Calling all promotional professionals: The window to enter the world's largest and most prestigious program recognizing excellence in promotional marketing, the Chief Marketer PRO Awards, is closing fast.
It's time for some well-deserved recognition, folks, so we ask ourselves: Why not turn the challenges of the past few years into hardware for your awards shelves? Why didn't you get an award for your killer comeback tactics for 2021? Why not put your hard-earned cash in front of the most amazing team of trademark judges we've recruited?
About the experience... This week we asked some of our judges to share their best advertising strategies, the brands they think are killing the market, where they find inspiration and more. Check out their information below and get those tickets before the deadline this Tuesday
Marketing Leaders: What brands other than yours run promotional marketing programs that stand out in the marketplace?
Ryan Pytilak, CMO, GenBusiness: Shopify stands out as a company that creates an ad marketing program that leverages product growth strategies. They offer a 14-day free trial that doesn't require a credit card. This makes it very easy for anyone to test their platform and see if it's a good fit before committing.
Angela Borgen Logan, Senior Director, Multicultural Strategy, Disney Parks, Experiences and Products: What The Walt Disney Company is doing to tell and share multicultural stories so that customers of all backgrounds can experience unique attractions and experiences is certainly a strength. Outside of the market my business, Procter & Gamble has certainly been pioneering the trend of inclusion in broad ways such as the screen expansion initiative.
Erin Levzo, Vice President of Marketing Technology, Restaurante Del Taco: I've always loved Starbucks, partly because I'm addicted, but also because I'm fascinated by its playful approach and because it teaches me more about sustainability than I ever did about coffee.
Dennis Vitola, Vice President of Brand Integration Public Relations, Social and Consumer Health Influencers, Bayer: I love the fast food segment and how bold they are with their ideas. I have been a big fan of Burger King for a long time. Social media pranks with Wendy are amazing content. It convinces consumers not only to talk, but also to participate. I think Inspire Brands is doing some really interesting things with collaborations like the Dunkin Charlie collaboration. Taco Bell did the same with Mexican pizza and a campaign for Dolly Parton.
WOE: What is the hottest trend in promotional marketing today and why?
Ryan Pytilak: I still think the most exciting marketing campaigns are based on product-driven growth, meaning they bring people into their ecosystem with virtually no commitment. More ongoing programs provide enough value in the free version to clearly convince potential customers to pay in the future. By identifying the purchase-related aspects of platform engagement, the brand can build a stronger relationship with the customer at below-market prices.
Angela Bergin Logan: There are some trends that are hard not to get excited about, like exploring the metaverse. What I find most exciting, however, is the focus on wellness. All brands try to attract consumers or creators, but we have to think of the real person at the heart of everything, ensure their well-being with our offer, help them escape to new worlds with our stories, have opportunities to offer. For unforgettable experiences and surprises about our attractions and more. All these efforts can enhance the well-being that we so much want and need today.
Dennis Vitola: Modest Influencer Marketing. The possibilities are endless with influencers. Don't think of them as promoting a particular product on social channels, but how to use them, their consistency and content across the marketing mix. Influencers are popular celebrities who can be used in advertising, digital content, business and as endorsers. It is a more cost-effective way of reaching consumers than traditional methods like advertising.
CM: Where do you find inspiration for your marketing campaigns?
Ryan Petlac: At ZenBusiness, we look at companies that have done a great job building their brand. Building a brand requires commitment and consistency while offsetting the initial costs of investing in people, creativity and media. What you're looking for is a branding idea that will put your brand well ahead of your competition and create relevance that will keep people in mind when they're ready to buy.
Angela Bergin Logan: I think creativity breeds creativity, so I try to surround myself with that. The first place I get inspired is from real consumers and seeing their creativity and stories on social media. I love learning how other brands are tackling marketing challenges and reading industry-leading content platforms like Chief Marketer always inspires me.
Erin Levzo: Literally everywhere, but most inspiration comes when my brain is relaxed, which means it's not working as hard. When I sleep, I watch a movie, have a drink or get a massage. If you let your soul hang out, you'll be amazed at the ideas and innovations that can emerge.
Anne Marie Gianutsos Chief Marketing Officer, Drone Racing League: Like the game of the future, Drone Racing League is inspired by what's to come. Let's hear from our fans! We reach a global audience of young tech creators who are early adopters of technology, love to explore new forms of entertainment and have a strong interest in innovation.
Our marketing campaigns convey their passion, making DRL a key part of technological movements such as Web3, Blockchain and the Metaverse. For example, Drone Racing with Playground Labs will allow players to race drones on the Algorand blockchain and compete for cryptocurrency. Anyone interested in naming the game and helping build new features can join Discord.
Dennis Vitola: All around me. I listen, learn and apply. The world is full of great ideas. Pop culture is full of creative ideas. Talk to people and understand them better. Combining all these things can give you the inspiration you need to come up with the best ideas in class. That's how it is because the things around us and the events in our lives mean the most. If we combine it with our brand, consumers will stay here and pay the most attention to them.
CM: What would you say to other marketers looking to take their career to the next level?
Ryan Petlack: Think high stakes. I don't think you'll make much of an impact in the marketing world playing a safe, small role. Some ideas will be incredibly risky, but if you bet big enough, you'll reap big rewards. It's the big wins that produce mixed results. Investing in your brand is an example of a big gamble.
Angela Borgin Logan: Marketing is about the art of persuasion. You have to believe that your dreams and ideas are achievable and insurmountable. Take your convictions and combine them with a constant search for what motivates you. Connect with the top people in the marketing world and don't be afraid to share (market) your hopes for improvement in our work and your career.
Erin Levzo: Don't give up. You will succeed until you give up. And "no" means not now, or you'll have to find another way. It's really about persistence.
Ann Marie Gianutsos: Marketers have wonderful opportunities to shape culture and create lasting brand impact that goes beyond click metrics. I encourage anyone looking to advance their career in marketing to find ways that their role can make a difference not only in their business, but in society as well. At DRL, we aim to make STEM education easier and more fun through the excitement of drone racing. Our DRL Academy program teaches students robotics, engineering and physics through our high-speed, technology-based sports and inspires the next generation of inventors, scientists and technologists around the world.
Dennis Vitola: Give less [what you know]. Be yourself. If you can be authentic in your work, you will excel quickly and successfully. I spent a lot of time making sure I looked a certain way and said things a certain way. When I left him I was the best I could be for myself and the company I worked for.