Sleeping Barber Podcast: Recent Episodes
Sleeping Barber
Welcome to the Sleeping Barber podcast with your hosts, Marc Binkley and Vassilis Douros.
The sleeping barber is a classic computer programming problem that illustrates the challenges of effectively managing multiple systems processes.
In business, we're faced with similar challenges. How do we align operations, IT and HR to execute a strategy and drive growth? How can accounting and legal help build and defend brands? How do marketing, sales and customer service teams effectively and efficiently acquire and serve customers? These challenging problems are exactly what this podcast is about.
Welcome to another episode of The Barber’s Brief! Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.
Enjoy the show!
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps
0:00 - Introduction
01:15 - Nike’s Market Strategy and Challenges
05:31 - Amazon’s Return to Office Mandate
09:52 - Swedish Advertising Insights
13:45 - The Evolution of KPIs in Marketing
25:38 - Ad of the week
Links:
Title: Did Nike Lose it’s Cool or it’s place? Prof. Koen Pauwels
Source: Prof. Koen Pauwels
Link: https://www.linkedin.com/pulse/did-nike-lose-its-cool-place-prof-dr-koen-pauwels-0cmqe/?trackingId=8MbCHRTATd%2Bm4DNRnHllsA%3D%3D
Amazon Says No To Remote Work - Mandates full 5-day return to office
Source: Techcrunch
Link: https://techcrunch.com/2024/09/16/amazon-mandates-full-five-day-return-to-office/
Link#2: https://finance.yahoo.com/news/amazon-employees-blast-andy-jassy-113949840.html
Title: Effective Communication 2024 report by Sveriges Annonsorer & NoA Consulting
Source: Sveriges Annonsorer
Link: https://www.sverigesannonsorer.se/kunskap/rapporter/effective-communication-2024
Title: Is the KPI still a good indicator of performance? Johnny Corbet
Source: Marketing Week
Link: https://www.marketingweek.com/kpi-good-indicator-performance/
The Marketing Moment:
How KFC Integrated Creative Quality into Their Marketing Effectiveness Assessments
Link: https://www.kantar.com/inspiration/advertising-media/how-kfc-integrated-creative-quality-into-their-marketing-effectiveness-assessments
Ad of the Week
MIRO - collaboration and project management software
https://youtu.be/shy3tqvHb4g?si=QyNchqm5jw2e4GDo
The Back Story - the production team used Miro to produce the commercial for Miro
https://go2.miro.com/how-we-launched-a-national-ad-campaign-with-Miro.html
Welcome to another episode of the Sleeping Barber Podcast!
Join Marc and Vassilis as they dive into the world of marketing effectiveness with special guest James Hurman.
James, the founder of Previously Unavailable and the Masters of Advertising Effectiveness program, shares his deep insights into the startup ecosystem, the importance of balancing customer acquisition costs (CAC) with brand awareness, and the concept of future demand. This episode is packed with valuable knowledge on how to build sustainable marketing strategies that drive long-term success.
Enjoy the show!
Our Guest:
James Hurman - https://www.linkedin.com/in/jameshurman/
- Founder Previously Unavailable - Innovation Studio
- Founder & Programme Director of the Masters of Advertising Effectiveness course with WARC
- Co-founder of Tracksuit - a SaaS brand health tracking system
- Co-author with Peter Field on the Cannes Lions / WARC publication called Creative Effectiveness Ladder
- Author of a new book for startups called Future Demand and The Case for Creativity
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps:
0:00 - Episode Introduction
3:28 –the trouble with CAC & the startup playbook
6:39 – why future demand (brand building) is important for startups
10:15 – is demand generation possible
15:04 – Why CAC gets worse without brand awareness
17:30 – Split budgets between brand and performance marketing
19:00 – James’ journey into effectiveness
24:14 – What is effectiveness?
26:35 – The Creative Effectiveness ladder
32:35 – Do ads wear out or wear in?
37:10 – The customer need behind Tracksuit’s brand health tracking SaaS
41:10 – Lessons for early-stage startups
44:53 – The power of industry expertise inside a startup
47:58 – Building Effectiveness knowledge inside companies
51:15 – Much of what marketers are taught is wrong
53:30 – Marketing evidence needs to wear in
54:15 – how to learn more about James
55:09 - Post Pod with V and Marc
Background Research & Literature:
James on LinkedIn https://www.linkedin.com/in/jameshurman/
Tracksuit https://www.gotracksuit.com/us
Previously Unavailable https://www.previously.co/
Creative Effectiveness Ladder https://www.lionscreativity.com/creative-effectiveness-ladder
The Principle of Future Demand https://www.previously.co/projects/the-principle-of-future-demand
Welcome to another episode of The Barber’s Brief! Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.
Enjoy the show!
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps
0:00 - Introduction
1:56 - Efficiency Delusion
4:54 - iOS 18 What Does It Mean For Marketers
12:30 - Brand Has Never Been More Important For B2B
17:14 - Google Lose Appeal in EU
19:56 - The Marketing Moment - Dr. Pepper
Links:
Story #1
Title: The Efficiency Delusion
Source: Paul Worthington blog OffKilter
Link: https://www.invencion.com/off-kilter
Story #2a
Title: iOS 18: What do the new AI features mean for Email Marketing?
Source: DeployTeq
Link: https://deployteq.com/ios-18-what-do-the-new-ai-features-mean-for-email-marketing/
Story #2b
Title: iOS 18: Apple Visual Intelligence – search using your iPhone camera
Source: Search Engine Land
Link: https://searchengineland.com/apple-visual-intelligence-search-using-your-iphone-camera-446419
Story #3
Title: Brand Has ‘Never Been More Important in B2B Marketing’, research reveals
Source: Marketing Week
Link: https://www.marketingweek.com/brand-more-important-b2b/
Story #4
Title: Nike: Google loses appeal against EU’s $2.7B Shopping antitrust case, as bloc also wins $15B Apple state aid appeal
Source: Masimo Guanaco on LinkedIn
Link: https://www.linkedin.com/pulse/nike-epic-saga-value-destruction-massimo-giunco-llplf
Marketing Moment: Dr. Pepper Just Took over Pepsi: Could Coca-Cola be Next?
Source: Andrew Tindall in The Drum
Link: https://www.thedrum.com/opinion/2024/09/02/dr-pepper-just-overtook-pepsi-could-coca-cola-be-next
The Background: Coke, Pepsi, and Dr. Pepper once dominated the U.S. soda market, but by the end of 2023, Pepsi and Dr. Pepper were tied with an 8.3% market share. Dr. Pepper's success is due to both its own strategy and Pepsi's failures.
Case #1 - Branding & Rebranding: While Coca-Cola maintained a consistent brand identity, Pepsi underwent multiple major redesigns. Dr. Pepper, launched in 1885, kept its unique positioning, benefiting from a distinct brand and flavor profile. The brand leveraged its unique classification as a "Pepper Soda" to expand its distribution network.
The Cola Wars: Pepsi focused on taste tests and high-profile campaigns, including controversial ads, while the overall market saw a shift towards bottled water and diverse flavors. Pepsi emphasized zero sugar and snacks.
Dr. Pepper’s Strategy: Unlike its competitors, Dr. Pepper avoided the "Cola Wars" and focused on its distinctiveness, committing to an eSOV (excess share of voice) strategy and consistently improving ad quality. As Gen Z becomes the key demographic, Dr. Pepper continues to focus on its 139-year-old positioning as a unique blend of 23 flavors while adapting its creative approach to resonate with younger consumers.
We Play Different - The North Face
Link: https://www.youtube.com/watch?v=-7qHeUak1RU&list=TLGGQEylHYKkXDwxMDA5MjAyNA&t=18s
Agency: B-Reel
The North Face aimed to reconnect with its core audience across fashion and outdoor sports while appealing to a younger demographic unfamiliar with its heritage.
Campaign narrative and execution
The campaign, "We Always Have Your Back," utilizes storytelling and visual spectacle to bridge The North Face's legacy in extreme outdoor exploration with its contemporary status as a streetwear icon. Narrated by Alex Honnold, the campaign emphasizes unity and support in adventure.
In our latest podcast episode of the Sleeping Barber Podcast, we had the pleasure of speaking with Prof. Dan Ariely, a renowned behavioural economist and the James B. Duke Professor of Behavioural Economics at Duke University.
Dan is also the co-founder of several companies, including BeWorks, and the author of eight books, his latest being "MisbeLIEf." This episode dives deep into the fascinating world of behavioural economics, focusing on how misinformation and stress can significantly impact decision-making in both personal and business environments.
We hope you enjoy this episode as much as we enjoyed recording it!
Our Guest:
Prof. Dan Ariely - https://www.linkedin.com/in/danariely/
James B Duke Professor of Behavioural Economics at Duke University
- Co-founder of multiple companies including BEWorks - the world’s leading behavioral change firm
- Author of 8 books, including Predictably Irrational and the most recent MisbeLIEf
- TEDTalk Speaker
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
- Marc Binkley: https://www.linkedin.com/in/marcbinkley/
- Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps:
0:52 - Intro to Dan
3:36 - Behavioural Economics of Choice: The Economist Subscription
7:21 - The human brain is like a swiss army knife
9:30 - The inspiration of MisbeLIEf - COVID & death threats
12:59 - All of us have the potential to become misbelievers
15:15 - Mistrust in businesses & business leaders
16:30 - Stress affects our ability to trust
18:58 - Psychological resilience is affected by social connections
21:06 - Social isolation for employees hired during COVID
21:44 - Treating employees well can improve stock market returns
25:15 - ETF to track holdings based on how employees feel about where they work
25:44 - The trouble with counting the % of women in senior positions
30:38 - Two types of stress, one is harmful
32:33 - Seeing patterns where there are none
34:56 - The 2 components of misbelief
37:10 - Brands & influencers
39:47 - Improving trust on social networks
42:53 - We need to get better at consuming information
44:35 - People come to marketers too late
46:38 - Removing confirmation bias by changing the way we search
47:44 - Flush toilets and learning to understand
51:16 - Rather than argue the facts, accept ambiguity
53:50 - How to change people’s minds
55:05 - Why ostracism is so destructive
56:30 - Learn more about Dan
59:05 - Post-Pod Discussion with Marc and V
Background Research & Literature:
Dan’s Website https://danariely.com/
Links to all his papers, videos etc. https://danariely.com/resources/#v-thoughts-of-the-week
Links to his books https://danariely.com/books/
Center of Advanced Hindsight https://advanced-hindsight.com/
Irrational Capital ETF https://finance.yahoo.com/news/irrational-capitals-hapi-outperforming-p-120000068.html
Center for Advanced Bureaucracy https://centerforbureaucracy.com/
The Life We Should Live https://www.thelifeweshouldlive.com/
Welcome back to another episode of The Barber’s Brief! Where Marc and Vassilis discuss marketing and business news that has caught their eye, they highlight our marketing moment, get into audience QA, and finish off by highlighting an ad of the week.
Enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps
0:00 - Introduction
2:38 - Update to Google’s Pmax Reporting
5:37 - Using the Playting to Win Framework for Competitor Analysis
9:37 - Google Cancels The Cookie Deprivation
12:55 - The Power of Aunthicity
19:02 - The Marketing Moment - The Dollar Shave Club
26:25 - Ad of The Week
30:04 - Coming Up Next Week, Dan Ariely
Links:
Story #1
Title: Google adds new PMax reporting, generative AI tools
Source: Search Engine Land
Link: https://searchengineland.com/build-modern-digital-marketing-plan-444367
Story #2
Title: The Best Strategy Icebreaker
Source: Roger Martin Medium
Link: https://rogermartin.medium.com/the-best-strategy-icebreaker-0c9b6ae58461
Story #3
Title: Google Won’t Kill Off Cookies, Consumers Will – And That’s How It Should Be
Source: Adexchanger
Link: https://www.adexchanger.com/data-driven-thinking/google-wont-kill-off-cookies-consumers-will-and-thats-how-it-should-be/
Story #4
Title: Nike: AN epic saga of value destruction
Source: Masimo Guanaco on LinkedIn
Link: https://www.linkedin.com/pulse/nike-epic-saga-value-destruction-massimo-giunco-llplf
Marketing Moment: Dollar Shave Club's Viral Launch: A Marketing Masterclass
Link: https://www.youtube.com/watch?v=ZUG9qYTJMsI
The Birth of Dollar Shave Club
Founded in 2011 by Michael Dubin and Mark Levine, Dollar Shave Club aimed to solve a common consumer pain point: overpriced and inconvenient razor purchases. The company's subscription-based model promised high-quality razors delivered directly to customers' doors at a fraction of the cost, challenging the traditional retail model.
The Viral Video: "Our Blades Are F***ing Great"
Key Elements of the Video:
Authenticity: Michael Dubin's natural and relatable delivery made the brand feel genuine and trustworthy.
Humor: The script was packed with memorable jokes and absurd scenarios that entertained while conveying the product's value proposition.
Simplicity: The video clearly explained the problem (expensive, inconvenient razors) and DSC's solution in an easily digestible format.
Shareability: The entertaining nature and concise length made it highly shareable across social media platforms.
Immediate Impact: Within 48 hours of its release, the video amassed over 12,000 orders, crashing the company's servers due to the unexpected traffic surge.
Results and Growth
The viral success of the video translated into exponential growth for DSC.
Customer Acquisition: The company gained a massive influx of subscribers, building a strong customer base rapidly.
Investor Confidence: The buzz attracted substantial investments, fueling further expansion and product development.
Industry Disruption: DSC's success challenged established brands, leading to shifts in marketing strategies and pricing models within the industry.
Acquisition: In 2016, Unilever acquired Dollar Shave Club for a reported $1 billion, highlighting the monumental success achieved through innovative marketing.
Ad of the Week
McDonalds - first full AI-generated video that I’m aware of via john james
https://www.linkedin.com/posts/officialjohnjames_ai-advertising-ugcPost-7231841679882731520-_Hcq/?utm_source=share&utm_medium=member_android
Mcdonalds Japan has released a polished ad using AI that cost the creator $50 in tools. The implications for worldwide advertising supply chain are huge
Welcome back to another episode of the Sleeping Barber Podcast! Today, we’re diving deep into advertising with our returning guest, Dan White. Dan, a marketing and insights innovator, former CMO, and co-developer of Kantar's BrandZ, joins us to discuss his latest book, "The Smart Advertising Book." This episode is packed with insights on evidence-based marketing, the importance of broad vs. narrow targeting, optimal marketing budgets, and the effectiveness of bursting vs. spreading your ad spend. Whether you're a seasoned marketer or just starting, this episode offers invaluable takeaways to enhance your advertising strategies.
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps:
0:50 - Intro to Dan
2:43 - How does the Smart Advertising fit with his other books
5:36 - Why write this book
7:35 - SMART = Evidence-Based Concepts
9:38 - The evidence for advertising ROI
13:20 - The evidence for demand generation
14:52 - The evidence for making customer switch
17:32 - The biggest driver of purchase behaviour
18:50 - How does advertising really work
22:14 - Why brands work over the long term
25:09 - We’re overcomplicating how branding works
31:09 - Why brand building is the right phrase
32:13 - Why packaging and ad creative need to match
34:37 - Core Concept: Reach v. Frequency
40:15 - Core Concept: Broad v. Narrow Targeting
48:47 - Core Concept: The optimal marketing budget
53:40 - Core Concept: Burst vs.Spreading Spend
58:44 - Find out more about Dan
1:00:44 - Post Pod with V and Marc
Welcome back to another episode of The Barber’s Brief! Where Marc and Vassilis discuss marketing and business news that has caught their eye, they highlight our marketing moment, get into audience QA, and finish off by highlighting an ad of the week.
Enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps
0:00 - Introduction
1:01 - Consumer Still Feeling teh Inflation Squeeze
3:26 - Tik Tok Tightens Teen AD Targeting
5:52 - Apple’s Vision Pro 1.4bn Failure
8:49 - The Growing Pains of Retail Media
12:05 - Marketing Moment: XBOX Football Manager
16:46 - Ad of the Week: McDonald’s Retro Birthday Party
Links:
Title: Consumers still feeling the squeeze despite falling inflation
Source:
Link: https://www.marketingweek.com/consumers-squeeze-inflation-data/
Summary
Title: TikTok tightens teen ad targeting and boosts AI transparency
Source: Search Engine Land
Link: https://searchengineland.com/tiktok-teen-ad-targeting-ai-transparency-443986
Title: Apple’s Vision Pro $1.4bn failure shows importance of market orientation
Source: The Drum
Link: https://www.thedrum.com/opinion/2024/07/15/apple-s-vision-pro-600m-failure-shows-importance-market-orientation
Title: The growing pains of retail media: Dodging ROAS gremlins
Source: Marketing Week
Link: https://www.marketingweek.com/retail-media-roas-gremlin/
Marketing Moment: Highlighting Case studies (3-4 minutes):
XBox Football Manager (FM24) Video Game
Everyday Tactician - McCann London
https://www.youtube.com/watch?v=elq83mERXv0
Background
If you’ve seen Wrexham docuseries they have been promoted to EFL One
There’s a huge advantage for teams that get promoted - more $, better players, better coaches etc
Bromley had been in the lower leagues for 132 years
Bromely paired with Xbox to recruit talent using their FM24 game
Like moneyball but with gamers
Filmed a documentary, promoted on social & the game
Results
Hired the “Everyday Tactictian” a guy named Nathan Owolabi who was a tour guide at Wembly
Became part of the team’s backroom staff and worked for the club’s manager
Campaign won a bunch of awards including Cannes Lions Grand Prix
Picked up a lot of press 1.5B impressions
190% increase in FM players
Most played version ever
Bromely FC promoted to EFL two for the first time in the past 132 years
Ad of the Week
McDonald’s serves up retro birthday party ad to celebrate 50 years in UK
Link: https://youtu.be/MgBs3DgLZBk
McDonald’s is kicking off a major new campaign celebrating 50 years since opening in the UK with a faithfully recreated reminder of the joy of its childhood birthday parties.
McDonald's new campaign commemorating 50 years since its first UK location opened in Woolwich, London. The campaign features a nostalgic ad filmed in the original restaurant, meticulously recreated to evoke the ambiance of 1980s childhood birthday parties. Produced by Leo Burnett, the 60-second spot aims to celebrate McDonald's heritage and appeal to sentiments of joy and nostalgia associated with its early years in the UK.
In our latest episode, we delve into the critical topic of ethics in marketing and advertising with Amina Mattern, Industry Strategy Lead at LinkedIn Marketing Solutions. Amina shares her extensive experience and insights on the evolving landscape of digital advertising, data privacy, and consumer trust.
Discover how data has become the new currency and why transparency, honesty, and societal well-being are essential for building and maintaining trust. Learn about the impact of regulations like GDPR and CCPA, and explore the potential of synthetic data in market research.
This episode is packed with valuable information for marketers looking to navigate the complex world of digital ethics. Don't miss out on this enlightening conversation. Listen now and take your first step towards becoming a more responsible and effective marketer.
Our Guest
Amina Mattern
https://www.linkedin.com/in/amina-mattern/
Industry Strategy Lead @ LinkedIn Marketing Solutions | Financial Services & Fintech
Experience working agency side, MediaCom, Omnicom, and also held the position of Head of Marketing Strategy for Loblaws.
Our Hosts
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
References:
Canadian Marketing Association’s Code of Ethics https://thecma.ca/resources/code-of-ethics-standards
Quote of the Episode:
"The way that you handle data and privacy is very much a part of your brand." - Amina Mattern
Timestamps
0:51 - Introduction to Amina Mattern
2:15 - Amina’s career path
4:00: - How roles in brand, agency and platform shaped Amina’s perspective on marketing ethics
5:53 - More data, more regulations
8:30 - Directional trends on regulation and policys
10:40 - Ethics and data privacy impacts brand reputation
12:40 - How local consumer expectations affect ethic & policys
15:28 - Data is currency
17:50 - If you collect data, you need an ethical data strategy
20:09 - Cookie deprecation & ethics
28:43 - A consumer’s responsibility with data collection
32:02 - Ethics in synthetic data
35:30 - Future of ethics in advertising
38:18 - Technology isn’t a substitute for ethics
42:22 - Post-pod with V and Marc
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.We hope you enjoy the show!Our Hosts:Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Time stamps:0:00 - Introduction2:56 - Measuring the relationships between brands and AI Models06:11 - The rise of brand refreshes over splashy ads09:30 - Diageo's commitment to marketing investment11:48 - Partnerships between media agencies and research firms19:06 - Ad of the Week - CeraVe New Campaign25:57 - Coming up next weekIn The News Links:The Sandbox’s terms of service may be “onerous, discriminatory and one sided,” according to an open web advocacy group.Source: The DrumLink: https://www.thedrum.com/news/2024/07/15/google-s-privacy-sandbox-terms-may-ironically-violate-privacy-law-new-research-says Amazon Prime DaySource: VOXLink: https://www.vox.com/money/360028/amazon-prime-day-2024-target-walmart-temuAmazon’s AI shopping assistant Rufus is live for all U.S. customersSource: Search Engine LandLink: https://searchengineland.com/amazon-rufus-live-444097 Loyalty scheme will enable ‘even smarter’ pricingSource: MarketingWeekLink: https://www.marketingweek.com/mcdonalds-loyalty-scheme-smarter-pricing/ Marketing Moment: Converse Create Now, Create Next Video: https://youtu.be/FIS_JkNnCeI?si=vglmjRBUtyoXXs2O Summary of the InitiativeConverse implemented a dynamic Instagram marketing strategy to boost engagement and brand visibility by leveraging user-generated content, influencer partnerships, and engaging visuals For their create now, create next campaign.What Was the Problem They Were Trying to Solve?Converse aimed to engage a younger audience on social media and stand out in a competitive market by creating a strong, relatable brand presence on Instagram.Who Was Involved in Creating This?Converse’s in-house marketing team drove the initiative. While specific agencies or external vendors were not mentioned, influencer partnerships played a significant role in the campaign.What Solution Was Engineered?User-Generated Content: Encouraged followers to share photos using hashtags like #ConverseStyle.Influencer Partnerships: Collaborated with influencers and celebrities to reach a wider audience.Engaging Visuals: Maintained a vibrant, dynamic feed with a mix of professional photos, user-generated content, and artistic graphics.Interactive Campaigns: Ran contests and interactive campaigns to boost engagement.Consistent Brand Voice: Maintained a casual, fun, and relatable tone across all posts.ResultsConverse achieved a higher engagement rate on Instagram than many competitors, significantly increasing its brand visibility and follower growth.Key TakeawaysLeverage User-Generated Content: Encouraging followers to share their own content can create a sense of community and provide authentic marketing material.Influencer Partnerships: Collaborating with influencers can help reach a broader audience and add credibility to your campaigns.Consistent Brand Voice: Maintaining a consistent and relatable tone helps build a strong brand identity.
This week, we dive deep into marketing effectiveness with the distinguished Professor Koen Pauwels. Get ready for a treasure trove of insights, including a checklist on increasing sales, the two most common mistakes marketers make, and whether a discount or doubling your budget will drive sales. Professor Pauwels, Vice Dean of Research at Northeastern University, shares his expertise on data-driven decision-making, the difference between efficiency and effectiveness, and the role of intuition in marketing. This episode is packed with actionable advice and thought-provoking discussions you won't want to miss!Don't forget to leave a review on Apple or Spotify if you enjoy the show. Your feedback means a lot to us!Our Guest:Professor Koen PauwelsDistinguished Professor of Marketing and Vice Dean of Research at Northeastern UniversityConsultant for companies like Amazon, Microsoft, Unilever, and SonyAuthor of multiple books and award-winning papersWebsite: www.marketingandmetrics.comOur Hosts:Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Topics Discussed: • Data-driven vs. evidence-based decision making • Marketing effectiveness and efficiency • The importance of goal alignment in marketing • How to avoid common marketing mistakes • The role of intuition and creativity in marketing • Segmentation, targeting, and positioning • Old world vs. new world marketing • Effective use of discounts and advertising budgetsQuote of the Episode:"In marketing, it’s better to be vaguely right than precisely wrong." - Professor Koen PauwelsTimestamps0:00 - Introduction to the theme and Prof. Pauwels2:55 - How Prof. Pauwels got into marketing effectiveness3:52 - The model + the manager is better than either individually5:20 - The difference between marketers in the US vs Europe7:22 - Marketing Effectiveness vs. Effeciency9:20 - ROI is limiting if you’re a mid to large size company11:54 - ROI is NOT an effectiveness metric14:50 - Improving marketing ROI is a team sport16:05 - Looking for evidence where the light shines17:37 - When Facebook Likes isn’t an objective22:22 - Reach is a proxy metric25:19 - The two big mistakes marketers consistently make 30:45 - Marketing theory: what still matters and what doesnt 35:43 - How does advertising actually work38:30 - The common response to how sales volume respond to discount 41:27 - A checklist to quickly increase sales45:40 - Reference pricing48:30 - How do we get from here to there? 54:29 - Find out more about Prof. Pauwels56:30 - Post-pod with V and MarcLong-Term effects of Advertising https://www.linkedin.com/pulse/long-term-effects-advertising-prof-dr-koen-pauwels-gasve/?trackingId=ydTzAVjqTFujBWIsvMnupQ%3D%3DReference for all Published Papers https://marketingandmetrics.com/sitemap/ It’s not the size of the data, it’s how you use it https://www.amazon.ca/Its-Not-Size-Data-How-ebook/dp/B00HSUWKY4?ref_=ast_author_dp
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
We hope you enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Time stamps:
0:00 - Introduction
2:56 - Measuring the relationships between brands and AI Models
06:11 - The rise of brand refreshes over splashy ads
09:30 - Diageo's commitment to marketing investment
11:48 - Partnerships between media agencies and research firms
19:06 - Ad of the Week - CeraVe New Campaign
25:57 - Coming up next week
In The News Links:
Measuring the relationship between brands in AI models and market share
Source: WARC
Link: https://www.warc.com/content/feed/tom-roach-measuring-the-relationship-between-brands-in-ai-models-and-market-share/en-GB/9684
Why marketers keep refreshing brands instead of betting on splashy ads
Source: Marketing Dive - Opinion Piece
Link: https://www.marketingdive.com/news/companies-rebranding-in-2024/719804/
Diageo commits to ‘strong’ marketing investment as efficiency improves
Source: Marketing Week
Link: https://www.marketingweek.com/diageo-strong-marketing-investment-efficiency/
Omnicom Media Group strikes a deal with a top marketing research body
Source: More About Advertising
Link: https://www.moreaboutadvertising.com/2024/07/omnicom-media-group-strikes-deal-with-top-marketing-research-body/
Marketing Moment:
A marketing Case study
Alka Seltzer
Plop Plop Fizz Fizz
Background
- In the 60’s Alka-Seltzer was suffering from poor reputation with younger buyers
- They associated the product with over-indugence
- Needed a new strategy to revitalize sales
- Hired Tinker & Partners
- Previous campaigns focused on speed of relief - no matter what shape your stomach is in
Insight
- Mary Wells AE caught wind that two tablets were better than one and came up with the now infamous Plop Plop Fizz Fizz campaign
- Added the jingle, suggested how to use the product with Plop Plop (2 tablets)
Result
- Sales nearly doubled overnight
About Mary
Later became the first woman to own and run a major nationa ad agency (came up with the I love NY slogan) Wells Rich Green and first female CEO of a NYSE listed company
Ad of the week:
CeraVe takes on soap operas in new genre-spoofing campaign
Video: https://www.youtube.com/watch?v=JNNwE-GZC_A
- CeraVe launches a dramatic new campaign today (July 15) for its Hydrating Facial Cleanser, featuring video content, influencer marketing, and a mobile tour focused on skincare education, as shared with Marketing Dive.
