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Sci-Fi Icon ‘Beams’ Down In Ohio
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A sci-fi icon beamed down to Cleveland to share his enterprising insights at a major marketing convention.
William Shatner has put in 50 years before the camera, including his trademark role as James T. Kirk, Captain of the Starship Enterprise, in TVâ€™s â€œStar Trekâ€. When Kirk wasnâ€™t battling Klingons or wooing green-skinned alien women, he was often â€“ in a senseâ€”marketing the Enterpriseâ€™s 5-year missionâ€¦to boldly go where no one had gone beforeâ€¦.
â€œâ€¦..riskâ€¦RISK is our business! Thatâ€™s what the starship is all about! Thatâ€™s WHY weâ€™re aboard her!â€
These days, Shatnerâ€™s mission isnâ€™t so different . The 82-year-old Canadian-American has been a pitchman for many products and companies, including Priceline.com and State Farm Insurance.
â€œFire, metal, oil, and turkeyâ€¦are glorious when in harmony (â€œTurkey fryer! Iâ€™ve always wanted to try that.â€) But their power is unrelentingâ€¦.”
Speaking at the Content Marketing Instituteâ€™s convention yesterday, Shatner didnâ€™t see his eclectic career as one of reinvention.
â€œI think itâ€™s more like evolution. In that if it doesnâ€™t work, it dies. And if it works, it works. You just keep trying to do something good. And whether itâ€™s my field or yours, you keep trying, to get the thing right, and eventually, you will,” says Shatner.
Shatner drew on examples of innovation, humor, and passion in his presentation, saying viral campaigns and social media also figure into successful marketing efforts. His own show, â€œStar Trekâ€ became a cult sensation after its cancellation after only three seasons.