Posts tagged "CMO"

Marketing is Not a Department

Marketing is Not a Department

November 17th, 2021 Posted by Agency Services, CMO, Content Marketing, Differentiation, Emotional relevance, engagement, Higher Purpose, Human behavior, storytelling, Strategic Planning, Sustainability, Transformation, Transparency 0 comments on “Marketing is Not a Department”

Company beliefs and behaviors impact business strategy

Your entire organization comprises the marketing platform now. Your higher purpose, mission and belief systems will impact your company’s marketplace behaviors and status. Operations, supply chain policies, manufacturing and employee commitments influence how consumers and stakeholders perceive your brands and resonate to your business.

Marketing is no longer a department. The entire enterprise is integral in the strategic game plan to get and keep a customer. It is time for leadership teams to acknowledge this insight and take the strategic planning silos down in the interest of improving the organization’s growth and advancement plans.

Still a department?

An objective assessment of many CPG and food retail businesses would conclude that marketing operates as a department, likely down the hall from sales and human resources. This compartmentalized organizational structure has been cast in stone for eons. It came to be in the command-and-control era of business management. That condition, however, has changed forever. In the age of consumer control, it is vital that customer-centricity reigns as the operating philosophy governing how companies organize for success.

  • Our challenge to you – it is time to reconsider how the business is assembled when you know your thinking and planning will be influenced by how the customer is prioritized (or not) in the hierarchy of business operations and policies.

Traditionally, marketing has owned responsibility for interpreting consumer insights, developing brand communications strategies and product promotion intended to sell more product to consumers. Marketing was usually seen as the alchemy of awareness and persuasion linked to driving the sales funnel from consideration to purchase among increasingly elusive users.

  • Consider this: now, literally every aspect of how a company behaves, makes decisions, its belief systems and values, how operations unfold – literally everything from the factory floor on up has a role to play in the organization’s ability to get and keep a customer.

If this is true, then every discipline within your company is involved to greater or lesser extent in the activity of marketing, whether it’s acknowledged or not.

Attracting and retaining customers will happen in direct proportion to the organization’s ability to operate fully in service of customer needs and wants. If your company ultimately exists to get and keep customers then increasingly this requires not only a single-minded focus on user aspiration, but also a robust frame for corporate citizenship in an increasingly issue-driven business environment.

Sustainability is a generational-level challenge that will influence every aspect of how you plan and succeed as a business

How well employee practices, operations, supply chain, manufacturing, and policies drive ESG and carbon footprint commitments is integral to successful marketing outcomes.

The marketing mission, therefore, isn’t just refining communications strategies focused on showcasing products and services, the entire proposition must embrace how the organization best operates in service of people and the greater good.

Higher Purpose is not a marketing program

Your company is a living, breathing entity. It is no longer just a machine designed to generate and sell products at a profit. It exists to be influential in your customers lives and to make a difference in addressing some of the most challenging conditions ever faced by humanity.

Your company’s mission, beliefs, values and purpose fly above the legacy goal of generating shareholder returns. When purpose and mission are viewed in this context, it contributes to a revelation that the entire enterprise informs how your offering is perceived. It impacts how consumers interact with your brands, what your narrative is and how you contribute in tangible ways not only to their lives but also the planet’s welfare.

A purpose-led organization will operate with greater clarity and intention. The mission acts like an anchor of deeper meaning where employees and customers alike join the business as advocates and believers, not just participants in a transactional process.

Getting and keeping the customer

For decades, the food and beverage business was largely driven by taste, price and convenience.

  • The technology to enhance and deliver taste and eating experience is refined and is now table stakes.
  • Price is a relative term that moves up and down in relation to a sense of economic prosperity or uncertainty.
  • Convenience has been flipped on its head as e-commerce facilitates friction-free shopping and culinary culture holds sway over 1970’s box and can food culture.
  • Consumers care more now about values, transparency, health and wellness, supply chain commitments, animal welfare, sustainability practices, empathy, unselfishness and employee treatment.

