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Tim Vennard - Vice President of Mazzone Hospitality with more than 15 years in company leadership. Tim’s been innovating the food industry through catering, restaurants, and corporate cafes. He was essential in growing Mazzone Hospitality with some of the biggest clients in the pharmaceutical, microchip manufacturing, and finance Industries. He has been recognized for his leadership by Restaurant Associates and Compass Group, as a trendsetter domestically and worldwide in food service. As leader of Mazzone Hospitality he has his eyes fixed on the growth of the brand and influence throughout the Northeast. He is also the company softball/volleyball/basketball coach and our Notorious B.I.G. karaoke king.
Ben Houck - Marketing Wizard - has served Mazzone for 7 years with his hand in not just marketing, but IT, HR, Accounting, Operations, and Sales. He took squeezing every bit of value out of his MBA quite literally. When Mazzone was tasked with what title should be put on a Chef coat, "wizard" seemed to be the only title fitting of Ben.
Recently, Ben has been writing for regional business journals on "Food as an Employee Benefit" and hopes to spread the culture of hospitality throughout business and organizations.
What you’ll learn in this episode:
In today’s landscape of modern business, companies are constantly seeking innovative ways to attract and retain top talent. Corporations and companies are turning break rooms and cafeterias into centers of collaboration and revitalization. High-quality meals not only nourish employees physically but also spark creativity and strengthen connections among colleagues. Furthermore, offering a variety of culinary experiences showcases a dedication to employee well-being, resulting in increased morale and loyalty.
In essence, food isn't just about sustenance—it's a recipe for success in cultivating a thriving workplace culture and securing top talent.
In this episode of From Persona to Personal, Roger Hurni welcomes Tim Vennard, VP of Mazzone Hospitality together with Ben Houck, their marketing wizard, to discuss how they transformed a company that began as a diner into a leading corporate dining brand catering to large corporations and hosting exclusive events. Their innovative perspective and marketing strategies have reshaped clients' perception of food from a basic necessity to a valuable employee benefit, fostering a stronger company culture and driving higher productivity.
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Sonny Smith who is the Co-Founder of Jampack. Sonny has more than 20 years of experience in hospitality, entertainment, and technology space. As an executive leader, he has built successful teams and achieved notable results with globally recognized brands such as Madison Square Garden Entertainment, Tao Group, and Hakkasan Group. His expertise includes large-scale venue pre-opening, revenue creation, brand positioning, and trendsetting practices in domestic and international hospitality marketing. Sonny is skilled in various aspects of marketing, including agency management, event production, and campaign development.
What you’ll learn in this episode:
Discovering an untapped niche in today's highly innovative and AI-driven market is remarkable in its own right. Sonny Smith and his team achieved precisely this with the inception of Jampack.
A seasoned executive in the hospitality marketing industry, Sonny Smith explains how they capitalized the silver lining of the recent pandemic and took their time to meticulously strategized and give birth to Jampack, foreseeing the opportunity that came in with the resumption of normality, particularly in the event-based travel industry.
In this episode of From Persona to Personal, Roger Hurni welcomes Sonny Smith, the co-founder of JamPack, a company specializing in event and travel experiences. Sonny discusses the origins of JamPack and its unique approach to event-based travel, highlighting the company's focus on providing comprehensive, personalized experiences for event attendees. Sonny explains how JamPack evolved from a collaboration between individuals with backgrounds in hospitality, entertainment, technology, and event production. He describes the company's mission to streamline the event experience by offering a single transaction for event tickets and accompanying travel and entertainment options.
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Barton G. Weiss is a devoted father, world-renowned restaurateur, philanthropist, fashion designer, and former professional ice skater with a career that spans more than 40 years. As the Founder and Chief Executive Officer of Barton G. Enterprise, he has had the privilege of orchestrating and managing an impressive portfolio of over 100 high-profile events. Barton’s company has catered to Fortune 500 corporations, professional sports leagues, luxury brands, and celebrity clients. The company is recognized for its sophisticated "New American" cuisine, proudly showcased in two distinguished locations in Los Angeles and Miami — with a third location opening soon in Orlando. Barton G has earned notable industry recognition, including the Travelers' Choice Awards.
