Some of the greatest case studies in marketing and advertising have come from times of extraordinary challenge. Without question, the financial crisis that came to a head in late 08/early 09 was one of those challenges. So…what would you do if you were top marketer for a brand right in the middle of it all? In this episode, Michael Fischer, Senior VP of Marketing at Coldwell Banker, shares with us those lessons.
Brand Fast-Trackers will help you build a stronger brand.
Each day we talk to, work with and learn from the very best marketing, advertising and media executives working on brands like Sony, Microsoft, Verizon, Ford and P&G.
This gives us unique insight into successful marketing strategies.
These lessons, combined with the experiences shared within this community, can then be applied to your own brand or business.
This gives us unique insight into successful marketing strategies.
These lessons, combined with the experiences shared within this community, can then be applied to your own brand or business.
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Why challenge the traditional media mix? The Director of Invention for Mindshare, Global Media Agency of the Year, shares his thoughts, perspectives, and experiences in working with brands like Cottonelle, Kotex, and Huggies.
Oh, and if you are as curious as I was to better understand the title Director of Invention, you will truly enjoy this episode!
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View the AAF “Connecting with consumers in new ways”
panel below
How do you get to market Billion Dollar brands like Direct TV or perhaps those found within the Wrigley product portfolio? How do you start with nothing and build a business that exclusively represents 30 Fortune 500 companies? Well as they say, success leaves clues.
And here, in this video, the marketers themselves share some with you. Enjoy.
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Click here to watch Jon Gieselman’s response on the AAF panel
Last week I had the opportunity to moderate a panel discussion for the American Advertising Federation, “How BIG BRANDS connect with consumers in new ways through alternative advertising”
Among the panel were top executives running billion dollar brands.
There was one question in particular that i asked which got a lot of discussion going - Web 2.0 marketing zealots often proclaim that any marketer who spends a dollar on print or TV is a fool.
Ok, thats their opinion. But I tend to listen to EXPERIENCE rather than OPINION. So who better to listen to than a marketer who is doing it every day, responsible for a $20 Billion dollar number. His opinion MATTERS. You want to learn how to golf, you listen to Tiger. You want to understand how a serious marketer investing hundreds of millions of dollars into his business thinks? Listen to Jon Gieselman the SVP of Advertising and Public Relations at DirecTV.
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A brand marketer has one primary job - to influence us. Their marketing strategy is to influence our brain so that we associate some of our most desired feelings and wants to their brand.
How do they do this? Well typically they utilize our sense of sight and hearing within their branding strategies. Think about it. A print ad utilizes, sight, radio and hearing. A television commercial utilizes both.
Question for you, how many print ads do you remember from this past week? TV spots?
Here’s another question, ever walk through a mall past Abercrombie & Fitch and notice a unique scent in the air?
Perhaps you have been onboard Singapore Airlines you are struck by how clean it smells?
Cinnabon? Does that smell not make you crave that most unhealthy breakfast on planet earth?
Well that’s because our sense of smell is controlled through our olfactory system which is the strongest sense linked to memory. And in the end, marketers are trying to get their brand into our long term memory storage, while associating pleasure to that emotion. Master marketers and business branding experts know that one of the fastest, most powerful ways to do this is by leveraging our sense of smell.
Now obviously categories such as beauty, fragrance, food, beverages, beer wine, liquor all have this as a critical element of their product design – but do they leverage and execute it in their marketing plan? Do they allow you to experience the smell and use it to influence us?
Further, how can other categories like travel, auto, even credit cards use these branding strategies to their advantage?
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Mr. Fischer is shedding a lot of insight on the correct way to succeed.
Comment by Evan Sims — June 30, 2009 @ 1:22 pm
After listening to this podcast, I might seriously consider utilizing Coldwell Banker for purchasing a home.
Comment by MarshaT — June 30, 2009 @ 2:20 pm
Research is vital when trying to push a product. It helps lead the marketing ideas in the right direction.
Comment by Paul Wilson — June 30, 2009 @ 3:07 pm
I agree with Michael. When times are hard, persistence and innovation is key to remaining above water and succeeding.
Comment by Tasha Micheals — June 30, 2009 @ 5:21 pm
More business should utilize the 100-day plan. Great idea Michael!
Comment by Don Bleeker — June 30, 2009 @ 6:41 pm
It hadn’t crossed my mind to use social networking sites to advance my business. I may set up a few accounts now.
Comment by SoniaR. — July 1, 2009 @ 9:31 am
It’s very possible that time and money spent on research is wasted because people are so unpredictable and wishy washy.
Comment by Delbert Downey — July 1, 2009 @ 10:26 am
I’m glad I visited this site and listened to this post. Thanks Brian!
Comment by Elizabeth Peterson — July 1, 2009 @ 10:47 am
I am also a believer of research.
Comment by JacintaY — July 1, 2009 @ 11:03 am
Can business really look far ahead in terms of goals with the economy the way it is and how finicky consumers are?
Comment by Lara Davidson — July 1, 2009 @ 11:38 am
This is an excellent post Brian! A nice amount of ideas were brought to my attention that I will take advantage of.
Comment by TariqM — July 2, 2009 @ 7:57 am
I think using social networking sites is a waste of time. There seem to be more spammers than potential consumers.
Comment by Sharisse_R — July 2, 2009 @ 8:33 am
In downtime “forgetting rate” of a brand is really useful in deciding what to w/ your imcs.
A thought is that if a brand is in trouble itself or belongs to a troubled industry then advertising should have a “pulse schedule”.
If consumers forget a brand in the downtime, it will probably be very hard to make a come back when times are right.
I’m not Keynesian at all but spending in downtime for a troubled brand (or one in a troubled industry) makes very much sense, if it were to survive.
One example: GM Reinvention ads … http://www.gmreinvention.com
Comment by Fahad Khan — July 2, 2009 @ 4:35 pm