StrategyCast

“Only collect the data you intend to use.”

Scott Cohen is a proven email marketing veteran with 15 years of experience as both a brand-side marketer and email marketing agency executive. Currently, Scott is the senior email marketing manager at purple, where he combines his award-winning copywriting chops and industry-renowned email marketing strategy and execution expertise into building, growing, and optimizing a $100MM+ email marketing program.

Listen And Learn:

• Where most email programs fail.
• How to build an effective list.
• Why he prefers a single opt-in approach.
• Measuring KPIs.
• GDPR regulations.
• The need for direct and explicit opt-ins.
• How email marketing ties into the larger customer experience.

TO LEARN MORE ABOUT PURPLE, CLICK HERE.

TO FIND SCOTT COHEN ON LINKEDIN, CLICK HERE.

“Fish where the fish are.”

Mike Westgate is vice president of marketing at Briggo Coffee, an Austin-based consumer tech company that serves gourmet coffee and tea via mobile app and an autonomous vending system. The company is currently in scale-up mode, growing from Texas markets to the Bay Area and beyond. In addition to leading all brand and marketing strategy, Mike supports business development, forges strategic brand partnerships, designs and implements retail sales programs, and drives Briggo’s product roadmap. This is a man of many talents. His professional experiences include brand/product development, go-to-market strategy, consumer and tech product marketing, digital analytics, PR strategy, account management, and team leadership. 

Listen And Learn:

• The strategies behind audience-based affinity profiling.
• Determining your hero segment and core tribe.
• Developing an Affinity Score for your audiences.
• Tapping into your early adopters to make your product better.
• Taking a Netflix and Uber approach to marketing coffee.
• Extending the power of your content.

TO LEARN MORE ABOUT BRIGGO, CLICK HERE.

TO FIND MIKE WESTGATE ON LINKEDIN, CLICK HERE.

How to extend the power of your content with your core tribes and early adopters. Learn more by calling the Avocet Communications team today at 303-678-7102.

“The company owns its brand, the public owns its reputation.”

Bill Coletti is a reputation management, crisis communications, and professional development expert, keynote speaker, and the best-selling author of Critical Moments: The New Mindset of Reputation Management. He has more than 25 years of global experience managing high-stakes crises, issues management, and media relations challenges for Fortune 500 companies and in winning global political campaigns. Bill previously co-led the Global Risk Management and Crisis Communications Practice for Hill+Knowlton Strategies, and he has provided senior counsel for numerous clients including AT&T, Target Corporation, American Airlines, The Home Depot, and Xerox over the course of his career.

Listen And Learn:

• Why he recommends a hands-on approach.
• how successful reputation management hinges on recognizing and responding within those critical moments in time.
• The importance of involving executive leadership.
• The difference between reputation management and crisis management/crisis communications.
• Setting expectations with the Four As.

TO FIND BILL COLETTI ON LINKEDIN, CLICK HERE.

The importance of crisis communications and reputation management. Learn more by calling the Avocet Communications team today at 303-678-7102.

“Eventually the good messaging will resonate and spread with good people.”

David DeCamillis is vice president of Sales and Marketing at Platte River Networks, a Denver-based IT Managed Services firm. He has quite the story to tell about how his company “survived the Hillary Clinton email scandal.” During that tumultuous time, his firm was dragged headfirst into the international crisis that included paparazzi, congressional and federal investigations, and death threats. But he and the company survived through timely crisis management, dedication, and perseverance. David is well-known for his expertise in security enhancements, employee training, social media damage control, media management, website preservation, client communication, and more. He serves as president and founder of Denver Technology Partners and the Denver Biz Tech Expo.

Listen And Learn:

• Insights into handling damage control in the media and on social media.
• Managing messaging with internal and external audiences.
• The impact of a crisis on Google searches, reviews, and rankings.
• The importance of hiring a media and PR firm BEFORE a crisis.
• How to push out positive and uplifting stories as part of a crisis and rebranding strategy.

TO LEARN MORE ABOUT PLATTE RIVER NETWORKS, CLICK HERE.

TO FIND DAVID DECAMILLIS ON LINKEDIN, CLICK HERE.

“(It’s about) giving your customers somewhere to come back to.”

Brittany Vriesman is senior manager of digital marketing at Gaiam and SPRI brands, a leading lifestyle brand with a mission to make yoga, fitness, and wellness accessible to all. With nearly a decade in the digital marketing space, Brittany has managed digital platforms across event management, travel, and retail sectors. She brings a diverse background to her current role at Gaiam, where she focuses on marketing and customer retention and acquisition in both the B2B and direct to consumer spaces. Brittany taps into her experience across distinct industries to blend customer engagement, loyalty, unique promotions, and partnership opportunities to support revenue-driving initiatives.

Listen & Learn:

• The loyalty programs that have helped differentiate Gaiam in the marketplace.
• Creating micro-moments to highlight the brand experience.
• How to create customers for life.
• Strategies to surprise and delight customers.
• The many touchpoints customers need along the funnel before making a buying decision.
• Why there is no one-size-fits-all approach when it comes to the customer journey.

TO LEARN MORE ABOUT GAIAM, CLICK HERE.

TO FIND BRITTANY VRIESMAN ON LINKEDIN, CLICK HERE.

