by scott.gillum | Dec 1, 2020 | 2020, Business Trends
Face to face meetings are dead, at least for the foreseeable future. Companies have invested in sales enablement platforms without seeing a measurable improvement in productivity. Email response rates are at a record low, and webinar performance is declining. Scott interviews Dr. Howard Dover, Director of Professional Sales and Sales Coach, University of Texas at Dallas on these challenges and how they are impacting how we sell now and in the future .
To hear Scott’s entire conversation with Dr. Howard Dover, Director, Center of Professional Sales, and professional sales coach to discuss the Future Of Selling”, listen or download here:
by scott.gillum | Sep 15, 2020 | 2020, Business Trends
Pixel506 is a tech company based out of New York and Costa Rica. Antonio Ramirez, CEO of Pixel506, sat down with Scott to discuss remote work and working in Costa Rica during COVID19. Antonio Ramirez gives tips on creating award-winning websites and how to set up your digital efforts for success.
To hear Scott’s entire conversation with Antonio Ramirez, CEO and Founder of Pixel506 about “Remote Work And Working In Costa Rica”, listen or download here:
by scott.gillum | Aug 12, 2020 | 2020, Marketing
By Jackson and Scott Gillum
Estimated read time: 5 minutes
Editor’s Note: A father and son project often results in something being built. A treehouse, a restored car or a piece of furniture. With very little mechanical skills but a knack for storytelling and a son who is an English major, our project resulted in a white paper on Personality Based Marketing to be published in the fall. The blog post below is an excerpt from that piece, Jackson researched and wrote it, I just helped to frame it, without any tools…of course.
John B Watson is a crucial character in the use of personality in advertising, used extensively today, yet for many his name is unknown. He lived during a time (1878-1958) that saw the rise and boom of both psychology and personality studies.
As a professor at Johns Hopkins he did extensive research in psychology until a scandalous affair with a student would cost him his job. After being forced to leave the university, he entered the world of marketing work as a door-to-door salesman for advertising agency J. Walter.
It didn’t take Watson long to start making observations about his customers. He concluded that rather than consumers being rational, they acted emotionally. Watson claimed: “tell him something that will tie him up with fear, something that will stir up a mild rage, that will call out an affectionate or love response, or strike at a deep psychological or habit need.” The Authenticity Bomb.
Using this, Watson would lead several advertising campaigns, utilizing strategies that are still in use today. During his advertising for Ponds Cold Cream and Pebeco toothpaste, he revolutionized the way that testimonials were used.
These testimonials were based on evoking the emotional response of desire for the customers. The ads featured seductive women, and were not directed to men but instead to women with the promise that they would become more desirable. The same approach used today in the advertising of skin and beauty products.
Attractive men and women drinking beers together sent a message greater than “this is a good beer” but instead “drink this beer and you can be like them.” Watson’s style of ads pitched a new reality attainable through the acquisition of their product.
There is now a new phenomenon in advertising. A new alliance few expected between social movements and corporations. Historically, adhering to social movements could be bad for business, and we have seen many examples of this.
Two recent examples are Budweiser’s “Born the Hard Way” Ad and Pepsi’s famous “Live for Now” ad. Both of these ads came out in 2017 and they were massive failures, each in their own way.
The story behind the Pepsi ad is more complex than that of the Budweiser ad, and the fact that Pepsi advertisers never foresaw any negative response is astonishing, yet you can tell their heads were naively in the right place.
They picked up on the popular movements at the time, specifically the #resistance movement aimed at the Trump administration and the foundations of the BLM movement. This can be seen everywhere in the ad, where the focal point is an enormous protest with young people marching, directly aimed at their millennial audience.
Then, the ad makes a massive turn for the worst, the idea that a Pepsi can bring everyone together. The moment that Kendall Jenner hands a police officer a pepsi is the moment that Pepsi created what could be considered one of the worst ads in history.
The message is patronizing, calling on both the absurdity of the message along with popular anti- Kardashian-Jenner sentiments that they are relatable people. This “bomb” exploded because Pepsi appeared to be disingenuously producing an ad that attempted to take advantage of social movements, but perhaps they were at the right place at the wrong time.
And that brings us to today, following the death of George Floyd and the monumental growth of BLM protests that have grown across the entire nation in 2020, companies are scrambling to produce as many ads as possible to address this audience.
The interesting phenomenon is, just like where Pepsi produced an ad using social movements as a marketing ploy without any relevance to their company, so are an extensive amount of corporations with seemingly no backlash…so far.
On July 13, 2020 Old Navy, released its “#WeAreWe” ad. It is colorful, upbeat, and poetic, praising the social movements of 2020. It is also accompanied by a new store manifesto committed to activism within their own company, and it has been successful.
Below the surface lurks the fact that their clothing is produced in Bangladesh, Cambodia, China, El Salvador, Guatemala, Nicaragua, Philippines, Sri Lanka, etc., countries renowned for their cheap labor and lack of environmental protection laws.
While Gap, Old Navy’s parent company, has addressed its garment production in the past giving it some praise, it still has glaring issues when it comes to worker pay and empowerment. Good on You, a website dedicated to rating the ethical behavior of companies, scored Old Navy a “2 out of 5” when it came to labor, and a “3 out of 5” when it came to environmental friendliness.
