Evoking Customer Emotion
On this episode, Tara shares her insights on why content has to be responsive to your customers and why video marketing is vital for business growth.
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MarginEdge is a restaurant management software that gives you a real-time view into your food costs and helps automate back-office operations. It delivers real-time data to restaurants to make timely, critical decisions. ItIt all starts with your team snapping photos of invoices with their smartphones. We take it from there – every line item and every handwritten note is captured. We then integrate with your POS, so each day you know everything you bought and everything you sold, plus you get a rolling P&L with drill-down capability, and the invoice and sales data flows effortlessly to your accounting system. Bo and Roy, two of the founders, have more than 40 years of restaurant experience between them. They’ve built and operated over 25 restaurants around the nation. Even though the size of their back offices differed, the problems they faced as operators didn’t. With a background in successful tech entrepreneurship, Bo assembled Roy and two long-time friends, colleagues, and successful technologists, Mike and Sam. Together, they constructed a creative solution to make running a restaurant easier— and MarginEdge was born.
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Guest Bio
Tara Clever is currently the VP of Marketing at MarginEdge, where they deliver real-time data to restaurants to make timely, critical decisions. Tara came to MarginEdge with a diverse background in sales, operations, and marketing with a history of architecting catalytic growth. Prior to joining the team, she spent the majority of her career across the health and wellness vertical with a heavy emphasis on digital acquisition, experiential marketing and brand development. Since joining the team, Inbound Bookings have grown from representing 5% of new business, to consistently over 50% with Inbound revenue growing 20x in less than three years. Tara received her Masters in Health and Human Performance, Recreational Therapy and Child Life from the University of Florida in 2007.
Guest Bio
Tara Clever is currently the VP of Marketing at MarginEdge, where they deliver real-time data to restaurants to make timely, critical decisions. Tara came to MarginEdge with a diverse background in sales, operations, and marketing with a history of architecting catalytic growth. Prior to joining the team, she spent the majority of her career across the health and wellness vertical with a heavy emphasis on digital acquisition, experiential marketing and brand development. Since joining the team, Inbound Bookings have grown from representing 5% of new business, to consistently over 50% with Inbound revenue growing 20x in less than three years. Tara received her Masters in Health and Human Performance, Recreational Therapy and Child Life from the University of Florida in 2007.
Episode Summary
This episode features an interview with Tara Clever, VP of Marketing at MarginEdge. MarginEdge delivers real-time data to restaurants to make timely, critical decisions. Tara has a diverse background in sales, operations, and marketing with a history of engineering significant growth.
Key Takeaways
- Content has to be responsive to your customers and what they're going through in a way that lets you add real value in the message that you’re providing to them
- Video has allows you to bring highlight clients as the center of the spotlight
- Most operators have a significant emotional investment in their business
Quotes
“When you’re thinking about messaging, about capturing their attention and providing a solution, that emotional resonance that’s so common that you see on the kind of the D to C side. It's absolutely the way that we think about things here. It's a big change and a lot of time, a lot of times for restaurants, and so it's a big piece of how we think about telling the story.” - Tara Clever, VP of Marketing, Margin Edge
Episode Highlights
*(03:22) - Segment: Trust Tree
*(03:33) - Tara’s role at MarginEdge
*(05:41) - Capturing attention and evoking customer emotion
*(12:54) - Segment: The Playbook
*(13:50) - Why content has to be responsive to your customers
*(17:22) - Why video marketing is vital for business growth
*(29:19) - Segment: The Dust Up
*(32:37) - Segment: Quick Hits
Episodes Transcript
- Content has to be responsive to your customers and what they're going through in a way that lets you add real value in the message that you’re providing to them
- Video has allows you to bring highlight clients as the center of the spotlight
- Most operators have a significant emotional investment in their business
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