Jennifer  Deutsch
June 14, 2018

Here’s Why Your Brand Must Deliver on a Marketing Promise

Guest: Jennifer Deutsch - Chief Marketing Officer, Park Place Technologies

Creating the perfect marketing promise is one of the biggest goals for CMOs. But a marketing promise without a product to back it up will not succeed. On this episode of Renegade Thinkers Unite, Drew interviews Jennifer Deutsch, CMO of Park Place Technologies – a company that specializes in third-party data center maintenance. She shares her experiences in pairing the perfect marketing message with a brand-changing product and it’s an episode you don’t want to miss.

Jennifer shares her expert opinion on how your team can identify the “aha moment” for your brand. She and Drew also discuss how sales leads are directly connected to marketing and the importance of simple marketing.

Learn from Jennifer’s recent success with marketing promises – click here to listen now.

What You’ll Learn

A product MUST deliver on your marketing promise, or else it won’t succeed

If your CEO says “we don’t have a new product, but we need a new campaign” – consider finding a new company. Marketing without a deliverable promise isn’t really marketing, and it won’t make an impact on your customers. It’s the CMO’s job to find a position that supports a new product and then deliver on that marketing promise. A stellar new product and a foolproof marketing plan create a 1-2 punch that will fundamentally change perceptions about your brand.

Anticipating your customer’s needs will allow you to crush your competition

Jennifer and her team at Park Place Technologies have created the perfect tagline for their latest product and marketing releases, “Up-time is everything.” They recognized that for data centers and technology companies, “downtime” (where servers and technology aren’t functional because of repairs or unplanned incident) directly equates to lost profit. Jennifer and her team decided to passionately pursue the idea of “up-time” and make it a new cornerstone for Park Place Technologies. That was their “aha brand moment.”

On this episode of Renegade Thinkers Unite, Jennifer explains her process for internal and external rollout after identifying customer needs and creating a marketing campaign to support the product. They spent 1 month explaining the “why” and the inspiration behind the new campaign. This allowed internal audiences to buy into the new direction. Then, the global external rollout followed with digital and print marketing efforts. Combining these two rollout plans, just as Park Place Technologies did, will allow your company to see the greatest levels of success when delivering on a marketing promise.

Simplicity in marketing key, but hard to master

Effective marketing begins by simply understanding what makes your audience tick. Jennifer encourages CMOs to speak their customers’ language and identify their needs. After you’ve identified those puzzle pieces you can begin to craft messages that speak to those needs. Drew and Jennifer discuss why simple marketing is as valuable as gold, but why it’s so hard to perform in the right ways. Simplicity in the right places is genius, but simplicity in the wrong marketing places isn’t strong enough to make an impression on your customers. For their solutions on how to simplify your marketing while have it be backed up by a product, don’t miss this episode of Renegade Thinkers Unite.

Timeline:

  • [1:12] Jennifer’s diverse experience brings a high level of expertise to this episode of Renegade Thinkers Unite
  • [2:35] Jennifer’s Renegade Rapid Fire
  • [12:02] How did Jennifer and her team come up with the idea of anticipating customer needs?
  • [17:46] What percentage of leads are driven by marketing?
  • [19:43] A new product launch delivers on your marketing promise
  • [23:53] How marketing & PR is directly tied to Park Place’s global leads
  • [26:24] Why simple is marketing is hard
  • [28:07] The biggest lessons Jennifer learned while at Park Place Technologies

Connect With Jennifer:

Resources & People Mentioned

Connect with Drew

Quotes from Jennifer Deutsch

We need to have an awful lot of innovation and forward-thinking, and it's the human brain that evaluates how people are perceiving the brand.
With every single brand that I ever worked on, it's the same answer on how we got to the 'a-ha' moment. It's listening. It's speaking to the end user, the consumer, the customer, the client.
I think a campaign needs to be paired with a claim and an offer. Any time that I have launched a brand or a product, there has been significant differentiation.

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