What Old Navy, and companies like them are pursuing is potentially dangerous to the brand. In addressing one issue they are exposing themselves to others. And potentially, setting themselves up to be unable to fulfill their promise to consumers, making them seem hypocritical.
What companies must realize is that while they may have the best intention, in order to be authentic they must be able to live it. Especially when the “trolls” come knocking. In the emotional and polarized environment we live in today, “covering the bases” is a tightrope that keeps shrinking.
Watson’s ads were successful because companies pitched you a new better version of yourself, one you can attain only through them. Now, companies pitch you a new version of them, one that they hope you accept at surface value but don’t look at too closely.
by scott.gillum | Jul 15, 2020 | 2020, Business Trends
Covid, remote teams, layoffs, diversity and inclusion, trade wars, and now security risk? There is so much on the plate of CMO’s already, and now they need to focus on cyber risk. Yes, according to Patrick Kehoe, Chief Marketing Officer at Coalfire, a cyber risk assessment firm.
“The FBI says cybercrime reports quadrupled during COVID-19 pandemic; other reports and our experience reflects the same. In short, security isn’t an IT problem, it’s a business problem—and it’s one that marketing needs to pay attention to, given the amount of technology it now controls.”
What specifically should the heads of marketing be concerned with? Well, start with remote teams accessing customer databases, content management systems and those “off the IT radar” landing pages, microsites and websites. According to Kehoe, “it’s time to come clean with the IT department. If you haven’t already been breached, it is likely just a matter of when, not if, so you have to stay proactive.”
A recent RSA CMO study showed that 20% of security incidents can be linked back to marketing activities. What can you do to be prepared? “The number one thing marketers can do is get a seat at the table. Use the IT organization to assess vendors and make it clear to them that security is paramount. Ensure an incident response plan is in place and be a part of the cyber security strategy,” according to Kehoe.
A good cyber security policy can also have an upside. Use it in your marketing material. Ensuring customers, especially at this time, that you have a solid understanding of the risk, and have plans in place to address them is essential. Don’t be shy about listing your certifications and/or seals on your website.
Security and risk assessments are now table stakes, according to Kehoe. “If you want to make it into the consideration set, you have to demonstrate that you have a clear and proactive approach to addressing security issues. But don’t overstate it, if your cyber security solution only blocks 99% of attacks, don’t say it blocks all attacks.”
Finally, being honest about your success rate and the capabilities of your solution is the best way to build long-term relationships and drive more positive customer referrals over time. But first, you have to have that honest but difficult conversation with the IT department about those things they may not know about. Good luck, and stay safe!
To hear Scott’s entire conversation with Patrick Kehoe, Chief Marketing and Strategy Officer at Coalfire Systems Inc. about “What CMO’s Need To Know About Cyber Security”, listen or download here:
by scott.gillum | Jul 10, 2020 | 2020, Opinion
by Scott Gillum
Estimated read time: 4 Minutes
Getting Through This Together. Our goal when we founded Carbon Design LLC was not to get rich or famous. It was about doing meaningful work for clients who appreciate it. We don’t apply for awards or recognition that others chase, preferring to focus on the work and making clients happy. It’s why I’m excited to share some of the feedback we’ve received recently.
Before COVID hit we had scoped a follow on project for a Coalfire, a cyber security firm. Unfortunately, our client’s budget was cut before we got started. Knowing the importance of the project, we did the work for what little of the budget that remained.
We delivered the findings in early June and the week later received a package containing a thank you and a Coalfire branded jacket. They were impressed with the insight we delivered but more importantly they thanked us for our flexibility and partnership.
At the end of the month we receive more positive feedback.
For years, Tony Anticole and I have worked with the team at Challenger to turn the commercial insight they create for clients into marketing campaigns and assets through a 1.5 day workshop.
With the pandemic, the team had to figure out how to turn an in person session into a digital experience that created the same value…not an easy task. We were generally concerned with our ability to read and respond to the attendees remotely.
On top of this already challenging scenario the lead person from the Challenger team left the organization leaving the remaining member of the team in a difficult position. She had only attended one other session as an observer.
Two weeks ago, we delivered the last of 5 weekly (2-3 hr) workshops. Last week, we received the feedback below from the client via our Challenger partner Taeya Sharrock, mentioned above.
I wanted to pass along feedback from Bassel about the CCS workshops:
“I thought it was brilliant, Tony & Scott were amazing & did a great job over the 5 weeks. The workshops were thought-provoking – this was the best part, changing the mindset completely. Everyone who attended had really good feedback to share.”
Taeya was also kind enough to pass along the comments below about her experience.
“Will, I wanted to let you know what a great job Tony & Scott did and how incredibly generous they have been with their time. I know they were only able to bill back a limited number of hours for preparation, but they have been keen to have additional calls/debriefs as we prepared for sessions, and have given a lot of additional brainpower to ensuring the insight was strong enough that we would get to a good end-point.” With David having left before we got into the nitty-gritty of figuring out how to run these sessions, and with only ever having seen one Content Strategy workshop, I have really appreciated all of their help!
I wanted to share these comments because we’re all probably being asked to make sacrifices, do things we’ve never done before, and perhaps, may be getting paid less for it.
Keep your head up and stay focused. We’ll get through this together but we need patience, flexibility and understanding. Onward!
Getting Through This Together.
