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Troy Sandidge

Episode 12: Measuring Marketing Effectiveness, with Troy Sandidge

Troy Sandidge is a highly motivated individual as the Marketing & Communication Executive on behalf of Eastek International managing all Global & U.S. marketing, media, B2B communication, & P.R., utilizing skills obtained through his education and experiences that promotes growth, commitment, and excellence. He’s a Twitter Power User! His engagement has reached as high as 350 Million on various discussions. A former National Bible Bowl Champion, and workaholic, Troy has been video editing since the age of 14. He is also the CMO of Unity Brand Agency and the Founder of OTRChat as well as the GifWolfpack. Troy has had the pleasure to work with many people in the U.S. Government & their representatives, international corporations, as well as being a catalyst for local businesses to thrive online. However, if you ask him, as he puts it, he’s simply just another login from Chicago.

What you’ll learn about in this episode:

  • Troy’s background
  • Troy’s measurement of the system of storytelling system
  • Dart marketing: accurate and precise marketing
  • What Troy has to do to get a growth on his own Twitter account
  • Quantity vs quality on social media
  • Properly measuring marketing effectiveness
  • Why you should get involved in Twitter chats
  • Projects that Troy works on with Eastek
  • Using your customers as a representation of your brand
  • What’s next for Troy

Ways to contact Troy:


Welcome to System Execution, the strategy and system behind today’s successful companies. Systems can make or break your company, but here we’ll solve your physical, technological, and psychological systems issues by connecting you with experts that have succeeded in overcoming those challenges in their own business and providing you the guidelines and tools you need to implement those same strategies for immediate results. Now here’s your host, Vera Fischer.

Vera Fischer: Welcome to System Execution, a podcast devoted to using processes and systems to drive to a better outcome for your business. I’m Vera Fischer, your host. All businesses, no matter the size, relies on systems. Some of these are physical systems, such as a factory. Some are technological, like project management software, while others are psychological systems, such as checklist and organizational charts. Many of these systems will overlap in your business.

Today’s guest, Troy Sandidge, will be discussing a system that has contributed to his success. Let’s talk a little bit about who Troy is. He is a marketing and communication executive for Eastek International. Troy manages all of the global and U.S. marketing, media, business to business communication, and public relations. Troy is also the chief marketing officer of Unity Brand Agency and the founder of OTR Chat. Troy is also a Twitter power user. I don’t know about you listeners, but what constitutes a Twitter power user? Well let’s just say his engagement has reached as high as 350 million on various discussions. Troy has also had the pleasure to work with many people in the United States government and their representative, international corporations, as well as being a catalyst for local Chicago businesses to thrive online. Troy is a former National Bible Bowl Champion and self-proclaimed workaholic. However, you ask him. As he puts it, he’s simply just another login from Chicago. Welcome to System Execution, Troy.

Troy Sandidge: Thank you, Vera. Thank you for having me.

Vera Fischer: Troy I’ve given System Execution listeners a brief glimpse into your background. Let’s just take a minute and tell us more about you and your experience. Then we’ll dive into the particular system that you want to share with us.

Troy Sandidge: In a nutshell, I am a forever learning student. I believe that one never arrives anywhere. They’re always trying to achieve greatness each step at a time. Once they get to the next goal, there’s always another goal to achieve. I am a product of a father and mother who are very supportive of me and what I do, but they come from a very utility background. I chose to go into the marketing sector, which is completely different than what Gen X’ers, what they’re used to. When I first explained to them, said, “Hey, I’m going to get a degree in marketing” … Granted, I came from originally engineering. They’re like, “What? What’s going on? What are you doing? What is this? Is this what they’re talking about with the millennials and the Gen X? What’s going on?”

I had to explain to them that times have changed and things have become more digital. There’s a lot of possibilities online. I should say opportunities online that are presented for people to achieve through marketing to help businesses grow. Now they’re the first ones to support new videos that I do. They want to see, “What’s your next tweet? When are you going to be on your next Twitter chat?” It’s definitely fun. I am a person who strongly believes that you can do anything that you put your mind to, literally, if you put in the work and effort. I’m also a believer that sometimes in life, things happen to change your course of direction. That doesn’t define you or say you’re not a success. It just puts you on the course to your proper success.

