Marketing Maestros

Masterful Takeaways

By Bob Liodice, President and CEO, ANA
Posted: Dec 4, 2012 12:00am ET

This year’s Masters of Marketing Conference in Orlando, Fla., attracted nearly 2,000 attendees — a record gathering for the ANA’s signature annual event. Over the course of three days, we heard how the true giants of our industry are growing their brands and driving results. Their remarkable stories and rich insights personified the very best in marketing strategy, measurement and analytics, people management, and brand building.

At the end of each presentation, I asked each speaker for one pearl of wisdom — something audience members should remember once they got back to the office. Here are some of their responses:

The Voting Booth for Multicultural Consumers is at the Checkout Counter

By Bill Duggan, Group EVP, ANA
Posted: Dec 4, 2012 12:00am ET

Attendees of the recent ANA Multicultural Marketing & Diversity Conference learned some terrific things.

One brand that could have benefited from attendance at the conference is the Republican Party.  President Obama enjoyed strong support from multicultural voters – 71% of the Hispanic vote, 93% of the Black vote, 73% of the Asian vote, 76% of the LGBT vote.  The Democratic Party was aggressive in courting multicultural voters and that helped win the election.  The Republicans paid the price by not doing so.  Amazingly, there are still many brands that are ignoring – or at least short changing – the multicultural opportunity.  Like the Republican Party, those brands should be prepared to lose in the voting booth – in this case, the checkout counter – by not fully embracing the multicultural opportunity.

Marketing Procurement Success Story at Intel

By Bill Duggan, Group EVP, ANA
Posted: Nov 14, 2012 12:00am ET

I had the opportunity to facilitate a discussion at the recent “ProcureCon for Digital and Marketing Services” conference between the marketing and procurement leads at Intel – Mariann Coleman, director, global agency management and Sean Dowd, senior manager, global strategic sourcing.  Intel is unique as their marketing procurement team is very mature (20+ years) and has long since moved its contribution from “tactical” to “strategic.” Some of the key learning from this discussion:

And we’ll say it again: leave “cost savings” for the purpose of reducing costs out of the conversation, and focus on gaining efficiencies and effectiveness.

The marketing procurement departments continue to grow up in corporate America.  Many are still young, still tactical, and still focus relentlessly on savings …and could learn a lot from the Intel experience.




The Social Media Dilemma

By Ken Beaulieu, senior director of marketing and communications, ANA
Posted: Nov 12, 2012 12:00am ET

Fidelity Investments CMO Jim Speros contends that there has never been a more exciting time to be in marketing, a sentiment echoed by many of his peers.  But he also realizes that, with rapid advancements in technology and the shift to a more empowered consumer, marketers today face some sizeable challenges.

In the latest issue of ANA Magazine, Speros offers an insightful perspective on what it takes to build a successful marketing organization. One of the most important ingredients, he says, is seeking social media engagement. “Establishing a clear plan and supporting infrastructure to leverage social media has never been more critical,” he points out. “There are clearly risks here too. Customer service and your public relations organizations must be tightly looped in. Rapid response to issues that emerge can make or break your brands.”

The industry still has a ways to go in this area. A Stanford University survey of C-suite executives at both public and private companies found that, while 90 percent of respondents claim to understand the impact that social media can have on their organization, only 32 percent monitor social media to detect risks to their business activities and 14 percent use social media metrics to measure corporate performance. Additionally, only 24 percent of senior managers and 8 percent of directors surveyed receive reports containing summary information and metrics from social media, and half of the companies do not collect this information at all.

The bottom line is that there is still a major disconnect between companies’ perception of social media and the actions they are taking to apply it to their business. “The majority of those we surveyed don’t have social media guidelines in place at their companies, haven’t had a social media expert consult with their company, and don’t have systems in place for gathering key information,” says David F. Larcker, a professor at the Stanford Graduate School of Business and lead author of the Stanford study. “They are putting themselves at serious risk by not taking action.”

You don’t have to convince Jim Speros of that.


Mobile’s Time Has Come

By Bill Duggan, Group EVP, ANA
Posted: Nov 12, 2012 12:00am ET

For the first time ever, in 2012 mobile ad spending will be higher in the U.S. than anywhere else in the world.  Japan, a market where mobile advertising is much more mature, had previously enjoyed that distinction.  With the proliferation of smart phones, the growth of mobile has reached an inflection point. “Mobility is going to be a massive game changer and it will change the entire retail industry,” said Stephen Quinn, CMO, Wal-Mart Stores, at the recent ANA Masters of Marketing Conference.

