Marketing cargo cults: why the planes aren’t landing

Marketing often falls into the same trap: copying what looks successful instead of asking what actually works for your audience. This talk unpacks the idea of “cargo cult marketing”- campaigns built on surface-level imitation, not strategy. We’ll explore why so many B2B brands end up writing for each other instead of their customers, and what happens when we prioritise cleverness over clarity. Through real stories, historical oddities, and a few painful truths, you’ll learn how to recognise cargo cult behaviour in your own work… and how to escape it.

Speaker Bio:

Cat Allen is a Director of JKC, a long-established Cornish B2B marketing agency known for its straight-talking strategy and creative approach. Having worked her way up from telemarketing to Accounts Director - and now co-owner - Cat combines sharp strategic thinking with a warm, personable approach. She works closely with clients across sectors to develop strong messaging and marketing that delivers.

Outside JKC, Cat is Vice Chair of Transformation CPR Foodbank and chairs its Governance & Safeguarding Committee. She also runs bike coaching sessions, helping people starting their journey to build confidence off-road.