Vera Fischer: Troy, you know, one of the reasons I really wanted to have you as a guest on this show is what I’ve read about you and learned about you on social media and on your website is you are very inspiring. Just giving us a glimpse into that certainly proves that perception of you. Let’s get started. I want to focus on one system today, a specific system that you have found to be instrumental in your business or in your case, businesses, or your life. What would you like to discuss with us today?

Troy Sandidge: I was doing some research and I was listening to all your podcasts. I was like, “What can I say? What can I put into the scope of a system to really give some concept to our conversation today?” My first thought was storytelling. Not only storytelling, but also about measuring marketing effectiveness and the measurement of the system storytelling. I will try to give it a narrow scope and focus it on that point. My first thought was storytelling is not intended to be a selling tool. It’s a method of building strong relationships with your customers and a thriving community of loyalists over time. Your story identifies what your passions are and serves as the foundation for all your future content developments.

I’ll put on my unity hat first. We’ll have a client come in and they’ll say, “Hey, I want X amount of followers on Twitter.” My response is, “Okay. First of all, what’s your overall scope?” Just because you have a certain amount of followers on Twitter or any social media platform, for that matter, does not mean it’s going to instantly mean growth in sales, growth in ROI and better brand recognition at all. It’s definitely different. Another thing I wanted to bring out and really set the stage is brand stories and really bring that out. Brand stories are not marketing materials, they are not ads, and they are not sales pitches. Brand stories should be told with the brand persona and the writer’s personality at center stage. Boring stories won’t attract and retain readers, but stories brimming with personality can.

We as a society are constantly reading, constantly scrolling down, trying to absorb information. The information that we absorb has to be visual, has to be short and to the point, but yet has to have a purpose. We’re constantly trying to find that niche of how do I gain more followers to understand my content, process my content? Then that process of them now understanding what we’re talking about causes them to go on my website or go to my store and buy my product or choose my service. It’s a whole tangible of things to figure out. That’s why people need really good marketing. I’ll take it from an entrepreneurship perspective. Especially when you’re starting out as an entrepreneur, you tend to be a one-person army team. I assure you, I am a one-person army team.

Coming onboard with Eastek, which has been a joy and a pleasure … I’ve learned so much and I’ve been able to grow so much, working with them. The situation is that I handle everything. I handle the website. I handle video production, social media, B2B communication between different employees at our six facilities worldwide. Granted, we have over 1,000 employees on three different continents. It’s just a lot of communication going around. It’s a lot to process and to take in and to yet be effective. I found coming in that how do I showcase the growth based on my effort?

Many times, entrepreneurs have that same problem, that same issue. They come in. “Okay, I have to get on Twitter. I have to get on Facebook. I need a LinkedIn account. I need a company LinkedIn account. I need content. I need videos.” They’re just juggling around all these things. They need to have some structure. There needs to be a system in place that they can just take a breath and slowly figure out their voice, slowly figure out their niche audience and project content that can hit that audience.

Vera Fischer: Troy, do you help them with that? Do you have a measuring marketing effectiveness system that you lay over all of the things that they’re trying to do when they come to you and they say, “Hey, I want a whole bunch of Twitter followers”?

Troy Sandidge: Right. I guess I’ve coined this as my own thing, but I’ll get to that a little bit later. I’ll say it’s called dart marketing. I call it dart marketing. dart marketing, you take the analogy of a dartboard. The goal is to hit the bullseye. If you just break it down to the simplest form, if you hit that dartboard at all, you’re making progress. You hit a target on that board. That whole board represents success. Sure, the bullseye is the big, future tense goal that you’re trying to get to, but to get to that point, you’re going to hit here. You’re going to hit there. You’re going to hit all over the place, but you’re still hitting points to connect you to that goal. Extending the darts analogy, if many darts were thrown at the dartboard and if they were in close proximity of one another, regardless of how far they were from the bullseye, that’s still progress.

