Keynote by speaker William Espey Consumer Engagement in a Distracted World
As consumers, we live in an increasingly fragmented digital landscape that enormously impacts brands. Organizations must now compete with advertisers, social media platforms, a never-ending news cycle, clever teenagers’ viral videos, “influencers,” and so much more. Trying to cut through that noise with a broad-stroke approach to advertising is prohibitively expensive.
William Espey helps audiences understand how to strategically target the right audiences with the most compelling message—which requires knowing who and where your current and future customers are, what messaging they respond to, how they perceive and connect with your brand, and most importantly, who you are as a brand.
Keynote by speaker William Espey Branding is Everything and Everything is Branding
The sum of each point of contact between your customers and your business is your customer experience (CX). What happens when your customers’ experience and brand don’t match up?
William Espey shares how he came to understand that in an organization with 70,000+ customer-facing employees, the only way to align customer experience with the brand is to ensure company culture is actively curated and cultivated. Businesses need to think beyond the obvious, superficial aspects like advertising and marketing and dig into what they really stand for as a company and a culture.
Keynote by speaker William Espey Generative AI: A Tool for Creative Development—Not Replacement
Artificial Intelligence has revolutionized the development of creative assets in the marketing world faster than anyone could ever have imagined. Everyone now has access to platforms for generating copy (ChatGTP, Jasper, Wordtune, Grammarly, etc.) and imagery (Dall-E2, Midjourney, DreamStudio, Firefly, etc.) at the click of a button. While the democratization of technology is great for leveling the playing field in a hyper-competitive landscape, general access ultimately generates generic results.
William Espey guides audiences through the Generative AI landscape while helping them understand how to use these tools in ways that help stimulate creative ideation but not replace it. He explains how to properly articulate requests to optimize the output and then adapt and expand on the results to create an authentic expression for your brand. Marketing creatives shouldn’t worry that AI will take their jobs—because it requires a human hand to ensure it’s on brand and not bland.