- The campaign includes a two-minute “Cleanse Like a Derm” video starring actress Xochitl Gomez. The storyline, full of soap opera clichés like overacting, frosted lenses, and doppelgangers, revolves around a family whose CeraVe has been replaced by bar soap. Media placements will span digital, social, and streaming platforms.
- Fresh from a big win at Cannes, the L’Oreal brand continues to push creative boundaries. This latest initiative partners with 30 influencers to create soap opera-inspired content and kicks off a mobile tour with stops in New York, Chicago, Nashville, and Atlanta, featuring games, photo ops, and expert skincare advice.
In the latest episode of the Sleeping Barber Podcast, we sit down with Dr. Ella Ward, a senior marketing scientist from the Ehrenberg-Bass Institute.
Dr. Ward shares her expertise on the importance of visual brand identity, the difference between being data-driven and evidence-based, how to create cohesive brand packaging and most importantly Marc and V get a lesson on Aussie rules footy! This is an episode you do not want to miss!
Don't forget to join our hosts, Vassilis and Marc, for some post-podcast banter!
Quote of the episode:
“Your strategy can’t be based on differentiation. Your competitors will catch up."
Our Guest:
Dr. Ella Ward
Sr. Marketing Scientist @ Ehrenberg-Bass Institute
Enhancing visual brand identity across a product portfolio.
https://www.linkedin.com/in/ella-ward-/
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Background Research & Literature:
https://journals.sagepub.com/doi/10.1177/14707853231201852?icid=int.sj-abstract.citing-articles.4
https://www.unisa.edu.au/media-centre/Releases/2023/coloured-by-numbers/
https://www.linkedin.com/posts/ella-ward-_distinctiveassets-evidencebasedmarketing-activity-6785027383834611713-eeTI
https://marketingscience.info/research-services/distinctive-assets/
Timestamps:
0:00 - Podcast Introduction
0:50 - Introduction to Ella
3:31 - Path to becoming a Marketing Scientist @ Ehrenberg-Bass Institute
4:28 - Ella’s areas of research
5:23 - Visual cohesion across the brand portfolio
6:40 - The scientific revolution happening in marketing
8:39 - Marketing science matters because the real world is a very weird place
10:33 - Data-driven vs. Evidence-based marketing
13:05 - Using science to lead change
16:40 - Bloodletting & changing paradigms
18:30 - The difference between brand books and Distinctive Brand Assets (DBA)
20:44 - Making brands available & linking brands to memory
23:22 - Brand management isn’t about policing, it should be fun
26:45 - Rebranding? Know what assets trigger the brand
29:20 - How effective are your DBAs at triggering memory
30:52 - Why characters are more memorable than other types of distinctive assets
34:20 - Rebranding? know the strength of your distinctive assets
36:15 - Adding to your distinctive asset pallet - Ikea voiceover
39:10 - Hagen-Dazs Case Study
39:40 - Package colours used to signal variety aren’t often effective
43:17 - The danger of using colour to signal a variety
45:38 - Prioritize your branding over colour signalling
49:43 - Decreasing product packaging types to improve advertising efficiency
51:00 - Cohesive branding improves the bottom line
53:17 - Differentiation v. Distinctiveness in product packaging
58:25 - Packaging Services
1:01:45 - Post-pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
We hope you enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In The News:
Nike ramps up innovation to combat sales slip in ‘transition year’
Link: https://www.marketingweek.com/nike-accelerate-innovation/
Ritson on Creativity - WARC Podcast
https://podcasts.apple.com/us/podcast/mark-ritson-on-creativity-brand-and-the-need-for/id1563243327?i=1000660441127
The Boston Marathon Got a New Logo and Runners are Not Happy
https://www.fastcompany.com/91148937/the-boston-marathon-got-a-new-logo-and-runners-are-not-happy
Get ready for the Echo-Verse: New Rules of Cross-Channel Marketing
https://hbr.org/2024/06/the-new-rules-of-marketing-across-channels
Marketing Moment
The Field Trip to Mars - 2018
Video: https://youtu.be/FIS_JkNnCeI?si=vglmjRBUtyoXXs2O
Lockheed Martin, a Global Security and Aerospace company wanted to Inspire interest in Mars exploration and STEM education.
The Brief:
Space was/is experiencing a cultural Renaissance to rival the excitement of the Space Race. SpaceX, Virgin Galactic and Mars One, and movies recaptured the general public’s imagination with space. It is estimated that humans will set foot on Mars within two decades, making STEM education more important than ever. So they set out to inspire the next generation of deep space explorers, creating a VR experience that shows them what it’s like to visit Mars
Solution & Cultural Context:
- They rendered 200 sq. mi of Mars’ surface based on real Mars geography and mapped it to D.C streets.
- Then we bought a school bus.
- The bus was gutted and equipped with custom electric glass that switched from transparent to opaque, plus 4K transparent LCDs, while preserving its school bus appearance.
- Integrating our Mars landscape, custom screens, GPS, accelerometer, magnetometer and laser velocimeter, the bus became a VR headset. When it moved, Mars moved and when it turned, it turned on Mars.
Impact:
- Generated extensive social media buzz and media (NBC, ABC, and Fox, Engadget, Futurism and Digital Trends) coverage.
- Trended on Facebook globally for over 24 hours.
- Featured in major news outlets and tech sites.
- In a week after it’s debut, Lockheed Martin saw a 3000% increase in Mars-related conversations post-launch, 260% more than spaceX.
- Videos of the experience garnered over 6 million views.
References:
https://www.unrealengine.com/en-US/spotlights/out-of-this-world-an-inside-look-at-the-making-of-field-trip-to-mars
https://www.dandad.org/awards/professional/2017/direct/26343/the-field-trip-to-mars/
Audience Q&A (2-3 minutes):
Jon Lorenzini post - Do you know marginal ROAS is better than incremental or regular ROAS?
https://www.linkedin.com/posts/jonathanlorenzini_marketingscience-marketinganalytics-marketing-activity-7209922721428729858-wi0B
Welcome to the Sleeping Barber Podcast, where business leaders get the best and most credible information on marketing, strategy and innovation.
In our latest podcast episode, we sit down with Andrew Tindall, Senior Vice President of Global Partnerships at System1, to explore the crucial role of creativity in advertising.
Andrew shares his journey from starring on "The Young Apprentice" to leading global partnerships at System1. Learn why creativity ranks second in driving ad profitability, the pitfalls of AI-generated content, and the elements that make ads truly effective. We also discuss why dull ads pose the biggest risk to your business and so much more.
Don't miss this opportunity to learn from one of the brightest minds in marketing.
Enjoy the show!
Our Guest:
Andrew Tindall
SVP Global Partnerships @ System1
https://www.linkedin.com/in/andrew-tindall/
https://system1group.com/
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature:
Holistic Effectiveness Framework https://www.linkedin.com/posts/andrew-tindall_advertising-marketing-activity-7202563554573438976-Oh8T
Creatively Awarded Ads are Average https://www.thedrum.com/opinion/2024/05/21/creatively-awarded-ads-once-effective-are-now-officially-average
Creative is undervalued https://www.linkedin.com/posts/marcbinkley_we-marketers-underestimate-the-value-of-activity-7188522028625231872-0GXU
The best & Wurst of pre-testing https://www.thedrum.com/opinion/2024/04/25/the-best-and-wurst-pre-testing-why-marketers-need-visit-my-sausage-factory
Majority of B2B ads are ineffective https://www.marketingweek.com/majority-b2b-creative-ineffective/
Kantar - Paul Dyson https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think
Definitions for Paul’s Work https://www.thinkbox.tv/research/thinkbox-research/the-drivers-of-profitability#the-drivers-of-profitability
TimeStamps
0:00 - Podcast Intro and Introduction to Andrew Tindall
3:22 - Andrew’s career from TV to Medicine to Alcohol to Ads
7:10 - The importance of good product design - Burger King
8:30 - Creativity is the biggest driver of ad profitability
11:57 - The problem with AI-generated creative & platform metrics
13:38 - Why do we undervalue the inputs and overvalue the outputs
16:53 - Making time to think
20:15 - Awards for creativity vs. creative effectiveness
24:34 - Refusing to learn performance marketing
26:09 - Why we’ve not seen massive effects in creative effectiveness
27:45 - Measuring effectiveness with System1
31:08 - eSOV + Emotion drives profitability
35:16 - Nearly 75% of B2B ads are not effective in the long term
36:45 - B2B customers are not different than B2C
38:50 - Creative effectiveness is against a benchmark
39:59 - Strategy is critical for effective advertising
41:58 - 3 elements of effective ads: Unique, Engaging, Craft
46:30 - Dull ads are the biggest risk to your marketing investments
48:43 - Outdated ideas on pre-testing ads
50:04 - Shit that arrives at the speed of light is still shit
52:08 - Post-pod with V & Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
We hope you enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the News:
Nvidia's 10-for-1 Stock Split Is Over. Here's What's Next for the Stock.
Link: https://www.fool.com/investing/2024/06/16/nvidias-10-for-1-stock-split-is-over-heres-whats-n/
Meta announces new enhancements to Reels and AI-powered solutions at Cannes
Link: https://www.socialsamosa.com/2023/06/meta-reels-ai-solutions-at-cannes/
How to Kill Creativity
Link: https://hbr.org/1998/09/how-to-kill-creativity
TikTok ads will now include AI avatars of creators and stock actors
Link: https://techcrunch.com/2024/06/17/tiktok-ads-and-branded-content-will-now-include-ai-avatars-of-creators-and-stock-actors/
Marketing Moment: Highlighting Case studies (3-4 minutes):
Bubly / Buble Launch - ARF Advertising Research Foundation
Link: https://thearf-org-unified-admin.s3.amazonaws.com/ARF%20Ogilvy%20Award%20Case%20Studies/2020%20ARF%20David%20Ogilvy%20Award%20CS/Buble%CC%81-vs.-bubly.pdf
Challenge - Gain market share in a fast-growing category
Background
- PepsiCo looking at breaking into a emerging category
- La Croix was established market leader with 20% MS
- Product lacked personality
- Sparkling water category $2b industry by end of 2018
- CAGR around 20%
- Expected growth over the next 5 years of 74%
- Targeting millennials = generation play
Insight
- Adulting is hard
- millennials dealing with adulting want an everyday sparkling water brand that felt as fun, colorfoul and playful as soda.
- Used customer interviews, social listening, quant/qual message testing & google search trend analysis
- Most other brands had very little personality
- La Croix was positioned as fancier than others - name became territory for playful approach
Creative
- Brand took on a “playful instigator” role
- Focused on fun & colour in media placements, partnerships, creative and spokesperson (buble)
Launch
- 2019 superbowl kickoff with Buble convincing people how bubly was pronounced
- Partnership with Ellen Degeneres show featuring Buble in a fun skit
- Snackable video on most platforms, GIFs, BublyV.Buble gif
- Media placements on TV, CTV
Results
- 77% increase in brand awareness among category users
- Doubled retail sales in 2019 to $250M
- Purchase consideration grew by 2x
- Tripled category share
- La Croix reported 16% drop in 3rd quarter earnings
Ad of the Week
Paddy Power - Danny Dyer and Peter Crouch star in Paddy Power's new Euros advert
Link: https://youtu.be/BdavDrqE2jg?si=vyfH-5jhmfesqcM4
Danny Dyer (English actor and presenter) brings his Cockney charm to Paddy Power’s ad, capturing the nation’s excitement for the tournament with a humorous twist. The commercial playfully pokes fun at British quirks, featuring diverse characters who deliver sarcastic ‘compliments’ to the English. From Italians mockingly admiring our fashion to Germans grumbling about World Cup chants, and Dyer himself, portraying the quintessential English dad abroad, the ad is a witty celebration of our national character.
In our latest podcast, we sit with marketing veteran Esther Benzie to explore the evolving marketing landscape. From her experiences at CIBC and P&G to her insights on the balance between brand and performance marketing, Esther shares invaluable knowledge that every marketer should hear. Discover the impact of digital channels, marketing specialists' rise, and marketing sustainability's future.
Don't miss this opportunity to learn from one of the industry's best. Enjoy the episode.
Our Guest:
Esther Benzie - https://linkedin.com/in/estherbenzie/
Senior Marketing Executive
Formerly the:
:: VP of Brand and Advertising @ CIBC and
:: VP Brand Operations @ P&G
:: Board Member of the AssociationAssociatiom of Canadian Advertisers
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps
0:00 - Opening
0:44 - Intro to Esther
4:38 - Learning marketing foundations through CPG
7:30 - How digital changed marketing departments
10:30 - The negative impact of digital on creative
12:19 - Non-Viewable Impressions
15:20 - Talent Development - Specialists vs Generalists
22:45 - The shift from brand to performance and back
30:14 - What got lost in “Performance Marketing”
32:40 - How digital advertising change content supply chains
36:28 - An awakening with performance marketing
40:25 - Strategic objectives may differ from digital performance indicators
43:55 - How digital channels like Pinterest align with brand objectives
47:15 - The evolution of marketing performance metrics
55:06 - How to find out more about Esther
Post-Pod with V and Marc
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
We hope you enjoy the show!
Our Hosts:
Marc Binkley - https://www.linkedin.com/in/marcbinkley/
Vassilis Douros - https://www.linkedin.com/in/vassilisdouros/
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
In The News
Ad Age: American Airlines Fired Exec After a Marketing Change Aliented Corporate Clients
Link: https://adage.com/article/marketing-news-strategy/american-airlines-fired-chief-commercial-officer-vasu-raja-after-marketing-strategy-change/2562716
Paul Worthington Newsletter - Off Kilter - Oops, AI did it again Looking at some of the failings of AI
Link: https://www.invencion.com/off-kilter
Fast Company - How Amazon created a winning streaming formula: shows based on airport books for dads
Link: https://www.fastcompany.com/91134058/amazon-prime-video-streaming-airport-books-for-dads-james-patterson-cross
P&G’s Chief Brand Officer Mark Pritchard talking about inclusivity
Link: https://wwd.com/beauty-industry-news/beauty-features/marc-pritchard-on-serving-all-and-each-to-drive-market-growth-1236389828/
Marketing Moment - The Power of Positioning // Apple - The Turnaround
Background
- Back in 1997 - Apple was in big trouble
- They had just lost $800m
- Low market penetration and market capitalization of $2bn
- Michael Dell - when asked how he planned to fix the organization, he was planning to shut it down and give the money back to shareholders.
- Steve Jobs returned to re-focus Apple, and there was a lot of anticipation
- In August of the same year, Jobs addressed the future of the company at MacWorld 1997.
Brand Positioning and Strategy
Before getting to the Think Different campaign, they defined the new positioning of Apple, where they identified three core tenets.
- Simplicity
- Creativity
- Humanity
These three tenants became core to Apple and were a major part of the brief that went into the brief to TBWA\Chiat\Day, which famously led to the iconic “think different” campaign.
Revival and Growth
Why was this so powerful? It comes back to the three tenants:
- It was a simple message
- It was about creativity
- And celebrated at its core, humanity
Due to its simplicity, it also worked well across media channels (print, TV, OOH etc.)
The Think Different campaign bought Apple time and got them out of trouble.
Due to this newfound mental availability and the constant product innovation (see iPod) by 2003, Apple had an evaluation of $8bn.
However, because they wanted to grow globally as well, they re-brief Chiat/Day for a global iPod campaign was when “silhouettes” was born, which leaned again against the three core branding positioning tenants.
By 2006, Apple had turned a corner. Now worth over $70bn, it returned to its core product, computing. Going after Microsoft who had dominated for decades the space. The campaign, “Get a Mac” was born. Why did this campaign work?
- Apple created an “enemy”
- highlighted Apple’s simplicity and creativity
- Positioned against Microsoft’s complexity
What Lessons can we date from this example?
- Simple positioning always beats complex positioning - It is important to be clear, and consistent with your brand positioning,
- Differentiation is possible through positioning because it can also help with price volatility helping you to drive profits
Links:
Mark Ritson on the power of Apple's brand positioning (youtube.com)
Ad of the Week - Heinz Ketchup
Fighting counterfeiters of people refilling Heinz ketchup bottles with different brands of ketchup
Link: https://www.youtube.com/watch?v=S-TkRINrr4A&t=92s
© 2024 Sleeping Barber
We are back with our second episode of the Mindless Marketers with our friend of the podcast and fellow podcast host of That's What I Call Marketing, Conor Byrne.
We switched things up in the episode, where this time we selected three marketing topics drawing inspiration from Tom Fishburne's Marketoonist, while we introduced a new segment that we hope you enjoy!
Get in touch with the hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Conor Byrne:
https://www.linkedin.com/in/conorbyrne/
Timestamps:
00:00 - Introduction
01:19 - Convince Your C-Suite: The Real Impact of Creativity
07:30 - The Evolution and Challenges of the CMO Role
11:47 - The Creative Brief
11:50 - Data-Driven Marketing: A Double-Edged Sword
17:50 - NEW SEGMENT - This or That!
18:45 - Campaign Pre-testing
26:13 - Does Creative Inform Media, or Media Inform Creative
33:03 - Differentiation vs. Distinctiveness
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
We hope you enjoy the show!
Our Hosts:
Marc Binkley - https://www.linkedin.com/in/marcbinkley/
Vassilis Douros - https://www.linkedin.com/in/vassilisdouros/
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
In The News
Red Lobster Filing bankruptcy because of shrimp
https://www.cnn.com/2024/05/20/business/what-went-wrong-at-red-lobster/index.html
Netflix is Launching Its Own Adtech
https://www.adexchanger.com/tv/netflix-is-launching-its-own-ad-tech/
Creatively awarded ads have average effectiveness
https://www.thedrum.com/opinion/2024/05/21/creatively-awarded-ads-once-effective-are-now-officially-average
Marketing Week - Tighter budgets and effective choices
https://www.marketingweek.com/tighter-budgets-effective-choices-your-marketing-week/
The Marketing Moment
Effectiveness of Tourism Australia's award-winning 'Dundee' ad - Mark Ritson
Link: https://www.youtube.com/watch?v=ZHgfp83k-10
Background
- Big Insight - Strategy Before Tactics
- 2007 - 2017 Tourists visiting Australia was up 11% BUT
- The increase of Americans visiting was much smaller - up 1.3%
- The big challenge was the barriers to travel relative to the competition
- Australia has high levels of awareness & a desire to visit
- But the big problem was intention
- Relative to the UK, France, and Italy Americans had ½ of the intention to visit down under
Barriers include
- High travel costs
- Length of flight
- Not enough time to travel
Campaign Strategy
- Communication Objective: Increase traveller intention
- Business Objective: Grow US Spend from $3.7B to $6b by 2020
- Target: High Value Traveller (higher spend & frequency)
- Positioning - A beautiful place to meet refreshingly irreverent people
Campaign
- Looked like a paid parntership for a new movie Son of Dundee movie trailer release in 2018 with Danny McBride
- Superbowl release trailer #2 with Danny & Chris Hemsworth
- Started promotions characters & partners like Quantas Airline videos addressing many of the questions preventing Americans from travelling
Results
- Most viewed ad in the Superbowl
- Won a gold Effie
- Intention increased by 83%
- 13% increase in bookings from American tourists 1 year in
Ad of the Week
Samsung swipes at Apple over controversial ‘Crush!’ ad for iPad Prohttps://www.marketingdive.com/news/samsung-apple-controversy-crush-ad-ipad-pro/716431/Samsung Video: https://youtu.be/v1YuCMHTGd4 Original Apple Video: https://www.youtube.com/watch?v=ntjkwIXWtrc
Samsung’s Response: Samsung released an ad titled “Creativity Cannot be Crushed” as a rebuttal to Apple’s controversial “Crush!” ad for the iPad Pro.
Ad Details: The Samsung ad features a musician finding a battered guitar in the aftermath of the Apple ad and playing music with the help of a Galaxy Tab S9.
Apple’s Apology: Apple apologized for the “Crush!” ad, which was criticized for being hostile to creativity, and halted its TV run.
Industry Reaction: The quick execution of Samsung’s ad highlights the need for marketers to respond swiftly to social media trends and conversations.
Noteworthy: Following this story’s publication, a spokesperson for BBH USA confirmed Samsung’s “Creativity Cannot be Crushed” ad is running on social channels and does not have paid media support.
Ever wondered about the companies leading global markets from behind the scenes? Our latest podcast episode features Dr. Hermann Simon, who unveils the mystery behind his book 'Hidden Champions.'
These mid-sized, niche companies are more influential than you think. Tune in to learn the strategies that make them successful and how they contribute to the global economy in ways you never imagined.
We hope you enjoy the show!
Our Guest:
Founder and Chairman of Simon-Kucher & Partners: world's leading pricing advisor with offices in 27 countries
https://www.simon-kucher.com/en
Inducted into the Thinkers50 Hall of fame
Visiting professor at Harvard, Stanford, Tokyo Business School, INSEAD etc
Co-Author of multiple books including Confessions of a pricing Man, Beating Inflation and Hidden Champions
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps
0:00 - Intro to Hermann Simon
2:40 - Why Germany is so successful in exports?
4:18 - The growth of Hidden Champion research
5:20 - Defining hidden champion companies
7:17 - Apple’s value chain of “deep tech”
9:22 - Niche businesses aren’t always tiny
10:28 - 3 pillars of Hidden Champions strategy
11:25 - Customer proximity is one of their biggest strengths
12:32 - Hidden Champion’s innovation advantage vs. enterprise orgs
16:01 - How niche focus leads to technological advantages
20:49 - Profitability vs. Market Leadership motives of Hidden Champions
21:45 - Pricing strategy of Hidden Champions
22:48 - Niche companies are not without competitors
24:18 - Why Germany produces so many Hidden Champions
29:12 - Competitive advantages - a 22 year overnight success
31:59 - Government’s role in developing supporting eco-systems
34:12 - Talent development & Leadership style of Hidden Champions
37:00 - The role of M&A
39:35 - Innovation processes inside Hidden Champion orgs
42:10 - Take-aways from Hidden Champions
46:55 - Post-pod with V and Marc
Background Research & Literature:
Simon, H. (1992). Lessons from Germany’s midsize giants. Harvard Business Review, 70, 115–123.
Simon, H. (1996). Hidden champions–Lessons from 500 of the world’s best unknown companies, Boston: Harvard Business School Press.
M&A has an 50-90% failure rate https://finance.yahoo.com/news/why-90-mergers-acquisitions-fail-155000525.html
Profit or Growth - You lie in the bed you make https://journals.sagepub.com/doi/abs/10.1177/10422587211059991
https://www.visualcapitalist.com/cp/worlds-exports-by-country-one-chart/
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
We hope you enjoy the show!
Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ In the News
In the News
Meteoric Rise & Fall of Prime:
https://finance.yahoo.com/news/meteoric-rise-stunning-fall-prime-130900275.html
Adweek: Google Delays Cookie Deprication a Third Time
https://www.adweek.com/programmatic/google-delays-cookie-deprecation-for-the-third-time/
Why most launches fail to grow your brand?
https://www.linkedin.com/pulse/why-do-most-launches-fail-grow-your-brand-prof-dr-koen-pauwels-wwsfe/
lobal social media ad spend to approach £200bn in 2024
https://www.marketingweek.com/social-media-spend-200bn/
Marketing Moment: McDonald’s: A 15-Year Brand-Building Triumph
Background
In the early 2000s, McDonald’s faced significant challenges in the UK. Cultural outrage and negative perceptions threatened its very existence. However, the brand’s resilience and innovative approach helped them turn the tide.
