Business
Faber Castell is a brand I grew up with, as a kid. Few things mattered in those years for a kid like me; but the brand of crayons and pencils where a matter of snob value - especially when 99% of the class couldn't pronounce the words right, Faber-Castell. A walk down memory lane, recollecting how mom used to cut pencils in half for me because I always lost them by the dozens to talking about how marketing to kids requires nothing but creating trust with the customers. The challenge being - kids aren't the only customers!
About Sonali Shah
Sonali is an passionate marketer by accident! At the core - she is a brand strategist with deep understanding of consumers in the mothers and kids space.
Her experience, stretches over two decades with stints on both sides – agency and client. Starting her career at Money Control; she moved to strategy planning at Contract India for about four years and then entered the category of toys with Mattel and then Hamley's. During her time at Mattel, she has also won the Mattel CEO award three years in a row from 2006 to 2008.
She joined Faber-Castell in 2017 as business head - art and graphic and in May 2020 she was elevated as the Marketing Director. Sonali loves traveling and art.
Breaking Down the Episode
- Becoming a marketer by accident
- Her mentor Nanet D'sa at Mattel
- Being driven by passion and passion alone
- "I am an opportunist", and learned to say Yes!
- From being a one woman army to building a team
- Managing the art folio first to the becoming Director of Marketing at Faber Castell
- Why the reason to believe (RTB) has to be very strong when marketing to 3 year old's
- Evolving consumer needs in a pandemic era
- Trust in brand also a function of influencers driving it
- How marketing has become a very 'come and go' function
- Products being a very core function of marketing
- Apple, Amazon and Netlfix - and how they are far ahead in the game of marketing
- Taking the team with oneself, encouraging failure and being experimental
- Having fun at work!
For the complete episode notes and links to the marketing campaigns mentioned by Alok, checkout the reltoK website
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