On October 1 at 2p CT, we will be visiting with John Hardesty on our “Being Marketers” webcast. Here is a sneak preview of our discussion.
Q: Who are you and what do you do?
John Hardesty, Chief Brand Officer at VShred
Q: What do you love about marketing?
The ah-ha moment when a user connects to the value of your product in their life — the creative reveal of that experience and authentic appreciation for the introduction to your brand.
Q: What do you loathe about marketing?
The short-term attribution and financial review of every thing created within the marketing world. The impatience of a brand to do what it really takes to build a lasting relationship and community with their customers.
Q; What’s one thing you’d like people to understand about marketing?
The feeling, sense, and connection to your brand is just as important, if not more important, than the transactions you are making that day or in that month. The ability to create raving fans, whether employees or customers, is the magic to true marketing that is passed along through WOM (word of mouth).
Q: What’s one thing you’d like people to forget about marketing?
The objective is to sell stuff. Not to say I don’t like seeing revenue-impact-to-marketing-tactics at all- – but I think that is a byproduct of true customer marketing; and shouldn’t be the objective.
Q: What has been your biggest mistake in your marketing career? Lessons?
Not fighting hard enough for brand experiences; and not remaining consistent enough over time to let audiences connect to the one core message. Too much pivoting from different messages or product focuses. RedBull marketed the same can design and used the same creative campaign style for more than 15 years.
Q: What has been your most satisfying victory in your marketing career? Lessons?
My teams. All my victories, whether expanding the digital publishing model at Bodybuilding.com or releasing the C4 carbonated energy drink or any other achievement, can be traced back to my internal victories in building the right team and internal culture. Teams that were hungry, connected to consumers, exposed to the 360 plans of the business, collaborative, trench-buddies, and passionate about coming to work every day. My largest achievements thus far have been related to my ability to find good talent (internally and externally) and to help them unleash their potential to benefit the business.
Q: What are you reading or listening to (podcasts or audiobooks) right now that you would recommend?
I’m currently re-reading Radical Candor. Such a powerful book – especially if you believe that your team is the key to unlocking all the above.