The 19 Retail: Recent Episodes
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The 19 is Orange Label’s monthly podcast, tackling response marketing in retail. The 19 speaks to the entrepreneurial-minded, offering insight into industry trends and marketing strategy best practices. When you tune in to The 19, you’re not only getting response marketing insights in 19 minutes or less, you will also hear from consumers and industry influencers. Each episode will feature a different host, so that you can get to know the Orange Label team and history. The 19, after all, is derived from the sum of 1979, the year Orange Label was founded.
“You can’t read a label accurately from inside the bottle,” Drew McLellan, CEO of Agency Management Institute shares in our latest podcast. Translation: a fresh perspective can make all the difference. Discover what brands are looking for in a marketing agency partnership and how working with an agency can keep you ahead of the curve in this quick listen. [00:00:00] Rochelle Reiter: This is The…
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The dynamic world of wellness leaves opportunity for an array of brands to create their own authentic wellness strategy. Discover which markets are anticipated to grow and how your brand can most effectively make decisions to tap into up-and-coming wellness markets in Part 2 of our podcast with Communications Strategist Heidi Moon of the Global Wellness Summit. [00:00:00] Rochelle Reiter: This…
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2023 proposed the largest shakeup of the wellness industry that researchers have seen in the past 20 years, according to Heidi Moon, Communications Strategist of the Global Wellness Summit/Institute. In Part 1 of our podcast with Heidi, we cover these ground-breaking wellness trends, their effects on consumers and how brands can align themselves with the wellness movement. From more expensive…
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Did you make any purchases on Black Friday and Cyber Monday? Even as marketers, we got caught up in influencer posts about the “hottest Amazon sale items you need.” If you’re like us and 82% of adults, when searching for said items, you end up deep in the reviews section. In our new podcast, author and inbound marketer Marcus Sheridan shares the value of addressing the burning questions buyers are…
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October is almost here and that means uniting your team for the final quarter of 2023! In our latest podcast, Richard Newman, an award-winning expert in leadership communication, shares tried-and-true tips that you can implement into your strategy now to influence your team and positively impact your brand’s bottom line. From storytelling to personal presence, here are the insights that have kept…
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There are three different levels of connection: data, feelings and values. In our latest podcast, Author and UK Body Talk CEO Richard Newman reviews these three levels of connection and shares the one that can be most meaningful for brands to make an impact on their audience. From studying in a Tibetan monastery to teaching brand leaders how to better communicate, Richard Newman shares the...
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How can you effectively manage your social media in a way that connects with your audience? In today’s podcast, we speak to Albizu Garcia, marketer and co-founder of social media scheduling platform, Gain, to discuss what brands can do to stay relevant. From social media’s evolving landscape to tips on how to humanize your brand’s digital presence, this episode is full of strategic marketing tips that you don’t want to miss.
We’ve heard it buzzing around our networks, seen posts on social media and read news articles about it: artificial intelligence (AI). While there are varying viewpoints and levels of understanding on the technology, our take is that it can’t be ignored and is here to stay, bringing opportunity with it. To give his expert opinion on artificial intelligence for brands and marketers, we have special podcast guest Paul Roetzer. Paul is the founder and CEO of the Marketing AI Institute, an online education company that makes AI approachable and accessible to marketing and business leaders around the world. In this episode, he shares how brands can best use AI to enhance their marketing strategy and when to avoid AI, as well.
There are numerous moving parts when it comes to sustainable packaging. You need guidance on how to be sustainable, buy-ins from your business on initiatives and understanding from your customers on why your packaging shifts. Even the largest brands are still testing ways to be more sustainable with their packaging. The Executive Editor of Packaging Digest, Lisa McTigue Pierce...
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Time flies when you’re having fun. You know the saying, but have you ever thought about how it applies to the workplace? In our podcast, author and entrepreneur Kristi Herold shares how incorporating little bits of playfulness and fun throughout the workday can boost productivity, enhance creativity, improve employee retention and grow your business’ bottom line. Rochelle Reiter: [00:00:04] This...
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In Part Two of our podcast, Jenny Dinnen shares three real-world examples of brands that utilized data insights to reconfigure their strategies and best connect with their audiences. From a financial institution to a hardware store and a non-profit organization, here’s how data can be used to confirm or challenge your marketing strategy.
Rochelle Reiter: [00:00:00] This is The 19, a podcast that delivers marketing insights from Orange Label in 19 minutes or less. This year, the agency is celebrating 50 years of working with established brands that are driven by a fearless entrepreneurial mindset. What does this mean for you? It means enriched conversations and stories with marketing and leadership experts aimed at improving lives.
Rochelle Reiter: [00:00:28] Welcome back to The 19: Entrepreneur Edition! Let’s jump back into customer data and insights with MacKenzie Corporatation’s Jenny Dinnen.
Rochelle Reiter: [00:00:36] So we track the CMO surveys. They come out twice a year, and the latest one reports that brands tripled investments in marketing, research and intelligence since February of 2020.
Jenny Dinnen: [00:00:47] Wow, I love that.
Rochelle Reiter: [00:00:47] So that’s yeah, it was pre-pandemic, right?
Jenny Dinnen: [00:00:51] Yes.
Rochelle Reiter: [00:00:51] So in your experience, why do you think more and more brands are relying on research and intelligence after the pandemic?
Jenny Dinnen: [00:00:58] When the entire world just shifted upside down.
Rochelle Reiter: [00:01:01] Right.
Jenny Dinnen: [00:01:01] You know, it’s funny of being in this business for a long time. For a while, we were in the convincing business. We were trying to convince people like, hey, you should be using data.
Rochelle Reiter: [00:01:10] Right.
