Jeff Hayzlett, VP-chief business development officer at Eastman Kodak Co., has played an integral role in the company's shift from a b-to-c to a b-to-b marketer, as well as from a print-focused to a digitalcentric business. “We've been making a transformation over the last few years. Our business is becoming increasingly more b-to-b,” said Hayzlett, who was CMO of Kodak's Graphic Communications Group—the b-to-b side of the business—before being named to his current post in January.
Four years ago, b-to-b business made up only about 30% of Kodak's total revenue. Now, it accounts for about 60% of the business.
That's not the only transformation. Today, more than two-thirds of Kodak's total revenue comes from digital products, compared with less than half four years ago.
To address these changes, Hayzlett believes in the need for speed.
“My mantra is, even if we screw up, let's do it faster,” said Hayzlett, who is also chairman of the Business Marketing Association for the 2008-09 term.
This year, Kodak put in place an internal process called FAST (for focus, accountability, simplicity and trust) that is used in marketing communications, business development and other processes.
“FAST has been able to make us a much more focused company,” Hayzlett said. “The operating procedures we've put in place have really opened up communications and simplicity, and have enabled us to have healthy debates.”
He pointed to the record time in which the business development team put together a strategy for Kodak's sponsorship of “Celebrity Apprentice,” an NBC show starring Donald Trump.
“We found out about it at 6 p.m. ET. By 9:30 the next morning we had discussed it, we had a healthy debate around it, we found out who was accountable and we said, "Next week, we're taping.' Could we have done this a year ago? No way,” Hayzlett said.
Under his direction, Kodak has developed other sponsorship programs this year.
In June, it partnered with the PGA Tour to create the Kodak Challenge, which offers $1 million in prize money to the golfer who posts the lowest total score on 18 selected holes during the PGA season. The Kodak Challenge was designed to celebrate the most memorable moments on the PGA Tour, in keeping with “Kodak moments,” a longstanding theme used by the company.
Hayzlett said part of his mission is to communicate “Kodak 2.0” to employees, customers and business partners. “Everyone knows about "Kodak moments.' Now we are talking about "Kodak momentum'—Kodak makes, manages and moves images in your life and in your business,” he said.
Kodak is communicating its transformed business through integrated marketing communications programs, including its ongoing “Print Is” campaign for Kodak Graphics Communications Group, developed by Eric Mower & Associates, Syracuse, N.Y., and a new campaign starring Paige Davis, host of TLC's home design show “Trading Spaces.”
Hayzlett is also spearheading Kodak's use of Web 2.0 tools, including online videos, podcasts, blogs and social networks. —Kate Maddox