Market Like a Badass with Kristin McFarland: Recent Episodes
The Source Marketing Group
In today's world, marketing is necessary for not only surviving but thriving in business. Marketing has to be at the forefront of every business discussion to compete effectively and achieve your growth goals.
This podcast is for business leaders looking to gain access to actionable marketing insights that will help you grow your business and market like a badass. Every other week, I'll feature marketing stories, tactics, and growth strategies that will highlight the real tips and tricks you need to know.
In this episode, Kristin McFarland sits down with Alison Di Spaltro, CEO of Escape Artists and CODA Premium Edibles. They discuss the journey of Escape Artists, the inspiration behind the brand, and how data informs their marketing strategy. They also talk about the challenges of maintaining brand consistency in retail stores and the importance of capturing customer data for remarketing. Alison shares advice for starting a brand in the cannabis industry or expanding your portfolio. She emphasizes the need to focus on specific markets and nurture relationships with retail partners. She also highlights the value of email marketing and social media engagement in reaching and engaging customers.
Takeaways
- Go deep, not wide - focus on specific markets and nurture relationships with retail partners to grow your brand sustainably.
- Capture customer data and use email marketing and social media engagement to stay top of mind with customers.
- Maintain brand consistency by providing retailers with updated brand kits and actively monitoring online platforms for errors and inconsistencies.
- Consider the challenges of online orders and find ways to engage customers and provide accurate product information.
Quick Links
https://letsescape.com/
https://codasignature.com/
In this episode, Kristin McFarland interviews Hadas Dewey, COO of It's All About Choices, a badass brand reinventing edibles. Hadas discusses how they built their brand in the highly competitive cannabis market by offering unique and diverse cannabis-infused products with Capsoil’s patented process. They offer everything from infused spices to condiments, ice cubes, freeze pops, soups, drink mixes, and more.
It's All About Choices is giving their customers even more choices with their latest development. They're launching a new hemp-derived line called Precise. Tune in to hear more about Choices and hear expert tips and tricks about monetizing data, managing extensive product SKUs, and leveraging data to identify trends and focus on categories that perform well.
Takeaways
- It's important to constantly pivot and adjust based on customer feedback and data.
- Use in-store and Sales data to help inform decisions and strategy.
- Consistency and quality control are crucial in managing a large number of product SKUs.
- Leveraging partner email lists and collaborating with retailers helps reach a wider audience
QUICK LINKS
It's All About Choices Website
It's All About Choices Instagram
Welcome to Season 5 of Market Like A Badass! In this episode, we’re kicking things off by shining a spotlight on some incredible women shaping the cannabis industry.
This episode is all about the unique perspectives and insights of women in cannabis—how to enter the industry, grow in your career, and navigate the challenges that come with it. We’ll also pay homage to Olivia Castaldy’s upcoming Women In Canna Business podcast, launching this October!
What to expect:
- Special Interviews: We’re thrilled to have Olivia from Women In Canna Business along with four other special guests. Olivia shares her journey, the inspiration behind her new podcast, and how she’s amplifying women's voices in cannabis.
- Live Event in Colorado: We take you to a women’s networking event hosted by Cannabis Golf League, where we speak with top female leaders in the Colorado cannabis scene about their stories, successes, and advice for women entering the industry.
- Pro Tips for Success: Our guests share actionable advice for breaking into the cannabis world and building a lasting career, from networking and education to overcoming gender barriers.
Whether you’re thinking about starting your own cannabis business, a career in cannabis, or simply want to support women in the space, this episode is packed with inspiration and practical tips to guide your journey.
QUICK LINKS
Women In Canna Business Website
Women In Canna Business Instagram
Wizard of the Ounce
Cirrus Social Club
Cannabis Golf League
Eossi Beauty
Kush Kards
This interview is part of a series of podcast episodes recorded live on-site at Benzinga Cannabis Capital Conference. Hear exclusive interviews and discussions with industry leaders, offering fresh perspectives and insider knowledge on the latest trends in the cannabis world.
In this episode, I sat down with Seth Yakatan, Partner at Katan Associates. Seth is a well-known badass that might not even need an introduction. With over a $1B+ raised and 22 companies sold, he's dialed in to market movers and shakers, industry trends, and has a lot of bets riding on this industry.
Hear Seth's industry growth predictions, which metrics he looks at in a business, and what investors are looking at right now for investing capital - such as certain markets, supply chain in Michigan, hemp beverages, and beyond.
Quick Links
https://www.katanassociates.com/
https://www.linkedin.com/in/seth-yakatan/
This interview is part of a series of podcast episodes recorded live on-site at Benzinga Cannabis Capital Conference. Hear exclusive interviews and discussions with industry leaders, offering fresh perspectives and insider knowledge on the latest trends in the cannabis world.
In this episode, I sat down with Kristi Palmer, Co-Founder and President of Kiva. Kristi discusses their new venture into hemp-derived products, which metrics to measure in a business, what has helped their brand be successful, and how to navigate the industry as a woman in cannabis.
Hear how in-person activations in-store or in the community have helped them grow their brand and effectively communicate with customers.
Quick Links
https://www.kivaconfections.com/
This interview is part of a series of podcast episodes recorded live on-site at Benzinga Cannabis Capital Conference. Hear exclusive interviews and discussions with industry leaders, offering fresh perspectives and insider knowledge on the latest trends in the cannabis world.
In this episode, I sat down with Ian Dominguez, Founder of Delta Emerald Ventures. Ian's group also puts together CannaDataCon, an event created to help business owners learn how to build a useful data strategy in cannabis.
Hear how operators can better monetize their customer data and look at customer loyalty in a new way. You'll also hear the buzz about low-dose THC beverages and how the booming product category is helping the overall cannabis industry.