Jenny Dinnen: [00:01:10] We have information, you know, instead of making decisions based on gut feel or of what’s always worked in the past, like there is information that’s showing you trends and patterns of what’s happening. So we were in the convincing business we are now, which feels nice in the confirming business. Like everyone’s like, okay, we know that we need to. I mean, one, I think there’s a lot of buzz things out there right now. When we went through the big data buzzword there for a minute, which is good, but in theory most companies are drowning in information. And some of them it’s kind of like we need like small data or middle medium data, like just use what you’re have here. And there’s so much talk about being a customer centric companies, but I think that people don’t know exactly what that means or where that is. But why is the investment happening? There are so many tools out there that is making it easier to gather information, to collect information, to connect with. I mean, there’s so many tools out there. I was chatting with someone earlier this morning. I think last year maybe it was maybe in 2020. There are four billion surveys that were sent out, which is mind boggling. That’s just like mind boggling to me, the fact that everyone from the bagel shop to every single airline and hotel and rental car can send out their own surveys, I think is fantastic. The tools that are available that are coming online are there that companies can do it. I believe what’s missing, which we might get to a little bit, is then remembering just because you can collect all the information, we still need to say what does that information mean?
Rochelle Reiter: [00:02:46] Yes.
Jenny Dinnen: [00:02:46] So why do I think it’s doubling? I think that the technology is exponentially coming online for the tools that are available.
Rochelle Reiter: [00:02:53] Yeah.
Jenny Dinnen: [00:02:53] And they’re starting to see, hey, we need to be able to connect with our customers. I also think that a lot of things got expedited in the pandemic and realizing most companies realize we need to do something different. And so it like spurred, okay, we’ve wanted to do this for a while. We’ve wanted to do all these online and tracking and things. And so the pandemic pushed a lot of that forward, which I think will create some new opportunities out there. There is so much to dig into!
Rochelle Reiter: [00:03:27] Yeah, so there’s more tools, more brands have access to like free survey tools.
Jenny Dinnen: [00:03:32] Oh my gosh, yes!
Rochelle Reiter: [00:03:33] But what you do is different.
Jenny Dinnen: [00:03:34] Yes.
Rochelle Reiter: [00:03:34] So how do most of your clients apply the insights that you provide to them within their businesses? What are they using you for in terms of more intricate studies, more deep studies that are done by professionals that they can then turn around and make change in their business?
Jenny Dinnen: [00:03:51] We help on multiple pieces of it. One developing an overall research strategy. Some people will come in and they do like one survey, Hey, we want to find out about our customers. And so they do one big survey. They survey all their customers one time a year. And if we’re thinking about a journey, then we’re probably hitting people are connecting with people that might have purchased, you know, a week ago, a year ago, two years ago. So the questions are not making sense of where we do, right. So we help people come up with an overall research strategy so that they can be connecting with people all along the journey. How they’re using that then is to be able to say, hey, into the customer experience of knowing on the front end how to better connect with. So we example, we just I just got back from St. Louis last week. We’re working with First Bank and they’ve got a center for family owned businesses and they want to know how do we better connect with and provide services to our customers, What is it that they need? So they came to us and said we did a research project with them on the front end to say, What are your biggest challenges as a family businesses? But what are the segments that we’re talking to? So instead of talking to family businesses as a whole and having one marketing message, we came in of who’s G1, G2. And not even G1 right they’re the entrepreneurs in the beginning of starting their business, maybe husband and wife, or are they a G1 where they’re looking in the succession planning piece of it and they’re looking to turn it over to a G2. What are their issues? What are their challenges? What’s going on? So now First Bank is able to come in and they’re able to communicate and talk with their customers and prospects in the way that they want to be talked to, and they’re able to target them and connect with them and offer services that make the most sense to them.
Rochelle Reiter: [00:05:38] Right.
Jenny Dinnen: [00:05:38] That was part of a getting to know you survey and initiative on the front end. We also work with our clients that if we go along the journey in the customer experience space. So in saying, you know, where are we potentially losing customers? We had a client come and they said, hey, we need we need help with marketing. We need to find out what our customers want so we can get more of them. We came in and we started looking at all the information and we said, quite honestly, you don’t have a marketing problem, you have a retention problem. They were bringing in so many customers on their front end and losing them through the process. I said, listen, we need to plug the holes and look at your customer experience before we just keep bringing in more on the front end. Let’s look at the data and let’s say, what is it that’s actually happening? So we came in and we looked at their customer experience and we said, listen, you guys are promising on sales and marketing XYZ experience when they come in. That’s not the experience that they actually are having and they’re upset about it and you’re losing them.
Rochelle Reiter: [00:06:36] Right.
Jenny Dinnen: [00:06:36] So one, we adjusted what the actual experience was on the front end and then went back because quite honestly there are certain things that they couldn’t fix then we shouldn’t be promising that on the front end in sales and marketing. Most of the time there’s a disconnect between what sales and marketing is talking about and then what the actual experience is that the customers are having. And we can’t then be upset with our customers for being frustrated. So back to the question of how are brands using the data? They’re coming back to say this is what our customers thought, the front end, this is what their perception was, this is what their expectation is and this is what the actual experience is. And we can start adjusting along the way of what our marketing messaging should be, what our experience should be, so that then loyalty is up higher on the back end.
Rochelle Reiter: [00:07:23] Well and I can imagine it would lead to inefficiencies overall if that’s not happening and could be detrimental to the brand value in the long run.
Jenny Dinnen: [00:07:30] It’s amazing to me of opening the doors. You know, I talked to a lot of brands and I’m surprised sometimes when brands kind of even on the front end of the data. But some brands and folks will shy away from asking customers, you know, it’s kind of like we want to be customer centric. I’m like, let’s go out and actually talk to the customers and they’ll shy away from actually talking to customers. Could either be, we’re too busy for that. We already know the answer to that, or maybe we don’t want to hear negative things, you know, that’s out there. I mean, all of the above. It’s happening one way or the other.
