The Prolific North Live 2024 event in Manchester brought together industry leaders to share innovative strategies and trends in media, marketing, and digital spheres.
- Experts discussed overcoming challenges faced by underdog brands with effective market share strategies.
- The importance of designing for the over-65s was highlighted as a significant growth opportunity.
- Loyalty programs and omni-channel experiences were key topics in retail trend discussions.
- Social media and creative campaigns were explored as tools for brand engagement and market growth.
The Prolific North Live 2024 event returned to Manchester, a hub for industry experts revealing the latest trends across media, marketing, and digital for the upcoming year and beyond. The event featured two stages overflowing with content, including innovative consumer trends and marketing insights.
James Bagan from McCann Worldgroup presented strategies for underdog brands facing challenges such as limited resources and brand awareness. His strategic recommendations include a strong focus on market penetration, measuring meaningful metrics, and maintaining distinctive creative work to compete effectively with market leaders.
Andy Johnson from Sun Branding emphasized the need for designing products that cater to the over-65 demographic, noting the vast potential growth in this sector if approached correctly. Myths about this age group’s preferences were debunked, underscoring the importance of inclusive design to appeal to a broader audience.
A panel discussion delved into retail trends, with Gareth Turner of Big Black Door leading the conversation. The role of loyalty was examined, alongside incorporating AI to enhance customer experiences both online and in stores.
The significance of creative social media use was discussed, showcasing successful campaigns by brands like Specsavers. The need for agility in crafting timely marketing moments and building brand communities was emphasized as pivotal for standing out in crowded social media landscapes.
Insights into TikTok as a fast-growing shopping channel were shared, urging brands to capitalize on its potential for major growth in 2025. Emphasizing the changing nature of consumer engagement, experiences on platforms like TikTok are transforming how brands interact with their audiences.
Discussions on simplifying the media landscape through effective omnichannel advertising strategies were highlighted, providing marketers with solutions to navigate today’s fragmented advertising environment.
Jo Jeffers explored how challenger brands could leverage ‘zag’ approaches to outpace established competitors, highlighting the strengths of a nimble operation free from red tape and complex structures.
Overall, Prolific North Live 2024 provided attendees with valuable insights and forward-thinking strategies to navigate the evolving marketing landscape, ensuring preparedness for upcoming industry trends.
Prolific North Live 2024 offered crucial insights into industry trends, preparing participants for future challenges in media, marketing, and digital landscapes.