Quick Links
https://www.cannadatacon.com/
https://www.deltaemerald.com/
Summary
In this episode, Kristin interviews Ashley Schreiner, CEO and Co-Founder of DADiRRi. DADiRRi is a woman-owned, and family-owned and operated lifestyle brand, specializing in cannabis products such as infused joints and solventless bubble hash.
Ashley shares her journey of building a successful brand in the cannabis industry, the challenges she faced as a woman in a male-dominated industry, and the unique opportunities she is working on this year. Learn about the franchise opportunities she is building in the cannabis industry.
She also discusses the struggles of marketing in the cannabis industry, including social media restrictions, and provides tips for navigating PR and in-person experiences.
Takeaways
- Building a successful brand in the cannabis industry requires authenticity, a focus on quality, and a commitment to changing the stigma around cannabis.
- Being a woman in a male-dominated industry like cannabis can be challenging, but it's important to keep going and support other women in the industry.
- Franchising can be a great way to expand a cannabis brand and bring entrepreneurs into the industry who may not have the knowledge or resources to start a cannabis company from scratch.
- Navigating multi-channel marketing in the cannabis industry can be difficult due to regulations and restrictions, but focusing on education, in-person experiences, and building relationships can help drive brand awareness and loyalty.
- Social media marketing in the cannabis industry is challenging due to restrictions and the risk of being shut down. It's important to be careful with hashtags, focus on educational content, and explore other marketing channels like PR and in-person events.
Quick Links
DADiRRi
https://www.instagram.com/dadirri.extracts/
Chris Vianello, co-founder of Dazed Cannabis, shares insights on scaling a dispensary and marketing strategies in different regulated states. He emphasizes the importance of community engagement and building authentic partnerships. Budtender education and brand partnerships are key for building awareness and loyalty. Chris also discusses the value of in-person event activations. He highlights the significance of understanding the local market and tailoring marketing strategies accordingly.
Takeaways
- Engaging with the community and building authentic partnerships are crucial for scaling a dispensary.
- Budtender education and brand partnerships are key for building awareness and loyalty.
- In-person activations can be effective in reaching the target audience.
- Understanding the local market and tailoring marketing strategies accordingly is essential.
Quick Links
https://www.instagram.com/dazedcanna/
https://dazed.fun/
Summary
In this episode, Kristin McFarland interviews Christopher Lackner, Founder and President of Hemp Beverage Alliance. The Hemp Beverage Alliance is a trade association representing the emerging and growing hemp beverage industry.
Kristin and Chris discuss the growth and challenges of the hemp beverage industry, including consumer perception and education. They also explore industry trends and talk about the future of hemp-based beverages. Christopher shares insights on advocacy and regulation in the industry, as well as marketing strategies for hemp beverage businesses.
Takeaways
- The hemp beverage industry is experiencing significant growth, with new products and innovations emerging.
- Consumer education is crucial in overcoming challenges and changing perceptions about hemp beverages.
- Industry trends include the development of new flavors and emulsion technology to improve the taste and consistency of hemp beverages.
- Advocacy and regulation play a vital role in creating a framework for the industry to thrive while protecting consumers.
- Marketing strategies should focus on sampling events and demos to allow consumers to try the products and gather feedback.
- Navigating marketing technology and compliance requires careful consideration of payment processors and other tools.
- There are top-of-funnel marketing strategies to help hemp beverage brands acquire new customers.
Quick Links
https://www.hempbeveragealliance.org/
In this episode, Kristin McFarland interviews Ardell Romez, Chief of Staff at Old Pal, a leading asset-light cannabis brand. They discuss the importance of authenticity and building a strong team in scaling a cannabis brand. They also explore the success of field marketing activations and the impact of local events on brand growth. They discuss collaboration opportunities in emerging markets like New York. He discusses the challenges of navigating different cannabis markets and the importance of building relationships with budtenders. Ardell also talks about the marketing channels that work for Old Pal, including email and Instagram. He highlights his favorite marketing campaigns and emphasizes the importance of growing email lists.
Takeaways
- Authenticity is crucial in building a successful cannabis brand. Consumers value brands that are genuine and authentic to their local markets.
- Building a strong team is essential for scaling a cannabis brand. Having a team that can execute and work well together is key to success.
- Finding the right partners in different markets is crucial.
- Field marketing activations, such as interactive events and experiences, can greatly contribute to brand growth and revenue goals. Navigating different cannabis markets requires finding the right strategies for each location's unique laws and regulations.
- Building relationships with budtenders is crucial for successful sell-through in the cannabis industry.
- Email marketing is a cost-effective channel for cannabis brands, but creativity is needed to comply with regulations.
- Growing email lists takes time and can be achieved through events, promotions, and offering incentives to sign up.
Quick Links
https://www.linkedin.com/in/ardell-romez-733bbb115/
https://www.linkedin.com/company/old-pal/
https://oldpal.com/
Max Juhasz, CEO of Dope SEO, comes on as he launches his new Managed WordPress Plugin. He discusses the importance of conversion-focused marketing and SEO in the cannabis industry.
He shares how his new managed WordPress plugin integrates with Metric and Bio Track to streamline operations and provide accurate inventory counts through your website. He emphasizes the benefits of using native e-commerce functionality and the ability to track sales and customer data.
The future of cannabis e-commerce lies in creating better functioning websites that provide a seamless shopping experience for consumers.
Takeaways
- Conversion-focused marketing and SEO are crucial for driving sales and revenue in the cannabis industry.
- The creation of a managed WordPress plugin allows dispensaries to streamline operations, improve online sales, and provide accurate inventory counts.
- Unlocking native e-commerce functionality will help you drive more revenue
Quick Links
https://dopeseo.com/
https://www.linkedin.com/in/maxjuhasz/
Kristin McFarland introduces Season Four of Market Like a Badass, which focuses on increasing revenue with multi-channel marketing.