That’s my whole thing where if a client comes to me and they say, “Hi, Troy. I just started my company. I’m really passionate about food. I want to start my restaurant. I need to get the word out there. I need local people to come in.” I’m like, “Okay, okay, okay. Let’s slow down. What’s your end goal? Where do you want to reach?” “Well, I want to be successful.” Okay. That doesn’t help me. Many times, especially on the upper level in any corporation, they come to marketing and say, “Hey, we want 10,000 new followers this time next year.” The marketer goes, “Okay. Can we try to simplify this?” “No, it’s simple. I want 10,000 new followers.” Well the marketer’s mindset is how will that translate to more sales? Isn’t the goal more sales? Isn’t the goal more revenue? Isn’t the goal more ROI? Yes.

To just say, “I want more followers on Twitter,” or, “I want more likes on Facebook,” or more tweets on Twitter or various measurements on different social media platforms by itself means absolutely nothing if you can’t track it to account for growth and sales, which is the overall growth of the whole company. My concept of dart marketing is also a combination of measuring your system. I did some research and I was listening to your conversation with Vinay and Craig. It really resonated with me, especially when Craig talked about partnerships. That’s definitely a big thing when it comes to marketing, especially what I will bring out in my system. With Vinay, he talked about content marketing. I’m a marketer, so content marketing is huge. You have marketing and then you just have a string of … Basically you could almost put any word in front of marketing and coin it as some new marketing strategy or process. That’s the joke around us marketers.

What I’m trying to say is in the measurement of your marketing system, it needs to be both a measurement of accuracy and a measurement of precision. Now most people use the word interchangeably, but there is a distinctive difference. A system is said to be accurate if the average of the desired goals and targets are close to the overall scope of the goals value. I think of maybe intangibles or goals that are wide. For example, I would say … My CU comes to me and says, “Hi, Troy. I would like to have 25 percent more growth over our social media platforms.” Okay. Within that scope of the goal, let’s say the average increase by two to three percent on Twitter, LinkedIn, and let’s just add Facebook in there. Well if the overall result average is an increase, from an accuracy standpoint, I achieved that goal.

Now if we take it down, I want a 10 percent increase of activity on Twitter, that’s a precision goal. With that, I’m like, “Okay.” In the scope of things, the system needs to be accurate and precise. If you can find that evaluation that fits both, then it fits perfectly, if that makes sense.

Vera Fischer: It does. What I’m hearing is that really defining what the goal is and what success means in terms that can be tracked and that the team can get around and be able to measure afterwards.

Troy Sandidge: Yes.

Vera Fischer: I believe that it can be really difficult for people to quantify or even define what success looks like.

Troy Sandidge: Exactly. That’s where the accuracy and precision comes in, but also more importantly, which is a sub-sector of this is within your system, you have to make sure … Emphasis on repeatability and productiveness which translates into measuring marketing effectiveness. Again, I’m going to go back to the analogy of Twitter because I’m a Twitter power user. I know that if I do a certain amount of tweets per day and maintain that for a course of three months, within that time, my impressions and my activity percentage should at least go up by at least four percent, doing that repetitively.

Vera Fischer: Is that four percent in terms of followers or–

Troy Sandidge: It could be in terms of followers. It could be in terms of impressions. It could be in overall terms of your activities, which could be a combination of followers, retweets, likes, things of that nature.

Vera Fischer: Okay. This is what you’ve tried and true over a period of time. You honed it to where you know X number per day over a period of three months, let’s say, as you said, gets you X results.

Troy Sandidge: Let’s say five percent of that is talking about your brand, your company or what you represent. Five percent is retweeting another company or things of that nature, a bigger company that you aspire that fits in your scope. Another five percent has nothing to do with your business. It’s more so from a morale standpoint to just connect with the audience. Another five percent could be current events or trends, which is typically a big score when it comes to audience.

