Latest news with #CassiHallam
Forbes
5 days ago
- Business
- Forbes
Beyond Answers: The Hidden Opportunities In Customer Questions
Cassi Hallam, Chief Marketing Officer at System Pavers. Customer questions are often more than simple requests for information. But in our eagerness to provide answers, we often overlook the deeper insights that these questions hold. We get so focused on providing a solution that we miss the bigger picture of why the question is being asked, and we miss the opportunity it presents. Every question a customer brings to the table is a chance to truly understand their needs, uncover their concerns and even reveal your company's blind spots. Instead of just reacting, you can transform these invaluable learning moments into powerful customer breakthroughs. Here are three ways to do just that: Focus On Why The Question Is Being Asked Our first instinct when a customer asks a question is to provide an immediate answer. But as marketers, a more powerful response is to dig deeper and ask, 'Why?' A question can signal a communication gap, whether it's missing information or a message that simply isn't resonating with your audience. Answering the question for one customer solves their immediate problem, but it doesn't fix the underlying issue that prompted the question in the first place. We've all heard the leadership advice, 'If you want to get to the root of a problem, ask why three times.' The same principle can be applied here, but instead of asking the customer, we should be asking ourselves. Why did they ask this? What information is missing? Where is the disconnect? Years ago, I worked as a Global Marketing Director for a hot tub manufacturer, conducting in-depth customer research. Through this research, we discovered a significant difference in what people sought from a hot tub. Many desired a space for entertaining and gathering, while a smaller, quieter group typically wanted a more secluded spot for unwinding. To meet this evolving need, we designed a new, smaller hot tub built for a maximum of two people. As we debuted this new model at trade shows, we were consistently asked, 'How many people does it fit?' To this, we repeatedly answered, 'Two people,' and were often met with quizzical looks. Day after day, we provided this clarification, even encouraging people to get in (the dry version) and interact. It was only when we observed four people attempting to climb in at once that we realized the tub's design was visually implying it could accommodate more. The question stemmed from the incongruity between what they saw and what we were telling them. Once we understood this and made visual updates to clearly signal its two-person capacity, sales skyrocketed. It wasn't just about answering 'two people'; it was about thoughtfully addressing the deeper visual disconnect that customers were sensing but not articulating. Use Data To Find Questions, Not Answers Data is one of the most valuable tools in a marketer's arsenal, revealing patterns and providing insights into consumer behavior. While we often view data as a source of answers, it can also be used to unlock powerful questions. If you're struggling to pinpoint why a consumer asked a specific question or why they didn't ask a question, your data can put you on the path to finding an answer. Data tells us what consumers are doing: what they're buying, when they make a purchase, where they live, what systems they use, what payment method, etc. By analyzing these behaviors, we can preemptively answer questions and perhaps move beyond a sales roadblock before it is put in place. For example, say an electronics company that recently released its latest smartphone model noticed sales were struggling in a region that was historically a robust market. When digging through the data, it was discovered that the country had been moving toward a different model of charger than the one needed for this phone. This meant many new customers had to also buy an additional adapter alongside the phone, adding to an already significant expense. Realizing this was a common roadblock, the company understood why customers were hesitant. They began to manufacture their own adapter and include it with models sold. By meeting this unstated need and eliminating the friction of 'what adapter do I need?' sales rapidly began to pick up. Take Your Marketing Blinders Off As marketers, we can sometimes become a little too immersed in our products and messaging. By the time a campaign launches, we have seen the messaging and branding a thousand times. It's easy to forget that for our audience, it is all brand new. However, it's critical to remember that what seems obvious to us might be a complete mystery to them because we've been living and breathing these materials for months. While focus groups and consumer research can help offer a valuable perspective, I believe that seeking an outside opinion, often from someone with no vested interest, can quickly provide the clearest view. In a similar vein, sometimes, we need to step back and examine our own assumptions, especially when it comes to our audience. As marketers, it's our job to know and sell to the people who want what we offer. The disconnect can happen when who we think we're selling to and who the actual buyers are don't align. We often feel like we are supposed to have all the answers. But that doesn't mean we should be afraid of questions! By taking a moment to take a deeper dive into your customers' questions, wondering what led them to ask, and looking past your own assumptions, you'll be better positioned to meet their needs. Not only will you build a more loyal customer base but also you can move forward with the confidence that comes from knowing you're truly meeting their needs. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Business Wire
08-07-2025
- Business
- Business Wire
System Pavers' Cassi Hallam Receives Green Industry Pros 2025 Women in the Industry 'Unsung Hero' Award
