Lion's Share Marketing Podcast: Recent Episodes
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Discover how brands are creating marketing wins and moving the needle with their marketing strategies.
Starting A Candy Company From Scratch
In Episode 127 of the Lion’s Share Marketing Podcast, Tyler and Jon talk about the breaking news: Adobe’s Holiday Shopping Report shows that consumer spending has increased while prices have decreased. Jon shares the numbers from the report, but Tyler explains why he’s still pessimistic about shopping trends and the state of the economy.
Then Tyler introduces Erica Williams, Founder & CEO at Yumy Candy Company Inc.
Erica is an entrepreneur, health coach and candy lover who turned her passions into a fast-growing candy company called Yumy Candy.
In their conversation, Tyler and Erica talk about starting Yumy Candy from scratch, quantifying demand for an innovative product, and breaking into the US market after growing the company in Canada.
To end the episode, Erica shares her key takeaway for marketing leaders and entrepreneurs: just get started.
Timestamps 01:10: In the news: Adobe’s 2022 Holiday Shopping Report. 02:25 - Why Tyler is still pessimistic about shopping trends. 10:00 - This week’s guest: Erica Williams, Founder & CEO at Yumy Candy Company Inc. 10:12 - Starting a candy company from scratch. 15:45 - Quantifying demand for a new product. 20:27 - Getting quality feedback from consumers. 22:05 - Breaking into the US market. 33:45 - Reviewing the candy industry Super Bowl: Halloween. 35:40 - About the marketing team at Yumy Candy. 42:34 - Erica’s key takeaway: just get started. Music
Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
Q4 Marketing Deep Dive
In Episode 126 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the latest news: Facebook introduces Make-A-Video, an AI tool that generates videos from text. They talk about what this tool will provide marketing teams, and Jon shares why he’s not worried that AI will steal jobs from creatives.
Then Tyler introduces Nate Lagos, Director of Growth Marketing at Original Grain.
In their conversation, Tyler and Nate have a Quarter 4 marketing deep dive. They talk about marketing strategies for the holiday shopping season, standing out from the crowd during Black Friday, and increasing the lifetime value of customers.
At the end of the episode, Nate offers his key takeaway for marketing leaders: be relentless, go harder, and pick up the pace.
Timestamps 00:59 - What’s in the News: Facebook introduces Make-A-Video, an AI tool that generates videos from text 8:12 - Featured Guest: Nate Lagos, Director of Growth Marketing at Original Grain 8:50 - Advice for marketing leaders who are looking for a new position 10:50 - Original Grain’s strategy ahead of Black Friday and Cyber Monday 16:35 - Standing out from the crowd during the holiday shopping season 19:22 - Forming strategic partnerships with major brands 21:50 - What channels are working for Original Grain? 23:08 - What content works on Facebook? 25:00 - Calculating and increasing the lifetime value of customers 32:30 - Key Takeaway: be relentless, go harder, and pick up the pace 34:25 - Outro Music
Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
https://www.fidelitas.co
Explosive Retention Marketing Strategies In Episode 125 of the Lion’s Share Marketing Podcast, Tyler and Jon talk about the latest news: direct-to-consumer brands can now buy ads on Amazon that drive traffic to the brand’s website. They discuss the potential benefits that this has for brands, like helping to guide buyers to your website. Then Tyler introduces this episode’s guest: Curt Staubach, Director of Marketing at True Shot Gun Club. In their conversation, Tyler and Curt talk about retention marketing strategies used at True Shot Gun Club and how they built an email list with more than 10 million subscribers. To end the episode, Curt leaves us with his key takeaway: stay consistent with your marketing strategy and treat marketing like a marathon. Timestamps 01:10 -What’s in the News: direct-to-consumer brands can now buy ads on Amazon that drive traffic to the brand’s website 06:20 - Featured Guest: Curt Staubach, Director of Marketing at True Shot Gun Club 07:15 - About True Shot Gun Club 07:50 - Building an email list of 10 million subscribers 10:33 - Developing strategic partnerships with other brands 12:50 - How 10 million email subscribers impact overall marketing strategy 15:06 - Using contests as a retention marketing strategy 18:22 - The technology behind True Shot Gun Club’s retention marketing 21:51 - Fidelatis’s role in True Shot Gun Club’s retention marketing 24:35 - Getting started with segmentation 26:08 - Keeping a high open rate with high email send frequency 28:30 - Most important KPIs in retention marketing 30:32 - Key Takeaway: Be Consistent; Marketing is a marathon 32:53 - Outro Featured Guests | Curt Staubach
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.Fidelitas.co
Music Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
Explosive Retention Marketing Strategies In Episode 125 of the Lion’s Share Marketing Podcast, Tyler and Jon talk about the latest news: direct-to-consumer brands can now buy ads on Amazon that drive traffic to the brand’s website. They discuss the potential benefits that this has for brands, like helping to guide buyers to your website. Then Tyler introduces this episode’s guest: Curt Staubach, Director of Marketing at True Shot Gun Club. In their conversation, Tyler and Curt talk about retention marketing strategies used at True Shot Gun Club and how they built an email list with more than 10 million subscribers. To end the episode, Curt leaves us with his key takeaway: stay consistent with your marketing strategy and treat marketing like a marathon. Timestamps 01:10 -What’s in the News: direct-to-consumer brands can now buy ads on Amazon that drive traffic to the brand’s website 06:20 - Featured Guest: Curt Staubach, Director of Marketing at True Shot Gun Club 07:15 - About True Shot Gun Club 07:50 - Building an email list of 10 million subscribers 10:33 - Developing strategic partnerships with other brands 12:50 - How 10 million email subscribers impact overall marketing strategy 15:06 - Using contests as a retention marketing strategy 18:22 - The technology behind True Shot Gun Club’s retention marketing 21:51 - Fidelatis’s role in True Shot Gun Club’s retention marketing 24:35 - Getting started with segmentation 26:08 - Keeping a high open rate with high email send frequency 28:30 - Most important KPIs in retention marketing 30:32 - Key Takeaway: Be Consistent; Marketing is a marathon 32:53 - Outro Featured Guests | Curt Staubach LinkedIn Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.Fidelitas.co Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
In Episode 124 of the Lion’s Share Marketing Podcast, Tyler and Jon talk about the latest news: Adobe acquires Figma for $20 billion. They discuss this acquisition's massive benefits to creatives and forecast what the coming years will hold for Figma. Then Tyler introduces this episode’s guest, Doug Allan, founder of Calm Moment. Calm Moment is a CBD-infused beverage brand that hit markets this summer, focused on producing the highest quality CBD beverage in the world. In their conversation, Tyler and Doug talk about the challenges of starting a beverage brand during a recession, how to take a product from 0 to 1, and how you can meet customers where they are. To end the episode, Doug encourages marketers and entrepreneurs to make business growth a daily habit. Timestamps 00:00 - Intro 01:20 -What’s in the News: Adobe acquires Figma for $20 billion 05:38 - Featured Guest: Doug Allan, Founder of Calm Moment 5:55 - What is Calm Moment? 8:40 - Doug describes the results after 6 weeks on the market 12:00 - Taking a product from 0 to 1 16:35 - Doug’s background in wine marketing and entrepreneurship 27:30 - Impacts of the recession on CPG brands 29:40 - What’s next for Calm Moment to go from 2 to 10 33:30 - Calm Moment’s marketing strategy 41:00 - Key Takeaway 45:18 - Outro Featured Guests | Doug Allan LinkedIn Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.Fidelitas.co Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Strategies for Post-Pandemic Performance Marketing In Episode 123 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss Google’s launch of Performance Max (PMax), which will go into effect this September. They explain how PMax rolls multiple Google apps into one platform, allowing marketers to manage campaigns from one location and leverage Google’s machine learning to maximize their creative ability. Then Tyler introduces Bobby Macauley, Director of Performance Marketing at ALOHA. Bobby explains his role at ALOHA and how Hawaiian culture influences the company’s culture and products. In their discussion, Tyler and Bobby examine recent trends and changes in performance marketing as Bobby shares his favorite marketing tools and strategies post-Covid. To end the episode, Bobby gives his key takeaway: “test everything… keep testing”, and talks about the importance of testing in performance marketing. Timestamps 00:00 - Intro 01:05 -What’s in the News: Google Performance Max 04:50 - Featured Guest: Bobby Macauley, Director of Performance Marketing at ALOHA 05:12 - Bobby explains the story of ALOHA and his role at the company 07:49 - Changes in performance marketing since Covid 11:05 - The effects of iOS 14.5 on digital marketing and the need for attribution software 13:50 - What’s working right now in performance marketing 17:45 - Bobby’s favorite marketing software 21:00 - Advice for new media buyers in light of recent changes 23:20 - The biggest mistakes in performance marketing 26:20 - What’s next in performance marketing? 29:50 - Key Takeaway 31:10 - Outro Music Music: Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Marketing Agency Red Flags with John Doherty
In Episode 122 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the upcoming addition of a cheaper, ad-supported Disney Plus subscription tier. Listen as Tyler and Jon weigh the potential pros and cons of the types of ads Disney will display and how this could make them the highest earning streaming platform.
Then Tyler introduces John Doherty, a digital marketer and founder of Credo. During his interview, John discusses the path he took that led to him founding Credo, why companies are looking more toward utilizing agencies rather than employing full marketing teams, and some red flags to look for if you’re a client.
John discusses what separates the winners from the losers among agencies looking for new clients and why being creative with your client’s ad budget is vital in our current economy.
Finally, hear John explain his strategies for growing Credo, what he believes separates the marking amateurs from the marketing professionals, and what he would look for when hiring an agency.
Timestamps 00:00 - Intro 01:50 - Ad-Supported Disney Plus 13:43 - John Doherty, Founder of Credo 24:32 - Winners and Losers 31:40 - Growing Credo 42:40 - Key Takeaway 47:54 - Outro Music: Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Strengthening Community & Fan Loyalty Through TBL with David Magley In Episode 121 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss Fidelitas’ purchase of the San Diego Sharks. Listen as Tyler and Jon explain the design overhaul, from a new website to the team colors and fan experience. Then Tyler introduces David Magley, former NBA player and current President of The Basketball League. During his interview, David explains the core differences between TBL and the minor league, what makes TBL players so special, and why these teams are so sustainable—more so than some pro teams. He discusses what, across the league, is working to bring fans out to games and to create loyalty. David talks about how TBL is aiming to close gaps within the communities they’re a part of, how doing so can lead to massive expansion, and why a league doesn’t need the revenue dollars of the NBA behind it to be successful. Finally, hear David explain how TBL is the first pro league to take on decentralization, switching their Atlanta team over to 100% NFT ownership, and how it’s giving fans a say on everything from uniforms to arenas. Timestamps 00:00 - Intro 01:02 - We Bought a Basketball Team 06:40 - How We’re Building a Fan Base For Free 11:35 - Introducing David Magley 12:03 - What Is The Basketball League? 15:58 - How The Basketball League is like Jimmy John’s 24:18 - The Basketball League’s Biggest Opportunity 29:18 - Using NFTs to Buy a Basketball Team 34:55 - The Future of The Basketball League and Fantasy Sports 37:53 - Key Takeaway 41:14 - Outro Resources: San Diego Sharks Basketball The Basketball League (TBL) Music: Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Maintaining Effective Operations with Joshua Johnston
Tyler and Jon discuss the recent events causing Peleton’s stock to drop and the importance of ensuring product placement opportunities aren’t detrimental to a brand’s image.
Tyler is joined by Josh Johnston, founder of 321 Pocket Ops, to discuss how to effectively scale operations, the effects of inflation and the talent acquisition war on the PR and marketing landscape, and tips for brands on evaluating the agencies they partner with.
Josh’s final thought to listeners is to utilize P&L as the main metric as success in lieu of attribution as challenges loom for the industry. Josh emphasizes the importance of transparency for both brands and agencies to build strong relationships with one another.
Join Tyler, Jon, and Josh for insight on how brands and agencies can maximize the value of their strategic marketing partnerships.
Time Stamps 00:00 - Intro 01:22 - Peloton: Stock Drop, Marketing Efforts, and Product Placement 09:00 - Josh Johnston Introduced 13:55 - How To Scale Exponentially Overnight 15:45 - State of the PR and Marketing Landscape 17:25 - Identifying Dishonest Agencies and the Importance of P&L Reporting 21:04 - Determining What Marketing Efforts to Outsource 22:50 - Specialist Agencies vs Full-Service Agencies 25:54 - Where Are Agencies Missing the Mark? 27:20 - Who is Winning the Talent Acquisition War? 30:25 - How Inflation Affecting Agencies 34:35 - This to Consider When Scaling Your Business 36:15 - Key Takeaway Featured Guests | Joshua Johnston
What's In the News
Peloton: Stock Drop, Marketing Efforts, and Product Placement
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
A/B Testing: The Value of Split Testing Your Landing Pages
In Episode 119 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the exciting prospects of Bing’s upcoming new features. Then, stay tuned to hear Tyler talk with Zach Rego, the VP of Sales & Marketing of Unstack, which helps companies develop landing pages that convert customers. Zach and Tyler discuss the elements that make up an effective landing page and consider marketing leaders’ biggest mistakes when creating landing pages. They also consider great company landing pages examples while examining Unstack’s own content marketing strategy. Tyler and Zach ultimately examine how influencer marketing could expand potential marketing channels. Zach’s key takeaway is never to overlook A/B testing, as it is critical to developing an effective marketing channel. Join Tyler, Jon, and Zach for a glimpse into the process of landing page development, Bing’s future prospects, and the future of untapped marketing channels. Timestamps 00:00 - Intro 01:12 - What’s in the News: Bing’s New Features 08:09 - Featured Guest: Zach Rego 10:00 - eCommerce vs. Traditional Landing Pages 11:25 - What to Pay Attention to for Increase Conversion Rates 13:27 - Landing PageMistakes Marketing Leaders Make 15:22 - Brands Doing Landing Pages Right 17:25 - Unstack’s Content Marketing Strategy 19:27 - Zach’s Next Steps: Influencer Marketing 22:20 - Unstack’s Ideal Customer 23:50 - Zach’s Key Takeaway 26:25 - Outro Featured Guests | Zach Rego
What's In the News
Bing Now Let's You Search Local Stores
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Tune into your Turbulence with Monique Maley, President of Articulate Persuasion In Episode 118 of the Lion’s Share Marketing Podcast, Tyler and Jon break down NBC’s new partnership with Yahoo for CTV ads. Tyler and Jon discuss the benefits of doubling down on connected TV opportunities and expect to see an influx of DTC brands allocating marketing dollars to. Then Tyler is joined by our featured guest, Monique Maley, to discuss navigating turbulence in your communication as a marketer as well as building confidence within your team. In our discussion with Monique, the President of Articulate Persuasion, she shares how her unique history and training as an actress have helped her understand the power of connection with an audience. It’s all about messaging. Who are you trying to connect with? The connection amongst internal teams is just as important as brands connecting to their audience. Monique states the value of mindful communication as a leader and emphasizes the many benefits of authentic confidence and how to achieve it. Monique’s key takeaway encourages marketing leaders to focus on their blind spots in their current roles. After identifying what's in your blind spot, you'll have the clarity to take the next step in achieving your goals. Join Tyler, Jon, and Monique to gain insight on navigating the turbulence in your life and career, and learn how you can take the next steps in achieving your goals through better communication and building authentic confidence. Timestamps 00:00 - Introduction 01:05 - In the News: NBC Partners with Yahoo for DSP Ads 06:30 - Featured Guest: Monique Maley 07:15 - Monique’s Acting History 09:13 - Discussion of Turbulence 12:20 - Identifying Turbulence and Addressing It 16:05 - Being Understood as a Marketing Leader 18:10 - Internal and External Confidence 21:38 - Developing Authentic Confidence 23:58 - Writing as a Marketer 30:23 - Monique’s Key Takeaway 32:47 - Outro Featured Guests | Monique Maley
What's In the News
NBC Universal’s Peacock CTV inventory via Yahoo DSP
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Optimizing The Customer Experience with ProximoCX's Michael McMillan In Episode 117 of the Lion’s Share Marketing Podcast, Tyler and Jon introduce and discuss Google’s new three-strike ad policy and its potential effects on the marketing space. In addition, they talk about the possible implications and changes marketing teams may undergo due to Google’s new policy. Stay tuned to hear Tyler talk with Michael McMillan, the CEO of ProximoCX and BizSprints. Michael and Tyler talk about the importance of customer experience when developing marketing strategies and discuss several examples of poor and excellent CX strategies. Michael also emphasizes several reasons why marketing leaders should be paying particular attention to CX this coming holiday season. Finally, Michael and Tyler examine how people can pursue careers in CX and the impact they can make in those positions. Michael’s key takeaway for marketing leaders is to spend more time with customer experience teams, and the reward will be 100-fold. Join Tyler, Jon, and Michael for insight into how Google’s new policy is changing up the marketing landscape and a lesson on how important customer experience is for marketing leaders now and in the future. 00:00 - Intro 01:16 - What’s in the News: Google’s New Three-Strike Ad Policy 08:16 - Featured Guest: Michael McMillan 09:15 - CX’s Role in Marketing Strategies 12:12 - Key Indicators to Consider in CX 15:05 - Biggest CX Mistakes Companies Make 16:45 - Examples of Good CX Strategy 24:32 - Talent Shortage in Retail and Commerce in Q4 30:20 - Michael’s Advice for Marketing Leaders This Holiday Season 33:30 - What it takes to Become a CXO 36:56 - Michael’s Key Takeaway 38:37 - Outro Featured Guests | Michael McMillan
What's In the News
Google’s New Three-Strike Ad Policy
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Adaptive Marketing: Tourism Post Pandemic In Episode 116 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the email marketing changes coming with the upcoming Apple IOS 15 update. In addition, they talk about the potential changes that marketing teams will adopt as email privacy increases with IOS 15’s new features. Stay tuned to hear Tyler talk with Brian Hilemon, the Senior Director of Marketing Partnerships for the San Diego Tourism Authority (SDTA). Brian and Tyler discuss how San Diego and the SDTA have adjusted their marketing strategy of San Diego’s tourism industry during the COVID-19 pandemic, and the SDTA’s strategy as the city begins to reopen. Brian also discusses the indicators that he looks for when considering marketing efficacy for the SDTA. Finally, Brian and Tyler examine how marketing should and can empower partnering organizations to help drive business growth. Brian’s key takeaway is for marketing teams always to put the customer first and make marketing decisions with that mentality. Join Tyler, Jon, and Brian for insight into how Apple is changing the world of email marketing and a lesson on how the San Diego Tourism Authority structured its marketing strategies during and after the pandemic. Timestamps 00:00 - Intro 01:18 - What’s in the News: IOS 15 Updates' Effect on Email Marketing 10:16 - Featured Guest: Brian Hilemon 12:01 - How the SDTA Navigated the Pandemic 17:51 - San Diego’s Marketing Points 19:09 - Brian’s International Marketing Strategy 23:00 - Brian’s Favorite Marketing Channels 24:01 - Key KPIs for SDTA 25:05 - Comic-Con 2021 News 26:59 - Empowering SDTA Partners from a Marketing Perspective 29:30 - Brian’s Key Takeaway 30:36 - Outro Featured Guests | Brian Hilemon
What's In the News
IOS 15 Updates' Effect on Email Marketing
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Utilizing Underrated Marketing Channels w/ Rand Fishkin In Episode 115 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the unexpected resurgence of Sirius XM. Stay tuned to hear Tyler talk shop with Rand Fishkin, the CEO and founder of SparkToro, which streamlines user insights for marketers. Rand and Tyler discuss the dangers of Google’s new FLoC program, which addresses privacy problems but has little consumer benefit. The two consider the importance of Rand’s article that discusses the implications of Google searches that end with Google-authored results rather than independently created sites. Rand worries that this trend will lead to diminished content creation even though Google is making the user experience more efficient. Tyler and Rand ultimately examine the importance of underrated marketing channels like podcasts and the power of influence marketing. Rand’s key takeaway is to identify what media your competitors aren't using, and then buy low, and sell high. So join Tyler, Jon, and Rand for a perceptive glimpse into the world of marketing privacy, Google's continued domination, and the future of untapped marketing channels. Timestamps 00:00 - Introduction 00:56 - What’s in the News: Accurate Targeting Opportunities Expand for Marketers on Audio Platforms 07:19 - Featured Guest: Rand Fishkin 10:21 - Rand’s Opinion on the Google vs. Apple Privacy Battle 12:29 - What is FLoC? 19:30 - Rand’s Google Results Article 27:40 - Are Paid Ads a Necessity For Every Marketing Campaign? 32:13 - What is the Most Underrated Marketing Channel Right Now? 45:33 - How Do You Get a Site Ranked High on Google? 51:00 - Implications of the End of Facebook Insights 54:40 - Rand’s Next Moves 57:40 - Rand’s Key Takeaway Featured Guests | Rand Fishkin
SparkToro
What's In the News
Accurate Targeting Opportunities Expand for Marketers on Audio Platforms
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Consumer Marketing Tips in the Cannabis Industry - EP 114 In Episode 114 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the news that Twitter may offer a subscription in the near future. Twitter recently acquired Scroll, a membership-based platform that curates articles from different sites but posts the articles without the ads from the original pieces, providing the reader with a better user experience. Scroll has transitioned to a private beta, and Twitter plans to partner with Scroll to offer this service as a part of their potential subscription offering. Tyler introduces Eric Rogers, CCO and Co-Founder of Levia, a Cannabis-infused beverage. Eric has a background in consumer marketing and saw an opportunity with cannabis beverages to break the stigma of Cannabis, and the idea of Levia was born. Levia creates an experience for consumers through a low-dose beverage that offers fast and predictable effects with their various product offerings. Eric emphasizes the value of the consumer experience with their products, whether they’re new to the product or regular customers. The Levia team tackles the marketing challenges of the cannabis industry by turning those obstacles into opportunities. Eric explains that prioritizing the point-of-sale approach engages the existing customer who visits dispensaries to try a new product at a comparable price with what they are already likely to buy. Levia focuses on Budtender and customer education to drive their marketing and sales goals. Eric’s key takeaway for marketing leaders is to always start with the consumer. The more you know your consumer, the more successful you’ll be. Join Tyler, Jon, and Eric as they divulge into the marketing strategy for an innovative product within the restrictions of the ever-changing cannabis industry! Timestamps 00:00 Introduction 01:15 What’s in the News: Twitter Acquires Scroll 06:34 Featured Guest: Eric Rodgers 08:58 Levia's Branding Process 11:45 The Effect of Legalization & Levia's Go-To-Market Strategy 13:59 Priority Channels for Growth 15;32 Point-Of-Sale Marketing Model 17:16 Allocating Marketing Budget 18:56 Levia's Biggest Marketing Challenge 20:19 Connected TV (CTV) & Ads for Cannabis-Based Products 20:49 eCommerce Plans 23:03 Traditional Retail vs. Scaling D2C 24:49 Eric’s Key Takeaway 26:42 Outro Featured Guests | Eric Rogers
What's In the News
Twitter Acquires Scroll
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
The Rise of PürInstinct with Dominique Soucy In Episode 113 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the news that Amazon has surpassed 10% of the US digital ad space market share. The pair examine the importance of paid Amazon search-marketing for eCommerce companies in their early years. Then, Tyler introduces Dominique Soucy, the Founder of an emerging sport called PürInstinct. Combining basketball, football, soccer, and rugby, the no-contact sport is focused on critical thinking and quick decision making during gameplay. Dominique got the idea for PürInstinct when he saw how significant decision-making and critical thinking skills played a role in his performance as a basketball player and wanted to recreate the rush of excelling at a sport highlighting these skills. Dominique lauds the importance of building a community around his sport, going so far as to say that the passion in his community is also the basis for his marketing strategy. Understandably, Dominique’s key takeaway is just that: focus on marketing to the close community around you to eventually build so much passion that players want to share your content with the world. Join Tyler, Jon, and Dominique for a deep dive into the future of new athletics, NFTs in the PR world, and the vital role of building community to support marketing endeavors. Timestamps 00:00 - Introduction 00:58 - What’s in the News: Amazon Surpasses 10% of the US Digital Ad Market Share 07:17 - Featured Guest: Dominique Soucy 09:25 - PürInstinct 10:38 - Where did the idea for PürInstinct come from 16:57 - The Importance of Building a Community and Relationship with Potential Players 20:20 - Dominique’s End Game with PürInstinct 24:35 - The New Market of NFTs and PürInstinct 30:12 - Building a Community for PürInstinct 37:20 - Dominique’s Key Takeaway 39:54 - Outro Featured Guests | Dominique Soucy
What's In the News
Amazon Surpasses 10% of US Digital Ad Market Share
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Lucrative eCommerce Ventures with Ben Knegendorf
In Episode 112 of the Lion’s Share Marketing Podcast, Tyler and Jon break down brands diving into the new world of Non-Fungible Tokens (NFTs). NFTs are tokens that represent a unique digital item, purchased with cryptocurrency. The new popularity of NFTs, in general, has encouraged brands to use NFTs as PR campaigns. While artists like Beeple have sold off digital art of 69 million dollars, Pringles, Charmin, and various alcohol brands have been using NFTs as conduits for major PR stunts. Tyler and Jon highlighted that the future of NFTs is unstable. There will be winners and quite a few losers, but it’s interesting to this crypto-driven land grab nonetheless. Then Tyler introduces Ben Knegendorf, host of the BK Show and serial e-commerce expert. Ben first explains how his e-commerce journey began - with a job at Walmart. He began flipping items on eBay and the venture eventually emerged into the eCommerce business with drop-shipping. Ben gained his eCommerce expertise by selling furniture, golf equipment, and running a wide variety of other specialized eCommerce stores. Ben highlights that SEO is nowhere near dead and needs to be valued more in the eCommerce community. Ben has used what he’s learned interacting with various brands to acquire better products that match more consumers' needs after seeing customer feedback. Ben then passes along his key takeaway: don’t sleep on SEO and start the side hustle you’ve been mulling over. Join Tyler, Jon, and Ben for an exciting look into the future of digital currency and the latest developments in the e-commerce world. Timestamps 00:00 - Intro 01:21 - What’s in the News: Pringles Jumps on the NFT Bandwagon 08:52 - Featured Guest: Ben Knegendorf 10:10 - Ben’s Start in eCommerce 11:30 - Ben’s First Successful eCommerce Venture 14:12 - The Dangers of “Fake it Till You Make It” eCommerce Courses 15:18 - Shopify’s New Impact on eCommerce 15:30 - Ben’s Various eCommerce Businesses 16:31 - How to Make a Lucrative Exit in eCommerce 20:04 - Sharing Resources Across eCommerce Businesses 22:51 - Trends in eCommerce and Apple’s Future Battle Over Privacy 30:55 - Apple vs Roku for Original Content 32:16 - OTT Ads for eCommerce 34:26 - Ben’s Advice on SEO and Link Building 37:47 - When Should You Exit an eCommerce Business? 40:08 - What’s Ben’s Biggest Challenge in eCommerce? 41:00 - Ben’s Newest eCommerce Ventures 41:55 - The BK Podcast and His Inspirations 44:46 - Ben’s Key Takeaway Featured Guests | Ben Knegendorf
The BK Show
What's In the News
Pringles Jumps on NFT Bandwagon
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Evolving Into A Global Brand with Shiri Hellmann
In Episode 111 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the breaking news that Bronto, an email marketing software, coming to an end in May of 2022. They discuss how Bronto was overtaken with other options due to the overcrowding of the email marketing space. They commented that market leaders can never become too attached to their software. Tyler and Jon also mention that the team at Fidelitas are more than happy to help with migrating over from Bronto to any other platform. (See FidelitasDevelopment.com for details)
Then Tyler introduces Shiri Hellmann, The Vice President of Marketing at SodaStream. Hellman dishes on her career path leading up to leading SodaStream's US marketing. Tyler and Shiri go on to discuss the different factors of her marketing strategy working for an independent company versus being a part of a global entity like Pepsi. In addition, Shiri gives some insight into how to market the same product with various global narratives. Shiri ends the podcast by providing listeners with a key takeaway: to have fun, because if you don’t have fun it’s not going to be worth it. There are ups and downs, but by the end of the day you have to want to get up again.
Join Tyler, Jon, and Shiri for insight into the role of global marketing and communications strategies and ways to be creative when faced with various marketing challenges and opportunities.
Timestamps 00:00 - Introduction 00:58 - What’s in the News: Bronto Declared They Will be Entering Their ‘End-of-Life’ Phase 06:09- Featured Guest: Shiri Hellmann 06:27 - Shiri’s Career Path 08:05 - Strategy Differences Between An Independent Company And A Global Brand 12:05 - Nuances of a Communication Strategy For a Global Brand 14:20 - Differences Between Marketing the Same Product In Different Countries 17:22 - SodaStream Through the Pandemic 20:30 - New Channels That SodaStream Is Investing In 24:17 - Creative Process of SodaStream and Shiri's Approach To The Brand's Messaging 27:06 - Advice For Younger Marketers 29:27 - Differences Between Agency Life and Brand Life 33:07 - Key Takeaway 37:05 - Outro Featured Guests | Shiri Hellmann
SodaStream
What's In the News
Bronto Enters End of Life Phase
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Bridging the Gap Between Native Mobile Apps and The Web
In Episode 110 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss Google’s commitment to removing third-party cookies. While the moves do limit cookies, it merely ensures that Google is no longer making new technology to track people on a personal level. Tyler and Jon discuss this step towards balancing the privacy of the consumer with appeasing advertisers on Google. They recognize that the overarching issue of the balance between privacy and ads is rooted in outdated telecommunication rules written before modern technology.
Then, Tyler introduces Stephanie Cox, VP of Sales and Marketing at Lumavate, a low-code platform to assist marketers in creating Progressive Web Apps (PWA). Stephanie highlights the emerging importance of Progressive Web Apps that take up less space and don’t require app store downloads like native apps do.
Tyler and Stephanie discuss the diverse uses of a PWAs in e-commerce, B2B, and the next steps after launch for marketing leaders. Stephanie ends the podcast with a key takeaway and a book recommendation: never build a native mobile app again and read “The Four Agreements: A Practical Guide to Personal Freedom”.
Join Tyler, Jon, and Stephanie for an illuminating discussion about the new world of PWAs and how to increase sales through product-led engagement.
Timestamps 00:00 - Intro 01:18 - What’s in the News: Google Attempts to Balance Relevant Ads with User Privacy 09:13 - Featured Guest: Stephanie Cox 09:57 - Traditional Apps vs Progressive Web Apps 14:53 - Why Do Marketing Leaders Need to Build Apps in The First Place? 20:24 - eCommerce PWAs Are Succeeding 21:34 - B2B Applications of PWAs 23:26 - Next Steps For Marketers Once They’ve Built Their PWA 29:10 - How Are Marketers Tracking ROI When Using PWAs 32:16 - The Real Marketers Podcast 34:50 - The Impact of Stephanie’s Podcast on Lumavate 37:56 - Channels of Choice For Growing Lumavate 44:08 - LinkedIn Ad Strategies 49:39 - Stephanie’s Book Recommendation 55:04 - Stephanie’s Key Takeaway Featured Guests | Stephanie Cox
Lumavate
What's In the News
Google’s Commitment to Removing Third-Party Cookies
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Revolutionizing Brand Growth with AI Technology from Vizit
In episode 109 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the hits and misses of this year's Super Bowl ads. While Tyler and Jon praised Bud Light’s seltzer ad and Uber Eats’ Wayne’s World commercial, the two discussed the shortcomings of Toyota’s Paralympic ad with low brand recall and Oatly’s bizarre jingle. The pair agreed that this year’s ads had more winners than losers, but only if marketers can ensure brand recall and map out logical next steps for viewers in their journey to purchase.
Then, Tyler introduces Jehan Hamedi, the Founder and CEO of Vizit, a visual intelligence software company working to measure the effectiveness of visual content, imagery, and design. Jehan describes the previously untapped world of image optimization and explains how Vizit empowers marketers to enhance their visuals with data.
Tyler and Jehan discuss Vizit’s role in media buying strategies, landing page optimization, and conversion rate optimization while touching on which data points marketers should value more. Jehan ends the podcast with his key takeaway: empower your colleagues with data so that visual content will resonate with audiences. Let the visuals do the hard work.
Join Tyler, Jon, and Jehan for an insightful journey into the world of measuring the impact of visuals on consumers and the future of visual marketing content at large.
Timestamps
00:00 - Introduction
00:53 - What’s in the News: The hits and misses of Super Bowl ads
12:34 - Featured Guest: Jehan Hamedi of Vizit
13:15 - What is Vizit?
14:00 - The untapped market of image optimization
15:30 - Vizit’s role in SOP and media buying strategies
19:47 - How Vizit optimized Master Lock’s thumbnails on Amazon
26:13 - Marketers undervaluing visual data points
29:08 - Super Bowl ad rundown
36:24 - Marketing Vizit as a young software company
39:16 - What’s next for Vizit?
44:09 - Jehan’s Key Takeaway
46:08 - Outro
Featured Guests | Jehan Hamedi
Vizit
What's In the News
Super Bowl Ads
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Amazon Business Strategy Insights with Isaac Kuhlman - EP 108
In Episode 108 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the latest news on Robinhood's brand crisis and how they have been taking a huge beating. In short: Robinhood didn't have a bad crisis communications plan, it just didn't have a plan, period.