The Crisis
Context: McDonald’s was once a beloved part of British life but had lost its luster.
Crisis: A series of events damaged brand perception, putting the business at risk.
Abuse claims - https://www.bbc.com/news/business-66231131
McDonald's runs out of milkshakes in England, Scotland and Wales - https://www.bbc.com/news/business-58315152
The Unique Approach
Emotional Brand-Building: McDonald’s focused on emotional connections rather than just transactions.
Target Audience: Instead of narrow segmentation, they aimed to reach the entire nation.
TV Advertising: TV remained their primary medium, allowing broad reach and emotional storytelling.
Results
Commercial Growth: Despite PR crises, market fragmentation, and Covid-19 disruption, McDonald’s thrived.
£4.7 Billion Net Revenue: Their brand-building efforts contributed significantly.
Case Study Gold: Recognized as the most effective restaurant brand case study by IPA.
References:
Mcdonald’s Marketing Strategy 2024: A Case Study: https://thebigmarketing.com/mcdonalds-marketing-strategy/
McDonald’s: Keeping customers Lovin It for 15 year
https://www.thinkbox.tv/case-studies/brand-films/mcdonalds-keeping-customers-lovin-it-for-15-years
Ad of the Week
Trucker Napp VW Meteor
Link: https://youtu.be/5RBayTVBUlQ?si=CxGSUuaH9nyJmErN
- 42% of auto accidents are related to lack of sleep
- In Brazil, truck drivers suffer the highest # of fatal accidents while on the job
- Pressure to get deliveries to a location often forces them to not sleep
- VW & Livelo (Brazil's largest reward program) created the Trucker Napp app
- Connect smartwatch to the Trucker Napp app
- Earn points for sleeping
- Better sleep quality = more points
- The more points a company fleet earns, the more discount the company gets from VW
Timestamps
0:00 - Introduction
0:45 - In The News
0:50 - Prime Energy (The Rise and Fall)
5:40 - Google's Cookie Deprication Delayed. Again.
9:04 - Why Most Launches Fail to Grow Your Business
14:00 - Social Media Has Now Overtaken All Media Channels in Spend
17:00 - The Marketing Moment - McDonald’s: A 15-Year Brand-Building Triumph
23:00 - Audience Q/A
27:00 - Ad of the week
This week's episode of the Sleeping Barber podcast features Dale W. Harrison, Commercial Strategy & Marketing Effectiveness Consultant @ Inforda Services. Dale features an extraordinary background from physics to finance and marketing.
We dive into the fallacies of demand generation, the truth about ROI, and the impact of brand awareness. Don't miss this enlightening discussion that will leave you with a new perspective on marketing strategy.
Enjoy the show!
Our Guest:
Dale W. Harrison
LinkedIn: https://www.linkedin.com/in/dalewharrison/
Youtube: https://www.youtube.com/@BiotechBestPractices
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps
0:00 - Introduction
2:46 - From experimental physics to finance to marketing
10:22 - Faith-based beliefs like lead nurturing and scoring
14:19 - Why some marketing measurements aren’t metrics
17:54 - Lead scoring, MTA & sales velocity should never be performance metrics
23:05 - Comparing the path to purchase of real customers to interpreted intent signals
31:15 - Why ROI is a troubling metric
36:41 - Performance vs. Brand advertising are different asset classes
44:34 - Business value of brand - it makes things more effective AND efficient
46:54 - The point of brand campaigns
51:11 - Mulit-Touch Attribution - just because you can measure something doesn’t mean it’s useful
57:39 - Billboard & radio
58:51 - The fallacy of demand generation & intent signals
1:13 - Post Pod with V and Marc
Background links:
Not All Marketing Metrics are “measurements” - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F-%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F-activity-7170140668697276416-iTMJ?utm_source=share&utm_medium=member_desktop
Marketing Effectiveness vs. Efficiency - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F-activity-7148782037108178944-IEUL?utm_source=share&utm_medium=member_desktop
Marketing ROI is not a real number you can calculate - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F-%3F%3F-%3F%3F%3F-%3F-activity-7152401810681483265-yeeT?utm_source=share&utm_medium=member_desktop
IS MTA actually Even Attribution? - https://www.linkedin.com/posts/dalewharrison_%3F%3F-%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F-activity-7165085278636822528-pcGY?utm_source=share&utm_medium=member_desktop
How the CFO Sees Your Marketing Budget - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F-%3F%3F%3F-%3F%3F%3F-%3F%3F%3F%3F-%3F%3F%3F%3F-%3F-activity-7168655113627062272-Sgpo?utm_source=share&utm_medium=member_desktop
Demand Creation does not exist - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F-%3F-activity-7157471671409373184-Ob9v?utm_source=share&utm_medium=member_desktop
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.We hope you enjoy the show!Our Hosts:Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/In the News
Marketing Week: Bloom & Wild - an online florist is “chasing profitability” by cutting marketing budget and focusing on customer retention.
https://www.marketingweek.com/bloom-wild-focuses-on-customer-retention-over-acquisition-as-it-chases-profitability/
Business Insider: Tesla lays off its new marketing team months after launching it.
https://www.businessinsider.com/tesla-new-marketing-team-advertising-cut-layoffs-2024-4
Media Leader: Forbes 7-year scheme to dupe advertisers
https://the-media-leader.com/forbes-seven-year-mfa-scheme-shows-how-deep-the-rot-runs-in-online-advertising/
https://adalytics.io/blog/ads-observed-on-www3-forbes-subdomain
Social Media Today: Meta Brings Advanced AI Chatbot to All of its Apps.
https://www.socialmediatoday.com/news/meta-ai-chatbot-facebook-instagram-whatsapp-messenger/713662/
Marketing Moment:
Baileys - The Pleasure Dividend
WARC Case Study
This strategy won Silver from the IPA Effectiveness Awards
- Baileys Irish cream launched in 1974
- By 2008 (34 years later) it was in 147 markets
- Always has a role as a dinner liqueur, mainly at Christmas
- In 2009, sales were declining and by 2014, they were 16% below the 2008 peak increased pricing to try and compensate for volume losses
- Tried a bunch of different campaigns but nothing was working
- Diageo (parent company also owns Guinness, Johnny Walker) establishes a best practice - brand success is about being good at and committing to one big thing
The Campaign
The big insight - baileys is part cake, part booze and pure pleasure
The Strategy
People love the product but they need reminders of when it might be relevant (CEPs)
- You can have it after dinner at Christmas or 52 weeks a year when …
- Poured over ice cream
- In coffee
- In cake
- At brunch
- On the weekend
- With Milkshakes
- On French toast
- In Chocolate
- Anytime you want a treat
The Results
- 23% growth between 2015 - 2019
- 250M pounds gross profit over 5 years
- Increase in male share of purchases
- Gains not due to price increases, discounting or increased distribution in big markets
- Compared to previous campaigns, they get an extra $1 in profit for every $1 spent in media ($2.5 v. $1.5)
Have AI Break, Have A KitKat - KitKat Canada
Link: https://youtu.be/U33RTQsa7Bo?si=g47535UTjKrnWJHh
We're thrilled to announce a new segment featuring a friend of the podcast and fellow podcast host of That's What I Call Marketing, Conor Byrne.
This segment will delve into current marketing topics, drawing inspiration from Tom Fishburne's Marketoonist.
For this segment, each host has chosen two sketches to discuss, sparking engaging dialogue. We see this as a fun way to tackle pressing issues that surface in our discipline.
We hope you enjoy this new segment!
Get in touch with the hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Conor Byrne:
https://www.linkedin.com/in/conorbyrne/
Timestamps:
00:00 Welcome to the Pilot: Introducing Mindless Marketers
00:25 Diving Into the World of tom Fishburne and the Marketoonist,
01:36 The Evolution and Challenges of the CMO Role
07:54 AI in Marketing: Expectations vs. Reality
11:50 Data-Driven Marketing: A Double-Edged Sword
16:56 Navigating the Shift from Third-Party Cookies
21:10 Rethinking Remarketing Strategies
22:13 Scepticism and Realisations in Digital Marketing
24:20 The Impact of Cutting Marketing Budgets
31:37 Inside the Mind of a Consumer: Brand Perception
39:08 Concluding Thoughts on Marketing Strategies
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.We hope you enjoy the show!Our Hosts:Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/In the News:[AdExchanger] - LinkedIn is Getting into CTVLink: https://www.adexchanger.com/tv/linkedin-is-all-business-with-ctv/[Marketing Dive] - Privacy tools fall short: Here’s what the numbers sayLink: https://www.marketingweek.com/ritson-measure-marketing-effectiveness/[LinkedIn] Media Grows Markets - Marc PritchardLink: https://www.linkedin.com/pulse/media-grows-markets-marc-s-pritchard-3oudc/[Marketing Dive] - Coca-Cola heads to Marvel universe for new spot, packaging campaignLink: https://www.marketingdive.com/news/coca-cola-marvel-universe-campaign-packaging-ar-experience/712454/Marketing Moment: Old Spice: "Smell Like a Man, Man" “Look at your man. Now look at me. Now back at your man. Now back to me.”Link: https://youtu.be/owGykVbfgUE?si=Be72eyLk061hEe9Q TL;DRHaving failed to successfully rebrand back in the late 90’s and early 2000’s, Old Spice was rapidly losing market share to Lynx (‘Axe’ in certain markets). Their biggest issue: Old Spice marketed their product to an aging population, which resulted in diminishing returns in the long term. They needed a way to return to their previous position as a major competitor.To completely rebrand Old Spice as a product for a younger audience, the marketing strategy found its major focus in one key fact: 60% of body wash purchases were made by women.Instead of focusing solely on young males as their target audience, Wieden + Kennedy switched things up and made young females the major focus of the campaign. The ResultsOld Spice quickly rose to become the top men’s body wash brand in the USA300% increase in website trafficSales of Old Spice had doubled by July of the same year1.2 billion earned media impressionsThe campaign won several awards, including the Cannes Lion Film Grand Prix and an Emmy for Outstanding Commercial.Ad of the WeekDowny Fabric Softener | More Than Laundryhttps://www.youtube.com/watch?v=oQQwUIX9OVQDowny Fabric Softener - More than LaundryJust a blanket until you wrap a babyJust a hoodie - till its felt by your first loveJust a jacket - till it brings you brings you back to your homeJust a sweater - till it a cryed intoDoesn't talk about the techShows product in useBreath life into your laundryWhere to Listen:Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARACYoutube: https://www.youtube.com/@sleepingbarberpodcast© 2024 Sleeping Barber
Are you ready to challenge your marketing beliefs and uncover the truths that could skyrocket your brand's growth?
In our latest podcast episode, we sit down with Ethan Decker, Founder of Applied Brand Science, to dissect the misconceptions about advertising and brand loyalty. Discover why focusing on customer acquisition rather than retention could be the key to your success.
Decker's expertise and evidence-based approach to marketing will leave you with actionable strategies and a new outlook on how to achieve substantial brand growth.
Don't forget, tune into the post-pod with Marc and V!
Our Guest:
Ethan Decker
https://www.linkedin.com/in/ehdecker/
Founder & President of Applied Brand Science
https://appliedbrandscience.com/
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
0:44 - Introduction to Ethan
2:52 - ½ the ideas we have about advertising are wrong, the trouble is we don’t know which 1/2
7:02 - 2 reasons why we have the wrong ideas
8:50 - Ideas like the 80/20 rule are like brands - they’re shortcuts
11:30 - Your customers rarely think of you
15:05 - Do generational personas even exist?
18:50 - Your customers aren’t different from your competitor's customers
21:30 - Your loyal customers are likely just heavy buyers in the category
22:23 - I. Hate. Loyalty.
24:24 - How to change beliefs about loyalty
28:02 - Data science isn’t the same thing as science
31:51 - Do you know the frequency distribution of your customers?
33:19 - The Taylor Swift of brand laws
35:46 - The Buyer Banana Curve
38:13 - Why light buyers and non-buyers matter to your business
41:01 - Why team-based learning is so critical
44:02 - Introducing the FRELK - why a quirky logo matters
47:10 - The 4 stages of brand grief
51:19 - Why creativity is critical to applying scientific laws in your business
1:01:51 - 3 ways to start using these laws
1:05:37 - How to find out more about Ethan and Applied Brand Science
1:06:56 - The post-Pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
Background Links
Ehrenberg-Bass Institute's publications https://marketingscience.info/books/
Laws of Marketing with Dr. Nicole Hartnett https://www.sleepingbarber.ca/podcast/episode/3dd2bab2/sbp-012-the-laws-of-marketing-with-dr-nicole-hartnett
© 2024 Sleeping Barber
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
We hope you enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In The News:
Adidas weans itself off discounting - https://www.marketingweek.com/adidas-discounting-annual-loss/
Google loses in local search to Instagram, TikTok among Gen Z - https://www.marketingdive.com/news/google-tiktok-instagram-local-search-preference-gen-z/710130/
Demand Gen vs. Meeting Consumer’s Unmet Needs - https://www.instagram.com/p/C4RV9NnP6jU/?utm_source=ig_web_copy_link
AI-Powered ad ignites creator controversy on Instagram - https://techcrunch.com/2024/03/14/ai-powered-ad-ignites-creator-controversy-on-instagram
Three SWSX-inspired trends to consider adding to your brand playbook - https://www.thedrum.com/opinion/2024/03/15/sxsw-2024-bold-experiential-marketing-took-center-stage
Elon Musk’s “Grok” AI company is now open-source - https://techcrunch.com/2024/03/18/why-elon-musks-ai-company-open-sourcing-grok-matters-and-why-it-doesnt/
Marketing Moment:
Apologize the Rainbow - DDB Chicago
9 Years Ago, Skittles changed the flavour of green Skittles from Lime to Apple
Over the years, they’d get about 20k tweets per year of people hating on Skittles and asking the company to bring back lime flavour
Supporting Links:
https://www.youtube.com/watch?v=i_kxj8dhdjo&list=TLGG6HNwK54Wga4xMTAzMjAyNA
https://www.thedrum.com/news/2024/03/11/how-ddb-chicago-made-apologize-the-rainbow-the-most-awarded-ad-the-last-year
Ad of the Week
Amazon celebrates grassroots players in Uefa Women’s football commercial
Amazon's European-wide brand campaign highlights the passion and determination of real women's football players, emphasizing how playing women's football boosts confidence and self-assurance both on and off the pitch.
Link: https://www.thedrum.com/news/2024/03/15/ad-the-day-amazon-celebrates-grassroots-players-uefa-women-s-football-short
Ever wondered why some brands dominate the market while others struggle to get noticed? The latest episode of the Sleeping Barber Podcast, unveils the secret: physical availability. Join us as we discuss with Arry Tanusondjaja of the Ehrenberg-Bass Institute how presence, prominence, and portfolio can catapult your brand to new heights. Learn why it's more than just distribution—it's about making your brand impossible to ignore. Don't let your brand be the best-kept secret.
Don't forget to join our hosts, Vassilis and Marc, for post-pod banter!
Our Guest:
Arry Tanusondjaja
https://www.linkedin.com/in/arryt/
Senior Marketing Scientist at Ehrenberg-Bass Institute
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature:
Dominos Fortressing Strategy:
https://chiefexecutive.net/dominos-new-ceo-drives-fortressing-strategy-to-great-results/
Most expensive Starbucks Drinks:
https://www.tastingtable.com/1463864/most-expensive-starbucks-drinks-world/
HBR 2:
https://www.amazon.ca/How-Brands-Grow-Emerging-Services/dp/0195596269
Market-Based Asset Theory for Brand Competiton:
https://www.sciencedirect.com/science/article/pii/S096969892300317X
Timestamps:
0:44 - Intro to Dr. Arry Tonusondjaja
2:09 - What is mental and physical availability - Easy to Mind, Easy to Find
5:00 - The 3 main components of physical availability
7:26 - Physical availability is more than distribution
9:22 - Why the scope of marketing is bigger than ad creative
11:15 - The value of consistent branding in retail environments
12:59 - The danger of rebranding especially product packaging
16:10 - Why we satisfice and aren’t brand loyal
17:43 - Remove barriers to purchase
19:01 - Domino’s location-based “Fortressing” strategy
20:48 - Customers are cognitive meisers
21:53 - Why dine-in customers, are different from carry-out and delivery customers
25:45 - eCommerce increases physical availability
29:01 - Customers want to shop how they want, don’t force them to change how they want to buy
32:02 - Some digital ads aren’t ads, they’re signage
34:54 - Physical availability applies to SaaS and B2B
40:47 - The role of physical availability is to harvest the work of mental availability
42:03 - The strategy of building a relevant portfolio of products
48:20 - The danger of large product portfolios and brand extensions
52:20 - Tropicana - a warning for product package rebranding
55:44 - Careful of “Disruptive” physical activations, Pop-Ups and Shop-in-Shops
57:22 - How to know when a market has physically saturated a market
1:00:48 - Choosing between your own store and distribution channels
1:03:50 - How physical availability brings marketing and sales together
1:05:32 - How Startups can benefit from mental and physical availability
1:06:48 - Find out more about Arry and the Ehrenberg-Bass Institute
1:09:28 - Post-Pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.We hope you enjoy the show!Our Hosts:Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/In the News:[CNN] House panel unanimously approves bill that could ban TikTokHeadline + Link + Top 3 PointsLink: https://www.cnn.com/2024/03/07/tech/congress-bill-bans-tiktok-america/index.html?darkschemeovr=1[Marketing Week] TIME - The one true measure of marketing effectivenessLink: https://www.marketingweek.com/ritson-measure-marketing-effectiveness/[Marketing Week] Meta Spotlight How AI Investments Are Paying Off For AdvertisersLink: https://www.marketingdive.com/news/meta-ai-investments-advertiser-lessons-2024/706973/[Marketing Week] Marketing Teams are increasingly outsourcedLink: https://www.marketingweek.com/skills-shrinking-teams-outsourcing/[Yahoo Finance] The Canadian Marketing Association Unveils Plans for Its Inaugural CMA Marketing Week to Drive Industry InnovationLink: https://finance.yahoo.com/news/canadian-marketing-association-unveils-plans-125500328.html [CryptoNews] El Salvador Could become one of the Worlds Richest Countries due to Bitcoin Link: https://cryptonews.com/news/el-salvador-may-become-one-of-the-worlds-richest-countries-due-to-bitcoin-holdings.htm Marketing MomentMost contagious report 2023: 2023 Orange / Bleues’ Highlights /Marcel, ParisSummary: In July 2023, one ad from the Women’s World Cup garnered a lot of attention, from French telco Orange. The spot highlights the talent of the women’s French national team (known as ‘les Bleues’) and calls out prejudice against women’s football.Download Link: https://shorturl.at/goO39Ad of the WeekMPfizer - Here’s to the Next Fight, Letsoutdocancer.com Video Link: https://youtube.com/watch?v=fwvjimuwVyY&t=59sWhere to Listen:Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARACYoutube: https://www.youtube.com/@sleepingbarberpodcast© 2024 Sleeping Barber
Unravelling the enigma of customer needs can often feel like searching for a needle in a haystack, but what if we told you that the needle comes with a magnet? In this eye-opening episode of the Sleeping Barber Podcast, we delve into the inventive world of Tony Ulwick, the mastermind behind the Jobs to Be Done theory and Outcome-Driven Innovation.
Tony unravels the common missteps businesses make when defining their market and identifying customer needs. He presents a compelling argument for why most companies innovate backwards and how his counterintuitive methods have led to an astounding 86% success rate in product innovation, compared to the bleak figures we see in startups. This discussion is a treasure trove for any business leader seeking a compass to guide them through the tumultuous waters of customer satisfaction and product development.
Don't forget to join our hosts, Vassilis and Marc, for post-podcast banter!
Our Guest:
Tony Ulwick - Inventor of Outcome-Driven Innovation & Jobs-to-Be-Done
Founder & CEO of Strategyn
https://strategyn.com/
linkedin.com/in/tonyulwick/
Owner of 12 patents related to ODI and the processes around market needs assessments, strategy and innovation.
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature:
Outcome Based Segmentation - https://strategyn.com/lp/outcome-based-segmentation/
HBR - Know your customers JTBD - https://hbr.org/2016/09/know-your-customers-jobs-to-be-done
Clay Christensen JTBD Theory on Milkshakes - https://www.youtube.com/watch?v=Stc0beAxavY
JTBD Free Download - https://strategyn.com/jobs-to-be-done/
What is innovation & why does it matter - https://online.hbs.edu/blog/post/importance-of-innovation-in-business
Customer Centered Innovation Map - https://hbr.org/2008/05/the-customer-centered-innovation-map
Startup Stats - https://www.embroker.com/blog/startup-statistics/
Why Startups Fail - https://hbr.org/2021/05/why-start-ups-fail
What are CEPs and why are they important? - https://marketingscience.info/research-services/identifying-and-prioritising-category-entry-points/
Timestamps:
0:44 - Tony Ulwick Introduction
3:04 - Why are innovations typically so unsuccessful?
6:24 - Segmenting across unmet needs instead of industry verticals
9:03 - Why most innovations are done in reverse
11:15 - I need a ¼ inch hole, not a ¼ inch bit
12:49 - Kodak didn’t know what market they were in
14:50 - The goal of segmentation & why personas fail
18:54 - Circumstances, not demo or firmographics, cause segments to exist
23:22 - Customers are aware of the problems they have, but not the solutions that exist
25:01 - Marketing strategy is about finding unmet needs and fulfilling them
28:40 - How to identify the jobs customer’s are trying get done
31:59 - The difference between Jobs-To-Be-Done (JTBD) and customer needs
35:45 - Most products don’t get the entire job done
37:55 - Category Entry Points v. JTBD
43:14 - Reinventing a Banana
45:01 - Using JTBD in enter crowded markets
47:52 - Using JTBD to reposition an existing product
51:02 - Solutions mindsets aren’t as helpful as problem mindsets in innovation
53:43 - Moving from JTBD analysis into action
58:02 - Learn more about Tony
59:00 - Post-Pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
We hope you enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the News:
Paid search outperforms paid social—with the latter far more likely to bounce
Link: https://www.insiderintelligence.com/content/paid-search-outperforms-paid-social-with-latter-far-more-likely-bounce
Using AI to Improve Business KPIs
Link: https://www.zdnet.com/article/ais-latest-trick-better-kpis-for-measuring-business-success
Walmart-Vizio deal raises fresh concerns about retail media walled gardens
Link: https://www.marketingdive.com/news/walmart-vizio-deal-retail-media-network-walled-gardens/708362/
File under DEI - ageism in Marketing is rampant
Link: https://www.marketingweek.com/career-salary-survey-youth-stats/
Ditching the Degree: A Shift in Canadian Workforce Requirements
Link: https://marketingnewscanada.com/news/foregoing-bachelors-degree-requirements-brings-big-benefits-for-engaged-businesses
Marketing Moment:
Febreze - Diagnosis before Tactics
https://www.youtube.com/watch?v=OrmJQtPABXE
Ad of the Week:
José Mourinho takes over the Topps office in run-up to the Euros
https://youtu.be/gTeUPizYEpY?si=zWYynwzn3e0YFA-p
Where to Listen:Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARACYoutube: https://www.youtube.com/@sleepingbarberpodcast© 2024 Sleeping Barber
It used to be that we all tuned in at 8 pm on Thursdays to watch Cosby, Friends, Will & Grace, etc. Now, streaming video is everywhere and on-demand, making it harder for marketers to maintain the same reach on a single channel. This shift is partly what makes the Super Bowl so interesting—it's one of the few remaining events that have a global reach of 115 million Americans.This week, we welcome Angela Voss, CEO of Marketing Architects, to discuss the current digital age. With streaming services on the rise, marketers face the challenge of adapting their strategies to stay relevant in both linear and streaming TV formats. We also delve into unique insights, debunk myths, and explore what the future holds.This is a great episode, and we hope you enjoy it!Our Guest:Angela Voss - Chief Executive Officer at Marketing Architectshttps://www.linkedin.com/in/angelamvoss/Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Timestamps0:44 - Introducing Angela Voss2:30 - The benefits of linear and connected TV4:53 - Fragmentation is not the death of6:41 - Tips on TV media planning 9:44 - TV as a building channel is outdated thinking11:54 - Digital complexity is pushing people back to TV13:50 - Pretesting TV creative16:15 - The correlation between pretesting and business impact18:04 - Super bowl Alcohol Ads Test Results21:12 - Why Budweiser’s Clydesdale ads was so successful22:32 - Super bowl Delivery Ads - Doordash vs. Uber Eats Test Results26:55 - How pretesting can help your ad creative27:58 - Super bowl Gambling Ads - Fanduel vs. Bet MGM Test Results31:55 - How science can improve the art of ad creative34:37 - 3 ways to measure TV impact - micro, macro and business39:52 - The myths of media buying42:39 - Why the most effective frequency is 148:10 - The most effective CTV strategy50:51 - The future of media buying53:30 - Advice for marketers and advertisers buying TV 56:34 - the small business opportunity with CTV57:40 - How to find out more about Angela58:59 - The post-pod with V and MarcWhere to Listen:Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARACYoutube: https://www.youtube.com/@sleepingbarberpodcast© 2024 Sleeping Barber
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.We hope you enjoy the show!Our Hosts:Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/In the News:[CNBC] ESPN, Fox, and Warners Brothers Discovery plan to launch a joint sports streaming platform.Link: https://www.cnbc.com/2024/02/06/espn-fox-and-warner-bros-discovery-to-launch-joint-sports-streaming-platform-this-year.html[Yahoo Finance] Snap’s Limited Reach Hampers Ad GrowthLink: https://finance.yahoo.com/video/snaps-limited-reach-hampers-ad-180318996.html[Marketing Dive] Meta Spotlight How AI Investments Are Paying Off For AdvertisersLink: https://www.marketingdive.com/news/meta-ai-investments-advertiser-lessons-2024/706973/[eMarketer] More than a third of marketers will increase their brand marketing investments this year.Link: https://www.insiderintelligence.com/content/more-than-third-of-marketers-will-increase-their-brand-marketing-investments-this-year[Search Engine Land] Google Analytics 4 adds new dimensions for measuring paid and organic trafficLink: https://searchengineland.com/google-analytics-new-dimensions-paid-organic-traffic-437370[Yahoo Finance] Inflation: Consumer prices rise 3.1% in January, defying forecasts for a faster slowdownLink: https://finance.yahoo.com/news/inflation-consumer-prices-rise-31-in-january-defying-forecasts-for-a-faster-slowdown-133334607.htmlAd of the WeekMichael Cera and CeraVe - Just to clear things up once and for all… CeraVe is developed with Dermatologists. Not Michael Cera.Full Story: https://www.cerave.com/not-developed-with-the-actor-michael-ceraVideo Link: https://youtu.be/eVrUDqYfRUM?si=IG-creUeXOrVfagGWhy we like it:The ad was both satirical and dramatic, featuring Michael Cera giving himself a massage and asking about moisturization.The partnership between Cera and CeraVe was seen as genius and smart advertising. He was even in New York signing lotion bottles at a local pharmacy back in January.The ad ended with CeraVe emphasizing it's made with oversight from dermatologists, not Michael Cera.Reminds us of the successfully Buble and Bubbly colab.Where to Listen:Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARACYoutube: https://www.youtube.com/@sleepingbarberpodcast© 2024 Sleeping Barber
We're thrilled to have Dr. Grace Kite back with us this week on the show. As the Founder & Economist at Magic Numbers & Magic Works, she brings a wealth of expertise to the table.
