Explorez tous les épisodes du podcast Sleeping Barber - A Marketing Podcast
| Titre | Date | Durée | |
|---|---|---|---|
| SBP 086 - The Barber's Brief - August 29, 2024 | 28 Aug 2024 | 00:31:27 | |
Welcome back to another episode of The Barber’s Brief! Where Marc and Vassilis discuss marketing and business news that has caught their eye, they highlight our marketing moment, get into audience QA, and finish off by highlighting an ad of the week. Enjoy the show! Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps 0:00 - Introduction 2:38 - Update to Google’s Pmax Reporting 5:37 - Using the Playting to Win Framework for Competitor Analysis 9:37 - Google Cancels The Cookie Deprivation 12:55 - The Power of Aunthicity 19:02 - The Marketing Moment - The Dollar Shave Club 26:25 - Ad of The Week 30:04 - Coming Up Next Week, Dan Ariely Links: Story #1 Title: Google adds new PMax reporting, generative AI tools Source: Search Engine Land Link: https://searchengineland.com/build-modern-digital-marketing-plan-444367 Story #2 Title: The Best Strategy Icebreaker Source: Roger Martin Medium Link: https://rogermartin.medium.com/the-best-strategy-icebreaker-0c9b6ae58461 Story #3 Title: Google Won’t Kill Off Cookies, Consumers Will – And That’s How It Should Be Source: Adexchanger Link: https://www.adexchanger.com/data-driven-thinking/google-wont-kill-off-cookies-consumers-will-and-thats-how-it-should-be/ Story #4 Title: Nike: AN epic saga of value destruction Source: Masimo Guanaco on LinkedIn Link: https://www.linkedin.com/pulse/nike-epic-saga-value-destruction-massimo-giunco-llplf Marketing Moment: Dollar Shave Club's Viral Launch: A Marketing Masterclass Link: https://www.youtube.com/watch?v=ZUG9qYTJMsI The Birth of Dollar Shave Club Founded in 2011 by Michael Dubin and Mark Levine, Dollar Shave Club aimed to solve a common consumer pain point: overpriced and inconvenient razor purchases. The company's subscription-based model promised high-quality razors delivered directly to customers' doors at a fraction of the cost, challenging the traditional retail model. The Viral Video: "Our Blades Are F***ing Great" Key Elements of the Video: Authenticity: Michael Dubin's natural and relatable delivery made the brand feel genuine and trustworthy. Humor: The script was packed with memorable jokes and absurd scenarios that entertained while conveying the product's value proposition. Simplicity: The video clearly explained the problem (expensive, inconvenient razors) and DSC's solution in an easily digestible format. Shareability: The entertaining nature and concise length made it highly shareable across social media platforms. Immediate Impact: Within 48 hours of its release, the video amassed over 12,000 orders, crashing the company's servers due to the unexpected traffic surge. Results and Growth The viral success of the video translated into exponential growth for DSC. Customer Acquisition: The company gained a massive influx of subscribers, building a strong customer base rapidly. Investor Confidence: The buzz attracted substantial investments, fueling further expansion and product development. Industry Disruption: DSC's success challenged established brands, leading to shifts in marketing strategies and pricing models within the industry. Acquisition: In 2016, Unilever acquired Dollar Shave Club for a reported $1 billion, highlighting the monumental success achieved through innovative marketing. Ad of the Week McDonalds - first full AI-generated video that I’m aware of via john james https://www.linkedin.com/posts/officialjohnjames_ai-advertising-ugcPost-7231841679882731520-_Hcq/?utm_source=share&utm_medium=member_android Mcdonalds Japan has released a polished ad using AI that cost the creator $50 in tools. The implications for worldwide advertising supply chain are huge | |||
| SBP 085: A Field Guide To Smart Advertising. With Dan White. | 22 Aug 2024 | 01:17:59 | |
Welcome back to another episode of the Sleeping Barber Podcast! Today, we’re diving deep into advertising with our returning guest, Dan White. Dan, a marketing and insights innovator, former CMO, and co-developer of Kantar's BrandZ, joins us to discuss his latest book, "The Smart Advertising Book." This episode is packed with insights on evidence-based marketing, the importance of broad vs. narrow targeting, optimal marketing budgets, and the effectiveness of bursting vs. spreading your ad spend. Whether you're a seasoned marketer or just starting, this episode offers invaluable takeaways to enhance your advertising strategies. Our Guest: Dan White https://www.linkedin.com/in/danwhite1000/ Marketing & Insights Innovator Former CMO, co-developed Kantar’s BrandZ - the world's biggest brand equity measurement system 4-time author of some of the best marketing books in the world Including the topic of today’s call the Smart Advertising Book Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps: 0:50 - Intro to Dan 2:43 - How does the Smart Advertising fit with his other books 5:36 - Why write this book 7:35 - SMART = Evidence-Based Concepts 9:38 - The evidence for advertising ROI 13:20 - The evidence for demand generation 14:52 - The evidence for making customer switch 17:32 - The biggest driver of purchase behaviour 18:50 - How does advertising really work 22:14 - Why brands work over the long term 25:09 - We’re overcomplicating how branding works 31:09 - Why brand building is the right phrase 32:13 - Why packaging and ad creative need to match 34:37 - Core Concept: Reach v. Frequency 40:15 - Core Concept: Broad v. Narrow Targeting 48:47 - Core Concept: The optimal marketing budget 53:40 - Core Concept: Burst vs.Spreading Spend 58:44 - Find out more about Dan 1:00:44 - Post Pod with V and Marc Episode Quote: "If you can't explain it simply, you don't understand it well enough." - Dan White Show Links: The Smart Advertising Book https://www.amazon.ca/Smart-Advertising-Book-deliver-advertising/dp/1915951186 Dan’s Website https://www.smartmarketing.me/ Digital Ad Spend https://www.statista.com/statistics/237974/online-advertising-spending-worldwide | |||
| SBP 076: The Barber's Brief - June 20th, 2024 | 20 Jun 2024 | 00:29:10 | |
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ In the News: Nvidia's 10-for-1 Stock Split Is Over. Here's What's Next for the Stock. Link: https://www.fool.com/investing/2024/06/16/nvidias-10-for-1-stock-split-is-over-heres-whats-n/ Meta announces new enhancements to Reels and AI-powered solutions at Cannes Link: https://www.socialsamosa.com/2023/06/meta-reels-ai-solutions-at-cannes/ How to Kill Creativity Link: https://hbr.org/1998/09/how-to-kill-creativity TikTok ads will now include AI avatars of creators and stock actors Link: https://techcrunch.com/2024/06/17/tiktok-ads-and-branded-content-will-now-include-ai-avatars-of-creators-and-stock-actors/ Marketing Moment: Highlighting Case studies (3-4 minutes): Bubly / Buble Launch - ARF Advertising Research Foundation Link: https://thearf-org-unified-admin.s3.amazonaws.com/ARF%20Ogilvy%20Award%20Case%20Studies/2020%20ARF%20David%20Ogilvy%20Award%20CS/Buble%CC%81-vs.-bubly.pdf Challenge - Gain market share in a fast-growing category Background
Insight
Creative
Launch
Results
Ad of the Week Paddy Power - Danny Dyer and Peter Crouch star in Paddy Power's new Euros advert Link: https://youtu.be/BdavDrqE2jg?si=vyfH-5jhmfesqcM4 Danny Dyer (English actor and presenter) brings his Cockney charm to Paddy Power’s ad, capturing the nation’s excitement for the tournament with a humorous twist. The commercial playfully pokes fun at British quirks, featuring diverse characters who deliver sarcastic ‘compliments’ to the English. From Italians mockingly admiring our fashion to Germans grumbling about World Cup chants, and Dyer himself, portraying the quintessential English dad abroad, the ad is a witty celebration of our national character. | |||
| SBP 075: Trending Tensions In Marketing. With Esther Benzie. | 13 Jun 2024 | 01:12:52 | |
In our latest podcast, we sit with marketing veteran Esther Benzie to explore the evolving marketing landscape. From her experiences at CIBC and P&G to her insights on the balance between brand and performance marketing, Esther shares invaluable knowledge that every marketer should hear. Discover the impact of digital channels, marketing specialists' rise, and marketing sustainability's future. Don't miss this opportunity to learn from one of the industry's best. Enjoy the episode. Our Guest: Esther Benzie - https://linkedin.com/in/estherbenzie/ Senior Marketing Executive Formerly the: :: VP of Brand and Advertising @ CIBC and :: VP Brand Operations @ P&G :: Board Member of the AssociationAssociatiom of Canadian Advertisers Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps 0:00 - Opening 0:44 - Intro to Esther 4:38 - Learning marketing foundations through CPG 7:30 - How digital changed marketing departments 10:30 - The negative impact of digital on creative 12:19 - Non-Viewable Impressions 15:20 - Talent Development - Specialists vs Generalists 22:45 - The shift from brand to performance and back 30:14 - What got lost in “Performance Marketing” 32:40 - How digital advertising change content supply chains 36:28 - An awakening with performance marketing 40:25 - Strategic objectives may differ from digital performance indicators 43:55 - How digital channels like Pinterest align with brand objectives 47:15 - The evolution of marketing performance metrics 55:06 - How to find out more about Esther Post-Pod with V and Marc | |||
| SBP 074: The Barber's Brief - June 6, 2024 | 06 Jun 2024 | 00:34:46 | |
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Marc Binkley - https://www.linkedin.com/in/marcbinkley/ Vassilis Douros - https://www.linkedin.com/in/vassilisdouros/ Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ In The News Ad Age: American Airlines Fired Exec After a Marketing Change Aliented Corporate Clients Link: https://adage.com/article/marketing-news-strategy/american-airlines-fired-chief-commercial-officer-vasu-raja-after-marketing-strategy-change/2562716 Paul Worthington Newsletter - Off Kilter - Oops, AI did it again Looking at some of the failings of AI Link: https://www.invencion.com/off-kilter Fast Company - How Amazon created a winning streaming formula: shows based on airport books for dads Link: https://www.fastcompany.com/91134058/amazon-prime-video-streaming-airport-books-for-dads-james-patterson-cross P&G’s Chief Brand Officer Mark Pritchard talking about inclusivity Link: https://wwd.com/beauty-industry-news/beauty-features/marc-pritchard-on-serving-all-and-each-to-drive-market-growth-1236389828/ Marketing Moment - The Power of Positioning // Apple - The Turnaround Background
Brand Positioning and Strategy Before getting to the Think Different campaign, they defined the new positioning of Apple, where they identified three core tenets.
