“Avoiding burnout boils down to one word: relax. Sure, it helps you from a health perspective, but it’s also the key to creativity. You will never come up with great creative ideas if you don’t.”
As part of my Marketing Strategy Series, I’m talking with fellow marketing pros at the top of their game to give entrepreneurs and marketers an inside look at proven strategies you might also be able to leverage to grow your business or career. Today I had the pleasure of talking with Jon Holtzman.
Jon Holtzman is the founder of Eclipse Worldwide, an agency that specializes in organically placing really cool products across a wide range of film and TV productions. Jon has placed more than 170,000 products across 30,000 individual productions, earning over 100 billion impressions for clients.
Jon’s broad industry expertise was built over decades in entertainment and technology marketing. Jon served as the Director of Worldwide Brand Marketing at Apple in the 1980s and 1990s, where he launched Apple’s product placement program, a first in the technology sector.
Thank you for doing this! Can you tell us a story about what brought you to this specific career path?
I joined Apple in 1987 as Manager of Competitive Analysis. That coincided with Microsoft’s launch of the Windows operating system. A significant amount of my research at that time focused on Microsoft’s increased market presence, and I provided analysis and accompanying suggestions related to how Apple should adjust its marketing strategy as a result.
Initially, the marketing teams were not receptive to my suggestions. The Director of Marketing for Apple Pacific (all markets that touch the Pacific and Indian Oceans, with the exception of the United States) invited me to join his team, not as an analyst, but as a marketer who could bring my background in competitive analysis to life by implementing my ideas. But there was a caveat: I had to be successful with a tiny budget.
When we think of Apple today, we think of massive budgets; that was not the case at that time. I happily joined the marketing team and launched what wound up being a highly successful product placement program on a shoestring budget. That was the shift that marked the genesis of my marketing career.
Can you share a story about the funniest marketing mistake you made when you were first starting and what lesson you learned from that?
This might have been a mistake, or it might have been complete ignorance, but I learned a lot from it nonetheless.
Prior to my years in technology marketing, I was a professional musician in a 10-piece jazz band. I was also its manager and in charge of getting bookings. There was a club called SHABOO in Connecticut where we really wanted to play. Although SHABOO routinely featured well-known national acts, they booked smaller acts to open for these artists, or sometimes to play on their own on weeknights.
The only real marketing tool I had at the time was the phone. I called once a week, talked with a human, or left a message. Regardless, after several months of trying to secure a spot I got nowhere, so I made the decision to stop. After about six months, I called back and got a person on the phone. When I mentioned my name and the name of the band, his response was, “Yeah, I’ve heard of you guys,” and he booked us. We became regulars, opening for artists like Muddy Waters and Count Basie.
What I realized years later was that all that prior effort wasn’t in vain. It actually built subliminal brand awareness for the band. We weren’t any more well-known when he finally booked us; he just remembered that he’d “heard of us” because of our prior “campaign.” Nevermind that it was only because we left so many messages. And ultimately that didn’t matter. He made the decision to “buy” our product — our band — because of the brand awareness that resulted from repeated exposure. Once they were happy with the product, they became repeat customers.
Are you able to identify a “tipping point” in your career when you started to see success? Did you start doing anything different? Are there takeaways or lessons that others can learn from that?
As with most things, there was no catalytic event. Years ago, I read an interview with Steve Martin asking him what he thought it was that made him successful. His answer was, “I have no idea, I was doing the same thing I had been doing for the last 10 years, and all of a sudden people paid attention.”
It’s impossible not to feel lucky at times, especially when things are going well, but I don’t subscribe to the notion of luck as a driver of success (unless you win the lottery, which would 100% be luck). I’m a firm believer in the old adage that luck is where preparation meets opportunity. The key for me has always been to build upon my experience and keep my eyes peeled for opportunities.
Often, experience is a critical lynchpin that arms you with the perspective to identify when an opportunity exists. Equally as important is knowing how and when you can make your own opportunities, which is what starting your own business is all about.
