Marketing Study Lab - Actionable Marketing Knowledge: Recent Episodes
Peter Sumpton
Giving you the actionable knowledge you need to succeed in Marketing.
Created for those with a Passion for Marketing, but specifically aimed at anyone that wants to get to grips with life in the Marketing industry and apply the Marketing knowledge they need to succeed in this industry.
I try to bring as much help and practical guidance within Marketing and the skills and knowledge that will be essential during your career, alongside interviews to inspire and motivate with superstars from different industries and specialisms, offering you an incredible insight into their specific field of expertise, with practical, applicable advice you can action now.
Then we can all take a deep breath and get on with some Happy Marketing.
Enjoy.
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
LMS Collective Facebook Group: https://www.facebook.com/groups/LMSCollective
Intro
This week I had the honour of chatting to Louisa van Vessem in her LMS (Learn Motivate Succeed) Collective Facebook Group (link is in the show notes if you fancy joining) about the Customer Journey, one of my favourite topics. It’s so important as todays journey is sporadic and anything but linear as it has been in the past.
You may remember Louisa from episode 35 (https://marketingstudylab.co.uk/episode-35-the-time-terrorist-and-money-laundering-louisa-van-vessem-va-workflow-virtual-assistant/) where we chatted about how VA’s (Virtual Assistant) can help you run your business and claim back some of your most valuable asset… time!
In this episode we cover;
- The customer journey
- How to map your own customer journey
- The importance of knowing your touch-points
- And I’ll be hopping on my soapbox a few times (soz in advance)
Watch the episode video:
https://youtu.be/-8DridnBtT8
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Doug Marshall
Website: https://www.achieveb2bmarketing.com/
Twitter: https://twitter.com/dougsmarshall
LinkedIn: https://www.linkedin.com/in/dougmarshalllinkedin/
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
For the majority of Marketers, they will find themselves within the B2B (Business to Business) Marketing space rather than B2C (Business to Consumer), but as we all know there are many blurred lines here in terms of the strategies and tactics we should be using.
Enter Doug Marshall the MD of Achieve B2B Marketing a company well within the B2B space when it comes to strategic planning and marketing communications. Doug has a wealth of Marketing experience, with a background in the publishing industry rising to Group Head of Marketing before becoming a Marketing Consultant.
In this episode we cover;
- The difference between B2C and B2B Marketing
- What you should focus on first
- The details behind a Marketing plan
- The biggest frustrations within B2B Marketing
Watch the episode video:
https://youtu.be/xjJSsJa8eyM
Takeaways
Top Tip
It sounds crazy that some companies don’t consider this, but when you are entrenched in something sometimes it’s hard to see above it. When Doug stated that you need to ask the customers what they want!, it made perfect sense. Our businesses are there to solve a problem and we need to know what problem needs solving the most!
Favourite Quote
‘Think of the emotions someone in the B2B space is going through’ and it’s so easily missed as we often see B2B as transactional, but there are still people involved here, real, physical people and we can’t forget that. Get to know them as well as you know the business as you’re selling to them, not to the business.
And Finally, the Most Important Takeaway from this Episode
We’ve got to remember that measuring and monitoring our activities is fundamental for future improvements and success. Using the NPS (Net Promotor Score) and review sites provides a really good overview of how well a company is doing from both the qualitative and quantitative. Do this over a period of time to see trends and patterns to help you in the future.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
This is a recap episode with one of my first ever guests, but an important one - PR Smith, creator of the SOSTAC Marketing Planning System.
Why so important?
SOSTAC is one of the most important and fundamental models that I promote and actively use. Basically, if you are in Marketing and don't know or use this model.... are you REALLY in Marketing?
No. The answer to this is NO.
For further information on this episode, check out the show notes:
https://marketingstudylab.co.uk/episode-10-sostac-pr-smith-paul-smith/
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Richard Moore
https://therichardmoore.com/
https://www.linkedin.com/in/richardjamesmoore/
richard@therichardmoore.com/
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Part 2 of 2
Just a quick reminder that this is part 2 of a 2 part chat with Richard Moore and how to Master the Sales Process. If you haven’t already, check out the first episode from last week.
Last week we ended by talking about how using video is a much better way of communicating than using the standard telephone (they still exist I’ve been told). Now let’s get back to Richard and all things sales.
Watch the episode video:
https://youtu.be/9YTc1TY6YuA
Takeaways
Top Tip
Richard discussed thinking about the objectives and outcomes and making them realistic to your position. For example, if it’s your first day in a sales role and you are inexperienced, then the objective is to make those calls rather than be a closer. You’re one step closer to moving to the next level and a successful sales process.
It’s exactly the same in Marketing, you’re not going to revolutionise the world or even a company on day one. Take it one step at a time.
Favourite Quote
If your rejection rate is high due to the price point, then it’s best to pre-qualify that the pricing you offer isn’t an issue before moving forward. ‘You need to deliver a little nugget of information in the first 30 seconds of the conversion as to why you’re premium, and then that doesn’t come up so much’.
Pre-qualification thought the customer journey is imperative as to not waste your time or your potential clients.
And Finally, the Most Important Takeaway from this Episode
Take note. Content forms gravity. Powerful words indeed. You need to build you bank of content that is helpful to the people you are looking to serve. The more you push out into the world, the more your ideal clients will start to notice you and gravitate towards you.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Richard Moore
https://therichardmoore.com/
https://www.linkedin.com/in/richardjamesmoore/
richard@therichardmoore.com/
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Part 1 of 2
Just a quick note that this is part one of two of this interview with Richard Moore. He provided so much value that I decided to chop him in half and serve him up over two weeks for you. And now that odd and a little scary intro. Here’s Pete with the official intro and remember to subscribe to the podcast so you don’t miss part two next week.
Intro
Sales and Marketing, two opposites. But opposites often attract and in this case they should and do. I always like to think about sales as the end result of good Marketing and I stand by that.
That said, understanding the sale process, how it can work in tandem with Marketing can be the difference between closing a sale and getting the door closed on you.
It’s about time we put some clarity around this and who better than Richard Moore, or The Richard Moore as his domain names states.
Richard has gone from 60-hour work weeks in the City of London to setting up his own business to help others gain momentum as they launched their own.
Richard also runs a weekly live Q&A and creates courses such as Basics of Sales and his flagship product: the LinkedIn Client Accelerator programme and has been featured in Forbes, The Huffington Post, Inc, Thrive, Influencive as well as on podcasts just like this.
In these episodes we cover:
- Getting into the right mindset
- Gaining the attention of the RIGHT clients
- Warming-up leads
- Dealing with objections
- Closing the sale
- What to do next?
Watch the episode video:
https://youtu.be/9YTc1TY6YuA
Takeaways
Top Tip
Richard discussed thinking about the objectives and outcomes and making them realistic to your position. For example, if its your first day in a sales role and you are inexperienced, then the objective is to make those calls rather than be a closer. You’re one step closer to moving to the next level and a successful sales process.
It’s exactly the same in Marketing, you’re not going to revolutionise the world or even a company on day one. Take it one step at a time.
Favourite Quote
If your rejection rate is high due to the price point, then it’s best to pre-qualify that the pricing you offer isn’t an issue before moving forward. ‘You need to deliver a little nugget of information in the first 30 seconds of the conversion as to why you’re premium, and then that doesn’t come up so much’.
Pre-qualification thought the customer journey is imperative as to not waste your time or your potential clients.
And Finally, the Most Important Takeaway from this Episode
Take note. Content forms gravity. Powerful words indeed. You need to build your bank of content that is helpful to the people you are looking to serve. The more you push out into the world, the more your ideal clients will start to notice you and gravitate towards you.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Stacey Brown Randall
https://www.staceybrownrandall.com/
Take the Ninja Quiz: https://www.staceybrownrandall.com/quiz
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
Referrals, no matter how much we like to think that our own communications tactics alone is what will drive our success, this type of Marketing can be very successful. We all know how much word of mouth and the opinions of others can influence our decision-making process, so if we can have some sort of control over this, some way of building a referral system, then surely this would be a long-term tactic that will pay off.
Enter Stacey Brown-Randall. Stacey teaches small business owners and sales professionals how to generate referrals without asking, without the dark arts of manipulation and even through being your authentic-self. Why should we believe her? Because this is how Stacey built her own business up and now she’s here to walk us through the Referral Ninja Master Framework™.
In this episode we cover;
- Old school referral tactics and why they don’t work
Go through the 6 integral elements to a great referral strategy:
1 - Laying the ground work
2 – Referral source identification
3 – Building a referral experience
4 – Planting those referral seeds
5 – Planning and implementation
6 – Tracking results and improvements
- And explore the mentality of play the long game
Watch the episode video:
https://youtu.be/RnKsqNb_1aQ
Takeaways
Top Tip
Stacey mentioned ‘referral seeds’ which are the touch-points where consumers come into contact with your business. I’m a huge fan of knowing and understanding your touch-points and improving these to improve your overall referral success rate.
Favourite Quote
When Stacey looked back at the old school tactics getting referrals which were ‘you have to ask for them…. You have to pay for them… You have to be overly promotional or gimmicky’ which can lead to the falsehood of viewing these as the only tactics that work. Don’t let that happen!
And Finally, the Most Important Takeaway from this Episode
If you want to improve your referral rate, think of the quality not the quantity. If you do this, you’ll see your closing ratio improve. So, let’s start to put some thought behind our referral tactics.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Marc Champagne
Website: https://www.behindthehuman.com
Book: https://www.baronfig.com/personal-socrates
Behind The Human Podcast:
Apple: https://apple.co/2qX2YfS)
Spotify: https://open.spotify.com/show/6H3VNU8UiKPxzyM82KXKiT?si=4zwYZxEiRV64KDb2gIcj5Q
Google Podcasts: https://www.google.com/podcasts?feed=aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS8zX2RDUnE2Yg%3D%3D
Instagram https://www.instagram.com/behindthehuman/
LinkedIn: https://www.linkedin.com/in/marc-champagne-14767b17
Twitter: https://twitter.com/marcchampagne
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
It’s easy to take our mental state for granted, until we realise how much this might be affecting us in terms of reaching peak performance or being at our best.
This episode isn’t a ‘mental health’ concern conversation, it’s about those elements we need to be aware of and how to tackle them daily to get you performing at your best. So you can Make things better, by making better things as Seth Godin would say.
And who better to talk us through this than Marc Champagne, Mental Fitness Advocate and host of the podcast Behind the Human. Marc was responsible for co-founding the journaling app KYO, reaching over 86 million people without any paid advertising. But that’s now in the past.
And after studying mental fitness practices for over a decade, Marc now works with motivated humans, implementing personalised rituals, practices and mental fitness while also leading the mental fitness program for THRIVE Performance & Regenerative Medicine.
In this episode we cover;
- Why is our health so important
- Why many don’t see it as a top priority
- Top tips for better mental fitness including
- Morning routine
- Dealing with micro and macro stresses
- What to do before you go to bed
Watch the episode video:
https://youtu.be/3Q2BQfiUKII
Takeaways
Top Tip
I loved the nightly ritual that Marc told us about, writing down a question you can’t answer just before you go to bed and in the morning seeing it in a whole new light. I’m definitely trying that one.
Favourite Quote
This was actually a failure that Marc discussed, to some extent, and that was when he mentioned the app KYO ‘the app itself, we reached 86 million people…but we didn’t have a flow to the content and to the experience… to build a successful financial model’ which goes to show how important getting all the tactical elements correct in your Marketing Plan. I’m talking of course about the Marketing Mix.
And Finally, the Most Important Takeaway from this Episode
We accept a lot when it comes to our health and it’s easy to let things slip, especially with our mental fitness. Pause, take stock and use techniques to better you mind and judgement. Your perception is your reality.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Michelle Gately
https://theunfinishedbookshelf.com/
https://www.instagram.com/unfinishedbookshelf/
Analysing Headings: https://coschedule.com/headline-analyzer
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
It’s easy to forget how powerful a good blog can be - Even WordPress started as a bloggers best friend. But now we have more social apps than ever, it’s easy to create audio and videos and some say that many can’t even sentence a string together!
That’s why we all need Michelle Gately in our corner. Michelle has been blogging since 2012, for laughs, but now takes it a little more seriously and helps businesses create engaging online content and build deep relationships with their audience.
And who doesn’t want that?
In this episode we cover what you need to consider to develop a successful blog;
- The heading, content and layout
- How to incorporate SEO
- Is there a perfect number to post?
- How should we be repurposing this blog content
- How to get people to read it
- Continual mistakes people are making
Watch the episode video:
https://www.youtube.com/watch?v=MxE_VlHg_0w
Takeaways
Top Tip
As headlines are hugely important and we use these in attracting and persuading people that our posts are worth reading, using tools such as Coschedues headline analyser can help to boost the power of your headlines.
https://coschedule.com/headline-analyzer
Favourite Quote
‘A sentence should be a labour to write, not to read’ attributed to Joe Moran from his book ‘First You Write a Sentence’ which typifies what writing is all about. Write for your audience.
And Finally, the Most Important Takeaway from this Episode
Is about repurposing your blog content. A great way to do this (or at least to start to understand how you can repurpose it) is to chop each blog post into sections, with each section becoming mini pieces of content that can be either elaborated on or used to entice readers to the whole article.
This should provide you with enough content to fill anyone’s calendar.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
This podcast is part 2 of 2 from the recording of a workshop I was delighted to present at the end of last year around customer personas for Cambridge Social Media Day (part 1 can be listened to by downloading episode 145 of the Marketing Study Lab Podcast).
In the first part we took a look at where your personas fit within your marketing strategy and where you can find the facts and figures you need to develop them.
In this episode we cover;
• The issues with just relying on data
• Why you need to get creative with your personas
• Discover what a B2B persona is all about
• Take a look at a how to build a persona using a template
• And finally, I’ll take some Q&A’s from the audience to answer those burning persona questions
There are also some cheat sheets to go along with this workshop, which can be found on the Marketing Study Lab website: https://marketingstudylab.co.uk/wp-content/uploads/2020/12/Fact-or-Fiction-Sheets.pdf
One further note.
The live video recording of this workshop will be available along with all the other amazing workshops, seminars and presentations that featured over the two Cambridge Social Media Days soon. Sign up to get a reminder of when they will be available at; www.cambridgesocial.media/csm-day-2020
Watch the episode video: https://youtu.be/xhqPxIRcsgo
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
At the end of last year I was fortunate enough to be asked to conduct a workshop into the importance of and developing customer personas for Cambridge Social Media Day.
This podcast is the recording from that presentation and it comes in two parts.
In this episode we cover;
• Why you shouldn’t play Guess Who? with your personas
• Where your persona fits in with your Marketing Strategy
• Where to find all the facts and figures
• Why sentiment analysis can play tricks
There are also some cheat sheets to go along with this workshop, which can be found on the Marketing Study Lab website: https://marketingstudylab.co.uk/wp-content/uploads/2020/12/Fact-or-Fiction-Sheets.pdf
One further note.
The live video recording of this workshop will be available along with all the other amazing workshops, seminars and presentations that featured over the two Cambridge Social Media Days soon. Sign up to get a reminder of when they will be available at; www.cambridgesocial.media/csm-day-2020
Watch the episode video: https://youtu.be/xhqPxIRcsgo
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
What Episode Snippets are in this look back of Marketing Study Lab 2020:
Communicating Effectively and Saying Things Better with Lila Smith founder of Say Things Better – Episode 141
https://marketingstudylab.co.uk/communicating-effectively-and-saying-things-better/
Content Planning with Andy Lambert Director at ContentCal - Episode 132
https://marketingstudylab.co.uk/content-planning/
Inclusive Marketing with Martyn Sibley founder of Disability Horizons - Episode 126
https://marketingstudylab.co.uk/inclusive-marketing-with-martyn-sibley/
Finding Your Content DNA with John Espirian The Relentlessly Helpful Technical Copywriter - Episode 113
https://marketingstudylab.co.uk/finding-your-content-dna-with-john-espirian/
Transforming Threats into Opportunities with Joe Glover Found of The Marketing Meet-Up - Episode 112
https://marketingstudylab.co.uk/transforming-threats-into-opportunities/
Financial Future with Winnie Sun of the Sun Group Wealth Partners - Episode 109
https://marketingstudylab.co.uk/financial-future-with-winnie-sun-of-the-sun-group-wealth-partners-episode-109/
Reading Body Language with Mark Bowden the Body Language Expert - Episode 104
https://marketingstudylab.co.uk/reading-body-language-with-mark-bowden-the-body-language-expert/
Infographics with Brian Wallace of NowSourcing – Episode 100
https://marketingstudylab.co.uk/infographics-with-brian-wallace/
Understanding Marketing with Douglas Burdett from the Marketing Book Podcast - Episode 98
https://marketingstudylab.co.uk/understanding-marketing-with-douglas-burdett-from-the-marketing-book-podcast-episode-98/
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Summary
Well it’s been a year of change on the podcast, as I tried to bring you even more actionable knowledge alongside all the amazing guests.
As this is the last episode of the year, it’s an opportune time to take a look at some of the highlights from the podcast during 2020.
I’d love to share all the episodes with you, but that feels a little excessive, so I strung together some memorable moments, some marketing genius and of course, some actional knowledge.
But as always, starting with a random opener, I think my fav answer came at the start of this month when Lila Smith was on the podcast and I asked her, what her favourite line from a musical was.
Enjoy and Happy New Year.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Estie Rand
https://www.linkedin.com/in/estierand/
https://www.estierand.com/
https://www.estierand.com/freegift
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
John Wanamaker is credited with saying ‘Half the money I spend on advertising is wasted; the trouble is I don't know which half.’ Was he a fool, was he misguided or was he actually just wasting half his money?
Whether you believe this statement or not, wasting your marketing budget is a bit of criminal offense, stinking of laziness and uneducated decision making.
Our guest this week can help solve all that. Her LinkedIn profile proudly states ‘I help you stop throwing spaghetti at the wall and hoping something sticks!’ which I see as a much more worthwhile quote.
Estie Rand, founder of Strand Consulting is helping people take the headache out of their business, through growth, scale and generating a profit, regardless of where you currently are – just starting, a few years down the road or even well-established.
What better way to get you started than to chat through the top six marketing money wasters, to effectively make you a better marketer in around 40 minutes!
In this episode we cover;
1 - Starting with Logos and Branding
2 - Building a Web Site Right Away
3 - Using A One-Size-Fits-All Social Media Strategy
4 - Blindly Placing Pay-Per-Click Ads
5 - Siloing Sales and Marketing
6 - Not Knowing When to Quit
- What’s the biggest money waster you’re seeing in Marketing and what can we do to resolve this?
Before we dive into the Marketing pit of wastefulness, I want to find out. Estie, what is giving you a headache right now?
Watch the episode video:
https://youtu.be/OBBk67FIGY4
Takeaways
Top Tip
From the six money wasters Estie mentioned my number one has to be staring with logos and branding. You may buy something from the brand or the badge, but this is because these brands have been well established for some time and built up their reputation. You need that reputation before you start trying to live off a logo and even then you better make sure what you’re selling solves a problem and has value.
Favourite Quote
‘they lose a lot of money because of it’ and this was Estie talking about having separate departments for sales and marketing. This doesn’t make sense to me either and I’m not surprised that companies lose money when they separate the two. Sales is the end product of good marketing, the two MUST work together. So many benefits to this…. If you don’t already, try it!
And Finally, the Most Important Takeaway from this Episode
Not knowing when to quit. Know your limits and don’t get dragged down the wrong path just because of sunk costs. It’s never too late to change and have success.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
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Guest: Douglas Burdett
Topic: Marketing Books
Discussion Points
• Themes and main takeaways from 2020
• The book you’ve learnt the most from
• The best marketing books to read right now
• What to look out for in 2021 – books
• Tips on reading, consuming and learning from books
• Planning for 2021
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)
Peter Sumpton
Okay, there you go. We are live. Hello, Douglas. Welcome.
Douglas Burdett
Hi. Good to be here. Fantastic. I've waited ages to get you on here because today, we're going to talk.
Peter Sumpton
We're saying sorry.
Douglas Burdett
I was on once before. Yes. So that's the marketing study lab podcast. So this is the live, so we stepped it up again for this one. Okay, okay. Oh, pressures on great.
Peter Sumpton
No pressure at all. But I've been, I've been waiting ages for this one, because I decided for you to hop on this live at the end of the year, because of what you do for your labour of love, rather than your day job. And I think it's a really good way to summarise what's been happening throughout the year, in marketing and in and around the topic of marketing. So first and foremost, could you just give the listeners a brief intro to yourself and what you do?
Douglas Burdett
Sure, so I live in Virginia, I have a small marketing agency, we like to work with manufacturers and industrial companies.
And in my free time, that's a joke. I do this marketing book podcast, which I've been doing for almost six years now. And each, it's the marketing book Podcast, where each Friday, I publish an interview with the author of a new marketing or sales book, and I read here I crossed the 300 episode number. So 300 books on the show. And or when I started the podcast, I was about 10 episodes in because I had read those books. And that's when I realised I was actually going to need to read each book
for each interview, so it was sort of like taking the wrong exit on the motorway or the realising, oh, well, okay, I guess I'm gonna read a book every week. But I do that, and it's been really good for me. And I've enjoyed it. I like learning. And I like helping people and I hear from it's in over 150 countries now. And I hear from people all around the world, pretty much every day, they they messaged me on LinkedIn, and, you know, tell me that they listen to the podcast, or find a particular book or interview helpful, or, more often than not, they asked me what, for book recommendations. So I don't want anyone not even Peter Sumpton to have to read 300 books to find the right one. So it's really only 30 seconds, I'm able to say, Oh, I know, just the book, you should read that particular challenge you're describing. So that's also for any of your viewers or listeners, please connect with me on LinkedIn. And I can provide any kind of recommendations to books or other resources that I know of, for whatever challenge folks are facing. The only thing I ask is include a message. I know that what you're up to, and you're not some spam bot. Yeah, yeah,
Peter Sumpton
absolutely. that's a that's a given nowadays, isn't it? And we've all got to interact a little bit better than than just subscribe, connect, follow, or whatever we're doing in the world. Just as a side note, so you realise, but before we get into a few takeaways from 2020, and what to look forward to in 2021. So you realised a few episodes in that you'd have to read a book a week. For me? I've never been a strong reader. It's something that I'm not ashamed of. But I don't like the fact that I'm a strong reader. And I just I've never managed to get into books as such, you clearly liked or enjoyed reading, unless you wouldn't have started what you did. But did you? I mean, how do you how do you do that keep up that consistency of reading a book a week? Or is it just? Well, it just I find it quite an easy task.
Douglas Burdett
Well, you build it into your routine, and it's only one book a week. Sometimes. It's one and so on. weekend mornings, I may spend a couple hours reading, which is not you know, it's not bad for me. And, and a couple mornings during the week, you know, before work, I will read the book, and then I just do the one interview a week and it's on Fridays. And it's a it's just, it's just kind of part of the routine. It's probably like a lot of people. A lot of your viewers might be people who exercise regularly, and I do that. But it's just something you build into your routine. And so I do that, but maybe I should explain a little bit more about what compels me from an emotional standpoint. Yeah, please. I came from this is the motivation for doing it. I don't do it for a living but I came from this advertising background, I worked at these enormous ad agencies back in the 30 years ago in New York. And then, when I started my own firm, almost 20 years ago, it was a real advertising focused firm. And advertising is a shadow of its former self, okay. And so I saw that things were starting to change, but I could see they were starting to change permanently. And I kind of felt like I was, I was too young to retire. And I was, you know, I didn't know what to do. So I, what I did was I went back to what I had done in grad school after I got out of the army, whereas I was just reading books about different career fields, and knocking around until I found something I liked. And an author of a friend of mine, recommended I go into advertising and I asked a professor in school, and she gave me a copy of Ogilvy on advertising. And this was in the 1980s. So I thought, I read that book. And it, it changed everything for me, I said, I want to do I'm excited about that. And that's how I went off in that direction. So what happened was when I still had advertising clients, but I was seeing all everything was starting to change. And I kind of went back to just throwing myself in the books hoping I would, you know, find something and I stumbled upon David meerman, Scott's book, the new rules of marketing and PR, first or second edition, it's now in its seventh edition. And, and I saw it, that's where it's going. I felt like I had another bite at the career Apple, it was in the right book at the right time can really transform things. The other issue is that I was as an ad guy, I was starting to have to bring website people to my meetings with clients. And clients were slowly starting to ask me about these. The Internet, and this this Google thing, and what was clearly a fad, social media. So I, I started to feel really irrelevant, like I was growing dinosaur scales, and I just hated that more than most people. So that's when I really threw myself into the books after, you know, picking up on David meerman Scott's. And I started to see how that could kind of fuel some hope and some, you know, new direction. And I was always listening to marketing podcasts. And I particularly enjoyed podcasts where they interviewed authors. So I guess, at some point, I said, I, I want to try this podcasting thing. And so I kind of started the podcast that I wanted to listen to, but it was this one episode of my adult, you know, my career working life, where I was really starting to feel irrelevant. And I didn't, and I really, really didn't like that. That's what kind of fuels my interest in, in reading. And like I said earlier, it's really a lot of fun to do it. When I hear from people who say, Hey, your your podcast is helped me get a new job, or it's helped me with ideas at work. And there's really nothing better than than helping, I mean, look what you do.
Peter Sumpton
And well, thank you for that book. I mean, I got I got onto your podcast, through john experience said, check this podcast out. And, you know, listen, listen to the first one. And because it was about books, and I'm not a very strong leader, this is just music to my ears. You mean, I can listen to this author, talk about what's in his book without reading the book and get the number one points off it. This is fantastic. Keep it coming. Keep it coming. And, you know, I've been I've been a fan ever since. So it's more
Douglas Burdett
now I'm gonna keep doing it.
Peter Sumpton
Yeah, yeah,
there's no, there's no getting off this wheel. But the thing that I really liked about what you were saying then, was the fact that you, you recognise the fact that things were changing, and you didn't have that skill set to cope with what was changing in the world. And a lot of people don't have that skill to, to want to change and to feel that, well, I don't know and understand this digital stuff, or this technology stuff or this iPhone thingy. I'll just ignore it and I'll try and curve my career around it and, and play on the I don't know card. And you know, it's cued us to you to, to recognise that and do something about it. I don't think a lot of people do.
Douglas Burdett
Yeah, there's a lot of people out there that are still the news release experts. That's like the HubSpot founder. He referred to marketers that didn't have a lot of skills as he called them press release hires, meaning that was all you had to do was he doesn't hire these kind of people, but it's sort of a, you know, fax marketing, fax advertising, you know? So it's a little thing.
Yeah, you could
you could buy some it was some service where it would basically send a fax out promoting like an ad but then I think at least the United States they cracked down on that so that they weren't clogging up fax machines, you know, Mark ruin everything.
Peter Sumpton
Yeah, absolutely. Yeah.
Douglas Burdett
All only takes a few, you know.
Peter Sumpton
I mean, I remember seeing a fax machine fax coming through the only faxes that ever came through. Were adverts trying to sell toner for the faxes? And I just thought it's quite ironic, quite ironic that you're trying to sell toner for a fax machine that has got enough ink to print the fax. And if it didn't, then you wouldn't get the ad. I just thought that I like the irony behind that.
Douglas Burdett
Yes, yes. I guess they're hoping that you'd be able to read some of it?
Peter Sumpton
Yeah, yeah, absolutely. Yeah. Excellent. So that's a bit of background, which is all well and good. But what I'd like to do is focus on 2020, and your learnings from from the books that you've read, throughout this year, of which, Oh, actually, before we do that, take me through the, the gap in suppose it was a gap, the gap in the marketing book podcast where it was all with cocktails. And where did that come from?
Douglas Burdett
Well,
it came from my muse.
Peter Sumpton
Everybody knows your muse,
Douglas Burdett
a shout out to my Scottish listeners. And actually, you know what? I know you people think I just drink all day here. I just got a bottle of wine from a past guest, Jim Stern, author of AI, but a book about marketing and artificial intelligence. But what happened was, I didn't have a gap. I continued to publish interviews with authors every Friday. But when the the lockdown started in March, I, I think I had the last operation in the United States, I had my shoulder repaired, and so that I can go back to playing for the New York Yankees. And it was a one of those rotator cuff things.
Peter Sumpton
I think, the giants, sorry,
Douglas Burdett
yes. So the, so I was at home, I had the thing, and I was at home anyway. But then we had an office and everyone left the office. Nobody wanted to come back. I think they were trying to get away from me, and I can't blame them. And then I started hearing from listeners, who were saying, gosh, I just got laid off what I need to reinvent myself I needed they were sharing with me, they were saying what can I do, and I was really happy to hear from them, despite the bad news so that I could maybe offer them some comfort or something, something to go do you know, to get back on the horse. And at the same time, my son who's a paramedic, he was out there on the front lines of all this. And I just thought, you know, there's some really brave people doing wonderful things. And I thought, what, what could I do? And I thought, you know, why don't I just have a pot of a daily episode, except on Fridays, where I would interview past guests who'd been on the show, and ask them what they thought about what was going on. Because everybody was kind of wondering trying to figure out what what the new normal is, what what they're what they're doing. So with a nod to Jerry Seinfeld, comedians in cars getting coffee, I started authors in quarantine getting cocktails. And so we would have the interview later in the day, you know, the cocktail hour, I don't want all your people thinking I drink this all day,
Peter Sumpton
when we know this, this nine 9am till 10am thoughts that sacred?
Douglas Burdett
Yeah, and it is after noon right now in the East Coast. So I guess I can glass there. But, um, so what happened was what was interesting to me is I said, Alright, I'm thinking about doing this. And I sent an email out to the over 200 authors that have been on the show in the past. And I said, Hey, I'm thinking about doing this just a daily show where I can reintroduce you to the audience and the listeners, and we can talk about what you're thinking what you're working on, you know, what do you think? And within one hour, over 100 authors responded and said, I'm in I'm in I'm not, I'm at home. I'm not travelling, I'm not speaking. And a probably statistically significant number said, Doug, I'm already drinking. I'll talk to you. So I launched it, and I got through 66 episodes. So that went from like the beginning of April, through the very beginning of July, and then my, my liver needed to rest. So no, but what I did was I would then publish on every day, except for Friday, didn't want to interrupt that cadence. And then I cut it back to Monday through Thursday. And I that's how I got through 66. And it was really great. And it was really particularly good for my family, because it meant that there was only An hour where they weren't having to talk to me, or listen to me, particularly my, my kids were now in their 20s, who were here, but then they've since moved on. And so it was it was really fun. And they even got some accolades from some top blogs, you know, saying, you know, this is a good thing to be listening to right now. And so I was again, very excited to see that people found found value in it. And it was really that that that's what that was authors and quarantine getting cocktails, and, but continued on with the regular scheduled programming.
Peter Sumpton
Lovely. So can you can, he says maybe it's time to return to quarantine cocktails. So think you might have started a trend?
Douglas Burdett
Oh, really? Oh, my goodness. So are there? People make King? Can we see what people are? messaging? Yes. Yeah, yeah,
Peter Sumpton
we've got a couple of messages. Haven't got a huge audience. But those that do, I'll share anyway, see
Douglas Burdett
it, I see it.
Peter Sumpton
So James says he's not a strong reader also. And he's subscribed to the podcast already. So there you go. You've you've Oh,
Douglas Burdett
that's a that's great. James. Um, you know, we can all learn in different ways. We're all different learners different ways. And honestly, the the I continue, it's great having the podcast because I know that people are expecting an episode once a week. So it's sort of like, Okay, well read the book. So I kind of like having a workout partner, all of my audiences, my workout partner can. Ola Meyer is a friend in St. Louis, longtime listener. And once we were at a conference in Boston, he actually bought me a couple of scotches, and I still remember that. And, yeah, you know, um, and actually, he, he's also an adjunct professor at Washington University in St. Louis. And he had me Skype into his class, and I, a growing number of academics have me do that, where I'm, you know, they want me to have the students listen to the show. And then I Skype in and answer questions or, you know, do things like that. So if there's any academics out there, I just heard from one today at Hofstra, who said, Hey, you know, maybe you can come and talk to my class at the end of the semester or something like that. So I'm happy to help. And why, Peter, because I believe children are our future. And we should treat them well, and let them lead the way.
Peter Sumpton
This is song in essence, I just can't wait to
Douglas Burdett
show them all the beauty they possess inside. So there you are. I'm sorry, you have a very respectable audience. And here I am just cutting up. Sorry.
Peter Sumpton
He's fine. He's, you know, it's like you say it's, it's way past 10am. So I'm pretty sure.
Anyway, okay,
let's let's, let's get to it, then with the time that we have left,
Douglas Burdett
let's offer some value. Yeah, well,
Peter Sumpton
why the hell no, no, I'm enjoying myself. So that's all that matters. Let's, let's, let's face it.
Douglas Burdett
So
Peter Sumpton
take us through some of the the main themes that you've seen, or the main takeaways that you've got from some of the books that you've read this year, then?
Douglas Burdett
Well,
the, what I did was once the pandemic started, I changed up some of the books or looked at for particular books, I knew they were going to be really helpful right at that time. So there have been books about virtual selling, that was Episode 300. By Jeb blunt, fantastic book. There was a book called Can you hear me communications in a communicating in a virtual world, which was actually written two years ago. But once the pandemic happened, the author was on everyone's list. And that was a very interesting book. And there was a book by Rohit Bhargava about virtual work, which was very helpful. Let me see, I'm sorry, I don't wanna do injustice to his. It was called. I've got him here. The memory goes first, Peter. Let's see it was called virtual meetings. I'm sorry. It was called virtual meetings. terrific book. And then there was another book by David meerman. Scott called standout virtual events. So there were I was just trying to adjust it. The content two things that I wanted to learn more about and read about, and I know that the audience was was wrestling with. So those were some of the things that we you know, they were, I guess you could say that was what was unique about this year's books, is that that thread
Peter Sumpton
and the virtual events conversation you had with David was interesting because I do a lot of a lot of workshops and a lot of online workshops and utilise a lot of tools that he was Talking about, but some of them, it's just a case of exploring whatever you're using or exploring a couple of different options. And they have loads of different things like breakout rooms, and just simple things that can enhance what you're doing. And if you're not that proficient in those types of things, it's easy to miss those.
Douglas Burdett
It is one of the big. One of the many things I learned from his book was this notion of live events, which we all like, and I think are better are like theatre life, live theatre, virtual events are much more like television. So the mistake is in trying to turn our paradigm of a live event into this virtual event. And sort of like when television first came out, they put a TV camera in the radio studio, and you'd see people with a microphone and an orchestra and they would be reading scripts, they didn't quite understand the medium. Well, they were just taking what they had learned in an earlier medium, and we're trying to adjust it. And that's exactly what we've been doing. And some of the best virtual presenters are. Don't be surprised a lot of them are good YouTubers, because they understand that medium. And he talked about how just because somebody is a great speaker at a live event might mean that they're horrible and have not adjusted at all, to the virtual space, very different animals. Yeah,
Peter Sumpton
it's definitely worth noting. And that's a really good analogy. They're taking it taking it way back. If there was if there was, I mean, you must have had a lot of different takeaways from from everything you've read. Is there anything that stands out is almost a Oh, yeah, I can do that. I can implement that, that that's that is absolutely golden. Is there anything this year that's stood out?
Douglas Burdett
Well, every single book, I read something in it about, oh, we should do that. We should try that, you know, tweaks we can do for clients. But I'll tell you what this is from personal standpoint, it's, as you can imagine, I have a lot of just the ones I got this week. But there was a book that was on not too many weeks ago called the revenue growth engine. And from the standpoint of an agency guy that's trying to help clients, it really put together a lot of things that I had been struggling with, and it put it together in a way that I'm going to make making some changes to the what to how we help clients. Hmm. And specifically, one of the biggest problems I have, and apparently others do, too, is trying to get companies to figure out some kind of goal. Believe it or not, maybe my clients, but it's like, no, what are we trying to accomplish? And most companies, I'm speaking with a broad brush here, and maybe it's the smaller ones that I deal with, they just don't have any goal. And then sell more good or good? Or what's the other one that drives me nuts, we just need to get our name out there. No, you did that. You don't need to get your name out there, you need to get your name out there to the right people. And you don't have to do television advertising to do it. But I, if we can go to clients and say, Look, let's just talk about revenue. And as you know, I'm always talking about that on the podcast where marketers really need to get into the revenue camp. times we're working with companies who don't have marketing people, but still, it it, he put it together in a way that talked about how another thing that I'm always talking about was and I've had other books about this is if I had $1 to spend on marketing, I wouldn't spend a nickel on trying to get new customers until I had done everything I could to make sure I'm providing a good experience to my current customers and selling as much as I can to them. They want to buy more from you. They companies like you more than a lot of companies. Yeah. Where's like you more than a lot of companies think they do. And that's, that's that's a big one. Um, yes, this talks about getting that new customers, but it also weaves in very nicely. The idea of, you've got to structure your, your experience with your customers, you know, you need to do what was funny about the book was that there must be 15 books that talk about that a bit on the show that talk about very specific elements of this, but this, put it put it together so that that's one but there there are so many books where I it's just like I've spent a bunch of time with an author and not on the interview but just I absorbed so much so that that's an example of one I just thought that's I really liked that. And I'll give you an example. One of the questions I think you were going to ask was, what what are some really good marketing books to read? Hmm.
Peter Sumpton
Can I can I answer that are absolutely yeah. No, you go for it.
Douglas Burdett
The best marketing books to read right now, I think. Yeah. And one of them is the new rules of marketing and PR, but make sure to read the seventh edition. And it is fantastic. And that's one of the two books as I mentioned, the two books that had the biggest impact on my career are both guys named David, David Ogilvy. And David meerman. Scott, and I just, I'm such a fan of his he was the very first guest on the marketing book podcast. And he's now been on six times. So he's tied for first place. And trust me, those three authors, and they're in first place, they're very competitive authors. So I'm just saying no competition going on. But that is one that I just I recommend that every week to somebody who's saying, Hey, I'm, I've suddenly been thrust. I've been an engineer. And now I'm suddenly in charge of marketing. What am I supposed to do? I'll say read that. There's another book that is one of my all time favourites. And it's they asked you answered by Marcus Sheridan. I think that is one that is one of my favourite books. It's sort of like reading Darryl, Amy's book where it, it just put together so many things so well. And it made so much sense. And a lot of the things that are in, they ask you answer by Marcus shared, and I've seen why it works so well. And so I'm a real evangelist. And actually, I interviewed him a week ago about his book published the interview, on the visual sale all about using video for sales. excellent book. So that's another one. They ask you answer, but read the second edition. I've interviewed him about both the first and the second edition has 100 extra pages and a lot of that's about your website, and, and video. And there's another book that I wanted to suggest, by Grant leboff, who is a Brit. And his book is called myths of marketing. Yes. Don't know if you heard that interview yesterday. Yeah. Ah, that was one of the best interviews I've done. And I've interviewed. So these authors are just so great to interview. But now full disclosure. Now you're a Liverpool fan as as john experion. Who was Yes, cheer. And I tell you, I was a fan of John's but now I'm even a bigger fan. Now that I've read his book and had the chance to talk to him. But the the book was myths of marketing. And it was like 26 myths. And it was a great interview. And he had about 75 of these myths. But the thing about that book is that as a marketer, I had thought I was taking crazy pills dispelling all these myths that people have about marketing, and he put 26 of them in that book. And oh, Liverpool. He's a Watford fan. And as I understand it, they've been relegated. Yeah. Are you impressed with my knowledge of English? I
Peter Sumpton
mean, never cease to amaze me tubeless To be fair, you just don't particularly with your your knowledge of all things English that you say they were, let's let's be at Watford here because Liverpool were unbeaten in the league. And it looked like they were going to go unbeaten until the played Watford and Watford beaten last season. So kudos to Watford for breaking that streak because yeah, he I could imagine that and we had an after the interview. We must have talked to her another hour about that. And I'm new to this EPL thing, but I just I'm fascinated. I
Douglas Burdett
watched that Sunderland till I died, documentary and then I we can watch it on Saturday and Sunday mornings here in the US and it's just I don't know, it's really fascinating. And then I gotta be honest with you. I have a man crush on David meerman Scott and Marcus Sheridan. I also have a man crush on your Liverpool coach.
Peter Sumpton
Yagan, Gagan Klopp
Douglas Burdett
Yeah, man, I could just watch that guy talk all day. I just he's really charismatic and he's not a bad looking guy. So I don't know. I'm sure I've alienated every other fan of every other team. But there you go.
Peter Sumpton
See the thing The thing is that even even our you call them rivals if like even our rivals turn around and go Yeah, fair play to Juergen Klopp is frustratingly charismatic, which is just amazing. It's just brilliant to see it. Just going back to those myths. I listened to that episode and and it was so satisfying because it almost felt like I could put my soapbox away for the day, and let someone else just stand it and go. And another thing. And another thing, it was
Douglas Burdett
like, it was like a support group reading that book. And it's like, I can't tell you how many of those I tried to explain to people. And it's just it makes my heart hurt. companies think some of these things about marketing, and I just thought it was a terrific book. And we should mention content DNA by john, Experian. And for variety of reasons. He's such a fantastic writer, and he's just as nice a guy is he is a great writer. I interviewed him the day after Liverpool clinched the championship. I think it was. And so of course, I had to say so john, are you tired? Have you been out all night setting cars on fire? He's not one of those fans.
Peter Sumpton
He's one No, no, like theatre heat? Yes. Yeah, something like that. Okay, I'm really conscious of time. And we've run over a bit. But there's just one one other thing that I'm not so
Douglas Burdett
just kidding.
Peter Sumpton
There's just one other thing that I just want to cover. And that's just looking towards 2021. Because as any decent marketer should be planning for 2021 if not have their plans sorted by now. So what is 2021? Looking like? What's it? What's in store? Do you feel what should we be looking for? What? What should be on our on our radar?
Douglas Burdett
Oh, I don't know, you know, it's this. Jeff Bezos, the Amazon founder will say, you know, a lot of things are going to change. But the reason they've been so successful is he focuses on the things that are never going to change. People want good prices, selection fast, you know, otherwise, the things change. So I would I know, this is a simple answer, but it's so difficult for companies to do. And that is to be interesting, rather than interrupt what people are interested in, because you really can't interrupt people very well anymore. And trust me as a former New York ad guy, we had a captive audience. We would buy a network television commercial, and stuff would start happening. Yeah, we start selling a lot more soap. So I think that the more that this is, the most successful companies, the most successful marketers are the ones that understand their customers best. And I know that's, I just see it in the in the in the real world, I see it with clients and all these books, it just talks about if you just understand your customers a little bit better, you're going to succeed, you have to be perfect, you have to be a little bit better than the others. And I was talking to a company this week, and they you know, they say, Yeah, we got a lot of content. I said, Well, you know, basically, it's all product information I said, and they said, Well, you know, in this virtual world, we're having trouble breaking through or running pay per click, that's not gonna do anything for us such and such. And I said, Well, you know, why don't you create content that's about your customers problems that are related to what your product will do, because they really don't, we don't really have much interest in anyone's product. In fact, David meerman Scott, he always says, No one cares about your product or service, except you talk about problems rather than products. And you'll start to start to break through. And that's, that's really simple advice. But it's, it seems to be the bane of my existence, in terms of trying to help companies be a bit more empathetic. And, you know, there's a variety of books I can suggest, and it's for the marketers out there, one of the most effective things you can do for your career is to become the expert at your company, on your customers, for more than the sales people. Go and spend time with your customers at least once a month, spend a day with your salespeople once a month, but go and understand your customers find out where the friction is in their life. What are their frustrations? What what are they What do they really want to achieve? You'll start to better understand how you and your products and services fit into the larger scheme of things in that customer's life. And it can it just helps dramatically.
Peter Sumpton
I'm so I'm so glad you've done because you can ask a lot of people that question or you can read more importantly, read a lot of articles about what's hot in 2021 2022, the future of marketing and all that kind of stuff and the things that they talk about and the obvious so you know more progress. Yeah, all that kind of stuff. And it's, it's just, no, because 90% of the companies will be nowhere near using that type of stuff. They just won't at all. But what you've just had Harris, just just dial that notch up to, you know, that extra percent that 1% better and better and better, and improvements, small scale improvements. So I'm so glad you didn't go on some crazy, crazy route.
Douglas Burdett
This is the year of mobile. AI, machine learning. Yeah, influencer marketing, all these things are really important things to know about one other little tip for marketers out there. Be careful what you say around civilians. And when I say civilians, I mean anyone at your company who doesn't work in the marketing department, I mean, your management, your sales people, any anybody else, please try to dial down the use of any marketing buzzwords. Don't go talking about buyer personas, don't talk about content, marketing, all these kinds of things. It's not helping you trust me when I tell you that talk about what they're interested in revenue growth, you know, attracting talent, keeping customers, you know, things like that. That's what they're more worried about. And the more that you talk about this marketing stuff, and I can, there's any number of books I can point you to In fact, there's a presentation I give that I update all the time about, like the five most important things. The five most important ideas, or the the five ideas that matter most from over 300 bucks or whatever those are, those are a couple of things that I that I offer up to these folks. And people seem to find it. helpful. So you know what, there was a I'm sorry, good.
Peter Sumpton
So um, can just be more than the poverty planet become the customer centric revenue generator?
Douglas Burdett
Yes. So it's so true. You know, he's he's making a joke about something always saying about, a lot of people perceive marketers as arts and crafts, party planners who work in the make it printing department. And if that upsets you, as a marketer, let it go. I mean, there are people who say bad things about Liverpool fans. But you know, that doesn't, you know, maybe maybe jonelle says someone's car and fire, but that doesn't really bother you. It's just the perception that people have out there. And if you understand that, that's what a lot of people think about you. I mean, doesn't mean they think you're a bad person as a marketer, but they're, they just don't understand what marketing does. They think it's promoting. But it's actually quite a bit more than that. So yeah, comment?
Peter Sumpton
Absolutely. So just to, to wrap it up. One thing I want to say is that if you don't already, please subscribe to the podcast, obviously, but also follow Douglas on LinkedIn, purely for the comments. I can't remember the comment side jokes, I like to tell myself in the books he reads, because
Douglas Burdett
I'm reading a book, as I'm reading a book. Because I was always the class clown, I'll sometimes see something and I'll write a joke in there. And I'll take a picture of it and put it on LinkedIn. It's called jokes. I tell myself while reading books. And if there's anyone out there that can connect with me on LinkedIn, include a message so I know you're not some spam bot. Not a femme bot, as Austin Powers would say. I'm happy to send your viewers a marketing book, podcast laptop sticker, and a couple of bookmarks anywhere in the world. I got the stamps.
Peter Sumpton
Mine. I can see mine. They just they just over the just next to my whiteboard. Yeah, obviously these
Douglas Burdett
next time you go back to a live event, please let me know. And I'll send you a stack of bookmarks.
Peter Sumpton
Yeah, yes. Brilliant.
Douglas Burdett
I will flag for the for the Peter Sumpton. peeps.
Peter Sumpton
Rock on. Yeah, absolutely. Really appreciate that. Douglas, I could honestly spend hours and hours talking to you about marketing and the books you've read and the knowledge you've gained. Really good. I enjoy all the time. And thank you so so much for joining me today. And any final words you'd like to say to anybody that's that's watching.
Douglas Burdett
2020 will be over soon. We all have the most boring year next year.
Peter Sumpton
Love it. Okay. Lucas, thank you so much.
Douglas Burdett
My pleasure. Thank you for kind words.
Transcribed by https://otter.ai
Main Intro Music Featured on this Podcast:
Intro 1N15
Setuniman http://www.setuniman.com/
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Lucy Mowatt
https://www.linkedin.com/in/lucymowatt/
https://www.methodmarketing.org/
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
Writing has never been my strong point, although creativity and imagination are high up there which is part of my own content strategy, but how about you? Where are your strengths and weaknesses in the content genre?
In a world where content really matters, be it driving awareness, gaining attention, educating or even entertaining it is always a good thing to have a process behind you, to keep you on course.
Enter Lucy Mowatt and The content Marketing Method.
Lucy is an experienced content marketing consultant with more than 10 years’ experience working both in-house and agency-side. Working previously as a magazine editor and now with start-ups and big brands helping them to achieve their goals through strategic content marketing activity.
In this episode we cover;
- The content Marketing Method: Audit – Strategy – Plan – Delivery – Performance
- The best platforms / apps / software to help with developing content
- What do most people do wrong when tackling their content plan
But first, as Lucy comes from Norwich, there was only one question I had in mind to kick off our chat – Alan Partridge, discuss?
Watch the episode video:
https://youtu.be/Vgf-BLAfEGg
Takeaways
Top Tip
Set out your objectives before you do anything in terms of producing content. I would even go one step further and add in all the elements Lucy went on to talk about here such as your audit and strategy.
Favourite Quote
Apart from discussing Alan Partridge was when Lucy stated ‘a lot of businesses don’t think about the audience enough’ which is so true. Organisations can become very insular and think that EVERYONE cares about them, when in reality… they don’t. Write for the few that do care.
And Finally, the Most Important Takeaway from this Episode
Is that you don’t have to be on EVERYTHING. Choose your channels and use them well. It’s good to experiment and test the waters, but don’t feel you have to be everywhere all the time. Small step. Doing one channel correctly, consistently, will help you so much more than spreading yourself far too thinly, especially if you are a small company – know your limits and the impact you can have within these.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Lila Smith
https://saythingsbetter.com/
https://www.linkedin.com/in/lilasmith/
lila@saythingsbetter.com
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
We can get so caught up in our own business, what it does, what it delivers and how great it is, we can often forget that the way and how we communicate can have a huge effect on someone’s perception of you and your organisation.
They say first impressions count, but that doesn’t mean we forget about the second, third or hundredth impression! Every time we interact with our clients, prospects and employees we need to be mindful of the way we communicate, what we are saying and how we are saying it and there is no better person to take us through this topic than Lila Smith (probably the nicest person on the internet).
Lila is the creator of ‘Say Things Better’, an Intentional Communication method based on her previous life in the theatre, helping people to, well, say things better. And if you think about it, this makes so much sense, who better to help us with what we are trying to say, understand an audience - what they want and learning to take note of ques and listen to what others are saying!
In this episode we cover;
- The Say Things Better methodology?
- Making sure you resonate with others?
- Tips on staying quiet and listening?
- How to use different media to communicate
Now this podcast episode doesn’t start with the usual question as the start of the video recording was worth sharing on the podcast. Enjoy as we take a look at effectively communicating with Lila Smith.
Watch the episode video:
https://youtu.be/3yOhgbLrTC0
Takeaways
Top Tip
Lila says that you need to focus on being present, be in the moment, not in the future or the past, but to understand what is happening now. After all, it’s the only thing we can have any level of control over
Favourite Quote
‘listen for intent, not content’, which is hugely powerful. It can help to make us more attentive, more engaged and of course – intentional in our actions.
And Finally, the Most Important Takeaway from this Episode
Is one of the most important things to remember whenever you’re communicating, with family, in business or to a client. Don’t forget your audience! You audience will have an impact on how we communicate and understanding things from their perspective will help us to Say Things Better.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Marketing Theories Explained Series Link: https://bit.ly/3mi35di
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
This is part six of six.
Over the past six weeks we’ve had a slightly different feel on the podcast, It’s just been me, myself and I, as I’ve chatted through six of the most important and influential theory’s within Strategic Marketing.
This is the final episode!!! (happy / sad face)
This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast.
Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes)
This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements.
This week we take a look at the Balanced Scorecard
Watch the video series:
https://bit.ly/35AEWrA
Podcast Summary
How can the Balanced Scorecard Help YOU as a Strategic Marketer?
1 - Gives a focus on what has to be done to improve performance
2 - Creates integration across multiple departments with a collective goal
3 - Translates strategy into performance measures and targets
4 - Provides a comprehensive view of the company
5 – Produces an openness and transparency of objectives and initiatives
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Marketing Theories Explained Series Link: https://bit.ly/3mi35di
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
This is part five of six.
Over the next six weeks we’ll have a slightly different feel on the podcast, It’s just going to be me, myself and I, as I chat through six of the most important and influential theory’s within Marketing
This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast.
Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes)
This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements.
This week we take a look at Ansoff’s Matrix
Watch the video series:
https://bit.ly/35AEWrA
Podcast Summary
How can Ansoff’s Matrix Help YOU As A Strategic Marketer?
1 - Provides a focus for a company and the strategic direction that is required to achieve buy-in
2 - Simple to use, four components to consider leading to four top level strategic directions
3 - Review a number of strategic directions using two factors and in turn analyse the risks associated with each
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest: John Espirian
Topic: Marketing and Bad Practices (Social Media)
Discussion Points
• Automation
• Communicating
• Being generic
• PODS!
• And a bit of footi
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)
Peter Sumpton
And we're back live on a Friday. And my guest yet again, I've got another guest because no one wants to be alone on a Friday evening delay. And what better guest to have on a Friday than John Espirian. The legend that is.
So, John, I'm not going to do your intro. I'm sick of introducing you to be phased in. I'm a podcast twice. I always talk about you on multiple podcasts. So I'm gonna let you do your own intro this time. But enough of me and this is my last time. Yeah, absolutely.
John Espirian
Yeah, I'm john, Experian. I'm a technical copywriter by trade, I also call myself a LinkedIn nerd, because I've been researching this platform for bloody forever. So I help people with their LinkedIn profiles, I write content for their websites, and try to be an all round most guy where I can. But I'm not gonna be a nice guy today, I think we're gonna have a bit of a moan we can today about social. Yeah, and why not? I think, as always just introduce what we're doing here today. So we're live on Facebook, LinkedIn, and YouTube. If you have any comments, just please post them below as we as we go along. But the reason I do these lives on a Friday is to have a bit of a general chat with somebody about marketing, and, and then whatever that might be. So today, it's social media, bad practice, but let's just call it a social media moan about things that we do what other people do, should I say No boss, obviously, because we're squeaky clean, that other people do that just either bad practice, don't work shouldn't be done. You wouldn't do that in real life. So why don't you do it on a social platform? Those types of things. But before we start, john, I've got a little quiz for you. It's just it's one one quick question. And I want you to tell me, who said this, okay. Don't ever try to sell me on anything. Give me all the information. And I'll make my own decisions.
I believe that was Mr. Kardashian, wasn't it?
Wait, I mean, your success rate must be so low. So I just think that sales approach just isn't for me. And I can't imagine that it works for anyone to be honest. I mean, you'd feel that there's that much around that it works for some people, but I don't know. I'd be amazed if to find somebody, I'm yet to find somebody in the listening, please speak up and say, do all the time. And it really works. Because we automate it to 60,000 people. And we get to people say, Yeah, well, this is the thing that we see back in the day, if it was, alright, you're going to be using an automation tool to spam loads of people through email, then you can even I didn't agree with that. Either, you can kind of at least see that the finances make sense, because it's not costing you any more to send a message to 500,000 people than it is to 5000 people, or many fewer so so then I can kind of see why automation will work. But on social media,
unless you're going to do it through the automated route, then I don't see any any reason why you would try that because it would take me so much effort to get a single lead out of that approach, that maybe people are just automating. And that's that. That's another one of the bad practices is just the the process of doing what I would call Front of House automation is a bad thing, you know, so So I mean, I talked about this in content DNA, it's it's back of house automation is all right, you know, the stuff that you can't see, that makes the business's processes smoother, but that isn't detectable at the front end. That's cool. And that's smart. But front of house, you know, where you can see that they'll start a message with Hey there. Okay, what's automated? You know, just something that obviously looks like it's boilerplate text. I just can't imagine that that that works on the modern social media. Use it definitely doesn't work on me. And I think I know a lot of people actually a lot of people who've been put off, I mean, LinkedIn specifically, but I'm sure this happens everywhere, because they'll say, is just full of sales pitches. Uh huh. And so, you know, it's actually, you know, it's damaging, because the people who might actually have something interesting to say thinking stuff this for a game of soldiers, I'm not going to hold on where someone's just going to be bombing my inbox with all sorts of rubbish.
Peter Sumpton
I'd love to know if even down to the point of view of, we've got this new product out now, as a post. I'd love to know if that's ever worked for anybody. And I suppose it must, in some industries? Absolutely. But in general on LinkedIn, I'd be amazed if that is a good tactic to to utilise in, in anything on LinkedIn just seems a bit crazy to me.
John Espirian
Yeah, I think we need to earn the right. Mm, ourselves. And so you know, I've heard some marketers say, well, maybe one in five of your posts could be promotional, maybe one in 10 of your product could be promotional, maybe one in 20 of your posts, it depends on who you listen to. But I think you've got to make sure that you you do something that educates and informs and entertains to earn the right to pitch to people.
Peter Sumpton
And there's a way of doing that. Yeah. And and the thing that I like about the way you go about what what you do, from your website to social and I suppose we'll we'll cover it in in a little while in terms of being the same everywhere, is that you don't you don't sell you educate, but you do it from the point of view of very much openness and transparency, there's not a lot to hide in terms of what you offer from a business perspective. And what you tell people, you know, you're up front with your rates, you're up front, you push them promote the industry, and other people in it. And it's like, it's just all for the good, really, and why wouldn't that be a thing?
John Espirian
Yeah, well, I think a lot of people have got that that kind of scared competition mindset. Yeah, you know, the big realisation that most people don't have is that your biggest competitor isn't the guy down the road, who does the same thing as you, the biggest competitor is complete inaction, isn't it, your way your brain is tuned to try and conserve energy not have to make hard decisions. And easy decision for it to make is to do nothing. Mm hmm. Conscious brain is the easiest thing is to do nothing. So that's the competitor you're dealing with. So if you if you're battling that foe, you've got to make it as simple and frictionless and trustworthy to deal with someone as possible so that you can move them to that point where they actually do want to do something. And you're not going to do that by hiding stuff. You know, I think that those days are over now, you know, you can't, you can't keep secrets on the internet. It doesn't work like that. So So I think, you know, quite apart from the fact I think it's just the ethical thing is just to tell people the truth as much as possible. I just think it's the smart business thing to do. I mean, when it comes to decision, who are you going to trust the person who lays out all of the facts, and even some of the flaws? Or someone who just says, you know, shiny, shiny, everything is brilliant. Let's get into a consultation. We'll talk about prices later. Well, no, that's not going to work. You've got to, I think you've got to be more and more transparent. And we'll we'll eventually reach a point where the only successful businesses are the ones who actually do share everything up front. And people can make an informed choice. And there'll be less hoodwinking, hopefully in the future.
Peter Sumpton
The ones the one thing I've noticed of my career, I suppose we're going to a bit of a tangent, I'll bring it back in a moment. But the one thing that I've I've noticed over over my career is that if you do that standard, go to an event which those event things still exist somewhere in the world. If you if you go to an event and you say, how's business, and the answer is good. That means it's terrible. It's like why wouldn't you just say, Well, I'm actually struggling at the moment to be fair, you know, welcome to business so if if you know anybody that can benefit from what we've got to offer, you know, let's let's connect that I don't understand why there wouldn't be that that honestly I've never got that.
John Espirian
Yeah, yeah, totally.
Peter Sumpton
So because you can't have your standard background I feel like I should pick
John Espirian
my
brain blue This can't be right this is not right. And this this this this whole thing is blue in front to me now.
Peter Sumpton
I very treatable Garrison's.
For people that don't know is that well, I'm currently sat in an office in the centre of the champions of England. So in Liverpool City Centre, which is cool England as we know likes to tell people even. And this isn't rock Far from it, but fabulous book. I was talking about this book and talking about it. I'm sure it was yesterday. And yes, it was yesterday with with both our friend, Nicole Osborne. And I can, I can just nice little thing then at the bottom six times, there you go loving. And you're sorry,
John Espirian
I hope that's out of date soon.
Peter Sumpton
Yeah.
But the thing that I was saying is that i've i've don't read many books, but I've read this book because it was just dead easy to read. It's not too long. It's full of valuable information. And this isn't me blowing smoke up your ass. This is me being perfectly honest. But the thing that I intended to do in life gets in the way is go back through it, and start to mark up the elements that I need to have in my business. And I haven't done that. In fact, I've got two pages in my diary of notes from it. And that is it. But that is on my to do list. So just wanted to highlight the fact that anyone that's listening, check out content DNA, because it's, it's a really good read. It's simple to read and understand what you need to do. And it's just about applying it. And like you said, it's my brain that stopped me from doing that more than anything, because time isn't. Time is never an excuse.
John Espirian
Yeah, I think I think I mean, your case you've got there, you've got the whole Lego thing going on. And isn't that mark, memorable kind of hook that you've got there? And you know, most people who've seen me on LinkedIn, know that, you know, I'm wearing and now I've got my bitmoji on. And it's like, it's almost like a bit of a cornerstone, isn't it? It's like, you want to occupy that space in people's mind that says, Oh, yeah, it's that guy who does whatever. And they've got really quick and easy way of remembering them. So if that if that Lego marketer is that cartoony, LinkedIn guy, I mean, I'm not saying that everyone needs an avatar in that same way. I think everyone needs a hook. Definitely. Because everyone's coming in the sea of sameness, aren't you? But
Peter Sumpton
yeah, yeah. And if you if you can link that to your personality, or who you actually are, which I think we both do that, then you're on to a positive thing, because regardless of what how people say it, you know, like, Oh, that's the Lego person or they, you know, they've got that cartoon character that is about them and linked to them. It's that link, it's that association. And it makes it memorable, because they've actually remembered it. They might not remember that the exact phrase or what it is, but they've remembered it because it stands out, like you say,
John Espirian
yeah, that's the thing. And it's what a lot of people don't do, and they end up kind of being actually they ended up doing what I used to do before, you know, short of a few years ago, where I was just too scared to be myself. And so you end up being really generic in what you do, you know, you just end up really being if you even if you're not a boring person you come across as being really boring and just be you forgettable. And what's the point? What's the point of being on social media, if you're not going to be yourself? discussion the other day and just seeing someone's writing and thinking that's not? That's not right. That's not them. Not? They're not like that. What are they writing like that? They're just, it's, it's, you know, I mean, there are many worse practices on social media. But honestly, if you're not yourself, then you're going to attract the wrong people, or you're not going to attract anyone, in which case, what's the point in any of it? You know, yeah. People you want people to when they actually get into a phone call, or a zoom call, or meeting you in person, if that's ever going to be possible again, and you want them to go, Oh, yeah, you know, you're exactly the way you were in your LinkedIn, or on your website or whatever. You don't want to give people that shock to the system. Like, oh, you're actually really funny and
Peter Sumpton
well expected.
John Espirian
Or worse, you know, you've got you've paid someone to, to make you look really polished and funny and whatever online. And actually, you can have delis teach water, but it's just probably the worst. I hate seeing those kind of disconnects. You know, where, where it doesn't all line up. Just that does my head in to be honest. So I won't get as open and honest and real as they can if if you are then then I think you know everyone has something interesting to say you can you can get on quite well with with with social media. That's that's what I found the last years. I just relaxed. I've just been myself. And hey, it's working out.
Peter Sumpton
Yeah, absolutely. which is which is brilliant to hear at one thing, just just leading on from there. So we both come from a corporate background or we have worked in in those industries before. How and I think you alluded to just then but how long did it take for you to wash that out? Have your system
John Espirian
probably I'd say about
five or six years
really relax into into my voice. It took a while, you know, I mean, social media when I, when I set up my own business, I did set up a website Pretty soon, but I didn't get into social media straightaway. So it's kind of a late adopter. And yeah, you know, you're so used to kind of, you've got to wear a shirt and tie mindset. It takes you a while to let go of that and think actually, does anyone care? Like, wouldn't they just rather have a real conversation with a real person? So yeah, sorry, it did take me a while. So it's all very well and good, me telling people, hey, you need to just relax and be yourself. So I can't I can't lecture anyone on this. I'm just, it works when you do. So try to find a way to do it quicker than five or six years, because it will really benefit you if you can.
Peter Sumpton
But it can be it can be really hard. In Iceland, I sometimes start writing something and then I look back at a sentence and think, why have you written Haha, that's just not. That's not even how you even speak, let alone right? Like, what what are you doing? And then I'll delete and rewrite it because it takes a while to to watch out, I think.
John Espirian
Yeah. Yeah, it's one of the things I say in the book, actually, it's just the best thing you can do is read your own writing out loud before you commit it to the digital page. And if it doesn't sound like you, you better you better edit it, because someone's gonna see the gaps. You know, someone's gonna guess that, you know, you're not saying something right there. So yeah, it's really important that three important tip to get your content writers to read out loud.
Peter Sumpton
So yeah, I agree. And I put myself in that bracket. I don't. I'm more of a writer and go kind of bloke and I know I need to work on that. Because sometimes, like typos are my nemesis. But I'm not the best copywriter in the world to be fair, so yeah, I try. But what I'd like to do is focus on an Oh, we've been talking around these topics, but some of those things that really get our go or grind our gears or bad practices on social and things that people can if, if anyone's watching or listening can look to avoid, because it's just like, No, just don't, you might have seen it work. And someone's ended up with 50,000 followers, and they get engagement every single time they post. But I think really like is that just all fluff and rubbish, which it probably is. But that was the first one that interests me is automation. Yeah. So let's just have a quick chat about automation on social platforms.