Tyler then goes on to introduce Isaac Kuhlman, an Amazon coach. Isaac talks about how he got into the business of working with Amazon and how his strategy comes from taking complicated things and making them simple. Isaac explains his tips and tricks on how to become a successful seller on Amazon, the biggest mistakes sellers make, and what it takes to get those five star reviews.
Isaac shares tips for Amazon marketing and even more advanced strategies to scale to six figure sales numbers and beyond. In addition, Isaac takes us behind the scenes of Amazon merchant support and how to deal with Amazon when you are in dispute with their customer service. Tyler and Isaac also discuss Isaac's favorite software tools for Amazon merchants.
Then Isaac provides his key takeaway of always building a plan and to focus on advertising, ranking, and selling on Amazon.
Join Tyler, Jon and Isaac in this episode on how to grow your brand- and your bottom line- with these top Amazon strategies.
Timestamps:
00:00 - Intro
02:07 - What’s in the News: Instagram Professional Dashboard for Creators
07:04 - Featured Guest: Isaac Kuhlman
07:31 - Isaac’s Career Path Leading to Amazon
12:29 - Biggest Mistakes Amazon Sellers Make Today
16:47 - Isaac’s Favorite Review Building Strategies for Amazon Merchants
19:47 - What’s Needed to Scale Businesses on Amazon to Six Figures and Beyond
21:55 - Tips For Marketing and eCommerce Leaders
27:50 - More Advanced Amazon Strategies From Merchants
30:01 - Amazon’s Merchant Support
31:26 - Advice For Merchants Dealing With Amazon
33:36 - Isaac’s Favorite Software Tools For Amazon
35:30 - Key Takeaway
37:50 - Outro
Featured Guests | Isaac Kuhlman
What's In the News
Instagram Professional Dashboard for Creators
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Grooming Your Brand for eCommerce Success with Scotch Porter's Calvin Quallis - EP 107
In Episode 107 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the dispute between Australian Parliament and Google over a recent bill that would require Google to pay publications. The search engine has threatened Australia with pulling their services completely if further negotiations are not held. Tyler and Jon weigh the benefits of maintaining Google services in Australia with the losses the company will have to take if the bill is passed.
Then Tyler introduces Calvin Quallis, the founder of Scotch Porter. Calvin details his journey to the creation of the self-care company rooted in his mother’s own work at a barbershop. Seeing how people felt transformed leaving the shop with their new look really stuck with Calvin.
Tyler and Calvin speak on the importance of both offline and online sales, balancing risk with self-forgiveness, and building emotional relationships with consumers. The two also consider the risks of relying on rented-channel marketing.
Calvin ends the podcast with his key takeaway: be kind to yourself, take more risks, and you can’t pay your way to the top.
Join Tyler, Jon, and Calvin for insight into the relationship between consumers and brands as well as the newest marketing challenges for self-care brands in the pandemic.
Timestamps
00:00 - Introduction
01:11 - What’s In The News: Google Threatens to Pull Search Engine Services in Australia
07:48 - Featured Guest: Calvin Quallis
08:16 - Calvin’s Early Life and Career Path
13:10 - Scotch Porter’s Brand Growth and Development
14:52 - The Unique positioning of Scotch Porter as a holistic self-care brand
16:19 - Essential Marketing Channels for Scotch Porter
17:09 - Vetting Micro-Influencers for Marketing Purposes
18:42 - Biggest Scotch Porter Opportunities in 2021
20:24 - Calvin’s Advice to His Younger Self
22:28 - Greatest Marketing Challenge for Scotch Porter
25:40 - Black Friday Promotions for Scotch Porter
26:52 - Self-care products in the Pandemic
28:15 - Calvin’s Key Takeaway
30:02 - Outro
Featured Guests | Calvin Quallis
What's In the News
Google Threatens To Pull Search Engine From Australia
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Effective Retail Marketing Strategies to Adopt with Black Diamond Equipment
In Episode 106 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the start to 2021 and the recent decision from social media channels to ban Donald Trump from their platforms. They delve further into the rights of social media platforms as private companies, and how this fully allows bans and censorship through their terms of service. The two go on to discuss the risks of rented channels versus owned channels, and which is best for building an audience. (Spoiler: the answer is ALWAYS owned channels.) Then Devin Gillette, the Director of Retail at Black Diamond Equipment, joins the podcast. Devin and Tyler discuss the process of opening a flagship Black Diamond store in Park City, Utah. Devin talks about the importance of integrating community into their stores as a front-facing consumer marketing effort. They then look at how the pandemic has altered retail strategies overall, mainly with identifying key markets and target locations as more people are moving out of big cities. Devin talks about how social distancing policies have affected messaging for the industry at large, specifically for an outdoor activity-oriented company. The pair also touches on how best to gauge effectiveness of digital campaigns in retail stores, as Devin talks about structuring their marketing team to work side by side with retail to better foster a successful dynamic. They end the podcast with a reminder to marketing leaders to not let the current state of the pandemic determine where they are headed. Join Tyler, Jon, and Devin to gain a better insight into altering retail marketing strategies amidst the pandemic! Timestamps 00:00 - Introduction 00:53 - What’s in the News: Social Media Bans Trump 12:50 - Featured Guest: Devin Gillette 17:16 - Challenges of Opening Up a New Store During the Pandemic 20:28 - How COVID Impacted Retail Strategies Overall 23:35 - How Social Distancing Affects Company Messaging 28:51 - Devin’s Favorite Marketing Campaigns 30:11 - Gauging Effectiveness of Digital Campaigns 31:44 - Structuring a Marketing Team 32:58 - PR Integration with Retail Strategy 35:13 - Key Takeaway 35:15 - Outro Featured Guests | Devin Gillette
What's In the News
Social Media Bans Trump
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 105: The Pulse of the Ad Industry with American Advertising Federation President Steve Pacheco
In Episode 105 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss disagreements between tech leaders Facebook and Apple regarding Apple’s new privacy changes, as well as the impact of those changes on small businesses. They discuss the privacy changes' effects on marketers with mobile marketing campaigns and data linked to individuals.
Then Tyler introduces Steve Pacheco, the President and CEO of the American Advertising Federation (AAF). Pacheco dishes on his career path that lead him to the AAF and what drove him to his start in the Ad Industry.
Tyler and Steve go on to discuss challenges brought on by the pandemic for marketing leaders and the lasting impact on the industry. In addition, Tyler and Steve touch on company culture, opportunities, and inefficiencies in the industry. Steve then goes on to explain why the AAF matters and the benefits of membership.
Steve ends the podcast by providing listeners with a key takeaway, that this moment in time will pass and we will come out of it stronger and better prepared to take on what comes next.
Join Tyler, Jon, and Steve to navigate the marketing industry and advertising trends through and after the pandemic.
Timestamps
00:00 - Introduction
03:13 - What’s In The News: Facebook Criticizes Apple’s Privacy Changes
09:02 - Featured Guest: Steve Pacheco
11:02 - Steve's Career Path Leading to the AAF
17:18 - AAF Through the Pandemic
20:30 - Insourcing vs. Outsourcing for Brands
22:50 - Quality Available Talent in the Industry
26:52 - Advice For Young Marketing Leaders
29:17 - Trends in Brand Agency Relationships
31:48 - Biggest Opportunity For Marketing Leaders
36:28 - Industry Challenges Post Pandemic
38:35 - Digital Transformation
43:09 - AAF Membership Benefits
48:02 - Best Agency To Hire
52:18 - Steve's Key Takeaway
59:55 - Outro
Featured Guests | Steve Pacheco
What's In the News
Facebook Criticizes Apple’s Privacy Changes
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 104: Igniting Your Marketing Strategy with Duraflame's Daniel Moznett
In episode 104 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss their marketing predictions for 2021. The pandemic has inevitably dominated 2020, shaping eCommerce and changing consumer behaviors. Tyler and Jon go on to explain how user experience, personalization, and companies focused on selling health and happiness will continue to grow in importance and succeed in the following year.
Drink in hand, preferably Proper Irish Whiskey or Templeton Rye, Tyler invites guest Daniel Moznett, the Director of Marketing at Duraflame, for a virtual happy hour to discuss marketing strategies. Focused on bringing people together, the company has seen sales triple despite their challenges of having to adapt to an eCommerce strategy in a retail-oriented industry. By honing in on their core customer personas, they adjusted their marketing efforts to focus mainly on customer enablement, how to retain that customer through trust and authenticity, and by building relationships with their customer acquisition channels. Through all these efforts, Duraflame has managed to stay at the top of the mind regardless of the season.
The knowledge-filled and humorous happy hour comes to an end with Tyler and Daniel discussing budget cycles, San Diego State University, and whiskey-inspired dad jokes.
Calling all listeners with connections in any drink industry, send us an email at info@fidelitasdevelopment.com with any sponsorship proposals! 🥃 + 🦁 = 😎
Timestamps
00:00- Intro
01:11- Marketing Predictions for 2021
12:31- (Happy Hour With) Featured Guest: Daniel Moznett
14:20 - Duraflame Firelogs' Marketing Strategy
17:29 - Listening to Millennials, Honing in on Your Core Customers' Personas
19:23- Most Important Customer Acquisition Channel
21:50- Measuring Success Of Marketing Campaigns With Retail Partners
23:04 - What Role Does Retention Marketing Play In A Retail-Oriented Strategy?
25:22- Getting a Product Onto Retail Shelves
30:02- How To Stay Top Of Mind With Consumers Regardless of Season
36:07 - Duraflame’s Biggest Challenges
39:07- Budget Cycles
40:38 -Outro
Featured Guests | Daniel Moznett
What's In the News
Marketing Predictions For 2021
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 103: Last Mile Fulfillment Strategies with Brittain Ladd
In Episode 103 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss TikTok & Samsung’s recent partnership in which you can now stream and navigate through the app on your Samsung Smart TV in Europe. They go on to explain that Samsung is trying to capitalize on TikTok’s success by allowing its users to experience the already addicting app on a larger screen. Marketers now have a huge opportunity (literally!) to leverage their TikTok ads on TV.
Then Tyler introduces Brittain Ladd, Chief Marketing Officer & Supply Chain Manager for Pulse Integration. Pulse Integration leverages different types of technologies to help companies with Micro-Fulfillment, Order Fulfillment, Grocery Fulfillment, and more. Brittain explains that his role is to provide consulting to retailers and help them identify their optimal strategy. In this podcast, the two go in-depth on Last Mile Fulfillment strategies and how companies need to implement a new business model to align with the shift in consumer behavior.
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Timestamps
00:00 - Intro
00:55 - What’s in the news: TikTok & Samsung’s Partnership
06:12 – Featured Guest: Brittain Ladd
06:35 – Pulse Integration
07:55 – Last Mile Delivery
10:20 – Brands Battling for Last Mile Supremacy
12:15 – Challenges for Major Retailers
16:43 – The Rise of Social Commerce
26:33 – eCommerce Demand Planning
29:50 – Inventory Mistakes Companies are Making
31:23 – Opportunities for eCommerce Brands
33:43 – Black Friday & Cyber Monday Debrief
35:20 – Why Differentiation is Important
37:15 – Clicks to Bricks Attribution
38:32 – Key Takeaway
39:32 - Outro
Featured Guests | Brittain Ladd
What's In the News
Samsung's New Partnership with TikTok
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 102: How the Pandemic Is Influencing the Podcast Industry In Episode 102 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss Facebook’s new customer relation management startup called Kustomer. The two explain that this investment centralizes customer interactions across Facebook's various platforms into one interaction. This transition will be a seamless transition for customers, providing a more cohesive experience. Then Tyler introduces Cole Raven, the Co-Founder of Podchaser. Cole explains Podchaser as an IMDB or Rotten Tomatoes for podcasts, so listeners or PR firms can better understand each podcasts’s audience size and discover more niche podcasts. In this podcast, Tyler and Cole talk all about the industry and cover the hit that the podcast industry saw at the beginning of the pandemic, however things began to pick up in the later months and even resulted in record breaking numbers of new podcasts in the summer months. Cole and Tyler go into depth about the benefits of podcasts and guest appearances for PR strategies and how Podchaser is a useful site to find the best podcast for a specific audience. Podchaser publishes data and information that is not normally available and allows for greater understanding about specific shows. Join Tyler, Jon, and Cole to gain better insight into the role of podcasts in marketing and how to choose the best show for specific brands and messages. Time Stamps 00:00 - Introduction 01:05 - What’s in the News: Facebook Acquires Kustomer 06:14 - Featured Guest: Cole Raven 06:50 - Podchaser Overview 08:12 - How the Pandemic is Affecting the Podcast Industry 11:50 - Brands Investing In Their Own Content 14:17 - Podchaser’s Assistance in Implementing a PR Strategy for Guests 17:02 - What Podcasters Should Pay Attention To 18:21 - How PR Companies Can Better Pitch Podcasts Guest Appearances 21:12 - Tips for Starting a Podcast 24:17 - Agency Success on Podchaser 27:41 - Missed Opportunities for Marketing Leaders 29:10 - Key Takeaway 30:04 - Cole Raven Socials 30:22 - Outro Featured Guests | Cole Raven
What's In the News
Facebook Agrees to Acquire Kustomer
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 101: Homerun eCommerce Strategies with Dugout Mugs
In Episode 101 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss shoppable commerce and the influence that in-app purchases have on gaining customers. They explain how the ads that include in-app purchases have the unique ability to draw in impulse buyers by eliminating the typical steps of eCommerce journey to purchase.
Then Tyler introduces Nate Lagos, Chief Marketing Officer at Dugout Mugs. Nate explains his role at the company, as well as the company’s origin story unique product offering. He discusses the role that Facebook ads have played in their success and growth, as well as the overall role Facebook plays in supporting the small business community.
Leading up to the holiday season, Tyler and Nate discuss what Black Friday and Cyber Monday will look like for both large and small companies as well as Dugout Mugs specifically. In addition, Nate touches on the balance of discounting and sales and how to find the sweet spot for customer incentives and company profitablity.
Nate ends the podcast by providing listeners with a quote, “Fail fast and fall forward.” He suggests that marketing leaders allow projects and ideas to fail, and to move forward trying new tactics instead of continuing to push a failed idea.
Join Tyler, Jon, and Nate to gain better insight into the role Facebook advertising plays into small business growth and how to change marketing strategies during the pandemic.
By the way, have you left us a review yet? If not, please do! You'll be entered to win a "Winners Keep Score" t-shirt from Fidelitas.
Timestamps
00:00 - Intro
01:05 - What’s in the News: Shoppable Commerce with Instagram
09:30 - Featured Guest: Nate Lagos
10:05 - Dugout Mugs
14:16 - Benefits of Becoming an MLB-Licensed Brand
16:25 - Most Important Marketing Channels
18:05 - Tips for Marketing Leaders Around Review Generation
20:43 - Black Friday and Cyber Monday Approach
22:22 - Discounted Brands Debate
25:19 - Dugout Mug’s Biggest Challenges
26:22 - Essential Marketing Tools
27:22 - Email Marketing to Increase Returning Clientele
30:48 - Key Takeaway
32:28 - Outro
Featured Guests | Nate Lagos
What's In the News
Shoppable Commerce with Instagram
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 100: 10 Insightful Tips from Top Marketing Leaders In episode 100 of the Lion’s Share Marketing Podcast, Tyler looks back on some of our favorite guests that have come on the show. Some of the most important key takeaways offer critical insights and strategies for marketing leaders and remain timely to this day. Each featured guest gives away some words of wisdom for listeners to remember in the form of Tyler's "One Thing" question. This episode features ten of our favorite guests and their "One Thing" answers in an abbreviated episode as Tyler, Jon, and the LSMP team keep it simple for listeners in this milestone episode. Join Tyler and ten of our guests to gain better insight into the accomplishments of several marketing leaders that can help others like you become more knowledgeable about the world of advertising. Want to Win a Winners Keep Score T-Shirt? Leave Us A Review and You’re Automatically Entered to Win! Winners Drawn Monthly and Announced on the Show! Timestamps 00:00 -Intro 03:14 - “Top 10 Key Takeaways” 04:34 -Guest: Sam Parr from The Hustle 05:49 -Guest: Patrick Lencioni from Table Group 07:51 -Guest: Ivonne Kinser from Avocados from Mexico 09:21 -Guest: Rand Fishkin, Founder of SparkToro 11:12 -Guest: Oren Klaff, Author of Pitch Anything 15:10 -Guest: Charlie Cole, eCommerce Officer at Samsonite 17:11 -Guest: David Neville, Senior Director at Callaway Golf 19:22 -Guest: Brad Santanna, Head of eCommerce Sales at Hershey 21:56 -Guest: Crystal Mackenzie, Head of Marketing at Bose 23:41- Guest: Tim Creed, eCommerce Director at Bridgestone Americas 28:40 -Outro Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 99: Integrating Sales and Marketing Strategies with Showpad's Russell Wurth
In Episode 99 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the removal of Facebook’s 20% text limits on ad images. They explain that the more text that’s displayed on an ad, the fewer people Facebook will show it to. Tyler and Jon discuss how with fewer rules in place, ad creators have more opportunities to be creative. Then, Tyler and Jon go on to discuss the launch of LinkedIn Stories, which creates a significant opportunity for savvy B2B marketers, recruiters, and job seekers.
Then Tyler introduces Russell Wurth, Vice President of Sales Enablement at ShowPad. Russell goes on to explain ShowPad’s services and his role at the company. He uses his knowledge and experience to advise about sales enablement technologies. He also explains the differences in the mindsets and priorities of sales and marketing teams and the importance of cross-team communication.
Russell wraps up by suggesting that one should not hesitate to broaden their perspective. Marketing leaders should be prepared to share a hypothesis with sales leaders and collaborate on the results in order to improve the output from both teams.
Join Tyler, Jon, and Russell to gain better insight into the role of sales enablement and communicating better with marketing members.
Want to Win a Winners Keep Score T-Shirt? Leave Us A Review and You’re Automatically Entered to Win! Winners Drawn Monthly and Announced on the Show!
Time Stamps
00:00 - Intro
01:54 - What’s In The News | Facebook Removes 20% Text Limit on Ad Images + LinkedIn Stories
08:05 - Featured Guest | Russell Wurth
08:39 - ShowPad
14:19 - Tips for Sales and Marketing Leaders to Drive Better Results
15:32 - How Marketing Leaders Can Leverage Sales Insights To Connect With Prospective Customers
16:56 - The Importance of Content Marketers Collaborating with their Sales Teams
18:12 - How AI is Changing the Sales Process
20:49 - Biggest Missed Opportunities for Marketing Leaders
23:30 - Tips For Building an Effective Lead Scoring System
24:38 - Key Takeaway
26:00 - Outro
Featured Guests | Russell Wurth
What's In the News
Facebook Removes 20% Text Limit on Ads
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 98: Video Marketing Tips and Tricks with Daniel Glickman
In Episode 98 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the new ad limit that Facebook is set to impose in February. As Facebook continues to revamp their ad platform, businesses will be sorted into various groups spending on their previous ad budget, which will result in a set number of ad variants that marketing leaders will be allowed to utilize at any given time. Tyler and Jon discuss how this will affect marketing agencies. The two also brought up the question about how dynamic ads will be counted and that many agencies are still waiting for additional information from Facebook.
Following this conversation, Tyler introduces Daniel Glickman, the Chief Marketing Officer at Wave.Video. Daniel goes on to explain Wave.Video's services and his role at the company. He uses his experience and expertise to dish out advice video advertising as well as tactics to avoid. Then Daniel reveals his comprehensive list of video marketing tips, ultimately advising to keep it simple and leverage a set marketing strategy instead of running on the fly.
Join Tyler, Jon, and Daniel to gain a greater insight into the role of video marketing and centralizing new and personal technology.
Timestamps
00:00 Introduction
01:04 What’s in the News | Facebook’s New Ad Limit
07:38 Featured Guest | Daniel Glickman
08:03 Overview of Wave.Video
08:39 Tips for Practical Video Ads
10:12 Reasons Video Campaigns Go Wrong
13:56 Gated Videos vs White Papers
17:54 Advice on Budgeting for Video Production
20:19 Integrating Videos into Marketing Funnels
24:28 Wave.Video’s Go To Marketing Strategies
32:52 Key Takeaway
33:16 Outro
Featured Guests | Daniel Glickman
What's In the News
Facebook's New Ad Limit
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 97: Demand Gen Hacks and More with Sendoso's Daniel Frohnen
In Episode 97 of The Lion’s Share Marketing Podcast, Tyler and Jon start by discussing the launch of Walmart+. This new Walmart offering will compete with Amazon in the fast delivery and convenience market. The service will come with a $98 annual subscription fee, coming in $21 lower than Amazon’s (albeit with far less features). Jon and Tyler agree that Walmart+ could be a game-changer for rural areas, and provide more targeted marketing opportunities for Walmart's third party sellers and flagship brands alike.
Next, Tyler talks with Daniel Frohnen, the Chief Marketing Officer at Sendoso. Daniel explains Sendoso and the services it provides to customers. Daniel goes on to discuss differences between ABX and ABM before elaborating on Sendoso’s strategy with hyper-relevance, especially during the COVID-19 pandemic. Daniel provides some great demand gen hacks for marketing leaders to apply as we live out "the new normal." Daniel’s key takeaway was to not spend your way out of a pandemic; he suggests continuing to do what works and find channels that are successful for you.
Join Tyler, Jon, and Daniel for more insights on demand gen hacks and marketing strategies. Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to Fidelitas Development and drop us a line!
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Timestamps
00:00 - Intro
00:49 - What’s In The News | Walmart Plus Launches September 15th
07:25 - Featured Guest | Daniel Frohnen
08:18 - Sendoso at a Glance
09:25 - Differences between ABX and ABM
15:30 - Daniel’s Pillars of a Successful ABX Program
16:35 - Case Study of Success - Sendoso
19:00 - The Pricing Page Debate
21:20 - Dan’s COVID-19 “New Normal” Marketing Hacks
27:20 - Virtual Conferences during COVID-19
28:30 - Dan’s Key Takeaway
30:23 - Outro
Featured Guests | Daniel Frohnen
What's In the News
Walmart Plus Launches in September
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 96: eCommerce Marketing Strategies with American Outdoor Brands’ Jonathan Steffens
In Episode 96 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss Facebook’s new tool for small to businesses and creators to conduct and host paid online events through Facebook. The Online Event tool is free for the first year. Facebook is launching this to aid SMBs during the pandemic since the majority of Facebook’s revenue comes from smaller brands. This could be a game-changer if Facebook executes it correctly. Jon and Tyler agree that when there’s a new feature available within a strong platform like Facebook, marketing leaders should test it and see how it works; it may turn out to be something incredibly profitable.
Next, Tyler introduces Jonathan Steffens, eCommerce Manager at American Outdoor Brands. Jonathan explains his role at American Outdoor Brands and the unique circumstances that come with housing eighteen different brands. Drawing on his experience in eCommerce, Jonathan explains his approach to attribution modeling, selling products that are challenging to advertise—such as firearm accessories and tools—and managing multiple re-platforming projects at once. He also covers the current trends in eCommerce and the new opportunities for eCommerce marketing leaders during the COVID-19 pandemic. Ultimately, Jonathan advises marketing leaders to constantly be innovating while focusing on one process, technique, or method at a time.
Join Tyler, Jon, and Jonathan for more information on effective eCommerce management and marketing challenging products.
Timestamps
00:00 - Intro
01:41 - What’s in the News | Facebook’s New Online Event Tool
05:37 - Featured Guest | Jonathan Steffens
06:39 - Jonathan’s Role at American Outdoor Brands
10:04 - Jonathan’s Approach to Attribution Modeling
14:42 - Trends in eCommerce During the COVID-19 Pandemic
17:19 - Differences Between eCommerce Platforms
21:13 - Handling Site Redesigns
24:30 - eCommerce Site Launch Pitfalls to Avoid
29:47 - The Causes of eCommerce Projects Going Over Time and Budget
36:09 - Biggest Opportunity for eCommerce Brands Right Now
37:52 - Jonathan’s Key Takeaway
40:28 - Outro
Featured Guests | Jonathan Steffens
What's In the News
Facebook’s New Online Event Tool
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 96: eCommerce Marketing Strategies with American Outdoor Brands’ Jonathan Steffens In Episode 96 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss Facebook’s new tool for small to businesses and creators to conduct and host paid online events through Facebook. The Online Event tool is free for the first year. Facebook is launching this to aid SMBs during the pandemic since the majority of Facebook’s revenue comes from smaller brands. This could be a game-changer if Facebook executes it correctly. Jon and Tyler agree that when there’s a new feature available within a strong platform like Facebook, marketing leaders should test it and see how it works; it may turn out to be something incredibly profitable. Next, Tyler introduces Jonathan Steffens, eCommerce Manager at American Outdoor Brands. Jonathan explains his role at American Outdoor Brands and the unique circumstances that come with housing eighteen different brands. Drawing on his experience in eCommerce, Jonathan explains his approach to attribution modeling, selling products that are challenging to advertise—such as firearm accessories and tools—and managing multiple re-platforming projects at once. He also covers the current trends in eCommerce and the new opportunities for eCommerce marketing leaders during the COVID-19 pandemic. Ultimately, Jonathan advises marketing leaders to constantly be innovating while focusing on one process, technique, or method at a time. Join Tyler, Jon, and Jonathan for more information on effective eCommerce management and marketing challenging products. Timestamps 00:00 - Intro 01:41 - What’s in the News | Facebook’s New Online Event Tool 05:37 - Featured Guest | Jonathan Steffens 06:39 - Jonathan’s Role at American Outdoor Brands 10:04 - Jonathan’s Approach to Attribution Modeling 14:42 - Trends in eCommerce During the COVID-19 Pandemic 17:19 - Differences Between eCommerce Platforms 21:13 - Handling Site Redesigns 24:30 - eCommerce Site Launch Pitfalls to Avoid 29:47 - The Causes of eCommerce Projects Going Over Time and Budget 36:09 - Biggest Opportunity for eCommerce Brands Right Now 37:52 - Jonathan’s Key Takeaway 40:28 - Outro Featured Guests | Jonathan Steffens LinkedIn What's In the News Facebook Launches Free Paid Online Event Tool Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 95: Marketing a Telehealth Brand During a Pandemic
In Episode 95 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss how Microsoft is continuing to pursue the purchase of TikTok. Due to security concerns, TikTok is facing a ban in the United States if its parent company, ByteDance, doesn't liquidate to an American firm. Not only would this impact ByteDance, the parent company of TikTok, but also the companies who have invested their marketing in TikTok. Jon and Tyler agree that marketing leaders must invest in owned channels like email and SMS no matter how tempting it can be to go all-in on shiny objects like TikTok.
Next, Tyler introduces Babak Movassaghi, the CEO of InfiniteMD, and Amanda Wood, the Vice President of Marketing Strategy and Communications for InfiniteMD. Babak discusses the role InfiniteMD plays in the Telehealth industry before Amanda describes InfiniteMD’s marketing strategy by honing its brand and message through its existing channels. Amanda and Babak then emphasize on the importance of building trust with existing and potential customers and how to achieve such trust. They also explain the positive impact COVID-19 has brought upon not just InfiniteMD’s business in general, but also its marketing strategy. Overall, Babak and Amanda advise marketing leaders to lead with empathy and to be authentic.
Join Tyler, Jon, Babak, and Amanda for more on strategic marketing and building trust with existing and potential customers.
Timestamps
00:00 - Intro
01:15 - What’s in the News | Microsoft Pursues Purchase of TikTok
11:30 - Featured Guests | Babak Movassaghi, InfiniteMD and Amanda Wood, InfiniteMD
12:22 - InfiniteMD’s Marketing Strategy
16:20 - Building Trust with Customers
19:21 - The Impact of COVID-19 on InfiniteMD
21:40 - InfiniteMD’s Customer Acquisition Channels
23:31 - InfiniteMD’s Biggest Marketing Challenge
24:54 - Disruptions in the Telehealth Industry
26:38 - Measuring ROI in Marketing
29:23 - What’s on the Horizon for InfiniteMD
32:04 - Amanda’s and Babak’s KeyTakeaways
34:00 - Outro
Featured Guests | Babak Movassaghi and Amanda Wood, InfiniteMD
Babak LinkedIn
Amanda LinkedIn
What's In the News
Microsoft Pursues Purchase of TikTok
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 94: The BigCommerce IPO and other eCommerce Trends
In Episode 94 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss how Disney’s Hulu is launching a self-service platform that will make it easier for smaller advertisers to buy ads on its platform. The program is in beta currently and the waitlist to participate is available. Jon and Tyler agree that creativity, great storytelling, and messaging are key elements for advertisers of all sizes on Hulu, but especially those with smaller budgets dipping their toes into the platform for the first time. Next, Tyler introduces Rick Watson, the Founder and CEO of RMW Commerce. Rick discusses the biggest news in the eCommerce industry as BigCommerce prepares to go public and the predicted impact the IPO could have on the rest of the industry. Drawing from the role he plays in RMW Commerce, Rick explains how he guides business owners to select the best fit eCommerce platform and agency. He also lists the common challenges in eCommerce operations and how to solve them. Ultimately, Rick advises business owners to assess their business’ aspects of organization, finances, and capabilities to determine the next steps for their business’ eCommerce operations. Join Tyler, Jon, and Rick for more information on eCommerce operations and finding the right agency (hint: head over to FidelitasDevelopment.com). Looking for Strategic Marketing Partner to help grow your business during these challenging times? We'd love to speak with you! Drop us a line at info@fidelitasdevelopment.com. Timestamps 00:00 - Intro 01:11 - What’s in the News | Disney’s Hulu Offers Self-Managed Ad Service for Marketers 05:33 - Featured Guest | Rick Watson, RMW Commerce 05:52 - BigCommerce Moving to Go Public? 07:58 - Does BigCommerce Make it to it's IPO? 15:20 - Shopify’s Strengths 21:08 - Choosing the Right Platform for eCommerce Start-ups 26:05 - Hiring the Right Agency 32:00 - Great Agency Pitches 38:19 - Common Challenges in eCommerce Operations 43:38 - eCommerce Trends 49:03 - Rick’s Key Takeaway 50:12 -Outro Featured Guests | Rick Watson
What's In the News
Disney's Hulu Self Service Ad Tool
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 93: Navigating the New Normal in eCommerce Marketing
In Episode 93 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss TikTok’s new self-serve advertising platform and how it may benefit marketing leaders. They go on to cover TikTok's ongoing data privacy issues and Tyler advises that if marketers have the resources to try out TikTok's ad platform, it's not the worst bet out there.
Next, Tyler introduces Patrick Moran, a marketing leader with experience at a wide variety of household brands including Netflix and Spotify. Patrick dishes on the commonalities between the different brands and how companies need to evolve with their consumers. He dives into his experiences between Netflix and Spotfiy and the differences of their marketing outreach. He also gives his perspective of his time at Yik Yak and its issues involving username handles and bullying within the community. With Patrick’s current company, he says that working in smaller teams has helped improve efficiency. Ultimately, Patrick advises that the biggest marketing platform is the product itself.
Join Tyler, Jon, and Patrick for more information on brand performance and marketing strategies.
Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to FidelitasDevelopment.com and drop us a line!
Timestamps
00:00 - Intro
01:10 - What’s in the News | TikTok’s Self Serve Ad Platform
07:50 - Featured Guest | Patrick Moran
08:44 - Commonalities Between Brands
12:10 - Comparing Spotify and Netflix
18:12 - Yik Yak
22:30 - Pandemic Affecting Patrick’s Current Company
26:20 - Team Engagement While Working Remotely
29:00 - Underrated KPIs
33:00 - Marketing Challenges
34:35 - SEO
35:45 - Patrick’s Key Takeaway
38:06 - Outro
Featured Guests | Patrick Moran
What's In the News
TikTok's Self Serve Ad Platform
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 92: Mastering the Customer Experience with Bridgestone’s Tim Creed
In Episode 92 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss how Pinterest is developing a new advertising model that will split revenue with creators. Tastemade was the first to sign on for the pilot run. Jon and Tyler believe that while Pinterest is growing popular as a social media platform, it will have to learn how to close the gap compared to Facebook advertising campaigns.
Next, Tyler introduces Tim Creed, the Director of eCommerce at Bridgestone Americas. Tim explains the process and appeal for customers to purchase tires online. For a brand like Bridgestone, Tim focuses on the challenges of the DTC experience and the importance for effective eCommerce solutions. He also discusses Bridgestone's partnership with third party platforms like Amazon and exploring the different aspects of customer acquisition. Ultimately, Tim advises our marketing leaders to play a key role in accommodating the shift of the customer experience.
Join Tyler, Jon, and Tim for more information on customer acquisition and eCommerce strategies.
Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to Fidelitas Development and drop us a line!
