50 Most Innovative Companies to Watch 2021
CIO Bulletin
Globally there are a lot of pawnshops, but only a few are actively capitalizing on the benefits of content marketing. This has to change; because people have become more web-savvy in this digital world, and pawnshops must unquestionably make use of different marketing channels to make their business known to a wider audience and help more people understand pawnbroking. Pawnshops of all sizes are finding it difficult to generate new business, and experts are certain that well-crafted content marketing strategies can help breathe a new life into the segment and improve customer acquisition.
The Pawnbroker Network hosts the industry’s first and only media blog— a platform for the stories and articles that are the best of pawn. The Pawnbroker Network is comprised of the men and women whose livelihood depends on the pawnshop. Whether an owner, employee, vendor, or other stakeholders, if a person’s livelihood depends on the pawn industry then this network was built for them. Now, the company is creating a collaborative ecosystem where each individual’s story matters.
We got into deep conversation with Cyndee Harrison, Principal and Erika Brooks, Senior Vice President to get an insight of the firm
Q. What is The Pawnbroker Network’s mission for success?
Pawnshops are frequently misunderstood. We’re changing that. The Pawnbroker Network is laser-focused on improving the public’s perception of pawnshops. Therefore, we work to shine a light on the positive stories that happen in and around pawnshops every day. We offer connections, campaigns, and content for pawn stakeholders, most of which is free or low-cost. For a small number of clients, we offer retained services that include PR and Content Marketing.
Q. What is the key to success when communicating with the media?
We have over 40 years of combined experience working in marketing, PR, and communications. We’ve helped dozens of clients navigate hundreds of conversations with the media. The most important thing business owners need to remember if they’re speaking with a reporter is this: stick to your job and expect that the reporter will stick to theirs. Here’s what that means—a reporter knows that their job is to report stories that get noticed by as many people as possible. It is not their job to promote and protect your business or reputation; it’s yours.
When you remember your role in the conversation with media,it becomes easier to achieve the goal of telling your brand story in the marketplace.
Q. Give us an example of when you went above and beyond the “call of duty”.
One of our clients has a long-standing tradition of hosting instrument giveaway events in the cities where they have pawnshops. Their CEO has a personal story that really resonates with the students and it’s a project that means a great deal to him personally. In 2020, they weren’t able to host any such events due to the pandemic. This year, however, we wanted to work to find a way to make at least one of these events happen for them despite the fact that COVID protocols remain in place for most local school systems.
It would have been easy enough to shrug our shoulders and simply skip this year because the effort to execute such an event was just too much to take on. But that’s not how we do business. Our Senior VP, Erika Brooks, who has a long history of event and tradeshow planning, worked tirelessly to find a school willing to accommodate the event within protocols. While the press was excited to cover it, they weren’t allowed on school grounds due to restrictions so we worked with local reporters to provide interviews and photographs that fully told this feel-good community story.
It was a win for our client, but more importantly, it was a win for the students who received the instruments.
Q. How do you balance cooperation with others and independent thinking?
One of our secrets to success is that we understand that it is our role to make recommendations for branding and communications based on our experience and expertise, but ultimately, the client has the final say. We work closely with them to try to implement best practices for marketing and communications. In the end, however, we make suggestions, they make decisions.
Meet the duo champions!
Cyndee Harrison is raised in the beautiful mountains of East Tennessee; she has now lived in Detroit for over two decades. Cyndee has been with her husband since they met at a college dance; they now have three grown-and-flown children, a daughter (26) and twin sons (23).
About ten years ago, in the middle of a successful career at a Marketing & PR agency, Cyndee and her boss were driving to a client meeting when he suddenly exclaimed, “Hey, there’s THAT pawnshop! Let’s go in!” Cyndee walked into American Jewelry and Loan, met the Gold family, and ended up working for them—including while they were the stars of the global reality hit, Hardcore Pawn. She’s been working in some capacity in pawnbroking ever since.
Cyndee has managed numerous media tours, served as an Executive Producer of a nationally syndicated podcast, and repeatedly earned media stories in national publications like Wall Street Journal, Vox, New York Times, and countless local media. She’s known for helping pawnbrokers manage communications crises including legislative challenges.
Erika Brooks is a proud Fort Worthian with a love for meeting planning; Erika was born and raised in Texas where she graduated from Texas Christian University with a BS in Political Science. After spending many years in Marketing and Corporate Communications in the aviation industry, Erika landed at NPA in 2007, spearheading the Pawn Expo and National Pawnbroker magazine. In 2011, she decided to take a break from the association and focus on family.
From Vegas to Hong Kong, Erika has traveled the globe planning and executing successful conferences and conventions over the years, earning her a reputation for excellence among pawnbrokers, vendors, and other stakeholders throughout the industry. Erika likes to think BIG…dreaming after all, is a form of planning.
Digital-marketing
Artificial-intelligence
Lifestyle-and-fashion
Food-and-beverage