John Espirian
Well, I think, again, this is something I used to do. So hey, you know, I'm a reformed, reformed Automator. Back in sort of 2016, I thought that social media was popping on to a scheduling tool for 20 minutes on a Sunday evening, lining up a load of blog posts and other interesting stuff that I've come across during the week, and setting it to shedule throughout the following week, and then getting on with something else. And that was that was social media. And a lot of people still do that. Or they buy actual media manager who does that for them. That's not social media at all. That drip drip bought broadcasting, isn't it? It's not social media, you just putting stuff out, it gets zero likes and comments, and everyone ignores it. What's actually social media isn't about that kind of automation. When I when I came to realise that that wasn't the right way of doing things, when actually thought maybe the best way to do it is actually to be social actually engage in conversation, and, you know, engage on other people's posts, respond to people who are looking at my posts, try and have conversations with them in public and in private through direct messages. You can't automate any of that. You could, I suppose you could pay someone to do that bit for you. But that's just taking the task off your desk, and giving it to someone else who has to become a mimic for you, well, they're probably not gonna be able to do that either very well. But certainly just automating the broadcasting bit on its own isn't gonna work. If you automate the broadcasting and also are around to engage with people and go and seek out other content that you can comment on or, you know, collaborate with and have private conversations. If you're around to do those bits, then then brilliant, but without those bits, your social media ain't very social, and you're not going to get really any results from it. I I can't think of anyone that I know who does do. Just that. broadcasts broadcast broadcast and gets results, apart from the mega influences. So if you're someone who's got a million followers, you can do that. Because Enough of your followers have built up enough loyalty with you that if you just announced some product or whatever, the you know the going by it, and it's not a problem, you can just broadcast don't need to reply to anyone. It'll work. But but you know that that's a vanishingly small proportion of the, the, the social media user base, most people can't get away with that.
Peter Sumpton
Yeah, I think you've almost got certain certain levels as well. So you've, you've got that bottom tier where you need that interaction, you need that engagement, you need to be on the platform, it needs to be you need to start building and developing and lo and behold, being social, imagine that. But like you said, then there's almost that crossover to well, how big are you actually getting? And how, because if we're, if we're taking that from the point of view of it's a social platform, we need to be social? Well, if you've grown that follow into X amount, then you can't reply to everybody, and you can't be everywhere all the time, then how big are you going, but you're almost like a company rather than a person. And then I think you're in a, in a different realm of what people want to hear from you and how you communicate with them. Anyway.
John Espirian
Yeah, I mean, I've kind of I've actually wrestled with that problem myself. I haven't really solved it yet. But I'm thinking I know that, if my and, and apologies for just focusing on LinkedIn, but that really is my strong suit. But I know that if I keep growing my LinkedIn following at the same rate that I am now, then it means that in a year's time, I'll have about 60,000 followers, which is quite a lot, right. And, and it wouldn't be that long from there to go to maybe 100,000. Because of course, that kind of snowball effect isn't there, because once people can see someone with a lot of followers, they go on follow them, we actually becomes a lot easier to gain massive numbers once you get to quite big. Whereas kind of going from 1000 to 2000, might be a real slog, but going from 50, to 60,000, actually is probably a walk walk in the park, right? So there comes a point where if you do grow, to be to become really, really big, but then the only way to manage it would then to be to get help, some kind of help, but you have to make sure that your business can sustain it, you know, so, so growing your following really that means that you should be getting more and higher quality business, you know, set either selling more product or, or selling more valuable services so that you can actually support the growing following. Because otherwise, if you're if your income and your available time stays the same, then yes, you're absolutely right, you will hit a point where you're going to go, I'm trying to do all of this myself, but I actually can't service any more people, then then, you know, you'll probably hit some kind of ceiling. But I think that the thing that's given me comfort is I was looking back at something that Kevin Kelly wrote a while ago about this, this idea of 1000 true fans, you know, you need to get the really hardcore people who are in your audience, they'll do your marketing for you, they'll do for you. If you've got more followers than actually you need that that's not you know, it's not really a problem. You need to service the real hardcore fans, we're going to take your message out to the masses. Yeah. And for most businesses, unless you're a kind of stalking, high selling low kind of business. You don't need, you don't need thousands and thousands of people to turn into customers, you know, you might need 50 customers. Were the 10 customers. So does it matter? It may be it doesn't matter to think I've got to keep growing, got to keep growing. Got to keep growing. Maybe you don't.
Peter Sumpton
Yeah. And it's certainly something that I give a lot of consideration to, and certainly something that Yeah, I wrestle with quite a lot into I see things like and we'll come on to it in a minute. But we're really interested in chat thing, but I see things like butt pods, and let me explain where I'm going here. But I see things I like to see things like automation, and I see things like that clearly not them posting it. And I know some people on LinkedIn that don't do that posting. They do some engagement with that with them. But they don't do that posting and some part of me thinks, yeah, I get that to a certain extent because it grows in businesses. It's, it gets you more. It gets you to people, sorry, let me face that. It gets more people viewing your content, whether they're the right people, that's debatable, but then you're more exposed. People, more people see you because like you were saying it kind of snowballs. And then once you're there, then people could start to resonate. But then there's that other side. That's like, that's just completely unethical. It's like, why would you do these practices? What, what's wrong with building slow and going slow, because you're one person at the end of the day, and yet you might build a team around you. But so it's one thing that really, really, I, I wrestle with all the time. And it goes back to what you're saying it's don't focus on the number, because if you if you ever listened to Seth Godin at all, he always mentions the Grateful Dead. And I don't think they had, I think they either had one number one hit, or they had a one top 10 hit. And they were absolutely huge, because they just focused on that core funds. And, and those core funds went to went to see them live like 50 100 times. Yeah.
John Espirian
Yeah, I think I think is it David? David meerman, Scott's got a book about the Marketing Secrets of the Grateful Dead something like okay,
Peter Sumpton
right. Okay. That's cool.
John Espirian
Yeah, they obviously they obviously knew their fans really well and profited from it. So yeah. Oh, yeah. pods. I mean, just wow. I think they are totally unethical. And I call in my, I've got a course called how not to be a LinkedIn loser. And in there, I just say that the pods are really like an unholy alliance between people who are often in different businesses. And that that is a real problem, I think, because you imagine that you're, you know, you're a marketer. And imagine that you're in a, you're in a pod. So it's a, for those who haven't been introduced to pods. They're sometimes formal, but usually a loose agreement between a group of people that when one person posts something, everyone else in that group will go And like and comment and share in order that the post will be seen by more people. But you know, if you're a marketer, and you're in a pod with a logo designer, and landscape gardener, the foreman pool technician, right, and then you know, you're going to be boosting their content by commenting on it. Well, first of all, that's going to take you some time to go and engage. But second of all, and possibly more importantly, you're going to be referring some of that content into the feeds of the people who follow you. So people, or you say, right, pizza mark, or I need some marketing knowledge. Brilliant, I'm going to follow Pete, I'm going to connect with Pete and therefore I'm following him. Great, I'm going to get some marketing insights. And then they see you say, you know, Pete commented on so and so swimming repair post, what, what's that about? And then he did on sound, sound logo design thing. Hang on, I'm here to learn about marketing study or whatever, that's not relevant to me. It's idea of, it's this idea of the extended content footprint, right? your content footprint is the stuff that you create directly. And obviously, you're in full control of that, what you're not quite in full control of is the fuzzy outline of it, the extended content footprint, which is all of the stuff that you interact with, has a chance of being referred into the feeds the people who follow you. And if that's not super relevant to them, there's they might unfollow you, and if they do unfollow, you probably never gonna get them back. And then you're essentially dead to them. So pod means that, you know, you increase the risk of that kind of thing happening. And also, you know, LinkedIn being the way it is, it'll, it will get more intelligent over time. And if it sees the same five people, or however many people commenting on something, within a few minutes of that thing going live, it might go, maybe they were primed to do that. Maybe they didn't see that naturally, and decided to comment on it. In which case, you know, LinkedIn are very, very happy to close you down, if they think that you're breaking the rules, they're pretty hot on their user agreement. So it's just a, just a generally bad thing to do all around. So in general, just that visibility for visibility sake, you unless you know, something more about, you know, the people are likely to see the content, it's probably not gonna be very valuable to you. And it's just a sign of bad practice is trying to cheat the system, trying to get quick, early engagement. And I don't think I don't think it really works. And the people who tend to be in the pods aren't posting the quality material. You know, you can it's just not very good stuff, but it's been boosted by others and, and experienced that can see through that, and I don't think it's going to serve them in the long run.
Peter Sumpton
So I've just been talking about pods on like, another group and it's a group of podcasters two completely different things, by the way, but let's just do that. Maybe just as in pods, and a group of podcasters, and we've got this group, and we share when we post things, but we don't we don't say, like, push my content, push my content, if it's relevant, then comment. If it's not, then it's like, yes, that's fine. I'm just gonna leave that. But we, you know, it's not it's not a pod. It's a group of people. And we come together, and we do like, group talks and stuff like that. And I think that's absolutely fine. It, it's this bad practice of, and to the worst extent, you pay to be in here, and we will boost your content. I haven't I mean, that's just,
John Espirian
yeah, I know, businesses based on that. I don't know how they're still operating, to be honest. Because it can shut down. But, you know, if you do get into any kind of arrangement like that, just just watch out. Because if someone look, right, if you're in a pod, and someone posts something that you disagree with, what you gonna do, you know, someone, vote Trump, and you go, Oh, God, hang on, I've just said that I'm gonna support all this stuff, and like and share and comment on it. Am I gonna call you out publicly? Probably not. Am I gonna have to support something I don't believe in Oh, dear. What, what do I do? How on earth do you kind of work that out? So you've got to make sure that you stay on the same page and be friendly about everything that you do. And if someone's posting complete Tosh, you've got to support it anyway. I just think it's bad practice. So yeah, what you just said, if you've got like minded people all working to the same goal, you know, in the same industry, and there's no mandate that says you must share this, you know, if you want, you can if you don't want to, that's fine as well, then then you know, that, that that's just a group of friends.
Peter Sumpton
And that's pretty much how it feels. It's Yeah, it's an amazing thing.
John Espirian
And, you know, there's, there's no problem with that, but but trying to formalise it and certainly paying for it cool. Yeah.
Peter Sumpton
Yeah. I mean, that that goes back to bad practices, such as we'll get you number one in Google, that really just talk talk me through that, God, just talk me through that. How are you going to do that?
John Espirian
And also dodging tricks with search engine optimization, I guess. But I guess that button links back to people being easy to dupe. It's sad.
Peter Sumpton
Yeah.
John Espirian
That That kind of thing could happen. But yeah,
Peter Sumpton
that's I was listening to a podcast once and I can't remember who it was that was on there. I'm sure it was eyes, podcast off Lago workshop, or whatever he wants to call it, because she's, she's an amazing person. But the person said, they said, Google used to be stupid. It's not anymore. And it's like, Yeah, you've got a point because the used to be some dark arts that worked to a certain extent. But no, Google's a little more sophisticated than that nowadays. And if anybody thinks that, or anybody tells you that they can get you number one for something. It's unless you're in that field, unless you've got that credibility, fundamental ly plus, but doesn't take into consideration anything else. Other people search, what they've been searching their location, all that kind of stuff. It's just a nonsense.
John Espirian
Yeah. Well, I mean, I think I can't remember the exact the exact way he phrased it, but Andy crestodina, in his, in his writing talks about, you know, Google is is a massive, massive business, and it hires the best people, and could easily have 10,000 100,000, let's say, have the world's best computer scientists working on their product, the new thing that you and your website can fool. Because if you do in the wrong game, they're gonna beat you aren't them. They're gonna suss you out. So if you if you want to match yourself against all those nerds in those lab coats who are working on this every day to serve up the best possible results, you're on your own loser, don't bother, just do this create content that actual humans would want to read and comment on and share. And that way Google will learn that you've got something of value
Peter Sumpton
Absolutely. So I want to finish on a positive let's let's try and do that for Friday evening. So what what tactics are what's working well on on LinkedIn right now what could people deploy that's what I'm not talking about the you know will will join apart and ultimately content not that kind of tactic I'm talking about his will video seems to be working quite well because and or just just standard copy LinkedIn stories that seems to be getting a push at the moment. You know, what's what's working well?
John Espirian
Well, I mean, every time LinkedIn producing new feature that tends to get a boost. So it hasn't been that long since LinkedIn polls have been out. So at the start, when someone would post a LinkedIn poll, it would get a lot of visibility, because it's a new feature. latest new thing on the block is LinkedIn story so that I only had that for only a week in the UK. But that has got high visibility in the LinkedIn mobile app, and is a really good way of getting engagement, actually, because I've only done a couple of stories so far, but I've had a lot of direct messages off the back of mind. And so and what that means is that you get into more conversations. And that's actually where all of the business happens is, is through public comments and private conversation. So the more things that you can do to spark those conversations, the more chance you are getting better success from LinkedIn. And so so do invest in in, you know, creating some stories, if you haven't already tried them. All of my stats show that text only will still work the best on LinkedIn versus image posts, which you know, that that flies in the face of everything. The other social platforms. So text only posts work really well, document posts work really well, because there's been, there's been a change in the LinkedIn algorithm a few months ago, which means that it now benefits, you know, it, it rewards people for high dwell time on a post. So in other words, the amount of time that someone spends looking at the post, okay, could, you know, correlates this in, to some extent, with the success of that post. So if you, if you create a video, then that then people have to watch that for a while if they can actually consume it in any way. So that's good for dwell time. And if you create a document post, so that's something like a slide, you know, PDF carousel slideshow thing. That's something that takes people a while to click through. But that also means LinkedIn will go, whoo, they're spending some time on this, it's probably good. Let's show it to lots of people. So videos and document posts get really good numbers. That's what that's where it's worth. That's where it's worth investing a little bit of time in creating that kind of content. And also, you've got there's, there's now a featured section, for LinkedIn profiles of your profile, you can feature your best piece of content. So whatever it is that you're promoting, it's a good idea to put that up in the top of this featured section so that people browsing your profile can learn a bit more about you. And as much as possible, leave your salesy stuff for your profile, and leave your explanatory helpful, you know, personality stuff for your content. So you know, content tells profile sells, think of it like that, put your put your you know, your more sales focused messages in your profile for the people who are going to do the due diligence on you and say,
Peter Sumpton
one thing I hadn't hadn't thought of there and you raised it, and it's a bit of a genius ploy in it makes more sense why LinkedIn have got stories on there is because you, you really need to start that communication, one to one on an individual basis to build that relationship. And it's very rare that you would have that conversation on a on a post in an open platform. That is Oh, yeah, I want to buy from you. Let's Let's char, but through a DM and that's what LinkedIn stories does. It diverts everyone into into your dm which, which is a genius move
John Espirian
now. Yeah, no, and it's worked for me, you know, one of my stories, someone's who'd been connecting with me for a while said, you know, they were thinking about, maybe they should hire me to create some LinkedIn content for them, and maybe they wouldn't have got in touch if I just done it. So it definitely can work. You need to, you need to have got over that earlier mindset thing that we talked about, about being yourself, because you can't be you shouldn't be a fake person, if you're going to be doing stories, because that's really quite broad. Just everyday stuff, isn't it? So you need to kind of be be comfortable with that. But also remember that people aren't expecting polished perfection, especially in in, you know, in in a story format, and it goes after 24 hours anyway. So you're not going to have kind of, it's not going to be something that's going to embarrass you, you know, six years down the line. it'll it'll be gone. So yeah, just share a bit of that bit of a personal story, a bit of what's going on in your day, the behind the scenes stuff. We really useful in in getting closer to your audience, I think.
Peter Sumpton
And I think I think we'll wrap it up here. But one thing you just said, Ben, I think he's just absolutely bang on. You just said that that person might not get got in touch if 100 on that. And that is just an absolute 100% reason why you should be creating valuable, interesting content for the people you want to attract. Because there's a lot There's a lot of lurkers, and rightly so because we all consume content and we don't comment, like or share or whatever. And you don't know who's watching and you don't know how helpful you're potentially being to that one person. And that's what I always think I always think, okay, if I post this or I have this live with, with with you, john, or whoever, as long as I'm helping that one person as long as one person gets a little bit of value or thinks that's a good idea. I'm happy with that.
Transcribed by https://otter.ai
Main Intro Music Featured on this Podcast:
Intro 1N15
Setuniman http://www.setuniman.com/
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Intro
This is part four of six.
Over the next six weeks we’ll have a slightly different feel on the podcast, It’s just going to be me, myself and I, as I chat through six of the most important and influential theory’s within Marketing
This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast.
Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes)
This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements.
This week we take a look at Segmentation, Targeting and Positioning (STP) and Personas
Watch the video series:
https://bit.ly/35AEWrA
Podcast Summary
How can STP and Personas Help YOU As A Strategic Marketer?
1 - Starts to build a picture as to who your target market is. Not just who they are, but what resonates with them and how best to communicate with them
2 – It can help you develop a competitive position with the intention of targeting a specified group more efficiently
3 – Helps the whole business gain clarity on the most profitable areas of the business and your market
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Guest: Lenka Koppova
Topic: Marketing and Social Media Events
Discussion Points
• What does it take in 2020 to coordinate an event?
• What is different from previous years?
• What is the best thing about organisation them?
• And what's the hardest thing about online events?
• What are your social media tips for 2021?
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
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Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)
Peter Sumpton
And we're live. We're back live and I've got a guest this week or two weeks it just me. So it's great that I have got a guest again this week and what a privilege to have lenker cup of are with me today on marketing study lab live, first of all, Lenka thank you so much Samuel, do this. And joining me, of course, happy to be here. Thank you for having me. Excellent. So as the ticker at the bottom says, we're going to be talking about marketing, and social media, but social media events as well. And we'll come on to that in a little bit after you have just explained to the audience a little bit more about yourself about the wonderful world of Lincoln.
Lenka Koppova
Okay, so Hello, everyone. I'm Lanka, and I'm a social media consultant. And aside from running my own business, doing social media strategies, and content and trainings, I'm also the founder of Cambridge social media, which is an organisation it's a community for small business owners and freelancers where we all help each other. And we support our community with anything social media marketing related. And from there, we started with monthly meetups, which obviously, this year, is not as easy to run in person meetups. So we've turned our monthly meetups into weekly Facebook, live training sessions and zoom workshops. And I'm also the organiser of embrittled. Media Day, which again, this year going virtual. So it's a conference in November, and I'm super happy that Peter is running a session for us as well.
Peter Sumpton
Yes, so am I thank you so much for the opportunity to do that, really looking forward to that as well. And you'll see that over social in the coming weeks, but really super excited for that and to be part of it and to get to know a bit of your community as well, which will be really, really cool. Okay, so like I said, At the start, all we're going to do today is have a bit of a chat around social media events. So first and foremost, if people got any questions, post them in the comments, and we'll get around to them, or just say hello, or a shout out or whatever you want to do. That's fine with me. But so first Lanka, 2020 has been a bit different over the years, from from, you know, for the past 2030 years, it's been slightly different to what we used to. How have you had to Well, first of all, how did you make the decision to go ahead with your events? And secondly, what changed? You know, first, let's do one question at a time. How did you make that decision to do this?
Lenka Koppova
It was very interesting this year, because I run to in person events in the past two years. And it's kind of started as my side project with it just blows my idea after running a couple of meetups to be like, How hard could it be to run all day conference for about 200 people? How did you imagine? years in a row people loved it. But it was very stressful. So I was at the end of last year finished this event in November and it was kind of pondering what to do next. And I found a part partners, I found, you know, one of my business colleagues, Alex Hughes from shift T's who we've known each other for a while, and we had a couple of conversations about what I want, where he's heading, where I'm heading to be like, well actually sounds like a perfect partnerships. So then we nail down the plan, we were had a very ambitious plan for the third annual Cambridge Social Media Day, we plan to change venues go bigger and better. And we made an announcement first week of March that we're doing it, it will be bigger and better. And a week later, like what just happened? So we were back to the drawing board to be like, so what do we do? Do we postpone the oven and make do nothing? Or do we hope that it will be okay in November? Because you know, in March, it looks like it might be discovered. And everything will be okay in November? Or do we go to Safeway, we still want to do something for the audience. We still want to keep the momentum of year or the events doing we still want to celebrate. So let's do it online. And let's figure out a way to bring the best conference the best event the best virtual experience for people or communities
online.
Peter Sumpton
Mm hmm. Excellent. So yeah, a bit of a no brainer, but still something that you really have to consider because I'm guessing the way you would lead up to that and will not necessarily lead up to it but structure it is usually different. So what are the differences that you're seeing? Because you're right in the middle of this now the differences you're seeing from trying to organise something that's that's face to face that's offline to something that is less classes virtual, I don't really like that phrase. Well, that's classes virtual.
Lenka Koppova
It's interesting because the feedback that we've got from the past events and the things that really matter to me during organising these events was the people vibe, the friendliness didn't come up, you're really the energy of other people, which is the hardest thing to do online. So when we thought about is, obviously I wanted to have great speakers, I wanted to have great content I wanted to make sure they were providing is relevant. It's timely, it's helpful. It's designed for our audience. But the biggest challenge was thinking about how we do we translate our values of really to community feel and positive friendly vibe online. And I consulted with a couple of facilitators, people who are like workshop hosts, and who had to turn their whole business virtual this year, to break down event to make sure did we pay attention to people's energy that we don't just overwhelm them with videos, and just staring at a screen, some time a wall or some exercises away. And it also we have a tool that supports what we do to support this feeling of online interactions. And it allows us us as much as we can to represent the real life feeling and look and atmosphere of in person event. And I think we found a solution, I think we find a pretty cool tool. And we plan the layout of the event, vertical layout to replanning virtual out for our virtual conference room and conference building. And we've planned a lineup and agenda of those two days with the mind of people's energy. And they're not only for them to learn some factual things, but to have as many opportunities as possible to interact, network meet, and build partnership, build connections, find people like them, because I always remember people coming year after year, to me from those conferences to be like this person that I've met, I sit next to, you know, we started working together, we started accountability group to get to where we started this, and I want this to translate on my event as much as we can.
Peter Sumpton
Yeah, I mean, it's, it's a big ask in some ways, but from a positive point of view, people have had at least half a year to get used to communicating more on on tools such as stream yard, or zoom, or teams, or you named 610 20 100 of them. At this moment in time, you know, we always got chairs and those back in during life would be slightly different right now I expect. And so with with the actual event, then I'm just interested to know, I mean, I do know, but it'd be good for people that are watching or listening to know that. So it's, it's a social media event. So the folks on social media fantastic. But that isn't just the topics that you're going to be covering. So why, first of all, if you could explain just a couple of the topics that are, you know, exciting for you, as the creator of the event. But secondly, why you covering topics that might not be specifically geared towards social media.
Lenka Koppova
So even though it is a Cambridge Social Media Day, and the main theme is social media marketing, I always tell my community, I always tell my clients that social media can't stay alone, not only marketing tactics can stand alone, you can't do just video marketing. You can't do just email marketing, you can't do just the SEO. It's all not only all digital tools, but all marketing tools and tactics and techniques, they need to be complemented to each other, they need to be put into a planning strategy. So that's where we do focus on social media, a lot of our content will be platform specific or social media content specific. But we then have other topics that are relevant this year is kind of overall theme is focused on customer experience, and delivering great customer feeling, customer journey, customer experience being online, which is what we most of us can do, but also thinking about how can you improve the current or foreign experience and the future of flight experience. And then we have couple sessions are looking at marketing automation and looking at building lists. Because no matter how much I left social media, I still know that built using social media purely it's building a house on a rented land algorithm can change, someone can hack your account, this can go wrong and out of nowhere where you're with nothing. So we do put a lot of emphasis on having your own website, having your own CRM, having your own mailing list and using social media to drive these other kind of communities that you have a bigger feel of ownership and if something happens, you have something that is actually own and you can then still connect with your community and customers and prospects.
Peter Sumpton
I'm so I'm so glad you said that. So I've got the way I explained that is. And this comes down to the old Olden upin, and the merge if you like. And, you know, everybody likes a bit of merge as long as you're not paying for it. And so I always explain it, in terms of that isn't really going to move somebody to purchase very much. But it's just 1% of what you should be doing. And if you have 99, or the 1%, that's a huge shift. So a pen alone with your logo on isn't going to shift people that much, but it's more brand awareness. And in the grand scheme of things, if you're doing other elements, including merchandise, that's a bigger proposition than just the one channel or the one piece of merchandise, which is exactly what your say, saying in terms of just having social media alone is precarious, because that changes. So you know, you have to really think of your strategy, which is, which is really cool. So this year is about customer experience, then. So let's just shift it towards social for this moment in time. And what kind of thing should we be looking at on social to generate a better customer experience them.
Lenka Koppova
So first things first, it's about being aware where on social media you're active, where you have accounts, if they have been used, if they not been used, then why you have them and just do a little bit of an audit to actually be aware where your customers might come across you. And if they come across you There is everything working if they learned and your Facebook page and send you a message will use it and he will be able to respond if not put processes in place to either close on account or make sure that it's very clear to people that you know, this is not your active platform to go and delete direct messages here and there email recall you never will be my first advice is just making sure that you look at all the potential windows and doors where people can kind of run away and mess on. So it's just about for me with social media, it is about not selling all the time. Even though Yes, we use social media marketing to promote the customer experience is all about them. It's about providing them with value, building relationships, connecting with them, helping them serving them, finding the pain that your customers and prospects have, and how you can use social media and content and social media to help them and providing value without actually being just buy from me selling or no one has signed up to LinkedIn or Facebook or especially places like Instagram, to be bombarded by ads and be sold to we're coming to social media to connect to get updates and get news to be entertained, to be hired. We're not coming there to see advertising. So it will see advertising, then it needs to serve us it needs to help us with whatever it is that we need to need to be interesting. It needs to be engaging. And it needs to be helpful.
Peter Sumpton
Yeah, absolutely. And it was interesting for me when you see maybe something that is on the surface dry and a bit dull and boring. And people think that, well, there's nothing we can say that is of interest, you know, we do whatever it might be. And I'm not I'm not picking on any industry here. But for example, we do insurance. So what the hell can we say? It's just it's boring, everybody has to have it. But you know, they don't really want it, we're just asking for their money. So they, whatever it might be, but even even that you look at, you know, compare the near car and go compare and all that kind of stuff. And it's most that's got nothing to do with insurance. So similar thing on social for small, medium, or large companies that it's not just about what you do, it's, it's about that brand and that culture and and pushing something to people that they will resonate with your audience like, like you were saying they're absolutely superb. Do you think that when people start to use different social platforms, there's that worry that they chase that new shiny thing? And are you a fan of just focusing on one platform at a time? Or would you say have a healthy mix? Or what's your what's your take on that?
Lenka Koppova
Yeah, I'm definitely suggesting people to be aware of trying to be everywhere and spreading themselves too thinly, especially audience in the community and working with where it's people who tend to do their own marketing. They don't have a big marketing team. They don't have too much time to do very really limited resources. So my suggestion always is pick one or two. Priority platforms, platforms where you know, did your target customers are, but also the platforms that you would enjoy. You know, using, there's no point of picking a platform that someone suggested because of demographic research, it's being said that it's more like most likely to have your target customers there. But you are just dreading and hating the user interface the way it works. We're on board ahead, you love being on Instagram, and you love doing stories and you love talking to people. And even though maybe Instagram is not the number one platform that you would expect your customers to be, still can work perfectly. And you still have these days, all the platforms have pretty balanced, you know, demographics, you know, all sorts of people on all sorts of bathrooms, I don't think it's like, very demanding to say like, only Instagram will work for your own Twitter will refer. But I would say pick one platform or two that you enjoy, and that you really can see yourself spending time on creating content for and in engaging with people on
Peter Sumpton
is probably something that you can resonate with. And that's that's FOMO. What would you say to somebody that that is, and again, is probably reiterating what you said, but what would you say to somebody that is say, focus on Instagram, and they're getting engagement there, and I was worried I'm missing out on Facebook, or I'm worried I'm missing out on LinkedIn, you know, what would you What do you advise them, like test the water or stay stay true to what you know,
Lenka Koppova
I would always say if you want to experiment, you can dedicate like 10% of your time to experiment and keep an eye on other platforms. I'm not saying that you should not be on all channels, you can have profiles and keep them kind of maintain on all the channels and really on deep dive on one platform. But I would say yeah, try to really appreciate the platform that you're using. Because especially like now, but it's been a trend in social media, social media networks are changing so fast. Even I can't keep up with all the new tools, new updates, new features, new days on all the channels. And this is my business, I can't imagine how you know, anyone who has a business whose focus is fotografie, flowers, consultants, anything else and doing marketing and social media marketing is just 10 20% of their time and how they can stay on top of all the new Instagram stories, reels, guides, HGTV live all the stickers, all the algorithm changes all the things and really be able to use and leverage the platform properly. Like today, I discovered in LinkedIn has a newsletter feature. Never heard of it before. All this is pretty cool. But again, LinkedIn is not my number one platform. That's why I don't know these things. But if I was, I would hope that I know about it. And I've considered it for my strategy.
Peter Sumpton
Doing I mean, LinkedIn is probably my main platform, and that I love it. But it can be as frustrating as hell because like exactly what you said they release things. And they only release it to a certain amount of people. And then that gets around the world. And it's like, why the hell Haven't we got this and it's only select month people and all that kind of stuff, which is hugely frustrating. But I don't get that feel from all the platforms that they really do that. You know, I feel that they're much more we've tested it and pretty much everyone can have it or am I missing something there? Is that the case on all of them?
Lenka Koppova
There's still box I think other
platforms do it less today, once they decide to launch something they tested in couple countries and India launches globally. But like for example, I have five client Instagram accounts. On three of them. I have a new app layout on the rest of them. I have rails on my personal like create a business account I don't have rails feels the same with Facebook. Like I didn't have a new Facebook layout. It's never been switched to me I don't have the option to switch I'm like you don't like me Why? Why me? Why my personal account why my business like a why all my clients do have it and I can use it for them, but I cannot use it for myself. So I think LinkedIn is a worst. Twitter is also really bad in announcing new features. There tend to hide lots of the features to be like we've released something, but only if you know then you will know what otherwise you will not know like media studio is one of the best hidden features of Twitter and pretty much no one knows that it exists. It's like the best way for you to sharing videos and any kind of media on Twitter.
Peter Sumpton
Okay, I've never heard of that.
Lenka Koppova
Exactly.
There's still not enough video content on which is one of the reasons Muito is still under utilised and there's a lot more opportunities for people to do more video content. But because Twitter has certain restrictions, and then you can't have this and that out of nowhere, people don't use it. But if you notice, there is a media studio where you can upload Oreo media, your videos, you can actually add a description and a clickable call to action to videos, you can shoot over there within Twitter, out of nowhere Mind blown, you get so much more with this platform. But as he said, No one knows this.
Peter Sumpton
That's, that's crazy. I've just I've just noticed I'm fairly new to stream yard. But if I click that, it's a bit better. We've got we've got more room. And I must admit, I'm obviously not at home. I'm in an office. And I've just realised it almost looks like I've just put this big, bright light all the way behind me. It's just a white wall over it just looks a bit startling. So I need to learn from that. Really. Sorry. Anyway, just a couple of shoutouts. Really so Phil's joined us. He just says hello. And then this thing. It's streaming, I got salty, but I think you need to GDPR stuff with stream yard. And that was it was that that was Tony. That sound that Hello. So hello. Hello. Anyone that's watching just out of interest. What's your what platform Do you enjoy using them the most.
Lenka Koppova
I enjoy Instagram the most I enjoy stories. I enjoy Rios, I really enjoyed it. It's very personal. It's very in the moment. It's really kind of real and authentic. And it's still you can still do great business there. But it feels very friendly. I do like LinkedIn. And they're like this year, LinkedIn has been fantastic in the amount of really quality engagement and support. It's been happening on LinkedIn. But I prefer like I do my own social media kind of interruptions mainly on mobile. And I just find Instagram is the most mobile friendly, and the most fun.
Peter Sumpton
Okay, but let's see, I don't use Instagram at all. I just don't I don't know, I think it's just that one too many for me. And just I've never really got around to utilising it in any way shape or form. But there you go. It's just your preferences. And there
Lenka Koppova
it is. And you know, I love it. Because part of it part of my lifestyle and my business brand. It is all about travel. And it is all about a lifestyle. And I love travelling, I love eating out. I love taking photos of these things. And you know, just the perfect and second place. And that's how I built my brand. People know that not only I do social media, but people know me for me, they know me for my hiking, or my dog. They know me for my you know, latte art and all the food I go to. And it's a thing that people will remember, as well as the date I do social media, so it's more likely for them to remember me really build the connection with me. And if they ever need me, they know they can find me.
Peter Sumpton
Yeah, and because I'm not on Instagram, I just got a glimpse of that. So So I've seen some of your photos. And yeah, you go to some amazing places, and it's really cool. Maybe not that many.
Lenka Koppova
I managed. I managed a little bit this year, and I managed to move where I am right now. Back home and the countryside in my family. So I managed to
Peter Sumpton
I'm just getting some feedback. It's like that's, I think that's my end. That's weird.
Lenka Koppova
Like, I hear people talking to someone else.
Peter Sumpton
I don't know, there's no one in this office. That's a bit freaky. Anyway, it seems
Lenka Koppova
like there's no one in this house right now. So it's got to be coming from me.
Peter Sumpton
That's a bit scary. Yeah, there's literally nobody in this office. Anyway, okay. Let's move on. Let's just blame that on Instagram. And then this, this is a really, really big question for me. Okay. So and I hear this a lot and I've got my own answer to this, but you deal with a lot, lot more smaller businesses than I do. People must one of the questions you must get asked a lot is I just don't have the time to do it. So what I say to people that that say I haven't got the time.
Lenka Koppova
Um, I would say to people who don't have the time, you know, consider what it can do for you consider what benefits why would you use it, it's not using social media for the sake of using social media. If you want to use social media just to be on social media, then it's not ill advice. But social media should be a reason for using it or should be a reason to repurpose, you should be using strategically. So it's always an excuse, I don't have time to go to gym, I don't have time to eat healthy, I don't have properties. Like if I know the goal, if I know why am I doing it not just because everyone telling me and I see on Instagram, you should be going to gym. But if I want to feel better, I want to be healthier, if I want to be more capable, then I will exercise I will eat. And the same goes for social media. If you want social media marketing to work for you, if you see it as a helpful beneficial tool that can help your business to grow can help you to get the lifestyle that you want, that can give you this time and space and freedom and revenue that you want. And you will make it a priority to put a plan in place, pick a metaphor, and invest the time into it. And I would say to social media, especially at the beginning feels like a big time commitment and a big investment. And it definitely is something that you will have to do forever and ever. But at the same time, if you build it in this time, then over time eight will be much easier to keep it ticking over if you keep it activated, to keep deletes coming through there. So it will become your second nature, you will figure out the processes. And actually, if you put an investment in then it will really help you. It has the potential to help you to have the business and the life that you want. Hmm,
Peter Sumpton
yeah, I agree. And I might take work, particularly when I'm teaching. And people all have busy lives. And you know that they're working, they're studying, they want some sort of social life. And so I've got no time. And the first thing I say to them, is because sometimes you need that commitment. Particularly if you're going to add something extra to your life, either Something has to move and shift, or you need to find that time somewhere. So I always say, Okay, so what did you do last weekend? And usually the answer is either Netflix or chilled out or did something. And I'm just like, Well, there you go. Just take just and I'm not advocating working over weekends, everyone's got a different preference. Or it's almost like, okay, we'll take half an hour out of your evening or half an hour out of a Saturday and Sunday. You've clawed back. What that's that's like three to four hours a week, just for half an hour each evening, or in the morning, get an extra half hour. And it doesn't have to be that all because like you said, socials, huge, it's daunting, how do I cover everything, just start small, just just don't cover everything, just start small, there's always ways to find time.
Lenka Koppova
Yeah, I would say if it really is such a big thing, and you don't have really don't have the opportunity to put the time aside to really build a strong plan and strategy. And you really want to do something, the best thing you can do on social media, it's be present. So even if it's that you don't have the time to really create content and put all the effort in to do videos, do training, do blog posts, do this because yes, it can be time consuming. Even if all you can do is spend five minutes with your coffee in the morning or after your lunch break. Instead of watching Tic Tock and YouTube videos, spend the time go to whichever platform and look what other people have posted. Find the people who are your ideal customers, follow them, connect with them comment on their stuff here, just dm them and start building the relationship seed as you're building friendships like the same way to check in on your family. And you would check it in your friends. build this habit of checking in on your social media community. And even this just very passively without pushing content out there. But kind of proactively reaching out to people connecting with them. Even if you just comment on their stuff. We share their content, you know, give them a thumbs up and give them a lift up. That's an amazing time investment that will pay off for your business.
Peter Sumpton
Yeah, I completely agree. It's, I always try to explain it to people as you need to see these platforms. If you're a business owner or you're in business or you want to use it from that respect. You need to see them very differently to what you have been seeing them because they're not like you said it's not you're not going on there to aid say socialised. You're not going on there to use it for what it was built for. You're going on there to engage in a very, very different way. And you need to it's a complete different mind shift for some people. And as soon as you see that mind shift As soon as you see that difference, the platform's become very different places. Like I've met some amazing people, you know, I mean, you purely through LinkedIn, and probably through through somebody else, LinkedIn. And it's just it's that craziness. And and if I was on there just for watching videos or consuming the content, I've simply, I wouldn't be speaking to you right now. And that's that's that will be a sad world.
Lenka Koppova
Exactly. It's really unlock so much opportunities business wise, like, obviously most of my business comes from social comes from being on social media, but it is less about the content that I put out there even though yes, I do put books and I have ebooks and no, I do video training. But it then comes to me just showing up to when people post something when I see the day do something that they cried, and I'm just like commenting and sharing and liking. They remember that they remember how that made them feel that someone gave and comes up with someone supported them. And if they then need your help, they're more likely to come to you. So is really helpful if you just build relationships and help others genuinely.
Peter Sumpton
And like you said, Just you don't even have to push yourself just just get involved, just common. And that that is that is just taken, tap away. And that's what that's all it is just start with that. And it might not be for you. That's the thing, and but you just learn as you go along. But I think that was the thing for me with Instagram, I probably didn't use it to the best of my ability, but it just didn't work for me in the way that I I work.
Lenka Koppova
And that's absolutely fine. Again, you just do you and you'd be where you want to be. But I think that every platform these days gives you all the accessibility options. So I know that some people are not the ones who which type. And other people are not the ones who do video, and other people are not the ones who would like to talk. So you have two options. You can type, you can record audio, you can record videos, you can communicate with people in the way that feels the most natural to you.
Peter Sumpton
And I suppose one thing to note there, and I'm just talking from a LinkedIn basis, it's, it's doing those different things that make you stand out, you might feel a little uncomfortable, and I'm not advocating, I personally feel if you're in that little uncomfortable zone. That's when you start to grow and develop. But for some people, they're just not there. And that's absolutely fine. But it's things like messaging. And I don't do it enough. But like yesterday, I was I was messaging somebody. And they instead of trying to type out a long winded message back, they did an audio and it stands out like a sore thumb. And if you did a video when everyone else is doing audio, it just stands out like a sore thumb. And that's on a personal level. You know, so there's so many opportunities. And just one quick question. I'm just conscious of time. But I thought I'd put this up because James is pretty much what we've been talking about just there. So talk to people is a great strategy to grow your business. And social allows us to talk to people at scale. And he loves the chat, which is absolutely super, but it's only great because rank is on with me today, which is fantastic in itself. So just on that point that James says, talking to people at scale, I suppose you can do both, can't you? You know, I've just been talking about peak speaking to people on on VM. And that's a one to one basis. But I noticed you just posted something. It was weird. Because before we got on this chart, I was looking at LinkedIn and lose a video view and then you popped up on the screen and I'm like, okay, like doubling, amazing day. But yeah, it's like you're speaking to speak people at scale on video. And that's a huge benefit.
Lenka Koppova
Well, I think that's where the benefit and the beauty of social media lies because social media allows you to reach out to anyone and everyone it is an open democratic platform where there is no gatekeeper, you can send a message out there and millions of people can see it the same time. It allows every single individual to be able to interact with you. There is no one you know, it's not like you, you can't interact with TV, you can shout at it. But it's probably the only thing you will do. Like something if you like something you can interact with it. And if you keep majority of your conversations on the public domain where someone tweets you someone messages us on the comments in a conversation going to a certain point publicly, Yes, exactly. It is public, everyone else can see it. No, you are investing in a conversation one on one potentially under comments on LinkedIn under someone's post that you you know, you reply to a reply but I can have a conversation. it for you. It might be I'm having a conversation with one person, but there might be hundreds of other people who will read the conversation. And who will align who might comment or might not comment will might follow you because of the who might like to because of that. And then yes, it's just then taking it to the next level of no picking from the scale the people who will resonate with you, and then taking those relationships to the next level by going to the DMS or one personalised chat.
Peter Sumpton
And that's why it's so important to be important to be yourself, isn't it? You know, because you want to resonate with people that you want to work with eventually. And if you're you, and people see you for you, and they are still willing, well, in my case, they're still willing to chat to me, then that that means that they can put up with me in my ramblings on on marketing, important strategy and everything else's, I'm really conscious of things I want to cover and then on to social media. And then this year, first thing is, people get hung up on on the likes, the comments and all that kind of stuff. How do you stop people from worrying if they're putting out content, and there's not that much engagement on the face of it from what they've seen stat wise.
Lenka Koppova
So there are statistics and numbers that are meaningful, and there are stats that are meaningless, like watching the numbers of followers doesn't really matter, like on Twitter, and Instagram, on other platforms, if you use the right hashtags, if your content is interesting and valuable, then it will be spread widely, and it can go way beyond your number of followers. So it's important to understand the meaningful metrics, the metrics that really show you the indication of the quality and the interest in your content in your business in your offering, which could be, you know, comments could be shares, it could be DMS, obviously, it is web traffic, it is email science, it is video views, repeat views. But I would say, especially at the early stages, it takes a long while it is very interesting to see that social media works kind of exponential in a way that there is a long lead up to them quite quick growth and take off too, sometimes, you know, 12, to 18 months of day to day activity of surgery, podcasters can see the new example of podcast after podcast that the first nine months just nothing happened. And then out of nowhere, it goes like this, it goes fast. But without putting the work in, in the first stage, it wouldn't, you wouldn't get there it is there is something about your resilience and consistency and persevere. And understanding that even though social media will give you results immediately, you can measure anything and everything from three second views to you know, likes here and there. It's important to know that the meaningful metrics and the meaningful results, take time and be patient.
Peter Sumpton
And yeah, it's a marathon, not a sprint, at the end of the day. So just moving back to your event. Just I suppose two quick questions. Really, before we wrap up? what's what's the worst thing about organising an event online?
Lenka Koppova
I think the worst thing is kind of not knowing if the technology will work. Because in person, you know, yes, there are some tech aspects that you need to pay attention to, like a microphone and stuff like that. But also then you you actually have real people in real life in you in in the room with you to help you this way, where, you know, we are all in our rooms, we're all in different parts of the world if something goes wrong before our team before myself that for one of the attendees, how will I be able to help them and fix it? I was always the fixed and running around, told him for blanks doing this and isn't knowing that everything is under control. And who is the person? Where do I go? And right now I feel like very early on, if something goes wrong, yes, I know the person but I can't do anything. And if some something's not working on someone's laptop, how will I help them to fix it? Because I don't know.
Peter Sumpton
Yeah, I mean that that that would be a main worry, because that's the whole event, isn't it? So So On the flip side, what's the best thing about organising this event or any event that you've done?
Lenka Koppova
I think organising online events really allows you not to be bounded by location because we've always been involved in the Cambridge event. We had people from UK coming, but there was always commuting as always to drive and park. And this way we can welcome audiences from all around the world. And we had people coming to our workshops and Facebook events, people from not only Europe, we managed to get people from all around the world coming to Cambridge Social Media Group, to connect with others, and work with others and learn windows, which is the most wonderful feeling. Because I love connecting people, I love being connected to different people from different places, learn about how social media works there, what it can learn from them. So I think this is the best thing that we can take everyone globally.
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Intro
This is part three of six.
Over the next six weeks we’ll have a slightly different feel on the podcast, It’s just going to be me, myself and I, as I chat through six of the most important and influential theory’s within Marketing
This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast.
Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes)
This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements.
This week we take a look at TOWS ANALYSIS
Watch the video series:
https://bit.ly/35AEWrA
Podcast Summary
How can the TOWS Analysis Help YOU As A Strategic Marketer?
1 - Bridges the gap between a situation analysis or research (where are we now)?
2 - Develop forward thinking strategic directions (where do we want to go)?
3 - It is based on research and sound knowledge which can be explained to important stakeholders within the organisation to gain buy-in
4 - You can use this along with a SWOT to very quickly create strategic focal points
5 - Following this step by step process creates a link between the present and the future.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
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Topic: Marketing and Strategy
Discussion Points
• The difference between strategy and tactics
• Why strategy is so important?
• How to develop and Marketing Strategy
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)
Peter Sumpton
Hello, hello, hello. Welcome to another episode of marketing. And with me Peter Sumpton, the Lego master of marketing, hence the little wavy Lego man as we started. I'm marketing consultant first and foremost. But I cover everything within the marketing genre. My mission in life is to help as many companies as many organisations as possible, see the value known understand the value of marketing, and then implement it so they can become a marketing focused and orientated company. If they don't, they will disappear in the long run, usually, because this gives them a short term view of the world and not a long term view of the world. And specifically, not a long term view of the world from a customer's point of view. So what are we talking about today? So what we're talking about today is marketing and strategy. That old strategy thing? What is it? Why is it different from tactics? What should we know about strategy that we don't? How can we formulate a strategy quite easy. Those are the things that we need to know. And we need to understand to become a better marketer, I always always talk about good marketer, bad marketer. And there's certain elements, certain components, or certain things that good marketers do, that bad marketers don't do. And this is one of them, understand the importance of a strategy and understand the difference from a strategy to a tactic. And that's hugely important in marketing, hugely important in any walk of life, but marketing more than any. So on that, if you've got any questions about marketing strategy failand, to me, put them in the comments. And I'll do my best to answer them throughout this live or after it if you're watching post live, or indeed, if you're listening to the podcast, of which this will formulate into part of the marketing study lab podcast series. So let's get on with this strategy thing. What is a strategy? And why should we utilise one? So a strategy is quite difficult to quantify. Everyone talks about being strategic, everyone talks about having a strategy a strategic direction. The way I like to define a strategy is it's how we're going to get somewhere how we're going to achieve something which is usually an objective, but it gives us an overall view as to how we are going to achieve a particular something. Now in marketing, that is usually to increase a competitive advantage, or improve some kind of return on investment, usually through sales or something monetary. Now, it doesn't have to be monetary. It doesn't have to be monetary, as long as there is some kind of objective that we can then work out the ROI and we can quantify it. So from that point of view, this could be signups downloads, event signups attendance, it doesn't have to necessarily be monetary. But at the end of the day, companies are really there to make money. So it's probably going to be some kind of financial element that is the end ROI. So that is kind of what a strategy is, it's how we are going to get to a designated place. How are we are going to provide a competitive advantage within our marketplace. And that is the strategic direction. Those are our strategic elements that we want to focus on. That all sounds really difficult and really tough and really hard to kind of work out and work out what we should be doing in terms of strategy. So what I want to do today is go through something we call toes, okay, loads of jokes, loads of gags, and I'm not going to go into the dad jokes of toes and pinkies and big toes and all that I'm pretty sure you can fill in the blanks on that one. But what I want to do is look at the toes analysis model, t, o w. s. Now, for those of you in marketing, you've probably heard of it before, you might have even used it. But if you swap the letters round and you look it up backwards, it's swapped. Now I think everybody in marketing knows what a SWOT analysis is. Everybody in business knows what a SWOT analysis is.
Peter Sumpton
toes makes what important. So let's start. I'm going to share my screen in a minute. But let's start by looking at a SWOT and what a SWOT actually does. Because this is important, because this we can't get to the toes analysis without doing the SWOT first. So if I've got this right, here we go look at that, how magic is that? On the screen superb. Like I say, we need to start with a SWOT to get to our toes and get to our strategic direction. So this
Peter Sumpton
a caveat here. To do
Peter Sumpton
a good SWOT strengths, weaknesses, opportunities and threats of a business. We need to do our research, we need to use models and deep research and data and information to a certain extent. So that then we can understand internally, what our main strengths and weaknesses are, and externally, where our opportunities and where our threats going to come from. And I'm not here to talk about the different models and how we collect this data and understand it and what it all means. I'm here today to talk about the SWOT onwards, because the SWOT comes at the end of your marketing audit. It's a thing that compiles all your research and data and information, and shows you your strengths, your weaknesses, your opportunities, and threats, and says these are the most fundamental parts of your business of what's happening. Right
Peter Sumpton
now.
Peter Sumpton
What the toes does,
Peter Sumpton
is take that on a step further and bridges the gap between your audit and your objectives and your strategic direction. In between that, we look to set objectives. But what I'm focusing on today is that part where you've got your audit nailed, you know, where your company stands, what it needs to do, and everything that's going on around it. So these what I'm going to show you today, I'll take you through the SWOT and then we're going to dive into the toes. So we'll do the swap that quickly. So say we've done our analysis, we've done our research, we understand where our company is right now. And what we've discovered is that these four elements, our makeup, our strengths are come to the letter and the number in a moment. So I'm not going to talk through all of them, let's just call them our strengths,
Peter Sumpton
then we've got our weaknesses.
Peter Sumpton
Again, I'm not going to talk through all of these, I want to dive into the SWOT more at the toes more sorry. We've got opportunities are external opportunities within the marketplace. And then also our threats, what's threatening threatening our business externally. So we're looking opportunities and threats to the external environment. Remember, strengths and weaknesses are internal. So great, we've done a little bit of a SWOT analysis, they're super fantastic. These are the main fundamentals that we need to know and understand about our business. Great. Now we know where we are. That doesn't help us move forward, though, as it is, this just gives us markers as to what is happening right now in our business. The reason that there is a letter and then a number attributed to each one is where the toes comes into it. If we don't let your number then we get slightly confused later on. So it's quite an easy letter, a numbering system. The strengths start with that. The weaknesses start with w the the opportunity start with Oh, and the threat start with T. And then all we do is we add a number 123456789, and so on and so forth until we run out of strengths, weaknesses, opportunities or threats that we can talk about. There's no definitive number, it's best to keep it quite short. I'd say no more than 10 probably six, seven is your sweet spot.
Peter Sumpton
But these are the
Peter Sumpton
most important elements to our business right now. So we've done this, we've done our analysis, we've got our SWOT. Now what? Well, now what is the magic part? If the toes part and being the marketing geek that I am I this my favourite model? I absolutely love this model could talk about it all day long. Because I think it is that important, because to create a strategy. It really, really focuses you in on what you're good at or better, and what's happening in your marketplace.
Peter Sumpton
Positive or negatively. So if
Peter Sumpton
we just take a step back,
Peter Sumpton
we've done our strengths and weaknesses. We've done our opportunities and threats in the marketplace. We know our current status. So I'm going to take these now. And we're going to look to formulate some kind of strategy. So don't see this as a cheat or a hack. I hate that word, or hack to creating a strategy because there's loads of research that goes into it. On a top level, you could probably create a simple SWOT and understand what strategic direction you need to go in personally, or a business needs to go and personally, but I think that data or information that research prior to that gives it more substance, and also more buy in if you're trying to get a board of directors, for example, on board with your strategic direction. So we've done our due diligence, we know what's going on now.
Peter Sumpton
So what does
Peter Sumpton
the toes allow us to do?
Peter Sumpton
It allows us to take the internal aspects, and marry them up with the external aspects. And look at where we can create competitive advantages within our marketplace, a lot of fluffy words there. So let's dive into it. So what we do is we look at our strengths to maximise our opportunities. And we look at our strengths to minimise threats. So let's take the example we had and look at how the hell this might be done. So if we look at our strengths, we might go we got good distribution network that and we were looking to increase the others the opportunity to increase market share,
Peter Sumpton
we could potentially use our distribution network to do that.
Peter Sumpton
Also, we're great involved in the customer, we're great at co creating. And we understand that there's an untapped high end market, there's a huge opportunity to produce high end products, could be something that on the strengths and threat side. Again, we know we're good at co creating with our consumers. But there's a huge threat within our business because there's a skills gap within the market. So we're not getting the skills we require coming through in our business could be something
Peter Sumpton
that
Peter Sumpton
before we look at any strategic directions, let's do the same for that for the weaknesses against opportunities and threats. So what we do weaknesses seen as a negative, but if we can reduce these weaknesses, through looking at opportunities, they're no longer weaknesses, and then a double negative, the weaknesses to avoid threats, if we can reduce a weakness that avoids a threat, that is a really good strategy to have. That reduces that weakness within our business. It avoids a threat within the marketplace, which probably gives us a competitive advantage in some way, shape, or form. But let's talk me through. So weakness could be we've got no products that we upsell are currently
Peter Sumpton
cross sell.
Peter Sumpton
But we still understand that there's an opportunity to increase our market share, I'm pretty sure you could fill in the blanks there in terms of a strategic direction. Also, we've got a poorly implemented CRM. And as we know, in our marketplace, there's a huge opportunity for automation and a digital first approach. And then finally, if we flip it, and look at our weaknesses and our threats, we've got a poorly implemented CRM system, as we know. And the brand awareness is usually limited. So there could be something there to increase our brand awareness using our CRM, which we'll come on to in a minute. So this is how we start to compile or think about this
Peter Sumpton
what
Peter Sumpton
strategically to make it worth our while. So we're not just looking at what a strength what a weakness, what an opportunity or what a threat is.
Peter Sumpton
And this is where we start to look
Peter Sumpton
at strategies. So let's move on. So this is what we've just been talking about. those last two short slides that I showed you that had the arrows going to opportunities and threats from our strengths and weaknesses. On the screen that you can see now, if we get this right there are there apologies. On the screen. Now you can see, I've just put them together, the ones we spoke about. And that's all we've done here. It's important to note Now, if you've got any questions, drop them in the comments. And once I've shown you how to take these strengths, weaknesses, opportunities and threats and turn them into strategies, I'll happily answer those questions. I just can't see them at the moment. I'm going through this slide deck. Unfortunately, again, if you're listening to the podcast, you've got any questions about this episode, drop me an email, Peter at marketing study lab code at UK, hit me up on LinkedIn or any other social site that you can find me on back to the toes analysis. So this is where the actual magic happens. We showed the back end, this is where the magic happens. So we've got five we've got six links between what's going on internally in our company, and what's happening in the external wider environment. And what I'm going to show you is how you At the importance of first lettering and numbering them, and then how you change these into strategic directions. So remember, we're not looking for the tactics. We're not looking for actually how we're going to achieve this, how we're going to do this. We're just looking for our strategic direction, how we're going to do it, not the details. A good strategy should tell people how you're going to do it, but not exactly what is needed to do it. The best example I can give there is if you're going to take a car journey, you said, I'm going to arrive at certain destination at 6pm. For example, my strategy is I'm going to take my car
Peter Sumpton
to get to to reach that objective.
Peter Sumpton
So everybody knows you're going to be driving. That is your strategy. They don't know if there's any passengers. What roads you'll take the need to refuel. Are you going to take any snaps with you? Are you going to stop at any service stations? Are you going to take motorways? What speed you go going to be at? All those things? Those are the tactics.
Peter Sumpton
Back to the SWOT analysis,
Peter Sumpton
right. Okay, so we've got our strengths and opportunities. One strength was good distribution network network, and an opportunity was to increase market share. So what does that look like as a tactic? What does that look like as a strategy, what we could do is utilise existing distribution channels to increase the visibility of our products, ie next day delivery, great strategy, not quite sure what the tactics are going to be. Yeah, it's borderline because you could say a tactic is next day delivery. But we don't know who we're going to use for that. What the caveats in terms of time constraints are, what products and services we're talking about will be delivered next day,
Peter Sumpton
those types of things, your tactics.
Peter Sumpton
So let's just look at the other five very quickly.
Peter Sumpton
We're excellent at co creating with customers. And we've got an untapped high end market. Why don't as a strategy, we focus on producing high quality products, or developing high quality products with a consumer or customer knowledge and information.
Peter Sumpton
Because we're really good at co creating,
Peter Sumpton
we know high end products are in demand.
Peter Sumpton
So let's do that as a strategy.
Peter Sumpton
What about
Peter Sumpton
strengths are threats, though, so again, excellent at co creating with consumers, but there's a skill gap within the marketplace? Well, let's integrate co creation deeper into the company, invite our customers in, make them allow them to help us develop better products. In turn, we're reducing that skill gap that our competitors may still have. Because we're inviting our
Peter Sumpton
customers to help us co create
Peter Sumpton
weaknesses and opportunities.
Peter Sumpton
Well, we know we've got no products, we can upsell or cross sell. And we're looking to increase our market share. So wouldn't the strategy make sense to focus on compatible products and services to complement the existing range, that's probably a product development strategy. Again, it could link with some other strategies that we've got going on on the board at the moment. Okay, last two. So we've got a poorly implemented CRM. And we know that automation or digital first approaches, becoming more prevalent as a huge opportunity to take advantage of them. So what's the strategic direction here or potential strategic direction, we could look to improve, improve our internal services, and create efficiencies and therefore improve our service. So if you take a step back, we've used digital, we've used it to help us improve our CRM system, and in turn, improve our services.
Peter Sumpton
And finally, my favourite, the double negative,
Peter Sumpton
the weaknesses and the threats. So we're saying we've got a poorly implemented CRM system here. We're also saying that our brand awareness is limited, it's looking pretty crummy out there. It's looking not good for us if we look at these two elements that our research has shown, so what can we do here? So what we can do is we can focus on reliable data, gaining reliable data, and then use that reliable data because we've improved our CRM using that reliable data to enhance the awareness of our brand within our existing marketplace. So don't let down a little bit. We're going to go through our CRM, CRM, clean it up. use that information on people that want to hear from us to generate more awareness in our brand. Now, how we do that the comms channels we utilise what we say in those comms channels, timings, all that kind of stuff.
Peter Sumpton
Those are our tactics.
Peter Sumpton
This is the strategy
Peter Sumpton
and that is how you utilise the toes model to generate a strategic direction for your business.
Peter Sumpton
Start with your SWOT.
Peter Sumpton
If you want to go further back, start with your research. And then incorporate that into a SWOT Strengths, Weaknesses internally, opportunities and threats externally. Then you look at what's internal and what's external. And start to see where the combinations lie when you've seen those combinations, and it should be starting to become apparent to you, when you see those combinations, then you can start this toes analysis and start to think of, Okay, so we've got a pull CRM, and our brand awareness is poor. But if we date this data, we could probably communicate with the people that want to hear from us and increase our brand awareness as a strategic direction looking to increase brand awareness within our current marketplace.
Peter Sumpton
And that is a strategic direction market penetration.
Peter Sumpton
Okay, so that is how you utilise a SWOT but more importantly Atos to do your strategic thinking. Now, I know that's a lot to take in in 20 minutes. But listen back, if you need to rewind it, pause it. It's important we get this right, because there's a massive difference between strategy and tactics. And fundamentally, marketing is lacking strategic thinking. We're all focused on the tactics. We're all focused on the cons. We're all focused on the content creation. If we don't know our strategy, we don't know our objectives. How can we achieve good tactics to achieve those things? We don't? How can we get people on board? If we haven't got strategic direction? a bigger picture? A long term vision. Okay, so I think I can get off my soapbox. Now. I'm not quite sure. But maybe I can, maybe I can't. But seriously, if you're struggling with this, please reach out to me. I'd love Love, love to help you a little bit more, create these valuable strategies within our marketplace, make us all better marketers, and make marketing as an industry more aligned to our company's needs. And once that was a short one from me. I'm going to leave it there. And if you want to have a look at this presentation, drop me a comment. I'll happily send it to you. On my website, marketing study lab at the top, you'll see there's a link to a customer journey planning and also a market marketing plan. Step by step process of which this is part of. So utilise that, go on the website, download it, utilise it and let's make marketing I nearly said great again, I'm not going to go down that route. Let's allow ourselves to focus strategically when we think about marketing first and foremost. Anyway, that's enough for me, who provided some value into your lives. Happy marketing.
Transcribed by https://otter.ai
Main Intro Music Featured on this Podcast:
Intro 1N15
Setuniman http://www.setuniman.com/
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Marketing Theories Explained Series Link: https://bit.ly/3mi35di
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
This is part two of six.
Over the next six weeks we’ll have a slightly different feel on the podcast, It’s just going to be me, myself and I, as I chat through six of the most important and influential theory’s within Marketing.
This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast.
Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes)
This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements.
This week we take a look at STAKEHOLDER MAPPING
Watch the video series:
https://bit.ly/35AEWrA
Podcast Summary
Stakeholder mapping allows you to identify key players that will influence your project and its success;
- Find out who has the most influence
- Focus on those who will benefit most. Probably who serve
- See where resources are needed and what they are
- Have a game plan to manage, monitor and control
If you don’t understand your stakeholders, you are placing an insular view on your world and those that can influence what you are doing. This will become a hindrance and cause major issues in the long-term.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Marketing and BRICK Theory - Live Episode 5
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Topic: Marketing and BRICK Framework
Discussion Points
• What is the BRICK Framework?
• How does it work?
• A dive into each stage:
o Values
o Problems
o Solutions
o Learn
o Plan
o Develop
o Connect
o Action
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)
Peter Sumpton
Okay, that was a brief intro. Hello, and welcome. I'm on my own today. It's a bit of a shame. But the show must go on and all that jazz. Welcome. If you're just joining me, my name is Peter Sumpton, Lego master of marketing. And what I like to do on a Friday afternoon, because it's the afternoon here in the UK, is dive into some marketing and and what do we mean by that? Well, what we mean is that we take marketing as a profession that we should all know and love. And we combine that with a particular
other element.
So that could be in the past, we've done finance, we've done education, we've done Media Relations, we've done history, and those types of things, today is going to be slightly different. It's a slightly different marketing, and because like I say, I'm on my own. And what we're going to do today is we're going to look at something called the brick model. It's a model that I've created that helps me get across what I am trying to do, when I speak to clients, it helps me create a formula for them, a marketing plan for them, that is clear and obvious. And also, it makes sure that I don't really miss anything out in that step process. So what I want to do today is take you through that formula. And lo and behold,
we use this,
we use Lego to do it, which is quite cool, really big fan of Lego as you might know. And it's in the you can see it here. This is your brick formula. So we've got a fair few points to get through. That includes values, problems, solutions, learn, plan, develop, connect, and obviously action, always about the action. But first, I just want to break down this model. So I can explain it to you a little bit better as we go through today. If you do have any comments, if you do have any questions, please put them in the
comments,
or post them or wherever you're watching this because we're live on Facebook, YouTube, and LinkedIn. Well, modern one does a See ya. So what we're doing today, it's marketing and brick theory, which we really cool. Again, just as people start to join us, I just want to highlight the fact that this is, again, my methodology that I take to clients, to highlight how I can help them from a marketing point of view, and marketing consultancy point of view, and help them achieve their goals through marketing. So I'm a strong believer in my passion in life. And my main goal in life is to help as many companies and as many people understand what marketing can do for their business. So if you do have any questions about marketing, planning, my brick model as we go through it, or anything else, for that matter, just dive in the comments, and I'll happily talk you through what my answers to your questions were I can, right. Okay, so let's dive into this brick model, shall we? Right, okay, so the first part is values. So what do we mean by value, so this is the bottom, this is the base, these are your values, it's the it's the part of the brick model that will hold it all together. And that essentially, is what we mean by values, they are your non negotiables. They are the ones that Sorry, excuse me, I'm just going to post a link in to where we are live, so that people can join us one second. Let me just do this admin on air. I know completely breaking that wall. But hey, who cares? It's my life, we can do what we want to okay. And let's do that. So, let me
post a link.
Man, we'll get back to it.
Brilliant. Let's get back to it. Right okay. As I was saying, This is the brick model. And what we start with within the brick model in marketing planning, when I go and see clients is their values.
What do we mean by values?
What do we mean their non negotiables?
What are the non negotiables What are the elements of their company? What are their values, their beliefs, their culture, that they are not willing to negate in any way, shape or form, every company should have values, every company should have ethics and beliefs that they hold near and dear to who they are. And the idea behind this is that if we know these values, we know the non negotiables, we can then build on them, because they're non negotiable. We can't do anything until we know and understand those. And that could be anything from creating a better future from providing 100%, customer service excellence, loads of different things that could be on non negotiables. So they are your values. And we discuss them, we talk about them, so that as a marketer, helping companies, what we can do, then is build on what they believe in, straightaway, there's massive benefits to doing that, because you get them on board straightaway, you understand what their beliefs are. And they realise, or hopefully, they come to the realisation that you are on their side, and you are not going to try and change their values or beliefs in any way, shape, or form. So that's the first part of the brick model the values.
Once you understand their values,
we can move on to number two. And that's the problems that customers have, what problems do their customers have? And this massively depends on a whole host of different things, the industry, they work in the size of the company. But first and foremost, let's ignore all that, and focus on the customer. So
they must have a particular
industry they work in and multiple customers in that industry. So what problems does that industry have? What are the main issues within that market? We need to know and understand them first, before we can build on anything, because if we're
not
solving problems, then we're really not doing our job as marketers, or indeed as a business. So that's the next part. We've got our values, our non negotiables, and then our problems, what problems need fixing
within our market? So that's what we need to find out. Fantastic, right? We're getting there. We'll get some marketing soon. Once we've got problems, what do we do them? Well, we look for solutions, don't we? We've got our problems, what solutions? Do you as a person, as a company, offer and provide other people, we need to know and understand those, we need to make sure that as an individual as a company, we are providing solutions that people actually want
to their problems.
