Marketing Wiz Steve Stoute ... Getting It In!!!

Check out this new interview with marketing genius Steve Stoute where he talks about some of his latest endeavors and how the culture of America is changing for TIME magazine.

On Mary J. Blige:

Stoute’s ability to engage consumers with his clients’ messages was on full display when Mary J. Blige debuted her new perfume, My Life, on the Home Shopping Network July 31 to record-breaking sales. The fragrance sold 60,000 units in six hours. According to the network, it also drove 20% of new customers to HSN. While the numbers were remarkable, so was the fact that buyers hadn’t even had a chance to sample the fragrance. Rather, Stoute had gotten Blige to create a series of online video vignettes so customers could connect with her. He calls the perfume “Mary’s life encapsulated in a product.” The marketing came down to the power of storytelling, says Stoute. “I put Mary on air and let her speak her story, her life, her journey and showed footage of her being part of the process of making the fragrance. It was a grand slam.”

On The Tanning Of America:

What he calls “the tanning of America.” The growing African-American, Hispanic and Asian-American populations together command an estimated $2 trillion in buying power. And they have become hugely influential trendsetters. Demographers know this, but Stoute sees the shift as a massive cultural transformation that most companies are missing.

According to Stoute, this seismic shift has ushered in an era of shared cultural tastes and attitudes. The tanning concept, he says, is built around not the physical reality of different racial makeups but rather what he calls “a shared mental complexion.” To make a brand relevant, companies need to understand that multicultural advertising is no longer a niche strategy: multicultural is what America looks like. “One of the things that made me realize right away that Steve was an innovative thinker was when I heard him talking about the tanning of America,” says Pamela El, marketing vice president of State Farm. “He said that advertisers and marketers need to follow the lay of the land, and the face of America is changing.” Stoute took LeBron James to State Farm, managing to make King James both relevant and funny in ads for insurance.

To read more check out....TIME magazine new issue on newsstands this coming Monday!