Timestamps
00:00 - Intro
01:10 - What’s in the News | Pinterest’s New Advertising Model
06:37 - Featured Guest | Tim Creed
06:58 - Buying Tires Online
10:43 - Firestone's Retail Trends
14:40 - Optimizing the Customer Experience
17:37 - eCommerce Strategies
19:03 - eCommerce Challenges in Tires
22:40 - Partnership with Third Party Platforms
26:05 - Amazon's Battle with Counterfeit Products
28:56 - Opportunities with Amazon
30:28 - Item Level Profitability
33:53 - Attribution Modeling
37:19 - The Future of eCommerce
40:06 - Tim’s Key Takeaway
41:12 - Outro
Featured Guests | Tim Creed
Bridgestone Americas
What's In the News
Pinterest's New Advertising Model
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 91: Building a Successful DTC Brand with BeardBrand’s Eric Bandholz
In Episode 91 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss brands pulling their advertising on Facebook behind the “Stop Hate for Profit” campaign. They believe that some, if not most of these brands are trying to use this opportunity to cut ad spend while hiding behind a noble cause. Next, Tyler introduces Eric Bandholz, the Founder of BeardBrand. BeardBrand is an American men’s grooming company in Austin, Texas. Eric talks about starting BeardBrand and their unique mission statement (To Make Men Awesome) that factors into their marketing strategies. Eric also dishes on growing a DTC brand from scratch and some of his strategies, including influencer marketing and customer acquisition through direct engagement. Tyler and Eric go on to talk about the issue of privacy from companies using data from social channels. Ultimately, Eric advises listeners to step up as leaders and take risks. Join Tyler, Jon, and Eric for more information on customer attributions and marketing. Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to Fidelitas Development and drop us a line! Timestamps 00:00 - Intro 01:12 - What’s in the News | Facebook Boycott 13:36 - Featured Guest | Eric Bandholz 13:48 - The Idea of BeardBrand 16:39 - BeardBrand's Mission 18:14 - Customer Acquisition Strategies 20:36 - Attribution Challenges 22:35 - Influencer Marketing 25:55 - Data Tracking 30:20 - Amazon 35:45 - BeardBrand’s Quiz and Tips for Listeners on Best Practices 38:47 - Lessons Learned 41:00 - Facebook Boycott 45:15 - Eric’s Key Takeaway 47:25 - Outro Featured Guests | Eric Bandholz
Beardbrand
What's In the News
Facebook Boycott
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 90: eCommerce Marketing Strategies with Hylete’s Jon Palmer
In Episode 90 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the new partnership between Walmart and Shopify and its importance to eCommerce merchants. They both believe that this diversification presents opportunities for marketing leaders to push their product across third party channels outside of Amazon.
Next, Tyler introduces Jon Palmer, the Marketing Director for Hylete. Hylete's a digital-first fitness lifestyle brand. Jon discusses how Hylete’s native digital organization stems from other competitors and how working directly with customers drives their success. He also dishes on other marketing strategies that have worked for Hylete during the pandemic. He provides great insight for eCommerce differentiation and the importance of customer engagement before talking through his approach to attribution. Ultimately, Jon advises listeners to push the limitations of their systems.
Tyler and Jon wrap up the episode with Words of Twisdom, featuring a quote from Matthew Kobach (@mkobach) who states "YouTube isn’t social media, but also a video search engine". Join Tyler, Jon (the Wizard), and Jon Palmer for more insight on digital branding and eCommerce strategies.
Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to Fidelitas Development and drop us a line! Timestamps 00:00 - Intro 00:47 - What’s in the News | Walmart and Shopify’s Partnership 05:33 - Featured Guest | Jon Palmer 06:48 - What differentiates Hylete from its competitors? 08:57 - Working from Home's impact on Customer Engagement 12:02 - The Impact of Investor Relations on Marketing 14:03 - Email Marketing Strategies 17:45 - Hylete’s Welcome Series 19:42 - Hylete’s Quiz for Size Shopping 24:28 - Maintaining Price Integrity 27:00 - eCommerce Mistakes to Avoid 28:26 - Biggest Challenge for Hylete Today 31:46 - Attribution Models 32:47 - Jon’s Key Takeaway 35:00 - Words of Twisdom 36:50 - Outro Featured Guests | Jon Palmer
25% OFF - Use Code: LION25
What's In the News
Walmart Partners with Shopify
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 89: Customer Experience and Growth Marketing Lessons
In Episode 89, Tyler and Jon start off by talking LinkedIn's new engagement re-marketing feature for advertisers. Tyler discusses the benefits for b2b marketing leaders that have been running the same top of funnel ads again and again throughout longer sales cycles. Jon reminds us as well that with browsers like Chrome removing third-party cookies, LinkedIn is ahead of the game in adaptation to more reliance on platform analytics and data.
Then Tyler introduces Valentino Perrina, CEO of Nutre Meal Plans. Right off the bat, Valentino goes into his personal connection to the company and its motivation to help people to eat better and feel better. Valentino highlights how brand ambassadors and influencers have helped build a network of consumers. Growth also comes from educating potential and current customers while providing a great experience. In all, Valentino leaves us with his key take away in anticipating the needs of the consumer and fulfilling needs of the customer that competitors don’t account for.
After the interview, Jon gives us this episode's Words of Twisdom. This week's tweet comes from @Yoni_Solomon, “Your ability to turnaround high quality + high impact programs in days/weeks (rather than months) is a marketing moat. Very few teams can move quickly, even fewer can do it well.”
Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to Fidelitas Development and drop us a line!
Timestamps
00:00 - Intro 00:52 - In The News: LinkedIn Launches Engagement Re-marketing Ads 04:20 - Featured Guest | Valentino Perrina 04:33 - Getting Started with Nutre Meal Plans 05:44 - Growth with Brand Ambassadors 06:23 - Picking Brand Ambassadors 07:23 - Push Marketing with Social Media 08:18 - Paid vs. Organic in Social Media 09:43 - COVID-19s Impact on Nutre Meal Plans Business Model 13:24 - Dealing with Big Budget Competitors 15:44 - Crafting a Customer Experience at Nutre Meal Plans 16:33 - Customer Retention Strategies 17:04 - Email Campaigns at Nutre Meal Plans 18:16 - Event Marketing Experience Crossover 19:03 - Whats Next for Nutre Meal Plans 19:59 - Expansion Plans? 21:02 - Key Take Away 22:09 - Words Of Twisdom 24:00 - Outro Featured Guests | Valentino Perrina
What's In the News
LinkedIn Engagement Remarketing for Video and Lead Ads
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 88: Machine Learning, Predictive Analytics, and Other 2020 Marketing Trends
In Episode 88 Tyler and Jon discuss Google's push into Facebook's advertising territory with the launch of discovery ads. Jon explains how Google's launch may be easier due to the amount of data they already possess. Tyler continues by sharing Facebook's plan to begin compensating creators on Instagram for content. This could cause some marketing leaders to pull budgets off of secondary platforms like Snapchat or TikTok in order to increase budget with both Facebook and Google.
Afterward, Tyler introduces John Wall, Partner and Head of Business Development at Trust Insights. John is also a host on the Marketing Over Coffee podcast. John explains the importance of analytics at Trust Insights. They use this data, after using a machine learning algorithm, to develop predictive analytics moving forward. John highlights the importance of machine learning in making a comprehensive model of the climate of the future for marketing. He also explains the accessibility to the technology with services like google analytics. With machine learning accessibility, outsourced work can be eliminated depending on which bidding strategies are most optimal.
After discussing favorite software and tools along with their integration into machine learning, Tyler and John chat on TikTok’s short form appeal in advertising. Tyler gets into the difficulty on creating sustainable micro content. John reiterates that sustainable content for marketing can be achieved when it can be connected to the customer's journey. Then John gives us his key take away. He shares Trust Insights' motto, urging marketing leaders to utilize their technology to enhance the human experience and tell the story of their brands in a genuine way.
After Tyler and John Wall wrap up the interview with an insightful conversation on the economy of podcasting, Our resident wizard, Jon Merlin, delivers our Words of Twisdom. This week they come from @skillongo_com, who shared a quote from Joe Chernov. Both Jon and Tyler highlight the importance of taking the emotional route in connecting with customers.
As promised, here's a link to the Marketing Over Coffee Podcast: www.marketingovercoffee.com
Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to Fidelitas Development and drop us a line!
Timestamps
00:59 - Intro 01:20 - In The News: Googles Launches Discovery Ads 07:58 - Featured Guest | John Wall 08:17 - Trust Insights 09:08 - Most Important PR Metrics 10:10 - Benefits of Machine Learning and AI 13:05 - Predictive Analytics 15:01 - John’s Favorite Tools and Software in Marketing 16:45 - Utilizing Data in Machine Learning Algorithms 18:00 - SEO Keyword Strategies 22:05 - TikTok 26:52 - Marketing Trends 30:33 - Best Take Aways From Marketing Over Coffee 32:39 - Leveraging a Podcast as a Marketing Tool 34:52 - The Marketing Over Coffee Playbook 38:27 - John’s Key Take Away 39:55 - Economics of Podcasting 48:16 - Words of Twisdom 49:00 - Outro Featured Guests | John Wall
What's In the News
Google Launches Discovery Ads
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 87: eCommerce Growth Strategies with Bulk Reef Supply’s Jeff Cash
In Episode 87, Tyler and Jon bring us a double feature for in the news, starting with Facebooks acquisition of Giphy. Tyler and Jon dive into the relevance of utilizing gifs in an online marketing setting while reminding listeners of the complications that can come with it. With the majority of gifs made up of popular IP’s and celebrities, licensing issues abound. Shifting gears, Tyler brings up the “new” delivery pizza chain, Pasqually’s, and its true identity. Dealing with the current climate, companies like Chuck E Cheese and Hooters have resorted using different names in order to bring in customers via delivery services like Grubhub. But Tyler and Jon warn of the down sides of a marketing strategy hinging on bait-and-switch tactics. Also, Jon makes sure to note that he ONLY goes to Hooters for the burgers. After some humorous back and forth discussion on twitter and emails, Tyler introduces Jeff Cash of Bulk Reef Supply. They dive into the Jeff's experience in the hobby industry and the rise in sales in the current climate. Jeff details the importance of marketing on sites like YouTube, where Bulk Reef Supply uploads over 5-7 videos each week. Jeff emphasizes the importance of being an authority in your niche and helping your customers realize how your products help fulfill their dreams. He states that when people can see the final product, they can imagine it in their own space as well. Jeff also gets into their independence from third party marketplaces like Amazon. While Jeff speaks highly of Amazon, he wants to cultivate the most personal and beneficial experience for their consumer base through DTC or brick and mortar distribution. To wrap up the interview, Jeff leaves us with his key take away: to always maintain a culture of testing. He reminds us that what works today may not work tomorrow and it never hurts to acquire more data. Jon gives us this episode's Words of Twisdom from @12thcross saying, “Advertising is saying you're good. PR is getting someone else to say you're good.” Tyler and Jon highlight the importance of leveraging PR, especially in a times like these. Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to Fidelitas Development and drop us a line! Timestamps 00:17 - Intro 01:12 - In the News: Facebook's Acquisition of Giphy, Hooters and Chuck E. Cheese Take Up Delivery 15:46 - The Permanence of Email Addresses 18:06 - Featured Guest | Jeff Cash 20:33 - Bulk Reef Supply’s Strategies in Today's Climate 22:37 - Brand Loyalty 25:33 - Leveraging 3rd Party Sales Channels 28:29 - Selling the Dream 29:28 - Most Effective Channels for Bulk Reef Supply 30:46 - Being a Source Of Authority for your Customer Base 34:05 - Bulk Reef Supply's SEO Strategy 34:50 - Believing in What You’re Selling 40:03 - Tailoring A Message to Bulk Reef Supply's Diverse Customer Base 44:31 - Underrated Marketing Strategies 50:04 - Being Competitive In Fulfillment 51:29 - 3rd-Party Financing as a Conversion Optimization Tool 52:31 - Biggest Marketing Opportunities Today 55:55 - Words Of Twisdom 56:00 - Outro Featured Guests | Jeff Cash
What's In the News
Facebook acquires Giphy
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 86: Whitelisting and Influencer Marketing with Hashtag Paid’s Phil Jacobson
In Episode 86, Tyler and Jon dive into Shopify's new app: Shop. Tyler goes deeper into the potential battle with Amazon that Shopify is setting into motion with their new app by providing services that will impact a significant portion of the eCommerce ecosystem. With advantages like local listings and no extra charges to merchants, the Shop app has great potential.
Moving forward Tyler introduces Phil Jacobson, the VP of Product and Growth at Hashtag Paid. Phil describes Hashtag Paid as a market place for businesses to get in touch with creators as well as an innovator in providing marketing tools for businesses. He goes on to highlight the importance of working with creators to build legitimate brand relationships anchored in relevance as opposed to commission.
This relationship is discussed in greater depth when factoring in the authentic experience Phil strives for when working with brands at Hashtag Paid as he details with how some of their best customers are leveraging whitelisting. Phil discusses the need for authenticity and goes on to outline some of the common mistakes brands are making when working with influencers and implementing their own whitelisting campaigns.
After wrapping up the interview, Jon brings us Words of Twisdom from @CleverTap that remind business leaders to focus on the value their products bring their customers.
Have you subscribed and left us a review yet? If not, please do- it's super helpful in enabling other marketing leaders to discover the pod! By the way- is there anything we can do for you? Shoot an email to info@fidelitasdevelopment.com if there is and we'll do our best to help!
Timestamps
00:34 - Intro
00:44 - In The News: Shopify’s New App, Shop
06:15 - Interview with Phil Jacobson
06:31 - Hashtag Paid
07:25 - Creator Whitelisting
08:55 - Creators vs. Influencers
12:29 - Whitelisting in Different Industries
14:29 - Can Whitelisting be Used as a Work-around for Facebook's Ad Policies?
15:23 - Tracking Metrics with Third Party Creators
16:55 - The Potential Competition of Facebook Ad Manager Implementing Influencer Management
19:36 - Could Facebook be Interested in Acquiring Hashtag Paid?
20:20 - Brand + Creator Relationships
22:01 - Channels Brands are Integrating with Whitelisting
25:14 - Common Influencer Marketing and Whitelisting Mistakes
29:12 - What Successful Whitelisting Campaigns are Doing
30:29 - The importance of 3rd Party Review Platforms for Hashtag Paid's Own Marketing
32:33 - Changes to Come in eCommerce
37:02 - Phil's Take On Shopify's new Shop App and its Potential to Compete with Amazon
45:30 - Key Take-away
48:48 - Words of Twisdom
49:00 - Outro
Featured Guests | Phil Jacobson
Phil Jacobson
What's In the News
New App for Shopify
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP: Google Helps Merchants with Free Shopping Feed Listings, Plus a Panel!
In Episode 85, Tyler and Jon discuss Google making product listings available for free to merchants. Jon goes on to explain how Google wants to make more items noticeable to the public as a response to the current climate of COVID-19. Tyler makes an important point in not slashing one's paid ad budget due to the new organic listings possibly being hidden by paid adds still. He goes on to point out the opportunity available to invest in both organic and paid shopping feeds, highlighting the importance of a well organized and optimized feed. Tyler continues to mention the great opportunity this brings for Google as well as other third party marketplaces like Shopify and Pinterest as Amazon alternatives. Then listeners are treated to an exclusive look at the Scale That Summit panel that Tyler moderated with Ivonne Kinser, the Senior Digital Marketing Director for Avocados from Mexico, Danica Carey, the Marketing Manager at Serius Innovation, as well as Jonathan Steffens, the eCommerce Manager at American Outdoor Brands. The summit guests go on to explain their strategic pivots amidst the pandemic with many of them taking this opportunity as a way to educate both consumers and themselves in this unprecedented era. The panelists touch on a variety of topics, including consumer education, attribution, and job interview tips for listeners that may be on the market. Jon wraps up the podcast with Words of Twisdom from @Command_app. Jon and Tyler affirm the message of caring for consumer needs and having a level of anticipation akin to the methods the Summit guests have taken in order to solidify the consumer-brand relationship in a sincere fashion. Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to FidelitasDevelopment.com and drop us a line! Timestamps 00:30 - Intro 00:51 - What's In the News | Free Google Shopping Listings 05:59 - Introduction to Panelists 09:52 - COVID-19’s Affect on American Outdoor Brands 11:16 - COVID-19’s Affect on Avocados from Mexico 15:52 - Seirus’s Pivot During COVID-19 19:04 - Seirus’s Customer Engagement Strategy During COVID-19 21:34 - How American Outdoor Brands Educates New Customers 24:06 - Avocados from Mexico’s Most Important Marketing Channels During COVID-19 28:50 - Seirus’s Use Of Social Media In Today's Climate 32:45 - How American Outdoor Brands Tracks Attribution and Integrates Campaigns 34:58 - Avocados from Mexico’s Integration of Traditional/Digital Media Into Their Attribution 40:23 - Seirus’s Integration of Earned Channels into Their Attribution 42:49 - Danica’s Tips on Standing Out as a Marketing Job Candidate 46:32 - Jonathan’s Take on Standing Out as a Marketing Job Candidate 47:44 - Ivonne’s take on Standing Out as a Marketing Job Candidate 52:09 - Ivonne’s Continued Growth/ Education As A Marketer 53:56 - Danica’s Take on Growth/ Education As A Marketer 56:09 - What Channels Would Danica Invest In Running a Start Up? 56:56 - What Channels Would Jonathan Invest In Running a Start Up? 57:21 - What Channels Would Ivonne Invest In Running a Start Up? 57:38 - The Biggest Opportunities Ivonne Sees for Marketing Leaders Today 59:28 - The Biggest Opportunities Danica Sees for Marketing Leaders Today 01:01:14 - The Biggest Opportunities Jonathan Sees for Marketing Leaders Today 01:03:45 - Key Take Away: Ivonne 01:04:46 - Key Take Away: Jonathan 01:05:56 - Key Take Away: Danica 01:08:48 - Words Of Twisdom 01:09:00 - Outro Featured Guests
Danica Carey
Ivonne Kinser
Jonathan Steffens
What's In the News
Google Shopping Listings For Free
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 84: Crafting a Better Social Media Strategy with Minted’s Leah Randall
In Episode 84, Tyler and Jon begin with an interesting bit of news out of Amazon. They continue to explain how Amazon's strategy of trying to reduce sales to deal with high demand is hurting third party sellers. They go on to discuss the benefits of having independence from sales platforms and diversifying your revenue streams as a brand. Jon makes a good point that while it may seem Amazon’s decision is in response to some “first world problems”, it actually is a move meant to benefit customer experience as a whole. Then Tyler introduces Minted’s Senior Social Media Strategist, Leah Randall. She details her experience with multiple household brands, including Uber Eats and Hilton, and dives into her diverse set of experiences in marketing to different demographics. She goes on to make the point that authenticity is critical in marketing to these communities. She also recommends the utilization of all social media channels in today's age, given that you have a solid plan in place. Without proper engagement, your audience will lose interest. After much more engaging discussion Leah leaves us with an awesome quote stating, “Content is king but distribution is queen and she wears the pants”, enforcing the importance of quality over quantity in the world of social media marketing. Then Jon shares some words of Twisdom from Heather Monahan which reminds marketing leaders and business owners not to dwell in the climate of today but look to the future for the opportunities that will come out of the current global crisis. Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to FidelitasDevelopment.com and drop us a line! Timestamps 00:29 - Intro 00:59 - In the News: Amazon's New Strategy 08:02 - Interview with Leah Randall 08:14 - What is Minted? 09:33 - Working With Big Brands 12:14 - How Social Media Strategies Differ Industry to Industry 16:27 - The Changing Social Media Marketing Landscape 18:57 - What Marketing Channels are Most Important to Minted 20:43 - How Minted Measures Return on Investment 22:52 - Using Paid Ads to Grow Minted’s Social Presence 27:06 - Leah's Favorite Software/Tools 29:41 - When To Post to Social Media 33:15 - Audience Targeting 36:05 - Favorite Social Media “Hack” 37:39 - Busting Social Media Myths 42:06 - Key Takeaway 43:27 - Words Of Twisdom 48:29 - Outro Featured Guests | Kyle Lacy
Minted
What's In the News
Amazon's Newest Strategy | Getting You To Buy Less
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 83: Marketing Lessons from Lessonly’s Kyle Lacy
In Episode 83, Tyler and Jon get into some non-Corona Virus news for a change; discussing Google's removal of cookies and the effects it will have on collecting information. They make a good case for how businesses with a loyalty marketing strategy can use this method as a more non-threatening approach to collecting consumer data.
Afterward, Tyler talks shop with Kyle Lacy, the CMO of Lessonly. Tyler and Kyle discuss today's climate and the strategies that have been key to navigating it. Kyle notes that while there is change, Lessonly's mission statement of helping to do better work for better lives stays relevant and true.
Then Kyle dives deeper into how the company manages marketing through a more targeted approach and holds making a direct, personal connection to the customer in high regard. He also dishes on some of his hiring methods to find the best team members using open ended questions during the interview process.
Then Jon and Tyler share some words of Twisdom from @BruceVH, highlighting the importance of how you present your business in a consistent fashion.
Have you reviewed the podcast yet? If not, please do- it helps more fine marketing leaders like yourself find us. Thanks for listening along!
Timestamps
00:00 - Intro
00:55 - What's In the News
09:27 - Interview with Kyle Lacy
10:37 - Personal Brands
11:37 - Brand Positioning Strategy
13:27 - Quarantines Effect on Business
15:25 - Product Innovation in Todays Climate
17:01 - Lessonly’s Recruiting Strategy
22:21 - Interview Strategies
25:20 - Most Important Marketing Channels for Lessonly
28:09 - Branded vs. Non-Branded Search Terms
29:33 - Email Marketing Strategy
30:43 - Lessonly’s Biggest Marketing Challenges
34:12 - How Marketing and Sales Teams Working together at Lessonly
37:37 - What Marketing Teams are Missing
40:00 - Whats Next for Lessonly?
45:46 - Key Takeaway
46:33 - Words of Twisdom
48:56 - Outro
Featured Guests | Kyle Lacy
Lessonly
What's In the News
Will Loyalty Programs Gain Renewed Value in a Cookie-Less Era
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 82: Oh, Baby! Digital Marketing Attribution and more with Newton Baby’s Aaron Zagha
In Episode 82 Tyler and Jon start us off with some insightful conversation on the new platform Quibi and its unique style of streaming content. They dive into the consumer-friendly nature of a mobile-based, short-form content provider perfectly tailored for the new generation and the current global climate. Tyler and Jon highlight the potential opportunities in advertising with the short form medium lending a hand to quality advertisements.
Tyler goes on to introduce Aaron Zagha, the CMO of Newton Baby, a consumer startup providing the safest crib mattress on the market. They go on to discuss the ins and outs of effective D2C marketing and how to accurately target consumers. Aaron continues by emphasizing the importance of attribution data and feedback in understanding your current and potential consumer bases.
To close out the episode, Jon shares some Words Of Twisdom from Jennifer Gluckow (@Jengitomer). Also, don't miss Tyler's upcoming talk on making the most of your depleted marketing resources at ScaleThatSummit.com, an online marketing conference committed to raising 100,000 pounds of food donations for Feeding America. The conference goes live on April 15th.
Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to FidelitasDevelopment.com or email us at info@fidelitasdevelopment.com!
Timestamps
00:00 - Intro 00:48 - What's In The News: Quibi Launches 07:21 - Featured Guest Aaron Zagha 07:35 - Newton Baby 10:45 - Identifying Newton Baby's Target Audience 13:04 - What Marketing Channels Have Been Successful for Newton Baby 14:30 - Paid Search and SEO Campaigns Working Together 17:50 - Marketing Team Composition 18:23 - In-House Vs. Outsourcing 23:24 - SMS at Different Stages 28:34 - Attribution Through Facebook and Amazon 31:02 - Tools For Attribution Measurement 32:00 - Influencer Marketing Strategy 35:32 - Podcast Marketing Campaigns 37:07 - Building Brand Loyalty On Rented Platforms 43:23 - Key Takeaway 45:19 - Words Of Twisdom 49:53 - Outro Featured Guests | Aaron Zagha
Newton Baby
What's In the News
Quibi entering into Streaming Services
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 81: Marketing Amidst a Pandemic with MedZone CEO Joe Freeman
In Episode 81 of the Lion’s Share Marketing Podcast, Tyler and Jon continue the COVID-19 conversation with the new stimulus package, including the Payroll Protection Program. They dive deeper into the benefits the program offers in keeping business moving for small businesses, alleviating the stress of budget cuts with a forgivable loan. They encourage marketing leaders to take advantage of the lucrative opportunity these programs present within this current climate.
Then Tyler introduces MedZone CEO, Joe Freeman. In their interview, they discuss the elements of brand partnership and innovation that have lead to MedZone's success as well as their strategies in the current climate that have allowed for a smooth pivot. Joe makes important points on the necessity for a company to remain proactive in crisis situations through finding solutions such as adding and innovating products to fit the customers change in lifestyle.
To wrap up the episode, Tyler and Jon share a Words of Twisdom quote from Dan Rockwell, encouraging business leaders to take a moment to consider their team and customer/client dedication in the midst of the pandemic.
Need help navigating your marketing strategy through these turbulent times? Be sure to head over to Fidelitas Development and drop us a line, or just email us directly at info@lionssharepodcast.com!
Timestamps
00:00 - Intro
00:46 - In the News: The Paycheck Protection Plan
07:03 - Casual Conversation with Joe Freeman
08:38 - Corona Marketing Hypothetical
14:40 - Featured Guest Joe Freeman
18:46 - How Medzone is being Proactive in Today's Turbulent Climate
20:46 - Providing Value to Your Customers
23:52 - COVID-19's Impact on Marketing Strategies
27:21 - Earned Media and PR Strategies During COVID-19
29:36 - Product Innovation at MedZone
33:27 - Market Research Methodology
35:09 - Asking The Right Questions
37:52 - Growing the MedZone Brand
39:21 - Brand Awareness
41:08 - What Joe Looks For When Hiring
44:37 - Key Takeaway
47:41 - Words Of Twisdom
49:33 - Outro
Featured Guests | Joe Freeman
MedZone
What's In the News
SBA Loans - Coronavirus Stimulus Package Cares Act
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 80: The Ultimate Paid Digital Media Roundtable
In Episode 80 of the Lion's Share Marketing Podcast, Tyler and Jon continue their discussion of how the Corona Virus is affecting businesses everywhere. Specifically, they discuss how direct to consumer brands are scaling back their budgets amidst the crisis. Ultimately though, they urge marketing leaders to find creative solutions with the budgets that they do have, especially since digital ad costs are comparatively low right now.
Then at the beginning of the roundtable, Tyler makes the special announcement that Fidelitas has opened a new division in Boulder, Colorado called Ignis. Ignis specializes in helping brands that are already spending six figures or more per month on their ad campaigns scale to the next level profitably. In a special format for our marketing leaders listening along, Tyler brings on the Managing Partners of Ignis, Beau Haralson and Alex Herndon, along with the Digital Marketing Director at Fidelitas Development's San Diego headquarters, Ian Britton, for a roundtable discussion on paid digital media.
Tyler and Jon wrap up the episode with an encouraging Words of Twisdom quote from Lewis Howes @lewishowes, who cites all of the iconic startups that came out of the 2008 financial crisis including Slack, Pinterest, and Venmo. Join Tyler, Jon, Beau, Alex, and Ian for the ultimate paid digital media roundtable.
Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to FidelitasDevelopment.com and drop us a line!
Timestamps
00:00 - Intro
00:50 - What's in the News?
05:25 - Paid Media Roundtable | Beau, Alex, & Ian
07:02 - Difference Between Small & Large Budget Campaigns
11:20 - Top Trends in Paid Media
12:38 - Attribution Tools
17:19 - The Most Undervalued Channels for Paid Media
19:50 - What Makes Great Creative?
22:30 - Navigating Paid Ad Campaigns During the Political Window
26:30 - Why Brands Hit Scaling Plateaus
28:56 - Telltale Signs that your PPC Agency is Underperforming
32:07 - How to Know if you can Trust your Paid Media Agency
33:55 - How Retargeting is Changing with Shifting Privacy Policies
38:38 - In House vs. Agency for Paid Media
46:33 - Key Takeaways
51:11 - Words of Twisdom
54:04 - Outro
Featured Guests | Beau, Alex and Ian
Beau's Twitter
Alex's LinkedIn
Ian's LinkedIn
What's In the News
DTC Brands Tightening Spend on Digital Advertising
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 79: Launching a New Sport for Net Profit with CrossNet’s Chris Meade
In Episode 79 of the Lion's Share Marketing Podcast, Tyler and Jon discuss the inescapable news of Coronavirus and all of the implications that it has had and will continue to have on businesses across the world. They both agree that while the pandemic is hurting businesses in various ways, there is still room for marketing leaders to take advantage of the situation and find creative solutions amidst the chaos.
Next, Tyler brings in Chris Meade, Co-Founder of Crossnet, the world's first 4-way volleyball game. Chris shares his experience in taking Crossnet from concept to reality, diving into the marketing strategies that have led to Crossnet's success and growth as a game and sport. He provides great insight on how marketing leaders can use targeted video content, influencer marketing, earned media, and email lists to reach potential
customers and build brand loyalty. Ultimately, Chris leaves listeners with the advice to just get started if they have a good idea.
Tyler and Jon wrap up the episode with Words of Twisdom featuring a quote from Magdalena Kala (@MagdalenaKala). Join Tyler, Jon, and Chris for more of the inside scoop on Crossnet and the latest digital marketing trends.
Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to FidelitasDevelopment.com and drop us a line!
Timestamps
00:00 - Intro
01:50 - What's in the News | Coronavirus
06:25 - Introduction | Chris Meade
06:50 - What is Crossnet?
08:10 - Taking Crossnet from Concept to Reality
09:05 - Crossnet's Go-to-Market Strategy
10:10 - Marketing Channels and Strategies
11:43 - Calculating Customer Lifetime Value
12:35 - Crossnet's Geographical Footprint
13:36 - Experiential Marketing
16:03 - Influencer Marketing Strategy
17:20 - Crossnet's Plans for a Professional League
18:08 - Selling Crossnet to Schools
19:09 - PR and Earned Media
19:56 - Gathering Customer Data at Live Events
22:23 - Crossnet's Growing Marketing Team
23:04 - Chris's Key Takeaway
24:19 - Words of Twisdom
26:35 - Outro
Featured Guest | Chris Meade
Crossnet Game
What's In the News
Coronavirus
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 78: Using Video for a Better ROI on Email Marketing
In Episode 78, Tyler and Jon share that Uber is partnering up with Adomni, an ad-tech platform. Tyler shares that despite the bad press about driver compensation, this is a great way to monetize assets. Jon mentions that the market may be utilized by those with established Out-of-Home marketing campaigns. The pair theorizes that this partnership could be especially effective in tourist-dominated locations for impulse visits to brick and mortar businesses.
Next, Tyler welcomes Oli Bridge, the CMO of Bonjourno, onto the podcast. Oli shares the significance in building solid relationships with individuals in all roles when building a brand while aiming for brand longevity.
Tyler and Jon's Words of Twisdom feature a quote by Jeff Sheldon (@ugmonk) this week. Join Tyler, Jon, and Oli for more insight on how to maximize your marketing strategies while establishing customer loyalty.
Have you left us a review yet? If not, we'd be glad you did!
Also, have a great marketing joke or guest idea to share? Drop us a line at info@lionssharepodcast.com!
Timestamps
00:00 - Intro
00:58 - What’s in the News | Uber’s Partnership with Adomni
04:53 – Featured Guest: Oli Bridge
05:38 – What is Bonjoro?
06:55 – Oli’s Background
08:48 – E-Commerce Marketers' Results with Bonjoro
10:34 – Utilizing Bonjoro Tools to Increase Email Marketing ROI
12:17 – Video Marketing
14:08 – Creating Content
15:08 – Bonjoro's Marketing Strategy
16:23 – Key Lessons from Affiliate Marketing
17:38 – Determining Customer Lifetime Value While Measuring the ROI of Campaigns
19:36 – Most Effective Channels for Customer Acquistion
23:16 – Tracking Bonjoro’s PR Strategy and ROI
25:20 – Oli’s Key Takeaway
26:15 - Words of Twisdom
30:32 - Outro
Featured Guest | Oli Bridge
Bonjoro
What's In the News
Uber’s Partnership with Adomni
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 77: Can You Hear Us Now? SEO, UX, & Project Management from Verizon Media
In Episode 77, Tyler and Jon discuss the news that Brandless is shutting down their operations. Tyler shares that Brandless had an interesting concept but doesn’t possess adequate brand affinity compared to its competitors. He reiterates that it all falls back on identifying a brand story while building brand loyalty in order to instill trust with customers.
Next, Tyler welcomes Shalini Solomon, the Senior Manager of Demand Generation at Verizon Media, onto the podcast. Shalini shares great insight on UI/UX best practices and settles the Agile vs Waterfall project management debate before dishing on her views on SEO and Paid Media.
Tyler and Jon's Words of Twisdom feature a quote by Edward Dearborn (@edwindearborn) this week. Join Tyler, Jon, and Shalini for more the inside scoop on Verizon Media and the latest digital marketing trends.
Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to FidelitasDevelopment.com and drop us a line!
Timestamps
00:00 - Intro
01:15 - What’s in the News | Brandless Shuts Down
07:19 – Featured Guest Shalini Solomon
07:47 – Shalini's Role at Verizon Media
09:00 – Paid Partnership Opportunities
10:07 – Lesser-Known UI and UX Mistakes
13:16 – Site Design and Development Project Challenges
18:35 – Agile vs Waterfall
20:29 – Current Challenges at Verizon Media
26:09 – Shalini's Approach to Lead Attribution
31:10 – Shalini's Most Important Metrics
33:14 – Verizon Media's SEO Strategy
37:32 – Prioritizing PPC and SEO
41:06 – Biggest Opportunity in Digital Marketing
44:24 – Shalini’s Key Takeaway
50:29 - Words of Twisdom
53:00 - Outro
Featured Guest | Shalini Solomon
Verizon Media
What's In the News
Brandless Shuts down
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 76: Marketing a Brewery Sud-ccessfully with Karl Strauss’ Brian Skarin
In Episode 76, Tyler and Jon discuss successful and not so successful Super Bowl ads from Super Bowl LIV. Tyler shares his thoughts on Google being a solid standout but Tide being his overall winner. Jon adds that repetition was key for Tide to deliver a memorable message on advertising's biggest stage. Next, Tyler dished on the losers of the night whose ads were most forgettable, due to sacrificing brand recognition for a chuckle.
