|
 

Marketing Maestros

Advice from the “Celebrity CMO”

By Adrienne Tallacksen
Posted: Jun 14, 2010 12:00am ET

I recently had the opportunity to see Jeffrey Hayzlett, now former CMO of Eastman Kodak, speak at an industry event for a second time. His presentation was one of the most popular at ANA’s 2009 Masters of Marketing Conference last year, and he spoke again at a recent forum of the Mobile Marketing Association. Hayzlett is an engaging and dynamic speaker who is known as the “Celebrity CMO” and who challenges marketers to be leaders and grow the bottom line. If they’re not doing those things, why are they even around, he asks. Hayzlett introduced a couple of new themes in his most recent speech.

 

The 118 Speech: This is the new elevator pitch. Marketers have to have a value proposition, and they have to be able to sell it. The average adult attention span is just eight seconds; the average elevator ride in New York City is 110 seconds. With the 118 speech, you’ve got eight seconds to hook your listeners and 110 seconds to sell your value proposition.

Be a Change Agent: When asked how people who haven’t yet reached the rank of CMO can be change agents in their organizations, Hayzlett told the story of the weekend he spent cleaning carpets at his company and then tearing up the carpets after finding beautiful marble floors underneath all because he was told that it was too expensive to get the carpets cleaned. Don’t just stand around saying “woe is me, I’m not powerful enough to change anything.” If clean carpets are what’s needed to grow the bottom line, get a six-pack and some friends and spend the weekend cleaning the carpets. Hayzlett advises marketers to be the change they want to see, and if they get fired for doing the right thing, all the better.

 

Videos: The Trend of the Moment or Here to Stay?

By Cara Brooke Schultz
Posted: Jun 2, 2010 12:00am ET

Viral videos seem to be the “trend” of the moment in the social media world, but will it last? Most websites from CNN.com to HomeDepot.com are using videos for numerous reasons like broadcasting information, tutorials, or pure entertainment. And then you have YouTube—a video community where anyone can become an Internet star by simply uploading a homegrown video.

Recently, I stumbled upon craigslist TV on YouTube.  At first I wasn’t sure if these videos were real, they look professionally produced, and the personalities of the people in the videos seems so outlandish I thought they had to be actors.

According to the craigslist channel on YouTube, “craigslist tv is a new documentary series that follows real craigslist users, in real time, as they use craigslist to make things happen. The project remains active today. Interested craigslist users click an opt-in button if they think their posting deserves to be seen. The episodes in this series are the results of the project to date.”

Do you find yourself watching more videos online? If so, what do you watch online—news, entertainment, educational tutorials?

The iPad Gets Wired

By Susan Burke
Posted: May 26, 2010 12:00am ET

Wired magazine is now available on the iPad via a rich app, which enables users to read all content available in the print edition of the magazine and enjoy additional multi-media enhancements for $4.99 per issue. According to an article in the May 26, 2010 edition of The New York Times, examples of these multi-media enhancements include:

A Lamborghini Gallardos made of Legos…, which has six images in the print magazine, is shown being constructed in the app through a slide show of 180 images that a user can scroll through like a flip-book. The two images of Mars that ran in the print version become a rotating 3-D version on the app.

However, content published on Wired.com will remain different and separate from the content in the printed magazine or on the iPad. In terms of the advertisers featured in the magazine, all advertisers who participated in the print version were part of the iPad version as well, which launched with the June issue of Wired (pictured above). Condé Nast, which publishes Wired, worked with the makers of Adobe’s InDesign program for a year to develop this app. The resulting new Adobe feature will be made available to other publishers for purchase. According to The New York Times, this addition to InDesign "allows the magazine’s editorial team to easily move the print design into the iPad design and vice versa."

Wired’s work with the iPad is an important step for the print industry and an example as to how other magazines can start to blend more digital content into their existing offerings. Click here to read a piece from the ANA’s Marketing Insights Center on the future of magazines.

 

Facebook (And Other Websites) Banned from Pakistan

By Cara Brooke Schultz
Posted: May 21, 2010 12:00am ET

Social media is popular in Pakistan with about 25 million people regular Internet users, however those 25 million people will need to live without Facebook and other social networking sites for an indefinite amount of time.

