Here are the highlights of a Panel at the Media Convergence Forum featuring…
* Jeff Hayzlett …. Chief Business Development Officer, Eastman Kodak
* Russ Klein …. President Global Marketing Strategy, Burger King
* Nicholas Utton …. CMO, E-Trade Financial
Role of the CMO faces evolution and reinvention unlike any of the peers of the CMO.
What the CMO role mean to each of you?
Jeff …. My role as the CMO of the company is to create “tension” to move the organization and brand in a massive way. If I stop creating tension or pushing the envelope – I will be fired. And whenever someone says I am getting a little to edgy I show them the – ExtendedStay viral video …. that usually works.
Nick …. My role was to guide us thought a crisis time where we launched a 10M ad campaign to stem redemptions and customer defections …. now our customer numbers are up, revenue are up, retention is up …. CMO role is about acting when the chips are down!
Russ …. CMO role is defined by being the best all around athlete …. it takes the Power of Versatility. The Burger King was a brand people “knew more than loved” …. I needed to turn that around …. re-mystify the brand so consumers would reengage with the brand to become a “brand people would love to know more about” Digital was a perfect choice for that. Moved past the banner ad quickly to get into “content generate share of voice” rather than buying eyeballs.
Messaging in the digital world
Nick …. web is our storefront …. need to try to get more customers engaged with our brand online …. I don’t have the fortitude to pull all the print and ad dollars offline. Don’t care about the price of media as long as it meets the target CPA.
Jeff …. Moving the business model from broadcast to a narrowcast model. There is a 400 employees twittering with Kodak in their name …. have to acknowledge how the brand is being using …. don’t necessarily condone it or endorse it. The Apprentice integrated campaign mentioned Kodak 4.4 times per minute for 43 minutes …. to make it more relevant to end users …. making it more branded content.
Russ …. there is user generated content which we love to fuel but there is “Content Generated Share of Voice” …. if you get a 1/2 Billion hits on a viral video …. what can you do to get that to spread? You create more content that is inviting and give them that content …. it’s no different than the old P&G ad of the next 30 mins has been brought to you by P&G. Whopper Freakout …. that spawned lots of parodies on YouTube …. got a lot of hits and generated tons of traffic on the web. We love to see that stuff happen.
What advice would you give a CMO if you met them in an elevator?
Russ … Versatility …. beyond the expected things …. get smart on it fast
Nick …. If you don’t take care of your customers someone else will
Jeff …. Just go and get it done …. no one is going to die!