Marketing Trends

Chaco Footwear — the long-lasting do-everything sandal — is probably best known as a niche brand among hikers and outdoors enthusiasts. That’s how Joshua Weichhand first connected with the product. But it wasn’t until years later after traveling the countryside and visiting our National Parks that he joined the company best known for its Z sandals. Today, Josh is the Director of Marketing for Chaco and he’s trying to build the company into something much bigger. On this episode of Marketing Trends, Josh sits down to discuss how he’s helping take Chaco from a niche brand into the larger lifestyle company it's become today. Plus he explains how Chaco is embracing unprecedented circumstances in 2020, and why knowing your brand and your story can take you to new heights.   3 Key Takeaways -Chaco initially was just this niche lifestyle brand which over the last few years has evolved into more of a lifestyle brand -Collaborations are important, but knowing your brand embracing who you are and knowing when it's appropriate to work with other is key -Chaco mobilized its factory in the span of a weekend and prototyped and implemented a design to produce masks, producing over 1,500 masks in their first shipment. --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Impact’s Chief Partnerships Officer Michael Head’s career path hasn’t always been linear. In fact, his career trajectory is much more a zig-zag than it is a straight line. His journey has included pit stops in the healthcare industry, ambitions of running a gym, and finally a foray into app development. Luckily for all of us, the road eventually led him into partnerships, which are obviously critical in the world of marketing. On today’s episode of Marketing Trends, Michael discusses the shifts he’s seeing from modern partnerships to influencer-based ones, how the partnership ecosystem continues to benefit everyone, and why the journey from start to finish is so important.  3 Key Takeaways There’s a big shift from the traditional reseller to more affiliates and influencer-based models A successful partnership program thinks about the entire consumer journey Influencers are shifting the ecosystem dramatically because they don’t have trust issues from the consumer. Their messages are organic and they engage with their audience more. --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

With more than 35 years of experience, Michele Elrod has seen how the marketing industry has evolved over the years. On this episode of Marketing Trends, she sits down to discuss how she operates as the EVP and Head of Marketing at Regions Bank and how her marketing team is using artificial intelligence to build an evolving campaign. Plus she explains how her departments have changed through the years and why their insights and education programs are helping to empower the next wave of consumers.  This information is general in nature and is not intended to be legal, tax, or financial advice. Although Regions believes this information to be accurate, it cannot ensure that it will remain up to date. Statements or opinions of individuals referenced herein are their own—not Regions'. 3 Key Takeaways The biggest shift in the industry is that marketing is much more than brand awareness and advertising, but now you have to understand data and customer strategies and ROI.  If you aren’t using some sort of A.I., you are doing yourself and your consumers a disservice  You should think about content strategy in terms of insights and education --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Kris Bondi is a multi-time CMO who has been called on regularly for her expertise in crisis communication — including for companies such as Starbucks and other large organizations. Today, she’s doing more of that work than ever, and she wanted to share with listeners some ways to deploy effective and efficient communication tactics during tough times. On this episode of Marketing Trends, she stresses the importance of media relations, the need to understand the proper tone and timeliness of your messages, and emphasizes why you need to always be prepared. Key Takeaways: Responding during a crisis is much more about tone than any other messaging you do Emphasizing and acknowledging the situation is one of the most important tactics Make sure you are sticking to your message and preparing your executives for all scenarios --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

In January, Simon Harrison accepted his new role as Senior Vice President and Chief Marketing Officer at Avaya. Now, a few months into the new position, the world needs his company more than ever. On this episode of Marketing Trends, Simon sits down to discuss how Avaya is changing the way we experience and interact with our devices, how his company is helping others make decisions more efficiently, and why simply delighting a customer is never the path you want to pursue. 3 Key Takeaways The omnichannel experience isn’t doing enough to solve the problems of today. Multi-experience -which uses all the ways people interact - is where Avaya is focusing their energy. Aim for an effortless experience rather than just a delightful one  In tough times you need to empower people and remove hierarchical processes, which allows you to move quicker --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

