Pulling A Shift

Scott Davis is passionate about the new role he would like to see chief marketers assume in today’s business landscape, yet the change is slow.

“I see marketing continue to be marginalized, in the vast majority of companies that I see out there today. I see marketing primarily being defined as ‘MarComm’ which means they’re focused on very traditional, narrow tactics,” Davis says. “I see marketing still not being invited to the strategy conversation or as I like to say, ‘having a seat at the grownup table.’”

But yet he sees a huge change coming as he lays out in his new book, The Shift: The Transformation of Today’s Marketers Into Tomorrow’s Growth Leaders.

 

 Scott Davis, Author of "The Shift" [21:35m]: Play Now | Play in Popup

Once Upon A Time…Embracing the Story

“Story” is the important ingredient of all meaningful communication. It has a deep-rooted connection in all of us. We are hard wired to accept new information based on how convincingly and relevantly it is presented to us. The big question is, “how can you make your story, more about them!” And, how do you spread those stories?

No Need to Bootstrap RightNow

One of those companies that really “gets” customer relations and helps their customers deliver it is RightNow Technologies. They deliver customer relations management (CRM) products for companies around the world including Sprint, Hallmark, British Airways and Cabela’s so those companies can deliver better customer experiences to their customers and clients. Founded in 1997, RightNow is headquartered in Bozeman, Montana, employs more than 700 people, and serves over 1,900 organizations worldwide.

CEO and Founder, Greg Gianforte says that obviously large companies that have lots of customers are prime candidates for their suite of products, but regardless of the size of the company, “delivering an outstanding customer experience can be the single most powerful way for a company to set themselves apart from the competition.”

 

 Greg Gianforte of RightNow Technologies [24:59m]: Play Now | Play in Popup

Less is Much More

Andrew Field, CEO of Printing For Less.com knows all about remarkable customer experiences. They post them on the bulletin board for all their employees to see. And, I didn’t see any “yellowed” ones there.

Field launched Printing For Less (PFL) in 1996, though how he got started sounds a little “fishy.” He and a friend were in their waders, already in the river near the entrance to Yellowstone before his friend mentioned that he was losing his printing job. Knowing Field had a background in printing, he suggested Andrew open a printing shop. It didn’t take much thought (or market research) to jump in with both feet.

 

 Andrew Field of PrintingForLess.com [21:01m]: Play Now | Play in Popup

Hardware in Soft Times

David Patrick, SVP & Chief Marketing Officer at Westlake Ace Hardware; a 90 store retail chain based in Lenexa, KS, believes that his company is poised to hold their own against big box giants Lowe’s and Home Depot, as well as Wal-Mart.

He should know. His experience in marketing and retail has included stints at Toys R Us and Payless ShoeSource, making him a veteran of battles with the Bentonville Bunch.

 

 David Patrick or Westlake Ace Hardware [25:41m]: Play Now | Play in Popup

Heart Smart Business

On a sunny June morning in 2005, Neita Wiese’s life changed in a moment. Her heart literally stopped beating. Her miraculous survival of a life-threatening heart attack is truly a testament to the quick action of co-workers, emergency responders and hospital staff.

What was ironic is that Neita had a career reciting the symptoms that she nearly ignored. She was a National Marketing Director for the American Heart Association (AHA) and she also sold cardiovascular pharmaceuticals. To say that this was a “wake-up” call in her life is an understatement.

 

 Neita Wiese of Neita's Charleston Vinaigrette [10:50m]: Play Now | Play in Popup

National Exposure

Some friends of mine got published in major magazines and my “green-eyed” monster reared his ugly head. Thankfully, I’m evolved enough to hide it and move on.

Exciting, isn’t it? Getting national and even international exposure for something you’re passionate about. The real jazz to it, is that somebody else is holding you up as being “good” at what you do. Your friends, family, customers and acquaintances have been telling you for years, but now, a magazine comes to confirm it!

Yikes! What will I wear on the photo shoot? Should I use product in my hair?

Unstoppable, Rock Solid Growth

It was announced recently that a Kansas City, Kansas based Hard Rock Hotel and Casino was selected as part of the approval of legalized gaming in Kansas. This new Hard Rock location will be part of the Kansas Speedway complex.

While not everyone agrees with the strategy or the tactic of theoretically “state owned” gaming, this area will only continue its burgeoning growth as a very popular Midwest tourist and visitor destination.

The focus is on the Hard Rock Hotel and Casino. I truly believe that we “ain’t seen nothin’ yet.” I don’t think we can even fathom how great this will be for the Kansas region, for the Kansas City metro and for tourism. The market force of powerful brands is literally unstoppable.

Historic Re-Creations

Did you ever play “War” when you were a kid?
No, I don’t mean the card game. (I guess this excludes most girls who might be reading this.)
What I mean, is building forts, capturing the flag, firing cap guns at your enemies, planning an ambush or the other ways that we used our imagination when we […]

 

 Part 1: Play Now | Play in Popup

 

 Part 2: Play Now | Play in Popup

 

 Segment 2 Part A: Play Now | Play in Popup

 

 Segment 2 Part B: Play Now | Play in Popup

 

 Segment 2 Part C: Play Now | Play in Popup

Is Your Company “Traveling 33 RPM in an iPod World?”

This is an “in your face” reminder to some of the more sleepy markets, cultures, managers and companies that we run across. It is also a wake-up call to many major corporations. An obvious comparison to aging marketing practices and stagnant product portfolios, with direct ties to decaying bottom-line growth and profits.

This is also a commentary on aging cultures and organizational structures. Are your employees actively engaged? Is your company awake or asleep?