These three tenants became core to Apple and were a major part of the brief that went into the brief to TBWA\Chiat\Day, which famously led to the iconic “think different” campaign. Revival and Growth Why was this so powerful? It comes back to the three tenants:
Due to its simplicity, it also worked well across media channels (print, TV, OOH etc.) The Think Different campaign bought Apple time and got them out of trouble. Due to this newfound mental availability and the constant product innovation (see iPod) by 2003, Apple had an evaluation of $8bn. However, because they wanted to grow globally as well, they re-brief Chiat/Day for a global iPod campaign was when “silhouettes” was born, which leaned again against the three core branding positioning tenants. By 2006, Apple had turned a corner. Now worth over $70bn, it returned to its core product, computing. Going after Microsoft who had dominated for decades the space. The campaign, “Get a Mac” was born. Why did this campaign work?
What Lessons can we date from this example?
Links: Mark Ritson on the power of Apple's brand positioning (youtube.com) Ad of the Week - Heinz Ketchup Fighting counterfeiters of people refilling Heinz ketchup bottles with different brands of ketchup Link: https://www.youtube.com/watch?v=S-TkRINrr4A&t=92s © 2024 Sleeping Barber | |||
| SBP 073: Creative, Yachts and Apple Spritzers, with Conor Byrne | 30 May 2024 | 00:40:06 | |
We are back with our second episode of the Mindless Marketers with our friend of the podcast and fellow podcast host of That's What I Call Marketing, Conor Byrne. We switched things up in the episode, where this time we selected three marketing topics drawing inspiration from Tom Fishburne's Marketoonist, while we introduced a new segment that we hope you enjoy! Get in touch with the hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Conor Byrne: https://www.linkedin.com/in/conorbyrne/ Timestamps: 00:00 - Introduction Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber | |||
| SBP 072: The Barber's Brief - May 23, 2024 | 23 May 2024 | 00:31:58 | |
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Marc Binkley - https://www.linkedin.com/in/marcbinkley/ Vassilis Douros - https://www.linkedin.com/in/vassilisdouros/ Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ In The News Red Lobster Filing bankruptcy because of shrimp https://www.cnn.com/2024/05/20/business/what-went-wrong-at-red-lobster/index.html Netflix is Launching Its Own Adtech https://www.adexchanger.com/tv/netflix-is-launching-its-own-ad-tech/ Creatively awarded ads have average effectiveness https://www.thedrum.com/opinion/2024/05/21/creatively-awarded-ads-once-effective-are-now-officially-average Marketing Week - Tighter budgets and effective choices https://www.marketingweek.com/tighter-budgets-effective-choices-your-marketing-week/ The Marketing Moment Effectiveness of Tourism Australia's award-winning 'Dundee' ad - Mark Ritson Link: https://www.youtube.com/watch?v=ZHgfp83k-10 Background
Barriers include
Campaign Strategy
Campaign
Results
Ad of the Week Samsung swipes at Apple over controversial ‘Crush!’ ad for iPad Prohttps://www.marketingdive.com/news/samsung-apple-controversy-crush-ad-ipad-pro/716431/Samsung Video: https://youtu.be/v1YuCMHTGd4 Original Apple Video: https://www.youtube.com/watch?v=ntjkwIXWtrc Samsung’s Response: Samsung released an ad titled “Creativity Cannot be Crushed” as a rebuttal to Apple’s controversial “Crush!” ad for the iPad Pro. Ad Details: The Samsung ad features a musician finding a battered guitar in the aftermath of the Apple ad and playing music with the help of a Galaxy Tab S9. Apple’s Apology: Apple apologized for the “Crush!” ad, which was criticized for being hostile to creativity, and halted its TV run. Industry Reaction: The quick execution of Samsung’s ad highlights the need for marketers to respond swiftly to social media trends and conversations. Noteworthy: Following this story’s publication, a spokesperson for BBH USA confirmed Samsung’s “Creativity Cannot be Crushed” ad is running on social channels and does not have paid media support. | |||
| SBP 071: Niche Does Not Mean Tiny. With Dr. Hermann Simon | 16 May 2024 | 01:01:12 | |
Ever wondered about the companies leading global markets from behind the scenes? Our latest podcast episode features Dr. Hermann Simon, who unveils the mystery behind his book 'Hidden Champions.' These mid-sized, niche companies are more influential than you think. Tune in to learn the strategies that make them successful and how they contribute to the global economy in ways you never imagined. We hope you enjoy the show! Our Guest: Founder and Chairman of Simon-Kucher & Partners: world's leading pricing advisor with offices in 27 countries https://www.simon-kucher.com/en Inducted into the Thinkers50 Hall of fame Visiting professor at Harvard, Stanford, Tokyo Business School, INSEAD etc Co-Author of multiple books including Confessions of a pricing Man, Beating Inflation and Hidden Champions Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps 0:00 - Intro to Hermann Simon 2:40 - Why Germany is so successful in exports? 4:18 - The growth of Hidden Champion research 5:20 - Defining hidden champion companies 7:17 - Apple’s value chain of “deep tech” 9:22 - Niche businesses aren’t always tiny 10:28 - 3 pillars of Hidden Champions strategy 11:25 - Customer proximity is one of their biggest strengths 12:32 - Hidden Champion’s innovation advantage vs. enterprise orgs 16:01 - How niche focus leads to technological advantages 20:49 - Profitability vs. Market Leadership motives of Hidden Champions 21:45 - Pricing strategy of Hidden Champions 22:48 - Niche companies are not without competitors 24:18 - Why Germany produces so many Hidden Champions 29:12 - Competitive advantages - a 22 year overnight success 31:59 - Government’s role in developing supporting eco-systems 34:12 - Talent development & Leadership style of Hidden Champions 37:00 - The role of M&A 39:35 - Innovation processes inside Hidden Champion orgs 42:10 - Take-aways from Hidden Champions 46:55 - Post-pod with V and Marc Background Research & Literature: Simon, H. (1992). Lessons from Germany’s midsize giants. Harvard Business Review, 70, 115–123. Simon, H. (1996). Hidden champions–Lessons from 500 of the world’s best unknown companies, Boston: Harvard Business School Press. M&A has an 50-90% failure rate https://finance.yahoo.com/news/why-90-mergers-acquisitions-fail-155000525.html Profit or Growth - You lie in the bed you make https://journals.sagepub.com/doi/abs/10.1177/10422587211059991 https://www.visualcapitalist.com/cp/worlds-exports-by-country-one-chart/ | |||
| SBP 070: The Barber's Brief - May 9, 2024 | 09 May 2024 | 00:31:51 | |
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ In the News In the News Meteoric Rise & Fall of Prime: https://finance.yahoo.com/news/meteoric-rise-stunning-fall-prime-130900275.html Adweek: Google Delays Cookie Deprication a Third Time https://www.adweek.com/programmatic/google-delays-cookie-deprecation-for-the-third-time/ Why most launches fail to grow your brand? https://www.linkedin.com/pulse/why-do-most-launches-fail-grow-your-brand-prof-dr-koen-pauwels-wwsfe/ lobal social media ad spend to approach £200bn in 2024 https://www.marketingweek.com/social-media-spend-200bn/ Marketing Moment: McDonald’s: A 15-Year Brand-Building Triumph Background In the early 2000s, McDonald’s faced significant challenges in the UK. Cultural outrage and negative perceptions threatened its very existence. However, the brand’s resilience and innovative approach helped them turn the tide. The Crisis Context: McDonald’s was once a beloved part of British life but had lost its luster. Crisis: A series of events damaged brand perception, putting the business at risk. Abuse claims - https://www.bbc.com/news/business-66231131 McDonald's runs out of milkshakes in England, Scotland and Wales - https://www.bbc.com/news/business-58315152 The Unique Approach Emotional Brand-Building: McDonald’s focused on emotional connections rather than just transactions. Target Audience: Instead of narrow segmentation, they aimed to reach the entire nation. TV Advertising: TV remained their primary medium, allowing broad reach and emotional storytelling. Results Commercial Growth: Despite PR crises, market fragmentation, and Covid-19 disruption, McDonald’s thrived. £4.7 Billion Net Revenue: Their brand-building efforts contributed significantly. Case Study Gold: Recognized as the most effective restaurant brand case study by IPA. References: Mcdonald’s Marketing Strategy 2024: A Case Study: https://thebigmarketing.com/mcdonalds-marketing-strategy/ McDonald’s: Keeping customers Lovin It for 15 year Ad of the Week Trucker Napp VW Meteor Link: https://youtu.be/5RBayTVBUlQ?si=CxGSUuaH9nyJmErN