Next, Tyler welcomes Brian Skarin, the Communication and Events Manger at Karl Strauss Brewery, onto the podcast. Brian shares some of the key strategies in building the brand of one of Southern California's most prominent breweries. He goes on to share how Karl Strauss’ brand loyalty and brand partnerships have aided in the success of their successful marketing campaigns
Tyler and Jon's Words of Twisdom feature a quote by Lucid Manager (@lucidmanager) this week. Join Tyler, Jon, and Brian for more insight on how to maximize your marketing strategies while establishing customer loyalty.
Have you left us a review yet? If not, we'd be glad you did!
Also, have a great marketing joke or guest idea to share? Drop us a line at info@lionssharepodcast.com!
Timestamps
00:00 - Intro
01:08 - What’s in the News | Super Bowl Ads
06:42 – Featured Guest Brian Skarin
08:08 – Standing Out in a Crowded Field of Competitors
09:37 – Building a Great Customer Experience
13:44 – Prioritizing Sales Channels
15:11 – Maximizing Quality Content
16:33 – Integrating Paid Strategies
18:37 – Brian's Preferred Advertising Methods
20:04 – Key Challenges
23:40 – Tracking the ROI of Social Campaigns
24:53 – Effective PR Campaigns
27:52 – Prioritizing Media Coverage
29:31 – Building Customer Loyalty
32:02 – Brian’s Key Takeaway
35:10 - Words of Twisdom
43:47 - Outro
EP 75: Special 75th Anniversary Episode: All the Jokes! In this episode, we present to you the Special 75th Anniversary Episode: All the Jokes! A recap of your favorite marketing podcast openers (and a few closers)! Here on the Lion Share Marketing Podcast, we'd like to take a moment to reflect, and thank our loyal listeners and subscribers with an episode full of our best (and cheesiest) marketing jokes! Looking for help with your marketing strategy? Be sure to head over to Fidelitas Development and drop us a line! Timestamps
00:00 - Intro
01:42 - All the Jokes
11:56 - Outro
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 74: Marketing a Startup Beverage Brand with O2’s Eric Le
In Episode 74, Tyler and Jon discuss NBC Universal's announcement of its new streaming service, Peacock (coming this July). Tyler ponders if users will get to a point of subscription fatigue, with existing options like Hulu, Netflix, HBO, and Disney Plus already amounting to the equivalent of a modest cable bill. How many more subscriptions will users pay for?
Next, Tyler welcomes Eric Le, the Vice President of Marketing at O2 Natural Recovery, onto the podcast. Eric shares some of the key factors of success for beverage marketing. He discloses the key differences in O2 Natural Recovery and other leading sports drinks and dishes on his marketing processes when expanding into new markets. Eric encourages marketers to get creative, try new ideas, and to back it all up with sound thought and good intentions.
Tyler and Jon's Words of Twisdom feature @Himani_Kankari this week. Join Tyler, Jon, and Eric for more insight on how to improve your marketing strategies and build brand loyalty.
Looking for help with your marketing strategy? Be sure to head over to FidelitasDevelopment.com and drop us a line!
Timestamps
00:00 - Intro
01:07 What’s in the News | NBC Universal Launching A New Streaming Service
07:14 – Featured Guest Eric Le
08:45 - Positioning the O2 Brand
11:10 – Sampling O2 Products
14:07 – Growing the O2 Brand
17:22 – O2's Retail Strategy
19:07 – Balancing Sales and Marketing
21:11 – ROI Measurement
26:06 – Building Customer Retention
30:19 – Preferred Marketing Tools for O2
31:54 – O2's Strategy around Partnerships
39:00 – Creating Relative and a Engaging Content
41:08 - Eric's Key Takeaway
41:50 - Words of Twisdom
43:47 - Outro
Featured Guest | Eric Le
O2 Natural Recovery Drink
What's In the News
Organic Popular Product Listings
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 73: Regional Marketing Success with Jerome’s Furniture
In Episode 73, Tyler and Jon discuss outdoor advertising's surpassing of print ads in marketing spend over the past year. Tyler shares that marketing leaders tend to invest in out of home advertising alongside digital media as part of larger-scale branding campaigns. Of course, measuring the true impact of out of home advertising remains a challenge for marketing leaders everywhere.
Next, Tyler welcomes Jim Navarra, the Executive Vice President of Marketing at Jerome’s Furniture, onto the podcast. Jim shares some of the key factors in Jerome's success in dominating the retail furniture across Southern California. He also addresses Jerome’s marketing processes when expanding into new markets. Jim also dishes on how his team evaluates new partnership opportunities.
Tyler and Jon's Words of Twisdom feature a quote by Matthew Kovach (@MKovach) this week. Join Tyler, Jon, and Jim for more insight on how to improve your marketing strategies and establishing customer loyalty.
Looking for help with your marketing strategy? Be sure to head over to FidelitasDevelopment.com and drop us a line!
Timestamps
00:00 - Intro
01:00 – What’s in the News | Billboard Ad Sales Surpass Print Ads
05:05 – Featured Guest Jim Navarra
06:48 – Jerome's Keys to Becoming the Market Leader in Retail Furniture
08:27 – Evaluating Sponsorship Opportunities
13:18 – Building Customer Loyalty
15:56 – Jerome’s Furniture's Most Effective Marketing Channels
17:25 – Incorporating Addressable Television
18:32 – Evolving Marketing Strategies for Jerome’s Furniture
20:37 – ROI Measurement
23:45 – Jim's Biggest Marketing Challenge
25:41 – Assessing Appropriate Marketing Channels
28:55 – Email Marketing Opportunities
31:08 – Continued Market Expansion
31:53 – Assessing New Location Opportunities from a Marketing Perspective
34:07 – The Dream Shop Customer Experience
37:16 - Jim's Key Takeaway
39:18 - Words of Twisdom
41:50 - Outro
Featured Guest | Jim Navarra
Jerome's Furniture
What's In the News
Outdoor Advertising market Poised to Eclipse Newspapers
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 72: Sound Marketing Strategies with Bose
In Episode 72, Tyler and Jon discuss the launch of Pinterest Trends, which will offer an overview of top searches on the platform. Tyler shares that the Pinterest 100 report is another great tool for marketing leaders to leverage their content marketing strategies.
Next Tyler welcomes Crystal McKenzie, the head of Marketing and Brand Partnerships for Emerging Wearables at Bose, onto the podcast. Crystal dishes on Bose’s emerging wearables and their marketing strategy for some of Bose's lesser-known (but just as cool!) products. Crystal also addresses how marketing leaders can avoid complacency while creating campaigns and advises our listeners to surround yourself with people that elevate you.
Tyler and Jon's Words of Twisdom featured a quote by Jamie Turner via @Mayple_com this week. Join Tyler, Jon, and Crystal for more insight on how to improve your marketing strategies and launch groundbreaking products.
By the way - have you left us a review yet? If not, we'd be honored if you did!
Timestamps
00:00 - Intro
01:36 – What’s in the News | Pinterest Trends
04:11 – Featured Guest Crystal McKenzie
05:08 – Crystal's Role at Bose
06:07 – Bose's Marketing Strategy for Emerging Wearables
08:00 – Feedback from Launching Products
09:08 – Launch Strategy for Bose Frames
12:36 – Bose's Key Marketing Channels
15:58 – Consumer Education and Creating New Categories
16:58 – Direct to Consumer vs Third Party Retailers
18:14 – Strategy for In-Store Customer Education
21:34 – Long Term Effect on Brand Perception
23:28 – Customer Longevity
25:19 – Bose AR
27:55 – Future of Emerging Wearables
29:31 – Evolving Marketing Strategies for Bose
30:49 – Co-marketing Opportunities
33:03 – Focus Groups
35:07 – What’s Next for Bose
35:57 - Key Takeaway
38:25 - Words of Twisdom
40:31 - Outro
Featured Guest | Crystal McKenzie
Bose
What's In the News
Pinterest Trends: Top US Views
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 71: Turning Over a New Leaf in CBD Marketing
In Episode 71, Tyler and Jon share that Canva has video editing capabilities in the works for 2020. This tool will be useful for digital marketers already using Canva for light design work. Tyler emphasizes that more brands and agencies are seeking to create content more frequently and Canva will be a great tool for designers to accommodate that demand in a cost- and time-efficient manner.
Next, Tyler welcomes our friend and client, Eric Raszewski, Head of Sales at Nutralife Wellness,to the show. Eric shares how he ended up joining the CBD industry on a whim before going on to become an established thought leader in the industry. He elaborates on the key components it takes for Nutralife Wellness to maintain an advantage as both a B2B and D2C brand.
Eric gives insight on the vast differences in marketing CBD and a dishes on the biggest mistakes marketers are making in the industry. Overall, Eric encourages focusing on creating a solid product while building brand loyalty.
Tyler and Jon's Words of Twisdom, featured @ELONMUSK this week. Join Tyler, Jon, and Eric for more insight on how to improve your marketing and sales strategy and grow your brand.
By the way - have you left us a review yet? If not, we'd be honored if you did!
Timestamps
00:00 - Intro
00:58 - What's in the News | Canva Launching Video Editing Capabilities
05:50 - Featured Guest | Eric Raszewski
06:43 - How Eric Joined the CBD Industry
08:05 - Various Nuances in Marketing CBD
09:16 - Cannabis and CBD Market Confusion
14:18 - Nutralife's B2B Vetting Process
17:17 - Challenges Marketers Face in the CBD Industry
18:15 - FDA Warning Against False Claims by CBD Brands
18:50 - Nutralife's Marketing Strategies
19:41 - Eric's Take on LinkedIn
20:30 - Nutralife's D2C Marketing
22:55 - Integrating Sales and Marketing Strategy
24:39 - Assessing Brand Challenges
26:41 - Building Brand Loyalty for Consumers
29:29 - Biggest CBD Marketing Mistakes
32:30 - A Bonus CBD Joke!
33:29 - Eric's Key Takeaway
35:47 - Words of Twisdom
40:03 - Outro
Featured Guest | Eric Raszewski
Nutralife Wellness
Nutralife Labs
What's In the News
Canva To Launch Video Editing in 2020
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 70: Organic Social Media Success with Pura Vida Founder Griffin Thall
In Episode 70, Tyler and Jon share that brands on Twitter will be able to hide replies to tweets. The beta testing has shown that this adjustment has helped brands eliminate tweets from trolls while controlling the motive and narrative of tweets. Tyler adds that this option will also help brands that lack in the area of customer service or under deliver for their customers. Overall, this tool is a major plus for brands that are already active on Twitter.
Next, Tyler welcomes Griffin Thall, Co-Owner and Founder of Pura Vida, to the show. Griffin shares his 10 year process in building Pura Vida into a successful brand. With a background in marketing, Griffin shares key strategies and ways to develop brand loyalty. He also dishes on Pura Vida's social media strategy.
Griffin encourages listeners to focus on the quality of their content and photography. This strategy has brought Pura Vida tremendous success and has been aided through influencer collaborations and running Instagram ads with content creators.
Tyler and Jon's newest segment, Words of Twisdom, featured @REBECCARADICE this week.
Join Tyler, Jon, and Griffin for more insight on how to improve your social media presence, marketing strategy and grow your brand.
By the way - have you left us a review yet? If not, we'd be honored if you did!
Timestamps
00:00 - Intro
01:03 - What's in the News | Brands Hiding Replies on Twitter
06:52 - Featured Guest | Griffin Thall
07:17 - Pura Vida's Origin Story
07:43 - Building a Brand
08:23 - Strengthening Weak Spots Outside of an Area of Expertise
09:00 - Keys to Success
10:13 - Implementing an Effective Cause Marketing Strategy
11:50 - Most Effective Channel for Pura Vida
12:41 - Selling Through Amazon
13:00 - Migrating Customers from Amazon to Pura Vida Website
13:48 - Pura Vida's Public Relations Strategy
14:42 - Connecting Social Media to Sales
15:07 - Growing an Organic Social Media Following
16:13 - Successful Social Media Promotions
17:11 - Pura Vida's Influencer Marketer Strategy
18:24 - Paid Ads on Instagram
18:49 - Pura Vida's Biggest Marketing Challenge
19:58 - Creating Quality Content
22:13 - Key Takeaway
23:11 - Words of Twisdom
26:00 - Outro
Featured Guest | Griffin Thall
Pura Vida Bracelets
What's In the News
Brands on Twitter Can Now Hide Replies
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 69: Sweet Ecommerce Marketing Tips w/ Hershey’s Brad Santanna
In Episode 69, Tyler and Jon discuss a report from Snapchat that examines Gen Z's plans to shop big for Black Friday and Cyber Monday. Tyler and Jon also share last minute marketing strategies for the holidays. They mention that Adobe predicts this year's online spending will surpass last year's. Tyler emphasizes that now is the time for marketing leaders to integrate their marketing campaigns across all of their digital channels.
Next, Tyler welcomes Brad Santanna, Head of Ecommerce Sales at Hershey to the show. Brad dishes on Hershey's key strategies for ecommerce, ways to leverage impulsive sales online and partnering with third party sellers. Brad also shares his tastiest insight and gives out his favorite S'mores recipe!
Brad admits that change is difficult, especially keeping up with consumers and ever-evolving trends. Brad encourages listeners to take a fact-based approach, study digital commerce, and stick to the basics when following through on short and long term plans. Don't turn the boat a 180 degrees all at once. Share the metrics, acknowledge the shortcomings, and celebrate the success!
Tyler and Jon's newest segment, Words of Twisdom, featured @PPCADEDITOR this week.
Join Tyler, Jon, and Brad for more insight on how to improve your marketing strategy and grow your brand. By the way - have you left us a review yet? If not, we'd be honored if you did!
Timestamps
00:00 - Intro
01:03 - What's in the News | Gen Z Shopping Big During the Holidays
08:09 - Featured Guest | Brad Santanna
10:02 - Hershey's Ecommerce Strategy
12:58 - Hershey's SEO Strategy
15:14 - Key Channels for Ecommerce
17:59 - Impluse Purchases in Ecommerce
20:44 - Working with Third Party Sellers
21:59 - What KPIs is Hershey Watching?
23:37 - Hershey's Ecommerce Team Structure
24:36 - Hershey's Attribution Model
25:50 - Areas of Improvement for Agencies
29:31 - Software and Third Party Tool Recommendations
34:38 - Key Takeaway
36:45 - Brad's Favorite S'mores Recipe
37:58 - Words of Twisdom
39:09 - Outro
Featured Guest | Brad Santanna
Hershey's
What's In the News
Gen Z Shopping Big During the Holidays
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 68: Sound Marketing Advice from iHeart Media’s Dan Pecoraro
In Episode 68, Tyler and Jon discuss Instagram's move to hide likes on their platform. This could reinvent the standard of social media principles and decrease underlying connotations when it comes to mental health issues. Tyler brings up a solid point; marketers are going to have get a little more creative getting systems in place to hold influencers accountable on metrics now that the information is hidden.
Then Tyler welcomes Dan Pecoraro, iHeart's Media Director of Client Partnerships to the show. Dan shares some audio and radio strategies along with his background creating win-win partnerships in radio, digital, mobile, social, live events and on-demand entertainment.
Dan reiterates that radio is still the backbone for local and national campaigns and discusses ways to integrate campaigns with branded content. Collectively, Dan emphasizes staying creative for the correct audience regardless of the platform. Set a target and focus!
Tyler and Jon's newest segment, Words of Twisdom, featured @Hzynczak this week.
Join Tyler, Jon, and Dan for more insight on how to improve your marketing strategy and grow your brand.
By the way - have you left us a review yet? If not, we'd be honored if you did!
Timestamps
00:00 - Intro
01:08 - What's in the News | Instragram Hides Likes
03:57 - Featured Guest | Dan Pecoraro
04:36 - Dan's Role at iHeart Media
08:09 - iHeart Media's Investment in Podcasting
09:39 - The Future of Audio Advertising
11:20 - Integrating Digital and Radio Campaigns
12:43 - Examples of Successful Radio Campaigns
15:26 - Integrating Brand Content into Audio Media
16:51 - How to Track Your ROI on Audio Campaigns
18:48 - Bridging Campaigns to Sales
20:28 - Marketers Monetizing Podcast Channels
22:12 - Celebrity Presence on Podcasts vs. Ad Campaigns
22:51 - Media Buying Mistakes that Marketing Leaders Make
24:47 - How to Negotiate Media Buys
26:31 - Buying Media Inside the Political Window
30:24 - Crisis Management and the Las Vegas Tragedy
31:08 - Key Takeaway
33:50 - Words of Twisdom
35:42 - Outro
Featured Guest | Dan Pecoraro
iHeart Radio
What's In the News
Instagram Hiding Likes
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 67: Swinging for Marketing Success with Callaway’s David Neville
In Episode 67, Tyler and Jon discuss Google’s expansion of shopping ads into YouTube. This is a great way for marketers to take advantage of product listing ads in an expanded format, with an opportunity to test YouTube placements for Black Friday and Cyber Monday.
Then, Tyler welcomes Dave Neville, Callaway's Senior Director of Brand Management, into the studio.
Dave gives us a look inside Callaway Golf's marketing operations. He goes on to discuss Callway’s procedures for leveraging its sponsored athletes, cultivating a culture of engagement among the younger generations, and growing the game of golf. Dave also touches on the success of The Links at Petco Park and leveraging podcasts to create a community around your brand. Finally, Dave shares his biggest takeaway for marketing leaders.
Tyler and Jon then go on to everyone’s new favorite segment: Words of Twisdom! Every week they will highlight one lucky twitter user and their wise tweet. This week’s wise user is actually a former guest, @PatrickLencioni!
Join Tyler, Jon, and Dave for more insight on how to improve your marketing strategy and grow your brand!
By the way- have you left us a review yet? If not, we'd be honored if you did!
Timestamps
0:00 Intro
1:05 What’s in the News | Google Expands Shopping Ads
3:15 Featured Guest | Dave Neville
4:21 Callaway’s Product Launch Strategy
5:29 Leveraging Professional Partnerships with Athletes
6:41 Consistency with New Product Releases
8:12 How to Cultivate Engagement with a Younger Audience
10:21 Finding the Right Partner for Joint Marketing Efforts
12:21 Growing the Game of Golf
17:16 The Links at Petco Park
20:16 How to Measure ROI on Marketing Campaigns
21:43 Callaway's Partnership with Topgolf
24:21 Callaway’s Engagement Model
27:42 Taking Advantage Of Podcasts
30:41 Callaway’s Commitment Towards Innovation
32:15 Biggest Marketing Challenge for Callaway
34:00 What’s on the Horizon for Callaway
37:30 Key Takeaway
39:44 Words Of Twisdom
41:15 Outro
Featured Guest | David Neville
Callaway Golf
What's In the News
Google Shopping Ads| YouTube Inventory
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 66: Reinventing Live Events with Premier Productions’ Shane Quick
In Episode 66, Tyler and Jon discuss Twitter’s new decision to restrict any political ads on their platform. This also extends to political issues as well which makes Tyler raise the question: Where will Twitter draw the line between what is and isn’t political? Marketers could see a trickle down effect into the cost of other platforms during the political window, but it's likely to be marginal at best.
Then, Tyler welcomes Shane Quick, a Partner at Round Table Management & Premier Productions, onto the show.
Shane gives us an inside look inside a 2 million ticket live event company, Premier Productions. He goes on to discuss Premier’s procedures for evolving its marketing strategy, improving its customer experience and leveraging dynamic ticket pricing. Shane also touches on SMS marketing, the impact of social media on the live event industry, and working with John Crist, one of the fastest growing comedians in the world. Finally, Shane shares his biggest takeaway for marketers looking to grow professionally and personally.
Tyler and Jon then go on to everyone’s new favorite segment: Words of Twisdom! Every week the guys are highlighting a Twitter user that had something especially profound to share. This week’s source of Twisdom user is @Blairbeckwith!
Join Tyler, Jon, and Shane for more insight on how to improve your marketing strategy and grow your brand.
By the way- have you left us a review yet? If not, we'd be honored if you did!
Timestamps
0:00 Intro
1:02 What’s in the News | Twitter Bans Political Ads
7:04 Featured Guest | Shane Quick
7:55 Premier Productions
10:34 How Premier Productions' Marketing Strategy has Evolved
13:11 Improving the Customer Experience
17:17 Dynamic Ticket Pricing
20:41 Leveraging AI for Dynamic Ticketing
22:14 Impact of Spotify And YouTube On The Live Event Industry
29:41 How to Leverage SMS Marketing
33:45 The Dynamic Between Artists And Promoters
38:45 Managing And Building John Crist’s Brand
46:46 Continued Innovation at Premier
51:43 How to Think Outside the Box
58:37 What’s on The Horizon for Shane Quick
1:02:30 Key Takeaway
1:04:30 Artists To Look Out For In 2020
1:06:20 @Blairbeckwith | Words of Twisdom
1:08:08 Outro
Featured Guest | Shane Quick
Premier Productions
What's In the News
Twitter | No Longer Accepts Political Ads
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 65: How Marketing Tips with Seirus Innovation's Danica Carey
In Episode 65, Tyler and Jon discuss Google's new Ads feature, which allows you to see important shopping cart metrics from your shopping campaigns. You will be able to see what your margins with cost of goods sold and other key metrics built right into your dashboard.
Then, Tyler welcomes Seirus' Director of Marketing Operations, Danica Carey, into the studio.
Danica shares how Seirus started out of a garage in San Diego and grew into a prominent winter clothing brand. She goes on to discuss Seirus' procedures to measure social campaigns and how they are able to constantly bring new products into the market successfully. Danica also touches on Seirus’ email segmentation strategy, tips for amazing content creation, and how to improve your marketing strategy. Finally, Danica shares her biggest takeaway for marketers looking to grow.
Tyler and Jon also debut their a new segment on the podcast: Words of Twisdom! Every week they will highlight a particular wise tweet (Shoutout to @CaseyA for the first tweet to be featured!).
Join Tyler, Jon, and Danica for more insight on how to improve your marketing strategy and grow your brand.
Timestamps
0:00 Intro
1:04 What’s in the News | Google Ad Campaign Metrics
4:47 Featured Guest | Danica Carey
6:30 What is Seirus?
8:41 Most Important Marketing Channels
10:14 How To Track Your ROI On Social Campaigns
11:40 Planning Marketing Content for Seasonal Brands
14:27 Bringing New Products to the Market
16:58 Targeting Your Message For Different Sets of Customers
20:26 Seirus’ Email Segmentation Strategy
22:45 Tips For Great Content Creation
24:20 How To Improve Your Marketing Strategy
29:16 Key Takeaway
30:35 New Feature! | Words of Twisdom
32:50 Outro
Featured Guest | Danica Carey
Seirus Innovation
What's In the News
Google Shopping Ads | New Cart Metrics
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 64: Marketing Your Corporate Culture with Office1's Bailey Rogers
In Episode 64, Tyler and Jon discuss YouTube’s new upfront offering, which allows advertisers to reserve ad placement up to 4 months out. Advertisers can now reserve their ad placements around key events like Black Friday or primary elections without upfront payment. Then, Tyler welcomes Bailey Rogers, the Director of Marketing at Office1, into the studio.
Bailey’s career began in finance for Office1 dealing with accounting, financial analytics, and acquisitions. He then identified an opportunity for growth through a new marketing strategy. He presented the idea to Office1's leadership, which led his appointment as the Director of Marketing.
Bailey gives us an inside scoop on Office1 and how they transformed office technology for businesses across the globe. He also touches on Office1’s unique brand positioning, developing a culture of synergy between each department, and ways to find the perfect marketing agency for your brand. Finally, Bailey shares his biggest takeaway for marketers looking to grow.
Join Tyler, Jon, and Bailey for more insight on how to build and grow your brand.
By the way- have you left us a review yet? If not, we'd be honored if you did!
Timestamps
0:00 Intro
1:04 What’s in the News | YouTube Selling Upfront Ad Placements
4:47 Featured Guest | Bailey Rogers, Director of Marketing at Office1
5:13 What is Office1?
5:45 Bailey’s Marketing Background
7:18 Office1’s Unique Brand Positioning
11:22 Implementing Brand Strategy at the Employee Level
14:08 Identifying Growth Opportunities
17:08 Office1’s Digital Marketing Strategy
20:36 Coordinating Your Sales and Marketing Teams
22:53 Leveraging Sales Data in Your Marketing Strategy
24:43 Finding The Perfect Marketing Agency
28:00 Key Takeaway
29:48 Outro
Featured Guest | Bailey Rogers
Office1
Dark Web Scan
What's In the News
YouTube Ads | Ad Buying Tool
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 63: Shooting for a Great Customer Experience with STI’s Tony Pignato
In Episode 63, Tyler and Jon discuss Facebook’s new story advertising feature. Users can now message their favorite brands directly through Facebook, Instagram, and Facebook Messenger. Tyler and Jon warn brands to not leave leads and sales on the table and to use story ads to develop a relationship with potential customers.
Then, Tyler welcomes Tony Pignato, the Chief Marketing Director at STI, into the studio.
Tony’s career began in the military where he served 20 years in the army. He then decided to work in the firearms industry with the largest online gun retailer in the world, BudsGunShop.com. He fell in love with the marketing aspect of the business and built their marketing infrastructure while earning his bachelor’s degree. His experience and love for what he does led him to work with STI International, the maker of the world's best shooting handgun.
Tony gives us an inside scoop on STI and how they rebranded from being a niche product in the sport of competitive shooting to a product for anyone interested in purchasing a high-quality handgun. He also touches on the 2011 experience, leveraging events to drive sales, and different ways to communicate with your audience in a heavily regulated industry. Finally, Tony shares his biggest takeaway for marketers looking to share their story.
Join Tyler, Jon, and Tony for more insight on how to build your brand and how to develop an outstanding customer experience.
By the way- have you left us a review yet? If not, we'd be honored if you did!
Timestamps
0:00 Intro
1:21 What’s in the News | Facebook Story Ads
5:18 Featured Guest | Tony Pignato
5:43 What is STI?
9:06 Tony’s Military and Marketing Background
16:50 Rebranding STI
22:00 Developing A Unique Customer Experience
31:10 Leveraging Events & Retail Partners To Drive Sales
35:35 Advertising with Significant Digital Marketing Restrictions
50:26 Most Effective Marketing Channel
53:05 Key Takeaway
55:18 Outro
Featured Guest | Tony Pignato
What's In the News
Facebook Story Ads | Start Conversations in Messenger
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 62: Rejected Facebook Ads and the Future of Digital Advertising with Chuck Rossi
In Episode 62, Tyler and Jon discuss TikTok. With over 500 million users, this is an untapped marketing platform for brands that are trying to reach a young audience. Tyler and Jon also dive into what the future looks like for TikTok.
Then, Tyler welcomes Chuck Rossi, the Former Facebook Director of Engineering, onto the podcast.
Chuck’s career began in the silicon valley working with IBM as a software engineer. His experience ranges over 30 years in the silicon valley at various startups that grew to become successful companies, including Google and Facebook. He worked at Facebook for 11 years and saw the company grow from 300 to over 40,000 employees.
Chuck gives us a inside scoop on what Facebook’s culture was like during its rapid growth and how it compared to Google’s during the search giant's own rapid ascension. He then goes on to cover how powerful Facebook groups can be for your brand and how to get more reach with your organic (non-paid) content. Chuck also reflects on his experience working for the US Digital Service on the national background check system.
Finally, Chuck shares his biggest takeaway for marketers on Facebook, which is to stay in the fight.
Join Tyler, Jon, and Chuck for more insight on how to build your brand and marketing strategy in 2020 and beyond.
By the way- have you left us a review yet? If not, we'd be honored if you did!
Timestamps
0:00 Intro
1:40 What’s in the News | Tik Tok
6:30 Featured Guest | Chuck Rossi
12:00 Facebook’s Culture
15:21 Differences Between Facebook And Google
19:39 The Gray Area Surrounding Facebook Ad’s Policies
27:15 What To Do If Your Ad Campaign is Disapproved
28:34 The Importance Of Facebook Groups
33:43 Most Effective Facebook and Instagram Ad Strategies
39:57 How To Get More Reach On Your Organic Content
43:10 Working At The United States Digital Service
50:45 2020 Digital Trends For Marketers
54:57 How To Adapt To New Technology
56:14 Key Takeaway
57:20 Outro
Featured Guest | Chuck Rossi
What's In the News
Tik Tok - Brands Flock over to Video Platform
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 61: Streaming War Stories and More with VET TV’s Donny O’Malley
In Episode 61, Tyler and Jon discuss Google's integration of the key moments feature that will allow you to start watching a video at given moments when useful content starts and will "skip right to the good stuff" for you. Tyler also predicts that the same functionality will work for podcasts in the near future.
Then, Tyler welcomes Donny O’Malley, the CEO and Founder of VET TV, into the studio.
Donny’s career began in the military, where his time was cut short due to being placed on medical retirement. He used this opportunity to follow his passion for writing and began working on a book in order to build an audience. His passion to give back to the veteran community led to the creation of a nonprofit called Irreverent Warriors, which later transformed into VET TV.
Donny covers the process of growing his audience from nothing to 40,000 paid monthly subscribers by putting out content that resonates with his target audience. He goes on to share what it takes to create amazing content and how to effectively compete for attention against streaming giants like Netflix and Hulu.
After providing an incredible amount of value throughout the interview, Donny shares his biggest takeaway on content creation.
Join Tyler, Jon, and Donny for more insight on how to build a brand and a loyal following through email and content marketing.
By the way- have you left us a review yet? If not, we'd be honored if you did!
Timestamps
0:00 - Intro
1:04 - What’s in the News | Key Moments for Google Videos
5:18 - Featured Guest | Donny O’Malley
6:12 - How did VET TV get started?
10:22 - Growing Your Audience From 0 to 40,000 Subscribers
15:52 - Vice Documentary
17:16 - Effective Marketing Tools
22:00 - How to Fight for Your Audience's Attention
26:05 - Binge Dumping Episodes vs Scheduled Release Episodes
29:27 - How to Make Great Content
34:50 - How to Create a Community Within Your Audience
40:34 - Key Takeaway
42:16 - Outro
Featured Guest | Donny O'Malley
What's In the News
Google - Key Moments for Videos in Search
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 60: Affiliate Marketing and More with Kiss My Keto’s Kate Geller
In Episode 60, Tyler and Jon discuss how Target's new loyalty program, Circle, and why this is an excellent example of a big corporation investing in data to improve the customer experience (and their bottom line).
Then, Tyler welcomes Kate Geller, the Director of Affiliate Marketing At Kiss My Keto. Kate has 7 years of experience in digital content strategy and marketing. She also has a passion for curating excellent content.
Kate explains why affiliate marketing is an effective marketing strategy and is an important tool for marketers. She goes on to share her strategy for becoming an excellent affiliate marketer, her favorite affiliate platforms, and how to distinguish between good and bad affiliates.
After dishing on all things affiliate marketing, Kate shares her biggest takeaway for successful affiliate marketing strategies.
Join Tyler, Jon, and Kate for more insight on how to use affiliate marketing effectively for your business
By the way- have you left us a review yet? If not, we'd be honored if you did!
Timestamps
0:00 - Intro
1:18 - What’s in the News | Target Circle Club
7:14 - Featured Guest | Kate Geller
7:33 - What is Kiss My Keto?
9:25 - Best Marketing Channels
12:33 - How to be a Great Affiliate Marketer
13:30 - Best Affiliate Platforms
15:51 - How to Differentiate Between Real and Fake Influencers
17:34 - Automation Tools
22:49 - Key Takeaway
24:10 - Outro
Featured Guest | Kate Geller
What's In the News
Target's New Loyalty Program
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 59: Email and Content Marketing Tips for Marketing Leaders with Jill Fanslau
In Episode 59, Tyler and Jon discuss how shady companies are exploiting Amazon's product reviews to produce fraudulent reviews and the implications this has for consumer trust on the e-commerce behemoth.
Then, Tyler welcomes Jill Fanslau, the Content Marketing Manager for Aweber.
Jill's career has been filled with marketing and journalism experience for top national brands. With over a decade's worth of experience, she's written and edited articles for National Geographic, Men's Health, Women's Health, and The Huffington Post.
Jill explains why email marketing is still effective and is arguably the best way to interact with your customers. She goes on to share in great detail her 5-email strategy, the most important marketing KPI's to look out for, and debunks email marketing's biggest myths.
After providing an incredible amount of value throughout the interview, Jill shares her biggest takeaway for successful marketing strategies.
Join Tyler, Jon, and Jill for more insight on how to build a brand and a loyal following through email and content marketing.
By the way- have you left us a review yet? If not, we'd be honored if you did!
Timestamps
0:00 - Intro
0:53 - What’s in the News | Amazon Review Fraud
9:00 - Featured Guest | Jill Fanslau
11:15 - Creating content at National Geographic
12:55 - How to create effective content
15:00 - Repurposing Content
16:40 - What is Aweber?
18:56 - Why is Email Marketing Still Effective?