Rochelle Reiter: [00:08:03] Might as well know about it.
Jenny Dinnen: [00:08:04] And when you just said, like efficiency of losing money, losing pieces, you’ve got employees trying really hard to do amazing work. If there’s inefficiencies of what’s going on, you know, we are all consumers sometimes eye opening for people when I chat with them. But if I have a bad experience, if I buy something from a brand and they promise XYZ and it wasn’t delivered on time or it didn’t work the way that it was promised, I sure as heck am going to go out and be telling my friends and family about that.
Rochelle Reiter: [00:08:31] Yeah.
Jenny Dinnen: [00:08:32] So the ones the people that take the time to either fill out your surveys or connect with call into customer service, those are the few because there’s nine out of ten are not calling in to talk about it. They’re just out telling somebody else about a not fantastic experience. These are opportunities to say, hey, thank you so much for reaching out. What can we do about it? How do we change next time and or how do we explain what happened there? So the next time either that expectation is not out of line, if they thought it was going to be next day delivered, but it’s actually three day, why don’t we explain what’s happening out there?
Rochelle Reiter: [00:09:10] Sure.
Jenny Dinnen: [00:09:10] Why don’t we talk about what was going on? Like opening the line of communication shouldn’t be as scary as it seems to be.
Rochelle Reiter: [00:09:18] No, no. So can you think of a specific success story that stands out to you on how your data transformed a client’s brand strategy?
Jenny Dinnen: [00:09:27] We recently worked with, so we do a bit in the nonprofit space as well. We are working with a client and they were going through a brand refresh. So a lot of times then we’ll work with amazing creative agencies like yourself. And so they were going through it and they’re in the homelessness space and we’re going through a brand refresh. They brought us in and said, Hey, before we go out and do a brand refresh and based on internally what we’re thinking, why don’t we go out and do a brand perception, brand awareness study of the community at large, which we’re going to be out in there. So we went out and did a blind study, one of meeting who in the space is helping in the homelessness space, right? So blind, we didn’t say who the client was. So at least we know of where they where this company sits in relation to others. Some things came out of and it was things like Salvation Army or churches or things came out and it was like, Wait a second, that’s not who helps, but that’s what the general population believes. To them, we came in and started saying, and what is your overall thoughts on this, right? And so we were able to get some very interesting insights from the community of their thoughts and opinions about the topic or the issue at large, and then came in and really started talking about the nonprofit specifically about what they thought about it. So out of the data that they have and the insights that we gathered, they were able to come up with a new and refresh that’s coming; I think just recently came out. And able to do their brand refresh and brand positioning based on the actual input from the community so that they know. And so they put together their entire kind of branding strategy going forward now based on reality and not based on and I love when we’re presenting research like, man, I didn’t even realize this is what people thought. I didn’t even realize that people thought that this was a solution. And now we know how we can position ourselves against others. And there are some white spaces available in order to help and position them.
Rochelle Reiter: [00:11:31] That’s great. It almost seems, because this is your business, probably really silly to go through a brand refresh or starting a brand without doing the the groundwork for the research, because you could just be throwing a dart at a board, right?
Jenny Dinnen: [00:11:44] Yeah. I mean, the thing is that we all come in this space and I think I was so blessed. I said I had worked at Home Depot back in the day, but my very first boss there, Cherish. So I used to work, I worked in San Diego and I was in charge of two to four page fliers. It’s kind of silly and certain product lines. I did a hurricane preparedness, huge initiative and we did ice melt. Actually being in St. Louis, we were just talking about this being from Southern California and creating hurricane preparedness and ice melt. And we were doing some pool supply type of things and our clients were the maintenance guys. So we were on the B2B side. So the maintenance guys are working at hotels, apartment complexes, whatnot, and dealing with issues that I had never dealt with. You know, I was working in my cubicle down in San Diego and I was creating fliers that I thought were beautiful of what they were. But, you know, Cherish my old boss had said, Jenny, have you ever actually gone in and went into their offices, which is really like supply closets of where they had all their supplies for the pool supplies and these different pieces? I said, no, you know, And so she would send us out to go actually talk to our end consumers, which to your point, seemed mind boggling at the time. But I could see what they were dealing with, what they were up against, what it actually meant to be. I mean, I didn’t even know what ice melt was and I’m creating fliers for it. So she would send us out in the field and actually go talk to these people. And even on the pool supply one, we created these big, beautiful posters that we thought could go on the wall. We went in and we went in their supply closet and there was not even an inch on the wall for these, like big, beautiful posters. We’re like, okay, now we know what we are working with. Now we realize the types of space that they need, the language that they’re using, what they’re doing. And then we could also say, What else are you doing to solve this problem? And we didn’t even know that they were solving certain problems with XYZ solution as we’re selling ours back to the indirect competitors instead of just we just knew these were our direct competitors, but they’re like, oh, we’re also doing all of these things over here. So getting out, talking to people, use the data, but go beyond it.
Rochelle Reiter: [00:13:48] Go beyond, Yeah. So where do you see research, data and insights in the next five years?