Now, it's not for us as marketers to run this down their throat and say we have a best solution. All we can do is provide all the evidence and the information about what's the problem. And to our solution, it's up to the end user, it's up to the consumer, it's up to the business to decide if you aren't the right solution to that problem. The reason being is that there's so much information out there, there's so much guidance out there that it's it's almost impossible to control the narrative today, because everyone has got data at their fingertips whenever they want.
So we're not there
to
guide people to our solution. If you're like, what would their to do is go, hey, you've got this problem. These are our solutions. And this is why we feel we are the best fit for solving your problem. And if we do that, then we're not saying what we're not ramming it down their throat. We're not pushing all the information onto them. The information is there. It's readily available available to help people and if we're helping people solve their problems, then will naturally get that pull. It's being helpful. It's it's showing everything we have and saying look, we are here to solve your problems. These are our solutions are the fit for you, yes or no. If they are, please come and talk to us. We can help you. But if we try to create falsehoods if we try to create a narrative that is coming completely and utterly misjudged, consumers will see right through that.
So we need to make sure
that we are open and transparent about the solutions we provide to people's problems. Okay, So to summarise the basis, we've got values, which are non negotiables, got the problems which we solve, and the solutions to those problems. So what do we do next, we learn. That's the next stage, learn, learn, learn, learn, learn research, research research. And there's various ways we can do this, we can do this learning. And what I like to do is kind of steal basically, from certain models and theories that are out there to really help understand three fundamentals. So when it comes to learning about an organisation, when it comes to understanding the areas, and and what that company is all about. There's three fundamental areas, you've got the internal, you've got the external, and then you've got their customer, or that potential customer. And those three areas are the ones that we're going to focus on right now. So what do we mean by learn? What is within the internal, the external, and the customer? So let's focus on the external first, because there are external factors that we have no control over, but may have a massive impact on our business. So how can we look to analyse and view and judge those elements that might impact what we are doing as a business or as an individual. And there's two areas that I would focus on in this external audit. And that is your competitor analysis. And what we mean by competitor analysis, is, there's no particular right or wrong, it's choosing areas that you want to be strong in, that you want to compete in, and looking at how your competitors compete in those areas. For example, do they have a social presence? If your ecommerce, what is the user experience like on your competitor's website, as opposed to your own? If you're b2b? What are the main caveats that they put in place to do business with them? Is it easy, or the non negotiables? What is their culture, like? Those types of things will make a huge difference within your market for your competitors. And as you're analysing your competitors, you can make that comparison against you as a company. If you're making that comparison, that's not to say there's any right or wrong in anything they do. It could be that one of your competitors serves a completely different person to you. And that's absolutely fine. There's no harm in that. But in understanding how your competitors serve, what their strengths are, what their weaknesses are, that exposes opportunities and threats to you as a business, it shows where your weaknesses lie against your competitors, shows where you're strong. And it shows where you're weak as well. If we know where we're weak, we can do things to combat against that. If we know where we're strong, we can do things to leverage that position. So that's the first thing we do we look
externally.
Excellent external. Remember, these are areas that have a massive impact on what we do as a business. But we have very, very little, if any control over. So the second thing and external that I would look at is something we call pest delay. So the pest lane model, it started off as passed a few E's, an owl, those types of things as we do as marketers, and you end up with pester like. And what pessoais allows you to do is look at the market as a whole look at the market and the wider the wide areas within the world to have an impact on user business in your market. So just briefly, if we go over what paslay stands for political, economic, social, technological, environmental, legal,
and ethical.
And if you do good analysis within all those areas, it will fundamentally highlight where potential opportunities are, where potential threats are gonna come from, and all those types of things. So what we do externally Remember, we're still in the learning phase external. We look at past the leg, we look at competitor analysis. Now we can turn our attention to the internal so what do we look at internally, was a few models we can look up we can look at the seven p the seven Sorry McKinsey's, seven S's,
and we can look at the five M's,
we can look at a whole host of other elements, the six eyes of digital loads of different models there. But what I feel is I've narrowed it down to six or seven areas that are fundamental that we need to understand as marketers, from an internal perspective that will real really help us going forward. First of all, that is what strategies are currently in place,
or strategies are
currently in place that your organisation has.
Secondly, what are the skills you've got? So you've got strategic directions? And there's there's things that we can say about those? Are they the right direction? Are they a good fit? And are they still fit for purpose. But then as we move on to skills have we got the skills internally to match the strategies to actually achieve the strategies. So when we're talking about skills, they can be hugely subjective. But we're talking about the skills internally, because what we need to look at there is Have we got the skills going forward that we require to solve people's problems. And as you can see, we start to build on these, this groundwork here. And then we look at things like structure, processes, materials that we've got in place, interactivity. So interactivity, what what online, if we were to draw everything we have digitally online? What does that look like? What are we playing with? Is it good, bad, indifferent? Are we doing things that aren't getting the engagement that we need to or should do? How do we change those loads of different things we can consider when we think of interactivity. And the final thing we need to look at internally, is objectives, what current objectives are set by the business? Now, these could be wide business objectives. These could be marketing objectives, or there could be comms objectives really, really, really down and really, really specific. So to summarise what we do, we look at the external pestel, a competitor analysis, we look at the internal, which includes strategies, skills, structures, processes, materials, interactivity, and objectives. Which brings us to the final learning element, the final learning element in this brief model, what's that final learning element? customers, customer profiling, avatars, personas, ideal clients, whatever it might be, whatever you call them, what we want to do, along with our internal and our external analysis, is look at our customers. Who's that person you want walking through your door? What does he or she look like? What are they look like? Is it a family unit, you want to get really detailed, and there's a few ways we can do this, we can do it from an ideal client perspective, who we want walking through the door to say, I want you to solve my problems, please. Or we can do it from a theory and database approach. So we don't necessarily look at who our ideal client is more who our current client base consists of.
Who offers the most customer lifetime
value?
Who are our
advocates, and do it from a data driven approach. Personally, I like to mix the two. So I don't think you can go through customer profiling without being a bit out there without being a bit. We want clients that are this or that we want people in this age bracket. We want people are passionate about such a topic. I don't think you can actually do that
on data.
So I go for a mixture, I go for a bit of ideal client coming through the door, what do I want to see? Who are they? Where do they live? What car do they drive? Do they like holidays in the sun, or in cities, that type of thing. Also, then go through the data. Look at your Google Analytics, look at Facebook's insight platform. Look at areas internally like a CRM system and gain as much information or data as you possibly can about your customers. Build that persona build that perception of who your customers are. And once we've got the internal the external and the customer profiling, we've learned enough to take us on to the next stage which is plan. I say learned enough because in my research, and what I've learned listening from people, such as Seth Godin and Mike Ritson is that after a certain while you can only plan and research so much so you can only research so much for it to be impactful. We can have reams and reams and pages and pages of data and information.
But
are we going to understand be able to analyse and data Every single part of that, yes or no, it depends on your team and the size of the company. But at some point, we're going to get information overload and data paralysis. And we do not want that. What we want is enough information to make valid judgments from, so then we can move on to plan. That's what we're gonna do right now. So moving on to the planning stage here.
So what do we mean when we talk about
plan?
So for me, plan is looking to the future we're planning ahead. And how do that? Well, there's a couple of models that I'm really, really passionate about, and I really care about, and care about a bit strong, but I'm sure let's rephrase that, that I'm really, really passionate about. And that is the SWOT and the toes. So how do we combine the learning phase with a plan or the planning phase. So what we do here is we take all our Learn learnings and our knowledge, and we move it into this planning phase. And by learning by moving into the planning phase, what we do we take this SWOT strengths or weaknesses, internally, opportunities and our threats externally, from what we learned in our planning phase. And we create the most critical, the most crucial, the most important elements in our SWOT strengths and weaknesses internally, opportunities and threats externally. So we take that from our internal and our external audit, and also our customer profiling. So we've got us what we've created a good SWOT analysis on say, five or six different elements, it could be more, it could be less for each s, w, o and T, doesn't really matter. It's the most critical elements, the ones you feel are most crucial from the analysis you've done. And this is the planning stage. So we've taken that, and we've put it in our SWOT. And this is the key bit and this is the part I'm wholly in wholeheartedly behind from any marketing planning. at all, it's the toes element to w.
s.
It's the toes element. So what do we mean by toes? Okay, right. It's not is what backwards, but it's not swap backwards, you don't just do a swap backwards. So what toes does, and I've got other learnings that explain this a lot better. So if you want those hit me up in the comments. But what toes does, it combines all those elements of the SWOT together and pits them off against each other, to create future directions, future strategic direction, so let's just talk that through.
So we've got strengths, and we've got weaknesses internally,
we've got opportunities, and we've got threats externally. We take those strengths, and look at the opportunities and the threats. And we go, Hmm, we've got a really, really strong strength here. And there's a huge opportunity in our marketplace, if we can use that strength, to focus on that opportunity, we have the best possible chance of that strategy, working. And that's the same with the threats, you look at your strengths, and you look at your threats and you go, that is a huge threat to us as a business. But we've got this as a strength. So we can use that strength to combat against that threat.
And you do that for the weaknesses as well. So you look at your weaknesses and go, there's a huge opportunity in the marketplace. If we can reduce that weakness, that opportunity becomes a golden nugget. And then the final one, the one that people really, really struggle with is the double negative threat and the weakness, how can you take a weakness under threat and turn it into a strategic direction? Well, what we do there is we look at the threat and the weakness and go, Okay, so if we reduce this threat, does that combat against sorry, if we reduce this weakness, does that combat against this threat? And if it does, how does it? How can we reduce the weakness to combat against that threat, and that is your strategic direction. So there's four areas to cover there. And what I'll probably do is create another live where I go through the SWOT and toes in a bit more detail. And that's the planning stage one part of the planning stage. The next part is to do an S fa, on those strategies we've created in our toes. So what's the SFA? So that is suitability feasibility and acceptability. So what we do if we look at those strategic options we've created in our toes. And we look at each one and mark it out of 510 15 doesn't really matter, you pick the score, but we mark it suitability, its feasibility, and its acceptability. And top score wins, basically, you look at each strategy is a level playing field, out of 15, out of 30, out of whatever number you like, and you go, that is the strategy for me, that is the one that we need to focus on. It could be two strategies, it could be three, but then you start to get into the realms of how easy that is to do unless you can integrate them all and all that kind of stuff. Stick with two, possibly three, depending on the size of your business, depending on how link there, but usually choose a good market. Okay, right, we have finally got strategic direction in terms of the planning stage. Now, what do we need to do with our brick model? We look to develop, we look to develop. So what do we mean by develop? We do this twofold. We do it long term, and we do it short term. So let's cover the long term first. So now we've got some strategic direction in our plan. We look to develop our tactics, tactics sound really short term. But if you've got some kind of strategic direction, we can make sure we've got short term and long term. So what do we mean by long term, we're looking for longevity and scalability. And what we mean by that is thinking about the bigger picture, you've got a strategic direction, that's going to last a year, three, five years, how do we make that really last? How do we scale that up. And this is what we usually consider the long term in our brand building, becoming more aware in a particular market, building that brand presence from the top our brand is our brand. And what we stand for as a brand, is what we stand for as a brand, I should never necessarily change. So we're thinking bigger picture, we think in brand building, for longevity and for scalability. But let's claw it back. We've got that bigger picture over there. But we want to develop short term tactics as well. How do we do that? There's a number of things we can actually do there. The first one being built on objectives. First and foremost, we need to set objectives. It's as simple as that. If we haven't got an exit objectives, how do we know we're achieving what we're trying to achieve?
So we set objectives, fantastic, brilliant.
We need to focus on two fundamental things that in developing our tactics, the seven P's and the customer journey. So what we mean by seven P's, the seven P's is the marketing mix. So what we mean by the marketing mix, seven P's communication mix, it's just one of those P's. So we look to develop the marketing mix, product, pray place, price, promotion of which is your communication mix, people process, physical evidence of which some we've covered previously, but they might develop and evolve. And this is why it's called the development phase, the development phase in green. We've looked at the seven P's, we've got our objectives, and now we're looking at a customer journey.
Right
from the first touch point
to continual engagement, after purchase, by purchase or transaction, it doesn't mean it has to be monetary, it can be anything. So what we need to do from a customer journey point of view is map out all the touch points, map out, where people are going, where which stages people are going to and from. Understand what happens at each touch point and what somebody is looking for at each touch point. And how do you get them on to the next stage? That is crucial and critical. If we're not doing that, per touchpoint, we can't really know or really understand where our friction points are within our customer journey. If we can understand the friction points, we can reduce those friction points and make it a better customer journey, a better experience for our customers make it easier for them to reach that end goal of solving their problem. And we're the company to help them solve that problem.
Okay, so we're getting there. Now we've done all that.
We can fit one more part on there. And that is the Connect part. So what do we actually mean by Connect? Well, we want to connect to our audience. We want to connect think of that customer journey. So we understand and we know the touchpoints that our customers are going to be involved in but we've got nothing To show those touch points, this connection phase is all about content creation and creativity. And I just want to move that back off, but that the connection point, the creativity, that is fundamental and huge. Everybody likes to talk about the content creation. Everybody wants a social media marketer. Everybody wants somebody that's a Twitter guru nowadays, or Tick Tock or whatever it might be the latest trend. But if we haven't done all this, then we can't necessarily get to that part. So that's the the next part of it, connect, connecting to your audience at each stage of that customer journey. And that's what we need to do connect at each stage of the customer journey, what are people looking for each touchpoint of the customer journey. And that's what we do at that point. It's a creative stage of the the process is an exciting stage of the process. But we don't get there without any of that. That's just one part of it a huge fundamental part, but the rest are huge and fundamental.
So that's one other part.
Okay, we're down to the final stage, we've done development, we've done Connect.
What onto the final part,
let me put this on here.
Which is action, action, action action is action. And that covers the whole brick model, it seeps down and pushes upwards. Because if we haven't got action, if we're not creating the who, the what the when, and I suppose some rationale into into why, then it's all for nothing, it's all for absolutely nothing. So what we need to do is we need to create action. And that's usually in the form of a Gantt chart, and usually in the form of creating KPIs. So we understand each action each touchpoint each element we're going to do in this marketing plan, we understand whether it's working or not. And if we can do that, and we can work out whether it's working or not, then we have ourselves quite a robust model, we have ourselves some theory that we can strongly base our ideas and are researched through to create a well rounded marketing plan, and content, and creativity. That makes sense is understandable, and is easy to follow.
So that's my brick model. Really.
If you've got any questions in watching this live or watching it back, please use the comments, get in touch with me, I'll happily talk about this brick model, continuously, however long you want me to. And that's about it. It's a bit of a shorter episode, but I just wanted to talk you through that brick model, see if it was it was any good if it was any use and if it made sense, or if it needed tweaking in any way, shape, or form. Because I want this to be your model. I want this to be a model that's useful to you. I want it to be a model that useful to businesses, not me. I utilise it to help businesses. But if it's not fundamentally helpful for businesses, then there's no point in using it. The really isn't. So please get back to me with any information, anything that didn't make sense or anything you want me to dive into, that's absolutely fine. No worries that at all. Also, from a wider perspective, if you've got any questions about marketing, or planning in general, or strategic direction or tactical elements, let me know. Happy to answer them at any point in the future. So this is me, Peter Sumpton. Signing off. My first live by myself a thinker is the second who knows who cares, really, as long as I'm adding some value to your lives. I'm happy. Okay, so have a good weekend
and happy marketing
Transcribed by https://otter.ai
Main Intro Music Featured on this Podcast:
Intro 1N15
Setuniman http://www.setuniman.com/
Creative Commons License
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Marketing Theories Explained Series Link: https://bit.ly/3mi35di
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
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Intro
This is part one of six.
Over the next six weeks we’ll have a slightly different feel on the podcast, It’s just going to be me, myself and I, as I chat through six of the most important and influential theory’s within Marketing today.
This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast.
Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes)
This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements.
This week we take a look at THE MARKETING AUDIT
Watch the video series:
https://bit.ly/35AEWrA
Podcast Summary
The best audits don’t assume anything, it is a fact-finding mission form which analysis can be drawn
To do this correctly you need to understand the various models that are available and their place with the audit
Data overload is a thing. You can analysis to much without any action. Get what you need to draw conclusions and implement.
Don’t be scared to use models in part, mix and match or develop them yourself, it’s all about getting the best data in a manageable format for you to draw conclusions, do worry about getting the models wrong or using them in a way that is slightly different to the norm.
It’s all about gaining the best insight and learning from what is available to you in order to develop strategic decisions to move forward
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest: Em Wilson (https://www.linkedin.com/in/emwilson36274/)
Topic: Marketing and History
Discussion Points
• Tractor magazines
• Toothpaste changing a nations habits
• Is breakfast the most important meal of the day?
• Is smoking healthy?
• Sample cards
• Historical brands and logos
Link to the live video:https://www.linkedin.com/video/live/urn:li:ugcPost:6715289765270315009/
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)
Peter Sumpton
Hello and welcome. My name is Peter Sumpton, marketing consultant and Lego master of marketing and you're listening to the marketing study lab podcast live. Well, this bit isn't live, but the rest of it is. You'll hear a bit about that later. I mean, now, let's crack on. These episodes are taken from my live show marketing, where we look at the relationship between marketing and a specific topic. Subject or specialism. Sometimes there'll be guests, other times, it will just be me. So let's get cracking. Right, apparently we are live. Fantastic. Great thing. First first time and Wilson Welcome to LinkedIn live. It's wonderful in here, isn't it? Absolutely marvellous. So glad you'd say you do this. I'm really looking forward to it. Because I know you've put a lot of time and effort into the research into this and every time you post something, in terms of the history of marketing and all that kind of stuff. It's really engaging, really exciting. And I just can't wait to see what you've got for us today. But I'm going to chip in with a few things as well if you don't mind. But before we do that, first of all, introduce yourself to the lovely audience who are you?
Em Wilson
Well we take screenshots Everyone knows that we're live wire on my station.
Peter Sumpton
I was looking at the camera there. It's not gonna look good.
Em Wilson
I don't look great either to be better excited.
Yeah, introduce yourself. So I'm m Wilson. I run an international marketing agency called Mari Mari located at UK and and yeah, bit of a bit of a weird and wonderful squiggly career into marketing. So and started in the commercial team at BP and trading so as a buyer, and then went into strategy for Europe for Castro then I did some global social media for BP, their tech startup through a successful investment round. And then I did six months with a as a marketing director and business development manager and then yeah, walked out and started Omari
Peter Sumpton
as you do, where does the name of Mari come from?
Em Wilson
And so, in honesty, it's a bit of a smush of my my name and my husband's name. So we save you money. And and yeah, we were just always always married. So that was because we were proper from day one. So
Peter Sumpton
great, great little story that absolutely fantastic. And how is life in general? And
Em Wilson
yeah, really good actually. I mean, I think I'm, you know, I'm in a bit of a COVID bubble because I don't really I don't really know anyone that's been affected touch word. And and and in honesty, although we've had you know, some struggles I think everyone's had some struggles during COVID. And you know, lots of our clients have have you know, we've had to stop projects and do payment plans and things like that, but overall, I think Yeah, not it's not the bit I've missed most is actually my Latin dance classes, which is out of everything you know, it's not a lot to complain about, is it?
Peter Sumpton
Anyone who's ever gonna come in here and say I'm missing my dance class?
Em Wilson
That's that's all like that thing really and hug people as well. person and I'm really struggling with not being able to sort of cut off people because you know that you might think they made it into the best man speech at my wedding was like the you know, the legendary avocados. Yeah.
Peter Sumpton
Yeah. Oh, thank you. Thank you so much for asking. Yeah, all good. Bit of a cold which is a bit of a downer. But apart from that all is all is good with life To be fair, busy, busy, busy, which is always fun and always exciting. But yeah, things are things are going pretty damn good. Again, similar to you can't complain touchwood, my own little bubble, that kind of stuff. But have been infiltrated by a call. But apart from that, all is really good. Right? Okay, we should really talk about some serious stuff shouldn't we'll give people watching at least something to keep rather than our life stories. So what I wanted to talk to you today about so the way I'm doing these lives is that it's kind of like a marketing and series. So this this is classed as marketing and history, but it doesn't really do it justice. So I think the great thing and anyone that doesn't follow, please follow and go back through some of the videos and some of the posts about some historic elements in marketing and how it's been used through history and time and stuff like that. It's amazing. And plus, take a look at the videos where she just picks something random that a client has asked glean a lot of information from them. It's pretty much how I do all my strategies to be fair. Watch your videos, and then pick You know, the bowl and go? Yeah, that's about right. Let's do anyone that's watching. I don't do that. Okay, but so what I want to do is dive into kind of the history of marketing or certain elements of the history or certain things you've found that's really interesting, fascinating that we might even learn from. So first and foremost, take it away, what, what would you say is like, let's start on a high the most exciting thing or the most interesting thing that you that you've seen recently in terms of marketing and history.
Em Wilson
And so I'm, I'm a really big fan of the custom magazine, so that I've got a I've got a lot of time for that. And basically, it's different companies creating magazines for their particular target audience. Because it's really interesting. There is a brilliant book by Joe bootsy, that talks about how do you make marketing a profit centre? And one of the ways you do that is through a magazine that you get people to pay for. And so that got me like, hooked, like, when did it start from, you know, obviously, we had the Gutenberg press in 1450, or whatever it was so and then everyone always talks about the Pharaoh, which started in I think it was 1895, which was a tractor magazine. And so I've learned about tractors. But actually, the first, the first magazine I can find was in 1730. And there was a race between Ben Franklin and this other guy to who could get the first published magazine in America, which I found really fascinating. So he started that off, that was quite nice. And then, with the magazines that what I found quite interesting about that was just how, like, if you think about the 1730s, like, the only way that people could really mark it was like word of mouth. It was, and, you know, posters on the side of building, which actually got, it got so bad, because people are doing it so often, that actually got banned in London and France.
And France.
Peter Sumpton
Yeah, no one else had posted.
Em Wilson
But that I found really interesting. And then, and you know, the adverts from like the 1800s, as well. And so there was I found out about this whole thing about the baking powder was, and which is really exciting. Yeah, so baking powder in like the, you know, late 17 1700s, early 1800s was this, like the adverts and nuts? Like they're just so because what you don't realise is that no, baking powder was like, female liberation at the time, like a woman's worth is defined by the quality of her bread. So like baking powder was incredible. And it's so it was so competitive. And like, you look at all the adverts, and they're just, they're just insane. They're just really fun. And in terms of the different things that they did, and I think, you know, it's kind of, then you move on, and you kind of have, and obviously the posters and everything, all the adverts from that magazine went out into the posters, and then the posters got banned. So then we had the billboard, and billboards came out in like 1860s. And I think that the first one was rented in 1867. And what I find amazing about these things is that, you know, like, if you think, however many years later, so 2010 Mini, like the car company, look pretty glued and actual mini to the top of the Billboard, as sort of, you know, shout out marketing think outside the box. And I just, you know, you see all these things that happened in sort of, yeah, the 1718 1900s and how that kind of came through, like telemarketing. So I'm under the like telemarketing. Everyone thinks that's like 1970s 1980s Wolf of Wall Street. started in the early 1900s by a bunch of housewives who wanted to sell more cookies. Yeah. So not even joking. And he then had, and they basically sold the original lead list of, you know, local directories, and these ladies would just ring each other up and say, you know, my recipe is better than yours. Do you want to buy my piece?
Peter Sumpton
I just I find it fascinating how? Here we overcomplicate marketing, like we just do massively. And I always find it interesting to go back to its roots and original, where it all came from, and all that kind of stuff. And from from what I know, and what I found, is that there's no no one can give you a definitive, this is where marketing started. This is how this grew. Yeah, there's like tally marks in our posters and stuff like that. But it's usually someone's doing it in one country, or someone's doing it over here at the same time, roughly the same time, or whatever it is, and they derive something slightly different. And I just think typifies what marketing is all about, you know, trying new things, testing new things trying to stand out, but to a particular audience, and I think it's really interesting that if you read the history and go try to go back as far as you can, there isn't a Well, this person said this, and that led to, there are certain elements, but there's almost it's almost hearsay if you like.
Em Wilson
Yeah. And that I think that's the bit I find I find fascinating about it. And the bit I really enjoy about like, the history of marketing particularly is just its effect on society. Like, I don't think you know, so like, and I always go back to the toothpaste analogy, so, and advertising actually save the teeth of a nation.
And so
my favourite, one of my favourites,
that and you know, so back in the early 1900s, again, and only like 7% of Americans brush their teeth every day, which just seems insane. Yeah. And then this guy, called, I think his name's Claude Hopkins or something. But he, he basically got asked to advertise some toothpaste. But obviously, nobody really got it, they didn't really understand why they needed it. So he went and wrote read a load of dentistry books, which was really boring. And he found out about plaque and how it leaves like the film on your teeth. And he is actually one of the earliest examples of the cue and reward and advertising and marketing that we can find or I found today. And so the cue is if you feel the film on your teeth, then the reward is brushwood, Pepcid and get like the tingling feeling. Okay. Yeah.
And yeah, and so by the end, so it was all sort of do the tongue test, I think was his tagline. And, and he is like, within a decade, 65% of Americans were then brushing their teeth every day. And he also you had like the beginnings of influencer marketing, because Clark Gable was known for his Pepsi dense smile, Shirley Temple, you know, all of these people are so yeah, it's just I think that's, it's sort of the Mad Men era that I really enjoy.
Peter Sumpton
Yeah. And we, we need, and things are slightly changed from when I was, was being educated in marketing, if you want to call it that. But it's, I'd say, a lot of people get into the industry, because of that madman era, which is, I think it's slightly changed now. But and it's more, I suppose I have a Zuckerberg error if you like. And that's why people get into it, whether they fall into it by accident, or they want to, but I was hugely influenced by the fact that the psychology behind marketing and how it can have a massive influence on Well, actually a nation, like you just said, to the point of view that it changes culture. And I feel like did it change culture, people like cleaning the teeth.
That's, that's my,
Em Wilson
that was the bit in their social dilemma. I don't know if you've seen it on Netflix yet. But that's, I mean, that just makes you want to throw your phone out the window, and start talking about all the data that people get from, from your social media channels and stuff. But I thought was really interesting about that was it wasn't that the consumer was the was the main thing, like getting more customers wasn't actually the main thing. It was behavioural change. Or it was all kind of focused on and I thought that was Yeah, just really interesting. But I look to the the old, the old marketing, so mad men is usually associated with the 1950s, isn't it? I was talking about sort of the Victorian Mad Men, I sort of see them,
Peter Sumpton
okay.
Em Wilson
But, and also, like, think about Michelin, so like, and the tires, they started their publication in 1904. And because they wanted people to go explore, so they wear the tie that more often so that they, you know, so much higher. And now it's like the industry standard or gold standard for restaurants and things.
of 100 years.
Peter Sumpton
And that's it makes it makes me laugh. Like today when you hear people come up with some crazy ideas or crazy concepts within within marketing or everyone thinks that that's what we do. We draw stuff we call stuff in we come up with stupid ideas. Okay, we kind of do, but there's a lot of there's a lot of theory and methodology behind it. Imagine going into a boardroom. And, like, just on the face of it saying, right, we're at a company, what do you want to do? I know what we're gonna do. We're gonna give restaurants rewards. What how, how does that work? I but the theory behind it is absolutely bang, when you tell people that story, but that's how the stars came about and all that kind of stuff. It's like, Oh, yeah. And that's what really fascinates me about like, the history of marketing is the fact that you look at various things. And most people like the toothpaste, for example, they probably thought he was crazy. Like he never got to get people to clean the teeth. But doing his research, and bringing it forward to what people gather data for is behavioural change. That's pretty much what he did. He went back and read books and said, right, okay, this is a thing that I feel can influence people to change the way they think about their teeth.
Em Wilson
But what I love about that one particularly is like the dentist history books he read, he said in his autobiography that they were like, so dry because it was just all about what newsone plaque and like, just sounds and making it, you know, by calling it the film, like anybody can understand that anybody knows when you wrap your your tongue across your teeth, exactly how that feels, you know, if you've had a glass of red wine or something, you can feel it. It was that it was making, I think sometimes it marketing is just about making the complex, simple. And certainly like that the you know, that's the the challenge that keeps me in interested in in what I do is a lot of my work is actually how do you take this really sort of techie complicated thing and make it ama friendly, I call it
sort of anybody could understand
- And I think that's, that's the important bit of a bit of marketing. And I think also, like, the other thing that we learn from the history is to play to your strengths. So, you know, think about, you know, post World War, you had the the VW, the Volkswagen, and you sell, you know, a German car, that's pretty rubbish in comparison with its western counterparts. And, and you know, and it's got horrible name on it. And what you do is you call it a VW, and all of the copy around those adverts were about the fact Yes, it was very small. And no, it wasn't going to go very fast. But it was reliable, and it wasn't going to need a lot of upkeep. So for people in post war, you know, post war Britain, post war America, it was actually as long as you call it VW Volkswagen actually not, it was a lot easier to get that that message across and actually became, it became a bit of a personality symbol a bit like the Mini is now. You know, for people, it's a bit quirky. And you know, many really, I think they actually took the lessons from VW from the 50s. And sort of brought that sort of into its own in the sort of the 2010. And because they were they were, you know, really playing on the on the mini sort of quirky personality. Yeah, yeah, that's really, I really enjoy it.
Peter Sumpton
Yeah, I mean, I, again, I mean, there's so many lessons we learn through looking at history and what's gone before us and all that kind of stuff. And we should always be looking forward. Don't get me wrong. But looking back to that. And and, again, the simplicity of marketing is, you know, you've got something that solves a problem. How do you get it into the hands of the people that have that problem? That's it, you know, that's all we're here to do? Through various methods or whatever. And pretty much, that's what VW did. They're like, Okay, we've got this car. So I'm going to suit everyone. It just isn't it fundamentally isn't. And we don't say Volkswagen, because that is far too German. So how do we get into this UK in this US market, right? We're going to need a name change, fine tick. But it's too small for most. So we're not targeting big families. We're not targeting people that want to do long journeys. Let's just be really focused and targeted on the people that that may want this. And let's make our comms about them. And how this car isn't made for everyone. And straight away, you're, you're in a select club isn't made for everyone.
Em Wilson
Yeah, you have to opt in. Yeah. And what I, what I love about those adverts as well is they really understood the power of whitespace. So like, if you look at their adverts, it's literally like a full page. And it's this tiny little car in the top right hand corner. And then there's a little bit of text at the bottom, I mean, talk about minimalism. It was you know, it was cutting edge really, in terms of like in terms of the messaging in terms of the coffee, I bowed down to those guys, they were they you know, absolutely incredible with what they did. But also, you know, sometimes you can solve a problem too easily. So, you know, tell me what you just said on its head a little bit.
Peter Sumpton
Yeah, no, go for it.
Em Wilson
Think another foodie one. But if you think Betty Crocker, so when she started, because obviously, you know, after, after the telephone, we had the radio, and then you obviously went to TV. And And what was interesting about that was that when she started with her cooking mixes in the early 50s, and you know, all the all women had to do was add water. And I thought, well, this is you know, they thought this is going to fly off the shelves, it's going to be amazing. And you know, it's going to make life so much easier for women and they can just, you know, sit back have a have couple of gems or however they want to do. And actually it was too easy. And, and their their sales didn't didn't do anything at all. So they had to actually add an egg that became the thing was add an egg. And then because then it was something about adding two ingredients that made women feel like they'd been important, because what they were suffering from was a form of guilt. Like it's too easy. I'm getting great feedback on my amazing cake that I didn't make this better. But by adding an egg, I don't know why there's some psychology in there. So that made it that made it they felt more invested and therefore it flew off the shelf after that,
Peter Sumpton
even that that's understanding your audience, isn't it going back to what we say and it's just understanding the market that you're serving and learning from your mistakes. I suppose You've taken it too far. But you're
Em Wilson
taking on feedback because they could have just carried on flogging it with the Add water. They could have just you know, you could have just seen more and more adverts coming out about that, but it was actually going to the customer base and going, why don't you like this? And, you know, actually making the making the effort and the point to not assume that they knew the answer. I think that's the really key point to take away from that example actually is, and like in today's society, I think because we're just so data driven, you know, you've got robots pretending to be humans and humans pretending to be robots. And we get so stressed about the data, we actually just forget to talk to one another. And that's, you know, such a such an incredible and you know, the feedback you can get from your clients and prospective clients. You know, every conversation you can learn something quite interesting.
Peter Sumpton
Yeah.
Absolutely. So just just a quick hello to James, he was on last last Friday, and we had a good Well, I'm gonna have to say we had good crack because he's Irish nickel me If I don't take a crack, at least once on the show. That was the contract that to sign. So he asked the question, and I've got no idea. The answer this, but this will be interesting. So what in history was the first most recognisable brand?
That's a bit of a big one, isn't it?
So, I mean, that's a Wikipedia question. And to be perfectly honest, I'd be amazed if there wasn't, if there wasn't actual answer to that. And from by that, what I mean, is that this probably recognisable brands going back way, way way. I mean, it's probably going to be something like Coca Cola or something. My first
Em Wilson
thought, but then when they first started, they only sold like, they didn't sell many bottles at all.
Peter Sumpton
Yeah, yeah, I know. I know. So I'm just trying to think of like, I think Coca Cola took the brand and made a thing, like in terms of what brand can do, because that is bigger than the actual rubbish that we sell, isn't it? Sorry.
It's not all
Em Wilson
green. And then now he's now he's red, because that was Coca Cola, wasn't it? That's always the I don't know if that's actually true. That might be myth and legend rather than actual true fact.
Peter Sumpton
Nothing is true.
It Well, they seem to claim it's true, but you just follow it up with that. So I don't know whether he's on Wikipedia or not. But yeah, yeah, we thought it was Coca Cola as well. But I think that massively depends on the country as well, because there was probably recognisable brands in the, in the in the UK, that weren't necessarily in us or whatever. But having said that, well, we've got some great participation now. So we'll just should just keep clicking char. So he comes up with this one, which is probably right
Em Wilson
about it. It was probably alcohol, it was probably a vise Yeah, absolutely. Like, you know, something that's not good for you. Because
Peter Sumpton
I'm thinking cigarettes, maybe?
Em Wilson
Well, they were they when they first came out. They were not that's what
Peter Sumpton
I mean. But it's still a race, which I was going to come on to in a minute, we'll come back to smoking. It's not actual smoking. But ama says that it could be Ford. Yeah. Which quite interesting. Although she has it's
too late. Probably. I'm not quite sure about
if she means for not her answer.
For I think for took the from my point of view Anyway, I'm not sure what you think about Sam but I think from for took the fact that brands probably know consumers better than they know themselves. And well, they're
Em Wilson
thinking about it. And you probably see if you think like in terms of brand, something like tea. I've just had a look at em on. I'm just on the time. Time website at the moment. And what closure? Absolutely. Yeah, like Google is your friend. And so stellar artwork was apparently that their logo was first used in 1366. So their oldest brand that times found anyway. And but what they said was actually yeah, Twinings tea that was 1887 if you think about sort of the trade routes and stuff, yeah, that kind of makes sense to me. So
no, like if someone asks a question, I don't know the answer, right.
Peter Sumpton
Chrissy says, loughs gone, Sarah, that's got that's got to be down. That's somewhere that has got to be. I think it's not going back as far as stellar or Twinings, but that's got to be somewhere. Definitely, so Okay, thanks, James. for that question. We've kind of ruined the whole show that but you know, we'll let you off. No, no, no, I have any further questions. Like please please dive in. Because some of those were, if anyone does actually know if anyone's got anything different From stellar or Twinings, that'd be interesting to know. I mean, fact we only deal with fun. Absolutely. So just going back to smoking gun, I'm not, I'm gonna never have never will. But I find it really interesting. And I'm gonna bring this to the modern day. But I find it really interesting that smoking was always seen as a positive thing to do, and a health thing. And the fact that menthol cigarettes were, so you could have fresh breath and stuff like that. And I find it really interesting that some things we take today. And I get your take on the smoking thing in a minute, but some things we take today. So things that were fundamentally made up like, I think I mentioned this in a previous show, but breakfast most important meal of the day. Well, I wonder where that came from? Would it be research that was conducted and sponsored by cereal manufacturer is
Em Wilson
by any chance? Yeah,
Peter Sumpton
absolutely. So no wonder it's the most important deal meal of the day. But it's the fact that going back to smoking, that the trust and belief that we have in what people tell us. And that's why brands are so important. And that's why brands have a place in society, but they can have a huge impact on how we feel about certain things. So what's your take on the whole smoking thing, then? going way back?
Em Wilson
Well, in terms of
Peter Sumpton
in terms of in terms of, of the how they used it as a positive?
Em Wilson
Yeah, I mean, they they use the oldest trick in the book, didn't they? They just, they just used it as sex. It was, you know, only cool people it was, you know, there wasn't any sort of, you know, boring person in the outfits, it was all to do with them. You know, it was it was a lifestyle choice. It was you, you you bought into that into that look into that into that vote if you like, you know, same way I buy an Apple Computer, because it says something about me, I think, you know, when you explain to me It said something about you and, and brand loyalty that mean, having been a buyer. And I actually did quite a lot on the sort of analysis of tobacco, and the brand loyalty is insane. Yeah, yes. So, you know, and tobacco is, you know, one of the biggest categories in you know, one of the, one of the certainly most profitable, and because, you know, it's addictive, isn't it? So? But yeah, we had to keep certain ranges and you'd like but we sell four of these a year. But you'd like your but Mike in that particular? No, Petra, he can't get his brand. He will start you know, shopping in Shell. Yeah. So yeah, I think the brand loyalty was it was was mad. And I think they have, they have done quite a lot in terms of, I think the the going dark was a, you know, quite stressful and but really good idea. And I'm not entirely sure how, how you be interesting, I haven't done the research on it and the need to on the, you know, having the adverts on the front of the packets, something if you if you're going to smoke, you're going to smoke to be interesting to see, I think what was I always had this idea of, you know, rather than having any advertising on it, almost have it like brown paper, and then in the cigarette packet have like a crayon, so you can draw on it. And but obviously, that's got charged presentation, suppose possibly not, but yeah, the I think it What amazes me is how long it took actually, for smoking, you know, the dangers of smoking and, and the realities of sort of, you know, the consequences of it, to actually filter into, into consciousness. And into, you know, because people would just for so long and accepted it, you know, in the war, so just smoke to keep going, you know, it was it was, it was something that they needed. And in a way, you know, great stress. It was a stress relief. But that's how it was noted, I think and say, yeah, just just the fact that it became so pervasive in such a, you know, reasonably short amount of time, actually, if you think World War 119 40. And today or to, you know, the sort of when it started becoming, you know,
bad idea.
Peter Sumpton
Yeah, I think right. And I think train trends change, and what we learn about certain things has, has a huge, huge impact on what we know, like and trust in our particular brands. Interesting. I was told this, so this this is going off on somebody told me rather than fact, but I think it's fact. So when when Steve Jobs, wanted to push and promote Apple computers, he didn't just go he didn't go down the address. He didn't just do that. He didn't just think right, okay, I need to be everywhere all the time. He gave them away to very influential people at the time. And it's just like, I don't know whether that was quite unique in what you did at the time. But knowing and understanding that culture and knowing and understanding that if you gives it to influential people that is far more influential than putting something in print in a certain magazine. I mean, that's huge.
Em Wilson
Think about 1984. I mean, that was a moment in time that Superbowl advert and that cost him, you know, I think nearly a million to create, but that wasn't that wasn't an advert. That was it. That was a Mini Movie. Yeah, that was that wasn't you know, even now, when I watched that I get sort of, you know, skin freckles, it's just it was so he was so ahead of his time in terms of understanding that that's what people wanted. I mean, now you get it all the time, you know, Lego movies, you know, that was just a full feature.
ventilated, really, really well for that,
um, you know, and again, that's a marketing department becoming, you know, almost profitable in saying, right.
Peter Sumpton
Yeah, absolutely. And
Em Wilson
as opposed to selling Lego. Yeah.
Peter Sumpton
Because that's what marketing needs to be seen as it does. It's not a it's not a cost to a business. It should be either a value or profit creator. And there's so many ways and it's interesting that the most the most innovative innovative one I've seen over the past like few days is the the Burger King and Stevenage linkup. I don't know if you've seen that. Well, that So what they did was, and I don't know hundred percent but basically, Burger King sponsored Stevenage. So when Stevenage were on a computer game in football, a football computer game sorry. All their players at Burger King on the top. So what Burger King did was say they did a whole campaign around play Stevenage and see how far you can get them saying the best players for Stevenage, you can buy the best players to see and everywhere you when it had Burger King on the top. So it was just unreal, just
Em Wilson
brilliant. I loved what they did in Germany when COVID started because they had the big six foot some bow around
it make it to the UK, I definitely would have bought one.
And one thing I liked about their communities, they they were always so and they've done some very interesting LGBT pieces recently. And so there's a piece between Burger King and Ronald McDonald, which I thought was very clever, and quite strong, quite powerful stuff. And but the other thing I liked about Burger King was they do you remember in I don't know. 20? Was it 2009 2010? They did the Delete 10 Facebook friends and get a free Whopper.
Peter Sumpton
All right, no, no.
Em Wilson
So and they say Facebook closed down eventually, because they they actually gave away 200,000
burgers.
But I think what they really clicked into was actually you know, how social media has fundamentally changed our understanding of friendships. In life, you know, if you I do an awful lot of work and speaking on social capital, and the power of social capital, and how that you know, the intrinsic value that you get from your relationships, and how that relates to the psychology of marketing, all that sort of stuff. But what's really interesting that is, you know, if you look at the data, people only really have 150 relationships, you know, those that you know, if you think about your, your wedding list, that's kind of your close circle, whereas on Facebook you can have you know, thousands LinkedIn same again, and and what they really kicked into and and also like, Who are you going to call for your free burger? Do you tell them? You know, you will my boss, but what for sacrifice? I think it was great. It was such a good, but I just thought that they was very bold, you know, to go, you know, even in 2009 2010 because, you know, Facebook wasn't, wasn't what it is now. And I just Yeah, I thought that was very clever. And the way that they'd sort of kicked into that cycle because it was very simple call to action. Anybody could do it. All you had to do was prove you deleted 10 friends and you get a free Whopper and hit me you know, who knows? Maybe on a behavioural level it made people think like, actually, you know, yeah, you're worth eating for a burger.
Peter Sumpton
I think I'd put my hand up and go, yeah, that's fine. I know. We're still mates. Just delete me. Like if you want that Whopper that we're just, I'm comfortable with that level of friendship. In fact, if you're going to tell someone, you're going to delete them for the burger, and they're happy with it, then you've got that level of relationship that's worth keeping offline really. To be fair. One thing first of all, Emma's not crafty. She's from Steven is just you know what the hell's going on. So I'll send you the link camera afterwards to see what's going on. But it's putting Stevenage on the map that most seller in Stevenage top for grey say you're winning on every level. But what's what's interesting to me is the fact that you said like what Burger King do is out there and it isn't and it you see a lot of innovative things that they do in terms of how they promote themselves and how they get in front of mass market. And but yet McDonald's is the market leader and they can't Get close to McDonald's. So like what's with that? Surely, in our marketing brain, it says that we have the most innovative, the most clever, the most backlog showed the best piece of comms, which is based on research, and it's a bit risky. And it's out there because no one's doing what we do. yet. We can't close this market leader.
Em Wilson
But I don't I think they they differentiate like, you know, they're very different. And, you know, you It's a bit like, you know, cat or dog, isn't it McDonald's or Burger King? You're either one or the other. And, you know, for me if I could have a Burger King burger with a McDonald's fries, and a KFC gravy like that? To be honest, because I'm from Birmingham, so chips and gravy is a standard. Hey, look,
Peter Sumpton
I'm more northern than you are. So don't come with your chips and gravy here. Like literally, we live on chips and gravy. It's like the sea is the river mercy? Yes. And
Em Wilson
it's really rubbish
that I found if anyone finds on that, because
my waistline doesn't, it'd be quite nice every now
and then. And but yeah, so I think I think, but they're also doing a lot of, you know, again, and they're sort of building those partnerships, aren't they? I mean, again, I don't know much about banking and McDonald's, where they're going with a marketing strategy, I have to have a look at that. But like, you are seeing more, so they did that whole thing where I can't one of them did a thing. Like, if you buy a burger, we'll give a load of money to charity.
Peter Sumpton
Yeah, I think that's Burger King again.
Em Wilson
And then McDonald's will like go to Burger King, want them to give all the money. So that was quite nice, you know, friendly, sort of competitive collaboration in a way. And but I think I think, you know, they are they are very different. They stand for very different things. I think the products are quite, you know, although they're still burgers, whatever, they are different. And so I think, yeah, it's again, it's sort of standing in that sort of in, you know, being what you are, and being okay with it and not trying to be a me to type thing I like I've got, you know, I think a lot of brands are now moving into this sort of social responsibility space. And you said about how brands have no, they've got an awful lot of power and influence and liking at the moment is seeing more and more brands actually moving into that, and sort of space quite confidently. And so, you know, we talked about Superbowl earlier. So Pepsi was one that I was thinking about at the time, because they sponsored Superbowl, like 23 years. And then one year they did it and of course more fast by the fact they didn't. They did they got more press for it. And But what was interesting was actually decided that year to spend that money on that. It was like a grant effectively, the projects, you know, if you had some good project, you could you could go to them and ask for money. Problem was it then died to death about 10 months later, because of that it was covered in fraud allegation? So actually did the more harm because at the end of it, but that's because it wasn't done properly. Yeah, you know, and all due diligence, should we say? Yeah, but, but yeah, I thought, you know, it was quite a bold move to put that money behind a behind the statement. And but you see a lot of companies now now doing that, and what we've seen this year, I think, more than than than other years, potentially, or certainly, perhaps I've just become more aware of it more in my, you know, like when you're buying a car and then all you see is car adverts. Maybe that's why. And, you know, there's a lot of companies brands are now putting their foot down and saying, you know, this is what we this is what we stand for, this is what we and this is what we're doing, to sort of actually show that it's more than worse.
Peter Sumpton
And that that for me is is the the pivot point. For me. It's the, this is what we're doing to show that that's our that's what we believe because and this, you know, you might have different feelings on this. But when you see logos change to have rainbows in the background, or you see them change to support something fantastic. I'm not saying any of that isn't fantastic. What I'm saying is that this month, absolutely, yeah, but what happens when you move that rainbow? Is that not important anymore, or not important enough to be in your logo, it just opens a whole connotation that you don't you don't need and you can support things without being all ballsy about it. People will get to know about it. And the people that you want to know about it will because they're the same type of people and the people that you want to draw in
Em Wilson
Yeah, no, totally. I I think for me, you know a lot of people get caught out on this in terms of you know, a logo change so well it's not you know, that's not that's not action. I think going back you know what I'm finding is we're now in the digital you know, we're absolutely in the digital age and we you know, our marketing and since you know early noughties or whatever, and really is when it when it took off, but I think what we're seeing Now it's because everything is digitised. We're losing trust. And so it is that that, you know, everyone's talking about value and integrity and authenticity, we can use all the buzzwords, but fundamentally, you know, the results speak for themselves. So I'd much rather, you know, be working with a company that has, you know, proven their culture and can prove in their case study, and all of that sort of stuff, that they're actually doing tangible things, rather than just, you know, sprinkling some gifts on a logo once in a blue moon,
Transcribed by https://otter.ai
Main Intro Music Featured on this Podcast:
Intro 1N15
Setuniman http://www.setuniman.com/
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Guest and Episode Links
Dr. Krista Fabrick
https://www.kristafabrick.com/
https://www.linkedin.com/in/krista-fabrick/
Enjoy the Episode - Happy Marketing!
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Intro
Something a little different this week as I want a share a recording of the first live a attempted to do way back in March of 2020. Yep, way back when we were young and mask free.
Why am I sharing this now? As I think it is such a topical time to dive deep into all things Marketing Strategy. When your industry and buyers behaviour may be changing at a rapid rate, you should always focus on your strategic direction, whether this needs reassessing or nailed to the mast.
A robust Marketing Strategy will weather most stormy seas… I really don’t know where these turgid sayings are coming from so let’s stop at now and get chatting to Marketing Study Lab second timer Krista Fabrick, now Dr. Krista Fabrick (but not at the time of recording which is why it isn’t really mentioned) – congrats by the way.
In this episode we cover;
- How to formulate a strategy
- The difference between Strategy and Tactics
- Pricing and perception
- And of course, where do podcasts fit in with all this
Without a random opener today, let’s dive straight in with a tentative ‘are we live yet?’
Watch the episode video:**https://youtu.be/qfToaD-ZSlk
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
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(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest: James Perry (https://www.linkedin.com/in/jamesperryaccountingsuccesscoach/)
Topic: Marketing and Finance
Discussion Points
- Guinness!!
- Irish history
- Personal branding
- Financial education
- Professional marketing qualifications
- Importance of practical experience
Link to the live video:https://www.linkedin.com/video/live/urn:li:ugcPost:6712752394180075520/
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
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Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)
Peter Sumpton
Hello and welcome. My name is Peter Sumpton, marketing consultant and Lego master of marketing and you're listening to the marketing study lab podcast live. Well, this bit isn't live, but the rest of it is. You'll hear a bit about that later. I mean, now, let's crack on. These episodes are taken from my live show marketing and where we look at the relationship between marketing and a specific topic. Subject or specialism, sometimes there'll be guests other times it'll just be me. So let's get cracking Okay, fantastic. Live live live love it. And I am so delighted to be joined today for this little chat with Mr. James Perry. James How are you doing?
James Perry
I'm good Peter. What about yourself? Thank you for having me.
Peter Sumpton
No problem. I'm doing pretty damn well to be fair. Yeah, all is good big workshop today. Hang on one second. Yeah, just a bit of technical difficulty there Yeah, I did a workshop today that had loads of people in it which is absolutely fantastic all engaged all interested in in marketing and the theory and about how you build a marketing plan and stuff like that so I can't complain sunshine and I think it's a bit cold outside but who cares? This isn't a weather forecast. So we don't really care Believe it or not, the weather is lovely here. It's not cooled
James Perry
and we're in the north of Ireland here which is all we get out.
Get out that's not Peter like I say to people the London for Ireland this Hibernia which meant which means the land of water so I
Peter Sumpton
see now you're gonna have to come back on because I don't know enough about islands and I don't know how I'm going to link it to marketing but there's bound to be some way and your knowledge of marketing and marketing your knowledge of Island and the history is on real so yeah, we're gonna have to link that in some way shape or form I'm not sure how but like well
James Perry
here we go. One of the biggest brands in the world is Irish.
Guinness
Peter Sumpton
well see that's why I invite you on you just keep me in check and make me look fun cuz I'm
James Perry
brought on brand Ireland and I brand Ireland. For a country is incredibly strong. hoka high kind of country an island of 6 million people get every person in the water to celebrate Irishness on one particular day. Or Patrick's Day.
Peter Sumpton
Thoughts marketing at its finest. That is that is brilliant. That isn't how I thought we'd start today. But yeah, let's let's carry on down that route. Yeah, absolutely. Bang, right. Like, like what what Guinness Do you know, they are the antithesis of a heritage historic brand, which keeps transforming what they do from a Marxian perspective yet keeping that history. And those those brand qualities of the the, the white top, the black Guinness, that the iconic glass, that the only company I know that can create an advert about water, and not even mention what they actually sell what they actually do and that you should drink something else other than Guinness and then publicise it, I mean, just amazing stuff.
James Perry
The way that the company was find it, so there's finally over 300 years ago by Arthur chemists who signed this is true, a 9999 year lease on some chambers get
free, because that's one of the sources of Dublin mountain water.
Peter Sumpton
But that's not
James Perry
how they get the symbology as well, Peter, which odd stir brown the heart, the heart is the Brian baru ARP, okay, Brian brew was was an ancient Thai king of Ireland. And even that is symbolic. So you know exactly
what they're doing in terms of their branding.
Peter Sumpton
Well, but that's again, Irish knowledge come into the front. They're not only Irish, but marketing knowledge. Marvellous. And that's what that's what we're all about. I absolutely love it. We'll probably come back to that if we get a little bit bored later on.
James Perry
But we never get bored by Fred. We never get bored.
Peter Sumpton
Well, that is that is very true. That is very, very true. But let's try and stick to half an hour slash four or five hours. I think the mcse live you can go is four hours or something I can't remember. Anyway. That's Mike's it. Right? Okay. Let's go on to a few more serious elements. And then we'll come back to the Guinness stuff and all that kind of stuff. So let's start with your background, a little bit of information about yourself what you do and what you're all about right now. So everybody knows that, what we're what we're going to chat about and how amazing you are.
James Perry
Well, I'm a chartered accountant by profession, accountancy has always been been in the blood Peter so degree in accounting master's degree in accounting and worked for a firm called Grant Thornton for 10 years sort of bigger global firms was an associate director with them, then I moved in tend to stray from not even quarter of wkd, another another alcoholic drink Kima Francia controller with them. Then I left and went to the government, I was the government for government rule for four years, again, as a financial controller on then things happen in life where I had to take a career break, which then pushed me and to starting a company or a business called the cutting success coach, which is my main thrust in terms of LinkedIn and in terms of my, my own business with without, which is to coach accounting students on their exams, and also up and coming accountants and seasoned finance professionals through career development. So that's the main business, I am also a part time teacher, a teaching fellow with the University of Ulster as well. And teaching accounting. So that's my background is all pure accounting.
Peter Sumpton
Cool, excellent. And in a bizarre way, that's kind of how we met with your pure accounting background, my pure marketing background, we're both in the educational field, we both teach marketing, and finance professionally. So it was just really good connections. And the more we spoke about both, the more we realised, from an educational point of view, and just purely departmental, that the links and the synergies between both of them were, were unreal. And then we got chatting about that, and a whole host of other things we've got in common, but let's not mention that Liverpool, the champions of the world, and pretty much champions of everything, shall we? We'll just stick to the marketing and finance on
James Perry
our head is the greatest company ever.
Peter Sumpton
forgot about that? Yeah. God. Yeah, absolutely. Fantastic.
James Perry
You're You're definitely like in the synergies in both marketing on the coating, stroke finance, especially when it comes to getting a professional qualification, look, and examine assignment as an examine assignment, albeit a different topic. And the approaches, in my opinion, are very, very similar. So opposite. That's where we had thought that definitely the professional thing in common as well. Yeah. And we've both been there and Donna disposers, which the thing?
Peter Sumpton
Yeah, that's very true. And I remember speaking to somebody it was on it was on a, another podcast. And they were saying that I can't remember what field they went into. But they went to a university, and sat down in a bid business lecture. And the professor started talking. And he said, Can you give us an example of this, like, that you've been part of? And the professor said that will No, I've never been in business. I only know it academically. And the guy actually walked out. Because he's like, Well, you can't, I want to be successful in business. And there's only so far that I can go with you teaching me from an academic standpoint, if you haven't got any historical, practical application that I can learn from them. This isn't for me. And same with yourself and me. We've we've lived it with breathed it. And I think a lot of people don't give enough credit for the fact that it's all about storytelling. Marketing is all about storytelling, and we gauge with stories and people don't give enough credit for. Okay, this is the theory. But this is what happened to me, or this is a prime example of where it went wrong, or this is what we shouldn't do. Because we've I don't think people give enough credit for that.
James Perry
Absolutely not. If you can live and breathe, what you're teaching someone or what you're coaching someone that really adds a lot to it. I don't think I would have as much gravitas or could help as much if I was a part qualified accountant. I couldn't do that. Because I have sort of I qualified first time with everything. backgrounds always been in the profession. In terms of career, I got to see it very piscean monitored quite early. On no coming the other way with yourself. You know, we're taking the entrepreneurial and started starting on business and doing everything that comes along with that. And I think we're both in the right areas to help others. And I think that's a mean thing to Peter. You know, my endgame is I'm not enough to create the next generation because I'm not. Okay. What I am about, though, is to help people live the life that they want, by getting a world class professional qualification. And by doing things that I learned to, to sort of prepare yourself career forward and live your life you want. That's what I'm all about. And I mean, I'm in this to have a lifestyle business. So that's why I want to teach people how to do that.
Peter Sumpton
Yeah, I wholeheartedly agree from a slightly different standpoint, I think the thing that's missing academically, both marketing and on finance, from what I understand from what you've told me, is the fact that we see it as this, I get this qualification, then then I can do finance, I can do marketing, people will employ me I become employable. Yes, it helps, yes, you get a foot in the door. But what happens when things go wrong? You can't necessarily rely on what you've you've kind of learned, you need that practical experience. And what you said there was really interesting about end game, then why do you want this qualification and some people just want qualifications, because it shows them they can do what they can do, which is fantastic and great. not denying that at all. But others just want it for to progress in their career as well. And, yes, it might help to a certain level, but then I feel there's a lot missing that people don't talk about. For example, when I when I talk, there's the academic marketing, and then there's the real life marketing, the very, very similar, they both need to fit. But sometimes to get that qualification, you need to talk in a certain way. Whereas in real life, you would do things slightly different. It's not the same in in finance.
James Perry
In terms of theoretical versus practical, huh?
Yeah, yes.
Give me a quick example of that. One of the top one of the topics that people find very difficult than a coding is if you're doing an auditing exam, especially if you've never worked in auditing. So if you work and you're doing someone's a concert, if you're working in a tax department, you will find it incredibly hard to relate to auditing. But because I worked in auditing, I could relate to it. And that's something I can help people with a lot. Okay, but there's a massive difference between what it says in the books or what actually happens in real life. You know, what I mean? So there is a very, very different practical element to it. And I suppose, and my coaching, Peter, I very rarely talk accounting. What I what I do talk as though was with the practical applications of that accounting, because people can go and get all the material and learn from a learning provider, but I helped to apply that amount to different thing. Different things all together. And then especially with career development, you can read all the books in the world about career development, unless you unless you've done something, or you can talk to someone who's made all the mistakes like me, you know, shock when you learn about respect as well. So did a massive difference sometimes between theory and practice? Absolutely. But sometimes you have to know your theory before you do the practice.
Peter Sumpton
Yeah, yeah. And and, and that, that is the crux of the matter, there were the first live that I did with with Dr. I, we were talking about education and all that kind of stuff, and saying that it's hugely important to know that this theory, but theory alone, wouldn't necessarily get you through life, depending on what you wanted to do. And it is that that application, whereas if you flip it, and you've got no theory, then you're very, very fortunate if you can craft a career of any substance within a certain field, if you don't have that foundational level. And I'm presuming, like to my, my thoughts on on on finance, and that kind of area is that I wouldn't trust anyone that hadn't got a financial qualification to do my finances. I you know, just just wouldn't be in the same respect. If I went to a chartered accountant, then I probably want them to have X amount years of experience, rather than being that that fresh out is out of qualification. Do you think do you think once you've got a qualification, you are ready to take on the world? Or what? Let me rephrase that. What are the things that aren't taught? So you just pass the exam? What are the things that aren't taught that might hit you in the face when it comes to reality?
James Perry
One thing one point will make actually believe it or not, and it's it is a point for debate within the profession, is that you can call yourself an accountant or not be qualified. Okay. Right. You can actually believe it or not, and some of the best accountants that I know aren't qualified, and then not times that I tell them to get on the horse. get qualified is crazy, because it's adds so much credibility. credibility. So that's the first point in terms of the next bit. If someone has just qualified and they've got the accounting qualification, what I would tend to suggest is that they get that they stay with it where they are for perhaps a year or so or two. I don't know if it's the same in the marketing profession, but it's one or two years of what we call post qualification experience and accounting. And that normally is where you learn a lot of things. So there are a lot of people who perhaps qualify, say, in a coding practice, or within industry, perhaps, and I would say, stay where you are on and learn. Because that's, especially if you're going to go into senior management. And one thing that happened to me, Peter, was that I went that this was quite an extreme route. I went from being just newly qualified, straight into a senior management role. And I wasn't, I wasn't the manager, I wasn't manager, I was mid senior manager, I was promoted incredibly quick. Okay. And I was basically said, durscher portfolio of clients, go and figure it all out. Right. That's what I was taught. So I had to sink or swim. And I learned the hard way. No, that was when I was 10 or 12 years ago, and you'd like to think there's a bit more of a change, and I with proper coaching and things like that. So what I say to someone who is newly qualified, is this one to two years post qualification experience, and get a mentor or a coach. Absolutely, yeah. Because I've said, I've made all the mistakes. I was the one who didn't Dalit didn't know how to delegate. I was the only had this trinkets Knights. I was the one who was made stuff monitor at 20 it with all my mates, I was then their boss, I made every single mistake in the book. So get a mentor who's been there?
Because I tell you what not to do, you know?
Peter Sumpton
Yeah, that is very true. And although we learn from our mistakes, there's some mistakes you just don't want other people to make and others, you almost feel like they've they've got to learn from those mistakes. And that's not to say that, okay, well, well, you can come in work for me or I can be your mentor. But I'm going to let you screw up. It's not that at all most will. This is my experience, but you probably better experience in it for yourself.
James Perry
Absolutely. You have to you have to walk work and run.
Peter Sumpton
Yeah, yeah. So just to go back to the question, is it the same in in marketing, so what I would say, for anybody that's looking for a career in marketing, slightly different, the approach that I would take is that I would say, Don't jump to any particular position. Don't go for any particular job, look at look at the company, look at how they operate, look to see if they're marketing orientated, or whether they're sales focused, or production focused, because you will have a very, very different working life. If you work for a company that's marketing orientated, you will learn a shedload more than you will if they are sales focused, because what will probably happen is that you will be more comms based, and you will be more admin based at the very start. Whereas if it's marketing focus, yes, you'll have the admin functionality, because you're at the bottom of the ladder, but it will be marketing, it will be focused. So you'll get involved in product, you'll get involved in price place, you're getting definitely involved in the communications, because that's kind of what anyone sees nowadays is just the comms in marketing. And I think that's an issue we've got to face. But yes, slightly different to what you would say in finance. My advice would be more about think about the company, and what they can offer in terms of your education in marketing.
James Perry
It's funny, even as you say that,
whenever I was in the industry, and then in the business, once I left the ground floor, marketing was always seen as the sexy thing. Whereas finances, that's the boring thing, okay. But one thing I would say about accounting, if you are an accountant, is to go and talk to everyone else. Go on talk to the marketing department and sales department because what tends to happen or something that people have to realise is that accounting or the finance department is the eyes and ears of the entire business. Therefore, you have to pop relationships with marketing, CS, operations, Treasury, whatever that means. Be. So that's one thing that any marketing students are out there and you're with an industry, go and talk to your accountant Scott, talk to finance. Go and because remember, you're one organisation, it's not, am I that sometimes happens, where departments in a certain in one business think that they're competing they're competing or not? Yeah, that's one thing I learned massively. And accounting, I believe the term of content will be no longer and five years, we will be called business partners. That's what I believe will be called. Okay. That's because the numbers will take care of themselves through AI and blockchain. So we have to actually get off our seats and go talk to people. That's, that's what's happening. So that's where marketing and finance will really coexist.
Peter Sumpton
Yeah, it was a topic that I wanted to raise with you Really? What What can what can marketing ask finance and what can finance learn or understand how that relationship with marketing but completely agree like, across their whole business, similarly, within marketing, that the fact that you need to be involved in pricing, so you kind of want to talk to the finance department to see if you're profitable or not, you need to be involved in in the product. So technical, technical, and r&d and stuff like that. And the same for finance, you know, r&d, you could spend an absolute fortune on r&d and not get anywhere. But if you've got that financial backing to say, well, these are our pinch points, you can take it that far before we need to do this, we can rely on this product for that income, then, you know, the world is a better place. And I love the fact that you just said we're one company and we work in silos some some times and that is a really, really sad thing. Just Quick, quick comment. Will to actually from from Connor, he says, Yeah, the company can teach you so much. But love this one. loving this first time are tuned in. So I'm guessing that's because it's the first time you've tuned in and you just looked out with James Perry being my guest. So
James Perry
I would have a guest Connor. Okay, if you hop off the hop and Irish connection, there
Peter Sumpton
is balance. We can't connect, let us know. Yeah, absolutely. And if you if you've got any Irish history related questions, now's the time. Now's the time to ask them. Just Just on that, just to say, if anyone has got any questions about marketing, and finance, marketing, or finance and how they coexist, or how they work together, you know, please, please do speak up happy to take them on board. So just going back to that question, from your point of view, from a finance perspective, what would you want to know from from marketing to so we can coexist?
James Perry
The first point, if anything, with marketing or than any other department, the first, the first thing that always happens at the start of the year budgeting? Yeah, okay. This is with a bottle of normally. But again, it's having conversation. So if you are a head of marketing, if you're a head of thought sort of department, again, is not to try not to sit on your laurels and going, oh, we're going to get 5% on top of last year's budget, that does not work anymore. First thing is you need to go and talk to each other. And on the terms of finance, Peter, our terms of marketing, especially, it's gonna be very topical night because my farts bring in business with with the the recession and the depression living. What's the first thing to go? marketing budget is cost. Yep. Okay, so that's all the conversations that may need to be hard. Because the other school of thought is that whenever markets are low, or whenever the economy is low, that's the time you need to promote. That is the time you need to invest. So there's so it's actually really topical the conversations that should be compared to marketing finance right now. Hmm.
