Last week, we hosted our inaugural class - Brand Like a CMO - as part of our learning series. We invited speakers from non-HR functions to educate employer brand practitioners on the fundamentals of consumer marketing. Speakers included: Steve Hoeffler, a marketing professor from Vanderbilt University's Owen Graduate School of Management; Mitzi Gaskins, VP of Luxury Brand Management for Marriott International; Caroline Frisbee, VP - General Manager for Delk; and Peter LaMotte, Chief Digital Engagement Officer for Levick. Participants came from all over the country (and Canada!) and from a variety of industries.
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Employee value proposition
Some of you may have heard about the Lilly Pulitzer partnership with Target and the mayhem that ensued when it was launched. I shamefully took part in the mayhem. I’m not a die-hard Lilly Pulitzer fan, but fell victim to their marketing. They had countless media plugs, a pop-up shop in NYC, and a glamorous marketing campaign that consisted of 3-D snapshots sprinkled with models and celebrities oozing the Palm Beach life. My intense desire to take part in this lifestyle mimicked an eight year old child walking down the candy aisle of a grocery store. I had to take part. I scoured the collection and researched blogs with the best strategy to ensure I ended up with my most coveted pieces. On the day of the launch, my friend and I waited in line for the store to open with about 50 people in front of us and 80 more behind us.