Attraction and engagement depends now on the company’s ability to participate as a positive force in their lives and society. To market itself successfully all corners of the organization should operate like a well-tuned symphony that authors credibility and trust.

So marketing is not a department. It is the nerve system of the organization constructed to operate in service of customer aspirations and goals. This will make strategic planning a team exercise to identify barriers to productive growth and remove them. In its place is a flatter organization that empowers team members who contribute to helping the entire enterprise meet its mission obligations and build relevance.

HERE is a link to download our two-page summary of what Emergent is and does. We encourage you to take a look and let us know if you are interested in exploring a fresh perspective on how your organization and brand can optimize its growth strategies. We can help you craft and tell an improved story.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Niche community marketing

The Niche-ification of Brand and Retail Marketing is Here

August 31st, 2021 Posted by brand advocacy, Brand Design, brand marketing, brand messaging, Brand preference, brand strategy, Category Design, CMO, consumer behavior, Consumer insight, Customer Journey Map, Differentiation, Emotional relevance, Food Trend, Higher Purpose, Insight, Social proof, storytelling, Strategic Planning 0 comments on “The Niche-ification of Brand and Retail Marketing is Here”

Internet enables strategic shift to networks of influence

Forever and a day, brand and retail marketing centered on identifying key user targets, parsing user cohorts and unearthing insights to define their respective habits, preferences, passions, interests and behaviors. The goal – to refine brand relevance; make media decisions based on their demographics and psychographics; and craft creative messaging to reach these individuals.

But the world has changed (again) and now the path to consumer engagement must be calculated in the context of how and where people participate in communities that help them filter, read, decide and buy.

More than at any other time in modern marketing, products are more susceptible to trends than individual preferences. What do we now know? People are social creatures. The digital world we all live in enables and caters to their collective passions whether that be health and wellness, cooking creativity, love of wine and spirits, fashionable-ness or nurturing a pet-oriented lifestyle.

Communities form and prosper around shared interests.

The wisdom of a curated community

Neuroscience now helps us understand that behaviors are impacted by trends and popularity in user communities. People see community recognition and acceptance as validation that a product or a TV show must be good because ‘everybody’ is using or watching it. Call it fear of missing out or confidence in community consensus.

  • Old way of thinking: to scale your business go wide, cast a broad net and employ mass media as much as possible.
  • New way of thinking: look for networks of influence and go narrow to micro-communities that cater to niche tastes and shared values.

The Internet has operated as an endless digital enabler of nichemanship. Yet many brands remain wed to strategies focused on individuals and amassing eyeballs more so than immersion into the smaller communities where people participate and ‘belong.’

Questions you should be asking

In which communities do your users belong and participate?

Who are the sources of influence and prominent voices in that network?

What trends and interests are actively supported in the community?

How can you best enable users to contribute to the community?

It’s important to take note of shared tastes and values in these settings and to employ that insight in your messaging and outreach strategies.

What are your customers’ embedded interests? What issues, activities, hobbies do they care about and invest their time? If users have a specific interest area that lights their fire, chances are they belong to a community that focuses on it. People participate in influence networks that inform and feed their passions.

Look for the ‘religion’

Some might agree love of whiskey is a religion. There are beliefs and values associated with distilling traditions, still design, ingredients, casks and aging. There’s unique nomenclature and perceptions of what constitutes a good, better or best product. There are lifestyle associations, groups, communities, events and narrowcast media. There are also expert voices and sources of influence on what matters and new developments in product innovation.

For a brand there is more to be gained by studying the networks of influence than blind devotion to detailed persona descriptions of individual whiskey heavy users. Trends can drive leaps in market share, so it’s important to operate as a disciple in the community, embrace the religion of shared beliefs and identify the influence networks within them.

This concept of category religion can be applied in any number of high-engagement businesses where a fan base of ambassadors and evangelists reside.