What you’ll learn in this episode:Just like in sports, the restaurant industry demands a steadfast dedication to excellence. Similar to how a winning team relies on the abilities of its players, a thriving restaurant depends on the skill of its chefs and the freshness of its ingredients. The competitive advantage lies not only in the flavors of the dishes but also in the overall dining atmosphere.
In both arenas, success isn't just about talent but also about maintaining consistency and fostering innovation. A restaurant that consistently delivers top-notch meals distinguishes itself among competitors, fostering loyalty among customers and positive word-of-mouth.
In this episode of From Persona to Personal, Roger Hurni welcomes Barton Weiss, the founder of Barton G. restaurant and event space, to explore the captivating story behind his culinary enterprise. Barton shares insights into his unconventional journey from being a former figure skater to entering the restaurant industry seamlessly. Drawing parallels to his competitive spirit honed on the ice, Barton emphasizes the paramount importance of attention to detail and boundless creativity in both figure skating and the culinary arts. His steadfast commitment to excellence and innovation shines as he discusses the inception of Barton G. and his unique approach to design, centered on curating an unmatched dining experience focused on culinary delights rather than mere ambiance.
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Jason Pirock, Corporate Director and Head of Marketing at Springboard Hospitality, is an award-winning marketing executive with over 16 years of experience transforming brands like Hyatt and Target. Formerly the VP of Marketing at Aparium Hotel Group, he built and led the marketing department. In his current role, Jason oversees brand development, integrating marketing and customer acquisition strategies for Springboard Hospitality's 48-plus properties. A member of The CMO Community, an Advisor for TapOnIt, and part of the Advisory Council for Brand Innovators Labs, Jason has a reputation for transforming businesses and their marketing process.
What you’ll learn in this episode:In the era of social media, splashy videos, and content marketing, hospitality businesses are constantly looking for methods to personalize their marketing message to cater to specific travelers. However, they have found that the best marketing strategy is simply to provide their guests with an exceptionally comfortable and enjoyable stay.
As a seasoned marketing executive in the hospitality industry, Jason Pirock explains how leveraging guest experience can be an excellent branding opportunity. He highlights taking advantage of opportunities for personalization, indicating that it doesn't necessarily have to be elaborate or complex but can focus on meaningful touchpoints during every stage of a guest's journey. He stresses the significance of listening to guests, tailoring solutions to meet their needs, and gradually moving towards more advanced personalization strategies. Jason also notes that creating memorable guest experiences promotes loyalty and positive word-of-mouth marketing.
On this episode of From Persona to Personal, Roger Hurni welcomes Jason Pirock, Corporate Director and Head of Marketing at Springboard Hospitality, to talk about opportunities for marketing in the travel industry. They discuss the rebranding journey, Springboard's growth trajectory, and the pivotal role of the digital space. Jason emphasizes the importance of learning from the marketing process instead of pursuing perfection. He also suggests that creating memorable guest experiences is crucial in building brand loyalty.
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Andy Shallal is the Founder and CEO of Busboys and Poets, a restaurant group known for its intentional intersection of art, culture, and politics, featuring mindfully sourced food, drinks, books, and event programming. Andy is a dedicated advocate for progressive business and labor practices and is actively involved in several boards, including the Institute for Policy Studies and Race Forward. As an artist, social entrepreneur, husband, and father of four, Andy is committed to making his hometown of Washington, DC, a more livable community.
What you’ll learn in this episode:In a world where people often hold conflicting political beliefs and widely divergent views, is there any hope of bridging the gap and cultivating a sense of unity among individuals with opposing ideologies?
