What it’s like to work in Marketing right out of college

MKTG 4082W – Spring 2014

Santiago Strasser, BSB ‘12

Agenda

1. Bio 2. Who’s Standard Heating?3. What do you do there? 4. Brand situation 5. Exercise 6. What did we do?7. 3 Things I’d do differently

Bio

Santiago (Santi) Strasser

• Born in Argentina• BSB ‘12, Marketing• Spanish, Portuguese

Who’s Standard Heating & Air Conditioning?

• Heating and Air Conditioning Contractor serving Twin Cities Homeowners

• We provide repair, maintenance, and installation of heating and cooling systems for residential buildings

• 65+ employees, family-owned

standardheating.com

What do you do there?

Marketing Manager• Managing the entire department: one• First person in the position

• Big impact, small scale• Responsible for the Marketing Budget• Part of the Management Team – report to

President

• Pros:• Freedom / Autonomy• Informal small company culture• Training (Las Vegas, CSOM Exec Class)

• Cons:• Less guidance/direction• No ‘career’ progression• Less formally educated co-workers

Strength & Challenges

Strength of the Brand• 2nd Market Share• High Customer Satisfaction • Loyal customers

Challenges of the Brand:• Category relevance• Seasonality• Brand relevance in the market• Segmented market (250+ comp.)• Stronger competitors• Older customer base• Traditional media – paper/radio• Importance of local/small• Weak online presence

9.2

Google Trends – “standard heating” July 2010 – December 2012

Newspaper & Radio

Wordle

How would you revitalize the Brand?

What did we do?• Website• Search and digital advertising• Social Media (Facebook, Twitter)• Direct Mail targeted to younger

homeowners• 5 For $25 Drive• Mapping customers near you• Unfiltered Online Reviews• Public Relations (earned media)• Homeshows

Results:• 17% increase in business• 16% increase in new

customers (% change)• 73% increase in business

from the internet• 136% increase in homeshow

business

Facebook Likes: From 0 to 2,857 in less than 2 years

Mapping customers near you

5 For $25 Drive

Direct Mail campaigns

Customer-Based Brand Equity Pyramid

RESONANCE

SALIENCE

JUDGMENTS FEELINGS

PERFORMANCE

IMAGERY

Low RecallSome Recognition

Reliable, consistent performanceServiceability: Ease of repairing

WOM: 10% Online

Reviews

Peace of mindSecurityWarmth

Behavioral LoyaltyReferral: 92%Favorite Tech

Trust

Techs are friendly, knowledgeable and take

the time to educate

QualityValue 1

1

2

3

4

2

3 Things I’d do differently if I were graduating in 4 weeks:

1. Take some time to celebrate2. Get to know your boss and org culture3. Keep your life in balance

An international perspective

Foreigners may speak with an accent but they may not necessarily think with one.

Foreigners in the US:Don’t stress too much your international background, but use it in private to bring value through your different ways of looking at the world. Differences make us distant from each other; get closer.

Americans outside of the US:Weird behavior is just the tip of the iceberg of a different value system. Take the time to go deeper than behaviors. “Bi- or multiculturality is the ability to understand foreigners according to the foreigner’s own standards.” – Geert Hofstede

Let’s connect:

Santiago (Santi) Strasser• Email: santi.strasser@gmail.com • LinkedIn: linkedin.com/in/santistrasser• Twitter: @santistrasser• Blog: rationaleforfreaks.blogspot.com

Read: Rationale for Freaks:Are you wasting your twenties?