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16 Smarty Pants Who Changed Marketing


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Why do people collect trading cards? Collectors often hope the pictures can inspire them to their field or find pleasure in seeing remarkable people and their achievements. To inspire you in your marketing, MarketingProfs put together a roster of 16 remarkable smarty pants who changed business.

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16 Smarty Pants Who Changed Marketing

  1. 1. Why do people collect trading cards? Collectors often hopethe pictures can inspire them to their field or find pleasure inseeing remarkable people and their achievements. To inspireyou in your marketing, weve put together a roster of 16remarkable smarty pants who changed business.
  2. 2. Smarty Pants #1(1706-1790) Benjamin Franklin, founding father, printer,author, inventor, all-around genius Benjamin Franklins resume looks like its made-up. Brilliant inventor? Sure! Best-selling author? You betcha! Ambassador to France who got the French to join the colonists fight for independence? Absolutely!
  3. 3. To that list, add that Franklin was also the owner of General Magazine, which printed one of the first American magazine ads in 1742. Franklin also invented the lightning rod, bifocals, and other items that, if they didnt exactly reinvent marketing and advertising, certainly enabled our ability to read and enjoy newspapers andmagazines.
  4. 4. Takeaway: Listen to your inner genius. If youve a plan oridea that no one has heard before, you might be ontosomething groundbreaking.
  5. 5. Smarty Pants #2(1838 to 1922) John Wanamaker, department-storefounder, pioneer in marketing The next time you pass a department store, thank John Wanamaker. In 1861, he and his brother-in-law opened Oak Hall and gave birth to the concept of the first department store. In 1874, Wanamaker published the first copyrighted store ad.
  6. 6. Wanamaker definitely knew how to work with the seasons (even if he had to make some up). He created seasonal sales, such as Februarys Opportunity Sales and July Midsummer Sales. And guess who started the January White Sale? Yep. Wanamaker in 1878. He also popularized the fixed-price system and created the idea of the "money-back guarantee." (Thosehave caught on, havent they?)
  7. 7. Takeaway: Unite your marketing efforts with the seasons…and if need be, create some special events and occasions ofyour own.
  8. 8. Smarty Pants #3(1854 to 1925) Frank Munsey, American newspaper andmagazine publisher and author Before "Pulp Fiction" the movie, there was pulp fiction, the cheap magazine. Munsey, the father of pulp magazines, used the cheapest pulpwood for his magazines. Folks could buy these "pulp magazines" for just 10 cents a pop.
  9. 9. (Those other fancy-shmancy magazines in the 1800s cost between 15 to 30 cents.) Aside from first publishing Edgar Rice Burroughs stories (feel free to let out a Tarzan yell right about now), Munsey also was the first person to attempt a run a magazine byrelying on advertising sales revenue rather than retail standsales.Takeaway: Know your audience and their needs. Munseywasnt afraid to go cheap with the paper, knowing folkswould like the lower cost. Throughout the years, the Argosy
  10. 10. also underwent various name and publishing changes…always to better reach an audience.
  11. 11. Smarty Pants #4(1877 to 1934) Ivy Lee, the father of public relations Its 1906. Youre Pennsylvania Railroad magnate George F. Baer, and your railroad company has just experienced a major rail accident. What do you do? Baer put himself in the hands of Ivy Lee,who would become one of the most well-known pioneers inPR.
  12. 12. Lee convinced Baer to send a press release out before anyone had even heard of the accident. He also asked reporters and photographers to come to the accident and report what happened. (Lee even had Baer provide a train for all the journalists.) This brilliant PR moveearned Ivy Lee the title "father of the modern press release."Takeaway: Be one step ahead of your audience. Anticipatereactions and have a plan in place for any crisis that mayarise.
  13. 13. Smarty Pants #5(1891 to 1995) Edward Bernays, Austrian-American pioneerin PR and propaganda Who came up with the idea of getting dentists (even just 9 out of 10) to approve a product? And what about "experts" on TV giving their testimonials? Credit Edward Bernays for popularizingthe use of "third-party authorities" to lend weight to press
  14. 14. releases. For example, to help a company sell more bacon, Bernays conducted a survey of physicians and shared their recommendation that people eat heavy breakfasts. He then sent his report to 5,000 physicians and got the quotes he needed to promote bacon as the heavy breakfast that physicians recommend.How powerful was this campaign? Even today, people
  15. 15. consider bacon and eggs as being part of an all-Americanheavy breakfast.Takeaway: Use data and details to lend credibility to yourclaims.