The role of experts in outreach

Building credibility and trust are paramount these days. Deployment of subject matter experts, be they credentialed or citizen, matters greatly in verifying trends and authenticating community beliefs. When the brand sees its role as enabler, coach and guide to its users rather than product seller, deploying expert engagement in social channels can feed participation, conversation and sharing.

The foundation: your brand Higher Purpose

It is easier to anchor marketing in communities of shared values and beliefs when the brand ‘soul’ is well developed around a purpose that transcends commerce and self-promotion. If you want people to join your community as believers, then you have to give them something in which to believe.

Sadly more often than not, the brand’s ability to position itself in influence networks and community is diluted by operating in the ’three miles wide and a half inch deep‘ mode of transactional behavior. Purpose imbues your brand with a more meaningful voice and greater resonance because the community sees you are wearing your values like a well-tailored suit. 

Hard work ahead

Identifying and understanding networks of influence requires more study and asking different questions during insight research.  Conversation within these communities based on trends and values will help build brand relevance and value among those who care the most. Those are your best customers who over time will deliver greater volume and profit than the less loyal, less engaged users who come and go on deal.

If you think fresh thinking and guidance on influence strategies would benefit your marketing plans, use this link to start an informal conversation

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

News media guidelines

Five Steps to Successful Earned Media Outcomes

July 6th, 2021 Posted by Agency Services, brand marketing, CMO, Earned media, editorial relevance, media placement, media relations, media strategy, Public Relations, publicity, storytelling 0 comments on “Five Steps to Successful Earned Media Outcomes”

There’s method, expertise and relevance involved…

I can’t begin to tell you how many times I’ve heard a client express skepticism about the earned media channel of communication. Not because they don’t think it’s extremely powerful and effective – they do. Their tenuous belief has to do with a perception that seemingly random conditions lead to outcomes. That a great story secured is more of a happy accident and not, in reality, the outcome of a surgical, planned methodology.

Here we will debunk the media myth and explain the path to editorial glory. However, even though there are five steps and each one relevant to the successful outcome, the expertise involved to properly execute each one of these to maximum effect is also a byproduct of experience. Knowledge honed over years of working in the trenches to appreciate the nuance of what flies and dies in the reporting world. Let’s take a tour together on the path to editorial victory based on the fundamental understanding that great stories don’t fall like manna from heaven but are a result of a strategic process.

Granted you can’t buy legitimate editorial coverage, so the entire proposition isn’t transactional (for the most part) – at least it isn’t for the blue-chip media properties where journalism and reporting rules hold sway. But that’s the beauty of it. Editorial media is a reporting environment, based on storytelling that emanates from inspection, examination, evaluation and consideration; thus, why it is far more valuable, effective and powerful than an ad.

The essential truths

It’s helpful to understand what separates the editorial wheat from the chaff.

  • A ’story’ that’s not really a story won’t get told – truth to anyone looking at the reporting medium with clarity. The fundamental story idea you start with is the lynchpin to outcomes. How the story concept is constructed has a lot to do with editorial interest, relevance and value. Great reporters can see a great story unfold.
  • Story concepts built on self-promotion looks like advertising and thus why editors and reporters suggest contacting the ad department. When the story isn’t really there to benefit the media viewers/readers, reporters sense that immediately.
  • When you speak in editorial terms, with material that respects the editorial paradigm of inspection, examination and reporting, you can earn a conversation with editorial gatekeepers. This is where seasoned experience pays off most often.

Press releases are invitations to stories, not stories in themselves. The facts are most releases are devoid of a story, contain too much self-promotional, non-essential attribution and aren’t interesting. Media material is needed and valued when it’s done right. If it walks and talks like a story worth telling then you have something.

Five key ingredients to better non-paid media outcome

  1. Frame the larger story

Where you start is connected to where you will inevitably finish. The story concept is key. If you are planning a new product launch for example, the story isn’t the product launch. Rather it is placed within a larger context about trends, reports, studies and cultural shifts where a larger problem is being solved by the product – residing within a broader context.

