16 Unique & Innovative Ways to Market your Business. (Slides)

WorldWide Tech & Science. Francisco De Jesùs.

16 Unique & Innovative Ways to Market your Business. (Slides).

Short but to the point.

16 Unique & Innovative Ways to Market your Business from Nicole Elmore

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HP Appoints Veteran Marketing Professional Marty Homlish former SAP CEO and Sony President as Chief Marketing Officer

WorldWide Tech & Science. Francisco De Jesús.

HP today announced that Martin “Marty” Homlish will be joining the company as executive vice president and chief marketing officer.

In this position, Homlish will be responsible for overseeing and leading marketing across the company and will become a member of the company’s Executive Council, reporting directly to Léo Apotheker.

“Marty is a world-class marketing executive who will lead efforts to drive our entire business forward by creating a unified marketing approach across the company so we present ‘one HP’ to the market,” said Apotheker. “At a time of tremendous change and opportunity in the technology industry, Marty will help strengthen HP’s global brand position. He will help us position our products, services and value proposition to customers as they navigate the new connected world.”

Homlish has more than 25 years of brand management and technology and consumer marketing experience on a global scale. He comes to HP after more than 10 years at SAP AG, where he was the global chief marketing officer and corporate officer, as well as president and CEO of SAP Global Marketing, Inc. During his time at SAP, Homlish was responsible for strategic branding initiatives that resulted in an unprecedented doubling of the company’s brand value, while aligning the company’s marketing, field and product organizations around a best-in-class customer experience.

Prior to joining SAP, Homlish spent 15 years at Sony Corporation in several strategic roles, including: president of Sony’s Media Solutions Company and the head of the Sony Electronic Corporate Marketing Services division with responsibilities to create a unified corporate brand strategy for the Sony Corporation of America, Sony Pictures and Sony Music and PlayStation. He also served as president of Sony Consumer Audio Group and president of Sony Computer Entertainment America, where he was responsible for the highly successful U.S. launch of Sony PlayStation. He also was a board member of the influential Recording Industry Association of America.

“It is a thrill to join HP to lead the marketing efforts at such an exciting time for one of the world’s best brands,” said Homlish. “HP has a tremendous opportunity to create a total customer experience linked to the company’s new strategy. I am looking forward to working together with Léo and his leadership team to provide our customers and partners the access, insight and information they need to truly share in the benefits of the HP brand.”

Homlish holds a Bachelor of Arts degree in communications from Goddard College. He continued his education at Babson College and the Columbia University Graduate School of Business. In his spare time, Homlish sits on the boards of several organizations, including: Columbia Center for Global Branding and the New York Stock Exchange Marketing Advisory Board. He also is a guest lecturer at the Columbia University Graduate School of Business.

About HP

HP creates new possibilities for technology to have a meaningful impact on people, businesses, governments and society. The world’s largest technology company, HP brings together a portfolio that spans printing, personal computing, software, services and IT infrastructure at the convergence of the cloud and connectivity, creating seamless, secure, context-aware experiences for a connected world. More information about HP (NYSE: HPQ) is available at http://www.hp.com.

How to: sell Windows Phone 7. Microsoft plans

Microsoft hopes to sell its new Windows Phone 7 as something that complements one's life, rather than looks to take it over.


In contrast to ad campaigns that focus on the cell phone and its powerful hardware and software, Microsoft's forthcoming advertising campaign focuses on how easy the new operating system makes it to get information at a glance and then return to what one is doing.


A teaser spot, which will air later this month, shows a sea of people all staring at their phones oblivious to other people or to their surroundings, which include a fallen bicycle and a car that has crashed into a pole.
"It's time for a phone to save us from our phones," reads the text at the end of the minute-long, dialogue-free spot which ends with the Windows Phone logo and the November 8 U.S. launch date.


Microsoft is showing the first crop of Windows Phone 7 devices at an event in New York today, but the phones themselves won't be available until later in the month in Europe and next month in the United States.
Another TV ad shows people engrossed in their phone in different ways, including a man walking down the wedding aisle while tapping away on his phone and a father playing catch with his son while texting. One of the most, um, colorful moments occurs when a man in the bathroom drops his phone in a urinal, then picks it up and continues about his activity.


"Really?" inquires the guy next to him.


In addition to the more generic teaser ads, there are follow-up spots that focus more on the phone's features, such as so-called Live Tiles on the home screen that offer information at a glance as well as the ability to keep tabs on people via Facebook and Twitter. Advertising in the United Kingdom will start later this week, while the U.S. teaser spot is slated to begin showing in late October.


"Our job here is to be a disruptor," said David Webster, Microsoft's chief marketing strategist. "Our job out of the gate is to cause some friction, cause some people to re-examine the category."


Although he said that Windows Phone will have plenty of games, video apps, and other features, Webster said that is not what the company wants to tout to the masses.


