Marketing Trends The Business of Perception: Bridging the Client-Customer Gap with The UPS Store’s Michelle Van Slyke
Michelle Van Slyke likes to be the one you call when things are broken. From Ford to Mercedes to The UPS Store, she’s got a knack for reinvigorating stalled-brands. Now, as the SVP of Marketing & Sales at The UPS Store, she’s tackling a different series of challenges, and she’s here to talk about it all: using data to listen better, tackling the franchise problem, and how she really feels about the Coinbase Superbowl QR campaign.
Tune in to learn:
- How a managerial perspective can help with marketing problems (14:00)
- Why data can help with shifting perspective (17:00)
- Reinvigorating a national brand (19:00)
- Why to expect pushback when bringing in new ideas (20:00)
- The value of transferring skill sets (22:00)
- How sometimes a broken place is the best starting point (24:00)
- What it looks like to create a national marketing plan (25:00)
- How to listen to the best advice (30:00)
- Why it’s crucial to own your mistakes (35:00)
- What Blue Horizons is doing for The UPS Store (38:00)
- How to Create a Team Culture (44:00)
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