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Featured Links: Advertising

	“Radical Innovation”

	Key points made by Sally Hogshead and Bill Haggett at the 2007 TMCA Annual Conference & Marketing Expo in St. Petersburg, Florida: Most of us today have the attention span of a goldfish – flitting from one thing to another every nine seconds. Keynote presenters Sally Hogshead and Bill Haggett explain that this trend manifests itself in circuit training (where we jump from one exercise to the next), picture-in-picture (so we can simultaneously watch multiple shows), frequent job changes (as many as seven in just 22 months for most Chief Marketing Officers) and more. Hogshead likens the brain to mental real estate. “There’s no room left,” she explains. “When information comes in, very few things make it through the mental spam filter. It ends up in the trash can.” Obviously, this trend poses new challenges – and opportunities – for today’s marketers. Hogshead and Haggett offer five ways to capture the attention of the goldfish in our audience: 1. Earn Attention. It’s no longer a seller’s market. Marketers have to work harder to make it through their audience’s mental “spam filter”. The point of difference, from Hogshead’s perspective? Brutal honesty. Companies need to embrace their corporate culture. They need to be who they are. Hogshead offers the example of L.A.’s The Standard hotel where tongue-in-cheek “tell-it-like-it-is” icons are displayed on everything from the swanky party establishment’s minibars to its toilet paper. For companies with tight marketing budgets, Hogshead adds, “If you don’t have money, you have to work harder to earn attention. You really need to say something people are interested in hearing about.” 2. Hit the Refresh Button. Repeating the same marketing tactics year after year won’t take you to the next level as a marketer. It’s critical to stay current, Haggett says, running a brief video featuring Microsoft’s new Surface concept as one new marketing avenue. “You want to be in a new space. Break through the clutter.” Fifteen to18 percent of marketing dollars are now being used for e-marketing efforts, Haggett notes. “Interactivity is the new way to go,” he explains, calling it “sticky.” “The more time your audience spends with your brand, the better.” He illustrates his point with a web site featuring a video game to extend the time visitors spend on the site. 3. Transgress Boundaries. Recognize what we’ve traditionally been taught to think of as boundaries and then go beyond them, Hogshead says. “The key is to take rational products and describe them in an emotional way.” She offers examples of commercials she created that turn something that has become commoditized, such as sunglasses, into a fantasy-inducing experience. (Truly, these ads need to be seen to be appreciated!) Another way to accomplish this boundary stretch is through what Hogshead calls “extreme collaboration.” Establish a relationship with an unusual partner. She cites examples of Poptarts and Trivial Pursuit, Nike and an audio workout provider, and others. 4. Connect with Emotion. “Emotion is very sticky,” says Haggett. “You need to know the emotion – not only of your customer, but also of your customer’s customer.” One glass manufacturer, for example, capitalizes on customers’ fear of broken product with the tagline, “We’re going to get there in one piece.” 5. Create Sweetspots. Challenges can often offer new opportunities for the savvy marketer. Hogshead suggests a formula: problem + toolbox = radical possibility. She offers the example of Godiva, the exclusive chocolatier. To address the lack of foot traffic in its retail stores, Hogshead helped the company review its corporate “toolbox” and look for ways to capitalize on one of its key strengths, excellent ingredients. The radical possibility? Creating a blended drink experience – Chocolixir – that is only available in the store. Chocoholic foot traffic has definitely increased.
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