The Grapevine: Rumblings and Rumors About Potential Reviews
On May 11th, I shared a smAARt Lead focused on the pet care category (see below). Now I am suggesting a company within that category that shows signs of growth and growth often means potential for agency resources. The company is: West Paw – Bozeman, MT
1. Andy Wunsch – Hired as VP of Sales and Marketing – May 2020
2. The Bozeman dog toy factory is expanding into more stores across the country – June 2020
3. West Paw expanded into Petco – June 2020
4. West Paw has officially released its creamy dog treats, adding to its dog treat portfolio launched in May 2020
Andy Wunsch
Vice President, Sales & Marketing
andy@westpaw.com
Personality Type: Driver (Di)
Drivers like Andy are in the far upper left region of the personality map, which means they have a strong tendency to shape and change their environment, and they prefer autonomy in their interactions with others.
In groups, Drivers can be most effective:
- Taking bold risks when necessary
- Being quick, independent and firm when making decisions
- Leading a team through difficult situations
- Directly stating thoughts and opinions
- Using a goal-oriented approach to assigning work, omitting unnecessary details
Andy is likely to be an ambitious and persuasive achiever with a casual and direct communication style.
Keu Descriptors: Confident; Spontaneous; Persuasive
Cary Duggan Kessenich
Director, Marketing & Customer Experience
cary@westpaw.com
Personality Type: Harmonizer (IS)
Harmonizers like Cary are in the far right region of the personality map, which means they have a strong preference for warmth and connection in their interactions with others.
In groups, Harmonizers can be most effective:
- Placing a high priority on personal interactions and relationships
- Displaying trust in their teammates
- Enthusiastically supporting other people
- Optimistically evaluating the capabilities of others
- Solving problems by involving others in open discussion
Cary tends to be energized by teaching and interacting with others, prioritizing relationships over immediate achievement.
Key Descriptors: Warm; Cooperative; Diplomatic
Emailing Effectively? Cary may include emotional, personal details in her emails and appreciates emotion in inbound emails. While Andy can appreciate the emotion, it may be best to write a bit more formally to Andy.
This lead is a bit more on the “rumor mill” side than a “smAARt lead” but based on news read and data collected with regard to this company, there is potential intent to consider agency assistance.
Remember, don’t stalk. Don’t hound. Don’t send a myriad of messages about yourself. So what do you do?
Build trust. Share category insights. Do some light consumer research. Offer purchase pattern eye-openers. Toss out some trends (especially the latest in light of COVID-19). Detail how you can build brand awareness for to help with their expansion goals. Show your expertise and how it’s relevant. Just… don’t… sell!