According to Andy Shallal, the visionary behind Busboys and Poets, positive human interactions can bridge differences and promote understanding. He shares a story about customers with opposing views who came together at his establishment despite initial reservations. Their encounter unfolded with grace, broke down preconceived notions and stereotypes, and demonstrated the transformative power of genuine human connections. This account exemplifies how an establishment like Busboys and Poets, which values unity and finding common ground, can create opportunities for people to transcend their differences and foster a more compassionate and empathetic society.
On this episode of From Persona to Personal, Roger Hurni welcomes Andy Shallal, Founder and CEO of Busboys and Poets, to chat about his distinctive hospitality concept and its evolution into a vibrant community space. He shares insights into his activism journey, the challenges of maintaining a solid team, and his establishment’s impact on cultural and political landscapes. Andy’s revolutionary approach provides a glimpse of the hospitality industry’s potential contribution to society.
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Chris Moyer is the Senior Director of Communications at Visit Detroit, where he utilizes his storytelling abilities and expertise in connecting people to bring visitors to the Detroit area. He is a seasoned communications strategist with nearly two decades of experience in government, clean energy, and economic development across the US and UK. As a passionate advocate for family and dogs, it's unclear which holds precedence in his heart. However, it's evident that he has a passion for traveling, Detroit sports, soccer, and the complex connections between public policy, the energy industry, digital transformation, customer experience, and politics. Chris is a Detroit enthusiast, lifelong learner, traveler, and aging athlete.
What you’ll learn in this episode:If your city has great qualities and is even thought to be a hidden gem but is often perceived negatively, what can you say to potential tourists to change their minds and encourage them to visit?
As an experienced communication strategist, Chris Moyers is addressing and reshaping the Detroit area's negative reputation by highlighting the positive aspects of the region. Leading the Visit Detroit initiative, he is reviving and improving the city's tarnished image by showcasing its residents' accomplishments, the vibrant small business community, and the city's rich cultural history. Over the next year, Chris will focus on specific themes such as innovation, music, and culture. By positioning Detroit as a foundational building block of American culture, he aims to attract visitors who are seeking a unique and authentic experience.
On this episode of From Persona to Personal, Roger Hurni chats with Chris Moyer, Senior Director of Communications at Visit Detroit, about effective ways to rehabilitate the reputation of a city to attract tourists. Chris talks about overcoming the perception that Detroit is unsafe, highlights the tremendous cultural and historical impacts of the area, and discusses Visit Detroit’s approach to using AI and a mobile-friendly website for marketing.
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Stacy Ritter is the President and CEO of Visit Lauderdale, where her primary responsibility is to attract visitors and promote tourism to the Fort Lauderdale area. Over the years, Stacy has held various positions, such as Florida State Representative, Broward County Commissioner, and Broward County Mayor. With her expertise in budgeting, government, strategic planning, community outreach, and public speaking, Stacy is a highly skilled business development professional with a JD from Nova Southeastern University. In addition to her professional achievements, she's also a devoted mother to two children and three rescue dogs.
What you’ll learn in this episode:If your state is moving in a political direction that runs counter to your region’s core values, can publicizing your willingness to go against the messaging that comes from state government actually be a benefit when it comes to attracting visitors?
Stacy Ritter is responsible for promoting Fort Lauderdale, Florida, as a tourist destination and believes that promoting diversity has been her most effective marketing strategy. The idea is to present Fort Lauderdale as the "Real Florida" and to counter any misconceptions perpetuated by recent political headwinds. According to Stacy, the diverse demographics of Broward County, an area that caters to a wide range of people, make it an international destination. The focus on diversity aligns with her organization’s values and fits with its "Everyone Under the Sun" tagline.
On this episode of From Persona to Personal, Roger Hurni sits down with Stacy Ritter, President and CEO of Visit Lauderdale, to discuss the most effective marketing strategy for attracting tourists to the Florida region between Palm Beach and Miami. Stacy talks about how recent political headwinds in Florida may affect the state's attitude toward diversity, potentially contrasting with Visit Lauderdale's emphasis on diversity as its primary means of attracting new visitors to Fort Lauderdale.