SANTA ANA, Calif.--(BUSINESS WIRE)--System Pavers is proud to announce that Chief Marketing Officer Cassi Hallam, has been honored with the Green Industry Pros, Women in the Industry 'Unsung Hero' award for 2025. Cassi was recognized for her significant contributions at System Pavers, where she leads a team of over 100 professionals in brand, digital, field marketing, and contact center operations. She drives growth through data-driven campaigns, cross-functional alignment, and strategic expansion. Nominated by System Pavers' peers and industry leaders, Cassi has been consistently praised as a dynamic leader whose influence extends far beyond marketing. She's made an impact as a mentor, strategist, and visionary who not only fuels growth but also nurtures the careers of those around her. Since joining System Pavers in 2019, Cassi has adeptly advanced the company's marketing strategy, transforming previous methods with a data-driven approach that significantly enhances customer acquisition and lead generation. Her aim is to connect customers with solutions that will enhance their lives, revolving around bringing life to outdoor living. System Pavers has achieved record-breaking lead volume, alongside significant growth in existing markets and successful expansion into new major cities. Throughout her career and across various industries, Cassi has consistently maintained a strong customer-first focus. She has been commended for her proven capacity to deliver tangible results, from managing corporate marketing strategies to overseeing extensive branding and growth initiatives. Her contributions have enabled System Pavers to even further solidify its status as the nation's #1 outdoor remodeling company. The Green Industry Pros Women in the Industry award honors female leaders whose accomplishments serve as a roadmap for other leaders seeking to shape and advance the green industry. Cassi exemplifies the 'Unsung Hero' category, which celebrates dedicated leaders whose consistent hard work, reliability, and behind-the-scenes contributions are vital to the success of their industry and organization. Her commitment to people, innovation, and sustainability reflects the values recognized by the Green Industry Pros Women in the Industry awards. 'I'm incredibly honored to receive the 'Unsung Hero' award from Green Industry Pros,' shares Cassi Hallam. 'This recognition reflects the amazing team I'm fortunate to be with every day at System Pavers. Together, we've built something special centered on continuous growth, collaboration, and a deep commitment. I'm proud to be part of an industry that is constantly evolving and to contribute to shaping its future in a meaningful way.' To learn more about the Green Industry Pros Women in the Industry Award and to see a complete list of award winners, visit About System Pavers System Pavers is the nation's leading outdoor remodeling company, thanks to award-winning customer service and more than 30 years of experience behind every installation. With every project backed by industry-leading warranties, over 90,000 homeowners have trusted System Pavers to create beautiful, easy-to-maintain outdoor spaces where family and friends can connect for generations. System Pavers' visionary designers and expert installation teams specialize in hardscapes, patios, driveways, turf, outdoor kitchens, BBQ islands, water features, fire features, decking, and more. Learn more at and follow System Pavers on Instagram, Houzz, Pinterest, YouTube, Facebook, and LinkedIn.
Yahoo
11-03-2025
- Lifestyle
- Yahoo
System Pavers Outlines the Top 3 Outdoor Living Trends Transforming Outdoor Spaces This Spring
Warmer Temperatures Lead Homeowners to Crave Community, Comfort and Elevated Features SANTA ANA, Calif., March 11, 2025--(BUSINESS WIRE)--As temperatures begin to rise and homeowners prepare for spring, outdoor living trends are shifting toward comfort, functionality, and low-maintenance solutions. System Pavers, the nation's premier outdoor living design and installation company, has determined the top three trends transforming backyards this spring. 1. Quality Time with the Fam Homeowners are prioritizing outdoor spaces designed for relaxation and quality time with family. Cozy, intimate gathering areas featuring fire pits, ambient lighting, and thoughtful landscaping are replacing expansive, open layouts. The demand for private outdoor retreats has also increased, with elements like decorative screens, architectural features, and lush greenery creating secluded backyard sanctuaries. "Our clients consistently describe their ideal outdoor space as a cozy, intimate retreat," said Aaron Brundage, Director of Operations at System Pavers. "By incorporating fire features, layered lighting, and versatile seating arrangements, homeowners have inviting and comfortable spaces not just for this spring, but for all seasons." 2. Outdoor Kitchens Reign Supreme Outdoor kitchens have transformed from simple BBQ stations into fully equipped culinary hubs. Homeowners are increasingly investing in high-performance cooking appliances, such as Kamado grills, pizza ovens, pellet smokers, and flattop grills. This trend reflects a growing desire for versatile cooking and dining experiences that go beyond the traditional summer barbecue. "Today's homeowners are looking to do more than simply grill. They want the ability to create a full outdoor cooking experience," said Cassi Hallam, Chief Marketing Officer at System Pavers. "We're witnessing a strong demand for custom-designed outdoor kitchens that incorporate specialized appliances, sturdy countertops, and intelligent storage solutions." 3. Enough Work Already Low-maintenance materials are highly sought after by homeowners seeking long-term value and more free time. Artificial turf, composite decking, and durable pavers offer enduring beauty with minimal upkeep, enabling homeowners to enjoy their outdoor spaces without the burden of frequent maintenance. Eco-friendly options, such as drought-resistant landscaping and turf grid designs, are also gaining popularity. "The trend toward low-maintenance outdoor living is about more than just convenience—it's about making smart, long-term investments," Brundage stated. "Materials such as artificial turf and high-quality pavers not only enhance the aesthetics of an outdoor space, but they also reduce ongoing costs and labor." Spring Forward with Renovation Plans March is a perfect time to start outdoor renovations, ensuring that projects are finished before prime outdoor entertaining season. System Pavers has observed an increase in early spring bookings as homeowners aim to take advantage of favorable installation conditions, acquire high-quality materials, and lock in pricing ahead of peak demand. "With rising costs of goods and fluctuating interest rates, many homeowners are taking action now to complete their outdoor projects," Hallam said. "By planning in advance, they can secure the best materials, maximize their investment, and enjoy their upgraded space throughout the season." For more information about System Pavers, visit About System Pavers System Pavers is the nation's leading outdoor remodeling company, thanks to award-winning customer service and more than 30 years of experience behind every installation. With every project backed by industry-leading warranties, over 90,000 homeowners have trusted System Pavers to create beautiful, easy-to-maintain outdoor spaces where family and friends can connect for generations. System Pavers' visionary designers and expert installation teams specialize in hardscapes, patios, driveways, turf, outdoor kitchens, BBQ islands, water features, fire features, decking, and more. Learn more at and follow System Pavers on Instagram, Houzz, Pinterest, YouTube, Facebook, and LinkedIn. View source version on Contacts Jason Gilbrethjgilbreth@ 847-894-8112 Sign in to access your portfolio
