Home' Trinidad and Tobago Guardian : November 18th 2014 Contents A17
Tuesday, November 18, 2014 www.guardian.co.tt Guardian
A new professional learning series called
the Marketing Innovation Experience will
help marketing leaders translate their com-
pany s time and investment in technology
into cold hard cash, the life blood of any
Chike Farrell is CEO and co-founder of
Caribbean Ideas Ltd, the company behind
MIX, the fourth conference put on by the
company who are also creators of the
Caribbean Digital Expo (CDX) series.
Farrell said that when he and partner Bre-
vard Nelson, started, the focus of their events
was helping business owners decide whether
they should have an online presence.
"Then, the conversation was about should
I or should I not be where my audiences
increasingly spend time, and the answer was
Marketing conference offers
global context, local insights
yes, you should be there. Now, what people want
to know is how do I make digital media give me
a better return on investment."
But creating digital marketing solutions has been
on Farrell s mind since 2005, when he and Nelson
were employees at Microsoft and Guardian Holdings
"We were talking about where things were going
to go in the Caribbean as people got more connected
digitally, and we just got intrigued by the possi-
"We thought there would be opportunities to
connect people with content, with information,
with businesses. We said we needed to get into this
in some way."
One of their ways ultimately, was to create events
to help "marketing leaders" use technology to drive
their marketing and business results.
Farrell gave a profile of this marketing leader.
"When you think about leadership today, there
is what I call the progressive Caribbean sales and
marketing leader. That person is thinking about
things differently, they are not focused on the status
quo. They believe that they need to adapt and
evolve to today s world. They see opportunities.
We are not just talking large businesses. It could
be a leader of a small entrepreneurial business or
a large company. They are forward thinking, they
want to grow profits."
According to Farrell, these people were interested
not only in growing their businesses, but in inno-
vation. He said they not only wanted to join the
digital age and use its technologies, but also wanted
to shift their marketing and sales strategies to suit
a changing customer.
MIX is for all those leaders who want to know
how to not only survive, but how to thrive in this
globalised, digital world where consumers are hyper
Farrell acknowledged that the quality and delivery
of customer service was a serious problem not just
in T&T, but throughout the Caribbean and segments
of the event series are directed to those with busi-
nesses heavily dependent on customer relations.
"We are seeing entrepreneurs, we are seeing peo-
ple with wedding businesses, we are seeing large
food chains as well signing up for this, because
they think, I really need to connect with my cus-
tomer differently. I need to be listening to what
they are saying, I need to be responsive. I need to
translate their complaints and their compliments
into actual operational or product changes."
The first day of MIX tomorrow caters to com-
panies hoping to improve their customer experiences
with a workshop entitled Social Customer Service.
On Friday the focus is on Inbound Marketing and
Farrell said there will also be an opportunity for
marketing professionals to come together, meet
and exchange ideas on the Thursday at the MIX
Marketing Leaders Conference.
The MIX Conference will feature several global
marketing leaders including keynote speaker David
Meerman Scott, an expert on agile selling and real
time customer engagement, whose book The New
Rules of Marketing and PR has sold 300,000 copies.
Marco Botero, the digital strategy and solutions
manager at ESPN and Aaron Price, the founder of
social media and event app Live Cube are also
speaking at the event.
Also participating will be Guardian Media Limited
CEO, Lisa Agard. Agard has extensive experience
in the ICT field and will join both Farrell and Nelson
on the stage as a speaker.
Farrell also said Caribbean Ideas Ltd Plans to
have educational experiences throughout 2015 and
not just at this year s events.
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