Jenny Dinnen: [00:13:53] Taking over the world! I am hopeful and I’m seeing it more and more that it has a bigger seat at the table. A lot of times people are only looking at technology when they’re thinking about the future of like, oh man, we’re going to have like these future robots and we’re going to have all these future AI and all of this kind of stuff. That is a big part of it. I mean, the technology will not slow down, but we need to make sure as we’re looking at kind of futures, we’re looking at the entire sweep of social, political, economic, environmental and technology. So there’s a lot of things in the future here. So what I hope the future is, data insights research, is that we put a stronger focus on the human beings and what we can do with it. And so with the rise of CX and customer experience and having a customer experience person at the seat of the table, they should be reporting to the CEO using data and research. I would love more. And we’re seeing more and more of it of everyone within a company coming and saying, hey, what is it that the customers want? Where are the customers at? What is the future of this? So we’re going to leverage technology and gathering this information, but we have to humanize what’s happening there. We cannot ignore the why behind what’s happening. You know, I was speaking to some students just recently. At the end I did all presentation and it was lovely. At the end, one of the students said, So now that we can just track everything that people are doing, are you even relevant? I said 100%. Like we have to not ignore that there are human beings. And the why behind we cannot get to and I hope that we advocate more. We cannot get to a point where we’re just tracking what people are doing and only using data and not understanding and connecting with human beings. People want to be part of a community. People want to be heard. They want to be connecting with other human beings like this is who we are. And so I am hopeful that it has a larger seat at the table. They were able to dig in deeper, to understand in order to create product services and experiences that people actually want. Like, I don’t want to just keep turning out things that don’t matter.
Rochelle Reiter: [00:16:06] Yeah. Jenny, such great insights today with you and always thank you so much for being on The 19.
Jenny Dinnen: [00:16:13] Oh, thank you so much for having me.
Rochelle Reiter: [00:16:21] Thank you for listening to Part Two of The 19: Entrepreneur Edition with Certified Foresight Practitioner Jenny Dinnenn. You can learn more about the MacKenzie Corporation at MacKenzie Corp dot com. If you have additional insights on the topics we discuss today, send us an email. You can send questions, comments and more to R-R-E-I-T-E-R at Orange Label Advertising dot com.
Rochelle Reiter: [00:16:48] A special thank you goes out to our contributors Ryan Nagel, Micah Panzich, who edits our show, and Senior Content Writer Ashley Ruiz. Be sure to subscribe to The 19 on Apple Podcasts, Google Play and Spotify. And if you like what you heard today, leave us a review!
The post The 19: Entrepreneur Edition with Certified Foresight Practitioner Jenny Dinnen Part Two appeared first on Orange Label.
Brands are always looking for ways to stay relevant! With 38 years in the data collection industry, MacKenzie Corporation understands how to pivot and incorporate changes to help brands evolve to meet customer needs. Co-owner Jenny Dinnen shares the secrets to the organization’s success and tips on how to use data to enhance the customer experience in this two-part podcast.
Rochelle Reiter: [00:00:00] This is The 19, a podcast that delivers marketing insights from Orange Label in 19 minutes or less. This year, the agency is celebrating 50 years of working with established brands that are driven by a fearless entrepreneurial mindset. What does this mean for you? It means enriched conversations and stories with marketing and leadership experts aimed at improving lives.
Rochelle Reiter: [00:00:29] Hello and welcome to The 19: Entrepreneur Edition! I’m Rochelle Reiter, President of Orange Label. You’ve likely heard the saying, “It’s better to be proactive than reactive.” But when it comes to brand marketing, how can brands be proactive? One way to remain agile in an ever changing market is through data driven decision making. Specializing in forward-thinking, data-focused solutions is our guest, Jenny Dinnen. Jenny is the co-owner of MacKenzie Corporation, a customer insights consulting firm, and a certified foresight practitioner. Jenny, welcome to The 19. We’re so excited to have you on the show today!
Jenny Dinnen: [00:01:05] Thank you for having me. I’m so excited!
Rochelle Reiter: [00:01:11] First of all, let’s start off with what types of research McKinsey Corporation provides to brands and organizations?
Jenny Dinnen: [00:01:19] Oh, my gosh, what type? So we’ve been doing this for a minute. We’ve been around for 35 years. You know, most of the research that we do. Kind of broad stroke is all around, I mean, customer insights, right? So which I know broadly speaking, but really we are looking to understand the human beings on the other end of products, services and experiences. So when you back up and talk about the human beings on the other end of that, that really opens up the scope from not just customers but prospects, customers, employees, stakeholders. So we do a wide variety of research projects and really all along the customer journey. So we kind of get in a little bit deeper of what that means, but a lot of quantitative and qualitative.
Rochelle Reiter: [00:02:06] Right.
Jenny Dinnen: [00:02:07] Kind of get it of what all that means there, but research to really start understanding the human beings and their buying behaviors and what’s going on, the why behind they buy.
Rochelle Reiter: [00:02:16] The why.
Jenny Dinnen: [00:02:17] Yes!
Rochelle Reiter: [00:02:17] That’s great! So you’ve been in business for 35 years, which you mentioned, and your positioning for your brand is be relevant, stay relevant. Can you expand on your secret to remaining in business for 35 years?
Jenny Dinnen: [00:02:30] Yeah, so 35 years. So and I guess to back up, I think 35, 38 years something. So my dad started the business a long time ago. So we are a family business. My twin sister and I are in and running the business, so we came in 12, 15 some years ago. So I’ll kind of pick up from I mean, well, growing up in the business in high school and working with them, but when Kate and I came into the business, the data analytics space has changed so much from 35 years ago, and I feel like it was like Dad catching lightning in a bottle way back when. When Kate and I came in we started thinking. What is happening outside of just our business, which I think is a really big thing for businesses to be doing, is I think for a while there it was head down getting the job done, just doing what we needed to do. Kate and I had the honor of coming in and taking a look back and outside and bringing in our outside experience and saying, what else is happening in this space? What’s affecting the space? So instead of just working in the business or working on the business, which I’m sure as any business owner. So we are always out talking to people, which kind of comes back to the reason of doing research. But we’re out talking to people, we’re out exploring, we’re out at conferences that are outside of our space to find out what is happening in the world and how can we pivot and adjust our business to meet the needs that are changing. Instead of holding so strongly to what we’ve always done. How do we kind of loosen the grip a little bit to say, Hey, listen, the world is changing around us and we need to be changing at the same time.
Rochelle Reiter: [00:04:07] Changing for relevancy?