Peter Sumpton
Yeah, I agree. So if if anybody and I'll put a link in the comments after this because after find out my phone, but Mark Ritson at marketing professor, and consultant, he wrote an article that was published today, and it was talking about sales funnels and stuff like that. But one of the examples he gave was, and I can't remember the company, but an insurance company in Australia, and basically, the final, not the financial officer, sorry, the marketing officer. He doubled down on his advertising within this period, but he did it from from a branding perspective, as well as a sales perspective. So what he did, he went to finance and said, Look, I need more money because of this. And he explained it and what they did was they had this this when no one was advertising. They put all their money into advertising. So they got huge search. Advice. And then what they did, they had these small mini campaigns, where it was a case of we know times are tough. So here's 10 Australian dollars a month to insure you for fire, theft and damage. And that was the short term tactic. And it just worked on believably well, and he gives some stats in that article. And it was just a perfect example of knowing the marketing, but also knowing to talk to finance and saying, look, this is the state that we're in. But through what I know and what I understand we need to invest in you can't really do that without your finance department being on board.
James Perry
Absolutely not. Absolutely not. It's really interesting you say out too, because even from a personal marketing standpoint, bronze, Peter Brown, James. And I was actually on a course today and the question that I put out there was in the world of all this personal branding and personal marketing, I dare How can you make yourself stand out? And it's similar business and similar, similar personal, the same personal was your grant because of your Lego? Right? That makes you stand out? I probably stopped it because I'm the most on stereotypical thing. Right? I am. I like to think I'm not boring at all. I've got a personality. But I thought that was a really great question that was posed today. So I'm gonna I'm gonna I'm gonna be somebody who fires a question back to the host. What can people do? Or what can businesses do to make themselves stand out from the crowd in today's climate?
Peter Sumpton
I mean, I think you've hit the nail on the head with with Lego. Here I am, just for anybody that hasn't seen rowing. There we go. That was the fella. So yeah, I think it's being being memorable or being known for one thing, who you are, and being true to that over a consistent period of time. So unfortunately, nowadays, we live in an economy and that now economy, like I ordered something from Amazon ATM yesterday morning, and it was supposed to arrive before 10pm, the same day it didn't. But I've done that previously. And it has it's arrived the same day. And that is just not it was an extension lead. And it's like, how are you making money off that? So anyway, so be known for one thing, if you want a really good book to read, and a big shout out to john esperion. It's called content DNA. And what he says in that, he says that, you should have kind of three things that everything you do gears around. So that could be and I haven't nailed mine down. So I'm giving advice, and I'm trying to follow it. But I'm not 100% there yet. I'm still playing around with a few things. So so mine, my non negotiables are Lego, helpful, and witty. So everything you see from me should be either all those three things, or one of those things. If it's not, it's not me. And so to build a personal brand, it needs to be individually, you and there's only one of you. Now, the problem you've got James, you're in a great position, because like you say, if if you said, Peter, what do I do? And I hadn't met you. There's no way I would guess what you do. So you being you stands out in your marketplace. Now, if you didn't, I would say become known for a particular thing. So whether that's you wear a bow tie, whether you are a flat cup, whether you have a catchy strapline, whether you do all those things, it's about being consistent. And I don't care how dry or boring or on entertaining somebody thinks they are. They will appeal to a certain demographic, and don't focus on everyone. Even Harry Potter doesn't appeal to everybody. So if you if you're looking for 1000 likes and to please 1000 people forget it. If you're looking to please 1015 people out of the thousands, you're on the right lines. So that's what I would say be known for the right things but make it you because the one thing you don't want is to build up this personal brand of I'm James I'm always I'm always funny, always witty, I know loads of Irish history, and then I meet you, and you know nothing about Ireland, and you're just dull and boring. And I'm like, well, you're not the person I thought you were and and the one thing I would say it's actually in this book, a quote from me, although I didn't originate the quote, but a brand is a promise. And that's the same For individuals, so when I'm talking to you, James, you've promised me that you will be engaging, you will bring your your financial knowledge, you will bring your Irish knowledge, you will be true and honest and open. And if you weren't that, I just be like, well, something's wrong here. And that's who you are. So stay true to your brand and be known. Yeah, so don't break that promise, either. And if you've been false, you'll end up breaking that promise.
James Perry
The there are two things, and one I have actively worked on. On the two things that are your superpowers. One is sleep, right? Sleeping that the part I tell my students that I'm not joking that folks, if you don't have your sleep sorted, get it sorted. Hmm. Second one is consistency. And that is the super part that I neglected for a lot for a long time. So why would have been especially on LinkedIn for my own business, I would have been up here, massive peak post and stuff stopped doing well. And then you go into that truck, and you go into that trough of God, I'm not getting too many likes or follows around. But that's a self fulfilling prophecy, because he don't post you're not going to get them anyway. To be perfectly honest, Peter likes and all that sort of stuff of comments isn't necessarily my metric anymore. Because of to try and get clients and to get eyeballs on my posts. So few use engagement, DNS in the background, having really good conversations with people. What I want to get from this, but I have solved the problem. Now I've got a VA. So I have got over the last couple of years, and the intermittent posting, I'm creating content, I maybe have two or three years with content on my laptop, and I went to my VA and I went just you go nuts. which gives me that platform of consistency. Mm hmm. It's an education piece swept to educate her, where I want her to go with it. Now she's, I could say, just slightly more creative than me, in some ways, now quite creative in other ways. But it also gives me the scope to engage, it gives me the scope to have those conversations with people in the background. And that's something so another tip I would give anybody out there is that given consistency is your shipper part of whichever discipline, if you're not going to be so good at a time source that because it's really, really important. And that's something I've learned massively, you know, I have probably over the last six months been more successful than I have last financial year on it probably factors are probably about it. It is because I've been much, much more consistent over the last six months.
Peter Sumpton
So and I suppose that that's one thing that a lot of people take for granted. So a lot of people that class themselves have influences or whatever you want to call them. You see them a lot, you see them over a consistent period of time. And that is because they're consistently posting, they're consistently on a particular platform, and you get to know them. And that's exactly what you were just saying there. It's it's all about the consistency and using a VA i think is a great idea. And I'm toying with the idea right now. And I just think that I'm so glad you went to say that, you know, it's a bit of a learning curve, because the one thing you don't want to do is outsource and then you lose you. So I'm guessing in terms of the engagement and the conversations you have that is still you it's just the consistency is being helped with having this other person do the ad mini side of being consistent. And I was very lucky who I got from my VA so I have tried and busted
James Perry
our trading task division say a number. But what I do personally is nothing business related as myself on a friend on another young lady. I've got a podcast on we have just we thought we talk rubbish
Peter Sumpton
grin and bear it
James Perry
up grunenberg with Rebecca right so Rebecca is nine my VA on that's where I've been quite lucky. Okay, so Rebecca knows me personally, she knows that I'm like she is she creates movies. She has written a novel. She's not even 25 yet. She adds fantastic in the way she thinks she's very creative. And I went okay, Rebecca, you can kill two birds with one stone here. I am creative. But I'm quite logical in the way that I think. Can you help me paint more of a story about me, but also takes the burden off me to actually have it done on my business at the same time? And I said, Look, I'll pay X amount a month. Yeah, no problem. And that has been one of the best moves either For me, I have I have paid people who don't know me, I have paid. And I just been quite lucky that that has happened for me. But it still is an education process and I will be a continual process. You know, I've noticed that the quality, my deliverable to my posts and my graphics, on even the blurb and the wording of stuff in LinkedIn is infinitely better than what it was a year ago. So again, it has evolved through maybe as help as well. So definitely get people on site that will help you because we're not going to be great at everything we can't be.
Peter Sumpton
Yeah, that that is one fable, if that's the right word it within marketing, it's that. And I'm pretty sure anyone in lighting will will agree that that you have to be excellent at everything. And people expect you to be excellent at everything. So not only do you have to know the ins and outs of LinkedIn, but then you also have to know how to set up and design a brochure or a trade publication. And then you know, you need to know the printing process and the difference between CNY K and RGB and the different types of paper and because you're in marketing, and it's just, it's not true, because you cannot you cannot understand everything. It's It's nuts. Is that kind of similar in a way to to finance or it.
James Perry
Yeah, okay. Peter, people come to me and ask about tax all the time I have in my life, not a tax return.
Peter Sumpton
I asked you as well, like,
James Perry
I don't know, I don't even do my own. MIT does it for me. The reason why that was is because I can draw up my own company kind of not a problem. But my specialism in a bright trend was audit. So I used to go into other companies and audit their books to verify that were recalled true and fair. And basically reasonable. And I was I was a damn good auditor. And then whenever I went into industry, I drew up the books off Wk to either drink or I stabilised the finance team. And then I write and talk to the rest of the business. So I, for example, will not look at pensions or tax or anything like that. People come to me because I'm an accountant, automatically thinking that I know but that might though.
Peter Sumpton
Right? So many synergies there.
James Perry
Absolutely. Is the probably the same in marketing. There's so many but you're specialised that. And there's some areas that are not. And that's the reason why in some of these big organisations, like it's so many different departments. So for example, Grant Thornton are known as chartered accountants, but you've got departments for everything. You know, so I'm not the reason why, you know, you can be, you can be what jack of all trades and Master of None. Yeah.
Peter Sumpton
And there's loads of things to pull from that and discuss really, and I'm just conscious of time, but that's all. But there's no way we could we could break the timer. But they talk about that the T shaped marketer, so you've got a good grounding in all disciplines. And then you focus a speciality on one or maybe two. And that's fine. But the one thing I would say to that is that everyone's different, and everyone's unique. And don't be pigeonholed into one thing or another, unless you want to be a specialist in that area. If you want to be a specialist on PPC, on SEO, fantastic, brilliant, and then maybe branch out into other areas on no other areas of marketing. But if you want to be an all round marketer, I think you need to know and understand a lot. But think more strategically, because that's the bit that's missing the strategy element within marketing we all go for the tactic, we all go for the cons, we all go for the video, and the editing behind that and content creation and stuff like that. But it's the strategic element because all that content creation is great. But like you said with consistency, not only do you have to show up consistently, but you have to have a consistent message which again goes back to your personal brand and be known for particular things. So for example for you James, I know that if I see a post that is that is black, and I don't know what political it at turquoisey blue, it's
James Perry
it's the colour of the colour and the ripples on the shirt.
Peter Sumpton
That's where they got the colour from. I wondered that brilliant, I love it. But yeah, it's those two colours, then I know it's going to be James Perry, and it's going to be talking about accountancy. And because that is you've been consistent over a period of time with those colours. One if you want to check out anybody that does that unbelievably well. There's a lady on LinkedIn. She's very prominent LinkedIn called Mary Henderson. Her colours are pink, black and grey on real Everything you see is pink, black and grey every time I see something that's pink, I just think Mary Henderson's post.
Transcribed by https://otter.ai
Main Intro Music Featured on this Podcast:Intro 1N15
Setuniman http://www.setuniman.com/
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Guest and Episode Links
Kate Christie
www.timestylers.com
https://www.linkedin.com/in/kate-christie/
https://amzn.to/2GwGniA
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
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Intro
Everyone has been late for something in their lives. And everyone knows someone who is ‘always late’ (this isn’t a good thing, it’s just a thing).
But in a time-sensitive world, how can we claw some of this back and start to take control of time? The same time that everyone else has in the world. 24 hours a day.
Let’s chat to Kate Christie, Founder & CEO of Time Stylers. Kate is a time management specialist; global Speaker; consultant and the best-selling author of four books, the most recent of which is ‘Me First: The Guilt-free Guide to Prioritising You’ (links are in the show notes).
Kate consults on maximising time, with a reputation for helping clients find 30 hours of lost time a month.
In this episode we cover;
- The main time stealers
- Time investment tips
- Making sure your day is productive
- What teams need to focus on to become more productive
- Can we rely on technology for time management?
Takeaways
Top Tip
Don’t think of time as management, it’s an investment. If you do the math’s, your time investment really adds up as Kate so eloquently put it with her numbers and figures. Let’s make sure we invest it in something worthwhile.
Favourite Quote
‘Each time we’re interrupted, it takes us about 23 minutes to return to the task we were interrupted from’ which is such a powerful statement. That means, we could literally spend a week not doing the task in hand!!!! Wow1
And Finally, the Most Important Takeaway from this Episode
Set a weekly to do list (on a Sunday), this way you can see which activities should be non-negotiable. If you don’t do this then, as Parkinson’s Law shows, we will end up filling our time appropriately with other tasks, missing out those that could really shift things along.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
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Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest: Justin Goldstein (https://www.linkedin.com/in/goldsteinjustin/)
Topic: Marketing and Media Relations
Discussion Points
• Mentioning the C word or Politics
• Being an asset to the media
• What the media want from you
• Becoming an expert / spokesperson
• The value of podcasts
Link to the live video:https://www.linkedin.com/video/live/urn:li:ugcPost:6710246143399358464/
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)
Peter Sumpton
Hello and welcome. My name is Peter Sumpton, marketing consultant and Lego master of marketing and you're listening to the marketing study lab podcast live. Well, this bit isn't live, but the rest of it is. You'll hear a bit about that later. I mean, now, let's crack on. These episodes are taken from my live show marketing and where we look at the relationship between marketing and a specific topic. Subject or specialism. Sometimes there'll be guests, other times, it'll just be me. So let's get cracking. Right, we are back. We're alive. And it gives me great pleasure to introduce Justin Goldstein, who's from press regarding communications, a strategic Media Relations agency. I didn't want to get that wrong. I was reading off the screen. It just didn't work. Welcome.
Justin Goldstein
Thank you. Thank you very much for having me.
Peter Sumpton
On So today, what I want to cover is marketing and media relations. So before we dive into that topic, can you just give us a bit of a brat background to who you are and what you currently do for your clients?
Justin Goldstein
Sure. So, um, well, first, thank you again for having me. Um, so I've been in public relations for close to 10 years now. And I work on a very specific part of public relations called Media Relations, which essentially means building relationships with the press to get publicity for different types of clients. So I've worked with, you know, clients and travel, real estate, consumer b2b kind of runs the gamut. But the end goal being to get them coverage and then also working on developing podcasts much like one the one that you have, for different clients, whether it be individuals or organisations. Okay, that's cool. I think we'll come on to podcasts a little bit later on, because it'd be it'd be a bit crazy. Not to
Peter Sumpton
So that's that's what you do for people. It fascinates me the whole Media Relations thing. And it's certainly a topic that, that I'm not fully immersed in, by any way, shape or form. So looking to claim a lot of insight from this, this little chat we're going to have here. So first of all, like to start on a big opener. What's the hot topics within media relations? What, you know, what are you focusing on right now for some of your clients?
Justin Goldstein
Yeah, I mean, I think it really depends on each individual client, in terms of hot topics, because there's going to be hot topics for each specific space at the end, right. So there's going to be trending stories and retail real estate, whatever the case may be. It's not generically, trends, but I would say that, you know, the rule of thumb right now for anything you're pitching is that most of it should have some kind of tie into Coronavirus or the election of some kind. It's not a hard and fast rule, especially if you're dealing with more what are called trade publications or outlets that deal with issues primarily in a specific industry, but if you're looking to pitch you know, the today show or you know, the New York Times whatever the case may be, depending on the topic, you usually should have some kind of COVID ban but it doesn't necessarily have to be all about Coronavirus. You know, for example, I recently went out with a pitch and I was saying, you know, COVID is making times crazier. Here's an example of how and then kind of went on with the pitch past that. So it wasn't just about Coronavirus. But it is good to try to have that time.
Peter Sumpton
If If you didn't have say, a tie into the election that that's going on at the moment, or COVID. Is it a case that people wouldn't be necessarily interested in in that in that hook? Or would you stand out a little bit more because it's completely different from what everybody else is saying?
Justin Goldstein
Yeah, um, I don't think it's a requirement. I think that it's it's something that you know, reporters producers prefer but it's not necessarily required. So I wouldn't let that stop anybody from moving forward with something like that. But it is something that would help.
Peter Sumpton
Okay, that's cool. And just staying on the the presidential election. And this is by far getting into politics because that's just a no no for me in any way, shape or form. But in terms of leading with something to do with the election, have you got to be careful when when talking to anyone within the media about a political standpoint, I know in this country, particularly the newspapers, they're either one side or the other. Yeah, I can imagine for more private organisations, it's a little bit of a touchy subject, which way they go.
Justin Goldstein
I think it's more about just first understanding whether you actually want to be involved in that kind of conversation. You know, if you don't really especially if you work in a bigger company, if you don't want your company being involved in politics to start, which most don't, it's better not to even approach it because it can lead into a conversation that you don't really want to have. If you do I think it's just being smart about how you have that conversation to make sure that you're providing valuable insight. But they're also protecting yourself or your organisation at the same time so that they're not seeing anything that's going to be too controversial. Get them into trouble, whatever the case may be. Yeah. Okay. So suppose you've got to be picky on who is that that spokesperson for? That we, you definitely want to make sure that whoever you're putting in front of a reporter to talk about those kinds of things, they're really equipped to be able to do that.
Peter Sumpton
Okay, that's cool. So I know this might sound like a pretty basic question, but the reason that I like doing these lies or I intend to do more of them is to is to look at marketing holistically and then look at a specific area or topic or something within within the marketing field of which media relations is one. So where does it fit in with marketing in its entirety?
Justin Goldstein
I think it's, I think where its value is and its role is is being able to use those pieces of media coverage to meet marketing goals are, you know, to help that process so you know, if you're getting media coverage, you can use it as A tool for content development where you can pull quotes from different pieces of media coverage, do social posts or you know, create an article, LinkedIn article, for example. Or you could even use it for content for your newsletter. You know, there's different ways to weave it into marketing. You know, you're never ever going to be able to promise that media coverage is going to get you to achieve those goals, but it can certainly help. Okay, but that's cool. So I noticed that one thing that you promote is the print the online and the broadcast in terms of media relations and covering all those areas, as the different is the different strategies or tactics depending on what area you're looking at. Yeah, definitely. I mean, say that? Well, the basic that the basic rule of thumb that should go for any kind of reporter that you're pitching, no matter what medium is, you want to understand what their role is the kind of stories that they cover, right. But I would say that broadcast works a little bit differently where reporters can be thrown onto all Different types of beads, they could be working in the field, they could be working in the studio. So there's a little bit more flexibility in terms of what you can pitch them. But really understanding how they work is is the difference because you know prints online Typically they're going to be working on stories that are a bit more longer lead or down the road where broadcasts often is looking to fill a 24 seven beast every single day.
Peter Sumpton
Okay, so is broadcast more immediate you know that they want it now kick is somebody available now? Definitely. So does it work both ways then in terms of clients wanting that exposure obviously, but then obviously the the broadcast house and whoever you're talking to come in to you and saying Have you got X that can help us with that?
Justin Goldstein
Um, yes, definitely. I mean, there's there's been a bunch of times reporters who come to me and said, Hey, I remember working with you on this last story with you know, with this client is there any way you can help me with XYZ and try to find a source has happened a lot, and that's where that's where the relationship building really is important because if you're really Building solid relationships, reporters are going to come back to you so you know, sharing with them information that might be valuable just because paying them or a survey report that might help to inform their reporting. That's an example of how you build a relationship without asking for anything in return. So little things like that, that help but yes, it's definitely very possible for reporters to come back to you and ask you for more.
Justin Goldstein
Okay, that's, that's cool. Like it.
Justin Goldstein
Okay, so talk us through your your process in general for achieving success within Media Relations, then what what are you doing? Yeah. So I think that it goes back to what I was just saying, which is trying to provide value to reporters. And it's not just about saying, Hey, I have this client that can talk about this. It's more providing them with assets that again, might help to inform their reporting, you know, trying to find new trends that they might not be aware of with insight from my clients, trying to diversify what I do and try to provide a little bit more of a different approach. It's not so standard
Justin Goldstein
Okay, that's that's cool.
Justin Goldstein
So if you're, say, approaching a client or working with with a client, how much information do you do you need because we talked about immediacy before, but how much information do you need from that client to go to a reporter? And say, yeah, this is right for you. Is it a whole bunch? Do you know? Do you do a full back catalogue? Or Or how does that work? Yeah, it really depends. So for reporters that are talking about a story in real time that's happening, I think you do need comment and more information. But if you're pitching a reporter uncovering a longer lead trend story, then I don't think you do. I think you just need to be able to tell reporters sort of an understanding of what your source or client can comment on just so they have an overview, and that usually is good enough in that situation.
Peter Sumpton
Okay. So as the industry changed over time, that I mean, you know, you say 20 years ago, it would be hugely different to what it is now, but how we use different trends and perhaps reporting styles, all the communication channels that we now use, as opposed to say 10 years ago,
Justin Goldstein
I think more of what you're doing is going to be the future, I think got the chin of media is always changing. I think print online, you know, radio, TV, it's not going it'll never go anywhere. You know what I think as much as people say print is dying, and maybe true that yes, people aren't buying newspapers as much. But, you know, they morphed and evolved into having more of a digital component. That's where we saw the New York Times digital revenues shoot up tremendously, especially after Trump's election. So I think it's just it's always evolving and always changing. Good example. Another good example is radio where the concept of getting a radio feed is changed where it's not just on your am FM dial in your car anymore. Now it's iheart radio in your app, for example. It's always going to be changing but I think that the fundamental media is going to be there maybe just look a little bit different but then also you're going to see New introductions of what media means over the coming years where LinkedIn live broadcasters, like yourself, I think are going to be considered more members of the media at this point.
Peter Sumpton
Okay. But that's, that's interesting. I've worked with with numerous clients and within numerous businesses where it's always whatever the Hot Topic it is, or sorry, whatever the hot channel is at that time, or wherever our competition might be, we need to be on this channel. We need to get more exposure there. Do you get that at all from any of your clients, they see their competition doing this a lot, and they just say, we want to be the same as them.
Justin Goldstein
Yeah. Yes. I think it's more from the perspective of not necessarily wanting to be like, Well, I think it depends. If you're a small company, and you want to be like a big company, that's very normal. But when it comes to the media, it's more so saying, we want to be involved in the kind of stories that they're involved in, you know, like this reporter just covered a story and include a quote from our competitor and that's the kind of quote that we want to provide and be featured on. So I think it's more about just Tracking where their competition is going, where they're getting coverage and trying to emulate that. Okay, but let's go and obviously, if they go through self, it's bound to be bigger and better and, and far more exposure than than the competition.
Justin Goldstein
Right? Right. Yes.
Justin Goldstein
Absolutely. So, although the media landscape is hugely changed,
Peter Sumpton
I think a lot more people like you saying, like myself or anybody who has a lot more exposure or potentially has that exposure, immediacy, and the first thing that springs to my mind is Twitter. You know, it's, it's where I probably consume most of my news stories, or find things out that that I wouldn't generally find out. If somebody was looking for or to start a career within Media Relations, where would you tell them to start and I suppose the reason that I built that up That way is what people are looking at from the point of view is everybody's a media outlet now. But if they were looking to do what you do, where would you advise them to start? And what would that career path look like?
Justin Goldstein
So I always well, I should, I should start by saying that a lot of PR professionals have two choices. Typically they can go to an agency, or they can go in house to work for a company, let's say or nonprofit, whatever the case may be. I always recommend that when you're starting a career in PR, which will inevitably include Media Relations, that you should start at a PR agency. Because I think that it really helps to give you a diverse background not only in the function of media relations, but understanding how to work with clients and explain to them why a piece of media coverage is so valuable. And there's obviously so much more that you can learn just by working across different accounts working with so many different people. You know, typically when you're in house, you're working on maybe one topic with one or two people. You don't have as much interaction with different personalities don't learn as much so I that's my story. I mean, everybody has you. But um, you know, I think going to an agency, at least at the very beginning for a few years really gives you some good fundamental expertise that you can bring to an in house position. And really do very well there. Yeah. So in your background, did you have any educational background in terms of public relations, media Media Relations or anything like that? Yeah, no, I went to school for I went to college for four years and got my PR degree at a university here in New York, Hofstra University. And um, you know, also did my internships leading into my full time position as well. So definitely had an educational experience, but I don't think there's anything to replace the actual experience you get in a job. So I would say, you know, if it were me, I personally wouldn't recommend Unless, you know, maybe don't have a job and it gives you a leg up to get a job. I will would necessarily recommend getting a grad degree in PR. But I think focusing on in college is is not the worst idea in the world.
Peter Sumpton
Yeah. Because I had Dr. I on this live last week, and we've talked about marketing and education. And we've been around a few ideas and a few topics and saying that within marketing, that educational piece, for me personally, it's more a foundational block. And I 100% agree with you that there's nothing like that experience like that in the field and everything like that. Do you feel that within Media Relations or PR if you like? that education is more of a foundational piece than it is I'm ready for the real world?
Justin Goldstein
Can you kind of reframe that question? Yeah,
Peter Sumpton
sure. So I suppose what I'm, what I'm getting at is if you hadn't gone to university, do you feel you'd be as comfortable and as good at what you do? If you say, took that, those two to three years at university and replace them with just on the job learning.
Justin Goldstein
Yeah, absolutely. Um, because I think, you know, it goes back to what I was saying before, which is that it's all about the real world experience. So I think more than getting taught in a room, it's more about doing the internships and getting that first job. So yeah, I think you I mean, you do because everybody needs a college degree these days. Um, but I but I think if like, let's say, for example, you were a business major, or a marketing major and you wanted to learn about PR, you wouldn't necessarily need to be taught in PR classes, how did you learn tremendously more going through the ranks and so that's, that's really where I learned to do it. It wasn't, you know, I was grateful for my time at Hofstra and I, I valued the experience that I got, but I don't think that if I hadn't majored in PR I wouldn't be able to have figured it out. Go Through the jobs itself. Um, so, yeah, I think there's always that healthy blended mix to be had. You need those foundational skills and it really, really helps. But there's nothing like learning on the job. Yeah, so I'm completely with you on on that one. Yeah. Also just say that, you know, on the flip side of that, um, it is good to, you know, it is good to focus on that in your undergrad degree in your undergrad experience, focus on one concentration, this being PR, because then you make you make those connections. You never know where those relationships are going to go. Somebody might get a job before you and then be able to vet you out with their boss to hire you. So there's there's always a benefit to doing that. But of actually performing the role. I don't think that you necessarily need the degree.
Peter Sumpton
Yeah. Okay, cool. That makes sense. perfect sense. So just looking at, from your clients point of view or from your perspective, when you're looking at clients, if you were to go to Do a company or an organisation? Like, ideally? What would they be able to provide you straight off the bat, you know, in an ideal world to make your life much easier, what what elements are you looking for? So then you can do your job better?
Justin Goldstein
Yeah, I mean, I. So I think it's always, it's always about what the client can provide you. So I'm always trying to get out of them, you know, commentary for the media that's really going to set them apart. It's something that reporters haven't heard before. It's probably the hardest thing to do. But then after that, I'm really having the fundamentals down of, you know, reporter contact information, understanding what kind of stories are covering, those are the fundamentals of I think what you need to be successful with that.
Peter Sumpton
Okay, that's cool. Just a couple of comments. Going back to what we were saying before, about marketing qualifications. If somebody unfortunately the names come up, I don't the name hasn't. I don't know why but the saying that there are a fellow of the Chartered Institute of marketing without Single maxing degree and award winning as well. So Bravo on on that one. Absolutely. Yeah, you know, there's not one single path to to life really is the right way that kind of highlights. So if anyone else has got any questions or comments, please please dive in and let us know what I just want to change tact a little bit and what are the limiting beliefs that people have around media relations? You know, what are the the maybe not negativity but the the blockers that you always come up against?
Justin Goldstein
In terms of the PR field in general? Yeah, yeah. I would say a lot of people don't understand what it really means they think financieel which is not, which is not the case at all. Um, you know, there are instances where obviously you have to massage messaging to meet your client look good or make yourself look good, but that's not what relations is. There's a lot more complexity to it. So I would say that's the biggest misconception is that basically PR professionals are there too. A bad way to negative comments about whoever they're representing and make them look good.
Peter Sumpton
Yeah. Okay. All it is. And in terms of like, say, spokes people I know, it depends on the size of the organisation. But is there you know, are you looking for experts in a particular field, one spokesperson for a company? Or does it really depend on the topic you're talking about?
Justin Goldstein
really depends on the topic. You know, I think having multiple spokespeople is a good and bad thing. It's, it's a good thing because, you know, it helps to provide depth in terms of the kinds of sources that you can use. But it can be a downside, because then, you know, the client starts to feel the pressure of having to use all those folks, people. And you don't want to get into a situation where you're using them just to use them. So I would say, that's the, that's the negative, but I do think the pros outweigh the cons there. Okay. That's cool. And then taking it that step forward looking at looking at it from the media outlet. It's Are you being more targeted? For your clients in who you go to and say, you know, this is the exposure we want, or is it a broader picture nowadays, I think it's good to get an understanding from your clients of the kind of coverage that they want, because you may not be able to get the exact media publication that they want. But okay, as long as the messaging is on point, you can make a case for why a certain outlet would be a good fit. Hmm. Okay, that that makes that makes perfect sense. So, what I'd like to do is wrap this up with one of my favourite topics. And this goes back to kind of new media and things like that. And that's podcasting. Yeah,
Peter Sumpton
so I love that genre. I think there's so much white space in so many industries, that people should take advantage of that, particularly within within the marketing field, not marketing as a topic. I just mean as a strategy in marketing. So what's your take on on podcasting? First and foremost?
Justin Goldstein
I mean, it's the future. You know, I was reading a stat The other day that said that more people were listening to podcasts monthly then then going on social media. So I think that's a pretty telling statistic. I mean, the future I see it integrating with social as well, where I see more and more Instagram lives of people sort of including their stories, different, different snippets of their podcasts, recordings and being able to promote it there. So I think it's, I think it's going to just continue to grow. I mean, it's already gotten to a point where it's tremendously it's making even more of an impact than it was five years ago, three years ago, and it's going to continue to grow. But I do think what's going to happen is that it is going to start to become a bit flooded with content to the point that it's going to be really hard to find quality versus quantity. And I think a lot of voices will get drowned out if they're really not doing it the right way.
Peter Sumpton
And I suppose it's like, it's like any form of comms when big players start to come In do they get a lot more exposure? And then the smaller podcast might like you say, die away. But it's some kind of stat that a podcast most podcasts don't get after seven episodes, that's when people stop, which is a bit crazy, you know? Yeah, seven times, you're not actually an expert at it in any way, shape or form?
Justin Goldstein
Well, I think I think also the problem with that is, you know, a lot of people don't really understand the value of podcasts, I think beyond just downloads, right? So, you know, and this kind of goes to my point, which is that it's going to be very hard moving forward to be able to, to be the next Joe Rogan right to have millions of, you know, get half, half a million, whatever his contract was half a billion, whatever it is, from Spotify, you know, become the number one pot, it's just hard. And so you have to understand the other elements of value that it brings, which, for example, would be, you know, being able to use the podcast like we were talking about before, as a content marketing tool. You know, people able to use it as a guest booking tool to bring on new business prospects. So there's other ways to showcase the value. It's not just downloads and I think if people understand that they'll probably invest more time into it because like you said, If after seven episodes, they're not seeing a million downloads, they might be like, why am I wasting my time, but it really takes time to grow the value out of it?
Peter Sumpton
Yeah, absolutely. Just on that point. Again, I don't know this this person's name so frustrating, but that they've run their own agency for 10 years and they say the biggest frustration with potential clients is that they don't understand marketing in the slightest. Yeah, yeah, I can I can kind of preach for that coming from a building and construction background. Do you find that when you're talking to people you have people on your side and then other people in the in the company that that take a little bit more of a sell?
Justin Goldstein
Yeah, definitely. I think it depends on the client because I think there's two types of contacts. You could have one that really wants to have a partner and the other one that's just doing it because they have to. And typically, the ones that are doing it because they have to don't want you there, so they're not going to necessarily fight for you. But I've definitely worked with client contacts that have been on our side understood our frustrations really tried to help so I think it just depends, but there's definitely a mix.
Peter Sumpton
Okay, well, I can say for sure, hands down that if you came into, if I was in an organisation you came in, you convince me to be the conversations we've had. Yeah, you could absolutely 100% convinced me. So on that, just to wrap things up. First, first thing. We've got the mystery man. Tony carrucha, thank you very much for joining us. And he says good discussion guys, which is always nice to get more discussion from Justin's point of view than me. He's just a rambling mess most of the time. So to just wrap up, Justin. If people want to find out What you do in a little bit more detail, find out more about yourself or your company. Where are you pointing them? Where should they go?
Justin Goldstein
Yeah, so you can visit my website at www dot press record.co Thank you for flashing it. So that's where, and also you can find me on LinkedIn. I believe the hyperlink is LinkedIn comm slash Goldstein, Justin Ayana, Goldstein. So you can find me there and yeah, if anyone's interested in you know, starting a media relations programme and wants to learn more, I'd love to be able to chat with you. Yeah, fantastic. And Justin's LinkedIn profile should be LinkedIn in the in the post that attributes to this live. So if you want to contact Justin do that or go to the website that's on the screen. Please do because he's a top bloke. He knows everything about media relations, and he should be everyone's go to guy. So just in final thing for me, thank you so so much. Thank you so so much for listening and staying with me till the end, not many people do on podcasts. If you want to chat a bit more marketing, feel free to hit me up on LinkedIn. email me at Peter Sumpton at marketing study lab coat at UK or join our Facebook group growing and thriving. Just search for marketing study lab on Facebook. Happy marketing
Transcribed by https://otter.ai
Main Intro Music Featured on this Podcast:
Intro 1N15
Setuniman http://www.setuniman.com/
Creative Commons License
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Guest and Episode Links
Andy Lambert
https://www.linkedin.com/in/andycontentcal/
https://www.contentcal.io/
https://answerthepublic.com/
https://buzzsumo.com/
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
You may hear a lot of Marketers talking about content. Content creation, automation of content, a bank of content to rely on, content tools, you get the idea, and hopefully by now you’ve realised that a whole bucket load of research and insight, segmentation, targeting and positioning, strategic thinking and tactical thought is required before we even get to think about any type of content.
But when we do get to that stage, it’s always good to have a helping hand.
Andy Lambert is one man that can help you. Not only is he one of the founding members of ContentCal (a content marketing platform that brings content marketing strategy, workflow and management together), but he is full of tips, actionable insights and a brain full of the latest social news.
In this episode we cover;
- What makes a good content strategy
- Maximise your content and creative
- Paid v organic
- Where to get content ideas
- Using stats to develop better content
Watch the episode video:
https://youtu.be/1eSqk6nNL-g
Takeaways
Top Tip
Where to start is actually the top tip! And this is with good research. Good research into the content that is performing well in your field, search volumes, your customers persona and also influencers that are prominent within your space. Research these topics and your content foundations will be solid.
Favourite Quote
When discussing the paid v organic debate, Andy’s recent research discovered that ‘93% of Marketing Managers said they would be increasing their organic content output’ which highlights that doing good creative work that people want to consume is hugely important. You can’t ignore the paid, but valuable organic content is a must
And Finally, the Most Important Takeaway from this Episode
On the topic of paid v organic, Andy suggested a 70/30 split towards the organic, which makes perfect sense. Remember – top of the funnel think paid, bottom of the funnel think organic (hugely generic I know and this is debatable, but on one listens to the end of podcasts anyway)!
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Marketing and Education - LIVE Episode 04.09.20
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Guest: Dr. Ai Addyson-Zhang (https://www.linkedin.com/in/aiaddysonzhang/)
Topic: Marketing and Education
Discussion Points
- How Marketing Qualifications can help with foundational knowledge
- What you need to be doing to be a good all-round Marketer
- How far can a Professional Marketing Qualification get you?
- What is wrong with our school system
- What isn’t being taught in Marketing education
- Why practical application is important to education
- The 70-20-10 rule of learning
- What good is CV in today's modern business world
Link to the live video:https://www.linkedin.com/video/live/urn:li:ugcPost:6715289765270315009/
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)
Peter Sumpton 0:03
Hello and welcome. My name is Peter Sumpton, the Lego master of marketing. And you're listening to the marketing study lab podcast live. Well, this bit isn't live, but the rest of it is. You'll hear a bit about that later. I mean, now, let's crack on. These episodes are taken from my live show marketing, where we look at the relationship between marketing and a specific topic subject or specialism, sometimes there'll be guests Other times, it'll just be me. So let's get cracking. Okay, here we are. First first guest no introduction needed so much. So I haven't even prepared an introduction. Because Because I know the doctor, I will have my own introduction cuz she appears everywhere, all the time constantly, probably falls asleep, saying her introduction whenever she's live. whenever she's on social, so, Doctor, I don't think I've ever called you that before. But,
Dr. Ai Addyson-Zhang 1:06
you know, I needed to show some respect.
Peter Sumpton 1:08
Yeah, absolutely. Yeah, sorry. Sorry. Doctor, I firstly introduce yourself and then I'll explain what the heck we're gonna be talking about for the next half an hour, 40 minutes, something like that,
Dr. Ai Addyson-Zhang 1:19
I'm really excited.
I'm a fan of Peter. I love everything you do, and really honour to be your very first guest on aalnc live and congratulations, you know, gaining access to LinkedIn live. So for me, I'm a professor dropout. And I taught in the classroom for 10 plus years, and really believe that current education model is broken and decided to leave the broken system to build a better system. So I left teaching, and I then started to build my own school, which is classroom without wars.
It has been
incredible. journey and I wish I started their journey earlier. But everything happens for a reason. So I'm really thankful for where I am today. I'm still a teacher, but on a much different stage.
Peter Sumpton 2:12
I love the fact you call yourself a professor dropout. It's almost like you know, you went to that university you went to that college and you got halfway through your education. And you just stopped now this isn't to me. I just love that
Dr. Ai Addyson-Zhang 2:24
kolonie Yeah, it's definitely not for me I actually the last several years while I was a teacher, I cried. There's so much every single semester and just seeing how broken the educational system is. And I wanted to help my students more but I couldn't I felt very helpless and that killed me and I I don't enjoy that feeling at home but now I love it a lot more so yes, dropout
iPod.
Peter Sumpton 2:55
So anybody that doesn't know or hasn't seen check out classroom without walls. Absolutely. mazing programme doing wonderful, wonderful things. I'll drop some links in comments after this live because I'm not as proficient in you are as you are with your lives. And so I'm kind of new to all this kind of stuff. And one thing I've learned is how you put a ticker on on stream, which sounds really stupid, but bit of admin going on in the background. So what I'm going to do is press this funky button, and there you go. So what we're going to talk about today is marketing and education. And what I mean by that is you just said your professor dropout, the system's broken in terms of education, myself, I'm fully educated right through the system, school, six, former college, university, all that kind of stuff and then postgrads through professional qualifications. So So for me, it's our many, many years of going through that system. And seeing all these things, but because of the way we're brought up, not actually seeing what could be broken and what you could be doing differently. So that was a bit of a long ramble. But what I want to get across is that I personally think there's a mixture of this lifelong learning and education to an extent dependent on your profession. But what I'd like to go through first is your take on education at this moment in time your take on the state of education at the moment.
Dr. Ai Addyson-Zhang 4:33
Yeah, and I see our friend Lance, oh, my God, what time is your freelance 3pm and so
Peter Sumpton 4:41
always joins you it doesn't matter what time I think Lance is a robot, Lance. Just reply, so we know you know, a robot that would be really handy.
He doesn't sleep. So I think
Dr. Ai Addyson-Zhang 4:53
the current education model is so broken
especially for those people who are interested in Becoming a marketer starting a business become your creative, or social entrepreneur. And I don't think the traditional education is the best way to develop those important of soft and hardest skills. And you know, one example I always say so for example, and in the US, we call this GPA, which is great point average. So pretty much academic performance. Most of students and parents and teachers, they are really obsessed with their grades, right? And am I getting a 4.0? Like how many A's I'm going to earn a point that's actually a while important reason I left my teaching position. I got so tired of that. But do you actually know research has shown GPA or academic performance is actually inversely related to innovation orientation. So in other words, you know if we want to you and I were entrepreneurs, we know how important it is to eat No wait, how important it is to be creative, like marketing, you need some sort of creativity. And GPA is now too good to benchmark. But can you imagine a student going through the traditional educational system, the only thing they feel like they need to pay attention to is you know, I need to get that a for my marketing class, then you are really killing their innovation to be a good marketer. So here's just one example to show the kind of how broken the education model is. And speaking from my from my personal experience, you know, I used to teach social media marketing, I used to teach public relations and communication classes, but I never practice anything that I used to teach. Until I became a practitioner. I started to finally understand, oh my god, this is actually social media marketing. This is actually how you build a business. This is how you promote yourself. I didn't understand anything. Like I mentioned earlier from my, you know, master degree from my PhD degree. I learned so many theories, but it's not what I needed to know successfully run my business. I think that is a big, big missing link in today's education, you know, for marketing and business.
Peter Sumpton 7:22
Yeah, I agree with you going through that system, myself entirely. I know nearly every single step of the way I would have benefited 100% from having that experience from having that hands on experience on a whole host of different things to know and understand how you apply theory or how it works in the real world. I think you need both Meet Me personally, I feel you do need both particularly in marketing. So let me just explain that and get get your thoughts on it. What I mean by that is that to be in I talk about an all round marketer. So to become an all round marketer, you need a whole host of things that people don't necessarily see as marketing. So if you take the traditional models like the four P's product, price, place promotion, a bit bit tacky, there are no but if you take those four P's, then you take promotion away from a marketer, they should still be able to do their jobs that leaves them with place, it leaves them with product, and it leaves them with price. But a lot of those things have been taken away from marketing. And I don't think many people could do a marketing role a marketing manager role or above without having that educational piece on, on pricing, on on distribution, and on product development, and all that kind of thing. But the calm side of it, I think is where we get hugely confused. So the communication side, I personally think you could spend six months on YouTube, on LinkedIn, and a whole host of different platforms and learning from people and under On these platforms and understand how you communicate with people, but the other parts of marketing, I think are very, very sorely missed. And that's the educational piece that I think is warranted in marketing. So what what's your thoughts on on those kind of elements?
Dr. Ai Addyson-Zhang 9:16
I agree. And also I read an article talking about the four PE, they also added a face p, which is people, right? So when you think about the four p they're all developed from the organisational perspective right? So what is a prize? How am I going to promote is always about me as the organisation right? But when you add the fifth p which is p PL, you are actually shifting your perspective, from only Rukia and me to look at the people that you are actually serving. So I actually write that. Yeah, and I agree, you know, I think both theory and practice are important just like when, like in my earlier interior interview, we're talking about you know, both hard skills and soft skills are really important. And I think even if you are, you are extremely good at pressing a practice and theory they are inter related, right. Yeah. So one informs the other. And in my case is when I, my, my old self was that I had way too many theories, but I never practice any of the theories. So I didn't really understand what the theory means, right? So the theory is mainly at the conceptual level, I didn't know how to apply. So on the other hand, if you are only a practitioner, if you don't have any theoretical grounding, and I think it is very hard for you to grow and scale, you know, you and I were talking about how important it is to develop a pathway of methodology, your own theory, so eventually, it's now me that run the business, right? It is this model. This theory actually does the work so I could remove myself from the business. Anyone who I understand the theory, anyone who understands how to apply this can do their job. So I'm slowly removing myself. But if you don't have that, you know, like peeler or like foundation series, I think it's just very hard to even for you to explain what exactly do you do? And how do you facilitate that transformation? So I think both are important. It's like hard skill and soft skills. You need both to succeed in life.
Peter Sumpton 11:30
Yeah, I can completely agree with you. Like, if I the one thing that I always say about my education is if I could go back and start again, well, I do a whole lot of things differently. But if I had to rerun it, if you like, and I was at university, I would take that gap year I would take that year out in industry, I would take as many opportunities to be in a business, running a business or starting my own business while learning on the job.
Dr. Ai Addyson-Zhang 12:01
point I think even if you feel like uncomfortable, oh my god, I have never run a business before. I don't know how to get started by this way social media and technology, you can discover those people, you can have conversations with them by I'm an advocate of launching a podcast for you, when you launch your podcast, you can interview those people, you can actually ask them about the ins and outs of this particular a potential profession that you are going to, you know, devote four years in college, maybe a few years in graduate school to study. But before that I think you should at least know he says even for you, and why are you even interested in this? And what do people actually do on a daily basis about this particular profession? Very few students actually had a conversation like that before they declare a major right. So by the time they graduate or by the time they're in their senior year, they're like, Oh my god, this is not running for me. But they have already invested in so much time and their parents money, like to lead up to to now play the game anymore. You just have to do it. That is that's how people got stuck in their life. Time their 40s they're not happy, they're stuck.
Peter Sumpton 13:19
So, Seth Seth Godin on his podcast akimbo many, many podcast episodes ago, he did one about sunk costs, and saying that you get to a certain stage and you've put so much money into something that the money you have invested so far, you you cannot see past. Just keep going. Because you've invested that money and if you leave it, it seemed as a waste not seeing the rest of money as a waste because you're going to be unhappy. But seeing it just as a, you have to go because you've already sunk that cost into your education into becoming a lawyer into not making you happy, basic. Huh,
Unknown Speaker 14:00
yeah,
Peter Sumpton 14:01
I feel great. Lance isn't a robot. And it's actually 3:36am on a Saturday for him, but lunch, he must be a robot if you're up at that time. And he also went straight into work after school in 1968, and I think he's been up ever since 1968 by the looks of it. And then, Christina, thank you for joining us. She agrees a balance is good. But she also says that there was a comment, she agreed and something in terms of a balance between business and marketing, in terms of degree and how you're learning it is hugely important, which again, thanks for joining us.
Dr. Ai Addyson-Zhang 14:45
I'm going to show I I'm just reading Christina's comment and she said that, you know, like having as much as I think she said that once she has that degree, she was Howard in it. I think that is definitely the case. I don't know how old you are like whilst looking for jobs. You know, I think people are looking for that piece of paper, looking for that the grey, but I think that is changing. Like weeks ago, I posted on my own social media that Google, they announced they are launching their own career certifications to replace the traditional college four year college degree. And think about why Google jumps into this. I think they are there are going to be a lot more. But you see that in social media marketing, right, a HubSpot Academy. They have so many social media certifications, powered by practitioners. So if I were student learning social media marketing, I would be investing in HubSpot Academy. Yeah, and going to a traditional college degree. I learned from a professor who has never run any social media marketing campaign before so I learned a bunch of theories as to Don't know what to do. So the reason for Google and so many other companies to be involved in higher education is because one of the reasons is how expensive it is to onboard a college grad, like my husband works in the nine to five job. He's constantly complaining about the students, you know, they don't know anything, they don't have the skills. So they still have to spend so much time and so much money to train those students. Right. So why do I have to do this, you know, to train the students to unlock or what they were taught. Why don't I directly get involved in their education? Yeah, four years ago, there's education futurist from Harvard University. He predicted in 2018, that 50% five zero 50% of American colleges and universities will go bankrupt in the next 10 years and I've seen called rate has definitely accelerated that and my friends are losing their jobs, smaller colleges, they are just being bought by bigger ones. So I think you know, the value that we put on that piece of paper to answer Christina's comment, I think is becoming less and less valuable and more companies are going to realise that and I can't wait for that day to home.
Peter Sumpton 17:24
Yeah, completely. It's interesting how things are shifting and I think this this year 2020 has shifted things a lot and accelerated things a lot like online learning. And I was listening to a podcast that before we dived on this live and it was Mark Ritson talking about his mini MBA which is which is purely online and it lasts 12 weeks or something. And I think their their net promoter score NPS is like in the 80s or 90s or something, it's unreal, but it's because Causing value. And what he was saying on the podcast is that there's there's a lot of rubbish online that gives you bad information or bad learning or bad education. And it's the same in universities. There's a lot of bad education and bad learning. And it's, I suppose it's making sure that whatever you choose, and like you said previously, if you've got a professor that's teaching you how to do something, and they're not doing it. Well, I wouldn't want to go to a dentist or even a hairdresser. And I've had my head on. Had to get that in, was waiting for the comments, but no one said anything. So I have to say it myself. No, but I wouldn't even go to a hairdresser that hadn't been qualified to cut hair in in some way. I learned something along the way. And it was weird because I had this conversation with my hairdresser and he said, Yeah, but Pete, you could you could study for for 12 months. The Art of hairdresser dressing. If you've never caught somebody's hair practically, you're not going to know what you're going to do. You're not going to do know what to do when things go wrong. And I suppose that really hit home to me that that is a really good point because anyone can run anything, as long as it's going well, but when it goes wrong, things change. What do you do?
Dr. Ai Addyson-Zhang 19:20
Amen. And Peter right,
you have been hosting my show,
how can you host my show? I don't even know for like so long. But even today, when you are actually hosting the show, there are still few points Oh, I didn't know about that. Right. Even though you are kind of
doing this for
so long there
still. So that is a great example to show that you know, practices doing this is the best way to learn. So one of my favourite education theory or leadership development is called 70 2010. Some of you who watch my show, you're probably familiar with that. So what that means is that for any transformation to happen, your learner only Hundred percent of that transformation comes from formal learning, reading a book
and taking a class.
And, you know, like, whatever, watch your video, so that is only 10% 20% is social learning, actually having peer to peer discussions, talking with my mentors, talking with
Unknown Speaker 20:21
the coaches,
Dr. Ai Addyson-Zhang 20:22
that is 20%. So 70% is actually experiential learning, learning through application, right. So traditional education just like the example you've mentioned already, you know, learning how to hear or learning how to swing, learn how to cook, you cannot become a good swimmer by only doing that 10%, right. You need the 20% you need especially the 70%. But when it comes to marketing, business, and psychology and many other disciplines in academia, people just somehow forget the 70% Since these things are 10% and 20%, it will do their job. No, that's why so many people graduate from college, they couldn't find jobs. They don't have the relevant skill. Right. Another study last year Adobe did a very big study. And I say, well, you have like me on their show. That's dangerous. I just keep talking sorry. So last year, and plus you're my friend, you see how rude am everyone I just interrupt him. So last year, Adobe did a big study and they analysed 2 million job postings, and 2 million resumes and they also conducted interviews across almost 20 different industries. And they discovered five important soft skills that almost every single company is looking for, for our students are not developing those important soft skills. So both on the hardest skill and and on the soft skill and they are now learning What matters, then why do that?
Peter Sumpton 22:03
Absolutely. So, couple more comments. Good to see, Christina agrees with you. Work Experience is crucial. And it's really interesting that she comes in and says that simply and you've said it, and I've said it as well, because in nearly every single job interview I've ever been to, or I've been been part of an art, like looking back I cringe like you know, following a formal process looking at CV judging someone on words on a piece of paper or lots of craziness, but every time I went for a step above my, my grade or my position or whatever, one of the things you didn't get the job. One of the things they say is you lacked the experience. It wasn't about qualifications or anything it was your lower which which is which is quite funny. And Ashley Hello, Ashley. Thanks for joining us. Yeah, I think qualifications do help get interview rightly so dependent on what profession you're in, and I'm specifically talking about marketing. And he's got plenty of experience as a marketing manager, eight years but no formal qualifications. He says it might limit his opportunities in the future. So before you come in on that, doctor I, but my take on that is that well, if people are gonna judge you on the fact that you haven't got qualifications, and it's just from your experience, well maybe that isn't who you want to be working for. And if you feel that is going to limit you get qualifications and things you want to be employed for. So like doctor I was saying, Look at what Google are off offering look at HubSpot look at what Google offer just just in general, look at the digital platforms or look at the companies that do internships or that do apprenticeship in marketing management and things like that. If you think that's going to hold you back that that would be my my advice. What do you think?
Dr. Ai Addyson-Zhang 24:00
So great, so great. I know I definitely don't think that's a good company to work for in the long term. Because you know for any marketing company and I hired people who look
amazing on paper, they have all their credentials
They
look amazing you know Harvard or Stanford, but in real life they have no idea how to practice so why do I hire those people? So if you have you know, eight plus years experience to actually I call you know, now I call I learned this somewhere and the show me economy if you can show me how good you are as opposed to my my master degree, this certification, that certification that is part of the Tell me economy, why you are telling me how good you are through all the credentials, but I think we are shifting to the show me economy so that you can actually show me I mean, Ilan musk
tweeted earlier this year,
I don't even care if you graduate from high school. Um, of course, he's like an extreme example. I think slowly people are going to understand That after we hired enough people who have the credentials, but they have no real life experience to back it up, I think people will think twice about this. Most of my friends, I'm not sure about big companies, I think they may still look at that piece of paper, by many of my friends who are small business owners, entrepreneurs, they definitely don't hear they couldn't care less about those certifications. And as Peter mentioned earlier, there are lots of alternative ways for you to earn certifications without going through the very expensive college education.
Peter Sumpton 25:33
So I've I'm a chartered marketer, got my my car qualification, which I'm proud to say, and you know that that's something that that would be on my CV. But for me, that is my foundations to build on. That wouldn't be the thing that I would say, Well, I'm see I'm qualified so I must be able to do the job. So going back to what Ashley was saying, Once again, what I'd suggest is get qualified and whatever you want to but if you've got no experience in marketing overall, look at a Digital Marketing Institute, Chartered Institute of marketing might Ritson mini MBA, any of those types of things just to get that foundational knowledge. If you want to be an expert, like in communications or in product development, then look at the companies that do that, that are known for doing that and look to see what they can offer you. Again, just a little piece of advice that's sort of within the education, but not fully relying on it, because you you just need that experience as well. Everybody says it.
Dr. Ai Addyson-Zhang 26:39
Yeah, I know. It's a kind of another point. Yeah, absolutely. Yeah,
Peter Sumpton 26:43
of course. Yeah.
Unknown Speaker 26:44
Peter will never ask me that.
Dr. Ai Addyson-Zhang 26:48
So I also see this because I frequently just I try to understand the future of education, what is happening, what is emerging. So I think now almost there's another trend. People want to hire authors. Who are not in the field have the position that they are hiring. Why? Because every discipline has this baggage by so my interviewer Duncan Wardle, who is a former VP from Disney, I learned a term which is a river of thinking. So every discipline has their own river of thinking. And if like this is something speaking from experience after I got so many degrees, I was deeply into my own river of thinking. And I don't have any fresh perspective, because I was being conditioned For God's sake, almost two decades, right? receiving education. So I see that as a trend. I saw quite a few job postings, if they are hiring this position, but they are looking for people intentionally have no background in that position. So when they join the team, they bring you a very fresh perspective. They are asking questions that you take for granted. Why because you are in Your own river of thinking for way too long. So keep that in mind. And I think things will change, you know, just talking about the certifications.
Peter Sumpton 28:09
So, long Lance as pipes up again. Thank you very much, Lance. Always a pleasure. I hire people on attitude. So, more so than
Unknown Speaker 28:21
attitude probably. Thank you for that. Yeah, aptitude
Peter Sumpton 28:23
well it is nearly 4am in the morning so
the robot that is lence
Unknown Speaker 28:32
to your life
Peter Sumpton 28:34
so
it's, uh, I want to start to kind of wrap it up now, although I could honestly talk to you for like 347 1012 hours, but you're very busy lady, so I appreciate your time. as short as it has been. I'm looking at all the questions that I wrote and sent to you yesterday, and I think we've covered one it's just great because like, I think I've learned a lot more and got a lot more out of this than the rubbish questions that I wrote. But the one thing that I want to end on or the topic I want to end on is to give some people some practical advice, really, or help them along. And what I want to cover is if somebody wants to learn, is there any websites or I know we've mentioned HubSpot, and Google, but is there anything you would suggest they do? And that's quite a broad question, because it massively depends on what industry but suppose I'm talking, marketing and entrepreneurship and all that kind of stuff.
Dr. Ai Addyson-Zhang 29:38
I think the best way to learn, especially if someone is starting out is to shadow
Unknown Speaker 29:43
others,
Dr. Ai Addyson-Zhang 29:44
to observe all those people who have made it, what are they doing, how they're made it? And you don't even have to spend any money right so I call this being a professional stalker, and my favourite way is just to do a hashtag Try whatever industry you are in, do a hashtag search and through that hashtag search maybe on LinkedIn, I use social media. I so search engine, right? So maybe on LinkedIn, maybe on Facebook, maybe on Twitter, you know, whatever, it doesn't really matter or maybe on YouTube. So once you do that hashtag search, so you can easily identify the movers and shakers in that specific industry and then stock them right so why got started on this trip? I was already in already. I actually created a big Excel spreadsheet. I was documenting all the movers and shakers What are they doing? What are they talking about? I observe them and also after you do the hashtag search, and you will also identify the people who are raising their arms I need to help. I'm struggling with homeschooling. I'm struggling with marketing, and I'm struggling with abcdefg can you actually help me so it is a great way for you to come back To give you idea to see what are people's pain points and that will help you craft your own solution right. So, you first need to understand the market. You also need to build some professional connections with the movers and shakers. So, once you do enough homework and I do believe you cannot start a very successful company without creating your own Juno's solution by and going back to what we discussed earlier, like have your own theory, what is your own solution? Now you understand people's and now you understand the movers and shakers, what are they doing? And you understand people's pain points, what are they struggling with? So can you help them solve their problems by adding something unique, creating your own unique solution, your own unique pathway. If you aren't just a follower and you are not going to become a successful marketer, you are not going to run you Business very successfully, you have to create your own unique solution. I think this part you know, even creating your own pathway is a missing piece in many people's business right you can be a great marketer, but what are your marketing avow to it? So you have to have a very good product, you have to have very good solution. So you can actually market about so you can attract people
Peter Sumpton 32:26
and, and going full circle that comes back to what we were talking about right at the start the four P's. So it's not just like you said, you can be the best communicator in the world. But if your product is terrible, if your distribution links are awful, and the pricing is either way too high, or way too low, then there's no synergy there and it's just going to fall down. So becoming an all rounded marketer is hugely important understanding those terms, and getting involved in it. So I think we can all agree with with Christina on that one.
Dr. Ai Addyson-Zhang 32:56
Christina Yeah, exactly. I think you know why some fall. This is like The 8020 rule, right? And even like live streaming, and so many people come to me, they're like, no, I need my logo. I need the lower third. I need the background. I need the camera. I mean, all of those are important. But what is the most important you want to make sure the content is good. The show is good, you're good host to me, that is 80%. But most people don't even count that 20% you know, going back to you, but you need this entire thing you know, don't miss you know, pick up the seed, but forget the meat. Now, what do they say? Yeah, I forgot.
Peter Sumpton 33:33
I don't know.
Dr. Ai Addyson-Zhang 33:34
Yeah, it's like analogy by you. What I'm trying to say is that you are only focusing on the minor things by you, you miss, you see only the trees, but now the forest. So this means you need the trees, but also you need to see the forest. You need all those things. Yeah.
Peter Sumpton 33:51
Love it. So just want to I was supposed to end on that. But there's a couple of comments there about ci m qualifications coming in and Ashley enrolled but didn't finish it. And Christina is looking to do a CME course. happy to chat that through with with either of you if you're still interested in, in stuff like that. But the name hasn't come up here, unfortunately. So I'm not quite sure why. But he was saying the agree about work experience, but there's some cases where you've got relevant work experience, but they still reject you. And I'm guessing that's their personal experience. saying you don't have the relevant experience. What's your take on that? So for me, before you you summarise first doctor, if you will, for me, from that point of view, it's if we're one, you might not have had the right experience for what they're looking for. And that fits perfectly from what we were talking about in terms of or what Dr. I said in that you you need to have that experience to say, Well, I can do that for you. I can do not will I know how to do that, but I haven't actually done it. So go and find that experience. But Plus, if you went for that role then and you haven't got the experience they wanted Maybe it just wasn't right for you. So I've, again the experience they were looking for and go back and say, You were wrong, you should have employed me Look how great I am. Or it might not have been right for you in the first place. But I mean, that's my take in terms of the context that we've got for that. What do you think?
Dr. Ai Addyson-Zhang 35:16
I totally agree. And also, I don't know if they reject you based on your resume. So if that is the case, so maybe you also want to identify the keyword that you are using on your resume, because I know oftentimes, they just use a machine to scan the keyword fly. So maybe they're looking for specific keywords like or like, you know, I'm just giving you some random example like I see all paid chatbot paid ad. So what are the specific keywords that are looking for? So maybe you research more about the position and see if you can customise your resume a little bit to reflect and under the condition that you do have the experience to reflect exactly what they are looking for? For You know, like matchmaking and change your resume a little bit. See? Yeah,
Peter Sumpton 36:05
absolutely great piece of advice. And I think we'll end it there. Doctor I thank you so so much for joining me absolute pleasure as always covered some amazing topics there and I think you gave some super value.
Dr. Ai Addyson-Zhang 36:19
Oh, I'm so owner. I'm so excited and excited and I can't wait to watch your other many more episodes that you're going to host. So thank you so much for having me, Peter. I can just like chat about this with you forever.
Peter Sumpton 36:33
I know Same here. Yeah, but I think let's finish it. It's Friday. Good feeling lots of things about what to take away. So let's Yeah, let's leave on a positive. Hi. And again, thank you for joining me and I will speak to you all later. Oh, and also thank you very much for everybody that commented and watched for this 36 minutes. I know you watch your doctor I but in all fairness, I only invited her on so I could listen to her as well. So you That's how I'm doing these little chats but thanks for joining me. Thank you so, so much for listening and staying with me till the end not many people do on podcasts. If you want to chat a bit more marketing, feel free to hit me up on LinkedIn. email me at Peter Sumpton at marketing study lab coat at UK or join our Facebook group growing and thriving. Just search for marketing study lab on Facebook. Happy marketing
Main Intro Music Featured on this Podcast:Intro 1N15
Setuniman http://www.setuniman.com/
Creative Commons License
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Guest and Episode Links
Katrina McCarter
https://www.linkedin.com/in/katrina-mccarter/
https://www.marketingtomums.com.au/
Podcast – Marketing to Mums: https://www.marketingtomums.com.au/podcast/
Book – The Mother of All Opportunities: https://amzn.to/3itOOsH
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
Mothers, we all have one. But how well do we know them? Do we really understand their needs and wants, how to influence the decisions they make, the problems they need fixing and the best solutions to these problems?
As Marketers we often hear that niching down, understanding who makes up our target market and getting to know them a whole bunch is key and Katrina McCarter founder and CEO of Marketing to Mums helps her clients understand the Mums market in mega detail.
Katrina’s is a data driven marketer and her research consists of survey reports compiling information from more than 1,800 mum’s. But it doesn’t stop there, Katrina also has a podcast of the same name and is the author of ‘The Mother of All Opportunities’ (as always, the links are in the show notes).
In this episode we discuss;
- Why brands and advertisers don’t understand the mum market
- What opportunities can be capitalised on
- What strategies we should look to implement
- Using social media
- The key mistakes companies are marking
Watch the episode video:
https://youtu.be/c7wZOF5bl3s
Takeaways
Top Tip
It’s actually a mistake to avoid and that’s when an organisation has the perception that ‘everyone’ is a potential customer and appeal to no one. This means targeting on mass and not understanding the needs and wants of a smaller subset of the market deeply enough to make an impact.
Do your research and get to know those that need your solutions to fix their problems.
Favourite Quote
‘Credibility and trust become big issues for brands and it greatly affects sales certainly loyalty as well’ ` and although Katrina was specifically talking about niching down here, credibility and trust are two factors that need to be addressed, especially for the topics that you want to excel in. Now can you say that about your own organisation?
And Finally, the Most Important Takeaway from this Episode
Don’t forget about your testimonials. Be it written, audio or even video if you can. They are not only a powerful tool for the mums market, but can help to add credibility, provide social proof, increase engagement with others and add stickiness to content in any market. Just make sure you use them once they are collected!
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Heidi Medina
https://www.talktoheidi.com/
https://www.linkedin.com/in/heidimedina/
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
If you work for yourself or own your own company, LinkedIn seems like a no brainer. But what if you’re an employee? Is it still the place you need to be seen? Or is it just somewhere to dump you CV?
As we’ll find out, if you’re an employee, LinkedIn is a great place to build your online presence, connect with people – customers, potential clients, friends, collogues, and those you want to learn from.
And Heidi Medina, a LinkedIn Trainer, is the perfect person to learn what you need to do AND how to do it from! Heidi runs The LinkedIn Visibility Connection, helping people to use the power of content and conversation to get visible in LinkedIn.
In this episode we cover;
- How to set-up your profile
- Building a network that is meaningful
- Content hacks
- Changing connections into clients
- The ‘algorithm’
- Cardinal sins to avoid
Watch the episode video:
https://youtu.be/U1qChB6R_Ew
Takeaways
Top Tip
Use your LinkedIn page as a landing page. Fill it with the content that people want and will engage with. It is about you, but for others to find and consume, so don’t forget that.
Favourite Quote
Heidi stated that ‘everything we do online is a conversation’ so make it worth talking about. There is a lot of drivel online and no one wants to enter a gibberish conversation.
And Finally, the Most Important Takeaway from this Episode
Remember, on LinkedIn it’s not all about you as conversations are key to the unlock! There will be more people watching your content and waiting for conversations to happen, so make them happen. Dive into interesting posts, ask questions and most importantly, communicate with people that comment on your own posts.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Justin Goldstien
https://www.pressrecord.co/
https://www.linkedin.com/in/goldsteinjustin/
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
Building relationships is key in any business, none more so than within PR and what can be classed as developing Media Relations. This isn’t some seedy ‘you starch my back’ approach, this is about building authority and gaining trust for a mutual benefit, in the long term.
