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
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