Jenny Dinnen: [00:04:08] Oh, my gosh. Yes, I mean, yeah, if you think about the data space from 35 years ago, in theory, we’re doing the same thing of helping people figure out who their customers are, how to stay in touch with them, how to find more of them. But we are now drowning in data, most companies out there. The variety of information that’s in there, the types of conversations that are having. So we’ve had to pivot and adjust along the way for how we’re serving our clients.
Rochelle Reiter: [00:04:37] Pivoting and adjusting. That’s probably the biggest secret, right?
Jenny Dinnen: [00:04:40] Yes!
Rochelle Reiter: [00:04:41] It’s no secret. You have to do that.
Jenny Dinnen: [00:04:43] I know, as I say, it seems like an obvious type of thing out there, but especially while I think any kind of legacy business, but family businesses as well, there’s a lot of honoring the past. This is what we’ve done. I’m sure everyone is heard and not just in family businesses as this is the way we do it here, you know?
Rochelle Reiter: [00:05:00] Yeah.
Jenny Dinnen: [00:05:00] And so Kate and I are really big on changing and evolving, but we’re not changing for change sake. We’re changing to make sure that we are being our way of honoring our dad and our company is to make sure that we’re still going to be here in another 35 years from now.
Rochelle Reiter: [00:05:16] Yes.
Jenny Dinnen: [00:05:16] And that means loosening up a little bit. So being very clear on the overall mission of the company of what we’re doing, but looser on exactly how we’re getting there. And I mean, it’s not rocket science of pivoting and keeping our heads up and seeing what else is going on out there.
Rochelle Reiter: [00:05:32] Right. Well, when your company was founded, direct consumer feedback played an essential role in the business, and it still does today.
Jenny Dinnen: [00:05:38] Yeah.
Rochelle Reiter: [00:05:39] Why is hearing from the customer so important and how can brands tap into this?
Jenny Dinnen: [00:05:44] Oh my gosh, I am so passionate about this. People and customers, but people want their voices to be heard. People want to be a part of the process. And there’s so much low hanging fruit out there. I mean, sometimes I believe that some companies forget that we exist to serve the customers, right? Like we do not exist without customers and then buying our products and services. And they in a world right now, especially what we’ve just lived through the past few years. So much has changed in every way, shape and form. And so if we are not staying close to the customers and staying close to the people and really asking them what’s going on in their lives, what matters most to them, what are they looking to accomplish, then we’re becoming disconnected from our customers, especially right now in a very competitive space. Everyone, one should be looking at their competitors, and that’s not only their direct competitors, but their indirect competitors. Like where else are customers spending time, attention and money because there’s so much competition out there. So why does it matter to me? It gets back to the question why does it matter to get close to the customer and getting customer insights? Because they’re the ones buying from us.
Rochelle Reiter: [00:06:57] Right, right.
Jenny Dinnen: [00:06:59] I mean, it’s just this, you know, and they will tell you what matters most to them. They’re going to tell you why they’re looking to buy where they’re going, what else is happening in their lives. I think sometimes we forget as brands that our products and services don’t operate in a vacuum.
Rochelle Reiter: [00:07:16] Right.
Jenny Dinnen: [00:07:16] And so if we can then find out what else is happening in their lives and kind of step back a little bit, then we could better serve them and say, okay, I’m not only selling this one product, but they’re also trying to solve this. And now I can also expand the products and services that I have. This is how we pivot and evolve and staying close to them. There’s so much opportunity right now for brands that actually lean in and listen and connect to their customers. Might not seem like it right now, but customers, like I said, want their voices to be heard. They want to be respected and they want to be loyal to companies that actually listen to them and create products and services for them. There’s so much opportunity right now.
Rochelle Reiter: [00:08:01] I agree. I agree. The holidays are coming up. So do you see any I know already, right. How can brands use data to enhance the experience, especially during the holiday season this year?
Jenny Dinnen: [00:08:12] Oh, my gosh. You know, I think that there’s how do they use data and customer insights? It’s like a few pieces and not just in the holiday, but yeah, for the holiday season. One, I think it’s really important for brands, as I said in the very beginning. So many companies are drowning in information, I guess I’ll say drowning in data. How do we step back and say, what information are we collecting on our prospect’s customers to start seeing what patterns and trends are we seeing happening? Right? So instead of just looking so closely of exactly where they clicking, what are they doing? Like, what is the bigger picture that’s kind of emerging and trying to evolve here. So that we can get a bigger idea of what consumers are looking for and what they want from us. So one, use the data that they have. It’s again it’s such a funny thing to say, but I think a lot of times companies are out there looking to say, how do we collect more and more and more information? So one, let’s use the information that is already sitting in your company’s website. What are they looking to buy? What’s going on? And then if we start asking them like what really matters to them right now, what actually are they most excited about for the for the holidays? What are the pieces that they want to be bringing in for tradition with their families? What are the things that we can be digging into to create a deeper relationship with people? So we’re moving out of just the transaction, right? Because that we don’t want to be in a race to the bottom on pricing, right? We want people to have a personal connection with us to be telling the stories that are happening to engage deeper with us. So using the data. So how do companies use data today for the holiday season? Dig in deeper!
Rochelle Reiter: [00:10:03] Right.
Jenny Dinnen: [00:10:05] To find out what is all this information telling us, like, what’s the why behind the data? Those are the people that are going to be coming out ahead in addition to I mean, I guess I should say at the very least, if customers are telling you I’m putting kind of an air quotes here, by the way, that they’re engaging with you, that they want to be shopping online or they want to be going in store, they want to be doing these things. Our customers are giving us a lot of information that’s telling us how they want to be engaged with us, Right? Listen to it.
Rochelle Reiter: [00:10:35] And use it.
Jenny Dinnen: [00:10:36] And use it, yeah. So that should be kind of table stake at the moment.