Timestamps 0:00 - Introduction 0:45 - In The News 0:50 - Prime Energy (The Rise and Fall) 5:40 - Google's Cookie Deprication Delayed. Again. 9:04 - Why Most Launches Fail to Grow Your Business 14:00 - Social Media Has Now Overtaken All Media Channels in Spend 17:00 - The Marketing Moment - McDonald’s: A 15-Year Brand-Building Triumph 23:00 - Audience Q/A 27:00 - Ad of the week | |||
| SBP 069: Slaying Marketing's Sacred Cows. With Dale Harrison. | 02 May 2024 | 01:27:17 | |
This week's episode of the Sleeping Barber podcast features Dale W. Harrison, Commercial Strategy & Marketing Effectiveness Consultant @ Inforda Services. Dale features an extraordinary background from physics to finance and marketing. We dive into the fallacies of demand generation, the truth about ROI, and the impact of brand awareness. Don't miss this enlightening discussion that will leave you with a new perspective on marketing strategy. Enjoy the show! Our Guest: Dale W. Harrison LinkedIn: https://www.linkedin.com/in/dalewharrison/ Youtube: https://www.youtube.com/@BiotechBestPractices Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps 0:00 - Introduction 2:46 - From experimental physics to finance to marketing 10:22 - Faith-based beliefs like lead nurturing and scoring 14:19 - Why some marketing measurements aren’t metrics 17:54 - Lead scoring, MTA & sales velocity should never be performance metrics 23:05 - Comparing the path to purchase of real customers to interpreted intent signals 31:15 - Why ROI is a troubling metric 36:41 - Performance vs. Brand advertising are different asset classes 44:34 - Business value of brand - it makes things more effective AND efficient 46:54 - The point of brand campaigns 51:11 - Mulit-Touch Attribution - just because you can measure something doesn’t mean it’s useful 57:39 - Billboard & radio 58:51 - The fallacy of demand generation & intent signals 1:13 - Post Pod with V and Marc Background links: Not All Marketing Metrics are “measurements” - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F-%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F-activity-7170140668697276416-iTMJ?utm_source=share&utm_medium=member_desktop Marketing Effectiveness vs. Efficiency - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F-activity-7148782037108178944-IEUL?utm_source=share&utm_medium=member_desktop Marketing ROI is not a real number you can calculate - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F-%3F%3F-%3F%3F%3F-%3F-activity-7152401810681483265-yeeT?utm_source=share&utm_medium=member_desktop IS MTA actually Even Attribution? - https://www.linkedin.com/posts/dalewharrison_%3F%3F-%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F-activity-7165085278636822528-pcGY?utm_source=share&utm_medium=member_desktop How the CFO Sees Your Marketing Budget - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F-%3F%3F%3F-%3F%3F%3F-%3F%3F%3F%3F-%3F%3F%3F%3F-%3F-activity-7168655113627062272-Sgpo?utm_source=share&utm_medium=member_desktop Demand Creation does not exist - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F-%3F-activity-7157471671409373184-Ob9v?utm_source=share&utm_medium=member_desktop Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast | |||
| SBP 068: The Barber's Brief - April 25, 2024 | 25 Apr 2024 | 00:29:25 | |
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ In the News Marketing Week: Bloom & Wild - an online florist is “chasing profitability” by cutting marketing budget and focusing on customer retention. Business Insider: Tesla lays off its new marketing team months after launching it. https://www.businessinsider.com/tesla-new-marketing-team-advertising-cut-layoffs-2024-4 Media Leader: Forbes 7-year scheme to dupe advertisers https://adalytics.io/blog/ads-observed-on-www3-forbes-subdomain Social Media Today: Meta Brings Advanced AI Chatbot to All of its Apps. https://www.socialmediatoday.com/news/meta-ai-chatbot-facebook-instagram-whatsapp-messenger/713662/ Marketing Moment: Baileys - The Pleasure Dividend WARC Case Study This strategy won Silver from the IPA Effectiveness Awards
The Campaign The big insight - baileys is part cake, part booze and pure pleasure The Strategy People love the product but they need reminders of when it might be relevant (CEPs)
The Results
Have AI Break, Have A KitKat - KitKat Canada | |||
| SBP 067: The Mindless Marketers, with Conor Byrne. | 17 Apr 2024 | 00:40:01 | |
We're thrilled to announce a new segment featuring a friend of the podcast and fellow podcast host of That's What I Call Marketing, Conor Byrne. This segment will delve into current marketing topics, drawing inspiration from Tom Fishburne's Marketoonist. For this segment, each host has chosen two sketches to discuss, sparking engaging dialogue. We see this as a fun way to tackle pressing issues that surface in our discipline. We hope you enjoy this new segment! Get in touch with the hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Conor Byrne: https://www.linkedin.com/in/conorbyrne/ Timestamps: 00:00 Welcome to the Pilot: Introducing Mindless Marketers Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber | |||
| SBP 084: The Barber's Brief - August 15, 2024 | 15 Aug 2024 | 00:19:33 | |
Welcome back to another episode of The Barber’s Brief! Where Marc and Vassilis discuss marketing and business news that has caught their eye, they highlight our marketing moment, get into audience QA, and finish off by highlighting an ad of the week. Enjoy the show! Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps 0:00 - Introduction 1:01 - Consumer Still Feeling teh Inflation Squeeze 3:26 - Tik Tok Tightens Teen AD Targeting 5:52 - Apple’s Vision Pro 1.4bn Failure 8:49 - The Growing Pains of Retail Media 12:05 - Marketing Moment: XBOX Football Manager 16:46 - Ad of the Week: McDonald’s Retro Birthday Party Links: Title: Consumers still feeling the squeeze despite falling inflation Source: Link: https://www.marketingweek.com/consumers-squeeze-inflation-data/ Summary Title: TikTok tightens teen ad targeting and boosts AI transparency Source: Search Engine Land Link: https://searchengineland.com/tiktok-teen-ad-targeting-ai-transparency-443986 Title: Apple’s Vision Pro $1.4bn failure shows importance of market orientation Source: The Drum Link: https://www.thedrum.com/opinion/2024/07/15/apple-s-vision-pro-600m-failure-shows-importance-market-orientation Title: The growing pains of retail media: Dodging ROAS gremlins Source: Marketing Week Link: https://www.marketingweek.com/retail-media-roas-gremlin/ Marketing Moment: Highlighting Case studies (3-4 minutes): XBox Football Manager (FM24) Video Game Everyday Tactician - McCann London https://www.youtube.com/watch?v=elq83mERXv0 Background If you’ve seen Wrexham docuseries they have been promoted to EFL One There’s a huge advantage for teams that get promoted - more $, better players, better coaches etc Bromley had been in the lower leagues for 132 years Bromely paired with Xbox to recruit talent using their FM24 game Like moneyball but with gamers Filmed a documentary, promoted on social & the game Results Hired the “Everyday Tactictian” a guy named Nathan Owolabi who was a tour guide at Wembly Became part of the team’s backroom staff and worked for the club’s manager Campaign won a bunch of awards including Cannes Lions Grand Prix Picked up a lot of press 1.5B impressions 190% increase in FM players Most played version ever Bromely FC promoted to EFL two for the first time in the past 132 years Ad of the Week McDonald’s serves up retro birthday party ad to celebrate 50 years in UK Link: https://youtu.be/MgBs3DgLZBk McDonald’s is kicking off a major new campaign celebrating 50 years since opening in the UK with a faithfully recreated reminder of the joy of its childhood birthday parties. McDonald's new campaign commemorating 50 years since its first UK location opened in Woolwich, London. The campaign features a nostalgic ad filmed in the original restaurant, meticulously recreated to evoke the ambiance of 1980s childhood birthday parties. Produced by Leo Burnett, the 60-second spot aims to celebrate McDonald's heritage and appeal to sentiments of joy and nostalgia associated with its early years in the UK. | |||
| SBP 066: The Barber's Brief - April 10, 2024 | 10 Apr 2024 | 00:28:49 | |
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
We hope you enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the News:
[AdExchanger] - LinkedIn is Getting into CTV
Link: https://www.adexchanger.com/tv/linkedin-is-all-business-with-ctv/
[Marketing Dive] - Privacy tools fall short: Here’s what the numbers say
Link: https://www.marketingweek.com/ritson-measure-marketing-effectiveness/
[LinkedIn] Media Grows Markets - Marc Pritchard
Link: https://www.linkedin.com/pulse/media-grows-markets-marc-s-pritchard-3oudc/
[Marketing Dive] - Coca-Cola heads to Marvel universe for new spot, packaging campaign
Link: https://www.marketingdive.com/news/coca-cola-marvel-universe-campaign-packaging-ar-experience/712454/
Marketing Moment:
Old Spice: "Smell Like a Man, Man"
“Look at your man. Now look at me. Now back at your man. Now back to me.”