What do you think makes your company stand out? Can you share a story?
From its inception, Eclipse Worldwide was unique in the world of product placement. While there were — and still are — many other agencies that handle product placement, Eclipse was the first to be created from the client side of the table versus Hollywood. This differentiates us because we understand things like target markets, demographics, product positioning, etc.
We work with our clients to place their products within appropriate productions that fit their unique criteria. We’ve all seen clunky product placements where it’s obvious and it bumps you out of the watching experience. In those situations, it’s usually the producer who inks a high-dollar deal and forces the product into the production.
We focus on working with set decorators and prop masters to place products where they would naturally be, carefully working with the production to weave them into the narrative in a way that pulls you further into the story. We still maintain that advantage.
Eclipse has also developed a reputation for being dependable and fair. We can’t always provide what the productions request, but we always give them timely and accurate answers so they can proceed accordingly. When they’re looking for a product for a specific scenario, we tell them one of three things: yes, we can help; no, we can’t help; or maybe we can help, but we recommend putting feelers out elsewhere so they are covered.
In terms of fairness, it is not unusual for product placement agencies to charge for any items that are lost or stolen. Eclipse has made a deliberate decision to never do that unless there’s a major theft or accident that was covered by the Productions insurance.
And there’s a sound reason for this: any invoices sent to productions for such a situation are black marks against the prop master or set decorator, which makes it difficult for them to get their next gig.
We rely on these relationships to do what we do, and protecting their reputations is critical to our collective success. Also, it really doesn’t matter to the client because by the time the items would be returned, they are often obsolete.
Other agencies ignore this and look at it as a way to make extra money. In fact, this approach by Eclipse Worldwide prompted one major primetime show on FOX to work exclusively with us for product placement.
Are you working on any exciting new projects now? How do you think that will help people?
What I like about what we do at Eclipse is that we are indeed helping people — at least a small set of them. Of course, we’re helping our clients with the brand awareness that comes from high-profile placements, but we also help set decorators and prop masters get their jobs done efficiently. Their budgets are a small fraction of the budgets we think productions have. By providing them with props rent-free and legally cleared, they save significant time and money. Given our reputation working in the industry for more than 25 years, they know they can trust us. It’s a win-win.
One of our current placements was on the FOX reality show Stars on Mars. RADDOG is a robot security dog that wound up as the most unlikely cast member. It became an important companion for the stars as they go out on missions. RADDOG has garnered tons of screen time and captured America’s attention, and it’s all done in a natural way that helps the narrative of the show. For our client, it’s an excellent opportunity to use the show and demonstrate what it is, how it works, and what it’s actually designed for. For the production, it became a key part of the story that serves a pivotal role in capturing the imaginations of viewers.
We’re also working with the set decorators for the upcoming season of American Horror Story. One of the sets they have to build is an Oscars gift lounge. They needed a wide array of different kinds of products to dress the set: products, tablecloths, t-shirts, bags, packaging, point-of-sale materials, and it all must look real. This was a unique opportunity to provide materials from several of our clients, which makes both my clients and the production teams very happy.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful for who helped you get to where you are? Can you share a story about that?
I certainly owe lots of thanks to Satjiv Chahil. Satjiv has had many great Marketing roles, including CMO at Apple, CMO at Palm and VP of Marketing at Sony. He was the person I mentioned earlier who was responsible for inviting me to actually do marketing. Satjiv was a great believer and supporter of the many crazy ideas I brought to him.
One particular story that stands out was the co-promotion Apple did with Mission: Impossible. Satjiv loved it, but most of the other high-level execs at Apple thought it was a waste of time and money while Apple was struggling. Satjiv told me to move forward with the negotiations and creative while he spent his time fighting the system for support and keeping them off my back.
In the end, we did TV, print, internet, retail and in-theater promotions, and we had a huge presence at the film premiere. We were the first promotional partner ever to be allowed to use Tom Cruise in our marketing materials — all without paying anything to him or Paramount.