Strategies to surprise and delight customers. Call Lori Jones today at 303-678-7102 to learn more.

“Let’s make better mistakes tomorrow.”

Kristin Miller has over 15 years of PR experience, with a passion for technology PR. She is currently corporate communications director at Ping Identity, a company that helps prevent security breaches, increase employee and partner productivity, and provide personalized customer experiences for some of the world’s largest organizations. Before joining the Ping team, Kristin was head of Webroot’s global PR team, where she focused on cybersecurity across the US, EMEA, Australia, and Japan.  Previously, she was at SSPR, a high tech PR agency working with brands including Groupon, Patagonia, RingCentral, and many others.  An unrepentant fan of the oxford comma, she can be found chasing her six-year-old daughter through playgrounds, cheering for her alma matter Purdue University, or taking Buzzfeed quizzes.

Listen And Learn:

• How and when to create crisis messaging and talking points.
• The importance of working out worst case scenarios before a crisis actually hits.
• How to pick your crisis communications team.
• Why it’s important to tell your side of the story.
• The best and most overlooked place to tell your side of the story.
• Why it’s important to build a crisis PR plan that begins with asking the CEO a key question.

TO FIND KRISTIN MILLER ON LINKEDIN, CLICK HERE.

“During this time period, business continuity is key.”

Listen And Learn:

• Creating continuity and strengthening your brand with both external and internal stakeholders.
• How you can positively impact the bottom line while important sales opportunities are being compromised.
• Unique ways of staying in front of and interacting with your customers.
• Recommendations for increasing blogging and video, social, and digital strategies.
• Ways to extend your message beyond the show floor.

Helping you create continuity and strengthening your brand during a global crisis. Learn more by calling the Avocet Communications team today at 303-678-7102.

“The act of creating an effective brand position is filling an empty hole in the mind of the buyer.”

Carman Pirie is the co-founder of Kula Partners, an agency built to help leading manufacturers digitally transform marketing and sales to deliver more leads, close more prospects, and grow their competitive edge. Over his nearly three decades in marketing and communications, Carman’s career has taken him from the halls of Canada’s Parliament to various client-side and agency-side marketing leadership roles. Along the way, he has advised Fortune 100 clients, governments, and non-profit organizations. At Kula Partners, Carman serves as lead marketing and sales counsel to the firm’s diverse range of North American manufacturing clients. His unique insights and distaste for the ordinary have earned him a Gold Award for Media Innovation from Marketing Magazine and Kula Partners—Canada’s first Platinum HubSpot agency—has been recognized as a top lead generator among HubSpot partners.

Listen & Learn:

• The difference between table stakes and true differentiation and positioning.
• Why many executives fall into the QSP trap.
• The power of using archetypes in branding.
• Messaging to the decision-maker.
• The correlation between archetypes and branding and higher profitability.
• It’s not about what you sell, it’s about how you sell it.

TO LEARN MORE ABOUT  KULA PARTNERS, CLICK HERE.

TO FIND CARMAN PIRIE ON LINKEDIN, CLICK HERE.

“Brand partnerships are the difference between surviving and thriving on the shelf.”

Karina Kromsova is the CEO of AKT Consulting. She's an experienced brand and sales developer with 20 years in the food industry. She spent the first part of her career in retail, where she led product development and marketing for the $10B+ grocery company, Giant Eagle. She then followed her dreams to NYC where she worked for Chobani during its peak time of growth, developing sales in all emerging accounts. Later, she spent time helping new food startups, such as Aspire Food Group, and now for Reneva & Poshi.

Listen And Learn:

• How to take a customer-centric approach when building brand partnerships.
• The importance of aligning on goals and measurement.
• The goal of brand partnerships should be to build harmony, synergy, and brand extension.
• The importance of cross-promotion.
• Ways to tap into retailers’ seasonal calendars.

TO FIND KARINA KROMSOVA ON LINKEDIN, CLICK HERE.

“Brands are no longer what we tell people we are. Our brands are what people tell each other they are.”

Filip Keuppens is a former U.S. Army soldier, professional mogul skier, and rugby player, coach, and referee, and the vice president of global sales and marketing for the Pickle Juice Company. Founded in 2001, The Pickle Juice Company brings consumers the only purpose-built, isotonic sports beverage on the market that helps combat the age-old problem of muscle cramps and dehydration. Filip has been with the company since June 2015 and is responsible for identifying expansion opportunities internationally and domestically. He has spent his career in sales, first for H.J. Heinz Co., followed by Warner Home Video and 20th Century Fox, where he was selling DVDs. The Pickle Juice Co. job is the perfect way to combine his interest in the food and beverage industry with his sports background. And, he especially likes that he is with a company that is on the forefront of pioneering a new category in sports nutrition.

Listen And Learn:

• The power of letting your product speak for itself.
• His process of “product discovery.”
• How he has created a powerful brand ambassador program.
• Why user-generated content is so much more powerful than brand-generated content.
• How he uses micro-specialization to inspire big business gains.

TO LEARN MORE ABOUT  PICKLE JUICE COMPANY, CLICK HERE.

TO FIND JFILIP KEUPPENS ON LINKEDIN, CLICK HERE.