Link: https://youtu.be/owGykVbfgUE?si=Be72eyLk061hEe9Q
TL;DR
Having failed to successfully rebrand back in the late 90’s and early 2000’s, Old Spice was rapidly losing market share to Lynx (‘Axe’ in certain markets).
Their biggest issue: Old Spice marketed their product to an aging population, which resulted in diminishing returns in the long term. They needed a way to return to their previous position as a major competitor.
To completely rebrand Old Spice as a product for a younger audience, the marketing strategy found its major focus in one key fact: 60% of body wash purchases were made by women.
Instead of focusing solely on young males as their target audience, Wieden + Kennedy switched things up and made young females the major focus of the campaign.
The Results
Old Spice quickly rose to become the top men’s body wash brand in the USA
300% increase in website traffic
Sales of Old Spice had doubled by July of the same year
1.2 billion earned media impressions
The campaign won several awards, including the Cannes Lion Film Grand Prix and an Emmy for Outstanding Commercial.
Ad of the Week
Downy Fabric Softener | More Than Laundry
https://www.youtube.com/watch?v=oQQwUIX9OVQ
Downy Fabric Softener - More than Laundry
Just a blanket until you wrap a baby
Just a hoodie - till its felt by your first love
Just a jacket - till it brings you brings you back to your home
Just a sweater - till it a cryed into
Doesn't talk about the tech
Shows product in use
Breath life into your laundry
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
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| SBP 065: 100% Brand Loyalty Is Not Normal. With Ethan Decker. | 04 Apr 2024 | 01:31:10 | |
Are you ready to challenge your marketing beliefs and uncover the truths that could skyrocket your brand's growth? In our latest podcast episode, we sit down with Ethan Decker, Founder of Applied Brand Science, to dissect the misconceptions about advertising and brand loyalty. Discover why focusing on customer acquisition rather than retention could be the key to your success. Decker's expertise and evidence-based approach to marketing will leave you with actionable strategies and a new outlook on how to achieve substantial brand growth. Don't forget, tune into the post-pod with Marc and V! Our Guest: Ethan Decker https://www.linkedin.com/in/ehdecker/ Founder & President of Applied Brand Science https://appliedbrandscience.com/ Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ 0:44 - Introduction to Ethan 2:52 - ½ the ideas we have about advertising are wrong, the trouble is we don’t know which 1/2 7:02 - 2 reasons why we have the wrong ideas 8:50 - Ideas like the 80/20 rule are like brands - they’re shortcuts 11:30 - Your customers rarely think of you 15:05 - Do generational personas even exist? 18:50 - Your customers aren’t different from your competitor's customers 21:30 - Your loyal customers are likely just heavy buyers in the category 22:23 - I. Hate. Loyalty. 24:24 - How to change beliefs about loyalty 28:02 - Data science isn’t the same thing as science 31:51 - Do you know the frequency distribution of your customers? 33:19 - The Taylor Swift of brand laws 35:46 - The Buyer Banana Curve 38:13 - Why light buyers and non-buyers matter to your business 41:01 - Why team-based learning is so critical 44:02 - Introducing the FRELK - why a quirky logo matters 47:10 - The 4 stages of brand grief 51:19 - Why creativity is critical to applying scientific laws in your business 1:01:51 - 3 ways to start using these laws 1:05:37 - How to find out more about Ethan and Applied Brand Science 1:06:56 - The post-Pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast Background Links Ehrenberg-Bass Institute's publications https://marketingscience.info/books/ Laws of Marketing with Dr. Nicole Hartnett https://www.sleepingbarber.ca/podcast/episode/3dd2bab2/sbp-012-the-laws-of-marketing-with-dr-nicole-hartnett © 2024 Sleeping Barber | |||
| SBP 064: The Barber's Brief - March 28, 2024 | 28 Mar 2024 | 00:38:10 | |
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ In The News: Adidas weans itself off discounting - https://www.marketingweek.com/adidas-discounting-annual-loss/ Google loses in local search to Instagram, TikTok among Gen Z - https://www.marketingdive.com/news/google-tiktok-instagram-local-search-preference-gen-z/710130/ Demand Gen vs. Meeting Consumer’s Unmet Needs - https://www.instagram.com/p/C4RV9NnP6jU/?utm_source=ig_web_copy_link AI-Powered ad ignites creator controversy on Instagram - https://techcrunch.com/2024/03/14/ai-powered-ad-ignites-creator-controversy-on-instagram Three SWSX-inspired trends to consider adding to your brand playbook - https://www.thedrum.com/opinion/2024/03/15/sxsw-2024-bold-experiential-marketing-took-center-stage Elon Musk’s “Grok” AI company is now open-source - https://techcrunch.com/2024/03/18/why-elon-musks-ai-company-open-sourcing-grok-matters-and-why-it-doesnt/ Marketing Moment: Apologize the Rainbow - DDB Chicago 9 Years Ago, Skittles changed the flavour of green Skittles from Lime to Apple Over the years, they’d get about 20k tweets per year of people hating on Skittles and asking the company to bring back lime flavour Supporting Links: https://www.youtube.com/watch?v=i_kxj8dhdjo&list=TLGG6HNwK54Wga4xMTAzMjAyNA https://www.thedrum.com/news/2024/03/11/how-ddb-chicago-made-apologize-the-rainbow-the-most-awarded-ad-the-last-year Ad of the Week Amazon celebrates grassroots players in Uefa Women’s football commercial Amazon's European-wide brand campaign highlights the passion and determination of real women's football players, emphasizing how playing women's football boosts confidence and self-assurance both on and off the pitch. Link: https://www.thedrum.com/news/2024/03/15/ad-the-day-amazon-celebrates-grassroots-players-uefa-women-s-football-short | |||
| SBP 063: Easy to Mind, Easy to Find. A Conversation About Physical Availability, With Arry Tanusondjaja. | 21 Mar 2024 | 01:27:33 | |
Ever wondered why some brands dominate the market while others struggle to get noticed? The latest episode of the Sleeping Barber Podcast, unveils the secret: physical availability. Join us as we discuss with Arry Tanusondjaja of the Ehrenberg-Bass Institute how presence, prominence, and portfolio can catapult your brand to new heights. Learn why it's more than just distribution—it's about making your brand impossible to ignore. Don't let your brand be the best-kept secret. Don't forget to join our hosts, Vassilis and Marc, for post-pod banter! Our Guest: Arry Tanusondjaja https://www.linkedin.com/in/arryt/ Senior Marketing Scientist at Ehrenberg-Bass Institute Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Podcast Literature: Dominos Fortressing Strategy: https://chiefexecutive.net/dominos-new-ceo-drives-fortressing-strategy-to-great-results/ Most expensive Starbucks Drinks: https://www.tastingtable.com/1463864/most-expensive-starbucks-drinks-world/ HBR 2: https://www.amazon.ca/How-Brands-Grow-Emerging-Services/dp/0195596269 Market-Based Asset Theory for Brand Competiton: https://www.sciencedirect.com/science/article/pii/S096969892300317X Timestamps: 0:44 - Intro to Dr. Arry Tonusondjaja 2:09 - What is mental and physical availability - Easy to Mind, Easy to Find 5:00 - The 3 main components of physical availability 7:26 - Physical availability is more than distribution 9:22 - Why the scope of marketing is bigger than ad creative 11:15 - The value of consistent branding in retail environments 12:59 - The danger of rebranding especially product packaging 16:10 - Why we satisfice and aren’t brand loyal 17:43 - Remove barriers to purchase 19:01 - Domino’s location-based “Fortressing” strategy 20:48 - Customers are cognitive meisers 21:53 - Why dine-in customers, are different from carry-out and delivery customers 25:45 - eCommerce increases physical availability 29:01 - Customers want to shop how they want, don’t force them to change how they want to buy 32:02 - Some digital ads aren’t ads, they’re signage 34:54 - Physical availability applies to SaaS and B2B 40:47 - The role of physical availability is to harvest the work of mental availability 42:03 - The strategy of building a relevant portfolio of products 48:20 - The danger of large product portfolios and brand extensions 52:20 - Tropicana - a warning for product package rebranding 55:44 - Careful of “Disruptive” physical activations, Pop-Ups and Shop-in-Shops 57:22 - How to know when a market has physically saturated a market 1:00:48 - Choosing between your own store and distribution channels 1:03:50 - How physical availability brings marketing and sales together 1:05:32 - How Startups can benefit from mental and physical availability 1:06:48 - Find out more about Arry and the Ehrenberg-Bass Institute 1:09:28 - Post-Pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber | |||
| SBP 062: The Barber's Brief - March 13, 2024 | 14 Mar 2024 | 00:41:35 | |
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
We hope you enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the News:
[CNN] House panel unanimously approves bill that could ban TikTokHeadline + Link + Top 3 Points
Link: https://www.cnn.com/2024/03/07/tech/congress-bill-bans-tiktok-america/index.html?darkschemeovr=1
[Marketing Week] TIME - The one true measure of marketing effectiveness
Link: https://www.marketingweek.com/ritson-measure-marketing-effectiveness/
[Marketing Week] Meta Spotlight How AI Investments Are Paying Off For Advertisers
Link: https://www.marketingdive.com/news/meta-ai-investments-advertiser-lessons-2024/706973/
[Marketing Week] Marketing Teams are increasingly outsourced
Link: https://www.marketingweek.com/skills-shrinking-teams-outsourcing/
[Yahoo Finance] The Canadian Marketing Association Unveils Plans for Its Inaugural CMA Marketing Week to Drive Industry Innovation
Link: https://finance.yahoo.com/news/canadian-marketing-association-unveils-plans-125500328.html
[CryptoNews] El Salvador Could become one of the Worlds Richest Countries due to Bitcoin
Link: https://cryptonews.com/news/el-salvador-may-become-one-of-the-worlds-richest-countries-due-to-bitcoin-holdings.htm
Marketing Moment
Most contagious report 2023: 2023 Orange / Bleues’ Highlights /
Marcel, Paris
Summary: In July 2023, one ad from the Women’s World Cup garnered a lot of attention, from French telco Orange. The spot highlights the talent of the women’s French national team (known as ‘les Bleues’) and calls out prejudice against women’s football.
