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What it’s like to work in Marketing right out of college MKTG 4082W – Spring 2014 Santiago Strasser, BSB ‘12.

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Presentation on theme: "What it’s like to work in Marketing right out of college MKTG 4082W – Spring 2014 Santiago Strasser, BSB ‘12."— Presentation transcript:

1 What it’s like to work in Marketing right out of college MKTG 4082W – Spring 2014 Santiago Strasser, BSB ‘12

2 Agenda 1.Bio 2.Who’s Standard Heating? 3.What do you do there? 4.Brand situation 5.Exercise 6.What did we do? 7.3 Things I’d do differently

3 Bio Santiago (Santi) Strasser Born in Argentina BSB ‘12, Marketing Spanish, Portuguese

4 Who’s Standard Heating & Air Conditioning? Heating and Air Conditioning Contractor serving Twin Cities Homeowners We provide repair, maintenance, and installation of heating and cooling systems for residential buildings 65+ employees, family-owned standardheating.com

5 What do you do there? Marketing Manager Managing the entire department: one First person in the position Big impact, small scale Responsible for the Marketing Budget Part of the Management Team – report to President Pros: Freedom / Autonomy Informal small company culture Training (Las Vegas, CSOM Exec Class) Cons: Less guidance/direction No ‘career’ progression Less formally educated co-workers

6 Strength & Challenges Strength of the Brand 2 nd Market Share High Customer Satisfaction Loyal customers Challenges of the Brand: Category relevance Seasonality Brand relevance in the market Segmented market (250+ comp.) Stronger competitors Older customer base Traditional media – paper/radio Importance of local/small Weak online presence Google Trends – “standard heating” July 2010 – December 2012 Newspaper & Radio Wordle

7 How would you revitalize the Brand?

8 What did we do? Website Search and digital advertising Social Media (Facebook, Twitter) Direct Mail targeted to younger homeowners 5 For $25 Drive Mapping customers near you Unfiltered Online Reviews Public Relations (earned media) Homeshows Results: 17% increase in business 16% increase in new customers (% change) 73% increase in business from the internet 136% increase in homeshow business Facebook Likes: From 0 to 2,857 in less than 2 years Mapping customers near you 5 For $25 Drive Direct Mail campaigns

9 Customer-Based Brand Equity Pyramid Customer-Based Brand Equity Pyramid RESONANCE SALIENCE JUDGMENTSFEELINGS PERFORMANCE IMAGERY Low Recall Some Recognition Reliable, consistent performance Serviceability: Ease of repairing WOM: 10% Online Reviews Peace of mind Security Warmth Behavioral Loyalty Referral: 92% Favorite Tech Trust Techs are friendly, knowledgeable and take the time to educate Quality Value

10 3 Things I’d do differently if I were graduating in 4 weeks: 1.Take some time to celebrate 2.Get to know your boss and org culture 3.Keep your life in balance

11 An international perspective Foreigners may speak with an accent but they may not necessarily think with one. Foreigners in the US: Don’t stress too much your international background, but use it in private to bring value through your different ways of looking at the world. Differences make us distant from each other; get closer. Americans outside of the US: Weird behavior is just the tip of the iceberg of a different value system. Take the time to go deeper than behaviors. “Bi- or multiculturality is the ability to understand foreigners according to the foreigner’s own standards.” – Geert Hofstede

12 Let’s connect: Santiago (Santi) Strasser Email: santi.strasser@gmail.com LinkedIn: linkedin.com/in/santistrasser Twitter: @santistrasser Blog: rationaleforfreaks.blogspot.com Read: Rationale for Freaks:Rationale for Freaks Are you wasting your twenties?


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