Rochelle Reiter: [00:10:41] Sure.
Jenny Dinnen: [00:10:42] And then how do you want to create a deeper relationship with your customers is then going into the why behind of what they’re doing and creating your story to match along with what they’re looking to accomplish?
Rochelle Reiter: [00:10:54] Sure, sure. If you were to give one piece of advice to brands about the importance of data, what would you say?
Jenny Dinnen: [00:11:01] I think a really big piece is remembering. I feel a tiny bit like a broken record, but remember that there are human beings on the other end of the data of the information yhat’s coming in. You know, I think a lot of times companies get so fixated on the number, right? Like, so we do a lot of customer satisfaction surveys, MPS surveys, like all of these type of tracking type of pieces or brand awareness numbers. And so we’ll get stuck on the we’re a 92.7 or we’re the six point whatever on the MPS. We’re a number, you know, in that data and tracking the number so closely. But if we step back and remember that there are human beings on the other end of this, and what is it telling us?
Rochelle Reiter: [00:11:47] Right.
Jenny Dinnen: [00:11:48] You know, as you’re coming in and we’re getting information on surveys and if scores are going down, then people, scrambled, oh my gosh, you know, what are we doing? We’re going from a 7.5 to a whatever, 6.8 or something. And so we’re fixating on the number as opposed to then coming out and saying okay, what’s actually happening? How do we go out? How do we talk to people? What is actually happening, How do we talk to our employees? Because they probably know. I mean, a big part of this is not just data from our customers, but also from the internal team. They have so much information. What’s going on? Are there more hold times out there or did we have a defect in our product or did we have something like what is actually happening to drive the numbers in the data? So remember, there’s human beings on the other end of it, one to tracking over time. So you can see what happens. A lot of times I think we’ve talked about before, sometimes companies are brands will do a one time survey, you know, and think like, okay, this is this is it, this is the answer. This is what’s going on. But that’s giving us a snapshot in time. If it just sits on the shelf. You know, how do we use that information? How do we go? How do we give the information and the data to the internal team members that actually can use it?
Rochelle Reiter: [00:13:06] Right.
Jenny Dinnen: [00:13:06] You know, like back in the day, one of my first jobs, I worked at Home Depot and I was on the B2B side of Home Depot in marketing. But we got our weekly reports of all of the, we’ve got, tracking reports based on this. But we had every single call that came in the call center, so we knew exactly how many came into the call center. They were coded and again, that’s looking at the very top number of what our scores was, but it was broken out for department of what the issues were. We knew for marketing, this is what we had to deal with merchandizing, customer service, logistics, like every single one. It came down so we could actually fix the problems and we knew what was going on and they were assigned to the right department because if we’re just looking at the high up number, nobody’s really doing anything with the information. So how do we then assign the issues that are coming in or the questions that are coming in to actual people within the organization that can solve those problems?
Rochelle Reiter: [00:13:57] Yes.
Jenny Dinnen: [00:13:58] So it disseminate. That’s not that’s more than just one piece of advice.
Rochelle Reiter: [00:14:02] Yeah, but that is okay.
Jenny Dinnen: [00:14:03] I rolled in a bunch of stuff, but make sure that you’re taking the information and disseminating it down to people within the organization that can actually help and solve some problems.
Rochelle Reiter: [00:14:13] Exactly.
Jenny Dinnen: [00:14:14] Yes, empower your employees.
Rochelle Reiter: [00:14:16] Yes!
Jenny Dinnen: [00:14:17] With the data!
Rochelle Reiter: [00:14:17] Right?
Jenny Dinnen: [00:14:18] Yes!
Rochelle Reiter: [00:14:19] It seems intuitive, but I think sometimes there’s so many initiatives going on at companies that that that step gets lost.
Jenny Dinnen: [00:14:26] Yes. Yes. And I think of taking a look at the entire customer experience. Sometimes it gets so big, but when you do break it down and say, okay, here’s a piece of information, who can actually do something with it? And then that empowers the employees to say, hey, what can we do? How do I make things better for them? What’s happening with our customers so we know what’s happening.
Rochelle Reiter: [00:14:47] Right, right.
Rochelle Reiter: [00:14:53] Thank you for listening to The 19: Entrepreneur Edition with MacKenzie Corporation’s Jenny Dinnen. You can connect with Jenny and learn more about Mackenzie at MacKenzie Corp dot com. For insights on Orange Label’s data driven marketing services, visit Orange Label Advertising dot com or email R-R-E-I-T-E-R at Orange Label Advertising dot com.
Rochelle Reiter: [00:15:25] A special thank you goes out to our contributors Ryan Nagel, Micah Panzich, who edits our show, and Senior Content Writer Ashley Ruiz. Be sure to subscribe to The 19 on Apple Podcasts, Google Play and Spotify. And if you like what you heard today, leave us a review!