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Jonathan Newar is the Co-founder and CEO of Captain Experiences. He has transformed his frustration over the complexities of finding, vetting, and booking fishing trips into a successful venture. Under his leadership, Captain Experiences has emerged as the largest fishing trip booking platform in the US, boasting over 80,000 trip hours since its 2020 inception. With a vision for broadening horizons, the company has raised $4.6 million and is gearing up to expand its offerings across various outdoor sports and geographies. Jonathan is also a Founding Member of Hampton, a highly vetted membership community for entrepreneurs, founders, and CEOs.
What you’ll learn in this episode:As technology evolves and digital platforms keep expanding, so do marketing opportunities. Just because something worked a few years ago doesn’t mean it will indefinitely. However, one method never fails: word of mouth. How does a travel brand ensure customers will talk glowingly about it to potential new customers?
Outdoors enthusiast Jonathan Newar co-founded an online platform that helps people find and book fishing trips quickly and seamlessly, using a process they can trust. When clientele have an excellent customer experience, the road to expansion is limitless. Why? Because when you have a great experience, you share it with others. Jonathan explains that people who use his platform view it as unique and novel and refer his services to friends. Loyal customers are also incentivized when they take advantage of his referral program, which offers discounts to those who recruit new adventurers.
On this episode of From Persona to Personal, Roger Hurni discusses the most effective methods for marketing unique fishing adventures with Jonathan Newar, Co-founder and CEO of Captain Experiences. Jonathan reveals how the brand came about and what makes it unique, talks about the types of adventures he’d like to eventually offer beyond fishing, and shares his concerns and what excites him the most about the future. Jonathan also talks about the benefits of, and reasons for, word-of-mouth marketing.
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Emmanuel Burgio is the Principal and Founder of Blue Parallel, a boutique travel company that specializes in providing luxurious adventure experiences to destinations that include Latin America, the Mediterranean, and Antarctica. Emmanuel graduated from the London School of Economics and then worked in investment banking in New York City. Due to his passion for adventure and discovery, he eventually took a year off to travel the world. The profound experiences he gained on that exploration inspired him to create Blue Parallel.
What you’ll learn in this episode:For a midsized business focused on luxury travel experiences, growth can take place through an aggressive marketing campaign. For others, it may occur as a result of providing a quality product that turns first-time customers into repeat clients who grow the business through word-of-mouth referrals.
According to travel expert Emmanuel Burgio, the latter scenario has sustained growth for his luxury travel brand. He explains that his primary focus is on the quality of the experiences they offer since that's the best way to generate returning clients and get referrals. Emmanuel notes that relationships with travel advisors are also valuable because they repeatedly contact his company with return clients.
On this episode of From Persona to Personal, Roger Hurni sits down with Emmanuel Burgio, Principal and Founder of Blue Parallel, for a conversation about growing a luxury travel business organically. Emmanuel shares the type of traveler Blue Parallel attracts, how it gains repeat and new clients, and his vision for the brand over the next five years. He also discusses his passion for travel and the benefits of allowing employees to work remotely while living in their chosen location.
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Jason Brandt is President and CEO of the Oregon Restaurant & Lodging Association (ORLA). He specializes in association management and government affairs at state and local levels. His duties at ORLA include launching innovative programs and products that assist the hospitality industry in being profitable. Before his tenure with ORLA, Jason was the CEO of the Salem Area Chamber of Commerce.
What you’ll learn in this episode:Associations work on behalf of their constituents to make life better or easier in multiple ways. But what if there is reluctance to join? How do you effectively communicate the value that your association provides?
According to Jason Brandt, whose association works on behalf of Oregon hospitality businesses, it’s essential to specify how value is provided. His association does it by pointing to its four pillars: government advocacy, collective bargaining to get products and services of value, workforce development, and industry intelligence. Jason says any restaurant or lodging business stands to benefit from at least one, if not all, of those pillars by joining forces with thousands of comparable businesses that have similar needs and priorities.