Download Link: https://shorturl.at/goO39
Ad of the Week
MPfizer - Here’s to the Next Fight, Letsoutdocancer.com
Video Link: https://youtube.com/watch?v=fwvjimuwVyY&t=59s
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
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| SBP 061: A Better Way To Segment Markets. With Tony Ulwick. | 07 Mar 2024 | 01:21:57 | |
Unravelling the enigma of customer needs can often feel like searching for a needle in a haystack, but what if we told you that the needle comes with a magnet? In this eye-opening episode of the Sleeping Barber Podcast, we delve into the inventive world of Tony Ulwick, the mastermind behind the Jobs to Be Done theory and Outcome-Driven Innovation. Tony unravels the common missteps businesses make when defining their market and identifying customer needs. He presents a compelling argument for why most companies innovate backwards and how his counterintuitive methods have led to an astounding 86% success rate in product innovation, compared to the bleak figures we see in startups. This discussion is a treasure trove for any business leader seeking a compass to guide them through the tumultuous waters of customer satisfaction and product development. Don't forget to join our hosts, Vassilis and Marc, for post-podcast banter! Our Guest: Tony Ulwick - Inventor of Outcome-Driven Innovation & Jobs-to-Be-Done Founder & CEO of Strategyn https://strategyn.com/ linkedin.com/in/tonyulwick/ Owner of 12 patents related to ODI and the processes around market needs assessments, strategy and innovation. Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Podcast Literature: Outcome Based Segmentation - https://strategyn.com/lp/outcome-based-segmentation/ HBR - Know your customers JTBD - https://hbr.org/2016/09/know-your-customers-jobs-to-be-done Clay Christensen JTBD Theory on Milkshakes - https://www.youtube.com/watch?v=Stc0beAxavY JTBD Free Download - https://strategyn.com/jobs-to-be-done/ What is innovation & why does it matter - https://online.hbs.edu/blog/post/importance-of-innovation-in-business Customer Centered Innovation Map - https://hbr.org/2008/05/the-customer-centered-innovation-map Startup Stats - https://www.embroker.com/blog/startup-statistics/ Why Startups Fail - https://hbr.org/2021/05/why-start-ups-fail What are CEPs and why are they important? - https://marketingscience.info/research-services/identifying-and-prioritising-category-entry-points/ Timestamps: 0:44 - Tony Ulwick Introduction 3:04 - Why are innovations typically so unsuccessful? 6:24 - Segmenting across unmet needs instead of industry verticals 9:03 - Why most innovations are done in reverse 11:15 - I need a ¼ inch hole, not a ¼ inch bit 12:49 - Kodak didn’t know what market they were in 14:50 - The goal of segmentation & why personas fail 18:54 - Circumstances, not demo or firmographics, cause segments to exist 23:22 - Customers are aware of the problems they have, but not the solutions that exist 25:01 - Marketing strategy is about finding unmet needs and fulfilling them 28:40 - How to identify the jobs customer’s are trying get done 31:59 - The difference between Jobs-To-Be-Done (JTBD) and customer needs 35:45 - Most products don’t get the entire job done 37:55 - Category Entry Points v. JTBD 43:14 - Reinventing a Banana 45:01 - Using JTBD in enter crowded markets 47:52 - Using JTBD to reposition an existing product 51:02 - Solutions mindsets aren’t as helpful as problem mindsets in innovation 53:43 - Moving from JTBD analysis into action 58:02 - Learn more about Tony 59:00 - Post-Pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber | |||
| SBP 060: The Barber's Brief - February 28, 2024 | 28 Feb 2024 | 00:34:05 | |
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ In the News: Paid search outperforms paid social—with the latter far more likely to bounce Link: https://www.insiderintelligence.com/content/paid-search-outperforms-paid-social-with-latter-far-more-likely-bounce Using AI to Improve Business KPIs Link: https://www.zdnet.com/article/ais-latest-trick-better-kpis-for-measuring-business-success Walmart-Vizio deal raises fresh concerns about retail media walled gardens Link: https://www.marketingdive.com/news/walmart-vizio-deal-retail-media-network-walled-gardens/708362/ File under DEI - ageism in Marketing is rampant Link: https://www.marketingweek.com/career-salary-survey-youth-stats/ Ditching the Degree: A Shift in Canadian Workforce Requirements Link: https://marketingnewscanada.com/news/foregoing-bachelors-degree-requirements-brings-big-benefits-for-engaged-businesses Marketing Moment: Febreze - Diagnosis before Tactics https://www.youtube.com/watch?v=OrmJQtPABXE Ad of the Week: José Mourinho takes over the Topps office in run-up to the Euros https://youtu.be/gTeUPizYEpY?si=zWYynwzn3e0YFA-p Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber | |||
| SBP 059: TV - The Most Powerful Ad Medium? With Angela Voss. | 22 Feb 2024 | 01:15:57 | |
It used to be that we all tuned in at 8 pm on Thursdays to watch Cosby, Friends, Will & Grace, etc. Now, streaming video is everywhere and on-demand, making it harder for marketers to maintain the same reach on a single channel. This shift is partly what makes the Super Bowl so interesting—it's one of the few remaining events that have a global reach of 115 million Americans.
This week, we welcome Angela Voss, CEO of Marketing Architects, to discuss the current digital age. With streaming services on the rise, marketers face the challenge of adapting their strategies to stay relevant in both linear and streaming TV formats. We also delve into unique insights, debunk myths, and explore what the future holds.
This is a great episode, and we hope you enjoy it!
Our Guest:
Angela Voss - Chief Executive Officer at Marketing Architects
https://www.linkedin.com/in/angelamvoss/
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps
0:44 - Introducing Angela Voss
2:30 - The benefits of linear and connected TV
4:53 - Fragmentation is not the death of
6:41 - Tips on TV media planning
9:44 - TV as a building channel is outdated thinking
11:54 - Digital complexity is pushing people back to TV
13:50 - Pretesting TV creative
16:15 - The correlation between pretesting and business impact
18:04 - Super bowl Alcohol Ads Test Results
21:12 - Why Budweiser’s Clydesdale ads was so successful
22:32 - Super bowl Delivery Ads - Doordash vs. Uber Eats Test Results
26:55 - How pretesting can help your ad creative
27:58 - Super bowl Gambling Ads - Fanduel vs. Bet MGM Test Results
31:55 - How science can improve the art of ad creative
34:37 - 3 ways to measure TV impact - micro, macro and business
39:52 - The myths of media buying
42:39 - Why the most effective frequency is 1
48:10 - The most effective CTV strategy
50:51 - The future of media buying
53:30 - Advice for marketers and advertisers buying TV
56:34 - the small business opportunity with CTV
57:40 - How to find out more about Angela
58:59 - The post-pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
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| SBP 058: The Barber's Brief - February 15, 2024 | 15 Feb 2024 | 00:32:59 | |
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
We hope you enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the News:
[CNBC] ESPN, Fox, and Warners Brothers Discovery plan to launch a joint sports streaming platform.
Link: https://www.cnbc.com/2024/02/06/espn-fox-and-warner-bros-discovery-to-launch-joint-sports-streaming-platform-this-year.html
[Yahoo Finance] Snap’s Limited Reach Hampers Ad Growth
Link: https://finance.yahoo.com/video/snaps-limited-reach-hampers-ad-180318996.html
[Marketing Dive] Meta Spotlight How AI Investments Are Paying Off For Advertisers
Link: https://www.marketingdive.com/news/meta-ai-investments-advertiser-lessons-2024/706973/
[eMarketer] More than a third of marketers will increase their brand marketing investments this year.
Link: https://www.insiderintelligence.com/content/more-than-third-of-marketers-will-increase-their-brand-marketing-investments-this-year
[Search Engine Land] Google Analytics 4 adds new dimensions for measuring paid and organic traffic
Link: https://searchengineland.com/google-analytics-new-dimensions-paid-organic-traffic-437370
[Yahoo Finance] Inflation: Consumer prices rise 3.1% in January, defying forecasts for a faster slowdown
Link: https://finance.yahoo.com/news/inflation-consumer-prices-rise-31-in-january-defying-forecasts-for-a-faster-slowdown-133334607.html
Ad of the Week
Michael Cera and CeraVe - Just to clear things up once and for all… CeraVe is developed with Dermatologists. Not Michael Cera.
Full Story: https://www.cerave.com/not-developed-with-the-actor-michael-cera
Video Link: https://youtu.be/eVrUDqYfRUM?si=IG-creUeXOrVfagG
Why we like it:
The ad was both satirical and dramatic, featuring Michael Cera giving himself a massage and asking about moisturization.