I’ll take a step back because I really want to get to a point. I do not want to deviate from the scope of the conversation. My point is you see many companies, many clients, many entrepreneurs. They think measuring marketing effectiveness and success on social media only from the quantity standpoint when it’s really all about quality. I could have a following of 50,000 people on Twitter and then be considered an influencer. Right? That’s what the impression people get when they first see someone. They say, “Oh, this person must have high value. This person must really be on it.” I can take that same person and have 5,000 Twitter followers. He could be 10 times more impactful and the community he has built can be more supportive than maybe the one with the 50,000. Why is that? It’s because of delivery. It’s because of quality. Companies want to look big. They want big followings. They want a lot of retweets. They want a lot of things that they can show analytically.

Well sometimes, especially when you’re a small business or starting up, you don’t get that ability to show great substantial growth from year one to year two or quarter to quarter of, “Hey, I went from 50 followers to 5,000 followers over the course of the year.” Sometimes you’re not going to be able to do that. Sometimes you don’t have the funding or the budget to pay for software or algorithms to increase your following. Sometimes you just honestly don’t have the manpower. What do you do? Especially from a one-man army team. I had to learn that time is the most valuable thing to have. I have to allocate it wisely. I’m blessed to be a man of all trades, to do video editing, social media, website content. I’m a person who I can learn stuff on the back end to cover for what I don’t know to be more efficient in something else.

I think Vinay talked about he had the luxury of having a team member in different sections to be specific. For writing, for video editing, for blogging, for podcasts. That’s a joy and that helps your system be more efficient and more effective at a quicker rate. Realistically, most companies don’t have a person to fit every single thing constantly. Especially if you’re performing lean manufacturing or doing lean processes, where many people wear many different hats. If I go back to what I do at Eastek … Eastek International is a global contract manufacturer. They have six facilities worldwide and we have six core main capabilities and a plethora of value edit services. Our main goal is turnkey assembly. Taking your full medical or industrial product from DFM, design for manufacturability, and giving you that end result and quantity and value at a low cost, but still not losing that high value product.

It’s amazing how prior to Eastek, I didn’t know a thing about contract manufacturing. I didn’t know what that was. I didn’t know how the process worked. Looking at how it is now, I now can take the concept, the fundamentals, the methodologies, the processes within contract manufacturing, within turnkey assembly, and utilize that in my own scope of defining the proper marketing system for a client or myself or to even utilize for Eastek International. It’s amazing to see how things turn out and work.

Vera Fischer: How much time do you spend educating people?

Troy Sandidge: Well most of my time is spent … I do a lot of Twitter chats. That’s why I have learned a lot. I would suggest to anyone in entrepreneurship to find a Twitter chat that fits your brand, but then sometimes just find a Twitter chat that gets your interest. You will be surprised to see how many people will connect with you and also showcase that they’re in the same predicament that you’re in. You’re not alone in this. You can grow and build that relationship, which could lead to a business partner, a new customer or just someone within your community who will basically retweet, like or share anything that you say because you’ve built that relationship so much, they’re looking for you when you post something and say something. You know what I’m saying?

Vera Fischer: That’s how I got you to be on my podcast.

Troy Sandidge: I know and I love that.

Vera Fischer: System Execution.

Troy Sandidge: I’ll use you, for example. What you’re doing, I’ll start off by saying, is just awesome. It’s amazing. I am inspired by you and what you’re doing. I feel I am not worthy to be on here based on your own cast members you had to interview, but I am honored and humbled to be here. For you, for example, you reached out to me to get me on your podcast. Now here I am. An example is you’re taking your interviewee. You’re taking that voice, your audience, and using that as a reflection of you to gain a bigger audience.

Vera Fischer: Exactly.

Troy Sandidge: Eastek International, we started this initiative called Making Products That Matter. In this initiative, it’s all about our customers, which it is everyday. In this sense, we’re using our customers to broadcast what we’re doing through them. As a contract manufacturer, we do not make any product of ourselves. Everything that we make is on behalf of our customers and clients to sell and to give to consumers, which really gets to my heart. We make fetal heart rate monitors for developing countries through a company called Moyo. What they’re doing is phenomenal. For Eastek to be a part of that process, to make these products, to save lives, is simply amazing. The product, what it does, it just checks the heart rate and notifies any irregularities to help the mother with the child and help the medical staff team. There’s a high rate of babies being lost prematurely. Granted, I was a premature baby. This really hits home for me. I was three months premature. For us to find that, to create products that save lives in that regard is simply amazing.

