Fall 2022

A fresh resource for people who plan and manage meetings, events, business travel, promotions and incentive programs. Providing you with inspiration, guidance and great ideas.

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Buzz-worthy speaker: David Allison, a Vancouver-based luxury-brand strategist who became frustrated by the demographic and psychographic approach to marketing. Allison launched The Valuegraphics Project, which conducted 500,000 Myers-Briggs-type surveys in 152 languages to create a database of shared values which increases our understanding of our target markets. What to Expect: A revolutionary new way to consider people and markets. "The data we gathered showed us that demographics are probably the worst way to understand what people will do in any given situation. What people care about, what they value is the best way to understand what motivates people, and we have statistical proof of that." His mission: Utilizing custom data for each audience. "We tell what the values of a group of people are before you spend your money—so you can stop guessing." Valuegraphics can be accurate in 180 countries. The Vibe: Allison has been described by the president and CEO of Meyler Capital as "Freddie Mercury, Winston Churchill, Tony Robbins and Seth Godin twisted together." Past gigs: MPI, IMEX, lululemon, PayPal and businessinsider.com. What's new: A book, The Death of Demographics; Valuegraphic Marketing for a Values-Driven World, plus a speaking option that adds 10 micro-speed coaching workshops in support of his keynote. Keynote topics include: Diversity, Equity, and Inclusion: Welcome to the Post- Demographic World; Economic Recovery: Marketing Maverick by Allan Lynch Speakeasy G o o d t o K n o w How to Thrive in the Post-Pandemic World; Sustainability: Activate the People You Need to Reach; New Luxury: Using Behavioral Science to Activate Luxury Shoppers; Innovation and Change Movement: Understanding What People Care About Most. valuegraphics.com; nsb.com

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