Principal at Herczeg Cause Marketing
Creating partnerships for positive social impact.
How do you describe your marketing philosophy?
Because my background is in marketing research, I am all about the customer/client/audience, or whatever label you want to attach to the recipient of your marketing message. Customer input should inform product and service offerings and provide feedback as to the success of those products or services in meeting customer needs or desires. Sometimes I think the customer gets lost in the marketing process, because we as marketers get caught up in the novelty of the latest promotional channels. To sound clichéd, the goal has always been to know the market (your customer) well so that the right message can be delivered at the right time through the most appropriate channels.
Phantom or Rent? Phantom
Beach or mountains? Mountains
Chinatown or Nashville? Chinatown
Warhol or Oldenburg? Oldenburg
Fitzgerald or Hemingway? Fitzgerald
What companies are you watching these days? What do you admire about their marketing?
I like the Subaru cause marketing “Feel the Love” campaign, which raises money for Meals on Wheels, the Wish Foundation, SPCA and other charities. It’s quite effective in tugging at consumer heartstrings – good script and compelling images. I appreciate Subaru’s effort to give back to society by offering to donate so much per every vehicle sold. Not sure I’ve seen this before from an automotive manufacturer.
Why SF AMA?
I was president of the Los Angeles AMA for two years and led the turnaround initiative to appeal to a broader range of So Cal marketers. Now, as a relativelynew Bay Area resident, I felt compelled to get involved once again with the American Marketing Association for opportunities to assimilate into the San Francisco marketing community. Joining sfAMA and taking on the AVP of Membership role was a great way to do that.
Contact Claire Herczeg
By Mary Thorsby, content strategy and creation, project management and promoter of all good things.