THE BEST OF BOTH WORLDS
Meet Patrick Warren, Director of Capital Markets
A Lesson in Brand Engagement
As director of capital markets, you could say Patrick Warren knows numbers. Since joining the RTS Labs team this past May, he’s immersed himself in development projects for businesses in the financial services sector, such as investment and private equity firms. Patrick joined the team with 15 years of middle-market investment banking experience. He’s worked with big players in banking, including BB&T and Fifth Third Bank. Why the shift from the financial world to the technology-driven RTS Labs? Over the past several years, Patrick watched as technology became more and more ingrained in the financial sector. All of this technology piqued his interest. He wanted to be a part of it — an active participant, rather than reactive one.
Since Marvel Studios began the Marvel Cinematic Universe (MCU) with “Iron Man” in 2008, the company has become an unprecedented box office force. Marvel can take credit for four of the top 10 highest-grossing movies of all time. While some of that success comes down to the value of the intellectual property, most of it is the result of Marvel Studios’ vision of continued brand engagement. “We try to keep audiences coming back in greater numbers by doing the unexpected and not simply following a pattern or a mold or a formula,” says studio president Kevin Feige. He and his team realized early on that making the movies part of a cohesive, continuing universe would encourage moviegoers to come back to the theater again and again. Odds are that if you’ve seen one Marvel movie, you’ve seen almost all of them. Instead of one megahit, Marvel tries to make dozens of them. It’s a model that other studios have tried to emulate, but nobody has managed to do it as well as Marvel. Part of their singular approach is making sure that the movies impress newcomers and veteran fans alike. “We always set out to just make a great movie,” Feige notes. To that end, a Marvel movie will almost certainly contain Easter eggs for fans who are paying close attention, but they still work as standalone experiences. Fans are so invested in the MCU that they even ignore the long-standing theater tradition of leaving during the credits. At a Marvel movie, more than half the crowd often remains in their seats to see the post-credit sequence that sets up the next movie. No matter what business you’re in, you can learn a valuable lesson from the world-conquering dominance of the MCU. If you can give your customers a reason to stay engaged with your brand for the long haul, you’ll earn a lot more loyalty and dollars. A one-off interaction that customers rave about may garner you referrals, but it doesn’t do much for the lifetime value of a customer. Can every business become Marvel Studios? Of course not. But you can think about ways to get customers excited enough to call you. Continuous engagement can turn regular customers into your most ardent fans. If you need proof, try getting a ticket for the next Marvel movie on opening night.
For instance, Patrick developed a strong interest in Google Analytics and data analytics in general. He calls it an incredibly powerful piece of technology. “Data analytics offer strategies for growing into the future — that is, if a company understands their importance. They can gain a competitive advantage.”
Before joining RTS, Patrick had looked into the company. “I saw how they approached complex problems faced by businesses. The way they looked for solutions, it was an exciting prospect.” It’s that search for solutions that drives Patrick. But more than that, he thrives in the fast-paced environment at RTS, which helps keep him on his toes. “There are so many interesting opportunities in many industries,” he says. “It’s remarkable to see the development and implementation of technologies from inside an advanced tech company. It gives you a fresh perspective.” This perspective, combined with Patrick’s background in the financial sector, gives RTS Labs’ financial clients that much more of a competitive edge. And because his background is rooted in the financial sector, his role at RTS allows him bridge the gap between disciplines. You could say Patrick is living the best of both worlds.
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