How To Hire Proven #StandApart Marketers Oct06

How To Hire Proven #StandApart Marketers

At Smart Savvy, we’ve interviewed a lot of people over our 10 years (6000+). We maintain: no one has the potential to pull the wool over your eyes like a marketer. When we evaluate candidates, we adhere to the 20-60-20 rule. In the workplace there is generally a top 20%, a middle 60% and, unfortunately, a bottom 20%. With each interview, we are always looking to identify individuals who fall squarely within the top 20% of their field. Those who truly #StandApart. When meeting with candidates, look beyond first impressions (the leading cause of hiring blunders) by performing a ‘deep dive’ through their career (scuba vs. snorkel). For the bulk of our interviewing, we focus squarely on contribution and results. Look for evidence of growth and professional proof to support claims of greatness. When you spot a pattern of concrete, quantifiable accomplishments, you will know that you are zeroing in on a #StandApart candidate. Midway through our interviews, we reach a section that we often refer to as “The Humbling”.  At this stage we ask two questions: What have you done that has had the most dramatic impact on your employer’s bottom line — Specifically, what have you done that has increased revenue, streamlined efficiencies or decreased expenses for your employer(s)? What have you done (throughout your career) that would cause you to #StandApart from other candidates who will be applying for similar roles? Inevitably interviewees slip into describing the character traits that differentiate them from the pack. Although we are keen to learn who people are, at this stage of the interview we must remain focused on what they have done. You’d be surprised at how many ‘marketers’ have a difficult time articulating (much less quantifying) their contributions. Here are a few signs...

Why Marketers Need To Pay Attention To Pokémon GO Jul15

Why Marketers Need To Pay Attention To Pokémon GO

In the past week our world has transitioned from Planet Earth into one giant Pokéball. We’ve all been captured by the augmented reality app Pokémon GO, with its 65 million (and counting) users, surpassing Tinder, Twitter, Facebook and Snapchat. It is THE most popular and most downloaded mobile game in history. People are so intently playing the game that they fall off of cliffs or walk onto highways. It’s evoked a passionate following – the kind every marketer dreams about (minus the hospital visits). Pokémon GO is a fantastic welcome to the powerful world of augmented reality and disruptive technology. It’s not only bypassing social media channels, but it’s essentially creating a new media channel unto its own. It’s a geologically-based platform that’s not just online anymore; it brings the passé lone video gamer in a basement into question and draws them out into the real world. It also plays on the inherent desire to be a part of a community especially while being entertained. Think Bachelorette-watching parties, #twitterchats, and Xbox Live headsets. They reinforce the idea that a technology will not do well if it completely isolates the user from other users. Pokemon GO brings the game to us, but it also brings us to one another. So what do marketers have to learn from Pikachu? 1. When done correctly, nostalgia can be your strongest marketing tool. You hardly need invest in extensive advertising to get your idea out there; it’s already out there in the hearts of thousands, and it’s your job to create a product that pulls that back to life. At one time millennials everywhere had their bedroom floors covered with Pokémon cards and a crush on Ash (or was that only me?). Rather than create a lacklustre remake series (sorry, Fuller House), or draw out...

4 Upcoming Marketing and Leadership Events

We know that with being a marketer comes with another unspoken job title: professional networker. Here at Smart Savvy we know we live for networking events, so we thought we’d gracefully extend a hand of invitation to you for our top upcoming events and conferences. These leadership and marketing events are certainly penciled into our calendars (and highlighted) and we will be there to soak in the wisdom of both thought leaders and up-and-comers. Just look for the smavvy red booth, smiling faces, and our trademark free LinkedIn headshots! Let us know in the comments below if we should expect to see you there. 1. Canadian Internet Marketing Conference Squamish – March 28 + 29  The inaugural CIMC bring the best brains in digital marketing together for a two day conference in beautiful Squamish, BC.  Hear from over 40 world-class speakers, enjoy 6 networking opportunities, participate in a $10,000 Dragon Den style contest, attend workshops and experience the first ever Canadian Internet Marketing Awards. Use the promo code SMART15 to receive 15% off your ticket price.     2. The Art Of Leadership for Women Calgary – April 13 Our recruiter for the Albertas, Matthew Campbell, is going to be repping Smart Savvy at Canada’s #1 Women’s Leadership Conference, taking place in Calgary this year. Five internationally renowned bestselling authors and thought leaders will be there to impart leadership wisdom and shed light on current issues facing leaders. This year’s event will host speakers like the one and only Martha Stewart, TED Talk sensation Brené Brown, one of the World’s Top 10 Leadership Thinkers Lis Wizeman, and bestselling authors Liane Davey and Tara Mohr. Use the promo code SMARTSAVVY to receive $67 off the ticket price.   3. The Art Of Marketing Vancouver – April 15  Join us at Canada’s #1 Marketing & Innovation Conference, where...

