Marketer’s Edge Interview With Doug Bastian: Agriculture Industry
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Marketer’s Edge Interview With Doug Bastian: Agriculture Industry

In this episode of Marketer’s Edge we’re talking the agriculture industry with Doug Bastian, North American Sales and Marketing Manager at Alforex Seeds.

If your ad agency pursues clients in the agriculture industry, you should watch this episode of Marketer’s Edge.

Alforex Seeds is more than a seed company.

It represents the culmination of 100+ years of innovation and focus, combining the legacies, the products and the R&D strength of longtime leaders in alfalfa and forages.

Alforex incorporates heritage, innovation and focus to provide you a new perspective on alfalfa and forage crops; perspective to help you get more from your acres and find out how good you can really be.

Alfalfa and forage are what they do best because that’s all they do.

Why Advertising Agencies Should Watch This Episode-Doug talks:

  • The “Agriculture’s Brighter Side Video Contest” launched by Alforex Seeds back in 2021
  • How the sales portion of his job informs the marketing side
  • The varied marketing assets they create for the sales team
  • Hie experience working with different marketing agencies
  • Advantages of using an agency vs an in-house team
  • What kind of company Alforex Seeds is and the marketing challenges they face
  • His 30 years in the industry, the biggest changes and how those changes have influenced the way he markets
  • How Doug differentiates Alforex Seeds from other competitors
  • What value manufacturers (like Alforex) need to provide to farmers
  • How he builds awareness for both farmers and dealer-distributors
  • What kind of content they most often post
  • What role influencers play in this specific space
  • How important branding is to both farmers and dealer-distributors
  • The importance of category experience when searching for a marketing agency in the agriculture industry
  • Advice he would give to marketers thinking about bringing a new agency on board.
  • And lastly, if an agency was trying to win business from him, the advice he would give them.

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If your agency or PR firm is struggling with new business, contact Lee McKnight Jr. at lee@rswus.com for a conversation. That’s our sole focus at RSW/US.

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Marketer’s Edge Interview With Emily Gonzalez-Tourism and Destination Marketing
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Marketer’s Edge Interview With Emily Gonzalez-Tourism and Destination Marketing

In this episode of Marketer’s Edge we’re talking tourism and destination marketing with Emily Gonzalez, Vice President of Marketing and Communications for Visit Mobile.

If your ad agency pursues tourism and destination marketing clients, watch this episode.

Visit Mobile is Mobile, Alabama’s official destination marketing organization charged with attracting visitors and conventions to the Mobile area to experience and enjoy their history, culture and attractions in order to further strengthen Mobile’s image as a national destination, increasing economic stability and enhancing the region’s quality of life.

Why Advertising Agencies Should Watch This Episode-Emily talks:

  • Where to place her marketing emphasis when there are so many different offerings.
  • How she uses data and analytics to optimize her marketing efforts.
  • The biggest marketing challenges in marketing Mobile, AL.
  • How her degree from the Southeast Tourism Society impacts her work.
  • What Visit Mobile does, and the six pillars the organization focuses on.
  • The biggest differences between marketing vacation rentals (her previous job) and marketing a city.
  • How marketing a city like Mobile has changed over the years.
  • How she determines positioning for Mobile to most effectively differentiate it from other destinations.
  • Whether she currently uses an agency in her marketing efforts.
  • Advice she would give to marketers thinking about bringing a new agency on board.
  • And lastly, if an agency was attempting to win business from her, the advice she would give them.

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If your agency or PR firm is struggling with new business, contact Lee McKnight Jr. at lee@rswus.com for a conversation. That’s our sole focus at RSW/US.

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Marketer’s Edge Interview With Jessica Normington: Not-For-Profit Organizations
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Marketer’s Edge Interview With Jessica Normington: Not-For-Profit Organizations

In this episode of Marketer’s Edge we’re talking not-for-profit organizations with Jessica Normington, Director of Development and Communications for Blind Industries & Services of Maryland..

If your ad agency works with and pursues not-for-profit organizations, watch this episode.

Blind Industries & Services of Maryland (BISM) is a not-for-profit organization dedicated to providing career and training resources to blind residents of Maryland.