On this episode of From Persona to Personal, Roger Hurni chats with Jason Brandt, President and CEO of the Oregon Restaurant & Lodging Association (ORLA), about effectively communicating the value of association membership to businesses in a specific industry. Jason shares why his association exists, discusses the four pillars it's focused on, and reveals how it recruits new members. He also talks about what keeps him up at night as he navigates the challenges ORLA faces.
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Ken Griffin is the Director of Golf Sales and Marketing at BOYNE Resorts. Compared to his colleagues, Ken is relatively new to the Michigan-based BOYNE Golf team but has interacted with the company for over 25 years, including more than 15 as an employee. In his current position, he leads the development of nationwide marketing strategies that have successfully resonated with and attracted visitors from more than 40 states.
What you’ll learn in this episode:Many resorts offer various packages to potential visitors. Based on photos, listings, and online information, they can choose the package that suits them best. But how can travelers be sure? What if they had the flexibility to customize their trips beyond preset packages?
According to Ken Griffin, who has been engaged in golf sales and marketing on behalf of resort destinations for a quarter century, visitors should be able to customize travel experiences rather than just clicking and accepting one. BOYNE Resorts, which features 100 room types at three lodging locations and 10 golf courses, employs Experience Agents who help customers plan their visits according to their specifications and preferences. The options may include finding the right room, scheduling multiple rounds of golf, or planning trips to popular destinations nearby. Ken notes that his Experience Agents have years of experience planning golf vacations and are available to lend their insights rather than just taking and inputting orders.
On this episode of From Persona to Personal, Roger Hurni welcomes Ken Griffin, Director of Golf Sales and Marketing at BOYNE Resorts, to chat about personalizing the travel experience for golf resort visitors. Ken talks about why BOYNE guests speak with Experience Agents before their visit to help customize their packages and how they attract national and international clientele.
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Ritu Mathur is the VP of Marketing at Amy's Kitchen, a prominent producer of organic and plant-based foods. With over a decade in the food industry, she previously served as a Senior Director at Cliff Bar, initiating a value-based equal pay campaign for Luna Bar. She collaborated with the US Women's National Soccer Team and Venus Williams to advocate for gender equality in sports. Ritu also contributed to the Outshine and Drumstick brands at Nestle and recently consulted for Peloton on its global brand strategy.
What you’ll learn in this episode:As brands are routinely learning, changing your product or messaging is often necessary to adapt to the modern era. What about a 30-year-old brand whose primary products are healthy meals found in the frozen food section? What pivots have been necessary over its lifespan?
Ritu Mathur, a brand marketing leader with experience creating and growing natural and lifestyle brands, refuses to stray from her brand’s original values — which has been critical to its prolonged success. Many consumers spend their money based on companies with values they align with. Amy’s Kitchen has attracted customers who value sourcing organic produce and pay close attention to how food is made, minimizing waste and a negative impact on the planet. Most importantly, Ritu notes that the food tastes good and consists of only ingredients consumers would recognize and use in their own recipes.
On this episode of From Persona to Personal, Roger Hurni visits with Ritu Mathur, VP of Marketing at Amy’s Kitchen, about building and sustaining a brand around consumer values and why the brand has remained successful over the years. Ritu also shares marketing strategies and the communication approaches that have worked for Amy’s, how the brand stands out among the competition, and some subpar advice she learned from.
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Catherine Heald is the Co-founder and CEO of Remote Lands, an ultra-luxury travel provider to destinations in Asia. Catherine is a serial entrepreneur with a background in software engineering and technology. She founded three notable software companies and had a stint in sales at Apple. Her drive to escape mediocrity and boredom led her to establish Remote Lands, turning her fervent passion for Asian travel into a profession. In addition to her business pursuits, Catherine has enjoyed extraordinary travel experiences throughout Asia, from private lunches with royalty to adventurous treks in challenging terrains.
