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Kip Knight has over 30 years of marketing and general management experience at great companies, including P&G, Pepsi Co., Taco Bell and e-Bay. Kip has taught a variety of marketing topics for the past 20 years to marketing executives from the Fortune 500, the U.S. State Department and Silicon Valley start-ups.

Marketing is undergoing some of the most radical changes in history due to the exponential growth in the use of social media by consumers (such as Facebook, YouTube, Twitter, etc.). This is fundamentally changing the way consumers learn and connect with brands.

Despite these escalating changes, too many marketers are not adjusting their marketing strategy or plans fast enough to take advantage of this consumer revolution. The net result of ignoring todays consumer is too much marketing being spent in the wrong places (i.e. traditional media) and not nearly enough in the emerging social media opportunities.

So does this mean a company should just jump into the social media waters and start swimming (as many have done)? Not at all. As with any sustained marketing effort, its critical to start with a fundamental understanding about how consumers are currently learning about your brand (hint: its not based solely on your TV campaign), who they trust (and who they dont) and using active listening tools and processes to listen and respond to what customers really need and want.

The good news is all of these emerging social media platforms and tools are available for a fraction of the cost of traditional marketing campaigns (and there are many inspirational case studies to show how it works).

The bad news is no brand is insulated to the positive and negative aspects of social media....there are plenty of examples of brands that ignored a single irate consumer and paid a heavy price (such as United Airlines).

Kip works with companies and executive teams to make sense of all of this and help them create the right social media gameplan to help grow their brands using social media (and how to protect themselves from unwarranted attack). Hed welcome the chance to help yours.

Contact Information
Call or e-mail Dick Bruder, CCC President/CEO, at (513) 233-0011 or ccconsort@aol.com

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