  • Is there new technology involved that falls out of a growing trend in consumer behavior and need?
  • Is there a societal benefit or consequence that brings value to how people live, prosper, grow or succeed in some way?
  • Is a higher purpose connected to the company that is being served by this launch, are you bringing a new idea or solution to sustainability and climate impacts for example?
  • Is there a relationship between your product and a health and wellness outcome that benefits peoples’ lives or helps them overcome a barrier to personal growth?

Bottom line – find the larger story and outline how these parts fit together to create a better whole. Supporting studies and quantitative research can be powerful tools here if you can prove the condition is important and meaningful to consumers’ lives.

2. Do your homework

What do we know about the reporting world? For one, editors and reporters need trusted quote-able sources to do their jobs. The executive in charge of marketing or brand cannot be the only source cited in a story worth telling. What subject matter experts can be enlisted to help placed credible context around the problem you are solving?

Are there real people, not paid endorsers, who’ve had experiences with the product and found value in the outcomes of using it that reinforce the larger context of problem-to-solution?

Can you identify studies and reports from independent sources that lay the factual foundation for a cultural or societal shift you are addressing? Please note if it’s a study you paid for then its value cred is diminished right out of the gate (not entirely but take note).

When you are able to supply the reporter with respected third-party sources and experts that corroborate and verify what you are saying, you’ve accomplished two important things: one, you are able to help shape the story outcomes; and two, you are helping the reporter who is always under time constraints to do their job more successfully. Win and win.

3. Pick your targets wisely

The days of press release spray-and-pray are over. This technique is an old-school hedge-your-bet move by some publicists who attempt to win on a quantity game, assuming that some percentage of media receiving material will somehow run the story. Those days are gone.

The path to wider coverage begins with bellwether, respected media properties that tend to be influential to other channels (national print to TV). Moving the story along a planned continuum is a smarter play. Hope is never a strategy.

Where you take the story has a lot to do with where the reporter has been before. What media are likely to be interested in this story within its larger context? You can determine that in part by understanding the audience they serve and what will be inherently valuable to them in serving their readers/viewers.

Which reporters are likely to resonate to your concept/idea? If you do the heavy lifting to understand what they’ve published previously you may find a pattern of interest where you can draw lines of relevance from previous work.

4. Magic of vertical build

The industry trades that cover your category are a great place to start to frame the story elements and while doing so create evidence the angle has merit, reporting legs and is worthy of being told. Trade placements are not considered competitive to larger media properties, rather it serves as helpful background and elevates confidence in the story bona fides.

A stepped strategy that begins in trade channels is a strong game plan as you move up the editorial food chain to media with a larger, broader audience.

5. Editorial syntax in everything you do

If it looks like a story and walks like a story then it’s a story. When you create supporting material to take your idea out into the reporting world, it needs to respect editorial sensibility. If you truly understand how reporters would treat the subject and prepare your backgrounding materials in a way that screams you understand the rules and how they do their job, you earn respect right at the front door if inquiry.

So much of what editors and reporters see each day is self-promotional and never served in the context of a bigger story concept. They are required to wade through, identify and separate what is useful from what is not. Most won’t do it and thus why the pitch never materializes as a published piece.

If you want a reporter to respect you, listen to you, then serve the story up in a frame that bristles with editorial savvy and states, obviously, that you know them, their world, their audience and how they will likely treat the story themselves.

Too often story material is created to please the internal approvers because it sounds like an ad and tells the key messages directly, and without any editorial context around it. Looks good on paper, but in reality the release may fall flat on its face once in the hands of those who report rather than promote.

It’s tougher than it looks

All of this work is a bit like a symphony of well-crafted components that serve to anchor a story in the greater good and embed success in the effort rather than impede it. The paint-by-numbers approach of release generation to spray-and-pray distribution is truly a walk down the pathway of a loose dice roll to any tangible media outcome.

Better in the end to be strategic about how this great work is conducted and be patient with a process that has more moving parts. Inevitably it will position you for greater earned media success in the long run.

