WellesleyWeston Magazine

SPRING 2015

Launched in 2005, WellesleyWeston Magazine is a quarterly publication tailored to Wellesley and Weston residents and edited to enrich the experience of living in two of Massachusetts' most desirable communities.

Issue link: http://wellesleywestonmagazine.epubxp.com/i/460705

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tasks, but also with the customers. Some people may respond to tweets; others may follow blogs or product-related online communities. Second and most important: It's more effective to pull in consumers than to push products on them ("carpet bombing" with ads, as Weber puts it). With the Internet, companies can pinpoint customers, learn their needs and desires, and establish long-term relationships. "Rather than what can I make you swallow because I need to make cash," says Henderson, "it's what can I offer you that will meet both our goals." Take, for example, the free Nike+ Running app, which can be downloaded to iPhones and other handheld devices. With it, you can track your distance, pace, and time – and share your progress with friends. Link it to Facebook and your boyfriend can cheer you on dur- ing the Boston Marathon. You don't have to buy a Nike product, but the app brings you into the Nike world. The company is betting that once reeled in, you'll eventually shop around. * * * Henderson and Weber first connected the old-fashioned way, when both had children at Noble and Greenough School in Dedham. The parents grew closer exchanging emails from their children while they were on class trip to South Africa. Visiting Soweto, the students partici- pated in the after-school Kliptown Youth Program. Since then, the Hendersons and Webers have volunteered their marketing skills to support the program, which benefits more than 400 children. Their professional collaboration began after Henderson profiled Weber in summer 2009 for WellesleyWeston Magazine, for which she still writes. She helped Weber with his book Everywhere: Comprehensive Digital Business Strategy for the Social Media Era (Wiley, 2011). Unlike Henderson, Weber didn't go to business school. The Ohio native followed in his parents' footsteps as a prep school teacher after he earned a graduate degree in literature and writing. With two years under his belt, he switched gears one summer and wrote a brochure about the art collection of a Fortune 500 company. For a month's work he earned twice the pay of a year in the classroom, he recalls. "I said to my new wife, 'why don't we give business a shot?' " Weber went into public relations and, after moving to Weston 30 years ago, launched his own firm, which eventually became Weber 186 W e l l e s l e y W e s t o n M a g a z i n e | s p r i n g 2 0 1 5 books "identify, engage, win and retain customers" T O M K A T E S P H O T O G R A P H Y

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