In a recent episode of The Speed of Culture podcast, hosted by Suzy's CEO Matt Britton, John Koller, Global CMO of Print Digital Subscriptions and Senior VP of Marketing at HP, shared his insights on the evolving landscape of marketing and the strategic initiatives at HP. With a diverse background in sports, gaming, and tech, John's perspective offers valuable insights into how brands can navigate and thrive in today's rapidly changing environment. This blog post captures key takeaways from their conversation, providing a comprehensive look into HP's marketing strategies and the future of the printing industry.

A Diverse Career Path

John Koller's career journey is marked by his transition from sports marketing to gaming and eventually to HP. Starting with a passion for sports, John quickly realized the opportunities in the gaming industry, leading to a significant tenure at PlayStation.

"I wanted to get into sports. I thought sports marketing was the path that I was going to get into," John recalls. "I jumped into gaming from there, and it took off."

The Evolution of Gaming

During his 20-year career at PlayStation, John witnessed the transformative shift from physical game discs to digital downloads. This evolution not only changed how games were distributed but also how communities were formed and interacted online.

"We realized pretty quickly that the true way forward is for everyone to play together," John explains. "The idea of a digital community that hung together in a different world was pioneered by gaming long before others started talking about it."

Transition to HP

In 2022, John joined HP as the Global CMO of Print Digital Subscriptions. The move was driven by his admiration for HP's legacy and the marketing challenges presented by the print industry's secular decline.

"HP is the original Silicon Valley brand. The challenge in print, with its secular decline, was a marketing problem I wanted to solve," John states. "Subscriptions have been a part of culture for a long time, and we wanted to do things a little bit differently."

Leveraging the HP Brand

Despite the decline in traditional printing, HP remains integral to various industries, from printing soda cans to outdoor billboards. John emphasizes the importance of telling this broader story to consumers.

"A lot of the things that we use around us are printed with HP. We need to tell that story and use the brand to facilitate that," John asserts. "HP's got a name, not just in one or two countries, but virtually every country in the world."

Focus on Subscriptions

HP's subscription services, such as Instant Ink, play a crucial role in maintaining customer loyalty and engagement. John discusses the importance of reducing friction and providing value through subscription models.

"Subscriptions do best when you're taking friction away and giving customers something they particularly want," John notes. "Start with your first-party loyalists and then build a performance marketing engine to reach new customers."

Navigating Consumer Trends Post-COVID

The COVID-19 pandemic has reshaped consumer behavior, particularly in the realms of e-commerce and home offices. John highlights the merging of consumer and business segments as a key trend.

"The home office has changed the way we've looked at the customer. There's a merging of segments, which is fascinating," John explains. "How you reach that person has also evolved, requiring a more integrated approach."

Adapting to Privacy Changes

With significant changes in privacy regulations, such as Google's deprecation of the cookie, brands must adapt their marketing strategies. John emphasizes the importance of first-party data and robust creative strategies.

"First-party data is everything. You have to cultivate and own it," John advises. "We need hard-hitting direct ads that integrate first-party data and provide measurable results."

Embracing New Technologies

John discusses the potential of technologies like AI and VR to enhance marketing efforts and improve customer experiences. However, he cautions against the industry's tendency to chase shiny objects without fully understanding their impact.

"AI can help us be faster and more agile. It's one technology that I believe will matter significantly," John states. "We need to look at these technologies deeper than the surface level to determine their true value."

Career Advice for the Next Generation

Reflecting on his career, John shares valuable advice for young professionals. He emphasizes the importance of initiative and taking opportunities as they arise.

"Take the initiative. When opportunities come, grab them," John advises. "Do the work and show what you've accomplished, rather than just talking about it."

Conclusion

John Koller's insights on The Speed of Culture podcast provide a comprehensive look into HP's marketing strategies and the broader trends shaping the industry. From leveraging the HP brand to navigating privacy changes and embracing new technologies, HP is well-positioned to adapt and thrive in a rapidly evolving market. John's diverse career journey and forward-thinking approach offer valuable lessons for both current and future marketing leaders.

By focusing on consumer-centric strategies, embracing digital transformation, and leveraging advanced technologies, HP continues to set new standards in the printing industry and beyond. As the industry evolves, HP's commitment to innovation and customer satisfaction remains at the forefront of its success.