In our discussion, we delve into whether formal training is a must for marketers, explore the nuances between the UK and US marketing scenes, and even share tips for crafting killer PowerPoints.
We'll also tackle topics like leveraging storytelling and data to elevate your marketing efforts, understanding customer needs through data analysis and ways to add flair to mundane numbers.
And don't forget to join our hosts, Vassilis and Marc, for some post-pod banter!
Our Guest:
Dr. Grace Kite
Founder & Economist at Magic Numbers (consulting) & Magic Works (training)
https://www.linkedin.com/in/grace-kite/
Columnist for Marketing Week Magazine
In-demand Speaker
Master of Advertising Effectiveness
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature:
Magic works https://magicworks.training/real-people/dr-grace-kite/
Magic Numbers https://magicnumbers.co.uk/
Closing the marketing skills gap https://www.professionalacademy.com/blogs/the-marketing-skills-gap-why-you-should-be-upskilling-and-reskilling-for-future-success/
Employee Training Stats https://www.devlinpeck.com/content/employee-training-statistics
½ of Marketers say they haven’t any training https://www.marketingweek.com/salary-survey-2019-routes-into-marketing/
Marketing Strategy is the most undervalued Skill https://www.marketingweek.com/marketing-strategy-undervalued-skill/
Recovery Budget Planner https://magicnumbers.co.uk/articles/recovery-budget-planner-resources/
Building an effectiveness culture https://magicnumbers.co.uk/articles/only-people-can-give-the-gift-of-marketing-effectiveness/
Timestamps:
0:40 - Introduction to Dr. Grace Kite
3:59 - Do marketers need formal training
9:09 - UK v US versions of effectiveness
14:40 - Even blind squirrels can find a nut
21:30 - Emergent methods for training and development
24:53 - How to make a better PowerPoint
29:20 - The Importance of Storytelling and Data in Marketing
33:10 - Using data to understand the voice of the customer
34:49 - Giving numbers a makeover
38:07 - Are marketing fundamentals the same across industries and lifecycles?
44:39 - Dashboards can be misleading
52:02 - Fundamental concepts for every marketer’s toolkit
57:35 - What is the market need for training?
1:00:06 - How to get in touch with Grace
1:01:13 - Post Pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.We hope you enjoy the show!Our Hosts:Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/In the News:Search Engine Land - Google search CPCs up 19%, pushing ad spend up 17%Link: https://searchengineland.com/google-search-ads-cpc-spend-436959Search Engine Land - Microsoft Search and News Advertising revenue up 8%Link: https://searchengineland.com/microsoft-search-news-advertising-revenue-q2-2024-437044Marketing Dive - Gaming once again proves useful to advertisers: Here’s what the numbers say.https://www.marketingdive.com/news/gaming-again-proves-useful-advertisers-heres-what-the-numbers-say/705695/Ad of the WeekVictoria and David recreate the viral ‘we grew up very working class’ moment from their NetflixLink: https://youtu.be/s4uxGe7gU5IWhy we like it:It’s current, their documentary came out roughly four months ago. So speed was imperative to capitalize on the working class meme.The attention to detail is great, Victoria's t-shirt, pokes fun at her working-class comment in the docu-seriesUsing teasers to create intrigue. Where to Listen:Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARACYoutube: https://www.youtube.com/@sleepingbarberpodcast© 2024 Sleeping Barber
This week's show highlights Christine Gilles, named Globe & Mail’s Top Exec for 2023, and serving as the Chief Marketing and Product Officer at Blackline Safety. In this episode, Christine imparts valuable insights, offering tips for scaling up a tech business and providing an in-depth look at the role of Blackline’s Health & Safety technology. She covers various topics, including creating internal alignment for growth, upskilling her team, establishing credibility with CFOs, and showcasing the effectiveness of marketing campaigns.
Don’t forget, to stick around for post-podcast conversation with our hosts, Vassilis and Marc.
Our Guest:
Christine Gillies
Chief Product & Marketing Officer @ Blackline Safety
Awarded Globe & Mail’s Top Exec 2023
Career in B2B SaaS, Tech & Product Marketing
https://www.linkedin.com/in/christineg2/
https://www.blacklinesafety.com/ - wearables sensors to keep remote workers safe
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature:
Top Exec Globe & Mail https://www.theglobeandmail.com/business/rob-magazine/article-full-circle-christine-gillies-escaped-from-the-world-trade-center-on/
4 Types of Business Orientation https://smallbusiness.chron.com/business-orientation-24274.html
What are the real problems Marketers face? https://www.linkedin.com/feed/update/urn:li:activity:7118900791737733120/
Top Exec Globe & Mail https://www.theglobeandmail.com/business/rob-magazine/article-full-circle-christine-gillies-escaped-from-the-world-trade-center-on/
Gartner Changing Buyer https://www.gartner.com/en/newsroom/press-releases/gartner-says-b2b-sales-organizations-need-to-give-customers-a-se
What are the real problems Marketers face? https://www.linkedin.com/feed/update/urn:li:activity:7118900791737733120/
Timestamps:
0:44 - Introduction to Christine, 25+ years of tech marketing
2:08 - Advice Christine would give herself on day 1 of a scaling up a tech business
6:50 - Time kills deals
8:30 - What does Blackline’s Health & Safety technology do?
11:40 - Creating internal alignment and resourcing for growth
14:22 - Why we need to talk about “The Leads are Weak”
15:30 - How Christine is upskilling her team’s financial and business acumen
18:13 - Building credibility with the CFO
19:20 - Showing the effectiveness (aka return) of marketing campaigns
22:20 - How to manage the timeline expectations for a return
24:25 - Two key Principles of Tech Marketing: Who said so besides you + Outside In thinking
26:26 - How to build marketing budgets in hyper-growth companies
28:25 - Why budget cuts can be helpful at times
32:30 - Aligning marketing and product management
35:21 - The value of adding market intelligence to marketing’s remit
37:45 - Foundational enablers to drive growth in startups and scaleups
41:22 - The importance of processes to support growth
42:30 - Balancing agility and process with strategic briefs
47:55 - How to prioritize & manage growth opportunities
49:51 - Designing the organization for brand management
53:08 - Who owns pricing strategy?
57:01 - How leadership styles need to adapt to the orientation of the business
1:00:18 - The value of cross-training specialists across marketing disciplines
1:05:11 - The evolution and momentum in B2B marketing
1:09:15 - B2B companies are adopting more B2C tactics
111:39 - Post Pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.We hope you enjoy the show! Our Hosts:Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/In the News: Marketing / Business HeadlinesSolo Fires CEO after Marketing Misstephttps://thedaily.outdoorretailer.com/news/people/solo-brands-names-new-ceo-after-snoop-marketing-whiff/Marketing Dive: How generative AI could solve the cookie deprecation puzzle in 2024 https://www.marketingdive.com/news/death-cookie-deprecation-generative-ai-marketing-prediction/704240/Techcrunch: How Amazon Is Using AI to Help Customers Find a Better Fithttps://techcrunch.com/2024/01/08/amazon-turns-to-ai-to-help-customers-find-clothes-that-fit-when-shopping-online/Marketing Mag (AUS): Yahoo offers advertisers a glimpse into the cookieless realityhttps://www.marketingmag.com.au/featured/yahoo-offers-advertisers-glimpse-into-cookieless-reality/CBC.ca: Canadian Big Banks Making Misleading Claims on Sustainabilityhttps://www.cbc.ca/news/business/sustainable-finance-complaint-1.7078254More About Advertising: Brand Character Beat Celebs in Super Bowl ads Says System 1https://www.moreaboutadvertising.com/2024/01/brand-characters-beat-celebs-in-super-bowl-ads-says-system1/Marketing Moment: A Marketing Case StudyShrinkflation is a thing, and one grocery store is doing something about it.France is unusual in Europe in that it strongly regulates the retail sector, forcing supermarkets to negotiate prices only once a year with food and drink producers, in an attempt to protect its farm industry. Having said that, To put pressure on their suppliers, the French grocer has taken matters into their own hands. By putting shelf labels on products that had shrunk in size but increased in price. Links:https://economictimes.indiatimes.com/news/international/business/carrefour-pulls-pepsico-products-over-price-hikes/articleshow/106567815.cmshttps://www.forbes.com/sites/danpontefract/2024/01/04/carrefour-drops-pepsi-products-continues-its-purpose-leadership/https://www.theguardian.com/business/2023/sep/14/carrefour-puts-shrinkflation-price-warnings-on-food-to-shame-brands Where to Listen:Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARACYoutube: https://www.youtube.com/@sleepingbarberpodcast© 2024 Sleeping Barber
The topic of marketing effectiveness has become quite polarized, particularly here in North America. While some embrace it, others find it too theoretical. In this episode, we're joined by David Tillman, SVP Content at WARC, to delve into Mark Ritson’s recent article, which highlights a critique of (North) American marketers for lagging on the principles of marketing effectiveness. We also take this opportunity to discuss the Contagious NYC event that is happening on January 24th.We hope you enjoy the show! Our GuestDavid TiltmanSVP Content @ WARCHost of the WARC PodcastDavid’s LinkedIn https://www.linkedin.com/in/david-tiltman-5a2a6614/ WARC: https://www.linkedin.com/company/warc/Our Hosts:Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Links:Most Contagious Event: https://contagious.swoogo.com/mostcontagiousnewyorkWARC https://www.warc.com/Mark Ritson & Fergus OCarol talk about his controversial column https://www.onstrategyshowcase.com/episode/mark-ritson-talks-about-his-controversial-column-in-marketing-weekAbout Most Contagious Jan 2024 in NYC https://contagious.swoogo.com/mostcontagiousnewyork/4338022?ref=Creative+ImpactHow Brands Grow https://marketingscience.info/how-brands-grow/ The Long & Short of It https://ipa.co.uk/knowledge/publications-reports/the-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategiesJames Hurman’s Creative Effectiveness Ladder https://www.warc.com/newsandopinion/news/cannes-lions-and-warc-reveal-secrets-to-creative-effectiveness/437655/95 Rule https://www.marketingweek.com/peter-weinberg-jon-lombardo-95-5-rule/ Category Entry Points https://business.linkedin.com/marketing-solutions/b2b-institute/cep-in-b2b Building Distinctive Assets https://marketingscience.info/building-distinctive-brand-assets/Promise to the Customers https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer Mark Riston’s article about America falling behind https://www.marketingweek.com/effectiveness-ignorance-american-marketing/Timestamps:0:44 - Introduction to David Tiltman2:34 - How WARC, Lions and Contagious fit under the Ascential banner9:02 - What does marketing effectiveness mean? 14:26 - Rather than effectiveness, maybe we need to ask how we’ll drive business value. 19:17 - Do marketers need a common set of KPIs, concepts and terms? 27:35 - Good starting points to dig into marketing effectiveness 31:45 - WARC’s increasing commitment to the US in 2024 36:44 - About the Jan 2024 Most Contagious Event in NYC 44:15 - How to find out more about David & WARC’s increasing commitment47:02 - Post Pod with V and MarcWhere to Listen:Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARACYoutube: https://www.youtube.com/@sleepingbarberpodcast© 2024 Sleeping Barber
In our first guest interview for 2024, we have the pleasure of hosting Hanna Riberdahl, CEO of the Swedish Federation of Advertisers (Sveriges Annonsörer), and Kaj Johansson, Managing Partner and Co-Founder of Kapero.
In this episode, we delve into Kapero's recent study revealing that marketing departments are overwhelmed with production tasks, often at the expense of generating true business value. Our conversation also explores how organizational design can impact marketing effectiveness and addresses the pitfalls of approaches like "Performance Marketing" and "Growth Hacking," which may inadvertently undermine the business value of marketing.
Tune in for an insightful discussion that promises to reshape your perspective on modern marketing departments' challenges and opportunities. This is a must-listen episode – we hope you thoroughly enjoy it!
Our Guests
Hanna Riberdahl
CEO of Sveriges Annosorer (Sweedish Federation of Advertisers)
https://www.linkedin.com/in/hanna-riberdahl-b5967816/
https://www.sverigesannonsorer.se/om-oss/
Kaj Johansson
Managing partner and co-founder of Kapero
Management Consultants Specializing in Marketing, Communications and Media
https://www.kapero.com/
https://www.linkedin.com/in/kaj-johansson-7808311/
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Literature
Future of the Marketing Department: https://kapero.com/en/the-marketing-department-23-report/
The Effectiveness System: https://www.sverigesannonsorer.se/wp-content/uploads/2023/09/The-Effectiveness-System-2.0-final.pdf
Timestamps
0:44 - Intro to Kaj & Hann
2:48 - Why look into the effectiveness of marketing departments
5:19 - How org design affects marketing effectiveness
7:05 - The assumptions to test in this study
8:20 - Getting the perception of marketing from Sales, CEOs, CFOs and marketers
13:38 - Everyone agrees on what marketing departments should do but not how to do it
14:45 - The surprising finding about the marketing’s strategic contribution to the business
18:23 - The overwhelming similarities between B2B vs. B2C marketing departments
21:00 - Why marketing departments need fewer KPIs split into two sets
25:10 - The responsibilities of the marketing department don’t match their primary KPI
30:45 - Why “Performance Marketing” and “Growth Hacking” undermine marketing’s business value
33:39 - The risk with using digital metrics from Facebook and Google
35:34 - Why digital metrics for data-driven marketing is a big problem
37:55 - How digital metrics and big data has impacted the structure of marketing departments
41:15 - Why understanding baseline sales is so valuable
42:30 - Marketing needs to have an opinion about the 3 other Ps outside of promotion
44:15 - The impact that channel specialization has had on marketing budgets
46:38 - The contradiction with media optimization
50:15 - The future of marketing is not about building data-driven agile teams
52:50 - Modern marketing departments can create more value by doing less
56:25 - The skills modern marketing departments need more training with
1:03: - The opportunity to generate insights from voice of the customer research
1:06:32 - The dangers with insights from voice of the customer research
1:12:11 - Post pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
Welcome to season 3 of The Sleeping Barber! We are kicking the year off with our Barber’s Brief segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.Our Hosts:Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/In the NewsMarket-Based Asset Theory of Brand Competition | Byron Sharp, John Dawes, Kirsten Victoryhttps://www.sciencedirect.com/science/article/pii/S096969892300317X?via%3Dihub MarketingDive - In-house agency sophistication rises, output improves: survey sayshttps://www.marketingdive.com/news/in-house-agency-trends-media-buying-data-strategy-wfa/703212/WHO - The World Health Organization Appoints Champion for the European Well-Being Economy Initiative https://www.who.int/europe/news/item/16-11-2023-new-who-champion-for-the-european-well-being-economy-initiativeMarketingDive - Instagram Reels outperforms TikTok, Facebook for branded video content, report sayshttps://www.marketingdive.com/news/instagram-reels-outperforms-tiktok-facebook-branded-video/703155/CBC.ca - New York Times sues OpenAI, Microsoft for copyright infringementhttps://www.cbc.ca/news/business/new-york-times-openai-lawsuit-copyright-1.7069701Adweek - Meta's Ad-Free Tier Will Reveal How Hungry Users Really Are for Data Privacy - Opinion Brian Quinnhttps://www.adweek.com/social-marketing/meta-ad-free-fee-consumer-hunger-data-privacy/Ad of the WeekGuinness and its creative ad agency AMV BBDO have launched a new social media campaign called ‘Foot Pints’ that features a pair of winter boots that leave pint-shaped markings in the snow. These are limited edition - and those who are interested can register their interest on Guinness’s website.The campaign playfully mimics the seriousness and gleam found in sneaker launches while celebrating pubs this festive season. Jennifer Gleeson, senior brand manager at Diageo, said that the campaign underlines the iconic Guinness serve while celebrating the festive season and the pubs that play a key role in culture and communion, especially throughout winter. The campaign will also encompass press and outdoor activations showing the ‘Foot Pints’ making their way to boozers throughout the UK. A limited edition was produced, and customers can register their interest on Guinness’s website.Directed by: Ste HindeDirector of Photography: Andi HamptonArt Director: Hannah RawsonAgency: AMV BBDOLink: https://youtu.be/dPbB-1jMbe0?si=P8I_Vc-lY-5DLwtRWhere to Listen:Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id160981132Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3JzcwYoutube: https://www.youtube.com/@sleepingbarberpodcast© 2024 Sleeping Barber
We decided to switch things up a bit for our last episode of the year. We roped in some of our pretty cool podcast buddies – Elena Hengel from the Marketing Architects Podcast and Conor Byrne, the brain behind 'That's What I Call Marketing!'
Together, we dive into our best campaigns of the year from the US, Canada, and Europe. We discuss being bearish or bullish on MMM, B2B creativity, influencer marketing, and much more. Heck, we even rank our favourite marketing brains from the past year! This episode is best enjoyed with your feet up by a crackling fire, and don't forget the eggnog!
We thank you all for the incredible support over the last and and we wish you all a Merry Christmas and Happy Holidays. We'll see you in the New Year!
Marc and V
Timestamps
1:21 - Our campaigns of the year
14:47 - Bullish or Bearish
42:35 - Thought leader power rankings
55:16 - 2024 predictions
Links:
Elena
Apple, “Titanium” - https://www.wsj.com/tech/personal-tech/apple-iphone-15-titanium-commercial-yat-kha-d9cd2db3
Salesforce, “AI Sheriff” - https://www.adweek.com/brand-marketing/salesforce-sheriff-matthew-mcconaughey-artificial-intelligence-wild-west/
Conor:
Paddy Power: https://youtu.be/F9xW1W7Kw8Y?si=yhTFRYPZAivaFSoi
Yorkshire Tea Pack yer bags: https://youtu.be/F9xW1W7Kw8Y?si=yhTFRYPZAivaFSoi
Communion Saves: https://www.youtube.com/watch?v=JCJfxC5i588
Vassilis:
WestJet’s “Holiday Heros” - https://www.youtube.com/watch?v=GkZPyBcevaI =
Canadian Tire “ Christmas Firsts” - https://www.publicis.ca/blog/canadian-tire-celebrates-holiday-firsts-2/
Marc’s
Fixed Rate Pizza - https://marketingawards.strategyonline.ca/winners/winner/2023/?e=154387&u=Advertising&n=Fixed-Rate+Pizza
Spotify Wrapped Campaign
Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
Enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the News
WARC - The future of strategy: Marketing is in desperate need of a reality check
https://www.warc.com/newsandopinion/opinion/the-future-of-strategy-2023-marketing-is-in-desperate-need-of-a-reality-check/6378
Adexchanger - Adalytics Exposes An Alleged $10.5 Billion Black Hole In The Google Search Partners Program
https://www.adexchanger.com/online-advertising/adalytics-exposes-an-alleged-10-5-billion-black-hole-in-the-google-search-partners-program/
Techcrunch - AWS brings palm-scanning “Amazon One Enterprise"
https://techcrunch.com/2023/11/28/aws-brings-amazon-one-palm-scanning-authentication-technology-to-the-enterprise/
Marketing Dive - IPG Mediabrands strikes a deal with Amazon for ad-supported streaming Amazon’s fledgling ad-supported offering.
https://www.marketingdive.com/news/amazon-ipg-mediabrands-deal-ad-supported-streaming/702147/
Financial Post - Canadians now allocating 15.4% of their income to pay debts compared to 13.2% for Americans
https://financialpost.com/news/mortgage-crunch-hits-canada-economy
Marketing Dive - What Coca-Cola’s generative AI experiments mean for the brand’s future | Marketing Dive
https://www.marketingdive.com/news/coca-cola-coke-ai-openai-lessons-plans-interview/701265/
The Marketing Moment
Dove - The Real Cost of Beauty
This was a campaign the aired earlier in the year which aims to to create a safer, healthier online environment for younger generations. Ogilvy UK and Ogilvy Toronot
Sources:
Campaign Landing Page: https://realcostofbeauty.dove.com/
https://www.razorfish.com/work/dove-real-cost-of-beauty/
https://www.hsph.harvard.edu/striped/wp-content/uploads/sites/1267/2022/10/Real-Cost-of-Beauty-Report-10-4-22.pdf
https://www.ogilvy.com/work/cost-beauty
https://www.marketingmag.com.au/featured/cost-of-beauty-dove-pushes-for-kids-online-safety-act-in-latest-campaign/
Ad of the Week
Amazon's Christmas ad for 2023 called "Joy Ride." It's not your usual sleigh ride—it's a sweet story about three lifelong buddies who take us on a trip down memory lane. They show us that the greatest gifts aren't always in fancy boxes but in the special moments we enjoy together.
Watch Here - https://www.youtube.com/watch?v=jmF0bOCa_4Q
Coming up next week:
Special Year in Review Episode with Elena Hengel From Marketing Architects and Conor Byrne from That’s What I call Marketing.
© 2023 Sleeping Barber
What if we have been approaching organizational design all wrong? What if there is a better way to align an organization with consumer needs?
In this week’s show, Jeff Lowe, Executive Vice President and Chief Commercial Officer of Smart Technologies, discusses how the gap between CMO-CEO, CMO-CFO, CMO-CRO, etc., can be bridged by removing sales and marketing silos with a Unified Commercial Engine (UCE). He also explains how a buyer journey map can be used to design an org chart and lead change management to support sales and marketing unification.
Jeff even sheds some light on how a poker table can help budgeting and be used to align teams to commercial outcomes.
Enjoy the show!
Our Guest
Jeff Lowe, EVP & Chief Commercial Officer, SMART Technologies
https://www.linkedin.com/in/jefflowe2/
https://www.smarttech.com/en-gb/education
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
-
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
-
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps
0:44 - Intro to Jeff Lowe, EVP & CCO Smart Technologies
3:03 - The cause of the gap between CMO-CEO, CMO-CFO, CMO-CRO etc
5:30 - Why we need to unify B2B sales & marketing teams
9:40 - 74% of customers would prefer a rep-free experience
11:58 - Removing sales and marketing silos with a Unified Commercial Engine (UCE)
13:19 - The (sales) straw that broke the (marketing) camel’s back
15:35 - Using a buyer journey map to design an org chart
18:55 - Leading the change management to support sales + marketing unification
26;04 - The biggest lesson when you remove corporate silos
27:11 - What salespeople really think of marketing presentations
28:45 - What caused the 60% improvement in lead acceptance rate (MQL-SQL)
30:51 - How SMART’s culture supported employee engagement during the UCE transformation
35:11 - How to set marketing budgets when there is no marketing team for the budget
38:16 - Poker table budgeting to align teams to commercial outcomes
42:35 - A fair process isn’t the same as a fair outcome
44:55 - Why we should stop using the word “Branding” and what to use instead
50:32 - Should you spend more on brand or performance?
