Interview: Erin Dare, Dolby

Name: Erin Dare
Title: Worldwide Event and Trade Show Manager
Brand: Dolby

What’s new in marketing at Dolby?

We used to have two divisions at Dolby and their goals and their measurements were different for each. Now, we’ve done some organizational changes, and it’s sort of a more all-for-one mentality. What we’re trying to do is marry the strengths from both divisions into one complete corporate marketing division. We’re trying to balance the strengths of each group and come up with a much more cohesive strategy in the future.

How does that effect how you’re approaching trade shows?

We’re trying to set goals the year before a show or at least a few months prior and then plly them to our Level A shows so that there’s a consistency across the board. We used to treat almost every show as a vertical show, and now we’re trying to leverage it more horizontally.

What other challenges are coming with the big internal changes?

I would say culture, because even though there is an overall corporate culture here, the way each division handled its customers was completely different. The method of sales was completely different. The administration to the customers was completely different. My group is trying to bridge these differences. We are trying to set some guidelines for corporate branding and events so that regardless of which audience formerly belonged to which division… whenever a show is planned, they follow these general rules and they still apply.

How do you infuse your brand into your events?

This is changing, too. We are going to be launching a rebranding effort early next year. It’s going to be more inclusive, now that we have a new corporate marketing group at Dolby and in the corporate marketing group are events and pr and trade shows. Now, we’re all working together and trying to make sure that all of our events incorporate the corporate brand. Not just the logo, but how we want to be perceived, and every show is going to try to keep that same mission statement and guidelines.

What shows do you love?

It’s almost a love/hate, but I think my favorite ones are the two big ones… CES and NAB. They’re the most painful to get through, but they’re the most gratifying and fulfilling when you’re done because of what you’ve accomplished.