Kodak’s Jeffrey Hayzlett Authors Chapter in New Book on Marketing Leadership

ROCHESTER, N.Y.—Jeffrey Hayzlett, chief marketing officer, Kodak’s Graphic Communications Group, has contributed his expertise on marketing to the recently released book “Goals for Successful Marketing Executives: Leading CMOs on Knowing Your Customer, Creating a Vision, and Establishing and Setting Companywide Goals,” published by Aspatore Books.

In his chapter, Hayzlett notes that advances in digital print technology and cross media communications are driving new ways to deliver key messages and execute successful marketing campaigns. For example, Hayzlett summarizes how marketing executives can leverage new print applications such as personalization to develop customized direct mail pieces that are truly relevant to the recipient.

“Personalization makes an integrated strategy even more effective. It focuses on customer needs, and everything is based on a relationship of relevance,” writes Hayzlett. “A personalized campaign says that we have taken the time to get to know our customers and determined the best ways to approach them. Using a personalized marketing strategy increases the ROI for our marketing efforts.”

Hayzlett stresses that campaigns that utilize the Web and e-mail to reach customers, in addition to print, create the most impact. Successful communications programs utilize highly customized, information driven, cross media tools to reach audiences at multiple touch points.

He cautions companies not to get caught up in making strategies perfect. “It is important to be true to your brand, but that doesn’t mean you have to spend so much time aiming for perfection that you never make it off the ground,” writes Hayzlett. “Just because something has been done one way in the past doesn’t mean we can’t do it differently in the future. We have to focus on operating procedures that will help us eliminate waste and gain greater time to market.”

Goals for Successful Marketing Executives is a part of the Inside the Minds book series, which provides readers with proven business intelligence from C-level executives from the world’s most respected companies. Each chapter is comparable to an essay/thought leadership piece and is a future-oriented look at where an industry, profession or topic is headed and the most important issues for the future. Through an exhaustive selection process, each author was hand-picked by the Inside the Minds editorial board to author a chapter for the book.

For complete information on Inside the Minds, visit www.aspatore.com

To view the chapter written by Jeffrey Hayzlett, visit www.graphics.kodak.com/us/about_gcg/default.htm