My guest this week does just this for his clients. Justin Goldstein is an award-winning public relations practitioner and President and Founder of Press Record Communications, a strategic media relations agency.
Understanding what is required to build these relationships and maintain a solid focus on what you are trying to achieve is what makes Justin stand out from the rest. It is just as much about developing your own story, as it is about getting a reporter's attention, leading to the coverage you desire.
In this episode we cover;
- Is it all about who you know?
- Formulating a good strategic media plan
- Avoiding negative associations
- Measurements quantify success
Takeaways
Top Tip
It’s good to know that it’s more about the story you have to tell than it is who you know. With this in mind, look at the topics you could be an expert in and own them. But do this with a long term view in mind, don’t focus on the short term gains of appearing once and never again.
Favourite Quote
‘Media relations now is using different media channels to provide value to target audiences’ And isn’t this what we should be doing all the time!!!!! Utilising not only our media relations, but through all channels. Media relations is an excellent way to improve and maximise this and can sometimes be overlooked as a tactic. But don’t as you’ll be missing out!
And Finally, the Most Important Takeaway from this Episode
When building media relations, make it easy for the reporter, journalist or your contact to do their job. Provide a head shot, bio, a synopsis of the main talking points you are willing to cover or have covered and most importantly, don’t double book. You need to be available on their timescale, not your own.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Christoph Trappe
https://authenticstorytelling.net/
https://twitter.com/CTrappe
https://www.linkedin.com/in/christophtrappe/
https://www.instagram.com/christophtrappe/
https://www.facebook.com/ctrappe
Business Storytelling Podcast: https://podcasts.apple.com/us/podcast/business-storytelling-podcast/
Content Performance Culture: https://amzn.to/31R18wZ
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
We are all used to hearing this word ‘culture’. A good definition of it would be ‘ the ideas, customs, and social behaviour of a particular people or society.’ So in a working environment this means, in simple terms – what it’s like to work there.
From a consumers perspective, Seth Godin summaries it very nicely ‘people like us, do things like this’, which is more about finding where you fit in than generating a culture, but the same principals still apply.
But what if we want to build a culture that is focused on creating content. A culture that promotes storytelling and finding those stories that your audience really cares about?
Our guest today - Christoph Trappe, will help us uncover how to create such a culture. Christoph is, amongst other things, a podcaster (check out the Business Storytelling Podcast), author (check it out Content Performance Culture) and more importantly for us he is the Chief Content and Marketing Officer at The Authentic Storytelling Project. Perfectly positioned to help us understand both the strategic and the tactical elements of a content culture.
In this episode we cover;
- Creating a culture where content is king
- Being consistent
- How to become better at creating content
- The process for telling a good story
Watch the episode video:
https://youtu.be/Db5fxfV09CY
Takeaways
Top Tip
Create once, publish everywhere. I’m a huge fan of this repurposing tactic. It offers a whole bunch of benefits including; continuity, efficiency, awareness, quality control and of course, engagement.
Favourite Quote
‘I think everyone can create content to some extent. The biggest hurdle is – what’s your level of letting it go?’ Meaning its more about the content you produce and the value inside this than it is a clean, polished version of the truth. People want authenticity, so let’s give them it.
And Finally, the Most Important Takeaway from this Episode
Christoph got me thinking when he stated that you need to ‘find stories that your audience cares about.’ This doesn’t mean, dry, dull, obvious content. Try to expand on the topics and areas you specialise in and combine these with storytelling and engaging with your audience. Get creative and see where it takes you!
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Check out Social Day (1st-3rd Sept 2020): www.socialday.co.uk
Get 50% off with discount code: studylab
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Ola Degteva
https://www.linkedin.com/in/odegteva/
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
Before we introduce our guest today, just a quick heads up about Social Day, a 3 day virtual festival, including workshop sessions running from the 1st to the 3rd September 2020. If this sounds like your bag, you can join in the fun and get a 50% discount by using code ‘studylab’. Check it out at www.socialday.co.uk
Links and code are in the show notes.
We know data is important and we all have access to it. Access to a little too much data. But, is this data legitimate, usable and trustworthy enough to make business decisions from?
Ola Degteva can help us here. Ola has been knee-deep in data for over 10 years and knows a thing or two about how to get the best from the information we have and receive. Working within her own family business as well as assisting clients in a variety of industries, Ola not only generates results but helps businesses understand what data they should be analysing and even, where to get it from!
In this episode we cover;
- The data we should be looking for
- How to develop actional insights from data
- Spotting and filling data gaps
- The types of software we should be using
Watch the episode video:
https://youtu.be/aqdGYydL-j8
Takeaways
Top Tip
Always look to have a centralized data approach. Pick one data stream and go with this as your source of truth. Anything more than this starts to muddy the waters in terms of finalising your results. Of course use more than one data stream, but use them to interoperate your singular primary source.
Favourite Quote
‘The first thing you need to do is know where you stand and know your benchmarks.’ If you don’t do this you won’t know what is a good result for you within a certain industry. You could think you are performing very well, only to find out that your results, compared to an industry average, is just that…. Average.
And Finally, the Most Important Takeaway from this Episode
Whenever you are running a digital campaign, segment your market and use the more relevant data points to help you understand what is occurring. Like Ola stated, you could have conversions, interactions and impressions as data points for very different sub-sets of your market. Focus on these individually to move consumers closer to their end goal.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Check out Social Day (1st-3rd Sept 2020): www.socialday.co.uk
Get 50% off with discount code: studylab
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Martyn Sibley
https://disabilityhorizons.com/
http://purplegoatagency.com/
http://martynsibley.com/
Book: Everything is Possible: https://amzn.to/2Ylvcyz
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
Before we introduce our guest today, just a quick heads up about Social Day, a 3 day virtual festival, including workshop sessions running from the 1st to the 3rd September 2020. If this sounds like your bag, you can join in the fun and get a 50% discount by using code ‘studylab’. Check it out at www.socialday.co.uk. Links and code are in the show notes.
We all like to think that discrimination is something we all avoid and that inclusion is the one thing that is non-negotiable. But are we really doing this or just simply paying lip service to it? Are we actually afraid of being seen as exploitative or insensitive by simply doing what we think is right? Let’s see what we need to consider when doing what is right and inclusive with Martyn Sibley.
Martyn is the founder of Disability Horizons and Purple Goat Agency, both of which focus on the needs and wants of the disabled community from both a commercial perspective and as individuals.
As Marytn describes himself, he’s ‘just a regular guy who happens to have a disability (called Spinal Muscular Atrophy – SMA)’. Being a regular guy means not only running an agency and an online disability lifestyle publication, but going skiing, scuba diving, flying a plane – but that’s the boring normal stuff isn’t it.
Let’s get back that marketing thingy. In this episode we cover;
- Planning for inclusiveness with our marketing
- How to say the ‘right’ thing
- Getting your voice heard over all the rubbish
Watch the episode video:
https://youtu.be/enIASKSUbK8
Takeaways
Top Tip
Look to make products and services that include everyone. Using a universal design approach not only means you are following the basics of Inclusion Marketing, but this usually means looking for simplicity and ease of use which in turn can reduce friction, which we all want less of. A great example of this is Siri.
Favourite Quote
When Martyn was discussing getting your voice heard in a crowded market he believes that ‘everything you need is there…. it’s just the action, it’s the doing’
And Finally, the Most Important Takeaway from this Episode
When looking to create awareness within your marketplace. Remember Martyn’s three stages to success;
1 – Tell your story
2 – Build a community
3 – Have a strong call to action
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Check out Social Day (1st-3rd Sept 2020): www.socialday.co.uk
Get 50% off with discount code: studylab
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Kristian Altuve
https://www.linkedin.com/in/kristianaltuve/
https://zerodegreestory.com/
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
Before we introduce our guest today, just a quick heads up about Social Day, a 3 day virtual festival, including workshop sessions running from the 1st to the 3rd September 2020. If this sounds like your bag, you can join in the fun and get a 50% discount by using code ‘studylab’. Check it out at www.socialday.co.uk.
We know video is important in Marketing Land today, we’ve covered it before in the podcast. And everyone seems to be a video content producer or at least is attempting to be one. So it’s time to revisit and get some actionable insights into how good video content is put together.
Kristian Altuve is the owner and Creative Director of Zero Degree Story. Kristian helps people tell their story through cinematic videos that convert strangers into super fans with the right mix of logic, emotion, and storytelling (putting method behind and in-front of the camera).
It is thought that 72% of consumers prefer video to learn about a product or service (Wyzowl), so it really is time to take this seriously and Kristain doesn’t just leave it at the video production, it’s the whole package – especially post-production, something we all forget as our carefully curated videos just sit there along with all the cats in hats doing zip all to help your business!
In this episode we run through Kristian’s process for turning strangers into super fans, including;
1 - Research & Strategy
2 - Developing a Message
3 - Launching and Scaling
Plus, getting the right balance of story and meaningful content
But first, a question I ask everyone (determines if we become friends or not to be honest), Kristian, what’s your favourite Pixar movie?
Watch the episode video:
https://youtu.be/lNcs8NCAsyo
Takeaways
Top Tip
Regardless of what you are doing, it all starts with your customers! So talk to them. They may become the voice you never knew you needed within your organisation. After all, they are whom we seek to serve isn’t it? And if it isn’t, why the hell are you in business?
Favourite Quote
‘I think it comes down to the psychology of emotion and logic. We rationalise with logic, but we ultimately make an emotional decision’ So when creating video content, just think about how you can make that emotional connection, yet maintain that logical communication that is easy to rationalise.
And Finally, the Most Important Takeaway from this Episode
In an era of free media, it is so important to remember that these platforms are there to make money…. From advertising, so paying to increase your reach, boost your awareness, can act as a springboard for your video content. Don’t ignore it and think that people will just find it. You need to put as much work into the distribution as you do the creation.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Check out Social Day (1st-3rd Sept 2020): www.socialday.co.uk
Get 50% off with discount code: studylab
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Carolyn Butler-Madden
https://www.thecauseeffect.com.au/
https://www.linkedin.com/in/carolynbm/
Do Good Sh*t page: https://www.thecauseeffect.com.au/dgs
Book – Path to Purpose: https://amzn.to/2DKKdTg
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
We’ve covered social impact and purpose before, in fact it was just over on episode 120 with Karen Porter, who provided us with an excellent run through of development, buy-in and the pitfalls that most organisations fall foul to.
This weeks guest Carolyn Butler-Madden is here to take a deeper dive into our Brand Purpose and strategic direction as we uncover her Path to Purpose program and the six stages we all need to take to deliver true brand purpose.
You can read more about one component of this overall strategy in Carolyn’s books – Path to Purpose.
Carolyn is also a speaker and Chief Purpose Activist at Purpose consultancy, The Cause Effect, believing in a world where business is a force for good and brands drive profit through purpose.
In this episode we cover;
Developing your Brand Purpose using the Path to Purpose Program;
1 – Brand Positioning
2 – People and Culture
3 – Partners in Purpose
4 – Customer Experience
5 – Marketing and Comms
6 – Impact and Performance
Watch the episode video:
https://youtu.be/W_Rzwp4Fm-4
Takeaways
Top Tip
When it comes to the Marketing and Communications of your cause or social purpose, don’t just talk about the actual program, talk about the impact you are having and want to create. And then invite others to do the same, get involved and subsequently spread the message. It should never be seen as an insular project as you are trying to impact the world – so let the world help you!
Favourite Quote
‘You know everyone talks about purpose. It makes such a difference, because you are just driven, obsessively, because it matters, you care. It means something’. This is so powerful and I implore you to find your purpose because like Carolyn said – it matters and it means something. And who doesn’t want that in their lives?
And Finally, the Most Important Takeaway from this Episode
When it comes to brand positioning, be bold and brave, don’t make it passive. Safe is now risky and you shouldn’t be playing it safe when it comes to your brand. Be memorable for the right reasons.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Sign up for the Quietly Successful Summit here for FREE:http://quietlysuccessfulsummit.com/
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Fifi Mason
https://fifimason.com
https://www.linkedin.com/in/thefifimason/
Link to the vulnerability test Fifi mentioned: https://fifimason.com/comfort-level/
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
This is my first recording since Liverpool won the English Football League for the first time in 30 years. Congratulations to the team, the club and more importantly the fans. You’ll never walk alone.
Are you visible in the business you work for or as part of your own personal branding? If not, it might be time you reconsidered your strategy for this.
And this doesn’t mean using fake, aggressive or exhausting tactics.
Our guest this week, Fifi Mason, helps to inspire introverts to get visible and build a personal brand that aligns with your own personality. Nothing fake, nothing underhand, just emphatically you – with sincerity and style.
Fifi believes there is a true power in being yourself in business as it’s the most effective way to build trust, raise your profile and attract more clients.
In this episode we cover;
- The importance of authenticity
- Approaches to being authentic
- Being comfortable with our true self
- Dealing with overwhelm and exhaustion
Watch the episode video:
https://youtu.be/pmuVTtrMuHo
Takeaways
Top Tip
When it comes to personal branding, spend the time getting to know, you! The more time you spend on this and working out the type of person you are, the stronger your personal brand will be and the more authentic you will be to, not only yourself, but also your audience.
Favourite Quote
‘It’s finding that why and knowing it and knowing the true why for yourself and for your clients’ – This is powerful. Spend some time figuring out what gets you out of bed in the morning and gets you motivated and keeps you focused. This is probably where all your efforts should be placed.
And Finally, the Most Important Takeaway from this Episode
When faced with an issue, problem, simply overwhelm, try to reframe the scenario you see yourself in and ask these three questions;
- What’s the worst that could happen?
- What’s the best that could happen?
- What’s the most likely to happen?
And you’ll probably find that the thing that is most likely to happen is that happy medium, it’s never as bad as you think it will be, in fact it could be even better than you were imagining!
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Mark Kingston Jones
https://teambuildingwithbite.com
https://www.linkedin.com/in/markkingstonjones/
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
Let’s make forced fun part of our businesses culture;
- Go on go to the Xmas doo, it will be fun
- Come to the family BBQ, we have burgers and a bouncy castle
- What do you mean you don’t want to be part of our book club?
This is an all too familiar and disheartening sight for many people. But there are other ways to get your team working closer together with a passion and commitment most football teams would be proud of and Mark Kingston Jones (our guest this week) has just the answer, co-funding Team Building, with BITE.
Mark and his team offer other teams the chance to build items for animals in zoos and sanctuaries, which are then seen being used by the animals themselves. That sounds so satisfying. But how does this help teams improve their communication and connection with what they do?
In this episode we cover;
- What makes a good team building session
- Engaging with a disconnected workforce
- Positive long-term effects of team-building
- Why in-house training is never a good idea, or is it?
Watch the episode video:
https://youtu.be/CyXn5K6py9o
Takeaways
Top Tip
Bespoke training or team building is much more successful than the standard ‘one size fits all’ approach, so make sure before setting any type of training up, you do your research and really understand what you will get out of the experience and how it will specifically impact a team.
Favourite Quote
‘they are choosing to get involved rather than being told – you must engage, you must interact’ – no one likes forced fun and is this something you would advocate within your social life, no! So don’t do it for your team, make activities voluntary and if they are beneficial, fun, engaging and exciting, people will want to join in anyway.
And Finally, the Most Important Takeaway from this Episode
If you are looking for a team building exercise, make it memorable! This means the impact it has will be felt over the long-term rather than it producing a short, instant boost that is forgotten in a few weeks.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Troy Sandidge
https://findtroy.com
https://www.linkedin.com/in/findtroy/
https://www.youtube.com/channel/UCtUdDIz3eaCdcxYIGRgwSIw
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
What do you do when you want to chat about your favourite topic – Marketing Strategy? You Find Troy!
Troy Sandidge is a Marketing Strategist who has developed a unique formula for helping his clients maxmise their Marketing Plan and like all good Marketers, his formula comes in a nicely packaged acronym – D.A.R.T:
Direct
Authentic
Resourceful
Techniques and Tactics
And we’ll cover all these elements, what they mean and how to implement them for your own business as well as taking a look at what organisations are doing or not doing that is stopping them from achieving Marketing success.
In this episode we cover;
- How to use the D.A.R.T Marketing Methodology™
- What organisations are doing wrong when it comes to formulating a Marketing Strategy
Watch the episode video:
https://youtu.be/zKq91MiTcE4
Takeaways
Top Tip
When it comes to the tactical elements of your marketing plan, you need to make sure that your communications are the three C’s:
- Consistently produced
- Consideration for who it is created for and why
- Connection to the right audience
Favourite Quote
‘If you don’t have the financial resources, or the knowhow, or the manpower, let’s scale it back and let’s look at… What resources do we have to work with?’ So true, but sometimes we are suspectable to overreaching and not being able to make the impact we want. Start small (the smallest viable audience as Seth Godin would say) and build from there.
And Finally, the Most Important Takeaway from this Episode
No one has a finite budget and what budget you have will have a detrimental effect on what you can or can’t do, so be resourceful. Look at what you want to achieve in the relevant timescales and apportion accordingly.
If it’s content you need to create in the first instance, focus on doing this before pushing this out to your audience, or perhaps content isn’t the issue and project managing a campaign is where you need to pay attention? Regardless, always focus on those elements that will help achieve your main goals and objectives.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Karen Porter
https://undergroundcomms.com.au
B Corp Certified: https://bcorporation.net
B Impact Assessment: https://bimpactassessment.net/ (B Corp Certification is a global certification so it's relevant for everyone).
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
What do these words mean to you?
Sustainable, Ethical, Environmentally Friendly.
Many use these as buzz words that are thrown about like used paper in the wrong bin!
What if you want to make a real impact and not just pay lip service to these words? Taking it further than just corporate social responsibility and create real social impact and purpose. What does it take and how can we make sure its meaningful?
Karen Porter is a strategic communications specialist who helps to deliver communication strategies with a positive social impact. But this doesn’t mean just saying how many paper cups you’ve recycled, this is about being true to your brand, actively making a difference and supporting what is important to you and your business!
In this episode we uncover;
- How do you develop a social purpose (I foolishly call this Corporate Social Responsibility which isn’t exactly correct)?
- Being seen as credible
- Getting internal buy-in
- The pitfalls that companies usually fall foul to
We also cover becoming a certified B Corporation (more about this in the episode). If you are interested in becoming a certified B Corporation, it’s a wise move to take the B Impact Assessment which will show you how far off you are, here's the link: https://bimpactassessment.net/ (link is in the show notes).
With all this kindness floating around in need to know first off - Karen, what is your most memorable selfless act?
Watch the episode video:
https://youtu.be/gtFzlQSFiLg
Top Tip
If you are going to talk the talk, then you need to walk the walk. Taking the B Impact Assessment and subsequently striving to become B Corp Certified show you are doing exactly that and you are not just typing words onto recycled paper.
Favourite Quote
If you want buy-in from your team, they all need to contribute to how (as an organisation) you are going to show up in the world and you are going to do good.
And Finally, the Most Important Takeaway from this Tpisode
Even if you are not looking to become B Corp Certified there are multiple other ways to establish you credentials within your own industry’s, through accreditations and partnerships. Just make sure that these are true to your brand and meaningful to what you believe in.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Teresa Heath-Wareing
https://teresaheathwareing.com
https://teresaheathwareing.com/podcast/
Check out the training; https://teresa-heath-wareing-b3a9.mykajabi.com/mtc-academy
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
Selling online should be easy. After all we can all sell our - let’s call it stuff – on eBay, why should doing it our own way be any different.
Well for starters you don’t have the infrastructure, awareness, budget, online presence or any form of credibility. But, fortunately for us Teresa Heath-Wareing is joining us this week who has a passion for online sale and marketing (as well as gin – both are covered here) and runs the very successful ‘Marketing that Converts’ Academy that helps people build their business online.
Teresa is here to help us with some actionable tips to help us start to build an online business, without the hardship.
In this episode we cover;
- The basics to selling online
- The differences between marketing an online business rather offline
- Where social fits in
- Why email marketing is still relevant
- The fundamental mistakes people make
Watch the episode video:https://youtu.be/A1Gwr2WzlFQ
Takeaways
Top Tip – Using social doesn’t have to be time sapping or arduous.
Follow Teresa’s guidance here;
Pick your platform,
Show up consistently,
Add value.
Favourite Quote – ‘Your competitors aren’t your competitors online’ you are dealing with a whole host of other influences that you need to consider – what this means is that it’s really easy to get online, but so difficult to be heard. But you need to start, so start now!
And finally, the most important takeaway from this episode – When building a business offline (the traditional way) it is all about building those relationships and keeping them strong. While the same can be said for any online business, you need to see your audience very differently – keep your content consistent, build a database of clients and get those lead magnets sorted.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Nick Diakanastasis
https://www.linkedin.com/in/nick-diakanastasis/
https://www.theintrovertmentor.com
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
You start to sweat, heart racing, adrenaline kicks in, knees tremble….. and then press record and….. nothing. You just can’t get that video recorded.
If any of this sound familiar to you when you go to record your own videos, this week’s chat with Nick Diakanastasis is defo for you. Nick is a Public Speaking Coach and a Trained Actor who is going to help us conquer those pre-recording nerves about speaking on camera as well as some amazing tips on how to feel more comfortable and natural in front of the camera. Especially now we are all using online chat A LOT more!
In this episode we cover;
- What should we do before going on camera
- Getting rid of those nerves
- Tips on body language and vocals
- The stupid (sorry main) things people are getting wrong.
Watch the episode video:
https://youtu.be/DE8Fll8DDT4
Takeaways
- Did you know you were breathing incorrectly? Now you’re checking out how you breathe right? This should come from your stomach, not your nose or throat. Try using this technique before and during a recording and see if you notice a difference in how you are coming across on camera.
-
When you are pumped full of adrenaline everything is quicker, you speak quicker, you try to get to the finish quicker and your processing speed is quicker. Is this a good or a bad thing… well it can be both, but be cautious that this doesn't affect the conversations you are having or the answers you give to questions. Slow down, as what you feel might be a slower speed will look more natural and will probably be much closer to the natural you.
-
And finally, you need to give more than you think. Not for reciprocity, although you should be doing this anyway, but when on camera, always give more than you think. In fact, if you feel comfortable, you’re not giving enough – stretch yourself and give that little bit extra and move out of your comfort zone.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Lee Rowley
http://leerowley.com
https://www.copybrandu.com
https://www.linkedin.com/in/theleerowley/
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
Buy my stuff, go on, buy my stuff.
If you don’t think this type of content works as its simplistic, intrusive and adds no value…. You’re right.
Persuasive content is key to engaging with your audience, guiding them to purchase the right solution to fix their problems. That is why Lee Rowley is joining us for a little chat about how he does this for his clients. As his LinkedIn profile states – ‘I ride shotgun in your buyer's subconscious. Then I use what I find to create refreshingly human marketing that makes your competition irrelevant’ – If this isn’t enough to get your ears pricked I don’t know what is.
In this episode we cover;
- How to generate persuasive content
- How to stand out and find the unique you
- Creating content that resonates with your ideal customers
- What errors we need to avoid in developing content
Lee also introduces us to CopyBrand University. Lee’s own online platform which helps you develop the type of persuasive content you really need to be creating.
But before all this I need to know - Lee, what is the most powerful
Watch the episode video:
https://youtu.be/H1PASNHB2vY
Takeaways
- Lee showed us where we all need to start with our persuasive content – looking at the desired results – from the customers perspective. Sounds simple, but can be tricky when you are too close to your own business. Remember, your business is not for you, it’s made for your customers.
-
We live in the connection economy. Focus on building those connections. Threading that needle that ties everything together first and foremost – not your bank account.
-
And finally, my favourite line from this chat – Assumption kills copy! Never assume you know what your customers are thinking. Ask, research and test. Your customers don’t stand still and neither should our content.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5 review From your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest and Episode Links Casper Pedersen https://www.linkedin.com/in/caspped/ casperpederson@twentythree.net https://www.twentythree.net Backlinko: https://backlinko.com Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81 Intro Video SEO is one of those Marketing techniques that can very easily be missed off the agenda in a ‘post it and see what happens’ culture. But it is this type of thinking that will limit your exposure and overall success within Video Marketing. Casper Pederson is a Video Marketing Strategist for TwentyThree, a company that helps you run video and generate inbound, social and demand generation successfully. And this all comes about from analysing the data and not just creating video content, but also focusing on the bits you don’t see to maximise each videos potential, including the use of SEO to do just that. In this episode we cover; • How to squeeze as much from each video as possible • What elements other than quality video content should we be focusing on? • Why you shouldn't use YouTube embeds • How to protect your websites SEO and attract more visitors • The time you have on each platform to keep someone’s attention Watch the episode video: https://youtu.be/lsLRw3VfgvM Takeaways* - Video should never be just a ‘click and share’ piece of content and a distribution plan will help you get as much exposure in front of the right people as possible. Remembering to focus on the media that you control as well. More control means you have more undivided attention. - Think about video creation like you would a blog. This can be used in multiple ways right through the sales funnel – Snackable content at the top, detailed, long-form content at the bottom. - And finally, the SEO part. Remember to focus on these four key elements; The title The description The tags The thumbnails Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5 review From your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest and Episode Links May King Tsang @MayKingTea on all the socials: https://twitter.com/MayKingTea https://www.instagram.com/maykingtea/ https://www.facebook.com/maykingt/ YouTube: https://bit.ly/2XDU9nS LinkedIn: https://www.linkedin.com/in/maykingtsang/ Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81 Intro Do you ever fear missing out. It can be a Marketing tactic that can be used for good…… and evil. Remember when everyone was buying a ton of toilet roll at a time. The coverage this was give sparked huge FOMO. Might not be directly associated with marketing, but you get the point. May King Tsang is the original social media reporter and #FOMOCreator. As you’ll hear later, there is a lot of social media posting going on here. May King uses this superpower of being able to consume information, digest it and post it to help conferences and events (online and offline) build awareness and sell out. She does this by focusing on those that matter, the audience. In this episode we’ll cover; • How to create that fear of missing out? • What to do pre and post event • The tools you need / or don’t need to make this happen • And why you can’t tweet often enough Important to note that when we are chatting about ‘Traditional Marketing’ we are discussing the way we traditionally use social platforms. Watch the episode video of May King and me having a giggle and chatting #FOMO: https://youtu.be/utuZba0XezE Takeaways* - When focusing on selling out an event, you need to focus on what matters – the attendees (and to some extent the speakers and sponsors), so why not use them within your Marketing. Not the lame stock images, but actually discussing why they are at the event and what the event is like. Remember Seth Godins phrase ‘people like us, do things like this’. - You don’t need totally new content for every social post. Try repurposing your content. One video could be chopped up and used 2,3 or even 10 times. Look to be more efficient and maximise value from all your content. - And finally. Get going, be it video, audio or the written word. You don’t need all the kit, you just need a phone to start. Don’t have all the gear and no idea, be different. Have all the ideas and one piece of gear. Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License
Instagram Strategy for Business Growth:
Dot Lung Online Course: https://bit.ly/3dOg5TK
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review
From your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Dot Lung
http://www.dotlung.com
@dotlung on all social channels
Previous episode 99: https://bit.ly/2WEPqDj
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
Social media can be viewed as the second internet, it’s got its own place in our Digital Strategies, but how do you succeed on these platforms. It isn’t a case of show up, use it like you would if you were talking to family. It needs to be seen as and used as a business tool.
When I chatted to Dot Lung back in episode 99 we discussed (amongst other things) her DRANGONS formula for social success. I felt it didn’t get the airtime it deserves as it was stuck at the back of our conversation rather than front and centre.
Now with an online course to accompany the formula, I’m delighted to share this section of the episode with you all as it is truly Actionable Marketing Knowledge.
No random question, no back story, just straight into the DRANGONS formula and how it can lead to social success.
So here is Dot Lung to talk you through it.
Takeaways
If you want to have a strategy for your social content, look no further than Dot Lungs DRAGONS formula. Here is a recap;
Dialogue – You need to be saying the right things. Make sure you are having human to human contact by concentrating on the conversation.
Relatability – Can you create content that sparks emotion and ‘like-ability’. Try telling stories that are relatable to your audience.
Authenticity – Stay true and stay you! Be authentic and true to your brand.
Giving Value – You must be delivering value consistently and give before your take. The more you give, the more you get.
Opinion – This can be a great conversation starter and generates engagement. You will find your true fans by sharing your opinion.
Niche – Find your niche and be specific. Trying to speak to everyone means you are speaking to nobody. Dot says this is around 250 people.
Scaling - As every dragon has scales :) but your gonna have to talk to Dot to uncover this one!
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links John Espirian
https://www.linkedin.com/in/johnespirian/
https://espirian.co.uk
Content DNA: https://amzn.to/3cD3yCh
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
It takes a long time to be known for your craft and we shouldn’t look for hacks, cheats or quick fixes, we need to build slowly and correctly.
It’s an honour to welcome back to the podcast, John Espirian, the relentlessly helpful copywriter, Johns first appearance was way back in episode 32, but now he has a new book out called Content DNA which is packed with ideas and helpful tips on how to get noticed, remembered and preferred through being the same ‘shape’ everywhere you show up.
In this episode we focus on 3 chapters of the book;
Chapter 5 – Being known for one thing and how we do this
Chapter 12 – Social media bad practice. What should we avoid doing?
Chapter 23 – Writing and finding the right content ideas
Watch the episode video: https://youtu.be/FeN1ymkJ9SM
Takeaways
-
You need to find that one thing you want to be known for. Got it? No? Well follow Johns steps to get there – What do you enjoy doing most and what brings the most value? Finding one without the other just won’t work or it’s going to make you miserable, so it’s worth taking the time to work this out.
-
John took us through the bad practices he sees on LinkedIn. These are;
Engagement pods,
Generic invitations,
Don’t ignore people – make sure you’re engaging,
The follow, unfollow,
Tag walls – no one wants to be another brick in a wall! -
Don't have a 1 month plan, or even a 12 month plan. Focus on 30 months. This gives you the time to build up a reputation or as Mark Schafer puts it – being ‘known’. This can seem daunting, but will pay off as there are no shortcuts here, so rewind, listen to Johns wise words and go implement.
Music Featured on this Podcast:Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review
From your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Joe Glover
https://www.linkedin.com/in/josepheglover/
The Marketing Meetup: https://themarketingmeetup.com
Enjoy the Episode - Happy Marketing!
Website Thingy: www.marketingstudylab.co.uk
The Professional Bit: https://www.linkedin.com/in/petersumpton/
Facebook Community: https://www.facebook.com/groups/marketingstudylab/
Tweet Tweet: https://twitter.com/cousinp81
Intro
Well this is a first for Marketing Study Lab, we’ve ran out of guests! Of course not – but over the next three episodes we’ll be chatting to some familiar faces. So let’s meet our first two timer - Mr. Joe Glover, the Founder of the Marketing Meetup amongst other things.
I’m delighted to welcome Joe back to the show after initially appearing on episode 96 where we discussed what it takes to put on amazing events…. But what happens when you can’t put on those events? When circumstances out of your control determine that your whole business model is thrown out of the window.
Joe had a decision to make, does he pause what he has been building over the past few years, or does he look for other ways to provide value to his thriving community? Well it wouldn’t be much of a podcast if it was the pause option would it!
So what does this look like and how do you transition from what is seen as a threat to your business model to generating opportunities to be even better than before.
In this episode we chat about;
- The first thing to do when circumstances change
- Transitioning from offline to online events
- What is needed to do this both emotionally and physically
Watch the episode video: https://youtu.be/XUj_6II2P_Y
Takeaways
- It’s OK to go through the stages that change brings, in your own time as you need to be in the right frame of mind to tackle what is needed to be done. Joe spent some time coming to terms with basically needing to change his whole business model, but when ready he created something that was even better than before!
- If the poop does hit the fan you need to gather your thoughts and start to take actionable steps to resolve these issues. Consider things like;
- Software and hardware required
- What can you bring across from what you are currently doing, what needs tweaking and what needs a complete change
- Look to technology and how this can be utilised to offer a better service
-
Don’t forget the Marketing and comms!
-
And finally, look for the opportunities. Joe took his sign up functionality from an external source to having full control of the process. So where can you bring something in-house to make your customer journey even better.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review
From your phone: http://getpodcast.reviews/id/1375904962
(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)
Guest and Episode Links
Dan Gingiss
https://www.dangingiss.com
You can also download Dan’s ebook from his website: 4 Things Every Marketer Must Know About Customer Experience
Dan’s Podcast: https://www.dangingiss.com/podcasts/
Dan’s articles on Forbes: https://www.forbes.com/sites/dangingiss/
iFlix: https://www.iflix.com
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
Customer experience is one of those tasks that we all feel should be a number one priority for a company that we are having that experience with. But do we put the same amount of effort into our own businesses CX?
Dan Gingiss is a customer experience coach who believes that a remarkable customer experience is your best form of marketing. Building on his previous work within three Fortune 300 companies as well as a library of real-life examples, Dan now offers us his expertise in building an amazing customer experience.
In this episode we cover the main points that Dan’s free ebook (link in the show notes) uncovers; 4 Things Every Marketer Must Know About Customer Experience, including;
- Getting everyone to focus on customer experience
- The basics of creating a great experience
- The digital platforms that could improve these experiences
- The tools and skills will we need in the future
Watch the Episode Video:
https://youtu.be/aA6ZB62VT14
Takeaways
-
Complainers, complain because they care. Listening to your customers is so vital because of this. The ones that provide feedback and are complaining are the ones that want you to succeed, get better, improve on what you have already build. So listen to them.
-
Someone has to be accountable for customer experience, although everyone should be involved in it and feel like they should be part of it. Dan gave the example of invoicing and how this can be an important part of the experience, which most companies flippantly pass off as a basic admin task.
-
And finally, think about and remember ALL the touch-points your customer has with your organisation and make these memorable and true to your brand. As Dan stated, they don’t have to be expensive. Some the of best experiences are brought about through simple, practical and inexpensive changes.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review: http://getpodcast.reviews/id/1375904962
Guest and Episode Links
Naira Perez
https://www.springhilldigital.com
info@springhilldigital.com
https://www.facebook.com/springhilldigital/
https://www.linkedin.com/company/springhilldigital/
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
Facebook Ads are a topic we probably all know a little about and we certainly all consume them on some level, passively or actively. But do we really understand what goes on behind the scenes here?
Our guest on this episode Naira Perez is a Facebook Ads Expert and is with us to go through all the elements we need to know to start effectively engaging with our audience. Naira, the founder of Springhill Digital is a data geek that is committed to brand building through paid social media.
On this episode we go through the most important Facebook Ad actionable tips you need to get your campaign going and getting results, including;
Building an audience and targeting,
Bidding strategies,
What makes a good ad,
And the metrics we need to be analyzing.
Watch the episode video:https://youtu.be/7OCAuxV4eqw
Takeaways
- Did you know how detailed you can get with Facebook targeting? Even if you aren’t using the platform to target customers it can be a great way to gather insight and develop an understanding as to the profile of those you seek to serve
-
When creating an actual Facebook ad, its important to remember ALL the key components to stand the best chance of success. These are;
-
Make sure you have an offer
- Provide a message that highlights your solution to a problem
- Make sure your image or video coordinates with your copy
-
Be clear on what you want people to do (your call to action or CTA)
-
And finally, if you are using videos, make sure the first three seconds and the first frame is engaging enough to gets someone’s attention. Always think about how quick you scroll through your own feed and what catches your attention while doing this. It’s a great starter to becoming a whiz at Facebook Ads.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review: http://getpodcast.reviews/id/1375904962
Guest and Episode Links
Winnie Sun
http://winniesun.com
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
This episode is all about finance, which is something that can be a difficult topic to discuss from a business or personal perspective.
So in this episode we’re chatting to Winnie Sun, found of the Sun Group Wealth Partners but more importantly for us, Winne makes money talk relatable.
A contributor for Forbes and having appearances on CNBC, ABC, CBS and Fox Business, Winnie is committed to helping anyone with their finance from those with millions to invest to the smaller $100 savings.
Some of the actionable tips that we discuss are;
- What should we be doing with our money now
- What not to do
- And what we should be doing in times of change or even crisis
Check out the episode video: https://youtu.be/W5k94RqhS0E
Takeaways
-
You need to start taking money seriously…. And start talking about it! So many comparisons with going the gym here. You need to be consistent, take it seriously and work on it daily. Don’t expect to know everything as soon as you walk through those financial doors either. Take your time and learn, build and grow.
-
Make sure you have a purpose, work out how this can make money and do the back tracking to figure out where to start. You have so much more chance of winning if you are passionate about what you do and what brings the money in.
-
And finally, have a plan! But not just one plan, many. In a world where we are told to niche down, go deep and own this space (which is so true), there is no reason you can’t do this for multiple spaces and multiple niches. As Winne said, which is so prevalent to the times we live in, make sure you have a plan B, C, D and E – if plan A isn’t working, you still have 4 plans to fall back on.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review: http://getpodcast.reviews/id/1375904962
Guest and Episode Links
Chris Strub
https://www.teamstrub.com
https://twitter.com/ChrisStrub
https://www.instagram.com/chrisstrub/
https://www.linkedin.com/in/chrisstrub/
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
Is not-for-profit Marketing different to for profit? We’re going to find out on todays episode.
If you think about it, the comms channels are the same and we would go through the same Marketing planning or strategy, but there must be some differences by way of using the rational and emotional to influence how we think and feel.
To help us understand all this we’re chatting to Chris Strub. Chris helps non-profits make a huge impact by leveraging the power of video to create meaningful change. Partnering with Big Brothers Big Sisters of America and The Salvation Army to name just two charities Chris has worked with, he is currently focused on hands-on training sessions and live-streamed event hosting in communities around the world.
Chris’s notoriety came in the summer of 2015, when he quit his job to take a solo, unsponsored road trip to all 50 US states, over 100 days visiting and helping charities along the way – inspiring the book ‘50 states, 100 days’
Watch the episode video:
https://youtu.be/oZjrHcwjcIA
Takeaways
- Think about the emotional connection you can create. Take a look at some of the most successful brands in the world – Apple, Coca-Cola, Disney, they all use emotion to make a connection with their audience and stay front of mind. Be it through lifestyle, innovation and latest tech or imagination. So how will you spark emotional connections with your audience?
-
Use video to show the impact your service is having. It’s not about what you do, no one really cares, it's the problems you solve (this we found out on the special episode recorded with Ryan Foland back in October 2019 - https://bit.ly/39dSMA9) and showing this through video content can work amazingly well.
-
Finally, go behind the scenes. Consistency in content is key and we all need to be thinking like a TV station and producing quality content on a regular basis that goes behind the scenes of what we actually do. Letting people in, being authentic, open and honest can resonate much better than the standard corporate business ‘this is what we’re all about’, staged video can – so let’s be seeing the real you, the real business and the problems that you are solving.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review: http://getpodcast.reviews/id/1375904962
Guest and Episode Links
Jim Fuhs
https://www.linkedin.com/in/jimfuhs/
https://twitter.com/FuhsionMktg
Tim and Jim Show: https://www.youtube.com/channel/UCnn36obQRil327wFGA756UQ
Tools
Canva: https://www.canva.com
Adobe Spark: https://spark.adobe.com
Linktr.ee: https://linktr.ee
Smartbio: https://www.tailwindapp.com/smartbio
Metricool: https://metricool.com
Social Jukebox: https://www.socialjukebox.com
Periscope: https://www.pscp.tv
Streamyard: https://streamyard.com
Tweetdeck: https://tweetdeck.twitter.com
Gilphy: https://giphy.com
Book:
Age of Influence – Neal Schaffer: https://amzn.to/2J6MOpV
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
@cousinp81
Intro
Twitter has around 330 million active users and is sometimes see as the watercooler of the social channels (one for the older listeners that one). It can easily be dismissed as trash and full of negative comments, but look below this surface and there is a wealth of value in being active and using the platform.
In this episode we’re chatting with Jim Fuhs of Fuhsion Marketing, a full service social media marketing company. Jim is known for his social expertise and personal training to get your rocking on multiple platforms.
In this episode we strip it right back and discuss the all the Twiiter fundamentals you need to maximise your influence on this channel.
Jim also mentions so, so, so many apps and tools that I’m not even sure if I caught them all for the show notes!!! (Let me know if I haven’t).
Watch the episode video:
https://youtu.be/f-pf0qpW9Mw
Takeaways
- Lets cover the first steps again – Get your Bio and your header right. Don’t use a logo, use a picture of yourself (that can be used across multiple platforms) and make sure you utilize your bio and username to add engaging elements such as keywords and hashtags
-
Have a Hashtag of your own (that people can use, follow or engage with) or use the hashtag of a live event to engage with those there and those that can’t make it! For example Social Media Marketing World used #SMMW20, which Jim was at AND was in the top Tweeters while there.
-
And finally, Jim’s four E’s to guarantee growth on Twitter that we should all be using right now;
-
Education
- Entertain
- Empower people
- And last but most importantly Engage (this is what the platform was built on and a fundamental for any success now and in the future)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review: http://getpodcast.reviews/id/1375904962
Guest and Episode Links
Kate Walling
https://www.katewalling.com/
https://www.tractionhero.com
https://www.facebook.com/tractionhero
Traction Hero Links:
https://www.instagram.com/tractionhero/
https://twitter.com/tractionhero
https://www.linkedin.com/company/tractionhero/
The Information: https://www.theinformation.com
Uncanny Valley: A Memoir - Anna Wiener: https://amzn.to/2J1PpSj
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
@cousinp81
Intro
The ever-changing world of Marketing needs to be constantly reassessed which I why I’m always keen to try and get those in the know on the podcast to discuss what is coming up in the near future and provide you with some ‘take action now’ steps.
This is why I had to chat to Kate Walling. Kate is a Marketing Consultant for technology companies. Known for creating edgy brands, aggressive growth plans, and for building powerful marketing teams that know how to GSD (get shit done), which is why I wanted to speak to Kate about what we should be focused on for the rest of 2020.
Kate also runs Traction Hero, a tech-savvy marketing agency that solves high growth companies’ most pressing marketing challenges so they can get on with being growthy!
Some actionable takeaways from this episode include the need for quality content and some tools that can help here as well as a look at the effectiveness of social advertising.
Watch the episode video:
https://youtu.be/RVYty2DkL9Y
Takeaways
- Kate mentioned that the competition is high when it comes to valuable content, so make sure your is of the highest standard. Kate also mentioned Canva, which is a powerful tool to help you develop such content quickly.
- Don’t have FOMO (fear of missing out) when it comes to your software. It’s easy to sign up for the latest shiny object, but think about what the future holds. What you are using now, you may not be using in 12 to 24 months, so make sure it is fully flexible and you are not locked into any agreement you can’t get out of.
It can take a while to really understand now tech, so take your time before committing. Use the free trial, test it out, learn about the software and work out if it’s right for you.
- And finally, think about how your MarTech all fits together. Kate said that there is a trend for using more than one CRM system and this can be seen in other genres as well – creative and social apps, multiple email accounts, even diaries! The efficiencies that can be generated by using multiple systems cannot be ignored.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review: http://getpodcast.reviews/id/1375904962
Guest and Episode LinksJohn Wall
Twitter: @johnjwall - https://twitter.com/johnjwall
https://www.trustinsights.ai
https://www.marketingovercoffee.com
Cheese Forecast: https://www.trustinsights.ai/blog/2019/06/fun-with-forecasting-cheese-of-the-week-predictive-analytics/
Search and Analysis Tool ahrefs: https://ahrefs.com
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
Grab a brew and let’s look to the future. If you love your data, or don’t know what to do with it. This is the episode for you.
It’s time to get your geek on.
John Wall has been co-host of the popular Marketing Over Coffee podcast for the past 13 years, with over a half million downloads annually and look at the developments in both Marketing and technology.
John also runs Trust Insights, helping companies understand Marketing Analytics and Data, which means he is the perfect person to ask about the ever changing world of Technology and how this is effecting Marketing as whole and what we can do to make sure we are at the sharp end of these changes.
Actionable tips include; the tools we should be using in Marketing right now (and how you should be applying them) and those that will be important in the future.
Takeaways
-
John says that a data set of 30 is your minimal viable option. With a data set of 30 you can start to make decisions – but the more data the better. But remember to look for the losers, not the winners. Pause, remove or delete those elements that aren’t working for you and focus on the ones that are.
-
Data, data, data. Throughout my whole conversation with John, it was abundantly clear that he is putting data that is readily available to us to good use. Data is all around us, but it’s using programs (a lot are free by the way) to make good use of this data that really counts – such as Google Analytics or Facebook Ad analysis – where we should be establishing our goals and tracking these for success.
-
And finally. Keep on innovating! John’s five areas for future growth that we all need to be considering are:
Text mining,
Network graphing,
Data clustering,
Attribution,
Predictive.
Enjoy the future people!
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review: http://getpodcast.reviews/id/1375904962
Guest and Episode LinksMark Bowden
https://truthplane.com
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
IntroAre you sitting comfortably. You may not be after we chat to our next guest as he is one of the top body language experts in the world. If you were ever to watch a podcast on video… this is the one (link is in the show notes).
Mark Bowden is a body language expert, keynote speaker and best-selling author. As a global authority on nonverbal communication, Mark trains people how to use their body language to stand out, win trust and gain credibility through his company TRUTHPLANE®, the name will become apparent later.
In this episode we’ll learn a whole host of actionable tips that we can utilise straight away to make our body language impactful in the way we want t be seen.
Takeaways
-
Love Marks take on making assumptions about body language and how making these stick subconsciously can cause lasting effects (or thoughts) that are incorrect. Always be asking … maybe, allowing you to consider the future possibilities that these feelings may change, from a negative to a positive. Always have an open mind.
-
I’ve been reading this all wrong in thinking that crossed arms are a negative signal! I’m a stickler for crossing my arms and have always been told it’s defensive and now we know, it’s a sign of comfort. Maybe I was comfortable in my defense. Either way, it just highlights how important it is to read and know your audiences non-verbal behaviours
-
And finally, don’t overcomplicate things. It’s easy to fall into the trap of overthinking the smallest, micro gestures and making them into something they’re not. Stick to the obvious, the gestures you can easily recognise that allow you to move the conversation forward in a positive way – Arms folded, I wish you a good day – I actually do have my arms folded - and now you’re either thinking about folding your arms, or they are folded as well….. I’m in your mind!
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review: http://getpodcast.reviews/id/1375904962
Helen’s Free e-Book ‘I Just Don't Know Where To Start’: https://thecontentdoc.com/go/get-your-non-fiction-book-written/
Guest and Episode LinksHelen Pollock
https://www.linkedin.com/in/helenpollock/
https://thecontentdoc.com
Grammarly: https://www.grammarly.com/
Hemmingway: http://www.hemingwayapp.com
Yoast: https://yoast.com/
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
What can we learn from writing a book? Let me rephrase that. What actionable tips can we take from an Amazon-bestselling ghostwriter and non-fiction book coach.
Turns out, there are a lot of actionable steps to help us with our writing. Helen Pollock has transitioned from writing lively and engaging copy for businesses in a whole host of sectors to helping business people to write better books and content through her business - The Content Doc.
Helen believes that everyone can become a better writer and that creating a
simple framework for content creation is the key to great business writing.
But first, everyone needs this type of intro in their lives – Helen, what is Marketing Study Lab in Mandarin?
Takeaways
-
Never write for you! Always write for your customer. Their pain points are probably different to yours and should be the focus of what you are writing. Unsure what these are – ask!
-
Keep it simple. Just like no one wants to be sold to, no one wants to try and decipher what you’re going on about. Cut the jargon and write in an easy to understand way, but don't be afraid to add variety to your sentences. This will help to keep your audience engaged.
-
And finally, read it aloud. There is no better way to find out how your copy actually sounds than reading it back, or even getting someone else to read it to you! This is why TV and films always have read throughs, fine tuning for their audience and you should be doing the same. ACTION!
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Get involved in the 10 day video challenge. Giving you what you need to start producing the videos that work for you: https://launch4life.com/vlic
Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA
Review: Share the love and leave a 5* review: http://getpodcast.reviews/id/1375904962
Guest and Episode LinksGillian Whitney
https://launch4life.com
gillian@launch4life.com
YouTube Channel: https://www.youtube.com/channel/UCwy0QK5wQZghtYH4jVVaAvg
Video Marketing Resources
Powtoon: https://www.powtoon.com/home/
Camtasia: https://www.techsmith.com/video-editor.html
Quicc: https://www.quicc.io
Clips (iPhone app): https://www.apple.com/uk/clips/
Loom: https://www.loom.com
SEMRush: https://www.semrush.com
Screaming Frog: https://www.screamingfrog.co.uk
Temi: https://www.temi.com
Rev: https://www.rev.com
Raindrop.io: https://raindrop.io
Google EAT: https://moz.com/blog/google-e-a-t
Banklinko (Brian Dean): https://backlinko.com
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
Video Marketing is almost essential when it comes to your marketing planning, so today we are going to talk through a whole host of hints and tips to get you set to start or improve your video output with Gillian Whitney, a Marketing Consultant from Launch4Life, who in her own words delivers ‘easy peasy marketing solutions’ to all her clients.
Amongst these solutions is of course, video marketing, something which Gillian has had a focus on for the past few years.
In this episode we cover:
- Ways people should incorporate video into their marketing
- Best place to start with your video
- How to choose a platform
- The equipment you need
- How to develop a strategy
- Software and tools available (and there are loads)!
Gillian mentions A LOT of amazing resources, which can be found in the show notes alongside Gillians 10 day video challenge, which we also discuss.
Takeaways
-
Don’t try to be everywhere all of the time. Choose one platform and do it well before attempting to master another and in choosing this platform just remember:
1 – To be where your audience is
2 – Be comfortable on the platform you’re using -
When it comes to recording video content, think about what is appropriate for the platform. How long should your video be and to give it additional piece of production value, make sure your lighting is good enough. This can be the difference between a good and a bad video in terms of engagement.
-
And finally, check out the show notes for all of the links to everything Gillian mentioned throughout the episode. Even if you just start using one of these it will make you more efficient and improve your video output.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Let us do the hard work. Subscribe and each podcast episode will come to you: https://bit.ly/2NZjODA
Guest and Episode Links
Phil Robinson
https://www.linkedin.com/in/phil-robinson-4249678/
Proctor and Stevenson
https://www.proctors.co.uk/
marketing@proctors.co.uk
LinkedIn: https://www.linkedin.com/company/proctorsbristol/
Instagram: https://www.instagram.com/proctorandstevenson/
Facebook: https://www.facebook.com/ProctorsBristol
Twitter: https://twitter.com/ProctorsBristol
YouTube: https://www.youtube.com/user/proctorsvideos/videos
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
It’s so easy to create a brand, just design a logo right? That's the brand. Wrong. The problem is these two words are just so interchangeable even I find myself saying brand when I mean logo! Probably because the word came from the ‘branding’ of criminals in the late 17th century (enough of the history lesson Pete, get on with it).
Anyway, as we’ll discover in this episode, a brand is so much more than some colours and a creative. Phil Robinson the Creative Director at Proctor & Stevenson has a solid background in copy, which means, as a Creative Director, he can sees both sides of the creative coin – the front facing and what goes on behind the scenes – perfect for giving us the lowdown on what makes a brand.
Phil’s college Dan Hardaker Head of Digital Design joined us back in episode 89 (https://bit.ly/39RiV8o), but for this chat we move away from building a Marketing Career to straight up brand.
Takeaways
-
I love a good analogy and Phil’s representation of a logo being like a countries flag and the brand being everything that is within the countries make-up is brilliant. Think of any country and you get images and thoughts about what the country is made up of – weather, people, cities, activities, culture, etc – that's the brand!
-
But how do you create a brand? Try and focus on these four key areas:
1 – The brands proposition
2 – The brand tone of voice
3 – What are its key messages
4 – It’s visual identify
And look, we didn't even touch the creative until point number 4… amazing!
- To create consistency within a brand Phil says you need these three things:
1 – Brand guidelines (to create consistency, not a straight jacket)
2 – Brand champions and ambassadors
3 – Regular reviews as your brand should be as malleable as the ever-changing market is lives to serve.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.dz
Creative Commons License
Let us do the hard work. Subscribe and each podcast episode will come to you: https://bit.ly/2NZjODA
Guest and Episode Links
Brain Wallace
https://nowsourcing.com
https://www.linkedin.com/in/nowsourcing/
Podcast: http://www.nextaction.cc
The $64 Million Basketball Contract Infographic: https://nowsourcing.com/2015/07/21/tobias-harris-case-study/
SXSW Interview: https://bit.ly/39yaDlM
TED Talk Satire: https://www.youtube.com/watch?v=_ZBKX-6Gz6A
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
Infographics are sometimes forgotten about when it comes to our Marketing Communications, but can be extremely powerful as our guest explains, with one earning a Basketball player a $64 Million contract!
If you don’t know, an infographic is a graphic visual representation of information, data, or knowledge intended to present information quickly and clearly.
Back to our guest, Brian Wallace. Brain is a recovering technologist that realised, no one cares about the technical explanation they don’t understand and for the past 13 ½ years has been developing Infographics for his clients through is company NowSourcing, the number 1 infographic agency in the US.
Brain is also a Google Board Member, is on the South by South West (SXSW) Advisory Board, Podcaster and has been featured in the New York Times, Forbes and Mashable.
Takeaways
-
To create an infographic you need to research and find the interesting data points first and foremost, but, don’t whatever you do shortcut the design. This is crucial! It’s the glue that holds all the interesting stuff together, without it you just have a pile of numbers and figures and may not generate the interest you desire.
-
Make sure what you are creating is story driven, but have the data to back it up. Everyone can tell a story (or even a fake one), but it's the data that will make it and you legitimate. Remember, you should be building that Know, Like and Trust.
-
And finally, we mentioned previously that you need to start with interesting data points and this is true, but don’t forget to factor in the emotion, what will truly draw in the attention of your customers? Yes, the stats and the design are integral, but that emotional connection will be the part that lasts long in the memory.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Let us do the hard work. Subscribe and each podcast episode will come to you: https://bit.ly/2NZjODA
Guest and Episode LinksDot Lung
http://www.dotlung.com
Pick your social channel of choice and add @dotlung:
https://www.linkedin.com/in/dotlung/
https://www.instagram.com/dotlung/
https://www.facebook.com/dotlung
https://twitter.com/dotlung
Social Stats:Active monthly users on Facebook: 2.5 billion (statista.com)
Active monthly users on Instagram: 1 billion+ (omnicoreagency.com)
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
If there was a formula to make your Instagram really do the business, gain attention, engagement and really start to work for you, would you be interested in this?
Our guest this week is Dot Lung, the Mother of Social Dragons (and if you haven’t guessed by the title, a Game of Thrones fan) has that formula!
And although this theme can be seen throughout all that Dot does, think complete integration and on-brand across all channels, there is a serious side behind the dragons, eggs and mythical connotations, because Dot is leading the field with her work on social media. The intro on her website dotlung.com states ‘I live 24/7 on all platforms’ and now works with businesses and individuals across the globe (or seven kingdoms) helping them to create an optimum digital experience for their brand or personal identity.
And Dot is here today to share her experience and learnings to improve your own online social presence and talk us through her DRAGONS formula!
But before we get to any of that, I need to find out Dot, what is your favourite Dragon – Fly, Fruit or Dungeons and …
Takeaways
-
Your vibe attracts your tribe. And this all about being authentic to who you are and telling this to the world in a way that resonates to those that will be attracted to what you have to offer. No sales pitch, no promo, just your own unique vibe.
-
It’s not about the B2B or B2C, it’s all about the H2H (human to human) connections and building relationships. Dot does this by being consistent in developing raw and real content. Ditch the fake! See the pattern here. No sales pitch or hard sell, just connections to build long-term relationships.
-
And finally, of course, the DRAGONS formula. I’d suggest rewinding this episode and going back to 35.20 and listening to this part again as following Dots, on brand and on message formula will help you in developing your own social content. Even just following a fraction of this formula will change your social skill for the good.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Let us do the hard work. Subscribe and each podcast episode will come to you: https://bit.ly/2NZjODA
Check out the Special Episode #251: 3 Big Ideas from 250 Books For Every Marketer: https://bit.ly/2TVd79j
Here are just some of the books that were mentioned in the episode:
Ogilvy on Advertising – David Ogilvy: https://amzn.to/2Roh4Sd
New Rules of Marketing and PR – David Meerman Scott: https://amzn.to/3aRuMoy
The 12 Powers of a Marketing Leader – Thomas Barta: https://amzn.to/2vf7U1I
Lessons – Mark Schaefer: https://amzn.to/2O0lxbA
Beyond Product – Jill Soley: https://amzn.to/36sZ51a
The Go Giver – Bob Burg and John David Mann: https://amzn.to/30Q9fIe
Be like Amazon – Jeffrey Elsenberg, Bryan Eisenberg and Roy H Williams: https://amzn.to/38HUuKj
Pitch Anything – Oren Kalff: https://amzn.to/38Cqxel
Smash the Funnel – Eric Keiles and Mike Lieberman: https://amzn.to/3aGOVxf
Mean People Suck – Michael Brenner: https://amzn.to/36qjiET
Nincompoopery – John Brandt: https://amzn.to/2NZ6NKl
Guest and Episode LinksDouglas Burdett
www.marketingbookpodcast.com
https://www.salesartillery.com
https://www.linkedin.com/in/douglasburdett/
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
Some people collect sports memorabilia, others collect music and some even stamps. But Douglas Burdett (our guest) collects Sales and Marketing books.
If you’ve ever caught his own podcast (The Marketing Book podcast – www.marketingbookpodcast.com), you’ll know that Douglas not only collects them, but reads at least one a week and then interviews the author.
This podcast was named by LinkedIn as one of "10 Podcasts That Will Make You a Better Marketer" and by Forbes as one of "11 Smart Podcasts That Will Keep You In The Know."
Delighted that Douglas could spare the time to chat about his collection of books, the knowledge he has gained from this and provide us with not only whole host of books we should be reading, but some tips on how to become a better reader.
All the books that are mentioned in this episode can be found in the show notes, so if any take your fancy, get on it!
Takeaways
-
The first takeaway is quite simply is the fact that Douglas is so generous with his time and knowledge that if you are struggling to find a book that fits your specific requirement, he’ll more than happily advise you on what you should be reading. Get in touch with him, oh and don’t forget to ask for your Marketing Book Podcast bookmark!
-
Remember the three big ideas Douglas spoke about that every Marketer needs to know:
1 – Correct the image problem that Marketers have
2 – Get those deep insights into your customers
3 – Making these customers happy revolves around good experiences
- If you want to be a good reader, not waste time, be consistent, learn and enjoy what you are reading, Douglas advised us to do the following:
1 - Be specific about what you read and which authors you choose
2 - Read the authors blog to see if this is the type of writing you would enjoy
3 - Don’t be afraid to ask for recommendations, it can narrow the field down immensely and save a lot of time
4 - Make it a habit – set aside some time, try to fit reading into your daily or weekly schedule, just like you would the gym, eating, or having a cheeky scotch!
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Let us do the hard work. Subscribe and each podcast episode will come to you: https://bit.ly/2NZjODA
Get Jeff’s Social Profile Secrets guide: https://savagemarketer.com
Guest and Episode LinksJeff J Hunter
https://savagemarketer.com (subscribe to the podcast here and check out Jeff’s Social Profile Secrets as well)!
https://jeffjhunter.com
Savage Marketing Podcast: https://open.spotify.com/show/6MiymBirlQkym2GhpjZDpG
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
If you’ve never heard of Jeff J Hunter before, you’re clearly not doing social media correctly. Jeff is the go to guy for influencer marketing and building a personal brand. He is the guy behind the guy’s and gal’s we all know. But that’s not what’s important here.
What is important is Jeff’s ability to be open, transparent, honest and show a real passion for Branding, taking his real life experience and implementing this with great success for others.
You may also know Jeff as the Savage Marketer, an outsourcing specialist or even a travel expert, skilled in getting businesses to run efficiently, even when you’re not around.
But in this episode we cover everything from:
Social channels
Facebook groups
Copywriting
Changing your habits
How to be consistent with your posts
How giving value to others is always the best thing to do
And how TikTok helped save someone’s life
Takeaways
-
The key platforms we should all be taking a peak at, at the moment are: Facebook, LinkedIn, Instagram and TikTok. Now it’s important that your target audience are on whatever platform you invest your time in unless you will be shouting into a very big, dark, empty social room!
-
To effectively use social media you need to start to build your own eco-system. One way to do this is via Facebook Groups. You have a dedicated audience that have signed up to hear and learn from you. Just make sure you’re engaging and active.
-
And finally, Jeff was kind enough to mention his copywriting hack that gets results; CLEAR:
C: Curiosity
L: Leading them in with Value
E: Drawing on Emotions
A: Analysing to build expertise
R: Creating a call to Reaction
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Joe Glover
https://themarketingmeetup.com
https://www.linkedin.com/in/josepheglover/
Books:This is Marketing – Seth Godin: https://amzn.to/39J3Dn5
Alchemy – Rory Sutherland: https://amzn.to/2QusDXO
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
Networking and events can be both difficult to arrange and for some, even harder to attend and get value out of them.
So it’s time to meet Joe Glover, the Found of The Marketing Meetup, a community where marketers listen, learn, meet and share knowledge through events and workshops.
The Marketing Meetup was created only four years ago and now has a community of over 11,000 people in the UK and US, with nearly 150 events during 2019.
Before we get into how to get the best out of an event or even put one on yourself, I thought this would be the opportune time to ask that most important of questions, Joe, what is your favourite type of mic – Handheld, Lapel or ‘and the mechanics’?
Takeaways
- Joe kindly went through what is needed to get the best out of an event both arranging one and going to one.
Firstly, arranging:
-
Find a venue, make it decent and one you can work with and alongside
-
Food, you don’t have to do the standard, be different, but offer something people want
-
Speakers, you won’t be short of people who want to speak but a good tip is to ask those you, yourself actually want to learn from
-
And finally, the Marketing, don’t forget that! Know your audience and make it easy to sign up
Secondly, of you’re going to an event, remember the three Marketing Meetup mantras:
-
Listen
-
Say hello
-
Be positively lovely
And if you see me or Joe, do the last two and we’ll more than happily do the first one!
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Sandy Grigsby
https://www.sandyinfocus.com
TedTalk: https://www.youtube.com/watch?v=LUv0IpTSQfw
Go-to Resource:Audible: https://www.audible.co.uk/
Enjoy the Episode - Happy Marketing!www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
This is the image Sandy talks about near the start of the podcast.
Intro
Deep down we all think we are good with a camera, a keen eye of a good pic, but when you come up against someone who knows their craft well, you realise that you should probably just stick to the family holiday snaps.
Sandy Grigsby is not only one of the top photographers in the US, with clients flying from around the world to get in front of her camera - from Influencers and Fortune 500 Executives, to Billionaires, Thought Leaders, and Celebrities, but within these snaps Sandy can heighten your personal brand and give you that confidence you didn’t know you had, or as Sandy puts it; this can be your Confidence Catalyst.
A psychologist behind a camera basically!
We always hear that being authentic is important, but is this possible in a world where it is easy to criticise from behind a keyboard? And why do photos spark such emotions in us. Luckily, Sandy can help us understand the answers.
Takeaways
-
Sandy kindly gave us some simple tips to make our profile photos (or our own photos) better, remember:
-
You need to be prepared mentally unless it will show
-
Correct your posture and show your confidence to the camera
-
Turtle neck it and use your butt - stick it out!
It may feel a little odd but the camera sees us differently to what we see through our own eyes, so use these tips to get better results
-
Photography can be so powerful as a camera can capture a singular moment in time. It is also compounded by the fact that a photo can make you think, spark imagination and curiosity – it can mean different things to different people – a video can’t do this as it is continually moving and there is usually a narrative. So think about how a photo will make people think and react.
-
And finally, if you’re not looking to fly to the US for Sandy’s services, what should we look for in a photographer and how should we prepare for a photo shoot?
-
Firstly, go through their profile and work out if these are the types of images you want. Taking an holistic view of the overall portfolio of work
-
Secondly, take the confidence steps Sandy talked us though previously
-
And finally, be camera ready. Get a good nights sleep, TWO nights before, not one but two!
Let us do the hard work.
Subscribe and each podcast episode will come to you:
Apple Podcast: https://apple.co/2QSk8om
Spotify: https://spoti.fi/2QXQGgw
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Does your website need a page speed review? Book one now with Lukas: https://meetings.hubspot.com/pathmonk/web-review
If you want to check your page speed yourself use this: https://webpagetest.org
Guest and Episode LinksLukas Haensch
https://pathmonk.com
https://www.linkedin.com/in/lukas-haensch-b0199a50/
Watch the Episode Video: https://youtu.be/LZzIz7U4Pm4
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
The page speed of your website probably isn’t one of those elements that you give much thought to and even if you did, the depth that you went to in order to work out if its tip top or slower than your last health and safety meeting, wasn't as comprehensive as it should be.
Not to fear, as Lukas Haensch founder of Pathmonk.com. A company that can help increase website conversion rates by (in his own words) making the buyer experience awesome is here to chat about the importance of page speed and how we can improve our own website.
