ENGAGING MARKETING MINDS
VOL. 14, ISSUE 5, 2024
Storytelling Secrets
Reviving
traditional marketing
methods
THE POWER OF EMOTION
motions are fascinating feedback mechanisms. They tell us, often without words, whether something is right or wrong for us. Just as touching a hot stove teaches us never to do it again, the emotions we experience in life, especially the negative ones, provide valuable learning moments. For marketers, this concept is nothing new. But it’s the negative emotions— the discomfort, the pain, the dissatisfaction—that truly demand attention.
When people feel negative emotions, it signals that something is off, and it’s time to take action. In this context, marketers have a unique role to play.
“THIS IS WHERE BRANDS CAN STEP IN AS HEROES. WHEN WE UNDERSTAND THE PAIN OUR AUDIENCES FEEL AND SHOW THEM HOW WE CAN HELP, WE FORGE POWERFUL CONNECTIONS THAT GO BEYOND SIMPLE TRANSACTIONS.”
While it’s tempting to focus solely on the joy their products and services can bring, the real opportunity lies in solving the problems that cause pain. Eliminating discomfort and addressing frustrations are the keys to making a lasting impact.
In today’s world, people ache in many ways. They’re searching for solutions, not just for happiness but to relieve the pain points in their personal and professional lives. As marketers, we have the ability—and the responsibility—to offer those solutions. This is where brands can step in as heroes. When we understand the pain our audiences feel and show them how we can help, we forge powerful connections that go beyond simple transactions.
Positive emotions make life enjoyable, but they don’t always compel action. It’s when things don’t feel right that people start looking for change. This is the perfect moment for marketing—a time when we can step up, identify the real problems, and provide meaningful solutions.
Now is the time to embrace this opportunity, to not only highlight the joy but to address the pain. This is our moment to truly connect with our audience and make a difference.
Warmest regards,
Diana Renner Publisher
02 Cover Story Storytelling Secrets 06 Feature Purposeful Promotions 10 Tactics Strategies You Can Use 12 On the Record with Kate Zabriskie
Publisher
Diana Renner
The Noodle is published bimonthly by Think Patented, ©24
All rights reserved.
For more information, contact ThinkPatented.com 937 353 2299
Production Notes
This issue features our soft touch UV coating on the front and back covers. Printed on the HP Indigo 100K digital press, using EuroArt Digital Gloss 100 lb Cover and EuroArt Digital Silk 80 lb Text. The insert is printed on Cougar® Smooth 80 lb Cover.
STORYTELLING SECRETS
In helping bring the software platform Nylas’ new brand to life, James Weiss and his Big Drop team set out to focus on the true value of Nylas’ power connectivity and personalization through APIs. The approach would lean into a slate of oldfashioned marketing strategies. Along with creating a more aesthetic look and feel, including a new logo, brand identity and visual appeal, Big Drop honed in on the brand’s story by optimizing its content (more engaging content and videos). This made the content more easily digestible and user friendly.
After implementing its informational vision, the Big Drop team strategized lead generation, including creating a user experience that clearly articulated Nylas’ capabilities to audience members and guides users toward conversion. By creating a more humanistic approach when it came to style and messaging, its customers would become more engaged.
“By and large, marketing as a concept doesn’t
change, but the methods in which it is facilitated have,” says Weiss, Managing Director of the award-winning, full service digital agency. “Adhering to brand values, providing consistent messaging, knowing your target audience and seeking opportunities to innovate are principles every company should consider to bolster their marketing efforts. On the digital side, we are strong proponents of sound UX and content strategies married alongside a properly-branded and intuitive interface that responds accordingly and resonates on an emotional level with key demographics.”
WHEN TRADITIONAL METHODS COME UNSTUCK IS WHEN THEY ARE USED EXACTLY AS THEY USED TO BE BEFORE DIGITAL ARRIVED.”
— PETER GRAVES, FOUNDER, PETER GRAVES GROWTH AND INVESTMENT
Reviving traditional marketing methods
To make any marketing plan successful, especially ones that integrate traditional and digital marketing techniques, Weiss believes marketers must follow a fairly straightforward blueprint for success, including:
❱ Resonating with your audience via target demographics; Leveraging your brand in the same way to ensure consistency (resurrecting old content while new content is being created and distributed);
❱ Utilizing all available and appropriate channels together, including leaning into digital to promote print and using any OOH campaign components to drive traffic to digital presences;
❱ Analyzing all data from both campaign arenas to track performance and optimize campaign efforts (this is key to
IS IT REAL OR...
making sure any messaging is landing and landing well).
