The Beat - Fall 2018

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We’re FALLING for PODCASTS and BOMBAS! REGISTER FOR OUR FALL GIVEAWAYS TO WIN! Podcast Starter Kit Read our feature story on page 12. Audio-Technica microphone Audio-Technica professional studio headphones Pop shield, mic windscreen, and microphone boom “Brands We Love” Bombas Socks! Check out our “Brands We Love” review on page 10. Visit: drummond.com/giveaway to register or scan our QR code.
WELCOME Fall 2018 01 Welcome to the Fall issue of THE BEAT! EXPERT OPINION Read insights from the following contributors in this issue: welcome to Q4, the time for budgets, growth plans, strategic plans, and, of course, marketing plans! At Drummond, we go through the same planning processes that any growth-oriented, forward-thinking organization completes in the fourth quarter of the year. And as we thought about marketing planning, yours and ours, it seemed appropriate to seek out a few experts to talk about marketing plans—different types, reasons they work, and why they fail. Check out page 2 in our Insights section to hear from Debbie Andrews, a marketing plan expert who has personally worked on more than 100 marketing plans over her career, and her colleague George Jacob. Cisco employs more than 70,000 employees, and chances are good you may know someone who calls Cisco their home away from home. Of course, we’re talking about work! In our cover story, we introduce you to one of Cisco’s marketing geniuses, Carmen Shirkey Collins. Carmen can truly claim the title “zero to hero” for growing Cisco’s John Falconetti CEO, Drummond Instagram account from 0 to more than 15,000 organic followers in one year and taking @WeAreCisco Twitter followers from 2,000 to 25,000 —all by using employee stories, photos, and sentiment to paint a picture of life at Cisco. As the Senior Social Media and Talent Brand Manager, Carmen takes talent brand marketing to a new level. Read more about Carmen and her social media marketing approach in our cover story on page 6. We round out this issue with a fun review of Bombas’s marketing, a look at podcasting and how it is taking engagement with target audiences and consumers by storm, and an exploration of how mobile marketers need to be in the know when it comes to apps and mobile ad fraud (estimated to be costing mobile-marketing advertisers an estimated $800 million per quarter!). A quick reminder to register for our fall giveaways at: drummond.com. Here’s hoping your fall brings favorite football team wins, cool evenings shared with friends and family, and a killer marketing plan to start the new year! Carmen Shirkey Collins At Cisco, Collins and her Talent Brand marketing team rely on social media as a vital tool to recruit and retain top talent. (Page 6) Debbie Andrews Debbie Andrews, Founder and President of Marketri, along with colleague George Jacob, share their advice and insight into the world of marketing plans. (Page 2) George Jacob Follow us online facebook.com/Drummond Press linkedin.com/company/the-drummond-press-inc THE BEAT is printed on 100# Gloss Cover/100# Gloss Text paper 01 Welcome Letter from the CEO, plus a selection of the key contributors writing in this issue. 02 Insights Ideas, opinions, news, and trends. 06 Cover Story Interview with Carmen Shirkey Collins, Senior Social Media and Brand Talent Manager at Cisco. 10 Brands We Love A review of the marketing of Bombas socks and why it works! 12 Why Podcasts Are All the Rage Forty-eight million people listen to podcasts on a weekly basis, six million more than in 2017. Are podcasts part of your marketing strategy? 16 Spotlight Eight Marketing Plans today’s marketers use. Executive Editor Cindy Woods, cmoteam.com Contributing Writers Tim Sweeney Stephanie Walden Trish Witkowski Cindy Woods Design: Diann Durham ©2018 All Rights Reserved Printed and distributed by Drummond www.drummond.com
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Page 5 and 6: INSIGHTS Fall 2018 03 IT’S NOT HO
Page 7 and 8: INSIGHTS Fall 2018 05 THAT’S FOLD
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Page 11 and 12: Fall 2018 09 need to stop doing thi
Page 13 and 14: Fall 2018 11 clean, colorful images
Page 15 and 16: Fall 2018 13 well: the study showed
Page 17 and 18: Fall 2018 15 With brands of all siz
Page 19 and 20: ProShop PREMIUM APPARREL FOR ALL OF

The Beat - Fall 2018

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