YOU START BY GETTING TO KNOW EVERY
CLIENT ORGANICALLY. WE DON’T HAVE
SET TEMPLATES THAT WE USE WHEN IT
COMES TO MARKETING FOR SPECIFIC VERTICALS
OR PRICE POINTS.”
— BECKY BUGGER, DIRECTOR OF BUSINESS DEVELOPMENT & SALES, STUBGROUP
milkshake 5
As founder of the digital marketing
firm Market MindShift, Weinstein is wellversed
in helping brands reach operational
excellence, having trained thousands of
professionals from brands like Facebook
(Meta), The Weather Channel and
World Fuel Service. She believes one of
the biggest problems marketing teams
face is staying up to date on consumer
communication preferences. In other
words, knowing how to best reach
and communicate with customers as
technology and behavior changes can be
challenging.
“Talking with customers, watching other
brands and paying attention to technology
trends are all ways marketers can overcome
this problem,” Weinstein says. “An effective
marketing strategy starts with a clear
objective. What is it you want to accomplish
with this specific campaign? Then, clearly
define the market segment. The key is
being specific. The market segment cannot
be every potential customer; it must target
a very detailed audience. From there, you
can determine the ideal messaging and
channels in which to communicate. Once
the strategy is executed, you have to
continue to measure the results.”
her Instagram story and promoting
KIM+ONO,” Bugger says. “You
start by getting to know every
client organically. We don’t have
set templates that we use when
it comes to marketing for specific
verticals or price points. It’s just as
important for us to understand each
of our clients’ businesses as it is for
us to understand our own. Then we
put in the work—lots of research—
from what the competition is doing
to where the target market is
hanging out.”
In the end, success is about baby
steps, testing and figuring out what
works, and then capitalizing on it.
Even then, as you head toward the
finish line, you must remain vigilant in
the search for “what’s next.” A great
strategy always evolves with a strong
finish and the ability to top it with
confidence.
November 2022