed the importance of authenticity when working with influencers and brands, which couldn’t hold more true for our agency. Consumers are smart and can easily identify sponsored content; it’s a matter of making the content relevant and well thought-out that differentiates it.

Allowing an influencer to maintain an authentic voice is valuable in delivering a brand message. This is the only way that a consumer will want to interact with them. From a brand perspective as well, product integration in YouTube videos has to be subtle and add value to the video, not take away from the video as a show-stopper. If it’s an obvious product push or interruption, audiences may respond poorly.

Engagement with consumers is everything, especially in terms of brands wanting to maintain a human relationship with their followers. Social media is not about selling a product, it’s about building brand sentiment and personality.

Finally, don’t be afraid to take risks. Pushing yourself, and your team, to go outside of your comfort zone can lead to unexpected and rewarding results.

We want to extend a special thank you to CMA for hosting this inspiring and informative conference and encourage anyone interested by this post to look at their upcoming events here.

This article was written by Senior Consultant, Veronica Sedran, and Influencer Relations & Social Media Coordinator, Veronica Sheppard. Keep the conversation going with us @VeritasComm.