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Wolf: ‘Dial down the rhetoric’ in wake of Pittsburgh shootings

<p>WILKES-BARRE &#8212; We might be in the digital age, but relationships still matter.</p><p>&#8220;Brands are relationships,&#8221; guest speaker and marketing specialist Julie Anixter told a crowd of entrepreneurs at the THINK Center on Thursday night.</p><p>Anixter is CEO and founder of Ensemble.Works, which offers clients &#8220;the trifecta powers&#8221; of design, innovation and modern marketing, according to its website.</p><p>She started her presentation by stressing a famous quote: &#8220;Marketing is a conversation.&#8221;</p><p>She spoke of businesses humanizing their connections with clientele and the hallmarks of marketing and branding. They include curiosity, context, trust, and generosity.</p><p>&#8220;Keep track of your relationships. You just need to market to the people that care &#8212; the people that need you,&#8221; she advised.</p><p>Anixter went on to mention an individual&#8217;s exchange of energy and focus on people in reference to marketing. She stressed the concept that one person can have a huge influence on a brand and encouraged audience members to consider their relationship with their own brand/company.</p><p>Anixter also noted to pay attention to the digital side of things as society goes deeper into the technological age.</p><p>But her presentation kept returning to her main point &#8212; building and maintaining relationships.</p><p>&#8220;Your relationships are diamonds, gold, rubies,&#8221; she said. &#8220;They are a treasure.&#8221;</p><p>She added that without trust, customers will stop buying.</p><p>Anixter also explained the need for authenticity and transparency within these relationships.</p><p>The evening was part of the Wilkes-Barre Connect Spotlight Series, which provides opportunities for local industry leaders and entrepreneurs to meet. The Connect program counts Penn State Wilkes-Barre among its partners.</p><p><strong>&#8216;Experiment, fail &#8230; &#8216;</strong></p><p>After Anixter&#8217;s speech and a brief question-and-answer session, a video presentation featured three innovators: Kathryn Bondi, a graphic designer at Posture Interactive, a Scranton advertising agency that focuses on website design and development; Tanner Coleman, general manager of Mobiniti, a mobile marketing company in Wilkes-Barre focusing on SMS, email and social media; and Nicole Farber, CEO of ENX2 Marketing, a nationwide legal digital marketing agency with an office in Dallas.</p><p>Coleman talked about directly reaching customers with his company. He emphasized his motto: &#8220;Experiment, fail, learn, repeat.&#8221;</p><p>Farber told the crowd about the importance of having a mentor and noted: &#8220;Success isn&#8217;t a straight line, it&#8217;s a journey.&#8221;</p><p>She also offered this advice: &#8220;Your smile is your logo and your personality is a business card.&#8221;</p><p>Penn State Wilkes-Barre announced it will be extending the Spotlight Series for another three years.</p><style>
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<div class="neCaption">Featured speaker and marketing specialist Julie Anixter talks to businesspeople about the importance of building relationships during a Wilkes-Barre Connect Spotlight Series event at the THINK Center on Thursday. </div></div><div class="metaInfo"><photo0>https://www.timesleader.com/wp-content/uploads/2018/11/web1__Spotlight2-1-1-1.jpg</photo0><caption0>Featured speaker and marketing specialist Julie Anixter talks to businesspeople about the importance of building relationships during a Wilkes-Barre Connect Spotlight Series event at the THINK Center on Thursday. </caption0><photoCredit0>Sean McKeag | For Times Leader </photoCredit0></div></div>
<div class="metaInfo"><subheadMeta>Focus should be on relationships</subheadMeta></div><div class="metaInfo"><bylineMeta><p>By Lyndsay Bartos</p><p>lbartos@www.timesleader.com</p></bylineMeta></div>

‘Spotlight’ on relationships: Marketing expert advises entrepreneurs