Denise Taschereau on “Strategy First, Product Second”
Denise Taschereau, CEO & Co-Founder of Fairware, has seen how brands invest hundreds of thousands of dollars on big launches — and, a few weeks before the main event, a junior marketing assistant asks for cheap water bottles to put on everyone’s tables. The issue, she says, is that the water bottle will set the mood and quality for everything else. There must be a strategy (a story, a purpose) for everything you put in your client’s and stakeholder’s hands. In this episode, Denise showcases her team’s strategies in marketing, sales, and the overall sustainability values that drive all them together and forward.
Understanding Promotional Products Strategy by Joseph Sommer
It’s better to give 15 high-quality products that users will find useful and delightful instead of hundreds that will end up in the trash, says Joseph Sommer, founder of Whitestone. In this episode, he elaborates 3 important questions you need to ask yourself before buying and gifting swag. He also speaks about the Gen Z perspective on promotional products, and the strategies swag companies need to take to be more sustainable and successful.
How to Take the Initiative and Deal with Uncertainty by Margaret Heffernan
Margaret Heffernan is an entrepreneur, CEO, writer, and keynote speaker. Her career and innovative ideas are nothing less than impressive. In this interview, she speaks about uncertainty, the importance of preparedness in times of crisis, the benefits of scenario planning and experimentation, and the way we all are subject to political and social changes.
7 Ways to Improve Direct Mail in 2023
Earlier this week I was talking to a prospective client about ways they could improve direct mail. They’ve been in the jewelry industry for decades and were looking for a way to boost sales heading into the holiday season. He mentioned that they’d used direct mail...
Building Connections and Trust Across the Supply Chain by Mark Graham
Mark Graham, co-founder of Commonsku, talks about the struggles of the promotional products business: from the products that we all have left behind in a hotel room to the products we keep in our homes and offices because their quality makes them valuable. He discusses the power of creating a community in an authentic way and addresses the evolution of Commonsku, a powerful software that connects people across the supply chain: distributors and suppliers can all come together to interact and collaborate with each other.
It’s About Serving, Not Selling by Verne Harnish
Verne Harnish, bestselling author of Scaling Up, Lead Like A Human, and Mastering the Rockefeller Habits, offers a set of great insights that can be used in every organization: from the principle of “giving before taking” —you’re serving your clients before selling to them—, to the real meaning of being different, Harnish deconstructs fundamental ideas and reminds us of the importance of narrowing your target audience, because “the richest are in the niches”.
Determining Which Direct Mail Format is Right for Me
Evaluating Which Direct Mail Format is Right for…Your Customers Did you know that direct mail and the postal system we know today originated on July 26th, 1775, led by none other than founding father Benjamin Franklin? At the onset, the postal system allowed...
The Impact of Community-Based Marketing by Melisa Eichbauer
Melisa Eichbauer, the first female general manager in her auto group, is a purpose-driven leader that believes in the importance of empathy towards everyone: team members and the surrounding community. In this interview, she speaks about how great leadership influences employees’ performance, the impact of community-based marketing, and the importance of adaptation to overcoming hardship.
How to Assess Your Product’s Perceived Value by Hermann Simon
“Every product has to face competition and the customer’s preferences,” says Hermann Simon, Founder & Honorary Chairman of Simon, Kucher & Partners. In this episode, he shares insights on perceived value, conjoint measurement, pricing, and profit; as well as market shares and innovations that change and rise only in crises (and rarely during good times).
Every Time You Get a “No”, You Get Closer to the “Yes” by Rob Murray
Rob Murray, CEO and Co-Founder of Intrigue Media, talks about the marketer’s main job; finding people that love your product, instead of trying to convince everyone of doing it. He addresses the tenacity and persistence we all need to find that people, but also mentions the “3SWN” principle: “Some will, some won’t; so what? Next” as a way to move on if you receive a definite “no”. Finally, he addresses the importance of being authentic, in and outside our organizations.