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backpage { marketing questionnaire } marketingnews 06.01.08 38 DAVID WACHS CELLIT MOBILE MARKETING, PRESIDENT The mobile marketing sector may be tricky and uncertain, but David Wachs is neck-deep in it every day. As president of Cellit Mobile Marketing LLC in Chicago, he has worked with clients like Procter & Gamble, Dell and Sotheby’s, helping them reach customers on their cell phones in targeted marketing campaigns. And with experience in management consulting, equity analysis and even fish-gutting, this former chef knows what it takes to cook up a mobile campaign. Q: In your lifetime, what was the first marketing campaign you can recall being exposed to? A: The launch of the Apple Macintosh. While most people remember the famous “1984” ad, I remember best the ad featuring the baby crawling up to the Mac and using it to draw. It’s true; Apple made the computer accessible and the world is changed because of it. What’s interesting is that those “babies” are now 24 years old! They’ve grown up with the computer and haven’t been exposed to a world without instant access to information. [And now] these babies are my target audience. Q: What made you decide to pursue marketing as a profession? A: The huge untapped potential for leveraging mobile in marketing solutions drove me into marketing in 2005. I quit my job in banking and moved into the marketing sector. It just seemed like the mobile phone would not only revolutionize how we communicate but how we connect with consumers. The lines between marketing and technology were quickly blurring, and seeing as I had an engineering background, it seemed like a perfect opportunity to use my skills in new and unique ways. marketing questionnaire//bp Q: What qualities make a marketer great? A: Respect for the consumer. Thinking the consumer will pay for ad-laden content or will respond to a bombardment of spam is just plain ridiculous. It’s our job, as marketers, to deliver compelling promotions that excite and engage the consumer in ways never done before. Q: What qualities undermine an otherwise talented marketing executive? A: Resistance to change. It’s amazing that in an indus- try where change is the norm rather than the exception, so many execs are resistant to it or try to force the “new square peg” in the “old round hole.” A perfect example of the latter is Internet marketing 1.0: banner ads and video clips. Now, it’s getting much more interesting with viral campaigns and multi-model campaigns involving Web, television and mobile. We’re just starting to see what’s possible in these new media, and as execs find social media, viral marketing and consumer generated content to be the norm versus stuff to just tinker with, we’ll see more and more greatness. Q: Pick your poison: Hard and fast ROI, or experiment and see what sticks? A: Given the choice, I’d have to go with experiment and see what sticks. Hard and fast ROI is only available with the tried and true, meaning campaigns that have been done over and over before. There is no innovation in hard and fast ROI, and certainly no market leadership. Its amazing how demanding of hard and fast ROI our clients are when it comes to mobile, because it is so trackable, versus their traditional promotions where they are more than willing to blow the bank. I recently sat in a meeting with a marketing exec who hammered us for two hours with questions on trackability, ROI, how they’ll need a year to set up a test, etc. After the meeting, while we were stepping in the elevator, he mentioned a cute, little promotion they had where they sent samples of their products to every doctor in America in a special metal case. I asked him the ROI for that promotion, and he had no idea whatsoever, nor did he seem to care. I then told him that we could run a mobile promotion for an entire year at one-tenth the cost of the one-time campaign he just explained. Q: What inspires good marketing ideas? carrier has its own infrastructure, handset types and compliance procedures we must navigate. The devil really is in the details, and so much comes down to execution. While this applies to our company, I think it also applies to me personally. Treating people how you’d like to be treated—the golden rule—matters a lot more than I ever thought possible. Q: What do you point to as your greatest single marketing accomplishment? A: We came up with a campaign idea for a Broadway show leveraging its music assets to create karaoke ringtones. Basically, you call up a number, sing along with the music and then it sends you back your recording as a ringtone. We all love the idea (we’re patenting it) and really look forward to seeing some clients use it in upcoming promotions. It seems to be a no-brainer for brands with jingles. Plus, being a “techie nerd” at heart, I’m excited to get my first patent under my belt. Q: What do you point to as your greatest single accomplishment outside of marketing? A: Before starting my professional career, I spent a short amount of time learning to cook in Paris, followed by some time working in the kitchen of a famous French chef. Compared to my undergraduate education of engineering and business, this was entirely out of left field! And, I must say, compared to standing on your feet, gutting fish for 12 hours a day, running a marketing agency is a walk in the park! A: Conversations with the consumer. Ads in bathroom stalls, ads on little LCDs as you step on an escalator, “mall radio,” banner ads: It’s all one-way. Our best campaigns are inspired by creating dialogues with consumers. A: Thinking up the “next great thing” in marketing, once we get this whole mobile business figured out. Q: If—as the saying goes—you are your own brand, then what is the tagline for a brand campaign for you? Q: What profession, other than marketing, would you most like to pursue? A: “It’s not what you do; it’s how you do it.” Mobile technology is still a very fragmented landscape. Each A: I’d love to teach. Maybe a course in marketing or entre- Q: Ten years from now I’d like to be _______________. preneurial management at the undergraduate level. m