KG: One of the most influential takeaways I will apply to my position as marketing coordinator at Huntsman is the concept of organizational communication. In short, this is a form of communication that leads to effective management in a workplace environment. For example, this includes skills that lead to positive client and employee relationships.
An acute awareness I wish to bring, is the beauty that each encounter is unlike any other. Every person has their own experiences, cultural background, and personal identity. These differences are not only wonderful but can be used to our advantage. It is valuable to notice these variances and integrate them into your work. Each person has a different perspective or approach, and great things are created out of this diversity.
Q: How has growing up in the construction profession (or in a construction family) formed your interest in design and architecture?
KG: Growing up with parents in the construction profession brought architecture, interior design and creativity into my life at a young age. I have vivid memories of my father taking me to building construction sites and showing me the entire process from start to finish. I was (and still am) in awe of San Francisco, and love to look around the city and see buildings that I know my family helped craft.
This makes me proud because my parents are humble people who took a leap of faith, started their own construction business and now literally see their hard work pay off. Their drive for success, humility and creativity have been instilled in my mind. I hope someday to look at other buildings knowing that I played a part and have that same sense of achievement.
So, how did I end up in marketing? I love to interact with people! I enjoy communicating, creating respectable solid relationships, and helping others. I have always been interested in learning about human interaction, along with how our minds shape who we are, what we see and how we act. This is why I decided to focus on communication in college, and eventually move into marketing. I like sharing my voice, and helping those around me be the best they can be. I strive to assist in strategically advancing any company I work for and hopefully will add what I can to positively progress the efforts of Huntsman.
Q: What is your favorite marketing campaign of all time and why? Why do you think it was successful?
KG: “Like A Girl” was a marketing campaign for Proctor and Gamble. They asked a group of teens and adults both male and female to act out what it means to do something “like a girl”. These responses showed the negative stigma associated with being a “girl”. Proctor and Gamble aimed to show that doing things like a girl isn’t any different than doing things like a boy or man.
Through this campaign, Proctor and Gamble was aiming to appear synonymous with women’s empowerment. I was drawn to this because it not only is successful in promoting their products and reaching a large audience, but also in supporting a cause. This was smart because by addressing women, they immediately reached over half of the world population. Purchase intent rose from 40 to 60 percent after this ad was released. I have a passion for the equality and empowerment of women and I also respect powerful marketing promotions. This identified both and ended up successfully reaching over 80 Million views.
Q: What are you favorite three social media channels and why do you think they make a difference in marketing?
KG: My three favorite social media sites are LinkedIn, Facebook and Instagram.
I like LinkedIn because it is multidimensional. On one side it helps to find future employees with solid references. You can get a quick grasp of who someone is without going through the entire interview process. LinkedIn can also explain who Huntsman is and help solidify our brand. Another positive is that LinkedIn is not limited to the younger generations, it does not have a specific age demographic. It is one of the first professional social media sites that reaches millions of people on a global scale.
Facebook helps to show the less serious side of a company. It expresses the personality of the employees and the environment a potential employee could join. Facebook has been an underappreciated social network for companies, but can really have a positive effect. For example, Sales Force ran a link ad campaign on Facebook to drive conference registrations. After their two month Facebook launch, they reached 9.9 million people, 2.7 times their goal for registrations and 40% lower cost per registration than the initial projection.
Instagram is also one of my favorite social media outlets for the sole reason that it is strictly visual. It focuses less on description or written language and more on visual analyzation. Letting a picture speak for itself is a powerful message.
And of course the best thing about social media is it is FREE marketing!
Q: What marketing initiatives would you like to take on at Huntsman?
KG: My main and immediate goal is to help in any way I can to advance the efforts of the marketing department at Huntsman. I hope to do this by consistently proving the firm’s added value to our current and potential clients. I hope to enhance the wonderful work that is being done every day at Huntsman and to broadcast this to the world.
Beyond this (since I’m a Millennial) I use social media every day. I’m acutely aware of the advantages these media sites can provide to the firm. I would love to dip my foot into that side of marketing and share my point of view.