Anyone who can leverage a hair band as part of their marketing campaign has to be interesting, right? Next up on our roster…
Kris Shorter: Marketing Manager at Roche Diagnostics
How did you get where you are today?
4 Words – Path of Least Resistance
What’s interesting in marketing for your space right now?
The entire Life Science Research Community is trying extremely hard to capture as much of the American Recovery and Reinvestment Act funds coming from the NIH as possible. Companies and institutions that do a superb job of this will have a giant advantage over their competition.
How do you get good ideas and inspiration?
I constantly ask myself, “What would Jack Bauer do?”.
What campaign have you seen recently that really blew you away?
Samsung LED TV Series campaign. Samsung’s recent television ad portraying a digital humming bird is extremely interesting from a creative and visual standpoint. I also think their messaging does a nice job of trying to distinguish themselves from the competition. When you visit their website, they maintain the same look and feel of the ad and have a very cool and dynamic product selection guide.
If you were a font, which font would you be?
Chiller. Because it sounds cool.
Please share with us a nugget of your marketing wisdom for our readers.
It is very important to understand and be able to stratify your current customer base – as well as the prospects that you are either not working with or do very little business with. I always try to develop a contact strategy based on these segments and then allocate a higher percentage of budget towards the top prospects and less towards prospects with low potential. For instance, a high-end direct mail campaign with telemarketing follow-up may be utilized for top prospects and a simple nurturing email campaign may suffice for those prospects with low potential.
[...] #2 – Kris Shorter: Marketing Manager at Roche Diagnostics [...]