20 MAR 2015 · Recently, the Harvard Business Review (HBR) conducted a marketing leadership study that interviewed over 350 CEOs, CMOs, and agency heads, as well as holding marketing strategies for technical productsover a dozen CMO roundtables in cities worldwide. In addition to the interviews, online quantitative surveys of 10,000-plus marketers from 92 countries were conducted. The results of the study showed that the leaders of high-performing companies connect marketing to the business strategy and to the rest of the organization, so that they integrate and align marketing with other departments. The study also showed a shift in marketing metrics; according to HBR, it will soon change from "share of wallet" or "share of voice" to "share of experience. I wanted to see how the results of the study apply to industries that market highly technical products. What does it take to not only develop new products but then effectively market them? There is also the customer to consider: what products are they looking for, and how to use the derth of information on potential customers that is now available to marketers? This week's guest is a Columbus marketer who is very well versed in marketing strategies for technical products, as well as being a leader of successful marketing teams. Marketing Technical Products with Aplomb marketing strategies for technical products In episode #009 of the Columbus Marketing Show, I welcome John Ely, Marketing Director of AMETEK. John received his education at several local Columbus universities, including DeVry University, where he received a B.S. in Technical Management, and Franklin University, where he received a M.S. in Marketing and Communications. He worked at a variety of companies, including Crane Plastics and Signature Worldwide. In addition to his business, engineer, and marketing expertise, John has taught marketing classes at Franklin University for many years. At AMETEK, John is Marketing Director, and has a hand in many different departments and aspects of the company, including global marketing, consumer insights, product development, and communications. John is also an expert at developing and leading marketing teams. AMETEK is a global leader in electronic instruments and electromechanical devices, and had annual sales in 2013 of over 3.6 billion. John stopped by the studio to discuss several marketing strategies for technical products, as well as to share his thoughts on the city of Columbus as a force to be reckoned with in the fierce world of convention locations, as evidenced by the recent Arnold Classic event. Go ahead, turn up the speakers, click play and enjoy episode #009 of The Columbus Marketing Show!

27 FEB 2015 · According to statista.com, there are now about 50,000 stores that are considered to be part of the US coffee and snack shop industry. These stores combine for a total revenue of over 27 specialized productbillion dollars. And those numbers are just for the US alone, never mind the crowded international market, where Starbucks by itself has over 9000 stores outside of the US. All of these stores and specialty coffee brands means competition in a crowded soft commodity market. What positions a coffee company to be unique and stand out? Coffee culture and the market of coffee has changed drastically in the last 25 years: many consumers are no longer content to drink instant coffee from home; instead, they seek out specialty coffee and coffee beverages, from their local coffee shops or large national chains. This industry wide shift has led to the proliferation of the specialty coffee house and has permanently altered the coffee market. I wanted to see what it takes to stand out in a crowded market, and what it takes to effectively market a specialized product, or specialty coffee company, that will stand out among the competition. Is it taste? Is location key? What are the main factors to success? This week's guest is a Columbus marketer who is very well versed in navigating and marketing a specialized product in the crowded coffee market industry. Building a Brand In the Coffee Market specialized productIn episode #008 of the Columbus Marketing Show, I welcome Greg Ubert, President and Founder of Crimson Cup Coffee & Tea in Columbus, Ohio. Greg received his education at Harvard University, where he earned a Bachelor's in Economics. He left a career in software, and came to Columbus from where he had been living in Chicago, where his passion for coffee took flight. Greg has built Crimson Cup and Coffee & Tea into the thriving business it is today: there is a brick and mortar store in the Columbus neighborhood of Clintonville, the Crimson brand is sold at coffee shops, universities, and many other places nationwide, and Crimson also engages in coffee consulting-helping independent coffee shops both open and thrive. Greg's book, Seven Steps to Success in the Specialty Coffee Industry, expands on this process. Greg stopped by the studio to discuss the challenges of coffee marketing and to share some of his own expertise on how to succeed in such a crowded commodities market. Go ahead, turn up the speakers, click play and enjoy episode #008 of The Columbus Marketing Show!

