MERCADEO Versión en español
Jeff Charney of Progressive: You are wasting your money if you are not disrupting
Manuela Walfenzao| 18 de septiembre de 2015
Charney: Los profesionales de las relaciones públicas y el mercadeo son mucho más que el hombre de los anuncios
In 2012, Fast Company named Progressive Insurance’s CMO, Jeff Charney, one of the most creative people in the industry. Charney shared his top marketing tips with the crowd at the PRWeek Conference in New York.”Don Draper is dead. PR and marketing pros are so much more than the ad guy” he said. “You must be much broader. But the one thing about Draper that will not die is his creative spirit.” Among his advises is always being open to change. “If you dont like change, get out of PR. More has changed in the last five years than in the previous 100” he pointed out. “The marketing term disruption is alive and well. You are wasting your money if you are not disrupting” Charney said. For Charney, listening to your customers is crucial, if companies do this, they will be told exactly what they need to know. “Memory lane marketing” has worked very well for Progressive. “This kind of marketing approach takes consumers back to happy days and reduces stress.” The CMO advised to follow the stratification concept by how people think, not demographics. “I have a 45-year-old coworker that is into smart watches, while other 25-year-old coworker hates Facebook and reads a hard copy of The Wall Street Journal every day” he said.
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