Sales and marketing professionals are often referred to as the lifeblood o...Read More
Beware the Contract You Never Signed
Beyond the Ballot Box
Buy, Sell or Hold
Food for Thought
From Concept to Production
On the Job
Seeing is Believing
The College of Hard Knocks
The Right Financing
The campaign encompassed print ads, billboards, extended television spots and social media. As a result, more than 12,000 people toured the facility, and favorable ratings of the company grew from below 40 percent to nearly 70 percent.
Chief Communications Officer | USANA Health Sciences
Of marketing, Dan Macuga says, “it’s great to be the person who has the pulse of the entire business and to build relationships that keep you in touch with changes as they occur—this makes it easier to see the ways to improve what you’re already doing.”
With his finger on the pulse of USANA, Macuga has managed five separate product launches, resulting in multi-millions in sales for each product; created an innovative incentive program to win back inactive associates; and broadened the company’s Olympic marketing partnerships to include nine organizations.
When the company’s founder, Dr. Myron Wentz, and CEO Dave Wentz co-authored The Healthy Home, Macuga developed an aggressive marketing plan and book tour to promote the book. As a result, the book received a great deal of national media exposure and rocketed to No. 2 on the New York Times Best-Seller List.
Macuga advises marketing professionals to “realize that each day brings new challenges and new chances to try other ideas. Focusing on one and not looking for the next will dampen your drive and slow down the creative process.”
Chief Marketing Officer | Fishbowl
As chief marketing officer, Kirk Tanner lends 26 years of marketing expertise to Fishbowl—a depth of experience that ranges from traditional methods to technical online strategies. “Don’t ignore the old school marketing ideas just because online marketing is exploding. They are based on sound strategies that can be applied even in online marketing,” he advises up-and-coming marketers.
Due in large part to Tanner’s remarkable use of pay-per-click tactics, careful attention to SEO and innovative social media campaigns, Fishbowl achieved 176 percent sales growth from 2006 – 2010 and was on target for 86 percent growth in 2011. Additionally, the cost per lead was cut by 30 percent since the beginning of 2010.
“Most consumers view marketing as just the slick advertising, packaging, logos and collateral they see, not realizing the amount of science behind the final execution. There is a great deal of data collection and analysis that needs to be done to understand the market and target audience,” says Tanner.
Vice President Marketing & COO | Shipley Associates
Heading into 2010, Shipley Associates was on shaky ground due to a failed acquisition. With a shoe-string marketing budget, Brad Douglas not only helped Shipley preserve its customer base, brand and reputation, he also enabled the company to actually grow and achieve record profits for the year.
As vice president of marketing, Douglas seeks creative, out-of-the-box strategies to increase leads and build revenue. “My e-marketing know-how is completely self-taught with many hard lessons along the way,” he says. “I remain in marketing, even though I’ve been tapped to be the company COO, because of my passion to ‘grow the brand’ and apply new, creative marketing approaches.”
For example, he increased revenue from event marketing by 500 percent since 2004. He also launched Shipley University, a virtual organization that provides training workshops to business development professionals. This channel helped grow training revenue by 15 percent in one year. An innovative blended marketing strategy has also dramatically increased sales of the company’s retail products and digital content.