Franchise Update Magazine Issue II, 2017 - Page 28

CONSUMER MARKETING

CMOQ & A

The Great Outdoors

Larry Spada is a five-brand strategist

Larry Spada spends his days working from the comfort of his home in the Carolinas . But like many tech-savvy executives today , he ’ s always just a click away from his team at the Outdoor Living Brands headquarters in Richmond , Va .

Outdoor Living Brands , a company dedicated to helping its customers enjoy its slogan of “ living well outdoors ,” is composed of five different brands : Archadeck ( outdoor decks , screens , and porches ), Mosquito Squad , Outdoor Lighting Perspectives , Renew Crew ( cleaning , sealing , and protection of outdoor surfaces ), and Conserva Irrigation ( lawn sprinklers ). Spada ’ s job is to manage the company ’ s “ brand personality ” by generating a marketing strategy and creative direction for each brand .
Spada cut his marketing teeth with well-known brands such as Bank of America , FedEx , Jack Daniel ’ s , Mayo Clinic , and Saks Fifth Avenue . He also has experience with advertising and marketing agencies , including Adworks , Interactive Direct Marketing , and Spada Advertising — all companies he founded .
The customer comes first at Outdoor Living Brands , and reaching the right ones with the right message is imperative . “ Identify the greatest consumer benefit and leverage it ,” says Spada . Also , he says , focus on consistency in all ways , at all times , in every conceivable channel . He says the company ’ s “ crackerjack marketing team ” executes these goals effectively .
Franchisees , of course , are equally important to the company ’ s success . Spada says Outdoor Living Brands is dedicated to being thorough and committed to its franchisee partners by providing open communication , quick response , and ongoing support .
BY KERRY PIPES
Spada believes that as challenging as it may be to stay atop all the technological developments influencing marketing today , it ’ s more important to properly implement those tools in ways that get results .
Describe your role as brand strategist . After creating the umbrella brand for Outdoor Living Brands in 2008 , I ’ ve remained responsible for updating existing brands ( Archadeck Outdoor Living and Outdoor Lighting Perspectives ) and creating new ones ( Mosquito Squad , Renew Crew , and Conserva Irrigation ). I oversee the brand strategy and creative direction across all channels for all five brands .
What ’ s unique about the brand strategist position at Outdoor Living Brands ? Thanks to Steve Jobs , I get to work my 12-hour days from the comfort of my home office in the Carolinas , dialoguing with my team back in Richmond on FaceTime , by email , and through many other forms of technology . I visit our headquarters to meet with my team in person in Richmond every six to eight weeks .
What ’ s the most challenging part of being a brand strategist or CMO today ? Staying current with the onslaught of new technology that is rapidly evolving and changing every day .
What are the 3 most important keys to being an effective marketing leader today ? 1 ) Being a good listener . 2 ) Having an empathetic heart . 3 ) Being decisive .
How do you prepare a marketing plan and execute the strategies ? It starts with the individual brand leader and the brand marketing manager , who determine objectives for lead generation and client nurturing for each brand , usually in the second and third quarters of the preceding year . We have the great fortune of having a crackerjack marketing team where virtually everything is conceived , written , and designed in-house at our Richmond headquarters . Hence , execution runs like clockwork .
How do you measure marketing results and effectiveness ? Crunching data from channels all over the place , primarily Google Analytics , call tracking , and website landing pages .
