Social Media Portal interview with Mark Lennox from On The Edge

Profiled - Mark Lennox, Co-founder and CMO at On The Edge conferences talks about the forthcoming Manchester conference

Social Media Portal (SMP): What is your role at On The Edge?

Mark Lennox (ML): Mark Lennox, Co-founder and CMO. I?m responsible for setting the sales and marketing strategy.

SMP: Tell us a little more about the companies / company organising On The Edge?

ML: On The Edge (OTE) is being organised by the most progressive community for marketing professionals throughout the UK, the UK Marketing Network:  With more than 6,000 members, the UK Marketing Network is an active forum engaging like-minded professionals with hot industry news, events and discussions that are followed by 16,000+ twitter followers.

SMP: Briefly, tell us about On The Edge, what is it and when / where is the event scheduled?

ML: On The Edge conferences have been designed to ignite passion and innovation that will inspire marketing professionals to be the best they can be. With speakers from top brands, at the top of their game, OTE challenges convention, pushes boundaries and re-writes the rules. The first OTE conference is in London on 21st June, with Manchester on 27th June, Bristol and Birmingham to follow later in the year.

SMP: Who are your target audience (and who should attend)?

ML: OTE has been thoughtfully designed to fit everyone, from the interested student, to business owners to senior level marketing professionals. OTE is covering a variety of topics, but the theme throughout will be the ?digital era?. Current attendees include; Marketers, Business Owners, Copywriters, Designers, Brand Managers, Analysts, Account Managers, PR Managers, Event Managers, Social Media Experts. Anyone interested in gaining a competitive edge or furthering their knowledge and understanding of digital marketing, this conference is for you.

SMP: Why was On The Edge started, and how long has it been going?

ML: On The Edge was formulated in January this year on a train journey back from yet another marketing conference. There is a need in the industry for an independent series of conferences, with balls!

With four conferences scheduled throughout 2012 the industry is set for a new style of conference.

SMP: What is On The Edge event doing that?s different?

ML: OTE has no big boss or investors to answer to. Through our social networks we?ve come to really discover what marketers crave, and it?s not another marketing conference talking about what is already happening in the world; they want to know where their business is heading and how to get there first.

Our speakers have this understanding and inside knowledge and that?s why they?ve been chosen. Each has been given a simple brief: be as provocative and inspiring as possible.

If you don?t like challenging content, then this isn?t the event for you.

SMP: What will be the highlights at the event?

ML: Big, contemporary, brands fused with nimble, autonomous, consultancies will provide thought-provoking content and expose industry secrets during an action-packed, fast and furious one-day conference, where rules are there to be broken.
Highlights include:

• Why enhanced digital implementations will ensure you get the most from this summers sporting activities
• How to redefine the rules of digital to maximise opportunity
• How to fuel your social media activity through content & Appreciating it?s importance
• Know what to do to ensure your amazing content is seen by as many relevant people as possible
• Reorganising your marketing teams for better ROI, analysis and long-term outcome
• Social media, online gaming and the technical revolution
• Developing a social media strategy for your business that guarantees to increase profits (and it?s not all about Facebook!)
• How to make that cultural shift from senior management downwards  
• How BBC Sport and 5Live will continue to expand digital engagement and what that means for you
• What?s in store to Improve customer communication in 2012 & 2013?
• What to do about the negative influences of brand evaluations
• Influencing purchases by creating the right environments
• True leadership skills. Life is a game: Know it; Play it; Raise it?

SMP: How are you attracting and attendees to the event?

ML: We have our On The Edge website, which has all the information on the event, and also using our social media channels, which include: 45,000 Twitter followers; 37,000 LinkedIn group members; 7,000 UK Marketing Networkers; and 2,500 Facebook fans.

We are also working with a range of media partners within the marketing sector.

SMP: What are the most important things that attendees can take away from this event?

ML replies with:

• You will learn secrets and actionable strategies from some of the marketing industry?s leading figures;
• How to personalise these strategies to make you the best at what you do;
• Network with leading marketing professionals, build relationships and make new business contacts;

SMP: What are the low moments of what you have been doing so far?

ML: The frustrations of not enough time. However, we have hired extremely successfully this year and are already enjoying the benefits of a super team.

SMP: What are the high moments of what you have been doing so far?

ML: Watching things work and bring success. All the hard work that has gone in has paid off in many ways, not least winning 4 major industry awards in the last 12 months.

SMP: Have you any early birds discounts (if so when does it end)?

ML: Our Early Bird discount expires at the end of April but SMP readers can benefit from a special discount using code SMP150.

SMP: What do you think the next big developments in marketing, PR & Communications and mobile space are likely to be - and what role does social media have to play in this?

ML: Video is still far from its maximum potential. As soon as we learn to create simple, beautiful and technologically stable videos our ability to communicate messages will surpass all expectations. Social media is the ultimate distribution channel.

SMP: Do you see any differences in how advertising, comms, marketing, media, PR etc., are managed in the middle to north of the country in comparison to the south?

ML: Honestly, no. There are some extraordinary people and companies doing great things. Location seems all but irrelevant.

SMP: Best way to contact you?

Twitter: @marklennox
LinkedIn: http://uk.linkedin.com/in/marklennox1




SMP: What did you have for breakfast and lunch?

ML: I never eat breakfast in the week although I do enjoy the occasional bacon sandwich at the weekends. Lunch is usually a meal deal at my desk ? I don?t really take lunch breaks, perhaps I should?

SMP: What?s the last good thing that you did for someone?

ML: I spotted a lady struggling with bags so I stepped in and did the honourable thing. I ended up walking about ¼ mile out of my way but it was worth it, it helped her out.

SMP: If you weren?t running On The Edge (or doing what you do) what would you be doing?

ML: Something entrepreneurial I?d hope. I?m quite obsessive about business and success, I find it very addictive. Otherwise I?d be on the squash court either coaching or competing in tournaments ? I?ve been playing since I was 9!

SMP: When and where did you go on your last holiday?

ML: A cheeky long weekend in Dorset with the family, does that count? Before that was two weeks in the South of France, we love it there.

SMP: What?s the first thing you do when you get into the office of a morning?

ML: Dive head first into any jobs or emails I don?t like doing. Sounds daft I know but after my obligatory energy drink, I?m buzzing to take on anything that otherwise wouldn?t get done.  

SMP: If you had a superpower what would it be and why?

ML: To be able to fly. Then I could race my older brother who?s an Airline Captain for Virgin, he?s worked so hard and deserves all he gets. Be like being kids all over again :@)

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