Who do you consider the greatest marketers of all time?
I wanted to look back on the great marketers of history who have forged new paths for us to get to the marketing we now see and know. These people changed the direction of marketing by doing what nobody else was and because of that, their legacies will carry on for generations to come. In no particular order, here are the people I consider to be some of the greatest marketers of all time.
1. Steve Jobs/Apple
2. Mary Kay Ash
3. Helen Lansdowne
In 1911, Helen Lansdowne and Woodbury Soap changed the face of advertisement by utilizing thepowerful tool that is sex appeal. Helen’s “Skin You Love to Touch” campaign stood out from many other ads at the time because focused on the product users enjoying the product instead of the product itself. The ads featured “elegant young ladies enjoying the attention of dashing young gentlemen” and are heralded by many historians as being the first modern ad campaignto utilize sex appeal.
4. David Oglivy
5. Conrad Gessner
One common goal most marketers share today is to produce content that will “go viral” and be seen by millions of people, mostly through the avenue of the Internet. But viral marketing came about long before the age of Youtube and instant sharing capabilities. Conrad Gessner was a botanist and became known as a marketing genius when his words of praise concerning the relatively unknown tulip sparked a craze known as “Tulipmania”. Although it took a couple years for Tulipmania to develop, some tulips sold for what would be millions of dollars in today’s world, because news of the tulip’s “exotic beauty” spread through word of mouth. The original viral marketing had nothing to do with the Internet – it simply was used to describe the spread of information about a product or service from person to person.
6. James S Bell
Bell is credited for creating the first ad jingle, debuting on Christmas Eve of 1926. The jingle, “Have You Tried Wheaties?”, caused product sales to spike in areas where it was played. Seeing the potential behind the jingle, Bell decided to turn it into a national program and Wheaties became one of the most popular cereals in the world.