EP 12: Introducing: the Parketing Collective ft Heidi Barber, Sarah Becherer, and RJ Juliano, and Ultra Distances with New Shoe Day ft Casey Crouse

This episode is a masterclass in parking marketing or “Parketing.” 

We sat down with 3 incredible marketing leaders in parking, RJ Juliano, Sarah Becherer, and our own Heidi Barber. 

You are going to learn actionable tips that you can use to improve the marketing function at your company immediately. 

In segment two, we sit down with Casey Crouse to dive into some of the intricacies that make running Ultra Marathons even harder than they look. 

We compiled an all-star panel of “parketers” to dive deep into a topic typically overlooked in our industry. 

RJ Juliano, is the CIO, CMO, and Senior Vice President at Parkway Corporation, a Philadelphia-based leader in real estate and parking development that operate nearly 21,000 parking spaces. 

Sarah Becherer is the VP of Marketing at Ocra, you might remember our episode with their CEO, Ethan Glass. Sarah has over 15 years of experience in demand generation, brand awareness, and customer acquisition. In 2018 she was selected to the NPA’s 40 Under 40 list. 

Heidi Barber is the VP of Marketing at Parker Technology and also a member of the NPA 40 Under 40 list. She has over a decade of B2B Marketing experience and sits on the steering committee for Women in Parking. 

Here are some key takeaways from our conversation:

• The Connective Power of Marketing between product, sales, and customer experience
• How to build your parketing team from the ground up. 
• The village it takes to cross the finish line of an Ultra Marathon

Be sure to check out these great clips from the show:

The Parketing Collective (00:04:44)

Transition from CIO to CMO (00:08:24)

The importance of a distinct brand for parking operators (00:10:55)

Challenges in marketing (00:16:17)

Discipline and benchmarks in marketing (00:21:37)

Science of Marketing (00:22:32)

Consistency in Marketing (00:23:02)

Effective Marketing Tactics (00:24:56)

Brand Establishment and Thought Leadership (00:27:29)

Humanizing the Brand (00:30:52)

Digital PR and Blogging (00:33:53)

Data and Analytics Investment (00:38:00)

Building a Marketing Team (00:41:28)

Product Marketing and Differentiation (00:42:44)

Brand Ambassadors and Leadership (00:43:50)

Outsourcing and Resource Allocation (00:44:18)

Joining the Parking Collective (00:45:03)

Challenges in Parking Jobs (00:49:16)

Wishful Changes in Parking (00:51:56)

Professional Achievements and Parketing Collective Call (00:55:59)

Segment 2: Casey Crouse

Ultra Distance Running (01:05:20)

Running a 100-Mile Race (01:08:01)

Adversity in Ultra Distance Running (01:11:15)

Nutrition and Preparation (01:14:48)

Lessons Learned and Finish Rates (01:16:08)

New Shoe Day (01:19:14)

Measuring Success (01:24:47)

The Mission of Providing New Shoes (01:24:50)

Fundraising and Challenges (01:26:05)

Cost of Providing Shoes (01:26:53)

Becoming a Board Member (01:28:29)

Leadership and Fundraising (01:31:31)

Meaning in the Struggle (01:34:10)

Empathy in Customer Service (01:36:55)

Balancing Work and Family (01:39:06)

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Connect with Parker Technology.

While delivering an excellent customer experience is indeed harder than it looks, we’re the experts. It’s all we do, every day, and we’re darn good at it. If you’d like to learn more about how we make managing the parking experience look easy, visit our website at www.parkertechnology.com, or shoot a note to getstarted@parkertechnology.com