Why Advertising Agencies Should Watch This Episode-Jessica talks:

  • The various services and training offered through BISM.
  • How the marketing for an organization like BISM is similar and different from other marketing jobs.
  • How she’s using social media to drive donations for BISM.
  • With this being her first job focused on working with people with disabilities, what attracted Jessica to this industry, and more specifically, this organization.
  • What is most fulfilling personally working with BISM.
  • Some of the more significant challenges facing BISM and how she anticipates addressing those challenges.
  • How her experience working at the Pikesville Chamber of Commerce helped prepare for the work she’s currently doing at BISM.
  • Advice she would give to marketers thinking about bringing a new agency on board.
  • And lastly, if an agency was trying to knock down Jessica’s door and attempting to win business from her, the advice she would give them.

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If your agency or PR firm is struggling with new business, contact Lee McKnight Jr. at lee@rswus.com for a conversation. That’s our sole focus at RSW/US.

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Marketer’s Edge Interview With Aaron Ahedo: Beauty and Personal Care

Marketer’s Edge Interview With Aaron Ahedo: Beauty and Personal Care

In this episode of Marketer’s Edge we’re talking beauty and personal care with Aaron Ahedo, the Director of International Marketing for Deborah Lippmann.

If your ad agency pursues clients in the beauty, personal care, or fashion space, you’ll want to watch this episode.

Deborah Lippmann is the go-to manicurist for the most fashionable magazines and renowned fashion houses from Vogue, InStyle, W, Vanity Fair and Elle to Donna Karan, Rodarte, Narciso Rodriguez, Marchesa and Versace to name a few. After years of experience in the industry, her eponymous line of lacquers and treatments for nails, hands and feet is as coveted as her incredible talent.

Why Advertising Agencies Should Watch This Episode-Aaron talks:

  • Ultra-competitive markets and how he works to differentiate the company-both in terms of the messaging/positioning and how he engages with the end consumer.
  • What he learned from his global marketing experience prior to Deborah Lippmann, specifically at eShave New York, and how he applies that experience today.
  • The biggest changes in the beauty/personal care space since he first started working it in 2006 and how Deborah Lippmann adjusted to address these changes.
  • How an independent firm like Deborah Lippmann stays on trend/on top of what consumer needs and wants are.
  • Advice he would give to marketers thinking about bringing a new agency on board.
  • And lastly, if an agency is attempting to win business from him, the advice he would give.

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If your agency or PR firm is struggling with new business, contact Lee McKnight Jr. at lee@rswus.com for a conversation. That’s our sole focus at RSW/US.

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Marketer’s Edge Interview With Timothy Brown Academic Medical Health Systems

Marketer’s Edge Interview With Timothy Brown: Academic Medical Health Systems

In this episode of Marketer’s Edge we’re talking academic medical health systems with Timothy Brown, the Executive Director of Marketing & Communications for the University of Chicago Medicine.

If your agency pursues clients in the academic medical health systems space, you’ll want to watch this episode.

The University of Chicago Medicine is a not-for-profit, academic medical health system that provides world-renowned patient care, while advancing medical science through groundbreaking research.

Why Advertising Agencies Should Watch This Episode-Timothy talks:

  • The biggest changes Timothy has seen happen in the marketing of healthcare brands and what he expects to see change in the years to come.
  • How he uses the fact that University of Chicago Medicine is one of the leading academic medical institutions to differentiate what they do from other systems in the market like Rush and Northwestern.
  • How Timothy was instrumental in re-structuring the communications, marketing, and digital services supporting University of Chicago Medicine to create an internal agency structure.How
  • Timothy’s experience as a news anchor and reporter for stations in Iowa and Kansas influenced his work as a marketing and communications professional – and how he looks at the world differently because of it.
  • How his 10 year stint at the Salvation Army also influenced him in his professional career.
  • Advice he would give to marketers thinking about bringing a new agency onboard.
  • And lastly, if an agency was trying to knock down Timothy’s door and attempting to win business from him, the advice he would give them.

More on how we drive new business for ad agencies of all types here.

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Financial Services
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Marketer’s Edge Interview With David Eldred: Financial Services and Credit Unions

In this episode of Marketer’s Edge we’re talking financial services and credit unions with David Eldred, the Chief Experience Officer for Solarity Credit Union.

If your agency pursues clients in the financial services or credit union space, you’ll want to watch this episode.

With over $1 billion in assets under management, Solarity Credit Union’s digitally focused community-centric co-op currently serves more than 50,000 members and offers a comprehensive range of products and services to meet ever-evolving financial needs.