52:07 - Why marketers need to know the meaning of cash flow, EBITA, market share etc
52:57 - A SMART case study from Australia
56:40 - Why buyer enablement and purpose are fueling a B2B renaissance
1:00:30 - How to find out more about Jeff and SMART
1:03:53 - Post-Pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
Enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the News
The Drum - Canadian Agency ReThink Wins the Chair & Retail Award for work with IKEA
made “living ads” out of the city itself – using real homes (with real people in them) and turning them into instantly recognizable Ikea ‘billboards.’ including price tags and logos
Ad Age - Mars is giving life to old ads
In an effort to increase sustainability, The candy maker repurposes old spots from Twix, M&M’s bounty in a creative way. The Mars campaign, titled “Healthy Planet Productions”, follows the recent publication of its net zero roadmaps to accelerate action towards achieving net zero emissions by 2050. Healthy Planet Productions | Mars, Incorporated
Forbes - Reported Sunday that in the US online sales were up 7.5% and in-store shopping visits increased by 2.5%
- Top instore sellers included electronics, Smartwatches & TVs
- Top online sellers included kidkraft playsets, barbie dolls and mini brands toys
- 54% mobile purchases up 10.4% from LY
Marketing News Canada - Is Popularity For Tik Tok amongst Teen leveling off?
The latest data from Forrester's 2023 Youth Survey indicates a slight decline in TikTok's weekly usage among teens, dropping from 69% in 2022 to 68% in 2023. This suggests a potential levelling off of TikTok's popularity among teenagers, with competitors like Instagram's Reels and YouTube's Shorts gaining traction. TikTok still maintains a lead over its main competitor, YouTube, but faces growing competition in the ad market. Despite this, TikTok is expected to capture a significant portion of linear TV budgets targeting Gen Z in 2024.
Bloomberg.Com - How bad is the cost of living squeeze?
- Analysts did some math and concluded that it now cost $119.27 to buy the same goods and services a family paid $100 for before the pandemic
- Since 2020, groceries +20%, used Cars +35%, auto Insurance +33%, rent +20%
- Pay increases have mostly been consumed by inflation so people aren’t any better off than before
The Marketing Moment
How Snickers turned around declining market share
Ad of the Week
Chevrolet has unveiled their holiday season campaign, and it's truly heartwarming! The advertisement seamlessly showcases various products, prominently featuring an aging Chevy Suburban. However, what captivates the audience is the poignant narrative. A woman in the early stages of Alzheimer's witnesses her granddaughter embarking on a mission to create a memorable day, driving through the town and revisiting many cherished memories from Granny's past.
Watch Here - https://youtu.be/xnZGEUA4oBk
Coming up next week:
Jeff Lowe - Replacing Sales, Marketing and CX with a Unified Commercial Engine
© 2023 Sleeping Barber
Boy, do we have a treat for you today!
On this episode of the Sleeping Barber Podcast, we are joined by Eddie Obeng, CEO and learning Director of the Pentacle Virtual Business School.
Metaverse pioneer, even before the “metaverse” was a thing, Eddie talks to us about what happens when the pace of change is faster than our ability to learn, 3 rules to consider when trying to keep up with change, what do high-performance organizations do in a world with excessive amounts of data, the 'productive weirdos' and so much more!
This episode is a wild, and the energy levels are off the charts. Consider yourself warned.
Enjoy the show!
Our Guest
Dr. Eddie Obeng
CEO & Learning Director of the Pentacle Virtual Business School
MetaVerse Pioneer, Software Developer
Ambassador for the Association of Project Management
Professor Henley Business School, Duke - Growth, Innovation & Entrepreneurship
Author & TEDtalks alum & in-demand speaker
Linkedin: https://www.linkedin.com/in/prof-eddie-obeng/
Qube.cc: https://home.qube.cc/
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Links & Research:
TEDtalk: Smart Failure for a fast-changing world: https://www.youtube.com/watch?v=EjSuaeVfE9I
Eddie’s Website & Books: https://www.eddieobeng.com/
HBR - 3 Ways to Prepare for The Future of Work: https://hbr.org/2023/09/3-ways-to-prepare-for-the-future-of-work
McKinsey - 6 Ways to Create a High-Performance Culture: https://www.mckinsey.com/capabilities/people-and-organizational-performance/our-insights/the-organization-blog/6-elements-to-create-a-high-performing-culture
5 Monkey’s Fable: https://www.youtube.com/watch?v=QhBv1kEGUeE
Timestamps
0:44 - Introduction to Eddie Obeng
3:07 - Why Eddie started an online consulting metaverse 30 years ago
7:09 - Why remote work failed
9:41 - What happens when the pace of change is faster than our ability to learn?
16:56 - Policies and processes run irrespective of reality
20:10 - 3 rules to consider when trying to keep up with change
23:20 - What do high-performance organizations do in a world with excessive amounts of data
26:55 - Modern high-performance cultures don’t look back, they look forward
28:52 - Why organizations need weirdos but don’t have any
30:44 - How leaders can harness innovation by converting normal staff into productive weirdos
35:19 - The collaboration lessons we missed during WFH remote work
41:14 - Why is it hard for existing companies to become high-performance organizations
44:03 - Why corporate purpose is about orienting toward a customer, not ESG
47:29 - Success with diversity also depends on creating new ways to function
52:13 - The tooth fairy story: how KPIs can lead to bad behaviours
56:22 - AI - everyone is doing it but they don’t know why
1:01:08 - The 3-phase approach for transforming into high-performance organizations
1:05:24 - Find out more about Eddie
1:06:52 - The problem with “saving the planet”
1:07:42 - 5 methods for figuring out what’s not real aka “the truth”
1:12:43 - Post-pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
Enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the news
Marketing Week - Mark Ritson Effectiveness:
American and Canadian marketing fall behind in effectiveness, with a lack of engagement in key discussions like eSOV, distinctive assets, attention theory, 60/40 rule, and mental and physical availability. The perception that effectiveness principles originated outside the US leads to skepticism. Notable figures include the B2B Institute (Peter Weinberg, Jon Lombardo, Ty Heath), Koen Pauwels, and Roger Martin.
Search Engine Land - Barry Schwartz:
Google will be announcing significant changes to their search algorithm. Danny Sullivan, Google's Search Liaison, hints at upcoming adjustments but cautions that those generating "good content" will not be affected.
Marketing Letters - Brand Growth Potential:
Challenge to the 80/20 rule: Top 20% of customers contribute 50% of sales. Emphasis on targeting light and non-category buyers for sustained growth. Sales potential depends on the number and frequency of category buyers. Simulation and real panel data analysis conducted in the toothpaste category.
Marketing Dive - Coca-Cola's AI Activation:
Coca-Cola utilizes AI to create a futuristic cityscape at Las Vegas Sphere, promoting Coca-Cola Y3000 Zero Sugar. Transformation of Exosphere inspired by Y3000 AI Cam. The activation period began Nov. 13.
The Drum - Huge Bets on Productization Model:
Creative agency Huge, under IPG ownership, shifts away from traditional practices, abandoning RFPs, free creative, and rate discounts. Adopts a productization model with set prices and timelines in experience transformation, technology realization, and growth creation. Global talent pool of 1200+ employees accessible globally.
Marketing Dive - Google's Generative AI Features:
Google introduces generative AI features in Performance Max ad product. Advertisers generate campaign assets by providing a URL. AI-populated assets, including stock and unique images, guaranteed to be non-repetitive.
FastCompany - IDEO's Restructuring:
Leading design firm IDEO undergoes layoffs and restructuring, reflecting a shift from traditional design thinking. Industry trend moves towards agile, external innovation sources. Downsizing raises questions about the industry's future efficiency and innovation potential.
Marketing Highlight: Oreo Case Study
As one of Kantar's top 10 penetration powerhouses, Oreo's success is driven by the product flywheel effect—a positive feedback loop that fuels sustained growth. While cookies remain their core business, strategic expansion into new categories, like frozen treats, has introduced Oreo to 26 million new global shoppers, with 5.7 penetration points in India alone, equating to 19 million new buyers.
The #StayPlayful global brand campaign has been instrumental in Oreo's triumph, celebrating the brand's playful elements and fostering a nostalgic connection to family moments. Running for over a year, the campaign reached audiences across 27 Central and Eastern European countries, including key markets like Germany and Russia.
Results:
- 93% Global Presence: Oreo has solidified its footprint on a global scale.
- 8% CRP Growth: Demonstrating sustained consumer relevance and engagement.
- 26 Million New Shoppers: A testament to the effectiveness of their product flywheel strategy.
- +1 Global Rank Position: Reflecting Oreo's ascending position in the global market.
Ad of the week
https://www.youtube.com/watch?v=5y0fGsQU5zg&t=4s
Coming up next week:
Eddie Obeng - Building High Performance Organizations
Net Promoter Score (NPS) has been a crucial part of the business world for nearly two decades. It was initially presented as the ultimate metric, the one to rule them all. Its simplicity and focus on customer satisfaction made it a darling of the industry.
However, with the evolution of customer research and feedback analysis, the idea of NPS as the singular, all-encompassing metric is being questioned. Even though two-thirds of Fortune 500 companies still employ NPS, it is no longer considered the only measure of customer satisfaction.
In this episode, we are joined by John Dawes, a professor at the Erenburg-Bass Institute, who will share his research on NPS. This episode will likely challenge what you know about NPS and shed light on some of its flaws.
Our Guest
Webpage: https://johndawes.info/
LinkedIn: https://www.linkedin.com/in/john-dawes-059bab10/
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Links & Research:
HBR - The One Number You Need to Grow
https://hbr.org/2003/12/the-one-number-you-need-to-grow
HBR - Where NPS Goes Wrong
https://hbr.org/2019/10/where-net-promoter-score-goes-wrong
Qualtrics - THe Ultimate Guide to NPS
https://www.qualtrics.com/experience-management/customer/net-promoter-score/
Int. Journal of Market Research: NPS - What Should Managers Know?
https://journals.sagepub.com/doi/10.1177/14707853231195003
A longitudinal Examination of NPS and Firm Revenue Growth
https://www.researchgate.net/publication/228660597_A_Longitudinal_Examination_of_Net_Promoter_and_Firm_Revenue_Growth
Byron Sharp - NPS does not predict growth
https://byronsharp.wordpress.com/2008/08/08/net-promoter-score-nps-does-not-predict-growth-its-fake-science/
Fred Reichheld - The Ultimate Question 2.0
https://www.amazon.ca/Ultimate-Question-Revised-Expanded-Customer-Driven-ebook/dp/B005E8AKVM/ref=sr_1_1
Why NPS is a bad tool and what to use instead
https://archive.researchworld.com/why-net-promoter-score-is-actually-a-bad-tool-and-what-to-use-instead/
Brand Growth Potential
https://link.springer.com/article/10.1007/s11002-023-09682-7
How Brands Grow
https://www.amazon.ca/How-Brands-Grow-What-Marketers/dp/0195573560
Timestamps
0:44 - Intro to John Dawes
2:24 - What NPS is and how it’s measured.
3:50 - Why NPS benefits from extreme scoring
5:48 - The downside of the NPS scoring method
8:38 - Why 66% of Fortune 500 companies use NPS
10:40 - The false promise of high NPS scores
13:44 - The trouble with NPS-based incentives
16:46 - The disconnect between NPS scores and business performance
19:30 - The challenges of NPS with growing vs established brands
21:28 - The effectiveness of NPS vs. past sales as a predictor of future growth
26:02 - Are NPS detractors actually bad?
29:50 - Is NPS a superior metric to CSAT scores for predicting growth?
33:17 - What is NPS good for & what to ask instead
37:56 - Can Google Reviews replace NPS?
39:25 - Metrics better than NPS for predicting growth
42:53 - Can we put the NPS genie back into the bottle?
46:47 - If not NPS for growth, then what?
49:32 - 50 years of brand performance disproves loyalty as a growth driver
52:19 - How to find out more about John
54:01 - Post-pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
Enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the News:
Unilever promotes internally to appoint new top marketer.
Source: Marketing Week - https://www.marketingweek.com/unilever-appoints-new-top-marketer-promotes-internally/
What B2Bs Need to Know About Their Buyers.
Source: HBR - https://hbr.org/2022/09/what-b2bs-need-to-know-about-their-buyers
Nestle promises an across-the-board increase in marketing spend.
Source: Strategy Online - https://strategyonline.ca/2023/10/19/nestle-promises-an-across-the-board-increase-in-marketing-spend/
Synthetic data is suddenly making very real ripples - Mark Ritson
Source: Marketing Week - https://www.marketingweek.com/synthetic-data-market-research/
Amazon upgrades ad suite with new data clean room, AI image generator
Source: Marketing Dive - https://www.marketingdive.com/news/amazon-unboxed-advertising-data-clean-room-ai-image-generator/697825/
Unilever thinks purpose is pointless for some brands
Source: The Message - https://the-message.ca/2023/10/27/new-unilever-ceo-downplays-purpose-and-hikes-adspend/
The Marketing Moment:
ZGM: AB is Calling
Background
In order for Alberta to thrive now and in the future, we need skilled, young labour. Labour that we just can’t pump out fast enough organically. So, we need to attract skilled workers from other parts of Canada. Workers who may not realize the career and lifestyle opportunities, along with the affordability advantages that Alberta has to offer.
Challenges
Focus group research found that Alberta is portrayed by some as lacking in culture and diversity. We knew this version of Alberta wouldn’t appeal to skilled, young workers living, for example, in the urban centres of Toronto and Vancouver. We would need to address their misconceptions of Alberta head on by using publicly available and completely defensible data to compare Alberta’s advantages in affordability, career opportunities and lifestyle to other strategic Canadian cities.
Strategy
Saying that “Alberta is diverse and rich in culture” could easily be dismissed as marketing language. The messaging needed to focus on jobs, housing and lifestyle, with imagery showcasing a diverse, culturally rich province.
Lead with The Cost of Living targeting Toronto & Vancouver
Execution
Launched Summer 2022: Website, Radio, Audio, Digital & Social in Van + Tor featuring AB advantages including affordable homes, liveable city, family friendly, career opportunities
Fall 2022 - OOH takeover at Yonge-Bloor in Tor + Granville-Robson in Van + Wrapped Vancover Sun paper
Results
AB had the biggest positive net migration from other provinces
Alberta's population grew by 60,000 in the quarter following the campaign– more than any other year since they began estimating populations in 1951.
Ad of the Week
The King & The Viking - Beats by Dre
The Norway international features alongside the one the Los Angeles Lakers superstar in a new promo campaign entitled "The King and The Viking," in which the pair connect with their families on the day before a big game.
In the promo, Haaland receives a heartfelt message from his father and agent, former footballer Alfie. Meanwhile, the man known as "King James" receives a pre-match pep talk from his wife, Savannah.
AD Link: https://youtu.be/EuUXiJW2HjY
© 2023 Sleeping Barber
Right on time for the final sprint!
Q4 marks the high-pressure season for countless advertisers and industries. While most are busy putting the final touches on their campaigns for the impending "cyber 5" period, we urge you to take a moment to tune in.
This week, we're joined by Samantha Kelley, CEO of Touché! Canada and Omnicom Media Group (OMG) Montreal, Canada's largest media agency. Samantha shares valuable strategies that advertisers should be considering as they head into this incredibly "scrappy" period.
Enjoy the show.
Our Guest
Samantha Kelley: https://www.linkedin.com/in/samantha-kelley-7809b11/
Touché!: https://www.touchemedia.com/en/
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature:
Amplified Intelligence: https://www.amplifiedintelligence.com.au/dr-karen-nelson-field/
Impact of Creative on Advertising Effectiveness: https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think
The Markov Curve: https://channelmix.com/blog/markov-chain-marketing/
Timestamps
0:44 - Introduction to Samantha Kelly, CEO of Touché! Canada and Omnicom Media Group
3:12 - Q4 has become more of a marathon than the sprint it used to be
4:10 - Shopping habits of consumers
6:45 - How media consumption habits are affecting media buyers
7:56 - Applying viewer attention to ad platform impressions
9:16 - The impact of viewer attention on the measurement of long v. short term activations
11:03 - Pandemic and Inflationary affects on consumer shopping behaviour
13:55 - SportChek case study
16:50 - AI-based tech to build ad creative and increase speed to market
18:30 - Ad units to leverage in Q4
19:52 - The growing opportunity with Retail Media Networks (RMNs)
23:24 - How media buyers can integrate RMNs with brand s
25:05 - Splitting media budget between brand with activation ads in Q4
26:15 - Advice for winning Q4
28:55 - Planning holistic campaigns versus splitting budget between traditional v. digital media
30:53 - Audio placements: radio and podcast opportunities
32:22 - Media Mix Modeling and optimization of media spend
34:00 - The rule of thumb for splitting budget between media and creative
35:07 - Balancing reach with personalization
36:30 - Reaching loyal versus light customers
38:20 - Tips for small and medium-sized businesses
40:10 - Setting budgets for the holiday season & the Markov curve
42:44 - How to maximize ROI during the cyber 5
44:41 - Should companies hide online products to steer people into a store?
48:22 - Why retailers shouldn’t force customers into a sales channel
50:37 - Marketing metrics to focus on
54:04 - Why measurement is a big challenge
55:43 - Incrementality is the game, not ROAS or ROI
58:14 - Things to avoid in Q4
59:40 - Post-pod with V and Marc
Where to listen
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
Enjoy the show!
Our Hosts
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the News:
Eddie Bauer Changed its logo because Gen Z doesn’t read cursive:
https://www.fastcompany.com/90963252/eddie-bauer-new-logo-ditches-script-and-adopts-a-goose
Source: Fast Company
‘Trust your gut’: Marketing leaders on prioritizing wellbeing when job hunting.
https://www.marketingweek.com/marketing-leaders-prioritising-wellbeing-job-hunting/
Source: Marketing Week
Marketing enters its Taylor Swift era: Here’s what the numbers say!
https://www.marketingdive.com/news/taylor-swift-era-marketing-ads-numbers-statistics/695775/
Source: Marketing Dive
AD Platforms are Dropping New Toys for the Holidays
https://marketingnewscanada.com/news/new-toys-from-meta-pinterest
Source: Marketing News Canada
Canadian Survey of Consumer Expectations—Third Quarter of 2023
https://www.bankofcanada.ca/2023/10/canadian-survey-of-consumer-expectations-third-quarter-of-2023/
Source: Bank of Canada
Ads don’t wear out, Only marketers do
https://www.marketingweek.com/consumers-tired-ads-marketers/
Source: Marketing Week
The Marketing Moment
Sprite: Heat Happens, Stay Cool.
Literature links:
Marketing Interactive: https://www.marketing-interactive.com/sprite-launches-global-campaign-to-urge-people-to-keep-cool-in-the-heat
Ogilvy: https://www.ogilvy.com/work/heat-happens
Kantar: https://kantar.turtl.co/story/brand-footprint-2023-p/page/6/5
Ad of the Week
Cadbury - Garage
https://www.youtube.com/watch?v=JHEJfRnWyBM
© 2023 Sleeping Barber
Roger Martin returns to our show for a candid conversation on his recent research collaboration with WARC and the B2B Institute, "Making a Promise to the Customer." We delve into the implications of this research for advertisers, explore the relationship between branding and consumer promises, and much more.
This episode will not disappoint.
Enjoy the show.
Our Guest:
Roger’s Website: https://rogerlmartin.com/
LinkedIn Profile: https://www.linkedin.com/in/roger-martin-9916911a9/
Medium Blog: https://rogermartin.medium.com/
Thinkers 50: https://thinkers50.com/biographies/roger-martin/
HBR Articles: https://hbr.org/search?search_type=subscriber-search&term=Roger+L.+Martin&sort=publication_date#browse-reports-filter
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature:
HBR Articles
https://hbr.org/search?search_type=subscriber-search&term=Roger+L.+Martin&sort=publication_date#browse-reports-filter
LinkedIn Making a Promise to the Customer https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer
Customer Loyalty is Overrated: https://hbr.org/2017/01/customer-loyalty-is-overrated
Marketing & Strategy Are the Same Discipline: https://rogermartin.medium.com/its-time-to-accept-that-marketing-and-strategy-are-one-discipline-17f0140521c9
Timestamps
0:44 - Intro
5:01 - Results from the Promise to the Customer (PTTC) report
6:59 - The difference between a brand promise and a PTTC
9:01 - Only 40% of campaigns include a PTTC
9:45 - A brand promise isn’t as powerful
11:48 - Small brands can also benefit from PTTC
13:19 - Why AVIS “We Try Harder” isn’t a PTTC and why Sixt “Pick THE car” is
16:45 - Eliminating bias in the WARC database and research methodology
19:06 - The hypothesis of what makes a brand. ie. FedEx
24:40 - The risk of rebranding, refreshing logos and revitalizing campaigns
26:12 - Snickers: How to correctly build on a PTTC
28:45 - Why this is the most striking research result in Roger’s career
30:02 - Pricing research at P&G - the second most dramatic finding in Roger’s career
34:33 - Walmart’s Everyday low prices is a PTTC
35:40 - The 3 features of a good PTTC: Memorable, Valuable, Deliverable ie. adidas, Geico
40:22 - The difference between a USP and PTTC ie. IBM Building a Smarter Planet
43:27 - How P&G used the PTTC framework to evaluate their ad creative
49:44 - Why a PTTC can organize and align an entire company
52:38 - PTTC + PTW Case Study: Formica vs. Wilsonart high pressure laminate
57:45 - Customer loyalty is overrated, focus on habit instead
1:00:02 - Social media buzz is NOT a good indicator of PTTC success
1:04:04 - The first thing a CMO can do to benefit from the PTTC findings
1:06:15 - What’s coming with the PTTC framework
1:08:40 - Find out more about Roger (use the L.)
1:10:55 - Our best compliment ever
Where to listen
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
Welcome to the first-ever episode of the "Barber's Brief." A bi-weekly segment that focuses on bringing the latest news that caught our attention, but more importantly it will provide a platform to engage with you our listeners.
We hope that you enjoy it!
Our Hosts
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the News:
Lululemon & Peloton Deal:
https://www.cbc.ca/news/business/lululemon-peloton-partner-1.6980800
Nike Pledges to ‘stay on the offensive' as it increases focus on demand generation:
https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer
Only one in five CMO-CFO relationships are truly collaborative:
https://www.marketingweek.com/cmo-council-cfo-relationship/
The New Coke Y3000:
https://www.inc.com/minda-zetlin/coca-cola-just-did-something-no-company-has-ever-done-heres-how-coke-drinkers-are-reacting.html
Microsoft debuts a platform to help retailers launch and scale an ad business:
https://www.marketingdive.com/news/microsoft-retail-media-networks-launch-scale/695344/
Hornets launch jersey-patch deal with influencer MrBeast:
https://www.espn.com/nba/story/_/id/38547974/hornets-launch-jersey-patch-deal-influencer-mrbeast
Our Marketing Moment
How Lidl uses excess share of voice to boost sales & market share:
https://www.youtube.com/watch?v=bb-6PCbsdyc&t=325s
Ad of the Week
IKEA - The Swedish retailer is stepping away from the picture-perfect catalogue promo this time
https://www.thedrum.com/news/2023/10/02/ad-the-day-ikea-literally-spills-guts-brutally-honest-campaign
Where to listen
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
Many marketers often narrow their focus on branding, concentrating primarily on select elements such as an organization's visual identity, advertising and promotional efforts, and its presence on social media platforms. However, it's important to consider that branding also plays a significant role in the realm of recruitment.
This week on the podcast, we welcome Shelley Billingshurst, President of Hire Value Inc, to discuss the delineation between HR and Talent recruitment, the importance of organizational branding and it’s effects on recruitment, why talent tracking systems create horrible brand experiences for talent and so much more.
This is a very polarizing episode we hope you enjoy!
Our Guest
Follow Shelley Billingshurst: https://www.linkedin.com/in/shelley-billinghurst-91ab71/
Hire Value Inc: https://hirevalueinc.com/
Our Hosts
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature:
HBR The War for Talent is Back: https://hbr.org/2007/04/the-war-for-talent-is-back
CNN The Race for Talent: https://www.cnn.com/2022/02/24/success/companies-hiring-faster/index.html
HBR Make your Employer Brand Stand out in the Talent Marketplace: https://hbr.org/2022/02/make-your-employer-brand-stand-out-in-the-talent-marketplace
SHRM - Most people never complete job applications:
https://www.shrm.org/resourcesandtools/hr-topics/talent-acquisition/pages/most-people-never-finish-online-job-applications.aspx
Social media has reinvented the way Gen Z finds jobs:
https://www.benefitnews.com/news/social-media-has-reinvented-the-way-gen-z-finds-jobs
Timestamps
0:44 - Intro to Shelley
2:56 - The connection between marketing, brand and talent acquisition
4:54 - Winning the war for talent vs. the race for talent
7:26 - The difference between talent acquisition and HR
11:02 - Recruitment and HR have different incentives
14:37 - How corporate culture influences recruitment
18:54 - Why talent acquisition should live outside of HR (KPMG example)
22:58 - Why Applicant Tracking Systems (ATS) create a horrible brand experience for talent
25:28 - The skills for success in HR and recruiting are different
26:35 - Abandonment rate in application submissions
28:09 - How unqualified job seekers overload ATS
30:23 - How qualified candidates work around ATS
31:53 - How LinkedIn and Indeed work
34:44 - How great brands like Microsoft manage their talent & database
40:38 - Why candidates need to continuously invest in their personal brand
43:02 - Why the odds of getting a job through an online application are less than 1%
47:44 - The best way to write job descriptions and respond to them
53:16 - The traditional hiring system is broken - why networking is so important
58:54 - The one thing a company can do to fix talent acquisition
1:00:47 - The one thing a candidate can do to improve their odds of getting a job
1:05:38 - The one thing recruiters can do to create a great brand experience
1:07:55 - How to find out more about Shelley
1:09:03 - Why Benevity, WestJet, Lululemon and X (Twitter) are great employer brands
1:14:07 - Post-Pod with V and Marc
Where to listen
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
Today, we have a thrilling episode in store for you as we engage in a conversation with not just one, but two Heads of Programmatic Media from Google Canada. Joining us are Ben Wise and Jeremy Freedman, and together we discuss the state of programmatic here in Canada. We explore various trends, delve into Google's privacy sandbox, touch upon the widespread adoption of digital practices within organizations, and much more! This is an episode you won't want to miss.
