August 17, 2010
Best selling author and former Kodak Chief Marketing Officer Jeffrey Hayzlett kicked off this week’s Search Engine Strategies Conference and Expo in San Francisco with a hilarious and to-the-point keynote on digital marketing tips for now and the near future. As marketers, we know that our consumers’ views are shifting and now, more than ever, we need to listen to our customers and ensure that our marketing initiatives are also community building initiatives. As entrepreneurs, we need to take notice of this changing marketing atmosphere to ensure that we promote our products and services accordingly.Here are the top ten takeaways from today’s opening keynote:
- Begin with the Mirror Test. Make sure that your company/product is alive (people use mirrors to check if there counterparts are still breathing, as marketers, we need to find out which level of the industry we are in and make sure that we can survive.)
- Passion is not a substitute for planning. We should all be passionate about our products/services, but passion does not sell the product. You need the drive and the dedication. Create your goals.
- You have 118 seconds to pitch your product. Make it short and succinct. The average attention span of an adult is 8 seconds. The average elevator ride in NYC is 110 seconds. If you can’t capture a person’s interest in the 8 seconds that you have and can’t hold the attention to the 110 seconds left, then you don’t have a solid pitch.
- Big macs are worth the wait. You need to set clear conditions of satisfaction (COS) and stay with them. If you want massive growth, you need to set your COS’. The big opportunities rarely, if ever, come instantly. You need to determine what you want, set out your goals and do your work. The prize will come, and you need to have patience.
- As a marketer, you should cause tension. You need to be the devil’s advocate and initiate the thinking process for alternative paths and opportunities. From the tensions/debates comes the issues you want and need to address.
- Remember that you are only as fast as your slowest common denominator. If you have a team member who is not strong enough to keep up your strategies you need to address them and make an appropriate decision. The team needs to run smoothly, your slowest asset can affect the whole group.
- No one is going to die, you will and can make mistakes. If you are going to make them, make them big. (Hayzlett mentioned a situation where his team at Kodak created a mobile advertising concept that asked movie goers to text a Kodak number right before the film began. The problem was that most theaters ask people to turn off their phones, so people did not have their phones ready.)
- Social media is not a destination, it’s a tool. If your company thinks that once they become social they are done, then they don’t understand the concept of social networking. You use social marketing to connect with your community, not to just sell your product.
- Remember and use the four E’s of social. Engage, Educate, Excite, Evangelize.
- A brand is nothing but a promised delivered. The only way you can deliver a promise is to sell something. Brand marketing ultimately drives sales. Your brand is not your product, it is your tool to market what you can deliver.
Hayzlett showcased this Kodak advertisement (below) during his keynote. Take these tips above and this video below as guiltiness for how to market your organization and its products.
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