ADSUM FOUNDER INTERVIEW: 7 QUESTIONS WITH NATE LIND
With the ADSUM advertising retreat coming up on December 8th and 9th, we wanted to talk to ADSUM founder Nate Lind about what to expect from the event, and where he sees the performance advertising industry going.
1: Why was it important to found a retreat for advertisers specifically?
Well, there are a number of reasons why this is important. The first reason is I’m an advertiser and I didn’t have a retreat or really any way to connect with other entrepreneurs doing what I was doing. I thought that it would be a great thing to create a space to meet people, network with others, learn some of the mistakes that they’ve had, and also share my own mistakes so that others wouldn’t repeat them. The best way I’ve seen to do this in the past with other communities and other industries I’ve been a part of is to do it face to face.
When I first got into the Internet Marketing industry, it was a very segregated and separate community, people would get together only for trade shows, but not much other than that. I set about creating masterminds and networking events and activities for other companies and brands (many that were competitive to my own) because I found a real culture of cooperation where we were also able to achieve and learn together.
2: What is the best way for attendees to get involved with the ADSUM community, beyond the retreat?
I would encourage people to apply for the ADSUM Slack Community. That’s an area where the community exists 24/7/365. They are in the Slack community before the event, during the event, and after the event, and all over the course of the calendar year, leading up to and after the event. That’s a great way for people to get involved and can communicate with each other throughout the year and not lose touch.
3: What is the best way to take advantage of the free time periods during the retreat?
Well, I’d absolutely recommend people spend their mornings if they’re not recovering from the night before, out on the slopes or in the spas or the lobbies networking. That’s the best opportunity for people during the slow time with the event to form new connections with individuals where they’re not pulled to and fro for other reasons.
4: What tips and advice do you have for first-time attendees?
I would recommend that all the attendees apply for all of the activities that are going on, and I would make sure that they keep themselves in the St. Regis all day Saturday and Sunday. The key thing is just to expose yourself to the new information and talk with everybody as much as possible. I would also encourage new people to keep their lanyards on as they’re moving around town so that they can identify other ADSUM attendees and strike up conversations with them.
This is, first and foremost, a networking event. So, if you could strike up a conversation, the good thing is everyone here has a very similar mindset concerning the growth of their business, as well as having some great similarities with what they are selling.
Some questions you can use to get started:
- How did you hear about the event?
- Are there any service or solution providers here you use and would recommend?
- What type of products do you sell to consumers?
- What was your biggest struggle this year?
- What is one thing if you could wave a magic wand you would create or eliminate?
The audience is still mostly Performance Marketing Advertisers who are selling products direct to consumers, so they’re mostly product sales, as opposed to information sales. And that’s a unique thing for the community for online internet marketers. Many of the online internet marketing communities are information-based products, not physical products, so there’s a good chance that whoever you bump into is also shipping things to consumers. They may be shipping things overseas or working with different types of credit card processing, so there are a lot of ways you can strike up a conversation and ask them what they’re up to and what they’re doing. Those are great opportunities to connect and learn.
5: What part of the event are you most looking forward to?
I’m really proud and excited about our evening events. I wanted to create a hunting lodge type environment for evening events and I love the wild west theme we have in Aspen this year. We have a Friday night “Tycoon Saloon” party at the historic Hotel Jerome with burlesque dancers and gaming tables. The audience can also win prizes and enjoy food and drink from the gracious sponsors of that evening’s event, including LimeLight. The party is is an excellent opportunity for people to get together, let their guard down, commiserate and share their successes in a very informal way before the event kicks off on Saturday.
Saturday evening, I’m really excited for the Advertiser Ball. It’s Saturday evening at the Caribou Club, and there are many great sponsors that help put that together. It is an advertiser only event, so we encourage advertisers that are coming to the event to apply.
Sunday night, we have the ascension to the top of the Aspen Mountain. Everyone’s going to go to the Silver Queen Gondola Sunday evening and take a gondola ride up to the top of the mountain, where we’ll have a closing ceremony, some fun activities, and of course, fantastic food and drink. Everyone will have an opportunity to say their farewell to each other before ending the trip that night.
6: What trends and changes do you see taking shape in the coming months for the industry?
Well, in talking with a number of the ADSUM attendees before the event, I see a significant amount of diversification coming. I know there are many challenges in the industry that can be solved by diversifying revenue streams into eCommerce. Finding niche products, creating interesting stories around them to engage customers in a more fulfilling way and delivering that product and excellent service to them.
The biggest trend that I see is the synergy of Content Marketing and Performance Marketing, and using branding and deeper content to communicate a cohesive message and story to the consumer. There are many Performance Marketing companies now focusing on this and I think that companies that don’t get on board, will be quickly left in the dust.
7: Why is community in the advertising industry so important?
The importance of community ascends just the advertising industry, it just so happens that I’m interested primarily in the advertising online entrepreneurship community because that’s where I spend a lot of my time and my focus on a day-to-day basis. I like to be surrounded by other people who are also in that same mindset, who are also trying to grow those same types of companies, who are also going through the same struggles and challenges that I go through.
Having a sense of belonging, having others that you can relate to, who you can talk to about specific challenges and triumphs is important for mastery of the subject, ascension of skill, and establishing a way to communicate accomplishment and get recognition, which are all positive things for a community. These innate desires are part of us as humans whether we admit them or not. This is a maturing industry with lots of millennials and young entrepreneurs who are still finding their way, they will come to understand the true meaning of success, joy and happiness lies not in the highest EPC or the lowest CPA but in community.
Our thanks to Nate for sharing his thoughts with us. He encourages anyone who wants to connect with him before the event to reach out directly to him at firstname.lastname@example.org He’s happy to chat about the event, online advertising, being an entrepreneur, and more.
Connect with LimeLight in Aspen
LimeLight is excited to be back at ADSUM as a Platinum Sponsor supporting the industry and connecting with clients in such a great setting. In addition to co-sponsoring the opening night “Tycoon Saloon” we are also creating other fun opportunities to network and meet each other.
ANNOUNCING: LimeLight Ninja Sessions – Saturday 12/9 from 1pm – 5pm
We will be hosting a full afternoon of sessions in the LimeLight VIP Lounge [St. Regis, Maroon Bells] with topics including:
- Turn Data Into Money – LimeLight Analytics
- Analytics Power Tips – A Pro Panel Discussion
- Ecommerce Made Easy = LimeLight + WordPress
- Looking Forward – An Industry Discussion
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