Lizz Schumer, 2016 Marketer of Tomorrow
Every Fall, Target Marketing honors one “Marketer of the Year.” But what about other marketers doing great work in their spaces? Lizz Schumer is one of the six ascending stars selected as a "Marketer of Tomorrow."
Lizz Schumer, marketing manager for Resurgence Brewing Company (RBC) in New York, knows her social media and has the award to prove it.
“Resurgence Brewing Company was recently named the top brewery social media account in Buffalo, due to Lizz’s vibrant social marketing campaigns,” explains Jesse Owen Payne, who nominated Schumer as a marketing up-and-comer. “Her efforts have helped launch RBC into the top three breweries marketing in [Western New York], after only two short years in business and after only a year on the job.”
To boost attendance for RBC’s annual Oktoberfest, Schumer runs a campaign on social media called “RBC Ofest Trivia.” Her strategy changes for each channel.
“On Facebook, for example,” she says, “I post links to articles of interest, interactive media, and photos with a question for our readers to answer and tag with #RBCOfest16 (this year’s event tag) to generate buzz about the event and get our audience talking. On Twitter, I engage with established Oktoberfest brands and send out shorter, catchier versions of our thrice-weekly trivia, with that same hashtag. On Instagram, I post a catchy, interesting photo with a piece of trivia and the question, as well as that hashtag.”
Schumer says she created a persona for RBC, so the customers feel like they are a part of the company, and therefore, keep coming back.
“It’s a brave new world and changing fast,” notes Schumer. “But it’s also a great opportunity for us as marketing professionals to innovate and stay current, if we keep our ears to the ground and our skills fresh.”