What you’ll learn in this episode:For travel agency businesses, growth and expansion can occur in various ways. Is there a scenario where one is preferred, and the other is not desired?
According to Catherine Heald, whose brand specializes in luxury travel experiences to Asia, growth is always welcome, but expansion would cost her business its DNA. She wants to bring in more revenue, reach more customers, and add destinations in Asia, but not sacrifice its fundamentals by expanding services to other countries outside Asia. Growth is achieved, Catherine says, by working with travel agents and advisors from multiple continents outside the US, like Europe and South America. She has found that organic growth is better for her brand than obtaining money from outside investors.
On this episode of From Persona to Personal, Roger Hurni sits down with Catherine Heald, Co-founder and CEO of Remote Lands, to chat about effective ways to grow your brand without sacrificing what makes it successful. Catherine shares why accepting money from outside investors has proven less desirable than growing organically. She discusses the pandemic’s effect on her brand and reveals the Asian destinations that are most popular among travelers and which ones have lost their luster.
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Leonard Hoops is the President and CEO of Visit Indy, Indianapolis, Indiana's official destination management organization. He oversees the growth of central Indiana's convention, tourism, and event business, which contributes nearly $6 billion to the economy. Under his leadership, Indianapolis became a top city for conventions, with Visit Indy consistently recognized as a "Best Place to Work" in Indiana. Before joining Visit Indy, Leonard was the Executive Vice President of San Francisco Travel and has held significant roles at the Convention & Visitors Bureau in both Sacramento and San Jose. His accolades include being named an “Indiana Living Legend” by the Indiana Historical Society and one of the “25 Most Influential People in the Meetings Industry” by Successful Meetings.
What you’ll learn in this episode:Many large cities have convention centers and sports venues that host events that bring crowds into the region. Are events the key to getting visitors to your city? Or can a city leverage its unique features to attract people to come and enjoy the area?
With 35 years in the public relations and travel industry, Leonard Hoops knows how to attract people to his city. In addition to leveraging sporting events and conventions, there are other ways to engage a traveler's curiosity. As evidenced by his success, he has enticed visitors through his ability to recognize and prioritize Indianapolis' unique features, causing people to experience the city on their own accord. Leonard says although Indianapolis has benefitted from its major sports events and tournaments, he's working on creating attractions along the 160 miles of shoreline that the White River provides. Leonard points to Singapore, which made a billion-dollar investment to spruce up its Gardens by the Bay, which has paid off in grand fashion.
On this episode of From Persona to Personal, Roger Hurni welcomes Leonard Hoops, President and CEO of Visit Indy, for a conversation about making your city a traveler's destination. Leonard discusses what has helped Indianapolis attract visitors and how the city can take advantage of the existing attractions that appeal to visitors. He also talks about using AI for marketing purposes and whether a Visit Indy mobile app would benefit people who travel to Indianapolis.
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Cody Worden is the Area Director of Sales and Marketing at Grand Hyatt Vail. With over two decades of experience, Cody has worked with hundreds of sales professionals, enriching his expertise and deepening his understanding of the sales industry. He’s been a sales and marketing leader at two key resorts in the Vail Valley. Cody is an outdoor enthusiast with hobbies that include snowboarding, hiking, and mountain biking.
What you’ll learn in this episode:As more and more businesses depend on AI for help with communication, many are still discovering ways ChatGPT can be most beneficial. How about using it to tell your brand’s story?
According to Grand Hyatt Vail’s Cody Worden, who oversees sales for a hotel that’s undergone multiple iterations, his brand found value in using ChatGPT for storytelling. He says his longer-tenured team members came together and discussed the hotel’s history, its unique features, and the beauty that surrounds it. They put the information into ChatGPT and asked it to tell a story that would resonate with potential customers. The result has been a marketing foundation, which Cody says is a message his brand can build upon to amplify the experience the hotel offers.
