CMA National Convention day one wrap up

Day one is over here at the CMA National Convention in Toronto! We’ve got the convention covered six ways to Sunday with Strongmail’s Kristen Hersant tweeting the best bits of wisdom along with Garin Kilpatrick, Jeff Ginsberg and myself. Follow us via #cma2010next!

The convention this year has taken a different approach from past years with a more linear focus (ala Ted .com) of speakers and no breakout sessions. There is a very small trade-show floor for sponsors but, the focus is on the wisdom being presented by the various thought leaders and innovators who are speaking. How well this works will be up to the delegates to decide.

The eMail Guide is asking the question: How many marketers does it take to screw in a light bulb? We’re not just asking the question but, giving people the chance to answer it with their own video which we’ll be posting to YouTube for them to use on their YouTube channel and/or website. It’s a great opportunity to make your elevator pitch to millions at no cost! Suffice to say, we’ve gotten a very positive response to this idea at the CMA convention!

Jeff Ginsberg gives you his take on day one:


Day 1 kicked off with two brilliant speakers and I’ve collected the best takeaways from each below.

Avinash Kuashik, Google analytics evangelist

Avinash spoke on the  power of data and how it can take away the guess work in marketing.


  • Does your advertising make people feel good? Do they go “awwww”,  “oooh” or “ugh”?
  • Google Super Bowl  ad was watched on YouTube 4 million times within a few days after the Super Bowl because it made people feel good.
  • Use web data to create “orgasmic advertising”?
  • Competitive intelligence – you can learn a lot about your competition via online analytics
  • The goal of marketing should not be to create flashy websites and spend millions on promotion.
  • Analysis of data via the web can help you understand the stories of people and help your campaigns succeed.
  • Rule 1 – Don’t stink! Your number one goal for your company is not to SUCK. Nothing you do matters if you suck.
  • HITS = How Idiots Track Success
  • Behaviour metrics matter more such as bounce rates.
  • What’s important is what people actually do on your site.
  • Single best gift if you use paid search is that you get to decide where the person searching lands.
  • Landing pages and messages on them are absolutely KEY.
  • Most of us fail in creating clean, strong landing pages.
  • Speed is the number one feature of your website. If you are not fast, you will die.
  • Don’t impose music or flash effects on visitors. It’s disrespectful.
  • Actively optimize and fix problems on your website every day.
  • The argument that your company should do something (Twitter) because everyone else is doing it, doesn’t cut it. Use analytical data to make your case in your corporation for online initiatives and campaigns.
  • RSS is also key. As Seth Godin has said, it’s the ultimate form of permission marketing.
  • Macro conversion is sales…micro conversion can be something such as a user review or a newsletter signup or ad click on your site.
  • Web analytics allow you to quantify how your website is adding to the bottom line by helping you track conversions. Not just sales but, ad clicks and newsletter signups.
  • User reviews can help with conversions and even SEO scoring.
  • Twitter – Number of followers is like tracking hits on a website. Track Twitter outcomes and not just activity.
  • What is important is the number of the ripples a tweet creates. The number of RTs per 1000 followers – that’s the key metric. What you are saying and how it resonates is the important metric.
  • What’s the diversity of the people RTing you? That’s another important metric.
    Engage people on Twitter – don’t shout at them. Interact with them rather than interrupting them.
  • We are living in an age of conversation marketing. Twitter is on the forefront of this change.
  • Leverage the strength of such channels as Twitter and you can reach millions of people. Far more than you would be able to do by spending a lot of money on traditional “shout” advertising.
  • Hold yourself accountable and create a marketing plan that truly does what your customers want to do.
  • HPPO logic won’t succeed – Highest Paid Person’s Opinion matters most.
  • An important lesson from the web is – I can be wrong – open up your decision making process and involve and empower your staff and your customers to be a part of your strategy.
  • Images and calls to action (even button labels) make a big difference to conversions. Even on a great landing page, something such as simple as font colour and BG can make the difference. A simple change can make a huge difference.
  • Testing design and content is extremely important as with any marketing.

Ken Wong – Queen’s School of Business

Ken gave a brilliant presentation which was less about a multitude of takeaways and more about a couple of basic messages.


  • We’re in a time when people want what marketing can deliver, better prices, stronger brands, better relationships and service after the sale. And yet when you speak to CEOs, most don’t think marketing plays a part in this. Many CEOs think of marketing as a trade rather than a leadership role.
  • Social media has potential to fundamentally alter how we manage corporations. Unfortunately many of us think tactically and not strategically. Why are you doing what you do marketing-wise? What are your goals?
  • People want what we have – they just don’t see marketers giving it to them.
  • Sometimes we are like bugs to a bug light where the cute factor is concerned. Going for an approach because it’s got “cool or cute” factor is the wrong reason. We should sit down, discuss how to increase revenue, consider the options, the amount they buy the amount they use it.  Once that’s decided task marketing with a strategy that makes it happen.

Debbie Travis

Design guru, Debbie Travis ended off day one with a very enjoyable chat and shared her marketing insight and experience.


  • Every person is a brand and you need to keep that in mind in everything you do and you should stay true to yourself/brand.
  • Keep it simple.
  • Protect your name/brand
  • If you are busy, active and passionate, you will have a busy, active and passionate team.
  • You have brand character and you have brand value. Character is how you make an impression. Brand value is about loyalty.
  • Passing on your craft is madly important. Teach the next generation. Give them their big break.

If you were with us today at the convention then feel free to post your comments and takeaways!

Meet the author:

Jeff Ginsberg

Jeff Ginsberg

20+ year email marketing veteran who wants to help NewBees BEEcome eMail Marketing Ninjas. Want to contribute to our blog? We are always looking for eMail Marketing Ninjas to come share their knowledge and help NewBees create and send better eMail messages.

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