July 19, 2024
The Lead Summit 2024, staged at Pier 36 in NYC from July 10 to 11, unfolded as a fountain of inspiration and insight. As a nonprofit committed to substantial growth, Delivering Good found the summit to be particularly uplifting and enlightening. Industry frontrunners revealed cutting-edge strategies and innovative practices that are currently sculpting the future of retail and consumer engagement. The array of topics, ranging from behind-the-scenes content to hyper-local partnerships, was as diverse as it was illuminating.
For a nonprofit organization like ours, gleaning insights from industry leaders proves invaluable. Crafting compelling content and forging strategic partnerships stand central to our growth and impact. The summit armed us with fresh perspectives on engaging our audience more effectively, leveraging social media for broader reach, and forming meaningful collaborations that resonate with our mission. These insights are crucial not only for for-profit entities but are fundamentally vital for nonprofits dedicated to making a lasting impact.
Here are some of the standout takeaways from the summit:
Behind the Scenes: The Power of Transparency
A recurring theme at The Lead Summit was the importance of showing behind-the-scenes content. Brands are encouraged to balance educational content (the veggies) with fun, engaging posts (the candy). This dual approach not only educates the audience but also keeps them entertained and engaged. As Susan Kim from Kopari highlighted, combining “candy” and “veggies” in social media content can significantly boost engagement and brand loyalty.
Partnerships: Beyond the Conventional
Christina Hennington from Target spoke passionately about forming partnerships that transcend traditional boundaries. Target’s journey began with design partnerships, evolving to provide consumers access to premium brands that were previously unaffordable. Their collaborations with Ulta, for example, introduced prestige beauty to a broader demographic. Hennington emphasized the importance of omnichannel retail and experiential, event-based activities to drive brand engagement.
Hyper-Local and Authentic Collaborations
Austin Hodges from Nuna Baby stressed the value of hyper-local partnerships. Choosing partners who share your vision and values can elevate your brand. He also noted that it’s crucial to perfect the model even when things don’t go as planned, underscoring the importance of resilience and adaptability in brand partnerships.
Social Media: Authenticity and Engagement
The evolving landscape of social media was a hot topic. Brands like Baked by Melissa have successfully used behind-the-scenes content to engage their audience. The key is to create content that not only attracts views and likes but also resonates on a deeper level. Engaging with followers through polls and close friends features can foster more meaningful conversations and build a loyal community.
Personalization: The Future of Customer Interaction
Bennett Fox-Glassman from Macy’s delved into the power of personalization. Keeping up with customers’ lives and tailoring interactions to their needs is vital. However, he cautioned that hyper-personalization is not always necessary. It’s about finding the right balance and ensuring that each interaction feels genuine and relevant.
Strategic Intent and Collective Growth
The strategic intent behind marketing efforts was another critical point of discussion. Multi-year partnerships with big companies can be intensive but rewarding. The goal is to build collective brands and co-create shared growth. This approach not only meets immediate needs but also fosters long-term success.
Evolving Social Entertainment
The shift from social-connection-driven to content-driven feeds is transforming how brands engage with their audience. UGC-driven strategies, engaging in comments, and staying on top of cultural trends are crucial. Brands need to be distinctively present on multiple channels, with a focus on platforms like TikTok for engagement and Instagram for reach.
Authenticity in Uncertain Times
Kenneth Cole’s session on navigating uncertain times was particularly poignant. He emphasized the importance of conviction, prioritization, and the permission to make mistakes. Authenticity and trust are paramount, especially in today’s ever-changing landscape. Cole’s advice to embrace purpose-led leadership and maintain mental health initiatives resonated deeply with attendees.
Data-Driven Marketing and Youth Appeal
New Balance’s keynote address highlighted the importance of data-driven marketing. By appealing to younger consumers and maintaining consistency through brand guidelines, they have successfully navigated the complexities of modern retail. Partnerships with brand ambassadors who align with company values have further strengthened their market position.
Embracing Change and Adaptability
Nuts.com shared their journey as a customer-first company driven by data and authenticity. Their focus on testing, learning, and pivoting has enabled them to stay ahead of trends and expand their customer base. Adaptability, clear communication, and a commitment to quality are the pillars of their success.
The Lead Summit 2024 was a treasure trove of insights and strategies. As we move forward, these lessons will be instrumental in shaping the future of retail and consumer engagement. By embracing transparency, forming strategic partnerships, and staying authentic, brands can navigate the digital age with confidence and creativity.
Brand growth is crucial for any organization, as it expands our reach and impact, allowing us to connect with and support more individuals in need. Meeting people where they are—whether through social, community events, or direct engagement—helps build authentic relationships and trust. It is through these connections that we can truly understand the needs of our audience and tailor our efforts to make the most meaningful impact. Effective brand growth involves not just expanding our visibility, but also fostering a deeper, more personal connection with the people we aim to serve.
Delivering Good is rapidly expanding its brand presence and thrives on collaborating with brand and community partners. We are elevating our organization to new heights, and I am incredibly excited about the future of this amazing organization I am honored to be a part of. Learn more about our work, follow us on Instagram!
By Lauren Savage
Director of Marketing and Communications
Delivering Good