Executive Special Edition: Expert of the Week: Kim Richmond

Kim Richmond

Passionate Marketer | Speaker | Author

What is your professional background?

I am a passionate marketer and have had the honor of marketing some of the best known brands in the world. I have held marketing positions and worked on some awesome brands including Sears, Kraft Foods, Charming Shoppes and FAO Schwarz. I also worked on brands such as KFC, Tenet Healthcare and Rita’s Water Ice at an ad agency. I'm currently a principal in the marketing consultancy I founded and work with major global B2B brands like Caterpillar, Thomas and Betts and Vishay as well as some consumer brands.

Also, I made an addition on this answer and added a missing comma after Yahoo Finance. What books/blogs/materials about advertising would you recommend?

 

What inspired you to choose this as your career path?

I realized that when I worked in the Advertising Department at Sears that I was really inspired when I saw customers come into the store because of the advertising that I helped plan and create. That’s when I realized that marketing has the power to move people to action.

 

How did you decide it was time to form your own agency?

After I worked for several years at different companies I realized that I had the experience and scope to provide senior-level strategy to select companies. It’s the collaboration with clients that motivates me. I really enjoy the challenge of working on different businesses and brands and with a lot of very smart people. The diversity of ideas and challenges is exciting to me.

 

What’s your average day like?

As with any marketing role, there is no such thing as an average day. Every day is completely different and that’s one of the things I really enjoy.

 

What has been your greatest accomplishment at richmond marketing+communications?

What has been most gratifying and satisfying is helping companies connect with their customers in ways they didn’t consider. The proof is always in the numbers so it’s always great when strategy is well executed and generates results for the company and the customers.

 

What trends in business do you foresee in the near future? What about the long term?

Today we’re all about social media and mobile marketing. Those platforms and others will certainly evolve as will consumer habits and preferences. We’ll see AR (augmented reality) and VR (virtual reality) become more common place as the prices come down and brands figure out how to best use them. The bottom line is that technology is just a tool for brands to connect and communicate with their customers.

 

What books/blogs/materials about advertising would you recommend?

I’m a huge fan of staying current with “traditional” online media such as Wall Street Journal, New York Times, USA Today, CNN, Fox News and Fox Business News, CNBC as well as local media such as Philly.com, 6abc, NBC 10 and industry websites like Ad Age, AdWeek, PR Daily, PR Week, Mashable, Yahoo Finance, Inc. and others.

I also get news from social media, too.

 

You are a very active member of the Philly Ad Club. Could you talk about your experiences within the Club?

The Philly Ad Club is a great way to be involved in the industry and give back, especially to students that are considering pursuing a career in the industry. Attending events and participating in the Mentoring Program are excellent ways for students to see if they might want a career in marketing, advertising or communications. It’s fun to serve as a gateway to the industry.

 

You are an adjunct professor at Rutgers-Camden. You teach Advertising + Promotion Management. What kind of jam-packed agenda can your students expect?

There’s never a dull moment in my class! Since students develop an Integrated Marketing Communications Plan for a real client over the course of the semester, there’s so much material to cover so that they are prepared to present their plans to their clients at the end of the semester.

 

What advice would you give to aspiring marketing professionals?

Get comfortable with the idea of being uncomfortable. Everything you want is outside of your comfort zone so get yourself out there. It’s not as scary as you think.

 

Find Kim on LinkedIn. Learn more about the Philly Ad Club.

 

Steve's Commentary

I'm convinced that Kim has some sort of a super-capacity battery. She is full of energy. When Kim says, "We've got a jam-packed agenda!" you had better believe it.

It was thanks to her, that I joined the Philly Ad Club.