  16. 16. Smarty Pants #6(1886 to 1983) Henry Jamison "Jam" Handy, Olympicbreast-stroke winner, water polo player, leader incommercial audio and visual communications He created thousands of industrial and educational films for the biggest companies of his day. (During World War II, his company, Jam Handy Productions, produced 7,000 films!)
  17. 17. Jam Handy films were really advertising shorts presented aseducational or documentary films. Handys Direct MassSelling Series ran in both movie and newsreel theaters."Down the Gasoline Trail" (1935) explains what happens to adrop of gas from the tank to the engine cylinder... and in theend, you find out the gas tank belonged to a Chevy.
  18. 18. With his storytelling technique and soft sell, Jam Handy wasdefinitely the pioneer of all modern-day commercials.Takeaway: Use short movies to entertain and educate yourcustomers rather than to boast about your product orservice.
  19. 19. Smarty Pants #7(1946) Mrs. Carveth Wells, explorer and TV host Imagine your well-heeled neighbor carrying a box of DVDs of her travels into your living room, putting them in the player, and droning on about each one. TV viewers in 1946 didnt have to imagine it all. They had Mrs. Carveth Wells.
  20. 20. Wells had a show that had thissimple premise: Wells plays her 16mm home movies of her worldwidetravels and talks about them. Yep.Thats the "Geographically Speaking"show.Why are we speaking about it today?Because "Geographically Speaking"
  21. 21. was the first show to have a regular sponsor. Bristol-Myerswould have kept sponsoring her… had Wells not run out ofmovies.Takeaway: Dont be afraid to explore shiny new concepts (inthis case, the new idea was TV programming), but make sureto plan well… or youll run out of content.
  22. 22. Smarty Pants #8(1894 to 1982) Bernice Fitz-Gibbon, US advertisingexecutive Known as the Fabulous Fitz, she pioneered the idea of events into the world of department stores and advertising by creating fashion shows, lectures, and demos. She also opened an award-winning agency in 1954, which helped women become copywriters.
  23. 23. Her famous quote is: "A good ad should be like a good sermon: It must not only comfort the afflicted, it also must afflict the comfortable."Takeaway: Remember to help others. As a successful writer,Fitz-Gibbons made sure to help other women becomecopywriters.
  24. 24. Smarty Pants #9(1911 to 1999) David Ogilvy, British ad executive, father ofmodern advertising Forget Dumbledore and his spells. David Ogilvy, called "the most sought-after wizard in todays advertising industry" by Time Magazine, knew the power inherent in words and images.
  25. 25. He believed in engaging, stylish descriptions of products would best reach consumer and in knowing your consumers. He said, "Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals." Ogilvy also wrote the uber-popular Confessions of an Advertising Man,one of the most famous books about advertising.
  26. 26. Takeaway: Know your audience well. Think about what theythink about. Talk to them as they talk. Reach out to themhow they want to be reached out to.
  27. 27. Smarty Pants #10(1891 to 1971) Leo Burnett, advertising executive and acreative legend What do these folks have in common? The Jolly Green Giant, Charlie Tuna, Morris the Cat, Tony the Tiger, the Pillsbury Doughboy, and the Marlboro Man.
  28. 28. Leo Burnett and his agency created them.Though most ads at the time favored text, his approach wasto go for the simple memorable icon.One of Burnetts famous sayings is: "Make it simple. Make itmemorable. Make it inviting to look at. Make it fun toread.”Takeaway: Use simple, memorable images to capture youraudiences imagination and interest.
  29. 29. Smarty Pants #11(1917 to 2001) Katharine Graham, US newspaper executive;publisher of The Washington Post; Pulitzer Prize-winningauthor; first woman to head a Fortune 500 company Personal tragedy brought Katherine Graham to the helm of The Washington Post in 1963, but she guided it through its best years.
