Bob Liodice, President and CEO of the
Association of National Advertisers had recently a very interesting discussion with my colleague Gary Elliott, VP Brand Marketing. The exchange was posted on Bob's blog
ANA Marketing Musings and I thought I would share some of the key extracts. Gary will also be a speaker at the upcoming annual ANA conference
"Masters of Marketing"..
Brand innovation
"We have evaluated every opportunity to keep the HP brand fresh and relevant to both our external and internal audiences. We've evaluated and made decisions regarding utilization of more online media spending -- a doubling of our efforts from a year ago, new sponsorships (MTV's 'Meet or Delete'), cause-related marketing (Extreme Make-Over Katrina), cultural connections (Kyoto Foundation, Sydney Opera House), and event marketing ("HYPE Galleries" -- which demonstrate our printing technology at work)".
. Emerging media forms
We and our media partners have worked to develop a view of future media consumption patterns so that we have a longer term view of our investments. We've also increased our online presence and decreased our spend in other more traditional media.
. Marketing accountability
Our first objective has been to build transparency and consistency in budget definitions and reporting. The majority of our spend is now being tracked. We now need to have measurements that can track the effectiveness of all of our programs.
. Brand loyalty
"Customers expect innovation from a technology company. This requires us to understand what parts of the technology experience are valued by our different customer segments and meeting those expectations".
. Most important thing to keep in mind
"The customer is in charge. Our job is to help them be successful. Everything we do needs to be focused on delivering services, products and solutions that satisfy their needs".
Read the full interview
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