In this episode, she is joined by Matt Stumphf, an industry expert and representative of Strike Visuals, our sponsor for Season 4.
Matt shares the background of Strike Visuals and the synergy between the craft beer and cannabis industries.
They also talk about the misconceptions of investing in events and how to leverage digital marketing tactics in your event marketing plans. The conversation covers staffing and engagement at events, prepping for high-converting events, and the Madness in March campaign by Strike Visuals to encourage early planning.
Takeaways
- Create an inviting environment at trade shows to encourage visitors to stay longer and have meaningful conversations.
- Inflatable furniture can be a unique and fun solution for creating a lounge vibe at trade show booths.
- Professional branding is crucial for building confidence and trust with potential customers.
- Collecting customer emails and personalizing marketing efforts leads to better engagement and conversions.
Links
https://www.strikenow.com/
https://www.instagram.com/strikevisual/
https://www.linkedin.com/company/strike-visuals/
Glenda Quesada is the Head Brewer and Co-owner at Dirigo Fermentory in Costa Rica. On this episode, she’s going to share her journey from corporate home brewer in Maine to Head Brewer and business owner in Costa Rica. We cover it all on this episode - from breaking stereotypes and creating more diversity in the beer industry to tips on running a successful restaurant and brewery. Learn more at: Dirigo Fermentory
https://www.instagram.com/dirigofermentory/
On this episode, Kristin sits down with Erik Fletcher, the Founder of Arrowsmith Corporation out of Toronto, Canada. His company helps small and medium-sized businesses in tech, cannabis, and other sectors with a wide range of expertise including marketing, technology, business development, investment advisory, and consulting services. He’s been an entrepreneur for decades and has so much knowledge to offer when it comes to marketing technology.
On this episode, you'll hear from special guest Kelley Usborne Bruce. Kelley is the Founder of CannaMommy and an industry OG. Out of the emerald triangle, Kelley has created a niche brand that empowers and educates moms around the world. She’s got some really cool experiential campaigns hitting the road soon and we share tips and tricks for leveraging field marketing events to grow your fan base.
https://www.cannamommy.org/
https://www.linkedin.com/in/thecannamommy/
On this episode, you'll hear from special guest Lance Lambert. As the Chief Marketing Officer of Grove Bags, he is responsible for overseeing the planning, development and execution of the organization's marketing and advertising initiatives. But he is no stranger to the cannabis industry. This Northern California cancer survivor has been part of the industry and speaking about the plant for a long time, working with well-known brands like The Cannabist, Weedmaps, and so on.
Join us as we guide you through customer journey marketing, strategic alliances, global markets, events, and much more.
Find out more at:
https://grovebags.com/
https://www.linkedin.com/in/lanceclambert/
In this episode, we dive into the captivating world of cannabis marketing with a trailblazing guest, Joe Hodas. Joe is the Chief Marketing Officer of Wana Brands, the largest edible company in North America. Join us as we unravel the secrets behind their remarkable success in the rapidly evolving cannabis industry.
Joe takes us on an insightful journey through the art of multi-channel marketing. Discover how Wana Brands has conquered the art of reaching diverse audiences through multiple platforms, from special events to innovative collaborations.
But that's not all – our conversation delves deep into a cornerstone of their growth strategy: in-store demos. Uncover the magic that happens when customers have the chance to experience these edibles firsthand. From building trust to sparking customer loyalty, these in-store demos have been a pivotal force in expanding Wana Brands' customer base.
This episode will provide you with invaluable insights into the cannabis industry, actionable marketing strategies, and a glimpse into the future of marketing in one of the world's most exciting sectors.
Tune in to learn how Wana Brands continues to lead the way, tantalizing taste buds and sparking connections through strategic marketing and immersive customer experiences.
https://www.wanabrands.com/
https://www.linkedin.com/in/joehodas/
On this episode, we are going to hear from special guest John Richard (JR) Awguagbaka. JR is Founder and CEO of JOTIA Group. JOTIA Group is a B2B Tradeshow and Expo Organizer and their next upcoming event is the Green Label Summit & Expo in Las Vegas. Tune in as we geek out on events and event marketing so our listeners can understand how to make the most out of their event budgets and how to run high-performance events that have a return on investment.
https://www.linkedin.com/in/jrawguagbaka/
https://jotiagroup.com/
On this episode, Kristin recaps the season, provides guest updates, and covers high level learnings from season 2 of Market Like A Badass.
For more details or updates on the launch of Season 3, follow Market Like A Badass on Instagram https://www.instagram.com/marketlikeabadass/
Or, follow Kristin on LinkedIn https://www.linkedin.com/in/kristinmcfarlandprofile/
On this episode, you'll hear from special guest Lauren Miele, owner of Kush Kards and Naughty Kards, the ultimate collection of greeting cards for stoners. Lauren is a badass at social media marketing and is a mastermind when it comes to scaling a business through strategic events.
Find Kush Kards at:
https://www.kushkards.com/
https://www.instagram.com/kushkards/?hl=en
https://www.pinterest.com/kushkards/
On this episode, Kristin McFarland sits down with team member and website guru Nicola Tweed.
Nicola has been on the team since March 2022, helping cannabis and craft beer clients build high performing websites. She also runs her own global business when she’s not helping the agency, delivering badass websites for photography, wedding and other businesses through NT web design and development.
We'll talk about debunking website myths and website best practices for small business owners in the cannabis or craft beer industry.
We cover:
- What’s the best platform for a website?
- The benefits of WordPress for a cannabis or craft beer business
- DIY versus D-I-DON’T - When to do it yourself and when to ask the expert.
- What’s website maintenance and why should people care about it?