“One advantage that traditional has over digital is the ability to make physical connections between brand and customer in ways digital simply cannot,” Weiss says. “Avenues like events, experiences and even direct mail all leave different impressions with users than a display ad or sponsored post. Capitalizing on the physical attributes of traditional marketing is much more of a brand play, and when executed correctly with the right strategy to appeal to the right audience, it can have an impact that digital cannot.”
Weiss says one of the easiest ways to measure traditional marketing effectiveness is by analyzing sales data from before and after a campaign’s launch, as well as through foot traffic
eter Graves remembers spending time on several experiential campaigns where his teams handed out branded drinks and snacks in transport hubs and retail locations. The banter between the promotional team and the customers, who are almost always delighted to taste free food or drinks, is more than engaging in that the real-time responses cannot be replicated digitally.
Which means the old school approach still works? “The human interaction with a real-person brand representative, promotional person, shopkeeper, musician or celebrity is still some steps ahead of what can be achieved digitally, and one of the most powerful drivers of loyalty,” says Graves, who today runs Peter Graves Growth and Investment. “It is likely that earlier in their journey, the customer would have interacted digitally with the brand. That interaction often brings them to the real-life experience, which is where the relationship with the brand is really cemented.”
Ask Graves and he admits that traditional marketing methods still hold true and, in most cases, can add value hand-in-hand with digital. For example, getting your positioning just right—the 4 Ps of marketing: product, price, place, promotion, still are extremely valid. Even traditional channels like display, print and TV advertising, direct mail, have a place and work well alongside the digital channels. “It is just that we have many more options now.”
Today, the biggest new arrivals with
digital are interaction, amplification, the arrival of inbound marketing, global reach, automation, personalization and measurement. When used properly, many of these enable formidable ROI. The last—measurement—even makes it possible to understand what works and what doesn’t.
“Some traditional businesses have literally wilted while challengers took the entire market,” Graves says. “In some cases, this is because traditional marketers don’t trust their audience to
engage with the brand. They are afraid customers will pollute the messaging with inconvenient real-life interactions. The audience leaves for brands that actually conduct a relationship with them, over and above just receiving their money, while older perfectlymanicured brands have wilted.”
To effectively integrate traditional marketing techniques with digital strategies, Graves believes brands must start with the traditional principles and processes. The strategy works when you understand your audience, develop strong positioning and value proposition, and develop a powerful brand. “When traditional methods come unstuck is when they are used exactly as they used to be before digital arrived.”
In a landscape dominated by digital innovation, the revival of traditional marketing methods serves as a powerful reminder of the enduring value of personal connection and authenticity. By blending (and adhering to) these tried-and-true strategies with modern insights, brands are not only honoring the past, but paving the way for a more balanced and effective marketing future.
for retail or experiences. If there is a digital component to a traditional campaign, tracking customer response would be the next best way to see how effective an initiative was. “As with anything, the best indicator of effectiveness is time, but it can be difficult to measure things like brand loyalty and customer lifetime value in shorter increments. But all of these core metrics together have to answer the question, ‘Was there a return on the investment?’ and, if so, ‘How much?’”
One of the exciting challenges the Big Drop team is frequently tasked with is revitalizing a brand identity, which typically involves helping it work in spaces it has not yet explored, or by expanding its usage through an updated collection of predesigned elements designers can use to create consistent and
AS WITH ANYTHING, THE BEST INDICATOR OF EFFECTIVENESS IS TIME, BUT IT CAN BE DIFFICULT TO MEASURE THINGS LIKE BRAND LOYALTY AND CUSTOMER LIFETIME VALUE IN SHORTER INCREMENTS.”
— JAMES WEISS, MANAGING DIRECTOR, BIG DROP
visually appealing digital products. “Our goal is to provide viable options for a given identity to maintain or ideally improve a brand’s standing in the market,” Weiss says.
Purposeful Promotions
Aligning marketing with global causes
here was a time when David Heath’s sole mission was to make as much money as possible. But in 2011, while working in New York City, he watched as a homeless man took his shoes off, and wrapped a bandana around one foot and put a plastic bag on the other to stop his depleted boots from rubbing against his skin.
