Pulse Legacy Archive January / February 2012 | Page 42

Action Item: Embrace new marketing mantras.
Session: For Your Strategy by Jumpstarting Your Creativity
Speaker: Peggy Noe Stevens

“P

eggy Noe Steven’s seminar was one of my favorites from the ISPA
Conference! At first she confused everyone by sitting the wrong way
in the conference room, but it really made us think out of the box.
Her creative presentation, style and enthusiastic personality allowed me to be open
to thinking about marketing from a whole new approach. As Kripalu is the largest
yoga and holistic health center in North America, clear and effective branding is
really important to us.
One of the things that I really appreciated was hearing her views on branding and
how it doesn’t happen by sitting in your office. It reminded me how important it is
to connect with our guests, watch how they interact and see if they are having fun.
She talked about how important it is to understand the history of the business
before you can move forward with a marketing strategy, and how key stakeholders in
the company/history of the business should be involved.
After attending the session, my two new marketing mantras are—great brands
come from building a strong strategic foundation, and insight is the key to strong
marketing. By following these two mantras I know that my marketing skills will continue to grow.”

SMARTTIP
Keeping up-to-date with trends can
help inspire your creativity. Steven’s
recommendation? Check out trendwatching.com to see global trends
that could help you map out your
marketing strategy.

Fiona Young
Healing Arts Manager • Kripalu Center for Yoga & Health
Stockbridge, Massachusetts

Action Item: Create connections using new
digital tools like smartphone booking, Facebook
scheduling and others.
Session: Entrepreneurial Brand Building
Speaker: Porter Gale

“P

orter’s presentation focused on changes in the digital landscape. I found it a valuable reminder that while our industry
depends on intimate face-to-face interaction, there’s an
opportunity to create a meaningful impact and connection through sophisticated digital communication.
The week following the ISPA Conference, I sat down with a client to
discuss smartphone booking, scheduling from Facebook, innovative events to originate from our client’s social media site and the practice of ‘fighting mediocrity’
which is my favorite takeaway from Gale’s presentation.”
Janna Auger
Senior Consultant • Under a Tree
Tucson, Arizona
(CONTINUED ON PAGE 42)

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January/February 2012

SMARTTIP
According
to Gale, it
is important to
regularly
and consistently keep
track of
your social media activities and use it
like a learning channel for your brand.
With customers now able to give
immediate feedback through Twitter
or Facebook, you can use tweets and
posts almost like a research tool or a
real-time focus group.