In this episode, Matt and Courtney chat with Tom Rector, the CEO of ScreenBroidery, a creative merchandising agency that combines data science with innovative techniques to create custom engineered products.
Tom talks about his extensive experience in brand marketing and how it can be adapted for the multifamily property management industry.
“We have always been on this idea that promo marketing should be used to drive a behavior. I give you ‘this marketing item’ because I want you to ‘do something.’ If you take a different approach, you can be much more targeted in your efforts and make a stronger impact. My view is that we should be rewarding people with marketing items for doing something. It will strengthen the behavior and be used for a true customer.”
Over the past year, ScreenBroidery’s strategy had to change because of the COVID-19 pandemic. They quickly adapted to branding relevant items such as hand sanitizer, and even strengthened their customization efforts by mailing personal sales and marketing packets to fit each client’s need while they were working from home.
Tom said he believes that instead of relying on the “one product fits all” method of the promotional product world, companies should be looking for unique, creative products that will connect with their customer’s specific needs.
Resources ScreenBroidery website: https://www.screenbroidery.com/ Tom’s LinkedIn: https://www.linkedin.com/in/trec800/
