Hey guys! Hope you enjoyed this big week for Marketing Society with our Alumni Mingle, Rosetta coming in, our Community Service event earlier today and the Unilever case walk-through! This week has been filled with Marketing-centric events and I just love it.
What I’m here for today though, is to tell you about Rosetta visiting us this past Wednesday. First I just want to say that I hope people learned that Rosetta is not Rosetta Stone. Rosetta is a consulting firm and agency. That being said let’s get into what actually happened! We had the pleasure of welcoming six employees from Rosetta with varying positions. With the exception of Steven, those who came to visit were all Stern graduates with degrees in marketing, finance, management, and economics.
Rosetta’s mission is “the create engagement between brands and people that grows stronger over time, like any good relationship”. It has nine global offices and mainly focuses on four industries: technology, healthcare, financial services, and CPGs. Some of its big clients are Skype, Microsoft, Uniqlo, Samsung, Timberland, Chase, Marriott, Vans, DirectTV, and Nike. To be successful, employees use an approach that intertwines intelligence, technology, and experience. Rosetta is big on customer engagement and defines it as “a personal connection between a consumer and a brand that is strengthened over time, resulting in mutual value”.
To become even more successful, Rosetta tried to figure out the impact that customer engagement actually has and found that “highly engaged customers feel a personal brand connection and go above and beyond”. These customers also tend to spend 33% more per transaction and spend 50% more frequently than the average customer.
To get into a discussion about brands and their success and failures, the Rosetta team presented four brands they felt were ‘doing things right’. These brands were Kroger, Netflix, Tory Burch, and Samsung.
We were then introduced to four brands (McDonalds, PayPal, United, and Verizon) that were struggling and broke into groups to discuss why and how these brands could improve their images. The interactive workshop concluded with each group presenting recommendations for the assigned company.
It was a speaker meeting that really engaged students and got us to evaluate brands from different angles. And those Cosi sandwiches just topped off the meeting!
ADversary: Mondays UC-19 12:30pm
Regular Meetings: Wednesdays UC-04 12:30pm
THE CAMPAIGN KICKOFF w/ Jack Erwin- Monday UC-19 12:30pm