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.

What We Discussed:In today's interview with Jill Sammons, we discussed a wide variety of issues:Overview of BCU and its unique approach in the credit union industryBCU’s focus on financial well-being and partnership with large employersImplementing strategies to improve employees' financial well-beingLeadership style and the influence of "Truth About Leadership" bookImportance of shared values and mentoring at BCUKnow to Grow strategy and prioritizing initiativesDifferentiation strategies in the saturated banking/CU marketUtilization of AI technology in marketing Jill’s effortsCollaboration between in-house teams and external agenciesAdvice for marketers considering new agency partnershipsThanks Jill 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 Amanda Kantor, we discussed a wide variety of issues:What kind of business Saucy Brew Works is and what Amanda does for them.The company's expansion and entry into the coffee business.Raising money  via crowdfunding to help with expanding into the brewing and coffee markets.How the company differentiates itself from the competition.How Saucy Brew Works attracts and retains customers.How Amanda uses technology and the potential of using AI for recipe creation.How Amanda and her team of 3 handles all aspects of their brand and marketingTheir use of agencies.How and why Saucy Brew Works positions itself as a food and beverage destination with a wide range of offerings to cater to different preferences.Amanda's advice for marketers looking to bring a new agency on board.Thanks Amanda 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 Autumn Pruitt, we discussed a wide variety of issues:Autumn's journey from starting as a bakery to owning multiple locations of Hardy Coffee Co. and her role as the CEO handling sales and marketing.Marketing strategies including: word-of-mouth; social media; email marketing for promotions; and content creation for engaging customers.How she differentiates her business from competitors.Expansion from retail-only to B2B sales through roasting for wholesale accounts, showcasing growth in the business.Challenges in managing retail locations compared to wholesale business, importance of delegation, and strategic focus for growth.Consolidating multiple brands under Hardy Coffee Company for better brand identity, challenges faced during the rebranding process internally and externally.How Autumn goes about learning and development, from exploration of new coffee flavors, varieties, and trends through relationships with suppliers and industry events to focus on research and development for product improvement.Her experience working with agencies and how they can bring a personalized approach and clear value proposition to the business.Advice for small business owners and the importance of gaining industry experience before starting a business, as well as  mentorship and building a supportive network of entrepreneurs.Discussion on balancing working in the business versus on the business, prioritizing tasks, and effective delegation of responsibilities.Her involvement in local community events, collaborations with local photographers, and using retail locations as showrooms to engage with customers directly.Autumn's continuous learning and actively seeking new marketing approaches, technologies, and consumer trends through various sources like podcasts, books, seminars, and input from team members.Advice Autumn would give to marketers looking to bring a new agency onboard.Autumn’s advice for agencies looking to win business from marketers.Thanks Autumn 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 Mark Cohen, we discussed a wide variety of issues:What kind of organization Mesirow is, and what Mark does for them.The role of “Advisory Services” in financial companies.Marketing strategies in the financial services industry.The importance of digital culture in organizations.Utilizing digital technology for efficiency and effectiveness.The future of AI and technology in marketing and the various challenges in its application.Managing relationships between marketers and agencies.The challenges of digital integration for marketers.The importance of digital transformation and cultural change in companies.Strategies for effective client-agency relationships.The role of martech stack in agency services.The significance of AI in marketing and business management.Advice Mark would give to marketers looking to bring a new agency onboard.Mark’s advice for agencies looking to win business from marketers.Strategies for agencies to impress and win business opportunitiesThanks Mark 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 Paul Schwalbach, we discussed a wide variety of issues:An in-depth understanding of Pima Community College, including the structure, offerings, and unique aspects of one of Tucson's key educational institutions.How Pima Community College manages its extensive marketing and communications efforts across multiple platforms and departments.How Pima works hand-in-hand with local businesses like Raytheon and Caterpillar to tailor educational programs that meet industry needs.How Pima balances open admissions with maintaining high educational standards and how they've tackled the impact of the pandemic on student enrollment.The transition from traditional marketing methods to modern digital strategies, including the use of geofencing and social media.Paul shares valuable advice for marketers looking to bring on new agencies.Paul’s advice for agencies looking to win business from marketers.Thanks Paul 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 Cory Treffiletti, we discussed a wide variety of issues:What kind of organization Rembrand is and Cory’s role within the company.The challenges of traditional video advertising and the need for new solutions.How Rembrand's AI technology works to identify placements, render 3D objects, and seamlessly insert them into videos.The industries and types of advertisers that have adopted Rembrand's technology.Cory's perspective on the current use of AI in marketing and how it can be applied to the creative process.The skills and capabilities needed for successful marketing leaders and CMOs today.Cory's experiences working on the agency side and how that has shaped his approach as a marketer. Challenges facing agencies, including competition from consultants, and the need for greater agility.Advice for marketers on evaluating and working with agencies.Cory's advice for agencies looking to win business from marketers.Thanks Coryfor 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 Kathryn Blume, we discussed a wide variety of issues:What kind of organization Hyperbaric Vermont is and what Kathryn does for them.How Hyperbaric Vermont differs from other similar companies.Kathryn Blume's diverse background and path to Hyperbaric Vermont.Importance of marketing and advertising for Hyperbaric Vermont as well as the challenges of marketing on a limited budget.Kathryn Blume's background in environmental studies, theater, and social activism.Influence of past experiences on current work.Role as an ordained minister with the Universal Life Church.Advice for marketers considering bringing a new agency on board.Advice Kathryn would give to any agency that was attempting to win business from her.Thanks Kathryn 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 Nick James, we discussed a wide variety of issues:What kind of organization Sinclair is and Nickolas’ role within the company.The challenges of maintaining control and consistency across a large network of social media handles/accounts while allowing for local customization.Implementing new social media tools, style guides, and processes across a decentralized organization.The importance of proper training and change management when rolling out new initiatives.Leveraging user-generated content and emotional storytelling on social media vs. traditional marketing assets.Anticipated future trends in social media, such as personalization, immersive experiences, and AI-powered content customization.Effectively utilizing external marketing agencies for specific initiatives and expertise.Balancing exploring new platforms/trends with staying focused on core audiences and channels.Advice to marketers looking to bring a new agency partner onboard.Advice Nicholas would give to any agency that was attempting to win business from him.Thanks Nickolas 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 Michael La Kier, we discussed a wide variety of issues:Michael's role and responsibilities as Vice President of Brand Development for IGA.IGA's unique business model and its support for independent retailers.The shift in IGA's branding strategy to emphasize retailer individuality.Michael’s varied background including advisory work, teaching, CMO position, and role as managing editor at Shopper Matters, and how being a lifelong learner has helped him leverage  experiences across industries.The potential for lamb products in the U.S. market based on his experience with World Select Cuts.The transition from Coca-Cola to startup consultancy and the challenges faced.Response Media's approach to consumer relationships and data usage.The application of analytics in understanding customers at a local level for IGA stores.Community engagement by local IGA store owners and corporate support.IGA's internal teams and use of external agencies for marketing purposes.Challenges facing agencies in the retail sector post-COVID, such as supply chain issues, inflation, and changes in digital marketing.The evolving landscape of agencies and the importance of transparency and business understanding in agency-client relationships.Advice for marketers considering bringing a new agency on board.Advice for agencies trying to win business: understanding the client's business, patience in business development, and empathetic communication strategies.Thanks Michael for a great interview!Want to watch more of The Marketer’s Edge interviews? If so, click here.