- Why is it important to be intentional with your pages and content for conversion and SEO purposes?
- What does it mean for a website to be optimized for conversions?
Find Nicola at:
https://nicolatweed.com/
https://www.youtube.com/@NicolaTweed
Resources mentioned:
https://thelifecoachschool.com/podcast/
https://www.denisedt.com/chillpreneur-book
On this episode, you'll hear from special guest Alexandra Palau, Founder and CEO of All About Email Marketing. Alexandra is based is sunny Florida but serves badass brands across the U.S. She’s worked with small, up and coming eCommerce businesses, to Carnival Cruise Lines and fortune 100 companies. She knows how to manage high impact email programs. She is a tremendous wealth of email knowledge and is joining us today to share some seriously badass email tips and tricks for our audience.
Learn how to use email marketing to increase repeat business, build brand loyalty, and increase customer lifetime value.
Connect with Alexandra at https://www.instagram.com/allaboutemailmarketing_/
https://allaboutemailmarketing.com/
On this episode, Kristin sits down with The Canna Diva herself, Tanya Osborne. We are going to talk about empowering women in the cannabis industry. Our special guest today is building community, busting stigmas, and providing women a safe space to be who they are in the cannabis industry.
Connect with Tanya at https://www.linkedin.com/in/tanyaosborne/
Follow The Canna Diva: https://www.linkedin.com/company/the-cannadiva/about/
Follow Women Grow: https://womengrow.com/
On this episode, Kristin welcomes self-proclaimed Chief Personality Officer to the show! Welcome, Danielle Hughes, copywriting badass, workshop facilitator, speaker, and wine lover. We are going to talk about building your personality brand so you can attract the right clients and repel the wrong one’s.
Find Danielle at:
https://morethanwordscopy.com/
https://www.linkedin.com/in/daniellehughes/
On this episode, you'll hear from special guest Rebecca Colett, Founder and CEO of Calyxeum, a cannabis growing and processing company in Detroit, Michigan. Rebecca is supercharging her marketing with grassroots community efforts, giving voice to diversity and inclusion issues in the space, and is fueling the Detroit social equity incubator to empower other minority-owned cannabis businesses succeed!
https://calyxeum.com/
https://www.instagram.com/calyxeum_detroit/
https://www.linkedin.com/in/rebeccacolett/
https://www.linkedin.com/company/calyxeum-catalyst/
On this episode, you'll hear from special guest Sara Betesh, Founder and CEO of Betesh Buying Group. Sara kicks off the episode talking about how people can enter the cannabis industry. Next, you'll learn how cannabis business owners can develop their processes, vendor relationships, and forecasting. Sara also shares how dispensary's can find market voids to know what their consumers want and deliver top notch brand experiences.
Reach out to Sara Betesh, CEO of Betesh Buying Group at Sara@beteshbuying.com.
Layoffs are impacting employees in cannabis and across other industries. In this episode, Kristin sits down with Rachel Moore to discuss her #RachelForHire campaign, created after she was laid off to attract potential employers and get herself hired. Hear tips and tricks on how to build your own personal brand online so you can position yourself for the position of your dreams. #OpentoWork #RachelForHire
RESOURCES MENTIONED IN TODAY’S EPISODE:Find and connect with Rachel Moore:
Rachel Moore is @rachelhasthemic everywhere on social media.
Her website is really.social, plus she has a weekly podcast she launched this year called The Really Social Podcast - all of this and more can be yours at her website really.social.
Other Resources:
Hemingway App
LEAVE SOME FEEDBACK:* What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com * Did you enjoy this episode? If so, please leave a short review.
CONNECT:
@marketlikeabadass
Contact us: info@sourcemarketinggroup.com
Follow our podcast on Apple or Spotify!
In this episode, Kristin welcomes listeners back to season 2 of the podcast with a special guest and episode. After taking a health hiatus from the podcast in 2022, Kristin opens up about her challenges with mental and physical health. Our special guest Melissa Graziano is a mental health expert and licensed trauma therapist. Kristin and Melissa are going to talk about mental health's impact on business owners and what people can do to avoid burnout, how to conquer imposter syndrome, and how to regulate your nervous system. Listen to this episode for at-home exercises and tips for managing the day-to-day stress that comes with being an entrepreneur.
RESOURCES MENTIONED IN TODAY’S EPISODE:Find Melissa Graziano on Psychology Today or her website:
https://www.psychologytoday.com/us/therapists/melissa-graziano-fort-collins-co/933114
www.lanternswaycounseling.com
Other Therapy Resources:
www.psychologytoday.com to find a therapist
https://openpathcollective.org/ to find a lower cost therapist
https://www.emdria.org/find-an-emdr-therapist/ to find EMDR therapist
LEAVE SOME FEEDBACK:* What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com * Did you enjoy this episode? If so, please leave a short review.
CONNECT:
@marketlikeabadass
Contact us: info@sourcemarketinggroup.com
Follow our podcast on Apple or Spotify!
