Hello, and welcome to the theory of marketing relativity podcast. I'm Jess Burton, a marketing specialist here at Epic Marketing Consultants Corporation. Let's talk all things marketing and merchandising with our epic team. Our guest this week is Chrissie. Czerwonka. Chrissie is a communications consultant for think marketing. So can you tell us a little bit about your position as a communication consultant?
Chrissie:Absolutely. So right now, working as a communication consultant for this agency, I'm actually assigned to one company to do internal communications. So I work full time for Corteva Agriscience, here in Delaware. We're a global company with multiple locations around the globe. And I handle mostly internal communications with within the different functions that you would think of at a company. So research and development. IT, legal human resources, all and kind of really just general communications for the global audience.
Jess:That sounds like a very diverse job task, the very diverse job tasks.
Chrissie:Yes, yeah, it to your point, there's a lot of different tasks that fall underneath those functions. And therefore, one of the things I like about my job is I get to do a lot of different things every day. They have me kind of assigned as their chief storyteller. And so I get to do a lot of writing, and a lot of interviewing, and really kind of diverse storytelling on a daily basis.
Jess:Awesome. So with all of that super awesome storytelling, I know, I always think of like spring and spring cleaning. I know, I was cleaning out my closet this past weekend. Um, a big thing that I've heard a lot of that I've heard a lot and kind of like the marketing sphere lately is, you know, spring cleaning your marketing, so kind of freshening it up. And, you know, I, one of the my big points that I always tell people on like, who are just making their way into marketing is evergreen marketing. You can use all year round, but you need to be able to, because the correct term for it is flip, flop it and switch it around, but it fits what you're doing
Chrissie:In your current season.
Jess:Exactly. So how do you as like the chief storyteller kind of work? The things that you need to tell stories about into your marketing plan, consistently? Maybe throughout the year? And through the seasons? so to speak?
Chrissie:Yeah, yeah, no, that makes total sense. And yeah, I'm doing some spring cleaning of my own at home. So I can definitely relate to your analogy. I think both in marketing and communications, evaluating your content on a at least quarterly basis makes a lot of sense. And, you know, when working for a big organization like I am, we actually use a lot of analytics to figure out what our employees colleagues, from an internal standpoint are liking. And then from an external standpoint, our branded marketing team also uses a lot of analytics to kind of dive into what is making the most sense for that current season. So we really kind of analyze that on a monthly basis, and then make our storytelling plans and our, in our internal communication plans based on those analytics, so I really think you know, a lot of people forget that data is super important in marketing sometimes. And it's not the most fun part about marketing. But it also will give you more information on what you should actually be doing from a communications and marketing standpoint. So, so that's really kind of where we start. And then I think from there, it's just, you know, creating your monthly and quarterly plan. So, you know, I've obviously, I've worked at small companies, and I've worked at at big companies, but the thing that they all have in common is that we never worked without a plan. So, um, you know, and I like the term spring cleaning, because, you know, I think at this point in the year, we're almost halfway through, and it's really, it's really important to kind of take a look at what's been working so far for this year, and then make a decision to move forward with a new plan for for the rest of the year. And that can include just small tweaks, or for some companies that can include it could include rewriting your entire plan, if what you've done isn't working. And and we also, I think, live in a temperamental environment right now, as far as communications and marketing and I think that's it to consider, especially right now, you know, we obviously are all living in a world that we really haven't lived in before. And so taking a look at what's going on around us is super important when it comes to both marketing and communications.
Jess:You had so many good little like nuggets in there. I definitely agree with right now the temper mental is a perfect word for it. Because I think back to sometimes when, and I don't know, I don't know if anyone else does this. But we save everything. But I always like to refer back to like, well, what were we doing this time last year, like all the time, probably, depending on the client, maybe two to three times a week, just to kind of gauge where I'm where I'm at. And if I'm on the right track, and how that did and the whole nine yards. And it's funny to look back, especially the month of March, April, May, and I'm sure for the next for the rest of the year, to look back and see what was happening or what wasn't happening. Last year. At this time. We had like we have a lot of I have a lot of financial institution clients. So it's very interesting to watch them pivot from, like, you know, from mortgages and homebuyer loans to just like personal loans and emergency assistant loans. And all that kind of stuff, because that's where we were last year in May.
