ER Magazine - July/August 2017 - 13

T

he marketing
environment is
changing at a
rapid pace, with
everything from
media outlets to
consumer habits, needs, wants, and behaviors all
evolving quickly. So what does it take
for a brand or marketer to thrive in
this uncertain environment? Here are
four ways to grow and stay grounded
while the world experiences a shake-up
around you:
Strive to connect to something
that's bigger than yourself. Have a
greater goal for the world. Walk the
walk on this commitment by giving a
percentage of your profits to charity,
donating time to your favorite causes,
being an advocate for important issues,
or other "giving" activities. Whether
you bring awareness to world prob-

to operate with tunnel vision or in a
silo. We all need to do our part, and
in the end, that's what makes an entire
organization-and its valued clients-
so successful.
Make people want to come to work
in the morning. Working smart and
working hard are big parts of success.
I'm a big believer in hard work, but I
also think we should have fun at the
same time. After all, we spend roughly
30 percent of our lives at work!
Give employees the tools they need
to succeed and allow them to do their
best creative work in a collaborative,
engaging workspace. Strive to foster an
atmosphere that infuses employees with
pride in working for your company.
Celebrate accolades, and the fact that
valued team members are enthused
about coming to work in the morning.
This will set your company apart from
those where working 9-to-5 is a chore.

Every company should be able
to multiply its media investments
with a carefully crafted creative
and media campaign.
lems, support environmental causes,
or participate in a TED Talk, your
ultimate goal should be to have an
impact on the world that goes beyond
advertising and direct response.
At a recent TED Conference in Vancouver, B.C., for example, I attended a
luncheon where Al Gore spoke about
climate change and discussed new environmental initiatives. Climate change is
a passion of mine, so anytime I can get
on board with positive changes, I'm in.
In the end, whatever good works you
can do will contribute to the greater
good of the world and translate to your
own marketplace. It's no longer OK

Put your clients first every time.
One of the greatest joys in the advertising business is seeing companies grow,
thrive, and reach their potential; they
may even merge with other firms or
be acquired based on such success. Be
passionate about helping your partners
achieve success, and you'll be able to
develop a track record that proves it.
Don't be afraid to be truthful when
you offer advice. When we give our clients advice on campaigns, for example,
we point to the ROI for every dollar
of media invested. We do so for the
greater good of that client's company.
Their success is our success-and that's

Jessica HawthorneCastro is chairman
and CEO of Hawthorne
Direct. She can be
reached at (310)
248-3972 or via email
at jessica.hawthorne@
hawthornedirect.com.

what we truly enjoy. Any business
supporting a DR marketing campaign
should follow this model.
Put on your wizard's hat and grab
the magic wand. Make magic happen. Every company should be able to
multiply its media investments with
a carefully crafted creative and media
campaign. The three simple words
at the heart of a strategy should be:
launch, grow, and brand. Adopt a
strategic approach to creative, media
buying, and analytics, and merge
them to create a successful campaign.
Launch, grow, and brand with an
underlying analytical foundation-and
consider yourselves to be partners in
your clients' growing businesses.
We have helped clients turn relatively
unknown brands and products into
sales powerhouses by following these
operating philosophies. One of our
clients-an online pet food supplier-
was recently acquired for $3.35 billion,
and that came less than a year after we
launched its first ad campaign. Another
client introduced a household product
to consumers that became a major
brand for a global manufacturer.
You can follow the same path as you
partner on projects. Help your client
companies grow and take pride in the
fact that you've contributed to their
success and future growth. Then you
can enjoy every minute of the journey
alongside them.
electronicretailermag.com | electronicRetailer

13


http://www.electronicretailermag.com

Table of Contents for the Digital Edition of ER Magazine - July/August 2017

Happenings
Bottom Line
Out & About
Dispatches
Retail Movers
Dish With Rick Petry
Fair Trade
Making The Brand
Agency Insights
Law & Orders
25 Years of Tristar
Direct to Digital
Smart Buy
Classifieds
Advertisers’ Index
DR 101
Parting Shot
ER Magazine - July/August 2017 - Cover1
ER Magazine - July/August 2017 - Cover2
ER Magazine - July/August 2017 - Happenings
ER Magazine - July/August 2017 - Bottom Line
ER Magazine - July/August 2017 - Out & About
ER Magazine - July/August 2017 - Dispatches
ER Magazine - July/August 2017 - 5
ER Magazine - July/August 2017 - Retail Movers
ER Magazine - July/August 2017 - 7
ER Magazine - July/August 2017 - Dish With Rick Petry
ER Magazine - July/August 2017 - 9
ER Magazine - July/August 2017 - Fair Trade
ER Magazine - July/August 2017 - Making The Brand
ER Magazine - July/August 2017 - Agency Insights
ER Magazine - July/August 2017 - 13
ER Magazine - July/August 2017 - Law & Orders
ER Magazine - July/August 2017 - 15
ER Magazine - July/August 2017 - 25 Years of Tristar
ER Magazine - July/August 2017 - 17
ER Magazine - July/August 2017 - 18
ER Magazine - July/August 2017 - 19
ER Magazine - July/August 2017 - Direct to Digital
ER Magazine - July/August 2017 - 21
ER Magazine - July/August 2017 - 22
ER Magazine - July/August 2017 - 23
ER Magazine - July/August 2017 - Smart Buy
ER Magazine - July/August 2017 - Advertisers’ Index
ER Magazine - July/August 2017 - DR 101
ER Magazine - July/August 2017 - 27
ER Magazine - July/August 2017 - Parting Shot
ER Magazine - July/August 2017 - Cover3
ER Magazine - July/August 2017 - Cover4
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