CIPIO.ai is on a mission to democratize visual content, uniquely combining the power of brand communities and generative AI. The patent-pending Visual Content Platform allows brands to search, discover, manage, create, regenerate, distribute, and collaborate visual content at scale. Visual Content Platform allows Brands to deploy user-generated content and GenerativeAI Content in paid advertising, customer purchase experiences, website engagement, and social media campaigns at a fraction of time and cost. This unique approach has driven growth for esteemed brands such as JBL, Orange Theory Fitness, and Botanic Choice.What We Discussed:In today's interview with Jason Falls, we discussed a wide variety of issues:What CIPIO.ai is and what he does for the company.How influencer marketing has changed over the past 5-10 years.Jason's predictions for the influencer marketing space over the next 3-5 years.Jason’s most notable career highlights and accomplishments he’s most proud of..How CIPIO.ai differs from other platforms, such as CreatorIQ.The biggest challenges Jason expects to face as Executive Vice President of Marketing for CIPIO.ai and how he believes he will address them.Experiences from his past that he can draw upon to navigate the challenges in his current role.Strategies for marketing CIPIO.ai to build awareness, including their target customers and the most effective methods to reach them.His past work with agencies, how he has utilized them to support his business needs, and whether he currently works with any.The advice he would give to a marketer looking to bring an agency onboard.Any advice he would offer to an agency looking to win business from him.Thanks Jason 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 Dave Kettner, we discussed a wide variety of issues:  • What kind of organization Virent is and what Dave does for them.  • What it means to create products that are "drop-in replacements" and everything that entails.  • What the competitive landscape looks like for Virent and how they differentiate themselves from similar offerings.  • Being such a niche product, how they go to market.  • The need within the renewable fuels and chemicals industry to create an interest in the consumer to want those products.  • Their focus over the last few years on working with B2C businesses to communicate to and educate their customers on the possibilities out there.  • Virent’s work with Patagonia to successfully manufacture its first fully biobased product, the SugarDown Hoody.  • Their work with Japanese materials maker Toray Industries to mass-produce the world’s first 100% plant-based polyester.  • The challenge of building awareness and educating businesses like Patagonia on what it means to be biobased, and the sustainability advantages associated with that.  • Virent's efforts to commercialize its BioForming® technology and promote that brand name.  • The challenge of building and expanding refining capacity.  • One of the industry's biggest challenges: education and getting people to understand the full dynamics and the opportunities presented.  • Virent’s historic contribution to the aviation industry as their bio-based fuel was used in the first commercial passenger flight using 100% sustainable aviation fuel.Their possible need to work with marketing agencies in the future, something they have not had to do up to this point.Advice he would offer to agencies seeking to win business from him.Thanks Dave for a great interview!

