In the heart of Chicago, within the Chicago Architecture Center, Fieldwork co-hosted an event that was more than just a day of learning; it was a lesson in crafting a strategy by design. Insights Marketing Day was not only an opportunity to reaffirm our commitment to digital transformation, face-to-face research, and hospitality but also an occasion to lean into the theme of default vs design.
Alongside Little Bird Marketing, we hosted researchers, marketers, moderators, consultants, and more – all looking to take their personal and professional brands to the next level.
As the event's emcee, Fieldwork's VP of Corporate Services, Aryn O'Donnell, related business and marketing strategy to the world of architecture. The overarching concept was clear – you can either go with the flow and follow the default or, like a skilled architect, design a strategy that promotes growth. Just as the design of a building impacts its functionality, a well-designed marketing strategy can shape a brand's success.
The event's keynote speaker, Ann Handley, set the tone by emphasizing the significance of designing a brand's voice. She urged vigilance in the face of AI's impact on SEO and stressed the importance of trust in the world of branding.
Priscilla McKinney echoed the theme with her focus on collaboration. Just as architects collaborate to create something truly remarkable, businesses, colleagues, and clients can collaborate to foster growth. She elaborates on this same theme in her book, Collaboration is the New Competition.
Dino Delic explored the notion of "tribes" in the online world, focusing on social media influencer strategies. He highlighted the importance of human-to-human communication and authentic messaging.
Andy Crestodina's SEO expertise focused on the theme of building with a purpose. Just as architects meticulously plan each element of a structure, a well-considered SEO strategy can serve as the foundation of a successful marketing strategy.
Johanna Walker's storytelling insights perfectly encapsulated the notion of humanizing data and connecting with an audience. A well-told story can be as enduring as a timeless architectural masterpiece.
Like an architect designs a building, businesses must craft a strategy that resonates. The choice is between following the default or embracing a design by intent, a philosophy that perfectly complements Fieldwork's commitment to qualitative research support. As we navigate the ever-evolving insights landscape, we understand the importance of collaboration, innovation, and a resolute commitment to excellence, much like architects, crafting strategies that promote growth and leave a lasting impact.