On this episode of From Persona to Personal, Cody Worden, Area Director of Sales and Marketing at Grand Hyatt Vail, joins Roger Hurni for a conversation about personalizing communication with potential travelers. Cody discusses the value of telling his hotel’s story with the help of ChatGPT. He shares the sales and marketing techniques that have been most effective for him and which strategy he would like to try in the future. Cody also talks about the importance of being emotionally invested in his team.
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Lorna Bush is the Senior Vice-President at Fineman PR, a division of Off Madison Ave. With a specialization in brand PR, consumer marketing, and crisis communications, Lorna has extensive experience working in diverse sectors, from food and beverage brands to outdoor destinations to public health organizations. Her expertise includes crafting communication programs, managing crises such as food safety and product recalls, and advising on issues like executive reputation management. Lorna is a member of the San Francisco Professional Food Society and the International Association of Culinary Professionals.
What you’ll learn in this episode:With AI rapidly growing in popularity, companies and brands are realizing the value that it can provide and the time and effort it can save in crafting messages. Are there any drawbacks to relying on AI to communicate on behalf of a food and beverage brand? What do brand managers need to keep in mind?
From the perspective of Lorna Bush, a public relations professional for more than two decades, AI carries some concerns. Lorna warns that the professional integrity of any media relations employee is on the line when using AI. As a result, she emphasizes that work should remain authentic and that AI should not be used simply as a shortcut to make things easier. Information given to the public should be credible, she says, and it should remain the highest quality content.
On this episode of From Persona to Personal, Roger Hurni chats about using AI from a public relations standpoint with Lorna Bush, Senior Vice-President of Fineman PR, a division of Off Madison Ave. As a PR professional, Lorna shares her reservations about using AI and provides a compelling list of concerns, from professional integrity to brand authenticity. She explains why food and beverage brands should not entirely rely upon AI or use it as a shortcut in media relations or brand messaging.
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Matthew de Gruyter is the Co-founder and CEO of Next Level Burger, America's first 100% vegan and plant-based burger joint. Before delving into the world of vegan fast casual food, Matthew honed his professional acumen in private equity and venture capital, notably serving as an executive for oil and gas venture firms. His journey, from a US Marine to majoring in communication at Metro State University to leading ventures in Denver, Dallas, and Newport Beach, culminated in his decision to champion sustainable eating in the Pacific Northwest.
What you’ll learn in this episode:Sometimes, you can differentiate your brand through its ideals, and those ideals are often things you are passionate about. Does strictly adhering to your passion and ideals always make perfect sense in business?
According to Next Level Burger’s Matthew de Gruyter, who co-founded the world’s first 100% vegan burger joint in 2013, following his passion has paid off. While Matthew acknowledges the importance of balancing idealism with pragmatism, he says his brand has found ways to reach its business goals without compromising its value set despite struggling at times. He points to three specific instances where Next Level Burger’s direction could have been altered by compromising its ideals to make things easier, but Matthew said no on each occasion, and he doesn’t regret it.
On this episode of From Persona to Personal, Roger Hurni sits down with Matthew de Gruyter, CEO and Co-founder of Next Level Burger, to discuss the challenges of building a brand that offers products born out of a strict set of ideals. Matthew is passionate about fighting climate change, and he talks about his desire to build a restaurant that reflects that passion. He explains why he believes Next Level’s business surged during the pandemic and shares how the brand uses technology for marketing.
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Spike Stevens is Chief Technical Officer at LighthousePE, a behavior-based AI platform that creates one-to-one personalized messages and experiences in real-time at scale. He boasts a rich 25-year history in the marketing and advertising sector and has steered LighthousePE's design and technology since its onset. Spike's previous endeavors in marketing tech spotlighted mobile and SaaS solutions for heavy hitters like Apple, Porsche, Boeing, and Air France. Beyond his professional life, Spike is an avid skier, mountaineer, and gifted musician based in Boulder, Colorado.
