Ep 42: Mark Mears is the CMO of WOWorks
The food and beverage industry is overflowing with restaurants, diners, and take-away stores, all competing for their piece of the market share. That’s why, in order to be successful, you have to differentiate your business and provide your customers with a unique, memorable, WOW-worthy experience. That is exactly what Mark Mears has done as CMO of WOWorks, a holding company which encompasses Saladworks, Frutta Bowls, Garbanzo Mediterranean Fresh and Simple Greek. By catering to the desires of the “for me” generation, creating a culture of collaboration which supersedes organizational hierarchy, and utilizing an integrated marketing and communications plan, Mark and his team are continually WOW’ing the world. Mark has 36 years of experience in marketing and has accumulated a wealth of knowledge about building a brand and we are very lucky to have had the chance to pick his brain on the topic! Tune in to hear it all!
Key Points From This Episode:
How WOWorks new remote work culture is working.
Mark’s memorable experience as head of sales and marketing for Universal Studios.
Why Mark refers to Millenials and Gen Z’s as the “for me” generation.
Key traits of the “for me” / “Zillenial” generation, and how WOWorks caters to their desires.
What Food Network culture is.
The four food companies which are controlled by WOWorks.
Some of the key factors that make brands successful.
Mark explains why he was so adamant about implementing a third party delivery system when he joined Saladworks.
Rationalization behind the changes that Mark made to the Saladworks menu.
Initiatives that Saladworks is going to be rolling out in the near future.
How Mark’s team is structured, and the collaborative nature that they have adopted.
The 80/20 rule that influences Mark’s marketing strategies.
Mark’s workplace mantra.
Why WOWorks uses the word guests, rather than customers.
What WOWorks’ integrated marketing and communications plan consists of.
Loyalty versus engagement and why Mark aims for the latter.
The importance of local initiatives, and examples of some of the programs that WOWorks brands have implemented during the COVID-19 pandemic.
An idea which, when it comes to life, will hugely improve franchisee’s marketing.
Who Mark has to thank for getting him on the marketing path.
Mark unpacks his LEAF acronym, which forms the basis of the book that he is writing.
Advice that Mark would give his younger self.
Tweetables:
“The fact that we've been able to put WOWorks together during this pandemic, build a new culture, establish purposeful vision, mission values, all while being remote is a testimony to what you can do when you have to do it.” — Mark Mears [0:05:54]
“You can't define it. You just know it. When you experience something so special, so unique, you just shake your head, your mouth drops open, and you utter that one simple but powerful word, ‘Wow.’” — Mark Mears [0:21:36]
“20% of our guests represent 80% of our sales and when you’re budget challenged, frequency of existing guests is always going to be the most productive and cost-efficient way of building sales.” — Mark Mears [0:32:56]
“I'd be foolish not to get every ounce of value, experience, creativity, passion out of everybody on the team. So, if you're the highest man on the totem pole, or the lowest man on the totem pole, my mantra is, “The best idea wins.” — Mark Mears [0:36:30]
“We owe it to ourselves to get out of our own way sometimes and let people be who they are meant to be.” — Mark Mears [0:38:28]