22:05 - 3 Things Every Marketer Needs to Know
29:34 - 5 Email Strategy
37:30 - Copy writing tips
41:11 - Biggest Marketing Myths
44:21 - Marketing KPIs
51:24 - Keys to Success
54:16 - Key Takeaway
55:12 - Outro
Featured Guest | Jill Fanslau
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 58: Timely Marketing Insights with Barry Cohen
In episode 58, Tyler is joined by Jon Merlin to discuss Facebook's rollout of a tool to clear any third party data associated with Facebook accounts and what exactly happens to that data after you clear it. Then, Tyler welcomes Barry Cohen, the Founder of Luminox watches and other popular watch brands, onto the podcast. Barry's career began in costume jewelry and expanded to include other accessories, such as sunglasses, umbrellas and the fresh-on-the-market category of fashion watches. He knew if he wanted to be successful, he needed to build his own brand and decided the best way to do that was by using unique technology in his products that no one else was using. Barry shares how he figures out what market segments want, how to provide that product to them and how to focus in on the messaging for those segments. He also shares how he came up with his two newest watch brands. After discussing selling on Amazon and his biggest marketing challenges, Barry shares his key takeaway of the importance of a product's brand and reputation. Join Tyler, Jon and Barry for more insights on how to build a brand and a loyal following, and which watch brands to keep an eye out for! Timestamps 00:00 - Intro 00:50 - What's in the News | Facebook Clear Your Third Party Data Tool 06:10 - Featured Guest | Barry Cohen 08:48 - Tapping into Market Segments 11:25 - Refining Messaging 12:43 - Barry's New Brands | Watches for CBD and Women's Rights 20:31 - Building Brand Loyalty 22:01 - Most Effective Marketing Channels 23:48 - Selling on Amazon 25:21 - Biggest Marketing Challenges 27:23 - Creating a Unique Customer Experience 28:50 - Key Takeaway 33:33 - Outro
Featured Guest | Barry Cohen
Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 57: Podcasting, Content Marketing & More | Pat Flynn
To kick off Episode 57 of the Lion’s Share Marketing Podcast, Tyler and Jon Merlin discuss Nextdoor as an interesting tool for marketers. They dive into the benefits of the platform, namely the advantages that it has in marketing to local audiences and attracting real, authentic interactions with customers.
Then, Tyler is joined by Pat Flynn, a successful entrepreneur, best-selling author, and host of The AskPat and Smart Passive Income Podcasts.
After getting laid off from his job in architecture, Pat decided to become an entrepreneur, and created his brand with an emphasis on authenticity. He wanted to show other people the process of starting a business and building a following, giving his audience valuable advice and answering their questions. He attributes much of his success to those who surrounded him throughout the process and the relationships he built with his community and fans.
Pat continues to share his insights on the best tools, platforms, and strategies that marketing leaders can employ in building their brands and businesses. He shares how he uses email as a relationship building tool, asking questions to his audience and segmenting email lists based on the answers to those questions. Additionally, he introduces the concept of “moments of activation” to describe how finding the lyrics that best resonate with people’s problems can build brand trust and loyalty.
Finally, after discussing marketing mistakes and potential future opportunities, Pat shares his key takeaway, telling listeners to build communities that will allow their businesses and brands to thrive.
Join Tyler, Jon, and Pat for the latest on podcasting and content marketing, plus learn how you can build strong relationships between your audience and your brand.
By the way- have you left us a review yet? If not, we'd be honored if you did!
Timestamps
00:00 - Intro
01:03 - What's in the News | Nextdoor
07:50 - Featured Guest | Pat Flynn
08:42 - Smart Passive Income Background
17:37 - Authenticity and Growing a Personal Brand
23:53 - Investments to Drive Traffic
36:07 - Future of Podcasting
40:54 - Pat’s Book | Superfans
45:40 - Email Marketing Strategies
51:52 - Biggest Marketing Mistake
56:03 - Creating and Promoting Great Content
57:34 - Opportunities for Marketing Leaders
60:32 - Key Takeaway
61:22 - Outro
Featured Guest | Pat Flynn
Pat's Book | Superfans
In the News Nextdoor - Location Marketing Platform Lion’s Share Marketing Podcast Learn More About Tyler www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 56: Major Facebook Changes + Disrupting the Healthcare Market
In Episode 56, Tyler is joined by Jon Merlin in the studio and the pair break down the recent developments from Facebook's F8 Conference. Several key announcements were made, including Instagram's in-app checkout feature expanding to content creators (read: influencers) and the integration of Whatsapp with Facebook Messenger. The pair also review Facebook's visual refresh- we've certainly come a long way from "The Facebook."
Then, Tyler is joined by Katelyn Watson, the Vice President of Marketing at NURX, a game-changing home healthcare service. Katelyn starts off by giving insight into NURX's business model and her transition into the VP of Marketing role just six months ago. Since then, she has shepherded NURX through a rebrand and continued growth and goes on to share some of her lessons from the rebranding process.
Katelyn also dishes on her most valuable marketing asset and the challenges of digital marketing due to mandatory HIPAA compliance for brands like NURX. Join Tyler, Jon, and Katelyn for the latest on all things Facebook and the process behind disrupting an established market like healthcare.
Timestamps
00:00 - Intro
00:51 - What's in the News
11:11 - Featured Guest | Katelyn Watson
12:25 - NURX
15:33 - Rebranding
19:27 - Choosing the Right Agency Partner for the Rebranding Process
22:55 - Katelyn's Transition into VP of Marketing
33:01 - Balancing a Marketing Strategy
35:30 - HIPAA Limitations for Marketers
38:54 - Healthcare Email Marketing
41:30 - Most Valuable Marketing Asset
44:08 - Biggest Marketing Challenge
46:14 - Key Takeaway
48:39 - Outro
Featured Guest | Katelyn Watson
In the News Facebook F8 Conference Announcement Lion’s Share Marketing Podcast Learn More About Tyler www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 55: Brewing Up a Great Marketing Strategy with Sudden Coffee
In episode 55 of the Lion’s Share Marketing Podcast, Tyler sits down with Josh Zloof, the CEO and Co-Founder of Sudden Coffee, to discuss building a startup. The pair cover lessons marketers can use to understand their customers, marketing efficiently, and turning initial growth into long-term success.
Before the interview, Tyler sits down with another one of Fidelitas’ PR interns, Maria, to discuss “Peelgate”, Samsung’s latest controversy around their new foldable smartphones. Tyler and Maria talk about the costs in quality control when racing to be first to market, discussing Samsung’s pitfalls, differences their competitors take in product development, and applicable PR lessons for our listeners at home.
Tyler also speaks with Josh about co-founding Sudden Coffee, an innovative company providing high-quality specialty coffee in a convenient instant form. Josh opens up about Sudden Coffee’s rebranding, including re-identifying their target customer and choosing the right brand-development partner. Tyler and Josh later dive into the importance of balancing data and storytelling when creating effective marketing campaigns.
Finally, Josh gives his key takeaway: to look outside your company for solutions and not focus solely on engineering solutions in-house. He emphasizes the value, especially with startups, in looking outward to source ideas and information for new and creative solutions.
Timestamps 00:00 - Intro 00:00 - What's In the News 06:59 - Featured Guest | Josh Zloof 07:28 - Startup of Sudden Coffee 08:14 - Building the Brand 11:01 - Marketing Channels that Work 13:10 - The Rebrand Process 18:26 - Efficient Marketing Tips 21:44 - Balancing Data and Brand 23:00 - Biggest Marketing Challenges 24:51 - A Different Approach 27:40 - Key Takeaway 30:42 - Outro Featured Guest | Josh Zloof
LinkedIn In the News Samsung's PR Disaster Lion’s Share Marketing Podcast Learn More About Tyler www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 54: Sustained Marketing Success with WD-40's Garry Ridge
In Episode 54, Tyler is joined by WD-40s Garry Ridge, and the pair of CEOs geek out on all things branding, marketing, and leadership. Garry provides enlightening insights around leveraging a brand's culture for sustained marketing success.
Tyler and Garry go on to discuss the changing retail landscape, customer education, and the biggest skill set marketing leaders seem to lack today. Garry also touches on WD-40's international marketing insights and how marketing leaders can drive employee engagement.
Before the interview, Tyler and Jen discuss Google's addition of short URLs for Google My Business listings and the ensuing land grab as marketing leaders race to secure their preferred URLs, such as g.page/fidelitas.
Join Tyler, Jen, and Garry in episode 54's deep dive into sustained marketing and branding success.
Timestamps
00:00 - Intro
01:40 - What’s in the News
06:15 - Featured Guest | Garry Ridge
07:25 - Marketing Tips for Employee Engagement
08:22 - Senior Culture
10:40 - Product Innovation
12:45 - International Marketing Strategy
14:35 - Global Customer Research
18:19 - WD-40 Brand
20:00 - Agency Relationships
21:00 - What’s Working for WD-40
22:19 - Educating Customers of WD-40 Uses
24:35 - Skill sets Marketing Leaders are Lacking
26:32 - Tips for Media Interviews
29:33 - How to Maintain Brand Success
31:15 - Garry's Key Takeaway
32:05 - Outro
Featured Guest | Garry Ridge
LinkedIn In the News Google My Business New Feature Lion’s Share Marketing Podcast Learn More About Tyler www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 53: Amazon vs Everybody with Samsonite’s Charlie Cole
In episode 53 of the Lion’s Share Marketing Podcast, Charlie Cole, Global Chief eCommerce Officer of Samsonite and Chief Digital Officer at Tumi, returns to talk with Tyler about eCommerce, Amazon, and the challenges of eCommerce.
If you missed Charlie’s first appearance on the podcast, go back and check out Episode 14.
Before the interview, Tyler is joined by one of Fidelitas' PR Interns, “Intern Tyler"- his parents have great taste! The pair of Tylers discuss intern Tyler’s experience at Fidelitas, what he’s learned, and where his next steps will lead. Then, the pair discuss Pinterest, its recent move to go public, its path to profitability, and what that means for marketers.
Later in the podcast, Tyler and Charlie dive into recent developments in the eCommerce space and how brands are maneuvering them. After an in-depth discussion about the impact of Amazon on merchants, Tyler and Charlie discuss Instagram’s movement into direct eCommerce and how it will affect both brands and the user experience. Charlie then gives some insight into how to leverage AI for better sales and customer retention.
Finally, Charlie gives his key takeaway, reminding listeners that data is not a strategy. As useful as data can be, it is only as valuable as the actions the data helps you reach.
Join Tyler, Intern Tyler, and Charlie Cole in this dynamic conversation around digital marketing and eCommerce strategy.
Timestamps
00:00 - Intro
01:28 – Intern Tyler
02:30 – What’s in the News
10:58 – Featured Guest | Charlie Cole
11:42 – Changes to the Marketing Landscape
12:05 – Amazon
26:00 – Instagram's Product Checkout Functionality
31:59 – Leveraging AI
34:27 – Charlie's eCommerce Hot Take
38:28 - Key Takeaway
40:15 – Outro
Featured Guest | Charlie Cole
LinkedIn In the News https://techcrunch.com/2019/04/08/pinterest-ipo-range/ https://www.refinery29.com/en-us/2019/04/229212/how-does-pinterest-make-money-ipo-stock-price Lion’s Share Marketing Podcast Learn More About Tyler and Jen www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 52: Flipping the Script with Oren Klaff
Another popular guest returns to the Lion's Share Marketing Podcast in Episode 52 as Oren Klaff, Author of Pitch Anything, returns to the studio at Fidelitas Headquarters for a one-on-one conversation with Tyler about pitching, framing, and flipping the script.
If you missed Oren's first appearance on the podcast, we strongly recommend listening to it first here.
Tyler and Oren take a deep dive into advanced pitch tactics that will serve marketing leaders well, plus Oren dishes on his upcoming book, Flip the Script. Oren also discusses his strategy for analyzing the marketing angle of investment deals at his firm, Intersection Capital.
Before the interview, Moises fills in for Jen and talks with Tyler about the future of advertising and voice. Google has already begun testing the implementation of local ads on the Google Home device. Tyler and Moises discuss future opportunities for advertisers with a focus on maintaining the user experience (chalk that one up to a skeptical "we'll see", for those of you scoring at home).
By the way- have you left us a review yet? If not, we'd be honored if you did!
Timestamps
00:00 - Intro
01:38 - What's in the News | Ads for Google Home and Amazon Echo
06:57 - Featured Guest | Oren Klaff
07:33 - Winter Is Coming
12:02 - Time is of the Essence
15:01 - A New Frame
16:50 - Being Out-Framed in a Pitch
24:17 - Controlling Email Conversations
28:04 - Biggest Fear When Working a Deal
31:05 - Flipping the Script
34:35 - Telling a Great Story During a Pitch
41:21 - Webinar Methodology
44:17 - Oren's Upcoming Book
45:47 - Key Takeaway
49:51 - Outro
Featured Guest | Oren Klaff
LinkedIn www.pitchanything.com Books Pitch Anything Flip the Script In the News https://www.cnet.com/news/ads-voice-assistants-amazon-alexa-google-home-burger-king/ Lion’s Share Marketing Podcast Learn More About Tyler and Jen www.tylersickmeyer.com Need Marketing Help? www.FidelitasDevelopment.com
Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 51: The Latest in Search Engine Optimization and Google's Anti-Trust Issues with SparkToro's Rand Fishkin
In Episode 51 of Lion's Share Marketing Podcast, Tyler and Jen discuss the new in-app purchase feature on Instagram. Then, we welcome back Rand Fishkin, former Co-Founder of Moz and the Founder of SparkToro, a new audience intelligence resource.
Tyler and Jen start with discussing the growing use of social media for e-commerce and retailers. Jen brings up the popularity of the Instagram's new feature to support e-commerce stores with in-app purchases, and Tyler discusses the underlying financial aspects like the potential regulation of influencer marketing by Facebook.
Then, Tyler speaks with Rand Fishkin about the latest updates regarding SparkToro. Rand then discusses the common issues with survey questions and formatting that lead to possible bias by brands and their marketing leaders. Then, Rand and Tyler discuss Google's ongoing anti-trust issues and where SEO is headed. Spoiler alert: subscribing to this podcast WILL help your search rankings. We think.
Finally, Rand gives his final piece of advice: the value of on your own website and email list is far greater than that of social media platforms, which will always control access to their users.
Join Tyler, Jen, and Rand in their discussion on SparkToro, Google, market research, SEO, and more!
Timestamps
0:00- Intro
1:14- What's In the News
7:28- Featured Guest | Rand Fishkin
8:52- Sparktoro
14:13- Common Mistakes when Conducting Marketing Research
20:30- Recent Changes in Search Engine Optimization
26:34 -Ranking Signals and Domain Authority
31:02- Advice on SEO Strategies
33:55- Advice on SEO Agencies
33:55- Key Takeaway
37:16- Outro
Featured Guest | Rand Fishkin
LinkedIn Lost and Founder SparkToro www.sparktoro.com In the News https://techcrunch.com/2019/03/19/instagram-checkout/ Lion’s Share Marketing Podcast Learn More About Tyler and Jen www.tylersickmeyer.com Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 50: Making an Efficient and Effective Charity | Raymond St. Martin In episode 50 of Lion’s Share Podcast, Tyler and Jen discuss the big changes to Google’s program media buying methodology. Tyler talks with Raymond St. Martin, Executive Director at Big League Impact, the official charity partner of Yahoo Sports. They team up with professional athletes from teams across the nation to raise money for great charities and causes that make a difference in the communities they're apart of. Before the interview, Tyler and Jen discuss Google’s announcement of the changes to their program media buying methodology, moving from a second-price to a first-price auction model. They talk about the mixed reactions to be expected and the changes this switch brings in terms of budgeting for companies of all sizes. Later, Tyler speaks with Raymond about Big League Impact’s origins and how it has grown to become Yahoo Sports’ nonprofit partner. From its humble beginning as an idea from professional baseball player and founder Adam Wainwright, Raymond speaks about how he joined the team to help make its charity and fundraising more efficient and effective. Raymond discusses his personal transition from agency to nonprofit work, as well as what it takes to create strategic partnerships with companies like Yahoo. He then gives advice on how to sustainably scale a brand and the technology to be on the watch for that can possibly take everyone’s marketing to the next level. Finally, Raymond leaves us with a final piece of advice about discovering your unique knowledge and tools to using it- with conviction, authenticity, and the will to help others. Join Tyler, Jen, and Raymond in their talk about revolutionizing giving back. Timestamps 0:00 - Intro
2:29 - What's in The News
8:30 - Featured Guest | Raymond St. Martin
11:40 - About Big League Impact
14:25 - Making an Efficient and Effective Charity
20:15 - Advice for Creating Strategic Partnerships
23:20 - Yahoo’s Million-Dollar March Madness Contest
28:04 - Making a Big Campaign Sustainable
31:31 - Biggest Challenges in Scaling the Brand
34:42 - Running an Agency VS Running a National Nonprofit
36:23 - Most Underutilized Marketing Tool
38:31 - The Next Big Thing in Emerging Technologies
43:23 - Key Takeaway
45:52 - Outro Featured Guest | Raymond St. Martin LinkedIn Yahoo Best Bracket Millionaire Challenge https://tournament.fantasysports.yahoo.com/t1/group/3 In the News https://marketingland.com/google-ad-manager-adopting-first-price-auctions-for-programmatic-display-video-258157 Lion’s Share Marketing Podcast Learn More About Tyler and Jen www.tylersickmeyer.com Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 49: Marketing a Better Customer Experience with Lessons from IBM | David Parker
In Episode 49 of Lion’s Share Marketing Podcast, Tyler and Jen open discussing the latest Federal Trade Commission (FTC) crackdown on paid ecommerce reviews. Tyler is later joined by David Parker, a marketing consultant and former VP of Global Marketing at IBM, an American multinational information technology company. Tyler and David discuss everything from the challenges of working across continents to how centering the customer first leads to success downstream. Tyler and Jen first start discussing the problem of paid ecommerce reviews and the recent FTC actions taken against this practice. Jen highlights the importance of authentic customer reviews as consumers shift from a traditional in-store shopping experience based on brand loyalty to online shopping based off the reviews of others. Tyler speaks on ways businesses, no matter the size, can increase the amount of positive reviews from their customers authentically, from efforts to surprise and delight your customers to simply asking for a review. Tyler then speaks with David about his two decades at IBM, and his responsibility for marketing the technology icon's global technology services. At the root of all his endeavors, David attributes his success to “hav[ing] everything you do be focused on the consumers.” He goes on to discussing the competitive advantage of truly listening to the client. David then discusses disrupting companies and technologies whose successes are rooted in their understanding of the changes in the marketplace. He goes into highlighting the value of internal and external research to learn these changes. Later, David gives advice about coordinating marketing efforts across time zones and balancing a company's universal playbook, all while adjusting marketing plans to the specifics of the region. Finally, David leaves his final piece of advice: to step away from the noise of day-to-day actions and dedicate time in the week to pursing your “strategic topics” that you believe will move the needle. He talks about the importance of stepping back to see the big picture and where you can contribute to it. Join Tyler, Jen, and David in their discussion about the customer’s power in marketing, from the power of strong market research to the power of an authentic review. Timestamps: 00:00 - Intro 01:16 - What's in the News | Fake Amazon Reviews 06:33 - Featured Guest | David Parker 07:07 - Leading IBM in Marketing 08:07 - Lessons Learned in Marketing 09:06 - Marketing Disrupters 11:12 - IBM Marketing Processes 12:55 - Managing a Global Team 16:50 - Market Research and Growth Issues 21:00 - The Need for Market Research 22:46 - Tips on Improving Customer Experience 25:28 - Engaging Target Customers 29:45 - Important Metrics to Keep an Eye On 36:16 - Key Takeaway 37:57 - Outro Featured Guest | David Parker LinkedIn Fidelitas Development: https://fidelitasdevelopment.com/ Lion’s Share Marketing Podcast Learn More About Tyler and Jen Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 48: Cleaning Up Your Marketing | Christina Volgyesi
In episode 48 of Lion’s Share Marketing Podcast, Tyler and Jen cover some of the hottest controversies in the influencer marketing space. Then Tyler speaks with Christina Volgyesi, Director of Marketing at Dr. Bronner’s, a global leader of socially and environmentally responsible soap, hair, and body care products.
Before the interview, Tyler and Jen discuss the changes and challenges in the “age of the influencer marketing”. They take a look at one of the recent influencer marketing controversies regarding Brittany Dawn Fitness and the challenges with influencers entering the business field. Tyler and Jen advise taking caution when working with influencers and the importance of strong client-influencer communication.
Then Tyler speaks with Christina about the history of Dr. Bronner’s and their impact in the growing market of organic and socially responsible products. Dr. Bronner’s is rooted in the foundation of their “Peace Plan.” They've continued to use their influence to impact the world for good, using their 6 cosmic principles as a guide in all their endeavors, including marketing.
With Christina discussing the origin and founding principles at Dr. Bronner’s, she also dives into their evolution as they expand their impact and partner with various charitable organizations and causes. She touches on Dr. Bronner’s unique approach to its online and brick-and-mortar presence, the challenges that come with prioritizing the various charity and campaign messages, and the growing market of organic and health-oriented consumers.
Finally, Christina signs off with her final piece of advice, to make sure marketing leaders are authentic in the actions they take, stories they tell, and messages they send, because at the end of the day, long-term brand loyalty is rooted in authenticity.
Join Tyler, Jen, and Christina in their conversation about authenticity and transparency in the evolving world of marketing.
Timestamps
0:00- Intro
1:18- What's In The News
6:30- Featured Guest | Christina Volgyesi
7:02- What is Doctor Bronner's Soap?
10:35- Growing Competition In Niche Markets
12:35- Brand Support for Retailers
14:30- Marketing Campaigns
17:45- Brand Experience
22:00- Collaboration
24:00- Marketing Challenges
26:40- Key Takeaway
27:14- Outro
Featured Guest | Christina Volgyesi LinkedIn Twitter Fidelitas Development: https://fidelitasdevelopment.com/ Lion’s Share Marketing Podcast Learn More About Tyler Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 47: Building Content Strategies | Marie Daland
In Episode 47 of the Lion's Share Marketing Podcast, Tyler talks with Marie Daland, Marketing Communications Manager at American Council on Exercise.
Before the interview, Tyler and Jen discuss Spotify’s recent acquisition of two media companies, Anchor and Gimlet Media. Tyler and Jen forecast a lot of opportunity in this purchase as advertisers will have better access to targeting listeners through various podcasts.
After reviewing Spotify's acquisition activity, Tyler and Marie discuss her background in managing various forms of online content through the American Council on Exercise.
As Marie dives into her team’s content strategy, she reveals a huge emphasis on their audience and current trends. Marie acknowledges that every industry has content strategy shifts throughout different seasons, so content producers must be aware of these shifts and create a relevant content plan.
Finally, Marie leaves listeners with a final piece of advice: know your audience and create a persona to create richer, more relevant content.
Join Tyler, Jen, and Marie in this discussion on building creative content and integrating this strategy across numerous channels.
Timestamps
00:00 - Intro
01:00 - What’s in the News | Spotify Acquires Gimlet Media, Anchor
06:45 - Featured Guest | Marie Daland
07:15 – Role at American Council on Exercise
08:34 – Building Content Strategy
10:15 – Cutting Through the Noise with Creative Content
13:20 – How Does Content Strategy Shift Through Different Seasons?
17:40 - Mistakes Others are Making When Producing Content
21:26 – Integrating your Content Strategy Across Other Channels
23:37 – What Metrics to Use to Determine Content Marketing Success
25:26 - Advice for Newcomers
32:10 - Key Takeaway
33:32 - Outro
Featured Guest | Marie Daland LinkedIn Fidelitas Development: https://fidelitasdevelopment.com/ Lion’s Share Marketing Podcast Learn More About Tyler Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 46:2019 Marketing Trends and Personalized Marketing | Brett Podolsky
In episode 46 of the Lion's Share Marketing Podcast, Tyler breaks in the new Fidelitas Studio (read: better audio, finally!) and talks with Brett Podolsky, Co-Founder of The Farmer’s Dog, a subscription-based pet health food company.
Before the interview, Tyler and Jen look ahead to 2019 and discuss the big trends in marketing, namely social commerce, chat bots, 5G internet, influencer marketing, and voice search. Tyler and Jen forecast a lot of opportunity in each of these areas, advising marketing leaders to find creative ways to explore these different opportunities for impact.
After reviewing marketing trends for 2019, Tyler brings on Brett to discuss his background and his work growing the Farmer’s Dog brand from scratch in a crowded industry. Brett got his start as a stand-up comedian, and he says that his desire to make people happy is what brought him to start The Farmer’s Dog. He always keeps this in mind as he strives to provide customers with great experiences and healthier pets.
As Brett dives into his team’s marketing strategy, he places a huge emphasis on the customers. The Farmer's Dog takes the customer experience to a rarely-matched level for subscription services, providing food that is personalized for each individual dog, correctly portioned, always delivered on time, and keeps dogs healthy.
Finally, Brett leaves listeners with a final piece of advice, to work hard and stay patient, because big successes don’t happen overnight.
Join Tyler, Jen, and Brett in this discussion on all things pet food and personalized marketing.
Time Stamps: 00:00 - Intro 00:50 - What’s in the News | Top 2019 Trends 08:38 - Featured Guest Intro | Brett Podolsky 08:54 - What is The Farmer’s Dog 12:25 - Brett’s Background 22:41 - Marketing Channels 24:13 - Targeting Wide Customer Demographics 27:42 - Personalized Marketing Tactics 30:15 - The Farmer’s Dog’s New York Pop-up Store 31:08 - Strategic Partnerships 32:02 - Brett’s Marketing Team 32:42 - How to Combat Churn 33:30 - Biggest Challenges 34:48 - Key Takeaway 36:39 - Outro Featured Guest | Brett Podolsky LinkedIn Fidelitas Development: https://fidelitasdevelopment.com/ Lion’s Share Marketing Podcast Learn More About Tyler Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 45: Marketing to Mind States with Will Leach
In episode 45 of the Lion’s Share Marketing Podcast, we’re joined by Will Leach, the author of Marketing to Mind States and founder of Trigger Point, a leading behavioral research and design consultancy. Tyler and Will discuss the ins and outs of behavioral research and how marketing leaders can use human behavior models to frame their campaigns.
After getting into his background and the inspiration for his book, Will dives into the basics of decision-making and what that means for marketers. He states that people make about 75,000 decisions every day, and most of those decisions are made on an unconscious level. People say that we’re emotional creatures, and behavioral research provides the science to back that up. Understanding how people make decisions is crucial to determining how to frame your marketing strategy, and Will explains that mind states are the key to this understanding.
A mind state, as Will describes, is a state of heightened emotional arousal that makes a person significantly more susceptible to influence. He gives the example of healthy eating, saying that most people say they want to eat healthy, but their food buying decisions do not always reflect that desire. Instead, there are multiple factors that can influence a person’s mind state as they choose which food to buy and eat.
Will goes more into depth with this, laying out his new behavioral model and the four factors that most influence a person’s decisions. Then, he shares his insights on the future of behavioral research in marketing, gives tips to marketing leaders on where to begin, and talks about his writing process. Finally, he leaves listeners with the advice to put more emphasis on triggers, or calls to action, in marketing campaigns. Since people are so emotional, a little can go a long way with simply telling customers to buy something.
Join Tyler, Jen, and Will in this discussion on behavioral research and marketing.
Time Stamps
00:00 - Intro
01:01 - What’s in the News | Instagram Adds Alt Text
02:40 - Featured Guest | Will Leach
02:59 - Will’s Background
05:33 - Behavioral Research’s Effect on Marketing Campaigns
07:18 - Marketing to Mind States
09:12 - What is a Mind State?
11:24 - New Behavioral Change Model
17:29 - Future of Behavioral Research
19:46 - How to Start Integrating Behavioral Research into Marketing
22:55 - Tips for Writing Your Own Book
25:40 - Key Takeaway
28:06 - Outro
Featured Guest | Will Leach LinkedIn Fidelitas Development: https://fidelitasdevelopment.com/ Lion’s Share Marketing Podcast Learn More About Tyler Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 44: No Adwords? No Facebook Ads? No Problem | Eric Marvin, Director of Marketing at Crimson Trace
In this week’s episode of the Lion’s Share Marketing Podcast, Tyler brings on Eric Marvin, director of marketing at Crimson Trace. Crimson Trace, a leader in the shooting sports industry, is unable to use Google AdWords and Facebook Ads, so Eric lays out their strategy in staying relevant and present to consumers in the face of these challenges. But first, Tyler and Jen discuss some pressing news relevant to all marketers heading into the holiday weekend. Facebook Ads Manager is dealing with outages, and while this is not likely to affect marketers with existing campaigns, it is sure to hinder those looking to create new campaigns. Jen and Tyler both offer some advice on how advertisers can troubleshoot this in order to keep their Black Friday and Cyber Monday campaigns on track. After covering the unfortunate news of the Facebook Ads Manager debacle, Tyler introduces Eric and they start by diving into the how Crimson Trace uses influencer marketing to navigate the social realm in lieu of Facebook Ads. Eric says that in addition to event marketing, influencer marketing can be really effective if you are careful in your selection of influencers to represent your brand. He stresses quality over quantity here, as it’s important to reach the right people - not just the most people- with your digital messaging. Then, Tyler and Eric get into some of the challenges that marketers face today. Eric mentions that his biggest challenge at Crimson Trace stems from market conditions, but notes that he has been able to manage this through careful and creative budgeting, tracking the right metrics to gain actionable data, and effective communication. Finally, Eric leaves listeners with the advice of always staying flexible and adaptable. The industry is changing, the market is changing, and the way consumers buy is changing, so it is important to evolve along with these changes. Join Tyler, Jen, and Eric in this engaging conversation on how to effectively advertise without AdWords and Facebook Ads. Timestamps 00:00 - Intro 01:16 - What’s in the News | Facebook’s Ads Manager Meltdown 06:26 - Featured Guest Intro | Eric Marvin 07:01 - Marketing in the Shooting Sports Industry 08:39 - eCommerce Marketing without Adwords and Facebook Ads 09:31 - Other Successful Channels for Crimson Trace 10:44 - Building the Crimson Trace Team 11:44 - Influencer Marketing 13:45 - Event Marketing Strategy 14:33 - Growing your Email List 15:40 - Most Important Metrics 18:00 - Repositioning the Crimson Trace Brand 19:55 - Consistent Messaging Across a Broad Audience 21:37 - Biggest Marketing Challenges 23:53 - Encouraging Collaboration Between Sales & Marketing Teams 25:48 - Top Opportunities for Marketers Today 26:22 - Key Takeaway 27:35 - Outro Featured Guest | Eric Marvin LinkedIn Crimson Trace: https://crimsontrace.com Fidelitas Development: https://fidelitasdevelopment.com/ Lion’s Share Marketing Podcast Learn More About Tyler Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 43: Instagram Marketing with Jenn Herman
In episode 43, Tyler talks with Jenn Herman, one of the top 10 social media bloggers in the world. Jenn shares her insight about all things Instagram, advising listeners about common mistakes and missed opportunities when it comes to marketing on social media.
Before introducing Jenn, Tyler brings on a different Jen—Jen Silard of Fidelitas— to discuss Instagram news, namely the new product tagging features. Tyler urges businesses to utilize these new tools to increase their ROI on creative social content.
After Tyler introduces Jenn, they get into her background as a social media blogger and how she has come to build her personal brand. She makes the point that her brand is just her being herself, and advises businesses to bring the same authenticity to their brands.
Tyler and Jenn then transition into talking about what is and isn’t working in regards to Instagram marketing. Jenn says that most people think posting as much as possible will engage more users, but points out that the opposite is actually true due to Instagram’s algorithms. People should focus much more on quality over quantity to ensure they are getting the most engagement. She also dives into other missed opportunities for marketers, such as creating an engaging bio, live video and stories, and making use of the analytics and tools offered by a business account.
Jenn shares even more tips and tricks on best practices for marketing on Instagram, but ultimately leaves listeners with one simple piece of advice: have fun. Social media was made to be fun, and people go on social media to interact with other people like them. If businesses can have fun and be authentic, people will want to interact with them and engage with their content.
Join Tyler, Jen, and Jenn in this discussion on all things Instagram and social media marketing.
Timestamps
00:00 - Intro
01:15 - What’s in the News | Instagram Product Tags
04:05 - Featured Guest Intro | Jenn Herman
04:31 - Jenn’s Background
07:00 - Building Jenn’s Personal Brand
08:32 - What’s Working on Instagram Now
11:17 - Should You Convert Your Instagram Account to a Business Account?
15:19 - Mistakes Marketers Make on Instagram
17:55 - Which Social Channels Does Your Business Need?
19:23 - Emerging Social Platforms for Marketers
21:55 - Biggest Opportunities for Social Media Marketers
25:18 - Building a Social Media Audience from Scratch
27:56 - Social Media Marketing for B2B Companies
29:56 - Key Takeaway
31:40 - Outro
Featured Guest | Jenn Herman Twitter What's In the News | Instagram Feature https://business.instagram.com/a/shopping-on-instagram Fidelitas Development: https://fidelitasdevelopment.com/ Lion’s Share Marketing Podcast Learn More About Tyler Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 42: Finding NEMO's Brand | Kate Paine
In Episode 42, Tyler talks with Kate Paine, VP of Marketing at Nemo Equipment. In this discussion, Kate dives into Nemo’s rebranding process, from creating a strong team to implementation of brand strategies. Along the way, she gives great advice to marketers that are trying to create or maintain a strong brand.
