Last month, I enjoyed the Ad Club CMO Breakfast hosted by Google. SVP of Marketing for Planet Fitness, Jessica Correa, was the featured speaker. Drawing from her diverse background at companies ranging from Royal Caribbean to Carpet One Floor and Home to Planet Fitness, Jessica gave a clear perspective on what makes great marketing. She had three keys to success that especially resonated with me.
Take a scroll through Adweek at any given moment and you’re likely to see the names and faces of numerous A- through D-list celebs and the brands big and small that they are very excited to sign on and support. It wasn’t always this way; in fact, there was a time when a TV or movie celeb wouldn’t have been caught dead promoting a product in a television ad. But, with more and more frequency, celebs are tossing their famous endorsement behind brands from cars to fizzy water.
When thinking about how people decide what products to buy, we usually assume that people make rational decisions based on weighing the pros and cons of different products. In a webinar presented by AdWeek, Dan Ariely, Professor of Behavior Economics at Duke University, offers an entirely different view of the decision-making process.