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

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:

Jennifer’s webpage at Park Place Technologies
Connect with Jennifer on LinkedIn
Follow Park Place Technologies on Twitter
Follow Park Place Technologies on Facebook

Resources & People Mentioned

Connect with Drew

Meet the Guest

As Chief Marketing Officer, Jennifer leads Park Place’s marketing and communication teams with a focus on growing the Park Place Technologies brand as the global leader in data center third-party maintenance and support.

Jennifer brings over three decades of marketing and brand development experience. She has spent time on both the client and agency side. Prior to Park Place Jennifer was the Founder, COO of Antidote 360 and EVP, General Manager at Doner Advertising. Her client side experience includes past positions at Marriott International where she served as SVP, Global Brand Management where she repositioned and optimized the Marriott brand portfolio. Jennifer began her career at Nestle USA as a Management Trainee and held several positions during her tenure at Nestle including Brand Manager, Lean Cuisine and Director of New Ventures for the Nestle Ice Cream Division.

In her spare time, Jennifer is an avid cyclist and gardner. She is an active community member and on several boards including The Cleveland Film Commission, The Case Comprehensive Cancer Center and The Cognitive Health Institute. Most recently Jennifer co-founded and serves as Chairman of the Board of FutureVision, a not for profit organization founded in memory of her father, promoting medical innovation and the visual arts.

Jennifer is a graduate of Columbia University in New York City and the proud mother of two sons.

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.