On June 11th the Chicago AMA brought together a dynamic panel of distinguished CMOs to engage on changing media, customer behaviors, technology platforms, and the value of talent for organizational success.
Moderator Pete Krainik delved into the discussion by asking what are the different ways of finding the future. CMO Daniel Ash commented on his experience with The Chicago Community Trust and outreach campaign On The Table celebrating community philanthropy. It is important to encourage community building and put the community first by modeling the desired outcome. Megan Bueschel, CMO of Mario Tricoci Hair Salons and Day Spas, added the necessity of prioritizing channels and asking where is your audience and what is your brand. Patrick Bernardi, CMO of Hu-Friedy Mfg. Co., stressed the importance of distribution and community advocacy for the brand and the obligation of marketing efforts to align with the brand.
Current marketing trends show emotional and customer experiences are vital to the future of marketing and long-term growth of an organization. Bernardi sees technology enabling an enriched customer experience though the need to know why you are in business must be answered. Ash believes content journalism and human emotion are key to all we do. Customer insight and data have shown social consciousness has disrupted business. Mission matters and legacy brands have an opportunity to enter this space and develop a deeper narrative around the brand. Bueschel agreed with Ash adding social consciousness is the best thing to come from the millennial marketplace and the right direction to go. Mario Tricoci’s campaign Mario Make Me a Model is part reality television with an opportunity to launch thriving modeling careers. Bueschel loves traditional marketing and sees beacons, hotspots, and entrepreneurial channels on the rise. Integrated marketing Krainik observed, is not going away.
An audience breakout session included sharing ideas on what amazing changes will happen in the upcoming three years. Groups determined hyper personalization, beacons, and weaving brands into the consumer story to be significant. Empowering advocates with content as well as curation and data will continue to be strong. YouTube, hashtags, and employee ambassadors should be utilized. Budgets should not hinder video content nor video quality. Zappos does a great job and an excellent example in quality content.
Talent will set your organization up for success. With all the data available, Ash highlighted a need for respect of consumer privacy and an environment for people to exchange ideas and set a leadership tone. Krainik considered nuanced skill sets for culture. Bueschel emphasized a demand for excellent writing and communication proficiency. Bernardi found contributions from opinioned thinkers and risk takers factor greatly into an organization’s success.
Final thoughts on marketing, Krainik, go with what works. Bernardi, what do you want your audience to understand. Bueschel, find a call to action either through a mystery or gamble. Ash, keep in mind design thinking and extreme users, marketers have to understand both.
Krainik concluded the discussion offering to have the biggest impact, if there is not enough anxiety it is not big enough.
Written by Jackie Maman, Co-Chair of Communications, CMO Panel