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 them
• How Dan addresses a declining education market and the use of data-driven marketing and recruitment strategies
• The importance of adapting to market changes and competition
• The role of alumni in supporting the institution
• Strategies for maintaining alumni engagement and donations
• Dan’s experiences with outside agencies for marketing support
• His prediction on the future of educational institutions in a shrinking market
• The importance of evolving degree programs to meet market demands
• Advice for Marketer’s looking to bring in outside agencies
• Dan’s advice for agencies looking to win business from Marketers

Thanks Dan, for a great interview!

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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 skincare
• Kelley’s multifaceted role as Founder & CEO
• Motivation to enter the men's skincare market
• Importance of skin health and prevention of skin cancer
• Positioning of Tiege Hanley as uncomplicated skincare
• Challenges of marketing in the crowded skincare market
• Top-selling products and routines offered
• Strategies for building brand awareness and competition against established brands
• Direct-to-consumer marketing challenges faced by new brands
• Use of influencer marketing and long-form content to reach target audience
• Kelley's previous entrepreneurial experiences
• Importance of perseverance and grit in entrepreneurship
• Content production efforts: 300-400 pieces per month!
• Collaboration with University of Connecticut athletes for marketing initiatives
• Advice for marketers seeking agency partnerships
• Advice for agencies reaching out to marketers such as Kelley

Thanks Kelley, for a great interview!

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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 Manager
• How Verst differentiates itself from competitors such as TQL
• Verst's involvement in local community initiatives and charitable organizations
• Marketing strategies utilized by Verst, including targeted approaches for different industries and adapting messages based on customer needs
• key challenges faced by the logistics industry, such as labor shortages and rising fuel costs, along with how Verst addresses these challenges
• Marketing efforts focused on attracting potential employees and how leadership is involved in enhancing employee recruitment strategies
• Various digital marketing tactics employed by Verst, including Google ads, social media presence, and engagement with industry publications
• Importance of conducting annual customer satisfaction surveys to gather feedback and make improvements in service delivery based on customer insights
• Marcie's previous experience in marketing agencies and how it shapes her approach and skills in her current role at Verst
• Marcie's active participation in industry associations such as TMC, which provides valuable networking opportunities and insights
• Marcie’s advice for marketers thinking about bringing an agency partner onboard
• Marcie’s advice for agencies reaching out to marketers, such as herself

Thanks Marcie for a great interview!

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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 organization
• The types of research ACEEE does, and how they distribute their research
• Challenges faced by ACEEE over the years
• The impact of the political landscape on ACEEE's operations
• How they differentiate themselves from other organizations in the energy space
• Their work with electric vehicles (EVs) and electric trucks
• Criteria for selecting research focus areas
• Audience engagement strategies
• Steve’s personal insights from working in the energy field
• Brand awareness and marketing strategies for ACEEE
• Funding strategies for ACEEE
• The challenges in quantifying impact and success stories
• Notable accomplishments in energy efficiency policy
• Comparison of the U.S. energy efficiency status with other countries
• The role of consumers in promoting energy efficiency
• Challenges faced during changes in administration
• Advice for communications agencies seeking to work with organization’s like ACEEE

Thanks Steven for a great interview!

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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 organization
• Altra’s commitment to helping members achieve their goals and live their best lives
• Altra’s community engagement initiatives
• The importance of community involvement in fostering member loyalty and feedback from members
• Cheryl’s  approach to leadership, focusing on empathy, innovation, and collaboration
• Altra’s rigorous hiring process and the monthly check-in meetings for employee support and development
• Altra’s in-house marketing team and the use of external agencies
• The future of banking and technology and how Altra leverages AI
• Advice for marketers looking to bring an agency onboard
• Advice for agencies looking to win business from marketers

Thanks Cheryl for a great interview!

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What We Discussed:

In today's interview with Amitai Sasson, we discussed a wide variety of issues:

• Overview of overstockArt.com and its founding story
• Amitai's role as VP of eCommerce
• Unique selling proposition of selling hand-painted reproductions of famous artwork
• Inventory management strategies for eCommerce
• Use of the Theory of Constraints in inventory management
• Development and spin-off of Communicator Base, a supply chain software
• Challenges in partnerships with large retailers post-pandemic
• Importance of controlling product visibility in retail partnerships
• Adaptation to trends in the home decor market
• Marketing strategies, including SEO and direct email campaigns
• Athletic background and connection to business leadership
• Advice for marketers on bringing new agencies onboard
• Advice for agencies looking to win business from marketers

Thanks Amitai for a great interview!

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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!

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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 organization
• Ken’s responsibilities in marketing, focusing on both B2B and B2C strategies
• Building relationships with large retailers (e.g., Aldi, Circle K, 7-Eleven)
• Engaging retail partners to promote the technology
• The challenge of engaging shoppers and encouraging them to use Grabango's technology
• Collaboration with retailers to enhance the shopper experience
• Discussion about Grabango as a sub-brand and its relationship with retailer brands
• Ken's background at Kroger and its impact on his current work
• Insights gained from working with customer data and loyalty programs
• The importance of partnering with retailers for data insights
• Understanding shopper behavior through computer vision
• The challenge of convincing retailers to adopt new technology
• The importance of demonstrating ROI and value to retailers
• Consumer’s fear of trying new technology and how to overcome it
• Importance of providing clear communication about how the checkout process works
• How Grabango's technology can help reduce shrinkage
• Skepticism around new technology and slow adoption by retailers
• Strategies for overcoming these challenges
• Collaboration with agencies used by retail partners
• Ken’s advice for marketers considering bringing an agency on board
• And, advice for agencies looking to win business from marketers like him

Thanks Ken for a great interview!

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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 organization
• The origin of the name 7 Day Furniture
• Family dynamics in the business and advice for other family-run businesses
• Changes made by Randy and his brother Troy since taking over in 2020
• Importance of company culture and strategies to improve it
• Impact of the economy on consumer spending and the retail market in Nebraska
• 7 Day Furniture's marketing strategy and brand positioning
• Use of AI in marketing and other current trends
• Future plans for e-commerce at 7 Day Furniture
• Use of external marketing agencies and their roles
• Challenges faced by marketers and marketing agencies in 2024
• Advice for marketers considering bringing a new agency onboard
• And, Advice for agencies trying to win business from marketers like Randy

Thanks Randy for a great interview!

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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 them
• Social Responsibility and what it means to be a “Social Engine for Good”
• Role of Chief Brand Officer at Sunrise Banks
• Building a community and social impact at Sunrise Banks
• Front-facing positioning and marketing strategies employed at Sunrise Banks
• Social impact initiatives at Sunrise Banks
• Response to George Floyd's murder and community engagement
• Future of the banking industry - digital transformation and relationship building
• Role of AI and ChatGPT in marketing and banking
• Involvement with marketing agencies for SEO, customer focus groups, media prep, and storytelling
• Becca’s advice to agencies looking to win business from marketer’s like herself
• And, advice for marketers considering bringing a new agency onboard

Thanks Becca for a great interview!

Want to watch more of The Marketer’s Edge interviews? If so, click here.