The partnership between Cera and CeraVe was seen as genius and smart advertising. He was even in New York signing lotion bottles at a local pharmacy back in January.
The ad ended with CeraVe emphasizing it's made with oversight from dermatologists, not Michael Cera.
Reminds us of the successfully Buble and Bubbly colab.
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
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| SBP 057: Put Best Practice Into Practice. With Dr. Grace Kite. | 08 Feb 2024 | 01:19:03 | |
We're thrilled to have Dr. Grace Kite back with us this week on the show. As the Founder & Economist at Magic Numbers & Magic Works, she brings a wealth of expertise to the table. In our discussion, we delve into whether formal training is a must for marketers, explore the nuances between the UK and US marketing scenes, and even share tips for crafting killer PowerPoints. We'll also tackle topics like leveraging storytelling and data to elevate your marketing efforts, understanding customer needs through data analysis and ways to add flair to mundane numbers. And don't forget to join our hosts, Vassilis and Marc, for some post-pod banter! Our Guest: Dr. Grace Kite Founder & Economist at Magic Numbers (consulting) & Magic Works (training) https://www.linkedin.com/in/grace-kite/ Columnist for Marketing Week Magazine In-demand Speaker Master of Advertising Effectiveness Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Podcast Literature: Magic works https://magicworks.training/real-people/dr-grace-kite/ Magic Numbers https://magicnumbers.co.uk/ Closing the marketing skills gap https://www.professionalacademy.com/blogs/the-marketing-skills-gap-why-you-should-be-upskilling-and-reskilling-for-future-success/ Employee Training Stats https://www.devlinpeck.com/content/employee-training-statistics ½ of Marketers say they haven’t any training https://www.marketingweek.com/salary-survey-2019-routes-into-marketing/ Marketing Strategy is the most undervalued Skill https://www.marketingweek.com/marketing-strategy-undervalued-skill/ Recovery Budget Planner https://magicnumbers.co.uk/articles/recovery-budget-planner-resources/ Building an effectiveness culture https://magicnumbers.co.uk/articles/only-people-can-give-the-gift-of-marketing-effectiveness/ Timestamps: 0:40 - Introduction to Dr. Grace Kite 3:59 - Do marketers need formal training 9:09 - UK v US versions of effectiveness 14:40 - Even blind squirrels can find a nut 21:30 - Emergent methods for training and development 24:53 - How to make a better PowerPoint 29:20 - The Importance of Storytelling and Data in Marketing 33:10 - Using data to understand the voice of the customer 34:49 - Giving numbers a makeover 38:07 - Are marketing fundamentals the same across industries and lifecycles? 44:39 - Dashboards can be misleading 52:02 - Fundamental concepts for every marketer’s toolkit 57:35 - What is the market need for training? 1:00:06 - How to get in touch with Grace 1:01:13 - Post Pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber | |||
| SBP 083: Ethics & The Currency of Trust. With Amina Mattern. | 08 Aug 2024 | 00:57:51 | |
In our latest episode, we delve into the critical topic of ethics in marketing and advertising with Amina Mattern, Industry Strategy Lead at LinkedIn Marketing Solutions. Amina shares her extensive experience and insights on the evolving landscape of digital advertising, data privacy, and consumer trust. Discover how data has become the new currency and why transparency, honesty, and societal well-being are essential for building and maintaining trust. Learn about the impact of regulations like GDPR and CCPA, and explore the potential of synthetic data in market research. This episode is packed with valuable information for marketers looking to navigate the complex world of digital ethics. Don't miss out on this enlightening conversation. Listen now and take your first step towards becoming a more responsible and effective marketer. Our Guest Amina Mattern https://www.linkedin.com/in/amina-mattern/ Industry Strategy Lead @ LinkedIn Marketing Solutions | Financial Services & Fintech Experience working agency side, MediaCom, Omnicom, and also held the position of Head of Marketing Strategy for Loblaws. Our Hosts Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ References: Quote of the Episode: "The way that you handle data and privacy is very much a part of your brand." - Amina Mattern Timestamps 0:51 - Introduction to Amina Mattern 2:15 - Amina’s career path 4:00: - How roles in brand, agency and platform shaped Amina’s perspective on marketing ethics 5:53 - More data, more regulations 8:30 - Directional trends on regulation and policys 10:40 - Ethics and data privacy impacts brand reputation 12:40 - How local consumer expectations affect ethic & policys 15:28 - Data is currency 17:50 - If you collect data, you need an ethical data strategy 20:09 - Cookie deprecation & ethics 28:43 - A consumer’s responsibility with data collection 32:02 - Ethics in synthetic data 35:30 - Future of ethics in advertising 38:18 - Technology isn’t a substitute for ethics 42:22 - Post-pod with V and Marc | |||
| SBP 056: The Barber's Brief - February 1, 2024 | 01 Feb 2024 | 00:29:12 | |
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
We hope you enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the News:
Search Engine Land - Google search CPCs up 19%, pushing ad spend up 17%
Link: https://searchengineland.com/google-search-ads-cpc-spend-436959
Search Engine Land - Microsoft Search and News Advertising revenue up 8%
Link: https://searchengineland.com/microsoft-search-news-advertising-revenue-q2-2024-437044
Marketing Dive - Gaming once again proves useful to advertisers: Here’s what the numbers say.
https://www.marketingdive.com/news/gaming-again-proves-useful-advertisers-heres-what-the-numbers-say/705695/
Ad of the Week
Victoria and David recreate the viral ‘we grew up very working class’ moment from their Netflix
Link: https://youtu.be/s4uxGe7gU5I
Why we like it:
It’s current, their documentary came out roughly four months ago. So speed was imperative to capitalize on the working class meme.
The attention to detail is great, Victoria's t-shirt, pokes fun at her working-class comment in the docu-series
Using teasers to create intrigue.
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
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| SBP 055: Scaling Up: Who Said So Besides You? With Christine Gillies. | 25 Jan 2024 | 01:22:37 | |
This week's show highlights Christine Gilles, named Globe & Mail’s Top Exec for 2023, and serving as the Chief Marketing and Product Officer at Blackline Safety. In this episode, Christine imparts valuable insights, offering tips for scaling up a tech business and providing an in-depth look at the role of Blackline’s Health & Safety technology. She covers various topics, including creating internal alignment for growth, upskilling her team, establishing credibility with CFOs, and showcasing the effectiveness of marketing campaigns. Don’t forget, to stick around for post-podcast conversation with our hosts, Vassilis and Marc. Our Guest: Christine Gillies Chief Product & Marketing Officer @ Blackline Safety Awarded Globe & Mail’s Top Exec 2023 Career in B2B SaaS, Tech & Product Marketing https://www.linkedin.com/in/christineg2/ https://www.blacklinesafety.com/ - wearables sensors to keep remote workers safe Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Podcast Literature: Top Exec Globe & Mail https://www.theglobeandmail.com/business/rob-magazine/article-full-circle-christine-gillies-escaped-from-the-world-trade-center-on/ 4 Types of Business Orientation https://smallbusiness.chron.com/business-orientation-24274.html What are the real problems Marketers face? https://www.linkedin.com/feed/update/urn:li:activity:7118900791737733120/ Top Exec Globe & Mail https://www.theglobeandmail.com/business/rob-magazine/article-full-circle-christine-gillies-escaped-from-the-world-trade-center-on/ Gartner Changing Buyer https://www.gartner.com/en/newsroom/press-releases/gartner-says-b2b-sales-organizations-need-to-give-customers-a-se What are the real problems Marketers face? https://www.linkedin.com/feed/update/urn:li:activity:7118900791737733120/ Timestamps: 0:44 - Introduction to Christine, 25+ years of tech marketing 2:08 - Advice Christine would give herself on day 1 of a scaling up a tech business 6:50 - Time kills deals 8:30 - What does Blackline’s Health & Safety technology do? 11:40 - Creating internal alignment and resourcing for growth 14:22 - Why we need to talk about “The Leads are Weak” 15:30 - How Christine is upskilling her team’s financial and business acumen 18:13 - Building credibility with the CFO 19:20 - Showing the effectiveness (aka return) of marketing campaigns 22:20 - How to manage the timeline expectations for a return 24:25 - Two key Principles of Tech Marketing: Who said so besides you + Outside In thinking 26:26 - How to build marketing budgets in hyper-growth companies 28:25 - Why budget cuts can be helpful at times 32:30 - Aligning marketing and product management 35:21 - The value of adding market intelligence to marketing’s remit 37:45 - Foundational enablers to drive growth in startups and scaleups 41:22 - The importance of processes to support growth 42:30 - Balancing agility and process with strategic briefs 47:55 - How to prioritize & manage growth opportunities 49:51 - Designing the organization for brand management 53:08 - Who owns pricing strategy? 57:01 - How leadership styles need to adapt to the orientation of the business 1:00:18 - The value of cross-training specialists across marketing disciplines 1:05:11 - The evolution and momentum in B2B marketing 1:09:15 - B2B companies are adopting more B2C tactics 111:39 - Post Pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber | |||
| SBP 054: The Barber's Brief - January 18, 2024 | 18 Jan 2024 | 00:37:08 | |
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
We hope you enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the News: Marketing / Business Headlines
Solo Fires CEO after Marketing Misstep
https://thedaily.outdoorretailer.com/news/people/solo-brands-names-new-ceo-after-snoop-marketing-whiff/
Marketing Dive: How generative AI could solve the cookie deprecation puzzle in 2024
https://www.marketingdive.com/news/death-cookie-deprecation-generative-ai-marketing-prediction/704240/
Techcrunch: How Amazon Is Using AI to Help Customers Find a Better Fit
https://techcrunch.com/2024/01/08/amazon-turns-to-ai-to-help-customers-find-clothes-that-fit-when-shopping-online/
Marketing Mag (AUS): Yahoo offers advertisers a glimpse into the cookieless reality
https://www.marketingmag.com.au/featured/yahoo-offers-advertisers-glimpse-into-cookieless-reality/
CBC.ca: Canadian Big Banks Making Misleading Claims on Sustainability
https://www.cbc.ca/news/business/sustainable-finance-complaint-1.7078254
More About Advertising: Brand Character Beat Celebs in Super Bowl ads Says System 1
https://www.moreaboutadvertising.com/2024/01/brand-characters-beat-celebs-in-super-bowl-ads-says-system1/
Marketing Moment: A Marketing Case Study
Shrinkflation is a thing, and one grocery store is doing something about it.
