22 March 2014

Latest LifeLock Spokesperson: Late Night with Seth Meyers

In his first "Live Read" Seth Meyers did a great job on behalf of LifeLock as we continue to educate a broader and younger audience in a more engaging method.  Thanks Seth!

19 March 2014

These are a few of my favorite things..!

Someone recently asked what is my favorite project I've ever worked on.  That's too difficult to answer as I have dozens of campaigns I am so proud of.  Here are three that are top of mind...

1. SnapTax by TurboTax
With the new product launch of the first-ever way to do your taxes on a smartphone I felt marketing needed to step-up and make the app developers proud and do justice to an amazing product  We produced this online video (and I negotiated the music rights) that was so well-received we also aired aired this as national brand advertising on primetime television.  The SnapTax app debuted as one of the most popular paid apps with millions of downloads in a short tax-time window - and culminated in the lead developer giving me a bear-hug as she said she couldn't have imagined such a wonderful ad.


2.  LifeLock's new Brand Positioning
I started as the new CMO in July 2014 and was challenged to change the brand from fear-based marketing to something consumers would love.  Within 5 months we conducted research, onboarded a new agency and produced 6 spots that encourage folks to Life Your Life Freely in an always Connected World.  I hired comic actor Rob Riggle for VO and the spots are testing through the roof. This represents a foundational change to now reach a huge addressable market that have shared values.


3. Small Business Big Game - a Never-Been-Done before Super Bowl concept!


This was one of (if not the) biggest social media campaign in SMB history culminating in one lucky small business winning 30 seconds of glory.  I drove the concept, development and sold this into the company to donate our first-ever Super Bowl ad buy to a lucky small business owner in 2014.  What made this so exciting is the team crushed the lofty business goals.  One metric was to try and surpass 3 Billion earned media impressions (QuickBooks typically gets 1 Billion/year).  I am proud to say this campaign received over 20 Billion earned media impressions!)

I hired Bill Rancic (from The Apprentice) and football's Jimmy Johnson to help promote the cause:


Here is the winning small business that aired during Q3 of the 2014 Super Bowl in NYC:

03 August 2013

Super Excited!

Intuit goes to the Super Bowl!
My ride at Intuit was a rocketship.  It started with Vanilla Ice and ended with the Super Bowl.  My secret sauce at Intuit was to push the envelope with "NBDs" (never been done) innovation.  And my teams executed on The Tax Rap and now "Small Business Big Game".

For seven years my motto was Go Bold or Go Home. I encouraged my teams and our agencies to strive for break-thru programs.  And like George Costanza, when I pitched something so outlandish in the spirit of breaking barriers so bold with the potential of trying to get fired, I'd often get approval, recognition and even promoted (twice).

I am so happy to say I've left my final mark with what CEO Brad Smith called "Intuit's Camelot". When I pitched "Small Business Big Game" to Brad I could see the excitement on his face and 22 minutes later said "This is the best idea I've heard in my entire career".

Based on an insight that small businesses don't have a voice, the company gave me the green light to produce the biggest social media campaign, a true Cinderella story where hundreds of thousands of small businesses have a platform to share why they get out of bed each day, what drives them and share their mojo with the world.

Hundreds of thousands of entries will get narrowed down via gamification, 8000 Intuit employees will vote for their top 4. The Today Show will showcase the finalists for the world to vote.  The winning small business will have a 30 second commercial produced by RPA (who produced the Ferris Bueller Superbowl spot 2 years ago for Honda).  So you're watching the Superbowl commercials and it's the 3rd quarter... imagine a Paramount Pictures Tom Cruise release, followed by Gatorade, followed by our winner i.e. "Bob's Donut Shop" in SmallTown USA, and then Nike.  The beauty of it is that the first 27 seconds of the spot will be all about the winner, and nothing about Intuit, no product integration.  There will be a tag at the very end that shows how Intuit stands for the little guy and a call to action that kicks off the next big thing (which I won't disclose).

The campaign went live last week and has gotten the amazing buzz and earned media I had hoped and expected.  Already thousands of articles from AdAge to USA Today... And it's literally just the beginning.

I previously posted why I left a great job.  I am rooting my former team on from the sidelines.  I know this ginormous social media campaign will get them all fired...up!

@sethg
 

19 July 2013

Saying goodbye and hello

Today I turned in my badge and drove away from what had been a 7 year rocket ship ride.  I joined Intuit 7/31/2006 with nothing more than instinct and guerilla marketing skills to get me by.  Turns out I also have survival and learning skills as well as along the way my teams and I have had an amazing run.  My colleagues have consistently delivered results and breakthrough programs and campaigns.   7 years later I come out of my Intuit experience so much different from when I started.  I lost a little hair and a little weight but gained a lot of friends and a lot of leadership skills. 

I feel prepared and ready to leave my comfort zone to take on a new experience as CMO of LifeLock.  The opportunity presents a new set of challenges.  I'm looking forward to testing myself and tackling a whole new learning curve once again. 

I've now realized one of my career ambitions and understand the irony that a chief MARKETING officer spends his/her time on many things other than marketing.  I look forward to seeing what kind of a leader I will be.  I have faith my preparation and experience will help keep me calm as the role is more problem solver than marketer.

I look forward to making new connections and meaningful relationships that build on the ones I've made from working with such talented and nice people in this past chapter of my life.

Intuit, I will miss you.  LifeLock, here I come :)

@sethg
7.19.13

03 June 2012

5 Hot Facebook Marketing Trends

recognized TurboTax for being ahead of the curve as a marketer tapping into real-time data.  We are excited to be included in this Top 5 list! Excerpt below or click here to read entire article

Tapping Real-Time Data



The standard advertising model is that you release a campaign, then measure the results at some point to determine whether the ads are working. Facebook’s latest engagement metrics offer immediate visibility on your campaign’s success. Some brands are capitalizing on this by amplifying popular posts.
For instance, on April 17 — Tax Day — TurboTax saw certain posts that answered common questions about filing doing well on Facebook’s “People Talking About This” (PTAT) metric. In response, the brand bought advertising via Facebook that amplified the reach of those posts.
TurboTax may be ahead of the curve: Schoenfeld says that most brands are monitoring their Facebook activity on a daily or weekly basis, but doing so in real-time is still fairly rare.