I had the privilege of attending the Houston Interactive Marketing Association’s (HiMA) luncheon yesterday with Kodak Chief Marketing Officer (CMO) Jeffrey Hayzlett. Forbes Magazine calls him the Celebrity CMO. Advertising Age says “A new style of CMO has arrived.” He’s been described as a chief marketing officer on steroids.
What a refreshing, inspiring and motivating speaker he is. Straight-forward would be an understatement. I’ve yet to experience a speaker who was that ‘transparent’ and open about their success. I thoroughly enjoyed – not only the great food at the Intercontinental Hotel – Jeff’s presentation and style.
In true celebrity form, his introduction was followed up by another introduction; in video format. The 3ish minute video talked about the transformation of the Kodak brand and company itself. It was hilarious. Very well done and entertaining. Kudos Kodak!
After the into(s) Jeff started right into his presentation. What made this even better for me is that Jeff presents in a way the Kelsey Ruger is currently posting about. He presented a story, with emotions and humor and a feeling of really connecting with what he was sharing.
I jotted down some key points I took away from his storytelling/presentation. One thing that really stood out was the Kodak, a company built on capturing our memories, uses the phrase: Kodak creates emotional technology. Wow – that’s deep and so true!
Recap:
- 40% of commercial printing is touched by Kodak.
- Kodak’s online photo-hosting service has more high-resolution pictures than anyone. Anyone. He noted that if you’re using services like Flickr or some such – you might be loosing out in the end.
- Every Best Picture winner and nominee for the Academy Awards® was shot on Kodak film.
- 70% of their digital business is B2B.
- Kodak’s transformation is the largest turn-around in business history.
- Kodak has 13 products with account for 80% of their revenue. Half of which didn’t exist a year ago.
- Being trustworthy and reliable is their main focus. As should it be for other businesses.
- Quote: “A brand is a promised delivery”
- Kodak’s social media practice uses the 4 E’s: Engage • Educate • Excite • Evangelize
- When Kodak started using social media, they encountered 43% complaint traffic. It’s now down to about 7%
- Business owners/Executives need to understand social media ROI isn’t Return on Investment, rather Return on Ignoring.
- Email Tom@Kodak.com for a free copy of Kodak’s Social Media Tips. I’ll save Tom’s inbox and give you the link.
- What Kodak tries to do – and does well so far is – link the science to the soul (creating emotional technology)
Jeff, if you ever come across my humble blog. Thank you! You get it!
If you get the chance to hear Jeff speak, take it! You won’t be disappointed. Have you been to a Jeff Hayzlett presentation? What did you think?
Note: Banner image is from the Kodak website featuring screenshots of this years Oscar nominees hand-picked by the movies cinematographer’s.
Thanks for the quick recap' I missed the luncheon this month and got the feeling that I really missed something big…
Thanks for stopping by! Sorry to hear you missed out, but no fear
Our friends at OmNovia did a live webcast and also recorded the presentation. Check it out here: https://hima.omnovia.com/archives/46220
How about the fact that Kodak went from 14 billion in film sales to 200 million in 4 years. That fact that they are replacing that revenue so fast is pretty impressive.
Agreed. I never realized HOW big Kodak was. If only all companies had someone as inspiring as Jeff
Thanks for the PodCast
Fascinating that Kodak has a Flickr photostream…others might argue that's diluting their brand. Fascinating!
While it might seem like diluting it, I'm sure their goal, like others, it just simply get in front of as many people as they can. They were on the PGA tour too. It's those little nuances of their brand that keep up involved. Thanks for stopping by Phil!