The rise of social media transformed brands from broadcasters into community managers. Brands talk to fans, and fans talk back. In the best cases, brands listen and use these opportunities to grow conversations. This trend grew into crowdfunding and crowdsourcing—where brands asked fans to “back” projects financially or to participate in decisions—and the momentum isn’t stopping.
Nichole Castillo has been behind the scenes in the mixed martial arts world since 2005, and in that time she has been responsible for some of Pennsylvania and Ohio’s most successful events. As a matchmaker, she coordinates the bouts for the events, which means managing everything from picking exciting fights to recruiting fighters, to following through on a litany of responsibilities to both the event promoter and to the state’s athletic commission.
Though Nichole’s business is not a traditional one in terms of what businesses are usually covered in podcasts like the Open Boardroom, some of her insights are universal. Those insights include:
Every marketing guru recommends that clients be bold, that they branch out, that they take risks, but nearly every business owner and leader has been burned by this advice. They tried something new, and it turned into a disaster, creating a conflict: We know that we should be trying new things to grow our brand, but we aren’t sure when to take a risk and when to be hesitant.
To remain competitive, your marketing needs to account for trends and changes in how your audiences engage with brands. The pace of innovation is faster than ever, and the direction of many of these innovations points to three major developments for the near future of marketing:
Brian has been on both sides of the marketing agency dynamic. At Coca Cola, he was deep behind the scenes as a Group Director, helping to manage and execute Coca Cola’s international marketing efforts. From there, he transitioned into the agency world and saw the business of marketing from the other end of the relationship.