Currently, about 1% of U.S. ad budgets are allocated to mobile, despite the fact that time spent with mobile represents a much bigger percentage of the media consumption pie.  I’ve heard as much as 23%.  The Mobile Marketing Association commissioned research that recommends an average of 7% of total ad spending be devoted to mobile marketing.  Furthermore, the study recommends that, over the next four years, marketers should increase their investment in mobile to approximately 10%.

Meanwhile, the shifting population is good news for the mobile industry as multicultural consumers, particularly Hispanics, are heavy users of mobile.  In ANA’s recently released survey/report titled, Multicultural Marketing and Newer Media Survey, mobile was identified as the fastest growing medium to reach multicultural consumers.

But the industry still has challenges, including the need to raise its profile among marketers and agencies in order to increase its share of spending.  Also, some in the industry note the lack of standardized analytics and ad formats as a barrier to higher levels of mobile ad spending.  And a recent report from Nielsen cites “text ads on mobile phones” as the most untrustworthy advertising platform with a 71% “Don’t Trust Much/At All” score. 

But the future for mobile is very bright … perhaps shining brighter than any other medium.  Marketers are encouraged to get active in mobile now – experiment, try some things.  I hope to see you at the ANA Mobile Marketing Conference on November 14 in NYC.

We’ve Seen the Future of Marketing, and It Looks Like 1871

By Caitlin Nitz, Knowledge & Research Specialist
Posted: Nov 8, 2012 12:00am ET

Recently, ANA’s Integrated Marketing Committee, hosted by Spark Communications, took a tour of 1871 — a non-profit space that provides offices and a community of lectures, classes, and support for tech startups. Located in the Merchandise Mart in Chicago, this modern and inspirational space is home to designers, coders, and entrepreneurs hoping to create the next Facebook, Instagram, or OpenTable.

ANA members got a sneak peek inside two startups relevant to the marketing industry, AdYapper and SimpleRelevance:

Named for the spirit of innovation ushered in after the Great Chicago Fire of 1871, this tech startup space is one of many popping up around the country. While most of the companies within its walls will fail, 1871 could just birth the next great marketing tool.

Insights and Highlights from the ANA Multicultural Marketing & Diversity Conference

By Bill Duggan, Group EVP, ANA
Posted: Nov 7, 2012 12:00am ET

The ANA Multicultural Marketing & Diversity Conference took place last week in Miami, attended by 600+.  The following provides insights and highlights from the conference.   

The Value of Marketing

By Ken Beaulieu, senior director of marketing and communications, ANA
Posted: Oct 26, 2012 12:00am ET

Marketers looking for a little R-E-S-P-E-C-T for their profession may need to start with themselves. A new study commissioned by Adobe found that only 35 percent of marketers surveyed consider what they do for a living valuable. That’s troubling.

Perhaps it has something to do with how the marketing profession is perceived in this country and beyond — which is not very fondly. According to the Adobe study of 1,000 consumers 18 years and older in the U.S., China, and Japan (including a mix of marketing professionals), marketing and advertising ranked below every other profession, with the exception of public relations. Bankers, lawyers, and politicians — yes, politicians — are viewed with higher regard than marketers on the respectability scale.

On the flip side, more than 90 percent of respondents agreed that marketing is “strategic to business,” and 90 percent said that marketing is “paramount” to driving sales. While that’s great, what often gets lost is the enormous contribution the marketing industry makes to the nation’s economy and employment, an argument no fact-checker can refute.

Two years ago, a study conducted by IHS Global Insight, Inc. for The Advertising Coalition, found that:

Those numbers are almost certain to be higher now given the improving economy — and the millions being spent on advertising this election season. Let’s also not forget the collective economic ripple effect of advertising in the U.S. When a retailer, for example, revs up its ad spending, it generates income from the wide array of businesses that rely on advertising — agencies, websites, cable operators, etc. And for every ad dollar spent, retailers realize an average increase of $8.77 in sales, the IHS-Global Insight report estimates.

The multiplier effect doesn’t stop there: High sales levels trigger additional economic activity throughout a company’s supply chain, its suppliers’ supply chain, and so on. This, in turn, leads to higher levels of job creation and retention.

