Q1 • 2024
09
creative development mean to a graduate student in 2023 and into the future?
JD: It means understanding and managing what I call the “content supply chain.” We now
think of supply chain with regards to products: get orders from retailers (or consumers), figure out what factory to make them in, make a quality product, then ship the right products to the right places. We need the same mentality for content: figure out what to make based on consumer needs (ads, videos, social, e-com), figure out where to make it (internal, external, local), then send customized assets to the many distribution points for consumption (social platforms, streaming TV, YouTube, Amazon). Marketers who can help make the content supply chain work will be in demand.
Q: You are currently working on a book
awry. Can you explain the project?
JD: There are zillions of books and articles and videos about “best practices” and “success stories,” but very little on marketing mistakes. Unlike the medical community or the engineering community or the military, we don’t seem to share and learn from our mistakes, so we end up repeating them with each generation. The book will be based on interviews with marketers who have a combined 1,000+ years of experience and are sharing their marketing miscues (anonymously) and analyzing what they would have done differently. Hopefully, we
There are zillions of books and articles and videos about “best practices” and “success stories,” but very little on marketing mistakes.
can all learn from these stories and not make the same mistakes ourselves.
Q: Do you feel there is more to learn from the moments that go awry?
JD: Absolutely. But when they happen to you, it could be devastating to your business, your
clients, and your career. Sometimes they are unrecoverable, so why not learn from someone else’s mistakes and still get the learnings, the way doctors and engineers do? To learn from mistakes doesn’t mean it has to be your mistake.
Q: What have you uncovered in the interviews thus far? Any teases you can give us?
BACK TO BASICS:
JD: One thing I can tell you already is that most of the 100 marketing mistake stories
I’ve heard so far track back to six or seven different root causes. If we can have our radar up for those situations, I think we can eliminate a lot of marketing fails, misspent budgets, corporate frustration, and personal heartache. Stay tuned . . .
Q: Where can we follow the book’s development?
JD: You can follow me at
LinkedIn.com/in/ jimdaveymarketing for updates on the book
and more marketing-related thoughts.
Jim Davey’s 3 Questions for Marketers to Ask Themselves Having work tertainm
ng wor ed in leadership marketing roles for
entertainment, outdoor, and toy brands, I’moften asked how y
ow my approach changed when Imoved fromone industry toy another. Of course, each industry (andy
has its own unique challenges and opportunities, but there are three brand-building questions I always asked myself regardless of the industry Iy was in or the brand we were building.
Who are we for?
It’s amazing how much misalignment and confusion there can be inside a brand about the customers you want to be targeting.
These are easy questionsy the core consumer research crossroads on yourn
T r
What do we know about them? Without this detailed
information, no marketing or product or retail plan can be successfully created.
How are we relevant and
different?
You absolutely must understand the positioning of your brand—product, service, marketing, and experience—in a way that is relevant to the audience competition.
to ask, but usually difficult to answer unless you have h to prove (or disprove) your hypotheses. If youf
r r own brand-building work, try starting with theseh are at a basics. brand)
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