FIVE MINUTES WITH Jessica GibbonsRauch, CAS Marketing Manager ZOOMcatalog Standing Out With Strategic Marketing For existing and emerging brands in today’s high-tech and ever-changing and adaptive world, marketing and advertising is arguably more important than ever before. One of the central and consistently pressing questions that brands face now, is how to stand apart from competition in a way that’s authentic and original, and leaves end users with a takeaway that’s useful to them and applicable to their needs. With the variety of options available to brands to market their message, from promotional products and signage, to advertising across TV, radio and digital, to using different social media platforms, such as Instagram, TikTok and LinkedIn, the capacity to consider so many options is highly advantageous, but to do so expertly on multiple channels is certainly a challenge. Jessica Gibbons-Rauch, CAS, the new marketing manager for Boulder, Colorado, technology provider, ZOOMcatalog, founder of strategic marketing agency Trend On Brand and a 16-year veteran of the promotional products industry, she has served in roles such as director of program development, merchandising and marketing on both the supplier and distributor sides. GibbonsRauch has long been a leader in cutting-edge marketing tools, technologies and techniques. In addition, she also is currently a “chef” with PromoKitchen, an all-volunteer nonprofit led by promotional products professionals, and she teaches Introduction to Digital Marketing at Northern Illinois University. In the “About” section of Trend On Brand’s website, it reads, “There are two gaps in marketing. One is staying consistent with the brand and one is adapting to trends. They seem counterintuitive, but those who are able to do it will survive the evolving market.” PPB spoke with Gibbons-Rauch to learn more about how brands can stand out in today’s competitive market. PPB How can marketers be heard in today’s times and above all the advertising noise that’s out there? Gibbons-Rauch It really is a delicate balance between adding to the noise or adding true and genuine value. Authenticity is really the key to everything else. Being true to your brand, yourself and your audience goes a long way in reaching your target. As soon as things become forced, your audience will be disengaged. And, have fun with it! People buy from people they like and if you are 1JYFM 4IPU 4IVUUFSTUPDL DPN 72 | DECEMBER 2021 | THINK
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