France is unusual in Europe in that it strongly regulates the retail sector, forcing supermarkets to negotiate prices only once a year with food and drink producers, in an attempt to protect its farm industry. Having said that, To put pressure on their suppliers, the French grocer has taken matters into their own hands. By putting shelf labels on products that had shrunk in size but increased in price.
Links:
https://economictimes.indiatimes.com/news/international/business/carrefour-pulls-pepsico-products-over-price-hikes/articleshow/106567815.cms
https://www.forbes.com/sites/danpontefract/2024/01/04/carrefour-drops-pepsi-products-continues-its-purpose-leadership/
https://www.theguardian.com/business/2023/sep/14/carrefour-puts-shrinkflation-price-warnings-on-food-to-shame-brands
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
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| SBP 053: Live From New York, It's Marketing Effectiveness. With David Tiltman. | 16 Jan 2024 | 01:04:07 | |
The topic of marketing effectiveness has become quite polarized, particularly here in North America. While some embrace it, others find it too theoretical. In this episode, we're joined by David Tillman, SVP Content at WARC, to delve into Mark Ritson’s recent article, which highlights a critique of (North) American marketers for lagging on the principles of marketing effectiveness. We also take this opportunity to discuss the Contagious NYC event that is happening on January 24th.
We hope you enjoy the show!
Our Guest
David Tiltman
SVP Content @ WARC
Host of the WARC Podcast
David’s LinkedIn https://www.linkedin.com/in/david-tiltman-5a2a6614/
WARC: https://www.linkedin.com/company/warc/
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Links:
Most Contagious Event: https://contagious.swoogo.com/mostcontagiousnewyork
WARC https://www.warc.com/
Mark Ritson & Fergus OCarol talk about his controversial column https://www.onstrategyshowcase.com/episode/mark-ritson-talks-about-his-controversial-column-in-marketing-week
About Most Contagious Jan 2024 in NYC https://contagious.swoogo.com/mostcontagiousnewyork/4338022?ref=Creative+Impact
How Brands Grow https://marketingscience.info/how-brands-grow/
The Long & Short of It https://ipa.co.uk/knowledge/publications-reports/the-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies
James Hurman’s Creative Effectiveness Ladder https://www.warc.com/newsandopinion/news/cannes-lions-and-warc-reveal-secrets-to-creative-effectiveness/43765
5/95 Rule https://www.marketingweek.com/peter-weinberg-jon-lombardo-95-5-rule/
Category Entry Points https://business.linkedin.com/marketing-solutions/b2b-institute/cep-in-b2b
Building Distinctive Assets https://marketingscience.info/building-distinctive-brand-assets/
Promise to the Customers https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer
Mark Riston’s article about America falling behind https://www.marketingweek.com/effectiveness-ignorance-american-marketing/
Timestamps:
0:44 - Introduction to David Tiltman
2:34 - How WARC, Lions and Contagious fit under the Ascential banner
9:02 - What does marketing effectiveness mean?
14:26 - Rather than effectiveness, maybe we need to ask how we’ll drive business value.
19:17 - Do marketers need a common set of KPIs, concepts and terms?
27:35 - Good starting points to dig into marketing effectiveness
31:45 - WARC’s increasing commitment to the US in 2024
36:44 - About the Jan 2024 Most Contagious Event in NYC
44:15 - How to find out more about David & WARC’s increasing commitment
47:02 - Post Pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
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| SBP 052: Future of Marketing Departments with Hanna Riberdahl and Kaj Johansson. | 12 Jan 2024 | 01:39:57 | |
In our first guest interview for 2024, we have the pleasure of hosting Hanna Riberdahl, CEO of the Swedish Federation of Advertisers (Sveriges Annonsörer), and Kaj Johansson, Managing Partner and Co-Founder of Kapero. In this episode, we delve into Kapero's recent study revealing that marketing departments are overwhelmed with production tasks, often at the expense of generating true business value. Our conversation also explores how organizational design can impact marketing effectiveness and addresses the pitfalls of approaches like "Performance Marketing" and "Growth Hacking," which may inadvertently undermine the business value of marketing. Tune in for an insightful discussion that promises to reshape your perspective on modern marketing departments' challenges and opportunities. This is a must-listen episode – we hope you thoroughly enjoy it! Our Guests Hanna Riberdahl CEO of Sveriges Annosorer (Sweedish Federation of Advertisers) https://www.linkedin.com/in/hanna-riberdahl-b5967816/ https://www.sverigesannonsorer.se/om-oss/ Kaj Johansson Managing partner and co-founder of Kapero Management Consultants Specializing in Marketing, Communications and Media https://www.kapero.com/ https://www.linkedin.com/in/kaj-johansson-7808311/ Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Literature Future of the Marketing Department: https://kapero.com/en/the-marketing-department-23-report/ The Effectiveness System: https://www.sverigesannonsorer.se/wp-content/uploads/2023/09/The-Effectiveness-System-2.0-final.pdf Timestamps 0:44 - Intro to Kaj & Hann 2:48 - Why look into the effectiveness of marketing departments 5:19 - How org design affects marketing effectiveness 7:05 - The assumptions to test in this study 8:20 - Getting the perception of marketing from Sales, CEOs, CFOs and marketers 13:38 - Everyone agrees on what marketing departments should do but not how to do it 14:45 - The surprising finding about the marketing’s strategic contribution to the business 18:23 - The overwhelming similarities between B2B vs. B2C marketing departments 21:00 - Why marketing departments need fewer KPIs split into two sets 25:10 - The responsibilities of the marketing department don’t match their primary KPI 30:45 - Why “Performance Marketing” and “Growth Hacking” undermine marketing’s business value 33:39 - The risk with using digital metrics from Facebook and Google 35:34 - Why digital metrics for data-driven marketing is a big problem 37:55 - How digital metrics and big data has impacted the structure of marketing departments 41:15 - Why understanding baseline sales is so valuable 42:30 - Marketing needs to have an opinion about the 3 other Ps outside of promotion 44:15 - The impact that channel specialization has had on marketing budgets 46:38 - The contradiction with media optimization 50:15 - The future of marketing is not about building data-driven agile teams 52:50 - Modern marketing departments can create more value by doing less 56:25 - The skills modern marketing departments need more training with 1:03: - The opportunity to generate insights from voice of the customer research 1:06:32 - The dangers with insights from voice of the customer research 1:12:11 - Post pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber | |||
| SBP 051: The Barber's Brief - January 4, 2024 | 04 Jan 2024 | 00:37:25 | |
Welcome to season 3 of The Sleeping Barber! We are kicking the year off with our Barber’s Brief segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the News
Market-Based Asset Theory of Brand Competition | Byron Sharp, John Dawes, Kirsten Victory
https://www.sciencedirect.com/science/article/pii/S096969892300317X?via%3Dihub
MarketingDive - In-house agency sophistication rises, output improves: survey says
https://www.marketingdive.com/news/in-house-agency-trends-media-buying-data-strategy-wfa/703212/
WHO - The World Health Organization Appoints Champion for the European Well-Being Economy Initiative
https://www.who.int/europe/news/item/16-11-2023-new-who-champion-for-the-european-well-being-economy-initiative
MarketingDive - Instagram Reels outperforms TikTok, Facebook for branded video content, report says
https://www.marketingdive.com/news/instagram-reels-outperforms-tiktok-facebook-branded-video/703155/
CBC.ca - New York Times sues OpenAI, Microsoft for copyright infringement
https://www.cbc.ca/news/business/new-york-times-openai-lawsuit-copyright-1.7069701
Adweek - Meta's Ad-Free Tier Will Reveal How Hungry Users Really Are for Data Privacy - Opinion Brian Quinn
https://www.adweek.com/social-marketing/meta-ad-free-fee-consumer-hunger-data-privacy/
Ad of the Week
Guinness and its creative ad agency AMV BBDO have launched a new social media campaign called ‘Foot Pints’ that features a pair of winter boots that leave pint-shaped markings in the snow. These are limited edition - and those who are interested can register their interest on Guinness’s website.
The campaign playfully mimics the seriousness and gleam found in sneaker launches while celebrating pubs this festive season. Jennifer Gleeson, senior brand manager at Diageo, said that the campaign underlines the iconic Guinness serve while celebrating the festive season and the pubs that play a key role in culture and communion, especially throughout winter. The campaign will also encompass press and outdoor activations showing the ‘Foot Pints’ making their way to boozers throughout the UK. A limited edition was produced, and customers can register their interest on Guinness’s website.
