Many of Brandlive’s customers converged in Portland, OR for our Customer Summit, where they learned more about how to best leverage our platform, both from each other and from us. The Summit kicked off on Tuesday, September 9th with a happy hour and networking, held at the Marriott in Portland’s Pearl District. Customers from around the country joined, including representatives from brands and retailers such as Adidas, Bowflex, GoPro, MasterCraft, Pottery Barn, and REI.
The events on Wednesday started with an introduction by Brandlive’s CEO, Fritz Brumder, covering the history of video and its evolving role with the Internet and eCommerce. REI then presented a case study on using Brandlive to conduct effective product training for their retail store associates. Later, Brandlive’s VP of Marketing Steve Gehlen covered how companies can use live interactive video at various stages of their Go-To-Market strategy by telling the same core product stories to various internal and external audiences.
Rockwell Tools presented their case study remotely, actually using the Brandlive platform to talk about how they use it (the medium is the message) and answering questions from their office in North Carolina. Rockwell offered tips and tricks that they use to optimize conversion during their flash sales and live eCommerce events. They reported conversion rates of 5% to 35% during their consumer events on Brandlive, with their latest event resulting in a 33% conversion rate.
The keynote speaker during lunch was David Altschul, who leveraged his many years of experience as a brand strategist to talk about the importance of understanding your brand’s core story and the key conflict that it represents. David cited specific examples such as Walmart and the Old Spice reinvigoration campaign to highlight the importance of establishing a story framework before developing strategy and messaging.
Afternoon presentations started off with Brandlive’s Josh Cox providing recommendations on how to promote Brandlive events to maximize attendance and attract attendees from all of your communication channels. MasterCraft followed with a case study about their experience in promoting Brandlive events, and the success they’ve had in effectively engaging audiences from multiple channels within one central location on the Brandlive platform. Next up was Brandlive support manager Ashley Rambo and VP of Sales Andy Bown advising the audience on planning and executing Brandlive events. The afternoon wrapped up with Fritz and Brandlive CTO Scott Harrah talked about the importance of metrics and reporting and announced the launch of Brandlive Metrics 2.0.
Fritz was kind enough to invite everyone to his home in North Portland for dinner. Large paella pans were brought in and dinner was made on the spot. The evening resulted in a delicious meal, plenty of networking and a refreshing respite from the day’s events.
Thursday was a more interactive gathering, focused on product feedback and workshops. The morning started with a session to gather feedback from customers on what could be improved with Brandlive’s platform and services. Then Marmot and Ball Canning presented case studies based on their experiences using Brandlive primarily as a marketing tool. Ball Canning cited their annual Can It Forward event, and Marmot showed how retail partnerships on Brandlive can be powerful – teaming up with Mountain Gear and Paradox Sports for a successful live fundraising event.
Afterwards, Summit attendees broke up into two workshop groups. One group was strategy and planning focused, and the other was hands-on focused, where attendees learned how to set up events from a technology and moderation standpoint.
The Summit concluded with a presentation from Jonathan Irick of Ziba Design, ‘The Future of Omnichannel Retail’. Jonathan offered his thoughts on where brick-and-mortar retail is headed, and how digital trends and eCommerce plays into physical retail’s existence.
Based on the feedback we received from attendees, the Brandlive Customer Summit was a resounding success, providing valuable networking and takeaways for attendees who were buzzing with new ideas about how to use the Brandlive platform. Some customers even teamed up with each other to develop ideas for future potential partnerships within their Brandlive strategy. We’d like to thank everyone involved for their contributions to creating a great event, and we look forward to the Summit in 2015.