Membership is open to everyone who lives, works, worships, or attends school within a Washington State school district.

Why Advertising Agencies Should Watch This Episode-David talks:

  • His experience with RVM (Relationship Value Management), an approach that proved invaluable in developing relationship-based pricing strategies.
  • Aside from mobile banking, the biggest changes in the industry he has experienced.
  • And what he thinks the financial services and credit unions space will look like 3-5 years out.
  • What it means to be a “Chief Experience Officer” at a credit union and how that’s different than being a CMO.
  • What he likes most (personally and professionally) about the financial servives and credit unions space, an industry he’s operated in his entire career.
  • The advantages of in-house teams and the advantages of working with an outside agency.
  • Any advice he would give to marketers thinking about bringing a new agency on board.
  • And lastly, if an agency was trying to knock down his door and attempting to win business from him, the advice he would give them.

 

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Marketer’s Edge Interview With Pete Buscani: Restaurant Chains
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Marketer’s Edge Interview With Pete Buscani: Restaurant Chains

In this episode of Marketer’s Edge we’re talking restaurant chains and marketing with Pete Buscani , the EVP of Marketing at LaRosa’s Pizzeria.

If your agency pursues clients in the restaurant, restaurant chains, or franchise space, you’ll want to watch this episode.

A bit of background: After serving our communities and its guests for 65+, LaRosa’s continues to be the leading pizzeria and Italian restaurant in the Greater Cincinnati area. We know a restaurant is only as good as the food it serves, and thousands of our Guests agree that LaRosa’s food simply can’t be beat.

LaRosa’s truly is your neighborhood pizzeria. Families in Ohio, Indiana, and Northern Kentucky have been enjoying LaRosa’s original recipe pizzas for generations, with many of them making LaRosa’s a weekly tradition. Of course you can choose from other LaRosa’s favorites like calzones, hoagies, pasta, and more.

Why Advertising Agencies Should Watch This Episode-Pete talks:

  • What he feels is key to maintaining a solid agency-client relationship.
  • What some of the toughest challenges he’s faced marketing the LaRosa’s brand to consumers and how he has overcome them.
  • Advice he would give to marketers thinking about bringing a new agency on board.
  • The degree to which LaRosa’s has had to adapt to changing consumer preferences over the 22 years Pete has been at the marketing helm.
  • What he did during the pandemic to keep sales strong and that he found useful continuing post-pandemic.
  • How his advertising experience (prior to joining LaRosa’s) has helped him.
  • And lastly, if an agency was trying to knock down his door and to win business, the advice he would give them.
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Marketer’s Edge Interview With Dan Klopp: Space Technology
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Marketer’s Edge Interview With Dan Klopp: Space Technology

In this episode of Marketer’s Edge we’re talking space technology with Dan Klopp, the Director Of Marketing And Business Development for Space Systems Division at ILC Dover.

If your agency pursues clients in the space technology, aerospace, or tech space, you’ll want to watch this episode.

A bit of background: ILC Dover is a world-leader in the innovative design and production of solutions for biopharmaceutical, pharmaceutical, medical device markets as well as a leading supplier for the (aero)space industries.

Our customers will attest to our relentless dedication to high value products, advanced technology, and responsive service, as our visionary solutions have improved efficiency while safeguarding people, product, and infrastructure in hazardous conditions through flexible protective solutions since 1947.

Why Advertising Agencies Should Watch This Episode-Dan talks:

  • What he likes most about working in marketing & tech– particularly space technology.
  • What it’s like being one division of a well-diversified holding company, and the degree to which it proves difficult to get corporate resources Dan’s division needs to accomplish its goals.
  • The toughest challenges in marketing products in the technology space and how he’s historically overcome them.
  • ILC Dover’s involvement in the production of the next gen space suit and, unlike the suit created during the Apollo era, they’ll actually get to brand these suits with the ILC Dover name/logo.
  • His strong belief in the “Servant-Leader/Theory Y management philosophy.”
  • Advice he would give to marketers thinking about bringing a new agency on board.
  • And lastly, if an agency attempting to win business from him, the advice he would give them.

A little bit about Dan:

Executive with consistent record of profitable growth in a range of technology markets.

Market experience includes; Aerospace, electronics, chemical analysis instrumentation, and semiconductor processing equipment.