The relationship-building nuances of becoming a trusted source for real news with reporters are inexorably linked to achieving media objectives. Seasoned experience is required because you must have been at bat a more than few times, learned the differences between good and bad, before you understand what to do and what to avoid.

Simply said, reporters know if you know the drill.

If you think you need a fresh approach to non-paid, earned media outcomes use this link to initiate an informal conversation. We promise an interesting, useful dialogue.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Big ideas inform business and brand behaviors

How Emergent can help you win in the year ahead

December 3rd, 2020 Posted by Agency Services, Brand Activism, brand marketing, branded content, CMO, Content Marketing, Digital marketing, food retail strategy, Healthy lifestyle, Healthy Living, Higher Purpose, Marketing Strategy, Navigation, Social media, social media marketing, storytelling, Transformation 0 comments on “How Emergent can help you win in the year ahead”

2021 will not be kind to ineffective strategies

Emergent’s secret sauce is our unique ability to help clients understand and navigate barriers to their growth – mission critical in what will be a challenging year ahead. The 2021 strategic goal posts have already been moving. In sum, current conditions place an extraordinary premium on correctly dialing in your brand’s higher purpose and deeper meaning – essential to creating consumer trust that unlocks the path to purchase.

  • We can help you define brand higher purpose in your category. Translate this understanding into a strategic go-to-market game plan and map your brand’s relevant messaging. Then create the communication tools to help build an enthusiastic core of brand fans who voluntarily spread your message in their own communities and social circles.

Why this matters to you: consumers’ trust in companies and brands has been declining for years. People believe the voices and experiences of other people before they will accept a brand’s claims and assertions. Social proof is the required verification and validation of what you want people to believe about your brand and products.

Our services:

  • Brand sustainability analysis: defining your higher purpose and brand stand that informs every aspect of the go-to-market plan.
  • Connecting consumer insight to strategic planning: dialing in and optimizing your brand’s relevance to consumers’ lifestyles.
  • Messaging and brand storytelling that engages, enlightens and guides: making the consumer the hero of your brand communication.
  • Building social channel strategies and tools that engage consumers in word-of-mouth activity: the most powerful, credible communications tool on earth.

Free consultation and audit:

We’re offering an easy, zero cost way to assess fit. We start with an informal conversation about your needs and interests in the year ahead. With signatures on an NDA if you desire, we will conduct an audit of your current brand messaging and business priorities. We’ll provide our guidance and thinking at no charge. If what we offer creates value for you and further interest, then we can discuss a scope of work appropriate to your unique needs.

Use this link to open a conversation and let’s talk about how to transform your outcomes in 2021.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Creative agency services

Time to test drive fresh thinking?

November 5th, 2020 Posted by Agency Services, brand marketing, brand strategy, branded content, CMO, Consumer insight, Content Marketing, Digital marketing, Emergent Column, Emerging brands, Integrated Communications, Public Relations, Retail brand building, storytelling 0 comments on “Time to test drive fresh thinking?”

So much has changed during the last few months.

Like many we talk to you might be wondering:

  • “Does my current marketing plan still hold up given everything?”
  • “Am I missing something here that could be the difference-maker?”
  • “I’d love to get some fresh eyes on this, but where?”

Every brand in the food, beverage and lifestyle space is going to encounter barriers to growth and unforeseen disconnects in brand communication.

We are focused entirely on helping you leap over these impediments and challenges. We do this by applying our unique ability to weave innovative strategic guidance together with insight driven communications.

The result is transformational acceleration of your business results.

We know it’s difficult to let someone new in the door before fully trusting the players involved. That’s why we’re happy to take on projects that serve as a commitment-free test drive of our work.

You might need fresh thinking on:

  • Transformational strategic guidance and brand refresh
  • Building a compelling messaging platform to optimize your brand storytelling
  • Creating optimal social channel content and credible earned media attention
  • Producing the ultimate video-based story to differentiate your brand and business

Let us know if you are open to a conversation about your next win. We can bring a fresh perspective to a challenging problem or address a specific new product or category creation need.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

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