Title: VP-marketing and communications
Company: Fellowes Inc.
Years in current job: 4
Maureen Moore, VP-marketing and communications at Fellowes Inc., said her company's office products advertising campaigns must straddle TV, print and digital because Fellowes' customers have “one foot in print and another in digital.”
That said, she does see increasing value in digital marketing. “Digital provides a tremendous opportunity to effectively target specific business consumers and measure the efficacy of such campaigns,” she said. “Due to its ever-evolving nature, digital provides us as marketers with innovative platforms on which to develop new campaigns and to engage with consumers in real time.”
Among the most effective digital efforts for Fellowes is encouraging product reviews from customers on the company website. Positive reviews are shared via social media, while Fellowes employees address negative ones.
Another effective online effort has involved using bloggers focused on office products to help promote the company's paper shredders. Fellowes sent them the company's “100% jam-proof” paper shredder and challenged them to jam it. When they couldn't, they wrote positive stories, Moore said. Of course, these stories were then shared via social media.
Pre-roll video spots have also been very effective for Fellowes, Moore said, as they enable the company to demonstrate its shredders in action.
“It is an exciting time to be in the profession,” Moore said.