Checkpoints Pointing to Success in Marketing

Everyone has heard—if not asked—the question: “What is the secret to success?” The reality, of course, is that a number of factors beyond our control contribute to whether or not a goal is successful. (And yes, one of those factors is luck.) Where marketing is concerned, there are a few ideas, attitudes, and practices which can serve as a foundation for increased chances for success.

Meet Angela Zepeda

Angela Zepeda, CMO of Hyundai Motors America (HMA), explained her beliefs as to why a brand becomes successful to Leslie Blount in an article published in Forbes. Between observations she has made throughout her career and professional experience, Ms. Zepeda indeed knows the ingredients that drive success. Case in point: Within a three-year period, HMA saw rose from fifth place to ninth place in the ranking of the top automakers in the United States. These observations—broken down into check points—are…

√ – Risk-taking

The term “risk-taking” all too often carries a meaning of recklessness and irresponsibility. Taking risks that have a calculated and customer-centric mindset (i.e., the opposite of impulsive) is not only beneficial but necessary in order for a brand’s marketing plan to evolve. As Ms. Zepeda states: “Without risk, there can be no innovation.”

√ – Communication

In the advanced age we live in, where customers expect the products and services they purchase to be top-of-the-line in terms of convenience, efficiency, and user-friendliness, close communication strategies are essential. Communication is one of the primary guideposts that drive the best marketing and strategic mindsets, and this is accomplished by way of…

√ – Creativity

How does a marketer attract the attention of a prospective customer to a brand? Creativity, of course, which is the second primary guidepost of a successful strategy. Creativity—from where connected storytelling evolves—is the basis for everything from bringing brands and customers together to building and strengthening the relationship once it has been established.

√ – Less is more (or, “work smarter, not harder”)

When marketers connect and keep in-tune with customers, the plan of action should not be the number of touchpoints but the quality of them. Establishing, for example, a “tentpole moment”—a peak moment when buzz around a brand is high—allows brands to display the aforementioned creativity and connected storytelling.

√ – Partner up whenever possible

While opportunities (not to mention the expense) to partner with a popular brand don’t happen every day, they can yield great results. As with a “tentpole moment,” prospective customers will take notice. (Ms. Zepeda notes a partnership that HMA forged with Disney to promote its family-friendly Tucson model.) Additionally, sponsorship opportunities also effectively heighten brand awareness.

√ – The value of working with an agency

One point that Ms. Zepeda mentions early on in the Forbes article is how her background in agency experience helped develop and strengthen her abilities to think and plan strategically. While the marketing department of a brand works attentively to promote visibility, enlisting the services of an outside agency not only brings results but valuable lessons to all involved. (After all, look what it did for Angela Zepeda.)


The EGC Group is a full-service marketing agency that utilizes creative, inbound and content marketing and public relations, among many other actions, which help clients build relationships with customers and make their brands stand out and apart. And now, with the launch of EGC EDGE™, clients have the added advantage of getting inside look at how the competition is doing, and how to adjust and advance their own strategies (with the help from our team).

Interested in learning how an agency can make your brand stand out? Contact EGC to find out. Our range of expertise includes beauty, business-to-business (B2B), education, and retail, among other industries. Why not become a part of our client roster?