What you’ll learn in this episode:Most mobile applications are strictly available for practical purposes. You can do your banking via a mobile app or place an order at your favorite restaurant. Can a business use its mobile app to cause customers to visit even if they hadn't planned to?
According to Spike Stevens, a veteran of marketing tech, the answer is yes. Spike says through the use of AI, his company is building emotional brand loyalty with customers via mobile apps. It does this by looking at the behavioral markers of individual consumers, including location, buying trends, how often they visit a restaurant, where they live, and how often they're near a restaurant. With that data, they look for patterns, and based on those patterns, the team can generate a custom message for a specific customer in the form of a push notification. Spike says that message is almost guaranteed to be meaningful, causing the customer to take action.
On this episode of From Persona to Personal, Roger Hurni chats with Spike Stevens, Chief Technical Officer at LighthousePE, about how AI is changing the way marketers can influence behavior through mobile apps. Spike explains how LighthousePE uses AI to develop meaningful, personalized push notifications sent to individual customers at the optimum time. He says these messages give brands an advantage because of their ability to get customers to visit more often and, as a result, spend more money at your business.
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Stan Adams is the Executive Director of Sports at Tuscaloosa Tourism and Sports (TTS), where he strategizes ways to attract and host high-profile, revenue-generating sports events for the city of Tuscaloosa, Alabama. He started his career in the sports tourism industry as an intern for TTS in 2015, then served as a sports marketing representative in Maryland before returning to TTS in 2019 as Director of Sports. Stan began his current role in late 2021.
What you’ll learn in this episode:Many places have one key thing they’re known for, and it attracts visitors. However, a lot of people may not be interested in that one thing. So how can you entice more tourists to experience the lesser-known aspects of your area?
When you think of Tuscaloosa, Alabama, you may think of it as the place where the iconic University of Alabama football team plays. Of course, if you’re not a football fan, you wouldn’t give it a second thought. An experienced tourism strategist, Stan Adams says the town offers lakes, the Black Warrior River, and the Tuscaloosa Civil Rights Trail, among others, which would appeal to people whose interests extend beyond football. Stan explains how his organization’s marketing team emphasizes everything that makes Tuscaloosa unique to attract as many visitors as possible.
On this episode of From Persona to Personal, Roger Hurni sits down with Stan Adams, Executive Director of Sports at Tuscaloosa Tourism and Sports, to discuss effective ways to promote and market an area that may only be known to a group of people with specific interests. Stan shares what makes Tuscaloosa unique, beyond great college football, and how those things can be promoted. He and Roger also discuss the benefits of using a mobile app and AI to attract and assist visitors.
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Lee Marcum is the CEO of Jack’s Donuts, based in New Castle, Indiana. Founded by his grandfather in 1961, he is a third-generation owner of the business. Over the past decade, Lee led Jack’s transformation from a $250K-per-year single-store to a multimillion-dollar brand with more than 20 locations across the US.
What you’ll learn in this episode:Would you like to establish your brand in a new market? Although your product may be popular in your community, it’s unknown in another location. You don’t have to come up with grand ideas or a massive budget because the fastest way to grow is through the customer experience.
Jack’s Donuts consisted of one popular location in Indiana from 1961 until 2007, when Lee Marcum purchased the restaurant from his father. Lee’s entrepreneurial spirit drove him to expand the brand through franchising, and over the past decade-plus, he added more than 20 locations in multiple states. When moving into a new market, Lee explains how Jack’s found success through grassroots efforts rather than throwing money into social media and advertising. Lee’s strategy is to designate one person to attend events (like farmer’s markets) in new communities, set up a Jack’s Donuts tent, and hand out free doughnuts to anyone who wants one.
On this episode of From Persona to Personal, Roger Hurni sits down with Lee Marcum, CEO of Jack’s Donuts, to discuss the keys to successfully franchising a small restaurant brand and breaking into new markets. Lee talks about the history of Jack’s Donuts since its inception in the early 60s, why he decided to expand through franchising, and how grassroots tactics won customers in new communities.
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