For Ciavarra, a modern marketer’s arsenal comes down to four things: Leadership, customers, innovation and brand.
From a leadership perspective, it’s about transformation. “In some ways, if you are a marketer, that’s your remit,” he said.
Meanwhile, there are three components to leadership transformation. “There’s a thinking component, where you are focused on innovation and strategy and business. There’s an engagement piece around envisioning and inspiring and enabling change. Then there’s a communication piece, where you’re developing others, doing coaching and challenge assignments,” Ciavarra said.
“Ultimately, that becomes cross-functional in organisations in terms of how you elevate and transform the company to the next phase.”
But a true and genuine focus on customer remains a top priority. Cracker Barrel had the benefit of being a big company, with big budgets, and invested a lot of money on research, which meant it learnt a thing or two about customers.
“We had all of these different views on our customers and on personas, and all of these different pieces, but at some point it becomes intellectual,” Ciavarra said. “There’s some value at some point in spending time with a customer, in the milieu in which they’re shopping, and really seeing and feeling them.
“Cracker Barrel is an interesting brand. It’s a brand in some ways that’s really predicated on this nostalgia. And ultimately, even brands that are beloved need new energy. That energy helps keep people engaged and brings people back to them."
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
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