Today we’d like to introduce you to Jennifer Schade.
Jennifer, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
In my first job out of college, I toured the country in the Kraft Hot Air Balloon, where we served journalists picnics prepared with “lighter than air” Parkay margarine. I met with fashion editors at Glamour, Mademoiselle, and other magazines, where I provided Levi’s 501 jeans they could use for photo shoots showing the latest trend in decorated denim. I escorted Kenny Rogers to press interviews on behalf of Dole pineapple and supervised the creation of a TV ad where Bill Cosby reminded parents to buckle their children safely into car seats, sponsored by the American Academy of Pediatrics.
Talk about a fun job! My initial years in public relations were so creative and stimulating. Yet as I advanced to become an officer at Golin/Harris Communications, I recognized that our recommendations and programs would be far more effective if we truly understood our target audiences and what was important to them. Yes, we could reach consumers with a catchy slogan or program, but what would really drive them to make that purchase? We could send emails to employees asking them to work differently due to cost cuts in the organization, but what could we say to truly get them to change their behavior?
While continuing my client work at Golin, I trained in counseling psychology at Northwestern University in order to gain insights into the emotional benefits that people get from products and services. Emotional benefits are things that people say to themselves as a result of using a product or doing something differently at work. For example, “I’m a good cook and entertainer” after using our client’s Italian cheese to prepare a new dish. Or “I’m a tech rock star” after downloading our client’s new application. These emotional benefits are the key to changing behavior and initiating purchases. Because people may forget what a brand says or does, but they will always remember how a brand makes them feel.
The value of incorporating psychology into marketing was immediately apparent when a few months after receiving my degree, Golin/Harris was competing against two other major agencies for the Jim Beam business. Quite frankly, we were all large… experienced… and good. The question was obvious: How could we differentiate ourselves?
To get a better understanding of our target bourbon drinkers, we held focus groups with Jim Beam and competitive brand users. The minute the focus groups started it was clear this was a smart move. Our account team who had developed marketing programs couldn’t have been more different than these bourbon users. (Picture the Marlboro Man, minus the horse.) As we listened to the Jim Beam drinkers talk about their experiences and interests, we saw beyond the demographics to what really made these guys tick — the bonding among friends, their great interest in the outdoors and the tradition of enjoying Jim Beam Bourbon that had begun, for many, with their fathers.
The focus groups allowed our team to get a much more insightful look at the target audience. Our prospective client commented during our presentation that he was impressed that we had actually interviewed his users and gone beyond “a bunch of PR people sitting around a table brainstorming and eating peanuts.” In fact, the groups generated the big idea that helped Golin/Harris win the Jim Beam business and ultimately led to a program that had tripled in size by the end of our first year!
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Stepping off a traditional path isn’t easy. An MBA would have been the usual graduate degree for a marketing professional, but I was interested in psychology so that’s what I pursued. I wasn’t sure what would follow, but I found when I returned to the agency, my new skills were valuable to the firm and made my job so much more interesting.
My interest in business was also unusual in the field of counseling psychology. The other graduates pursued careers in the mental health profession, while I continued to be interested in consumer behavior and change management and stayed in the business world. I didn’t feel I had a role model at the time and was forging my own career path as I pursued what I was most passionate about. As a result, I always try to serve as a sounding board to those interested in the field.
So, as you know, we’re impressed with JRS Consulting – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
There are many marketing professionals. There are many market research firms. I do both. If I’m working on market research, I know the results need to be actionable — beyond a report that sits on a shelf. If I’m working on a marketing program, I know how to incorporate the right market research that will make that marketing program much more effective. I refer to this as “working a mile in their shoes” for employee programs and “shopping a mile in their shoes” for consumer initiatives. The point is that we need to understand our target audiences before we create the marketing program.
Atticus Finch in “To Kill A Mockingbird,” tells his daughter Scout that “if you can learn a simple trick, Scout, you’ll get along a lot better with all kinds of folks. You never really understand a person until you consider things from his point of view — until you climb into his skin and walk around in it.” I think this insight applies very much to marketing as well. Anytime you are asking others to take an action — whether it’s downloading software, changing behavior or purchasing a product, you’ll be far more effective if you first consider the point of view of the person being asked.
With a unique combination of research and marketing communications expertise, JRS Consulting identifies what’s most meaningful to customers and employees and creates marketing programs that achieve our clients’ goals. We help clients tell their story in the most meaningful way. I refer to this approach as developing corporate magnetism because instead of clients needing to pursue a target audience, customers will actually be drawn to clients because their messaging and programming are so effective.
What quality or characteristic do you feel is most important to your success?
During our consulting assignments, I’m often asked for advice on clients’ career or decision-making challenges. I find these parts of our engagements particularly rewarding and try to provide additional value. The latest addition to our website is a section on executive coaching. Some executives fail to meet their full potential, not because they lack core competency skills, but because they are missing some communication and management tools.
I teach these skills efficiently and effectively, and find it very rewarding to see my clients grow in effectiveness and confidence.
I help company leaders and their team members improve their performance, both strategically (how to be more proactive, how to increase employee engagement) and tactically (what to say at tomorrow’s meeting, how to write that email). My approach is collaborative, working closely with clients to transfer my knowledge and experience to them, resulting in improved skills.
Contact Info:
- Website: www.JRSconsulting.net
- Phone: 847-920-1701
- Email: jenny.schade@JRSconsulting.net
Image Credit:
Light Design Photography
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