Archive for Drew Neisser

10 KIND Ways To Grow Your Business

Posted by Drew Neisser on June 1st, 2015 at 4:04 pm

Not too many people have the audacity to think they can bring peace to the Middle East, let alone attempt to do so via a food company that manufacturers in Israel and sources ingredients and packaging from various nations nearby.  This truly Quixotic adventure was just the beginning for committed “social entrepreneur” Daniel Lubetzky who went on to found KIND Snacks, a now beloved brand that is fast approaching $1 billion in sales.
Lubetzky’s story, recently chronicled in his book Do the KIND Thing, is both refreshing and inspiring.  The refreshing part comes with his admission of mistakes, both large and small, ranging from flavor choices to package design, distribution outlets to promotions. This honesty makes his subsequent success that much more compelling.  The inspiration comes in abundance, whether you’re just starting a business or hoping to improve customer loyalty or want to make the world healthier or could just use a dose of kindness.
After hearing Lubetzky speak, I was thrilled by the chance to interview him--an interview distilled below into 10 “KIND” ways that just about any business can achieve success.
#1: Find Your Company’s Purpose
“I think every company that is trying to succeed has to have a purpose because it's... Read more

Does Culture Really Trump Strategy?

Posted by Drew Neisser on April 12th, 2015 at 8:14 am

Leaders from Dunkin’ Brands, Mary Kay, MasterCard and Unilever share how they were able to drive strategic change through entrenched cultures.

The Fine Art of Marketing to Marketers

Posted by Drew Neisser on September 9th, 2014 at 7:00 am

When it comes to marketing to marketers, the old adage "don’t blow smoke at smoke blowers" certainly applies. Marketers as a whole are even more skeptical than the average consumer and can sniff out an overpromise faster than you can say big data.  So when you see a brand succeed within this context inquiring minds can’t help but wonder how the heck they pulled it off.
MediaMath is just such a brand, having enjoyed successive years of double-digit growth and establishing itself as the leader in programmatic which should help explain why I was so excited to catch up with Rachel Meranus, their Senior Vice President of Marketing.  In our extensive interview below, Meranus reveals a deep understanding of MediaMath’s target and their multipronged approach to prospecting, nurturing and customer education.
Neisser: The big media buying agencies are all over programmatic and have been for a while now.  This doesn’t seem to be case with most brands and their CMOs. Why the understanding gap and why do you think it is so important that CMOs understand the power of programmatic?

Meranus: We see quite a range when it comes to a CMO’s understanding and level of sophistication with the technology.  Some jump... Read more

Retailers Jockeying on Social Media for Black Friday Victory

Posted by Drew Neisser on November 25th, 2013 at 8:30 am

Retailers still have a few days to make the most of social media to drive Black Friday sales. Research from Shareablee shows who has the edge thus far.

Crisis Management: No Time for Amateurs

Posted by Drew Neisser on September 30th, 2013 at 9:24 am

Every experienced social media practitioner has "crisis planning" as one of the first steps in the on-boarding process with a new client. So when I was asked to moderate a panel called "On the Defensive: Tactics to Spot and Avert Corporate Crises", at the Incite Marketing Summit on September 19, I said, "Sure, no problem," thinking I knew something about the topic. A prep call with the panelists quickly revealed I was a novice compared to these genuine crisis professionals, who’d dealt with misfortunes such as murders and suicides, hurricanes and bombings, and just about every imaginable challenge a corporation might face.
After the discussion, panelist Doug Duvall, Vice-President, Corporate Communications at Sprint, provided his insights in the interview below, which confirms that crisis management is a distinct expertise and should never be left to amateurs. That said, Doug provides some great tips if you are looking to build up your expertise in this area.
Neisser: Can you give me a sense of your job responsibilities at Sprint?
Duvall: I’ve been at Sprint about a year now and I’m responsible for national and regional media relations; social media relations; financial communications; crisis planning; public affairs; customer experience communications and social responsibility positioning.
Neisser: What types... Read more