Spending more the 4 years at Google, with a heavy focus on UX (that’s User Experience), Lukas is primed to help us understand the importance of page speed within your Marketing plans and also give us some pointers on the tools and techniques we should be implementing right now.
Takeaways
-
53% of users will leave your site if a page doesn't load in 3 seconds or less. Which is huge! Think about that. If you were talking to one hundred people who were interested in what you had to say, over half would leave if you paused for more than three seconds.
-
Why does Google care about your page speed? Simply put, they want their customers to have a good experience regardless of where they end up. Your poor page speed will tarnish this and Google ain’t gonna be kind to you for that.
-
There is no one singular element that will increase your page speed, its all about the individual factors. Here are just some of those to consider:
Image size,
Carousels,
Font files,
And finally your Plugins.
Just make sure you are viewing everything from a performance perspective and see what is effecting this.
Don't panic though; you don't have to do this yourself. Try webpagetest.org first of all. This will do the heavy lifting for you.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Guest and Episode Links
Mark Harman
https://www.linkedin.com/in/markredbook/
http://www.redbookproductions.co.uk
office@redbookproductions.co.uk
Books:Just Listen - Mark Goulston: https://amzn.to/2XSs8c7
Video Version of the Episode:https://youtu.be/Z0bhGdJzBC0
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
Video is undeniably an important part of the Marketing function, with so much content being video based. In fact around 4.5 million videos are now viewed on YouTube alone – in just 60 seconds.
So who better to talk us through all things video related than Mark Harman, the Video Producer for Red Books Production. Not only does Mark work from pre to post production, but, it's about working out how a videos can work for an individual and help to engage with their specific audience, on a regular basis using episodic content rather than one off pieces. And Mark has been doing this stuff since 2007 (I’m keen to understand what he used to film way back when)!
Video Version of the Episode: https://youtu.be/Z0bhGdJzBC0
Takeaways
-
One of the main benefits for creating video content is the awareness that it brings you as an individual and subsequently your business. It makes you more approachable as people already know who you are, what you do and, if you do it right, what problems you can help them solve.
-
Although Mark stated that it is a big commitment to create regular video content (his popular Video Show is now over 260 episodes) the rewards are worth it, including the exposure we just mentioned, the engagement video content can bring is impressive – especially on LinkedIn, which is kind of how we ended up chatting and recording this podcast.
-
And the good news, as long as you have a phone with a camera in it, you can just start! Start small and then look to improve when you start to build you confidence and engagement…. But starting is the most important step, so lets all start making videos and build our personal brands into something worth watching!
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
What Episode Snippets are in this look back of Marketing Study Lab 2019:
Using Mailchimp and the Handsome Noel Edmonds with Catherine Gladwyn the Owner of Delegate VA - Episode 41
https://bit.ly/2sMfQq5
- We discover how Catherine got on when she was on TV!
Sweet Social Media Strategies with Nicole Osborne the Founder of Lollipop Social - Episode 49
https://bit.ly/2Q6RFdT
- Nicole takes us through her steps of social media greatness
A Marketing Career with Patrick Ward Editor-in-Chief at High Speed Experts – Episode 77
https://bit.ly/2MiFhXn
- Patrick discussed the importance of qualifications and practical marketing experience
Ditch the Act with Co-Author Ryan Foland - Marketing Study Lab Special
https://bit.ly/2Q6o0Sk
- Ryan walks us through the 3-1-3 challenge and how easy but difficult it can be to describe the problem you solve
Small Business, Big Marketing with Tim Reid - Episode 57
https://bit.ly/35L9xS5
Tips on Passing Your Marketing Qualification with Accounting Exam Coach James Perry - Episode 59
https://bit.ly/2PKcSeR
- James highlights the importance of using real life examples in your exams and .... in real life!
B2B Marketing with Michael Field the B2B Competitive Strategy Consultant from EvettField Partners - Episode 67
https://bit.ly/2SeVlgp
- We discuss the difference between B2C and B2B marketing
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Well it’s been an eventful year for the podcast, we so many amazing guests and more to come. As this is the last episode of the year, it’s an opportune time to take a look at some of the highlights from the podcast during this year.
Now it would be easy to just copy and paste ALL the episodes together, cause each one has brought it own nugget of Marketing genius, but unfortunately that would be around a day long and take to long to upload so you’re stuck with just a few and here they are!
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Guest and Episode Links
Trisha Lewis (Host of this weeks episode)!
https://trishalewis.com
hello@trishalewis.com
Original Podcast Show Notes:
https://adobe.ly/36Xy1rH
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
This is kind of a special episode, being that close to Christmas n’all.
I was fortunate enough to be invited onto the Make It Real Podcast, hosted by the fabulous Trisha Lewis, so I thought it would be a great time to share that episode with you all – which is basically me chatting about Marketing for 30 minutes or so.
Trisha is a Communications Coach who can show you the steps you need to take to make a real impact and be heard by the people that need to hear from you! Not only does Trisha have her own Podcast, but she also has a lively YouTube channel with helpful communication hints and tips.
You’re probably wondering what topics are covered in this episode and it’s easy to say just listen, but here is a taster of some of the magic that is discussed thanks to Trisha and her amazing show notes:
- Why you should focus your comms around one single benefit
- Making sure you have consistency in your comms
- How multiple touch-points can help build trust
- What we can learn from a pitch at Borough Market
- Why you need to be focused on solving peoples problems
- How, without Marketing, we are nothing
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Link to the YouTube Video on how to use Answer the Public within your SEO Strategy: https://youtu.be/uHEhrwW_Tm8 Guest and Episode Links
Natalie Alleblas
https://www.natalleblas.com
https://www.linkedin.com/in/natalleblas/
Books:Chillpreneaur - Denise Duffield-Thomas: https://amzn.to/35oGYJK
Making Your Website Work – Gill Andrews: https://amzn.to/2OAf9rc
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
If you’re in to working smarter, not harder then this weeks guest is for you. Natalie Alleblas, the SEO Sleuth is here to talk about all things SEO.
With a love for data (from working for one of Australia’s Big 4 banks) and words (beginning her career in PR), Nat’s ethos is to save time and money by helping you implement SEO so you can be found online. No dark arts, no dodgy stuff, just a nerd and her numbers.
Nat practices what she preaches and utilises her skills in her own businesses, making that all important organic traffic work as hard as it can.
Takeaways
-
SEO isn’t just one part of a Marketing Strategy, it can infiltrate every facet of it. Think about it – EVERYTHING we do, from the customers we speak to, to the product descriptions we provide can impact SEO in some way, either by helping create the right content, or fundamentally being visible online! Which is the overall aim isn’t it?
-
If you haven’t heard of EAT before, Nat has now brought it to our attention. EAT is a Google acronym for Expertise, Authoritativeness and Trustworthiness. Which is what Google are looking for in terms of website content and author! So if you’re an expert in your field and you write about your experty things Your EAT-tastic!
-
And finally, at the end of the day, make sure you’re writing for your audience. If you’re content is on point about a particular subject matter and it’s written for those who care about this, then you’re pretty much onto a winner.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Guest and Episode Links
Dan HardakerWebsite: https://www.proctors.co.uk
LinkedIn: https://www.linkedin.com/company/proctorsbristol/
Instagram: https://www.instagram.com/proctorandstevenson/
Facebook: https://www.facebook.com/ProctorsBristol
Twitter: https://twitter.com/ProctorsBristol
YouTube: https://www.youtube.com/user/proctorsvideos/videos
Resource:Medium: https://medium.com
App:Seesaw: https://web.seesaw.me
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
Our guest this week brings two huge Marketing worlds together – The creative and the Digital. Dan Hardaker is the Head of Digital Design at Proctor + Stevenson, a full-service B2B marketing agency working across creative, strategy and technology.
What makes this such an intriguing chat, is that Proctor + Stevenson have a long history with developing the next generation of design talent, which is just engrained into the P+S culture. Dan is perfectly placed to shed some light on how to develop as a Marketer and if qualifications or practical application is more important. Spoiler alert, it’s a bit of both, but you know that by now anyway.
Takeaways
-
When looking for a job, be it your first one or indeed that next step up. Dan believes that you are better to find a company that provides mentorship as well as learning and development opportunities. If you find one that offers this then you will also get the opportunity, one day, to be the mentor yourself. And that is juts an amazing feeling – I’m talking from experience here.
-
Dan also believes that there are pros and cons to getting a Marketing Qualification.
Pros - It’s a spring-board to a career and it provides the grounding and foundations you need
Cons - There is a valuable resource in starting work and learning those practical skills rather than the theory behind it
The correct answer. Do both – Study and get a job that fits in with your studies. Or get a job and study around this.
- And finally. One key word for those that are yet to experience the working environment. Pace – Be prepared for the speed at which things need to be delivered. Usually yesterday or in an hour is fine, but embrace the fear that comes with any role and enjoy the process of learning and developing, until you yourself, become the teacher.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Guest and Episode Links
Dr Amna Khanamna.khan@mmu.ac.uk
Uni Profile: https://www2.mmu.ac.uk/business-school/about-us/our-staff/mrt/profile/index.php?id=974
LinkedIn: https://www.linkedin.com/in/dr-amna-k-6b639b1b/
Resource:Retail Weekly: https://www.retail-week.com
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
Dr Amna Khan is a Senior Lecturer in Consumer Behaviour and Retailing at The Manchester Metropolitan University Business School.
Amna also teaches Retail Managers from some of the leading names in retail such as Tesco, Asda and McDonalds as well as publishing research in leading academic journals, presenting at international conferences and her Media Appearances read like a TV and Radio guide, including numerous appearances on the BBC, ITV and Channel 5.
Takeaways
-
If you are in retail, remember that we act and shop very differently online and offline. Online is more functional – it’s about speed, we now have limited time as consumers and online shopping fits this lifestyle. In-store or offline is completely different, it’s all about the experience, an experience that cannot be achieved online – think authenticity – pop-up shops, community-led activities and the growing interest in markets.
-
As we’re in the festive period it was so interesting to hear how our shopping habits have changed over the festive period. Firstly, way back in 2007 that pesky recession happened as well as the rise of the American ‘Black Friday’ which is more of an online experience in the UK. Offline, retailers effectively brought sales forward to pre-Christmas as appose to the traditional post-Christmas Boxing Day sales.
-
Consumers are the winners in retail at the moment, they have offers and options like never before to fit-in with our lifestyles being ‘always online’ and the rise in discount stores that are now seen as acceptable to shop in, as we all want to be savvy a shopper. It was not many years ago that this was seen as a negative thing to do and the biggest takeaway from this chat with Amna – Always consider the market and your customers, what do they want and give it to them!
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Free Social Media Resources: https://www.brandlective.com/resources/
Buy Stacey's Book – Get Online: https://amzn.to/33XUdR4
Guest and Episode Links
Stacey Kehoestacey@brandlective.com
Brandlective: https://www.brandlective.com
LinkedIn: https://www.linkedin.com/in/stacey-kehoe-b8b25319/
HARO: https://www.helpareporter.com
Books:24 Assets – Daniel Priestley: https://amzn.to/2qxCe5l
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
You would think that three redundancies in 12 months would dampen anyone’s spirits, but our guest this week Stacey Kehoe now runs two successful businesses – a property investment firm and a Digital Marketing Agency.
From this digital agency Stacey has helped to enhance over 500 digital marketing campaigns across the UK, US and Australia using two method –
The Game Changer Method and The Content Waterfall Methodology.
Stacey is also the author behind ‘Get Online’, in it Stacy covers the 6 simple steps that you need to know to create your own digital marketing strategy. The best bit is, it was purposely made for the non-tech savvy, offline businesses.
And we cover all of this in this weeks episode.
Takeaways
-
I love the fact that Stacey has kept things simple with her six C’s Game Changer Strategy and I suggest you start to utilise these within your business:
-
Connect
- Create
- Captivate
- Capture
- Converse
-
Convert
-
Also the Content Waterfall, this could be another game changer. Start with a singular piece of content and start to repurpose it. You’d be amazed how far this will stretch and the engagement you will achieve
-
And finally, traditional marketing is not dead, far from it. It can be difficult but it’s always worth throwing it out there as the more we focus on digital, the more gaps will appear in traditional channels. But remember, don't be dull or dry, be creative, stand out and most of all, enjoy the process of figuring it all out
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Laurie’s FREE online ‘good book ideas’ Course (takes less than an hour) – Sucky or Stupendous:https://www.creativewrighter.com/p/suckyorstupendous
Find all Laurie’s books on Amazon:https://amzn.to/2B0GXym
Guest and Episode LinksLaurie Wright
https://lauriewrighter.com
https://www.creativewrighter.com
Books:Slight Edge – Jeff Olson: https://amzn.to/2MBwbEa
App:Slack: https://slack.com/
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
I love LinkedIn, its where I find most of my amazing guests, but I want to highlight the importance of this platform for you, personally, but that’s for later.
Let’s meet Laurie Wright, Publishing Strategist and Children’s Author. Laurie not only writes amazing, helpful books for children, but also helps others get their own books published and selling on Amazon (the selling part is key here), this is if they are any good. Laurie even helps you discover if your idea for a book has got a chance as well, with online courses, help and advice (the Sucky or Stupendous book idea course, which is absolutely free).
Takeaways
-
Laurie was kind enough to take us through the steps to getting a book published online:
1 - Firstly make sure you have a good story (and get someone who is not dependent on you for food to give you some honest feedback)
2 - Find an illustrator, even if it’s just for the cover artwork
3 - Get your formatting right! Find someone who knows what they’re doing here
4 - Upload it (Amazon makes this as simple as)
5 - Push that big red ‘Publish’ button!!!! -
You’ve published, so now what - What do you do to get your book discovered. Laurie says:
1 - Make sure you are ‘copywriting’ and not ‘creative’ writing in your description
2 - Find your hook, why people need this book in their lives
3 - And make sure you format correctly – Headings, keywords, spacing
4 - The first month is vital – especially on Amazon
5 - And in this first month and thereafter, reviews are your lifeblood! -
And finally, taking you right back to the start: Be consistent. Laurie explains this in terms of writing a book, but I think it goes for most things in life – learning, assignment writing, research, exam prep, even in your own working environment. Book out that time (no pun intended), find your rhythm and be consistent in what you do.
Top Tip - LinkedIn
I find a lot of my guests on LinkedIn, personally love the platform. But this top tip is simply to highlight how influential this platform may be for you as you grow and build your own influential career. And there is one experiment that highlights it perfectly.
What I want you to do is type your own name into Google, hopefully you don’t have a generic name, but even if you do, give it a go. I almost guarantee you that the first search result (or certainly on the first search result page), you will see a link to your (or ‘insert generic name here’) LinkedIn profile – If you have a LinkedIn account of course – even if this was set up years ago and you’ve not done much with it. It will almost certainly appear.
And that is the influential power of LinkedIn.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
e-Course:https://bethanyjoy.org/beirresistible
Guest and Episode LinksBethany Joy
https://bethanyjoy.org
https://www.linkedin.com/in/iambethanyjoy/
Books:Made to Stick – Dan and Chip Heath: https://amzn.to/2AkPjRo
App:Google Maps: https://www.google.com/maps
Other Links:https://answerthepublic.com
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
IntroEver wondered, how have the done that? Where do they get their ideas from? How are they producing some much content? Well for the foreseeable, I’m going to try and uncover some of these questions as I start to give you one piece of software, tool or technique that can help you as a Marketer. This weeks inaugural tool is – Answer the Public!
But first, lets meet Bethany Joy, Brand Voice Crafter & Wordsmith Extraordinaire and with a title like that I can tell your ear have already pricked up! Bethany isn’t’ an inventor, she isn’t a complex problem solver, but what Bethany is amazing at it using the words on a page to grab attention, make sense, engage and be meaningful and with industries such as biochemistry, the environment, human rights, education, career coaching and ethical clothing you know Bethany will deliver.
Takeaways- Bethany shared with us her brand voice tips, which included:
- What and how you are saying things must match what you want your customers to think about you
- Keep it consistent and accurate
- Never be fake, always be true to yourself
- Remember it is about telling people the most important things
-
All your content must be quality, helpful or entertaining. Always be thinking about your contents purpose, utilising this to achieve what it needs to achieve
-
A single word can make a huge difference. As Bethany pointed out, just think about the variations in the word male and the connotations this has! From Male to Dude!!!! Very different indeed.
Top Tip – Answer the Public
www.answerthepublic.com(link is in the show notes) is a site that can help you with a number of things but mainly, keyword searches and possible questions your audience may be asking. When you first go to the site, you’re met by what looks like an angry bloke in my dads sweater. Just ignore him and type in to the search bar a topic you are interested in.
Let it do it’s magic.
And boom, you are presented with a whole host of questions that are frequently asked around the subject. For example, I typed in marketing qualifications and I got back:
- what marketing qualification is best
- what is the best marketing qualification to have
- how to get a marketing qualification
Scroll down and you have an A-Z of any question you can think of!
Why is this so important? Well if you know what type of questions your audience is asking, you can….. answer them! Good for SEO, good for content and good for highlighting your expertise in a particular field. Oh it may also help your audience out as well.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Guest and Episode LinksTom Clarke
https://tjcclarke.co.uk
https://tjcclarke.co.uk/training
https://www.linkedin.com/in/tom-clarke-a6732353/
App:BBC Sport:
https://apps.apple.com/gb/app/bbc-sport/id377388936
https://play.google.com/store/apps/details?id=uk.co.bbc.android.sportdomestic&hl=en_GB
BBC News:
https://apps.apple.com/gb/app/bbc-news/id377382255
https://play.google.com/store/apps/details?id=bbc.mobile.news.uk&hl=en_GB
Enjoy the Episode - Happy Marketing! www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
Tom Clarke, a Independent writer, trainer and content strategist working with businesses to create compelling content that gets them in front of and resonates with their target market.
Tom spent 16 years within the more journalistic side of PR where he discovered and mastered the power of the press release, which amongst a whole host of other topics, we’re going to cover today.
Tom also creates online course, covering topics such as press release writing, which I implore you to check out. The link as always is in the show notes.
Takeaways
-
Tom described a PR Strategy as one that gets you in front of a much bigger audience than your current comms do, to those that don’t know you yet.
-
The main difference between Journalism and standard copywriting is that when writing a piece for a journalist, you are doing just that, writing with the middleman in mind. What will gain their attention and trust enough for them to publish it, whereas you have much more control in your copywriting and where this will be featured and the final edit!
-
In order to write an effective press release, Tom shared the elements that we all need to be considering:
-
The Who, What, Where, Why and When
- It needs to be quick and succinctly written
- With a solid 1st paragraph
- And a punchy first line
- And remember, always ruin the ending, by placing this at the beginning!
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Cambridge Social Media Day (7th& 8th Nov): www.cambridgesocial.media/csm-day-2019/
Guest and Episode LinksLenka Koppová
https://www.lenkakoppova.com/blog
@lenkakopp: https://twitter.com/lenkakopp
@lenkakopp: https://www.instagram.com/lenkakopp/
https://www.linkedin.com/in/lenkakoppova/
https://www.facebook.com/lenkakoppova90
Books:Rise of the Youpreneur – Chris Ducker: https://amzn.to/2Zuqtg9
Other Links:Paralleldots.com: https://www.paralleldots.com/sentiment-analysis
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
Sentiment analysis. No not the stuff the ends up at the bottom of a river (science facts). Sentiment analysis is a way to analyse social chatter about your brand. And we have a great link where you can try it out for yourself. But more of that later.
Straight onto our guest this week - who is a freelance social media consultant based in Cambridge, UK, this part is important as Lenka Koppová, helps small, local businesses leverage the power of social media and I’m fascinated to understand how this all works, when we are all strapped for time, let alone running a small business as well as trying to drum up that all important social brand presence. Not only that, why is it so important for small (probably well known in the local area) businesses to have a social presence?
Lenka is the perfect person to provide this insight for us.
Not only does Lenka run local businesses social media, but she also runs a Social Media Conference, yep you guessed it, locally, in Cambridge. This year it’s being help on the 7th and 8th November so there is still time to get your tickets (link as ever, is in the show notes).
Takeaways
-
Why should small businesses use social media in there Marketing? Lenka believes this can help to build relationships online as well as offline. Think about it, even though you might be local to a butcher, a baker or a… I’ll leave it there, the chances are you will consume some content online – opening hours, special offers etc, which helps build a reputation locally and this can be done on social.
-
Time strapped businesses should also find the time to do this, but with efficiency. Have a plan, understand what you want to achieve and most important of all don’t procrastinate or fall down that rabbit hole – There is a HUGE difference between being on social and utilising it for business.
-
And finally, Lenka doesn't have a formal qualification. As she pointed out, there are so many different ways to learn. And this goes for any type of Marketing Qualification or job role. Reading blogs, listening to podcasts, YouTube, conferences, online training, the list goes on. Try using these for your own research and start to expand your own knowledge around a topic you’re passionate about.
Top Tip – Sentiment Analysis
We're going to do a few things here. Firstly explain what sentiment analysis is, secondly what this actually means and finally why we may have to be careful with the results!
So firstly, what is sentiment analysis. Put simply it is a from of text analysis that allow us to workout whether the people we are trying to engage with are saying positive, negative or pretty neutral things about us as a company, our products or services.
The science-y bit would tell us that it is a type of data-mining that measures opinion through NLP – Natural Language Processing, text analysis and computational linguistics. This is then analysed and reveals the contextual polarity of a subject, company, product or service.
So what could go wrong!?!?!
Well, Paralleldots.com (https://www.paralleldots.com/sentiment-analysis) has a neat little tool where you can test your own statements and what sentiment this creates (the link is in the show notes). The issue here is that the analysis finds it difficult to notice the nuances of some human emotions. For example, I typed:
That food was amazing. It even came with a free bug!
90.90% Positive.
Full disclosure, there was never a bug.
Try it for yourself and let me know your results.
Music Featured on this Podcast:
Sleepy in the Garde
Lobo Loco www.musikbrause.de
Creative Commons License
Buy the BookDitch the Act: https://amzn.to/2MvqmIA
Or to find out more: https://ditchtheact.com/
Ryan Foland:Use ryan.online or go to https://www.ryanfoland.com
Check out someone going through the 3-1-3 challenge: https://www.ryanfoland.com/dna/
Book:The 4-Hour Work Week – Tim Ferriss: https://amzn.to/2MbgrsR
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Guest Intro
Ditching the act can be harder than it sounds, which is why in the new book ‘Ditch the Act’ Ryan Foland and Leonard Kim show us how to be true to ourselves, love our faults and even use these to succeed in life – to live a more fruitful and enjoyable life. And who doesn’t want that.
And this bonus episode we speak to the co-author Ryan Foland all about the book itself!
In a previous episode of Marketing Study Lab I had the pleasure of chatting to Leonard Kim (episode 61 for those of you that are interested – https://bit.ly/2Wnwz0d), who co-authored the book with Ryan. But as they release the book to the general public, I doubled up and spoke to Ryan, specifically about this book and why he’s looking a little red faced at the moment.
Ryan is a keynote speaker who has done no less than four TEDx talks, a personal branding expert and the creator of the 3-1-3 method (which we’ll come onto later), which you should defo check out after this episode.
Takeaways
-
People want to do business with people. Think of those products or services you can’t wait to buy. Unless you have a shed load of money behind a brand, the chances are you will be purchasing because you know, like and trust the person behind the company. What they stand for, aligned to you as a person – that creates a much more powerful bond than any company brand could.
-
The 3-1-3 method is so simple, yet so complex to perfect. Try it for yourself – try and write down what the problem is you solve, the solution for this problem and who it is for. Sounds simple – try writing it and then check out the video in the show notes. I almost guarantee your answer won’t be as bloody as it needs to be!
-
It's all about the problem you solve. No one really cares about your job, what you do. Unless you’re a spaceman or an old school pirate… then it might work. But in general, your job title is boring. And this book ‘Ditch the Act’ shows you how to bring the best out of you, for being you, of which solving problems is just one element of it!
Go out, get it and start to ditch your act!
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Guest and Episode LinksRuthie Bowles
https://defythestatusquo.com
https://www.linkedin.com/in/ruthie-bowles/
ruthie@defythestatusquo.com
ebook: The Business Owner's Guide to Content Marketing: https://defythestatusquo.com/resources/
@annaruthus: https://twitter.com/annaruthus
@defythestatusquobiz: https://www.instagram.com/defythestatusquobiz/
Books:Start with Why – Simon Sinek: https://amzn.to/2zBDYM5
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
Setting objectives and KPIs is something we’re going to get into later on. Why are they important and what is the difference? We also cover this topic with our guest, Ruthie Bowles.
Ruthie is a B2B Content Consultant - Owner of Defy the Status Quo who provides content marketing strategy and creation for B2B companies that want ‘better than your bog standard’, above average, mediocre content. As Ruthie describes in our chat, it’s all about the authenticity and moving these online connections to ones that are valuable and above all else… human!
Takeaways
-
Good is simply not good enough anymore. In the digital world there is a lot of mediocre content. To stand out you need to be better than this. Ruthie takes this to the extreme with everything that she does – from client communications to ideas and the end results. It’s a message we should all be listening to.
-
Authenticity comes from – consistency, being interesting and honest and most importantly, not holding back and being true to your brand energy. Don’t choose short-term gain for long term losses
-
And finally, don’t operate in silos. And this goes for content creation as well. Utilise what is around you and within other departments. This will not only improve your content but also internal communications and relationships.
Top Tip – Setting objectives and KPIs
Just time for a quick ‘spot the difference’. The difference between objectives and KPIs (Key Performance Indicators).
So this is as simple as I can put it and because I love an analogy, I’m going to use a car journey here.
Your objectives should be what you are focused on achieving. You main goal, an end result, why you are doing what you are doing. In terms of a car journey, this would be you end destination – the postcode you’ve punched into your sat nav.
KPI’s, are similar to objectives, but these are the smaller markers you can set to make sure you achieve your overall objectives. In the case of the car journey, this could be – fuel efficiency or reaching the half waypoint by a certain time. Elements that are not specifically your overall goal or what you aim to do, but will keep you on track to achieve this.
In summary, objectives should be your bigger picture stuff where you are looking to achieve greatness, whereas the KPIs are smaller, incremental markers that, if hitting them, will build, to achieve your main objective.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Guest and Episode Links
Emma-Louise Munro Wilson
https://www.linkedin.com/in/elmw17/
https://emari.co.uk/
emma@emari.co.uk
The EMARI Code: https://emari.co.uk/the-emari-code/
Anatomy of Trust – Brene Brown: https://brenebrown.com/videos/anatomy-trust-video/
Books:Tribe of Mentors – Tim Ferriss: https://amzn.to/2PjML04
(Zappos) Delivering Happiness – Tony Hsieh:https://amzn.to/2ZlvYyh
Radical Candor – Kim Scott: https://amzn.to/2L1YtrR
Sacred Causes – Michael Burleigh : https://amzn.to/2ZqE5K0
App:ViVino: https://www.vivino.com/app
Enjoy the Episode - Happy Marketing! www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
One of the old classics SWOT is widely known and used across a lot of disciplines. But do you know about TOWS? This is the part that adds value to any SWOT and we’ll be discussing this later.
But first, let’s meet Emma-Louise Munro Wilson, Content Strategist, Revenue Growth Consultant and CEO for EMARI Group. Emma is all about generating new sales, shortening sales cycles and making repeat sales easier and who doesn’t want that. With a focus on turning existing customers and employees into engaged brand ambassadors, again, who doesn’t want that.
Just one career highlight is reducing marketing spend for a client by 90% yet seeing a 43% increase after just 6 months!
Takeaways
-
Marketing isn’t just important, it is the business! If you don’t have sales, you don’t have a business and Marketing drives and facilitates this. It is integral to what we do and how.
-
Always, always, always, be listening to your customers. And appreciate the feedback, but ask and act upon it. As Emma pointed out, if you get a 3 star rating, there is room for improvement, ask why only 3? It could be a simple issue, such as not having a website, social proof, transparency or a missed call. All of which are easily fixed. But it could be there is some fundamental flaw with your business plan that needs to be fixed. Always be asking!
-
And finally, here are Emma’s top 5, no 6 tips for creating better content:
1 – Don’t be afraid to borrow ideas (but make sure you give credit for them)!
2 – Make your content purposeful
3 – Be interested, then interesting
4 – No one cares about your business as much as you do
5 – Follow-up with specific and interesting content
6 – And this is hot off the EMARI press – Create content worth bingeing on
Top Tip – The SWOT and TOWS
We all know what a SWOT is – looking at the internal strength and weaknesses of an organisation as well as looking at the opportunities and threats of the external environment. But how do we make any sense out of this and gather valuable, actionable insight? TOWS!
TOWS (Weirich)
The TOWS model sits inside the SWOT analysis and it brings together each component. Basically what this allows you to do is focus on one opportunity, threat, strength or weakness against another to create the best strategic response to what is actually occurring. Let’s break that down:
Strength/Opportunity (SO)
Utilising a strength to exploit an opportunity is probably the most obvious thing you could do as it is your strength and there is potential within the market for this to be utlised
Weakness/Opportunity (WO)
Using opportunities against weaknesses can highlight where these weaknesses can be overcome and thus taking advantage of any external opportunities. Mitigating weaknesses puts a company in a much stronger position.
Strength/Threat (ST)
It seems obvious to lean on your strengths, but analysing these against any potential threats mean you can counteract any potential issues within your marketplace by ustilising what you do well.
Weakness/Threat (WT)
Now this is the one that people usually struggle with. How the hell do you get strategic direction from a weakness and a threat. Well this is more defensive than anything, but it is always worth considering.
Take a look at your weaknesses and look to minimise these in order to reduce the potential threats that they may be creating.
For example – you may find that a weakness is lack of internal communication and a threat is confusion about your new range of products within the marketplace. One strategy you may look to implement is creating an internal comms strategy that creates clarity over the product range which in replicated into the marketplace.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Guest and Episode LinksLubna Forzley
https://www.linkedin.com/in/lubnaforzley/
http://www.stories-co.net
http://www.lubnaforzley.com
TEDx Talk: https://youtu.be/2QO8sV7AiUY
Books:Start with Why – Simon Sinek: https://amzn.to/327HV7t
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
Porters 5 Forces is a classic Marketing tool for analyzing the competitive environment, which we’ll discuss later.
But first, let’s have a chat with Lubna Forzley - a TEDx speaker (link is in the show notes) who runs Stories, a boutique story-transformation consultancy, which helps leaders create stories worth sharing. On Lubna’s LinkedIn profile, she calls herself a ‘Corporate Supernanny’ and rightly so, as Lubna helps craft strategies that can be implemented, not ones that will end up going nowhere, which so often happens.
But this isn’t all based on intuition as the strategies built on data. Think of it like giving you data soul. But what makes Lubna even more impressive is her back story, as you’ll find out a little bit later on.
Takeaways
-
Lubna shared two tips to becoming more creative, that can be implemented in any situation:
-
Be fearless
- Connect with your audience
If you can do these two things, creativity should be much easier and more effective
-
When discussing data, Lubna is in no doubt that you should be using it to create stories of value. Think about personalisation and tailoring communications towards an individual rather than a set of customers. Yes this takes some time and planning, but it is possible to generate those one-to-one communications that create huge impact
-
And finally, in situations where you feel overwhelmed or get ‘the fear’, just think – what’s the worst that could happen? As Lubna described, she grew up with bombs landing at her feet! Now put that into context with sitting an exam, starting a new job or doing something you are concerned about….. be fearless!
Top Tip – Porters 5 Forces (Porter, 1979)
So what are Porters 5 Forces and why is this model so important?
As you many expect, the model itself focuses on the 5 forces Michael Porter deemed crucial to focus upon within a company’s competitive environment, within a market sector and also outside of this sector.
Although created back in 1979 and they still hold true. So let’s take a quick look at each one:
Competitive RivalryWhat is the rivalry like within your market? Is it fierce or do you own a niche in the marketplace? Are there few or many competitors? The answers to these questions will make a huge difference to your marketing strategy.
Supplier PowerHow much control do suppliers have? If raw materials are in short supply you may find they hold all the cards, but a good relationship with a supplier, or utilising various suppliers may help reduce the risks of this becoming an issue.
Buyer PowerDo your buyers hold all the cards? If you are dealing with a small set then possibly, yes. Switching costs become important here, the harder it is to switch, the less likely it is to happen.
Threat of SubstitutionAre there different ways of solving the customers problem that aren’t exactly what you offer? If these substitutes offer a better solution then they need to be considered as a threat. Within this category, try and think creatively as to what could be a substitute as it may be a product or a service that you haven’t considered before.
Threat of New EntryAre competitors entering your market and increasing competitor or is it a difficult market to penetrate? It’s worth considering how long it may take to become established within your market and how easy it is to enter. Some industries can be hard to penetrate – such as pharmaceuticals or geographically, whereas with others there are not as many barriers.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Guest and Episode LinksRichard Forshaw-Smith
https://www.linkedin.com/in/richardforshaw/
https://rfsmarketing.co.uk/
https://www.facebook.com/rfsmarketing
@rfs_marcomms: https://www.instagram.com/rfs_marcomms/
@rfsmarcomms: https://twitter.com/rfsmarcomms
Books:Blue Ocean Strategy – W. Chan Kim: https://amzn.to/2KZSAdH
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
Marketing Strategy can be easily missed or forgotten about in the melee of tactical activities, but Porters Generic Strategies can help with this, which we will find out about later.
First, let’s meet Richard Forshaw-Smith, a sales, Marketing and Communication Specialist from RFS Marketing & Communications. Richard has held a number of senior positions within and working for businesses in the public sector. So he is in the perfect position to talk us through the nuances of this industry and how the heck we should be Marketing within and to this industry.
Takeaways
-
Richard points out that the challenges are generally the same whether you are marketing within the public or private sector, with the main difference being the application of the chosen tactics. Massively important this – the application of the tactics as this can make a huge differential advantage.
-
When discussing spend and budgets, Richard highlighted that justification will always be required, it’s a no-brainer really. The more important element to focus on is setting objectives that have an impact for the public, as this in turn will affect how much you have or need to spend. For example – Promoting health benefits, if done correctly, will reduce the need for hospital care over the long term and thus, cut the cost of operations – Marketing in action – boom!
-
And finally, if you are looking to get into Marketing within the public sector, just go for it. We hear that a lot on this podcast, just go for it! Try lots of things and make sure the environment, culture and surroundings are a good fit for you. Exposing yourself to different challenges will also provide experience that can help later on in life.
Top Tip - Porters Generic Strategies (Porter, 1980)
To what is this model and why should we be considering it to help shape the strategic direction of an organisation.
To break this model down for you, Porter suggests four business strategies that can be adopted depending on a number of variables such as; what type of oragnisation it is, its marketplace and its competition.
What it really highlights is whether a business should look to go niche and narrow or take a broader stance. So let’s review each element individually:
Cost Leadership
With this strategy, the objective is to become the lowest-cost producer in the industry, by traditionally producing on mass to achieve economies of scale.
One word – Primark, ok here are a few moreor a large supermarket chain
Cost Focus
Here a business seeks a lower-cost advantage in just one or a small number of market segments, a niche if you like
Pepsi and many soft drink companies use this to their advantage.
Differentiation Focus
This is similar to cost focus although a business will look to differentiate itself within a niche target market segment utlising some form of differentiation that appeals to a small audience.
Think Lush or body shop for their ethical stances
Differentiation Leadership
This is almost the role reverse of Differentiation focus as a business targets a much larger market, yet it still looks to maintain an advantage by differentiating across a whole industry.
It is still all about positioning the business uniquely to meet those criteria.
An example here would be McDonalds, no one offers what they offer and they do it on a large scale, to many different sets of customers.
So what Porters model allows us to do it provide clarity around a Marketing strategy in terms of the overarching direction that a company should move towards. There is no right or wrong answer here, just different strategies, each one with positives and negatives.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Guest and Episode Links
Jay Mullings
https://www.linkedin.com/in/jaymullings/
@writtenmirror: https://www.instagram.com/writtenmirror/
@writtenmirror: https://twitter.com/WrittenMirror
Written Mirror: https://www.youtube.com/writtenmirror
Books:
The Art of War – Sun Tzu : https://amzn.to/2PidA4B
App:
Strong Lifts 5x5 Workout Planner: https://stronglifts.com/apps/
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
So this episode has been recorded in a slightly different way, mixing things up a little, so a big thank you to our guest this week, Jay Mullings, for editing the actual interview part of this episode.
And with that in mind, let’s meet Jay, a content producer on YouTube, just search for Written Mirror and you’ll find him. This title doesn’t do him justice however, as Jay covers a whole host of creative development from copywriting to screenwriting, manuscript editing, photography, film/TV directing, audio/video editing, colour correction & grading and of course, publishing.
Jay also has a host of awards to his name from Screen Play writing awards to International film Festival Accolades – way too many to mention here. So who better to take about all things creative and the creative process?
Takeaways
-
Jay’s ethos is to go out and get it done regardless, to the best of his ability and thrive off this, which is amazing. So who are you doing what you’re doing for? Having a focal point, even if it’s for yourself can be a powerful thing to have in your locker.
-
When creating content be open to creativity and the story you are telling, but let’s bring this down to writing, especially within Marketing Assignments. Jay mentioned that you need to be thinking about the person that will read what you have written and this couldn’t be more prevalent than in Marketing.
-
And finally, to keep that writers block away, mix up your content, both what you are consuming (by way of research) and also how you tackle creating that content – check out www.youtube/writtenmirrorfor more advice on this (the link is also in the show notes)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Guest and Episode LinksPatrick Ward
https://www.linkedin.com/in/patrickjamesward/
https://highspeedexperts.com/
Books:The 4-Hour Work Week – Tim Ferriss: https://amzn.to/31SO9rZ
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
What type of company do you work for and what does this actually mean? Not what you may think, but more about that later.
Let’s meet Patrick Ward, currently the Editor-in-Chief at High Speed Experts, a broadband connectivity search engine and IT industry education platform. Patrick is a writer by trade and has worked extensively across the insurance, real estate, finance, travel, and tech industries, with notable clients including Allianz and Cathay Pacific and is currently a member of the Forbes Communication Council.
The main reason I invited Patrick on today is because of his rise through the ranks within the Marketing Profession, to provide you with an insight into the how, what and why of a career in Marketing.
Takeaways
-
When starting or in the middle of your career you need a path. It doesn’t have to be perfect, but what do you want the next 10 years to be like and do you have a plan to achieve this. It’s like most things – failing to plan, is planning to fail!
-
When considering career progression, Patrick pointed out that there are three things that will help you, always – people, communication and interaction, which kinda makes sense as these are the three things that are essential when implementing a Marketing Strategy
-
And finally, Partick reminded us that learning on the job is so important, but…. Don’t forget that your Marketing qualification will form the bedrock of this learning, which you then can apply to your daily duties. This will not only assist you in becoming a better marketer, but also help you find out what type of Marketer you want to become.
Top Tip - Which company are you?
It’s important as a marketer that we understand what type of company we are marketing. At its core it can be a number of different types. Here’s a rundown of these types and what this may mean:
Selling Orientation: This focusses on the actual selling of what exists rather than satisfying customer needs and wants. Usually comms are focused around short term promotions, rather than long term stability.
Production Orientation: This process looks to maximise output and thus profit, which is all about economies of scale. Quicker, faster, cheaper. An internal approach.
Product Orientation:Whereas production concentrates on economies of scale, the focus here is on the product / service itself, designed to what is ‘thought’ to be the best solution. This however may ignore actual customer tastes and needs and you may end up focusing your efforts on features and benefits that are not important.
Marketing Orientation: As you would expect, customers requirements are embedded into all activities. Customers are at the core of everything that is done. The trick here is to understand your market. If this isn’t correct, the orientation may fail as the strategy will be incorrect.
There is one more type I want to cover here and that is Societal Marketing, which means a company is looking to balance the needs of its customer, society and the company itself which means a more ethical stance on your strategic approach.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Guest and Episode LinksMonique Russell
https://www.linkedin.com/in/clearcommunicationcoach/
https://clearcommunicationsolutions.com/
Books:The Success Principles – Jack Canfield: https://amzn.to/2TWKIgV
Enjoy the Episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
How credible are you? How important is credibility for your business. We’ll find out later when we take a look at Credibility, the four and final C of Marketing Communication.
But first, let’s meet Monique Russell an Executive Communications Coach. Sounds very prestigious doesn’t it. Well, what Monique does is help corporate professionals improve their communication skills and to date has taught over 2,000 people globally. Monique has also helped inspire parents who were stuck on how to motivate their children, which she is tremendously proud of and rightly so.
But I want to get into the type of communication skill you, the listener need right now, in business and in education, especially if you are new to a business and want to make that great first impression or just simply communicate with your colleagues more effectively.
Takeaways
-
Here are Monique’s tips for what to do when starting a new role and it’s quite extensive:
-
Ask questions, pay attention to what is around you, share strengths and experiences, keep on learning and understand the work culture – is it for you? Do you fit in?
Did I miss anything?
-
You need intention and action to be noticed. Take ownership of building social relationships. Make the effort and try talking face to face rather than remotely, it can make a huge difference
-
And finally, the dreaded M word. Meetings. Monique gave us a few short, handy piece of advice to keep these on-track and worthwhile:
- Always have an agenda
- Set a timeframe
- Give the meeting a purpose and have an outcome
- Provide a short recap for those ongoing meetings or for any newbys that may be joining you
Top Tip - The 4C's of Marketing Communication: Credibility
Have you even gone to purchase something from somewhere not credible? Seen some comms, thought it looked dodgy and bought it anyway… actually don’t answer that. Whatever you get up to in your own time is your own business, it’s not for here.
But if you haven’t, there is a reason for that and that’s because communications need to be credible to stand any chance of long term success. Yes, you can fool some people, but not for very long and not with any type of long term commitment from them.
But how do we do this. To gain credibility you need to become credible within the mind of the customer. This can be effected by a whole host of elements – the words you use, the font type, colours, images, sounds, smells and even the people that endorse your products or services… the influencers.
With all this in mind, the one thing you need to keep front and centre when making your communications credible, are your customers – what will resonate with them, what do they find credible? Answer these questions and you’ve hit the credibility mother-load… all you have to do now is be credible in your actions before, during and after purchase.
Out of all the C’s of communication, this one, credibility, for me, is the one that will provide long-term success, an affiliation with your customer, turning them into advocates and it is just damn ethical to be credible!
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Guest and Episode Links
Ella Orr
https://www.linkedin.com/in/ella-orr-socialmediaconsultant/
https://www.facebook.com/ella.orr
@muchmoresocial - https://twitter.com/muchmoresocial
@muchmoresocial - https://www.instagram.com/muchmoresocial/
Books:Rise of the Youpreneur – Chris Ducker: https://amzn.to/2Zuqtg9
Enjoy the episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
How competitive are you? And how important is this in a business sense? Well it is one of the core components of the 4C’s of Marketing Communication, so we’ll find out later.
First, let’s meet our guest, Ella Orr, who is now a freelance Social Media Manager after previously spending a career within teaching. So site down, shut up and listen!
Ella started with knowing, literally nothing about social and now creates bespoke social media strategies and delivers training on all the platforms you’d expect - to small businesses, local organisations and charities. What a journey!
Takeaways
-
Like Ella, whatever you are wanting to do… just start. You will be amazed how far you can get in next to no time. So if it is your studies, a marketing plan or learning a new skill, just freaking start!
-
Here are Ella’s top 5 tips for small businesses when starting out on a social journey:
1 – Learn from the best – Buffer, Hootsuite, etc. They know what they are doing and there is loads of free ‘stuff’ to help you start
2 – Training – Get to it! Learn and implement
3 – Have a strategic approach. Like everything you do, you need to know why, for who and what. It’s the same here
4 – Focus on one platform at a time
5 – Test, measure and review - simple
- And finally, keep an open mind, don’t dismiss anything until you’ve tried it a least once.
Top Tip – The 4C's of Marketing Communication: Competitiveness
Competitiveness, some have more than others, but for a business, it is hugely important when it comes to communication.
When we discuss competitiveness, what we mean is our competitive advantage against our competition, what gives you that edge? And whatever this is, it should be consistent throughout all your communications.
This doesn’t mean you have to be aggressive in your approach, far from it, you just have to be different enough to stand out. This could be using the quality of product or service, pricing structure or model or even utilising differentiation and challenging the mould – Think how Uber, Apple or McDonalds uses their communications to highlight why they are different.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Subscribe on your favourite platform with new episodes appearing every TUESDAY:Spotify
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Guest and Episode LinksLucia Knight
https://www.midlifeunstuck.com
Books:X Change: How to torch your work treadmill - Lucia Knight: https://amzn.to/30Awfto
Designing Your Life – Bill Burnett and Dave Evans: https://amzn.to/30Hi7OU
Enjoy the Episode - Happy Marketing!www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
We continue our look at the 4C’s of Marketing Communication and provide a little clarity around this topic later, that being clarity is one of the 4C’s so we’ll be discussing clarity, not clarity of the 4C’s….is that clear?
We’ll sort that out later.
First, let’s meet Lucia Knight, Career Happiness Designer and author of X Change: How to torch your work treadmill, or to give it its full title:
X Change: How to torch your work treadmill, retire your boss, dump the ingrates, torment the passive-aggressives, escape the toxic office, get your fierce on and design the career that lets you live, love and laugh after 40
After going back to university to study Philosophy (as well as being a full-time Mum), Lucia discovered that in order to get a life and career that is meaningful and satisfying then the best way to do this is to have at least a little structure in how you are going to achieve this – I’ll let Lucia explain this in a little more detail.
Takeaways
- Are you doing work that matters? (a good old Seth Godin proverb there – total misuse of proverb I’m sure). But this statement, as Lucia highlighted - it’s massively important that you are. And there are a number of elements to consider to help you figure this out:
1 – You need to find your uber or super strength (and who doesn't want to feel like a hero)?
2 – Is your work deeply fulfilling or satisfying?
3 – What problems would you be happy to be figuring out for years?
If we can start to think on these terms we will start to do the work we love.
-
When searching for a meaningful career, don’t just ‘hit and hope’. To do this correctly you need to start a framework from which you can start to make the right decisions and take actions against. Like following a recipe
-
Focus on one thing at a time and make sure you are maximizing this time, regardless of what it is: family, study, work, chilling, even sleep as this is a huge proponent on how the rest of your day will pan out, physically and mentally.
Top Tip – The 4C's of Marketing Communication: Clarity
If you’ve ever been confused by anything, ever, you’ll understand why clarity is so important within any Marketing Communications.
Take the last thing that confused you. Mines probably my shoe laces, but you get the idea. Now think how you felt towards this thing. Comfortable? No, Attracted to it? No, Any affiliation to it? Again, no.
This is why you need clarity in your communications. Now think about some of the best communications you’ve had. This may be from a Sat Nav, a paint tin or a coach. Was it easy to understand? Yes, Was it easy to follow? Yes, Could you do exactly what it said on the tin? Yes!
Now go and make sure all your communications are clear, unless you’ll be stuck with Velcro shoe for the rest of your life!
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Guest LinksLouis Grenier
https://everyonehatesmarketers.com
Books:The 1-Page Marketing Plan – Allan Dib: https://amzn.to/2YJz7mY
Brainfluence – Roger Dooley: https://amzn.to/2LMCFSb
Enjoy the Episode - Happy Marketing!www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
Of course I’m going to start with a review of the 4 C’s of Marketing Communications by discussing, Consistency, which I’m hoping to achieve through this weekly podcast. Am I? Maybe let me know if I’m not and I can look to change things around, or if I am, just drop me a note to say, good job, you’ll find me on LinkedIn or email me at peter@marketingstudylab.co.uk.
Anyway, lets meet our guest this week, Louis Grenier, the owner of everyonehatesmarketers.com and Content Lead at Hotjar (an amazing piece of software for tracking website visitors). But today we are more interested in why everyone hates Marketers. It’s easy to see why, as on the face of it Marketing is either seen as intrusive to our lives, fancy advertising or playing around with social media. But this is on the outside and as we all know, good marketing, quality marketing, a marketing orientated approach is so much more than paying lip services to something.
Louis has spent a career, no a passionate obsession on Marketing and through his podcast highlights the shady, aggressive marketing world for what it is, while being an advocate for helpful, respectful, personal and above all else honest marketing.
I have to apologies now, as this first question is the epitome of stereotyping as you’ll understand by Louis amazing accent - Louis What is your favourite wine?
Takeaways
-
Focus on understanding your audience first and the go from there. Everything stems from understanding your target market, what they want and why. If you don't do this ask yourself, where should I start instead – I’m pretty sure you won’t be left with many, if any other options.
-
This leads nicely onto where to start on your road to success, which would be interviewing five customers, digging deep into their actual customer journey, from the moment they realised they had a problem to the point of purchase and work from there. From this you’ll be able to discover a lot more about your customers than just ‘what’ they purchased, you’ll be digging into the ‘why’!
-
If you want to avoid the shady and aggressive marketing tactics simply do as Louis says – If you wouldn't do it to your friends, then don’t do it!
Top Tip - The 4C's of Marketing Communication: Consistency
Think of a brand or a company or a product or a service. These may change over time. What they offer, the personnel, location, logo, etc. But one thing is for sure, whatever you are thinking of will have resonated with you for their consistency in approach. And by maintaining this consistency, they have become memorable to you.
A consistent message will eventually break through the myriad of communication noise we have around us becoming more noticeable, memorable, with a recollection for what they offer becoming easier over time.
The whistle at the end of a fast food chains advert, the chime made when a computer processor is mentioned and of course – Meercats. All of these, although I haven’t mentioned their company names are instantly recognizable because of their consistent and yes, something annoying approach to communication.
Music Featured on this Podcast:Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksVictoria Doxat
https://www.linkedin.com/in/victoria-doxat/
https://victoriadoxat.com
Books:Influence – Robert Cialdini: https://amzn.to/2ITaRtf
Enjoy the Episode - Happy Marketing!www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
The communications mix and the marketing mix are two very different things, but they are also intertwined, which we’ll find out about later on.
First, let’s meet Victoria Doxat, a copywriter who specialises copy, - or should that be content…… Victoria will explain the difference in a minute - for B2B clients ranging from entrepreneurs and SMEs, to large corporations. It takes a special kind of person to be able to go deep into topics that others may find boring and turn them into readable and valuable content, but Victoria does this by producing articles, case studies and even white papers and is anything but boring.
Oh, Victoria is also a Philosophy Lecturer, as you do, with all that free time, because copywriting is easy, right?
Takeaways
-
So it seems there is a bit of a difference between content and copy. Victoria explained that copy aims to sell something, whereas content provides the audience with the information they need to make a valid decision….. but is there a real difference? I’ll let you decided. As long as it has good intentions, it’s all good for me.
-
There are some tips that Victoria kindly shared with us that can be used in most writing situations. Including Marketing Assignments:
- Write for a specific purpose and remember this (always have the brief, task or question in from of you)
- Use headings and structure to make your writing easy to follow and a basis for the main topics you want to cover
- Then , do your research – research the simple things first. Remember Google is your friend for this in most instances
- Start to slot your findings under each appropriate heading
-
And finally, once you have done this, you can start to structure your assignment or content and make it readable. This doesn't have to be done until the other steps are complete, so don’t think you have to get it right first time or that it can’t change later on. It’s a process, not carved in stone.
-
When writing assignments or in an exam, make sure you are making it interesting and don't be afraid to get creative. We’ve heard this before but it’s worth reiterating – Remember who is reading your content and make sure it resonates with them, but in our own language, our tone, so it is undeniably yours.
Top Tip – The Comms Mix and Marketing Mix Confusion
This is a very brief, but massively important tip and its about, what so many do without noticing it and this is confusing the Extended / Digital Marketing Mix (7P’s) with a Marketing Communication Mix.
Now they are intrinsically linked and you cant have one without the other, but in short:
Extended / Digital Marketing Mix = 7Ps. Covering all elements such as price and people which we have been discussing on the previous eight episodes (no I haven’t gone mad, one was a round-up of the 7P’ s).
Marketing Communications Mix = Is part of the Promotional element of the 7Ps. Think of this as the elements that your consumers actually see and are engaged by – the tip of the marketing mix iceberg – your content, communication channels and calls to action if you like.
Don't get the two mixed up or confused. The world won’t end, but I’m not prepared to try it to see if it would!
Music Featured on this Podcast:Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksKrista Fabrick
https://www.linkedin.com/in/krista-fabrick/
https://www.instagram.com/kristafabrick/
Books:Known - Mark Schafer: https://amzn.to/2J4TpAM
Enjoy the Episode - Happy Marketing!www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
As we round up our look at the Extended Marketing Mix (7P’s), it seems fitting that this week we talk to a Marketing Consultant and Professor.
Let’s meet Krista Fabrick. Krista teaches Marketing and Social Networking through both the theoretical side and the more practical elements, utlising the many social platforms in what she teaches. This also transfers onto startups and small businesses, who simply haven’t the time to sit down, learn, develop and implement a marketing strategy.
Not only that, but Krista is also pursuing a Doctorate in Business Admin and Marketing with a specific view on social media. More on that later.
Takeaways
-
As we heard last week with our chat with Mark Shaw, you need to understand the platforms to use them successfully. Krista takes this one step further with the premise that you need to understand the history, the principals, strategies, frameworks and foundations of each platform to early gain a competitive advantage when using them. Without this knowledge you are starting right at the bottom with a long way to go!
-
Consistency, consistency, consistency. Showing up regularly and getting into the habit of this being part of your daily life. Yes there are other comms channels we need to consider, but they are just they same. We all need consistency in what we do, which leads onto the final takeaway.
-
Learn the theory and practice this in the real world. It what good marketing is all about. Many don't want to do the theory and go straight to the practical, which can work, but in my opinion, it takes twice as long and not documenting your progress can start to make you make decisions based on intuition alone. Not a good long term strategy.
Top Tip - The 7P's round up
I just want to wrap up our look at the 7 P’s, the extended marketing mix and why it’s important that you always consider every element. They are all linked together. If you change one element it will have an effect on others. Lets take a look at an example of how this would work.
Let's start with Price – And you increase the price of a service dramatically.
This will have an effect on the People as your customer will expect a higher level of service for a higher price.
Your Physical Evidence will probably have to be updated to highlight the additional quality you now include.
And your Promotional material will need to mirror the change in both physical evidence and pricing structure.
That is the complexity of the Marketing Mix and why it should never be placed in the background. It should be front and center in your tactical Marketing approach.
Music Featured on this Podcast:Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksMark Shaw
https://www.linkedin.com/in/markshaw101/
Books:Simon Sennek: https://amzn.to/300rZDj
Seth Godin: https://amzn.to/2RPR7K9
Enjoy the Episode - Happy Marketing!www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
This episode is all about people. People online, people on social, people in……yep, real-life, real people imagine! Not only will we look at this element of the Extended Marketing Mix, but this topic is what our next guest is all about.
Mark Shaw is known for his out spoken posts on social media, but he is also known as the Anti-Social Speaker, why?
After numerous, unrelated jobs, Mark became one of the UK’s leading authorities on social media and for 10 years was the ‘go to guy’ for the BBC, Sky News, journalists & businesses. Now, he is trying to expose the frailties behind what a lot of Marketers see as their only comms channel – social media. Mark is not anti-social media as he is anti-what social has become.
Takeaways
-
When using social media as part of your marketing communications, although you should always remember… it is a social platform, from a business perspective you need to ask yourself – Does it drive the needle nearer to our main objective? If not you need to start questioning your motives and strategy! This isn’t to say all posts should be salesy, far from it. Be helpful, engage and be social!
-
But how do you get noticed on social platforms. Here are Marks top tips:
- Stand for something
- Be exciting in a way that resonates with your ideal clients
-
Value your audiences time as much as you value your own
-
And finally we’ll end with a great quote from Mark ‘If you want to lead the Orchestra, you need to turn your back on the audience’. That's not to say ignore your tribe, the people you want to be speaking with, no. It simply means, be you, do you, this is your niche as there is no one else like you on this planet.
Top Tip - The 7 P's - People
The final P. People. Where do people fit into the extended marketing mix? This was originally introduced as part of the extended mix for services but I feel it’s as relevant within a product-based company as it is a service.
People form part of the service you are offering, be it a health spa or a retail outlet. But they are much more than just ‘people’. These superstars determine the level of customer satisfaction or dissatisfaction that is created every time they come into contact with one of your or their customers.
Think of a bad experience you’ve had and I can almost guarantee it either included someone doing something poorly or unprofessional – not to the level you expected, or they were part of the solution – either positively or negatively. That is how important ‘people’ are.
In order to get this element of the mix to a high standard, it all starts with hiring the right people, with the right attitude and skills so they can deal with customers professionally and most importantly of all - in line with your brand values.
A great way to highlight this is the service you would get in McDonalds and at the Ritz. Both may be impeccable, applaudable, but they would both be very different experiences, conforming to each companies brand values.
Music Featured on this Podcast:Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksLucille Ossai’s
https://www.LucilleOssai.com
Lucille@LucilleOssai.com
Business Communications Blog: https://www.LucilleOssai.com/blog
YouTube: https://www.youtube.com/channel/UCM6nlSUQeKL8Arvzk7VylpA
LinkedIn: http://ng.linkedin.com/in/lucilleossaiCommunicationsPro
Twitter: http://www.twitter.com/Lucilleossai
Pinterest: http://pinterest.com/lucilleossai
Books:Talk Like TED – Carmine Gallo: https://amzn.to/2ZHk3GW
Extras:For extra help with editing and proofreading: https://www.Grammarly.com
Grammar page of the University of Bristol: https://bit.ly/2Y1DPw8
(Lucille’s pro tip for using this resource: I always advise students to begin with the section on 'punctuation marks', then the 'common confusions' section, then 'other pitfalls and problems', etc. They could read the information and do the grammar exercises to test their understanding. They should refer to this resource regularly).
Enjoy the episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
Lucille Ossai is a strong advocate for effective communication skills. She is passionate about helping professionals, entrepreneurs and leaders hone their communication skills so that they excel in careers and boost business results. As the founder and editor of the award-winning Rethinking Business Communications Blog, her blog is ranked among the top 30 communications blogs on the web by Feedspot. It has also been named a top business communication blog by Business First Impressions.
Lucille is the communication coach at the globally ranked Lagos Business School in Nigeria, where she facilitates sessions on communication in open seminars, as well as provides communications support for full-time MBA students and executive MBA participants. In her private ventures, she is a communications trainer who brings her wealth of experience in blogging, lecturing and coaching to deliver communication services for individual and corporate clients.
Her motto: Take action today to improve your skills because you cannot wish your communication problems away.
Takeaways
-
Communication skills give you the opportunity to set yourself apart from the rest of the pack. If you are communicating better than others it means you are better understood, provide a clearer explanation and make it easy to follow your thought process. And this is the same for your Marketing Assignments, where a structured and coherent approach can pay dividends.
-
Lucille highlighted her three rules for effective communication which we can all learn from to become better communicators in anything we do. These are:
-
Consider your audience
- Use simplicity, brevity and clarity (what Lucille calls the three beacons)
-
Timely and factual feedback
-
When communicating through writing always make sure you know and understand who your audience is and write accordingly. Again, this is the same with your Marketing Assignments. Make it easy to follow, edit and proof read while also not taking any chances with incoherent language and cryptic sentences, which brings us full circle and back to the three beacons of communication: Simplicity, Brevity and Clarity.
Top Tip – 7 P’s - Process
Efficiency, Structure, Usability, are just three of the words that spring to mind when you think about a process. And this is just the same within the extended Marketing Mix.
The requirement of a process within this mix is vital for a number of reasons, not just the three key words we’ve just highlighted.
Firstly, every process will have an impact on a customer, either directly or indirectly. A good tip here is to reverse engineer the process. Look at it from the customers perspective and work out what could be improved.
Although these processes and systems need to be robust and effective, they still need a level of flexibility to deal with changes within a marketplace, supply chain or indeed cultural shift.
And finally, involve others in creating and designing of any type of Marketing process as this improves communication internally, generates buy-in to any changes and helps to view the whole functionality from different perspectives so it work as well internally as well as it does externally.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Guest and Episode LinksDr Geraint Evans
http://www.drgoevans.com
https://www.instagram.com/drgeraintevans/
https://twitter.com/DrGeraintEvans_
https://www.linkedin.com/in/drgeraintevans/
Books:The Excellence Dividend – Tom Peters: https://amzn.to/2FVG0u2
Enjoy the Episode - Happy Marketing!www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
We’re continuing to look through the Marketing Mix, or 7P’s as they are more fondly know with a look at Place this week.
But first, let’s meet Dr Geraint Evans or G for short. G is an award-winning Interim Chief Marketing Officer, with a track record for delivering world-class commercial strategies, leveraging the full marketing mix, products, platforms and channels and has worked for the likes of Virgin Media and Odeon.
G holds a PhD in Marketing and Entrepreneurship, a Masters in Marketing, and is a Fellow of The Chartered Institute of Marketing so what I wanted to ask is, G, give us your best doctor joke!
Takeaways
-
The future is now! The future is happening now and those that cannot see this may be in big trouble later on. The technology that we may be talking about now as if it is ‘futuristic’ is already being used. Machine learning, AI, block chain and 5G to name a few are out there. And we should know about them, understand their capabilities and start to see if they are applicable to our current working environment.
-
When considering your profession, regardless of how niche it may be, it is important to make sure you have a well rounded view of Marketing. It is definitely OK to niche down, but you will inevitably need to understand the bigger picture – your customer and their journey as well as what is driving a company from a financial perspective and other none direct marketing related elements.
-
Understanding the science behind marketing is important as even the simple models we use can be complex to implement. Marketing Qualifications can help build these foundations and alongside experience and practical applications it can become a very powerful asset.
Top Tip – 7 P’s – Promotion
Probably the most utilised of the 7 P’s in any extended marketing mix (for a marketer) is Promotion.
Why you ask?
Because this is the part that everyone sees, the top of the Marketing Mix iceberg that is there to highlight to consumers that you have the best solutions to their problems….. this bit that everyone has an opinion about.
Promotion is exactly what it says it is. The promotional elements, which include:
- Communication Channels – websites, social, print and radio for example
- Content. Be it audio, visual or copy
- Logos and colour used to distinguish us from the rest of the pack
- The generation of interest and the tactics we will use to gain interest
But before we even get to that we need to make sure we are building on the solid foundations of research, analysis and being complimentary to the other P’s within the Marketing Mix.
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Enjoy the episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
We all seem to be focusing on the Digital elements of not only our Marketing, but our business and social lives as well. Sometimes it’s easy to forget the real world in all of this and how Physical Evidence can play a huge part in your Marketing Mix. More on that later.
First, it’s time to chat with Michael Field about all things B2B (business to business). It’s so easy to focus on the B2C (business to consumer) elements of Marketing as they are all around us and impact us every day, but the majority of us will ply our trade within the B2B sector and Michael is the perfect person to guide us through what we should be doing here.
Michael, who was also a guest lecturer at Edith Cowan University for a number of years, now focuses on developing competitive strategies for medium sized businesses for EvettField Partners. Michael specializes in helping his clients gain market share, build compelling value propositions, identify value drivers and develop meaningful, evidence-based and actionable strategic plans. Now this may all sound very buzz-wordy but believe me, when Michael talks, you listen as there is theory and analysis behind what he offers, building the solid foundations of Marketing that are so badly missing in many organisations Strategy.
Takeaways
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Why is marketing important. As Michael points out, it can help companies grow and break through that plateau that other functions, such as sales cannot do alone. But it needs careful consideration backed by proper analysis. Basically, its more than just your logo, literature and a website – what are the strategic implications.
-
This leads on nicely to not forgetting about the fundamentals of marketing. These are the bits that people can’t see, or don’t want to see. The research and analysis that is required to base any type of Marketing tactics on top of. These are the foundations of good Marketing.
-
When thinking about the various channels we now have at our disposal, it doesn't mean we should be on all of them or spread ourselves to thin. No, we go where the market is. Consumer buying behavior has driven our need for Digital Marketing, Digital Marketing didn't drive the need for customer to be on these platforms. It is down to us as Marketers to understand where our customers are and be there when they need us.
Top Tip- 7 P's - Physical Evidence
Within the extended or digital marketing mix sits physical evidence. What do we mean by this and why is it a consideration? After all, for many businesses e-commerce is the only platform and thus, physical evidence is an non-entity…. Wrong.
Yes, physical evidence is far more prevalent within the service industry. Take a salon or a butchers for example, the smells, sound, décor, ambiance, cleanliness, colours, clothing and even equipment is vitally important as an indicator to the quality of the service that will and is provided.
But even for those organisations with very little by way of physical evidence, it is an important factor as including the physical in what is a none physical landscape can be a game changer.
What the heck am I talking about. Take Amazon for example, their physical evidence is exceptional irrespective of their digital presence, lets take a look at some key elements:
Packaging – usually branded and even the tape they use to seal the packaging is either branded or utilised in some promotional way
Warehouses – Those massive things you see on the side of the road, yep, they play their part as an indicator to the vast delivery network that can get a packaging to you in under 24 hours
Drones – They may not be quite there yet, but the fact that this is even a possibility highlights that the company is a thought leader in their industry, pioneering new technology and looking at ways to better serve their customers
I’m off to order Good Strategy, Bad Strategy by Richard Rumelt as I need it tomorrow…. No, NOW! By drone please!
