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Secrets of the Marketing Masters: What the Best Marketers Do -- And Why It Works |  |
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Secrets of the Marketing Masters: What the Best Marketers Do -- And Why It Works | |
All the old rules of marketing are up for grabs. Markets are fragmenting and globalizing; consumers have greater control over when and what media they use; and digital technologies have changed how people shop, work, and relax. But a small number of senior marketing leaders know how to engage consumers and keep them coming back. This book reveals the secrets to their success. Featuring exclusive interviews with top consumer and business-to-business marketers at companies like P&G, Unilever, GE, Nortel and American Express, Secrets of the Marketing Masters offers insight and practical advice, from how to gain the confidence of your colleagues on the senior team to how win your customers’ trust. Marketers will discover how to:
• build a marketing culture
• share results that matter–good and bad
• connect with customers on an emotional level
• find ways to amplify the customer voice within their company
• run marketing like a professional service
• cultivate positive word of mouth both on and offline
• build customer listening posts
• develop forward sensing mechanisms to spot new trends
With this real-world, insider advice, readers can discover the techniques that will set them apart from the crowd and create lasting customer loyalty.
It seems that up until just a few years ago, the ad men of Madison Avenue ruled the fiercely competitive marketing world. The creative geniuses who ran these agencies seemed to have a playbook for every product category: push beer during weekend sports, sell soap on the daytime dramas, and whatever you do, do it in a 30-second TV spot. But today, the old marketing formulas don’t work. Changes in technology have changed people’s behavior; they have different habits, tastes, and values. Most of today’s marketing masters have moved off Madison Avenue, and advertising is only part of their jobs. In fact, the intellectual capital of the marketing world seems to have moved to the client side. But these marketing masters are not necessarily “superstars.” Some of them work quietly behind the scenes. They all tend to stay in one place longer than average. And they seem to have cracked the code on helping their companies achieve consistent profitable growth. But just what is their secret?
Secrets of the Marketing Masters reveals the keys to their success. Featuring exclusive interviews with top consumer and business-to-business marketers at companies like P&G, Unilever, GE, Diageo, and American Express, this book offers insight and practical advice, from how to gain the confidence of your colleagues on the senior team to how to win your customers’ trust. With more than 90 specific tips drawn from the experiences of the world’s top marketers and real-life examples from both consumer and business-to-business marketing, it shows you how to:
• Develop insight into people’s needs
• Share results that matter—good and bad
• Get to know your customer
• Become your customer’s voice
• Be true to your brand’s meaning
• Build a strong team of creative professionals
• Stay in touch with customers’ changing desires, needs, and values
• Make it easy for customers to ask questions or make complaints
• Understand new trends in the digital world
• Cultivate positive word of mouth both on and offline
When it comes to brilliant marketing, Dick Martin is an expert. For 32 years he honed his skills at AT&T where he was executive vice president of public relations, employee communications, and brand management. Here he offers rare insights from the well-known marketing masters—like John Hayes at American Express and Beth Comstock at General Electric—to lower-profile masters like Rob Malcolm at Diageo and Alessandro Manfredi at Unilever.
Successful marketing is an art, and only the truly savvy seem to get it just right. With Secrets of the Marketing Masters, you will be one of the few who know exactly what your customers want, even before they do.
Dick Martin was formerly executive vice president of public relations, employee communications and brand management for AT&T. He has written for publications such as the Harvard Business Review, BusinessWeek Online, Chief Executive, and Leader to Leader. He lives in Summit, New Jersey.
Dick Martin (Summit, NJ) was formerly executive vice president of public relations and brand management for AT&T. He has written for such publications as the Harvard Business Review, BusinessWeek Online, Chief Executive, and Leader to Leader.
The old rules of marketing are up for grabs. Markets are fragmenting and globalizing; consumers have greater control over when and what media they use; and digital technologies have changed how people shop, work, and relax. But a small number of senior marketing leaders know how to engage consumers and keep them coming back—and this book reveals the secrets to their success.
Featuring exclusive interviews with top consumer and business-to-business marketers at companies like P&G, Unilever, GE, Diageo, and American Express, Secrets of the Marketing Masters offers insight and practical advice, from how to gain the confidence of your colleagues on the senior team to how to win your customers’ trust.
With this real-world, insider advice, you can discover the techniques that will set you apart from the also ran marketing crowd and enable you to create lasting customer loyalty.
Advance Praise for Secrets of the Marketing Masters:
“From cover to cover, Dick Martin’s book abounds with insights every marketer should heed.”
— Keith Reinhard, Chairman Emeritus, DDB Worldwide
“Well-researched, beautifully and compellingly written. Every CMO interested in achieving real, measurable success should read this book; they’ll find it a hard one to put down!”
— Hayes Roth, Chief Marketing Officer, Landor Associates
“Martin brings to marketing the insight of successful executives. He has interviewed the ‘masters’ of the craft, backed up his observations with credible research, and integrates information into a compelling narrative—the best example of business journalism applied to marketing yet.”
— Dr. Michael B. Goodman, professor; Director, Corporate Communication International;
Baruch College, The City University of New York
CONTENTS
Introduction: Secrets of the Marketing Masters ...................... xiii
Part One—Think Inside Out ................................................. 1
1. Run Marketing Like a Professional Service ............................ 3
2. Build a Marketing Culture ........................................................... 14
3. Become Known as the Voice of the Customer ...................... 29
4. Share the Results That Matter—Good and Bad ...................... 42
Part Two—Think Outside In ................................................. 57
5. Develop Insight into People’s Needs ........................................ 59
6. Develop Insight into Businesses’ Needs .................................. 74
7. Turn Insight into Foresight ......................................................... 87
8. Build Customer Listening Posts ................................................ 105
Part Three—Connect Emotionally ....................................... 121
9. Find Your Brand’s Higher Purpose ........................................... 123
10. Be True to Your Brand’s Meaning ............................................. 141
11. Cultivate Positive ‘‘Word of Mouse’’ ......................................... 158
12. Cultivate Positive Word of Mouth ............................................. 173
13. Win People’s Trust ........................................................................ 189
14. Invest in Relationships ................................................................. 203
Afterword: The Obama Effect ....................................................... 217
The Secrets: A Crib Sheet ............................................................. 229
Acknowledgments ........................................................................... 235
Notes .................................................................................................. 239
Index .................................................................................................. 257
INTRODUCTION
‘‘The purpose of business is to create and keep a customer. Only two functions do this: marketing and innovation. All the rest are costs.’’—PETER DRUCKER
WHAT THIS BOOK IS ABOUT
The late business guru Peter Drucker put marketing at the center of a business’s purpose, but that center turns out to be peppered with blind alleys and potholes.
What makes some marketers successful while others are the fruit flies of the ‘‘C-suite,’’ nuisances who fill the air with buzzing but don’t accomplish much in their blessedly short lives? Sadly, in recent years, the fruit flies of marketing have been multiplying.1 According to executive recruiter Spencer Stuart, chief marketing officers last only about two years. Since it takes almost that long for most marketing campaigns to get off the ground, it seems that the average chief marketing officer has one—maybe two—times at bat. By contrast, the average rookie baseball player can look forward to more than five and half years in uniform.2
No one can bat a thousand, but a small number of marketers would be on anyone’s All-Star team. I call them the masters of marketing.
They sometimes get their names in the paper. If, like some of the people in this book, you work for an industry giant such as Procter & Gamble, Unilever, General Electric, Diageo, Microsoft, Fidelity Investments or American Express, it’s hard not to attract the media’s attention.
But the marketing masters are not necessarily ‘‘superstars’’ whose names bloom brightly in the media befor
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