According to an article on CNN.com, “Pakistan is blocking access to Facebook in response to an online group calling on people to draw the Prophet Mohammed.”  The telecommunication authority in Pakistan said the site has been blocked for an indefinite amount of time.  The group could be considered offensive to devout Muslims—they consider it disrespectful to depict Mohammed.

Originally the creator of the Facebook group established the group as a means of protest. She was quoted in the CNN.com article as saying, “This is something I have felt strongly about for a long time: bullying by certain Muslim groups will not be tolerated in a free country.”

Facebook responded by saying that although the group may be considered objectionable to some people it does not violate Facebook policies.  Currently Facebook is looking into the situation.

From a marketing standpoint, how do you think Facebook should deal with the current situation and any future situations that may arise?  Share your thoughts!

The FTC Gives Tweens an “Ad-ucation”

By Cara Brooke Schultz
Posted: May 12, 2010 12:00am ET

Can a video game be used as an educational tool? The Federal Trade Commission (FTC) would like to think so. They recently developed a new campaign—an educational video game—to educate kids about marketing and advertising. The FTC launched this campaign for three main reasons: to raise awareness of advertising messages among children ages 8 to 12; teach critical thinking skills that will allow tweens to analyze and interpret advertisements; and demonstrate the benefits of being an informed consumer.

The FTC is hoping that not only will this video game help “ad-ucate” young consumers, but that it will help to enhance critical thinking skills.  The campaign’s website gives teachers educational tools to help raise advertising awareness among students. For example, teachers can download a lesson that invites students to explore what advertising is, what ads do, and who’s responsible for the messages being projected in the ads.

The video game isn’t the most graphically enhanced, and with all the video-entertainment out there for tweens, I’m not sure how this will effectively hold their attention (although I’m sure they will find this video game more enjoyable then any old lesson plan).  However, I think it’s a great concept, tweens should understand advertising and anything that helps to generate critical thinking skills is a plus! Test out your ad-skills at admongo.

Procure This!

By Bill Duggan, Group EVP, ANA
Posted: Apr 23, 2010 12:00am ET

ANA’s Advertising Financial Management runs Sunday-Wednesday in Florida. For the first time ever, this annual event is sold out. 400+ people will be in attendance and many of these attendees will be client procurement/sourcing people.

One of the conference sessions is entitled, “Procurement: The Good, The Bad, and the Ugly” and will debut results of a survey among (a) client procurement; (b) client marketing; and (c) agencies on the state of marketing procurement.  We can’t reveal the juicy stuff until the conference, but in the meantime, here are the survey findings that cover information such as the background/level of experience of procurement professionals and reporting structure.

A common critique is that many procurement professionals lack proper marketing training—but the numbers above show that marketing procurement is still in its infancy (at many companies) and the fact that there is 7 years average experience in marketing procurement versus 10 years average existence for the department is impressive.

The backgrounds of marketing procurement people are pretty equally divided:

A debate we’ve heard – “Is it better to have a procurement person go into marketing procurement or a marketing person go into procurement?"  There is no clear answer but it’s an interesting debate.

Finally, here’s where procurement reports: (percentages add to greater than 100% due to multiple reporting structures):
    Supply Chain Management or Strategic Sourcing: 38%
    Finance or Accounting: 30%
    Stand-Alone Purchasing or Procurement Group: 20%
    Advertising, Marketing and/or Marketing Communications: 12%
    Operations: 8%
    Corporate Services: 7%
    Other Groups: 3%

Stay tuned as there’s more to come!

Your Tweets Have a New Home...Welcome to The Library of Congress

By Cara Brooke Schultz
Posted: Apr 16, 2010 12:00am ET

Did you think the tweet you wrote publicly pronouncing your love for a new product would stay in “twitterspace” forever? The idea that tweets would slowly dissolve into Internet space is no longer! Twitter and the Library of Congress announced that every public tweet posted since the birth of Twitter in 2006 will be digitally archived.

According to the Library of Congress’ Website, “The Twitter digital archive has extraordinary potential for research into our contemporary way of life. This information provides detailed evidence about how technology based social networks form and evolve over time. The collection also documents a remarkable range of social trends,” said Librarian of Congress James H. Billington.

