Susan Little - A Milky Way
When Susan Little decided to take on the challenge of marketing and pushing dairy products, she was stepping into a milky world that she didn’t know a lot about. She went from dealing with a stuffy corporate boardroom environment to literally working for everyday farmers, who became her board. It was unavoidable having to think of unique ways to market a commodity and looking at things from angles she never had to at previous stops in her career. She now had no normal nine to five and everyday became a challenge; she doesn’t want it any differently.
“I’m not going to lie, when I started this job, it was pretty overwhelming,” says Little. “I took the job knowing it was going to be a challenge and I went at it head-on pretty much from day one.”
On the first day of the job, Little guaranteed that she would have a new and successful plan in place for pushing everything milk within a month without even testing the waters. She delivered her healthy rewards program that’s now going strong at groceries across the state and soon across the country. The program rewards customers for buying healthy products, such as dairy, and was put together in a combined effort with a number of other companies. It was new, it was innovative, and it sold milk.
“It really goes with our whole focus of healthy eating,” says Little. “That’s what we’re trying to push across the board with most of our programs.”
An example of this is the butter statues of Cleveland Browns player Joe Thomas and Cincinnati Bengal Chinedum Ndukwe alongside the standard cow sculpted out of butter at the Ohio State Fair this year. The two players are part of the Fuel Up To Play 60 program, organized in part with the American Dairy Association, and can be seen in many commercials that Little was a part of creating. The programs are far from what Little was doing at her previous job marketing for Pepsi, where it was completely different.
“When a lot of people find out where I worked before, they act like I am kind of coming over from the other team and undoing what I did all those years,” says Little. “It was just a different job and product. We were going for something slightly different here.”
For more information on Susan Little and the American Dairy Association, go to www.drink-milk.com