Not long after, he started giving out socks to the homeless to and from work, eventually finding that socks were among the most valued items of people living on the streets. The business he founded in 2013, Bombas, would end up being an ally for the unfortunate, donating a pair of socks to homeless shelters across the country for pairs sold. Today, as part of Bombas’ onboarding process, every new hire must hand out 10 pairs of socks to the homeless within the first two weeks on the job.
“This wasn’t just a marketing tactic; it was a fundamental part of their business model,” says David Miskin, the renowned creative marketing executive, brand consultant and luxury expert, who today serves as Chief Creative Officer at Kasumigaseki Capital. “Over the years, Bombas has donated millions of pairs of socks to those in need—a mission that has deeply resonated with its customers.
TO MAKE THE CONNECTION FEEL MORE GENUINE, IT IS IMPORTANT FOR BRANDS TO FOCUS ON SOCIAL CAUSES THAT RESONATE WITH THEIR CORE VALUES.”
— PAMIKA HORSAENGCHAI, FOUNDER, SAPIENS GROWTH AGENCY
People love knowing that their purchase is making a difference, and this sense of purpose has cultivated incredible loyalty and trust in the brand.”
Bombas’ purpose-driven marketing model is a powerful reminder that when your brand’s purpose is authentic and directly tied to your product, it can create meaningful connections with your audience and drive sustainable success. The stories of brands doing the same thing are endless. TOMS Shoes. Patagonia. Airbnb. Ben & Jerrys. Warby Parker. And the list goes on.
“Purpose-driven marketing is about forging authentic connections with people,” says Miskin, whose fingerprint can be found on brands like ABC Carpet & Home, Lamborghini, Kraft Heinz, WeWork, Marriott, NBC Universal, Samsung and Starbucks. “It’s not just about selling a product or service, but about embodying values that resonate with your audience. Today’s consumers seek out brands that reflect their beliefs and contribute to a greater cause. This approach is crucial because it elevates your brand, making it both memorable and meaningful. When your brand stands for something, it inspires loyalty and fosters lasting relationships with your customers.”
The strategy, which begins with an understanding of your brand’s core values, can establish an identity for what you truly stand for and the mission you want your audience to follow. When executed effectively, purpose-driven marketing can dramatically enhance loyalty and trust. Today, consumers are drawn to brands they believe are making a meaningful impact. The connection they make with a brand is not just theoretical, but a reflection that can be seen in repeat business, positive customer feedback, and an overall uplift in brand sentiment. “These metrics clearly show that when your purpose resonates, it not only attracts but also retains customers who believe in what you stand for,” Miskin says.
THE LONG RUN
Pamika Horsaengchai’s entry into the digital marketing domain was somewhat of a self-taught experience. She started building her own fashion e-commerce
PURPOSE-DRIVEN MARKETING IS ABOUT FORGING AUTHENTIC CONNECTIONS WITH PEOPLE. IT’S NOT JUST ABOUT SELLING A PRODUCT OR SERVICE, BUT ABOUT EMBODYING VALUES THAT RESONATE WITH YOUR AUDIENCE.”
— DAVID MISKIN, CHIEF CREATIVE OFFICER, KASUMIGASEKI CAPITAL
business in 2014, which ended up contributing to her business experience and improved her knowledge about the online world. After working with a digital marketing agency, Horsaengchai latched on to a young start-up company, where she gained insights into how businesses could be scaled. In 2021, she launched Sapiens Growth Agency, which reflects her deep-seated values of innovation, sustainability, and ethics—the latter being a driver for her.
“Unlike traditional strategies that
emphasize product features and benefits, purpose-driven marketing seeks to forge a deeper emotional connection with consumers by identifying what I like to call an emotional anchor,” Horsaengchai says. “Purpose-driven marketing is now recognized as a vital strategy for brands, especially for those aiming to connect with consumers on a deeper level. You can see many businesses in the healthcare, insurance, and political campaign sectors becoming very purpose-driven.”
Horsaengchai believes purpose-driven marketing must become an essential part of every brand’s strategy, especially those targeting the growing Gen Z consumer base. With younger generations becoming increasingly discerning, they expect brands to champion meaningful causes. According to research from Brandwatch, 80% of consumers feel more connected to brands whose values align with their own. So when brands align with ethical practices, they don’t just gain repeat buyers—they cultivate a community of passionate supporters. “To make the connection feel more genuine, it is important for brands to focus on social causes that resonate with their core values.”
