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Focus On … …The New marketing: Brand Stories, Influencer Marketing, and Social Listening


Glasgow Chamber of Commerce, 30 George Square, G2 1EQ


From: Thursday 15 June 2017 09:30 To: Thursday 15 June 2017 12:30

Take your marketing to the next level with three new techniques

Facing intense competition from other brands and ever-demanding consumers, many businesses want to know how to take their marketing to the next level.

Brand stories, influencer marketing, and social listening are three more recent developments that have become critically important for marketing nowadays:

  • Stories matter because they can make people feel a stronger emotional connection with your brand
  • Influencer marketing (eg bloggers) matters because it tends to be seen as more honest and trustworthy
  • Social listening matters because people are sharing their thoughts and feelings about brands and experiences, which businesses can learn from and address to influence brand sentiment and advocacy


In this session, we'll explore great examples of each element from a variety of industries, providing you with lots of fresh ideas and food for thought. We’ll also look at how to create your own brand story, going through a step by step process. And we’ll consider how to make influencer marketing and social listening work for your brand and situation. 


This session will energise and motivate you to innovate your marketing, and after the session you will:

  • Know where and how to focus your resources to ensure your brand punches above its weight
  • Be seen as a contemporary and leading brand
  • Know how people are feeling and experiencing your brand, and be in a position to rectify any issues before they get out of hand
  • Capitalise on positivity and turn people into advocates for your brand
  • Get involved in marketing practices that are self-generating, creating a pipeline of future opportunities


This session will be led by Diane Lurie. Before setting up her own practice, Diane worked with leading research and communications agencies, advising household names such as Hilton, Dobbies, Muller Wiseman Dairies, Highland Spring, Arran Aromatics, and Taylor Wimpey. Her work on effectiveness and ROI has been awarded by the IPA (Institute of Practitioners in Advertising), the Scottish IPA, and the Marketing Society. She has a particular interest in training and development, encouraging brands of all sizes to think big and fulfil their potential, and her sessions consistently receive top ratings.


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