Skilled at leading teams of professionals capable of distilling diverse information into a sustainable growth strategy.

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Marketer’s Edge Interview With Kasey Moss: Sustainable Retail
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Marketer’s Edge Interview With Kasey Moss: Sustainable Retail

In this episode of Marketer’s Edge we’re talking sustainable retail with Kasey Moss, the Brand Director for Chomps.

If your agency pursues clients in the food retail or sustainable food space, you’ll want to watch this episode.

A bit of background: Chomps is a better-for-you meat snack brand with products made from the highest-quality, sustainably sourced proteins and no hidden, harmful ingredients.

Chomps beef and venison are 100% grass-fed and finished, our turkey is free range, and all of our proteins are hormone free, antibiotic free, and humanely raised.

Chomps meat snacks never contain added sugar, artificial preservatives or colors, MSG or fillers and are free from the top 8 allergens.

Our mission is to inspire a healthier way of snacking by providing high-quality, protein-packed snacks with simple, real food ingredients. At Chomps, there are no compromises or cutting corners – our products are delicious and nutritious.

Why Advertising Agencies Should Watch This Episode-Kasey talks:

  • Advice for other marketers looking to build their social presence and better take advantage of the space.
  • How there are a lot of “good for you” brands that use philanthropy or other approaches to strengthen their perceived “purpose” in the market and among employees and how Chomps efforts have benefited their brand and company.
  • Why she has focused her marketing career on “good for you” foods. Prior to joining Chomps, Kasey spent 9 years working for Enjoy Life Foods.
  • How marketing products like Chomps differs from marketing a more mainstream food product. We discussed other things marketers need to be considerate of – other ways they need to think about how they message or market a brand like Chomps.
  • How they make certain that the equities that exist in the brand today aren’t compromised as they expand the brand in the future.
  • And of course, advice she has for marketers looking for a new marketing agency and advice for agencies looking to bust down her door and work with her.

A little bit about Kasey:

Seasoned, yet scrappy marketing professional with several years of experience of CPG brand building experience.

Extensive experience in brand marketing and a strategic leader with a focus on data and behavior-driven results and continuous brand growth across all consumer touch points resulting in omnichannel growth.

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Marketer’s Edge Interview With Angela Campagnoni: Intimate Apparel

Marketer’s Edge Interview With Angela Campagnoni: Intimate Apparel

In this episode of Marketer’s Edge we’re talking with Angela Campagnoni, North American Brand Director for Elita Intimates.

If your agency pursues clients in the fashion, intimate apparel, or ecommerce space, you’ll want to watch this episode.

A bit of background: As a leading Canadian brand of ladies intimate apparel, Elita Intimates strives to design garments that appeal to all women.

Their dedicated design team located in Nova Scotia Canada has spent years cultivating styles that fit into their moto that “Every woman is an Elita woman”.

Elita is designed for modern women who appreciate luxurious, natural fabrics, with superb feminine design, fit and comfort, offering smooth lines and a natural feeling fit. Innovative fabrics, such as modal, cotton, bamboo, seamless and microfiber have signified the Elita brand for 30 years.

Why Advertising Agencies Should Watch This Episode-Angela talks:

  • How she stays on top of the latest trends in the industry and advice she’d give to any marketer (in any industry) looking to do the same.
  • Her work as an accomplished Children’s author of the book “I Want To See My Papa”, a book meant to help children deal with loss and grief.
  • Any advice Angela would give to marketers thinking about bringing a new agency on board
  • Why she decided to pursue a career in fashion and design.
  • The positive changes she’s seen in the industry over the last few years and where she sees the industry 3-5 years out.
  • Her founding of Atlantic Fashion Week and what gaps she saw in the market that warranted its creation.
  • And lastly, if an agency was trying to knock down Angela’s door attempting to win business from her, what advice she would give them.

A little bit about Angela:

For over two decades, Angela Campagnoni has been keeping the fashion industry in style in Halifax, Nova Scotia. The founder of Atlantic Fashion week, her signature flair and creativity have been at the forefront of her accomplishments.

Angela currently sits as the North American Brand Director for Elita Intimates, the signature ladies’ division of Canadian titan Stanfield’s.

Her tenacity and innovative thinking have been assets, but her true strength lies in her belief in herself and her own abilities to achieve her goals.

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