For example, Horsaengchai’s family has been in the renewable energy industry for years, where driven by a deep concern for the environment, she watched them transition their business from manufacturing fiber optics to renewable energy. “This commitment to sustainability is why my company, Sapiens Growth Agency, chose Stripe as our payment service provider. We appreciate how Stripe donates 1% of our revenue to carbon removal efforts. This cause is personal to me, and it reflects in the way we run our business. It’s a fantastic example of integrating social responsibility into business practices and showcasing that commitment transparently.”
UP TO THE CHALLENGE
For more than half a century, Challenge Unlimited has served individuals with disabilities, functioning as a socially responsible enterprise in the non-
profit sector. Known as a dependable partner to both the private sector and governmental entities, the accredited Community Rehabilitation Program (CRP) provider offers employment initiatives, support services, training facilities for skill development, and community-based living alternatives.
Marketing Manager Stephanie Schrage has a firsthand look at how purpose-driven marketing can significantly influence customer loyalty and trust—impact she says can be measured through metrics such as brand sentiment, customer retention rates, and social media engagement. The key is not only in the buy-in from your audience, but also from your team. “To ensure these initiatives are perceived as genuine, brands should align their purpose-driven initiatives with their core business strategy and involve employees at all levels in these initiatives.”
And while purpose-driven marketing can be essential in building a deeper connection with your consumers, you must be careful to not over-promise and under-deliver. “If you are not diligent, purpose-driven marketing can present challenges such as skepticism from consumers who may perceive it as a marketing gimmick,” Schrage warns. “You can address these challenges by demonstrating commitment through consistent actions over time, sharing measurable outcomes of your initiatives, and engaging in open and honest communication with their audience.”
In a time when consumers are in step with everything and anything a brand does, purposeful promotions must represent a meaningful shift in how it connects with its audience. By aligning marketing efforts with global causes, you not only drive positive change, but also foster deeper, more authentic relationships.
BOT TRENDS - AI IN MARKETING
AI Adoption: 80% of marketers are expected to incorporate AI into their marketing efforts by the end of 2024, with AI playing a significant role in improving content creation and customer personalization (WebFX, WinSavvy) (All About AI) (Invoca).
AI in Content Creation: Already, 47% of marketers are using AI for content creation, and this is projected to grow to 60% in 2024 (WinSavvy) (WinSavvy).
CX MATE
CX AS A DIFFERENTIATOR
86% of buyers will pay more for a better customer experience, making it a top differentiator in 2024 (WebFX, Invoca) (Invoca) (WorldMetrics).
OMNICHANNEL MARKETING:
Brands with a strong omnichannel strategy retain 89% of their customers, compared to 33% for weaker strategies (WebFX) (Invoca).
GREENINGSUSTAINABILITY IN MARKETING
ECO-CONSCIOUS CONSUMERS
78% of consumers are expected to prefer brands with clear environmental commitments (WorldMetrics).
GREEN MARKETING IMPACT
64% of consumers say they are more loyal to brands that actively promote sustainability (WinSavvy).
LET’S GET PERSONAL
PERSONALIZED EXPERIENCES
91% of consumers are more likely to shop with brands offering personalized recommendations (WorldMetrics) (WorldMetrics).
FIRST-PARTY DATA
Due to increasing privacy concerns, 63% of marketers are expected to prioritize first-party data collection over third-party data in 2024 (WinSavvy)(All About AI).
PERSONALIZATION BOOSTS SALES
94% of marketers report that personalization significantly enhances sales. Additionally, 72% of marketers use AI tools to create personalized content (Content Mavericks) (HubSpot).
INFLUENCER MARKETING
Influencer marketing is expected to grow to $21.1 billion in 2024, underscoring its central role in digital strategies (WebFX).
How do you approach aligning employee performance with strategic goals, particularly in industries with rapidly changing environments?
If an organization is moving quickly, I believe the best approach is to stay flexible by focusing on AGILE goals. I’d recommend setting one overarching annual goal that provides a steady target to aim for throughout the year, and then complementing that with two quarterly goals. This way, you maintain alignment with the broader vision, but also stay nimble enough to adapt as things change. Reviewing and adjusting the quarterly goals helps keep the team focused on what’s most important right now, without losing sight of the bigger picture. It’s a great balance between long-term focus and short-term adaptability.
