What do Johnnie Walker, Folgers coffee and Dos Equis know about marketing that you don’t?

rob_malcolm-130x163Author: Rob Malcom, Executive in Residence in the Center for Customer Insight and Marketing Solution

Each of these brands have achieved dramatic and  transformational growth within static or declining categories many years apart, by mastering perhaps the most powerful and under appreciated lever in marketing.  No it is not social media, harnessing “big data”, nor digital, nor product innovation – although these tactics and tools were part of the programs. Read more on the Marketing Fellows blog.

Upcoming McCombs Marketing Conference

The second annual McCombs Marketing Conference is co-hosted by CCIMS and the CCIMS Marketing Fellows MBA students. In order to meet today’s marketing challenges, organizations are rethinking traditional business models and organizational structures to create new value for customers. This year’s conference will focus on entrepreneurial marketing, exploring how marketing leaders are crafting new businesses, extending the customer value-chain, supporting venture programs, and promoting entrepreneurial thinking within their organizations.

The event will have industry-renowned speakers and major companies in attendance including keynote addresses from:

  • Ross Martin, Executive Vice President at Viacom Media Networks
  • Michele Buck, Senior VP and Chief Growth Officer at The Hershey Company

“McCombs Talks” TED-style presentations including:

  • Rob Malcolm, former President of Marketing for Diageo
  • Gil Cloyd, former Chief Technology Officer of Procter and Gamble

An interactive workshop presented by Upstream with a hands-on challenge featuring tools and techniques that leverage the customer experience as a platform to generate entrepreneurial business concepts

And an expert panel on “intraprenuership” discussing how new venture programs and the entrepreneurial spirit can thrive within large organizations

More information about the conference can be found on the McCombs Marketing Conference website.

UT Energy Poll Reveals Interesting Election Season Insights

Results of the latest UT Energy Poll were released today spotlighting voter views on presidential candidate energy policies. The poll, Co-Directed by Marketing Department Chair Wayne Hoyer, reveals changes in American consumers’ energy perceptions over the past year and sheds light on how these perceptions could impact the upcoming presidential election. For full poll results read Voters Favor Obama on energy, says UT Poll on Texas Enterprise.

Highlights: McCombs Marketing Conference 2012

By Angela Adams, Marketing Fellows, Class of 2013

A few weeks have passed since the first annual McCombs Marketing Conference, and I still find myself remembering lessons from the event.  The speakers and panels were engaging and thought provoking, and following the event on Twitter (#McCombsMktConf) was not only a great way to share thoughts with other attendees, followers from the McCombs community and beyond were able to take part in the conversation.  Reflecting on the event has inspired me to write my own “Top Five Conference Highlights” list.

Bob Johansen

IT’S A VUCA WORLD: Bob Johansen, Distinguished Fellow from the Institute for the Future, and our keynote presenter introduced the idea of a V.U.C.A, world (Volatile, Uncertain, Complex, and Ambiguous).  As marketers, we must accept this new reality and show up prepared to win.

FROM ‘MARKETING’ TO ‘ENGAGING’: During the first panel, The Impact of Innovation on Shopper Marketing, we discussed how marketing is shifting towards people focused engagement.  Though all agreed with the thinking, our panelists were asked if they were ready to change their titles from “Marketing Executive” to “Engagement Executive” – not quite there yet!

Panel Session I: John Ellett, Michael Treichler, Marissa Solis, Brian Graham, Art Ash

A FAST DECISION THAT IS WRONG IS BETTER THAN A SLOW DECISION THAT IS RIGHT: Panel two, Leveraging Marketing Analytics for the Future, again brought great discussion and thought provoking questions.  Chris Winiewicz, Director for WW Channel Management at AMD, reminded us not only of the power of data in decision making, but of the importance of speed.

Panel Session II: Chris Winiewicz, Jeff Urbanek, George Sadler (Joseph Kelly & Ty Henderson not pictured)

NEXT GENERATION ANALYTICS: George Sadler, Marketing Director at Dell, during the second panel, encouraged us to think about the future of analytics, and how we might go about quantifying things we think can’t be quantified.  This is particularly true of social media; we must learn to count the digital conversations surrounding our brand.  Speaking of social media, we had over 80 tweets about the conference this year!

Jodi Allen

LOOK FOR HUMAN INSIGHTS TO ACHIEVE PURPOSE DRIVEN MARKETING: Jodi Allen, the Vice President of NA Marketing & Brand Operations at Procter & Gamble kicked off the event Thursday night with a keynote presentation, showing us how P&G is using purpose driven marketing to promote brands at the 2012 Summer Olympics.  The sample ads she showed even brought a few tears! 

Looking back on the conference, I am truly proud to have been a part of it.  The Marketing Fellows and CCIMS did an incredible job bringing together outstanding keynote speakers, panelists, moderators, and attendees.  The event provided great opportunities to learn and network, and participating in the social media conversation was a really fun way to not only share insights, but to promote the great things CCIMS and McCombs Marketing Fellows are capable of.  And I am definitely looking forward to next year’s event already! 

2nd Release of UT Energy Poll Shows Shift in Consumer Opinion

Today was the second release of the UT Energy Poll, Co-Directed by Marketing Department Chair Wayne Hoyer. Hoyer says, “We see a significant trend of increased pricing concerns and more support for domestic energy production across the board in this survey. While most respondents expect prices to continue rising, they’re also more optimistic about our energy future, perhaps because of the abundance of natural gas and other domestic energy resources. These trends will be interesting to watch as we head into this fall’s elections.”

Read a full summary of the Energy Poll’s results on Texas Enterprise.

Read additional coverage on:

Austin American-Statesman

McCombs Today

Profitability of Marketing Brands with a Social Cause

McCombs Marketing Assistant Professor Ty Henderson recently shared his research on brands driving profits by teaming up with a social cause or donating a percentage of profits to a charity. Henderson found a direct link between brands supporting a social cause and increase in product sales. Interesting to note, Henderson also found that an increase in the percentage a brand donates does not lead to increased purchases. Shopper behavior can be influenced by social cause campaigns regardless of the amount being donated.

Read a full summary of Ty Henderson’s research in McCombs Today.

Faculty Spotlight: Professor Leigh McAlister

Professor Leigh McAlister is the Ed and Molly Smith Chair in the Department of Marketing. Leigh’s research and professional activities have, for a long time, addressed issues at the intersection of marketing knowledge development and marketing practice. Prof. McAlister’s current research projects seek to improve our understanding of the importance of marketing, both as a functional capability and as a managerial orientation, on a firm’s growth and long-term strategy. Read more in The CCIMS Report.

Gershoff Featured in Time: Why We Reject the Things that Keep us Safe

Associate Professor of Marketing Andrew Gershoff was recently published in the Journal of Consumer Research and featured on Time.com’s Healthland. His research looks at the consumer behavior in choosing safety products. Gershoff’s findings show emotions prevail over logic when safety products have a small potential for betrayal. Read a full description on McCombs Today.