Tag Archives: marketing

#CMOSummit: A Smarter Strategic Marketing Mix

Here is the second of the three sessions I blogged at the CMO Club. This one was a roundtable discussion. This post can also be found on theCMOClub.com.

CMO Thought Leadership Roundtable: A Smarter Strategic Marketing Mix — Optimizing Across Digital and Traditional Media

  • Kenya Jackson, VP Marketing, Target
  • Terri Graham, CMO, Jack in the Box
  • David Hudson, CEO, NM Incite

Another title for this session might have been: “How do you best integrate social media into your marketing mix” given how much of the discussion focused on effectively leveraging social media. However we also heard from Target’s Kenya Jackson about their marketing mix, which goes beyond traditional and digital media to include signage and product packaging – and may even include sales associates.

Terri Graham kicked off the conversation with a case study from a cross-platform campaign for Jack in the Box. She credits the success of this campaign to the integration of social media from the outset, as well as the focus on “keeping it real.” They don’t tack social media on at the end; it is part of the plan, and part of the ideas, from the beginning.

David Hudson identified the concern that often holds companies back from leveraging social medial: How do we measure it? It’s clear that this is still an evolving field, although they have been able to demonstrate that exposure to sentiment drives purchases.

Target is looking at their mix (including broadcast, circulars, print, web, signage, packaging) from the customer’s point of view, in order to understand what really brings her into the store. And once she is there, what gets her to purchase? Should different departments within the store be presented differently? This would be a significant shift for the retailer. An interesting question was posed: could the store itself be considered social media?

Kenya Jackson considers their team members to be a “media type” – they are each representing the brand every day. Best Buy’s 3000 employees responding on Twitter are another example of the integration of online and offline branding through employee participation.

I found this discussion particularly compelling. For years, the internet was a place apart from real life. It was not particularly interactive, or, well, human. Now, it has developed into a social and engaging place, coming to resemble the real world more and more. And as the web becomes more social, we see that the line between online and offline is blurring. Does social media stop within the computer? I don’t believe the answer to that is clear yet, but the trend is there: we now do online what we do offline. We discuss the news, shop with our friends, share photos. Does the conversation end when we turn off the computer? Of course not.

Marketers have always been trying to sit at the family’s dinner table. Social media may just be the best way to join that conversation.

Guest blogger Sorel Husbands Denholtz often discusses social media at the dinner table and food with her online friends.

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#CMOSummit: Don’t compete but change the game

This week I was invited by Ellen Seebold to be a guest blogger at the CMO Thought Leadership Summit, hosted here in San Francisco by The CMO Club. I was fortunate enough to listen in on three very interesting sessions. Below is my blog post from the first of these. It can also be found on theCMOClub.com.

KEYNOTE: Don’t Compete but Change the Game, speaker: Robert Kriegel.

What seemed at first to be a fairly straightforward talk by Robert Kriegel about the critical role of marketing in a world with rapidly changing technology quickly morphed into a whirlwind, astonishing discussion of how to be a winner – and have fun at the same time. Summarizing an hour of rapid-fire ideas and examples into a brief blog post is just about impossible, so I will simply recap highlights and key messages. Imagine everything below presented with fantastic energy and humor, well peppered with anecdotes.

Winners think ahead. Winners break the rules. The companies that win don’t respond quickly to change – they create the change. Think Apple, Cirque de Soleil, Domino’s Pizza. (Really. At one point, the fastest-growing fast-food restaurant.) These ”change-ready organizations:”

  • Constantly challenge the status quo. They don’t cling to old thinking, or “we’ve always done it that way.”
  • Always look for bold, innovative out-of-the-box ideas.

Customers’ needs are always shifting, and winning businesses continuously redefine their role with the customer.

Kriegel identified two major obstacles to innovation and gave us some tools for managing them. The second was predictable: fear. The first, however, may have surprised some: Focusing on working faster and harder. He implored us all to step back from the action to make room for our best ideas. If you are deep in the front lines, you will never get ahead. You need to be able to look at the future, not just what is right in front of you and your business.

To cope with fear, he proposed two simple steps. First, a reality check. Just how likely is that negative outcome? And then remain aware of the big picture while focusing on doing what is manageable. Take small steps. And if it is a bit uncomfortable, embrace that feeling. You are in the “challenge zone.” If it’s comfortable, it’s not new.

He left us with this thought: Everything that applies to work is just as true in daily life. What are the sacred cows in your life? You can end up doing and being more than you ever thought possible. Take risks, break rules, stoke the fires of passion, chase dreams, have a hell of a lot of fun.

I felt inspired at the end of his talk, I have to admit.

Quick look: When to use social media for marketing?

This came up in a recent discussion with a client and is a work in progress. My preliminary notes are below.

Social media is best used as a marketing approach…

  • To intercept and overhear comments from the public.
  • When you have something to share that people will want to share with others.
  • When you have the time and resources allocated to interact with everyone who responds.
  • When you want to hear from people directly.
  • When you want to connect with a specific niche or special-interest group.

Social media is not effective for…

  • One-way communications or one-time messaging. Always expect dialog.
  • Wide reach, except as part of an integrated advertising and PR campaign. The numbers aren’t there yet. The viral videos that get millions of views are the exception, not the rule.
  • Controlling the message.