Remember the catchy J.G. Wentworth jingle that got everyone singing in the shower? Well, today’s guest is Ken Murray, the hands-on marketing and digital leader responsible for creating several ground-breaking and award-winning TV and digital spots when he was the CMO at J.G. Wentworth, including “Call 877 Cash Now”. Now, Ken works as CMO at Chief Outsider. In this episode, he joins Evan Brandoff to discuss the story of creating the catchy jingle and the strategy behind it. He emphasizes the importance of aligning values to create outcomes that serve your purpose. Tune in to learn more about the viral ad and the secret sauce to great marketing.
How JG Wentworth Got You Vocal “Label 877 Dollars Today” Regarding Shower That have Ken Murray
We welcome Ken Murray onto the show. Ken is the Chief Marketing Officer at Chief Outsiders, providing growing businesses with fractional CMOs. He has led azing brands, including JG Wentworth, which we’re going to dive into. Let’s get into it.
We were these are thought. Now Alaska loan of the year, it looks like loads of product sales divisions come in thought form, preparing for the following seasons. I’m curious because the basically, do you know the secrets to getting great at annual planning an advertising service?
You have to know in which you must wade. Marketing is actually an extension of your organization. Any sort of deals do needs to be from inside the connect in what the latest company wants to manage on strategy of your providers to move on. That is step primary. If you are not lined up truth be told there, next all you are starting was treading h2o. Anyone can send campaigns, make duplicate otherwise anything you determine as the income, all these swinging bits. They’ve been tactical unless you’re aligned towards organization, leadership and strategy. That’s where almost everything initiate and you may closes.
Brand new campaigns that you’ve become an integral part of prior to now you to definitely did not performs are of these one did not tie back once again to the new core mission. Would you elaborate about this a bit more? Exactly how is to a marketing institution control brand new goal of providers inside their performs?
The first thing would be the fact there needs to be a respectable objective. I am a big Simon Sinek partner. We need to comprehend the energy off as to the reasons, why you exist, what you manage and just how you are doing they. That’s the magic sauce. If you do not understand exactly why you are present once the an organisation, then everything else are immaterial. It is not easy work to get to you to center purpose and you will vision. You have complete you to. Your own goal-situated desire is actually incredible and you may lined up anywhere between youngsters football leagues and you may the corporate couples you gather on Lakeside. You have that objective. You understand why you exists.
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I wager if you walked down your own virtual halls, anybody carry out learn the reason why you exist, however, during the a lot of companies, that isn’t the way it is. Delivering returning to their matter, if not discover the reasons why you occur, you are going from the moves. Should you learn the reason why you occur, then there’s a north Celebrity and you may what you pivots regarding that Northern Star to express, “I am aware just what our company is trying doing.” This buyers should be in that mission. As long as I know one to, this may be reveals worlds away from solutions.
Let us attempt to throw it up contrary to the wall structure and watch what the results are instead of tying they returning to something. Why don’t we focus on so it promotion and state, “Why? What is the purpose? Just what are i trying to manage? Try we will be capable measure they? Try i likely to be in a position to manage really worth for it core audience and you will link back into the brand new as to why?” All of us are guilty of they. I have done they and you will you may possibly have complete they. You will also have to track down stuff over. You don’t also have the brand new timer to say, “What is actually our as to the reasons? I don’t know what it is.” That you don’t always have one to luxury but ideally, what you create links back into the mission.
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