Linda Yeh
Associate Brand Manager
ConAgra Foods, Hunts
What site(s) do you have to visit every day for Marketing news?
I wish I had the time to check daily, but I have signed up for Brandweek and Adweek e-newsletters and use Google Alerts so I won't miss anything related to my business and category.
What site(s) do you go to at least once a day for fun and inspiration?
DailyCandy – from home.
Greatest skill a good Marketing professional requires?
Great general management skills – you have to be able to translate great marketing ideas into bottom line results. A good marketer must be able to work with cross-functional team members to bring his/her ideas to life and understanding the fundamentals of the P&L, research, sales, operations, and demand will help facilitate that process.
What's the recent "it" Marketing phrase/trend of the moment that you hear almost everyday and what does it mean for the industry and the marketplace?
Value – with the recession, value is here to stay. I think consumers are thinking about getting the most value for their money, so marketers need to make sure their products’ value propositions are strong.
There have been fads in the Marketing world. In your opinion, what are recent developments that are here to stay?
Mobile marketing – I think we’ve only cracked the surface on how to micro-target using this medium. Some of my business school friends have done some really cool things with ticket sales via cell phones and I think they’re really on to something.
What is essential NOT to do when it comes to your area of Marketing specialty?
Never rest on your laurels – always think of how you can improve your relationship with your customers and consumers. Needs change over time and you have to be there to deliver or risk becoming marginalized or de-listed.
What's an imminent hurdle in the Marketing world that you think will cause significant changes to the way we market?
I would like to build on Melisa Boyd’s post from last week. The growing minority population in the US has lead to an explosion of newspapers, websites and television channels that continues to segment media. If you flip around on TV (rare, I know) you’ll see a plethora of ethnic programming. Daily, my parents drive to the Asian supermarket and pick up the daily Chinese newspaper in rain, sheet and snow – talk about loyalty! As marketers, we need to figure out how to reach our consumer and break-through all the noise.
Can Marketing ideas travel across continents and languages? Does globalization work or is localization more effective?
I think there are consumer needs that are not region specific; however, how we best communicate the benefit and build a relationship with consumers may require a more localized lens.
Best piece of advice you have received professionally or personally?
Trust your instincts and don’t be shy about asking questions or questioning the way things are done!
Growing up, what was the first thing you can remember wanting to be?
I wanted to be an astronaut and explore the galaxy…Yes, I was and still am a Trekkie.
What is a recent campaign/presentation (not from your own company but your field of marketing) you admire?
I love the Progressive ads – singularly focused message, clear branding and brand cues, good breakthrough and persuasive. They have multiple spots each with a different message to prevent wear-out.
Is Marketing more of an art or more of a science?
Before you learn how to dance, you need to learn how to walk. As an ABM, you learn the fundamentals or the “science” to support your recommendations. However, I think as you begin to manage a team, a product line, or a business - judgment comes into play depending on time to market, prior experience that can be applied to the situation, investment level and risk exposure for the company. The “art” comes from being able to smartly evaluate the situation and make the right business decision to go forward.
*Any comments/views expressed in this blog post reflect the personal opinions of the original authors, and not ConAgra Foods.
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