Another example, we make solar home panels. To see people who have never had technology, who never had phone or electricity now have the ability to do that, it’s simply amazing. We live in a world where we couldn’t even imagine not having our cellphones or computers or way to connect. As a marketer, we’ve gone so much digital, print is almost nonexistent. How would we even revert back to reaching that audience who does not have a cellphone or a computer or access to one? It just takes me back. Look how far we have progressed in 25, 30 years.

Vera Fischer: Exactly.

Troy Sandidge: It’s amazing. Getting back to my point, and I promise, all this is getting to some focal point here. Making Parts That Matter initiative is about storytelling and measuring marketing effectiveness. It’s about taking the customer’s product. It’s about taking the consumer’s experience and making it a part of our own. It’s not about us. It’s about promoting our customers, promoting the great, great effort of work that our employees do, promoting that we as a family have come together everyday with the focus and the goal that these products that we’re working so hard to make, to hit that line, to communicate on different time zones, at different times of the day, all comes to saving lives, changing lives and really bringing everyone closer together. I think many companies today, what they need to do is not so much focus on themselves. Focus on their consumers.

You see the most successful brands out there. What are they doing? They’re making user-generated content. One, that’s content they don’t have to build because their own consumers are doing it. Two, that builds a sense of loyalty from the consumer to that brand. It builds a relationship. It continues the relationship growing process. Content is being made and shared and utilized and you didn’t have to lift a finger. It’s amazing. I think of Red Bull, for example, and what they’re doing. I think of Coca Cola. I think of so many bigger brands. Why are they so successful? They’re using their own audience, their own consumers as their brand and conveying that … I’ll take a step back. How does a small business do that? Okay, there’s a simple, easy way of doing that.

Sometimes it’s not always about spending money. It’s always about spending your time. If a company can show that effort and that time and a resonance with enough people, then you’ll probably get more customers. Of 100,000 people … I keep talking about how great my customers are. I use them as testimonials. Use them as a platform. Well, you know what? Most of them are probably going to want to get involved because hey, they’re putting videos that we make online. I want to be a part of that. I think of the Target commercials. The children ones, where they’re produced with kids and everything like that. That’s a great initiative because it shows a few things. They care about the children. They’re giving children the opportunity to learn about maybe being on camera if their aspirations is about being an actor or an actress or just having … “Hey mom, I’m on TV,” or something like that. It resonates with children. I think companies, what they need to do is really focus on their customers and using them as representation of their brands.

Vera Fischer: I absolutely agree.

Troy Sandidge: That is definitely the key to success. Even with you and your podcast, the people you have on your show is a representation of you and of this podcast’s purpose. It’s also a connection to whoever is listening right now. Can they resonate with that person? Can they grasp something? Can I take away something from what this person is saying? My hope and intentions with this podcast is that of everything that I’m saying, whether it’s … Hopefully it’s coming out right, that they can take away something to utilize in their platform.

Vera Fischer: Right. Absolutely.

Troy Sandidge: At the end of the day, that’s the whole point of marketing is to connect brands, connect employees to the brand, use employee advocacy within the brand, and growing the brand and create this sense of family amongst everyone. Everyone knows their place. Everyone knows their purpose. Everyone is defined but yet undefined because we’re just so caught up in the idea of what that brand represents.

Vera Fischer: Absolutely. Troy, there’s one thing that was mentioned in your bio. I’m going to divert the conversation a little bit.

Troy Sandidge: Sure.

Vera Fischer: I really want to understand the story or hear the story behind the 350 million engagement on Twitter. As you were talking about stories, what’s that?

