JULY 2016 NEWSLETTER
CMO Pains — Knowing Your Audience
As the purchasing power of CMOs increases to include more technology and tools, their responsibilities have grown and their challenges have become more complex. According to research reports this year, CMO’s top pain points include:
- Effectively identifying their audience
- Integrating their resources to deliver more effective marketing
- Measuring the impact of their marketing spend
Eastwick’s own CMO-In-Residence Phyllis Grove tackles the issue of how best to blend the art and science of marketing to address these common challenges.
SPREDFAST CMO JIM RUDDEN: MARKETERS MUST CONNECT WITH PEOPLE, NOT PIXELS
For the inside scoop straight from the source, Eastwick’s Ad Tech practice interviewed Spredfast CMO, Jim Rudden, about consumer-brand relationships, Mevo and marketing target. Read more of Rudden’s advice for helping connect marketers with their audience.
RISING ABOVE THE CLUTTER WITH PAID MEDIA
67% of the B2B buyer audience relies more on content to research and inform their purchasing decisions than they did a year ago. However, as brands increasingly flood social and digital properties with new content, your audience encounters roughly 285 pieces of content daily. How can you ensure that yours is cutting through the clutter? Our Digital Brand Lab is here to help.
ALUMNI SPOTLIGHT: PAUL BERNARDINI
How did Eastwick prepare you for life beyond the agency?
Firstly, working at Eastwick made me realize how much college doesn’t prepare you for the real world. You learn quickly there’s no textbook guide to what we do. Secondly, I believe foundations are extremely important: family, friends, beliefs, etc. Eastwick is the bedrock of my PR career and impacts how I approach strategy, measurement and relationships to this day. I’d bet every Eastwicker either still at the agency or that has moved on would say the same.
Learn more about Paul’s experience.
EASTWICK’S TOP 25 CLIENT MOMENTS
Next up in our Top 25 Client Moments, Eastwick leads web analysis software startup Interse to the acquisition of its dream, demonstrates it’s event planning chops for Mercury Interactive, gets serious about security with Sonic Wall. Take a look on our blog.
Client Highlights
On June 22, Eastwick officially launched stealth startup Solexel, as new brand Beamreach Solar, at Intersolar EU in Germany. Last year, Solexel hired Eastwick to develop a new brand, and execute a fully-integrated launch plan. Brand identity work included everything from naming and brand positioning, to a full visual strategy and brand guidelines. Eastwick navigated Beamreach Solar through corporate website development, demo video production, media relations, employee communications and sales collateral development. Beamreach Solar also recently won PVTech’s buzz award at Intersolar America in San Francisco, one of the largest solar tradeshows in the world.
Dedicated to supporting entrepreneurs from all backgrounds and industries, the Nasdaq Entrepreneurial Center hosted a casting call for ABC’s Shark Tank on May 26. As allies with Values Partnerships, the intention was to bring a more diverse set of contestants to the show. The Center will continue to be a destination for those entrepreneurs who participated through its free classes, mentorship, and content, whether they make it to the final filming or not. Prior to going into the pitch, entrepreneurs benefitted from on-site coaching and practice with industry experts who contributed to the Entrepreneur Pitch Toolkit, including a session on working with the media by Eastwick’s CEO, Barbara Bates. Media coverage highlighted lessons learned from Quartz and some of the outstanding companies that came to present, featured in the San Jose Mercury News, San Francisco Business Times, and the San Francisco Chronicle.
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