Page 3 - Engage - no.9 - Summer 2017

Welcome to the Summer Issue of Engage!
EXPERT OPINION Read insights from the following
contributors in this issue:
Scott Stratten
Scott talks social media marketing and the importance of authenticity. Enter to win Scott’s latest book, UnMarketing: Everything Has Changed and Nothing Is Di erent. (Page 6)
Trish Witkowski
In her new column, That’s Fold-tastic, Trish delivers two inspiring folded formats for direct mail and marketing collateral. Dielines available upon request. (Page 5)
Tanner Dame
Tanner Dame, CEO of Proof Eyewear, shares the story of the launch and growth of their eyewear company, featuring handcrafted glasses made from sustainable wood resources. (Page 10)
WELCOME
Summer 2017
01
a s we fend off the summer heat, we come to the realization that we are halfway
through the year and only a few months away from working through our own marketing and business plans for 2018. With the continued “climate changes” of marketing, we find ourselves constantly looking to discover what’s new – what’s new that we might consider adding to our repertoire of services, and what’s new that might make our own marketing and messaging better?
In our interview with Scott Stratten, notable speaker and best-selling author, we are reminded that we are all carrying around old marketing baggage and possibly overlooking what’s new. Our availability and capacity to learn more is easily hampered by our time and resources being funneled into old marketing habits that may no longer be working for us. He sports a conversation-starting tattoo of the
word “unlearn” on his right forearm,
and he has no problem telling his
clients and fans that “unlearning”
poor marketing habits is just as
important as learning new ones.
isn’t necessarily new – unless you’ve never properly understood and implemented it. That said, you’ll never know if it’s a viable option for you to explore if you don’t understand the power of an entire organization aligning itself with the marketing and sales efforts. As part of our quarterly giveaway, you could win one of the books authored by the ABM experts we interviewed.
We fell in love with Proof Eyewear first because of their brand story, and then with the product itself - which is pretty cool! An entrepreneurial
set of brothers dreaming big, being personally connected to the environment and the nature
of sustainability, grounded with strong family values, setting out to create beautiful handcrafted sunglasses from their grandfather’s woodworking shop. What’s not to love? During our interview, the CEO spoke of that exact scenario – loving the brand
as much as the product – and how that became a cornerstone in establishing their fan base. Read the case study on page 10 and don’t miss the opportunity to win your own pair of Proof sunglasses.
We hope you enjoy reading this issue of Engage, and always welcome your feedback, thoughts, and insight.
Michael Marcian
President, Corporate Press
In our feature article, we experience yet another “wow” moment after realizing that account-based marketing (ABM)
Follow us online facebook.com/CorporatePress @CorporatePress linkedin.com/company/corporate-press
ENGAGE is printed on Uni-Gloss paper on the Komori SP 540 o set press and Kodak Nexpress SX3300 digital press.
01 Welcome
Letter from the president, plus a selection of the key contributors writing in this issue.
02 Insights
Ideas, opinions, news, and trends.
06 Cover Story
Scott Stratten helps us unlearn marketing methods we ourselves wouldn’t prefer.
10 Marketing Case Study
Proof Eyewear CEO Tanner Dame talks to us about growing their company with no initial marketing budget and how people resonated with the brand before they connected to the product.
12 Account-Based Marketing
Account-Based Marketing is explained as an organizational culture and all-in commitment and effect.
16 My Working Day
Thomas Weid, Print Production Manager, explains the value of print production knowledge and staying current on print technology.
Executive Editor
Cindy Woods, cmoteam.com
Contributing Writers
Tim Sweeney Robin Bennett Stephanie Walden
Design: Diann Durham ©2017 All Rights Reserved
Printed and distributed by Corporate Press
www.corporatepress.com