Marketers may always be low on the totem pole in the eyes of the public, and unjustly so, but there’s no denying the profession’s economic impact. As an industry, we must continue to raise awareness of the full value of marketing beyond a company’s bottom line. And, honestly, would it hurt the winner of the 2012 presidential election to proudly state that he couldn’t have done it without advertising?


You Can’t Always Get What You Want

By Bill Duggan, Group EVP, ANA
Posted: Oct 22, 2012 12:00am ET

The Rolling Stones are celebrating their 50th anniversary with two concerts each in London and at the Prudential Center in Newark, NJ (right outside NYC).

I’m a big fan – I first saw them in 1978 during the Some Girls tour and last saw them in 2005 when Clear Channel Radio treated attendees of the ANA Agency Relations Forum to a concert at the old Giants Stadium.

I missed the Facebook Fan pre-sale for the Prudential Center shows but then set my eyes on the American Express pre-sale (“to be eligible for this pre-sale use an Amex card to pay”) which began at noon on October 20th.  And I logged on promptly at 12 noon.  I expected the site to be busy and overcrowded but I got through and was now in a position to buy tickets.  This pre-sale offered Exclusive VIP Packages … “Choose from 5 exclusive VIP packages that could include premium reserved seating or general admission ticket, pre-show buffet dinner, exclusive merchandise item, VIP entrance, official tour program, collectible laminate and more!” 

I was ready to buy, until I found out that the top-of –the line “Gold VIP Package” was $2450 per ticket while the most frugal choice, the “Bronze Hot Seat Package”, was $950 per ticket.  Yikes!!

I applaud the Rolling Stones for being such terrific marketers and their current partnerships with Facebook and American Express are just their latest marketing alliances.  The Stones were one of the first rock bands (perhaps the first) with a corporate sponsor.  Jovan Musk paid one million dollars to sponsor their 1981 American tour.

Earlier this month I attended the ANA Masters of Marketing Conference where there was lots of talk from leading marketers about the intersection of marketing and social responsibility.  I have to think that there is an opportunity for the Rolling Stones to leverage their 50th anniversary tour for some greater good.  They all have millions in the bank and don’t need to charge exorbitant ticket prices to cover their living expenses.  But if there was a tie-in to a social/charitable cause, it just might make some of us feel a little better.





The Votes Are in. Is Your Brand on Top?

By Sloan White,Principal Brand Manager, Brand Sponsorships, Capital One
Posted: Oct 18, 2012 12:00am ET

It may be an election year, but every day is Election Day in the world of consumer goods marketing. Every day, we the American people cast our vote each time we purchase a product. We cast our vote as consumers for our favorite brands. We choose the winners and the losers daily. Consumers, like voters, want to feel good about the brands they endorse. This was the theme of Marc Pritchard’s presentation. He provided some vital information regarding the successes and a few mistakes that Proctor & Gamble has made over the brand’s lifetime. However, the common theme throughout his presentation was that brands shouldn’t be afraid to show their human side and this simple truth can make the difference between a win and a loss at the polls.

As consumers, we make decisions, often times from a very emotional place and that was the influence behind the P&G “Official sponsor of moms” Olympic campaign.  The company leveraged this theme by communicating the message that being a mom is “the hardest job and the best job.” This campaign humanized P&G; advertising was created featuring daughters with their mothers showcasing athletes Shawn Johnson, Gabby Douglas, and Jordan Wieber with their moms.

Marc emphasized that brands must earn your vote by proving they understand your needs and wants. That is why P&G sent researchers into the homes of consumers to find out what parents really need from their Pamper diapers. It wasn’t how well it withstands hours on a crawling baby, but rather how dry it stays during the night. P&G quickly learned that what parents need perhaps more than anything is a baby that sleeps well. From there they went on to craft a product that met that need. A marketing campaign was developed with the tagline, “Peaceful nights. Playful days.” The campaign spoke directly to parents who understand the importance of a well-rested child.

Throughout his speech, Marc did an excellent job of providing insights into not only what P&G does to reach people, but why every single purchase we make as consumers is casting a vote. The key takeaway was that consumer insight + creativity is the key to winning at the polls.

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About This Blog

Written by our in-house citizen journalists, this varied blog draws on insights from the client-side marketing community, examines game-changing campaigns and industry research, provides actionable takeaways from ANA events, and more.