A C-SUITE PERSPECTIVE
Tiffany Harris, President & CEO, Offers Insights on Marketing, Doing Business and What’s Ahead
From account associate to president & CEO and owner, Tiffany Harris has seen it all in the past 26+ years at Foster Marketing. New trends in marketing, good and bad times in the industry, massive technology and product rollout efforts, and, of course, lots of changing players— she has been here to witness and have a hand in it all. This month in Fostering Ideas, we asked her to share her thoughts as a marketing and business professional.
Q: In an everchanging “doing business” landscape, how is Foster Marketing keeping it real?
A: We are embracing the changes and the challenges! From finding the productive balance of in-office and work-from-home setups; to first-time introductions via video; to hybrid events, we are rethinking, reimagining and reinventing every day.
Q: When people think of Foster Marketing, what do you hope their first thought will be?
A: Strategic thinkers with tons of energy industry expertise that would be a great partner added to our team!
Q: How do you keep client relationships strong and maintain client longevity?
A: Be honest and transparent, put in the time to learn about the client and your daily colleagues (professionally and personally), be a good teammate, know the expectations, and do great work.
Q: What trends are you seeing in B2B marketing, specifically in the energy, industrial, chemical and manufacturing industries?
A: As with any industry today, digital marketing initiatives are top of the list – improving how to do business with limited face-to-face opportunities, travel restrictions, etc. With that comes smarter clients who are becoming more entrenched in the analytics and wiser in their understanding of the digital opportunities, which means they are more willing to try new tactics and push the boundaries a bit more.
Be honest and transparent, put in the time to learn about the client and your daily colleagues (professionally and personally), be a good teammate, know the expectations, and do great work.”
Q: How does Foster Marketing differ today from five years ago?
A: First, we had a changing of the guards if you like, with the completion of my purchase of Foster Marketing from George, although I have been a part of Foster for 27 years, so my face is not new to too many. Second, like many companies we have seen a more diversified clientele from traditional oil & gas – still in our wheelhouse, but broader reach into the alternative energy, industrial and manufacturing sectors. Third, we have and will continue to see growth in our digital offerings, team and overall scope.
Q: As industries are rapidly changing, how will Foster Marketing evolve?
A: While we are consistently engaging in new business efforts, we are in a unique position in that we have the benefit of growing and diversifying with our clients. Because of this, we are continually honing our knowledge of the industries we serve and the players within them – learn the competitors, get to know the publications and editors, research the related associations and organizations, identify and qualify the industry events, etc. For me, discovery and knowledge are keys to not getting left behind.
“Good content has legs and one piece of content can be used in many different ways …”
Q: New marketing avenues/tactics seem to be surging but not all budgets are amping up yet. What’s your top must-have in every budget?
A: First and foremost is strategic planning, whether that plan includes multiple tactics or just one. And, any tactic is led by messaging and focused content. Once that messaging and content is developed consistently then you have many options to implement it, as I often say, “good content has legs and one piece of content can be used in many different ways – social, web, thought leadership, etc.”. At this stage it is about pushing the content out and regardless of budget, I am a huge proponent of PR (third-party endorsement).
“Now, we are seeing more focused boutique shows where there may be a smaller crowd, but it is a better-quality crowd, from a decision making/recommendation standpoint.”
Q: Before taking over as CEO, you made your mark as the master of tradeshow and event planning. With the state of the world and industry, what are your predictions on 2022’s outlook? Any advice for those struggling with how to proceed?
A: While it is not what people want to hear, the trade show landscape will never look quite the same as pre-COVID. But that is not necessarily a bad thing. What these times have done is make us more aware of our time, our spending and our overall objectives. We had come to a time when it was trade show overload, you could literally be at a show every day if you had the time and the budget. Now, we are seeing more focused boutique shows where there may be a smaller crowd, but it is a better-quality crowd, from a decision making/recommendation standpoint. Our clients still believe in the power of the trade show and we have a full calendar in several industries on a global level, albeit more domestic than in past years.
Q: As someone who has helped build Foster Marketing’s track record of success and now as CEO/owner, what are you most proud of?
A: So many things, but three stand out.
- Our longevity, which is a testament to George, our loyal clients and our dedicated team (many with 10+ years with Foster).
- Our reputation, which is showcased time and time again when current clients provide new business referrals or when a past client calls us again when they have another opportunity to work with us at a different company.
- Our future.
Tiffany Harris is President and CEO of Foster Marketing. She and the Foster Marketing team have plenty of experience to help you not just survive but thrive in today’s business climate. To set up a meeting with her or a team member, call us at 281-448-3435 or contact us online.