WVU Marketing Communications Today

Michael McCathren, innovation lead at Chick-Fil-A, and author of a new book: 6Ps of Essential Innovation, is an expert on the “innovation organization.” In this episode, he shared with us specifics about how marketing departments can develop the capabilities and the culture needed to implement new ideas. Listen in to learn how marketing leaders should adopt an innovation mindset, to make new ideas welcome, and to stimulate “idea equity” in their companies. Michael explains why an innovation organization is NOT the same as an innovative organization, and why it matters. His secret weapon for innovation: Stay close to your customers and let them speak for themselves.

Key Takeaways/Three Little Piggies

• Companies often try to incorporate new capabilities without building a culture that is able to accept them.
• Marketing leaders can create an innovative culture by asking questions instead of making statements.
• The voice of the customer can be the “rocket fuel” to drive growth through innovation.

About our Guest:

Michael McCathren, best-selling author of 6 Ps of Essential Innovation, is a strategic innovation expert who has spent more than 30 years leading efforts across operations, supply chain, finance, strategic planning, and marketing. Currently, he oversees Enterprise Innovation in the Innovation & New Ventures group at Chick-fil-A where he and his team are responsible for helping the organization transform its ideas into business value.

A curious, creative problem solver by nature, Michael approaches life with an innovation mindset and dedicates time to fostering that potential in others. Outside his work with Chick-fil-A, he is an adjunct professor of Innovation Management for the Terry College of Business at the University of Georgia.

Michael holds a Master of Science in Innovation from Northeastern University. He's deeply devoted to his faith and family and enjoys seeing the world on his motorcycle or camping with his wife, Dena.

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WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

 

 

Memberships, subscriptions, loyalty programs — relationship marketing models of all sorts — have long been a staple of the marketing toolbox. But why is Peloton in such deep trouble right now? And Noom postponed its IPO? Join us as Mark DiMassimo explains what’s really going on, and how we can fix the apparent problem with membership marketing today. Spoiler alert: It’s not the model itself, you’ll be happy to know. Tune in for Mark’s advice on how to motivate customers to “start, stick and stay.”

About our Guest:

Mark DiMassimo is the Founder and Creative Chief of DiGo (DiMassimo Goldstein), the industry-leading agency in Positive Behavior Change marketing, which he founded in 1996 in New York City and has appeared on Inc's list of America's fastest-growing private companies four times and been named an Adweek Gold Best Agency. DiMassimo's ideas and creative work have helped build dozens of major brands that are pioneers in their respective categories. He was named a “Future 50 CEO” by SmartCEO magazine four years in a row, was profiled in the New York Times bestselling book, "Leadership Secrets of the World's Most Successful CEOs," and his work has won numerous Effie Awards from the American Marketing Association, among a slew of other awards for excellence in advertising creativity.

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WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

 

 

The uber-networker David Berkowitz answers our burning questions about search marketing and where it’s headed. Learn why paid search advertising is growing so quickly (hint: the proliferation of small screens is a factor). And what marketers should be doing to maximize this powerful tool. David has been predicting trends in this field long before most of us, and in this episode, he gives us the skinny.

About our Guest:

David Berkowitz is the SVP of Corporate Marketing & Communications at Mediaocean, the mission-critical platform for omnichannel advertising. Prior roles include leading marketing and strategy for video production marketplace Storyhunter, social listening firm Sysomos, Publicis agency MRY, and Dentsu agency 360i. He has contributed more than 600 columns to outlets such as Advertising Age, MediaPost, VentureBeat, and Adweek, and he has spoken at more than 350 events globally. David also founded and runs the 3,000-member Serial Marketers community.

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WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

 

 

The term “Healthcare” covers both the medical and the life sciences industries, and marketers in these fields enjoy all kinds of opportunities. Professionals are navigating the dynamics of an increasingly engaged and empowered end-user patient base, while also juggling a complex and diverse channel strategy—all within a highly regulated environment. While this may stunt the speed of change in other industries, there’s no such slowdown here. Our guest, Jean-Francois (JF) Denault, shares with us what’s going on in Healthcare marketing, from AI-driven chat and social media to the move from cost-based to value-based messaging. JF has worked in Healthcare and life sciences marketing for over 20 years and has his own consultancy working with big names in pharma and medical devices. JF has written two books on the subject and is located in Montreal, Canada. Join us for a lively, informative conversation.

About our Guest:

Jean-Francois Denault has been working with innovators and entrepreneurs in life sciences as a professional consultant for over fifteen years. Through the years, he has worked with over 40 different clients in life sciences (including larger companies such as J&J, Denka Seiken and Chemo Group). His clients are located worldwide, as he has completed projects with clients in over 25 different countries.

JF specializes in the life sciences market. As such, he has completed pharmaceuticals, biotechnology, medical devices, nutraceuticals and healthcare projects. Most of his recent projects have been in the market research, marketing strategy and competitive intelligence space.

