When your company is 113 years old, internationally known, and well respected, you would think by now everything has been figured out. Turns out, though, that even the biggest legacy companies in the world have room to grow and lessons to learn.

“We found that at UPS, we had tons of data. We were swimming in data. [Shipping] traditionally has been an industrial, engineering, and operating company. So data was everywhere, but synthesizing that data and distilling it and transferring that data into knowledge, and information into insights we were lacking.”

That’s what Kevin Warren, the CMO of UPS, had to say about some of the challenges they have faced recently. Kevin joined Marketing Trends for a deep dive on why it’s important for even the most established companies to take an honest look at their marketing approach and not be afraid to make changes. Plus he discusses why SMBs are becoming more of a focus, and how to put your purpose and mission at the forefront of every campaign and business activity.

Main Takeaways:

• Make it Stick: When you’re thinking about hosting events, make sure the experience is worthwhile to the customer. Think to yourself, “Is this something that would be memorable?” Make your events memorable, useful, and accessible so that they become something  your clients will move their schedules to attend.
• That’s Logistics… Or Data: When you have massive amounts of data, the noise can be difficult to sift through. But when you harness all your data, synthesize it and really dive into what the numbers are telling you, it provides you with the tools to improve your approach and reach your customers in a more impactful way.
• One-Stop-Shop: Customers want the ability to have everything exist in an integrated and streamlined format. For UPS, that means customers need to have the ability to conduct checkouts, fulfillment and delivery all within one simple system. If customers have to go through multiple avenues to get to the end product, your customer experience will lag.

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