Before getting into the interview, Tyler talks about how Facebook and Instagram are expanding their analytics. He says that this is great news for marketers for obvious reasons, but again comes back to the idea that data is useless without meaningful strategy on how to utilize that data.
After talking news, Tyler introduces his guest Kate and they begin the interview by talking about Nemo and its philosophy of ensuring that everything they bring to market is offering a different experience than what already exists. This culture of innovation, as Kate explains, is what provided the backbone for Nemo’s rebrand.
Additionally, Kate mentioned that Nemo went to an agency to help them in their process, which she said was admittedly hard for a team of designers to do. To that point, she stressed the importance of knowing yourself as a company—your strengths and your weaknesses—so you can understand when to tackle something in-house versus when to outsource. Tyler added that it can be extremely helpful to get outside perspectives on your work to ensure that it will be well-received.
Then, Kate talks covers the similarities and differences of marketing in different industries. Finally, Kate leaves listeners with the advice of being mindful of your work and taking time to schedule out your week, your month, and your long-term goals.
Join Tyler and Kate in this insightful conversation about all things branding.
Timestamps
00:00 - Intro
00:47 - What’s in the News | Enhanced Facebook and Instagram Analytics
03:29 - Featured Guest Intro | Kate Paine
03:58 - What is Nemo?
05:25 - Nemo’s Rebrand
07:22 - How Nemo Made Branding Decisions
10:11 - Exercises to Help Find Your Brand
19:51 - In House vs. Outside Agency
24:44 - What’s Working for Nemo?
27:20 - Biggest Marketing Challenges
28:40 - Comparing Sweets & Snacks to Outdoor Marketing
30:34 - Key Takeaway
35:47 - Outro
Featured Guest | Kate Paine Fidelitas Development: https://fidelitasdevelopment.com/ Lion’s Share Marketing Podcast Learn More About Tyler Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 41: Avocados from Mexico's Digital Marketing | Ivonne Kinser
In Episode 41, Tyler talks with Ivonne Kinser, Head of Digital Marketing at Avocados from Mexico. Ivonne has won numerous awards for her work, and in this episode she shares insight about how marketers can organize their teams and use data and technology to enhance their digital marketing campaigns. But first, Tyler and Andy talk about Facebook Stories and how they are rapidly becoming a key medium for advertising. The marketing gurus advise marketers to be purposeful and creative with their stories. Then, Tyler introduces Ivonne, and they discuss how advertisers can take advantage of AI and machine learning in their campaigns. Ivonne mentions that Avocados from Mexico uses both of these technologies to gain insight about customers as well as to communicate with them via chat bots. That leads the pair into a discussion about Ivonne’s team's successful Super Bowl Ad campaigns. She states that in advertising—especially for the Super Bowl—marketers often get distracted by new “shiny objects,” or new technologies. She stresses the importance of staying focused on your goals to ensure that the technology does not distract from the message you're trying to convey. Tyler and Ivonne then discuss how Avocados from Mexico structures their team, detailing their creative processes, their strategic partnerships, and how they are able to manage the various moving parts to create unified campaigns. Finally, Ivonne leaves listeners with a key takeaway that in marketing you only have two options: to disrupt, or to be disrupted. Join Tyler, Andy, and Ivonne in this discussion on how to build cohesive data and analytics ecosystems for more engaging advertising campaigns. Timestamps 00:00 - Intro 01:51 - What’s in the News | Facebook Stories as the Future for Advertising 09:42 - Featured Guest Intro | Ivonne Kinser 11:15 - Ivonne’s History with Avocados from Mexico 13:23 - Utilizing AI in Marketing 17:02 - Marketing Strategy & Tracking Success when Not Selling Directly to Consumers 24:14 - Super Bowl Campaign Strategy 28:40 - Creative Process Behind Digital Campaigns 32:30 - Effective Team Size and Structure 38:48 - How to Manage a Team with Multiple Partners 42:02 - Marketing Challenges | Building a Data and Analytics Ecosystem 44:22 - Building Strategic Partnerships | Breaking Down Walls Between Digital and Brick & Mortar 47:33 - Coordinating the Moving Parts on the Team 48:57 - Avocado Industry Competition vs. Cooperation 51:39 - Targeting Different Demographics 55:05 - Key Takeaway 56:25 - Outro Featured Guest | Ivonne Kinser Twitter Avocados from Mexico 2018 Super Bowl Ad: https://www.youtube.com/watch?v=ijVLdH5dt-c Avocados from Mexico Facebook Page: https://www.facebook.com/avocadosfrommexico/ Fidelitas Development: https://fidelitasdevelopment.com/ Lion’s Share Marketing Podcast Learn More About Tyler Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 40: Programmatic Tips and Tricks with Justin Hipps To lead off the episode, Tyler and Andy talk big data and how marketers can use customer data to make more appealing offers. Then Justin Hipps, Vice President of Email, Programmatic, and Digital Strategy at HealthLink Dimensions joins the podcast. Justin starts by describing HealthLink Dimensions, a data communications company in the health and pharmaceutical space, as well as how his unique background in psychology has led him to marketing. Then, the conversation shifts to programmatic advertising. Justin argues that the key to successful programmatic advertising is collecting good data and putting that to use with experienced people that can communicate effectively. Tyler and Justin go on to talk about the best strategies for diving into programmatic, namely whether marketers should tackle the discipline in house or whether they should work with partners. Justin advises marketers to not be afraid of trusting a strong partner. More importantly though, he urges marketers to be active in learning about their industries and customers, and to use that knowledge to inform their decisions about how to best execute their campaigns. Tyler adds that marketers should always be asking great questions to others in their industry. Justin then shares his preferences when it comes to programmatic software and leaves listeners with the advice to keep the narrative and story close to their hearts, and to be passionate about their work. Timestamps 00:00 - Intro 00:54 - What’s in the News | Sales Force Universal Customer IDs 08:05 - Putting Together a Strong Offer Using Big Data 13:20 - Featured Guest Intro | Justin Hipps 13:44 - What is HealthLink Dimensions? 14:57 - Justin’s Role & Background 20:05 - Diving into Programmatic Advertising 24:52 - Timeline for Successful Programmatic Campaigns 27:26 - What Marketers Should Know Before Diving into Programmatic Advertising 29:52 - In House vs. Partnering with an Agency 38:48 - Programmatic Ad Software 40:41 - Key Takeaway 43:06 - Outro Featured Guest | Justin Hipps Twitter Catch Tyler speaking at a conference near you! // Retail Global: RetailGlobal.com Promo Code for $100 Off Your Registration: FD100 Lion’s Share Marketing Podcast Learn More About Tyler Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 39: Video Marketing with Shootsta's Chad Lakin
In Episode 39, Tyler and Andy start off by discussing Nike's new campaign with Collin Kaepernick and the brand strategy behind it. Then, Chad Lakin, the VP of Shootsta North America, shares his insights about what marketers can do to get the most value out of their video content, and how brands can position themselves to be successful in a B2B space.
Chad talks about why Shootsta was created: as a solution to businesses looking to create a high volume of quality videos at a low cost. He says that the previous model of video content creation, involving large production teams, high costs, and long post-production periods, is no longer viable in today’s rapidly changing marketing landscape. Instead, due to the expectation of brands to create a much higher volume of short-form content for social media platforms, Chad advises companies to shift their focus onto story and authenticity.
Throughout his talk with Tyler, Chad gives various tips on different types of videos for different platforms, including live video tips for Facebook and strategy for long form and short form content. Ultimately though, he urges brands to be thoughtful about where their content will be and what message they want to convey, and to personalize videos for the audience they are trying to reach. He leaves listeners with the advice that video does not have to be expensive, time consuming, or difficult.
Join Tyler, Andy, and Chad in this conversation about video marketing best practices.
Timestamps
00:00 - Intro
01:00 - What’s in the News | Colin Kaepernick Nike Ad
13:51 - Featured Guest Intro | Chad Lakin
14:09 - What is Shootsta?
15:04 - Staying Agile with Fast Video Content Turnaround
16:03 - Great vs. Average Video Content
17:58 - Planning and Producing Videos
19:14 - How to Prepare for a Shoot
20:25 - Mistakes Marketers Make when Shooting Video
21:13 - Importance of Native Video on Social Media Platforms
22:08 - Tips for Live Video
24:39 - Planning for Long Form & Short Form Content
26:47 - Making the Most out of Smartphone Video
28:15 - Missed Opportunities in Video Marketing
28:49 - Getting Started with Video Content Creation
30:42 - How Much Should My Video Cost?
32:34 - Shootsta Background | Growing Your Brand
36:22 - Setting Yourself Apart in the B2B Space
37:15 - Key Takeaway
40:09 - Outro
Featured Guest | Chad Lakin Catch Tyler speaking at a conference near you! // Retail Global: RetailGlobal.com Promo Code for $100 Off Your Registration: FD100 Lion’s Share Marketing Podcast Learn More About Tyler Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 38: Global Retail Strategy | Phil Leahy In episode 38, Tyler talks with Phil Leahy, the founder and CEO of Retail Global, a conference and exhibition designed to help online retailers sell more on marketplaces and find opportunities internationally. In this conversation, Phil explains how to be adaptable in the rapidly changing e-commerce environment. Phil starts by talking about his beginnings as a seller on Ebay, and how his connection with other online sellers led him to Retail Global. He then compares Australian and American markets, detailing how Amazon is transforming the eCommerce landscape. While he notes that Amazon is a powerful platform for retailers, he stresses the importance of having a presence internationally across multiple platforms. Phil and Tyler go on to discuss the emergence of blockchain technologies and their possible implications on the future of marketing. Finally, Phil talks about the upcoming Retail Global conference, advising listeners to take time away from their business to meet with others in their industry, adding that you should never be scared to be in the same room as your competitors. Join Tyler, Andy, and Phil in this conversation on adapting to the turbulent world of e-commerce marketing. Timestamps 00:00 - Intro 01:01 - What’s in the News | Google & Search Proximity 12:33 - Featured Guest Intro | Phil Leahy 12:50 - What is Retail Global? 13:38 - Phil’s Background 14:38 - American vs. Australian Market 15:46 - Amazon vs. Ebay | How Marketers Can Take Advantage of the Ebay Platform 17:06 - Taking a Long Term Approach to Testing Platforms 18:17 - Australian Adjustment to Amazon Market 20:11 - Marketing Trends 22:26 - Withstanding Fluctuating Exchange Rates 23:15 - Difficulties Facing Marketers 24:18 - Missed Opportunities in E-Commerce 25:34 - Blockchain Technology | Insights & Opportunities 28:13 - Retail Global 30:53 - Key Takeaway 33:40 - Outro Featured Guest | Phil Leahy Twitter Catch Tyler speaking at a conference near you! // Retail Global: RetailGlobal.com Promo Code for $100 Off Your Registration: FD100 Lion’s Share Marketing Podcast Learn More About Tyler Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 37: Organizational Health for Your Marketing Team | Patrick Lencioni In Episode 37, Patrick Lencioni, a New York Times Best Selling Author and President of the Table Group, joins Tyler in an exciting conversation around Organizational Health, leadership, and the importance of communication within marketing teams. Patrick starts off by giving a brief background on his start in Organization Health and how The Table Group came to be. He shares his experiences building personal and organizational brands, explaining how simplicity and consistency allowed for it to develop over time. He and Tyler also discuss the three characteristics marketing leaders need to consider when hiring, as well as interview tips and potential questions to use when conducting an interview. He goes on to discuss the importance self-awareness and how to break down silos within marketing teams by rallying to achieve a common goal. Tyler and Patrick go on to discuss Patrick’s book, Death by Meeting, and how marketing leaders can leverage meetings to make their teams more effective. He also talks about the importance of a company’s core values and how employees must fit these values in order to maintain a healthy culture. Patrick also shares his counter-cultural approach to great customer service and gives marketing leaders advice on how to build better teams by using creative honesty when hiring. Patrick ends the conversation by advising listeners to be vulnerable and unafraid to ask for help. Join Tyler, Andy, and Patrick in this conversation on Organizational Health in the Marketing Industry. Time Stamps 00:00 – Intro 01:14 – What’s In the News | Facebook Pages 11:08 – Featured Guest Intro | Patrick Lencioni 11:34 – Patrick’s Background in Organizational Health 13:50 – The Table Group 14:36 – Building A Personal and Organizational Brand 17:03 – The Ideal Team Player: 3 Characteristics to Look at When Hiring 13:32 – Interviewing Tips and Questions 23:19 – Coaching Teammates Weak Spots 24:25 – Reference Checks 26:41 – Breaking Down Silos 31:50 – Death by Meeting: Leveraging Meeting Principles 36:03 – Maintaining a Healthy Culture 38:54 – Standing Out from other Marketing Leaders 43:08 – Great Customer Service 51:03 – Patrick’s Future Projects 52:40 – UnConference 54:45 – Key Take Away 56:44 – Outro Featured Guest | Patrick Lencioni Twitter https://www.tablegroup.com/unconference https://www.tablegroup.com/ Whats in the News | https://blog.bufferapp.com/facebook-marketing-strategy Catch Tyler speaking at a conference near you! // Retail Global: RetailGlobal.com Lion’s Share Marketing Podcast Learn More About Tyler Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
EP 36: Playing Around with New Marketing Ideas | Alex Furmansky
In Episode 36, Alex Furmansky, founder and CEO of Budsies, shares his expertise on all things Amazon and marketing for retailers, and what his company is doing to be successful in the toy business. Alex starts off the episode by talking about how Budsies was created, as well as his brand strategy when it comes to the expansion of product lines. He also shares his views on the progressive decline of Toys “R” Us and where he believes retail is headed, especially for consumer products. Alex explains how his unique brand is staying successful against online competitors like Amazon and other toy brands. He goes on to give his thoughts regarding the recent Build-A-Bear promotion, and how his company maintains customer relationships to create an “in-store” experience online. Tyler and Alex also discuss Budsies' marketing strategy and how they capture the attention of not only the child, but the parent as well. He talks about the advantages of using social media to tell a full story versus the idea of traditional advertising. Alex continues to share some of the challenges Budsies is facing due to the unique products they produce, and how they still manage to stick to their mission and give back with their Budsies Pal Program. Alex ends the conversation by giving his key advice on launching a product and the importance of getting it out into the market and involving the customers. Join Tyler, Andy, and Alex in this conversation on all things Budsies and how the market is changing for retailers. Time Stamps 00:00 – Intro 01:16 – What’s in the News | Amazon Alexa 10:52 – Featured Guest Intro | Alex Furmansky 11:00 – Start of Budsies 18:16 – Budsies Brand Strategy 21:16 – Toys “R” Us and the Toy Industry 26:22 – Competing with Amazon and Toy Brands 29:01 – Build-A-Bear Promotion 33:49 – Competing with the In-store Experience 36:35 – Budsies Marketing, Engaging Mom and Dad 41:25 – Customer Acquisition Channels 43:22 – Leveraging Influencers 50:11 – Challenges of Budsies 53:58 – Budsies Pal Program 57:20 – Key Take Away 59:28 – Picking One Channel to Grow the Budsies Brand 1:01:38 – Outro Featured Guest | Alex Furmanksy Twitter Catch Tyler speaking at a conference near you! // Retail Global: RetailGlobal.com Lion’s Share Marketing Podcast Learn More About Tyler Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
The Future of SEO and the Search for Profitable Growth with Rand Fishkin, the Wizard of MOZ In Episode 35, Rand Fishkin, Founder and former CEO of Moz, Founder of SparkToro and author of the book Lost and Founder, talks about SEO and his new startup. Rand starts off by talking about his background in the digital marketing world and his start in creating Moz. He shares an important lesson from his book about growing a company and elaborates on the necessary changes that come with exponential growth. Rand and Tyler also dish on company culture and how it is important to accept cultural change over time. Tyler and Rand go on to discuss how to build a SAAS brand and the importance of perfecting your product before launching it publically. He also brings up how Google Search is taking clicks away from search results and what the impact is for the future of search engine optimization. Rand also talks with Tyler about voice search optimization and the next big opportunities in SEO. Rand ends the conversation by talking all things StarkToro and his strategy for building the brand, as well as his key advice for listeners. Join Tyler, Andy, and Rand in this conversation on SEO and the Digital Marketing world. Time Stamps 00:00 – Intro 01:02 – What’s in the News | Instagram TV 07:58 – Featured Guest | Rand Fishkin 08:16 – Rand’s Start in Search 11:04 – Growing a Company 15:15 – Company Culture 18:52 – Growing a SAAS Brand 23:15 – Future of Search 27:36 – Google Search 29:49 – Content Creation for SEO 34:14 – Voice Search Optimization 36:26 – Next Big Opportunities for SEO 38:30 – SparkToro 45:31 – Building a Team and Formal Education 49:50 – Strategy for Building the SparkToro Brand 52:13 – Key Take Away 53:51 – Outro Featured Guest | Rand Fishkin Twitter Catch Tyler speaking at a conference near you! Outdoor Retailer: OutdoorRetailer.com // DOYO Live: DOYOLive.com // Retail Global: RetailGlobal.com Lion’s Share Marketing Podcast Learn More About Tyler Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Ep 34: Buckle Up: A Behind-The-Scenes Look at the Marketing Strategy Powering the Alaska Airlines-Virgin Merger
In Episode 34, Jeff Etherington, Alaska Airlines' Director of Sales and Marketing, takes us behind the scenes of the largest airline headquartered on the west coast to discuss different marketing techniques to create brand awareness and loyalty.
Jeff begins by giving background on his position at Alaska Airlines and how he got his start in the airline industry. He shares how Alaska Airlines have been growing organically, remaining independent, and adding a number of routes to their focus markets. Jeff explains how acquiring Virgin America has allowed Alaska Airlines to expand significantly, creating the largest west coast airline offering the most nonstop flights out of the most destinations of any west coast based airline to date. Continuing the conversation, Jeff explains some of the challenges merging two iconic brands that served different audiences prior to the merger.
Jeff and Tyler discuss the ways Alaska Airlines is building community with its customer base and gaining brand loyalty. Jeff explains how staying ahead of the competition comes down to treating people how they want to be treated and making the experience as hassle-free as possible. He shares some of the opportunities Alaska Airlines has to continue to more forward and expand in the future.
Jeff also talks about the different marketing techniques that have proven effective for Alaska Airlines and could help reach the company’s future goals. He shares his experience working in both sales and marketing and how important communication is to make sure everyone is on the same page. Jeff leaves us with his key takeaway, which is to build a culture that both employees and customers respect.
Join Tyler, Andy and Jeff in this conversation on all things Alaska Airlines.
Timestamps
00:00- Intro
01:13- What’s In The News- Changes to Facebook Watch
08:18- Featured Guests Intro- Jeff Etherington
08:30- Jeff’s Role As Director Of Sales And Community
10:20- Jeff’s Path To Alaska Airlines
11:25- Alaska's Growth Strategy
14:07- Biggest Challenges Merging With Virgin Airlines
17:50- Timeline For Full Transition from Virgin to Alaska
20:57- Building Community With Alaska's Customer Base
22:45- Merging The Two Airline Communities
23:36- Rewards Programs and Customer Incentives
30:15- What’s Working For Alaska Airlines?
34:45- How Do You Get Your Sales And Marketing Teams On The Same Page?
35:48- Key Take Away
37:44- Outro
Featured Guest | Jeff Etherington Lion’s Share Marketing Podcast Learn More About Tyler Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Ep 33: Adobe Acquires Magento with Kalen Jordan of Commerce Hero
In Episode 33, Kalen Jordan, the Founder of Commerce Hero and host of the Mage Talk Podcast, talks about all things E-Commerce and the recent news of the acquisition of Magento by Adobe.
Kalen begins by giving his thoughts on the acquisition from the top down and shares some of his knowledge around Adobe's purchase of Magento and the ecosystem that comes with it. He and Tyler discuss Adobe providing what looks to be a permanent home for the Magento product and its community hundreds of thousands of developers, agencies, and merchants.
Tyler and Kalen continue to discuss Magento and the future possibilities it has within the Adobe family. They speak on how this move could effect new and current clients, and what new innovations Adobe might have in store for Magento. Kalen also shares his advice for merchants who are looking to re-platform this year and discusses the process he uses when hiring a new developer- it involves goats!
Join Tyler and Kalen in this special edition of the Lion’s Share Marketing Podcast on all things Magento and Adobe and how the acquisition affects the eCommerce industry.
Timestamps
00:00 – Intro
00:43 – Featured Guest Intro | Kalen Jordan
02:01 – Acquisition of Magento by Adobe
05:46 – Effects of the Merger
10:58 – Future of Magento
15:44 – Advice for Merchants Looking to Re-Platform
20:07 – What to look for in a Developer
21:01 – Hiring Great Talent
23:06 – IRCE
27:07 – Should You Keep Development Work In-House or Outsource It?
32:00 – MageTalk Podcast
33:16 - Outro
Featured Guest | Kalen Jordan Twitter - @KalenJordan Promo Code: GOATHERO | https://commercehero.io/ IRCE - CHICAGO: https://www.irce.com 10% off conference passes (Exhibit Hall Only passes excluded) and will be valid starting on 1/1/2018. Code: LIONS18 Lion’s Share Marketing Podcast Learn More About Tyler Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Ep 32: Getting the Most Out of Your Advertising Agency | Karl Sakas
In Episode 32, Karl Sakas, President of Sakas and Company, shares his knowledge on marketing agencies and client relationships.
Karl starts off by talking about the different ways agencies fail their clients and vise versa. He discusses the various types of questions Marketing Leaders should be asking, as well as what an ideal case study looks like when utilizing the S-T-A-R framework. He shares his expertise as an agency consultant and emphasizes the importance of maintaining an effective procedure when it comes to budget and keeping the client updated. He goes on to discuss the three different agency pricing models and how it ultimately comes down to the client’s budget, confidence, and desired result.
Tyler and Karl continue the conversation by discussing the common trends seen in successful agencies. Karl talks about the onboarding process for new clients and how to utilize a pre-kick off survey to gain a better understanding of their expectations and what they are trying to accomplish. He goes on to talk about the ways to be a good client and partner. Karl shares his tips on growing an agency and the importance of recognizing that successful strategies vary based on the number of clients involved.
Karl ends the conversation by giving his key advice on leading an agency or marketing team, which is to focus on making yourself needed but not necessary.
Join Tyler, Andy, and Karl in this conversation on agency and client relationships.
Timestamps
00:00 - Intro
00:52 - What’s in the News | GDPR
12:53 - Featured Guest Intro | Karl Sakas
13:17 - Where Agencies are Failing their Clients
14:05 - How Clients are Failing their Agencies
15:12 - Types of Questions to Ask
16:17 - Ideal Case Study
17:50 - Red Flags When Talking to Agencies
19:17 - Agency Pricing Models
21:17 - Successful Trends in Agencies
22:55 - Onboarding Process for an Agency
25:16 - How to be Better Clients
27:02 - Time to Cut Ties
28:52 - Abandoning the RFP
33:43 - When a Client Should Use an Agency
38:23 - Tips on Growing an Agency
41:45 - Steps When Starting an Agency
44:25 - Agencies and Underpricing
46:32 - Blood & Sand Cocktail
48:31 - Key Take Away
49:57 - Outro
Featured Guest | Karl Sakas Twitter - @KarlSakas Blood in Sand Cocktail - https://bit.ly/2KSLdmK IRCE - CHICAGO: https://www.irce.com 10% off conference passes (Exhibit Hall Only passes excluded) and will be valid starting on 1/1/2018. Code: LIONS18 Lion’s Share Marketing Podcast Learn More About Tyler Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Ep 31: Oren Klaff Teaches Us How to Pitch Anything
In Episode 31, Oren Klaff, Managing Director of Intersection Capital and Author of the book, Pitch Anything, joins Tyler to discuss the tips and tricks to a successful Sales Pitch.
Oren starts us off by discussing the premise behind his book, Pitch Anything, and his past experiences dealing with tough selling situations. He shares his experience working with ad agencies and how they often find themselves in a position of supplication. Oren explains the importance of understanding the three structural pieces of the brain and how to get information across successfully when pitching a project. Tyler and Oren continue to discuss Pitch Anything and the art of framing, and how to apply these to any product, service, or idea. He also talks about the stacking of Frames and how they can be used together to greatly improve one’s chances in closing a deal. Oren shares common mistakes when pitching, and gives insight on how he himself prepares for a pitch. Tyler and Oren also cover how to maintain Alpha status while using your own voice and personality. Oren ends the conversation by giving his key takeaway for listeners, which is simply that neediness kills deals. Join Tyler, Andy, and Oren in this conversation on Pitch Anything and how to frame oneself in a position of power. TIMESTAMPS:
00:00 – Intro
01:37 – What’s in the News | Starbucks
10:20 – Featured Guest Intro | Oren Klaff
11:43 – About Pitch Anything
13:50 – Pitching and Ad Agencies
19:51 – Business Development Approaches
23:20 – Pitching Information through the Three Levels of the Brain
29:32 – Art of Framing
38:28 – Frame Stacking
42:00 – Common Pitch Mistakes
44:20 – Preparing for a Pitch
45:42 – Tips for Salvaging a Pitch
51:05 – How to Move Forward After the Initial Yes
55:00 – Maintaining Alpha Status
59:18 – Marketing Leaders and Oren’s Techniques
1:02:32 – Oren Klaff’s New Book
1:03:44 – Key Takeaway
1:04:37 - Outro Featured Guest | Oren Klaff http://www.pitchanything.com IRCE - CHICAGO: https://www.irce.com 10% off conference passes (Exhibit Hall Only passes excluded) and will be valid starting on 1/1/2018. Code: LIONS18 Lion’s Share Marketing Podcast Learn More About Tyler Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
LSMP 30: Growing Your Email List with the Hustle's Sam Parr
In Episode 30, Sam Parr, Founder and CEO of The Hustle, shares his expertise on marketing a brand to a specific audience.
Sam Parr starts off by explaining what The Hustle is all about, and the ways he is looking towards expanding his brand. He shares his experience building the brand from scratch and how to better engage an established audience.
Sam shares his insights on growing The Hustle’s email database and discusses the importance of knowing one's numbers in order to operate efficiently. He speaks about unusual findings regarding the behavior of subscribers, as well as the process of extending content that is true and pleasing to its audience. Tyler and Sam continue the conversation about the topic of training methods and how the ultimate key to success is hiring talented people.
Later, Sam discusses the criteria for choosing brand partnerships and why some are proven to be more successful than others. He shares The Hustle’s goal of reaching one million subscribers in this upcoming year, as well as launching a handful of subscription products in order to build the next great media company.
Sam concludes the conversation by providing his key marketing advice, which is to write as one speaks, and not overthink their writing.
Join Tyler, Andy, and Sam in this conversation on all things The Hustle, and how to grow your email list.