Was it successful? Were the naysayers right? Not even a little. That year, a worldwide survey showed it was the only marketing that our customers around the world remembered, despite being less that 10% of the year’s marketing budget.
Wonderful. Let’s now shift to the main part of our discussion. What advice would you give to other marketers to thrive and avoid burnout?
I am a huge believer in napping, no joke. I have done this regularly since I was in my 20s. 20 minutes midday makes for a clearer head and far better productivity for the remainder of the day. Although some may dismiss this as wasted time that could be spent getting something done, it actually achieves the opposite. You become far more productive when you have a clearer head. It’s the same reason why you can often solve a problem that’s been plaguing you after a good night’s sleep.
In my experience, avoiding burnout boils down to one word: relax. Sure, it helps you from a health perspective, but it’s also the key to creativity. You will never come up with great creative ideas if you don’t.
Then the question becomes how to relax when there is so much to be done. That’s where prioritization comes in. I may have things on my list that have been languishing there for weeks or months, but they are low priorities. I try to keep focused on the most important items for my business’s success, and I work hard to make those happen. We’ve all faced times of high stress that force us to work well into the night, but prioritizing effectively will prevent that from becoming a habit.
As an example, I was always impressed by the line producer on the HBO show “Entourage”. I was fortunate to spend several days on the set with him during shoots. He has two earbuds in his ears, each one for a different phone, and there are crew members constantly coming up to him asking for answers, yet he also managed to have a friendly conversation with me at the same time. He never raised his voice, which anyone who has spent time on an active soundstage will know is very unusual. Everyone respected him as a result. If you can find a way to relax, it can do wonders for you across the board.
There are hundreds of memorable marketing campaigns that have become part of the lexicon of our culture. What is your favorite marketing or branding campaign from history?
I think the best example of great marketing is Apple’s launch of the iPod. It was predominantly a billboard and print campaign with some TV. Readers may remember that it consisted of silhouetted images of people dancing wearing white wired earbuds connected to an iPod — with nothing but the word iPod on it. It was brilliant!
Although no ROI analysis could be done prior to or after its launch — I mean, how can you measure how many people will go out and buy an iPod based on seeing a billboard with basically no information? — it is now widely believed to be the best product launch campaign ever. I obviously agree.
If you could break down a very successful campaign into a “blueprint”, what would that blueprint look like?
It’s impossible to define since by definition “great marketing” is achieved only when you do something new, memorable, and unique that connects with audiences. There’s no off-the-shelf blueprint for breaking new ground, other than to innovate.
There probably is a blueprint for mediocre marketing that we’ve seen rehashed a million times. And to be sure, many CMOs stick to what is tried and true, so they copy — or use blueprints — of what other companies have done successfully. That can work to a degree, but it will not break you away from the crowd. And quite honestly it may help you reach your targets but it will be boring.
Consumers have become more jaded and resistant to anything “salesy”. In your industry, where do you see the future of marketing going?
I think the answer to this is simple: brand excitement and engagement.
The problem today is that most CMOs are acting like sales executives. The bulk of what they do is sales promotions. When was the last time you saw an ad from GAP that was nothing more than a price discount? Or they use social media in a way that they think is friendly, but almost always they miss the mark, and the clever social media winds up feeling like an ad.
Make it fun, make it real, and engage the audience without selling. Make your brand exciting and it will be the best ROI you will ever get, though it will take time.
What 5 things do you wish someone told you before you started?
I eventually learned all of these, but admittedly it would have been easier if someone told me earlier. That said, some things just have to be learned through experience.
First, I cannot overstate the importance of building your professional network. When I started in the workforce, loyalty and hard work generally paid off with a long career, promotions, pay raises, and retirement from a company. That changed dramatically in the 1980s as stock price and short-term thinking became more important than a company’s employees. They were just a line-item to be cut to save money when necessary.
What I learned was that building relationships with other professionals was key. Today, it’s common practice to move from company to company, so having a professional network is critical to that success, especially when starting a business.
