The Marketer's Edge

What We Discussed:In today's interview with Dan Karp, we discussed a wide variety of issues:What kind of university Baldwin Wallace is and what Dan does for themHow Dan addresses a declining education market and the use of data-driven marketing and recruitment strategiesThe importance of adapting to market changes and competitionThe role of alumni in supporting the institutionStrategies for maintaining alumni engagement and donationsDan’s experiences with outside agencies for marketing supportHis prediction on the future of educational institutions in a shrinking marketThe importance of evolving degree programs to meet market demandsAdvice for Marketer’s looking to bring in outside agenciesDan’s advice for agencies looking to win business from MarketersThanks Dan, for a great interview!Want to watch more of The Marketer’s Edge interviews? If so, click here.

What We Discussed:In today's interview with Kelley Thornton, we discussed a wide variety of issues:Tiege Hanley's mission and products for men's skincareKelley’s multifaceted role as Founder & CEOMotivation to enter the men's skincare marketImportance of skin health and prevention of skin cancerPositioning of Tiege Hanley as uncomplicated skincareChallenges of marketing in the crowded skincare marketTop-selling products and routines offeredStrategies for building brand awareness and competition against established brandsDirect-to-consumer marketing challenges faced by new brandsUse of influencer marketing and long-form content to reach target audienceKelley's previous entrepreneurial experiencesImportance of perseverance and grit in entrepreneurshipContent production efforts: 300-400 pieces per month!Collaboration with University of Connecticut athletes for marketing initiativesAdvice for marketers seeking agency partnershipsAdvice for agencies reaching out to marketers such as KelleyThanks Kelley, for a great interview!Want to watch more of The Marketer’s Edge interviews? If so, click here.

What We Discussed:In today's interview with Marcie Vogelpohl, we discussed a wide variety of issues:Overview of Verst Logistics and Marcie’s role as Marketing ManagerHow Verst differentiates itself from competitors such as TQLVerst's involvement in local community initiatives and charitable organizationsMarketing strategies utilized by Verst, including targeted approaches for different industries and adapting messages based on customer needskey challenges faced by the logistics industry, such as labor shortages and rising fuel costs, along with how Verst addresses these challengesMarketing efforts focused on attracting potential employees and how leadership is involved in enhancing employee recruitment strategiesVarious digital marketing tactics employed by Verst, including Google ads, social media presence, and engagement with industry publicationsImportance of conducting annual customer satisfaction surveys to gather feedback and make improvements in service delivery based on customer insightsMarcie's previous experience in marketing agencies and how it shapes her approach and skills in her current role at VerstMarcie's active participation in industry associations such as TMC, which provides valuable networking opportunities and insightsMarcie’s advice for marketers thinking about bringing an agency partner onboardMarcie’s advice for agencies reaching out to marketers, such as herselfThanks Marcie for a great interview!Want to watch more of The Marketer’s Edge interviews? If so, click here.

What We Discussed:In today's interview with Steven Nadel, we discussed a wide variety of issues:What the American Council for an Energy Efficient Economy (ACEEE) does and Steve’s role in the organizationThe types of research ACEEE does, and how they distribute their researchChallenges faced by ACEEE over the yearsThe impact of the political landscape on ACEEE's operationsHow they differentiate themselves from other organizations in the energy spaceTheir work with electric vehicles (EVs) and electric trucksCriteria for selecting research focus areasAudience engagement strategiesSteve’s personal insights from working in the energy fieldBrand awareness and marketing strategies for ACEEEFunding strategies for ACEEEThe challenges in quantifying impact and success storiesNotable accomplishments in energy efficiency policyComparison of the U.S. energy efficiency status with other countriesThe role of consumers in promoting energy efficiencyChallenges faced during changes in administrationAdvice for communications agencies seeking to work with organization’s like ACEEEThanks Steven for a great interview!Want to watch more of The Marketer’s Edge interviews? If so, click here.

What We Discussed:In today's interview with Cheryl Dutton, we discussed a wide variety of issues:Overview of Altra Federal Credit Union and Cheryl’s role within the organizationAltra’s commitment to helping members achieve their goals and live their best livesAltra’s community engagement initiativesThe importance of community involvement in fostering member loyalty and feedback from membersCheryl’s  approach to leadership, focusing on empathy, innovation, and collaborationAltra’s rigorous hiring process and the monthly check-in meetings for employee support and developmentAltra’s in-house marketing team and the use of external agenciesThe future of banking and technology and how Altra leverages AIAdvice for marketers looking to bring an agency onboardAdvice for agencies looking to win business from marketersThanks Cheryl for a great interview!Want to watch more of The Marketer’s Edge interviews? If so, click here.

