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An interview with Derek Dressler about the 2015 BAA Promotion Marketing Conference

This week, our SVP of Sales, Derek Dressler, attended the BAA (Brand Activation Association) Promotion Conference in West Harrison, NY. While Derek was still in attendance, I had the opportunity to discuss with him the conference’s purpose, what he learned while there and the role incentives play in branding. Interview with Derek Dressler – October 2015 Q: What’s 2015 BAA Promotion Marketing Conference all about? A: This conference is all about how consumers are changing the approach promotion marketers take to reach consumers and create and maintain brand loyalty. Technology, low barriers to entry and a challenging B2B environment have all contributed to more competition and increased market fragmentation. As a result, brand and promotion marketers must adjust the approach taken in reaching consumers. Q: What’s the most valuable thing you’ve learned while attending? A: Consumers are in the driver’s seat. They want choice, flexibility, timeliness, support and reliability. Influencer marketing is on the rise and branding marketers must take advantage of all the tools available to them (digital delivery and optimization, big data and social media, to name a few). Word of mouth is huge and consumers are looking to their peers for purchasing and loyalty advice. Q: What’s the value in branding – especially concerning consumer promotions? A: With the average consumer attention span being less than 9 seconds, effective branding is crucial for immediate and residual benefits. And if the product delivered is of quality and meets expectations, consumers will talk about it. Brands will gain loyalty and exposure. Q: How can VI’s product offerings assist in the consumer promotion market? A: There are a number of ways but mostly with brand extension and instant reward delivery. Branded, instant rewards have the ability to create interest and help promote a call to action across multiple demographics, locations and applications regardless of reward budget. In addition, consumers are provided with choice, instant gratification and customer support. The key takeaways, according to Derek, is that consumers are at the wheel and influencer marketing is the future. A recent study found that brands leveraging influencer marketing generate twice the sales of paid advertising and experience a 37% higher retention rate. In addition, Google defines the keyword “influencer marketing” as a “breakout,” experiencing growth in excess of 5000%. In short, it’s time consumer promotion marketers embrace this new technique if they expect their brand to survive and thrive.

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