Chrissie:Yeah, absolutely. And I think pivot is a great word and a word we've used a lot with communications and marketing over the past year, because it's what everybody's had to do. You know, there was really no choice in the matter. It was you either pivot, or you potentially go under, or you either pivot, or you potentially make one of your clients really mad. You know, you don't get your job done by just standing still through these times. And I think, fortunately, or unfortunately, it's become a way of life and marketing and communications. You know, it's something that I think for the near future we're going to continue to have to do because things are still changing. And so I always tell people, when you're recreating or looking into what's working right now, keep in mind that that may change literally in a couple weeks or a month. So have a backup plan. If you don't have a backup plan, both internally and externally, you could find yourself having to recreate the wheel quicker than you may have liked.
Jess:Absolutely. And I think from a standpoint of a as a marketing agency and a marketing firm you whether I think that we always have a backup plan. And we always kind of know what's going on. We don't always share with clients. But we I think sometimes start thinking about things before they even realize it because they're focused on their business. Whereas we luckily get to look at it on a more holistic level. I know there are times where like hurricanes have happened and like other life, giant events have happened. And we've messaged a client saying, hey, there's tornadoes coming. Do you want us to change your marketing plan? And like sometimes for like the next week, and they've been like, Oh, my gosh, I didn't even think about that.
Chrissie:Yeah, we pay more attention for our clients into the sensitivities that may happen while they are working day to day on the things that they have to keep their eyes focused on.
Jess:Totally, exactly. I think that helps them build bill, it builds better relationships, whether they're b2b or b2c, I think it helps them build better relationships with the people they're trying to connect with. I know over the last year, at least, the internet has kind of become a way of finding information for more people than ever. My parents who don't, who are on Facebook and on social media have like they use Facebook to look up whether restaurants are open, whether businesses are open the hours because in their head, social media specifically or a website is more up to date than anywhere else, they're gonna find information.
Chrissie:Absolutely, absolutely. And and, you know, speaking of spring cleaning, and social media, you know, I think social media from a marketing standpoint, it's more important than ever, to constantly pay attention to what's going on on your social media. You know, we're a big enough company with Corteva that we plan, you know, a couple really big social media campaigns per year that the company focuses on, and that we promote both internally and externally. But at the same time, our daily, you know, social media is ever changing based on what's going on in the world around us. And, you know, as we know, that can be very sensitive material these days, and I think it's important to have a plan on what your company can say and not say Encourage your employees to be careful with their presence on social media. And be careful what they say. Because what they're doing individually also reflects what they're their own company, you know, and I think people tend to forget that and spout out a lot these days due to the sensitivities that are happening in our world. And, you know, whether your company is small, or whether your company is large, having that plan, you know, in place is really important. And so I think spring cleaning for social media is even more important this year than it, you know, than it ever has been. And that's not just, you know, that's dealing with all of the sensitive issues that we are facing, not just COVID-19
Jess:Yes, I think another thing that people need to also spring clean, so to speak, is how they handle, I don't know, internal communications isn't the word for it, but how they advise employees and members of their community on how they portray themselves on social media. I mean, I feel like it has always happened, or someone will post something on Facebook, or whatever, and it gets back to their employer and end up getting fired for saying something inappropriate. But I feel like now more than ever, especially with just, I would call it like I call the last year, like the perfect storm. Because it really has been, it's accelerated so much in such a short period of time. But it's been, it's becoming a lot more prevalent and a lot easier for people to get reported for things for saying things on social media, especially if you don't really know how to use it. Um, we just for a client, I created a template on like, how to use social media, because they said like, their, their employee base is a little older. And she was like, we would like to get employee buy in on social media, we want them to interact with our page, we want them to share our stuff, especially because they're hiring. She's like, but I'm not 100% sure they all know what they're doing.
