| Six key thoughts on how to be entrepreneurial in a corporate environment |
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Phil Rumbol, Marketing Director of Cadbury’s, a Marketing Academy Mentor and Board Member spoke at JKR’s Platform event on Tuesday 20th July 2010 on how to be entrepreneurial in a corporate marketing environment. Six key thoughts on how to be entrepreneurial in a corporate environment: 1. Think like a consumer: We often over-estimate our research - subconscious and subliminal behaviour is the biggest factor in how consumers make choices. As a marketer, be realistic about how consumers think about marketing. You need to rely on your judgement and your instincts - it’s easy to get stuck. With the Gorilla ad, the consumers got it quicker than the professionals. 2. Lead consumers - don’t follow: Invest more time in actually standing for something - don’t be afraid to break the mold. The Gorilla ad execution connected via YouTube had incredible clarity. You can make a rational promise and deliver it in an engaging way. 3. To win big know that you won’t get everything right: Push boundaries ‘til you get scared. Don’t seek certainty- it’s better to take risks for genuine differentiation. Accept that you WILL make mistakes if you’re going to win BIG 4. ALL that matters is what the consumer sees: Don’t get caught up in the internal processes. Internal strategy doesn’t make it interesting for the consumer - try and only spend 25% of your budget on strategy 5. Don’t accept ‘no’: Have a healthy disdain for the big corporate internal ‘machine.’ Have dogged determination and belief - be tenacious, persistent and bloody-minded! 6. Autonomy: The best way to get autonomy within the corporate environment is to build on success. Remember to think like a consumer! Get permission to do one thing - then demonstrate by doing that really well and you’ll convince the skeptics. Questions: Q: How to use the tools of big brand without becoming one? Phil: ...keep focused on clarity and brand identity. Q: How do you get clients to ask interesting questions, understand consumers better? Phil: Start with the consumer mindset as they push their trolley round Tesco. Q: What skills do you look for in a candidate? Phil: Curiosity and aptitude, people who ask questions of the status quo - these things can’t be taught. Q: With the Gorilla ad, did you have the data to convince? Phil: With that ad, it didn’t matter - there was an emotional connection with the consumer. Q: How can you get the right relationship with the advertising agency? Phil: The power of creativity will foster the right relationship between the client and agency. We had a bootcamp to build a team across those lines. You get the advertising you deserve - as with any team it’s crucial to have mutual respect. |
