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What it’s like to work in Marketing right out of college MKTG 4082W – Spring 2014

What it’s like to work in Marketing right out of college MKTG 4082W – Spring 2014 Santiago Strasser , BSB ‘12. Agenda. Bio Who’s Standard Heating? What do you do there? Brand situation Exercise What did we do? 3 Things I’d do differently. Bio. Santiago ( Santi ) Strasser

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What it’s like to work in Marketing right out of college MKTG 4082W – Spring 2014

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

  2. Agenda • Bio • Who’s Standard Heating? • What do you do there? • Brand situation • Exercise • What did we do? • 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 9.2 Strength of the Brand • 2ndMarket 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 Wordle Newspaper & Radio Google Trends – “standard heating” July 2010 – December 2012

  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 5 For $25 Drive Direct Mail campaigns 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

  9. Customer-Based Brand Equity Pyramid 2 Behavioral Loyalty Referral: 92% Favorite Tech Trust RESONANCE Peace of mind Security Warmth Quality Value 4 1 JUDGMENTS FEELINGS Reliable, consistent performance Serviceability: Ease of repairing WOM: 10% Online Reviews IMAGERY 3 1 Techs are friendly, knowledgeable and take the time to educate PERFORMANCE 2 Low Recall Some Recognition SALIENCE

  10. 3 Things I’d do differently if I were graduating in 4 weeks: • Take some time to celebrate • Get to know your boss and org culture • 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: Are you wasting your twenties?

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