Win a FREE Ticket to the Canadian Internet Marketing Conference Feb26

Win a FREE Ticket to the Canadian Internet Marketing Conference

This year, the Canadian Internet Marketing Conference will be taking Squamish, BC by storm. More than 40 world-class speakers will be descending on the little mountain town by day, and by night there will be networking parties and Internet Marketing Awards to be won. We know we will certainly be there—either at our booth or sitting front-row with our notebooks in hand—but the real question here is, will you be there?     Well, this year is your year because Smart Savvy has decided to play a little “Marketing Lottery” and will be giving away one FREE ticket (value: $499) to the CIMC. Now’s your chance to win! It’s super easy to enter yourself in our draw: simply follow us on LinkedIn, like the CIMC post, and share it with your network. If you do those 3 things, you’ll be qualified to win! Winners will be announced on March 13 on all social...

Smart Savvy’s Picks For 2014’s Top Marketing Campaigns

At Smart, Savvy we are a team of many talents. Not only can we zero in on top marketing, communications, and sales talent, we also know a good marketing campaign when we see one. After much debate and many hours of TV watching, here are our favourite Canadian marketing campaigns from 2014: Smart Savvy Founder, Peter Reek love, love, LOVES President’s Choice. Peter is the host with the most and knows when the good food is gone, the party is over. Luckily President’s Choice has him covered and they also know how to present their products in a way that sets them apart from their competitors. Here are a couple of our President’s favourite President’s campaigns: Food is Colourful Enough campaign. This campaign, stitched together by Toronto’s own John St., highlights PC’s move to rid their entire menu of artificial colours and flavours. Their palate has gone back to the “nature knows best” rationale. http://www.youtube.com/watch?v=YBgeUdGQN0A PC’s Discovery Campaign. Who thought moldy cheese, mushrooms, and honey would be a tasty combination? PC is always on the hunt for innovative, delicious foods, catering to both foodies and health conscious audiences. http://www.youtube.com/watch?v=FiRmZqdm2jc We weren’t surprised by our Alberta recruitment consultant’s choice. Matthew Campbell always has a smile on his face so of course he would be a fan of a fun, light-hearted Return It campaign from Encorp Pacific. Those guys are cute, but they mean business if you don’t recycle your Pepsi Zero can! Our research manager, Rose Atkinson knows how to hunt out the latest local news and new biz leads for our recruiters and she knows a strong marketing campaign that sends a clear message. To launch its holiday cups which feature festive sweater designs, Tim Hortons asked Canadians to share their good deeds on social media. Each time...

How Will Marketing Organizations Evolve in 2015?

As we near the end of 2014, analysts and marketing leaders are starting to make predictions about how marketing organizations will evolve in the new year. Forrester recently released a report with predictions for CMOs in 2015. Their forecast for next year includes CMOs taking the lead as corporate officers, leading the charge toward customer-focused processes, working more closely with CIOs to solve data challenges and leading technology innovation. Curious about what changes we’ll see for marketers next year? This week, I’ve gathered 2015 forecasts and predictions for CMOs (and marketers at every level). CMOs Boldly Reach For More Influence Across The Enterprise In 2015. Forrester: “In 2015, business as usual cannot be the name of the game. More of the same will not elevate a CMO to the level of influence we predict. Instead, in the age of the customer, CMOs must rethink their approach to marketing operational excellence to enable the kind of growth that the CEO will turn to them to achieve going forward. Done well, these savvy CMOs face a year of unprecedented personal and business achievement.” The 2015 B2B CMO Challenge: Measuring Content Performance. Marketing Land: “If there’s one thing you can resolve to do as a CMO in 2015, it’s to put processes and measurements in place for your content activities. According to data from the Aberdeen Group, companies that have well-defined content management processes outperform those that don’t in terms of website click-through rates.” 11 Marketing Trends To Watch For In 2015. Forbes: “CMOs will become Chief Simplifier Officers. Most companies create complexity, especially even as the landscape itself is turning more complex. They’ve arranged themselves in endless new vertical silos, by geography, product, or function that hamper them when it comes to working more closely and...

All You Need to Know About Being Creative

Forget Consistency, Long Live Consistency: How your creative mind balances contradictory impulses to deliver #StandApart results. Labels are funny. Sometime they put us in boxes we’d rather not find ourselves in (he’s a doer not a thinker), but sometimes, they can be really freeing. For me, “creative” falls into that latter category. I LIKE being creative. This post from Matthew Schuler tells why. Based on 30-years of research by Mihaly Csikszentmihalyi’s and his book, Creativity: The Work and Lives of 91 Eminent People, Schuler lists the nine apparently contradictory traits explaining why creative types often make no sense. Schuler writes: “As someone paid to be creative, I sometimes feel kaleidoscopic in my views or opinions, and that “multitude” of expressions sometimes confuses those around me. Why does that happen? My thoughts make cohesive sense to me, yet others sometimes feel that I am contradicting myself or switching positions. What is wrong with me?” The short answer: nothing. In fact, Milhay’s research shows that creative-types, like Schuler, embody traits that can’t be learned (soft skills) and, in most cases, rank very desirable when it comes to the workplace. As it turns out, the same traits that make creatives seem flakey, ungrounded and sometimes, just plain ‘out there,’ also make them unstoppable, passionate, committed and innovative. Why? Because creatives rely heavily on that too-often overlooked professional muscle: gut. So, how does being part of the creative class make you #StandApart? 1.    You’re never one-sided It might seem like a 180-degree shift in viewpoint, but that’s because you have the ability to quickly synthesize lots of information – and never get stymied in any one. Instead, Milhay says that being creative means you show: “fluency, or the ability to generate a great quantity of ideas; flexibility, or the ability to switch from one perspective to another; and originality...

