WEBVTT 1 00:00:00.381 --> 00:00:04.240 Jake Pickett and I'm a marketing manager at Sweetwater 2 00:00:04.240 --> 00:00:07.207 So Sweetwater as a whole is a music retailer. 3 00:00:07.207 --> 00:00:10.495 Music, instrument, and technology retailer. 4 00:00:10.495 --> 00:00:12.957 My role is with the Sweet family of companies 5 00:00:12.957 --> 00:00:13.946 as we call it. 6 00:00:13.946 --> 00:00:17.286 line:15% It's very much like an agency position. 7 00:00:17.286 --> 00:00:20.077 line:15% It's a lot like a marketing, advertising agency position 8 00:00:20.077 --> 00:00:22.996 line:15% in that, I can bounce from one client 9 00:00:22.996 --> 00:00:26.277 line:15% or one company to the other throughout the day. 10 00:00:26.277 --> 00:00:30.717 Seasonally we have to put preference or prioritize 11 00:00:30.717 --> 00:00:34.637 line:15% according to what businesses may be in the certain season. 12 00:00:34.637 --> 00:00:37.435 line:15% A lot of flexibility on understanding who the audience is 13 00:00:37.435 --> 00:00:41.706 line:15% and identifying audiences or target consumers 14 00:00:41.706 --> 00:00:44.745 based on the type of business and the season it is. 15 00:00:44.745 --> 00:00:47.626 So, we use a balance of both what we call 16 00:00:47.626 --> 00:00:50.375 traditional and digital marketing tactics. 17 00:00:50.375 --> 00:00:53.927 So a lot of traditional advertising, some print, 18 00:00:53.927 --> 00:00:56.495 some direct mail, some out of home, 19 00:00:56.495 --> 00:00:58.415 even some video and TV, 20 00:00:58.415 --> 00:01:00.887 which kind of correlate with each other. 21 00:01:00.887 --> 00:01:03.706 But we also use quite a bit of digital. 22 00:01:03.706 --> 00:01:06.407 Social media, Facebook specifically. 23 00:01:06.407 --> 00:01:08.626 line:15% But we also have social media channels 24 00:01:08.626 --> 00:01:11.786 line:15% on just about any channel you can think of. 25 00:01:11.786 --> 00:01:13.447 line:15% We use a lot of search engine marketing 26 00:01:13.447 --> 00:01:16.306 line:15% and optimization and our websites themselves 27 00:01:16.306 --> 00:01:17.207 are marketing tools. 28 00:01:17.207 --> 00:01:20.186 We try to use them as inbound marketing tools. 29 00:01:20.186 --> 00:01:22.226 And where we differ is at an agency 30 00:01:22.226 --> 00:01:23.413 you would have that separation. 31 00:01:23.413 --> 00:01:26.285 You have an account manager, you have a traffic manager, 32 00:01:26.285 --> 00:01:28.407 you have a couple account coordinators, 33 00:01:28.407 --> 00:01:31.127 you have copywriters, creative directors, art directors. 34 00:01:31.127 --> 00:01:34.877 Well with a company like us, we run relatively lean 35 00:01:34.877 --> 00:01:36.786 and so I wear all those hats. 36 00:01:36.786 --> 00:01:38.335 Now I have a creative team. 37 00:01:38.335 --> 00:01:40.167 line:15% I have art directors and a creative directors 38 00:01:40.167 --> 00:01:42.527 line:15% that I can work with, but I find that I'm 39 00:01:42.527 --> 00:01:44.237 line:15% doing a lot more creative direction 40 00:01:44.237 --> 00:01:46.397 line:15% that I would at an agency. 41 00:01:46.397 --> 00:01:48.445 I'm doing quite a bit of the copywriting 42 00:01:48.445 --> 00:01:51.255 and editing, if someone else is writing it. 43 00:01:51.255 --> 00:01:53.527 But to get tot hat point there's a lot of strategy 44 00:01:53.527 --> 00:01:55.847 and thought that goes into it and 45 00:01:55.847 --> 00:01:59.475 I essentially set and lead those strategy meetings. 46 00:01:59.475 --> 00:02:01.565 And not just our team but the business leaders. 47 00:02:01.565 --> 00:02:03.706 So each of those businesses has a general manager, 48 00:02:03.706 --> 00:02:06.777 line:15% has a vice president that runs that business 49 00:02:06.777 --> 00:02:07.610 line:15% on the inside. 50 00:02:07.610 --> 00:02:09.658 line:15% And so we get their insight and their expertise 51 00:02:09.658 --> 00:02:13.297 line:15% on what they're seeing happening in their stores 52 00:02:13.297 --> 00:02:15.567 or in their market, and use that 53 00:02:15.567 --> 00:02:18.650 just as much as we use our own input.