In this episode of the NextGen Case Study series, we sit down with Michael Ashford, the Director of Marketing at The Receptionist, a Denver-based company specializing in visitor management systems. With a rich background as an award-winning journalist and a TEDx speaker coach, Michael brings a unique perspective to storytelling and brand communication. Recently, he completed his master’s degree in mass communication from Kansas State University, adding further depth to his expertise.
Michael begins by sharing his career journey, emphasizing the importance of effective communication, a skill he believes is often overlooked in formal education. He discusses his transition from journalism to marketing and how he has been driven by a desire to help others achieve their goals. Michael's dedication to his team at The Receptionist, where he has built a strong marketing department, highlights his commitment to people and relationships as core drivers of his success.
The conversation delves into Michael’s marketing strategies and how he balances data-driven approaches with the human aspect of customer experience. He reflects on the advice he received early in his career to only do measurable marketing, which he now views as limiting. Instead, Michael focuses on understanding the emotional factors that drive buying decisions, striving to create marketing messages that resonate on a deeper level.
Michael describes the customer journey at The Receptionist, emphasizing the importance of word-of-mouth referrals and customer testimonials. He shares how his team uses humor and creativity in their marketing, from engaging video content to live demos in costume, to create memorable experiences. A pivotal change was implementing a product tour that significantly reduced the sales cycle by allowing prospects to explore the product at their convenience.
The discussion touches on the challenges of scaling personalized customer service and balancing automated processes with human touchpoints. Michael explains their approach to radical support, ensuring customers always feel valued and heard. He also highlights the importance of feedback loops, regularly soliciting input from customers to refine their offerings and improve the overall experience.
Looking ahead, Michael is excited about the recent launch of a new product tailored for the manufacturing industry. He discusses the learning process involved in understanding this new market and the strategies his team is employing to build the product’s brand and customer base.
To connect with Michael Ashford, email him at michael@thereceptionist.com or visit thereceptionist.com. For more information on our marketing services, visit nextgengrowth.com.
