ANA Marketing Maestros

Advice from the “Celebrity CMO”

By Adrienne Tallacksen

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.

Getting the Most Out of Your Social Media Campaigns

By Irina Skaya

A recent ANA/BtoB Magazine/Mktg survey reported that 66 percent of marketers utilized social media in 2009 compared to 20 percent in 2007.  In order to fund their new media efforts, 55 percent of marketers have already shifted funds from their traditional media budgets. In 2009 Web site ownership, search engine marketing and display advertising are among the new media platforms that received the most funding. And in 2010, blogs, mobile and video are supposed to be at the top of the list.

According to the survey, The top concerns for marketers when considering newer media platforms are the inability to prove ROI (45 percent) and having metrics to properly allocate the mix of traditional and digital media (43 percent).  Social media analytics is young and most marketers do not know where to start.  First thing is first: know what your objective is, what you are trying to measure. Do you want to know what people are saying about your brands? Do you want to see how people are interacting with your brands on specific social networks? Or do you just simply want to know upcoming social media trends or maybe what your competitors are doing in the social media space?

As the social media guru of the ANA, I always look for new measuring and monitoring social media tools. I came up with a social media metrics superlist-my favorite online tools that will help marketers get started with social media analytics.

PS. They are all free!

• Twitalyzer: measures brands' and individuals' impact and success on Twitter by reporting on relative influence, signal-to-noise ratio, generosity, velocity, clout.
• Keotag: monitors mentions of your brands across dozens of Web sites, including Technorati, Blog Pulse, Google Blog, del.icio.us, Blinklist, Twitter, Bluedot, Newsvine, Digg, Blog Lines, YouTube, and more.
• Trackur: a 14-day free trial allows you to monitor your brands' online reputation and your competitors', and track your campaign's effectiveness.
• Social Networking Media ROI Calculator
• Blog Metrics

The ANA Marketing Insights Center has a great number of resources for marketers who would like to utilize social media to learn more about their customers and engage them directly and involve them in their brands.  In the ANA Today newsletter, "How Social Media Transforms Marketing," and "Skittles: Follow the Rainbow on Twitter" are the top-read articles. The above articles are available for ANA members only. If you are not an ANA member, browse through our 101 library where we have an abundant amount of social media resources, including "Marketing with Twitter."

If you use other social media tracking tools, please feel free to share them with us. We'd love to hear from you! Leave a comment or email me at [email protected].

Social Networks

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Maximizing B2B Marketing

By Barbara Bacci Mirque

Eduardo Conrado, Chief Marketing Officer, Broadband Mobility Solutions, Motorola, regaled the crowd at ANA’s 2009 B2B conference with a marketing case study that was a primer about how to conduct B2B marketing and have a seat at the table as a growth driver.  I watched as his colleagues furiously scribbled notes and nodded their heads in agreement as he spoke.  Some key takeaways include:

• Work with the product groups at the start of ideation
• Evolve the marketing mix to go where the customers are
• Embed resources in all key areas early in the development cycle
• Have a single, comprehensive go to market strategy
• Start with the customer mindset
• Define solutions that address each segment’s needs

Tactically Eduardo addressed how Motorola activated social media to create an immersive digital experience.  A final thought he left us with: B2B marketers should not think of themselves just as transaction drivers but as relationship drivers.  

I know that I am going to use many of his learnings as I construct the ANA’s marketing plan.  If you are an ANA member you can access the summary of his presentation at the ANA’s Marketing Insights Center.  If you are a client side marketer who is not a member, shouldn’t you be?  To find out how to join, click here.

Is Online Video Advertising More Effective Than TV Advertising?

By Susan Burke

At a recent ANA Brand Management committee meeting, a presenter from Nielsen IAG shared the following information:

• A piece of creative running on a site such as Hulu.com (or ABC.com, NBC.com, CBS.com, etc.) delivers more effective advertising in terms of brand and message recall, than the same piece of creative running on TV. (Click here to see the snapshot and presentation.)

This nugget of information spurred a great deal of discussion in the meeting. Some attendees agreed with this finding, while others argued against it. To me, it makes sense that an ad running on an online video site has more of an impact than one on TV for a few reasons:

1. Conditioning: If I happen to be watching live TV, I will generally take the garbage out, channel surf, or leave the room during a commercial break. Most of us know how long the average commercial break is, so we are usually able to time our return to the couch perfectly.
2. DVRs: As I said in my first point, “If I happen to be watching live TV”—this activity happens rarely. Commercials are generally skipped, thanks to my DVR. However, you can’t fast forward through an online video ad.
3. Appreciation: When an ad is shown during an online video, I often find myself feeling grateful to the advertiser. Their sponsorship of the program means that I can watch it at my leisure, so I don’t mind viewing a 30 second spot in return.
4. Captive Audience: When commercial breaks occur during an online video, they are much shorter than a television commercial break. Therefore, I’m more likely to watch the ad, as opposed to doing something else during it. I can pause or mute the ad, of course, but I’ll still have to play it at some point if I want to finish the show.
5. Recall: My recall of an ad played during an online episode of a TV show is generally stronger than my recall of an ad played during the televised episode. This is because there are generally fewer total commercials during an online video.