  30. 30. She was in charge of the Post during the publication of the Pentagon Papers in 1971 and the Watergate scandal, which led to President Richard Nixons resignation. She was threatened for her role in revealing the Watergate scandal, but she didnt back down. In 2000, Graham was named one of theInternational Press Institutes 50 World Press FreedomHeroes.
  31. 31. Takeaway: Be authentic. Graham received numerous threatsduring the Watergate Scandal, but she kept delivering honestinfo. Likewise, your audience expects you to be honest in yourbusiness.
  32. 32. Smarty Pants #12(1943 to present) Rosabeth Moss Kanter, USbusinesswoman How huge is the leap from studying communes to studying corporate America? Not very. After writing about life in communes,Kanter made the switch to studying the structure andmanagement of corporations.
  33. 33. Her book Men and Women of the Corporation (1977) documents "a bureaucratic corporate model that is about to be replaced." She has also written about what promotes corporate growth and what suppresses it (The Change Master: Innovation and Entrepreneurship in the AmericanCorporation, 1984) and changing management strategies forfuture success (When Giants Learn to Dance, 1989)
  34. 34. Her work has helped businesspeople better understandthemselves and the corporations in which they work.Takeaway: Be curious about the world around you. Kanterdid more than just look at business; she analyzed it.
  35. 35. Smarty Pants #13(born in 1955) Tim Berners-Lee, CERN physicist You can thank Berners-Lee for the fact that youre enjoying this slide show online. And for being able to email friends. And for, well… lets just thank him for inventing the World Wide Web.
  36. 36. In 1990, he pitched the idea for an information management system. By Christmas the next year, he implemented the first successful communication between an HTTP client and server via the Internet.As far as the popularity of the Web, that speaks for itself!Takeaway: Dream big. Real big. And if your idea developswings and starts flying, follow it and see where it goes.
  37. 37. Smarty Pants #14(1964 to present) Jeff Bezos, founder of In 1995, Bezos launched Amazon, an online bookstore. What was the first book it sold? Something entertaining? A summer read? No, its Douglas Hofstadters Fluid Concepts and Creative Analogies: Computer Models of the Fundamental Mechanisms of
  38. 38. Thought. (Well, its a fun read for the guys of "The Big BangTheory" show.) Today, Amazon sells just about everything, which keeping with its goal "to be Earths most customer-centric company where people can find and discover anything they want tobuy online."Takeaway: Give your projects time to succeed. Amazon.comlaunched in 1995, but success came slowly (well, slowly in the
  39. 39. minds of investors who wanted insta-success). Trust in yourproject, and be patient.
  40. 40. Smarty Pants #15(Hurly, 1997 to present; Chen, 1978 to present; Karim, 1979to present) Chad Hurly, Steve Chen, and Jawed Karim,founders of YouTubeYouTube might have started out with Jawed Karim uploading"Me at the Zoo," but it revolutionized the way we share andcreate videos.
  41. 41. YouTube has come a long way from being the favorite place to upload videos of animal shenanigans. It now is home to countless educational videos, webinars, instructional videos, and, OK, clips of animal shenanigans.In 2012, a total of 72 hours of video are uploaded toYouTube every minute.Takeaway: Dont overcomplicate your product launch. Thefirst video on YouTube is 19 seconds long. Jawed Karim giveson reason for liking elephants. Thats it.
  42. 42. Smarty Pants #16(1955 to 2011) Steve Jobs, US businessman and technologyvisionary Known for being the father of Apple Computer (and all its life-altering products, such as the Macintosh, iPod and iPad), Steve Jobs was also a legendary speaker and pitchman. He was so persuasive that the term "reality distortion field" was dubbed to explain how he could get anyoneto believe almost anything he told them.
  43. 43. Jobs was also known for his belief of setting trends andcreating want in consumers rather than creating products to serve consumers need. Takeaway: Make up your own rules. Jobs didnt ask people what they wanted; he told them what they wanted. Sometimes, you have to thumb your nose at the rules like Steve Jobs did.
  44. 44. Want to become a marketingsmarty pants, too?Check out the wealth ofmarketing information