Troy Sandidge: Again as I’ve mentioned, I am a heavy Twitter user, heavy on Twitter chats. Actually that’s the reason why I reached that goal of 350 million. Twitter chats have taught me a lot of things. It has brought a lot of opportunities my way, not only to learn the jargon of marketing, the jargon of social media, but also connect with individuals whom at a moment’s notice could reach out to me and say, “Hey, do you want to work on this project with me? Hey, I thought of you yesterday. I’m going to put you in touch with a customer that might be really good for Eastek,” or, “Hey, I have a local business who might need some help. Maybe Unity can help them.” You know what I’m saying?

I think social media has completely changed the very essence of how we connect with people and how we reach out to people. Back to the 350 million impression audience or reach, I should say. It was with a specific Twitter chat. I’m sure many people have heard of Brand Chat and H2H Chat. There’s a billion of them. You can search online different chats and their times and what they’re about. There’s at least 50 chats per each thing you could think of. There’s actually a chat on construction social media for hotels. That’s specific.

Vera Fischer: That’s very specific.

Troy Sandidge: I was amazed. I’m like, “Are you serious?” It really caught my attention, but back to the point. Typically a standard Twitter chat is set up depending on how you’re following them or how you’re set up with a Twitter chat. For me, I typically do Brand Chat every Wednesday. I’m a part of that audience, that community. I learn so much. It’s a humongous audience. The week that I reached that plethora of 350 million, I put in a lot of time, studying and research into the topic for that week. They typically have five questions. I guess you could say I was on a roll answering them, but I did it creatively. You’ll see I’m a part of Gift Wolfpack, where we’re a group of social media entrepreneurs, content marketers, video editors, who use GIFs all the time on Twitter, basically in a nutshell. I pronounce them GIFs. Some people pronounce them as JIFs, but I say GIFs because I think of gift. I just wanted to add that in there.

I did it very visually. I think people today … It’s not that we don’t have the attention span to read, but we’re so busy that … Just get to the point. Videos and visuals and infographics and things of that nature get to the point very quickly. You can understand how it works. Storytelling visually is definitely the way of the future. You see the growth of Snapchat. Snapchat has just blown up. Now all the bigger social media players are trying to adapt. Facebook, Facebook Live. Instagram has its stories. It’s a copy of Snapchat, but we can talk that for another time. Even Twitter is trying to get emphasis on videos because videos portray what written words don’t. It portrays how are they saying it, why are they saying it. I can feel the emotion from it and now I have instant value.

From seeing you like I’m seeing you right now, face to face, there’s a certain sense of trust, a certain sense of reality, a certain sense of, “Okay, I feel that I can trust this brand with my time. I want to learn more. I’m going to go to their website. I’m going to stop by their store today and check out their line of products. I am convinced I am going to buy this product.”

Vera Fischer: On that Twitter chat, what was the question? What was the topic? Do you remember?

Troy Sandidge: I believe the topic was international marketing.

Vera Fischer: How do you know you reached that 350 million? What was the word? The qualification word?

Troy Sandidge: Impressions.

Vera Fischer: Impressions. How do you know that?

Troy Sandidge: They do a tracking. On most of the chats, they do a recap. Within that recap, they’ll have one section where it just shows the top tweets of that storyline based on each question, the best answers, normally based on how many retweets or likes it has or something like that. Aside from that, they have analytics involved that’ll show the reach of the Twitter chat. Normally if it’s trending on Twitter, you have a substantial reach involved. Secondly, that it shows the individuals who contributed quantitatively to that reach.

Vera Fischer: Great.

Troy Sandidge: At that time, outside of the host for that Twitter chat, which was Buffer … Oh, I’m sorry. Brand Chat. There was me. I took that with great humility because I was like, “Are you serious?” That doesn’t even seem to make sense, especially if you look at it … If you didn’t know much about social media or how many people is on social media. For me to say I send out a tweet and you’re telling me that 350 million people probably saw that tweet. What? That’s what brands are trying to do. They’re trying to grasp that reach. If only one percent of that month of impressions go to my website, do you know how many views that is? Do you know how many people who are learning about your company, what you’re doing?

