Before Cammie Dunaway became the CMO of Kidzania, she was Head of Marketing at Nintendo; so it’s safe to say she understands what kids like. She’s also quite talented when it comes to marketing, helping to expand Kidzania from a predominately local company with only seven locations to a global operation with 16 locations across the world, and nine more under development.
During this period of rapid growth, Cammie’s secret weapon has been her peer network, which served as a sounding board for her new global marketing initiatives. This willingness to connect with other CMOs not only helped her stay on top of a rapidly growing brand, it also helped her win a President’s Circle award at this year’s CMO Awards, sponsored by The CMO Club.
Drew: You were the head of marketing at Yahoo and Nintendo before joining KidZania in 2010. What are the most notable differences between marketing a giant corporation and marketing a smaller, more experimental venture?
Whether the company is large or small the role of marketing is to deliver profitable growth by understanding your consumers and delighting them with your product or service. At Y! we provided content and services that made our users lives easier. At Nintendo we made it possible for everyone from gamers to grandmas to enjoy video games. At KidZania we are empowering kids and training them for future success. Small companies tend to move more quickly and limited resources make you sweat each decision a little more, but the challenges of being relevant to consumers and accountable for financial results are really the same.
Drew: KidZania has plans to expand into the United States in the next few years. How has having such ambitious growth plans impacted your role as CMO?
The expansion of KidZania is truly exciting. When I started we had 7 locations, currently we have 16 open and 9 additional under development. The diversity of cultures and norms from Mumbai to Sao Paulo to Seoul creates some unique marketing challenges. Fortunately we see that parents everywhere want to equip their children for future success and kids everywhere love learning through role-play. I really think the US market is ready for KidZania’s unique blend of education and entertainment and I can’t wait to bring it to our kids. Being able to travel around the world as CMO has given me lots of great ideas for what we can do in the US. I want to take the best practices from all of our KidZania’s and create an amazing experience here.
Drew: Can you talk a little bit about KidZania branding and how that extends to employee titles and roles? While you are at, feel free to talk about your efforts to get the entire company engaged?
Story is at the heart of everything we do. We believe that KidZania exists because kids were frustrated with how adults were running the world and decided to create their own city to practice for the day they will take over from us and improve things. We bring this story to life in all aspects of our business from our titles (I am a Minister of Communication and a Governor not a CMO and President!) We have a national anthem, monuments, our own special language and holidays. Infusing this into our culture starts with hiring practices – we have to hire people who really like kids! Then we constantly reinforce the culture through training and our daily practices. Everyone from the CEO down spends time in the facilities working with the kids. If employees are having fun and constantly learning then they will be fulfilling our mission to empower kids.
Drew: What role does social media play in your marketing efforts? Are there any networks that are working better for your brand than others?
Social media is huge for us. KidZania is really a marketer’s nirvana. We have a great experience that our guests want to share with their networks. We just need to ignite the spark. Our marketers spend a lot of time creating interesting content and interacting with our fans. The most effective networks vary by country. For example in Kuwait Instagram is the most important while in Chile it is You Tube. Facebook, however, is pretty consistently important across the globe.
Drew: Customer experience does not always come under the control of the CMO yet can have a dramatic impact on the brand and ultimately the believability of your marketing initiatives. How have you been able to impact the customer experience in your current role?
As a CMO you have to spend a tremendous amount of time partnering with your peers. You really need to find a way to bring the voice of your customer into the conversation so that you can impact parts of the experience that lie outside your direct control. I sometimes have to remind people internally that we don’t need to just rely on our own perspectives. If in doubt ask the kids. We have a kid’s CongreZZ in each KidZania. It is essentially a group of children chosen annually that help us stay current and provide feedback on our experience. As long as I am channeling them, I am usually able to move us in the right direction.
Drew: Loyalty programs can be tough to get off the ground. If you have one in place, can you describe the program and talking about the costs/benefits of the program?
Our loyalty program, called B·KidZanian, is one our most powerful marketing tools. Our CEO recognized that the investment, which was quite significant for a company of our size, would provide benefits both in more deeply engaging our kids and in developing an efficient new marketing channel. In our program, kids become Citizens of KidZania and receive a passport and stamps for the different activities that they do. The more often they visit and the more they participate, the more privileges they receive. Parents opt into the program and receive very personal communication about their children’s activities and offers geared to their unique interests. We have been able to demonstrate a measurable lift in visits and spending among our members and, most important, kids love the program.
Drew: How important is having a strong peer network to your ability to do your job well? Can you describe an instance in the past year when your peer network helped you?
Wow, I can’t imagine doing my job without my peer network. I think most CMOs are very relationship oriented and yet within our companies the job can be pretty lonely. You want to always project a sense of confidence and yet with all the changes in marketing over the past decade you can’t possibly know everything. I use my peer network for supplier recommendations, talent management, and most importantly for honest conversations about challenges that I am facing. I don’t think a day goes by that I don’t either ask for help or give help to a peer.