"Communicating complex product and company information: pitfalls and best practices"
A conversation with Michael Guillory, Worldwide Brand Communications, Texas Instruments, and Randy Krum, CEO, InfoNewt
Organizations have an immense amount of data, and ideally they want to use that information to make more informed decisions. Also, products and services are becoming more complex and difficult to explain to the consumer. In this session, we'll discuss the challenges of effectively communicating complex information so it can be easily digested by the target audience. The valuable insights are often complex and get lost in the noise. Audiences don't want to see all of the data and analysis or product features, they just want to understand what is being communicated quickly and easily. Presenting information effectively applies to presentations, reports, emails, press releases, websites, employee training and marketing communications. This is a skill everyone needs to practice and improve.
About the speakers:
Michael Guillory manages Worldwide Brand Communications for Texas Instruments. His responsibilities consist of multiple communications disciplines for North America, Asia, Europe and Japan including brand materials and online campaigns, events, tradeshows and management of TI's video studios in Dallas and California. He has also directed Marketing Communications for TI's DLP imaging technology division which included marketing programs for 3-D and automotive technology, laser illumination, Pico projection and Digital Cinema. Additionally, he has experience in the software industry encompassing business and finance applications and speech recognition systems.
Prior to TI, Michael directed brand marketing teams at Philips Electronics and Sage Software. He was recently featured in the DCEO magazine as one of the Dallas area's Top Marketers and was honored with a Marketing of the Year award by the American Marketing Association for 2016. He in an instructor for the SMU CAPE program and has taught marketing classes at Cornell, The University of Texas, and others. He is on the governing body for the Dallas Executive CMO summit and a member and speaker for the national CMO Club and the American Marketing Association. He holds a degree in Marketing from Oklahoma State University.
Randy Krum is an infographics and data visualization designer, and the founder and president of InfoNewt, a data visualization and infographics design company. In 2007, he started the Cool Infographics blog as a hobby (www.coolinfographics.com), which has since grown into one of the world's most popular websites focused on infographics. The success of his blog led to publishing one of the industry's best books: Cool Infographics: Effective Communication with Data Visualization and Design written for anyone who wants to learn about creating and using infographics and data visualizations more effectively. Before Randy entered the world of infographics and data visualization he was the leader of product development, product marketing and marketing communications groups within a variety of consumer products companies with a focus on innovation, consumer research, product launches, brand development, awareness marketing, category management and intellectual property.