Marketing plans developed last year for 2020 look drastically different now because of the pandemic—not just in the tradeshow arena, but also how new markets are identified. In this episode of The Kula Ring, Jaclyn Wallace, Director of Marketing for Nederman Division North America, covers a variety of topics including how the pandemic is forcing marketing and sales to effectively adapt into the digital space, how customers are driving new business, and the importance of knowledge extraction.
In lean manufacturing environments that focus on product development, how can organizations prevent marketing from becoming an afterthought? In this episode of The Kula Ring, Heather Smriga, Marketing Communications Manager of EaglePicher Technologies, shares how the company’s Voice of the Customer research is fueled by feedback across the enterprise and provides insights on how leveraging different talents in the organization improves their approach to marketing strategy.
Customer demand for real-time data is driving manufacturers to build web-enabled systems to share information more efficiently across channels. In this episode of The Kula Ring, John Joyce, Global Marketing Director of Brennan Industries, talks about how he helped his organization make data more accessible to their distribution channels and partners. He shares insights on how leveraging data improves customer experience and the role of the marketing department in implementing customer-facing technology.
In celebration of the first 100 episodes of The Kula Ring, co-hosts Jeff White and Carman Pirie reflect on three game-changing lessons shared by podcast guests over the years. First, reconsidering marketing projects—apps, Ecommerce builds—as iterative, evolving “products”; a conversation with Monique Elliott, former Chief Marketing Officer at ABB Electrification Products, Industrial Solutions. Second, they highlight Greg Palese, VP of Marketing for Klein Tools, and his interview on connecting your brand to higher-tier issues, not just “quality” broadly. Finally, the co-hosts touch on Lisa Butters, GM of GoDirect Trade at Honeywell, and how a legacy manufacturer can drive innovation.
Is the key to being a successful manufacturing brand actually getting out of manufacturing? In this episode of The Kula Ring, Carl Breau, the CEO of contract manufacturer Saimen, and Jean-Luc Hébert, Vice President, International Sales & Marketing, discuss how manufacturers are handing over production to contract manufacturers so they can shift their core competency to marketing and product development. They talk about how COVID-19 has accelerated the need for supply chain transparency and the role contract manufacturers play in marketing the manufacturing of authentic products.