13 FEB 2015 · A recent study shows that 97% of B2B marketers see a dramatic increase in the breadth of skill needed. When mastering B2B marketing strategies, especially when it comes to planning theB2B marketing strategies budget, it is crucial to consider: it is a better investment, in the long versus short term, to hire and train within, or to outsource? Internal is not always the way to go if the investment will be too much and there not be a ROI, but to counteract that consideration: sometimes training someone internally, on your own programs and processes, is the smart way to go. Either way, it is essential to be fully aware of a potential employee's skill set. Some questions to ask: Are they a good writer? What are their technical skills? Are they familiar with social media, marketing automation systems? And, importantly, will they be able to show results after analyzing data These are all points to consider. This week's guest is a Columbus marketer who is very well versed in examining B2B marketing strategies from all sides. The B2B Marketing Strategies of a Lifelong Learner b2b marketing budgetIn episode #007 of the Columbus Marketing Show, I welcome Dan Harris, Vice President of Strategic Marketing at Minds On, a digital marketing agency in Columbus, Ohio. Dan has attended numerous Columbus Universities, including Franklin University, Ohio State University, and Columbus State Community Collage. While there he studies marketing, general business, and adult learning and vocational education. Dan worked as a senior consultant with Discover Financial Services for over six years, before becoming the founder of several companies, including Harris Consulting and TechConnect Ohio. He also worked as a Director of Marketing at both SmartPipes and ENDFORCE. Dan brought his many years of marketing and consulting experience to his current position as Vice President of Strategic Marketing at Minds On. Dan stopped by the studio to discuss the importance of mastering B2B strategies, including being familiar with the skills gap when setting a B2B marketing budget, as well as the importance of developing personas. He also discussed how his recent book, The Weekend Perspective: Do the Work to Get the Work, came to be. Go ahead, turn up the speakers, click play and enjoy episode #007 of The Columbus Marketing Show!

5 FEB 2015 · According to Forrester Research, 70% of change management initiatives fail. That means 2 out of 3 attempts at change, whether that change constitutes a new systematic process or a new organizational structure, do not work out. But is there a story behind that number to explain why it's so high? What if change is not being measured in 100% success rates, but on a sliding scale, where certain parts of implementation work, but along the way initiatives are changed and refined? There is also the psychology behind change. Not matter what the change management initiative, change begins with people and their behaviors. Without the willingness to change on an individual level, change at a macro level will fail to take hold. I wanted to take a deeper look into the reason behind the infamously high number of 70%, and possible approaches on how to avoid change management failure pitfall. This week's guest is well-versed in marketing and change management. The Road Less Taken: From Government to Marketing change managementIn episode #006 of the Columbus Marketing Show, I welcome Matt Minerd, Director of Marketing at Simonton Windows in Columbus, Ohio. Matt received his education right here in central Ohio at the Ohio State University, with a focus on Human Ecology and Family Resource Management, before beginning his career in local government. Matt worked in both the Ohio Senate and the Office of the Governor, as a policy assistant and campaign consultant, and then a legislative liaison. Matt then made the transition to Weber Associates, where he worked as a Marketing Project Manager for several years, among other positions. Matt then brought his many years of marketing and consulting experience to Simonton Windows and his current position of Director of Marketing. Matt stopped by the studio to discuss the effects of change management in a corporate environment, specifically the challenges of change in the field of marketing, as well as sharing some of his own expertise on how to successfully implement change. Go ahead, turn up the speakers, click play and enjoy episode #005 of The Columbus Marketing Show!

30 JAN 2015 · According to EventTrack 2014, a report published by the Event Marketing Institute, event marketing is one of the world's fastest growing forms of marketing. While events and tradeshows are not new concepts in the marketing realm, changing technology has transformed the industry and customers value the in-person brand experience now more than ever. Here are a few other highlights from the EventTrack 2014 report that help paint the picture: - Outlet for product launches: more brands are using events and experiences to launch new products than ever, increasing from 48% of respondents to 59% over the last 3 years - Improving ROI: 14% of brands say they see a return that is greater than 5:1 from their event programs compared to 7% in 2013 - Purchase intent: 96% of the consumer survey respondents said participating made them more inclined to purchase - Brand perception: after the event, 74% of the participants had a more positive opinion about the company, brand, product or service being promoted With tradeshow season approaching right around the corner, I wanted to take a look at the impact of event marketing and strategies for doing it effectively. This week's guest is a long-time industry pro and has a significant presence in the Central Ohio area. In episode #005 of the Columbus Marketing Show, I welcome Jeanette Armbrust, Owner and CEO of Skyline Exhibits of Central Ohio. Jeanette received her education on the west coast at California State University and the University of California. For the first 11 years of her career she worked in music and entertainment. After gaining a lot of experience in the entertainment field, Jeanette wanted to pursue a path in which she could incorporate that experience with her entrepreneurial drive. In 2001, Jeanette founded Skyline Exhibits of Central Ohio. 14 years later, Skyline Exhibits of Central Ohio is one of the leading forces in Ohio's event and tradeshow marketing scene. Jeanette stopped by the studio to discuss the event marketing landscape and some actionable tips that brands can use to improve their own strategies. Go ahead, turn up the speakers, click play and enjoy episode #005 of The Columbus Marketing Show!