In our final episode of season one, you will hear about the evolution of digital marketing in 2021, what we have learned so far, and four ways to adapt your marketing strategy to compete in the ever changing digital marketing landscape. TIME-STAMPED SHOW NOTES:[00:25] Today’s topic: The evolution of digital marketing this year [00:40] The digital revolution in 2021 [01:12] Instagram is punishing users for posting photos only [02:01] Four ways to evolve your digital marketing strategy in 2021 [02:08] Harness the power of video and leverage the pros to make a positive impression [02:42] Predictive analytics, machine learning, industry learning, or AI - whatever you want to call it, it helps you maintain your competitive advantage without a huge investment [04:16] Social Media changes we’ve monitored this year and how it impacts your business and marketing plans moving forward [05:17] Customer journey and the digitization of brand experiences [06:30] You must embrace the digital age to remain competitive [06:38] That’s a wrap for season one of Market Like a Badass [07:21] We are launching a beta marketing membership, a monthly membership with no contracts at a low monthly rate to give YOU access to marketing executives, free resources, templates, and badass business advice. Join the Market Like A Badass group to learn more. [07:54] We are coming back in the Fall so make sure you follow us on your favorite streaming platform and please follow us on social media to stay up to date with the launch of season 2. [08:04] That’s it for today! To stay updated with marketing trends, go to http://www.sourcemarketinggroup.com (www.sourcemarketinggroup.com) for more information. PLATFORMS AND GROUPS MENTIONED IN TODAY’S EPISODE:Market Like A Badass Online Platforms https://www.facebook.com/marketlikeabadass (Facebook) page https://www.facebook.com/groups/688538605102926 (Facebook group) Along with having podcast pages on Instagram and Facebook, we have a Market Like A Badass Facebook Group that is free to our listeners. It’s a community of marketers and business owners who want to find valuable information and collaborate on ideas, marketing projects, and more. Join the Facebook group today! You’re a badass and we want you in our community. https://www.instagram.com/thesourcemarketing/ (Instagram) page LEAVE SOME FEEDBACK:What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com Did you enjoy this episode? If so, please leave a short review. CONNECT: https://www.instagram.com/marketlikeabadass/ (@marketlikeabadass) Contact us: info@sourcemarketinggroup.com Subscribe to our podcast on https://podcasts.apple.com/us/podcast/market-like-a-badass-with-kristin-mcfarland/id1549917625 (Apple) or https://open.spotify.com/show/4RPil0GYdAxUEHheFoabBW?si=LlEiiAVJSQOFWWM8cOucjw (Spotify)!
In this episode, Kristin brings on former colleague and fellow badass, Laura Clark, to talk about the importance of client events. Laura shares the benefits of hosting client facing events along with tips and tricks on how to plan all the details around a Client Advisory Board. Hear insights on how to grow relationships with your clients, get honest product/service feedback, and truly understand your clients real life experiences with your brand. TIME-STAMPED SHOW NOTES:[00:18] Today’s topic: how to host badass client events that help with product or service feedback and growing business relationships [01:15] Why are events important for a business? [02:29] The types of events you can host for clients and why [04:30] Why voice of the customer is important [06:07] Where do you start when planning a client event? How do you promote the event, invite people, or know which event type will perform best for your business goals? [10:30] How to break through the noise and get more RSVPs [13:17] How to work with sales and other internal stakeholders to build a target list for client events [16:58] What makes a client a “top user”? [17:52] How do you engage partners at events and why is that important? Is it a different format than a client event? [22:34] The importance of executives at meetings and events. How to engage c-levels at events and how executives can support events [23:55] Tracking and reporting ROI on events to C suite executives to justify your marketing and event spend and tie events back to closed/won business [25:22] Event touchpoints have a higher propensity to close. Where you invest budget and which channels are effective always matters when planning events [29:51] Why client touchpoints are important and what a business owner should do to be intentional with client events [30:30] How do you stay organized with everything from run of show, communications, agenda, transportation, food and beverage, venue, and more? [32:30] Keep it consistent with a campaign brief [34:00] The importance of working with an event professional. A good event manager will understand all of the potential failures and prepare against that. [36:33] Bad event example, including what can go wrong with poor planning - trouble at movie night. *https://youtu.be/BtLge1IUsNE (Link to youtube video) of dozens of air mattresses flying across event venue in Colorado :) [37:33] Working with an event professional with empathy. Empathy is important because of the ability to anticipate needs of other people at live events. [39:00] Knowing roles and goals and engaging event attendees - pre-event planning and training for your internal stakeholders [42:15] Top three things Laura has learned along the way including, “The goal is not perfectionism, it’s progress.” [45:32] What's the craziest thing that’s happened at an event of yours? [48:03] What advice would you give someone looking to scale their event marketing on a tight budget? [51:21] Lightning Round [53:44] Learn more about and connect with Laura Clark https://www.linkedin.com/in/laurahclark/ (https://www.linkedin.com/in/laurahclark/) [54:04] Thanks for listening! To stay updated with marketing trends, go to http://www.sourcemarketinggroup.com (www.sourcemarketinggroup.com/blog) for more information. LEAVE SOME FEEDBACK:What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com Did you enjoy this episode? If so, please leave a short review.
CONNECT: https://www.instagram.com/marketlikeabadass/ (@marketlikeabadass) Contact us: info@sourcemarketinggroup.com Subscribe to our podcast on https://podcasts.apple.com/us/podcast/market-like-a-badass-with-kristin-mcfarland/id1549917625 (Apple) or https://open.spotify.com/show/4RPil0GYdAxUEHheFoabBW?si=LlEiiAVJSQOFWWM8cOucjw (Spotify)!
In episode #10, you’ll be hearing directly from Kristin on five marketing topics, including the most recent status update regarding iOS14 and the impacts on Facebook advertising, DIY marketing disasters, what to plan for in Q3 now that live events are back with a ferocity, email marketing trends in 2021, and three things Kristin has learned so far this year. TIME-STAMPED SHOW NOTES:[00:48]Today’s first topic: Apple’s latest iOS update is impacting small businesses who are advertising on Facebook. [03:45] DIY Disasters: marketing expertise matters [05:27] While live events are coming back with a ferocity, it’s important to still plan thoroughly and have contingencies in place. [06:33] Email Marketing Trends in 2021 [08:09] 3 things I’ve learned this year [09:17] Season one is ending soon [09:56] That’s it for today! To stay updated with marketing trends, go to http://www.sourcemarketinggroup.com (www.sourcemarketinggroup.com) for more information. PLATFORM MENTIONED IN TODAY’S EPISODE:http://facebook.com (Facebook.com) LEAVE SOME FEEDBACK:What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com Did you enjoy this episode? If so, please leave a short review. CONNECT: https://www.instagram.com/marketlikeabadass/ (@marketlikeabadass) Contact us: info@sourcemarketinggroup.com Subscribe to our podcast on https://podcasts.apple.com/us/podcast/market-like-a-badass-with-kristin-mcfarland/id1549917625 (Apple) or https://open.spotify.com/show/4RPil0GYdAxUEHheFoabBW?si=LlEiiAVJSQOFWWM8cOucjw (Spotify)!
