By Lyndsay Bartos
The Times Leader, Wilkes-Barre, Pa.
WWR Article Summary (tl;dr) Entrepreneur Julie Anixter shares what she thinks are the hallmarks of marketing and branding. Anixter says they include curiosity, context, trust, and generosity. “Keep track of your relationships. You just need to market to the people that care — the people that need you,” she advised.
We might be in the digital age, but relationships still matter.
“Brands are relationships,” guest speaker and marketing specialist Julie Anixter told a crowd of entrepreneurs at the THINK Center on Thursday night.
Anixter is CEO and founder of Ensemble.Works, which offers clients “the trifecta powers” of design, innovation and modern marketing, according to its website.
She started her presentation by stressing a famous quote: “Marketing is a conversation.”
They include curiosity, context, trust, and generosity.
“Keep track of your relationships. You just need to market to the people that care — the people that need you,” she advised.
Anixter went on to mention an individual’s exchange of energy and focus on people in reference to marketing. She stressed the concept that one person can have a huge influence on a brand and encouraged audience members to consider their relationship with their own brand/company.
Anixter also noted to pay attention to the digital side of things as society goes deeper into the technological age.
But her presentation kept returning to her main point — building and maintaining relationships.
“Your relationships are diamonds, gold, rubies,” she said. “They are a treasure.”
She added that without trust, customers will stop buying.
Anixter also explained the need for authenticity and transparency within these relationships.
The evening was part of the Wilkes-Barre Connect Spotlight Series, which provides opportunities for local industry leaders and entrepreneurs to meet. The Connect program counts Penn State Wilkes-Barre among its partners.