"We're highlighting the moments where that's not OK and the wrong phone design can encourage you to be more antisocial than you should," he said.


Webster wouldn't say how much the company plans to spend on the campaign, but did note it will be larger than any previous phone effort.


The ads were done by Crispin Porter and Bogusky, the same firm that has done Microsoft's "I'm a PC" spots, as well as the "Windows 7 was my idea" campaign.


"They really understand the Windows brand and its voice," Webster said. "There's some DNA behind it that's common."


Although Windows Phone is the main brand in the ads, the Microsoft brand will also be featured. While that may sound obvious, until this year, not all Microsoft products included the company's overall brand.


 However, that is changing with this holiday's push for Xbox, Windows, and Windows Phone.


Microsoft is hoping to build on what Webster said is an already valuable brand that lends credibility, even in areas like search where Microsoft is a challenger.


Of course, Microsoft also spent a fortune marketing its Kin, a phone that was pulled after two months on the market. While costly from a financial perspective, Webster doesn't think that the failure of the Kin will hurt the launch of Windows Phone 7.


"I don't think that will weigh too heavily on anyone," Webster said. "I think the Kin work was very specifically targeted. It was actually aimed at a fairly distinct audience."

HP Channel Chief Talks Channel Program

Image via CrunchBase

Scott Campbell recently caught up with HP's channel chief, Stephen DiFranco to talk HP. Check out DiFranco's update on simplifying the HP channel, plans for health care and the latest news on the Palm acquisition.

HP Plots Smartphone Channel Power Play for Palm webos.

Hewlett-Packard (NYSE:HPQ) is building a new channel program that will bring its recently acquired Palm smartphone and smart device portfolio to market via solution providers, CRN has learned.

Stephen DiFranco, vice president and general manager, Solution Partners Organization (SPO), Americas, for HP, said in an interview with CRN Wednesday that he has asked Tom LaRocca, HP vice president, marketing and strategy, SPO, to build the new program in support of the computer giant's $1.2 billion acquisition of Palm, which was finalized this month. LaRocca oversees HP's PartnerOne channel program.

"Our intention is to bring a fully serviceable set of services to the consumer and commercial markets based on the Palm OS," DiFranco said. "Which apps are chosen and eventually deployed are the result of negotiations and conversations with the Palm team. I’m sure we will have consumer and commercial applications and to work with plug-ins. Palm, even before we acquired them, had a plug-in with Salesforce.com. We will continue down that road."

DiFranco said the Palm deal gives "resellers the opportunity to offer a franchise that includes mobile devices that are secure on the network." That's a powerful sales proposition for solution providers who are anxious to play in the smartphone market.

"To a reseller doing data center, I can have a practice with Palm devices from HP because that device can be managed and secured through the data center," said DiFranco. "One of our competitors in the phone business does a good job selling devices in corporate environments. But they’re not coming from a channel world. Now you have a company from the channel to have a device that has a smart enough OS to shut down if the device is lost or stolen. Now you can start to go out to customers with that."

HP's Enterprise Group also appears to be planning on playing a bigger role in the smartphone and smart device market with its appointment Wednesday of Mark Angelino, a former high-level Sprint and Salesforce.com executive, as senior vice president of global distribution. In the newly created position, he will oversee the computer giant's channel relationships in HP's $54 billion Enterprise Business.



Angelino, a seven year Sprint veteran, was vice president of Sprint's sales and distribution until he was pushed out in a management shakeup in January 2008.

Most recently, Angelino was executive vice president of Customer Success at cloud computing kingpin Salesforce.com. In that position, which he held for 14 months, he was responsible for the support team that handled what Salesforce.com called "after-sale customer success."

HP said in a statement that Angelino will be responsible for managing HP’s relationships with enterprise channel partners including network service providers, independent software vendors (ISVs), system integrators, managed services providers, and business advisory firms.

Angelino will report to Thomas Hogan, executive vice president of sales, marketing and strategy for HP Enterprise Business.

HP said Angelino is a 30-year veteran of the IT industry who has held several senior positions at Sprint Nextel, including president of Sales and Distribution as well as president of Sprint Business Solutions.

The Palm unit is a part of HP's Personal Systems Group. But HP is expected to make its Palm technology widely available across its product portfolio. Furthermore, HP has vowed to make its Palm products available to its full partner network.

Angelino was unavailable to discuss his new position, and HP declined to comment.

Rick Chernick, the CEO of Camera Corner Connecting Point, a Green Bay, Wis., said that the executive addition is another sign that HP is willing to add to its management team to break into emerging markets like smartphone.
"The better the people the better the company," said Chernick. "You have to change and be willing to bring in good strong people to continue to grow. We do it on a small scale and HP does it on a big scale. HP is making the company stronger. I admire what (HP CEO) Mr. Hurd and his team of executives are doing." 

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