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What comes to mind when you think of sports sponsorships? If it’s big-name brands and big budgets, you’re not alone. With 20 years in the world of sports marketing, Matt Wiech shares how brands of various sizes can get creative with sports sponsorships to find the perfect match. From the benefits and risks, to current […]
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Rochelle Reiter: [00:00:00] This is The 19 a podcast that delivers marketing insights from Orange Label in 19 minutes or less. This year, the agency is celebrating fifty years of working with established brands that are driven by a fearless entrepreneurial mindset. What does this mean for you? It means enriched conversations and stories with […]
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When searching for influencers for your brand, it’s easy to get wrapped up in the number of followers they have. Pause and let the follower count drift to the background. Are they producing creative, quality content? Do (real) people comment on their posts? Are they already posting about your brand or engaging with it? Jackpot! […]
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Influencer marketing may not be for everybody. By the end of this podcast episode, you’ll know exactly what influencer marketing is, how brands benefit from it and how to decide whether it’s a fit for you. With spending on influencer marketing forecast to reach $5 billion in 2023, this is a must-listen podcast to plan […]
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For nearly a decade, the Sprout Social Index has gathered data on social media marketing to help brands better connect with their audience. The most recent Index interviews 1,000 US consumers and 500 US marketers to reveal the top trends on social media in 2022 and insight into what’s to come. Listen to our exclusive […]
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There are some podcasts that leave you so motivated, you find yourself nodding along with them. This is one of them. In this new episode of The 19: Entrepreneur Edition, Olympian Lina Taylor shares the very same tips that she used to develop her personal brand. From finding clarity in your vision to sharing your […]
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More content, connections and creative control – a branded podcast can deliver all three of these things, plus the ability to showcase yourself as a brand leader. Whether your podcast is short or long, entertaining or informative, it’s all about the content that will resonate most with your audience. Make your podcast specific, make your podcast […]
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Marketers are putting first-party data to the forefront of their strategies. The most-recent CMO Survey finds that 75% of marketers plan to increase their emphasis on this type of data in the next two years as changes continue with second- and third-party data. Why wait to acquire data when you can start now? In the […]
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What drives the most valuable businesses on the planet? It’s typically not their real estate or their tangible assets. It’s their intellectual property. In that light, protecting your brand shifts from a “to-do” to a “must-do today.” Attorney Andy Nelson shares how to be proactive in keeping your intellectual property safe from something as small […]
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What do you do for a living? Have you ever asked this question and been met with an answer that left your ears ringing and your mind still wondering, what do they do for a living? The key to distilling complex information and creating an engaging elevator pitch is great storytelling, author and screenwriter Michael […]
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As technology advances and marketing distribution continues to evolve, how can we keep reaching target audiences in a meaningful way? Though many things have changed since Orange Label’s inception in 1972, some key principles have remained the same. In honor of our 50th Anniversary, this special edition of The 19 Podcast features our agency founder, […]
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When you think of company culture, do you think of a fully stocked kitchen and a foosball table? Unfortunately, we’ve been fed an inaccurate idea of what it means to elevate your company, confusing culture with perks. So then, what does it look like to create a world-class company culture, and how do we implement […]
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“No dream is too big.” Have you ever heard that statement before and do you believe that it’s true? After listening to best-selling author and business coach Cameron Herold discuss how to create your company’s own Vivid Vision, you’ll be inspired to dream bigger and have a plan of action on how to get your […]
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In Part One of The 19 Entrepreneur Edition with Terry Schilling, Krystina Holford and Ashley Ruiz, we covered how to set writers up for success in the initial stages of a project. In today’s episode, we’re talking about the ideas that keep copy fresh and the tactics that make feedback constructive. Rochelle Reiter: [00:00:06] This […]
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Compelling copy doesn’t happen by accident. Orange Label writers Ashley Ruiz and Krystina Holford sit down with copywriter and copy coach Terry Schilling to discuss the details writers need to bring projects to life, how to keep copy consistent and the factors that make copy stand out in Part One of this podcast. Rochelle Reiter: […]
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With just over two months left until the new year, a great deal of planning has been done and yet as marketers, there’s still so much to do. When we’re in this constant state of planning, the one question that’s always top of mind is: how do we stand out to our audiences? Offering an […]
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When it comes to on-the-spot thinking and creative projects that make the client go “wow”, Strategic Play Expert Gary Ware knows the secret. It’s play, of course! With a motto that “Employees that play together, stay together,” Gary shares how play is the “superfood of behavior,” and the benefits it can provide to employees’ and […]
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Adventurous agers. Communal caregivers. Empty nesters. Seniors. When brands lean on these categories to define adults ages 65+ in their marketing strategy, they’re often missing the point. An expert in aging, Gerontologist Kerry Burnight provides strategies on how to connect with an aging audience, or our future selves, in The 19: Entrepreneur Edition podcast. Rochelle […]
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Are you tapping into the full value that social media can provide your business? As the largest focus group, social media allows brands to get a pulse on how their product or service is doing and what audiences are saying about it. Used by over 25,000+ brands globally to improve engagement, increase customer satisfaction and […]
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How can we better connect with our audience and make their lives easier? The transition to multi-channel buying options has accelerated five to ten years the past twelve months and presented an opportunity to enhance the customer journey. In the new episode of The 19: Retail, Evolv Technologies CEO Michael Scharff explains how artificial intelligence […]
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What photographers see through their viewfinder is different from what most people see. With an eye that’s attuned to capture a spontaneous moment on a shoot, like a model that can do a backflip, and scout the perfect location, like finding triangles in nature that mirror a brand’s logo, Erik Isakson shares his personal experiences as a […]
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We shared pragmatic tips on the lights, camera and sound quality behind video communication in part one of The 19: Entrepreneur Edition. Now it’s time for the action! In just 19 minutes, the always entertaining Michael Allosso (Communications Expert and Professional Actor/Director) explains how to form emotional connections with the people on the other side […]
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Video meetings don’t have to be boring. Communications Expert and Professional Actor/Director Michael Allosso shares tips on how to transform your daily video calls from a drab to fab production, avoid Zoom fatigue and make the most out of each virtual interaction in the latest episode of The 19: Entrepreneur Edition. From introductions to mic-drop […]