While I think there is still a purpose to television advertising, I also believe that online video advertising is an avenue that many advertisers should explore more thoroughly. Online video isn’t going anywhere, so it’s time to embrace it.

Generate Exponential Revenue by Investing in the Booming Halal Market

By Irina Skaya

Today, Islam is the fastest growing religion on earth with the Muslim population estimated to reach two billion by 2010. The global Halal food market is estimated to be worth $632 billion a year.. A new study by JWT points out that the six million or so Muslims in America are, on average, richer and better educated than the general population. Two-thirds of Muslim households make more than $50,000 a year and a quarter earn over $100,000; the national average is $42,000. Two-thirds of American Muslims have a college degree, compared with less than half of the general population. Muslim families also tend to have more children. With these stats, businesses should indeed be tapping at this growing market segment.

An article in this week’s Time Magazine shows that even non-food companies like Nokia and LG are catering towards Muslim customers. For instance, Nokia provides free downloadable recitations from the Koran and maps showing major mosque locations in the Middle East. LG has an application that helps users find the direction of Mecca.  What’s really interesting is that hotels, banks, and other organizations that operate according to Shari’a law are doing well despite the global downturn. 

And the fast-food restaurants such as McDonald’s in Singapore have seen an influx of millions of patrons annually after obtaining Halal certifications. Since being certified, “Halal, KFC, Burger King and Taco Bell have all seen an increase of 20 percent in customers” (Hairalah, cited in Hazair, 2007a: 13). Nestle has become the biggest multi-national food manufacturer for Muslims, producing halal food in 75 of its 481 factories and earning over $3 billion in annual sales.

To read up on marketing to Muslims, visit:

http://bit.ly/8Mu4k

http://bit.ly/mcZzb

http://bit.ly/2lP1UC

Recession: Glimmer of Hope?

As a follow-up to my blog, "Is an economic recovery near?" I would like to share with you are new video snippets from the 2009 ANA Building in Tough Times Brand Conference where heavy-weight executives from Dunkin' Donuts, MillerCoors and Wal-Mart shared their insights and best practices in regards to overcoming tough economic times.

Thank you to AdAge for these valuable video highlights. If you have any best practices on coping with the recession, please share in our comments section on this blog, YouTube page, or email me at [email protected]. I'd love to hear from you!

The Psychological Boost of Coffee Marketing

Turning Beer Temperature Into Marketing Gold

Partnerships, Not Brand Renovation, Best Growth Strategy

Is an economic recovery near?

By Irina Skaya

Yesterday’s ANA Brand Building in Tough Times & Beyond Conference was filled with optimism, actionable ideas for marketers to cope with the depressed economy, confidence for a speedy recovery, and Donut Love.  How does one recession proof their brand?

Dunkin’ Donuts emphasized the importance of relevance and empathy with their “You Kin’ Do It” campaign.  The goal of this campaign was to build trust and emotional connection with their consumers because 91% buy from companies they trust.  While Dunkin’ Donuts’ challenge was to convince people to spend a discretionary $4 on a cup of coffee for breakfast, Wal-mart partnered with Kellogg to encourage people to save money by eating breakfast or the Kellogg cereal at home.  And unlike Dunkin’ Donuts, Walmart had an evergreen approach that wasn’t fundamentally different from when the economic times are better.  Their proposition, “Save money, live better” is just as relevant today as it’s always been, except now they shifted their focus from functional to an emotional relationship with their consumers.  As a matter of fact, the two themes based on both campaigns emerged at the conference: 1. Know your customers and 2. Build an emotional relationship with them.  This is nothing new, however.  Instead what marketers are doing today is they are going back to marketing 101. In 2006 at the ANA Annual Masters of Marketing Conference, the same theme emerged, and we certainly did not foresee an economic crisis then. 

The other commonality all of the presenters shared at yesterday’s event was involvement in social media.  After all, it’s free and everyone is using it—what’s a better way to continue marketing your business in tough times? Dunkin’ Donuts said it best, “We don’t have to justify Twitter, it is a real-time customer service, customer promotion.”   It seems like everyone is tweeting—thank you for everyone who was tweeting at the conference. Just search #ANA to see all of the tweets from the ANA Brand Conference. 

Finally, I’d like to leave you with a touch of optimism, “I was asked what I thought a recession.  I thought about it and decided not to take part.”—Sam Walton, founder of Wal-mart.