Timestamps
00:00 – Intro
02:59 – What’s In the News | Mark Zuckerberg and Facebook
17:19 – Featured Guests Intro | Sam Parr
17:28 – The Hustle
18:19 – How the Hustle is Expanding
19:34 – The Hustle’s Big Break
21:10 – Growing Your Email List
23:20 – Unusual Subscriber Behavior
25:02 – Specific Training Method
28:03 – Brand Partnerships
29:37 – Tips For Creating Engaging Content
32:37 – Marketing Opportunities
36:37 – What’s Next For The Hustle
37:15 – Key Take Away
40:23 – Outro
Featured Guest | Sam Parr IRCE - CHICAGO: https://www.irce.com 10% off conference passes (Exhibit Hall Only passes excluded) and will be valid starting on 1/1/2018. Code: LIONS18 Lion’s Share Marketing Podcast Learn More About Tyler & Kyle Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Ep 29: Thinking Outside the Subscription Box | Kevin Tighe In Episode 29, Kyle Tighe, Co-Founder and CEO of Surf Shop Box, discusses various marketing strategies to create brand awareness and Surf Shop Box's unique subscription model. He shares his insight on building a brand from scratch, establishing partnerships, and marketing to two different target audiences. Kyle begins by providing background information on Surf Shop Box and how the business operates. He shares that building relationships with both established and emerging brands presents efficient marketing for the businesses while exposing customers to a variety of quality surf apparel. Tyler and Kyle also discuss different acquisition channels that work best for Surf Shop Box, including the use of influencer marketing on Facebook and Instagram. In regards to the subscription model, Kyle advises listeners to discover what's most effective for both the company and its customers. The conversation wraps up with Kyle sharing his key takeaway: subscription commerce is an extremely powerful business model. Overall, Kyle explains that there are many opportunities for marketing leaders to apply this concept to their own businesses. Join Tyler, Michelle, and Kyle in this conversation about their subscription box model as they explain how Surf Shop Box implements its own unique strategies. Timestamps
00:00 – Intro
00:53 – What’s In the News | Google’s Mobile-First Index
03:44 – Featured Guests Intro | Kevin Tighe
03:53 – Surf Shop Box
06:06 – Subscription Box Model
11:08 – Building a Brand from Scratch
13:55 – Niche Marketing
17:08 – Acquisition Channels
17:50 – Measuring the Success of Influencer Marketing
21:15 – 2018 IRCE
22:08 - KPIs
24:50 – Minimizing Churn
30:40 – Conversion Rate Optimization
33:26 – How to get Surf Shop Box’s message Across to Customers
34:24 – Possible Rebrand of Surf Shop Box
37:12 – Key Take Away
40:42 – Outro Featured Guest | Kevin Tighe surfshopbox.com - Code LIONSHARE for $20 Off IRCE - CHICAGO: https://www.irce.com 10% off conference passes (Exhibit Hall Only passes excluded) and will be valid starting on 1/1/2018. Code: LIONS18 Lion’s Share Marketing Podcast Learn More About Tyler & Kyle Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Ep 28: Making Email Marketing Personal | Ryan Hofmann
In Episode 28, Ryan Hofmann, Listrak's Vice President of Strategic Market Solutions, shares his expertise on email marketing and personalization trends. Ryan kicks starts off by explaining what Listrak is all about and what makes it unique in comparison with other platforms. He describes email as the major backbone of digital marketing and explains how utilizing it correctly can set your brand apart and bring in profits. Tyler and Ryan also dive into the topic of SMS and email messaging and the growth it has made since first appearing on the marketing scene back in 2003. Ryan also gives great insight on the difference between segmentation and personalization. Ryan dishes on how Listrak will begin to implement AI into their platform and how AI is not something to move away from, but actually move towards. Ryan also reveals new features that are available for customers in 2018 and how it will benefit marketers. Further on in the episode, Ryan and Tyler discuss how building your customer list can be cumbersome, but Ryan gives great advice on how to build your list from scratch- the right way. Ryan finishes the episode with some great advice on testing, simply stating that “Testing is Investing.” Taking time to test properly will lead to better results over time, allowing marketing leaders to invest in what works. Join Tyler and Michelle in this episode on email marketing, how to build your email list from scratch, and how Listrak will be implementing AI. Timestamps 00:00 – Intro 01:00 – What’s In the News | Facebook and Streaming 06:40 – Featured Guests Intro | Ryan Hofmann 07:25 – Listrak 09:00 – What Makes Listrak Unique 11:18 – Email: The Backbone of Digital Marketing 14:50 – SMS and Email Messaging 18:39 – Segmentation and Personalization 24:23 – Mistakes from Email Marketers 29:12 – AI and Listrak 37:05 – New Features for Customers 42:52 – Building Your List from Scratch 46:45 – Rules of Engagement 52:19 – Key Take Away 56:10 – Outro Featured Guest | Ryan Hofmann IRCE - CHICAGO: https://www.irce.com 10% off conference passes (Exhibit Hall Only passes excluded) and will be valid starting on 1/1/2018. Code: LIONS18 Lion’s Share Marketing Podcast Learn More About Tyler & Kyle Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
In Episode 27, Nick James, a business mentor and creator of Expert Empires, shares his journey of how Expert Empires began and the unique conferences that it brings to the UK each year. Nick has hosted the likes of Grant Cardone and Ryan Deis from Digital Marketer, but he earned his way to the top through hard work and hustle. Nick takes us through the challenges and successes he’s endured. Nick starts us off on explaining where the idea came from to start Expert Empires. He tells us that from a young age he was already interested in event promotion and it sparked him to continue down this path. He goes on to discuss how building your own brand authority is a key to success when creating an event with industry thought leaders. Nick dishes on his Bums on Seats Bootcamp and how effective that event has been for his brand authority. Nick and Tyler discuss the topic of starting an event from scratch, what that entails and how tough it really is no matter how easy it looks. Tyler and Nick cover some of the mistakes to avoid in event marketing, and both give great insights from their past endeavors. Join Tyler and Michelle in this episode on building brand authority, SMS marketing tactics and mastering event marketing. Timestamps 00:00 – Intro 00:48 – What’s In the News | Delta & the Olympic Team 05:50 – Featured Guest Intro | Nick James 06:19 – Expert Empires 08:09 – Event Promotion 09:10 – Building Own Brand Authority 10:50 – Secrets to Success 13:32 – Bums On Seats Bootcamp 14:40 – Difference in Marketing between UK and USA 16:07 – What's Working 19:26 - IRCE 21:52 – Starting an Event From Scratch 24:29 – Mistakes to Avoid 26:47 – Key Take Away 27:40 – Outro Featured Guest Nick James | Business Mentor and Creator at Expert Empires IRCE - CHICAGO: https://www.irce.com 10% off conference passes (Exhibit Hall Only passes excluded) and will be valid starting on 1/1/2018. Code: LIONS18 Lion’s Share Marketing Podcast Learn More About Tyler & Kyle Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Ep 26: Munching on Marketing Advice with Andy Mackensen In Episode 26, Co-founder and CMO of SnackNation, Andy Mackensen takes us through the rise of SnackNation and the challenges that he faced launching the company. With his expertise in entrepreneurship, Andy shares insight on building trust with customers, using content marketing to 10X your business, and how strategic partnerships play a huge role in business growth. Andy begins by giving background on SnackNation and what the roots of the business. He shares how building relationships with leaders in business creates strategic partnerships that benefit both parties. Further on in the conversation, Andy gives us his insight on what has worked for SnackNation so far in 2018 and the challenges the subscription-based brand faces with growth. Andy and Tyler discuss the topic of building and managing personal brands and where Andy has placed his focus. Andy also gives listeners advice on common conversion rate optimization mistakes to avoid. Andy leaves us with a key takeaway of staying ahead of the marketing game and focusing on the strategies that are timeless. Join Tyler and Michelle in this episode on how to 10X your business with content marketing, strategic partnerships, and lead scoring best practices. Don’t forget to sign up for your SHHNAACKS! Time Stamps 00:00 – Intro 00:53 – What’s In the News | Gmail Announcement 04:52 – Andy Mackensen 05:25 – Snack Nation 06:30 – How Snack Nation Began its Success 08:42 – Dollar Snack Club 09:37 – Building Trust With Customers 10:47 – 10X Content Marketing 14:10 – Testimonials from Customers 16:19 – Strategic Partnerships 22:47 – What is Working in 2018 24:10 – Challenges in Growth 27:00 – Building and Managing Personal Brand 27:56 - Common Conversion Rate Optimization Mistakes 29:23 - Building Relationships with Podcasts 30:41 - Best Practices in Lead Scoring 34:19 - Key Takeaway 36:30 - Outro Featured Guest Andy Mackensen | Co-Founder and CMO at SnackNation Free Sample Box | SnackNation.com SnackNation.com/tcoffice SnackNation.com/tchome Lion’s Share Marketing Podcast Learn More About Tyler & Kyle Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Ep 25: Silver Edition In Episode 25, We dive into some great content and insightful advice from several of our Podcast guests that were featured in 2017. The episode begins with Founder of Raven Tools, John Henshaw, and what marketing tools leaders can implement in their reports. Re-platforming was a subject that Jeff Cash touched on in Episode 3 as he discussed the pros and cons and what challenges may develop. Throughout the episode our featured guests share key insights on marketing strategy for startups, integrating Sales & Marketing teams, and what a Global eCommerce strategy entails. Towards the end of Episode 25, Cristina Ceresoli gives us a look at the state of retail and where it's headed. Marcus Murphy and Tyler brought the jokes and also discussed where Digital Marketing is headed. Andrea Ward shares insight on how eCommerce is changing rapidly and considering the right eCommerce platform is key to a company’s success. Join Tyler and Michelle in this Silver Episode on Kickstarting Brands, Marketing Trends, Global eCommerce Strategies and what’s next in Digital Marketing. Timestamps 00:00 – Intro 01:25 – Ep 1: John Henshaw - Founder of Raven Tools 07:30 – Ep 3: Jeff Cash - Liquidity Services 10:23 – Ep 7: Jamie Alber - Digital Golf Warehouses 13:30 – Ep 10: Scott Yoffe - LA Chargers 17:28 - IRCE 18:48 – Ep 12: Dan Farris - Kickstarting a Brand 21:24 – Ep 13: Mike McMillian - Dream CSX 23:33 – Ep 14: Charlie Cole - Tumi | Samsonite 27:44 – Ep 15: Josh Weum - Google 30:22 – Ep 16: Andrew Malcolm - Evernote 32:09 – Ep 17: Paul Dailey - Puma 35:36 – Ep 18: Ashok Kamal - Tech Coast Angels 40:13 – Ep 19: James Martinez - Safari 41:30 – Ep 21: Cristina Ceresoli - NRF 44:39 – Ep 22: Marcus Murphy - Digital Marketer 47:44 – Ep 24: Andrea Ward - Magento 51:38 – Outro IRCE - CHICAGO: https://www.irce.com 10% off conference passes (Exhibit Hall Only passes excluded) and will be valid starting on 1/1/2018. Code: LIONS18 Lion’s Share Marketing Podcast Learn More About Tyler & Kyle Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Ep 24: eCommerce Trends and Tips | Andrea Ward In Episode 24, Andrea Ward, Magento's Chief Marketing Officer, shares excellent insight on several ecommerce and marketing topics. Andrea speaks on Magento and it’s marketing strategies, Amazon being a product gateway for many eCommerce businesses, and what’s next for Ecommerce Marketing. Andrea begins the conversation by sharing her path to Magento and about the company's culture. With her extensive expertise and previous experience at Oracle, she also speaks on the her first moments at Magento and early successes. Andrea believes in staying ahead of the curve by studying her competition’s trends and strategies. Tyler and Andrea also talk about Amazon and why businesses should view the platform as a tool instead of competition. Tyler and Andrea go on to discuss the importance of great content and how a well-thought out, informative blog post is more impactful than a blog with content that lacks depth and leads nowhere. Andrea shares her marketing goals for the coming year and tells us what’s next for Ecommerce marketing. The conversation ends with Andrea’s insightful advice on how eCommerce is changing rapidly. The right platform is key to a company’s Ecommerce success, and Andrea explains that Magento has a passion for providing customers with the best tools to grow their businesses. Join Tyler, Michelle, and Andrea in this conversation on Magento’s Business Intelligence, what’s next for eMarketing, and what Marketing strategies to take on in 2018. Timestamps 00:00 – Intro 00:52 – What’s in the News | H&M's No Good, Very Bad Day 04:45 – Featured Guest Intro | Andrea Ward 05:06 – Andrea Ward and Magento 05:50 – Marketing Challenges: From Oracle to Magento 07:15 – Repositioning the Magento Brand 08:20 – Building Magento’s Marketing Strategy 10:35 – Magento’s Business Intelligence 11:45 – Early Successes - Kicks USA 13:23 – Staying Ahead of the Competition 16:12 – Amazon: Product Gateway 18:32 – Magento Commerce 22:15 – FAQs to Blog Articles 25:44 – Marketing Goals for 2018 27:38 - Biggest Missed Marketing Opportunity in Ecommerce 28:50 - What’s Next for Ecommerce Marketing 29:59 - Magento Community and Brand Growth 33:14 - Events and Marketing Strategies 35:15 - 2018 IRCE Conference 36:22 - Pop Up Shops and Retail Brands 38:00 - Magento Advantages Over Competitors 40:55 - Re-Platforming Advice 44:13 - Key Take Away 45:15 - Outro Featured Guest Andrea Ward | Chief Marketing Officer at Magento LinkedIn Twitter IRCE - CHICAGO: https://www.irce.com 10% off conference passes (Exhibit Hall Only passes excluded) and will be valid starting on 1/1/2018. Code: LIONS18 Lion’s Share Marketing Podcast Learn More About Tyler & Kyle Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Ep 23: The OIA Is A Marketing Force | Gareth Martins and Alex Lemley In Episode 23, Gareth Martins, Director of Marketing and Alex Lemley, Marketing Manager at the Outdoor Industry Association, discuss their roles at Outdoor Industry Association. Both Gareth and Alex share insight into the OIA and it’s purpose. The pair goes on to discuss Outdoor Retailer's signature event in 2018 and talk about social media strategies that have worked for them. Gareth and Alex start off by sharing what the Outdoor Industry Association is all about and how impactful the organization is in regards to helping preserve public lands and monuments. They speak on the Together We’re a Force campaign and how that has led outdoor retailers and organizations to rally together around the issue of public land preservation. Tyler, Gareth and Alex also discuss the Outdoor Retail Event in 2018 that will be held in Denver for the first time. They talk about the events leading up to moving the OR show from Salt Lake City and how it has gained a lot of interest from those who are attending. Gareth and Alex also speak on the digital marketing and social media strategy that they have implemented this year and how they have seen positive results from it, along with some of the OIA’s marketing goals for 2018. Gareth and Alex end the conversation by giving key advice on always considering what you want to accomplish through marketing efforts, as well as knowing it is important to be relatable with the person you are targeting on the flip side of an email campaign. Join Tyler, Michelle, Gareth, and Alex in this conversation about the OIA and how they're leveraging marketing to enhance their impact on the outdoor industry. 00:00 – Intro 00:54 – What’s in the News | Patagonia suing President Trump 04:56 – Featured Guests Intro | Gareth and Alex 05:40 – Gareth and Alex’s role at the OIA 06:03 – What is the OIA and it’s Purpose 08:43 – Together We Are A Force Campaign 09:45 – Leveraging Cause Marketing 11:46 – Antiquities Act: Protect Public Land and Monuments 12:58 – IRCE 2018 Conference 14:05 - Outdoor Retail Event 2018 15:34 – Challenges in Moving OR Show to Denver 16:55 – Digital Marketing and Social Media Strategy 18:07 – Biggest Marketing Challenges 19:19 – OIA Marketing Goals for 2018 24:08 – Key Take Away Featured Guest Gareth Martins | Director of Marketing LinkedIn Twitter Alex Lemley | Marketing Manager LinkedIn Lion’s Share Marketing Podcast Learn More About Tyler & Kyle Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Ep 22: Ninjas, Airplane Cocktails, AOL Instant Messenger, and Digital Marketing | Marcus Murphy
In Episode 22, Marcus Murphy, Vice President of Monetization at Digital Marketer, shares his expertise on several topics from recruiting the right talent, sales and marketing teams, and what’s working across the marketing landscape.
Marcus starts us off by talking about the birth of Digital Marketer and his path to his position at DM. He shares his expertise on hiring the right candidates, what healthy marketing and sales teams look like, and how critical recruiting the right talent is for an organization. Marcus explains that having the right people at the start can have a great impact on the future. He goes on to discuss the relationships he has with his top performers and team leaders at Digital Marketer and dishes on how he integrates Digital Marketer’s marketing practices with his own team.
Tyler and Marcus also discuss what’s working across the marketing landscape and how marketing leaders are succeeding. He also talks of the differences between Sales and Marketing teams and how the two go hand in hand, yet at the same time have completely different roles. Marcus shares his thoughts on social media platforms and which popular platform is destined to fail. He gives us a snippet of whats to come at the Traffic and Conversion Summit.
Marcus ends the conversation by giving his key advice on hiring talented and thoughtful leaders that will have a great impact on your marketing and sales teams.
Join Tyler, Michelle, and Marcus in this conversation on Digital Marketer practices, hiring the right talent, and the marketing landscape at-large.
Timestamps
00:00 – Intro
00:49 – What’s in the News | Black Friday & Cyber Monday
04:50 – Featured Guest Intro | Marcus Murphy
05:48 – Marcus’ role at Digital Marketer
06:22 – Birth of Digital Marketer
08:24 – Digital Marketer and their Products
11:00 – Ninjas and Airplane Cocktails
12:33 – Hiring Marketing and Sales Teams
15:18 – Recruiting the Right Talent
19:20 – Integrating DM’s Marketing Practices
23:00 – Top Performers and Team Leaders
27:15 – Perpetual Traffic
29:02 – What’s Working Across the Marketing Landscape
33:45 – Sales Vs Marketing
35:09 – Internal Systems at Digital Marketer
38:41 – Impact of Drift
40:53 – Marketing Strategy with Fidelitas Development
42:55 – LinkedIn Advisory Board
44:21 – Social Media Platforms
49:05 – The Demise of AIM
51:38 – What is Destined to Fail: SnapChat
54:29 - Slack and AIM
57:34 - Traffic and Conversion Summit
1:02:48 - Key Take Away
1:03:20 - Outro Featured Guest Marcus Murphy | VP of Monetization at Digital Marketer LinkedIn Twitter Lion’s Share Marketing Podcast Learn More About Tyler & Kyle Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
How Retail can Rebound by Building Brand Love with the NRF's Cristina Ceresoli
In Episode 21, Cristina Ceresoli, Senior VP or Retail Strategy at the National Retail Federation, elaborates on retail and eCommerce marketing and the path it has taken over recent years. Cristina shares insight on the effect of building brand love, personalized pricing, and dishes on retail and agency partnerships.
Cristina starts off by talking about her background in the retail industry at brands like Express and Aeropostale before and joining the NRF in 2017. She later discusses the plight of shopping malls and where retail marketing is headed. Cristina also speaks on personalized pricing and how small improvements in your marketing campaign can create future growth.
Tyler and Cristina also discuss retail and agency partnerships and the importance of Brand relationships. She also brings up the challenges in the retail industry and how successful retailers are overcoming these obstacles. Cristina shares some big opportunities for marketers in 2018 and what to expect in Q4 from the retail industry at-large.
Cristina ends the conversation by giving her key advice on how retailers can benefit greatly from gathering data and use of advanced analytics.
Join Tyler and Michelle in this conversation on the state of retail and eCommerce marketing and an expert outlook at the retail industry in 2018.
Timestamps
00:00 – Intro
01:26 – What’s in the News | Death of Traditional Display Ads?
06:09 – Featured Guest | Cristina Ceresoli
06:42 – Cristina’s Role at NRF
07:44 – Path to Senior VP
09:20 – Has Retail Really Changed?
11:35 – Building Brand Love at Express
14:30 – How Do We Save the Shopping Malls?
16:55 – Shop.Org Recap
20:28 – Personalized Pricing
22:44 – Consumer Pricing Discrimination
24:20 – Retail and Agency Partnerships
26:37 – Opportunities for Marketers in 2018
27:29 – Importance of Brand Relationships
29:23 – Challenges of the Retail Industry
31:56 – Balance & Growth of Online Presence
34:55 – What to Expect in Q4 from Retail
39:16 – 2018 NRF Big Show
40:39 – Key Take Away
44:17 – Outro
Featured Guest Cristina Ceresoli | Senior VP of National Retail Federation LinkedIn Twitter Lion’s Share Marketing Podcast Learn More About Tyler & Kyle Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes
Ep 20: The Future of Experiential Marketing with Vntana's Ashley Crowder
In Episode 20, Ashley Crowder, CEO and Co-Founder at Vntana, discusses Experiential Marketing and how it is changing as a whole. She shares her insight on Holograms and companies using it to their advantage, data and metrics with AI, and where marketing is headed.
Ashley begins the conversation talking about Vntana and how the company was born. She elaborates on the strong case studies that Vntana has established over the past couple of years and her favorite campaign. With her expertise with UGC and AI, she gives listeners insight on the challenges with hologram implementation and how to overcome them.
Tyler and Ashley also discuss the data and metrics side of AI implementation and how marketing leaders can use that data towards their own brands' research and goals. Ashley shares her overview of the Shop.Org conference and reveals pieces of what's to come with Vntana.
Ashley wraps the conversation by giving her key advice on staying ahead of the curve and that marketing leaders should try to be the first movers in using new technology like AI.
Join Tyler, Michelle, and Ashley in this exciting conversation of what the future of Experiential Marketing looks like and a sneak peek at what's to come with Vntana.
Timestamps
00:00 – Intro
01:07 – What’s in the News | UnderArmour Q3 Sales Drop
06:45 – Featured Guest Intro | Ashley Crowder
07:39 – Ashley & Vntana
09:19 – Brands Using Vntana’s Technology
10:20 – Strong Case Studies with Vntana
11:45 – Holograms and Company Goals
13:40 – Ashley’s Favorite Achievement
14:26 – 5 Years Ago: Ashley’s Startup with Vntana
15:56 – Microsoft’s Kinect
18:10 – AI Hologram vs Virtual Performance
19:34 – Experiential Marketing Change as a Whole
21:20 – UGC and Experiential Marketing
22:00 – Challenges with Hologram Implementation
23:03 – Smaller Brands Using Vntana
25:01 – Data and Metrics with AI
25:43 – Sneak Peek with Vntana
26:42 – Shop.Org Overview
28:00 – Next Big Thing for Marketers
29:01 – Split Testing on Holograms
29:42 – Key Take Away
31:30 – Outro
Featured Guest
Ashley Crowder | CEO and Co-Founder at Vntana
Lion’s Share Marketing Podcast Learn More About Tyler & Kyle
Music Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
From Watches to Wallabies: Growing Ecommerce Startups with James Martinez
In Episode 19, James Martinez, eCommerce Manager at Safari Limited, a global eCommerce toy company, shares insight on the topic of eCommerce startups and having a great organizational plan.
James begins the conversation with his previous role at Invicta Watches and discusses the challenges and successes he had with the quick-rising watch brand. Fast forwarding to his present role at Safari Limited, James talks about his team at Safari and what makes a great team. With his experience in eCommerce startups, James also shares insights for crafting a marketing budget and having a sound eCommerce startup plan.
Tyler and James also discuss the next big opportunity for marketing leaders: improved conversion rates through new cutting edge technology. James also reveals his social media channels of choice and the rationale for his preferences. James goes on to share some of the challenges that he faces at Safari Limited today and how he's overcoming these new obstacles.
James wraps up the conversation by explaining that organization is key as a marketing leader. He recommends focusing on what will bring your brand revenue, making a priority list, and zoning in on the items that will bring you success.
Join Tyler and Michelle in this conversation around AdBlocker battling Facebook, eCommerce Startups, and getting organized as a marketing leader.
Timestamps
00:00 – Intro
00:56 – AdBlocker - New Technology for FB
05:40 – Featured Guest | James Martinez
06:35 – James, Safari Limited and Invicta
07:55 – The Team at Safari
08:40 – Recipe for eCommerce Startup
09:50 – Marketing Spend from Scratch
12:00 – Organization is Key
14:28 – Next Big Opportunity for Marketing Leaders
15:05 – Social Media Channels of Choice
16:14 – Success at Invicta
17:22 – Biggest Challenges at Safari
18:20 – Key Take Away
19:40 – Outro
Featured Guest James Martinez | eCommerce Manager - Safari Limited LinkedIn Lion’s Share Marketing Podcast Learn More About Tyler & Kyle
Music Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
Marketing Startups: The Investor's Point of View with Ashok Kamal
In Episode 18, Ashok Kamal, Executive Director at Tech Coast Angels, elaborates on the topic of marketing startups and gives listeners quality advice of customer acquisition, having a great marketing plan, as well as ground rules of marketing. Ashok discusses several key points from an investor’s viewpoint.
Ashok opens the conversation by explaining his role at Tech Coast Angels and talks about what a great marketing plan looks like. With his experience in several organizations, Ashok also brings to light the most common marketing mistakes that plague startups. Ashok continues on about ground rules of marketing startups and best practices.
Tyler and Ashok also discuss due diligence and how professionals must manage their personal brands and reputations as well. They share that as founders and leaders, you are “the brand”, and people recognize and label your brand through your leadership, teams, and collective output. Ashok shares great advice about investing in personal values and finding companies that positively impact the world.
Ashok ends the conversation with his statement that “Traction trumps All." He shares that as founder, you are first and foremost a marketer. Early stage startups must show their worth and credibility; at the end of the day marketing leaders have to prove traction in order to increase demand.
Join Tyler and Michelle in this conversation of what makes a great marketing plan and the "secret sauce" to marketing startups.
Time Stamps
00:00 – Intro
00:51 – What’s in the News | Social Media, LinkedIn
06:22 – Featured Guest Intro | Ashok Kamal
07:22 – Ashok and Tech Coast Angels
11:50 – Marketing Startups and Customer Acquisition
13:38 – Great Marketing Plan
15:25 – Startup Wins in Marketing
17:08 – Biggest Mistake in Marketing Startups
21:34 – Ground Rules and Best Practices
23:08 – What’s the Secret Sauce?
25:05 – Due Diligence
28:26 – Professional Values
31:12 – Marketing Tech Coast Angels
33:50 – Key Take Away
34:55 – Keep in Touch
36:09 – Outro
Featured Guest Ashok Kamal | Executive Director - Tech Coast Angels LinkedIn Lion’s Share Marketing Podcast Learn More About Tyler & Kyle
Music Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
In Episode 17, Paul Dailey, Puma’s Senior Manager of Global Brand Marketing, gives us great insight on the impact of global marketing, how to successfully run a marketing campaign as well as integrating retail with eCommerce. With his expertise and leadership in Commercial Marketing, Paul explains the importance of global ambassadors and the relationship between customers and celebrity icons.
Paul discusses the future of eCommerce and several other great topics, including his role at Puma, and dives deeper into commercial marketing and the history of the Puma brand. He explains how collaborating with celebrities creates a culture for Puma’s audience that stimulates how customers purchase their product. Paul elaborates by talking about “On Ground Influencers” and how being mindful of customer groups is key.
Paul and Tyler also discuss the growth in building relationships with agency partners and how the two can be a great source for each other. Paul shares great advice about "simplifying the explanation" to customers and what keeps his mind spinning with eCommerce Marketing.
Paul wraps things up with insight on the eCommerce industry and what it will look like in a few years. He shares how, in this industry, it is an ever-evolving cost to learn and that as marketers, we need to grasp the concept that we will never have all the answers but should look toward the goal of understanding our customers through intentional relationships.
Join Tyler and Kyle in this conversation of Commercial/Global Marketing and making the most of successful marketing campaigns. 01:15 – What’s in the News | Popup Ads and Google Ad Experience
10:55 – Featured Guest Intro | Paul Dailey
11:10 – Paul's Role at Puma
12:05 – Commercial Marketing and Brand History
15:25 – Making the Most of Collaboration with Global Celebrities
17:10 – Ambassadors and Puma
19:30 – On Ground Influencers
22:23 – Building the Team at Puma
26:24 – Being Mindful of Customer Groups
29:20 – Successful Marketing Campaigns
35:02 – It’s About the Customer
37:18 – Integrating Retail with eCommerce
40:55 – Building Relationships with Agency Partners
44:40 – How Can an Agency be Better
47:25 – Simplify the Explanation
49:27 – What Keeps You Up At Night?
51:55 – eCommerce: 2 Years from Now
55:12 – Key Take Away
58:06 – Keep in Touch with Pauly Dailey
1:01 – Kyle’s Announcement
Taking Note of Marketing Best Practices with Evernote featuring Andrew Malcolm In Episode 16, Andrew Malcolm, Evernote's CMO, elaborates on the global impact that apps have on people and businesses alike. With marketing leadership experience across several industries, Andrew has an extensive background on SaaS- his knowledge and expertise helped Skype reach new heights at the peak of its powers. In this episode of the Lion's Share Marketing Podcast, Andrew discusses the future of Evernote and a host of other topics, including where we're headed with AI.
Andrew describes his role at Evernote, as well as his path to his current role at one of the global leaders in digital notation. He explains the value of finding the perfect moment to speak to an audience. Andrew elaborates by sharing how to engage an audience on a budget and fighting the battle of conversion. He then emphasizes the necessity of utilizing a “give more than you take” approach: adding value to your product or service allows for users to exchange and pay for the value created for them.
Andrew and Tyler also discuss the Dead Unicorn label bestowed upon Evernote and how Andrew and his team overcame that stigma. Andrew shares the story of the founder of Evernote and the SaaS platform's origins, and how inspirational stories can impact a brand and the people working on its behalf. Andrew gives his insight on marketing SaaS products and how that whole distinction is being broken down. He then goes on discussing the importance of internal/external marketing teams and how Agile project management can lift a team's productivity.
Andrew wraps things up with his thoughts on marketing and where the industry is headed. He goes on to share how people use apps such as Evernote to share their stories, and that is the platform's greatest achievement.
Join Tyler and Kyle in this conversation around marketing a SaaS and Evernote's rise to prominence.
Time Stamps 00:00 – Joke
1:34 – What’s in the News | Brands use Instagram vs. Snapchat
06:12 – Featured Guest Intro | Andrew Malcolm
06:55 – Andrew’s Role at Evernote
08:17 – Find the Perfect Moment to Speak
10:25 – Engaging an Audience on a Budget
11:39 – Conversion Battle
12:54 – Diving into the Past | Senior Director at Skype
14:00 – Impact of Apps to Global Impact
15:22 – Origin of the name Skype
16:58 – Evernote: Empowering People and Business
19:37 – Converting to Paid Model Strategy
21:40 – Give More than You Take
22:30 – Evernote: The Dead Unicorn
25:42 – Marketing Saas Product vs. B2B
27:01 – Marketing Saas vs Other Product
28:10 – Internal/External Marketing Teams
30:35 – Agile
31:16 – Tips on Switching Management/Organizational Styles
32:23 – P&L | How Does It Impact Your Strategy
33:38 – Sleepless Nights: Ongoing Competition
35:00 – What’s Next for Evernote
36:40 – AI Impacting Evernote
39:23 – Next Trend for Marketing
43:01 – Key Take Away
45:22 – Keep in Touch with Andrew Malcolm
45:47 – Episode Outro
Featured Guests Andrew Malcolm | Chief Marketing Officer - Evernote
LinkedIn
Resources Instagram vs Snapchat : Adweek
Instagram vs Snapchat : Fidelitas Development
Lion’s Share Marketing Podcast Learn More About Tyler & Kyle
Music Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
Searching for Better Digital Marketing with Google with Josh Weum In Episode 15, Josh Weum, Digital Ambassador for Google Adwords, elaborates on the intricacies of SEO and PPC regarding Google. As an ambassador for Adwords, Josh has a deep understanding of SEO performance, YouTube campaigns, and of course, AdWords. Josh starts off by describing his role at Google AdWords and weighing the pros and the cons of SEO vs PPC/SEM advertising. He goes on to explain the value of SEO in the long-run, comparing it to a locomotive needing to pick up speed, while relying on PPC/SEM in the short-term while SEO is gaining traction. He then emphasizes the necessity of targeting ads properly, ensuring that the ads posted are reaching the right audiences. Josh also addresses the recent events with YouTube ads showing up on undesirable videos (like ISIS propaganda), explaining Google’s diligence in fixing the issue and preventing history from repeating itself. He then goes on explaining the expansion and increased depth in YouTube’s ability to target video ads to the ideal audience. Josh then addresses the eCommerce benefits of Google Shopping, elaborating on essential mobile shopping strategy is for etail brands, as well as utilizing new technology like 360º videos and virtual reality tours. Josh wraps up the conversation with Tyler and Kyle by sharing his thoughts on marketing certain “restricted” products, such as firearms, elaborating upon restrictions on running paid ads for websites that sell these restricted products. He goes on to explain what’s in store for the future of Google search, dispelling any rumors of changes to Google’s home search page and explaining just why simplicity is so important. Join us for an insightful conversation exploring Google Adwords and YouTube strategy, proper targeting techniques regarding Google, and how to utilize both your SEO and PPC/SEM campaigns in order the see your highest ROI. Time Stamps **00:00** – Joke
01:07 – What’s in the News | Facebook 6 Second Video Ads
04:52 – Old Spice Bumper Ads
05:48 – Featured Guest Introduction | Josh Weum
06:30 – Josh’s Role at Google Adwords
07:08 – Prioritizing SEO vs. PPC
08:30 –SEO vs PPC regarding YouTube
10:40 – Questionable YouTube Ad Placement Story
13:36 – Where E-Commerce Brands Should be Focusing in the Future | Google Shopping
17:07 – B2B Trends
19:21 – Correlation Between Paid Ads and SEO rankings
21:38 – Mobile vs. Desktop Usage Trends in Google Channels
24:54 – Common Mistakes with SEO/SEM
26:37 – Google Advertising Regarding Firearms
28:55 – Getting Started with Digital Advertising
32:00 – What’s Next in Search?
35:40 – Benefits of Working with Google Partner | Fidelitas
39:32 – Google Homepage Rumors
40:59 – Benefits of Simplicity
42:32 – Key Takeaway
44:50 – Keep in Touch with Josh Weum
45:32 – Episode Outro
Featured Guests Josh Weum | Digital Ambassador - Google Adwords
LinkedIn
Twitter
Resources Facebook Ads
Lion’s Share Marketing Podcast Learn More About Tyler & Kyle
Music Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
Global Ecommerce Strategy with Charlie Cole In Episode 14, Charlie Cole, Chief Digital Officer and VP at TUMI and Global Chief eCommerce Officer at Samsonite, explores the global ecommerce strategy with Tyler and Kyle. Charlie has an extensive background in the ecommerce industry; his knowledge and expertise have helped guide the merger of TUMI and Samsonite. Charlie discusses TUMI’s priorities heading into 2018 and also shares how to gain and retain talent, how to build brand loyalty and more. Charlie begins the conversation by describing how he splits his time between his two positions at TUMI and Samsonite as well as the role of his self-sufficient team in the process. After the acquisition, TUMI needed to maintain their premium status. Charlie explains that maintaining a brand's premium positioning requires cohesion between marketing merchandise and inventory management, a great customer acquisition strategy and an efficient CRM platform to encourage repeated purchases. Charlie goes on to say that Samsonite is a portfolio organization and they need to ensure the balance and collaboration between all of their global brands. One of Charlie’s goals is to have functional expertise among his directors to ensure that strategies are smoothly implemented. In order to increase functional expertise, Charlie focuses on professional development and accountability. As a leader, he encourages his team to continue developing their skills and he provides that necessary support to aid them in the process. He also explains that the cause of many issues in teams are due to the lack of direct responsibility; teams need accountability and ownership. Charlie then moves on to discuss the idea that having a good product is no longer sufficient to build brand loyalty among customers. He encourages marketing leaders to ask themselves what it is that customers want from them besides the product or service itself and why customers interact with their brands. Charlie explains that many businesses focus on providing a differentiated product and forget to examine their customer service practices, especially after the purchase. He encourages leaders to differentiate themselves from competitors by offering a great after-sale customer experience in order to establish brand loyalty. Join us in this conversation about global e-commerce strategy, building and retaining a talented team, building brand loyalty and much more. Listen in to learn more about e-commerce platforms, strategy development and implementation and how to encourage collaboration and accountability among teams. Time Stamps 00:00 – Joke
00:34 – Episode Welcome
00:47 – Co-hosts Introduction
01:44 – What’s in the News Today | Facebook Offline Events
08:49 – Featured Guest Introduction | Charlie Cole
09:25 – Charlie’s Current Role at TUMI
12:53 – In-house Team & Outsourcing
14:17 – Balancing Qualified Team
17:13 – TUMI’s Priorities for 2018
19:17 – Building Brand Loyalty
23:28 – Charlie’s experience at TUMI’s vs previous organizations
28:12 – Attracting & Retaining Talent
34:37 – Biggest Challenges with TUMI & Samsonite
35:27 – Merging Cultures, Developing Brands & Encouraging Collaboration
38:06 – Programatic Ad Placement Challenges & Strategy
40:31 – Factors to consider when selecting e-commerce platform
44:05 – Upcoming Changes in Technology
46:27 – Episode Key Takeaway
47:46 – Stay Connected with Charlie Cole
48:27 – Closing Comments
48:55 – Episode Outro
Featured Guests Charlie Cole – Chief Digital Officer, VP at TUMI
LinkedIn: linkedin.com/in/charliecole
Twitter: twitter.com/CharlieCole
TUMI.com
Resources Facebook – “Track Offline Conversions”
Digital Marketer – “Facebook Offline Events: What This Means for Marketers”
Facebook – Setting Up Offline Conversions
TechCrunch – “Facebook taps GPS, Square to track your in-store visits and purchases”
EntreLeadership Podcast
Lion’s Share Marketing Podcast Learn More About Tyler & Kyle
Music Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
Integrating Your Sales and Marketing Teams with Michael McMillan In Episode 13 of the Lion’s Share Marketing Podcast, Michael McMillan discusses the need for businesses to integrate their sales and marketing teams. Mike begins by sharing some of his background and experiences that led him to develop a strategy that has proven successful in integrating two seemingly opposing departments and getting them to work together to generate more revenue. Michael McMillan is the founder and CEO of Dream CSX, which is a combination of an outsourcing service provider as well as an artificial intelligence house that uses technology to eliminate call center support agents. DreamCSX reduces costs for clients while simultaneously increasing revenues, customer experience, and engagement. Mike explains that companies often have a hard time getting marketing and sales teams on the same page. He goes on to explain that this is because they perform completely different tasks. While the marketing team works on where the company wants to go next, the sales team works on where the company is currently at. Mike comments that one way to remedy the lack of integration between the teams is by exposing the teams to what the other is doing and helping them understand how dependent they are on one another. In addition to marketing qualified leads and sales qualified leads, there are also referral leads. Mike shares one of the greatest lessons he ever learned from one of his mentors: “You don’t have to spend money to make money.” Mike explains that this is true for referrals; he has discovered that something as simple as sending handwritten cards to clients can increase referrals at a higher rate than offering discounts ever could. Join Kyle and Tyler in this conversation with Mike about processes and the strategies to integrate the marketing and sales teams. Listen in to get some helpful tips on how to track progress and KPIs, as well as discover the best way to track progress in different departments while creating a collaborative culture within your company. Time Stamps 00:00 – Joke | Pirate’s Favorite Content
00:46 – Episode Welcome
00:53 – Co-hosts Introduction
02:28 – What’s in the News Today | “Why Facebook and Google Want to Market Your Reputation Online”
10:26 – Featured Guest Introduction | Mike McMillan
10:36 – What is DreamCSX?