When your business is travel and the world suddenly comes to a standstill, your life and your business changes in an instant. That’s the situation Meagen Eisenberg founder herself in recently. Meagen is the CMO of TripActions, and when everything in the world started to shift, she was thrust into a new kind of action to find ways to address the situation and serve their customers and employees in the best ways possible. On this episode of Marketing Trends, Meagen opens up about what this process has been like for her and TripActions, and she walks us through the actions they had to take to switch gears and navigate through some of the hardest times we’ve seen in recent memory.  3 Takeaways:   You need to remain close to your customer and find ways to deliver value so that you can secure renewals in the future Educational content is important in this time, especially when you give your customers a forum to connect and learn Cash flow is something that has to be a priority, especially in times of crisis   --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Jamie Moldafsky views herself as a customer champion, and it’s not just because she’s occupied the CMO chair at one of America’s largest banks for nearly a decade. It’s partially because of the chances she's taken in her career, but more so her desire to impact her customers every day. On this episode of Marketing Trends, the Wells Fargo Chief Marketing Officer sits down to discuss her passion for marketing, how Wells Fargo is working to treat their 70 million customers as individuals, and how listening to and empathizing with your customers during times of crisis could pay big dividends down the road. 3 Takeaways: Customer centricity is at the forefront right now. The ability to build a relationship and serve customers at every point of their journey is more important now than ever At the beginning of a crisis, you have to focus on where you want to be when you emerge, and then let your company's values and products guide you The challenge is how to get products that people need, want and love, but also build a brand that people love and want to associate with --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

In 2020 much of our life and work is on the go. In normal times we work from coffee shops, bistros, and airports, and we are constantly on the go. And while we’ve all used messaging applications like e-mail, Slack and other forms of technology to stay informed, none of them really keep us connected the way we need to be. Enter Staffbase’s Director of Marketing Jason Etter and President and Co-Founder Frank Wolf, the men who are on a mission to help the forgotten employee. On today’s episode of Marketing Trends, Jason and Frank stress the importance of company culture in today’s digital age, the value of simplistic and meaningful messaging, and why events are the best way to get to and understand your clients. 3 Key Takeaways: There is no way to fake company culture anymore, so you have to really commit to treating employees the right way, otherwise, the world will hear about it on multiple platforms You have to reach people virtually right now, so you have to find ways to make a meaningful, memorable experience for the people you’re connecting with in the simplest way possible One of the most effective ways to market your product and to get people talking to you organically is through events. Events create moments, they create conversations and they get people in a room talking. --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Collin Holmes’ marketing journey started at the local level and today, he’s still working locally, but at a much larger scale. Collin is the CEO of Chatmeter, which offers an all-in-one SEO platform to help local businesses succeed in building brand recognition and engaging with customers quickly and efficiently. When you think SEO, you probably think keywords and when you think customer engagement, you probably think about social media or Yelp reviews. But it’s so much more than that. And when you do it correctly at the local level, there is a world of opportunity available to you. Collin explains all of that and more on this episode of Marketing Trends.  3 Takeaways: The expectation of the consumer has changed today — they are looking to engage and if you don’t they may go somewhere else Voice is shifting the way people are searching and that creates a new environment for businesses to adapt to and optimize for Communication with customers is more important now than ever, so even in tough times like now, you have to make sure to keep those lines of communication open --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

In the field of oil and gas, it’s actually quite rare for companies to have a CMO. NOV is an outlier in that area, and their CMO, David Reid, joins us on this episode of Marketing Trends. David explains why in the past marketing hasn’t been a focus for many oil and gas companies, and why he thinks it’s actually a critical role not just for his company, but for the industry as a whole. People don’t know about the incredible work and innovation being done in this industry, and David is on a mission to bring those activities to the forefront. He explains that and more, here.  3 Takeaways: As CMO, David is unique in the aspect that his company buys new entities almost monthly. Part of his role is incorporating and strategizing those new companies into their current business. Knowing the language of your base and company is incredibly important when it comes to being accepted. If you don’t understand the culture - or the box-  of the people you are working with, you risk the chance of being shut out. Knowing your employees, their strengths and weaknesses and then catering to those strengths and empowering them is incredibly important when building a sustainable workplace culture. --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.