your monthly hit of marketing street knowledge

THE WE ARE FAMILY ISSUE

DECEMBER 2018

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It’s the holiday season and we have dipped into the Rockstar CMO record box and pulled out a classic album that spans the generations for our theme this month – ‘We are Family’ by Sister Sledge.

In the spirit of our very popular Backstage Q&A series, like a family, our rockstars came together in our virtual Green Room in a new monthly feature where we consider one question.

This month we asked, “What are you thankful for in 2018?” and the response is a brief glimpse into the teams and inspiration that lie behind these marketing leaders’ magic. Thank you Christine Bailey, Wendy Bryant-Beswick, Robert Rose, Ted Rubin and Jenni Young for your insights - check out the green room.

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We also have the normal high quality editorial from our team here in the Rockstar CMO penthouse, Dave Waller takes a look at the importance of the story behind a brand and in particular the place that story is set – in This Must be The Place, Gareth May unboxes the rise of the subscription economy in Sign up, Join In and Stephen Kelly, proving that someone was paying attention at the editorial meeting with his article – A Family Affair.

We get a double dose of Casey Peterson, who shares his secret sauce when I chat to him for our Backstage Q&A and we get his perspective in Why Every Experience with Your Brand Is on You.

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In our regular features our resident rockstar Ted Rubin, tells it straight, giving retailers a break this month as he shares with us his insight into brainstorming and how to get a return on relationships with social selling.

I get to throw the hype around chatbots into the Rockstar Swimming Pool and we share the Official Rockstar Rider; the things you need to be looking for in your next marketing gig. I also share some advice on developing a personality around a brand in Singing is Optional.

As you would expect for the holiday season, we are full to bursting. Enjoy!

Ian Truscott

Editor-in-Chief

 


Just let me state for the record
We’re giving love in a family dose
— Sister Sledge - We are Family

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TED TELLS IT STRAIGHT

It’s time to stop blindly blasting and truly connect with consumers through social media and build relationships - Ted tells us how.

Recognise this scenario? “Brainstorming” is the narrow view of a few vocal people.

Ted’s advice; it’s time to switch it up, create some truly effective strategies, and kick start some real thinking time.

[ Read more ]


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The Green Room

There is joy and love in the Green Room this issue, in the spirit of the holidays we ask our marketing rockstars what they are thankful for in 2018 and in return we are grateful for the insight we get into the inspiration and people behind their success.

[ Read more ]


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..a team who are as passionate about the brand as me, who will argue, sometimes loudly, about what the best course of action is, and who simply never say “no”.

We go backstage with Casey Peterson, VP of Marketing and Analytics at content creation app Photofy [ Read more ]


INTO THE POOL #9:

THE BIG DEAL TODAY ABOUT CHATBOTS

THE ROCKSTAR RIDER: WHAT YOU SHOULD LOOK FOR IN A GIG


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This must be the place

From Marlborough country to Porsche’s open-door Stuttgart factory, there’s always been a place for place in branding. But while marketing channels may be turning increasingly virtual, Dave Waller discovers those physical roots are only becoming even more important.

[ Read more ]


[Brand personality] .. it can’t be like a dull accountant that wears loud ties or crazy socks to create the illusion of personality...
— Read more in Singing is optional

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As The Dandy Warhols sang in the late 1990s, “Heroin is so passé”. Surely the same could be said of getting a parcel in the post? Yet consumers are signing up to endless snack clubs and perk clubs, electing to receive everything from coffee to cosmetics by mail. Gareth May unboxes the subscription economy, and the enduring appeal of the club.

[ Read more ]


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“..tapping into the raw and naked truth of people’s lives can allow a brand to relate to a smaller pool of consumers in a more resonating way”

Stephen Kelly discovers that to succeed today, brands need to represent the modern family realistically.

[ Read more ]


Mmm, hmm, in the spotlight the band plays so very tight
Each and every night, uh-huh
It’s not vanity to me, it’s my sanity
I could never survive
— Lost in Music - Sister Sledge