Good, Creative Marketing Creates Tension and Takes Risks

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Good, creative marketing can be simplified into "four E’s": engage, educate, excite, and evangelize. That’s how former Kodak Chief Marketing Officer Jeff Hayzlett presents it anyhow. Obviously, each of these "E’s" can get complicated in themselves, but if you really want to look at it in the simplest form possible, this is as good a place to start as any.

Hayzlett, who also authored a book about this stuff called "The Mirror Test," advises that you look at who you are in the mirror for inspiration. "Who are you in the mirror?" he asked. "Look pretty in the mirror….You can’t be cool and look like Elmer Fudd."

"A brand is nothing but a promise delivered," said Hayzlett. "The promises that we deliver are different." In other words, figure out what you want to promise consumers and go from there. You may have a similar product to your competitors, but you can still take a different angle on your promise that can make them look at you in an entirely different light.

Photo Credit: PICNIC Cross Media Week

He also recommends keeping your "elevator pitch" to 118 seconds at most. After listening to many pitches on the exhibit hall floor at at:tech NY, Hayzlett said, "Many of you must be in much taller buildings than I am."

You get "8 seconds to hook me, 110 to close me. No more," he said.

If you’re a marketing leader in your organization, you should be creating tension, he says. "Shouldn’t we be causing tension in the operation…getting into healthy debate?"

Tension generally arises when there are risks involved, but that’s ok. "What happens if you make a mistake? No one’s going to die," he said. Learn from it.

Hayzlett had some interesting things to say about social media.

"Social media’s been around forever," he said, adding that people frequently say that the people are now in control, but that they were always in control. "Now they can actually write something and you’re paying attention to it."

And you better be paying attention to it. If someone is cursing your brand, you’re going to want to know about those conversations. The ROI of social media is constantly questioned within organizations. "You tell me what the return on ignoring is, I’ll tell you what the return on investment is," said Hayzlett.

"It is isn’t about building eyeballs and ears," he declared. "It’s about building hearts and minds."



Comments 2

  1. winston

    IS THE ENVIRONMENT IMPROVING BASED ON UN & AUTHORITIES PROGRAMS?
    UNEP did not actually contribute anything good to the world. Let us take for example the 3 specialized agencies of ECOSOC (namely FAO, WMO & WHO), which were not helped by UNEP. One of FAO’s purposes is to bring agriculture to maximum productivity. By repressing agriculture & forestry, it links to the characteristic symptom of global warming because its major component which is carbon, is already up in the atmosphere. With the reported 60% desertification of land (as of 2005) despite the 78-79% abundance of N2 in the atmosphere, performance is evidently poor. As such, expect GMO to be widely used. WMO on the other hand should have warned FAO that CO2 is critically high in order for the latter to revolutionize agriculture & forestry. However, nothing was or could be done (for being too late) and hence, WMO could not do anything likewise for the occurrence of climate change except warn the public to prepare for natural disasters. Receiving likewise the effects of warming is WHO which should have known basically that O2 is the primordial natural solution in boosting man’s cells & immune system against infectious & virulent pathogens to prevent epidemic (or pandemic). Instead, drug dependence is their choice of action.

    We must not overlook the facts presented herein that UNEP failed in its function. Instead of finding creative & right solution that beset the world, UNEP operated like as a technology marketing or sales firm than as a science-oriented institution. It risked & sacrificed the world with their arbitrary modes of social thinking & experimental concepts. As a consequence, nothing is conclusively productive but only mockery & perversion of the order of nature. It resorted to peddling various sophisticated hardware of warning equipment (like tracking earthquakes) after Indonesia’s tsunami tragedy & monitoring gadgets in the Philippines (like emission testing for transportation). UNEP then poisoned the minds of people to accept climate change & in turn, to prepare for natural disasters. As the disaster management authorities raise their warning, they will tell people to abandon their homes, run & hide, thereby creating a great deal of psychological tension, panic, fear & anxiety. Some may survive but properties may be gone, i.e., back to zero as the victims say. Is this now the consequence of ideal life on earth?

  2. JcL

    Please! Can you name one program the UN has done correctly? They are totally corrupt. Don’t you remember Coffi Annan and the $5 BILLION that went missing. Well not completely missing, his son got some of it.

    UN Report Whitewashes Sexual Abuse
    http://www.captainsquartersblog.com/mt/archives/004149.php

    http://news.bbc.co.uk/2/shared/bsp/hi/pdfs/08_08_05_foodforoil.pdf

    ‘UN troops cannot solve Congo’s problems’
    http://www.presstv.ir/detail.aspx?id=75859&sectionid=351020506

    In 2004, abuses by UN Peacekeepers in the Congo made international headlines
    http://www.refugeesinternational.org/policy/in-depth-report/must-boys-be-boys-ending-sexual-exploitation-abuse-un-peacekeeping-missions

    Afghan gov’t says UN representative out of line
    http://www.ksl.com/?nid=235&sid=4274962
    References :

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