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[Harder Than It Looks Podcast] Introducing The Parketing Collective

Harder Than It Looks is a parking industry podcast powered by the Parker Technology team to facilitate connections and illuminate solutions to common problems within the parking industry.

Hosted by Brian Wolff, CEO of Parker Technology, each episode highlights the voices of experts in the space, discusses trends and forward-looking technological innovations, and provides professional food for thought.

All in an effort to help each other get better at what we know is harder than it looks…

…parking a car!

This installment of Harder Than It Looks features:

Heidi Barber is the Vice President of Marketing at Parker Technology and also a member of the National Parking Association 40 Under 40 Class of 2022. She has over a decade of B2B marketing experience and sits on the steering committee for Women in Parking.

RJ Juliano is the CIO, CMO, and Senior Vice President at Parkway Corporation, a Philadelphia-based leader in real estate and parking development that operates nearly 21,000 parking spaces.

Sarah Becherer is the VP of Marketing at Ocra (previously head of B2B marketing @ SpotHero) with 15+ years of experience in demand generation, brand awareness, and customer acquisition. In 2018, she was selected for National Parking Association’s 40 Under 40, and she joined the Women in Parking Advisory Committee in 2023.

What’s in the episode?

Sarah, Heidi, and RJ dig into the unique challenges of marketing in the parking industry and how to pull “parketing” levers to reach the right person, in the right place, at the right time.

In this episode, the group covers topics such as:

  • The importance of a distinct brand for parking operators (00:10:55)
  • Discipline and benchmarks in marketing (00:21:37)
  • The “art and science” of marketing (00:22:32)
  • Yielding optimal results with persistence and consistency (00:24:56)
  • How to synthesize & humanize your brand (00:30:52)
  • Content, content, content! Digital PR, blogging, and social media (00:33:53)
  • Building & growing a marketing organization (00:41:28)
  • The new sherriff in town: product marketing (00:42:44)
  • Outsourcing and resource allocation (00:44:18)

The trio also makes an exciting announcement…

… introducing the Parketing Collective!

Founded by a small group of seasoned marketing leaders, the Parketing Collective is the parking industry’s first community for curious, collaborative, and creative marketing professionals.

The collective’s goal is to seek out, spotlight, and celebrate the diverse experiences, expertise and perspectives of passionate “parketers” and elevate marketing’s profile in the industry.

To learn more or join, email hello@parketingcollective.org.

Want to hear more amazing interviews? View the complete list of episodes of Harder Than It Looks on the Parker Technology website.

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