Enjoy the show.
Our Guests
Ben Wise - https://www.linkedin.com/in/benwise1/
Head of Programmatic Media at Google
Jeremy Freedman - https://www.linkedin.com/in/thejeremyfreedman/
Head of Programmatic Media, Agency at Google
Our Hosts
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature
Understanding Programmatic - Think With Google
https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/automation/what-programmatic-and-why-everyone-talking-about-it/
Programmatic analysis tools | BigQuery | Google Cloud
https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/automation/what-programmatic-and-why-everyone-talking-about-it/
The Future of Programmatic Media in 2023
https://marketingnewscanada.com/news/the-future-of-programmatic-media-in-2023
Google’s new prototype AI tool does the writing for you
https://www.theverge.com/2022/11/2/23435258/google-ai-writing-wordcraft-lamda
Timestamps
0:44 - Introductions
3:25 - What is programmatic media buying?
5:40 - Targeting by Geo, Context, Audience and Private Marketplaces
9:55 - How programmatic media has evolved in Canada
12:01 - What inventory is available to programmatic media in Canada?
15:24 - Opportunities with Connected TV (CTV)
20:36 - How AI enhances media buying and creative placements
24:46 - Bringing programmatic in-house vs hiring agencies
27:40 - The right time & risks with bringing programmatic in-house
31:00 - Replacing people with robots?
33:03 - Performance measurement & attribution models
41:40 - Privacy sandboxes and public concerns
46:03 - Running experiments to create breakthroughs
50:10 - Factors driving programmatic growth and innovation
53:20 - Post-pod with V & Marc
Where to listen
Apple Podcasts:
https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify:
https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts:
https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube:
https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
We're thrilled to be back after our summer hiatus with an exciting new episode! In this installment of the Sleeping Barber Podcast, we have the pleasure of hosting JP Castlin and James Hankins, who join us to explore the compelling themes discussed in their paper, "The Gravity of Ecommerce." Tune in as we delve into the allure of online retail and the stark reality that many e-commerce businesses struggle to turn a profit. Our guests shed light on the numerous challenges and misconceptions that often ensnare e-commerce entrepreneurs, including the unearthing of hidden fulfillment costs and the pursuit of efficiency within the supply chain. And don't forget to stick around until the end for a post-podcast discussion with our insightful hosts, Marc and V, as they reflect on the key takeaways gleaned from their enlightening conversation with JP and James.
It's an episode you won't want to miss, so sit back, relax, and enjoy the show!
Our Guests
JP Castlin - https://www.linkedin.com/in/jpcastlin/
Strategic Management Consultant
Author - 2 upcoming books & articles in Marketing week, WARC, IPA, The Drum
Speaker
James Hankins - https://www.linkedin.com/in/james-cp-hankins/
Global VP Marketing & Strategy Planning @ Sage (ERP)
Consulting Strategist @ Vizer Consulting
Co-Chair of IPA Share of Search ThinkTank @ IPA
Our Hosts
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature
Questioning the Growth Dogma:
https://journals.sagepub.com/doi/abs/10.1177%2F10422587211059991
The Gravity of Ecommerce:
https://www.warc.com/content/paywall/article/warc-exclusive/the-gravity-of-e-commerce/en-gb/146943?
Winning the Final Mile:
https://www.marketingweek.com/ecommerce-final-mile/
Evolution of OmniChannel to connected commerce:
https://www.globallogic.com/insights/blogs/retail-evolution-will-the-dinosaurs-die/
Unified Commerce:
https://blog.qivos.com/unified-commerce-the-evolution-of-omni-channel/
JP Creating Cash Flows:
https://www.marketingweek.com/jp-castlin-bigger-marketing-budget-focus-creating-cash-flows/
Digital Availability:
https://theeqplanner.wordpress.com/2021/01/26/why-digital-availability-aids-strategic-decision-making-plus-why-digital-ads-arent-analogous-to-rent-or-signage/
The Jevons paradox:
https://en.wikipedia.org/wiki/Jevons_paradox
Timestamps
0:46 - Intro to JP & James
3:10 - The attraction of eCommerce
4:03 - Why profits are elusive in an ecomm businesses
9:57 - Growth at all costs?
12:20 - Digital availability - why digital ads driving ecomm aren’t really ads
18:00 - Why we underestimate the costs of ecomm
22:14 - Ways to increase ecomm profits & effeciency
25:10 - The marketers responsibility to commercial creativity (not just ads)
27:40 - Recovering the margins of digital commerce
36:37 - Can small businesses compete with Amazon?
40:29 - Why so many DTC companies open retail stores
43:19 - Value chain vampires
47:02 - Why ROAS is not an optimal financial metric
49:25 - The problem with hiring marketing specialists
52:40 - Marketers can add value by understanding the business model
58:18 - The strategy behind the vegan sausage roll principle
1:02:03 - How to find out more about JP and James
1:03:50 - The post-pod with V and Marc
Where to listen
Apple Podcasts:
https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify:
https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts:
https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube:
https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
In this episode, we're thrilled to welcome our guest, Yasmeen Turayhi, the founder of Modern Product - a renowned product marketing consulting agency, she is also a TED X speaker and author of three incredible books!
Together, we navigate the contrasting landscapes of single vs. multi-product companies, why market research is so crucial, and why humility is a key skill for successful product development.
Join us for this conversation that promises to be filled with actionable insights for all marketers. Enjoy the show.
Our Guest
Yasmeen Turayhi: https://www.linkedin.com/in/yasmeenturayhi/ Founder of Modern Product - Product marketing & consulting agency
Our Hosts
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature:
Yasmeen’s Books: https://www.amazon.ca/Yasmeen-Turayhi/e/B07GZ4WC4S/ref=dp_byline_cont_book_1
Patrick Campbell - Understanding Customers https://turingfest.com/blog/patrick-campbell-saas-fundamentals/
Better Brief Project - https://www.betterbriefs.com/
Yasmeen TEDx talk on Intuition - https://www.youtube.com/watch?v=2w-eYtt3oiU
How to Be an Effective Product Marketer - https://www.youtube.com/watch?v=j6v7PCpo-g
PM Course - https://product-marketing-go-to-market.teachable.com/p/product-marketing-debunked
Product Marketing Alliance - https://www.productmarketingalliance.com/
Timestamps:
0:44 - Intro to Yasmeen
2:18 - What is product marketing
5:46 - How does the role of a product marketer differ from regular marketers
10:55 - How brand and product marketers can work together
13:12 - Single vs. Multi-product companies 14:05 - Product marketing across the product lifecycle
16:02 - Why market research is so important
20:19 - Humility is a key skill for product development
22:35 - The most common mistakes product marketers make
25:34 - The importance of a community in product development
27:25 - Getting leadership buy-in with the go-to-market plan
29:45 - What happens if the baby (product) is ugly?
34:17 - Differentiation vs. Distinctiveness - what matters?
39:01 - Repositioning existing products
43:04 - How to craft a positioning statement
47:32 - How do you manage priorities when things are moving so fast?
51:54 - Post-Pod with V & Marc
Where to listen
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
Send in a voice message: https://podcasters.spotify.com/pod/show/sleeping-barber-podcast/message
This week on the Sleeping Barber Podcast, we have Emmanuel Probst, Global Lead - Brand Thought Leadership @ Ipsos and author of "Aseemblage." Join us as we delve into the thought process behind his latest book; we also discuss the need for brand managers to co-create with customers, analyze real-life brand case studies like Vaseline and Bud Light, and explore how brands can promise and deliver the right experience to their customers. We also spend some time understanding the secret recipe of building a brand for longevity and learning what skills are needed to become a great "master blender."
Enjoy the show.
Our Guests
Emmanuel Probst https://www.linkedin.com/in/emmanuelprobst Global Lead - Brand Thought Leadership @ Ipsos
Our Hosts
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature:
Assemblage https://www.amazon.ca/Assemblage-Art-Science-Brand-Transformation/dp/1646871251 Peter Field Rebuttal to results of Purpose Led Brands https://www.thedrum.com/news/2021/10/25/peter-field-hits-back-hysterical-brand-purpose-critics-read-his-letter-full Mark Ritson Good Purpose, Bad Purpose https://www.marketingweek.com/mark-ritson-good-purpose-bad-purpose/ LinkedIn B2B Institute & Roger Martin’s Promise to the Customer (PTTC) https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer Bud Light Launches new ad after Transgender commercial https://www.cbsnews.com/news/bud-light-releases-new-ad-following-dylan-mulvaney-controversy/ Vaseline Slugging https://www.nytimes.com/2022/02/11/business/vaseline-slugging-tiktok.html Barbie Launches Career Dolls https://www.ctvnews.ca/business/barbie-turns-60-with-career-dolls-role-models-like-tennis-pro-naomi-osaka-1.4328515
Timestamps:
0:44 - Emmanuel Probst Intro 2:14 - Assemblage, an analogy between wine making and brand building 6:35 - Why brand managers need to co-create with customers 9:18 - CoCreation example: Vaseline #Slugging 13:02 - Monitoring brand signals and separating the noise 17:04 - What brand managers can learn from the James Bond franchise 21:02 - Bud Light’s missteps and road to recovery 28:55 - Many new marketing leaders make this same mistake 34:11 - Brands can’t just make a promise, they have to deliver the experience 36:54 - Brand purpose vs. personal relevance 40:02 - Building for brand longevity 44:52 - A buyer’s category entry point can change but the brand’s assets shouldn’t 51:37 - The skills needed to be a great master blender for brands 55:09 - Post Pod with V & Marc
Where to listen
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488bGoogle Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
Send in a voice message: https://podcasters.spotify.com/pod/show/sleeping-barber-podcast/message
The topic on everyone's mind is AI, and we decided to jump into the conversation as well. Whether you're an enthusiast or a skeptic, there's no denying AI's significant impact on our world. We're privileged to have Craig Hainey, Head of Ventures at AltaML, and Darby Sieben, Chief Product Officer at Unbounce, join us to navigate the labyrinth that AI is. Our discussion spans a range of topics, from debunking common AI myths to exploring how UX catalyzes adoption, among others.
Most importantly, rest assured humanity is not at risk!
Enjoy the show.
Our Guests
Craig Haney - https://www.linkedin.com/in/craigahaney/ Head of Ventures @ AltaML
Darby Sieben - https://www.linkedin.com/in/darbysieben/ Chief Product Officer at Unbounce and Investor
Our Hosts
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature:
Tristan Harris and Aza Raskin Co-Founders of the Centre for Humane Technology discuss The AI dilemma https://www.youtube.com/watch?v=cB0_-qKbal4
Reasons why AI startups will fail (Darby’s post) https://www.linkedin.com/posts/darbysieben_99-of-ai-startups-are-going-to-fail-what-activity-7071506492394242048-BSKI
AI Hype Cycle is Distracting Companies https://hbr.org/2023/06/the-ai-hype-cycle-is-distracting-companies
How Generative AI can Augment Human Creativity https://hbr.org/2023/07/how-generative-ai-can-augment-human-creativity
Timestamps:
0:45 - Intro to Craig Hainey from AltaML and Darby Sieben from Unbounce 1:39 - AI is will not be the death of humanity 2:35 - Artificial Intelligence (AI) is NOT Artificial General Intelligence (AGI) 6:18 - What’s creating the hype for AI 8:01 - How UX is fueling adoption 10:17 - What makes AI different from a trend like PokemonGo, Segway, and Alexa voice search 16:27 - What sectors can’t use AI? 19:30 - Why are some companies aren’t going all in on AI 24:25 - The intersection of a company’s Big Data and Machine Learning (ML) 25:48 - The challenge of the ChatGPT hype cycle 32:21 - What are the risks to enterprises and how to mitigate them 39:50 - How Unbounce uses AI for landing page conversion rates 42:49 - How AltaML uses AI for clients and what they’re looking for in partners 46:55 - The new job opportunities with AI 49:00 - Sylvester.AI: A use case for monitoring cat health 51:50 - How intrapreneurs can use AI to help their company innovate 1:04:10 - Post Pod with V and Marc
Where to listen
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488bGoogle Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
Send in a voice message: https://podcasters.spotify.com/pod/show/sleeping-barber-podcast/message
Spurred by a class assignment, our hosts Marc and Vassilis engage in a riveting discussion, debating whether personas truly enhance segmentation and enrich a marketer's targeting strategy or if they add layers of unnecessary complexity. Analyzing real-world examples and reflecting on their personal experiences, they delve deep into the merits and pitfalls of using personas in marketing, offering a nuanced perspective on their validity.
Enjoy the episode!
____________
The Sleeping Barber Podcast:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
- Marc Binkley: https://www.linkedin.com/in/marcbinkley/
- Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
________________
Sources
- Why Personas are more important than ever https://www.forbes.com/sites/forbesagencycouncil/2021/12/02/why-buyer-personas-are-more-important-than-ever-for-facebook-advertisers/
- The customer persona is dead! https://business.adobe.com/blog/basics/the-customer-persona-is-dead-long-live-the-customer-profile
- SEM Rush https://www.semrush.com/blog/market-research-guide/
- 7 Common Mistakes in Building Marketing Personas https://rockcontent.com/blog/buyer-personas-mistakes/
- Ditching marketing personas for Marketing Science https://www.mi-3.com.au/17-04-2023/how-ex-pg-us-marketer-ditched-cohorts-personas-and-restrictive-segmentation-blended-0
- Only crap marketers mistake stereotypes for market segments https://www.marketingweek.com/mark-ritson-stereotypes-segmentation/
- Personas are worthless for marketing https://articles.data.blog/2021/06/16/matt-lerner-says-personas-are-worthless-for-marketing/
- B2B category entry points https://business.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/lms-b2b-institute/pdf/b2bi-cepinb2b-final.pdf
________________
Timestamps
- 0:49 - Setting up the theme - Do personas still make sense?
- 6:03 - What is a marketing persona, and how to create one?
- 8:07 - What is the point or value of a persona?
- 9:30 - Do you have to use demos, behaviours and gender to create personas?
- 12:39 - Do you always need a persona for an effective targeting strategy?
- 15:45 - Marketing personas versus buyer needs
- 20:30 - The importance of targeting personas that represent a segment
- 22:14 - The key to making a persona useful
- 23:10 - How the persona can become strategic for a business
- 28:57 - Do you need personas for in every stage of a company’s lifecycle?
- 31:51 - How many personas are too many?
- 33:00 - Connecting personas to strategic business objectives
- 34:05 - The 5 dangers of personas
- 40:32 - To persona or not to persona?
- 43:47 - Personas in B2B
- 46:18 - The takeaways on personas
____________
Where to listen
- Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
- Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
- Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
- Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
Send in a voice message: https://podcasters.spotify.com/pod/show/sleeping-barber-podcast/message
In today's episode, we're joined by Jennifer Riel, Head of Global Strategy at IDEO. We dig deep into the importance of continual learning, the discipline required to make great choices, and the crucial lens for strategic monitoring while underlining the limited value of relying solely on historical data.
Jennifer also highlights the issue of investors' short-term obsession, how to diagnose bad strategy and the significance of annual strategic planning. Using the BlackBerry case study, we examine strategic decision-making during crises and the indicators signalling a need for strategic shifts. The episode wraps with an in-depth discussion on talent strategy in today's hybrid work culture and the age-old question: is a poor strategy, if well executed, preferable? Stay tuned for a lively Pod-pod session with V and Marc to reflect on these insights and more.
____________
Our Guest: Follow Jennifer Riel: https://www.linkedin.com/in/jenniferriel/
IDEO Profile: https://www.ideo.com/people/jennifer-riel
____________
Literature
Creating Great Choices: https://www.amazon.ca/Creating-Great-Choices-Integrative-Thinking/dp/1633692965/
IDEO Shopping Cart: https://www.youtube.com/watch?v=M66ZU2PCIcM&t=95s
HBR: When to Switch Strategy: https://hbr.org/2021/02/when-to-switch-strategy-in-a-crisis
Good Strategy, Bad Strategy Summary: https://jlzych.com/2018/06/27/notes-from-good-strategy-bad-strategy/
How to evaluate corporate strategy: https://hbr.org/1963/07/how-to-evaluate-corporate-strategy
Blue Ocean Strategy v. Playing To Win: https://rogermartin.medium.com/blue-ocean-strategy-playing-to-win-f0efb83cc608
Design Thinking V. Playing to Win: https://rogermartin.medium.com/strategy-design-thinking-faf6b787160b
____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ___________ Timestamps:
- 0:53 - Introduction to Jennifer Riel - Head of Global Strategy at IDEO
- 2:05 - Who is IDEO, what is design thinking and how does it fit with strategy?
- 8:42 - The power of testing and learning
- 10:05 - Three disciplines making great choices: Design, Integrative Thinking, Strategy
- 13:45 - The 4 “always on” lenses for monitoring your strategy
- 20:15 - Why historical data isn’t enough to monitor your strategy
- 23:55 - How to change investor obsession with short term results
- 26:58 - What is strategy and how it fits with Design Thinking
- 31:13 - How to diagnose bad strategy
- 35:19 - Why annual strategic planning is important
- 39:11 - How to make strategic choices during a crisis a BlackBerry case study
- 43:55 - When should you change strategic direction
- 46:30 - Early warning indicators to help signal strategic changes
- 51:30 - Strategic pivots in response to temporary vs. permanent change
- 55:26 - Rethinking your talent strategy: choosing hybrid, WFH, reorg and lay offs
- 59:14 - Is it really better to have a poor strategy, well executed?
- 1:01:55 - Pod-pod with V and Marc
____________ Where to listen Apple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw Youtube: https://www.youtube.com/@sleepingbarberpodcast
Send in a voice message: https://podcasters.spotify.com/pod/show/sleeping-barber-podcast/message
Welcome back to yet another episode of the Sleeping Barber Podcast. We're thrilled to have Avinash Kaushik, the Chief Strategy Officer at Croud, on our show today. With a background at Google and well-earned reputation for insightful digital perspectives, Avinash brings a wealth of knowledge in digital marketing, data science, and much more to our conversation.
In this enlightening episode, we navigate through a myriad of topics. We delve into the frequent pitfalls surrounding KPIs in marketing, scrutinize the limitations of traditional marketing funnels, and unpack the impactful concept of incrementality. Avinash offers an alternative approach that promises to enlighten your strategies.
Make sure to stick around until the end for a post-show chat with our hosts, Marc and V. Believe us when we say this episode is one you wouldn't want to pass up!
So, without further ado, let's jump right in!
____________
Our Guest:Follow Avinash Kushki: https://www.linkedin.com/in/akaushik/
____________
LiteratureGet a Grip on Incrementality: https://www.thinkwithgoogle.com/marketing-strategies/data-and-measurement/marketing-incrementality
Most Important KPIs: https://www.kaushik.net/avinash/the-most-important-business-kpis/
Driving Innovation from customer intent: https://www.youtube.com/watch?v=OzFegvyVJRM
Incrementality: https://www.linkedin.com/posts/akaushik_marketings-incrementality-business-results-activity-7029572543795630080-w-P0/
Brand & Performance Silos: https://www.linkedin.com/posts/akaushik_at-my-ripe-old-age-it-upsets-me-when-i-activity-7037000489066004480-trfZ/
See, Think, Do, Care Framework: https://www.kaushik.net/avinash/see-think-do-care-win-content-marketing-measurement/____________The Sleeping Barber Podcast:Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/___________Timestamps:O:55 - Intro to Avinash Kaushik3:38 - The 2 big measurement mistakes many marketers make about KPIs9:44 - Traps that misguide marketers14:48 - Why funnels idiodic and a what to use instead of them20:48 - How to measure both short-term and long-term campaigns25:26 - What is incrementality, why does it matter & how is it different from ROI? 30:20 - The ladder of awesomeness33:30 - The shock of measuring incrementality35:55 - Different types of incrementality47:12 - Anybody can suck less, how any size company can use incrementality51:48 - Customer curiosity & open mindedness makes marketers better58:44 - What marketers need to learn 1:05:08 - Avinash’s career path to Croud1:07:40 - How to find out more about Avinash1:08:50 - Post pod discussion with V and Marc____________Where to listenApple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrFGoogle Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3JzcwYoutube: https://www.youtube.com/@sleepingbarberpodcast
--- Send in a voice message: https://podcasters.spotify.com/pod/show/sleeping-barber-podcast/message
Keeping up with the latest trends and strategies can be challenging in a world where the B2B sales and marketing landscape constantly evolves. In this episode, Brent Adamson, Global Head of Research at Ecosystem.io, provides his valuable insights into B2B sales and marketing dynamics. From the evolving buyer journey to the importance of designing a seamless experience, Brent discusses various critical topics for businesses looking to differentiate themselves and connect with their customers. We discuss topics like buyer enablement, content marketing, personalization, and more.We hope you enjoy the show!____________Our Guest:Follow Brent Adamson: https://www.linkedin.com/in/brentadamson/____________LiteratureTraditional B2B Sales and Marketing Are Becoming Obsolete (hbr.org) - https://hbr.org/2022/02/traditional-b2b-sales-and-marketing-are-becoming-obsolete
Sensemaking for Sales (hbr.org) - https://hbr.org/2022/01/sensemaking-for-salesWhat Is the Challenger Sale? An Overview of the Challenger Sales Model (gartner.com) - https://www.gartner.com/en/sales-service/insights/challenger-saleBrent Adamson | Mini Keynote - YouTube - https://www.youtube.com/watch?v=Wksen56eTn0The Challenger Sale: Taking Control of the Customer Conversation - https://www.amazon.ca/Challenger-Sale-Control-Customer-Conversation/dp/1591844355Q&A with Brent Adamson: Thought leadership for better buying decisions (ft.com) - https://longitude.ft.com/can-thought-leadership-help-buyers-make-better-decisions-qa-with-brent-adamson-expert-in-customer-buying-behaviour/Brent Adamson | Mini Keynote - https://www.youtube.com/watch?v=Wksen56eTn0 ____________The Sleeping Barber Podcast:Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/___________Timestamps: 0:50 - Intro to Brent Adamson 3:15 - The evolution of B2B Sales & Marketing 7:07 - Buyers don’t funnel, the loop 12:00 - There are more decision makers than we think there are 18:35 - A different way to think of buyer enablement 20:50 - MQL -> SQL -> NMP & Content Marketing 27:24 - The role of personalization 29:19 - The more important role of designing an easy experience 26:13 - the damage of over customization 39:05 - Connecting customers through confidence and value 48:44 - The evolution of the challenger sale to sensemaking 50:50 - With content abundance we need an information strategy to differentiate 53:20 - How B2B can differentiate today 56:48 - Post Pod with V and Marc____________Where to listenApple Podcasts: The Sleeping Barber - A Business and Marketing Podcast on Apple PodcastsSpotify: The Sleeping Barber - A Business and Marketing Podcast | Podcast on SpotifyGoogle Podcasts: The Sleeping Barber - A Business and Marketing PodcastYoutube: Sleeping Barber - A Business and Marketing Podcast
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Have we come full circle?
The evolution of traditional media has been significant over recent years, driven by changes in consumer behaviour, technology, and emerging media platforms. In our latest episode, Pierre Bouvard, Chief Insights Officer at Cumulus Media/Westwood One, shares his valuable insights on the evolution of traditional advertising and its role in modern marketing. We cover many topics, including media planning, building a sonic brand, and the benefits of media diversity in increasing marketing effectiveness. And don't forget, Stay tuned until the end for our post-pod discussion.
We hope you enjoy this episode!
____________
Our Guest:
Follow Pierre Bouvard: https://www.linkedin.com/in/pierrebouvard/
Follow Westwood One: https://www.linkedin.com/company/westwoodone/
____________
Literature:
- https://www.linkedin.com/in/pierrebouvard/
- https://www.prnewswire.com/news-releases/nielsen-audiences-extend-viewing-momentum-into-december-according-to-the-gauge-301725563.html
- https://www.westwoodone.com/blog/2023/03/27/two-slides-every-marketer-needs-to-have-audio-streaming-and-podcast-audiences-from-edison-researchs-infinite-dial-2023/
- https://www.insiderintelligence.com/content/audio-advertising-spotify-grows-podcasts-go-global-radio-safe-bet
- https://www.statista.com/statistics/431478/time-spent-media-canada-media/
____________
The Sleeping Barber Podcast:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
___________
Timestamps:
- 0:48 - Intro to Pierre
- 3:03 - Why major broadcasters are converting from radio to audio
- 5:29 - Where traditional media stands today in the media landscape
- 10:20 - Mass reach with radio is not an oxymoron
- 13:34 - The problem with media planners
- 18:08 - The expanding universe of audio advertising
- 24:49 - Capturing attention in the car
- 27:02 - Portable People Meters (PPM) - measuring media audiences
- 29:45 - Radio is becoming visual in connected cars
- 34:10 - Heatmapping listener driving patterns
- 38:20 - Speed of reach
- 41:49 - Why campaign effectiveness increases with media diversity
- 43:25 - Is the 3 frequency still accurate?