Host Kristin McFarland is a proponent for events, be it live, virtual or hybrid. She has immense industry experience which makes it easy for her to find subject matter experts in event planning. In this episode, Kristin and Karen Lewison, Event Manager at Scaled Agile, sat down to discuss the future of events after facing the impacts of COVID-19. Tune in to learn from Karen’s 25+ years of event experience and hear how her company has pivoted its event strategy to better support and engage their global audience. TIME-STAMPED SHOW NOTES:[02:59] Karen’s work with Boulder-based company called Scaled Agile [04:17] Breakdown of Agile Methodology and how it helps organizations connect business strategy and execution [05:44] The Big Picture - Agile Framework developed by Scaled Agile [07:35] How Agile works in events [08:35] What are Scaled Agile’s event goals now that live events are coming back? [09:20] How to make events more engaging online and build solid community through virtual events [11:40] How different event types can create more engagement (Peer Connect Example) [13:52] How to manage virtual, hybrid and live events efficiently [17:00] Building different events with parallel experiences [17:55] Mobile app adoption - Karen recommends specific audience size and tactics for connecting with audiences on mobile apps and devices [20:30] How Karen engages a virtual or hybrid audience [24:28] Pre record some content to make your online events valuable to the audience and easier to manage for the event coordinator [26:22] What needs to be pre recorded versus done live at a virtual event? [29:17] On demand content is becoming more available and people hosting virtual events should be hosting that recorded content on demand on their website [32:47] What results should marketers be tracking at events? Session surveys, email metrics and beyond. [37:19] How to measure the tangibles and intangibles at an event, from branded promo items, content and accessibility to other secrets to create a badass brand experience [44:33] Upcoming Scaled Agile events [49:38] Why it’s important for YOU to go agile in your business [53:05] Resources you can use to go agile (also see platforms mentioned in show notes below) [55:51] Learn more at scaledagile.com or scaledagileframework.com [57:55] Lightning Round [1:00:44] Closing, follow us for more insights or https://sourcemarketinggroup.com/contact/ (contact us) here at The Source Marketing Group.
PLATFORMS MENTIONED IN TODAY’S EPISODE:http://asana.com/ (Asana) Hop.io Tableau SAFe Smartsheets Trello Slack
Connect with our special guest:https://www.linkedin.com/in/lewisonkaren/ (LinkedIn) or karen.lewison@scaledagile.com Scaledagile.com or scaledagileframework.com LEAVE SOME FEEDBACK: What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com Did you enjoy this episode? If so, please leave a short review. CONNECT: @scaledagile https://www.instagram.com/marketlikeabadass/ (@marketlikeabadass) Contact us: info@sourcemarketinggroup.com Follow our podcast on https://podcasts.apple.com/us/podcast/market-like-a-badass-with-kristin-mcfarland/id1549917625 (Apple) or https://open.spotify.com/show/4RPil0GYdAxUEHheFoabBW?si=LlEiiAVJSQOFWWM8cOucjw (Spotify)!
In this episode, Kristin gets steps into the wild world of privacy and security. Kristin interviews Dennis Dayman, Privacy and Security Expert and Maropost CPO. Kristin and Dennis cover the important tips you need to know to protect your business and brand. Listen to this episode to ensure your company information and client trust is protected. TIME-STAMPED SHOW NOTES: [00:58] Today’s topic: Privacy and Security - Special Guest Introduction: Dennis Dayman [01:57] Tell us more about you. [06:18] Dennis’ involvement championing females by supporting Pioneers in Skirts - social impact documentary that aims to advocate the conversations about women in the workplace. [12:20] With all of the new data laws popping up across the globe, how can a small business set themselves up to protect their customers and themselves? [15:30] Privacy by Design [16:14] Would you do to your grandma what you do to a client? Build in a privacy by design process and a privacy impact assessment. [18:03] When should privacy become important for a business? [21:45] Is there a difference between anti-spam laws and privacy laws? [25:00] What to do about Can Spam? [26:50] When will the US enact data regulation similar to GDPR? [30:38] Security session - how does a small business protect themselves and their client from data theft? [31:50] Can a hacker steal information from a Point of Sale Service virtually? [33:30] Get your passwords out of an excel sheet! [33:48] Why should marketers care about protecting their domain/email from phishing attacks or other threats? How can they go about doing this? [38:40] Phishing is a real concern. Do small businesses need security training like big companies? [42:40] The iOS14, impact on remarketing, and protecting yourself from third party app tracking [45:23] The future of live events - what privacy concerns will businesses face by asking event attendees for proof of vaccination? [50:57] How do you protect a remote team from security threats? [54:00] Hacks and Facts Lightning Round [57:30] Thanks for listening! To stay updated with marketing trends, go to http://www.sourcemarketinggroup.com (www.sourcemarketinggroup.com) for more information.
PLATFORMS MENTIONED IN TODAY’S EPISODE:Eloqua TunnelBear
LEAVE SOME FEEDBACK: What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com Did you enjoy this episode? If so, please leave a short review.
