To Experience or Not to Experience? What is the Best Form of Marketing?

After reading about our Director of Strategic Planning’s post about the Haworth Marketing summit (which can be read here) and seeing the branding in the space of one of our most recent projects, I began thinking a lot about branding in a space and how experiential marketing is truly one of the most important forms of marketing, especially in the commercial interiors industry. In this post I will specifically focus on experiential marketing within our industry in terms of products and services. According to HubSpot, experiential marketing is “a type of strategy that engages an audience with a real-life invitation to engage with — or experience — a brand and what it makes or represents. It’s participatory, hands-on, and tangible.” There are some key questions you should be asking when looking at how people view and interact with your space: Does your space reflect the type of work you do and your overall brand? Can […]

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What We Learned at Haworth’s First Dealer Marketing Summit

Two weeks ago, I was lucky enough to be a part of the first ever Haworth Dealer Marketing Summit at Haworth’s Holland, Michigan Headquarters. Any trip out to HQ is always a enjoyable experience due to the great facility and presence the company has built there. But this trip was more unique and even better than expected. Along with 11 other Dealer Marketers, I spent three days learning about Haworth’s latest marketing and sales initiatives, engaged in open and honest benchmarking dialogue, and built strategic plans for the remainder of 2017 and 2018. The different perspectives from each of the 12 companies provided a great deal of insight that I could talk about forever, but below are my top three takeaways from the summit. 1. CRM’s are for WAY more than tracking people and projects We all know that a CRM (Customer Relationship Management) System is very important to sales and marketing teams in all […]

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