Key Marketing Lessons from the Big Marketing Meet Up: Insights from Industry Leaders

When it comes to organising an event there are certain things you just have to do...things that are expected, things that you cannot have the event without.

But, when it comes to one of event marketer Treena Clarke 's events you have to expect the unexpected.

Once again Northern Ireland's leading event marketer delivered yet another unmissable The Big Marketing Meet Up Belfast hosted by Sarah Travers .

Known for her precision and attention to detail, Treena carefully crafts every aspect of the day to ensure an experience that resonates deeply with attendees. From a thoughtfully curated lineup of global speakers to an agenda designed to encourage marketers to pause, reflect, and refine their craft, this event is a masterclass in marketing excellence.

I'm delighted that Excalibur Press had the opportunity to sponsor this event. Thanks to my head of content Alexandra Feher and our business development executive Carole King for their support. And to Maisie Laughton on the team who supported the PR for the event.

Taking place down at the ICC in Belfast this year's event provided an invaluable opportunity for marketing professionals from across the country to step away from the daily grind and delve into the finer points of marketing theory, practice, and strategy.

And to top things off the fantastic Emer Maguire was the entertainment throughout the day!

The talks spanned a variety of themes, but key threads ran throughout the day:

The Importance of Building Trust Through Authentic Storytelling

Across the day, speakers underscored that trust is the cornerstone of successful marketing.

From sharing genuine human experiences to showcasing the faces and voices behind a brand, authentic storytelling emerged as a powerful way to connect with audiences on a deeper level.

By putting real people and honest narratives at the forefront, brands can foster credibility and long-lasting relationships with their customers.

The Power of Aligning Strategies with Customer-Centric Insights

Understanding the customer’s needs, challenges, and aspirations was a recurring theme, as speakers urged marketers to align their strategies with meaningful insights.

By digging into the ‘why’ behind consumer behaviour, brands can craft campaigns that truly resonate, offering solutions that are both relevant and valuable.

This alignment not only drives engagement but also ensures marketing efforts contribute directly to business success.

The Necessity of Creative Consistency for Long-Term Brand Growth

Consistency isn’t just about logos and colour palettes—it’s about creating a cohesive brand experience that builds familiarity and trust over time.

The speakers highlighted that brands with consistent messaging and creative execution achieve stronger market presence, increased brand equity, and higher profitability.

Maintaining this consistency, they argued, is vital for sustaining growth and standing out in competitive markets.

This year’s speakers delivered an exceptional range of perspectives, from leveraging nostalgia and ethical marketing to unlocking consumer-driven growth and embracing human connections in an AI-powered world.

Missed it? Don't worry, I got ya: Here are the key takeaways from the day:

Joe Glover – Building a Bare Minimum Marketing Strategy

Joe Glover , Co-Founder of The Marketing Meet Up, shared a framework for developing a purposeful marketing strategy.

He highlighted aligning goals with business objectives and the importance of understanding customer needs to create cohesive and impactful marketing efforts.

Abigail Dixon – Leading the Commercial Agenda

Abigail Dixon FCIM/ICF of The Whole Marketer discussed the evolving role of marketing in driving commercial success.

She emphasised the need for a holistic skillset combining technical expertise, emotional intelligence, and leadership to inspire teams and achieve long-term business goals.

Rachel Moss – Marketing Effectiveness: More Than Just Measurement

Rachel Moss , Head of Marketing Strategy at Allwyn, explored the balance between customer-centric storytelling and data-driven measurement. She underscored the value of stakeholder alignment and the strategic use of metrics to enhance marketing effectiveness and brand health.

Matt Swain – How to Humanise Your Brand in a World of AI

Matt Swain , Founder of Triangle, emphasised the power of human connections in an AI-driven world.

He urged brands to prioritise trust through authentic storytelling and the use of real people to create relatable and memorable marketing.

Helen Edwards – How to Unlock Breakthrough Growth with Consumer-Driven Disruption

Helen Edwards outlined the potential of consumer-driven disruption to create new market opportunities.

Using examples like veganism, she illustrated how understanding emerging behaviours and reframing resistance can lead to transformative growth.

Alison Arngrim – The Power of Nostalgia in Marketing

Actor Alison Arngrim shared insights on leveraging nostalgia to create meaningful connections with audiences.

Drawing on her experience with Little House on the Prairie, she highlighted the enduring impact of authentic storytelling and community building.

Sam Kelly – LinkedIn

Social media strategist Samantha Kelly demonstrated the power of LinkedIn for personal branding and professional networking.

Her advice included creating authentic, valuable content and leveraging tools like LinkedIn newsletters to engage audiences effectively.

Gina London – The US Presidential Election & the Art of Communication

Gina London , former CNN anchor, explored Donald Trump's communication techniques, including rapport-building, message simplicity, and high-energy delivery.

She encouraged leaders to adopt these principles to better connect and inspire their teams.

Ben Saul Garner – Desert Island Insights

Ben Saul-Garner reflected on lessons from a remote survival adventure, such as minimising distractions, embracing persistence, and gaining diverse perspectives.

His insights underscored the importance of focus and adaptability in personal and professional growth.

Andrew Tindall – Creative Consistency: A New Playbook for Brands and Agencies Alike

Andrew Tindall , SVP at System 1, presented research demonstrating the value of creative consistency in advertising.

He revealed that consistent brands achieve greater market share, brand equity, and profitability by fostering trust and familiarity.

David Mannheim – You Are What You Eat

David Mannheim , Founder of Made With Intent, critiqued the prioritisation of financial metrics over customer experience.

He advocated for personalisation and holistic evaluation as solutions to drive long-term success and customer loyalty.

Tad Hargrave – Ethical Marketing

Tad Hargrave of Marketing for Hippies emphasised the importance of consent-based, ethical marketing.

He encouraged building trust through relevance, credibility, and promoting others’ work to create authentic and lasting connections.

David Levin – Golden Inspiration from Sports Social

David Levin shared strategies for sports social media success, including authenticity, humour, and reactive content planning.

He highlighted the importance of "iconic intimacy" to engage fans and turn challenges into opportunities.

Seth Godin – This is Strategy

Marketing icon Seth Godin, in conversation with Andi Jarvis , discussed the importance of understanding human behaviour in crafting "elegant strategies".

He advocated for starting with a focused audience and creating systems that disrupt rather than overhaul existing frameworks.

If you get a chance you should definitely book in for the next one!

And as a hugely shameless plug, if you've got the conference fever you're welcome to join the team and I at Excalibur Press for our first ever Entrepreneurs Unleashed conference happening on Thursday 28th November at the Cathy Short Theatre at Jennymount Business Park >> https://entrepreneursunleashed.co.uk