- 53:20 - Distinctive assets & the keys to sonic brands
- 57:23 - Did we forget how advertising works?
- 1:03:35 - Tips for effective audio creative
- 1:07:03 - Why more messages in an ad is a bad idea
- 1:09:48 - How to find out more about Pierre
- 1:11:31 - Post Pod with V and Marc
____________Where to listenApple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324?i=1000605496685Spotify: https://spotify.link/cmykzT8AoybGoogle Podcasts: The Sleeping Barber - A Business and Marketing Podcast
Youtube: Sleeping Barber - A Business and Marketing Podcast
--- Send in a voice message: https://podcasters.spotify.com/pod/show/sleeping-barber-podcast/message
Intent-based marketing is a highly versatile tactic that often falls under the umbrella of performance marketing, but is frequently overlooked by marketers.
On this episode, Marc and Vassilis provide a comprehensive overview of intent-based marketing, discussing various aspects such as the tools and technologies employed to implement it, the data sources that underpin it, and the best practices for crafting effective campaigns. Additionally, they examine the channels through which this marketing approach can be deployed, as well as the potential challenges and limitations it poses.
We hope you enjoy this episode and gain valuable insights into this crucial marketing approach.
____________
The Sleeping Barber Podcast:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
________________
Sources
- https://clearbit.com/blog/what-is-lead-enrichment
- https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/why-consumer-intent-more-powerful-than-demographics/
- https://www.techtarget.com/before-you-leap-understand-the-4-pillars-of-intent-based-marketing/
- https://www.semrush.com/blog/how-to-do-competitor-analysis-in-digital-marketing/
- https://www.cience.com/blog/intent-based-marketing
- https://www.fastcompany.com/90703704/anonymity-and-the-rise-of-consumer-intent-data
________________
Timestamps
- 0:45 - Show Intro
- 2:27 - The need to deliver short-term results
- 3:24 - Defining intent-based marketing
- 4:30 - The benefits of intent marketing
- 6:55 - Performance marketing impact on budgets and demographics
- 8:55 - Sources of intent data
- 10:48 - Zero-party data
- 11:38 - Misinterpreting digital data
- 13:30 - Can digital activity be separated from real intent signals?
- 15:31 - Why your organization should define its own intent signals
- 20:04 - How surveys can help clarify buyer intent
- 21:35 - Airbnb as an example of using buyer intent to design a buyer experience
- 24:20 - Knowing your role in the customer’s complete buying journey
- 26:40 - When performance marketing meets branding
- 29:10 - Intent, channels and content … Oh my
- 34:45 - The trouble with gated content
- 36:09 - Challenges with intent data
- 38:27 - Offline sources of intent data
- 43:37 - Content as a limitation of performance marketing
- 47:30 - The problem of mass personalization
- 52:00 - Past purchase vs. recency and frequency of intent
- 54:56 - What did we learn today
____________
Where to listen
- Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
- Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
- Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
- Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
--- Send in a voice message: https://podcasters.spotify.com/pod/show/sleeping-barber-podcast/message
On this edition of the Sleeping Barber podcast, we have the pleasure of hosting Carol Shmygol. She joins us to share her knowledge and experience gained over 35 years in marketing, working across agency and client roles. Our conversation covers a range of thought-provoking topics, such as marketing fundamentals' relevance, culture's impact on brand building, and the value of marketing research. So, relax and enjoy this insightful episode!_______________Our GuestFollow Carol Shmygol: https://www.linkedin.com/in/carolshmygol/____________The Sleeping Barber Podcast:Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/____________Timestamps 0:45 - Intro to Carol Shmygol 3:06 - The draw of marketing 4:40 - Starting out in a male-dominant industry 7:04 - Advice Carol would give to her younger self 9:32 - Why its important to love what you do 11:52 - Do trends like TikTok and ChatGPT matter? 15:13 - A more beautiful question 17:55 - The battle between digital and traditional 21:30 - Learning the fundamentals of marketing 26:20 - How culture can be a catalyst for brand building 31:26 - Educating an executive team about brand building 33:49 - Why briefs are so important and the keys to writing a good one 40:23 - Brand side or agency side - ideas and advice 42:54 - Managing the demands between short term results and long term impact 47:05 - The importance of the right research 48:38 - Should you react to competitors or ignore them? 52:22 - Is advertising a strong or a weak force? 55:44 - Building relationships to extend the CMO lifespan 58:43 - Expanding your business language & acumen 1:02:40 - Post-pod discussion with V and Marc____________Where to listenApple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324?i=1000605496685Spotify: https://spotify.link/cmykzT8AoybGoogle Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw/episode/YjM3ZDYzOWUtNDU3OC00NDgyLTllODAtZjM0MTA1MzEwNjg1?sa=X&ved=0CAQQ8qgGahcKEwiApozvuvH9AhUAAAAAHQAAAAAQAg--- Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message
This week's episode welcomes Jenni Romaniuk, a renowned researcher and professor at the Ehrenberg-Bass institute. She is the author of some incredible books, including her most recent, Better Brand Health. Our conversation delves into several fascinating topics, such as why people dislike their brand trackers, loyalty, the fundamental principles of marketing, the challenges of differentiation, and useful tips for brand tracking and the marketing funnel.
With so much valuable information to absorb, be sure to tune in and be ready to engage in a thought-provoking discussion!
Enjoy the show.
________________
Our Guest
Follow Jenni Romaniuk: https://www.linkedin.com/in/jenni-romaniuk-2746884/
Follow the Ehrenberg-Bass Institute: https://www.linkedin.com/in/jenni-romaniuk-2746884/
Visit Jenni's Website: http://www.jenniromaniuk.com/
____________
The Sleeping Barber Podcast:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
________________
Literature
Category Entry Points in a B2B World: https://business.linkedin.com/marketing-solutions/b2b-institute/cep-in-b2b
Laws of Marketing with Nicole Hartnett:https://podcasts.apple.com/us/podcast/sbp-012-the-laws-of-marketing-with-dr-nicole-hartnett/id1609811324?i=1000570667143
________________
Timestamps
- 0:55 - Intro to Jenni
- 2:27 - Why did you write this book now?
- 6:00 - B2B or B2C - Who will benefit from this book?
- 8:44 - Why people often hate their brand trackers
- 11:15 - Some metrics don’t need to be tracked
- 15:14 - Brand rejection: why you don’t need to track all metrics all the time
- 20:00 - Loyalty, where’s the evidence?
- 23:22 - Does it really cost 5x more to make a customer than keep one?
- 25:47 - Why the Laws of Marketing are important to your brand health tracking
- 29:03 - Do the laws apply to B2B and B2C?
- 30:16 - Why your brand’s user profiles should match the category
- 33:41 - The trouble with differentiation
- 36:08 - The laws of marketing in subscription v. repertoire markets
- 38:55 - Is the AIDA Funnel really valuable?
- 42:50 - What and when is brand awareness useful?
- 48:32 - Brand tracker tip #1: Design for the category
- 49:43 - Brand tracker tip #2: Analyze for the buyer
- 50:44 - Brand tracker tip #1: Report for the brand
- 52:51 - 3 metrics to reconsider: word of mouth, attitude, unprompted recall
- 57:50 - Post-pod with V and Marc
____________
Where to listen
Apple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYW
--- Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message
In this week's episode, we are thrilled to welcome Tom Roach, the VP of Strategy at JellyFish, a marketing performance company.
During our conversation with Tom, we'll explore a wide range of themes that are top of mind for marketers in today's rapidly evolving landscape. We delve into some thought-provoking questions frequently on marketers' minds, such as the value of advertising, the importance of purpose and how it can be a critical driver of success in marketing, and explore the nuances of ROAS and ROI.
So, be sure to tune in and join us for this great episode!
____________
Our Guest:
Follow Tom Roach: https://www.linkedin.com/in/tom-roach-5b468026/
Follow JellyFish: https://www.linkedin.com/company/jellyfishglobal/
Tom's Blog: https://thetomroach.com/
____________
The Sleeping Barber Podcast:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
____________
Literature and Links:
- Why Advertising Will Never Die: https://thetomroach.com/2022/06/06/why-advertising-will-never-die/
- Modern Marketing Myopia is Losing Perspective: https://thetomroach.com/2021/05/01/modern-marketing-myopia-is-marketing-losing-perspective/
- The Most Valuable Business Tool Ever Invented: https://thetomroach.com/2020/11/12/the-most-valuable-business-tool-ever-invented/
- Most Marketing is Bad Because it Ignores the Most Basic Data: https://thetomroach.com/2020/11/10/most-marketing-is-bad-because-it-ignores-the-most-basic-data/
- The Stupidity of Sameness and the Value of Difference: https://thetomroach.com/2020/11/09/the-stupidity-of-sameness-and-the-value-of-difference/
- Beware of ROAS, ROIs Dangerous Digital Twin: https://thetomroach.com/2022/10/22/beware-of-roas-rois-dangerous-digital-twin/
____________
Timestamps
- 0:47 - Intro
- 2:43 - Is there value in advertising?
- 6:05 - Are Superbowl ads worth the cost?
- 8:12 - Advertising as a strong force vs. a weak force
- 13:40 - Why the pendulum is swinging back to brand from performance advertising
- 18:03 - Amazon is one of the worlds largest advertisers.Is Tesla next?
- 22:03 - Open letter to CMOs - the value of brand building
- 27:39 - The different levers of brand building
- 30:31 - Bothism and balance in short and long-term marketing
- 32:43 - Difference vs. Differentiation - are they the same?
- 38:57 - Is differentiation sustainable?
- 41:13 - Purpose
- 43:15 - When purpose works
- 47:14 - ROI and it's evil twin ROAS
- 54:18 - How and what to consider for brand measurement
- 59:49 - More about Tom
- 1:02:03 - Post Pod
____________
Where to Listen:
Apple Podcasts:
https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324Spotify
: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyf--- Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message
We are thrilled to have Dr. Hermann Simon return to our show. Dr. Simon has just published his newest book, "Beating Inflation: An Agile, Concrete, and Effective Corporate Guide." During our discussion, we explore various topics and tactics that organizations use to navigate these uncertain times. We delve into the significance of marketing and sales departments and, most importantly, how to keep your organization agile during this period. This conversation is timely, and we are confident you will enjoy it.
Enjoy the show.
____________
Our Guest:
Follow Prof. Hermann Simon: https://www.linkedin.com/in/simonhermann/recent-activity/posts/.
Follow Simon-Kucher and Partners: https://www.linkedin.com/company/simon-kucher-&-partners/.
Thinkers50 Profile: https://thinkers50.com/biographies/hermann-simon/
Beating Inflation: https://www.amazon.com/Beating-Inflation-Concrete-Effective-Corporate/dp/3031200926
____________
The Sleeping Barber Podcast:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
____________
Literature and Links:
- Hermann Simon Articles: https://hermannsimon.com/articles/
- Herman Simon Books: https://hermannsimon.com/books/
____________
Timestamps
- 0:41 - Introduction
- 1:55 - Inflation is everywhere in the news. Hermann’s definition of inflation.
- 5:16 - Price goes up, and the value of your moneys goes down. But what is your actual buying power?
- 6:35 - Inflation has been steady for so many years. What is the effect on consumers?
- 8:27 - What are the main causes of inflation? Are there commonalities?
- 11:37 - Nothing fixes a high price like a high price. What is the driver for reduction?
- 13:34 - The implications of inflation.
- 16:10 - How problematic is it for companies to navigate this new economic climate?
- 18:20 - Communicating value during inflation
- 20:30 - How are professional services affected during inflation?
- 23:30 - Customers' willingness to pay for professional services.
- 25:20 - Profits = price x volume - costs and phantom profit.
- 27:10 - What is phantom profit?
- 29:45 - Price fluctuation, not just at the pumps.
- 33:00 - Should organizations manage prices like they do at gas pumps?
- 34:00 - Are there mechanisms that organizations should think about when increasing prices?
- 36:30 - Why is there a lag in salary increases? What should companies do?
- 38:35 - What is the time lag for salary increases?
- 40:00 - Should the organization increase pricing gradually? Or go all in?
- 41:19 - Maintaining pricing agility
- 42:30 - What are some pricing strategies people can follow in this climate?
- 48:00 - Can marketers take advantage of pricing power?
- 49:50 - What kind of messaging can marketers focus on driving pricing power?
- 52:00 - Bundling. The inflation silver bullet?
- 55:45 - What can the sales force do during inflationary periods?
- 57:14 - Hermann’s advice to CEOs
- 59:32 - Post-Pod discussion
____________
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw
YouTube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
--- Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message
In this episode, we're joined by Mary Kyriakidi, a Global Thought Leader at Kantar and a long-time friend of the show. We delve into her modern marketing dilemmas series and explore multiple topics. The three triggers of equity, experience, and activation, the role of meaning, difference, and salience in marketing and the importance of designing engaging experiences. It was a great conversation, and we had a lot of fun recording it.
So, sit back, relax, and enjoy the show!
____________
Our Guest:
Follow Mary Kyriakidi on LinkedIn: https://www.linkedin.com/in/mary-kyriakidi-4a5a4a57/
Mary's Brandberries Author Website: https://www.thebrandberries.com/author/mary-kyriakidi/
____________
The Sleeping Barber Podcast:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Follow or get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
____________
Literature and Links:
Modern Marketing Dilemmas Series:
- What Role Does Brand Play in The Consumer Decision Journey: https://www.kantar.com/inspiration/brands/modern-marketing-dilemmas-what-role-does-brand-play-in-the-consumer-decision-journey
- How should marketers stand up to recession? https://www.kantar.com/north-america/inspiration/brands/modern-marketing-dilemmas-how-should-marketers-stand-up-to-recession
- Where does performance marketing meet brand building? https://www.kantar.com/inspiration/brands/modern-marketing-dilemmas-where-does-performance-marketing-meet-brand-building
____________
Timestamps:
- 0:43 - Intro
- 2:28 - Mary’s 2022 Wish.
- 4:28 - The consensus around mental and physical availability for driving growth.
- 6:15 - The role of triggers - equity, experience, activation.
- 10:25 - Are all stages created equally through the eyes of the consumer?
- 11:45 - Equity and the relationship of annual recurring revenue
- 13:20 - Equity, Experience and activation vs. other models.
- 17:12 - Mental availability and the customer experience.
- 20:15 - Experience design and brands and how does it live holistically within organizations
- 22:21 - The happiest place on earth? Marc’s Disney experience.
- 25:26 - Designing experiences for your business
- 26:40 - Can brands sell the same products but win by differentiating on customer experience?
- 31:28 - Sampling products and the ability to drive long-term revenue.
- 32:23 - Can you increase the purchase frequency of a brand by designing an experience?
- 36:35 - Should marketing teams be involved in building brand experiences across departments?
- 41:00 - Distinctiveness and brands.
- 43:30 - Branding is a shortcut for the brain.
- 44:40 - Does re-branding happen too often?
- 48:10 - The influence of meaning, salience, and difference
- 54:30 - The evolution of marketing
- 55:46 - Mary’s wish for 2023
- 58:00 - Post-pod with Marc and V
____________
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw
YouTube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
--- Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message
Happy New Year, everyone! We are back with season 2 of the Sleeping Barber Podcast, and we are starting off with a bang!For our first episode of 2023, we welcome Andrea Belk Olson, CEO of Pragmadik, speaker, customer-centricity expert and author of What to Ask: Finding out what Your customers want and why it matters. We discuss why organizations struggle with being truly customer-centric, the 3W ideation framework, and so much more! We hope you enjoy the show.____________Our Guest:Follow Andrea Olson: https://www.linkedin.com/in/olsonandrea1/Personal Website: https://www.andreabelkolson.com/Company Website: https://www.pragmadik.com/____________The Sleeping Barber Podcast:Follow our updates here: https://www.linkedin.com/company/sleeping-barber/Follow or get in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/____________Literature and Links:Developing a Customer-Centric Strategy: https://www.linkedin.com/pulse/developing-customer-centric-strategy-andrea-belk-olson-msc/Andrea's Book: https://www.amazon.ca/What-Ask-Learn-Customers-Need/dp/1637740778/ref=asc_df_1637740778/____________Timestamps: 0:42 - Intro 1:30 - Peter Drucker and Lawrence Abbot 2:00 - Why Do Organizations Struggle with Truly Being Customer Centric 5:42 - Reframing customer centricity 6:40 - Customer Personas, are they useful? 8:20 - What do marketers need to be doing differently to understand better a customer's needs 10:50 - NPS, Jobs to be done, how do these factor into customer centricity? 14:43 - Rational and emotional satisfaction 16:50 - NPS can be misleading 18:00 - Jobs to be done, category entry points, and the milkshake story 22:10 - The 3W ideation process 24:14 - About a customer, for a customer and from a customer 27:05 - How can organizations self-assess if they are genuine customer-centric 33:45 - A deep dive into the 3W ideation process 44:40 - How long does the 3W process typically take? 47:40 - How do you link and test ideas for revenue? 50:00 - What is getting you excited about 2023? 55:40 - Post Pod____________Where to Listen:Apple Podcasts: https://podcasts.apple.com/us/podcast...Spotify: https://open.spotify.com/show/4v0kaM3...Google Podcasts: https://podcasts.google.com/feed/aHR0...YouTube: https://www.youtube.com/@sleepingbarberpodcast© 2023 Sleeping Barber--- Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message
As the curtain falls on the first season of the Sleeping Barber Podcast, Marc and Vassilis reflect on the many conversations with their guests over the year and highlight their key “uh huh” moments. This is a shorter podcast (by our standards), so sit back and enjoy this conversation with a cup of egg nog beside a crackling fire.
Seasons greetings to all our listeners! We are looking forward to 2023.
____________
The Sleeping Barber Podcast:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Follow or get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
____________
Timestamps
- 0:46 - Show Intro
- 2:14 - Mary Kyriakidi customers are serial adulterers
- 5:10 - Chris Walker B2B and B2C customers are more similar than we’d like to believe
- 7:05 - Nicole Hartnett media reach is more important than frequency
- 8:12 - Roger Martin, the relentless focus on the consumer
- 10:26 - Roger Martin disruption is not an equal opportunity event
- 11:40 - Jennifer Riel creates great choices by falling in love with ideas that aren’t ours
- 14:50 - Dave Bunce why marketers need to learn the language of finance
- 18:34 - Hermann Simon Profit = Price x Volume - Costs
- 25:22 - Sandeep Dayal, the ethics of marketing
- 28:24 - Orlando Wood and Jon Evans broad-beam attention
- 30:14 - Jon Mowatt creating emotional video content for the context of consumption
- 31:25 - Ty Heath, Faisal Sidiqqui and Ian Barnard performance branding on big or small budgets
- 31:56 - Tom Goodwin challenging the trends & creating innovative pilot projects
- 36:22 - Dan White, the importance of continuous learning for your marketing career
- 39:22 - Where the Sleeping Barber’s name came from
____________
Where to Listen
Apple Podcasts: https://podcasts.apple.com/us/podcast...
Spotify: https://open.spotify.com/show/4v0kaM3...
Google Podcasts: https://podcasts.google.com/feed/aHR0...
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2022 Sleeping Barber
--- Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message
Episode 19 is here, and it's a good one!
We host Tom Goodwin, an advertising and media provocateur, speaker, and consultant. He is the author of the book Digital Darwinism which is now in its second edition. He answers our questions regarding marketing trends lists, why they don't change much over time, what is simply noise, and we even get into elements of his book.
This is a thought-provoking episode that you should make time for.
Enjoy the show!
____________
Our Guest:
Follow Tom Goodwin: https://www.linkedin.com/in/tomfgoodwin/
Company Website: https://www.allwehaveisnow.co/
Personal Website: https://www.tomgoodwin.co/
The Edge: https://www.euronews.com/next/next-series/the-edge
____________
The Sleeping Barber Podcast:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Follow or get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
____________
Literature and Links:
- Surviving A Mass Extinction Event in The Corporate World: https://mackinstitute.wharton.upenn.edu/2019/surviving-a-mass-extinction-event-corporate-world/
- For All The Talk of Change, Things Haven't Changed That Much: https://www.linkedin.com/posts/tomfgoodwin_for-all-the-talk-of-change-things-have-activity-6986720297160744960-V41T/
- Tom's Book: https://www.amazon.ca/Digital-Darwinism-Surviving-Business-Disruption/dp/1398601926/
____________
Timestamps:
- 0:46 - Intro to Tom
- 3:00 - Why are annual trends popular?
- 5:04 - Why don’t trends change very much over time?
- 7:19 - Nowism
- 9:47 - Why do we get sucked into trends
- 13:04 - Is there any truth to the unprecedented disruption argument?
- 15:22 - The gulf between trends and innovation
- 18:23 - Most companies don’t have to change
- 21:26 - The frustration with trends
- 22:55 - Why ideas die
- 26:03 - What we should learn from the past revolutions
- 29:27 - We haven’t taken advantage of what already exists
- 31:18 - What are companies getting wrong about digital transformation
- 33:45 - Leading change through pilot projects
- 35:29 - Getting digital transformation right
- 39:00 - Why McDonalds is one of the best digital transformation case studies
- 42:22 - Marketers need to share insights outside of marketing
- 48:36 - Why we struggle with customer centricity
- 51:10 - What is the opportunity for digital transformation in B2B?
- 53:08 - Why VC funding is getting it wrong
- 57:30 - Companies getting it right with trends
- 59:11 - How to learn more about Tom
- 1:00:11 - Post-Pod with V and Marc
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On this week's episode of the Sleeping Barber Podcast, we are excited to welcome Prof. Hermann Simon to the show. Prof. Simon is a bestselling author of more than 40 books and is a leading authority in pricing. His accolades include being inducted into the Thinkers50 Hall of Fame and having a Chinese business school named after him in Shouguang.
We had the pleasure of discussing various topics, like defining the three drivers of profit, good v. bad market share, profit killers, and much more. It was an incredibly enlightening conversation we know you'll enjoy.
Enjoy the show.
____________
Our Guest:
Follow Prof. Hermann Simon: https://www.linkedin.com/in/simonhermann/recent-activity/posts/.
Follow Simon-Kucher and Partners: https://www.linkedin.com/company/simon-kucher-&-partners/.
Thinkers50 Profile: https://thinkers50.com/biographies/hermann-simon/
Confessions of the Pricing Man: https://www.amazon.ca/Confessions-Pricing-Man-Affects-Everything/dp/3319203991/ref=sr_1_1
____________
The Sleeping Barber Podcast:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
____________
Literature and Links:
- The Pricing Man Summary: https://jamesclear.com/book-summaries/confessions-of-the-pricing-man
- Hermann Simon Articles: https://hermannsimon.com/articles/
- Herman Simon Books: https://hermannsimon.com/books/
____________
Timestamps
- 0:48 - Intro to Hermann Simon
- 2:46 - Price, the neglected stepchild of the 4Ps
- 4:29 - Cost plus, the most frequent pricing mistake
- 7:00 - Why profit, not volume, is the only meaningful goal of a business
- 9:45 - Why the airline industry is prone to price wars
- 12:15 - Profit killers: overcapacity & market share
- 14:56 - How to counteract price war
- 17:19 - Why do marginal costs define the lower price limit
- 19:06 - The three drivers of profit & which is most effective
- 23:08 - Why companies should orient to price, not volume
- 26:49 - Reconciling shareholder return vs. profit maximization
- 29:15 - Good v. bad market-share
- 32:02 - Pricing and where does it live
- 36:00 - The two categories for salespeople. Value sellers and price sellers.
- 41:22 - Price and its effect on product development
- 45:00 - Understanding pricing models
- 52:45 - Subscriptions-based pricing model
- 56:30 - Customers' willingness to pay
- 1:05 - Post pod discussion with Marc and V
Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message
On this week's episode of the Sleeping Barber Podcast, we are delighted to have on the show two fantastic guests. Jon Evans, Chief Marketing Officer and 'Uncensored CMO' at System1 Group and Orlando Wood, Chief Innovation Officer at System 1 Group. We discuss the theory and practice of effective ads, the impact digital has had on advertising effectiveness while also spending time understanding why left-brain versus right-brain thinking is wrong.
This is an episode you don't want to miss. Enjoy the show!
____________
Our Guests:
Follow Jon Evans: https://www.linkedin.com/in/uncensoredcmo/
Follow Orlando Wood: https://www.linkedin.com/in/orlando-wood-6a62946/
Listen to the Uncensored CMO Podcast: https://uncensoredcmo.com/
Follow the System 1 Group: https://www.linkedin.com/company/system1-group/
____________
The Sleeping Barber Podcast:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
____________
Literature and Links:
- Lemon, the Book: https://www.amazon.ca/Lemon-advertising-brain-turned-sour/dp/0852941471/
- Look Out, the Book: https://www.amazon.ca/Look-Out-Orlando-Wood/dp/0852941498/
- Lemon Video: https://www.youtube.com/watch?v=XUXYRf5O5T4&t=1031s
- Look Out Video: https://vimeo.com/646872264
- GoDaddy Ad: https://www.youtube.com/watch?v=5Z1nlSDcRSk
- Yorkshire Tea: https://www.youtube.com/watch?v=ulKeJYl0Hac
- Barclay Credit Card: https://www.youtube.com/watch?v=xsh0hlnDvKA
- Tide Ad Analysis: https://www.youtube.com/watch?v=MpyHVXNtOlw
____________
Timestamps
- 0:46 - Intro to Jon and Orlando
- 4:14 - The “purpose” of advertising
- 7:35 - Declining effectiveness of advertising
- 12:36 - Attention and why left v right Brain thinking is wrong
- 18:27 - The impact of digital on advertising effectiveness
- 22:54 - The correlation between Orlando’s work, ad effectiveness and business outcomes
- 27:50 - The value of testing creative
- 32:32 - The negative impact of performance marketing
- 33:58 - Long-term versus long-lasting effects of brand building
- 36:19 - Differences between ads built for narrow versus broad beam attention
- 40:03 - The impact of excess Share of Voice (eSOV) and creative effectiveness
- 43:38 - Are there bad ads?
