6 Characteristics of Our Favorite Marketing Heroes

Each of us have a marketing hero. It doesn’t matter if you are new to the marketing space or have worked in the industry most of your life. Each of us know someone who inspires us to be a better marketer today than we were yesterday.

You might think that business executives, marketing consultants, technology gurus, data scientists, and digital specialists would have varying ideas on what makes a marketing hero. Our idea of heroism isn’t as different as you might think. I’ve been talking to people in Dallas, San Diego, Chicago, and other cities to learn what traits people look for in a marketing hero.

Have a marketing hero characteristic to add to the list? Let us know on Twitter using #MyMarketingHero!

1. Socially Responsible. Some of our favorite marketing heroes embrace a philanthropic cause. It’s clear their end goal is to build awareness and spread resources to those in need. Marketing hero Pete Frates, creator of the viral ALS Ice Bucket Challenge campaign, reminded us of the power of a smart digital strategy powered by community engagement. Retailers, non-profits, and business-to-business brands alike can learn from these passion-filled philanthropists using marketing to help the world.

2. Data-Driven. Our favorite marketing heroes focus on reaching goals in the most efficient way possible. They don’t rely on assumption or hunches, but seek data that informs them on the best route to generating results.

3. Tech-Savvy. A hero sees technology as a tool to provide a more seamless and meaningful experience for both the business and the consumer. They don’t hesitate to learn a new platform and develop creative ways for pushing its capabilities to the max. What if the technology doesn’t exist? No problem. Marketing heroes are oftentimes entrepreneurs of marketing tech.

4. Mentor-Centric. Whether it’s in an auditorium of five hundred people or the corner table of a coffee shop, marketing heroes are eager to share bits of wisdom. They teach us tips and tricks, and inspire us to push the boundaries of what we think is possible. They are positive and give constructive feedback. While they may not always spell out the answer, they provide direction so we may discover the answers for ourselves.

5. Resourceful. Marketing heroes have this amazing ability to make the most out of the tools and talent around them. They have trained their mind to recognize opportunities when others might only see obstacles. A hero also doesn’t expect to go the journey alone, and welcomes those who are willing to work hard to achieve goals.

6. Curious. This is perhaps the most important characteristic of a marketing hero. Curiosity feeds knowledge. It’s a trait that pushes us to look for solutions even before the problem arises. Marketing heroes look beyond the obvious. They see failure as a growth opportunity, and always welcome a challenge that gets them a step ahead from where they were.

Who is your marketing hero?

Who is your marketing hero? Is it a committed mentor or conference speaker? Is it your colleague or friend? A celebrity or client?

Nominate your hero on Twitter using the hashtag #MyMarketingHero.

DMA 14 Contest Winner Shares How to Be A Marketing Hero

Some members of the nectarOM team and I attended DMA 2014 in San Diego this past October. There we met kindred spirits in the marketing ecosystem and among new friends was Rick Miller, a marketing technology and direct mail executive at Valid USA.

After winning our #MyMarketingHero contest, I had the opportunity to visit with Rick about marketing heroes. What do we talk about when we talk about heroes? It’s not just Gary Vee, Jay Baer, Seth Godin, or Mark Clark that we look up to. (Although, these names usually make most people’s list for marketing heroes.)

Marketing heroes can be found all around us. They sit next to us in the office, attend the same conferences, lead workshops, or befriend us on social media. Rick shared some awesome points about what it takes to be a marketing hero, and so I’m sharing them with you. Want to join our discussion? Tweet to us and let us know your thoughts!

A Talk with Rick Miller about Marketing Heroes

KD: What do you think makes someone a marketing hero?

RM: When I saw the contest advertised during the DMA Conference I envisioned the qualities I looked for in order to be able to call someone a marketing hero.  I first focused on longevity, it had to be someone dedicated enough about marketing to make it a “lifelong” endeavor, (Tweet this quote) something they were so passionate about that they were willing to stick with it through good times and bad. In addition to this I felt this individual needed to exhibit their willingness to educate and mentor others to develop marketing’s next generation.