LinksMichael Field: https://www.linkedin.com/in/michaelfieldcom/
https://www.evettfield.com
Books:Good Strategy, Bad Strategy – Richard Rumelt: https://amzn.to/2ZEC2ha
App:Slack: https://slack.com/intl/en-gb/
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Enjoy the episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Intro
Where is the place to be? Why is location (physical or digital important). This will become apparent a little bit later on. Diana can basically turn your video, audio and graphics into something that people want to learn from.
But first we’re chatting to Diana Wilson, a freelance video editor who’s niche is within the online course creation market. Taking your audio and video and making into something people want to learn from. Not only that but Diana also helps her clients with the sales and marketing elements of their business.
Certain circumstance (as we’ll find out later) is what drove Diana to enter this market, but in doing so it became apparent that this was not only her passion, but she was pretty darn good and what she offered.
Takeaways
-
If you’re struggling to understand where you fit in life or where your passions is that you can make a living around, Diana has the perfect antidote: Write everything down, find the middle, how you can combine these elements and focus on this and solely this – your sweet spot!
-
When creating an online course, audio, visual, content and the value you bring are all important aspects. If you know your audience, you can tailor what you are providing to what they actually want rather than what you ‘think’ they need. Two very different propositions indeed.
-
Preparation, preparation, preparation. Start with the basics and then develop from there. If you can create a roadmap for the entire development process then this will keep you on course, reduce procrastination and make you more efficient. Which is very similar to writing a Marketing Assignment. Do your prep, start off with the main points you want to get across and then develop your answer from there.
Top Tip – 7 P’s - Place
Where do you by your stuff? Online, retail store… 'round the back'?
Regardless of where you purchase, when you are thinking of ‘Place’ within a marketing mix there are a few elements that are critical to consider when thinking of your route to market.
The first element is how much control do you need within the whole supply chain? If you need to keep a tight control of what your product and service looks like, the packaging, protection and the delivery as this is what make you unique then its worth considering going direct to consumer. If you are happy to relinquish control or it’s more cost effective, it may be worth handing this over to a Distributor or a Wholesale who will take this task away from you.
Other elements that may determine your channel selection could be:
-
Geographical location. If local the you may be able to facilitate delivery, international, is it better to hand this over to an expert that already has the infrastructure to deal with this shipping
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Product characteristics such as fragility and the trust put in your supply chain to handle delivery with no repercussions. This is similar for high ticketed items and the security required to delivery them.
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Don’t forget the dreaded legal issues, legislation, tax implications, trade descriptions and the crossing of international borders, as well as the variations of these within different countries.
Make sure the places you intend to use suite both your company, the product or service you are delivering and, most importantly it matches your target markets expectations, no, exceeds your target markets expectations.
Links
Diana Wilson: https://www.linkedin.com/in/diana-wilson/
https://www.youtube.com/channel/UC6ueXwEVf8Qek95FLmyjoaQ
https://sites.google.com/view/texastasker/home
Books:Building a StoryBrand – Miller Donald: https://amzn.to/2Rz8XRq
App:YouTube: https://www.youtube.com
Extras:
Course Marketplaces:Udemy: https://www.udemy.com
SkillShare: https://www.skillshare.com
Hosting Platforms:Teachable: https://teachable.com
Thinkific: https://www.thinkific.com
Kajabi: https://kajabi.com
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Enjoy the episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
This week we’re taking a look at where Price fits into the Marketing Mix (the 7P’s). But first, let’s meet Vicki O'Neill.
Vicki is helping companies bridge that gap between marketing and sales and she has the experience needed to achieve this. Vicki also hosts the podcast ‘Connect the Dots’, tackling and talking through those important areas where sales and marketing could and should be working in harmony as this increases employee satisfaction, customer engagement and business results and who doesn't want that!
Takeaways
-
Without sales, a company doesn't exist and without marketing people don't know the company exists. Just let that sink in! Now you understand why it’s so important we all just get along.
-
Aligning both sales and marketing goals has a whole host of benefits including;
Better customer retention, better revenue, better profits and a better atmosphere internally…. And why wouldn't we all just want to get along!
- Automation can be a great way to speed up a process or create efficiencies. But only under the right circumstances. For example AI will only ever be as good as the data that precedes it, which should be thorough and detailed…. For now! I think we’ve all seen the errors that can occur when AI doesn't have the right data, not good!
Top Tip – 7 P’s - Price
I don’t think I have to shove it down your throat the importance of Price within a Marketing Mix, but the connotations of setting this can be varied. The price will have a detrimental effect on how people view a product or service and it has the power to destroy a brands positioning as well as create its prestige.
It’s important when setting a price that you consider if it is a right fit for, not only the product or service as well as the actual company (after all it needs to be making money), but also from the customers point of view – your target market. Set it to high and they won’t be able to afford it or see the value, to low and it may be perceived as not having enough value – i.e. it’s seen as cheap.
In addition to this, the pricing structure is also important – will this be subscription based, a one off payment or an annual payment perhaps?
LinksVicki O’Neill
https://www.vickioneill.com/
LinkedIn: https://www.linkedin.com/in/vickioneill/
Books:Marketing Rebellion – Mark Schafer: https://amzn.to/2WdxNeW
App:Canva: https://www.canva.com
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Enjoy the episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Over the coming weeks, not only do we have some amazing guests to chat with, but we’ll be taking a look at the Marketing Mix, more fondly known as the 7 P’s – Product, Price, Place, Promotion, Process, People and Physical Evidence. This week we start with product. But first we need to have a little chat with Branka Injac Misic.
Branka Injac Misic is the CMO of GigSuper, a company that helps the self-employed manage their money. Sound boring? Well it’s Branka job to turn taxes into something we should all be excited about by looking after the community of customers that use GigSuper. All this while also running her own company – onetinytribe.com that offer prints, posters and artwork to inspire and promote adventure amongst mums and baby boys.
Takeaways
-
Streamlining a customers experience is hugely important and can make a massive difference, especially in complex industries such as finance. Branka breaks down the perceptions and walls that are built around the complex and keeps it as simple as possible.
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CX and UX are different. A user experience (UX) usually sits within the Customer Experience (CX). This is the usability of the product or service, whereas the CX covers EVERYTHING – from what the customer hears and does, to the branding the journey and the main touch points throughout this journey.
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Base everything on customer research. The clue is in the title – CX! It is their (the customers) experience and you need to under what they need and are looking for to provide the right experience.
Top Tip – 7P’s - Product
The product element of a marketing mix is easy to understand. It’s the product you’re selling to solve a customers problem. Without this, or some carnation of it such as a service, you are basically trying to sell air!.... unless air is actually what you are selling and then this becomes your product.
Within the product section of a Marketing Mix you need to consider what the product is, what it does, why it does this and why people need it.
In terms of its position within the overall mix, the product will help to establish the pricing structure, how it will be sold (i.e. through what channels) and the features and benefits it will invariably be sold upon.
LinksBranka Injac Misic
https://www.gigsuper.com.au
branka@gigsuper.com.au
Books:Contagious - Jonah Berger: https://amzn.to/2HZ1F4N
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Enjoy the episode - Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Segmentation, Targeting and Positioning. How can you create a Marketing Strategy without this….. truth is you can’t, so lets discuss this later.
First, we’re going to have a chat with Teresa Gandy the Customer Survey and Customer Experience Expert at Clarity CX. The first of two episodes where we take a look at CX in more detail. Starting out as a Business Administrator allowed Teresa to really focus on what matters - viewing and solving other people’s issues. Fast-forward a few years and now Teresa helps to create great customer experiences and improve businesses workflows, especially for smaller businesses, bringing big business practices into the smaller business world and helping them thrive.
Takeaways
-
A Customers Experience (CX) is every single touch-point and needs to be considered even before a customer is a customer! With 70% of purchases based around the feelings we have, this experience needs to be tip top
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Culture, process and operational changes are all as important as each other when it comes to CX and they should never be set in stone – they are as living and breathing as your customers. Moving and changing a CX needs to be done along with the changes within the market and consumers.
-
To create an excellent survey you need simplicity and speed. But post-survey, remember to share the results unless the whole survey become pretty redundant.
Top Tip – STP (Segmentation, Targeting and Positioning)
Segmentation, Targeting and Positioning, or STP for short is a concept that can help you focus your marketing strategy towards the right target market in three simple steps…… with a little work of course.
Segmentation
Segment your market into sections of similarity. Divisions of people that have the same likes, interests and demographic background in order to understand their place within a certain market.
Targeting
Which of these segments will you target? And why?
You will need legitimate reasoning behind this why? It could be the largest segment, most profitable, most aligned to your beliefs or even the one that you a closest to! Ideally it will be all of the above, but sometimes we have to make the decision and decide which segment, amongst others is the right one for a limited number of reasons.
Positioning
Finally, how will you position yourself in order to be viewed as the right solution to your target markets problems. What features and benefits will you use to highlight this fact. Remember to consider competitors as well as you’ll need to position yourself differently and order to, well, differentiate your product, service, software or company from others.
In doing this you place yourself in a unique, one off position within your market that no one else is in and therefore become the only solution within this niche.
LinksTeresa Gandy
https://claritycx.co.uk
teresa@claritycx.co.uk
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
The Total Product Concept is something that can really help you out when reviewing the elements of a product that consumers may be attracted to. More of that later. But first, let’s meet out guest, the wonderful Hala Taha.
Hala, not only has the best name in the world, but hosts theYoung and Profiting Podcast and is also Growth Marketing Operations Manager at Disney Streaming Services. But this is only part of Hala’s story, from radio to running an all-female team of bloggers and working for a Fortune 50 company. Hala’s passion is infectious and from just listening to the podcast you can tell her desire to succeed at what is in front of her makes Hala stand out from the rest. So what better person to chat to and provide a wealth of knowledge AND motivation for you to nail your Marketing Qualification.
Takeaways
-
Don’t waste your time! Take a seat and write down your daily or weekly activities. Now take a look at those elements where you could be more productive and work to enhance your efficiency for ‘getting stuff done’ during those periods.
-
Start with an end goal in mind and work back from there as to what needs to be achieved. This can work very well in business and also for your studies.
-
It’s never to late. You can always pivot (and by pivot we mean change the course of your future by doing things different to what you do now). The door is never shut, so if it feels right… take that chance and by putting one step in front of the other, do the pivot.
Top Tip – Total Product Concept
So what’s this thing we call a Total Product Concept?
Well the actual model and the theory behind it can be broken down into four key areas, all important as you’ll see:
Core
The core is that element of the product that is why it exists and meets the need of a target market. The core benefit.
Expected
The expected elements are the things that your target market almost take for granted. The colours, brand, packaging, features, accessibility, usability, for example.
Without these the products just wouldn’t sit right with those you are trying to have an influence on.
Augmented
The augmented part of a product is the part that is bonus. Those elements that aren’t expected, but can make a difference and differentiate your product from the rest. This could be anything from an extended guarantee, exceptional customer service or added bonuses.
The product doesn’t need these elements to exist, but your target market may thank you and remember you for providing these.
Potential
And finally, potential, which as you may expect are those facets that a product could ‘potentially’ have in the future. A longer battery life or a variety of colours for example. This is the part where innovation and creativity can help move a product and even a company forward and ahead of the competition.
LinksHala Taha
https://www.youngandprofiting.com
LinkedIn: https://www.linkedin.com/in/htaha/
@yapwithhala: https://www.instagram.com/yapwithhala/
@ youngandprofiting: https://www.instagram.com/youngandprofiting/
Books:The Like Switch - Jack Schafer: https://amzn.to/2EAhG0b
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Ansoffs Matrix (created by Igor Ansoff in the 1960s) is a Marketing model that stands the test of time and we’ll see why later on. But first, we’re going to have a chat with Leonard Kim about all things Influence.
Leonard is the Managing Partner of InfluenceTree an organisation that teaches you how to build your brand. Be it personal or business. But that isn’t the end of his story – as you’ll find out, the stories we tell are important – as Leonard has been featured in Inc. Magazine, Forbes, Entrepreneur, Fortune and the Huffington Post. He is also been recognised as one of the top writers in the fields of Marketing and Business Strategy.
Happy Marketing!
www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)
Takeaways
-
Fear – Do something about your own fears. Don’t just face them, embrace them and work through it. Fears can be false indicators, yet these usually end up being the best things we ever do!
-
When writing his book - Ditch the Act (link is in the show notes), Leonard spent the time to get the material he needed, then looked at the structure, placed the info into chapters (using bullet points initially) and then made it make sense, chapter after chapter – small, manageable pieces. Which is so similar to writing Marketing exams and assignments. A lot can be taken from this.
-
When looking to utilise an influencer with the B2B space, in any industry you need to consider the following:
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Does this person like or use our product or service
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Will they stay loyal and be an advocate
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Check out the audience – Are they right for your brand
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How much influence do they actually have!
But, the most important takeaway here is that you should look internally for your influencers and make your employees the advocates.
Top Tip – Ansoffs Matrix
As we found out at the start of this episode, Igor Ansoffs Matrix has been around for over 50 years, but is still used today in academia and practice.
So what is it and how can it be used. Firstly, the link in the show notes will take you to a diagram of this model, which you may find useful while listening to this explanation. OK, got it, nice one.
In its essence, this model can assist with strategic marketing planning when looking for growth opportunities. It is split into four distinct strategic directions depending on four factors:
Products – are they new or existing
Markets – are these new or existing
Depending on the market and product or service your are focusing on will determine the overall strategic direction that should be the main focus of the business and your marketing strategy.
For example, for a new product that is entering an existing market, a product development strategy is required. This could mean a number of things such as line extensions or product developments due to R&D and feedback, where the company is looking to introduce these developments into an existing market where the brand is already know.
Understanding all four strategic outcomes from this model:
Market Penetration
Market Development
Product Development
Diversification
Means we can look to utilise tactics that compliment this direction making the strategy much more manageable and achievable. But like any good strategic model, we can only come to these solutions and decisions once we have done our research, our situation analysis and understand where we are and the potential gaps in the market that could be exploited.
LinksLeonard Kim
www.LeonardKim.com
www.influencetree.com
Twitter: @MrLeonardKim: https://twitter.com/MrLeonardKim
Books:Ditch the Act: Reveal the Surprising Power of the Real You for Greater Success – Leonard Kim: https://amzn.to/2E1jTl9
Limitless – Laura Gassner Otting: https://amzn.to/2LAkvVf
ModelsAnsoff Matrix: https://www.smartinsights.com/marketing-planning/create-a-marketing-plan/ansoff-model/
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Episode LinksJanine CoombeLinkedIn: https://www.linkedin.com/in/janinecoombes/
YouTube: https://www.youtube.com/channel/UC8BWALizli9ioklqzrt8l8w
Books: Mindset - Dr Carol Dweck: https://amzn.to/2X2iIJ4
Pearls of Marketing Wisdom
Who would you go to if you wanted to understand the importance of a marketing plan? We’ll be chatting to just that person in a minute and later on in this episode we’ll also discuss what SOSTAC stands for – spoiler alert – its something to do with a marketing strategy!
Right, back to our amazing guest this week, Janine Coombes. Janine is a marketer that helps small businesses develop and execute their own marketing plans, with simple, easy to follow strategies. And Janine does all this in a lighthearted way that is infectious, just check out her videos!
Takeaways
-
So many people mistaken marketing communications for a full marketing mix. As Janine pointed out, the communications part of a marketing plan is just one element and although vita, this is a step that comes after all the planning, setting objectives and the strategic direction stages of a marketing strategy. Without these it’s impossible to know who your communications are aimed at and which channels these comms should be designed for – let alone the overall direction of the organisation.
-
Ever heard of Ansoff’s Growth Matrix, no? Check it out. Although it was originally designed in 1957 and published in the Harvard Review, it still holds relevance in today’s marketing planning. It helps to highlight the strategic direction a company should or could take and the risks that come with this change in direction. Janine also uses this model to highlight where a company may be spreading themselves to thin and pulling in different directions with no strong singular vision, which is an excellent use of this model.
-
And finally, Janine’s own style of comms. Janine uses LinkedIn and YouTube to provide followers with a unique and true to her own personal brand style of video, using characters to describe certain aspects of Marketing, aspects that Janine herself is an expert in, in her own way.
This only has any success however, if the comms style matches the person or business. Imagine turning up to a meeting you thought was going to be formal and corporate (due to the messages you’d been receiving), to only find out that it is a relaxed and care free culture, the two wouldn’t match, a false impression is given and trust will be lost…. Not a great start!
Top Tip - SOSTAC
This is my favorite marketing model, yep, I’m that geeky I’ve got a favorite marketing model. And I was so fortunate to chat with its create PR Smith in Episode 10 of Marketing Study Lab, where PR Smith described how it has been used for planning marketing strategies as well as other large projects, including a wedding!
So why is it my favourite?
Simple. Because it’s simple, versatile and provides a complete vision of the now, the future and how to get there.
So very briefly, how do you use it:
Situation Analysis
The where are we know, a review of the internal and external environments so you know exactly where you fit within the wider market, what impacts and influences are effecting you and how internal aspects shape an organisation
Objectives
Where you want to go. Now you know your situation, it’s time to set some objectives in terms of where you want to be! This can be as long or as short as it needs to be; 1 year, 3 years, 5 years, even 10 years.
Strategy
The strategy is the overall direction that you need to go to meet your objectives. Think about it like taking a road trip. You know you want to get from A to B, the strategy tell you how you will get there, without the specifics.
Taking a train, driving, getting a taxi, etc
Tactics
Sticking with the car analogy, it’s the tactics that will specifically describe how you will get from A to B.
Take this road, then that road.
The train leaves at such a time and your seat number is this.
The taxi is booked, your driver is Dave and it’s just around the corner.
Tactics should also include your Marketing Mix, which as we’ve discussed, is different to your communications.
Action
Now is the time to take action and this describes the who, what and when, usually within a Gantt chart or similar. This would be your map en-route, telling you when to turn left or stop to get petrol.
Control
And finally the control. The part of your strategy that makes sure you are on course to achieve your objectives. The control part will monitor the tactics and the actions, highlighting if there are issues or problems that mean a change in strategic direction in order to achieve the objectives set. It could even mean a change in objective due to circumstances out of your control.
Think of this as your sat nav, highlighting road blocks, delays and…. of course speed cameras.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
What can us Marketers learn from accountancy? Turns out, quite a lot when it comes to assignments and exams and we’re not talking numbers and figures here. We’re talking straight-up, invaluable tips for passing your Marketing Qualifications. So who is this accountant that we’ll be chatting to today.
Welcome, Mr James Perry, who has traversed from Accountant to Accounting Exam Coach. James is spreading his words of wisdom over podcasts, videos, coaching and public speaking while also speaking in schools about emotional wellbeing & entrepreneurship. But what me and James will be chatting about today are the missing elements of passing an exam or an assignment, which are applicable to many different professions, especially accountancy and marketing.
Takeaways- In any assessment situation it’s easy to get carried away and see the questions you want to see. Read and reread the question, making sure you answer the task given, not your own.
-
Check the weighting of each question, in terms of the marking scheme, working out the word or page count per mark. This will determine how much or how long you should be writing for before moving onto the next question. Remember, the first few marks are the easiest so if you need to move onto another question and come back to this one, just leave a little space.
-
It’s easy to forget the real world when writing an assignment, but using real world examples can really make your answer pop! It also helps with the following fundamental elements of any answer:
-
Highlights wider reading and research
- Provides justification for your answer
- Shows an element of understanding for your own organisation and others
Top TipHere is a bonus top tip from James, not me this week and that is, ‘you can’t eat an elephant in one bite! And what James means by this is don't see your exam / assignment as one huge piece, break it down into manageable sections, that you can control and focus on, one bit at a time. Be it by task, section, question or even breaking the questions down bit by bit to make sure you cover all the necessary elements – oh and I’m going to interject here with my two pennies worth – start the question by bullet pointing the key areas you must / need to cover to gain the marks and work from there, elaborating on each one so that they each make sense and are justified.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksJames Perry
LinkedIn: https://www.linkedin.com/in/jamesperrycoach/
Instagram: https://www.instagram.com/james.perry.presents/
Facebook: https://www.facebook.com/AccountingExamCoach/
http://www.accountingexamcoach.com/
Podcast
iTunes: https://itunes.apple.com/us/podcast/accounting-exam-coach-podcast/id1447174222?mt=2
Spotify: https://open.spotify.com/show/0OdD5xHSicKZr5AshPFFrP
Books:Think and Grow Rich – Napoleon Hill : https://amzn.to/2OIOTKG
Have you got the right mindset? Struggling to sit down and concentrate? I have a little tip for you that will help you here.
Before that, let’s chat with Sara Bliss, writer, digital content strategist and more important, a New York Times bestselling author (that's a first on the Marketing Study Lab podcast). Sara’s latest book Take the Leap, features stories of those men and women that have radically changed their careers and ultimately their lives and as you can image there are a lot of learnings to be had here – but more on that later. This is Sara’s 11th book after such title as Hotel Chic at Home and Bobbi Brown – Pretty Powerful.
As you can imagine Sara’s career also spans a multitude of writing positions such as Senior Writer and Editor for Yahoo with articles also published in the Wall Street Journal and Esquire to name just to from a large list of titles.
Takeaways
-
In researching and writing the book Take the Leap, Sara discovered that switching careers isn’t easy as the book covers the good and bad parts of this transition. Which is the same as a CIM Qualification, yes it’s difficult and yes there will be changes in your lifestyle required, but do it anyway as this is where the magic happens – and we all have it in us to make changes.
-
When writing for different brands, Sara explained that its all about translation and understanding who the brand is and what it stands for. Again, similar connotations can be seen within Marketing Assignments, you must remember who you are writing for and why! You must translate what you are saying into something that is easy to understand and will gain marks
-
And finally. If you are struggling with writing your assignment, first find an outline and an idea of where you need to go with the answer. Then you can start to give it structure, focusing on the key points. Make it compelling, engaging and above all….. your own!
Mindset
So you sit down to start your Marketing assignment and all you can think of is thousands of excuses why not to do it right now, gotta wash my cup up, do some washing, ironing, just check the footi score, wondering what’s happening on Instagram? All those kinds of things.
And this is easy to do when you feel you have a mountain to climb, so get off your own back and listen to these short tips that will help you knock you assignment into shape:
-
Where do you do your best work? Need silence, music, inspiration, a clean space? Whatever it is find it and lay everything out so you’re comfortable with your surroundings
-
Flip the phone. Put your phone on silent and turn it over, its easy to get distracted by a ping or a red dot!
-
Get a brew, water, snacks, so you haven’t got the excuse that ‘you’ll just go and grab this or that’
-
And the final most important one – take breaks, regularly, only 5/10 minutes but take them – set the timer on your phone (before you flip it) for around 40-50 minutes or longer if you feel confortable with that and dive deep into your work for this time period, then take the break, give yourself some space and let what you have written stew for a little while, when you come back to it, you may see it from a different angle or know you have nailed it first time.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksSara Bliss:
https://www.sarabliss.com
https://www.linkedin.com/in/sara-bliss-8909807/
@sarablissnyc: https://www.instagram.com/sarablissnyc/
Books:Take the Leap - Sara Bliss: https://amzn.to/2T1KRhk
Barbara Corcoran - Shark Tales: How I Turned $1,000 Into a Billion Dollar Business: https://amzn.to/2EYBp9r
What is Mendelows Matrix? It’s another Marketing framework that look at the internal, but more on that later, as now is the time to chat to our guest, who is one of the reasons you are listening to me right now.
Tim Reid is one of Australia's top marketing keynote speakers and host of The Small Business Big Marketing Show which just happens to be a podcast and one of the first that I was ever introduced to and hooked on (please check Timbo’s show out, it is Marketing GOLD! - and that is a little in joke from his show, you’ll understand it when you listen to it).
Anyway, Timbo helps small business owners make their company, products and services truly irresistible, using public speaking, masterminds, workshops and webinars as well as, of course the podcast.
Takeaways
-
A man after my own heart. Timbo admits that his podcast has lead him onto greater things such as conferences and keynote speeches and it shouldn't be a forgotten medium when it comes to comms planning. Thanks for showing me the value and genius of the podcast Timbo.
-
In speaking to a lot of business owners, there are some fundamentals that, from a marketing perspective are important to get right in order to increase your chances of success. Firstly, try and make marketing your hobby, something you enjoy, but remember to put some theory and relevance behind it by understanding who you want to appeal to and make it clear why they need you in their lives
-
Finally, the boomerang effect. Timbo believes that what you put out there you get back by using the ‘pull’ technique where you get your target market to come to you by being helpful and engaging that builds trust and familiarity reducing the price sensitivity rather than the pushy type of marketing that can be…. Lets face it, pushy!
Mendelows Matrix
This is a quick tip as its difficult to describe a boxed framework on a podcast so here are the basics of Mendelows Matrix (check out the link in the show notes so you get a good feel for what it is we are discussing here).
So what is it? The matrix is a tool that can be used to consider attitudes of an organisations stakeholders in terms of a project or strategy plotting their interest towards it against the power they hold. What impact, involvement or influence they may have and in turn how well informed or involved they need to be, which will have an effect on the success of the project or strategy.
There are four key areas in which a stakeholder may be placed:
- High Interest and High Power
- High Interest and Low Power
- Low Interest and High Power
- Low Interest and Low Power
Depending on where key stakeholders are positioned, you will be able to determine the impact they may have and the involvement they will require in order for a project to be successful. These stakeholders hold the key to the three key pillars of most strategies, being resource, cost and time.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksTim Reid
https://smallbusinessbigmarketing.com/
Podcast:https://smallbusinessbigmarketing.com/podcast-2
Podcast Episode:How to create a highly profitable customer manifesto: https://smallbusinessbigmarketing.com/how-to-create-a-customer-manifesto/
Books:The $100 Startup - Chris Guillebeau: https://amzn.to/2NkcRv3
Mendelow's Matrixhttps://bizzledizzle.com/strategy/mendelow-matrix/
In this weeks episode we take a look at McKinsey's 7S’s, find out more later. First we’re going to chat to Kevin Tewis-Allen, a chap with one of the most impressive if a little random resumes. Kevin has worked for anyone and everyone from being the CMO at Street Soccer Foundation to the marketing advisor at number 10 Downing Street – I think he’s the first guest to hold that accolade.
He’s also worked for UNILAD, founded a music production house and helped most of the top 250 FTSE firms improve their business through improved customer strategy, as well as being a leading expert of what we currently class as Gen-Z.
Takeaways
-
Who are Gen-Z. We all have categories we fit in and Gen-Z is no different. The 12-24 year olds that have known nothing but a word with digital technologies at its heart and have a nack for working out the truth from the lies. But the main takeaway here for Marketers is that they are not brand loyal and have a great affinity those organisations that champion the cause.
-
When everything looks the same on social channels it is important to be different with your creative. Remember, visualization is key to being different, but you only have a 1.7 second window to gain interest and engage, so make it exciting.
-
And finally, even Kevin doesn't believe he understood the power of a CIM qualification when he was studying. Researching and understanding marketing strategy and the theory behind it means you start to become aware of various elements such as risk, factors, markets micro-climates and what is going on around you, the basis for where your planning should start.
McKinsey's 7S’s
This model is made up of 7 internal factors that need to be aligned if it is to be successful. If one is impacted, this impacts the rest. So these 7S’s are made up of hard elements (as they are easier to define):
Strategy
Structure
Systems
And the softer elements:
Shared Values
Skills
Style
Staff
In reviewing each element of this framework it will become apparent how well an organisation will perform throughout a set strategic approach and where issues may occur and need to be addressed.
Other areas that this framework looks to address are:
- Improve the performance of a company
- Examine the likely effects of future changes within a company
- Align departments and processes during a merger or acquisition
- Determine how best to implement a proposed strategy
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksKevin Tewis-Allen
kevin@kevintewis-allen.com
LinkedIn: https://www.linkedin.com/in/kevintewis/
Books:Richard Branson:
Like A Virgin: https://amzn.to/2VfrXoL
The Virgin Way: https://amzn.to/2BKx4FM
Losing My Virginity: https://amzn.to/2DWjRu6
Finding My Virginity: https://amzn.to/2V7ygdG
App:Rightmove:
https://itunes.apple.com/gb/app/rightmove-property-search/id323822803?mt=8
https://play.google.com/store/apps/details?id=com.rightmove.android
What is the difference between a metric and a measurement? So easily interchangeable aren’t they, but they do have subtle differences that we need to discuss, which we will be doing later, but first it’s time to chat to Jacqui Jagger.
Jacqui is a mindset and business coach who helps hardworking, ambitious business owners to stop overthinking and start taking action to grow their business. More importantly from an assignment point of view, Jacqui can help us understand how to stop playing around the edges and start making definite, purposeful progress so that you feel like your studies and writing is always making progress, which it inevitably is.
The best thing is, there is no fluff or BS. We train our bodies, we look after pets, we even buy insurance for our phones, rings, watches and household appliances, but do we pay as much attention to our minds and mindset, which is probably the most important of them all…. And there is no insurance claim to be had from lack of mindset.
With this in mind I wanted to go deep with the opening question, Jacqui - Marshmallows and Spaghetti…. Discuss?
Takeaways
- Its amazing the synergy between Marketing planning and the way to tackle your own mindset. Jacqui pointed out that you shouldn't start with your goals and objectives, but with the why! Why are you doing what your are doing or want to do? And this is the same as reviewing your situation analysis within a Marketing Strategy before setting your objectives
You don't know where you want to go, if you don't know where you are to begin with.
- Why do you not have the time to do everything you want to? Jacqui says that we fill our time with:
- The should dos
- The Habits we have
- And then we add the other things on top of this that come up…….No! Stop!
Get clear and get focused on what is important. Create a plan that works for you and use it!
- And finally, find that trigger that will break a habit or create a new one. Want to go to the gym more, put your gym stuff out ready, or tie your running shoes to the front door! That way it is in front of you and not to the side hidden away.
But make sure you only change one thing at once, don’t be fooled into thinking you can change everything at the same time, overnight. This will lead to overwhelm and falling back into the same old habits.
Metrics and Measurement
Mastering metrics can be difficult, especially in an assignment scenario (Mastering Metrics is one of the CIM modules at level 6). But what are the differences between the two? Hopefully in explaining these, your assignment and the wording behind it will become much clearer.
So what is a metric. In marketing terms a metric is something that can be based on a standardised procedure, calculation method or system for generating a number, compared to others.
A measurement is slightly different, as it is the number that is generated by taking a measurement that doesn't necessarily have to be taken in the same way every time and it is not compared to another. It is its own single entity.
Lets look at an example so we are perfectly clear what the heck this means:
You’re asked to measure the size of a room – this would be your measurement.
Then you are asked to provide the average size of all the rooms in a house, this outcome would be the metric outcome of all the measurements.
Got it?
So if you are asked for measurement techniques think of the things that do the measuring. For metrics, think of the things that are looked at in comparison to each other.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksJacqui Jagger
http://www.beyondboundariescoaching.co.uk
LinkedIn: https://www.linkedin.com/in/jacqui-jagger/
Books:The Chimp Paradox – Professor Steve Peters : https://amzn.to/2UT2GR1
Growth Mindset - Dr Carol Dweck : https://amzn.to/2RR0Y0z
Ever been influenced by something, or even someone. We’ll be covering what an influencer is later, but first we’re discussing all things content with the wonderful Janine Wood.
Janine is a Senior Partner at Armadillo Consulting Group providing Communications and Strategic Management Consultancy where helping organisations capture their target audiences' attention with tailored, impactful content is the name of the game. For over 25 years Janine has worked in a variety of sectors right through from new and disruptive technology to packaging design and loves creating strategic plans and writing the content within them.
Takeaways
-
Creating content, content that matters needs to have some form of structure. The main points Janine raised for doing this through thought leadership are:
-
What is the overall strategy
- Who is their target market and who do they want to be reading about them
- Then what will resonate with this market, making it thought provoking
- All this before you consider where this content needs to be placed (different channels)
- And don't forget that CTA – Call to action
-
Finally, remember it is always quality over quantity.
-
Rather than focus on what people are doing wrong, Janine suggests its more about the opportunities that are being missed. Creating a standard press release and then sending it out to the wider world is not good enough. You need to be selective in your approach and tailor your content accordingly. Remember, it’s your name, your brand and your reputation, so make sure your content is as interesting as you are!
-
And finally, thought leadership is very different from being an influencer, although they both look to do similar things. Influencers are more visual and impactful, whereas thought leaders need to be going in-depth with their content. Either way, it is what will fit with the brand that can be the deciding factor.
Influencers
As we’ve been speaking about this today, I thought it would be good to dig a little deeper into this type of Marketing. Now influencer Marketing isn’t anything new. It’s been around since the famous were seen as, famous! But what has heightened the knowledge of this tactic is the accessibility to communicate to hundreds and thousands of people with very little investment, mainly through platforms such as Instagram and Snapchat.
Influencer Marketing is leveraging the popularity of an individual to promote a certain product or service to a desired set of people. The important factor to consider here is the relevance any individual has in a particular market. Both the influencer and the thing that they are promoting must be aligned and have the same principles in order for them to resonate within the market an organisation wants to promote to and persuade to take some sort of action – usually transactional.
If you are still unclear as to what this is all about, take a look on Instagram at a personal trainer called James Smith, although he doesn’t endorse much himself (only the brand he has close ties to and believes in) he does shine a light on the fitness industry and how some celebrities are endorsing products they (a) shouldn't be and (b) are offering false promises to influential people with limited knowledge – check him out and you’ll soon see what I mean (link in the show notes as always).
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksJanine Wood
https://www.armadillocg.com
janine@armadillocg.com
Books:Purple Cow – Seth Godin: https://amzn.to/2Gc7nSt
James Smith PT on Instagram: https://www.instagram.com/stories/jamessmithpt/
Remember blogging, remember actually writing content. That’s what we’ll be talking about later on, but first…
We should all take security seriously, whether its physical or digital, both are important. But with people looking for that frictionless service it is easy to get complacent. Enter Suzanne Girdlestone, who helps SME's protect their own businesses with her company Smart Business IT. Suzanne prides herself on her jargon free service, making the complicated simple and more importantly secure.
Takeaways
- Suzanne took us through a few buzzwords in data security, which was great. But my first takeaway here is, if you don't know, ask! And if you’re still not sure, get an expert in. Don’t try and fix something you know very little about, it will only end one way.
You wouldn’t try and fix your boiler or switch board without knowing what you were doing would you… well you might, but you wouldn't be around to tell us you have anyway.
-
I never realised that cloud-based software is still physically stored… like an idiot! If you use cloud-based software, make sure it is ISO27001 compliant. Do you due diligence and don't scrimp on the security.
-
And finally, Suzanne’s three top tips for being extra secure online:
1 – Use a passphrase rather than a password (mines going to be I wandered lonely as a cloud) if anyone is interested
2 – Keep your patches up to date – these are the updates you get from your software provides (but make sure they are legit)
3 – Back-up, back-up and back-up. You can never have to many back-ups!!!!
Blogging
What actually is a blog?
It’s origins lie in people writing a web log, a journal of their day. This was then shortened into simply blog. But since then this journal type entry has been expanded much further than content of someone’s daily life. As always, marketers have ruined it and turned blogging into something that is now seen as more commercial than it is a diarised entry of someone’s day.
Today blogs are used by large global corporations as well as individual bloggers to provide detailed content for their followers.
The main benefits of a blog are:
-
Flexible and versatile with entries being added from most devises, anywhere
-
Can help build trust and credibility on particular topics
-
They can be a good source of revenue
-
They are a good way to keep customers up to date
But a dormant blog is not a good thing and it does take a lot of time, especially to keep it consistent. So if you are considering a blog, make sure you have a plan and can stick to a regular posting schedule so that followers become use to and anticipate your next post.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksSuzanne Girdlestone
suzanne@smartbusinessit.co.uk
https://smartbusinessit.co.uk
LinkedIn: https://www.linkedin.com/in/suzanne-girdlestone-7186a383/
App:LinkedIn: https://www.linkedin.com
WhatsApp: https://www.whatsapp.com
I thought we’d take a look at a model that is relatively overlooked in my opinion. The McKinsey's Consumer Decision Journey, but more about that later.
First, let’s meet Ben M Roberts (you can blame his parents for the use of the M). Ben is the Head of Marketing at Talkative, providing software that allows embedded voice, video, chat and co-browsing on websites – which is a really neat idea so check them out. Ben also hosts The Marketing Buzzword Podcast that breaks down common marketing buzzwords to help its listeners, understand and implement them into their Marketing Strategies.
Takeaways
-
Building a rapport and a personal relationship with your customers can provide a better service. By assisting and helping customers, either face-to-face, via messaging or over the phone can break down the barriers that some platforms have put up and helps stop the ‘keyboard warrior’
-
You can personalise your B2B communications. Take an app like Bonjoro (link in the show notes) that can provide everyone, even at an exhibition, with a personalised video message. Remember the small things add up! – Break your data down and make your content highly personalised and highly relevant to each client individually.
-
Ever heard of snackable content? Well a past guest on this show Julia McCoy discussed this with Ben on his own Podcast – Marketing Buzzwords. And Snackable content can be valuable content that has been sliced and diced from a longer piece of content – take this podcast for example, I could share a quote from the chat with Ben, a quote that is interesting and engaging. Where snackable content doesn't work is when no thought is put into it, as it is such a small piece of content. But isn’t this true of anything. Make it relevant, interesting and engaging…. Always!
McKinsey's Consumer Decision Journey
McKinsey's Consumer Decision Journey is a break from the traditional marketing or sales funnel. Instead of looking at the different stages of a purchasing decision, which is lineal, step-by-step and in a methodical order, where Marketing touch-points are used to guide and influence consumers to the one and only decision – a purchase. This is no long sufficient to replicate the mountain of information and choices that are available to any one consumer. We now live in a Marketing world where there is always a two-way communication and three parties are now involved in the purchasing decision – the buyer, the seller and the opinions of others (think comparison site) – when was the last time you made a purchase without looking to see how many stars are involved?
The in the McKinsey's Consumer Decision Journey it is said that the process is now a circular journey with different four phases:
Initial consideration;
Active evaluation (researching potential purchases);
Closure (when consumers buy brands);
Post-purchase, (when consumers experience them).
The main difference here is that consumer now make the conscious decision to potentially add more options and more brands into the mix while still looking to make that final decision, post their initial consideration.
As Marketers we should now focus our efforts on reaching customers at the moment that will most influence their purchases. Ultimately it is all about being in the right place at the right time, providing the information they need to make the right decisions.
More information on this model can be found using the link provided below: https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksBen M Roberts
https://talkative.uk/
LinkedIn: https://www.linkedin.com/in/bmroberts/
Buzzword Podcast: https://marketingbuzzword.com
Bonjoro: https://www.bonjoro.com
Books:Known - Mark Schaefer: https://amzn.to/2HDXE90
App:Mattermost: https://mattermost.com/
Theory:PEST: https://www.mindtools.com/pages/article/newTMC_09.htm
We covered a topic very briefly on episode 44 with Mr Ryan Holtz, which was CRM (Customer Relationship Management). We skirted over the idea of what this is and why it was important but not the specifics, which is what we’ll be doing later on in this episode.
But first, lets have a chat with Evan Wyk, a Brand Guardian and believe me, after this conversation you’ll really understand what a brand guardian is and should be. Evan has worked within the media sector over the past 20 some years and now helps brands if they are a bit stuck in today’s busy marketing landscape. Evan helps companies draw the attention of those they seek to serve – their idea clients.
Takeaways
-
So what is a brand then? Evan explains that a brand is what people say about you when you are not in the room – I don't think he meant bitchin, well Jeff Bezos didn't when he said it anyway. This goes deeper than a name, it is a perception of quality, that spreads further than an organisation can do so itself. People remember what you told them, not what you sold them!
-
Consistency of brand is vital, especially on a Global scale. If it isn’t the same your target market will be getting confused with who you are and what you do. The best way to counteract this or control it – a brand bible, a set of guidelines that is the encyclopedia of your brand and who doesn't love a good encyclopedia.
-
And finally, a brand is important for the internal company benefits as well as the benefits it brings to an audience. This means it can build confidence, improve quality and increase the expertise by attracting the best candidates. All of which subsequently means a better customer service.
CRM (Customer Relationship Management)
So what is Customer Relationship Management. Simply put, it's a massive diary and address book for organisations. But lets get a bit more technical here. A CRM is an approach that an organisation decides to take in regards to its interactions with potential and current customers, using software to have input, manage and analyse this information.
The idea being, that if all the information about a customer is stored in the same, accessible location and kept up to date, then this will make it easier to serve them and ultimately drive revenue. It also offers the opportunity to chop and manipulate the data to produce analytical reports that help in understanding the make-up of your customer base and any current trends.
Some CRM systems such as Safesforce can now be integrated with other software that allows further admin, marketing, financial and sales functionalities, creating efficiencies with a business and a seamless journey from the customers perspective.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksEvan Wyk
www.evanwyk.com
Instagram: https://www.instagram.com/evan.wyk/
Facebook: https://www.facebook.com/evanwyk.development
LinkedIn: https://www.linkedin.com/in/evan-wyk/
Books:Strength Finder 2.0 – Tom Wrath: https://amzn.to/2WBLvF3
We Need to Talk About Kevin - Lionel Shriver: https://amzn.to/2UJawwz
App:Adobe Spark Post: https://spark.adobe.com/about/post
Welcome to episode 50! Yes 50, of the Marketing Study Lab. And this is a mega special episode as I speak to, rather nervously I may add – Goldie Chan, as well as finding out the difference between AR and VR.
Hopefully by now you’ve got the jist of what is going on here, but if you don’t, not to worry, you'll soon catch up. And what better way to start this catch-up than with my guest, Goldie Chan.
Goldie has gone from a Biological Science degree to LinkedIn’s Top Voice for 2018 and a contributor to Forbes. Providing social media with purpose, Goldie is currently the strategic lead for Warm Robot, her social media agency, helping Fortune 500 C-level executives. But what caught my eye was the top-performing LinkedIn video series #DailyGoldie offering advice and guidance as well as sparking debate e very day for over 500 consecutive days and still going strong.
Takeaways
-
When considering the differences between a personal and an organizational brand, Goldie explained that a personal brand looks at the person, their life, who are they, what do they do and what aspects of daily life can be repeated to be an authentic brand that creates authority, which is similar to organisation branding in that they must be authentic and create authority to mean something.
-
If you are starting from zero, zilch, nothing then the best place to start is to find out where your target market is and contribute there. Start to be part of the conversation, before even considering becoming a thought leader in that space.
-
When building an online presence take it one step at a time and one platform at a time. Start with one, master that one, go in-depth, then move on to other places.
-
And a special bonus pro tip here – When videoing, pretend the camera is your friend. You will come across as more authentic and real, increasing your engagement.
AR and VR
So what do these acronyms mean?
AR – Augmented Reality is defined as an interactive experience of a real-world environment "augmented" by computer-generated information.
VR – Virtual Reality is defined as an interactive computer-generated experience taking place within a simulated environment.
The main difference between the two is that one VR is built within an environment that is completely computer-generated, whereas AR relies on both computer generated information as well as the real world in a combination of the two. Both have their advantages and disadvantages, but it is the incorporation of AR into our everyday lives that is the most exciting, opening the possibilities for digital enhancements to our daily activities to make them more efficient, productive and overall reduce friction that can occur when technology is not utilised to our advantage.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Links
Goldie Chan
https://www.warmrobots.com/
Forbes: https://www.forbes.com/sites/goldiechan/
LinkedIn: https://www.linkedin.com/in/goldie
Instagram: https://www.instagram.com/goldiecylon/
Twitter: https://twitter.com/GoldieChan
Books:Never Eat Alone – Keith Ferrazzi & Tahl Raz: https://amzn.to/2HFdLTR
How do you cross-sell? How can be of benefit to a business? And what options do we have when implementing this type of strategy. If you don't know we’ll be chatting about it later.
But first, let's chat to Nicole Osborne, the founder of Lollipop Social a company that provides social media management, consultancy, coaching, strategic development and advertising strategies. Nicole is also a proud Chartered Marketer, studying and achieving this status via the CIM.
Takeaways
- What do you want to be known for?
This is where your social content should be focused. Yes, from a holistic view your content needs to be varied, but the overall objective and underlying themes should always be consistent be it looking to sell cars or cans of soup!
-
Nicole’s formula for creating an excellent social strategy follows 9 key steps, I’ve narrowed these down into 7 stages which are:
-
First and foremost, understand the needs of the business
- Use customer personas to define the market and the platforms that should be used
- Each platform will require a bespoke strategy that also fits in with the entire Marketing Strategy
- Optimise each platform to maximize exposure
- Look to the key influencers within the same marketplace
- Create a content strategy that is consistent, on message and on brand
- And remember you must measure and monitor via each platforms metrics.
Nicole refers to this as the Test, Measure, Reflect and Refine model and it works for me.
- And finally, lets bring it back to your studies with a study buddy, which we’ve spoken about in the past on episode 28, but what Nicole highlighted was the fact that a study buddy provides accountability, giving you motivation and encouragement with your CIM Qualifications. So go get one!
Cross-Selling
There are many different ways we can cross-sell before, during and after a purchase or decision has been made by a customer. But what is it?
Cross-selling is the action of selling more than was originally anticipated to an existing customer.
There are loads of great examples but I like to think Amazon do this best, attributing around 35% of all sales to the “customers who bought this item also bought” and “frequently bought together” options.
Other examples range from a car sale including additional features to a fast food outlet asking if you want extra fries with your meal.
What are the benefits of this? Well, there is the obvious of the increased revenue from a customer who is already buying from you. But other benefits such as the introduction of a new / unknown product or service to a customer could extend the customer life cycle or selling existing stock so that you can replace it with newer items. These items should always be linked in some way and offer a benefit to the customer unless there is a danger of isolating them and potentially losing their customer all together.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksNicole Osborne
https://lollipopsocial.co.uk
LinkedIn: https://www.linkedin.com/in/nicoleosborne1/
Twitter: @Lollipop_Social
Books:Steal the Show – Michael Port: https://amzn.to/2VtObEe
App:Trello: https://trello.com
Theory:Pomodoro Technique: https://francescocirillo.com/pages/pomodoro-technique
Who’s in your tribe? What the hell is a tribe. We’ll find this out later, but first we’re going to have a chat with Angela Ferrari.
Angela is a children's book author/ illustrator but also the creator and host of Story Spectacular, a twice-weekly children’s podcast featuring characters such as Nutty the Squirrel and FluffleStiltskin, but don't let this fool you. Behind all the imaginative and creative characters Angela is serious and passionate about what she produces for both parent and child.
Takeaways
-
What are the pain points of your audience? Can you help to solve them? Although Angela’s target audience is aged 2-5, from a parents perspective these pain points are at bath and bedtimes, so the stories told on story spectacular are aimed at these
-
How would you get feedback from an audience that struggles to talk, let alone type an email? Angela makes the most of her audience at live events to get feedback in real time allowing her to tweak stories and elements that may not be working.
But from a parents point of view Angela is very active on social platforms and receives lots of feedback via iTunes reviews. Feedback can be gathered in many different ways and usually the best is where it is easiest to engage with a company
-
Finally Angela provided these tips for getting into the creative mindset:
-
Enjoy what you are doing, if you cant enjoy it, no one will
-
Look to incorporate your own emotions and passions into your work
-
Use visuals, they can help elaborate or even enhance the points you are making
-
Relax and find a place a way from distractions (mines in the shower)
Tribes
So what are these things we call tribes? Interesting you should ask that as they haven’t really changed since we were living in caves, its just the location that differs.
Where you may segment your customers into different categories, a tribe can be classed as a slightly different beast in that it means a group individuals who are linked by their social interests.
Today, these tribes are all over the internet, as it is the perfect place to find people with the same types of varied and niche interests as you, particularly on social channels that allow you to even set up groups (like we do offline) for people that may find your hobbies or passion of interest.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksAngela Ferrari:
https://storyspectacular.com
angela@storyspectacular.com
Twitter: @storytacular
Instagram: @storytacular
Facebook: https://www.facebook.com/groups/storyspectacular/
Books:Big Magic - Elizabeth Gilbert: https://amzn.to/2Tvxtm6
App:DuoLingo: https://www.duolingo.com
AIDA – Awareness, Interest, Desire, Action. It's a simple tool but one very much worth remembering and we’ll do that later.
Before we get all automated and these intro start to write themselves, let’s have a chat with Natalia Wiechowski a Personal Branding Expert, bilingual keynote speaker, LinkedIn Trainer and an Edutainer, so you know this is going to be a fascinating chat. Oh yeah, Nataila is also a Dr. of Philosophy, Social scientist and a certified digital marketing professional with experience in human behavior & social relationships. So basically she knows what I’m thinking at all times and I’m scared!!!
Takeaways
- People want to hear your story. A story that you can tell and that is trustworthy. Think about the brands you connect with, do you feel like you know them, are they more personable to you than others, relate to you a little more? Do they share the same messages in terms of how you lead your life? They probably do. And this is why you feel connected to them and ultimately make those purchases.
But be cautious, as Natalia put it ‘telling stories is the new big brother’
-
Good content, the core or basis of it, consists of 50-60% real life problem solving. Listen to your audience, what are they struggling with and are worried about and how can you help.
-
Natalia discussed her top tip for becoming more employable, straight after you studies – without writing a CV, which sounds bizarre but when you talk through it, it isn’t really, so listen up:
-
Don’t wait until after your studies – the number one rule!
- Start networking while you are still studying, building those connections with the people and organisations you want to work for
- Get clear on how these organisations function and recruit
- Don’t forget that practical experience as well, the proof is in the doing
- And finally, ditch the CV (wow big statement), but first of all find a way to gain the attention you need to get people to approach you rather than the other way round – this can be on social channels, blogs, podcasts, how about even singing your resume (I’m not even going to attempt that one), but perhaps you might.
You want some proof, check out the two examples in the show notes where not using a CV has lead to a dream job: the fearless girl and Nina’s Airbnb story.
AIDA
AIDA (Awareness, Interest, Desire, Action), the traditional model for describing the stages that a consumer will go through from the first interaction or becoming aware of a product or service through to an actual committed purchase.
One of the benefits of this model is its simplicity and versatility in terms of its use with communication messages as it is seen as a stimulus-response model, which is what we want from our comms, a response.
Times have changed however since the creation of the AIDA model and although still prevalent in many Marketing communication plans it is now seen as to linear in a digital environment, also ignoring post-purchase behavior which is a major factor to be considered.
Test the AIDA model on your next communications plan or assignment, but don't forget that other influential factors outside of this model may need to be considered dependent on your overall objectives.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksNatalia Wiechowski:
https://thinknatalia.com
action@thinknatalia.com
LinkedIn: https://www.linkedin.com/in/nataliawiechowski/
Instagram: @thinknatalia
https://www.instagram.com/thinknatalia/
Books:The 48 Laws of Power – Robert Greene: https://amzn.to/2DuOb0X
App:Instagram: https://www.instagram.com
CV Examples:Nina from AirBnB: http://uk.businessinsider.com/nina-mufleh-airbnb-resume-2015-4
The Fearless Girl Statue CV: https://nowthisnews.com/videos/her/woman-scores-job-by-showing-up-dressed-as-fearless-girl-statue
How important is copy within you Marketing Strategy, well it turns out very - and we’ll find out why later.
But before all that, I’d like to introduce Craig Hannan, the Head of Branding and Marketing at The Anfield Wrap, an award winning, independent podcast, website and radio show all about Liverpool Football Club. It’s Craig’s responsibility to drive growth within the company via subscriptions, live events, merchandise, sponsorship and a whole host of other activities that are focused clearly on a passionate footballing demographic. Now this was quite a lengthy interview compared to some of the Marketing Study Lab episodes. I put this down to the passion we both have for Marketing, Football and Liverpool – So apologies, but no apologies cause I enjoyed it and I hope you do to – If you’re into Marketing or Football, this is definitely the episode for you. But before we get into things, I need to know is purple is the new red?
Takeaways
-
The power of a marketing strategy. Most people when they think of marketing think of a comms mix – the front of house (advertising, direct mail, social media, etc) but Craig highlighted that a strong strategy can help to change the culture of a company. It provides a focus for the entire ogranisation, where no other department is in a position to do this.
-
Don’t be afraid to get creative and implement your own ideas. But make sure you mix these ideas with actual data to back them up, they hold more relevance that way. Take the Anfield Wrap for example, described as fanzine culture for the digital age. They could have kept to the tradition print fanzine, but spotted a niche, a gap in the market, white space and weren’t afraid to be the first to try it.
-
As much as Marketers hate to admit it, word of mouth is one of, if not the best marketing tool we have (damn those mouths) – this is especially so in a passionate industry such as football. Using these loyal fans, advocates, to promote your own products and services, combined with a robust communication strategy can be a powerful combination. And remember to listen to the customer, giving them what they want, not what you want.
How Important is copy?
The short answer is very. You wouldn't be listening to me now if it wasn't for an audio version of some copy and you certainly wouldn't have heard of half of the organisations and brand that you hold dear if it wasn't for copy, be it in the form of a script, blog, social posts, literature, advertising. Basically the majority of the comms channels you can think of, then add some more.
But why? Here are some short snippets to explain:
-
It creates trust – If your copy is consistent and correct, this adds a layer of trust
-
Words are sharable – Especially on social channels and are more likely to be read than a video is to be listened to (unless the video uses copy)!
-
SEO – Digitally speaking, optimisation is all about the copy and as we all know, if you’re not on the first page of Google, you’re not on Google
-
It makes for a good UX – Everyone loves a great image and a slick webpage, but if the copy isn’t correct, this can detract from the user experience and leads to clicks away from your site
-
And finally, it sells, as it appeals to your target audience, and we’re back to the - know, like and trust theory.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksCraig Hannan
https://www.theanfieldwrap.com
craig@theanfieldwrap.com
LinkedIn: https://www.linkedin.com/in/craighannan/
Twitter: @c_hannah7
@theanfieldwrap
https://twitter.com/C_Hannan7
https://twitter.com/TheAnfieldWrap
Books:Shoe Dog - Phil Knight: https://amzn.to/2Dt0efj
App:Twitter: https://twitter.com/
Dropbox: https://www.dropbox.com
Theory:The Benefit Ladder: http://www.originateventures.com/media/docs/ES%20Benefits%20Ladder.pdf
Mo Salah Goal v Man City: https://www.youtube.com/watch?v=lQipg5yQ-To
Do you think that robots will end civilisation as we know it? Quite a heavy question to start off with, so let's just discuss what Chat Bots are for now and make our way up to that one.
Julia’s back story is a little different - only seven years ago, Julia started her own company and has never looked back, with nearly one hundred members of staff now on board. Express Writers is a writing agency that cerates content, helping to build a brands presence online.
Takeaways
-
Your light bulb moment. Have you had any? Don’t panic if not, they will come. The important thing is to keep on going.
-
Content creation and storytelling is massively important within Marketing today, but so many are doing it themselves and that is fine, as long as they know what they are doing. If not, bring in the pros. Take fixing your roof for example, the chances are you wouldn’t tackle that on your limited expertise (unless you’re a roofer) you’d call a professional and content creation is no different.
-
There are many ways to measure or analyse your content other than your income. Julia describes a few of these as:
-
Lead generation
- Bottom-line sales and growth
- Engagement, shares, likes (basically gaining trust through content)
Yes this last one is a little bit inside the vanity metrics bracket but as long as they are seen as just part of your analysis, you can gain valuable insight into your strategy by reviewing them – just don’t rely on these solely.
- When writing an assignment or essay, get everything down, even if you think its rubbish…. and then walk away. We’ve mentioned this before as a top tip. Walking away, getting some space between you and your work can recharge and reset the brain. If you start to do this as a rinse and repeat cycle it will start to become second nature and really help you in completing a great assignment.
Chat Bots
So what is a chat bot?
You may have heard it called another term: smartbot, talkbot, chatterbot, Bot, IM bot, interactive agent, conversational interface or artificial conversational entity, but lets stick with chat bot for now.
A chat bot is a computer program that mimics conversation with people using artificial intelligence (via audio or copy). They can transform the way we interact over the Internet from a series of self-initiated task and conversations.
What we are saying is that instead of having a conversation with a human over the Internet, we are chatting to software that has been programmed to respond to particular phrases that the majority of consumer would use.
But lets step this up a level. The most recent incarnation of these is what Google calls ‘Google Assistant’ which works in a slightly different way in that a user firstly has to ask Google to arrange something, in this instance a hair appointment. This is what happened:
https://www.youtube.com/watch?v=D5VN56jQMWM
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksJulia McCoy:
www.expresswriters.com
www.expresswriters.com/write-blog
Podcast: The Write Podcast: https://itunes.apple.com/gb/podcast/the-write-podcast/id1082066558?mt=2
Instagram: https://www.instagram.com/fementrepreneur/
@fementrepreneur
Twitter: https://twitter.com/juliaemccoy
@JuliaEMcCoy
Books:Growth Hacker Marketing – Ryan Holiday: https://amzn.to/2P4Lvxa
Brain Dean’s latest guide on voice search: https://backlinko.com/optimize-for-voice-search
App:Slack: https://slack.com/
SEO Tool:SEMrush: https://www.semrush.com
Google Assistant Example (posted by Jeffrey Grubb 08.05.18, Youtube.com): https://www.youtube.com/watch?v=D5VN56jQMWM
Paid, Owned and Earned Media. What are the differences? We’ll talk about that later.
But before we do any of that I cant wait to have a chat with Ryan Holtz. Ryan's digital marketing work has been featured by Twitter, Automotive News, Canadian Auto Dealer Magazine, Huffington Post and several other major publications.
An outspoken and charismatic keynote speaker at various events, schools, conferences and is in high demand so it was humbling when he agreed to come on the podcast and discuss the motoring industry and the importance of a CRM, amongst other things.
Takeaways
-
Follow your own path, it will take you where you want to and are supposed to be. More importantly, don’t forget to enjoy the process and the getting there. And of course, this includes your CIM Qualification journey – would love to take it with you.
-
CRM (Customer Retention or Relationship Management) is hugely important if you want to stay in touch with your core audience, BUT and this is a massive BUT – The data must be clean and valid – rubbish in - rubbish out, unless you want to target M. Mouse and D. Duck! Think of it as your businesses little black book (for those who don’t know, a little black book used to be the thing ‘metaphorically speaking’ that had all your contacts in – those, personal, intimate contacts cough moving on.
-
In this fast paced world you need to keep an open mind and always be ready to change on a Dime. Today, we have the opportunity to compete on a level playing field with the giants of our industries and because the small businesses have the flexibility to move fast, this should be taken advantage of wherever possible.
Paid, Earned and Owned Media
This is where I tell you the difference between paid, owned and earned media in a digital landscape. Now this is important for two reasons. 1 – You should know this regardless of where you are at in your career, 2 – It forms the fundamentals for the CIM assignment question we will be discussing after this.
Earned mediais essentially online word of mouth, usually seen in the form of mentions, shares, reposts, reviews, recommendations, likes, retweets or whatever term a platform uses for engagement of any kind.
Owned media is what it says it is, it’s any web property that you are in control of. This can be your own website, a blog or a social media channel.
Paid media is simply what you pay for within the online space. Usually to generate traffic or create further engagement through things like online advertising, paid social (posts and even influencers) and not forgetting PPC (Pay Per Click) and retargeting.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksRyan Holtz:
Ryan Holtz Podcast: The Ryan Holtz Show: https://itunes.apple.com/ca/podcast/the-ryan-holtz-show/id1167195878?mt=2
www.ryanholtz.ca
info@ryanholtz.ca
Twitter: https://twitter.com/RyanHoltz1
@ryanholtz1
Instagram: https://www.instagram.com/ryanholtz1/
@ryanholtz1
Facebook: www.facebook.com/ryanholtzmarketing
Books:Ego’s the Enemy – Ryan Holiday: https://amzn.to/2Poqais
App:Evernote: https://evernote.com
Keywords Everywhere (Google Chrome Extension): https://keywordseverywhere.com
Ever wondered what SaaS is? No I don't mean to be a bit cheeky, I mean the acronym SaaS. I’ll explain more later.
But first, my guest, Maiten Panella, a doctor of psychology with 15 years’ experience in supporting International organisations with branding, planning, consulting, communications and of course digital marketing.
Takeaways
-
Local and international Marketing are majorly different, although they both revolve around the customer, the audience will always be different. Different strategies are required per country or even different parts of a country, depending on the different cultures, history, language and dialect. Speak the language of the customer.
-
Maiten says you need to consider the following when Marketing on an international scale:
-
Daily life of the customer – the way of living, thinking and day-to-day living
- The different business practices in specific countries
-
Remembering the smaller stuff, particularly around legislation – take GDPR for example – important in the EU, not so in Latin America – But they may still need to know these elements, especially if working on an international scale.
-
Algorithms can play a huge part of getting noticed online and these can be different depending on the language and country, as algorithms are now so sophisticated they can track not just the keywords or search terms (which are different anyway), but the intention as well.
SaaS Business - What is it?
You may have heard this acronym a lot more recently as it is very topical.
So what does it stand for: Software as a Service.
And what does it mean: Basically it means that a company or individual is providing some element of software to other individuals or organisations, usually under a licensed model. For example Salesforce or GoToMeeting, which you may have heard of, if not, look them up and you’ll get it.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksMaiten Panella:
www.maitenpanella.com
Books:Brand Now – Nick Westergaard: https://amzn.to/2JBUFLO
App:Asana: https://asana.com
I want to introduce you to Post-It Marketing, which is posted on all the relevant social platforms, but mainly LinkedIn. These are 30 to 60 second videos about a Marketing topic to give you an insight into the industry and some of its nuances, but more of that later.
But first, let's have a chat with Phil Nottingham, from Wistia the go to chap for Video Marketing, which is integral to consider in todays Marketing communication planning. We’ll find out how to create compelling videos and how they can help with SEO.
Takeaways
-
Remember that the story, is all about the story regardless of the production value. It’s the narrative and the message that will win out and putting people front and centre. Phil says that the best videos are those that reduce the barrier that technology has put in our way. A more human way of communicating.
-
How do you create compelling video (regardless of your budget)….
1 – You need to understand your goals and positioning of the brand
2 – The main goals for the video, which links to;
3 – What is your call to action, what are you looking for your ideal clients to do once they’ve watched the video. Remember Channel, Action, Message.
4 – Pre-Production Planning – You’ll need a script, locations, actions, etc
5 – Recording
6 – Editing and Post-Production
7 – Optimise for the channels you intend to use to output your content – Supporting copy, thumbnails and all that intro stuff
8 – Promotion (sometimes forgotten, but to achieve your goals, hugely important
-
Videos can have a big impact on your SEO. Search engines may not be as good at crawling videos as they are images and text, but they are improving all the time and do have an impact, just check out the video search results on Google!
-
And check out soapbox, which can help with you own video strategy: www.wista.com/soapbox
Post-It Marketing (Professionally Simple)
I want to bring you as much information to help you with your studies as I possibly can and what I have found is that short sound bites along with long form content (i.e. this podcast) works really well and compliments each other.
So what am I talking about? Well, Post-It Marketing is just that, me with a post-it note creating 30 to 60 second videos about a Marketing topic to give you an insight into the industry and some of its nuances.
From the acronyms we come across to how a chicken dinner can breakdown the differences between omni and multi-channel marketing. I try and cover it all!
Check them out at www.marketingstudylab.co.uk/postit or connect with me on LinkedIn, where these post-its are posted regularly. And remember the Marketing Study Lab Facebook Group for a whole host of other Marketing related stuff.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksPhil Nottingham:
www.wistia.com
Twitter: https://twitter.com/philnottingham
@philnottingham
phil@wista.com
Soapbox: www.wista.com/soapbox
Books:Creativity Inc.: Ed Catmull - https://amzn.to/2PErYDp
App:Runkeeper: https://runkeeper.com
Theory:The Objectivist principal of epistemology: https://en.wikipedia.org/wiki/Objectivism_(Ayn_Rand)
Well, well, well, you may have missed the last few episodes, that time of year, but we just cracked on, soz about that. Anyway, for those who are joining us for the first time, welcome and for those that are regulars, it’s time to put down the turkey and lets get back to business as its regular programming from here on in.
Just a quick note on a new Facebook Group we’ve launched, aptly named the Marketing Study Lab Facebook Group, so before we move on, head over to Facebook and join the group. The more people that join the better the ‘bants’ will be. But in all seriousness, join us and keep the knowledge flowing.
It’s someone’s birthday, well tomorrow it is, yep, it’s our guest this week, Catherine Gladwyn’s birthday tomorrow. What a present, to be on the Marketing Study Lab podcast. I haven’t got you a card so again, soz about that!
So who is the birthday girl? Catherine is an efficient, self motivated, proactive, dependable VA (Virtual Assistant) who specialises in MailChimp, WordPress and social media management under her own brand – Delegate VA.
Takeaways
-
When building any type of mailing list, to engage with your audience you need to focus on not just your idea client and their needs and wants, but also their pain points. What are you helping them with to make their life easier or more manageable? Once you have discovered this you can lead them on a journey to the resolution of that pain point.
-
Lead magnets. Use other channels, especially social media as the gateway to gain a following and convert them into subscribers. Try to keep your core audience up-to-date with what is going on and build a reputation for providing good content, content people wont want to miss.
