Last week I attended Seattle’s In-NW Conference, where some of the greatest minds in digital marketing came together for a day of learning, networking, and inspiration. While all the speakers were amazing, I found the talks from Leafly, General Assembly, and Intiman Theater to be the most engaging and insightful. Here are a few of my biggest takeaways: Data is important but you’re probably going about it wrong Several speakers discussed data – why you need it, how you get it, and how you use it. But, they also brought to light that data is so much more than bar charts and Facebook analytics. Did you get feedback from consumers at a sampling event? That’s data. That string of comments on your Facebook page? That’s data as well. Make sure you’re taking stock of ALL the information your consumers give you beyond just numbers and demographics. An authentic identity is the most powerful thing a brand can have Several speakers talked extensively about the importance of being authentic as a brand. Doing this allows you to engage with consumers, spark their attention and encourage them to follow you on social media, buy your products, etc. And having that authenticity is crucial now more than ever. As Generations Y and Z become smart, thoughtful influencers and buyers, they’re gravitating towards brands that they have a strong connection to. As speaker Moorea Seal (CEO and founder of a popular online shop) said, “People want to know who you are behind the brand and they will buy your products because they want to be a part of your journey.” Stellar story-telling isn’t a “nice to have” – it’s a necessity Brands used to get by with a nice mission statement or “about us” on their website to convey their history or story, but today, it’s just not enough! Consumers crave stories, and they expect them to be integrated in every aspect of your brand - from Facebook posts to packaging to sale signs. In a crowded digital space, your brand story will be lost if it’s not told cohesively across all of your communication channels - even if it’s the greatest, most interesting story that ever existed! Working in PR, it is our job to tell great stories for clients – where they came from, how they were started, and what they stand for. What stuck out to me most at In-NW was that every company is now using emotion and story-telling to sell their products. It used to be a popular strategy for largely lifestyle brands – how much emotion can we really feel for a global cloud computing company? A great example of this shift is an emotional story that IBM shared to promote a new product. Telling your story is no longer what makes you stand out. It’s all about how well you can tell the story in a way that helps consumers relate to your brand. Did you attend this year’s In-NW Conference? I’d love to hear your top takeaways! Share them on Facebook or Twitter!