KD: Who did you nominate for the #MyMarketingHero contest at DMA 2014 and why?

RM: When I thought of the qualifications I came up with that are outlined above, the first name that came to mind was Brian Kurtz from Boardroom, a publishing company in Stamford Connecticut.  Long before Boardroom became a client of Valid’s I had encountered Brian at numerous industry events, especially those related to the publishing industry.  When he was a presenter at these events, his passion for marketing was evident in his enthusiastic approach to the topics he covered.   Brian continues, after 30 plus years to give accolades to his personal mentors / marketing heroes. In my opinion he has done them proud by exemplifying all that was good in what they passed on to him as he now fills those shoes and educates/encourages marketing’s future generations.

KD: What would you tell marketers to focus on if they want to be marketing hero within their organization / company?

RM: Don’t stagnate in regards to marketing technology and innovation, be willing to try new things because where there is risk, there can be reward. (Tweet this quote.) Also, be a role model and mentor for others within your organization and the industry. Whenever you can pass on the knowledge to others so overall as a company, and within the industry others can become stronger.

KD: Do you think marketing heroes are born or made?

RM: My opinion would be that they are made.  I can’t think of anyone that has ever told me, “when I grow up I want to be a marketer”, rather the story typically starts with an admission that they didn’t really know what they were getting into when they accepted a marketing position.  The marketing hero is the one that develops a passion for marketing through their experiences.  (Tweet this quote.) Over my 25 plus years in the industry I have encountered a number of what I would consider to be brilliant marketers and their stories are similar, their passion for marketing came about through on the job experiences, personal mentors and heroes that may not have known it at the time but they were helping to grow that passion for marketing in these individuals by encouraging them to pursue marketing as a career.

Who is your marketing hero?

Who is your marketing hero? Is it a committed mentor or conference speaker? Is it your colleague or friend? A celebrity or client?

Nominate your hero on Twitter using the hashtag #MyMarketingHero.

Don’t miss us at Dallas Digital Summit!

 

Dallas Digital Summit 2014 is next week, and we’ll be there on both days to mingle with fellow data driven marketers and digital innovators.

This year’s speakers and agenda are listed here – definitely some notable figures in the digital marketing space that we’re interested to see. If you haven’t registered, it’s not too late. By using the code NECTAR50, you can save $50 from already discounted prices.

nectarOM will also be partnering with marketingpersonalization.com to interview top innovators across various marketing fields, and if you are interested, shoot me an email to reserve a slot.

Marketing-Hero-Campaign-DDSUM14
Marketing Hero Campaign at Dallas Digital Summit 2014

My Marketing Heroes Contest

Come stop by our booth to hang out and learn more about our #mymarketinghero twitter contest – you and your marketing hero both have a chance to win a set of Apple TVs for the holidays!

It’s easy:

1. Tweet #mymarketinghero is @(hero name), who is yours? #DDSUM14 @nectarom
2. Follow @nectarom
3. You and your hero each have a chance to win an Apple TV!

How did one marketing hero raise over $125 million for an incurable disease?

An uncommon disease quickly became a philanthropy sensation, thanks to some creative marketing tactics. The ALS Ice Bucket Challenge has generated over $125 million in donations toward finding a cure for ALS in just a few months. Since the first ice bucket challenge video debuted in July 2014, more than 2.5 million people from 150 countries have filmed videos to raise awareness for the deadly disease.

Pete Frates is the man behind the Ice Bucket Challenge. After being diagnosed with ALS in 2011, Frates decided to do something about the incurable disease. While most people would accept this diagnosis as a tragedy, Frates saw his diagnosis as his opportunity to change the world.

His initial goal was to get ALS in front of philanthropists like Bill Gates. A team of Frates’ family and friends aimed to raise awareness of the disease. Frates acts as their fearless leader. Although he is currently paralyzed, Frates communicates with eyegazer technology and is still the face of the ALS Ice Bucket Challenge.