-
Once you have a solid mailing list, make sure you are talking to them about relevant, engaging topics (see where all these tips end up – engagement). This doesn't have to be for your entire mailing list, just those the content is relevant to. Make sure you headlines are always interesting (click bait if you like, but for the right reasons) and always respond to any replies, don't leave it to an automation system to do all the work. They are unfriendly, impersonal and, yep you guessed it, not engaging.
Join The Marketing Study Lab Facebook Group
Over the course of this year, I’d like to start to introduce you to a whole host of new (and old) theories, concepts, acronyms and some tips on where to find the best information on Marketing but also to help with your studies a little.
So lets kick this off with reminding you to join the Marketing Study Lab Facebook Group. It’s in its infancy but I intend to create a group that is engaging and informative, so hop over to Facebook and join in!
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksCatherine Gladwyn
https://delegateva.co.uk
catherine@delegateva.co.uk
https://www.linkedin.com/in/delegateva/
https://www.facebook.com/DelegateVA
@DelegateVA: https://twitter.com/DelegateVA
Books:Catherine Gladwyn – How to be a Virtual Assistant: https://amzn.to/2QR4bx5
App:Mailchimp: https://mailchimp.com/about/
HAPPY NEW YEAR!
Wow, we're now into 2019, which is Marketing Study Lab's second year... so old.
The last episode was on Christmas day and this one is on New Years Day, heart timing Pete, great timing.
What better way to kick off 2019 than to take a look back the Marketing Study Labs two top tips of 2018. A look back, to look forward in a way.
Happy New Year Marketing!
As it's supposed to be a 'quite' time of the year, for friends and family, I thought I'd do what came naturally and publish a podcast on Christmas Day...... Nice one!
So what can I possible have to say. We'll quite a lot actually, or my guests do as I have decided to make this a recap show of my journey into podcasting and some of the amazing guests I've had on already.
In this episode we say hello again to:
Tracey Tait
Spencer Waldron
PR Smith
Dave Chaffey
Dr Carl Marci
Luke Southern
John Espirian
But I'd like to thank EVERYONE who has listened or taken part in any way shape or form in this or any other podcast. I am truly honoured to speak to each and everyone of you and humbled that each and every one of you are listening.
Happy Marketing
I want to get right into introducing our guest who holds a Ph.D, is a Professor, Digital Learning Consultant, Educator Entrepreneurship consultant, speak and blogger. Recently featured in Forbes, Ai Addyson-Zhang has a fascinating story to tell about how social media can be taught…. Using social media as the platform to teach in!
This episode is a belter and blew me away a little.
Takeaways
-
So to recap, Social Media Pedagogy (Ped-a-Goge-ee) – Nailed it! is coaching people how to use social media, using social media as the training tool, making it practical and insightful from the start. It’s amazing to hear stories of students saying even this way of learning can be hard which goes to show that sometimes what we think is basic, can actually be quite complicated.
-
Let’s Globalise the classroom! What a great statement and one that may sound impossible, but in reality, isn’t! Using the different platforms practically may be hard to implement in a society that has used the same methods of education for many decades, but if it is the right fit, why aren’t we trying it? I certainly intend to in my workshops,
-
Learn – Do – Teach. Simple, yet effective. Practice what you preach, understand it better than anyone by doing and then pass on your knowledge. Learn – Do – Teach.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksAi Addyson-Zhang
aiaddysonzhang@gmail.com
https://www.linkedin.com/in/aiaddysonzhang/
https://www.facebook.com/AiAddysonZhang/
@aiaddysonzhang - https://twitter.com/aiaddysonzhang
https://www.instagram.com/aiaddysonzhang/
Books:Mark Schaefer – Known: https://amzn.to/2BZgYZT
Theory:Howard Gardner's Theory of Multiple Intelligences: https://www.tecweb.org/styles/gardner.html
Let's meet Dan Charles, who is the Owner of Be Fair Marketing who doesn’t believe in trying to blind his clients with the ‘dark arts’ of SEO or charging a customer for what is essentially an automated PPC report. Dan is of the opinion that being open and honest is just good business sense.
Takeaways- There are so many unethical practices out there, many leading to poor customer communications and service. Dan explained the following as things to watch out for:
- Ryanair website UX patterns
- Fake urgency
- Upsells that are automatically added to a shopping cart
- The false positives to get you to do something (i.e. click a button’)
-
Pop-ups that have negative or positive connotations
-
Dan highlighted how to create a great PPC strategy:
- Create a customer persona (which you can hear more about in episode 30 with Tracey Tait)
- Make sure you know a list of ‘negative’ keywords (one’s you don’t want to rank for) and you’ll find, this on top of a persona will make your PPC very targeted
- TEST, always test, using A/B testing
- Review the big things, then refine the smaller elements
-
Make sure you have clear and transparent reporting
-
And finally, re-marketing – which is targeting those consumers who already know about you. Those that are interested in what you have to offer due to their previous digital actions and using the likes of Facebook and Google to specifically target them with the appropriate creative. Which should in theory, cut down costs as you are targeting those that are already engaged.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksDan Charles – befairmarketing.co
Instagram: https://www.instagram.com/befairmarketingco/
LinkedIn: https://www.linkedin.com/in/dancharles/
Twitter: https://twitter.com/befairmarketing
Facebook: https://www.facebook.com/befairmarketingco/
Books:How to Win Friends and Influence People – Dale Carnegie: https://amzn.to/2Rd2kUc
App:Clear Focus:https://play.google.com/store/apps/details?id=personal.andreabasso.clearfocus&hl=en_GB
Method:(P)RACE Model: https://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/
(P)RACE Episode: https://marketingstudylab.co.uk/episode-8-the-prace-to-digital-success-dave-chaffey-digital-marketing-guru/
Google Doodle: 20 Years: https://www.google.com/doodles/googles-20th-birthday
I don't like to over promise and under deliver and I don't think I have with yet another special episode. This wasn't supposed to be a special, but as its all about podcasting, I think I got a bit caught up in the whole discussion and that was so easy to do with my guest today, John Lim.
John is an Entrepreneur, no doubt. A TEDx and public speaker, podcast host and author, which includes an adult colouring book! Check it out (links in the show notes as usual) to all the good stuff)
John is the executive producer and host of the podcast series, Moving Forward, which has reached listeners in over 50 countries, where John speaks to entrepreneurs, artists, and influencers, so he is in the perfect position to give us the low-down on podcasting and why it needs to be part of your comms mix.
Takeaways
- Podcasting can be a powerful tool as it allows you to learn and share. If it wasn't for the power of the podcast, I wouldn't have had the pleasure in talking to John and you wouldn't have the honour of listening to him.
Podcasting can also help with brand awareness in many different ways. It can provide proof of knowledge, status, culture, beliefs, word of mouth, passive listening, credibility and also that all important awareness.
-
Podcasting can fit into your comms mix at any stage of a customer journey, it can connect you to strangers that may never have heard of you at the top of the funnel, through engaging and developing a relationship of know, like and trust, through to cultivating the customer by providing a call to action in a none intrusive way.
-
And remember, the key to a good podcast is the make sure the topic is something you love talking about. Most podcasts don't get past 20 to 30 episodes, so plan it out and make sure you can be consistent and more importantly, loving it!
Top Tip
John was gracious enough to share a top tip of how to maximise your time when you feel you are mega busy and can’t fit anymore into your day!
Do a time audit on every part of your day, do this for a week or two and then look back to see how much time your are apportioning to every element of your life and is this time being used wisely?
In doing this you will start to see gaps where time spent is inefficient and how much time you can devote to your studies… and then plan ahead, get a plan and map out your studies.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksJohn Lim
https://www.bemovingforward.com
LinkedIn: https://www.linkedin.com/in/johnhlim/
Twitter: https://twitter.com/bemovingforward
@bemovingforward
Instagram: https://www.instagram.com/jlim0025/
jlim0025
Facebook: https://www.facebook.com/JLim0025
Books:Corporate Cliches – John Lim, Jen L, Brian B: https://amzn.to/2JD8j1c
Principals - Ray Dalio: https://amzn.to/2Jzwhu3
App:Good Reads:
https://itunes.apple.com/gb/app/goodreads-book-reviews/id355833469?mt=8
https://play.google.com/store/apps/details?id=com.goodreads&hl=en_GB
Elevate:
https://www.elevateapp.com
Theory:10,000 Hour Rule: https://en.wikipedia.org/wiki/Outliers_(book)
What is your bedtime ritual? Hopefully it’s not as bad as most peoples? How many hours sleep should you be getting? Do you get them? In this weeks top tip that’s what we’ll be talking about, sleep.
But now its time to introduce our guest, Jono Alderson from Yoast.com, now I have to say at this point the first few minutes there audio isn’t as good as it usually is but we resolve this issue very early on so just stick with it as you really don’t want to miss this one. Jono has over a decade of experience in web development, SEO, analytics, brand and campaign strategy, lead generation, eCRM, conversion rate optimisation and helping companies deliver SEO, content, analytics and brand strategies at an international level.
Jono is also a keynote speaker with a passion that oozes through in everything he does. With this passion itching to come through in this interview I thought I would start by asking Jono, what is your favorite toast condiment?
Takeaways
-
Let’s get SEO right. Its more than keywords, we are more advanced than that now. As Jono stated; its technology, marketing, psychology, branding and it’s copywriting. You need to go further than just words…. But the best rule of thumb is….. just don’t be a d*ckhead! Consider your customer and what they search for as at some point in the purchase process they will search!
-
It is massively important that we invest time into digital communication channels, including websites. Good is just not…. Good enough anymore, it needs to be exceptional. If the channels you are using to communicate messages aren’t great, you can be your competitors are and that gives them an advantage.
-
Jono spoke about being device agnostic and making the point that not everything should be made ‘mobile first’. We should never make assumptions over what hardware customers as using.
-
Lead generation today is much more than a contact us form. We need to be solving people’s problems, without being salesy, pushy or demanding. Compelling, useful and interesting content will always win in the long term as it creates an engagement that is more powerful than consistent sales offers, which only serve to drive prices down, with short term, short lived success.
Top Tip – A Good Nights Sleep
What are the affects on getting a really bad night’s sleep. If you have a bad sleep ritual or don’t think you’re getting enough sleep this tip will show you how important it is to get your regular 6, 7, 8 9hours?
Before we find out how many hours you should be getting and provide you with some simple yet effective tips for a better nights kip, the results of poor a sleep pattern can reduce the success you with have within your studies as it can cause:
-
Memory issues
-
Trouble concentrating
-
Mood changes
-
Weakened immunity
The National Sleep Foundation suggest that adults should be getting between 7 to 9 hours, so that’s a great start if you are getting in-between this number of hours, but to really to pave the way for better sleep, you can follow these simple yet effective tips:
-
Stick to a sleep schedule, always
-
Create a relaxing bedtime ritual
-
Exercise daily
-
Create the ideal temperature, removing all sound and light
-
Sleep in comfort
-
Try not to drink alcohol and avoid caffeine (anything that can steel sleep from you)
-
Turn off electronics before you enter the bedroom
Good night.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Links
Jono Alderson: https://www.jonoalderson.com
Yoast - https://yoast.com
@jonoalderson: https://twitter.com/jonoalderson
Yoastcon: https://yoast.com/yoastcon/
Books:Web Analytics 2.0, Avinash Kaushik: https://amzn.to/2NPCEOu
Dune, Frank Herbert: https://amzn.to/2QuhYdz
App:Trello: https://trello.com
Brain food, what food can help you with your studies. We’ll find out later, but first, lets find out what being a virtual assistant is all about as we chat to Louisa van Vessem, who is the owner and VA for Workflow Virtual Assistant. Louisa’s mantra is to run straight ahead at those things that put fear into you. Scared of heights? Why not do a skydive? Introverted and don’t like talking to crowds – do a podcast or stand up on stage! That’s why in this episode Louisa talks about Time Terrorists and Money Laundering, oh and also all things VA.
Takeaways
-
A Virtual Assistants (VA’s) job can vary massively from admin tasks to web design. They can even be used as a sounding board – so getting the right fit with a client is hugely important for Louisa, which is great to hear as this means all of her clients will be as much of a great fit for her as Louisa is for them, win / win.
-
Admin tasks have changed. We are taking on more and more without the increase of any time (we all still have 24 hours in a day), which can lead to mistakes and missed elements as we can be so focussed on other areas, be it in a business or working on our own thing.
What tasks are critical and are your sweet spot and which should be pushed down the pecking order? Consider this when doing your research and studies.
-
Take note of Louisa’s tips for that work-life-study balance and how to stay organised:
-
Breakdown your tasks into small bites sized chunks
-
Consider using an online project management tool such as Asana
-
Don't be afraid to ask for help – and that means your tutors and peers
-
Set deadline dates and work out what is essential, cutting out the crap
-
Take breaks – we’ve cover it in previous episodes, make sure you take heed as it is as important as the hours you are putting in
Top Tip – Brain Food
If you want to optimise your chances of passing a Marketing qualification, nutrition during studying can play a larger part than you think. Keeping healthy isn’t only good for your…. Health, but also your brain power.
Here is a list of those ‘super brain foods’ courtesy of the BBC Good Food:
Wholegrains – For concentration
Oily Fish – Healthy brain function
Blueberries – Boosts short term memory
Tomatoes
Eggs
Blackcurrants – Reduce anxiety and stress
Pumpkin Seeds – Boost your mood
Broccoli – Improve brainpower
Sage – Boost memory
Nuts – Protect brain function
Enjoy.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksLouisa van Vessem:
https://workflowva.com
LinkedIn:https://www.linkedin.com/in/workflowva/
@WorkflowVA:https://twitter.com/WorkflowVA
Facebook:https://www.facebook.com/WorkflowVA/
Insta:https://www.instagram.com/workflowva/
Asana Project Management: https://asana.com
Trello Project Management: https://trello.com
App:LinkedIn: https://www.linkedin.com/
Theory:Douglas McGregor X and Y Theory: https://en.wikipedia.org/wiki/Theory_X_and_Theory_Y
Let’s have a conversation with Hannah Thorpe, the MD of white.net, about all things SEO (Search Engine Optimisation) – and I must apologise as some of the audio may be a little clicky, but let see how it goes. Hannah is an SEO specialist, covering everything from technical issues to marketing campaigns so Hannah has a lot of experience to share with us. This means Hannah is the perfect person to answer that all important question, do you know anyone that uses the ‘I’m Feeling Lucky’ button on Google?
Takeaways
-
Any strategy should have objectives attributed to it, especially digital as there is no excuse to not monitor and learn from the findings
-
Using an external agency has many benefits and as Hannah points out they can bring the experience that may not be available internally, experience from other sectors that can be invaluable and possibly create a USP for an organisation. Because of this versatility over different markets, spotting trends is also a key ingredient of outsourcing SEO capabilities.
-
When building an online presence, especially your website, try using common sense to start to build your site and the content on it. This will give you a solid foundation to build on… as long as you are always putting the user first….. Always put the user first.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksHannah Thorpe:
Hannah@white.net
@hannahjthorpe - https://twitter.com/hannahjthorpe
www.white.net
@whitedotnet - https://twitter.com/whitedotnet
Books:The Human Brand – Chris Malone: https://amzn.to/2vCod5l
App:Citymapper: https://citymapper.com/manchester
We’re talking to Korbinian Lehner, who is a Senior Digital Native for Telekom Deutschland (you may know them better as T-Mobile). Korbinian opens up the world of innovation in a way you may never have considered before and does this through the skills he has learnt and a lot of enthusiasm.
Takeaways- Innovation is crucial to make forward progress, but this must be done in a structured way in order for us to make sense of it all.
-
The two digital trends Korbinian will be looking out for as:
-
Blockchain and the speed, plus security this software can provide. Conisder moving house and how complex this is, blockchain has the potential to do all this within days if not hours, safely and securely
-
AI (Artificial Intelligence), but not in the way we are probably thinking, but using it for the ability to make decisions and from this generate new and better intel
-
Social media has the power not only to connect each other, but connect the information we place in it. This combined with the personal touch and emotional context is as empowering as anything, which we sometimes forget
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Links
Korbinian Lehner:
https://www.linkedin.com/in/korbinianlehner/
@KorbinianLehner - https://twitter.com/KorbinianLehner
Harvard Referencing: https://my.cim.co.uk/media/34817/harvard-referencing-v3-2016-final.pdf
Books:Speed of Thoughts – Bill Gates: https://amzn.to/2vDfYG7
App:If This, Then That (IFTTT): https://ifttt.com
Theory:The Goat Theory (The Monty Hall Problem): https://www.youtube.com/watch?v=4Lb-6rxZxx0
It's a Marketing Study Lab special! Regular programming will resume shortly but for today, enjoy as we talk all things creative!
Yes, the first special, needs a special guest and I am delighted to be accompanied on this episode by Mr. Dave Birss, who amongst some other titles, which we’ll find out about a bit later on is the author of ‘How to Get to Great Ideas?’ a book all about, well, getting great ideas.
Before we get stuck into the innovative world that Dave has create in this book I just want to let you all know that it is out tomorrow, links in the show notes as always, but forget the notes, just go to Amazon, type in Dave Birss and you’ll see it – its yellow and has squiggles on the front.
Once you’ve pre-ordered it, you will be given an access code that will allow you to listen to the rest of this episode in any language you want – so keep a look out for that code, if you cant find it, not to worry, the default language is English / Scottish so you should be fine if you’ve understood the first part of this intro.
Takeaways
-
There are two types of thinking; Creative thinking and doing thinking, where some people are better at creativity and others are more doers.
-
Innovative thinking can be taught, it’s not something you are born with or without. Dave describes it as the input defining the output – if your creativity input is minimal the how do you expect the output to be any different. The same with any type of system really.
-
And speaking of systems, from a business perspective it is said there can be two types. A stifling system where it is all about control and there are layers of fear dominating the hierarchical structure or there is a system of liberation and freethinking.
For more of the creative stuff, get Dave’s book and lets all start to think about getting great ideas!
LinksDave Birss:
LinkedIn: https://www.linkedin.com/in/davebirss/
Twitter: https://twitter.com/davebirss
@davebirss
Instagram: https://www.instagram.com/davebirss/
@davebirss
Book Offer: https://upvir.al/58454/lp58454
Books:How to Get to Great Ideas – Dave Birss: https://amzn.to/2qjtgoS
Iconic Advantage – Soon Yu and Dave Birss: https://amzn.to/2EUh08I
A User Guide to the Creative Mind - https://amzn.to/2Q7YRW3
App:Procreate: https://procreate.art
When entering an exam, did you know that if you can understand the time you have and how it is broken down it can help you maximise the potential to gain the most marks. If not, don’t worry, we’ll be covering it later.
Before we get to all that, let’s talk to John Espirian, a freelance technical copywriter who has the nack to make the complex, simple. Not only that, but he shares a wealth of knowledge at every single touch point, just checkout his website – espirian.co.uk, which is jammed packed with guidance on a whole host of topics, not just copywriting, of which some of these topics and a link to the website can be found in the show notes, so you know John will be bringing the same level of knowledge from these to this eposide.
Go check it out: espirian.co.uk
Takeaways
I told you John was full of hints, tips, guidance and knowledge…. So how do you unpack all of this, hmmmmm. Here are my top takeaways from this chat:
-
John Espirian’s 5 fundamentals for starting as a copywriter are:
-
Find your niche and don’t be generic
-
Make sure you have a web presence (obviously ) – choose one social platform and do it well
-
Connect with peers and help each other thrive
-
Connect with your ideal client (like, comment and share…. Stuff)
-
Invest in yourself and learning what you need to learn
-
Write down everything - Even if it makes no sense, then go back and edit as it’s the editing that can be the hard part. John relates this to baking. You need to leave your copy to prove, before going back to edit it to make sense.
-
Always be thinking of the call to action while writing. Why are you writing what you are writing and what is the intent behind this? Is it sales, download, contact? And this can be related to your assignments or exams and writing to make it easy for the examiner to give you marks – see we do provide you value as well as stimulating chats!
Top Tip - Time, is on your side (exam timings)
So let’s get mathematical. Say your exam is 3 hours long and is worth a total of 60 marks. If we look at the July exam there were 5 questions in total all with different levels of marks attributed to them.
Now for the science bit (it may be worth looking at the show notes for this one to make some sense of it all) :
3 hours = 180 minutes
180 / 60 total marks = 3 minutes per mark
We can now work out how long we should spend on each question, so:
If the questions is worth the following marks:
10 marks = 30 minutes
15 marks = 45 minutes
20 marks = 1 hour
If you can worth this out in the first few minutes of any exam then it will pay dividends as you will be able to keep on track and shouldn’t run out of time!
I hope that make some sense.
LinksJohn Espirian:
https://espirian.co.uk
https://www.linkedin.com/in/johnespirian/
@espirian - https://twitter.com/espirian
Using Social Media to Get Copywriting Work:https://espirian.co.uk/can-social-media-help-you-get-copywriting-work/
Freelancing: https://espirian.co.uk/freelance-copywriting-work/
Writing Tips:https://espirian.co.uk/10-writing-tips/
Proof Reading Tips:https://espirian.co.uk/top-10-proofreading-tips/
Books:Deep Work – Cal Newport : https://amzn.to/2KpcUD2
Selling the Invisible – Harry Beckwith: https://amzn.to/2vAGAaS
App:BB Edit (Bare Bones): https://www.barebones.com/products/bbedit/
Snagit: https://www.techsmith.com/screen-capture.html
Brain Toss:
https://itunes.apple.com/us/app/braintoss/id576226036?mt=8
https://play.google.com/store/apps/details?id=com.braintoss.app&hl=en_US
Theory:The Scientific Process: https://www.youtube.com/watch?v=BVfI1wat2y8
Let’s have a little natter with Darren Goldsby, the Chief Digital Officer for The Jamie Oliver Group. But what you think a Chief Digital Officer does and what they actually do are probably two very different thinks as Darren goes on to explain, it’s a lot more than just a website, clicks and followers.
Takeaways
-
Digital touches everything, whether you realise it or not. It is available to effectively help a business grow and develop. This doesn't just mean a website. It can be customer focused, internally focused, process driven, supplier driven, but it is utilising the appropriate levels of technology and data within the business that makes it work
-
Use examples to sell your ideas, which Darren has to do when trying to convince the digitally uneducated. And this is what I preach all the time, especially when writing for an assignment. Real life examples can help to back up your statements and produce compelling answers. Darren’s example of searching for commercial property online is a great one as it sounds so archaic to think that it was done any other way now, but that is the power of the example – proof that something works and these are undeniable truths
-
The way people find content has changed massively over recent years and this is now predominantly done via a preferred social platform and perhaps one other app, such as a news app. This is why it’s so important to know your audience and where their attention is.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Links
Darren Goldsby:
https://www.linkedin.com/in/darrengoldsby/
@dmgoldsby - https://twitter.com/dmgoldsby
Books:Good to Great – Jim Collins : https://amzn.to/2OJED4z
App:Wood Puzzle:
https://itunes.apple.com/gb/app/wooden-block-puzzle-game/id1078160821?mt=8
https://play.google.com/store/apps/details?id=com.addswhilessuffers.binds&hl=en_GB
Theory:Here is a great article from the Harvard Business Review about Old v New Power: https://hbr.org/2014/12/understanding-new-power
Let’s meet Tea drinking Tracey Tait, who is an Independent Marketing Consultant based in Newcastle, don’t let her accent deceive you, she is definitely based in the North East.
What should make Tracey’s story compelling to you is the fact she has worked for large global organisations as well as SME’s and will be able to give us all a well-rounded view on all things Marketing. Her methods are Simple, effective and time-saving and who doesn’t want that.
Takeaways
- Tracey provided us with the ultimate 6 step guide to building an ideal client / persona / avatar and this is the one and only takeaway I want to focus on as its so important to get this right. So these six steps are:
1 – Demographic (age, gender, marital status, vocation, level of education, etc)
2 – What is going with them? They obviously have a problem that you can solve, what is that? What are their pain points and challenges? And are they the decision maker, if not who is, as these are the people who will have the final say?
3 – Where are these people – where do they congregate, not physically, although it may well be, but more digitally – what websites, blogs, social do they use and who do they follow?
4 – What is there story and remember to have empathy and consider the emotional side as this can be a powerful tool. Thoughts, feelings, fears, desires – all important!
5 – What is the story after purchase. It doesn't end after the sell
6 – The negative persona and avoiding the clients that you don't want to target. It sounds backwards but it can provide so much clarity in who your ideal client actually is.
Thanks Tracey!
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Links
Tracey Tait:
https://www.linkedin.com/in/traceytait/
https://www.facebook.com/TranscendYou/
@transcendyou - https://twitter.com/transcendyou
Seth Godin Podcast Akimbo: https://www.akimbo.me
Books:Tribes – Seth Godin: https://amzn.to/2LYQa1s
App:Instagram: https://www.instagram.com
Theory:Here are some articles about the power of Content Marketing:
http://www.marketingjournal.org/the-power-of-content-marketing-jon-wuebben/
https://blog.markgrowth.com/20-stats-that-show-the-power-of-content-marketing-in-2018-c2aaa7e1d13a
https://contentmarketinginstitute.com/2017/10/stats-invest-content-marketing/
Let's talk to Louise Shanahan, a copywriter for The Copy Prescription, and I love that name as Louise writes within two niche marketplaces – yep - health and the Government.
Louise is also a fitness nerd and a former civil-servant, which helps as she is writing about these two things A LOT! Go figure, someone who knows an industry, has a passion for it and has gone niche, actually making a living from these things, well I never!!!
Takeaways
-
What is your skill, what is your niche? Louise career has been guided, some would say by her personal life but she always utilised this to her advantage, which is now also the niche she is thriving in. From Wooden Spoon to Gym Fanatic – you make your own future, what will yours be?
-
But once you have your niche, how do you thrive in this particular community. Well, Louise maximised her knowledge of Government and Health as well a being very relatable, genuine and trustworthy – and video Marketing can prove to be a great platform to do this as long as the message you are conveying is relative and for good
-
Copywriting can help persuade and sell, which is basically good marketing fundamentals. Louise tells her clients that they have a duty to have good copy as they will be doing their customers a disservice if they let then click away. If you have a great product or service – you need to use the right platforms along with the right message to stand any chance of surviving.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksLouise Shanahan
http://thecopyprescription.com
LinkedIn: https://www.linkedin.com/in/louise-shanahan-b60b70113/
Instagram: https://www.instagram.com/thecopyprescription/
Books:Confidence Game – Maria Konnikova: https://amzn.to/2B47aza
App:Podcast Addict: https://play.google.com/store/apps/details?id=com.bambuna.podcastaddict&hl=en_GB
EverNote: https://evernote.com
Today we’re going to chat with someone that knows a thing or two about Global Employer Branding, which may sound familiar as back in episode 23 we chatted to Kim Kunze from Siemens about Employer Branding. Siemens we kind enough to let me not only talk to Kim, but also her colleague Andrea Scheerbaum (apologies about the pronunciation)!
Andrea, who believes her English isn’t up to scratch, well Andrea, I can tell you now if this is poor English, I’m certainly no Englishman! Onto the serious side now and Andrea has had many jobs at Siemens including Global Employer Branding, but her passion firmly lies with PRIDE@siemens, but I won’t steal her thunder as we get to that later on in our chat after we’ve discussed global employer branding, encouraging graduates to participate in activities and how it is important to have a mixture of experience and the right qualifications.
Takeaways
-
Be curious as it opens doors. Quite simply, if you don't ask, you don't end up getting. Andrea started by trying to understand the products and services Siemens produced and then developed skills along the way by being inquisitive and passionate. Passion goes a long way as long as its pointed in the right direction, so don't be afraid to say ‘I’ll do that’ or ‘I’ll help with that’ to learn something new or expand your current knowledge.
-
Global Employer Branding is all about people, not product. And through this, values are created and if you can develop the right values, you create a culture where people can thrive, not just survive. But each country is different and needs to be tackled in a project by project basis, but the overall premise is the same – tell stories, huh, funny that, telling stories and engaging does work!
-
Siemens knows that if you can get the buy-in from students and graduates they are more likely to succeed and this is achieved through mentoring on the job, high level trainee programs, speed dating events with employees and ‘Siemens Stay’, a forum to discuss the recruitment process.
-
When looking for employment take your time to read the job specification and if you feel you can achieve at least 70% of it then it could be a fit for you. The other 30% can be picked up along the way through, yep, asking questions, being curious and a continuous desire to learn.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksAndrea Scheerbaum: https://www.linkedin.com/in/andrea-scheerbaum-226151a7/
Siemens: https://www.siemens.com/global/en/home.html
Siemens Diversity: https://www.siemens.com/global/en/home/company/sustainability/diversity.html
PRIDE@siemens: https://twitter.com/pridesiemens?lang=en
Books:The Magic of Cleaning - Magic Cleaning 1: Wie richtiges Aufräumen Ihr Leben verändert: https://amzn.to/2Abdm7M
We need to get back to our interview with Gill Andrews, who is a copywriter and a web consultant placing her in the prime position to discuss all things copy, communications and web design, which we started to do on the previous episode (episode 26). We left Gill discussing why no one cares if you are ‘number 1 in the marketplace’ or an ‘innovate company’, but they do care about how you are going to solve their problems!
Takeaways
-
Be careful of new trends and tools that can creep onto your website. Just because it’s new doesn't mean it is right for your audience. Moving parts can be a distraction for users and detract, rather than improve a user experience.
-
It’s not a shame not to know, it’s a shame not to learn – what do you not understand. Any gaps in your marketing knowledge that you may need a little refresh on? Take baby steps, learn the rope and increase your skill set and knowledge.
-
Gill went into geek mode for us, describing the future of web design and although some of it may have gone over my head, admittedly, the basic premise is that web design will get easier and easier, yet more sophisticated, which can only be a good thing for the user, the developer and those that aren’t developers but are willing to do it themselves – and this could be the skill that Gill states you should learn that is complimentary to what you already do.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Links
Gill Andrews: https://gillandrews.com
https://twitter.com/StoriesWithGill
https://www.linkedin.com/in/gill-andrews-440488121/
Lemmings: https://www.youtube.com/watch?v=j9Je6pFueYg
Jen Simmons (CSS Grid): https://labs.jensimmons.com
Books:Pain Free Process for Writing Your About Page:https://www.enchantingmarketing.com
App:Buffer: https://buffer.com
Theory:Lift Concept: https://www.widerfunnel.com/the-six-landing-page-conversion-rate-factors/
I would like to introduce you to Gill Andrews, who is a copywriter and a web consultant placing her in the prime position to discuss all things copy, communications and web design – the perfect combo. I must point out though , yet again my guest has stepped up to the plate and delivered so much value I’ve had to split this chat into two – so this is part 1 of 2!
Takeaways
-
I love a good analogy and hearing Gill discuss why copy is so important using a classic game (which for this Gill mentioned a train on a track, where as I would say the absolute classic – Lemmings! (not one for the younger generation that – but take a look at what I mean, link in the show notes). Once you’ve set something in motion it needs to guide people through a journey – which is what good copy does
-
Gill describes tips as harmful as they are all encompassing, whereas she firmly believes that a system or strategy with specific tips included, is a more engaging way to produce copy for a target audience or niche within a marketplace
-
When creating a website and writing good online copy, you must start with understanding who your target audience is and keep it simple to start with – i.e. what layout will your audience expect to see on your website – don't make super simple tasks difficult! Once this is done, you need to understand what language your audience will expect to see – will it be technical? Descriptive? Funny? – as this will help them feel comfortable and understand what you are – Gill explains this by using the old – if you met someone at a party and they asked what you do, how and what would you say? Make sure they understand you!
-
Oh, and use font size 16px, minimum
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Links
Gill Andrews: https://gillandrews.com
https://twitter.com/StoriesWithGill
https://www.linkedin.com/in/gill-andrews-440488121/
contact@gillandrews.com
Lemmings: https://www.youtube.com/watch?v=j9Je6pFueYg
Jen Simmons (CSS Grid): https://labs.jensimmons.com
Books:Pain Free Process for Writing Your About Page:https://www.enchantingmarketing.com
App:Buffer: https://buffer.com
Theory:Lift Concept: https://www.widerfunnel.com/the-six-landing-page-conversion-rate-factors/
Let's turn our attention to our next guest. Zoe Stainsby, the Head of Entertainment at Fuse – their basic principal is to create partnerships and experiences, which anyone can do, right? But these experience need to make an impact and a difference to those that are part of it, through the likes of sports, music and gaming.
Fuse have worked with an eclectic mix of top named brands: Starbucks, Levi’s, McDonalds, Channel 4 and even the British Olympic Association. And you know you’re going to get a wealth of information out of your guest when you realize they have provided thought leadership at events such as Cannes Lions, Amsterdam Dance Event, Musexpo, Roundhouse Women In Music and Liverpool SoundCity.
Takeaways
-
Zoe’s career started off with learning the basics, from the ground up! But Zoe also understood that academia can also help with career progression and took it upon herself to get a qualification that would help in achieving her ambitions around what she is passionate about, music! But it was so interesting to her that it was the cohort that came along with the qualification that really set Zoe’s passion alight
-
There are 4 different trends we all need to look out for in the future of Entertainment Marketing:
1) Delivering value via a purchase funnel through entertainment
2) The rise in Reggaeton (South American Hip-Hop) and the Globalisation of music in general
3) Mutual value partnerships (between brands, other brands and / or artists)
4) The rise or cryptocurrencies within the music industry
5) e-Sports and the convergence of Sports and entertainment
- Finally, and most importantly….. If you are looking to progress within this industry you must work hard and be nice to people! Don’t be afraid to fail, have fun while your doing this and network, build up your network and look to get a mentor – someone that has done what you want to do or is where you want to be. Learn from the best!
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksZoe Stainsby: https://www.linkedin.com/in/zoe-stainsby-83706a2a/
zoe.stainsby@fuseint.com
Fuse: www.fuseint.com
https://www.linkedin.com/company/fuse-uk/
Instagram: @fuseagency
Books:Merge – Mark Holden: https://amzn.to/2JK7IJp
App:Blinkist: https://www.blinkist.com/
Have you ever eaten dog food?
This week we have a shaggy dog story for you as we talk to Kat Knocker, Head of Product and Customer Experience for tails.com.
It is my pleasure to introduce Kat Knocker, who has worked for some really interesting brand such as Innocent Drinks and graze.com throughout her career, but now Kat is all about keeping her customers in the center of everything tails.com does by creating an unforgettable user experience. Tails.com is an online dog food company with a difference, in that it tailors the right mix of food for each and every individual dog, so who should the be target… the dogs? Or their owners? I’ll let Kat deal with that one. But first I wanted to know, what we all wanted to know – what is the worst dog joke you hear all the time?
Takeaways- You must treat each and every one of your customers as an individual as they expect a personal, VIP experience every time. It isn’t only every dog that is unique, it’s also your customers. A clear customer-led value set is key to the success of tails.com.
-
A companies customer experience should be seamless and also delightful! As Kat so eloquently put it, remember back to a great restaurant experience where you felt like you were the only one’s in the place and were amazed by, not just the food, but the entire experience and the things you may not have even noticed. But remember that customer expectations change and it is important to keep up with these trends.
-
The only way you know if you have created a good, no, great customer experience, is to be a customer yourself. Be a customer from start to finish, go through each part of the process from the customers point of view, not your internal, rose tinted glasses view. You’ll be able to see what works, what doesn't, the pain points and the areas where opportunities to improve are, along with how you or your customers are actually feeling. And test, test everything. If you don’t, you are never really learning, you are just making a change.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksKat Knocker (LinkedIn): https://www.linkedin.com/in/kat-knocker-1b085211/
Tails.com: https://tails.com
CIM marking formula: http://regions.cim.co.uk/london/home/news/2017-march/studying-how-to-meet-the-examiner-s-expectations/
Books:The Lean Start-Up (Eric Ries): https://amzn.to/2KRzgxY
App:Evernote: https://evernote.com
Spotify: https://www.spotify.com/uk/
Sonos: https://www.sonos.com/
Customer Experience:Fitbit - https://www.fitbit.com/uk/home
Employer Branding is probably one of those Marketing topic that can be forgotten about as we focus on the external and turning prospects into clients and customers, but it is integral to an organisations success.
If not implemented correctly, if at all, it can actually hinder not only the progression and growth of a company financially but also diminish opportunities to attracted the best talent in the future.
So who better to show us the path to successful Employer Branding than Kim Kunze, who had a dream to one day work for Siemens and you know what, she does, as part of the Employer Branding and Social Innovations team, but I’ll let Kim explain more of that wonderful insight into dreaming big!
Takeaways
-
Every company uses employer brand regardless of if it being given the care and attention it clearly needs or not. It is everything and everywhere, both online and offline and some may say this is just another word for reputation, but it goes further than that and communicates the identity of the brand – its culture, values and beliefs.
-
Employer Value Proposition, EVP for short – is the terminology for who we are as an employer and what the we stands for – notice how I didn't use ‘the company’ there as listening to Kim it is obvious that a successful employer brand is more about the ‘we’ than the ‘company’, which considers the outside as well as inside perspective being - Attractive, true, credible, distinctive and sustainable, which then goes on to form the underlying messages of the communications strategy. But make sure that this EVP is resonating with your audience…. Unless you’ll end up with values attributed to one man…. Santa!
-
Kim explained that VR is being used to show what it is like to work for Siemens via their Siemens 360 degrees app (links are in the show notes). Now I know I’m not a huge fan of this technology… yet, this is a great interactive way of engaging with the next generation workforce and being at the forefront of such technology puts the Siemens brand in a different place or viewed differently than it would be if it wasn't using or at least trying new technologies.
And using VR as well in such an inventive way by simply using it to highlight that Siemens is more than just ‘washing machines’ – it’s robots, the London Underground and space - sign me up!
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksKim Kunze: https://www.linkedin.com/in/kim-kunze-3b76b5b/
Siemens: https://www.siemens.com/uk/en/home.html
Siemens 360°:
https://itunes.apple.com/gb/app/siemens-360/id1226530343?mt=8
https://play.google.com/store/apps/details?id=com.siemens.futuremakers&hl=en_GB
Books:Reinventing Organisations - Frederic Laloux:https://amzn.to/2t81yxb
Theory:Holacracy:https://www.holacracy.org
This episode is part two of a great two parter, you lucky, lucky people, so if you haven’t listened to the first part, do us all a favour and hop back to episode 21 and listen to the first part you will not be disappointed as our guest will not shut up about presenting and presentations – and again, it is marvelous, so marvelous in fact that this is why it’s split it into two parts - so that you can digest all this value in two manageable chunks – double delight.
Presentations are usually a great way to provide colleagues with information internally, so lets get back to our chat with Spencer Waldron, the Regional Director and Head of Story for Prezi in Europe (seamless aren’t we). Spencer has been helping to grow businesses in global markets and in marketing for more than 20 years. Where in the last episode we chatted about bad presentations and how Hollywood is catering for shorter attention spans. Let’s pick it back up on that same theme, but how we consume news in a different way that we used to, Spencer take it away.
Takeaways
-
What is your hero’s journey? What has been your struggle? Start your presentations with a story. Tell a story that illustrates the point you will be talking about or want to get across. Remember those emotional connections and engagement.
-
Check out the pyramid principal (link is in the show notes) – start with a statement or a conclusion or something you want your audience to believe in. From there, if further convincing is needed, provide three supporting arguments to back this up, and then three pieces of evidence for each of these, if needed. It’s a great way to structure a presentation and construct convincing arguments.
-
Augmented Reality (AR) could help us with presenting in the future in more interactive, immersive ways. We already have the technology (Smart Devices), that we are used to using and used to holding up in front of our faces, so the habitual changes aren’t that major.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksSpencer Waldron: https://www.linkedin.com/in/spencerwaldron/
Prezi: https://prezi.com
Andrew Abela From-To Think-Do Matrix (see page 10): http://extremepresentation.typepad.com/files/the-presentation---ebook---abela.pdf
Books:Impossible to Ignore (Carmen Simon): https://amzn.to/2Maqz1O
The Hero with A Thousand Faces (Joseph Campbell): https://amzn.to/2KiVZ5U
The Pyramid Principle:Logic in Writing and Thinking (Barbara Minto ): https://amzn.to/2txW5zm
App:LinkedIn: https://www.linkedin.com
Ever thought of rewarding yourself for doing a great job at something – why not? If not, wait to hear our top tip about just that. Speaking of rewarding, this episode is a two parter, you lucky, lucky people – as our guest would not shut up about presenting and presentations – and it is marvelous, so marvelous we’ve decided to split it into two parts so that you can digest all this value in two manageable chunks – delicious.
But first we need to chat to Spencer Waldron, the Regional Director and Head of Story for Prezi in Europe. Love that title. Who has been helping to grow businesses in global markets and in marketing for more than 20 years.
For those of you that don’t know, Prezi is a presentation tool that uses motion, zoom, and spatial relationships to bring ideas to life and make you a great presenter – or at least that what it describes itself as!
What started out for Spencer as a wider offering of Marketing services has led him down a path of specialising in presentations, but what is really interesting however, is the fact that Prezi was created at a time where one player in the presentation world was dominant – PowerPoint. So why take on a giant such a Microsoft in this industry? Because someone, somewhere, along the way, decided – I think I can do better than this!
Takeaways
-
The worst presentations, are the boring ones! Makes sense really. Make sure when you are presenting or you have to produce a presentation that you are making it useful and valuable for the audience. Try and think about what they want to get out of it and deliver. Remember, people are on your side, willing to learn from you, listen to you, they want you to be as good as you want to be so embrace it.
-
Check out the Andrew Abela’s From-To Think-Do Matrix. This simple think and do, before and after is really helpful in getting down what you want to achieve through your presentation. But don't forget the third column – feel (because connections are much easier when emotions are used).
-
Just be a nice person and look after others. Always try and go above and beyond the expected. Courage, Curiosity and Creativity.
Top Tip – Reward Yourself
Don’t forget to reward yourself during your research and assignment writing – create milestones where you can take a break and look back on how far you have come, it will give you encouragement to keep going and you may even surprise yourself in how much you have learnt. And don't forget to celebrate after you have passed each module and subsequently reached your qualification, as I know you will, you’ll smash it!
But in all seriousness, it’s important to keep reminding yourself, firstly why you are doing this and secondly how well you have done and are doing. Well done you, well done all of us… especially you!
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksSpencer Waldron: https://www.linkedin.com/in/spencerwaldron/
Prezi: https://prezi.com
Andrew Abela From-To Think-Do Matrix (see page 10): http://extremepresentation.typepad.com/files/the-presentation---ebook---abela.pdf
Books:Impossible to Ignore (Carmen Simon): https://amzn.to/2Maqz1O
The Hero with A Thousand Faces (Joseph Campbell): https://amzn.to/2KiVZ5U
The Pyramid Principle:Logic in Writing and Thinking (Barbara Minto ): https://amzn.to/2txW5zm
App:LinkedIn: https://www.linkedin.com
Lets say hello to our guest, CEO of Hearts and Science, Frances Ralston-Good. Helping clients find better ways to serve their customers and grow a business has been part of Frances DNA for over 20 years. As CEO, Frances leads Hearts and Science as the data-driven company uses a whole host of algorithms and software to understand the behavior of people and we are talking a lot more than just your average Excel spreadsheet.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksHearts & Science: https://www.hearts-science.com
info@hearts-science.com
02037 556 675
Books:Truth, Lies and Advertising (Jon Steel): https://amzn.to/2JavYoO
App:Whatsapp: https://www.whatsapp.com
Our guest this week is Leah Steele, Founder of Searching for Serenity, who has a compelling story to tell, her own story, away from Marketing! The reason I want you all to hear Leah’s story and the advices she brings in abundance, is that I think it may help some of you when overwhelm, stress or anxiety kicks in, regardless of where this comes from - work, home or more specifically in your studies.
Leah is a mentor to men and women struggling with exhaustion, burnout and overwhelm by focusing on time management, efficiency and decisive action taking, so its hard to believe she grew up wanting to be a lawyer.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksLeah Steele: https://www.linkedin.com/in/leahysteele/
Searching for Serenity: http://www.searchingforserenity.co.uk
Harvard Referencing System: https://my.cim.co.uk/media/34817/harvard-referencing-v3-2016-final.pdf
Books:You are a Bad Ass (Jen Sincero): https://amzn.to/2LOuEJG
App:Facebook: https://play.google.com/store/apps/details?id=com.facebook.katana&hl=en_GB
https://itunes.apple.com/gb/app/facebook/id284882215?mt=8
LinkedIn: https://mobile.linkedin.com
Telegram: https://telegram.org
Let's meet our guest. Luke Southern, the Managing Director of DRUM, Omnicom’s award winning content business that makes entertainment for brands, and honestly, you MUST listen to this, as it is a fascinating take on content. Luke’s career (starting with some high profile DJing at University), has covered and still does in his current role – brands, entertainment and technology – He’s a Brand-entertainologist…. I kinda just made that up, but what isn’t made up is that Luke has led the business through years of growth culminating in Cannes Lions award for content agency of the year for entertainment and advertising effectiveness.
Luke has made his career journey through some striking brands such as Virgin Media, PlayStation and Sony Music, creating compelling content that is built on winning share of mind, not buying share of voice. So being at the forefront of content creation, the best question to ask Luke to kicks things off was obviously to find out what the greatest music album of all time is?
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksLuke Southern: https://www.linkedin.com/in/luke-southern-3630a67/
Drum: http://drum.co.uk/
Proctor and Gamble History: https://www.cincinnati.com/story/news/2017/10/04/our-history-p-g-put-soap-soap-opera/732149001/
Puss In Boots – Interactive: https://www.imdb.com/title/tt7042082/
Google Speed Insight: https://developers.google.com/speed/pagespeed/insights/
CIM Marking Structure Overview: http://regions.cim.co.uk/london/home/news/2016-september/ten-essential-tips-for-studying-members/
Books:The Power of Habit: Why We Do What We Do, and How to Change - Charles Duhigg: https://amzn.to/2kb7Ur0
App:Coinbase: https://www.coinbase.com
Let's meet our guest – Dr. Fiona Ellis-Chadwick, Senior Lecturer in Retail Management and Director of Impact at the Institute for Research & Consultancy Application at Loughborough University.
Fiona had a successful commercial career in retail before becoming an academic in the field of digital marketing and online retail management and has co-authored some of the leading marketing management textbooks as well as having research published in numerous journals (all links are in the show notes as usual).
With a passion for bringing management and business education to life through such topics as retail marketing, digital technology and economic growth as well as leading multi-media teaching projects, Fiona has also worked as an academic consultant on The Virtual Revolution, Foods that make Billions, Evan’s business challenges and Radio 4’s The Bottom Line.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksFiona Ellis Chadwick: http://www.lboro.ac.uk/departments/sbe/staff/fiona-ellis-chadwick/
Books:Principles and Practice of Marketing (UK Higher Education Business Marketing): https://amzn.to/2IcPwbC
Principles and Practice of Marketing: https://amzn.to/2I9Mxoh
Digital Marketing: https://amzn.to/2jQlC2b
Digital Marketing: Strategy, Implementation and Practice: https://amzn.to/2IdAV3P
SOSTAC® Guide To Your Perfect Digital Marketing Plan: https://prsmith.org/books/
Google:The Way Back Machine: http://archive.org/web/
App:Uber: https://www.uber.com/en-GB/
Theory:Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant: https://amzn.to/2IcZ3PM
You’re going to enjoy this one as we discuss, amongst other things content creation, immersive experiences, multi-digital platforms, tribes, media consumption, the importance of being persistent and vomit.
Onto this weeks guest who is a professional speaker, author (of The Human Upgrade: The Power to Create Your Future), presenter, actor with a passion for what she does.
Naomi Sesay always had aspirations to work in media and despite being told to get a proper job, has since worked on BBC, Channel 4, Channel 5 and Sky TV but more notably at MTV, presenting MTV news and the very first Europe Music Awards.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksNaomi Sesay: https://www.linkedin.com/in/naomi-sesay-7b925b21/
The Human Upgrade: The Power to Create Your Future: https://amzn.to/2KjMAdB
SMART Objectives: https://www.youtube.com/watch?v=0Mi9_XEXQqc
Books:Think and Grow Rich (Napoleon Hill): https://amzn.to/2rEAUdM
App:fitbit: https://www.fitbit.com/uk/app
Theory:Quantum Theory: https://whatis.techtarget.com/definition/quantum-theory
We go deep into equality, openness, diversity, changing cultural bias, oh and swinging from stuff, with Ori Chandler, the Managing Director of Involve (the inclusion people) and without stealing her thunder, as she can put it far more eloquently than I can, champion diversity inclusion in businesses, but this is only half the story as throughout her career Ori has worked for various organisations representing their members and championing great causes.
Takeaways
-
A diverse workforce helps to attract and retain others, it’s all about talent management. The next generation, the millennials, look to organisations that have an open culture, where someone can thrive and grown rather than the structured approach you sometimes see in the more established companies, which can stifle diversity and creativity. Diversity of people also breeds diversity of thought, which in turn will help with understanding your clients and customers much better by way of happier, healthier more productive team members
-
I thought the reverse engineering of mentoring where senior leaders are paired with emerging talent so they can share their insight into what its like to be seen as different in a workplace of today is such a good idea. We can always learn and sometimes we just need to see things a little differently or from a different angle to start to actually understand something in a different way.
-
Openness is incredibly important and communicating openly is essential. This openness means you can be yourself, your best self. Getting out of your comfort zone to achieve this can only bring good, as this is where you start to create a culture that can thrive and you also get to know the true you - and who doesn't want to know the true you, you’re brilliant.
If you’re not being true, you’re not being true to yourself. No one should be held back by their identity - Be bold, be brave, be open.
Top Tip - Mentoring
My top tip this week includes a little advice on what to do after you have passed your qualification - and that's get a mentor, which I’ve mentioned in a previous episode not so long ago. You’ve worked hard, studied, done the research, written your last assignment, got the grade you wanted (obviously!) but now what? What is your clear plan after your qualification? You don't have to go it alone, in fact it would be ill advised to do so. You need someone that has been there and done that, almost emulating where you would like your career to go, someone that can advise you on the macro details and the long term future but also offer some help with the micro or day to day elements that you maybe struggling with.
Don't feel restricted by any way of asking multiple people to be mentors in different areas of experience, this can also pay dividends.
But where to go to find someone willing to be a mentor? I think you would be surprised how may people are willing to help the next generation of Marketers. I would advise staring with the CIMs own dedicated mentoring program which can be found at www.cim.co.uk/more/mentoringI have also mentioned this in previous episodes as I don't think it is highlighted enough or given the recognition it deserves as such a valuable resource to CIM members.
One final note, back in our interview with Ori, she mentioned reverse engineering the mentoring, which is a fantastic idea and something that could potentially work within Marketing, specifically around digital, social and influencers, so although I’ve mentioned only one way of finding a mentor, it maybe the case that you go direct to someone you admire on a social platform (younger or older, it doesn't really matter as long as they can provide advice and guidance to get you to where you want to be) – simply ask them if they’d be interested in mentoring you, but make sure it is specific to the area of their own expertise, they can only say no but they might just say yes!
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksInvolve: http://involvepeople.org
email: info@involve-people.org
Mentoring: www.cim.co.uk/more/mentoring
Books:Black Box Thinking: https://amzn.to/2r8Dj1b
App:Seven - 7 Minute Workout App:
https://itunes.apple.com/cg/app/seven-7-minute-workout-app/id650276551?mt=8
Idol:John Elkington: http://johnelkington.com
Paul Polman: https://www.unilever.com/about/who-we-are/our-leadership/paul-polman.html
If you’ve ever wondered how to put a great research project together then this episode is for you. This week we’re going to meet Dr. Zoe Dowling, the Lead Research Strategist for FocusVision, a research technology solutions provider.
As part of her work Zoe is also a consultant on the power of the research applications Focus Vision provides.
While thinking of an intro I looked at Zoe’s LinkedIn profile page (doing my own bit of research there) and realised that I couldn’t really summaries Zoe better than this page does so I quote:
An eclectic blend of researcher, technologist, sociologist and marketer with a rich background across functions, industries and countries, providing shape around the unstructured, delivering timely outcomes to meet business objectives.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksFocusVision: https://www.focusvision.com
SMART Objectives: https://www.smartinsights.com/goal-setting-evaluation/goals-kpis/define-smart-marketing-objectives/
Net Promoter Score: https://www.smartinsights.com/customer-engagement/customer-engagement-analytics/using-net-promoter-score-to-assess-marketing-effectiveness/
Smart Insights: https://www.smartinsights.com
SOSTAC: https://www.sostac.org
Theory / Concept (Book) :The Presentation of Self in Everyday Life: https://amzn.to/2rlXLut
App:Facebook: https://www.facebook.com
Idol:Nelson Mandela: https://en.wikipedia.org/wiki/Nelson_Mandela
We have a transatlantic feel to this episode as it features a conversation with Dr. Carl Marci, the Chief Neuroscientist at Nielsen Consumer Neuroscience who I met in the freezing city of Boston, Massachusetts, I’m pretty sure it has thawed a little by now. You’ll know how cold it was if you’ve seen my recent video that was posted, filmed just outside City Hall, where you can see the statue of one of the greatest basketball players of all time Bill Russell, now I filmed this on purpose, as what you can’t see is that this statue is surrounded by plinths depicting what Bill champions. On each was a different statement – teamwork, craftsmanship, imagination, commitment, words to inspire and motivate and this reminded me of why I started this podcast in the first place. I am passionate about what I do and the profession of Marketing, so if I can inspire one of you commit to developing your skills, dream bigger than you currently are, work harder to perfect your craft or build a culture around you that allows people to thrive then this would be more that I could ever have imagined would be possible for me to achieve with this podcast, and this is what I aim to do in the valuable time that you have allowed me access, so thank you.
Back to Dr. Carl Marci (taking a deep breath here as his accolades extensive) – A BA in psychology, an MA in psychology and philosophy, before becoming a Doctor at Harvard Medical School. But that wasn't enough as he went on to train in biometrics and the neuroscience of emotion and now is a provider of consumer based neuroscience using biometrics, and other technologies for measuring non-conscious processes related to media and marketing and how they effect consumer behavior and decision making.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksNielsen: http://www.nielsen.com/uk/en.html
Nielsen Neuroscience: http://www.nielsen.com/us/en/solutions/capabilities/consumer-neuroscience.html
Williams-Sonoma Bread Maker Price Case Study:http://myemail.constantcontact.com/Williams-Sonoma-Pricing-Tactic-Grows-Sales-for-Bread-Machine.html?soid=1102052405533&aid=JioWyC1Fesc
CIM Mentoring Program: https://www.cim.co.uk/more/mentoring/
Books:Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers: https://amzn.to/2jhp2e8
App:New York Times: http://www.nytimes.com/services/mobile/index.html
Theory:Ontogeny recapitulates Phylogeny: https://en.wikipedia.org/wiki/Recapitulation_theory
Idol:Bill Bradley: http://www.billbradley.com
Meet a Deputy Managing Director who discusses amongst other topics, product development, branding, customer service, digital communications and parachuting? Meet Leigh Riley, the Deputy Managing Director at Cosatto – a British designers of push chairs and prams. After not knowing what to do with his life for a few years (24 to be precise), Leigh found his passion for problem-solving at Cosatto and soon made his way up the ranks, very much ‘learning by doing’. A believer in life long learning (but fast, life long learning), Leigh understands the importance of listening to customers and trying to understand what they are trying to say rather than what they are actually saying in order to solve their problems, issues and pain points.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksCosatto: https://www.cosatto.com
Books:How Brands Grow: https://amzn.to/2r67g1S
Hacking Growth: https://amzn.to/2r8evFz
App:Audible: https://www.audible.co.uk
I’m so pleased that we finally have our first female guest! Our first, but definitely not our last I can assure you of that. And what a great guest it is. But before I get onto the guest intro.
If you do have any specific questions you’d like to ask and gain some honest feedback just get in touch, it’s not that difficult, you can find us on all the usual channels or simply email me directly – peter@marketingstudylab.co.uk and I look forward to hearing from you.
But before you do you have got to listen to this episodes guest Anahid Basmajian, who is the Head of Brand Marketing (EMEA) at AdRoll, an organisation that aims to build other businesses online presence, making advertising online simple and straightforward though personalization and automation.
Anahid is now responsible for branding, content, PR, marketing, client events, design, creative concepts, global projects, social and other thought leadership programs while also managing a virtual content marketing team in San Francisco, Tokyo and Sydney. Anahid's experience includes setting a Guinness World Record, all in aid of charity (but I’ll let her explain that one) and leading the international sales and marketing strategy for the No.1 Best Selling Business book 'Leading Digital' published by Harvard Business Review. And if all this wasn’t enough Anahid also runs AdRoll's CSR Program, but that isn’t the only thing Anahid runs as you’ll find out later...
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksThe Twitter: https://twitter.com/brandmajian
AdRoll: https://www.adroll.com/en-GB/
RollWorks: https://www.rollworks.com
The High Heeled Runner: https://highheelrunner.wordpress.com
Books:Leading Digital: https://amzn.to/2JBy6FD
App:Tube Exits: http://www.tubeexits.co.uk
In this episode we will be talking with someone that has help thousands, if not millions of organisations reach their goal in a simple and structured way, interested? Well, allow me to introduce to you Mr Paul Smith, or should I say PR Smith, a trainer, advisor, mentor and coach of integrated marketing, creativity and innovation, a founding CIM e-marketing (as it was called) senior examiner, so he knows a thing or two from the inside.
With at least 6 books to his name in 7 different languages and a personal passion for great sposrtsmanship, he is the creator of what was voted as one of the top 3 business models of all time by CIM – The SOSTAC Marketing Planning System.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Links
PR Smith: https://prsmith.org
SOSTAC: https://www.sostac.org
The Great Moments of Sportsmanship Programme: http://www.greatmomentsofsportsmanship.com
Books:
Books by PR Smith: https://prsmith.org/books/
Influence - The Psychology of Persuasion: https://amzn.to/2r8tj87
Digital Sense: https://amzn.to/2KkprIS
Apps:Garageband: https://www.apple.com/uk/mac/garageband/
Mematic: http://www.mematic.net
Shazam: https://www.shazam.com/gb
Model:
Urbany and Davis Three Circles:
https://prsmith.org/2015/09/10/beware-customers-see-your-competitive-advantage-differently/
https://hbr.org/2007/11/strategic-insight-in-three-circles
Andrew Canter is amongst the leading practitioners in branded content with over twenty five years experience.
Global CEO of the BCMA (Branded Content Marketing Association) promoting best practice, sharing knowledge and growing the branded content industry where he was instrumental in developing the global content monitoring evaluation system as well as launching the Institute of Content Marketing. As you can image we cover a lot of different topic including branded content, the ABCDE Model (Activate Branded Content, Distribute it, Evaluate it) and how digital has physically changed how we view content.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Links
Branded Content Marketing Association (BCMA): http://www.thebcma.info
Institute of Branded Content (IBC): http://www.thebcma.info/institute-of-branded-content/
Book:
Hero with a thousand faces: https://amzn.to/2r7NJ00
Methodology:
ABCDE Method for Branded Content (Activate Branded Content, Distribute it, Evaluate it): http://www.thebcma.info/the-abcde-method/
App:
Sky+: https://www.sky.com/mysky/latestnews/article/my-sky-updates/2012-09/get-even-more-from-sky-plus-with-the-sky-plus-app/
Author, digital strategist, co-founder of one of the, if not the go-to website for digital marketers, you can already see the value that this will bring you.
But first lets meet Dr Dave Chaffey. In 1997 Dave provided his first training course for online strategy to the CIM,a year later created his first website and then went on to write his first book on Digital back in 2000 at a time when Smart Phones, 4G, Facebook, Twitter, Youtube and Spotify didn’t even exist!
Dave is also the co-founder of Smart Insights, the library of digital marketing resources, author of numerous digital marketing books many of which have found there way onto the CIMs reading list for many modules and is famed more recently for creating the RACE model, a planning system for digital marketing.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksSmart Insights: https://www.smartinsights.com
(P)RACE Model: https://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/
Part 2 of 2: Mark Ritson is an adjunct professor of Marketing at Melbourne Business School, but his journey to this point in his career has taken many steps, from the University of Lancaster to developing a mini MBA with Marketing Week in which he also writes an award winning weekly column alongside contributing to various academic journals. Mark has also taught as MIT and London Business School to name just two and has also been the recipient of the Ferber Award for his doctoral thesis along with three other awards for his teaching. He has also worked as a private marketing consultant for some of the largest brands in the world such as Baxter, Loewe, McKinsey, PepsiCo, Subaru, Donna Karan, Westpac Group, Johnson & Johnson, Benefit, Amgen, Ericsson, Cloudy Bay, Unilever, KPMG and WD40. The list goes on but I'll let me fill in the rest.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksMarketing Week Column: https://www.marketingweek.com/focus/mark-ritson/
Mini MBA: https://mba.marketingweek.com
Tango Ad: https://www.youtube.com/watch?v=iqVFnxHWnlc
Hagen-Daz: https://www.youtube.com/watch?v=sj49lJJr17g
Leeds Rebranding: https://www.marketingweek.com/2018/01/31/mark-ritson-leeds-united-rebrand/
Book:
Art of War Sun Tzu: https://amzn.to/2JD0yaf
Model:
Net Promotor Score: https://www.smartinsights.com/customer-engagement/customer-engagement-analytics/using-net-promoter-score-to-assess-marketing-effectiveness/
App:
LinkedIn: https://www.linkedin.com/in/markritson/
Part 1 of 2: Mark Ritson is an adjunct professor of Marketing at Melbourne Business School, helping to develop the mini MBA with Marketing Week and also writing an award winning column in the same publication. His accolades are endless and Mark offers so much value that we've split this into a two parter.... you lucky people.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksMarketing Week Column: https://www.marketingweek.com/focus/mark-ritson/
Mini MBA: https://mba.marketingweek.com
Tango Ad: https://www.youtube.com/watch?v=iqVFnxHWnlc
Hagen-Daz: https://www.youtube.com/watch?v=sj49lJJr17g
Leeds Rebranding: https://www.marketingweek.com/2018/01/31/mark-ritson-leeds-united-rebrand/
Book:
Art of War Sun Tzu: https://amzn.to/2JD0yaf
Model:
Net Promotor Score: https://www.smartinsights.com/customer-engagement/customer-engagement-analytics/using-net-promoter-score-to-assess-marketing-effectiveness/
App:
LinkedIn: https://www.linkedin.com/in/markritson/
Part 2 of 2: Before we meet Ian Finch, MD and Owner of Mando Group, a digital agency that designs and delivers customer experience led websites, intranets and mobile apps that drive engagement and increase efficiency, you need to know that this interview is actually split into two and you can hear the first part of this interview by listening to the previous Marketing Study Lab episode, but in this one we discuss a beer fridge (whoop)!
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksMando Group: http://www.mando.agency
BIMA North West: https://www.bima.co.uk
Books:
Good to Great: https://amzn.to/2r8EKvE
Start with Why: https://amzn.to/2r9eeD7
App: Hotel Tonight: https://www.hoteltonight.com
Part 1 of 2: Before we meet Ian Finch, MD and Owner of Mando Group, a digital agency that designs and delivers customer experience led websites, intranets and mobile apps that drive engagement and increase efficiency, you need to know that this interview is actually split into two and you can hear the second part of this interview in the next Marketing Study Lab podcast.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
LinksMando Group: http://www.mando.agency
BIMA North West: https://www.bima.co.uk
Books:
Good to Great: https://amzn.to/2r9cdpQ
Start with Why: https://amzn.to/2HzKB8q
App:
Hotel Tonight: https://www.hoteltonight.com
In this episode we talk to John Newcomb, the Chief Executive of the BMF (Builders Merchant Federation) who provides a wonderful insight into how the non-profit trade association has doubled its membership, why Marketing, and in-particular Digital Marketing has helped to achieve this and why it is so important for all the BMFs members Merchant to invest into Digital strategies and concepts.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Links
Builders Merchant Federation: https://www.bmf.org.uk
Book:Philip Kotler Marketing Books: https://amzn.to/2KlskJA
App:
BMF Stockists (iTunes: https://itunes.apple.com/gb/app/bmf-stockistsearch/id1220396966?mt=8, Android: https://play.google.com/store/apps/details?id=com.ionicframework.bmfstockistsearch&hl=en_US)
In the second episode of Marketing Study Lab we meet Chris Dunkerley, the MD and owner of moocreations, a creative agency based in the North West.
Chris describes the company as a business growth 'kitchen' predominantly for SMEs based in the North West. With a background in graphic design, Chris has grown moocreations from what was a graphic design based company over the past 10 years to what it is now, focusing in on some very specific industries that the company understands and can offer not only a creative service but a 360 review and analysis of a business.
Chris explains his journey that has led him to start his own company, break from the traditional corporate career and why he loves delving deep into the underbelly or an organisation to help them uncover their strengths and weaknesses, opportunities and treats.
Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Links
Moocreations: https://www.moocreations.co.uk
Books:
Eat That Frog:https://amzn.to/2r9Q9v2
Fanatical Prospecting: https://amzn.to/2HGFhf9
App:
Shapr http://www.shapr.co
Introduction to Marketing Study Lab. Peter Sumpton, host and tutor will explain what Marketing Study Lab is all about, what to expect from future episodes and gives just a small snippet of whats to come.
marketingstudylab.co.uk
Happy Marketing Everyone!