What We Discussed:In today's interview with Amitai Sasson, we discussed a wide variety of issues:Overview of overstockArt.com and its founding storyAmitai's role as VP of eCommerceUnique selling proposition of selling hand-painted reproductions of famous artworkInventory management strategies for eCommerceUse of the Theory of Constraints in inventory managementDevelopment and spin-off of Communicator Base, a supply chain softwareChallenges in partnerships with large retailers post-pandemicImportance of controlling product visibility in retail partnershipsAdaptation to trends in the home decor marketMarketing strategies, including SEO and direct email campaignsAthletic background and connection to business leadershipAdvice for marketers on bringing new agencies onboardAdvice for agencies looking to win business from marketersThanks Amitai for a great interview!Want to watch more of The Marketer’s Edge interviews? If so, click here.

What We Discussed:In today's interview with Julia MacMullan, we discussed a wide variety of issues:What kind of school Springside Chestnut Hill Academy is and Julia’s role within the organization.The challenges faced during the pandemic, including the transition to online learning and marketing.The importance of their website for marketing and engagement during COVID-19.Concerns related to students' mental health during and after COVID-19 and policies regarding technology use in schools.The shift from large open house events to virtual sessions for student recruitment.Curriculum changes and the emphasis on using AI in education and evolving approaches to teaching.Julia’s predictions for the direction of private education in the coming years, including curriculum adaptations and marketing strategies.The benefits of the school's educational structure and how it is communicated to prospective families.The potential consolidation of smaller schools and addressing issues like diversity, equity, inclusion, and sustainability.Advantages of collaborating with external agencies for marketing support.And, Julia’s advice for marketers considering bringing in outside agencies onboard.Thanks Julia for a great interview!Want to watch more of The Marketer’s Edge interviews? If so, click here.

What We Discussed:In today's interview with Ken Fenyo, we discussed a wide variety of issues:What it is Grabango does and Ken’s role within the organizationKen’s responsibilities in marketing, focusing on both B2B and B2C strategiesBuilding relationships with large retailers (e.g., Aldi, Circle K, 7-Eleven)Engaging retail partners to promote the technologyThe challenge of engaging shoppers and encouraging them to use Grabango's technologyCollaboration with retailers to enhance the shopper experienceDiscussion about Grabango as a sub-brand and its relationship with retailer brandsKen's background at Kroger and its impact on his current workInsights gained from working with customer data and loyalty programsThe importance of partnering with retailers for data insightsUnderstanding shopper behavior through computer visionThe challenge of convincing retailers to adopt new technologyThe importance of demonstrating ROI and value to retailersConsumer’s fear of trying new technology and how to overcome itImportance of providing clear communication about how the checkout process worksHow Grabango's technology can help reduce shrinkageSkepticism around new technology and slow adoption by retailersStrategies for overcoming these challengesCollaboration with agencies used by retail partnersKen’s advice for marketers considering bringing an agency on boardAnd, advice for agencies looking to win business from marketers like himThanks Ken for a great interview!Want to watch more of The Marketer’s Edge interviews? If so, click here.

What We Discussed:In today's interview with Randy Kush, we discussed a wide variety of issues:What kind of business 7 Day Furniture is and Randy’s role within the organizationThe origin of the name 7 Day FurnitureFamily dynamics in the business and advice for other family-run businessesChanges made by Randy and his brother Troy since taking over in 2020Importance of company culture and strategies to improve itImpact of the economy on consumer spending and the retail market in Nebraska7 Day Furniture's marketing strategy and brand positioningUse of AI in marketing and other current trendsFuture plans for e-commerce at 7 Day FurnitureUse of external marketing agencies and their rolesChallenges faced by marketers and marketing agencies in 2024Advice for marketers considering bringing a new agency onboardAnd, Advice for agencies trying to win business from marketers like RandyThanks Randy for a great interview!Want to watch more of The Marketer’s Edge interviews? If so, click here.

What We Discussed:In today's interview with Rebecca Morris-Hoeft, we discussed a wide variety of issues:What kind of organization Sunrise Banks is and what Becca does for themSocial Responsibility and what it means to be a “Social Engine for Good”Role of Chief Brand Officer at Sunrise BanksBuilding a community and social impact at Sunrise BanksFront-facing positioning and marketing strategies employed at Sunrise BanksSocial impact initiatives at Sunrise BanksResponse to George Floyd's murder and community engagementFuture of the banking industry - digital transformation and relationship buildingRole of AI and ChatGPT in marketing and bankingInvolvement with marketing agencies for SEO, customer focus groups, media prep, and storytellingBecca’s advice to agencies looking to win business from marketer’s like herselfAnd, advice for marketers considering bringing a new agency onboardThanks Becca for a great interview!Want to watch more of The Marketer’s Edge interviews? If so, click here.