Chrissie:Yeah, no, I mean, I think internal training is more important than ever, you know, companies it's almost like their responsibility to train their employees now on what they can and can't do. Because people just don't think before they act. So if you teach them ahead of time to think before they act is a lot easier than having to go back and, and and deal with the replica, you know, repercussions of what happens later. So yeah, I totally agree with you. And I think a template a training, examples. All of that is important in today's in today's, you know, kind of social media driven world. So policies too really,
Jess:Yes, maybe that's sort of one of our policies, social media policies. Yeah, I know, I was just talking with I work with some high schoolers, and I was just telling them, like, you need to be very careful. As you they're all most of them are seniors, as you make your way into like the real world, quote, unquote. Um, you know, because employers, some employers, depending on what company you're working for, you're applying for jobs that not everybody, but some employers will pull up your social media to kind of gauge who you are as a person. You know, especially because I've noticed that at least on my LinkedIn, a lot of the people that are like my brother, my brother, six years younger than me, are starting to show up on LinkedIn. So I'm like, I tell them like, Listen, like it's a professional platform, you have to make sure they're always you're being professional. This isn't Snapchat, it's not TikTok. Um, you know, it's a professional platform where you need to professional where you could potentially find yourself a new job, there are plenty of recruiters on LinkedIn who are using LinkedIn as their platform for finding people to fill
Chrissie:I found my new job through LinkedIn. You know, you positions were gonna walk right into that one. Yeah, that was a good one. Yeah, I I directly found this job from LinkedIn from spending time on LinkedIn building my professional profile, looking through LinkedIn jobs, which you know, PS for anybody listening, I mean, it's a great place to find legitimate great career fulfilling jobs. And yes, people you know, not only recruiters but high level executives are looking at the you know, your profile and making sure that you match up and, you know, to their company standards to their company's you know, goals and ideals. And, you know, luckily LinkedIn is is monitored enough that it isn't a it isn't a TikT k or Snapchat or anything li e that. But yeah, I think yo r points super valid and, and th n if you use it correctly, it ca lead you to a great place, yo know, like it did for me. An , you know, I encourage pe ple both from an internal co munication standpoint to use it And from an external co munications and marketing st ndpoint, to use it, there's a lo of good messaging out there. Su rounding, you know, in lusion, diversity and equity. Th se days, you know, it's a hot to ic in all areas of marketing an communications, there's a lo of good information su rounding what your company sh uld be doing to get through th se challenging times. So, you kn w, LinkedIn is a great le rning resource. And, and, and li e you said, it can also be a gr at recruiting, recruiting so rce,
Jess:I will say I have like, I don't know, I think it's called LinkedIn learning. I have tuned into, they all have their names, and I get them all confused all the time, I have tuned into a couple of the, you know, videos and stuff on LinkedIn learning, like in the background while I'm working. And for you know, free content, a lot of it is very informative. Um, I think it's like, it's, there's something to be said about, like finding good nuggets of information for free on the internet and on, like, a social media platform like LinkedIn. And then using that, to help you as a person and as a business to grow, especially in our wonderful, gray area of a world we're living in.
Chrissie:Yeah, yeah, no, there's a lot, you don't always have to pay to find great nuggets, you know, and in fact, I would say, you know, there's, most of the time, you don't have to pay to find great nuggets. There's another communications resource, I use Regan Communications, and they're always offering, you know, free webinars, they, of course, offer paid webinars as well. But there's a lot of great content out there that you can find for free. And that's something I encourage people to do all the time is just be that lifelong learner, and, and find those nuggets that are that are important to help you continue to grow within your career and, and really to help your whatever company you may be working for at the time. So yeah, I mean, between LinkedIn learning and Regan, communications, and some of the other big, big resources out there, you know, you can find enough content to learn with that you may not have to pay for a long, long time.
Jess:I think I just had a conversation with someone about, you know, she was like, I want to go back to school, I want to go back for marketing. And I said, Well, I was like, my advice to you, is to get your bachelor's in something, marketing, or business or otherwise, I was like, but honestly, marketing is such a fast paced, fast changing world that I was like, you don't need much more than a Bachelor's I learned I tell her all the time. Like, I literally learned everything I know, from the platforms themselves, from being members of Facebook groups, being members of LinkedIn groups or LinkedIn page, like, just all of these free tools that I just have, kind of like cumulated in my own personal adventure, that keep me informed enough. I was like, I don't really know that you need to get cuz she was talking about getting a PhD and blah, blah, blah. And I'm like,
Chrissie:Yeah, yeah, put your well, and especially depending on financial situation, you put yourself in a lot of debt, potentially, depending on you know, if you have, if you can get a scholarship, or it or if, you know, if you if you have financial, if you're set up well enough to pay for it yourself. But no, I totally agree. It's funny, I actually, I got my MBA while I was working full time. And now I look back. And as much as I love having those three letters, you know, they don't really mean a lot in my current career. So I could have easily just kept my Broadcast Communications and Journalism background, or my degrees, I mean, and gone on and been just as successful as, as I would have with my MBA. So yeah, I mean, I think especially in the fields that we work in, diving into those resources that are right there, or is more important than than letters behind your name, especially because, like you said, marketing and communications are changing all the time. And so what you learn, you know, however, many years ago, it was now that I got my MBA, it doesn't have I mean, beyond the basics, it doesn't have any, you know, really effect on what what I'm what I'm doing today. I'm now you know, I would say from a communication standpoint, you know, separate from marketing. You know, we still go old school and we use AP style for everything we write. And so it's important to have that basic background of how to write properly, what style you're using, know, your grammar, you know, those important things, but there's also a lot of technology tools out there that will help you learn that stuff fast these days. So, you know, I agree with you, I think that in this ever changing fast paced world, you know, dive in, learn as fast as you can and know that, you know, tomorrow, it'll change.