- 44:30 - Can ads have too many messages?
- 49:07 - Industries leading the adoption of testing creative
- 53:19 - Channel choices - the importance of attention and reach
- 57:05 - Do these principles and results apply to B2B?
- 1:01:49 - Why brand building is effective before Black Friday
- 1:04:21 - Postpod with V and Marc
Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message
In this episode of the Sleeping Barber Podcast, we speak with Sandeep Dayal, author of Branding Between the ears, to discuss how marketers can use cognitive science to build lasting consumer connections. We also dive into the topics of brand purpose, elements of cognitive brands, and saganaki! Enjoy the show. ____________ Our Guest: Follow Sandeep Dayal on LinkedIn: https://www.linkedin.com/in/sandeep-dayal-8361b61/ Branding Between the Ears: https://www.amazon.ca/Branding-Between-Ears-Cognitive-Connections/ Author Page: https://www.sandeepdayal.com/ ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Literature:
Rethinking How To Appeal To Consumers Using Cognitive Science - https://chiefexecutive.net/rethinking-how-to-appeal-to-consumers-using-cognitive-science/ Interview with McKinsey and Company - https://www.mckinsey.com/featured-insights/mckinsey-on-books/author-talks-if-you-dont-understand-how-are-you-going-to-help
Timestamps
0:42 – Introduction 2:07 – What is cognitive branding 5:00 – Customer centricity and what does it mean? 6:05 – Brain sciences and their associations with branding 7:40 – How does the brain work? 11:40 – Challenging traditional branding models 17:30 – Fresh-baked cookies and branding 18:15 – Triggers for cognitive branding 19:00 – The three elements of cognitive brands 23:20 – Consumer insights and being in the field makes a difference 24:30 – Vibes, sense and resolve and their associations with consumer trust, consumer confidence and consumer satisfaction 27:40 – Strategy and execution should be treated as one 32:00 – Does brand purpose even matter? 37:00 – Dove’s real beauty campaign 41:07 – Embrace what you are; you don’t always need to have a purpose 45:30 – Key moments that have an effect on brands 50:40 - Brands peak moments – OPA! 52:20 – Surprise and delight 56:14 – Ethics and marketing 1:04 - Post-pod discussion with Marc and V
Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message
Budget planning.
These two words can bring back nightmares for many marketers. A daunting task that pins marketers against finance departments in a game of chicken to see who blinks first. We know how difficult this process can be, so we called an expert to help us.
In this week's show, Dr. Grace Kite, Founder and economist, joins us from Magic Numbers to discuss budget planning, channel distribution, and what percentage of total revenue should be allocated to marketing. She also helps us understand the role of econometrics and shares how she really feels about CPA! This is a timely episode that we know you will enjoy.
Enjoy the show!
____________
Our Guest:
Follow Dr. Grace Kite on LinkedIn: https://www.linkedin.com/in/grace-kite/
Magin Numbers: https://magicnumbers.co.uk/
Magic Numbers Profile: https://magicnumbers.co.uk/people/dr-grace-kite/
Marketing Week Author Page: https://www.marketingweek.com/author/grace-kite/
____________
The Sleeping Barber Podcast:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
____________
Literature:
Three data-led pointers for marketers during budget season: https://www.marketingweek.com/grace-kite-three-pointers-budget-season/
When it comes to marketing payback, words matter just as much as numbers: https://www.marketingweek.com/grace-kite-marketing-payback-words/
If there was a marketing effectiveness ‘crisis’, it’s now over: https://www.marketingweek.com/grace-kite-effectiveness-crisis/
____________
Timestamps:
- 0:40 - Introduction to Dr. Grace Kite
- 1:30 - What percentage of total revenue should be allocated to marketing?
- 6:30 - Does the industry impact what percentages of total revenue are allocated to marketing?
- 9:00 - What is the best way to allocate your budget?
- 10:30 - Econometrics and channel distribution.
- 11:50 - The 60/40 rule, budget allocation, and the nuances between offline and online.
- 14:00 - Excess share of voice and its impact on setting budgets.
- 17:30 - Market orientation and its impact on budget planning.
- 20:00 - Budget planning during a crisis.
- 23:00 - And why testing is important.
- 26:00 - Reach vs. frequency.
- 29:35 - Academic research may not be representative of all industries.
- 31:20 - Online vs. Offline media
- 38:04 - Did we shift to digital means more than we should have?
- 40:10 - CPA and why it can be misleading.
- 44:00 - What is incrementally?
- 49:00 - When SEM is important
- 52:36 - The role of econometrics measuring the efficacy of marketing.
- 54:00 - Defending research and the marketing budget.
- 57:30 - Defending budgets through the lens of time.
- 59:40 - Decrease in price sensitivity. How do marketers influence price sensitivity?
- 1:09 - How to get in touch with Grace
- 1:10 - Post-pod discussion with Mark and Vassilis
Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message
Marketing. It's meant to be at the core of every business, bridging the gap between product and customer. In this episode of the sleeping barber podcast, our hosts Marc Binkley and Vassilis Douros debate if our discipline is at a crossroads. They discuss a myriad of topics covering the lack of identity of our discipline, CMO tenure, and even misguided marketing perspectives. This episode will leave you reflecting on what you, as a practitioner, can do differently and how to better adopt evidence-based decision-making.
Enjoy the show.
____________
The Sleeping Barber - A Marketing Podcast:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
____________
Literature:
Special thanks to friends of our podcast, Kantar, for sourcing great literature for us.
- Creating better briefs - betterbriefs.com
- How CEOs Grade Their CMOs - Forbes
- Is The CMO Tenure Narrative Wrong? - Forbes
- Total Marketing ROI - Kantar
- The Imperative of Imagination - Kantar
- Media Reactions 2022 - Kantar
- The CMO Survey® - London Business School
- If there was a marketing effectiveness 'crisis,' it's now over - MarketingWeek
- Look at your brand from the customer's perspective, not the other way round - MarketingWeek
- Average CMO Tenure Holds Steady at Lowest Level in Decade - WSJ
____________
Timestamps:
- 0:46 - Intro
- 2:18 - Marketing has a lack of identity
- 3:58 - What happened when marketing was led without an executive
- 6:10 - The "Evidence" why marketing is in trouble: CMO tenure, misguided perspectives, lack of effectiveness
- 8:14 - The CMO unicorn & the disciplines needed to succeed
- 11:03 - The merging of CMO and CDO
- 13:30 - Media Mix Modelling and Multi-touch attribution
- 15:09 - It's the death of ___
- 19:02 - The decline in marketing effectiveness
- 21:48 - The importance of creative
- 24:15 - Marketing has zero strategy
- 26:35 - Briefs and strategy
- 33:21 - The problem with quick wins
- 36:45 - Improving our metrics with evidence-based decision making
- 40:27 - Why do we default to myopic marketing myths?
- 43:15 - The misguided perspectives in marketing
- 48:00 - Are we really consumer-centric?
- 54:48 - The 4 Ps of marketing
- 57:17 - Conclusion - Is marketing really in trouble?
Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message
After a small summer break, we are back to kick off the year's second half with a great guest lineup. In this week's episode, we welcome Jennifer Riel, Partner and Head of Strategy at IDEO, and co-author of Creating Great Choices. We discuss the similarities between Design Thinking and Integrative Thinking and when to use each model. We also touch on the importance of decoupling ideas from the person and get into a case study of the integrative thinking process: Brand Building v. Short Term ROAS. This episode is definitely worth the listen! Enjoy the show! ____________ Our Guest: Follow Jennifer Riel on LinkedIn: https://www.linkedin.com/in/nicole-hartnett/. IDEO Profile: https://www.ideo.com/people/jennifer-riel IDEO: https://cantwait.ideo.com/ ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Literature: Creating Great Choices: https://www.amazon.ca/Creating-Great-Choices-Integrative-Thinking/dp/1633692965/ TEDx Talk; The Importance of Being Wrong: https://www.youtube.com/watch?v=o_suhntFmqY Harvard Business Review:
The One Thing you Need to Know About Managing Functions Transcending Either or Decision Making
____________ Timestamps:
0:45 - Intro to Jennifer & using integrative thinking to create great choices 2:30 - Similarities between Design Thinking and Integrative Thinking 7:48 - When to use each thinking model 9:30 - The fundamental question for strategy 12:30 - Why do we need to make time for creating great choices 18:52 - How incentives influence our decisions 23:55 - The cost of failure changes over time 26:45 - How to engage with other people 29:08 - Why we should decouple people from ideas 33:20 - What leaders and executives can learn from kids and Jay Z 39:06 - No judgement: IDEO's rule for brainstorming 40:37 - Why creativity (not artistry) is essential in decision making 43:24 - How to know when to use integrative thinking 49:54 - A case study of the integrative thinking process: Brand Building v. Short Term ROAS 1:07:49 - How to find out more about Jennifer 1:08:32 - Post Pod discussion with V and Marc
Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message
In this week's show, we welcome Dr. Nicole Hartnett, Senior Marketing Scientist from the Ehrenberg-Bass Institute for Marketing Science. We discuss the laws of marketing, what happens to brands when you stop advertising, how to build strong brands on distinctive assets, and even spend time discussing loyalty myths. Nicole shares a lot of insights that we know you will find valuable!
Enjoy the show!
____________
Our Guest:
Follow Dr. Nicole Hartnett on LinkedIn: https://www.linkedin.com/in/nicole-hartnett/.
Ehrenberg-Bass Institute: https://www.marketingscience.info/
Marketing: Theory, Evidence & Practice: https://www.amazon.ca/Marketing-Evidence-Practice-Byron-Sharp/dp/0195590295/ref=asc_df_0195590295/
____________
The Sleeping Barber Podcast:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
____________
Literature:
When Brands Stop Advertising: https://www.marketingscience.info/when-brands-stop-advertising/
Marketers' Intuitions about the Sales Effectiveness of Advertisements:
https://www.researchgate.net/publication/304764587_Marketers'_Intuitions_about_the_Sales_Effectiveness_of_Advertisements
How Brands Grow: https://www.amazon.ca/How-Brands-Grow-What-Marketers/dp/0195573560/ref=asc_df_0195573560/
How Brands Grow Part 2: https://www.amazon.ca/How-Brands-Grow-Emerging-Services/
Building Distinctive Brand Assets: https://www.amazon.ca/Building-Distinctive-Brand-Assets-Romaniuk/dp/0190311509/
____________
Timestamps:
- 1:00 - Intro to Nicole
- 3:19 - The difference between repertoire and subscription markets
- 9:34 - Loyalty myths, the law of double jeopardy & why market penetration matters
- 13:55 - What influenced our fixation on loyalty
- 16:14 - Law of buying frequencies: why light category buyers are important
- 22:55 - Time & the illusion of solely loyal customers
- 26:29 - Penetration, the sustainable root to growth, is driven by mental & physical availability
- 29:58 - Proof of physical availability - private label substitutions from retailers
- 32:08 - Reach versus frequency - why reach is non-negotiable and the diminishing returns of high frequency
- 35:35 - How accurate are these laws?
- 41:20 - Ads don’t work on me: what happens when brands go dark
- 50:40 - Building solid brands through distinctive assets
- 55:20 - What makes a great ad - the Old Spice case study
- 1:01 - The difference between creativity and branding
- 1:04:03 - Why Nike needs to reconnect the Name with the Swoosh
- 1:05:38 - Brand awareness and category entry points
- 1:08:44 - How to contact Nicole
- 1:10:00 - Post-Pod discussion with V and Marc
Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message
On this edition of the Sleeping Barber podcast, we welcome Jon Mowat, award-winning content creator and video strategy expert. Initially working as a director at the BBC, he now turns his expertise to helping businesses achieve their objectives through engaging and powerful video campaigns as managing director of Hurricane Media - one of the UK's leading video marketing agencies.
Author of the book, Video Marketing, Create Engaging Video Campaigns to Drive Brand Growth and Sales, we spend time discussing the nuances of video marketing, some of the do's and don'ts and tea towels!
It's a great listen we hope you enjoy.
____________
Our Guest:
Follow Jon Mowat on LinkedIn: https://www.linkedin.com/in/jonmowat/
Hurricane Media: https://www.linkedin.com/company/hurricane-media/
Link to book: https://www.koganpage.com/product/video-marketing-9781398601147
20% off Promo code: sleepingbarber20
____________
The Sleeping Barber Podcast:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
____________
Timestamps
- 0:45 - Jon Mowat Bio
- 2:08 - A funny story from Iraq
- 4:01 - What makes video so unique
- 6:03 - Video across the sales funnel
- 8:17 - How video has changed
- 10:45 - How to use video across different touchpoints
- 13:46 - Video is more than just a TV commercial
- 16:09 - Where people watch video matters
- 19:44 - Video marketing planner
- 21:06 - Don’t waste your money: pre-plan your video shoot
- 25:08 - Less is more - Emotion, Fact and Action helps brand videos Airbus example https://youtu.be/Bw66ZJR2-8w
- 28:44 - Which emotion is important for your brand?
- 31:49 - Why emotion is important in B2B
- 33:14 - Why does video work
- 37:48 - How to prioritize the goals of video
- 42:48 - Why video costs more than email
- 45:47 - How to test a video
- 48:44 - Death by committee: how to protect ideas for your video
- 52:00 - Do you build videos for the channels, the idea or the audience?
- 55:40 - Do your objectives match your video’s performance metrics?
- 59:30 - More about Jon discount code: SleepingBarber20
- 1:01:01 - Post pod with V and Marc
Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message
The Sleeping Barber podcast welcomes Graham Staplehurst, Director of Thought Leadership at BrandZ Kantar, and Jorge Alagon, Global Head of Data Science Innovations at Kantar. On this episode, we discuss the 2022 Global Brandz Report and decouple the 'Meaningful Difference Framework.' We also discuss what it means for brands to be salient, meaningful, and different, as well as how they can use the framework to create value. It is a fantastic conversation that we're confident you will enjoy.
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Our Guests:
Follow Graham Staplehurst on LinkedIn: https://www.linkedin.com/in/gstaplehurst/
Follow Jorge Alagon on LinkedIn: https://www.linkedin.com/in/jalagon/
The 2022 Global BrandZ Report: https://www.kantar.com/campaigns/brandz/global
The Meaningful Difference Framework: https://kantaraustralia.com/kantar-millward-browns-meaningfully-different-framework-receives-marketing-accountability-standards-board-accreditation/
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The Sleeping Barber Podcast:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
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Timestamps
- 0:43 - Introduction to Graham Staplehurst and Jorge Alagon
- 2:34 - The Brandz Model and tracking the value of brands
- 4:27 - What is the vision of Brandz?
- 6:50 - How are brands valued?
- 9:20 - What makes Kantar's database valuable?
- 13:20 - What is the meaningful difference framework?
- 20:00 - What other attributes were considered for the meaningful difference framework?
- 25:20 - Understanding salience
- 28:42 - How does emotion stand as an attribute within the meaningful difference framework?
- 35:00 - Are brands really important? What does neuroscience say?
- 37:00 - How do brands create value?
- 39:30 - What are the important attributes marketers should be applying?
- 47:40 - How do you weigh the meaningful difference attributes against one another?
- 50:40 - How is 'difference' defined in the meaningful difference framework?
- 56:00 - The attributes help nudge consumers
- 56:45 - How actionable are the three core attributes?
- 01:00 - How to think about being meaningful as a brand
- 01:01 - Are there nuances between B2B and B2B industries?
- 01:09 - Post pod discussion
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In this episode of the Sleeping Barber, we welcome to the show Ty Heath, Director, Market Engagement at the B2B Institute at LinkedIn, where we discuss the contrarian matrix, the future cash flow model, the importance of content and emotion in B2B marketing and so much more.
While the focus of the discussion revolves around B2B, Ty shares a lot of great information that can apply to B2C as well.
Enjoy the episode!
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Our Guest:
Follow Ty on LinkedIn: https://www.linkedin.com/in/tyronaheath/.
Research from the LinkedIn B2B institute: https://business.linkedin.com/marketing-solutions/b2b-institute
Get more information on Ty Heath: https://tyronaheath.com/.
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The Sleeping Barber Podcast:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
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Timestamps
- 0:41 - Introduction to Ty Heath
- 1:48 - A little on the LinkedIn B2B institute
- 4:32 - The contrarian matrix and the value to businesses
- 6:35 - How to succeed in B2B marketing
- 9:00 - What are the blind spots for marketers?
- 11:43 - What is performance marketing?
- 12:40 - Does the orientation of a company change how it performs? Marketing vs. Sales.
- 16:16 - Orienting a team around the consumer decision journey.
- 17:14 - Where does brand live in a B2B organization?
- 22:45 - Marketing and Sales teams, how do they play nice?
- 26:20 - Creating shared outcomes, why is it so difficult for organizations?
- 28:42 - The Finance department and how marketers can make a greater impact.
- 31:43 - Storytelling internally.
- 33:35 - Future cashflow model.
- 38:40 - The importance of content and emotion in B2B marketing.
- 44:28 - What marketing trends should marketers lean into?
- 46:49 - Post Pod discussion
Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message
The importance of 'brand' cannot be understated, while at the same time, the most significant barrier for marketers is budget. But what if we would tell you that you can build a brand with a small budget? In this episode of the Sleeping Barber, we welcome Faisal Sidiqqui and Ian Barnard to discuss their marketing guide on building a big brand on a small budget. It's a conversation that you won't want to miss. Enjoy the episode! ____________ Our Guests: Follow Ian on LinkedIn: https://www.linkedin.com/in/ian-barnard-76a76251/ Follow Faisal on LinkedIn: https://www.linkedin.com/in/mfaisalsiddiqui/ Get more information on their company: https://creativebusinesscompany.com/ Get your copy of Brand building on a small budget: https://creativebusinesscompany.com/big-brand-small-budget ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Timestamps
0:38 - Introduction to Faisal & Ian 3it's- Why the marketers should care about the 5:95 rule 5:45 - Why it’s hard for marketers to think about balancing short and long term results 8:33 - Why do small companies struggle with brand building commitments 9:49 - Brand marketers are partlydon'tlame for lack of confidence 12:44 - Emotional brand campaigns don’t have to make people cry 18:49 - Bothism matters for successful marketing 20:55 - Brand marketers often fail to articulate the value of brand marketing 21:58 - Brand marketers should learn more about performance marketing metrics 25:30 - Better metrics for brWhat'srketing 30:30 - Why video is helpful for small brands 33:21 - What’s the right length of a video? 37:56 - Unlocking value - how to build brand videos affordably 39:47 - the evolution of video from snackable short format to long format 41:17 - An abundance of digital video inventory creates many opportunities 42:48 - How the 2-4-5 content framework links to the stages of the funnel 44:55 - Brand performance is not an oxymoron 46:57 - Case Study: An example of a brand performance video at work 48:31 - Case Study: Brand performance video metrics 54:50 - Post-Pod discussion with V & Marc
Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message
We welcome to the show Dan White, author of two books, 'The Smart Marketing Book' and 'The Soft Skills Book.' We discuss our careers and how we've adapted throughout the years while also covering the importance of soft skills that can make you a successful marketer. We finish off our conversation by bestowing advice to our younger selves.
We hope you enjoy this episode!
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Our guest:
**Follow Dan White on LinkedIn:
https://www.linkedin.com/in/danwhite1000/**
**Get your copy of The Soft Skills Book:
https://www.amazon.ca/gp/product/1911671545/**
**You can get more information on Dan's work below:
https://smartmarketing.me**
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The Sleeping Barber Podcast:
**Follow our updates here:
https://www.linkedin.com/company/sleeping-barber/**
**Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/**
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Timestamps
- 0:45 - Introductions
- 03:45 - How did this idea come about.
- 05:11 - How did we get to where we are today.
- 12:50 - How to choose your career.
- 15:30 - Have you ever made a decision based on money?
- 21:24 - What are the soft skills that have helped you the most?
- 32:43 - The principles of good visual design
- 35:00 - The sales funnel
- 39:25 - What information should marketers spend time becoming more familiar with?
- 57:00 - Learning and development, how much is this on you or the company's responsibility?
- 1:04:30 - What has been your motivator to seek more?
- 1:08:40 - One piece of advice to your younger self.
Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message
Episode 6 is here and it's a special one for us. In this episode of the Sleeping Barber Podcast, we welcome back Roger Martin and discuss his latest book 'A New Way to Think.' We cover many topics like cumulative advantage, understanding human behavior, while discussing frameworks that can help build organizations that thrive. We are really excited about this episode, and we think you will really enjoy this one!
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Follow Roger Martin on LinkedIn:
https://www.linkedin.com/in/roger-martin-9916911a9/
Get your copy of A New Way to Think here:
https://www.amazon.ca/New-Way-Think-Management-Effectiveness/dp/164782351X/
Follow our updates here:
https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
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Timestamps
- 0:42 - Quick Introduction to “A New Way to Think”
- 3:15 - Introduction to Roger
- 6:00 - Are we thinking about customers the right way?
- 10:02 - Learning to ask the right questions that inform strategy.
- 15:17 - Understanding Cumulative Advantage
- 22:00 - Making decisions based on loyalty vs. habit. The role of the subconscious.
- 28:37 - Understanding human behaviour in marketing
- 32:47 - Strategy - Planning - Execution vs. strategic planning.
- 38:47 - Strategic planning. How often?
- 41:05 - What counts isn't what's true. It’s what would have to be true.
- 46:00 - How to de-risk your campaigns
- 50:14 - Identifying problem statements vs. choice outcomes
- 54:58 - Creating discipline by identifying “what has to be true.”
- 59:35 - Knowledge work and decision factories
- 1:07 - Post-Pod discussion with V and Marc
Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message
Often, marketers are more likely to align with an organization's sales team; however, should they not be spending more time with another critical business unit, finance? We welcome to the show Dave Bunce, CEO of Morphio, to discuss the language barrier between marketers and the accounting/finance departments. Dave's unique background in finance, operations and technology allows him to combine historically siloed functions to enable marketing teams to scale. Join us as we dive into how marketers and finance professionals can work closer together, bridge the gap between the two disciplines, and ultimately drive more growth for their respective organizations. Don't forget to tune into our post pod discussion, where we recap our discussion with Dave and outline our key takeaways.
Learn more about our guest Dave Bunce, Morphio and its digital performance monitoring & insights tool. Also, feel free to connect and follow and share our content. We are looking to build an engaged community! Our podcast page: Sleeping Barber Podcast Connect with your hosts: Marc Binkley, Vassilis Douros
Podcast Timestamps:
0:42 - Intro to Dave Bunce 2:40 - Why is there a language barrier in the boardroom? 5:30 - What are tangible and intangible assets? 9:07 - Why is marketing viewed as an expense, and what can marketers do to help change that perspective? 14:20 - How post-mortems can help finance and marketing collaborate 18:40 - Why short-term ROI is a troubling obsession 25:40 - Creating a better budgeting process 31:19 - Why finance may have an issue with sales teams 33:20 - How future cash flows can help marketers get support for long-term brand building 36:35 - Why marketers need to understand present value and risk 39:12 - How finance builds budgets 40:35 - Why marketing should ask to join finance’s capital budgeting process 43:10 - What questions should marketers ask of finance? 46:45 - Financial metrics marketers need to know 49:58 - Trends marketers should keep an eye on 53:06 - V & Marc post-pod discussion
Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message
What is a five-letter word that can mean different things to different people in an organization? A term so controversial that carries a lot of ambiguity but at the same time drives so much value for a company, product, service or even individual. If you guessed brand, you are right! In this episode of the Sleeping Barber Podcast, we discuss 'brand.' We attempt to define it while also discussing key topics like who owns it, what is it and how to measure it. We also reflect on our conversations with previous podcast guests, Mary Kyriakidi, Chris Walker and Roger Martin, to help articulate our thoughts. We hope you enjoy it!
Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message
Considered by many the modern-day Peter Druker of our generation, we welcome to the show strategic advisor, Roger Martin. Author of twelve books and frequent writer for HBR, we were happy to pick his brain on strategy, shareholder value and even discuss SWOT. This is an episode you cannot miss. Also, don't forget to stick around till the end when we discuss our key takeaways.
Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message
In this episode, we sit down with Chris Walker, CEO and founder of Refine Labs, to discuss the nuances of B2B marketing. The importance of lead and demand generation, vanity metrics and much more! Don't forget to stick around till the end when we discuss the key learnings from our conversation with Chris. Enjoy the show!
Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message
In this episode, we pull the curtain back on Kantar's work in defining brand equity and how to measure it. We sit down with Mary Kyrikidi, who holds the position of global thought leader at Kantar, to discuss the nuances of brand equity, the "brand power secret sauce," and are companies genuinely customer-centric? Make sure you stick around to the end, where we spend time discussing the key learnings.
Send in a voice message: https://anchor.fm/sleeping-barber-podcast/message