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I help organizations learn and market their products and services better. I am not biased to any particular marketing technique, channel, tactic or niche. I focus on the best solution to solve an issue or capture an opportunity, even if that means someone else coming in to do the work.

With over 17 years of experience and an ongoing fascination for all things marketing, I have a breadth of marketing expertise across a deep roster of clients whom I work with directly or via partnerships such as the BDC or independent communications agencies.

For me, the best way of working is hands on, roll up my sleeves and open source  collaboration with people and teams. Of critical importance is that the team learns and grows throughout my work so that they are engaged, vested and could do it themselves the next time round.

I’m also an ambassador for Hyper Island dubbed the “digital Harvard” and helped bring their master class  to Vancouver in 2013 for the first time. I speak at and moderate panels at industry association events and I write for local, national and international trade press. 

Prior to founding Eustress Marketing Coaching, I worked at a large multinational agency in various roles in many cities including Vancouver, Dublin, Budapest, Munich and London. I ran local, national, regional and global accounts and even led local office in Vancouver. 


Starbucks, I thought we had something special

richard sandor

I used to frequent Starbucks lots..and lots and lots. I won't go into specifics but it was between 1-4 times on average a day. You want specifics talk to Starbucks. They have each and every transaction of mine recorded somewhere because I paid with my Starbucks gold card or the Starbucks app on my phone.

Back in November I went on a new diet, cut out coffee and I have not had a cup of coffee since. My herbal and green tea consumption has skyrocketed. BUT...I don't need to go to Starbucks for tea, like I had to go there for a good cup of coffee.  I can go pretty much anywhere for a decent tea bag and hot water. So as a result I have been to Starbucks 5 times total in the last 3 months versus the 15 odd times per week I used to go there. 

I would have thought that some data robot or sophisticated computer at Starbucks HQ would have noticed the change in my behavior on my account and flagged something. Perhaps they'd sent me a smart note asking where have I been? We miss you - why haven't we seen you?  Please update your preferences so we can continue to be there for you. Or  here is a coupon for a complimentary beverage or something.

Instead,  I continue to get and delete the same spamy emails pushing the weekly deal of Blonde roast or some other coffee I have absolutely no interest in.

What is the lesson? Stay in touch with your customers - yes.  Better yet, take the time to reconnect and learn from your lapsed customers - especially your VIP ones. You know the ones who carry your "Gold Card". Why they are not coming in anymore? It is you - is it them - is it over?

Ironically, at the exact same time as I switched my diet up, Starbucks bought the teahouse Teavana.