23 JAN 2015 · The higher education research and development sector is a 65 billion dollar annual behemoth. After doing a little inspecting, I came across these stats from the Higher Education Research and Development Survey - the primary source of information on R&D expenditures at U.S. colleges and universities: - Of that $65 billion, only .67% was put towards business related research - Additionally, only 5% of that $65 billion was funded by businesses There is no doubt that consumer research plays a big role in the business world as a whole, but we are clearly still in the infancy stage for consumer research and corporate investments in higher education. I wanted to dig deeper into the state of consumer research in higher education, so I reached out to this week's guest who is an expert on the matter. In episode #004 of the Columbus Marketing Show, I welcome Raj Agnihotri, Chair of the Department of Marketing at Ohio University Raj has been in the education sector for 14 years now – working at Oklahoma City University, Kent State University, Towson University, William Patterson University, and of course, Ohio University Raj is highly decorated in his career and has received a variety of honors and awards including: - An Excellence in Teaching Award in 2014 - A Bright Idea award in 2012 - Best dissertation in Selling and Sales Management in 2010 Raj stopped by the studio to discuss the state of consumer research in higher education. Go ahead, turn up the speakers, click play and enjoy episode #004 of The Columbus Marketing Show!

16 JAN 2015 · According to Marketo’s 2013 Sales and Marketing Alignment Study, alignment between sales and marketing can help your company become 67% better at closing deals and generate 209% more revenue from marketing. The compelling evidence doesn't stop there. Results from The B2B Lead report show that 50% of sales time is wasted on unproductive prospecting and lost sales productivity and wasted marketing budget costs companies a whopping $1 trillion a year! Clearly sales and marketing alignment is both a huge problem and a huge opportunity for businesses. Now we certainly aren't the first to discuss this issue and we won't be the last, but the sales and marketing alignment conversation will continue on as long as companies are still feeling the tremendous impact of this issue. In this week's episode we talk with a sales and marketing industry veteran who started from the lowest level of sales and worked his way up to managing multi-million dollar revenue streams. Throughout his professional journey he experienced the relationship dynamic between the two entities and its evolution all along the way. In episode #003 of the Columbus Marketing Show, I welcome Ray Taylor, an independent sales and marketing consultant based out of Columbus. In his early years, Ray struggled with staying engaged in his college courses and began working at a local warehouse. A manager at this job recognized Ray's natural intelligence and sales acumen and offered him an entry-level sales position. Fast forwarding to 2015 - Ray has built an impressive resume and is regarded as an expert in marketing and sales. He has positively impacted the strategy and bottom line of many companies, including Signature Worldwide, Standard Register and BI WORLDWIDE. Go ahead, turn up the speakers, click play and enjoy episode #003 of The Columbus Marketing Show!

9 JAN 2015 · Digital marketing focuses on identifying a customer’s digital interests, pinpointing the customer’s stage in the buyer’s journey, and motivating leads to take action using digital platforms. This week's guest has over two decades of research expertise and has conducted a myriad of qualitative and quantitative market research projects for corporations, governments, organizations and leaders across the globe. In episode #002 of the Columbus Marketing Show, I welcome Brett Sciotto, President and CEO of Aimpoint Research which is headquartered in Columbus. Brett graduated from the U.S. Military Academy at West Point. As an Army Captain and Army Intelligence Officer, he honed his leadership skills and gained an appreciation for how powerful and important proper intelligence can be for effective decision making. Upon entering the civilian world, Brett realized that his analytical research techniques translated into the political and consumer landscapes. He founded multiple research companies which eventually culminated in the creation of Aimpoint Research. Today Aimpoint Research has offices in the U.S. and overseas and utilizes Brett's fusion research methodology to deliver exceptional results and insights to their clients. Go ahead, turn up the speakers, click play and enjoy episode #002 of The Columbus Marketing Show!

4 JAN 2015 · With the advent of the new year we are thrilled to bring you a brand new NR Media Group production - The Columbus Marketing Show. We will be delivering weekly episodes featuring interviews with some of the top marketing professionals from the central Ohio area. Why Columbus? Named after the ever-famous explorer who sailed the ocean blue in 1492 located in the heart of the U.S., Columbus is the 15th largest city in the country. It has long been a central hub for business and product testing. Columbus has recently been featured on the Forbes list of Best Places for Business and Careers and has been named one of the 7 smartest cities in the world two years in a row by the Intelligent Communities Forum. We are proud to be part of this thriving and welcoming community and are excited to bring you insights from its leaders in marketing. We hope you enjoy this inaugural episode and tune in for many more to come! Examining Government Marketing In episode #01 of The Columbus Marketing Show, I welcome Stefphanie Harper, Digital and Chief Marketing Officer for the City of Columbus. Stefphanie received her undergrad in Marketing and Public Relations and later attended Central Michigan University where she earned her Masters in Public Administration. Before accepting her role as the Chief Marketing Officer for Columbus, Stefphanie held many other marketing leadership positions in the city where she built her professional repertoire and fostered her passion for the community. Stefphanie is a recipient of Columbus Business First's prestigious Forty Under 40 award (2011) and the 2014 C-Suite Award for the category of Chief Marketing Officer. Go ahead, turn up the speakers, click play and enjoy the very first episode of The Columbus Marketing Show!