Jess:Absolutely, I think I was having this conversation, and I had a conversation with somebody about, you know, they weren't sure what they wanted to do, but they knew what they want their end goal to be. And I was like, well, that's the easy part, I was like to know where you want to end up in just trying to figure out how to get there. I'm like, because, you know, she was like, I really want to be a TV broadcaster. You know, very, she's one of those who were like, I could see you on TV, like, telling the news. Um, she, like your girls has a huge had a huge passion for dance, she ended up going communicate, she was communications, she joined the dance team at the college she was in, she networked her little butt off and got a bunch of internships at different TV stations. And I told her, I was like, you know, your, all of your networking connections came from dance, but they ultimately helped you reach almost like she's, I guess she graduates next year, they're ultimately helping you reach your long term goal of being in broadcasting, she has a bit, she's getting a degree in communications, which I was like, that's also very intelligent. Um, but it is to say that, you know, you can get a good education, she supplements all of it with online stuff, because I told her, I'm like, you need to know nowadays, if you're going to be any kind of personality, you need to have a social media background.
Chrissie:Yeah, absolutely. That is proven, that is proven really, because, you know, your personality is what usually gets you hired, when you are a, you know, broadcast or, or, or, you know, external communicator. Yeah. And, and I think, also, being well spoken, and knowing the things to say and not to say. So I think you gave her some great advice. And I would even say that one of the biggest pieces of advice that you gave her that makes the most sense, and that, you know, I've built my entire career on is that networking, building the relationships in the right places, taking the interest that you have, and then guiding them along each step of the way, and making sure you secure and keep those relationships strong. I started in professional sports. And I was lucky enough to work in professional sports for a long time. And it just became a career that wasn't going to make sense once I had a family for me, but I still use those connections, you know, and, and they're still important to me, and they're a big part of who I am today, professionally. And, you know, I still use analogies from, you know, from when I worked in professional sports, and and, and so it's it is it's all about building those relationships, I mean, isn't that really the most important part of you know, what we can do today to make sure that, that, that you can secure yourself, you know, because, you know, you may have a job one day and not the next. So then what are you going to do? It's you got to go back to those relationships.
Jess:Exactly. Talking about relationships, we were talking about networking, no day. And we were talking about this dichotomy between, like long term relationships that you always know that you can cut that you go back and forth with people, um, you know, I might have a job opportunity for you now, maybe five years down the line, you have a job opportunity for me, and you kind of go back and forth. And then we were talking about the people that maybe you meet, and this is pre COVID, obviously, you meet at a networking event, you immediately connect with them, you tap into them, maybe like once they tap into you once and then you never speak to them again for a couple years, then all of a sudden, you're back in each other's lives again, but you're not always keeping up. Um,
Chrissie:Yeah, there's both right, and they're both have a they both have a place within within your career. You know, it's funny, so, you know, obviously the subject of this spring cleaning, I would say that this time of year is also a good time to go back and evaluate those relationships. It's like, okay, which ones are really genuine and are worth massage, massaging, you know, and keeping in touch with and making sure that you do deliver and you put in the, you put in the bucket as much as they do. And then which ones have you decided are okay to just be short term connections, and that if they stepped out of your life and never came back, then you'd be okay. And you wouldn't regret that because you can't just like in friendships, you can't have a million relationships like it's just impossible. Especially with as busy as our lives are, you know, and it's evaluating those relationships and saying, you know, all right, I'm gonna spring clean this one out the door, but I'm gonna, I'm gonna, I'm gonna, but and, you know, I joke and say that but but it's not a bad thing, it's not like you're, you know, it doesn't mean that the person isn't a value, it's just that there's too many other relationships that are important that you need to pay closer attention to. So, you know, like I said, it's really the same thing you do in your personal life, you know, who has who has the most in common with you as a family, and is worth your time and your connection and who gives back to you just as much as you give back. And I think that's what we can evaluate from, from a job perspective as well. You don't want one sided relationships, I can tell you that. There's plenty of those.
