We are all innovators, says Alexandra M. Gonzalez, founder and president of Savvy Marketers. We all have the potential but sometimes we need outside inspiration to unlock our creativity.
As a global marketer for more than 25 years, Gonzalez says she is inspired by the giants in the fields of business, science, and art, but especially by her three daughters. Two of them are identical twins who survived a premature birth seven years ago. Today as she describes them, they are “healthy, fearless, and doing great.”
The challenges Gonzalez faced during her difficult pregnancy and the premature birth of her twins created a desire within her to make a positive difference for others, she says. After some thought, she realized that starting her own business was the answer, and in less than six months she founded Savvy Marketers. Every year her company makes a commitment to a charitable or community organization and provides its marketing services free of charge.
This year Gonzalez and her team are working with the March of Dimes, an organization she is serving as an ambassador. On Thursday, September 20, Gonzalez will host a cocktail gathering for the organization where speakers will share their goals and projects for 2019. The event takes place at the Savvy Marketers office suite, Independence Way, Princeton, at 6 p.m. To register contact Miriam Ramos at 732-427-1647 or email firstname.lastname@example.org.
The purpose of the gathering is to gain support and donations for their programs focusing on good health for mothers and babies and fighting premature birth. “Every donation can help save the life of a baby,” Gonzalez says.
Gonzalez finds that physical space has the power to bring out creativity. Her office suite covers 8,000 square feet and includes 12 innovation labs, all designed to promote innovation but each with a unique purpose that is integrated with architectural design, color scheme, and furniture. Each lab is named after a trailblazer in their field.
“I wanted to use the names of innovators who have helped change and shape the world,” she says. For example, the Albert Einstein Innovation Think Tank is designed to ignite imagination and creativity while discovering practical solutions and achieving breakthrough results.
“It’s good for people to get out of their daily office space and away from back-to-back meetings,” she says. “Here they have a sense of working on something significant and getting results.”
Gonzalez describes her company as a one-stop shop, offering consulting services for whatever a business needs to achieve its goals. Their services include training and development and global consulting based on ongoing research from consultants around the world. The company works with several research groups: Neilson, McKinsey, the United Nations, and others. Gonzalez also offers IT and creative services, including graphics and animation, website development, video production, digital media, and more.
The company’s goal is to show clients the big picture, she says. “We help them to see everything that is happening across the world from trends in population, the environment, finances, technology, information, social media, consumer habits, retail, and health care.”
“We build strategies by looking at a company’s consumers and the competitive landscape. Then we create a plan for them to go to those markets. That’s how the ‘where to play’ and ‘how to win’ comes to life.”
Among several services, they provide processes and framework consulting to help companies analyze their current structures, create new ones and create a roadmap for the future; design thinking, to employ empathy, experimentation, inspiration and ideation; and 3D printing and prototyping to bring a concept into the physical world.
Gonzalez believes that understanding your customer on a deep level is critical for gaining new clients and keeping current ones. They recently introduced a biometrics and sentiment analysis tool that uses video and digital analysis of facial expressions to uncover how a customer feels about a brand or topic.
Her expertise is based on 25 years working in the global business field. After completing her MBA and graduating from the University of Sacred Heart in Puerto Rico, Gonzalez went to the Harvard Executive Business Program and worked for some of the top Fortune 500 Companies. She has held executive positions at ERGObaby and Johnson & Johnson. Beyond the workplace, Gonzalez has been a member of several charitable and civic boards.
She credits her family for giving her the drive to persevere and succeed. Her parents are Cuban and came to the U.S. with nothing, she says. They believed in working hard and getting a good education. Her mother is a clinical psychiatrist and her father, who is filmmaker today, was an architect and engineer when she was growing up.
Gonzalez works with a wide range of companies regardless of their size. If a small company on a limited budget needs advice on growing its business, Savvy Marketers can help them decide what steps they need to take.
In this role, she says, her team is like a person in a control tower, and the company owner is the pilot of the plane. The person in the control tower advises the pilot on what altitude to fly and where they should and should not fly to ensure that they get to the destination safely and on time, but the pilot is the one who operates the plane. “We guide our clients on what to do and how to do it,” she says.
Gonzalez lives with her three daughters and husband in Princeton, but, she says: “I consider myself a global citizen.”