Frates and his successful campaign can be attributed to three factors: a positive, proactive attitude; a mental toughness required to put himself out there and refusal to give up; and the mindset to go after an unacceptable situation.

Because of the ALS Ice Bucket Challenge’s undeniable success, we are naming Pete Frates this week’s Marketing Hero.

In less than a month after the first video, ALS received attention from national media, celebrities and global media. How was the Ice Bucket Challenge successful so quickly? We’ve narrowed it down to four marketing concepts.

1. Social Media

The Ice Bucket Challenge shows us the importance of using social media in marketing campaigns. In a fast-paced, technology-based world, social media in marketing is more important than ever.

Social media made the campaign sharable through multiple platforms, such as Facebook, Twitter and YouTube. Because multiple social media platforms were utilized, the campaign reached a larger audience, spreading rapidly within a relatively short amount of time.

Additionally, social media made this campaign easy for people to participate in. Only a few minutes and one technological device (a cell phone) were required to film, upload and share videos on social media platforms. People found this simplicity attractive, which is why the Challenge attracted so many participants.

2. Emotional Appeal played a big role in the Challenge’s success through its feel-good aspect. Think about it – people love feeling like they are making a difference. This campaign made it easy for participants to achieve that feeling of importance through just a small act of posting a video. Whether people poured water over their heads or donated toward a cure for ALS, participants felt like they were truly making a difference. And – to their credit – they did!

3. Make It Fun. Millions of ice bucket videos were uploaded, but people never grew tired of watching someone getting drenched with freezing water. Why? Because it’s a fun campaign and a funny concept! Participants stretched their creativity, coming up with their own original ways to do the challenge. Videos became more and more outrageous (check out this video by Bill Gates). A fun campaign attracts an audience and keeps them interested.

4. Originality. How many other marketing campaigns involve pouring ice water on your head to generate awareness? None that I’m aware of. The ALS Ice Bucket Challenge is creative. It’s new. A marketing strategy that is the first of its kind will be memorable and leaves a lasting impression on the public.

DMA 2014 Takeaways – Goodbye San Diego

Our DMA 2014 Takeaways

The San Diego Convention Center was lovely, and the weather collaborated to make a beautiful experience (especially in the back atriums and patio areas). Our only qualm – the exhibit booths weren’t on the sailboats outside. Great choice of a venue.

The keynote speakers were fantastic, and you could tell by the way people packed up and crowded the main hall that excitement was in the air. Our personal favorite was Magic Johnson – “Keep trying, consistency is key”.(I may have made part of that quote up…he got me so pumped all I could think about during the keynote was, “You can do anything.”)

There were plenty of thought provoking tracks to keep marketers intrigued and actively learning. A few of the CRM tracks were phenomenal, but my personal track favorite was the short session with Google creative director Ben Jones. His ability to mix data and storytelling is something marketers need to listen carefully to. Data might tell you predictions, but storytelling is what will ultimately create brand presence and loyal followers. A point made several times from different speakers was that integrating data the right way can make all the difference when it it comes to analyzing omnichannel interaction (ready for the holidays?).

Our neighbors at 1 point mail were great – Managing Director Paul Westhorpe and team really know enterprise email and were incredibly friendly, and we were able to connect with lots of folks over our #mymarketinghero contest, which turned out to be a huge success…Our simple concept – nominate your marketing hero on twitter and win a chance to get two Apple TVs – encouraged people to engage with each other and earn some brownie points. By the end of the conference, people started calling us the marketing hero guys, which I took as a job well done.

Congrats Rick Miller on winning the contest, and nominee Brian Kurtz!

Wrapping up…

What we loved:
Magic Johnson, the focus on traditional AND digital marketing, our #mymarketinghero contest, San Diego weather, the beautiful venue, DMA’s hard work

What the people want:
Tracks clearly separated by mastery level, less vendor-led tracks (teach me, don’t pitch me), more exhibit hall traffic

We did not stay for the post-event tracks, so if anyone has thoughts on how they went, feel free to shoot me an email at daniel@nectarom.com.