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  Kim Gillie of Clarinova

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  Eric Mehlberg and PJ O'Connell of Reef

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  MT and Von Zipper's GT Tomlinson. Photo courtesy of Jon Steele.

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  David Shing of AOL. Photo by Jon Steele.

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  Beth Greve of Google. Photo courtesy of Jon Steele.

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  Judy Bartlett of Sundance Beach

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  Beth Greve and Jennifer Sinay of Google. Photo courtesy of Jon Steele.

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  Photo courtesy of Jon Steele.

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  Photo courtesy of Jon Steele.

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  Photo courtesy of Jon Steele.

 

SIMA presented its New Advertising Boot Camp Wednesday to representatives from more than 35 surf manufacturing companies at the Ocean Institute in Dana Point.

 

The day’s seminars aimed to teach attendees how to more effectively reach consumers using interactive advertising platforms.

 

David Shing, AOL’s Digital Prophet, was the first speaker of the day, with his presentation called “Campaigns to Conversations.” 

 

He explained the power of the internet if used correctly by a brand, the two websites to watch and get involved in, fourquare and LinkedIn, and that advertising is all about creating a conversation online with your audience through search, social outlets, and syndication.

 

Shing also made a prophecy that the future of effective advertising would call for more swiping technology and a better mobile commerce (M-commerce) buying experience.

 

“If you allow the crowd to participate in your product, not only will they take interest, but they will pass it on as well,” said Shing. “You also must move to conversations, not chatter. Create a human voice behind your Twitter accounts.”

 

Beth Greve, National Sales Manager for Google, followed Shing with her presentation “Getting the Most Out of Search 2.0.”

 

Greve also spoke at SIMA’s New Media Boot Camp, and gave more information on Google advertising opportunities she had previously mentioned. She explained how businesses can create an easier shopping experience using the web.

 

For example, creating mobile sites, utilizing click to call, and offering Google shopping results that show local availability with GPS mapping.

 

She also introduced the audience to Google Wallet, Google+, Chrome to Phone Extension and Google Goggles, new features that she encouraged everyone to learn and utilize while it is still early in the game. Greve’s overall message stressed the importance of creating a brand strategy to go on mobile smart phones and tablets.

 

“It’s critical to have a mobile site for your business,” said Greve. “This has to be a part of your strategy moving forward.”

 

For photos from the event, please check out the slideshow above.