Second, I learned to be persistent to the point of borderline stubbornness. In other words, it’s not a no until it’s a no. It’s easy to make a few calls, send a few emails and if you don’t get a response, move on. What I realized was that no matter how important something was to me, it would never be as important to the person I was trying to reach. They have their own priorities and stresses to deal with.
The key is to have a conversation. Don’t let silence dictate your success. Keep trying until you get a firm answer, even if it’s a no. I can’t tell you how many times I have tried to get a prospect’s attention for months, even years, and when I finally do, they apologize to me for not getting back to me and often want to sign.
Third, and this is a golden rule of mine: ask forgiveness, not permission. I don’t believe any of my marketing ideas would ever have been launched if I waited around asking for permission. There are far too many naysayers blocking great marketing. They effectively serve as “marketing prevention departments” because it’s easier to dismiss a great idea than allow it.
The reason you can feel comfortable pushing through without permission is the fourth lesson I learned: follow your instincts. If it feels right, it probably is, no matter what some bean-counter says.
Probably the most important lesson is what I tell my team everyday: make shit happen. Nothing happens when you sit around waiting for someone else to act. Make the wheels turn. Think to yourself, “what would it take to make this idea actually come to fruition?” and do that. Wishing and hoping won’t cut it. As Nike says: Just Do it.
Can you share a few examples of marketing tools or marketing technology that you think can dramatically empower small business owners to become more effective marketers?
There are so many inexpensive options for new and small businesses now that did not exist even a few years ago. Apps like Canva, MailChimp, and SquareSpace alone can supply a host of necessary tools that help business happen.
Add Google suite apps like Docs, Drive, Mail, Meet, and Calendar, and all your productivity tools are covered. Throw in Numbers, Pages, Photos, and LinkedIn, and you will have everything you need for about $100 per month.
I don’t believe there is a need for the more expensive apps like Photoshop or Final Cut Pro unless you have some very specific needs that these apps can provide.
What books, podcasts, documentaries, or other resources do you use to sharpen your marketing skills?
There are certainly a host of books and podcasts that can help you understand a certain marketing mindset or approach, and they’re great resources for keeping up on the latest trends. I find that I learn the most from looking at the companies that are doing exceptional — or really bad — marketing. Unfortunately, there are a lot more of the latter, but it’s all useful and helpful to understand what’s driving business. If something is special, I will notice it.
Is there someone you consider to be your hero? Can you explain or share a story about why that person resonates with you?
It may sound corny, but from a marketing perspective, there has been no one greater than Steve Jobs. While I worked at Apple for 10 years, we weren’t there at the same time. I missed him by about 6 months on each end.
What makes him great is not that he did a great campaign or came up with a great product idea. It’s that he was able to do both repeatedly over decades. That is a rare thing in any industry. Back when I was in music, we played an after-hours club in the upper west side of Manhattan. It was frequented by many famous and infamous people. I’ve lost count of how many would come up during our break to talk to us and brag about who they were.
I remember one instance where a gentleman introduced himself as having managed Peter and Gordon. At first, this could sound impressive, but then I realized that Peter and Gordon have been off the scene for over 10 years, yet that’s his big claim to fame — nothing since. I have found that there are lots of people who have found themselves in the right place at the right time for success, but very, very few that can repeat it, because it really had nothing to do with them. It is the ability to repeat that success over time that makes them impressive.
One more before we go: If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be?
I am not sure how it could be done, but the world would be a far better place if people knew the meaning of, and practiced empathy. Many, if not most, of the world’s problems could be at least addressed if people could broaden their perspective to include how people unlike them, or in situations not like theirs, experience the world.
Good one! Thank you for sharing so many valuable insights with us today.
Kage Spatz is a Forbes-ft. Entrepreneur, giving Marketers access to new revenue streams with custom digital products & services fulfilled by Fortune 500-exp. teams under your brand. Apply to monetize your network today.