Spotlight on...
Michael Kilgore
Vice President of Marketing
Tampa Bay Performing Arts Center
Tampa, Florida
Years in this position: 8
Years in marketing: 18
What inspired you to pursue a career in marketing?
Honest answer: A newspaper publisher strongly encouraged me. I had been on a journalism track. I hope that was because he saw my potential as a marketer, rather than my failings as a journalist.
What is the first advertising or marketing campaign you remember? Why?
“Making a difference in our community”: In a competitive newspaper environment, the new tagline reaffirmed our history and commitment to our home county and the area. Over the years, the creative caught up with the potential; in its earliest form, not so much.
What do you like most about marketing?
Providing information that people want when they want it and how they want it
How do you measure your success?
Short-term answer: In sales.
Long-term answer: In patron satisfaction.
What has been your greatest marketing accomplishment?
Formal: With TBPAC, named 2009 Road Marketer of the Year by the Broadway League (an association of Broadway producers and presenters), helping TBPAC finish in top five attendance in the world for venues under 5,000 seats
Informal: With The Tampa Tribune, closing exclusive, multi-year deals with the Tampa Bay Buccaneers, Citrus Park/Brandon Town Center malls, dozens of Tampa Bay area community groups and USF Athletics, plus huge deals with the Tampa Bay Lightning and Tampa Bay Devil Rays.
What do you think is the biggest mistake companies make when marketing?
Jumping to creative without the rigor of analysis and research
What is the most interesting trend you see in marketing?
Use of “smart data” to customize and segment our messages.
How do you stay on top of your field?
Conferences, colleagues, books, e-letters, blogs, RSS feeds
What marketing resources do you recommend?
Marketing Profs, Mashable, Readwriteweb, Media Post, Google Analytics, Twitter, Facebook
If you could give one piece of marketing advice to Tampa Bay companies, what would it be?
You have to run harder just to stay in place: “What got you here won’t get you there.”
Do you know a marketing professional or entrepreneur who should be in the spotlight? Email me with his or her contact information!
Comments