What We Discussed:In today's interview with John Vincent, we covered a wide range of topics:What The Apex Automotive Group does as an organization and John's role within it.The notable changes that John has observed in the auto dealer industry over the past few years.John's predictions for future changes in the industry over the next decade.The impact of companies like Carvana on dealership business.The concept of Modern Retail Marketing and the possibility of it reaching an inflection point, and if so, when.The need for a shift in the "net to gross" mindset in order for Modern Retail Marketing to be widely adopted.Whether John has an agency to assist him in overseeing all of the marketing activities for Apex Automotive.Any advice he would offer to agencies seeking to win business from him.Advice for marketers who are considering partnering with an agency.Thanks John for a great interview!Want to watch more of The Marketer’s Edge interviews? If so, click here.

Welcome to another episode of The Marketer’s Edge, a series designed to share senior level marketing perspective about marketer challenges, opportunities, and agency relationships. Our goal is to help marketers and agencies learn from other marketers across different industries. Today we are speaking with Cassie Donnelly, former Sr. Brand Manager at OLFA North America (she left in Sept. 2023).OLFA North AmericaOLFA North America Inc is the North American subsidiary of OLFA Corporation of Japan, a pioneer of cutting tools worldwide since 1956. OLFA is committed to making tools that improve how people cut by developing products with an unmatched level of sharpness and that are easy and safe to use. The name of “OLFA” comes from two Japanese words, which, when translated, mean “to break a blade”. The OLFA® parallelogram logo is taken from the shape of a snap-off blade.What We Discussed:In today’s interview with Cassie Donnelly, we discussed a wide range of issues, including:What kind of organization OLFA is and what Cassie did for them.Cassie's experience in the industrial manufacturing industry and what has kept her there.The major marketing challenges she faces and how she has overcome them.How she keeps the messaging fresh.The difficulty of convincing a sales-driven organization to recognize the value of marketing.Advice for marketers entering the B2B world for the first time.The importance of positioning in the blade manufacturing industry.How Cassie determines the most effective and unique positioning for OLFA.The differences in marketing between the craft and professional sides of the OLFA brand.The role agencies play in OLFA's marketing efforts and the work they do.Advice for marketers considering partnering with an agency.Any advice she would give to an agency looking to win business from her.Thanks Cassie for a great interview!