#StandApart Profile: Dorit Shackleton, Senior Director, Cloud Communications at SAP

Working as an enterprise account manager at HP in the late 90’s, Dorit Shackleton was what you might call killin’ it. As in 190%-of-quota-in-her-first-year killin’ it. Quickly identified as a high-performer, Dorit took on the gold rush mentality of the dot-com boom with a sense of fearlessness. She hopped on a plane to San Francisco and then after a few years, sensing burnout despite still being in her twenties, she hopped a plane out (for a three-month leave backpacking around the world; coincidentally just a month before the dot-com bust). With that same fearlessness, Dorit took on a new role in London, and then – leapt again – to start a new, values-centered life in Vancouver. Within 5 weeks of her arrival, she’d lined up a job with Business Objects and made her move from Sales to Marketing. Dorit credits “lots of support” in landing her most current role: Head of the Cloud and Line of Business Communications team at SAP. “I always try to help other people and add value wherever I go. I never work in a silo, and when another team comes asking for something, I always try to be ready to add a little more.” Here is her #StandApart profile:   Describe your current role in 140 characters or less… I lead a global communications team at SAP that focuses on cloud business solutions.   One word that best describes how you work. Collaborative.   What is your “Superpower”? (What is the one thing you do you do better than most?) Enthusiasm! I tend to look at what we CAN do, how we can pull together to get something done, not why it can’t work.    Moving to Vancouver gave my family the outdoorsy, active lifestyle we love and that...

#StandApart: Darren Mahaffy, Vice President Marketing, Nature’s Path

This is the fifth and last installment of our @BCAMA Evening Speaker Series, “If I knew then…” Peter Reek facilitated a panel of five leading Vancouver marketers. He asked them to examine ‘aha’ moments, epiphanies, and things they may have done differently in their careers.   Being in an independent packaged goods company is entirely different from anything I’ve done, but it’s also the most fulfilling. – Darren Mahaffy Toronto’s loss has been Vancouver’s gain. Three years ago, Darren left the city, and a career that spanned positions at Proctor and Gamble and Weston Bakeries, landing in Vancouver just in time for the Stanley Cup riots. Nevertheless, he hasn’t looked back. Here are Darren’s career takeaways on how to #StandApart: Start big and learn lots. There is value in starting your career at a large company. By closely watching the people around him, Darren derived a wealth of experience without having to do the work himself. Big companies have lots of smart people. In a large corporation, you will benefit not only from the people in your office, but also people from satellite offices. Invest in yourself while you’re there – act like a sponge and you will benefit greatly. Being good with data will set you apart. When it comes to data,you need a hypothesis. An over abundance of data in the world means if you don’t have something you’re trying to prove or disprove, all you’re doing is spinning your wheels. Bring solutions to the table. Come to your boss with ways on how to improve business, that’s how you move forward. People in Vancouver have different attitude towards work: they are interested in learning how to work smarter, not harder.  – Darren Mahaffy   Darren’s presentation slides: [slideshare id=36085075&doc=075-standoutspeechdarrenapril20144-140619174037-phpapp01]   Get more career advice...

#StandApart: Crystal Henrickson, Head of Community Management, Invoke Labs

This is the fourth installment of our @BCAMA Evening Speaker Series, “If I knew then…” Peter Reek facilitated a panel of five leading Vancouver marketers. He asked them to examine ‘aha’ moments, epiphanies, and things they may have done differently in their careers. Crystal Henrickson has worked in community management since its birth in 2009. Making a difference at startups like Yelp and ChimpFund before landing at Invoke Labs, Crystal has become an expert at building community. Today she dives deep with us on how to be a #StandApart Community Manager. At their core, people want to feel like they belong to something. – Crystal Henrickson You are going to be receptacle of feedback. People want to tell you everything you should do with your product. Relaying that information back to your team is an art form, choose your words wisely. Prepare to be a therapist, cheerleader, and a friend maker. But still, keep your phone number for your personal circle of friends only. Building community means getting people to come out of their shells, encouraging them to socialize, eat sushi, have beers, and ultimately, make friends. Be a role model and a leader. Community Managers are the doers in startups, they are the CEO’s of whatever their domain is. The capacity to take a product or project from beginning to end is essential. Have the ability to work on your own. How simple or complicated to make a project depends on your resources, and if you only have yourself, that’s how simple you have to make it. We learned from throwing spaghetti at the wall, seeing what stuck, and continuing to do those things. If we’d measured, we would have been better able to focus. – Crystal Henrickson Switching between being a doer...