Holding Up in a Tough Economy

By Irina Skaya

When the economy tightens, many companies resort to the mislabeled sales strategy of offering discounts. Discounting on price is not a sales strategy.  It's an impulsive move made by desperate salespeople.  In a tough economy, customers think and expect everything is going to be discounted.  Because of this, salespeople feel it’s necessary to oblige the customer to close the deal.  Unfortunately, the discount ends up altering the attitude of the customer who now believes the real value of the product or service they bought is the reduced price and not the full one.  Maintaining your pricing integrity in a down economy is truly a winning strategy because, in the end, profit margins are higher, the ability to service a customer is better, and the confidence of the salesperson is greater.

Although Starbucks (SBUX) has recently reported a 77% profit drop, the company is launching a multi-million marketing and advertising campaign "focused on the quality and values Starbucks offers ”  in order to combat perceptions that its products are over-priced.  The goal of the campaign is to remind customers why they’ve loved Starbucks coffee from the beginning.  In today’s marketplace where most are cutting ad spending and are offering discount with increase retail market share, Starbucks is taking a different approach.  I have to applaud Starbucks for sticking to its brand message and showing confidence despite closing doors to more than 300 Starbucks restaurants. Customers will shop where they feel confident in that business, one that is communicating and is sending the message out that it is here to stay, aka Starbucks.

At a recent ANA workshop, Don Sexton, Professor at Columbia University said companies who maintain or increase their marketing budgets during a recession experience higher sales growth than those who reduce or cut their budgets.  “Top Ten Ways to Bounce Back From Tough Economic Times,” written by Bob Liodice, CEO/President of the ANA also urges marketers to invest  in a brand more rather than less.

The Twitter Revolution

By Irina Skaya

You know Twitter is powerful when the tiniest and the poorest country in Europe, Moldova, where I was born is tweeting to draw thousands of people to antigovernment demonstration in its capital, Chisinau following preliminary election results that show that the ruling Communist Party has won the majority in weekend parliamentary elections. Not only are the Moldovans are using Twitter to announce information about the organized protests, but are blogging and tweeting to spread the word to the West. In my opinion, that is their exact intent—if you did not know that Moldova was a country, now you certainly do.  If that wasn’t the case, they could have easily used Friendster and LiveJournal, which is still the number one choice of social networking sites for Eastern Europeans.  So how powerful is Twitter?

To illustrate just how powerful blogging is, one of the leaders of ThinkMoldova youth movement has posted a blog to spread the word about the demonstrations, and within hours, she was able to recruit 10,000 people to join the rally. That’s a staggering number period, but for someone who comes from a town of a population of 10,000, that is ‘ginormous’. 

This is not the first time the Internet has been used to gain support in political rallies, but this is the first Twitter revolution to date.  Why was Twitter so effective in organizing the demonstrations? One microblogger said, “When you follow somebody, you usually know this person, so you trust this person — it is coming from a real person, not an institution.”

In tough times, most companies do create new brands—they still to the well-known existing brands to avoid risk. My theory is as long as we create good products, consumers will use them and spread word about them via the Internet. But the Twitter revolution that took place in Moldova shows that social media and blogging is so powerful and is truly changing the way we communicate, marketing online, and do business. 

Let's Get Digital

By Barbara Bacci Mirque

I recently attended Shelly Palmer’s Get Digital seminar (http://tinyurl.com/crfhsr.)  (I am now so digital I figured out how to create a tiny url instead of having to rely on Irina Skaya to create hot links for me!) I have known Shelly for a few years since our work together on interactive television so I was intrigued by his fast track class to becoming a digitally savvy marketer.   

As many of you know from ANA’s MME 2010 study fielded in collaboration with the AAAA, IAB and Booz & Co., most marketers know they need to be digitally savvy. They also realize that they are not.  So classes such as this one which are about building personal skillsets, or the ANA’s own digital marketing class which teaches you how to market digitally, are sure fire ways to jump on the digital bandwagon.  Or as one of my classmates so succinctly stated, after attending the class at least he now knows what he doesn’t know! 

So here is a crash course on how to build your own digital skillsets: Join Facebook and post photos to it and write on your friends’ walls, join LinkedIn, write a blog, create a personal website, start using Twitter, study Google apps, buy a really good PC or Mac, use a PDA, purchase a URL of your own name, and learn how to back up your files.  If you aren’t engaging in these activities yourself, how can you determine the best way to market to your consumers – many of whom are?  You can also read some great case studies from digitally aware marketers in the ANA’s Marketing Insights Center. I know I have forgotten half of what I learned so if you are a digital novice then be sure you have some young marketers on your staff to reverse mentor you.  Now I have to sign off and go find Irina to explain how to create those hot links again!