Lucid Marketing CEO John King on marketing to moms

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John King has been raised from the ranks of managing director to president of mom-focused marketing agency Lucid Marketing. He aims to grow the company by focusing on the fundamentals of marketing.

Lucid Marketing employs various channels such as e-mail and customer loyalty programs for mom-based campaigns for clients including Disney, Whirlpool, Buena Vista Home Entertainment and AOL. Mr. King is up-to-date on the latest social networking technologies and the growing world of moms in Second Life, but he thinks that good communication is the way to selling to moms.

"There is a lot of backlash against the Web 2.0 types of buzzwords, because they are not always showing results in sales," Mr. King said. "While it's good to keep up on new technologies, it's still a matter of focusing on fundamentals of marketing to engage your customer."

According to Mr. King, those fundamentals include focusing on targeted messaging and using appropriate channels to send this messaging. These channels include search, e-mail, word of mouth campaigns and customer loyalty programs that communicate directly to the moms in a targeted fashion.

He named Kimpton Hotels and Nissan as two brands that understand modern moms. The San Francisco-based hotel chain messages to the traveling businesswoman who travels with her family and the Franklin, TN-based car company demonstrating the ability to aid in a savvy mom's on-the-go lifestyle.

Mr. King in 2004 joined Lucid Marketing (www.lucidmarketing.com) as managing director and was promoted to president in February 2007. His previous assignment was president/CEO of Tree Staple Inc., where he led a private equity-financed start-up to national distribution within 16 months. Mr. King's experience in direct marketing services began in 1989 with AT&T American Transtech where he held roles in both sales and operations management. He also served as CEO of Tidal Industries Inc., a manufacturer and wholesaler of fishing equipment, from 1997 to 2000 where he oversaw sales, distribution and margin expansion.

Mr. King currently serves as a committeeman and deputy mayor for the Township of Raritan in New Jersey and holds a degree from the University of Delaware, and a Masters of Management Science from Stevens Institute of Technology.

Mr. King sees his new position as president as an opportunity to reach out to mothers, whom he feels are not well represented in many advertising campaigns.

"It's an age old thing of a woman pushing a mop on the floor, which is degrading," he said. "But those companies that say, 'Hey, we understand who you are' will get the mom's attention."

By Dianna Dilworth

John King has been raised from the ranks of managing director to president of mom-focused marketing agency Lucid Marketing. He aims to grow the company by focusing on the fundamentals of marketing.

Lucid Marketing employs various channels such as e-mail and customer loyalty programs for mom-based campaigns for clients including Disney, Whirlpool, Buena Vista Home Entertainment and AOL. Mr. King is up-to-date on the latest social networking technologies and the growing world of moms in Second Life, but he thinks that good communication is the way to selling to moms.

"There is a lot of backlash against the Web 2.0 types of buzzwords, because they are not always showing results in sales," Mr. King said. "While it's good to keep up on new technologies, it's still a matter of focusing on fundamentals of marketing to engage your customer."

According to Mr. King, those fundamentals include focusing on targeted messaging and using appropriate channels to send this messaging. These channels include search, e-mail, word of mouth campaigns and customer loyalty programs that communicate directly to the moms in a targeted fashion.

He named Kimpton Hotels and Nissan as two brands that understand modern moms. The San Francisco-based hotel chain messages to the traveling businesswoman who travels with her family and the Franklin, TN-based car company demonstrating the ability to aid in a savvy mom's on-the-go lifestyle.

Mr. King in 2004 joined Lucid Marketing (www.lucidmarketing.com) as managing director and was promoted to president in February 2007. His previous assignment was president/CEO of Tree Staple Inc., where he led a private equity-financed start-up to national distribution within 16 months. Mr. King's experience in direct marketing services began in 1989 with AT&T American Transtech where he held roles in both sales and operations management. He also served as CEO of Tidal Industries Inc., a manufacturer and wholesaler of fishing equipment, from 1997 to 2000 where he oversaw sales, distribution and margin expansion.

Mr. King currently serves as a committeeman and deputy mayor for the Township of Raritan in New Jersey and holds a degree from the University of Delaware, and a Masters of Management Science from Stevens Institute of Technology.

Mr. King sees his new position as president as an opportunity to reach out to mothers, whom he feels are not well represented in many advertising campaigns.

"It's an age old thing of a woman pushing a mop on the floor, which is degrading," he said. "But those companies that say, 'Hey, we understand who you are' will get the mom's attention."

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