Live Blogging from JWT Boom - LiveWire Summit in San Francisco

6.2.08 by Blake Cahill {Blake Cahill, Brand Management, Consumer Generated Media, Customer Experience}

JWT Boom, a division of the leading communications and marketing firm JWT, which is focused on helping brands market and communicate with the Boomer demographic. Under one roof they have collected the industries leading experts on marketing to this market. Every year for the last 7 years they have put on an event entitled LiveWire. I am speaking on a panel today from 1:30 to 3:00 about social media and Boomer participation. Plan to leverage some of Forrester Social Technographics data. I will get up a separate post on that later today.

The 1st session I am catching this morning is led by Joe Pine, author and co-founder of Strategic Horizons, who is speaking about “Rendering Authenticity in Boomer Marketing”. Joe mainly talks about the changes and challenges that many companies face when rendering authenticity in relation to the consumer experience. He shares two rules to live by: if you are authentic you don’t have to say your’re authentic & if you say you’re authentic you better be authentic.

Additionally, he points out some genres of authenticity: Natural, Original, Exceptional, Referential & Influential. Joe sited some interesting examples of each of these. I enjoyed his references to 3 word authenticity examples: Free Range Chicken, Fair Trade Coffee, and Conflict Free Diamond - you know that marketers have keyed in on something when they start to key on the 3 word statements.

Some additional points that impact brands: Heritage = Origin and History, Place = Venue + Event, more and more brands need to initiate “Placemaking” like what Apple has done with it’s stores - it’s an experience not just a retail store. Second great reference was ING entrance into the NY, Phillie, and Chicago. Third example is the American Girl Place — average time in store is 4 hours…and major bill when you leave.

Joe rounds out his presentation with thoughts around costs for execution and ROI for measurement and effectiveness.

Great presentation with lots of on stage props and examples.

Blake Cahill

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