AccuWeather CMO Michelle Harmon-Madsen’s marketing philosophy: 'Simple is gourmet'

Welcome to Marketer Must Read, a weekly newsletter that’s packed with inspiration, perspective on challenges, and a look at what other marketers are watching. Click?Subscribe?above to be notified of each edition.

One of AccuWeather CMO Michelle Harmon-Madsen’s first marketing gigs required walking backward. As a Penn State tour guide, Madsen learned to cater to two very different audiences: overbearing parents with tons of questions and prospective students who wouldn’t open their mouths.?

?“You really were opening the door for what college could be for someone,” she says. “I always found what people asked and what they didn't ask really interesting.”

Her challenge, she says, was to “connect the dots” and tell a story that would resonate with each audience. That’s still her job today.

“As a marketer, that's what we're always trying to do.”

Since her days leading campus tours, Madsen has spent her career in marketing at brands like FreshDirect and agencies like MediaVest. She spent time in the entertainment world leading brand integrations for “American Idol” and “So You Think You Can Dance.”?

Madsen says she’s often asked about the glitz and glamour of working on a show like “Idol.”?

“I would always say, ‘Well, what do you want to do? Because that's what you have to be excited about. Music only happens for a very short time, and then it's the rest of your job.’”

When it comes to finding inspiration, Madsen says it’s about going beyond your bubble.

“I'm less concerned about my direct competition. I'm more concerned about how can I be innovative for my customers?”

But no matter how much the landscape changes, there’s one saying she always comes back to: “Simple is gourmet.” What matters is the two-sentence description, not the 45-minute presentation.

It’s about asking, “What's the point we need to get across here? What do people need to know?”

Below, she shares more of her story.?

1. What has had the most impact on your perspective as a marketer?

My first job in high school was working at a specialty bed and bath store and this is where I learned the importance of engaging and listening to the customer.

One of my responsibilities was to attract customers by handing out small soaps as people were walking to a historic farmer’s market nearby. Some people knew the store well and were loyal customers, some had never heard of the store and would ask questions, and others turned out to be tourists and needed directions to the market. I also quickly realized that people thought the soaps were candy and had to stop them before they took a bite!

When I arrived back at the store, the owner was always keen to hear about my interactions. What did the customers ask? What interested them? Was it a busy day at the market? She would listen closely and often rearrange the store window to feature an item or two that was mentioned. It didn’t take me long to understand the value of the interaction when I recognized customers coming into the store, and when they inquired about items featured in the window.?

2. What’s changed the most about your job as a marketer over the course of your career?

When I started my career, departments within a company were quite siloed. Engagement across functions was limited except for the most senior levels of the company. When information was shared, it was from the top down. There was a formality to communications, processes and decision making.

Today, cross-functional communications and collaboration are a must and marketers must connect the dots to solve problems, adapt and make decisions. Marketing is interconnected with every department in real-time and every department must have a focus on the customer. Of course, if marketing isn’t invited to the party, we must crash and stick our foot in the door.

3. What’s the hardest part of a marketer’s job today?

The marketing landscape continues to expand exponentially — more platforms, more tools, more data, more expectations around KPIs — everything. You could spend every waking moment learning about what is new. It’s a balancing act to focus on optimizing what’s working well while also remaining open and flexible to explore new ideas and opportunities. The evolving workplace is one of continuous innovation.

4. Tell us about the marketing campaign you’re most proud of working on in your career.

I am unbelievably proud of AccuWeather’s “Weatherproof your next adventure” campaign. It was developed and designed in-house with team members working remotely to promote the launch of the new AccuWeather app. Brainstorming literally started the week everyone moved home!

The team developed a compelling messaging strategy with lifestyle and product visuals that resonated with consumers and how weather impacts their lives. The campaign celebrates life’s everyday moments or “adventures” because we know our users rely on AccuWeather and our proven accuracy to make the most of their day – from the best time to take the kids to the park, plan a picnic dinner or when to bring an umbrella on a trip to the grocery store. The campaign was a first-of-its-kind campaign for AccuWeather activating paid, owned and earned media and increasing awareness of the new app as well as engaging our loyal audience.

5. What’s a marketing campaign you wish you’d thought of and why?

?One of my favorite sayings is “simple is gourmet” so I have to pick the classics – DeBeers’ “A Diamond is Forever” or Nike’s “Just Do It” campaign as both campaigns ring true for each of these brands to this day.?

The New York Times “Truth” campaign is also very powerful. The brand truly took a stand to support its work and mission. Maybe it is because I am a New Yorker, but I always feel a sense of pride for the brand when I see the campaign. I also love the simplicity of the design and creative executions across media – digital, print to out-of-home.

6. What’s your must-read, watch or listen for all marketers?

CNN’s 5 Things and The New York Times Morning Briefing and are my go-to in the morning. Scott Galloway is always great for thought-provoking content. “Friction: Passion Brands in the Age of Disruption” is a book that continues to resonate with me. Melinda Gates’ “The Moment of Lift: How Empowering Women Changes the World” and Jonah Berger’s “The Catalyst: How to Change Anyone's Mind” are my next reads.

After weeks jammed with back-to-back Zoom meetings, I am also a fan of Balanced Life Pilates, British Rowing and KKSweat videos (which I should do more often!) as we all need a little self-care and exercise.?

7. What’s an under the radar brand you’re watching and why??

Slick Chicks is a women-owned and led business. The idea to create “adaptive undies” started when a sister wanted to help her sister, but she ended up creating a brand that supports people with disabilities and physical constraints.

Her sister had complications during labor and had to undergo an emergency C-section as many women do when giving birth. Post-surgery, her sister was debilitated for several weeks and struggled with her daily routine. As the founder put it, “Something as personal as putting on her underwear, she could not do alone.” Not wanting to see her sister have such difficulty, Slick Chicks adaptive underwear was born. American Eagle and Nordstrom have launched the brand, and I am excited to see how it continues to grow and support diverse bodies.???

8. Name a product you can’t live without (that doesn’t connect you to the internet) and tell us why.

Since 7th grade, I have worn cross-body bags. Not always a fashion item, but for me a true necessity to keep my hands free as I move about town. Lipstick, keys, credit card and sunglasses and I am ready to go. Most of my bags are round yet square, and a few are practically perfect, and I cannot give them up after years of wear. My favorite right now is a Prada black camera bag that my husband and daughter bought for me as a Christmas gift during a cherished trip to France. I love traveling and it also reminds me of our wonderful time together as a family.

9. Finish this sentence. If I weren’t a marketer, I would be…

A motivational speaker, as it’s great to encourage people to make the most of their skills and talents; a bamboo farmer, as bamboo grows quickly, is sustainable and has many uses from food to furniture; or a yacht designer, as I love boating and believe that industry needs more women’s points of view.

10. Finish this sentence: The marketer I most want to see do this questionnaire is…?

Alexa Brandt, Director, Small Business Saturday & Shop Small Digital Products at American Express. Love this initiative and their continued support of local businesses.

?Thanks for being part of the Marketer Must Read community! Don’t forget to hit subscribe above or below to be notified weekly when the next issue comes out.