Alright – so today we’ve got the honor of introducing you to Roger Hicks. We think you’ll enjoy our conversation, we’ve shared it below.

Roger, looking forward to hearing all of your stories today. What do you think Corporate America gets wrong in your industry?

I don’t believe they place enough importance on branding and marketing. Often times, they focus on what they need to open their doors – facilities, inventory, manpower, and vendors – and if there’s money left over, that’s the marketing budget.

Also, because they know what they respond to when it comes to advertising, they believe they might as well do their own marketing. We have a saying, “Just because you can cut your own hair, it doesn’t mean you should.” The same can be said of marketing, yet businesses try it anyway. They hire accountants and lawyers to keep them out of financial or legal trouble, yet marketing seems to be a less risky do-it-yourself endeavor. However, over time, a haphazard execution of an incomplete marketing plan may result in lost sales, decreased brand loyalty and a weakened brand image.

The creation and successful execution of a comprehensive branding and marketing strategy doesn’t require an in-house marketing department or a full-time marketing director. However, it does take experience and focus. Outsourcing marketing to a full-service branding/marketing agency is not only affordable it’s cost-effective as the results should more than pay for the investment.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I began my advertising career more than 35 years ago when the industry could be summed up in three words: Print, TV and Radio. In my second year in the business, I earned two Addy Awards for my copy writing and radio campaigns. After five years, I began a rewarding career in the non-profit sector.

After 15 years, I left my position as the Division Executive Director for the March of Dimes in Broward and Palm Beach counties and joined Electrum Branding in 2006. I quickly discovered that the world of advertising was rapidly evolving. Traditional marketing was dwindling while inbound marketing such as blogging, search engine marketing, search engine optimization, and social media were building momentum.

To effectively keep Electrum’s clients’ brands top of mind, I went back to school and completed my Masters Certificate in Integrated Online Marketing. Then, as the demand for social media management and monitoring soared, I became a certified social media professional.

In 2019, a compilation of my blogs was published. “Just Because You Can Cut Your Own Hair Doesn’t Mean You Should: Humorous Observations on Why Marketing Is Best Left to Professionals and Helpful Tips Should You Decide to Go It Alone.”

I bring a unique perspective to my clients’ projects with one foot in the creative arena and the other in project management. Some might think that these two areas would be in conflict since the creative side doesn’t always conform to deadlines and budgets and project management doesn’t grasp why great ideas don’t just happen on schedule. But my understanding of both serves as a catalyst for the creative side and as a moderator of realistic expectations on the project management side.

I am proud that Electrum Branding is celebrating 18 years in business this year. A lot has changed during that time, but our core values remain the same: Integrity. Respect. Creativity, Continuous Improvement, Sense of Purpose, and Positive Attitude. Although our menu of services has evolved over time to meet the needs of our clients, their appreciation for our responsiveness and professionalism has remained steadfast. I value the relationships that we have forged with our clients and them considering us a partner rather than a vendor is the greatest compliment I could receive.

Can you tell us about a time you’ve had to pivot?

Electrum Branding opened its doors in 2004. At that time, newly chartered, or de novo, banks were being formed all over Florida. Ellen Schlafer, Electrum’s founder and experienced bank marketing professional, created a “de novo bank marketing package” that included anything a new bank could need from corporate identity and account development to sales collateral and website design. Demand was high and Electrum would eventually launch 21 bank brands.

During the great recession, new banks were no longer being formed and existing banks were being purchased or shuttered completely. In response, Electrum shifted the agency’s focus to Mergers & Acquisitions including FDIC-assisted transactions which required the agency to become adept at creating clear communications directed toward a variety of audiences including customers, employees, the general public and the media, while assisting in the physical re-branding of acquired institutions.

As the economy continued to shrink and businesses became even more competitive for a dwindling customer base, Electrum saw another opportunity. By offering Customer Experience Measurement and Management (brand audits, mystery shopping, customer feedback surveys and internal employee surveys), Electrum could help brands build brand loyalty, improve the customer experience, reward their service superstars, and reduce new customer acquisition costs.

In 2020, the pandemic drove people into seclusion which increased the demand for effective social media in order to keep customer engagement alive and kicking. Once again, we rose to the occasion.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

Electrum Branding never leaves our clients guessing about the cost or status of a project. There are no surprises. We are proactive and responsive. If anything, we over-communicate. But that’s only because we are passionate about our work and can’t wait to tell our clients about it. We have clients down the block, across the country and overseas – regardless of their location, they all think us as their in-house marketing department that’s right down the hall.

Contact Info:

• Website: https://electrumbranding.com/
• Instagram: https://www.instagram.com/electrumbranding/
• Facebook: https://www.facebook.com/ElectrumBranding
• Linkedin: https://www.linkedin.com/company/electrumbranding/
• Twitter: https://twitter.com/ElectrumBrand
• Youtube: https://www.youtube.com/channel/UCQxDdZXihrgsdTdnOdWv3jQ?