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Lateral Thinking: The Key to Competitive Marketing with Jevan Taylor, CMO at QC Holdings

The Revenue-Driven CMO

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In this episode, we dive deep into the concept of lateral thinking in marketing. Our guest Jevan Taylor, CMO at QC Holdings shares insights from their career, emphasizing the importance of creative problem-solving and looking at data from new perspectives. Through real-world examples and actionable advice, we explore how marketers can leverage fresh insights to improve their campaigns.

Takeaways:

  • Lateral Thinking Defined: Understanding lateral thinking as a method for creative problem-solving in marketing. Also the importance of examining data from different angles to foster innovation.

  • Real-World Examples: The significance of the "Toasted" tobacco campaign from Mad Men as an illustration of unique insights leading to successful marketing. A case study on reviving a direct mail program by integrating credit score data with traditional demographics, leading to positive ROI.

  • Evaluating Marketing Channels: Discussing the threshold for giving up on a marketing channel versus trying again. The importance of assessing execution quality and exploring new strategies before abandoning a tactic.

  • Injecting New Data: How to bring in fresh data to reshape marketing strategies and show examples of leveraging consumer behavior insights to inform campaign adjustments.

  • Creative Brainstorming Techniques: Tips for fostering a culture of creative thinking within marketing teams and strategies for brainstorming new ideas, including looking beyond the current projects.

  • Actionable Insights for Marketers: Starting with existing data and brainstorming additional data needs and conducting ideation sessions to explore what competitors are doing and potential new approaches.

  • Using AI for Creative Processes: Insights into using AI tools like ChatGPT to generate ideas and streamline content creation and the potential of AI for deeper analysis and problem-solving in marketing.

Quote of the Show:

  • "True differentiation in marketing will come from creativity and lateral thinking, not just the basic functionalities that AI can offer.” - Jevan Taylor

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The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/

The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

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