Jess:I agree with, I agree with you wholeheartedly. I think that's such a good way to put it is that like, you can also spring clean your connections lists. I always I joke, because, and we'll clean out our email lists, and she'll be like, Oh, my gosh, we're gonna like all these bounce backs. But we got this many people to sign up, like it's a give and take. And I just think about, like, it's probably people thinking like, maybe they've changed job positions, maybe they've, they're no longer in marketing. So like, this information is not relevant to them anymore. Maybe they no longer work for whomever.
Chrissie:Yeah, we can't take offense to that, you know, I think in email marketing, I've worked in email marketing long enough, speaking of, you know, emails that you learn, like you said, there's a huge turnover. Yeah, and that doesn't really reflect that doesn't reflect bad on your company. I mean, obviously, we could have a whole podcast on email marketing. And, and I can teach you the ins and outs of everything to do with email marketing. But I would say that on a broad basis, you know, that, although email, I still believe is king, even though people say they don't like it, every analytic proves that, you know, people are still reading their emails, that there is going to be a lot of turnover, and you really can't take offense to that you make sure that you're still doing the right thing to send the right message based on your company. But, you know, if people don't want to take one to receive that message anymore, then you go find a new one, you know, so they keep your most important customers valued. And, and, and engaged, and then you, you know, find new tasks, tactics, to attract new ones. And, and, you know, that's, that's a great point that, you know, and by the way, like you said, like, cleaning up, you email us is not, you know, the most fun, but yet at the same time, it also can be really rewarding, because it can help you find who you're really who you're strong, you know, connections and clients are.
Jess:Yeah, I think it all comes back to kind of what I have, like deemed as, like, one of the fundamental mantras of marketing is know your audience and know where to find them. And yeah, to also know, which audiences are where you might have an audience in your email inbox, but they might be a complete 180 from your audience that, you know, gets your you know, eddm they might be different than your complete audience that gets that on your Facebook page. Do you even know which audiences are w
Chrissie:Yeah, yeah. And and, you know, it's funny, you can use that those knowledge a bit to then build on and build your, you know, the basis of your, of your business on from a marketing standpoint, and a communication standpoint. I mean, we use internal like working in an internal communications right now we use those analytical knowledge pieces, to say, Okay, this is what's working internally for these employees. So how do we build upon that and make sure that we can drive other employees to participate in the same types of things and keep them engaged. So for example, and this is, you know, something you can use an external and internal communications is, you know, we always find that sharing personal stories, and personal experiences, no matter what you're talking about, is going to get read more than, you know, for example, me telling a story that I can't relate to. So, you know, sharing those personal pieces of knowledge is super important. I also think it's really important. I touched on this earlier in the world of inclusion, diversity and equ ty, right now that when yo 're telling those stories, hat you're actually having the people that have gone thr ugh it, tell the stories. An if you're writing the story, ake sure you make that clear tha is coming from them, that it's not coming from you who have not experienced what the 've experienced. You know, and, and so, you know, maybe to ci cle back to the beginning wher we started with this whole tar storytelling thing is B ief digestible nuggets of g eat storytelling can build our brand from a marketing and communications standpoint. A d I think like that's the key. And as we talk about, like loo ing to the next six months of the year, like, if you can, if I can give anyone any piece of adv ce, it's like, okay, let's, l t's make sure that you're, yo 're focusing on that finding t ose ways to tell the best stor es. And then being sensitive, a we talked about earlier, to the issues that are out th
Jess:And salutely You nailed it right on you nailed it. Like, that's just the icing on the cake. I'm Chrissie, thank you so much for joining me today. I feel like I'm like super pumped to, like, re-listen to this and like pull all of your little nuggets of information out. It's like my favorite part of it. If people would like to get in touch with you, where can they reach you?
Chrissie:Yeah, actually, LinkedIn is a great place. You can go to LinkedIn, because my you can message me there my personal profile, you know, or my professional profile there. nd then I'm also available at hrissie@thinkmarketing.com. So ou know, Chrissie with an IE, I lways say so yeah, ab olutely. Thanks for having me I really appreciate it. I'm ha py to come back on another ti e. And, and I look forward to li tening to the podcast as you br ng in other speakers.
Jess:Awesome. Well, thank you so much. Thank you all for tuning in this week. We hope this theory is relative to your marketing. Make sure you subscribe to get notified of our latest episodes.