CONNECT: https://www.instagram.com/marketlikeabadass/ (@marketlikeabadass) Contact us: info@sourcemarketinggroup.com Follow our podcast on https://podcasts.apple.com/us/podcast/market-like-a-badass-with-kristin-mcfarland/id1549917625 (Apple) or https://open.spotify.com/show/4RPil0GYdAxUEHheFoabBW?si=LlEiiAVJSQOFWWM8cOucjw (Spotify)!
Self-proclaimed beer goddess, business badass, serial entrepreneur, and champion for females - welcome Natalie Jones to our first-ever guest podcast episode. Kristin and Natalie cover a myriad of topics in this episode, from their mutual love for beer, poop jokes, events, marketing, the impact of internships, the value of business coaching, and being the most authentic version of yourself. Enjoy the laughs, the insights, and the spotlight on two entrepreneurs who embody the term Market Like A Badass. TIME-STAMPED SHOW NOTES:[01:19] Today, we will cover entrepreneurship, fun runs and beer, and everything in between [02:42] Meet Natalie Jones [07:45] Breakdown of Natalie’s two businesses - Rocky Mountain Brew Runs and Beer Feelings [09:44] Natalie and Kristin dive into the Rocky Mountain Brew Runs brand [10:35] How does Natalie incorporate her fun, bubbly personality into her brand while still remaining authentic and professional? [11:35] Be the best version of yourself [13:57] How Natalie runs her entire Rocky Mountain Brew Runs brand around events [16:35] “I sell memories, not stuff” [18:52] Badass brand experiences and how to measure success [23:40] Beer Feelings deep dive and the importance of niching down [29:34] As a CEO juggling multiple priorities, what helps Natalie stay focused on the right marketing channels? [30:05] The importance of business coaching [31:25] Even better if... [38:15] One piece of advice Natalie has for someone wanting to turn their idea into a business [41:56] Lightning Round [43:00] Odell...be our sponsor?! [44:49] Resources from Natalie - head over to beerfeelings.com/badass for special offers for the Market Like A Badass audience [46:30] Closing, follow us for more insights or https://sourcemarketinggroup.com/contact/ (contact us) here at The Source Marketing Group. PLATFORMS MENTIONED IN TODAY’S EPISODE:http://asana.com/ (Asana) Freebies from our special guest:https://beerfeelings.com/badass (https://beerfeelings.com/badass) On this page listeners have the opportunity to unlock a 15% discount on the Summer Beer Feelings Relaxation Kit as well as download a Denver-based trail and brewery map called Ales & Adventures. LEAVE SOME FEEDBACK: What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com Did you enjoy this episode? If so, please leave a short review. CONNECT: @beerfeelings @rockymountainbrewruns https://www.instagram.com/marketlikeabadass/ (@marketlikeabadass) Contact us: info@sourcemarketinggroup.com Follow our podcast on https://podcasts.apple.com/us/podcast/market-like-a-badass-with-kristin-mcfarland/id1549917625 (Apple) or https://open.spotify.com/show/4RPil0GYdAxUEHheFoabBW?si=LlEiiAVJSQOFWWM8cOucjw (Spotify)!
It may be over 40 years old, but email is still one of the most important and effective marketing channels. It has a high ROI, can be easily customized, and your customers can access it when it’s convenient for them. Whether you have a kickass email strategy already or you’re starting from scratch, we compiled a list of six mistakes you should avoid to create or maintain a high-performing email program. TIME-STAMPED SHOW NOTES:[00:17] Today’s topic: Market like a badass with a results driven plan [00:44] Your audience learns differently [00:57] Mistake #1 Poor quality lists [01:33] Mistake #2 You’re not welcoming new subscribers [01:57] Mistake #3 Bad subject lines [02:32] Mistake #4 Emails that don’t load well [03:02] Mistake #5 Unengaging Content [03:49] Mistake #6 Not measuring the results that matter [04:26] AOverwhelmed? Let us help!Overwhelmed? Let us help! [04:53] If you’re overwhelmed at the thought of executing your email campaign, https://sourcemarketinggroup.com/contact/ (contact us) here at The Source Marketing Group. [05:23] Email is one of the most effective marketing channels, but it’s not always easy. LEAVE SOME FEEDBACK: What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com Did you enjoy this episode? If so, please leave a short review. CONNECT: https://www.instagram.com/marketlikeabadass/ (@marketlikeabadass) Contact us: info@sourcemarketinggroup.com Follow our podcast on https://podcasts.apple.com/us/podcast/market-like-a-badass-with-kristin-mcfarland/id1549917625 (Apple) or https://open.spotify.com/show/4RPil0GYdAxUEHheFoabBW?si=LlEiiAVJSQOFWWM8cOucjw (Spotify)!
In this episode, I cover the tips of the iceberg as it relates to how to drive results from your marketing plan. There is no “silver bullet” but there are a lot of best practices that will help you be the most intentional with your marketing spend and drive the conversions for your business. Listen to this episode and learn how you should optimize your marketing plan to drive results. TIME-STAMPED SHOW NOTES:[00:20] Today’s topic: Market like a badass with a results driven plan [01:29] Your audience learns differently [01:49] Customer Journey Mapping [02:14] Example of customer journey experience [04:28] How do you track success? What metrics matter? [05:29] Report, refine, and optimize for repeatable, predictable results [06:29] Know what results you want [06:45] Marketing is a dynamic field, always changing due to emerging technology, new platforms, new services, new channels, and new techniques. But those same reasons I mentioned can cause many to be unfocused, overwhelmed, or ineffective [07:08] According to inbound marketing and sales software developer HubSpot, 40 percent of marketers say proving marketing ROI is their top marketing challenge [07:31] Thanks for listening! To stay updated with marketing trends, go to http://www.sourcemarketinggroup.com (www.sourcemarketinggroup.com) for more information.