11:19 – Mike’s Background
14:36 – How to get marketing and sales teams on the same page
17:48 – Sales Qualified Leads VS Marketing Qualified Leads
25:34 – How to Track Results
28:27 – Tips to Install Collaborative Culture
30:21 – How DreamCSX helps clients optimize customer experience
33:17 – Advice for someone running marketing and sales departments
37:10 – What to outsource first, and what to keep in-house
39:12 – Episode Key Takeaway
42:15 – Stay Connected with Mike McMillan
43:14 – Closing Comments
43:49 – Episode Outro
Featured Guests Michael McMillan – Chief Dreamer, Founder, & CEO of DreamCSX
LinkedIn: linkedin.com/in/michaelcmcmillan
Website: dreamcsx.com
Resources Chron – “Why Facebook and Google Want to Market Your Reputation Online”
Robert Cialdini Books
Lion’s Share Marketing Podcast Learn More About Tyler & Kyle
Music Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
Kickstarting a Brand with the CEO of MODRN MAN, Dan Farris In Episode 12 of the Lion’s Share Marketing Podcast, we get a sneak peak into what it takes for kickstarting a brand. Dan Farris, CEO and founder of MODRN MAN, shares with us the motivation behind starting this new venture, the process of launching the products, as well as some of the challenges he has encountered along the way.
Dan Begins by explaining that MODRN MAN originated from the need to solve a personal problem. With the help of his wife, he came to the realization that he needed to start taking better care of his skin. His initial response was to look through his wife’s skin care products but found them to be complicated and time consuming. Dan’s next attempt was to look for skin care products designed for men but what he found was that they were either the same as women’s products but labeled for men or they were simply confusing to use. Determined to find a solution to his problem he worked to engineer quality skin care products for men that were simple to use and understand. Rather than introducing new products into the market, they focused on understanding how men use skin care products and designed their products to fit men’s existing skin care routines.
Dan later elaborates on how they have been preparing to launch their products. He talks about the Manliest Contest they hosted through which people were able to compete for prizes and gain awareness of MODRN MAN. The success of this contest aided in the success of their recent kickstarter campaign. Dan also talks about the video they created and how it clearly represents the brand’s voice as being lighthearted and humorous.
Lastly, Dan shares some of the biggest challenges MORDN MAN is facing. He begins by joking about how skin care isn’t typical locker room talk among men and this is why getting word out has proven to be difficult. Another issue is gaining consumer trust and loyalty and he explains that much work has been done to establish a long-lasting relationship with consumers. Join us in this conversation about this exciting new company, their strategies and how they are “keeping the human race alive by making men look their best.
Time Stamps 00:00 –Episode Welcome
00:18 – Joke | Link Juice Boxes
01:07 – Co-hosts Introduction
01:53 – What’s in the News Today | Methods used by social influencers to inflate their numbers
08:49 – Kyle’s Quote
12:26 – Featured Guest Introduction
13:16 – What is MODRN MAN
14:07 – Why was MODRN MAN created?
16:02 – How to get word out about new brand & concept
17:13 – Kickstarter Process & Advice for Marketing Leaders
18:30 – Manliest Contest
19:43 – MODRN MAN’s Mission Statement
20:31 – What differentiates MODRN MAN from competitors?
22:38 – Brand Voice
24:16 – Biggest Challenge with MODRN MAN
25:00 – Guarantee on MODRN MAN Products
27:40 – Tips for startups’ first video
29:24 – MODRN MAN’s Customer Retention Strategy
30:38 – Episode Key Takeaway
31:46 – Stay Connected with Dan Farris
32:38 – Closing Comments
33:22 – Episode Outro
Featured Guests Dan Farris- Founder/ CEO of Modrn Man
Website: ModrnMan.com
LinkedIn: linkedin.com/in/farrisdan
Kickstarter Vidoe:
Resources Later – “Inside Instagram Pods: The Secret Trick to Increase Your Engagement”
Behind the Quest – “INSTAGRAM CREATED A MONSTER”
Instagram Like Machine:
Lion’s Share Marketing Podcast Learn More About Tyler & Kyle
Music Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
Legally Sound Marketing Insights with Nasir Pasha & Matt Staub of the Legally Sound Smart Business Podcast In Episode 11 of the Lion’s Share Marketing Podcast, attorneys Matt Staub and Nasir Pasha share their legally sound marketing expertise about sponsored ads, the FTC, privacy policies, terms of service, copyright infringement, and more. Matt and Nasir begin by explaining that the majority of legal issues in marketing come from a brand's failure to perform its proper due diligence before executing a marketing plan with social influencers. Matt and Nasir explain some of the very strict regulations regarding sponsored ads that need to be followed and how these regulations tend to be ignored by influencers on their social media profiles. To prevent violating FTC regulations, Social Media Influencers must now post a clear and conspicuous notice if it is a sponsored ad. The discussion moves onto the importance of brands protecting themselves from bad influencer behavior, since what influencers say and do on social media is a direct representation of the sponsoring brand. Matt and Nasir explain that there are legal and nonlegal aspects to consider. Brands can draw up contracts and agreements, and include morality clauses to further protect themselves from influencers’ actions. On the other hand, Tyler and Kyle point out that due diligence can play a larger role in protecting brands by picking the right influencers for a brand from the onset of the campaign. Matt and Nasir also dive into the differences between the privacy policy and terms of service, and what is required by law. Our featured guests conclude the conversation by discussing copyright infringement and royalty free images. Join us in this conversation about legal issues often encountered in the marketing industry. Listen in to learn more about corporate law around marketing, requirements that businesses need to follow, how to protect your business, and other legally sound marketing insights. Time Stamps 00:00 – Episode Welcome
00:18 – Co-hosts Introduction
00:51 – What’s in the News Today | Google Analytics Solution
05:48 – Featured Guest Introduction
06:54 – Common Legal Issues in Marketing
08:16 – Social Media & FTC
12:27 – What brands can do to protect themselves from social influencers
15:54 – Privacy Policy vs. Terms of Service
18:15 – Dangers of not having a privacy policy on company’s website
19:20 – Copyright Infringement
24:29 – Legal Disclaimer
24:55 – Episode Key Takeaway
27:24 – Legally Sound | Smart Business Podcast
28:12 – Closing Comments
28:43 – Episode Outro
Featured Guests Nasir Pasha & Matt Staub – Attorneys at Pasha Law & Hosts of Legally Sound | Smart Business Podcast
Website: PashaLaw.com
Podcast: Legally Sound Smart Business Podcast
Twitter: @PashaLawPC | @PashaEsq | @StaubLaw
Resources Google Analytics Solutions – “Powering Ads and Analytics Innovations with Machine Learning”
Google Ads, Analytics and DoubleClick Announcements Keynote
Lion’s Share Marketing Podcast Learn More About Tyler & Kyle
Music Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
In Episode 10 of the Lion’s Share Marketing Podcast, we’re tackling PR with the LA Chargers’ Assistant Director of PR, Scott Yoffe. Scott shares his experience working in the sports industry and his story about how he first started working for the then-San Diego Chargers. He dives into how he joined a fraternity and, through their connections, got his foot in the door with the NFL team. He also discusses his experience working as a member of a large PR team and the various ways in which they represent the team and their brand.
Scott moves on to explain that they are in the relationship business; they buy personalities and sell relationships. Therefore their success is measured differently than in other industries. Their measuring stick is their relationships and their ability to go out and earn opportunities for the team to garner increased media coverage on platforms relevant to their target audience. They measure brand awareness through the minutes they are featured on TV, time they are on the radio, inches they are given in print and their overall social media and digital media coverage.
Scott explains that these measurements are important because they help the PR team determine what they can improve upon and where there are opportunities for growth and increased brand awareness. Scott comments on the challenges and opportunities that the Chargers have encountered as they attempt to expand into the Hispanic market. The NFL’s efforts have ranged from bringing regular season football games to Mexico City to broadcasting the games on Hispanic radio networks. Scott mentions that the reaction from the Hispanic market has given his team reason for optimism and that they will continue efforts to further penetrate this promising market.
Scott concludes the conversation by mentioning that media in LA has been very positive and supportive throughout the team’s relocation process. He further comments that the PR team is working to strengthen their relationships with media outlets that previously covered the team to a lesser extent during its time in San Diego. He also talks about the importance of training the players and coaches how to conduct themselves with the media. Scott points out that NFL players and coaches are taught to treat every person with a camera phone as a reporter. Join us in this conversation about public relations in pro sports. Listen in to learn more about Scott’s experience with the LA Chargers PR team and get some tips on how to be successful in a PR industry by focusing on building relationships.
Time Stamps 00:00 – Joke
00:24 – Podcast Introduction
00:36 – Co-hosts Introduction
01:20 – What’s in the News Today | “What New Grads Can Do to Avoid Falling Into the Ad Industry’s Burnout Rut”
07:08 – Featured Guest Introduction
07:49 – Scott’s PR Journey
09:07 – Being part of a large PR team
10:05 – Balancing business interests with competitive sports interests
11:08 – KPIs and Measurements in PR
11:48 – How to manage “too much” coverage
13:30 – NFL’s 24/7 Media Coverage
15:23 – Challenges & Opportunities in Reaching Hispanic Market
16:25 – LA’s Media Reaction to Relocation
17:34 – Working in the second largest media market in the nation
19:37 – Function of PR Department in Maneuvering Moves & Leveraging Media Coverage
22:40 – Advice for marketing pros that are interested in the sports industry
26:08 – Episode Key Takeaway
27:26 – Closing Comments
28:03 – Episode Outro
Featured Guest Scott Yoffe – Assistant Director of PR for the LA Chargers
Linkedin: linkedin.com/in/scott-yoffe-4769b38
Twitter: twitter.com/yoffe_chargers
Resources Adweek – “What New Grads Can Do to Avoid Falling Into the Ad Industry’s Burnout Rut”
Lion’s Share Marketing Podcast Learn More About Tyler & Kyle
Music Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
Making Parking Great Again: How Boring Businesses Can Leverage Social Media In Episode 9 of the Lion’s Share Marketing Podcast our featured guest, Kristin Ludwick, Director of Marketing at Ace Parking, introduces various techniques on how boring businesses can leverage social media into something more appealing to consumers. Kristin begins by describing her career journey and how she ended up working in marketing for a parking organization. She explains that parking companies are much more complex than they appear and marketing is very important for their growth and success.
The challenge Kristin found is attracting clients and customers since parking is always an afterthought and people are never particularly happy to pay for parking. Ace Parking places great emphasis on communicating to their customers who they are as a company and why they got started. Their personal service approach has proven to be successful as Ace Parking is now in its third generation of family ownership. Kristin attributes their success to her team's belief that Ace Parking is not in the parking industry. Rather, they consider themselves members of the hospitality industry. Ace trains all of its employees as if they were to work at a five-star hotel in order to provide excellent service to their customers. Positive customer experiences increase customer loyalty and this is what Kristin believes differentiates Ace Parking from their competitors.
Kristin clarifies that in the past there wasn't any brand loyalty among parking companies. For Ace Parking, brand loyalty began to increase when they began to use social media to reach out to their customers. People often don’t think about parking ahead of time, so the goal was to promote parking through social media in order to improve customers’ experiences. Recently, Ace Parking launched a new app with upgrades in development to allow customers to pay for parking ahead of time, receive directions to the location, and locate their cars within the parking structures- all a part of Ace Parking's goal of improving the customer experience.
Kristin concludes the conversation by advising recent college graduates to test things out and seek career opportunities that provide different perspectives and fit their lifestyles. She also explains that one way to overcome being seen as a commodity is by telling your company's story while remaining authentic. Kristin encourages marketing leaders in traditionally "boring" industries to position themselves as industry leaders and take advantage of their unique opportunity to lap the competition. Her last piece of advice is to stay up to date with your industry as well as other industries that could affect your company. Join us in this conversation about how to leverage social media while creating better brand loyalty- no matter how exciting your brand's industry is (or isn't).
Time Stamps 00:00 –Joke
00:32 – Episode Welcome
00:40 – Co-hosts Introduction
01:34 – What’s in the News Today | Facebook F8 Conference
08:51 – Featured Guest Introduction | Kristin Ludwick
09:11 – Why Parking?
12:45 – How do you take something boring and make it sexy?
14:31 – What Differentiates Ace Parking from Competitors
15:49 – Improving Customer Experience
18:44 – “Every thank you earned”
20:37 – Ace Parking App
22:45 – Advice to College Graduates
25:17 – Brand loyalty and overcoming being seen as a commodity
26:53 – Advice for industries that are not using digital marketing
31:21 – Ace’s Brand Voice
34:12 – Episode Key Takeaway
36:30 – Closing Comments
37:20 – Episode Outro
Featured Guest Kristin Ludwick – Director Marketing at Ace Parking
Linkedin: linkedin.com/in/kristingludwick
Twitter: twitter.com/kristinludwick
Ace Parking App
Resources 2017 Facebook F8 Developer Conference
2017 Facebook F8 Developer Conference Videos
The Guardian – “Eight visions of Facebook’s future from its F8 conference”
Business Insider – “The future of Facebook’s VR push is out now: a new way to hang with friends, virtually”
Lion’s Share Marketing Podcast Learn More About Tyler & Kyle
Music Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
In Episode 8 of the Lion’s Share Marketing Podcast our guest, Kenny Soto, offers insight on SEO trends and shares some tips for marketing leaders. Kenny Soto is Fidelitas Development’s own Director of Digital Marketing. He works closely with Fidelitas clients to develop their digital marketing strategies. Kenny works to identify who the clients’ target audience is and then crafts the right marketing strategy to attract customers through Google and other digital channels.
Kenny begins by recommending that marketing leaders just starting out should follow the rules. Kenny further explains that both Google and Facebook are very transparent with what they are looking for on websites and the best thing to do is simply to play their game. Kenny further encourages marketing leaders to focus on things that they CAN control in regard to their websites, such as the content itself as well as the way in which the content is organized and tagged. By focusing on these aspects, marketing leaders can positively impact their SEO.
The conversation then transitions to a discussion about the impact that voice searching devices, such as Google Home and Alexa, are having on marketing. Kenny comments that in the past it wasn’t necessary to be the top result on a Google search, as long as you were in the top results. With voice searching devices this has changed; search traffic is now being directed to the top result. Kenny describes the challenges that this creates for marketing leaders and recommends that when optimizing content it is important to focus on who is asking the question as well as what contextual language they are using to ask it, acknowledging that different people may ask the same question in varying ways.
Lastly, Kenny brings up what he calls Google’s dangerous strategy; Google is known as the best organic search engine on the web, although recent changes in Google's ad platform may threaten users’ trust in Google. In the past Google would present mainly organic results with only one or two ads, but over time they have been continuously included a higher number of ads on the first page. This leads our expert guest Kenny to question if people will begin to lose their trust in Google, and if the search giant is at risk of losing its status as a trusted source for search results.
Time Stamps 00:00 – Episode Welcome
00:17 – Co-hosts Introduction
01:15 – What’s in the News Today | “Surprising New Band of Rivals Could Make TV Targeting Finally Work”
04:05 – Featured Guest Introduction
04:36 – Kenny’s opinion on the open AP news development
05:12 – Kenny’s role at Fidelitas Development
05:50 – Should start up companies prioritize SEO or PPC?
07:06 – SEO Trends | What marketing leaders should focus on
08:03 – Common Marketing Client Needs
09:22 – How to Identify right KPIs
10:43 – Google Home & Alexa | How to become the top result
13:12 – “The best place to hide a body is on the second page of Google”
18:54 – How to identify if marketing provider is up to the challenge
20:42 – Joke | SEO expert getting hit by traffic
21:26 – Closing Comments
22:00 – Episode Outro
Featured Guest Kenny Soto – Director of Digital Marketing at Fidelitas Development
Linkedin: linkedin.com/in/kennethsoto
Twitter: twitter.com/TheRealKSo
Resources AdvertisingAge – “Surprising New Band of Rivals Could Make TV Targeting Finally Work”
Lion’s Share Marketing Podcast Learn More About Tyler & Kyle
Music Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
In Episode 6 of the Lion’s Share Marketing Podcast our featured guest, Jeff Johnson, offers insight into stronger content, social, & search as well as what small business owners and marketing teams can do to overcome them. Jeff begins by narrating his experiences working with small businesses and how this influenced him to launch The National Association for Small Business Digital Marketing (SBDM). Jeff explains that the mission of SBDM is to connect small business owners and marketers with the best digital marketing minds, tools, and resources in the country to help them grow their business faster in our evolving digital world.
In addition, Jeff identifies the top 3 issues in digital marketing. The first of those issues is content marketing; he explains that it is important to understand how to create valuable content, how to repurpose content and how to do it correctly. The second issue that Jeff identifies is social media; he discusses the challenges of maintaining and effective and balanced presence on social media that allows businesses to develop connections and relationships with their customers. Jeff clarifies that rather than looking at all the social media platforms as different strategies, marketers should focus on how they are working together and if they are working together to achieve the bigger picture. Rather than trying to be present on all social media platforms, business should select the one where they can reach their target markets. The last issue that Jeff introduces is search marketing and how small business owners can use this tool to their benefit.
Host Tyler joins the conversation and discusses the importance of using free tools such as Google Analytics to gain a better understanding on the effectiveness of different platforms. He also encourages marketers not to be scared of the data and make the necessary changes when needed. Join us in this conversation about the current issues with digital marketing and how to overcome them. Listen for more information about SBDM and the upcoming national summit that will be hosted in sunny San Diego.
Time Stamps 00:00 – Episode Welcome
00:19 – What is Marketing?
02:31 – Co-hosts Introduction
03:07 – Featured Guest Introduction
03:22 – What’s in the News Today | “Capture Attention with Updated Features for Video Ads”
08:21 – Tools for Video Ads
12:22 – Tips for Video Ads
14:30 – Featured interview with Jeff Johnson
15:51 – Jeff’s Background
17:12 – National Association for Small Business Digital Marketing
18:13 – Top 3 Digital Marketing Issues
22:10 – Advice to Marketing Leaders for 2017
23:49 – Episode Key Takeaway
25:06 – Google Analytics
26:32 – Small Business Digital Marketing National Summit 2017
29:28 – Stay Connected with Jeff | National Summit 2017 Promo Code
33:40 – Closing Comments
34:34 – Episode Outro
Featured Guest Jeff Johnson – Founder & President of SBDM
Facebook: facebook.com/mysbdm
Twitter: twitter.com/MYSBDM
SBDM National Summit | March 27th-29th | Get Tickets
Resources Facebook Business – “Capture Attention with Updated Features for Video Ads”
Google Analytics
“Ready, Fire, Aim: Zero to $100 Million in No Time Flat”
Lion’s Share Marketing Podcast Learn More About Tyler & Kyle
Music Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
In Episode 5 of the Lion’s Share Marketing Podcast our featured guest, Tom Hume, offers insight into techniques to attract Millennials to purchase established products. Tom begins by retelling his success in reducing the average age of Toshiba buyers from 48 year olds to 38 year olds. After conducting research, he found that Toshiba computers were regarded as high quality products, they did however fall short in terms of aesthetics and innovation. Because of this, Toshiba was struggling to reach a younger audience with whom Apple was having great success.
In an attempt to reach Millennials, Toshiba began to modify their mobile and social media approach. Tom and his team began to focus on the story rather than simply listing the specs of their products. They created more video content through which they were able to showcase their products’ features in an unique and entertaining way that consumers could connect with. Tom shares an experiment Toshiba conducted in which they placed their new ultrabooks in people’s bags without their knowledge to demonstrate the unnoticeable weight of the computers. Through this experiment, Toshiba was able to collect testimonials and engage consumers by posting footage of the entire process on Facebook to encourage people to guess when the computers were placed in the bags.
Later, Toshiba created various films to engage and attract consumers, especially millennials. Tom states that this approach was very successful and consumers were seeking the stories they were creating. Tom explains that good storytelling starts with a deep understanding of your consumer and being able to specify what differentiates your product. Tom shares what he believes to be the most effective method to get your material viewed and recognized by consumers and how to get started with storytelling. Join us in this conversation about reaching millennials through storytelling, the importance of researching your target market and understanding your product’s unique attributes. Listen for more about techniques and practices to retain your existing consumers while attracting new ones.
Time Stamps 00:00 – Episode Welcome
00:20 – Co-hosts Introduction
00:50 – What’s in the News Today | “Proximity to Searcher is the New #1 Local Search Ranking Factor”
05:14 – Featured Interview with Tom Hume
06:07 – Marketing to Millennials | Toshiba’s Approach
13:03 – How to get high consumer engagement
14:00 – Digital Story Telling | Ultrabook Experiment
18:15 – Satellite Click | Toshiba One Hand Challenge
20:00 – Toshiba’s Films | Millennials Response & Involvement
29:30 – The role of storytelling in reducing the average age of Toshiba’s buyers
32:38 – How to use storytelling to reach target market
35:02 – Cure JM Foundation
40:12 – Episode Key Takeaway
41:49 – Closing Comments
42:12 – Jokes – Sushi
43:00 – Episode Outro
Resources MOZ – “Proximity to Searcher is the New #1 Local Search Ranking Factor”
Crowdrise: crowdrise.com
Lion’s Share Marketing Podcast Learn More About Tyler & Kyle
Music Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
In Episode 4 of the Lion’s Share Marketing Podcast our featured guest, Gene Hammett, offers insight into the importance of building authority. Gene is a coach, speaks on building authority, and teaches clients to leverage their authority and how to use the stage to get high value clients simultaneously. Gene explains that authority is not what you say it is but rather, what others say about you and the feeling that they have about you.
In the absence of authority people will ignore you and no one wants to listen when you have nothing to say. He clarifies that you can engineer your authority and offers advice on the best way to do this. Gene says that there is a lot of competition for our attention and the competition continues to be amplified therefore it is critical for businesses to stand out and to add value to conversations and authority allows you to do this. If you don’t have authority you don’t get the attention, you don’t get the followers and your business will suffer as a result. He says that the best way to see yourself is by understanding how others see you and this is important to become “the choice” rather than “a choice”.
Gene also discusses the importance of speaking on stage for leaders. He explains that if you have an idea and you want people to accept that idea, you need to successfully communicate your message. Taking the stage is an effective way to communicate your message because you are face to face with your audience and can develop a relationship faster than you would be able to develop it online. Face to face marketing is a great way to share your message and connect with people. Join us in this conversation about Gene’s journey and the importance of building authority. You’ll learn how to build your authority, the reason people get nervous with public speaking and how you can improve in these areas through courses by our guest, Gene Hammett.
Time Stamps 00:00 – Episode Welcome
00:20 – Co-hosts Introduction
00:50 – In the News Today | “Fact checkers to Facebook: Fight fake news”
04:12 – Featured Interview with Gene Hammett
05:00 – Gene Hammett’s Background
06:55 – What is authority?
08:05 – The importance of authority for leaders
09:45 – Gene Hammett’s journey to engineer his own authority
13:16 – Transition from being “a choice” to being “the choice”
15:00 – The importance of speaking on stage for marketing leaders
17:07 – Gene Hammett’s first experiences in public speaking
19:43 – The reason people get nervous
21:06 – How to build a personal brand & how to get started
26:31 – Gene Hammett’s free course
29:25 – The Trap of Success
31:20 – Episode Key Takeaway
32:50 – Joke – Tap Dancer
33:35 – Episode Outro
Featured Guest Gene Hammett – Managing Director at Leaders in the Trenches
Website: leadersinthetrenches.com
Facebook: facebook.com/leadersinthetrenches
Twitter: twitter.com/genehammett
The Trap of Success
Leaders in the Trenches Podcast
Leaders In The Trenches Free Course
‘Be The Choice’ – Roadmap
Resources Politico – “Fact checkers to Facebook: Fight fake news”
Lion’s Share Marketing Podcast Learn More About Tyler & Kyle
Music Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
In Episode 3 of the Lion’s Share Marketing Podcast our featured guest, Jeff Cash, offers insight into e-commerce, re-platforming, and building affiliate channels. At Newell Group, his role as Marketing Director is to discover a direct to consumer channel for a variety of brands. Newell Group uses email to distribute content, such as recipes, to consumers and they also facilitate the consumers’ ability to order everything that’s needed directly from their website. This conversion of the site into an e-commerce site has increased their outreach to consumers by placing their product alongside the content.
Jeff also shares his experience with a recent re-platforming at Newell Group. He explains that his role was to optimize a lot of the decisions made throughout the re-platforming process. He emphasizes how massive such an undertaking is for an organization and how selecting the right partner is critical for the success of the process. He also clarifies that there is no perfect platform and there are a lot of rounds of revisions that need to occur before the implementation is finalized.
Jeff goes on to discuss the importance of recognizing trends and testing strategies because what worked in the past or what’s working currently isn’t guaranteed to work in the future. Currently Newell Group has been developing affiliate channels, Jeff discusses the importance of quality over quantity in terms of members of the affiliate channels. He mentions that the way he got started and the way he recommends others to get started is to go through Commission Junction and really get comfortable as a publisher and learn the ins and outs of the affiliate group before becoming a partner. Join us in this conversation about e-commerce, re-platforming and building affiliate channels. Listen in and learn about the importance of constantly keeping your programs in check and never falling into the trap of believing that what worked yesterday will work today.
Time Stamps
00:00 – Episode Welcome
00:19 – Co-hosts Introduction
00:36 – What’s on the News Today | “Publishers see promise with Instagram Live”
04:15 – Facebook Statistical Challenges | Episode 1
05:20 – Featured Interview with Jeff Cash
06:35 – Jeff’s Role at Newell Group
07:18 – Newell’s use of email as a marketing tool
08:31 – How to reach out to audience
10:13 – Tracking analytics and trends
11:43 – Platform Implementation Process | Re-platforming
14:25 – Jeff Cash’s experiences at Newells Group & Horizon Hobby
16:23 – Paid Media
17:46 – Advice for Marketing Managers
18:56 – Jeff Cash’s Marketing Priorities for 2017
20:29 – Jeff Cash’s strategies to keep up with ongoing changes in e-commerce
22:05 – Affiliate Channels at Newell Group
23:58 – How marketing managers can get started with affiliate channels
25:14 – Site Merchandising Strategies
26:43 – Episode Key Takeaway
27:54 – Jokes – Naughty Lead
28:45 – Episode Outro
Featured Guest Jeff Cash – E-commerce Marketing Manager
Website: thenewellgroup.com
LinkedIn: linkedin.com/in/jeffmcash
Resources Digiday – “Publishers see promise with Instagram Live”
Bronto
DemandWare
“The Toyota Way”
ComissionJunction
Lion’s Share Marketing Podcast Learn More About Tyler & Kyle
Music Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
In this episode of The Lion’s Share Marketing Podcast our featured guest, Brian Swichkow of Ghost Influence, offers insight into the importance of understanding brand voice and shares how he leverages Reddit as a marketing tool.
Community Platforms like Reddit enable users to join topic based communities where any user can submit content. Once submitted, the community collectively determines its value through a democratic vote. Unlike the content shared on Brand Platforms (Facebook, Instagram, etc.) where the perceived value of the message is determined by the influence of the person sharing, these communities measure their value by its relevance to designated topic and its quality when compared to previously submitted content
Swichkow shared how Reddit’s structure, having diminished the importance of the individual, makes it the perfect environment for seeding ideas and developing public opinion. With journalists from major publications sourcing Reddit for stories; success on Reddit leaks across the web. There’s a reason they call Reddit the ‘Front Page of the Internet’.
In his episode, Swichkow shares how to stand out on Reddit by first understanding the character of the communities and crafting the content to fit their interests. Recognizing that most of the lessons he remembered from school had come from stories, he began his journey by sharing a few of his own His first story, a tale about how he pranked his roommate with targeted facebook advertising, went viral and catalyzed his obsession with crafting narratives that were designed to be shared. He highlights the importance of crafting stories for the audience to carry as their own.
Swichkow also highlights the importance of learning about the personality and language of your brand’s voice in order to better connect to your audience and build a meaningful connection.
Join us in this conversation about crafting experiences for unique audiences, the similarities between finding target audiences and finding the ideal date, and high personality brands. Listen in and learn how to use Reddit as a marketing tool while standing out from the competition.
Time Stamps
00:00 – Episode Welcome
00:19 – Co-host Intro
00:51 – What’s in the News Today | “Ads in Facebook Messenger are Officially Here”
05:26 – Featured Interview with Brian Swichkow
06:29 – Brian Swichkow’s Background
10:11 – Crafting Stories for Different Platforms
10:52 – Reddit
13:11 – Reddit Experiment
19:05 – Similarities between finding target market and the ideal date | Hacks to stand out
24:23 – How to use Reddit as a marketing tool
27:44 – Reddit Users & Content
29:04 – Brian Swichkow’s Reddit Philosophy
30:58 – High Personality Brands
31:44 – Ground zero for getting started with Reddit as a marketing tool
36:06 – Where Reddit is headed
38:05 – Episode Takeaway
42:04 – Brian Swichkow’s contact information
42:57 – Never been arrested & good attorneys
43:48 – “Dad Jokes” – Pirates & Marketing
44:31 – Episode Outro
Featured Guest Brian Swichkow – Ghost Influencer
Website: ghostinfluence.com
Facebook: facebook.com/ghostinfluence
Twitter: twitter.com/ghostfluence
Ghost Influence – “The Ultimate Retaliation: Pranking My Roommate With Targeted Facebook Ads”
Resources Marketing Land – “Ads in Facebook Messenger Are Officially Here”
Reddit.com
Tinder
Lion’s Share Marketing Podcast Fidelitas Development – “Facebook Messenger Ads – Gimmick or Game Changer?”
Learn More About Tyler & Kyle
Music Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
In Episode 1 of the Lion’s Share Marketing Podcast our featured guest, Jon Henshaw, offers insight into the importance of optimizing websites for search. Jon is the CEO and Co-Founder of Raven Tools, a platform that provides SEO Analyses and Reporting Software for digital marketers. This growing company recently launched its new standalone Site Auditor Tool targeted for professional SEOs and SMBs to identify issues with their websites. Jon Henshaw discusses the importance of site speed for mobile browsing and tools such as SourceSet that can be used to increase the speed of sites to provide a better user experience.
Additionally, Jon encourages digital marketers to pay close attention to where Google is headed- especially in regards to the change on focus from desktop to mobile, security, speed, and user experience. Jon elaborates on AMPs (Accelerated Mobile Pages) being the solution Google is using to address the speed of pages across the web as well as the search giant’s true intentions behind using AMPs. The way AMP works is by converting a copy of your content into an AMP version. Google then takes the AMP version and puts it in their own server. When a user conducts a search it takes them to the AMP version and they never really visit your site- meaning that users stay on Google and view your content through the AMP version.
The AMP version strips the page of advertisements, and unless there are internal links in that content that lead users to your site, the users will never actually land on your site. Only about 3% of users who go on AMP pages actually end up visiting the original site. Join us in this conversation about site speed, AMP, and Search Engine Optimization and learn more about the steps that marketing leaders should take to prepare for the changes set in motion by Google.
Time Stamps 00:00 – Podcast Welcome
00:19 – Co-hosts/ Podcast Introduction
00:53 – What’s on the News Today | Mazda Drive for Good Campaign
02:30 – Featured Interview with Co-Founder and CEO of Raven Tools: Jon Henshaw
03:33 – What is Raven Tools and how to get started
05:40 – Google changes and how Raven Tools can support web masters
07:01 – SourceSet
09:00 – Why marketing leaders should care about site speed
10:48 – Accelerated Mobile Pages (AMP)
12:05 – AMP & Search Engine Optimization
15:06 – Amazon Web Services Conference
15:40 – AMP’s effect Google Analytic Reports
16:59 – Jokes
17:50 – Where Google is headed
22:42 – How SEOs can prepare for Google’s changes
24:06 – Transition to one platform and its effects on reporting
26:45 – Raven’s recommended URL shortener
29:15 – Raven’s New Site Auditor Tool
33:50 – Where to get Site Auditor
34:19 – Episode Key Takeaway
36:09 – Jokes – Trampoline
Featured Guest Jon Henshaw – Co-Founder & CEO of Raven Products
Website: raventools.com
Facebook: facebook.com/raventools
Twitter: twitter.com/henshaw
Raven Tools Site Auditor
Resources Mazda Drive For Good Campaign
Therapy Dogs for Vets Video | Mazda USA
AMP
Introducing the Google “SERP App” and Why You Should Care
Lion’s Share Marketing Podcast Learn More About Tyler & Kyle
Music Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
The Marketing Industry can sometimes be the loneliest, loudest, and biggest party in town, all at the same time. Tyler and Kyle, modern day bearded Mad Men, dive into marketing strategy, opportunities, current events, and more with a humorous and informational take on all that is the advertising and marketing industry.
Time Stamps
00:12 – Podcast Welcome
00:22 – Co-hosts Introduction
00:51 – Podcast and Fidelitas Introduction
01:22 – Purpose of Podcast
02:11 – What to expect in future episodes
02:55 – Jokes – Chips Ahoy!
03:45 – Motivation for launching podcast
05:25 – Teaser for Future Podcasts
05:36 – Episode 1- Jon Henshaw
06:12 – Episode 2- Brian Swichkow
07:16 – Episode 3- Jeff Cash
08:13 – Episode 4- Gene Hammett
09:16 – Podcast Outro
Featured Episodes * Episode 1: Optimizing Websites For Search | Jon Henshaw * Episode 2: Understanding Brand Voice & Reddit | Brian Swichkow * Episode 3: E-commerce, Re-Platforming, & Affiliate Channels | Jeff Cash * Episode 4: Why Building Authority Is Essential | Gene Hammett
Lion’s Share Marketing Podcast Learn More About Tyler & Kyle
Music Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes