Taking on the topic of building relationships on a global scale, Kim Kadlec, Chief Media Officer, Johnson & Johnson; global warming activist Laurie David; and best-selling author of Permission Marketing, Seth Godin discussed today’s drivers for change and how advertisers can take the lead.
Mr. Godin opened the discussion with a bold statement to event participants, “No one cares about you anymore. You might have money, but money doesn’t buy you power.” Following on from this eye-opening introduction, Mr. Godin explained that today’s advertiser can no longer demand people pay attention.
Conversely, Mr. Godin referred to today’s advertising environment as the Golden Age, because advertisers can inspire consumers to evangelize their products and services to friends—but it better be inspiring.
Comparing the viral power of a message to the global warming movement, activist Laurie David showed how Starbucks is inspiring the conservation conversation by promoting an ad for a compact fluorescent bulb (CFL). By running the ad, Starbuck’s benefits from the intrinsic, invaluable, and nearly sub-conscious power of positive brand association—particularly when those who view it tell their friends about it.
Another way the global warming movement provides a good example for the future of successful marketing is that it’s not about big budgets. The key to success is providing a message that people can easily understand and be inspired by—and as a result tell others about it.
Essentially the trick is to get people talking about you, whether or not it has to do with your products and services. Mr. Godin pointed out that the Starbucks ad had nothing to do with their products, yet it created a conversation about what they are doing.
