Bringing Visibility Into Marketing To Organize Everything With Dree Ziegler From Fulton Fish Market [AMP 148]
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- Not a Can of Corn: Fulton Fish Market in New York City follows the same way of doing things since the beginning of time
- Nothin’ Fishy about Dree’s Marketing Experience: Digital and eCommerce marketing and technology strategy that moved to merchant side of business
- Remote Headquarters: Dree manages a dispersed team of people in a number of places who are in contact with all the people in the market on a daily basis
- Challenges: Dree understands importance of visibility across the team, staying organized, and constant communication
- Gone Fishin’: Fultonfishmarket.com’s goal is to bring that fresh seafood experience to people, wherever they may live
- It’s not the same: Fresh fish from a grocery store is fish caught months ago, frozen, kept in a warehouse, trucked across country, thawed, and put on display
- Fulton Fish Market features about 40 vendors that bring fresh fish that’s sent overnight and delivered to your doorstep
- Fulton Fish Market’s Documenting Strategy for Marketing Plan:
- Set high-level goals for team that’s still growing
- Update Website to improve consumer experience
- Put baseline digital marketing tools in place to plan daily tasks
- Draft and create day-to-day marketing plan and content
- Fish-on-the-Fly Campaigns: Ordering and buying fish that’s only good for so long; purchasing department buys what’s fresh in the market and expected to sell
- Project Plan: Visual waterfall of tasks and who’s doing what; monitor team’s tasks, pickup slack, work collaboratively, and deliver what’s promised
- Fulton Fish Market’s next frontier is doing the things that people should be doing vs. automation and machine learning (ML) tools
- Marinating on Future of Digital Marketing: No experience needed, continue to learn, differentiate yourself, and stay hungry
Links:
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- Fulton Fish Market
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Quotes by Dree Ziegler:
- “Our goal is to bring that experience to people wherever they may live. We want to deliver that freshly good experience to their doorstep quickly.”
- “We’re taking fish that comes into the Fulton Fish Market. You’re getting the freshest possible fish, and it’s delivered to your doorstep within overnight shipping.”
- “We’re doing a combination of big initiatives that over arch the year, as well as small daily marketing tidbits that go out on our social media and through our emails.”
- “We’ve automated a ton of things which allows us to work ahead and then when people disrupt the flow...we're able to be more agile and supportive of what they need.”
Bringing Visibility Into Marketing To Organize Everything With Dree Ziegler From Fulton Fish Market
Click To TweetTranscript:
Eric: There’s one consistency when it comes to marketing process or work management, is that there will be inconsistencies. There will always be that pop-up project that comes out of nowhere that completely derails your marketing calendar, your project, system of process you have. There will always be that fire drill that other departments throws over the wall, into your lap, and now you’re like, “Okay, what do I do with this?” That is just the facts of life, folks. The bigger question is, how do you respond to such a situation? How do you prepare for that type of situation? Because you know what, it’s the teams that continue to complete work and cross their deadlines. Those are the marketing teams that are successful. Those are the marketing teams that we try to model ourselves after. Because we’re always expected to do more with less. That’s just the reality we live in. This is going to be the topic of the Actionable Marketing Podcast episode this week. I have the perfect guest. Her name is Dree Ziegler. She is the Director of Digital Marketing at Fulton Fish Market. Dree does an amazing job. She actually is faced with regular fire drills that she has had to create a process for in the management and she actually uses CoSchedule to do so. It’s really fun to hear from a customer of ours and how she’s managed to do this. Guess what? She’s remote from headquarters. Her entire team that she manages is remote, so she’s doing this completely virtually. The importance of having visibility across the entire team and the importance of staying organized and constant communication is paramount in order to be able to manage those types of situations. It is a fantastic episode. You know what? One of the especially bittersweet for me, this is my last episode as the host of the Actionable Marketing Podcast. I’ve taken in a new opportunity and I have enjoyed every moment with the guest that I’ve had in the show, and coming to you week in and week out, and I will dearly miss you. So let’s enjoy this last conversation. The conversation is going to be a great one with Dree. Can’t wait to introduce you to her. Alright ladies and gentlemen, for the last time for me anyway, buckle up! It’s time to get AMPed! Hey everybody, welcome to another episode of the Actionable Marketing Podcast. If you can respond, give a big warm welcome to Dree Ziegler. She is the Director of Digital Marketing at Fulton Fish Market. Dree, welcome to the Actionable Marketing Podcast. Dree: Thanks for having me. It’s great. Eric: Absolutely. It’s great to have you on the show. Every once in a while we ask some of our CoSchedule customers to share their stories, so I appreciate you. Not only of course being a customer, but also coming on the podcast and to share a peak behind the curtain of what’s going on at the Marketing Department there at Fulton Fish Market. Thanks for taking time to doing so. Dree: No problem. We love doing stuff like this. Eric: Good. I know we were talking a little bit before we went live here. You’re personally based out of Michigan, but your office is out in New York and you’ve got team members everywhere. Is that right? Dree: That’s exactly it. The Fulton Fish Market is about a 200 year old fish market in New York City and my team is actually in a number of places that are not there. I have a couple of people in Chicago, some people in Vermont and of course, we’re in contact with all of the people in the market on a daily basis. We’re pretty scattered, actually, 100% remote for people that are working on the digital marketing side. Eric: I can’t wait to dive into more of that because that just adds a whole different dynamic when it comes to being productive, communicating as a team, and staying organized. I’m sure there’s tons of those things that definitely had been a challenge in doing so and I’m sure you found a great way to alleviate those challengers. You know what Dree? I want my audience as I always do here, to get to know a little bit about you, like what’s your marketing journey, how do you always love fish, how did you end up at Fulton Fish Market? It’s such a cool business, by the way, so I wouldn’t mind if you take a minute or two to try and talk about what Fulton Fish Market is. I know you guys are doing some really cool groundbreaking stuff there. Just let our listeners know a little bit about you. Dree: Sure. I have been doing digital marketing and specifically ecommerce marketing and technology strategy for about a decade now. My back end is actually on the agency side. I was working in our base ecommerce agency for the last 10 years and I also have my own small agency. I did a digital on the side. Most of those, I’ve been working there for a long time and decided I needed to be on the merchant side for a while just to get a different taste of it, a different experience. In January, I started with fultonfishmarket.com. It’s an entirely different experience. The business itself, the fish business is eons old, and they’ve been doing it the same way since the beginning of time. The fish market itself still has this old iconic New York feel to it. And our startup fultonfishmarket.com really, our goal is to bring that experience to people wherever they may live. Whether it’s a restaurant in Austin or it’s a family in New York or in New Jersey. We want to deliver that freshly good experience to their doorstep quickly.![](https://media.coschedule.com/uploads/148_Dree-Podcast-Graphics_quote-01.png?w=3840&q=75)
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