Only public tweets will be archived, and even Google is getting in on the action. Google is planning on creating an interactive archive. People can search tweets at any point in time and ‘replay’ what people were tweeting about at that very moment! Think historical moments like Barack Obama’s inauguration or the devastating earthquake in Haiti.

Would you use the Twitter archive? If so, what chatter would you like to look-up?

From Thanksgiving Turkey to Springtime Favorite

By Duke Fanelli
Posted: Apr 14, 2010 12:00am ET

I maybe a bit late to the party, but I was thinking about Tiger Woods and the hype surrounding his decision to play at the Masters Tournament. I have to admit, for all intents and purpose he played masterly…yeah some bad shots and he was highly critical of his own play, but he finished Sunday tied for fourth (-11 under par). Not bad after being out of commission for more than five months, dealing with personal and family issues.

Most striking throughout the four-day Tigerfest, was the media and gallery’s acceptance of Tiger. If you had spent the past five months living in a cave, you’d never have known how nasty things got. The #1 player in the world was back and he and his fans were basking in the glow. (Not to take anything away from Phil Mickelson’s win, which was spectacular, well deserved and a milestone in his career.) The Sports, marketing and armchair pundits, who earlier this year wanted to see Tiger’s head impaled on a fairway wood, were nowhere to be seen. Except for an errant Tiger-detractor, who paid to have a small plane fly over Augusta National—with a not so obvious reference to Tiger’s apology speech—the crowd loved watching his come back.

So where does this all leave us? American’s have notoriously short memories when it comes to celebrity misdeeds and we are certainly as forgiving when it comes to the idiotic behavior of our star athletes. So the question is: will Tiger get some of his old endorsements back? I’m guessing the answer is no. But a more intriguing question may be are new endorsements right around the corner? And, who is first in line?  Anyone want to weigh in with a guess?

By the way, Tiger’s comeback at the Masters gave ESPN the highest U.S. audience ever for a golf event on cable TV, as nearly 5 million people tuned in to watch Thursday’s first round. As the millions viewing the Master’s can attest, Tiger’s back, his fan base is strong and shooting 11 under par last week, is a clear indication that he is capable (which some doubted) of topping the list of golf’s superstars for some time to come. Is this a Rod Tidwell and Jerry McGuire moment?

Excuse Me Ma’am, It’s $65 Extra For Oxygen….

By Cara Brooke Schultz
Posted: Apr 8, 2010 12:00am ET

Recently two airlines have been in the hot seat with passengers—Spirit Airlines and Ryanair—for charging what most people deem ridiculous extra fees. Spirit Airlines announced on Tuesday that it will now be charging customers for carry-on baggage. According to a CNN.com article, “The charge for carry-on bags varies from $30 to $45 depending on whether passengers are members of Spirit’s ultra-low fare club and whether they ‘pre-reserve’ their carry-on bag in advance.” Airline officials hope this will spiral into a bring less; pay less policy. They also said, “it will improve inflight safety and efficiency by speeding up the boarding and deplaning process.”

The question is: will other airlines start charging for carry-on bags? Which in all likelihood could be the case—Spirit Airlines originally started charging customers for checked bags, and other airlines followed soon thereafter.

Ryanair, based in Dublin, Ireland is thinking about enacting a fee for the use of the bathroom on flights shorter than one hour. The fee would be minimal, one Euro—about $1.33. They said the idea stemmed from trying to encourage people to use restrooms in airport terminals before boarding. Another part of the plan, suggested eliminating one of the bathrooms to free up space for extra seats.

Personally I rather just spend more money on my ticket, rather than pay all of these extra fees for checked and carry-on baggage. How do you feel about all of the additional fees?

I also find myself wondering how other modes of transportation are faring with the airlines tacking on so many additional fees—is the rail system benefiting from this?


First  << 24252627282930

About This Blog

To complement our two leadership blogs and build dialogue on the seismic changes happening in marketing, we launched Marketing Maestros. Our in-house citizen journalists will talk about everything from marketing technology to accountability and everything in between. This blog is written for marketers by ANA's marketers whose insights are drawn from the voices of the client side marketing community.