In episode #4, you will hear about the privacy concerns recently raised about Clubhouse for iOS users. You will learn about the breach and why you should assume all conversations are being recorded. TIME-STAMPED SHOW NOTES:[00:19] Today’s topic: Privacy experts and journalists worldwide are reeling about the popular audio chatroom Clubhouse after an unidentified user was able to stream audio feeds into their own third-party system [01:11] Clubhouse has millions of users, millions of dollars, and very few privacy options [02:52] Users of the invitation-only iOS app should assume all conversations are being recorded [04:04] Always give users permission for their information to be shared to fight against pervasive tracking [04:45] That’s it for today! To stay updated with marketing trends, go to http://www.sourcemarketinggroup.com (www.sourcemarketinggroup.com) for more information.
PLATFORM MENTIONED IN TODAY’S EPISODE:Clubhouse LEAVE SOME FEEDBACK:What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com Did you enjoy this episode? If so, please leave a short review.
CONNECT: https://www.instagram.com/marketlikeabadass/ (@marketlikeabadass) Contact us: info@sourcemarketinggroup.com Subscribe to our podcast on https://podcasts.apple.com/us/podcast/market-like-a-badass-with-kristin-mcfarland/id1549917625 (Apple) or https://open.spotify.com/show/4RPil0GYdAxUEHheFoabBW?si=LlEiiAVJSQOFWWM8cOucjw (Spotify)!
In episode #3, you will hear about the disruption to Facebook advertising that businesses are facing with the rollout of Apple’s latest iOS 14 update. I’ll cover the changes in measurement, reporting and action items you need to take now to minimize the impact Apple’s update will have on Facebook ad spend. TIME-STAMPED SHOW NOTES:[00:24] Today’s topic: Apple’s latest iOS update is going to negatively impact small businesses who are advertising on Facebook and other platforms. [02:05] What now? [03:22] Here is what’s changing that will impact measurement [04:04] Ways to minimize the loss of data [04:54] 8 conversion event limits [06:17] Retargeting and Reporting [06:53] Actions you need to take now [09:25] That’s it for today! To stay updated with marketing trends, go to http://www.sourcemarketinggroup.com (www.sourcemarketinggroup.com) for more information. PLATFORM MENTIONED IN TODAY’S EPISODE:http://facebook.com (Facebook.com) LEAVE SOME FEEDBACK:What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com Did you enjoy this episode? If so, please leave a short review. CONNECT: https://www.instagram.com/marketlikeabadass/ (@marketlikeabadass) Contact us: info@sourcemarketinggroup.com Subscribe to our podcast on https://podcasts.apple.com/us/podcast/market-like-a-badass-with-kristin-mcfarland/id1549917625 (Apple) or https://open.spotify.com/show/4RPil0GYdAxUEHheFoabBW?si=LlEiiAVJSQOFWWM8cOucjw (Spotify)!
In episode #2, you will hear about the changes in social media trends in 2021. Find out what algorithm changes will impact your social strategy and learn about the trending platforms that are changing the way you engage with your audience. Tune in to learn more! TIME-STAMPED SHOW NOTES:[00:19] Today’s topic: Social Media changes in 2021. [00:23] Instagram [02:08] TikTok [03:06] Patreon [03:49] Clubhouse [05:17] That’s it for today! To stay updated with more marketing tips and tricks, visit http://marketlikeabadass.media (marketlikeabadass.media) to learn more. PLATFORMS MENTIONED IN TODAY’S EPISODE:Instagram - https://www.instagram.com/marketlikeabadass/ (@marketlikeabadass) TikTok Patreon Clubhouse - @coloradokristin LEAVE SOME FEEDBACK:What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com Did you enjoy this episode? If so, please leave a short review. CONNECT: https://www.instagram.com/marketlikeabadass/ (@marketlikeabadass) Contact us: info@sourcemarketinggroup.com Subscribe to our podcast on https://podcasts.apple.com/us/podcast/market-like-a-badass-with-kristin-mcfarland/id1549917625 (Apple) or https://open.spotify.com/show/4RPil0GYdAxUEHheFoabBW?si=LlEiiAVJSQOFWWM8cOucjw (Spotify)!
In episode #1, you will hear about the four tips to keep in mind when hosting a virtual conference. Find out more about choosing the right platform, the benefits of social media integrations, and how to drum up brand engagement. Tune in to hear it all! For more information, read our blog post at: https://sourcemarketinggroup.com/4-tips-for-hosting-a-virtual-conference/ (https://sourcemarketinggroup.com/4-tips-for-hosting-a-virtual-conference/) TIME-STAMPED SHOW NOTES:[00:18] Today’s topic: Tips for hosting a virtual conference. [01:04] Number one: Plan big. [01:52] Number two: Choose the right platform. [03:11] Number three: The social media angle. [03:49] Number four: Targeted Support. [05:07] That’s it for today! To stay updated with events, go to http://www.sourcemarketinggroup.com (www.sourcemarketinggroup.com) for more information. PLATFORM MENTIONED IN TODAY’S EPISODE:http://hopin.com/ (Hopin) LEAVE SOME FEEDBACK:What should we talk about next? Please let us know by emailing info@sourcemarketinggroup.com Did you enjoy this episode? If so, please leave a short review. CONNECT: https://www.instagram.com/marketlikeabadass/ (@marketlikeabadass) Contact us: info@sourcemarketinggroup.com Subscribe to our podcast on https://podcasts.apple.com/us/podcast/market-like-a-badass-with-kristin-mcfarland/id1549917625 (Apple) or https://open.spotify.com/show/4RPil0GYdAxUEHheFoabBW?si=LlEiiAVJSQOFWWM8cOucjw (Spotify)!
Welcome to Market Like a Badass with Kristin McFarland. For more from Kristin and her team, visit https://sourcemarketinggroup.com/