Discuss your core consumer marketing strategies and objectives . The objective is to reach our targeted consumers — for the most part named “ the Westins ”— who are affluent homeowners , with certain income , demographic , and psychographic profiles . The strategies include execution in a variety of channels , most importantly including digital , mail , regional / local print , and broadcast .
How do you go about creating a “ customer-centric ” marketing and brand philosophy ? First , determine
26 Franchiseupdate ISSUE II , 2017
CONSUMER MARKETING CMOQ&A The Great Outdoors Larry Spada is a five-brand strategist BY KERRY PIPES L arry Spada spends his days work- ing from the comfort of his home in the Carolinas. But like many tech-savvy executives today, he’s always just a click away from his team at the Outdoor Living Brands headquarters in Richmond, Va. Outdoor Living Brands, a com- pany dedicated to helping its cus- tomers enjoy its slogan of “living well outdoors,” is composed of five different brands: Archadeck (out- door decks, screens, and porches), Mosquito Squad, Outdoor Lighting Perspectives, Renew Crew (cleaning, sealing, and protection of outdoor surfaces), and Conserva Irrigation (lawn sprinklers). Spada’s job is to manage the company’s “brand per- sonality” by generating a marketing strategy and creative direction for each brand. Spada cut his marketing teeth with well-known brands such as Bank of America, FedEx, Jack Dan- iel’s, Mayo Clinic, and Saks Fifth Avenue. He also has experience with advertising and marketing agencies, including Adworks, In- teractive Direct Marketing, and Spada Advertising—all companies he founded. The customer comes first at Out- door Living Brands, and reaching the right ones with the right message is imperative. “Identify the greatest consumer benefit and leverage it,” says Spada. Also, he says, focus on consistency in all ways, at all times, in every conceivable channel. He says the company’s “crackerjack marketing team” executes these goals effectively. Franchisees, of course, are equally im- portant to the company’s success. Spada says Outdoor Living Brands is dedicated to being thorough and committed to its franchisee partners by providing open communication, quick response, and on- going support. 26 Franchiseupdate ISS U E II, 2 0 1 7 Spada believes that as challenging as it may be to stay atop all the technologi- cal developments influencing marketing today, it’s more important to properly implement those tools in ways that get results. work my 12-hour days from the comfort of my home office in the Carolinas, dia- loguing with my team back in Richmond on FaceTime, by email, and through many other forms of technology. I visit our head- quarters to meet with my team in person in Richmond every six to eight weeks. What’s the most challenging part of being a brand strategist or CMO to- day? Staying current with the onslaught of new technology that is rapidly evolving and changing every day. What are the 3 most important keys to being an effective marketing leader today? 1) Being a good listener. 2) Having an empathetic heart. 3) Being decisive. How do you prepare a mar- keting plan and execute the strategies? It starts with the in- dividual brand leader and the brand marketing manager, who determine objectives for lead generation and client nurturing for each brand, usually in the second and third quarters of the preceding year. We have t ɕЁչ٥)Ʌɩɭѥѕݡɔ)٥Յ䁕ٕѡٕ́)ɥѕ͔ͥ)ȁIՅѕ̸!)ᕍѥչ́ݽɬ)!܁ԁɔɭд)ɕձ́ѥٕ) չфɽ́)ٕȁѡɥɥ)ѥ̰Ʌݕ)ͥє̸)͍ɥȁɽ́ɅɅє)иѕȁɕѥѡյɕɅ)ȁ=ёȁ1٥ Ʌ́ఁ'eٔ)ɕɕͥȁѥѥ)Ʌ̀ɍ=ёȁ1٥)=ёȁ1ѥAѥٕ̤ɔ)ѥ܁̀5եѼMՅI) ɕܰ ͕ل%ɥѥ$ٕ͕)ѡɅɅѕ䁅ɕѥٔɕѥ)ɽ́́ȁٔɅ̸͍́ȁɔյȁɭд)Ʌѕ́ѥ̸ٕQ)ѥٔ́Ѽɕȁхɝѕ)յϊQȁѡЁЁqѡ)]ѥϊwQݡɔՕЁݹ̰)ݥѠхɅ)卡Ʌɽ̸QɅѕ)Ցᕍѥمɥ䁽)̰Ёхѱ䁥Ցх)ɕɥаɽи)]ӊéչՔЁѡɅɅд)ЁͥѥЁ=ёȁ1٥) ɅQ́ѼMѕٔ)̰$ЁѼ!܁ԁЁɕѥ+qѽȵɥtɭѥ)Ʌͽаѕɵ