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Product videos. Brand videos. Animations. Social media videos. These consumed our feeds in 2020 and it wasn’t uncommon for these to be filmed or watched in our comfy pants. While the landscapes of how video was produced (and consumed) changed slightly, 85% of businesses used it as a marketing tool and this year is following […]
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The figurative faucet for lead generation and networking at in-person events was in danger of running dry this year. With the events space far from returning to “normal” in the foreseeable future, Clarity Experiences CEO Brian Lagestee and his leadership team asked two questions many entrepreneurs are facing: How can we avoid layoffs? And, what […]
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Company culture, brand story, brand experience, brand loyalty. Find out how emotional intelligence, or the ability to manage your emotions to better interact with others, is interconnected to all four and why it must be maintained over time in Part Two of The 19: Entrepreneur Edition with Lindon Crow. MUSIC intro Recorded Intro: This […]
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Good leaders know how to manage a team. Great leaders know how to manage themselves – their own thoughts and emotions, to better manage others. In today’s episode of The 19: Entrepreneur Edition, we sit down with Productive Learning President Lindon Crow to discuss the value that this skill, known as emotional intelligence, can have […]
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Author, speaker and business coach Patty Vogan dove into her dreams, quite literally, when she moved to the Kingdom of Tonga to open her own scuba diving business. An experience she wouldn’t trade for the world, Patty returned to the United States after seven successful years with lessons on business, culture and personal resilience that […]
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In Part 2 of our podcast with author and business strategist Amy K., we have an authentic conversation about how to overcome the real-world challenges and fears that brand leaders face daily in order to remain relevant to the modern-day, savvy consumer. MUSIC Intro Recorded Intro: This is The 19. In 19 minutes or […]
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In author and business strategist Amy K. Hutchens’ years of personal branding experience, two things ring true: you need to engage in tough conversations in order to grow and you need to know how to tell the right story about your brand. So, where do you start? Find out in Part One of The 19: […]
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Chief Marketing Officer Jim Nuckols’ mission is to consumer-ize Sharp Healthcare; to find out exactly what customers want and need, instead of just assuming. In Part Two of our interview with Nuckols, we discuss the crucial consumer initiative and how it’s changing the way clinicians and hospital operations deliver care. Host: Hi, it’s Michelle […]
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What sets Sharp HealthCare, a leading provider in the San Diego area, apart from the rest? They design lobbies that don’t feel like hospitals, they deliver flowers to patients that don’t have any, they create an expectation and a level of care that’s different. That’s #TheSharpExperience, which is used not as a marketing campaign but […]
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In Part 2 of our interview with Michael Allosso, the Communications & Awareness Specialist shares insights on the three communication zones – the head, heart and groin – and how the best communicators utilize all three based on their authentic objective. The 19: Entrepreneur Edition with Michael Allosso – Part Two Orange Label Podcast Script […]
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Communications & Awareness Specialist, Michael Allosso has years of experience as a professional actor, director and personal coach. Today, in Part One of The 19: Entrepreneur Edition, he shares insights on the importance of living with intention, maintaining a strong objective and listening in business. The 19: Entrepreneur Edition with Michael Allosso – Part One […]
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In Part 2 of our interview, “CEO Whisperer” Cameron Herold shares his insights on what’s going right and wrong in marketing and why storytelling is one of the most powerful and versatile assets for entrepreneurial brands. This is The 19. In 19 minutes or less, game-changing insights from Orange Label, the leading response marketing […]
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Known as “The CEO Whisperer,” Cameron Herold has years of experience in entrepreneurship, CEO coaching, business development and more. Today, in Part One of The 19: Entrepreneur Edition, he shares insights on how to lay the foundation and create alignment for long-term brand success. Hello, this is Rochelle Reiter, Agency Principal at Orange Label. […]
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Who is America’s youngest generation? We explore the mind of the average Gen Zer – their buying habits, social media interests and more – on the latest episode of The 19: Retail. The 19: Retail – Episode 7 Who in the Gen Z Are You? MUSIC intro Recorded Intro: This is The 19. In […]
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Data collection and coding is essential to the future of patient relationship management, healthcare content creation and more. Robin Rogers, a healthcare data expert, shares her insight on this industry trend with Orange Label Agency Principal Debbie Nagel on The 19: Healthcare. The 19: Healthcare – Episode 9 There’s Power in Numbers MUSIC intro […]
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Orangetheory Owner Marc Thomas has grown a local fitness brand into a thriving franchise chain with locations across the country. In the latest episode of The 19: Retail, Marc sits down with Orange Label Agency Principal Rochelle to reveal the secret behind his successful marketing strategy. The 19: Retail – Episode 7 Orange You […]
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“How do I get more followers on social media?” It’s a question Orange Label Account Strategist Michelle Regrut and Social Media Specialist Chelsea Ragland get all the time, and, in this episode of The 19: Retail, they’re giving us the answer. The 19: Retail – Episode 6 Follow the Leader MUSIC intro Recorded Intro: This […]
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Influencers are taking the marketing world by storm. With a single endorsed post, influencers introduce your product to hundreds of thousands – if not millions – of followers – and that’s just the beginning. In our latest episode of The 19: Retail, we interview everyday social media users to better understand what makes influencer marketing […]
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Video is everywhere – on our social feeds, favorite websites and beyond – but in a sea of content, how do you produce video that truly stands out? We cover this topic in our latest podcast. The 19: Retail – Episode 4 Press Play: Video Marketing that Moves MUSIC intro Recorded Intro: This is The […]
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During the biggest retail holiday of the season, we took it to the streets to understand more about millennial shopping habits during Black Friday weekend. From impulse buys to deep discounts, our interviewees elaborate on their purchase behaviors and tell us what they’re looking forward to this holiday season. This is The 19. In […]
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Are you a mobile shopper or a desktop shopper? When we posed this seemingly simple question to shoppers, we got some pretty complex answers. In this episode of The 19, we interview everyday people to uncover the truth behind one of the biggest “feuds” in the world of ecommerce. The 19: Retail Clicks […]
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Introducing The 19: Retail Is Brick and Mortar Dead? Here at Orange Label, we’ve been working in secret on a very special project. We call it The 19 – A monthly podcast covering response marketing in the world of retail. For our inaugural episode, “Is Brick and Mortar Dead?,” we interviewed everyday people to learn […]
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