Ask a Community Business Leader

An interview with Steve Martin

At Brandmint, we believe that community is an essential part of conducting business. We look at establishing relationships with other brands and building each other up as necessary positive reinforcement that only makes us stronger. Listening to others who are experts in the business world allows us to collectively share knowledge, and thus grow and prosper as individuals.

Rochester itself is a hidden gem, and so are the people who live and work within it. Not only are we home to the legendary garbage plate, we also have some pretty incredible business leaders within our community. We’ve decided to start a series that highlights some of the most profound voices who have significantly made an impact within the marketing & business realm. Our first interview is with Steve Martin, Senior Vice President of Marketing for Canandaigua National Bank & Trust.

Jenna: How long have you been working in marketing?

Steve: First of all, marketing is a very broad subject. It includes lots of elements. I’ve been in and out of this field in terms of specialties for quite some time; since 1983. So 35 years.

Jenna: What three words do you feel best describe you as a business leader?

Steve: Open-minded, a listener, and positive. I believe these traits are essential for any successful leader.

Jenna: What are some of the best marketing tips have you learned over the course of your career?

Steve: I found that the best ideas and the best tips usually are derived from others or colleagues. Whether they’ve already used, or whether there’s new ingenuity or unique creativity. They might not even be in the “marketing department”, they could be colleagues anywhere in the organization. Clear objectives, adaptable plan, critique during/after.  It’s important to be well-read when it comes to whatever project one’s working on or whatever industry one is working in.  Get along: build bridges with individuals finding ways that lead to mutual benefit and mutual outcome.

Jenna: Definitely, I think it’s important to remain connected and kind of go off of each other, and like you said, always listen to one another and the ideas you have to share. How can marketers continually evolve and remain creative when coming up with new ideas for campaigns? What’s the best way to stay fresh?

Steve: It’s important to be aware of the audience one is trying to reach. Effective communication succeeds when there is an emotional response to messaging, no matter how it’s delivered, no matter what medium is used. The creative challenge is to continue to try to find the right fit that works for that particular circumstance, and moment in time. Understand the market in which one is trying to reach, whether it be individuals or businesses. That’s results in nirvana marketing.

Jenna: I agree, I think it’s crucial to connect with people on a more personal level. It ends up resonating with them more, and they end up remembering, it sticks with them more than it would if it was just a superficial type of connection. Why is community so important to you and how do you feel that it benefits business?

Steve: Community is where we live, work and play. Giving back makes you feel good. The true “character” of a successful organization is displayed when an organization encourages and supports it employees in volunteering within that “community”.

Jenna: For sure. I think community is essential both internally and externally, whether it’s through a particular concept for a marketing campaign, but you have to take that into account in pretty much every aspect of your life.

All in all, it’s clear that collaborating on an intellectual and creative basis within your business both internally and externally leads to the creation of new and innovative ideas.  Steve’s insight reminds us to challenge the status quo, and reflect on the values you hold true as a company.