Hey, I’m Greg Stellato, a Sales Planner at LocaModa and this is my first company blog post. In addition to sales planning I also speak with brands and agencies most of the day, handle some of our social media and irritate the engineers with my lack of headphones. I grew up in the digital world and everything in it comes second nature to me. I hope you enjoy the post.

Razorfish, one of the largest digital advertising agencies in the world held their 10^th annual client summit last week. Roughly two-thirds of the attendees were Razorfish clients from 100 brands and eight countries. For the majority of its history, the summit has been a client-and-employee only event but Razorfish has opened the summit for a third year to trusted partners like LocaModa and I was fortunate enough to attend. I had many great discussions over the three days and I met several senior level people from Razorfish, brands and even spent time with Ashton Kutcher and Demi Moore.

The digital and analog worlds are crashing together, and it means that entirely new experiences are available to marketers that can be applied to previously analog channels. Digital no longer means you are tethered to a keyboard or mouse. Bob Lord, Global Chief Executive Officer said it best, “clients can’t be the only ones integrating across silos - their agencies need to do so for them as well”.

The theme of the summit was ‘Evolve’ and Razorfish placed their trust in eight partners to help advance the collective understanding of what the future of digital looks like. Attendees in the Marketing Lab used a spray paint remote to create digital graffiti, played games with gesture-recognition technology, saw the latest in set top boxes, experienced in-depth interactive commercials and engaged with place-based social media. The atmosphere was energetic and inspiring.

My key takeaways are:

Generate a conversation your customers care about

Meet people where they are

How to monetize social media is the wrong question

If you do nothing (with social media), you will become irrelevant

Don’t scream sale when the customer isn’t interested. – Brian Dunn, Chief Executive Officer, Best Buy

Use platforms what they’re meant for

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The majority of my takeaways confirm my beliefs in what we’re doing and why I find it imperative to educate brands and agencies on the entire digital landscape. I have to advocate for Foursquare, Twitter, and Facebook before I describe what it is LocaModa does. The one downfall of growing up with social media and being around it everyday is that I need to step back and remind myself that most of the brands and agencies I speak with don’t have a strong understanding of each but when I tell a story (another key topic at the event, story telling) of how their brand can appeal to their customers where they are and be part of a conversation their customers care about while speaking to them in a language they understand, then it takes a whole new meaning.

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