Today we are speaking with Melissa Cervin, Vice President of Marketing at Lombardo Companies, based in Shelby Township, MI.Lombardo Companies is driven by the desire to make their customers’ dream home a reality. They work closely with homebuyers to understand their needs and design a home that compliments their lifestyle. They believe your new home should be more than just a place to live, but a place where you can build family traditions and memories that will last a lifetime. Lombardo Companies are family-owned and operated, now managed by the second generation of Lombardos.What We Discussed:In today’s interview with Melissa Cervin, we discussed a wide range of issues, including:The type of organization Lombardo Companies is and Melissa’s role within it.Melissa’s extensive experience in the home building industry and what she finds rewarding about it.How home builders differentiate themselves from their competitors.The significant changes that have occurred in the home builder space over the past 20 years.Key takeaways from the 2023 IBS (International Builders’ Show) and the overall sentiment surrounding the industry and economy.How Melissa identifies “cutting edge” ideas and offerings and stays ahead of the curve.The role architects and designers play in staying ahead of homebuilding trends.Melissa’s experience working with marketing agencies and the reasons she typically uses them.How she determines what tasks to handle in-house and what to outsource to an agency.The advantages and disadvantages of working with marketing agencies.Advice for marketers considering partnering with an agency for the first time.Any advice she would give to an agency looking to win her business.Thanks Melissa for a great interview!

What We Discussed:In today’s interview with Liz Mumford, we discussed a wide variety of issues:The kind of credit union Dutch Point is and Liz’s role within it.Liz’s 35-year career at Dutch Point and why she enjoys working there.The biggest challenges Dutch Point has faced in the last 5-10 years.How Dutch Point differentiates itself from other credit unions and how this has changed over the years.How Dutch Point managed to maintain high consumer engagement during the pandemic.The evolution of the credit union’s marketing strategies over the years.How Liz utilizes PR in her role and supports the credit union.The role of data analytics in her position and consumer expectations regarding modern banking.Liz’s predictions for the future of the banking/credit union industry.How she manages being a one-person marketing team.Advice for marketers considering partnering with an agency for the first time.Any advice she would give to an agency looking to win business from her.Thanks Liz for a great interview!Want to watch more of The Marketer’s Edge interviews? If so, click here.

Hurtigruten Group is the world's leading adventure travel group. Formed of three main business units – Hurtigruten Expeditions, Norwegian Coastal Express and Hurtigruten Svalbard – they offer unique small-ship and land-based adventures from pole-to-pole.What We Discussed:In today’s interview with Storm Tussey-Haverly, we discussed a wide variety of issues:What Hurtigruten Group is and what Storm does as their SVP Global Marketing.Storm’s eclectic background and experience, as well as what she likes most about marketing.The most challenging problem in her marketing career and how she solved it.The difference between marketing high-end travel excursions and products like toys and technology.How Storm keeps her offering relevant and interesting to prospects throughout the 2 ½ year marketing funnel for cruises.Any experiences from Storm’s former jobs that she applies to her current role at Hurtigruten.How Storm differentiates the Hurtigruten brand in a crowded travel and cruise market to capture her target audience’s attention.How content offerings have changed in the travel/cruise space over the past decade.Storm shared advice for marketers working remotely and far away from their parent company.Advice to marketers considering bringing an agency on board for the first time.Any advice he would give to an agency attempting to win business from her.Thanks Storm for a great interview!