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WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

 

 

In the marketing profession, we have depended on the Four Ps as foundational to business success. But is that still relevant today? Tune in and learn why Rick Spear says ignoring the Four Ps is like ignoring the alphabet. In this episode, we discuss how pricing, above other strategies, has become the secret weapon for marketers in managing through these uncertain waters of inflation, recession, and constant change. But to wing it or make guesses benefits no one. Pricing is the top strategy to gain—or regain—value. Find out why Rick says that the critical question we need to keep asking is: “What will it take to earn 1 point of market share?” HINT: A few key insights can trump terabytes of data.

About our Guest:

Rick Spear is a senior executive in the capital markets industry who has spent 50% of his career helping to run firms and 50% as a strategic advisor/consultant to CEOs, boards and heads of businesses. As head of strategy, he has helped to architect and manages multi-year growth plans, targeting and growing revenue and profit by sizing markets and performing competitive analysis He has worked with every functional head across multiple companies, including the CEO, COO, CFO, Chief Product Officer, Chief Technology Officer, Head of Middle/Back Office, General Counsel and Chief Risk Officer. His education includes Stanford University and Harvard. He is currently, Senior Advisor at Simon-Kucher & Partners, a global strategy consulting firm focused on growth strategy, marketing, pricing, and sales.

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WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

 

 

Purpose is an important new way for brands to differentiate themselves in a competitive market.  Our guest Diane Primo, CEO of the agency PurposeBrand, explained that a brand’s purpose must be authentic, and be established with the buy-in of all stakeholders. Only then can it be successfully presented externally for marketing benefit. Join us for a lively discussion about why consumers' growing interest in a brand’s purpose matters, and how to quantify the impact of purpose on your investment. Hint: Take the long view.

About our Guest:

Diane Primo is the CEO of Purpose Brand Agency, an award-winning, Chicago-based public relations, branding and digital marketing firm. She is the only African American female CEO of a purpose-driven communications agency. Diane’s focus on impact marketing stems from the belief that brands must be relevant, purpose-driven and committed to consumers to be successful today. Consumers’ demand for meaning, transparency and authenticity has changed the nature and raised the stakes in all communications.

As founder of Purpose Brand, Diane builds on a groundbreaking 30-year career leading some of the top marketing organizations in the country. She served as general manager at Quaker Oats, president of product management at Ameritech and SBC (currently AT&T), chief marketing officer of CDW and CEO of a Kleiner Perkins-backed e-commerce startup in the home services sector. A communications innovator, Diane was recognized as such with Ragan Communications’ 2020 Top Women in Communications Trailblazer Award. She holds an MBA from Harvard Business School, a BA from Smith College, and is the author of the forthcoming book ADAPT: Scaling Purpose in a Divisive World.

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WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

 

 

With the rising demand for marketing accountability, and the emphasis being placed on data-driven decision-making, is the intuitive marketer under threat of extinction? Our guest, Susan K. Jones, says that AI and science will allow the intuitive marketer of the future not only to survive but to thrive. Listen in as we discuss how smarter AI and tech will lead to smarter “informed intuition” for marketers everywhere.

Susan is the author, co-author, or editor of more than 30 books. Academically, she is a tenured full professor of marketing at Ferris State University in Big Rapids MI, and she is also a marketing practitioner with a background in banking, collectibles, insurance, and business-to-business.

About our Guest:

Susan K. Jones is a full, tenured Professor of Marketing at Ferris State University in Big Rapids, MI, where she is entering her 33rd year of teaching. Susan's practitioner background includes work at agencies and companies in fields including banking, collectibles, insurance, and business-to-business. Originally a specialist in creative direct marketing, she has broadened her work, research, and teaching into digital marketing and social media. The author, co-author or editor of more than 30 books, Susan is an active volunteer focusing on education and child advocacy. She serves as a trustee of The Ferris Foundation. She holds bachelor's and master's degrees in advertising from Northwestern University. Married to her husband Bill, Susan has two married sons and five grandchildren. She lives in Ada, MI.

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WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

 

 

Is marketing’s focus on the customer misplaced, even harmful? We discussed this radical idea with Tim Parkin, a global consultant and coach to marketing executives at many world-renowned brands.

While marketers have been focusing on the customer, Tim contends that we have neglected our internal teams. They find themselves without the processes, collaboration, and alignment needed to make marketing to customers work.

Join us as Tim explains why he rates most large corporate marketing teams only a 3 out of 10 and gives us an action plan to make this right. HINT: It is tied to a clever combination of skill-based retention and a disciplined process.

About our Guest:

Tim Parkin is a global consultant, advisor, and coach to marketing executives of many world-renowned brands. He specializes in helping marketing teams optimize performance, accelerate growth, and maximize their results.

By applying more than 20 years of experience merging behavioral psychology and technology seamlessly, Tim has unlocked rapid and dramatic growth for global brands and award-winning agencies alike.

Tim is a speaker, author, and thought leader who has contributed to AdWeek, Forbes, MarTech, TechCrunch, and dozens of other marketing outlets. He is also a member of the American Marketing Association, the Society for the Advancement of Consulting, and was inducted into the Million Dollar Consulting Hall of Fame.

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WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.