What is the most significant challenge you’ve faced when tailoring training programs to meet unique client needs, and how did you overcome it?
One of the biggest challenges I’ve faced in tailoring training programs was balancing customization with scalability. A client had diverse teams with different needs, and they wanted a program that felt personalized but was easy to deliver across multiple locations. I overcame this by creating a modular training framework that could be easily adjusted for each group while maintaining consistency. This allowed us to address specific challenges, like technical skills or communication strategies, while keeping the program scalable and adaptable as their needs evolved.
LEARNING AND DEVELOPMENT EXPERT DEDICATED TO BETTER WORK
A CONVERSATION WITH KATE ZABRISKIE
For over two decades, Kate Zabriskie, President of Business Training Works Inc., has been a trusted partner to organizations of all sizes, helping their teams excel in the workplace. Specializing in soft-skills training, Kate and her team offer both onsite and online programs designed to equip employees with the tools they need to thrive. With a deep commitment to understanding each company’s unique challenges, industry dynamics, and employee motivations, Kate tailors her approach to deliver impactful learning experiences. In this Q&A, we explore Kate’s approach to training, her insights on fostering engagement, and the strategies she employs to keep learners involved—whether in the classroom or online. When not working with clients, Kate lends her expertise to boards and contributes to various trade journals, making her a thought leader in the field of employee development.
Can you share a success story where your dynamic training style made a measurable impact on a client’s organization?
One success story involved working with a multinational quick-service restaurant (QSR) to improve its leadership team’s presentation skills. I used a dynamic training approach that combined hands-on activities with solid content and repeatable frameworks. We focused on real-life presentation scenarios, including how to deliver clear, concise updates to international stakeholders and communicate complex data across different regions.
One of the most memorable exercises involved refining their ability to break down operational metrics into compelling stories that resonated with both executive teams and franchise owners. The framework I provided wasn’t just for the training—it was designed to be easily repeatable, so they could apply it to future presentations and consistently improve.
As a result, the QSR leadership team saw immediate improvements
in how they presented to various audiences, leading to clearer communication and more effective decision-making. The approach has been successful in helping both large and small organizations improve their communication skills, but this particular success with a global brand demonstrated the wide-ranging impact of a dynamic, hands-on training style.
How do you stay current with industry trends, and how do you integrate this knowledge into your training programs?
Our team stays current with industry trends by working in a lab-like environment every day. We’re constantly building, refining, and testing content to ensure it’s relevant and effective. We experiment with new ideas and approaches, seeing what works in real-world applications. This hands-on process allows us to integrate the latest industry knowledge directly into our training programs, ensuring that what we deliver is both cutting-edge and practical.
What advice would you give to marketing organizations looking to improve employee engagement and performance?
To improve employee engagement and performance, focus on clear goals, meaningful work, and accountability. When employees understand how their work aligns with the company’s objectives, they’re naturally more motivated. Assign work that’s interesting and impactful to keep people excited and invested. Celebrating successes, both big and small, helps reinforce a positive culture. At the same time, addressing performance issues is essential. If someone isn’t meeting expectations, provide clear feedback and support, but if there’s no improvement, it’s important to move them up or out. High performers want to work on a team where everyone contributes equally.
I don’t think this is anything new—the real challenge comes in execution. Many of us know what to do, but we don’t always take the time or have the courage to follow through, especially when it comes to tough conversations about performance. It’s about consistently applying what we know works.
How do you see the role of learning and development evolving in the next five years, and what should marketing organizations do to prepare? In the next five years, I think learning and development will focus more on data-driven decision-making and better metrics, giving us clearer insights into the effectiveness of training programs. AI will flood the market with more content, but the real value will come from concise, high-quality material. More isn’t
always better—people will be looking for content that’s both complete and easy to digest.
One challenge that will likely persist is the gap between training and the execution of those skills on the job. It’s been an ongoing issue where employees can do things well in the classroom but fail to apply those skills in the real world. This isn’t just a training issue—it’s a broader challenge around behavior change, reinforcement, and workplace culture. Marketing organizations will need to prepare by focusing not just on delivering training but also on creating environments that support the real-world application of skills, perhaps through ongoing coaching or post-training support. Additionally, there will be a growing demand for individualized attention, with employees expecting learning paths tailored to their specific needs.
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