Social media has changed the game completely when it comes to measuring marketing effectiveness. We’re at a point now where I think of Uber. In times past, would you ever just get in a car with a stranger? That’s exactly what you’re doing. Now we’ll take that to social media. We’re constantly connecting with strangers, but it’s okay because based on their profile, what they talk about on their media posts, we already feel we have a repertoire with them, a connection with them. We may have never even talked yet. Even with you, Vera, I felt, “Oh, this person, we’re going to get along very well,” because of the people you have previously in your podcast that represent you and how they’ve spoken, how you are well-spoken on Twitter and the various media platforms that you are on. It’s a reflection of the creativity of design of your website. All of that comes into place to tell the story.

Vera Fischer: Absolutely.

Troy Sandidge: It gets back to the point where personality drives the story, but the story isn’t a biography of an individual. It’s the evolution of an entity told, the personality of a reflection of the whole community.

Vera Fischer: Right. Absolutely. You have really given us three core areas in which to think about. The one of storytelling and how important it is within a corporation, small business or even as your own personal brand. I love the dart marketing. Dart marketing. I want you to go and trademark that. That is really cool. I think you could turn that into something fantastic.

Troy Sandidge: Thank you.

Vera Fischer: Then also Twitter chats, really educating us a little bit on that process of how Twitter chats work and how valuable they can actually be. We’re going to wrap up our discussion, but before we do, I want to hear what’s next for Troy.

Troy Sandidge: Well before I say that, I want to say this quote. You’ll see it constantly on the front of my Twitter profile. It’s something I strongly believe in in this alliteration or visual. “Imagination is the engine, content is the fuel, social media is the highway, marketing is the roadmap and sales is the destination.” For me, my next goal is to really take Unity to the next step. We’re doing that. We’re trying to bring an ecosystem of freelancers, of just businesses in general. Many times you’ll find companies who know other companies. You’ll say, “Hey, you guys work really well together.” Well why don’t we do that? Instead of always trying to focus on it’s just me against the world and I’m trying to get my piece of the pie, if you divide it up and work with a team … Sure, your pie percentage might be from 100 percent to maybe 25 percent, but that’s still an increase of the pie that you would have never gotten if you didn’t work together.

As far as Eastek is concerned, I am very excited that we’re looking at probably 20 new projects to be launched by 2018. It’s amazing. The staff at Eastek, the employees at our manufacturing campus in Guangdong, China, our headquarters in Lake Zurich, Illinois, our USA manufacturing facility in Menomonee Falls. What they’re doing is amazing. To take that all together, that’s the goal. For me, it’s to really push and promote to tell our company’s stories and really promote our clients as well.

Vera Fischer: Well that’s pretty awesome. I love it. You’re definitely going to have to come back in a few months and let our listeners know what’s going on new and how all of that new stuff that’s coming down the pipe is working for you.

Troy Sandidge: Okay.

Vera Fischer: Before we do close out, any final advice on measuring marketing effectiveness? Anything we’ve missed? Then tell us and our listeners the best way we can connect with you.

Troy Sandidge: I will say that my best advice, which I take to heart every single day, is that what may work for one person doesn’t automatically mean it may work for somebody else. You can listen to as many podcasts. You can buy as many books. You can go to as many seminars as you possibly can, but sometimes those examples may not work for you. You take the good that fits your brand, your system, your audience, and you make it your own. That’ll be my best advice. For me, I guess they can reach me @Troy_Sandidge. That’s my Twitter handle. They can also learn about Eastek at eastekinternational.com. They can learn more about me at troysandidge.com.

Vera Fischer: Awesome. Well System Execution fans, no matter how many notes you took or how often you re-listen to this episode, the key is you must know that every successful business uses systems to drive to a better outcome. Troy, I want to thank you so much for sharing your expertise and insight for our listeners today.

Troy Sandidge: Thank you so much.

We hope you found this episode of System Execution on measuring marketing effectiveness enlightening. For free examples, case studies, e-books and more, be sure to visit systemexecution.com/resources. Contribute to the conversation by reaching out to Vera directly on email at vera@systemexecution.com. Until our next episode, thank you for the privilege of your time.




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