Philadelphia Marketer Spotlight: Cynthia Weiss
Title: VP, Marketing
Company Name: Comcast SportsNet Philadelphia/The Comcast Network
Cynthia Weiss has enjoyed the unique experience of watching the regional sports network flourish since its inception in 1997, having been a part of the original team to establish the Comcast SportsNet brand. She has been instrumental in maintain and enhancing the network’s brand and presence in the Philadelphia market, as well as, guide the network’s online presence since their website launched in 2000. Ms. Weiss is also responsible for generating over $1 million dollars in sponsorship revenue during her tenure.
1. What digital marketing tactic has been most successful for achieving your goals?
Over the past 3 years, we have incorporated Twitter and FB campaigns into our marketing mix and they have proven to be the most effective. The CPA is very low, it allowed us to specifically target the local sports fan and generated return visits time and time again. This is an important strategy due to the amount of direct traffic our website receives from our social platforms.
2. What up and coming digital marketing tactic do you think may useful in the near future?
Mobile Marketing and Real Time Marketing
The number of mobile users has grown exponentially in the past couple years and we need to be connecting our brand with our viewer habits. Sports fans are utilizing their second screen while watching a game and our messaging reaches them on those devices.
As it relates to real time marketing, our business is built around those moments, those highlights, those sound bytes – it’s when our consumer is the most engaged. We need to capitalize by being present in those moments and drive a deeper connection to our brand.
3. What is attractive about the Philadelphia area to marketing professionals?
Small town feel in a big city – allows you to really develop meaningful relationships and partnerships with vendors, agencies, buyers AND consumers.
Talent – I think we are a city full of talented and creative people, especially in the media and marketing business. I love getting together with people just to brainstorm and talk about the next big idea.
4. What was your first marketing job in Philadelphia?
Marketing Coordinator, PRISM/SportsChannel Philadelphia – one of the original regional sports networks in the country!
5. Where is your favorite place to eat in Philadelphia?
Barbuzzo – 110 South 13th Street – especially for lunch.
A vendor turned me on to this place.
Great menu, cheese plates are awesome and leave room for the Salted Caramel Budino for dessert!