With a wink to marketers, the team at Motista launches its consumer connection intelligence solution with its “Moments of Truth” Marketoon series. “Justify,” shown here, and the ensuing series, was commissioned by Motista from Tom Fishburne, “The Marketoonist.” To communicate how marketers today are being empowered by Motista’s actionable connection intelligence, we’re revealing some current pain points. A gentle “way in” is via humor. It’s a wonderful stroke of luck that we found the likes of Tom (actually, nod to Paula, our senior marketing director, who kept track of Tom since discovering him at a conference). Tom, himself a classically trained CPG brand manager, turned himself into the “Marketoonist.” He “connects” to more than 100,000 marketers who follow his illustrative narrative on the collective “us.”
When we first sat down in a restaurant in the Mission District of San Francisco to discuss our project, we raced through dozens of stories and angles that might feed this campaign. Our collection, “Moments of Truth,” specifically zeros in on how marketers have had to make do without solid intelligence on consumer connection readily in their hands. This most essential piece of intelligence—what motivates your consumer—that lies squarely in the domain of marketing remains elusive. The “stuff of marketing” includes understanding human emotions, and purposing them through creative execution to get “lift.” It’s not easy to justify these right-brain tactics within an increasingly left-brain corporate decision-making environment.
As a result, we marketers have become a very resourceful bunch. Characters crafted by Tom maneuver their way through situations where lack of tangibility can be quite harsh…and a bit humorous.
The point is to laugh and enjoy. It’s the best medicine. The best cure, however, is to change the experience. We see how customers of Motista are changing theirs. In Motista’s consumer connection environment, marketers work on programs, answer questions, build their ideas, prepare for an afternoon meeting and defend their decisions—all made possible with objective connection intelligence tied to business outcomes from Motista.
Look, one of a company’s greatest assets is this “intangible” connection marketers build with consumers. This connection protects customers from competitors, attracts new ones, creates margin and can transform customers into brand advocates, affecting top-line and bottom-line performance. Yet, it’s far easier today to defend a tactical-level promotion that produces a 5% blip that can erode the very connection we’re discussing here. All kinds of tactics live under the marketing umbrella, but we can only build, leverage and “justify” connection if it lives in the accountable data-driven world of business today. Until then, skeptical management and non-marketing peers will question the wisdom of our investments (or, as they prefer to call it, expenditures).
And look at the data they got! Finance guys show up with data that’s merely seconds old. SAP-equipped operations executives track inventory by the minute. HR reports performance with industry metrics on salaries and turnover rates in hand. Marketing’s turn to answer questions: “Now, how are we going to connect with that new segment?” “How do we connect with consumers against our predatory rival?” “How do we create more leverage in a channel?” “How do we motivate current customers to buy more and say great things about us on social media?” “Why are we spending $10 million on that program?” Why can’t marketers have those answers as fast as their peers? Why should it always take months to conduct new studies? Why can we afford to answer only a few questions? Why can’t we advance learning at a faster, more sustainable pace?
Motista is here to empower marketers, and help them be more effective and persuasive as they make connection more tangible and actionable for their organizations. As much as we love our Marketoons, I guess Motista’s goal is to eventually make the humor obsolete. One day, in your future, you’ll look at our “Moments of Truth” Marketoon and say, “I don’t get it.” Or, at least, know that’s how it once was.
Until then, enjoy our “Moments of Truth” series and, perhaps with a boost from Motista, enjoy marketing! That’s why we’re here.