Directed by: Ste Hinde
Director of Photography: Andi Hampton
Art Director: Hannah Rawson
Agency: AMV BBDO
Link: https://youtu.be/dPbB-1jMbe0?si=P8I_Vc-lY-5DLwtR
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id160981132
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
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| SBP 050: Love, Laughs and Power Rankings. With Conor Byrne and Elena Hengel. | 14 Dec 2023 | 01:01:50 | |
We decided to switch things up a bit for our last episode of the year. We roped in some of our pretty cool podcast buddies – Elena Hengel from the Marketing Architects Podcast and Conor Byrne, the brain behind 'That's What I Call Marketing!' Together, we dive into our best campaigns of the year from the US, Canada, and Europe. We discuss being bearish or bullish on MMM, B2B creativity, influencer marketing, and much more. Heck, we even rank our favourite marketing brains from the past year! This episode is best enjoyed with your feet up by a crackling fire, and don't forget the eggnog! We thank you all for the incredible support over the last and and we wish you all a Merry Christmas and Happy Holidays. We'll see you in the New Year! Marc and V Timestamps 1:21 - Our campaigns of the year 14:47 - Bullish or Bearish 42:35 - Thought leader power rankings 55:16 - 2024 predictions Links: Elena Apple, “Titanium” - https://www.wsj.com/tech/personal-tech/apple-iphone-15-titanium-commercial-yat-kha-d9cd2db3 Salesforce, “AI Sheriff” - https://www.adweek.com/brand-marketing/salesforce-sheriff-matthew-mcconaughey-artificial-intelligence-wild-west/ Conor: Paddy Power: https://youtu.be/F9xW1W7Kw8Y?si=yhTFRYPZAivaFSoi Yorkshire Tea Pack yer bags: https://youtu.be/F9xW1W7Kw8Y?si=yhTFRYPZAivaFSoi Communion Saves: https://www.youtube.com/watch?v=JCJfxC5i588 Vassilis: WestJet’s “Holiday Heros” - https://www.youtube.com/watch?v=GkZPyBcevaI = Canadian Tire “ Christmas Firsts” - https://www.publicis.ca/blog/canadian-tire-celebrates-holiday-firsts-2/ Marc’s Fixed Rate Pizza - https://marketingawards.strategyonline.ca/winners/winner/2023/?e=154387&u=Advertising&n=Fixed-Rate+Pizza Spotify Wrapped Campaign | |||
| SBP 049: The Barber's Brief - December 14, 2023 | 14 Dec 2023 | 00:32:14 | |
Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. Enjoy the show! Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ In the News WARC - The future of strategy: Marketing is in desperate need of a reality check https://www.warc.com/newsandopinion/opinion/the-future-of-strategy-2023-marketing-is-in-desperate-need-of-a-reality-check/6378 Adexchanger - Adalytics Exposes An Alleged $10.5 Billion Black Hole In The Google Search Partners Program https://www.adexchanger.com/online-advertising/adalytics-exposes-an-alleged-10-5-billion-black-hole-in-the-google-search-partners-program/ Techcrunch - AWS brings palm-scanning “Amazon One Enterprise" https://techcrunch.com/2023/11/28/aws-brings-amazon-one-palm-scanning-authentication-technology-to-the-enterprise/ Marketing Dive - IPG Mediabrands strikes a deal with Amazon for ad-supported streaming Amazon’s fledgling ad-supported offering. https://www.marketingdive.com/news/amazon-ipg-mediabrands-deal-ad-supported-streaming/702147/ Financial Post - Canadians now allocating 15.4% of their income to pay debts compared to 13.2% for Americans https://financialpost.com/news/mortgage-crunch-hits-canada-economy Marketing Dive - What Coca-Cola’s generative AI experiments mean for the brand’s future | Marketing Dive https://www.marketingdive.com/news/coca-cola-coke-ai-openai-lessons-plans-interview/701265/ The Marketing Moment Dove - The Real Cost of Beauty This was a campaign the aired earlier in the year which aims to to create a safer, healthier online environment for younger generations. Ogilvy UK and Ogilvy Toronot Sources: Campaign Landing Page: https://realcostofbeauty.dove.com/ https://www.razorfish.com/work/dove-real-cost-of-beauty/ https://www.hsph.harvard.edu/striped/wp-content/uploads/sites/1267/2022/10/Real-Cost-of-Beauty-Report-10-4-22.pdf https://www.ogilvy.com/work/cost-beauty https://www.marketingmag.com.au/featured/cost-of-beauty-dove-pushes-for-kids-online-safety-act-in-latest-campaign/ Ad of the Week Amazon's Christmas ad for 2023 called "Joy Ride." It's not your usual sleigh ride—it's a sweet story about three lifelong buddies who take us on a trip down memory lane. They show us that the greatest gifts aren't always in fancy boxes but in the special moments we enjoy together. Watch Here - https://www.youtube.com/watch?v=jmF0bOCa_4Q Coming up next week: Special Year in Review Episode with Elena Hengel From Marketing Architects and Conor Byrne from That’s What I call Marketing. © 2023 Sleeping Barber | |||
| SBP 048: What If There Was No Sales or Marketing Budget? With Jeff Lowe. | 07 Dec 2023 | 01:31:50 | |
What if we have been approaching organizational design all wrong? What if there is a better way to align an organization with consumer needs? In this week’s show, Jeff Lowe, Executive Vice President and Chief Commercial Officer of Smart Technologies, discusses how the gap between CMO-CEO, CMO-CFO, CMO-CRO, etc., can be bridged by removing sales and marketing silos with a Unified Commercial Engine (UCE). He also explains how a buyer journey map can be used to design an org chart and lead change management to support sales and marketing unification. Jeff even sheds some light on how a poker table can help budgeting and be used to align teams to commercial outcomes. Enjoy the show! Our Guest Jeff Lowe, EVP & Chief Commercial Officer, SMART Technologies https://www.linkedin.com/in/jefflowe2/ https://www.smarttech.com/en-gb/education Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: - Marc Binkley: https://www.linkedin.com/in/marcbinkley/ - Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Timestamps 0:44 - Intro to Jeff Lowe, EVP & CCO Smart Technologies 3:03 - The cause of the gap between CMO-CEO, CMO-CFO, CMO-CRO etc 5:30 - Why we need to unify B2B sales & marketing teams 9:40 - 74% of customers would prefer a rep-free experience 11:58 - Removing sales and marketing silos with a Unified Commercial Engine (UCE) 13:19 - The (sales) straw that broke the (marketing) camel’s back 15:35 - Using a buyer journey map to design an org chart 18:55 - Leading the change management to support sales + marketing unification 26;04 - The biggest lesson when you remove corporate silos 27:11 - What salespeople really think of marketing presentations 28:45 - What caused the 60% improvement in lead acceptance rate (MQL-SQL) 30:51 - How SMART’s culture supported employee engagement during the UCE transformation 35:11 - How to set marketing budgets when there is no marketing team for the budget 38:16 - Poker table budgeting to align teams to commercial outcomes 42:35 - A fair process isn’t the same as a fair outcome 44:55 - Why we should stop using the word “Branding” and what to use instead 50:32 - Should you spend more on brand or performance? 52:07 - Why marketers need to know the meaning of cash flow, EBITA, market share etc 52:57 - A SMART case study from Australia 56:40 - Why buyer enablement and purpose are fueling a B2B renaissance 1:00:30 - How to find out more about Jeff and SMART 1:03:53 - Post-Pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber | |||
| SBP 047: The Barber's Brief - November 30, 2023 | 30 Nov 2023 | 00:27:13 | |
Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. Enjoy the show! Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ In the News The Drum - Canadian Agency ReThink Wins the Chair & Retail Award for work with IKEA made “living ads” out of the city itself – using real homes (with real people in them) and turning them into instantly recognizable Ikea ‘billboards.’ including price tags and logos Ad Age - Mars is giving life to old ads In an effort to increase sustainability, The candy maker repurposes old spots from Twix, M&M’s bounty in a creative way. The Mars campaign, titled “Healthy Planet Productions”, follows the recent publication of its net zero roadmaps to accelerate action towards achieving net zero emissions by 2050. Healthy Planet Productions | Mars, Incorporated
Marketing News Canada - Is Popularity For Tik Tok amongst Teen leveling off? The latest data from Forrester's 2023 Youth Survey indicates a slight decline in TikTok's weekly usage among teens, dropping from 69% in 2022 to 68% in 2023. This suggests a potential levelling off of TikTok's popularity among teenagers, with competitors like Instagram's Reels and YouTube's Shorts gaining traction. TikTok still maintains a lead over its main competitor, YouTube, but faces growing competition in the ad market. Despite this, TikTok is expected to capture a significant portion of linear TV budgets targeting Gen Z in 2024.
The Marketing Moment How Snickers turned around declining market share Ad of the Week Chevrolet has unveiled their holiday season campaign, and it's truly heartwarming! The advertisement seamlessly showcases various products, prominently featuring an aging Chevy Suburban. However, what captivates the audience is the poignant narrative. A woman in the early stages of Alzheimer's witnesses her granddaughter embarking on a mission to create a memorable day, driving through the town and revisiting many cherished memories from Granny's past. Watch Here - https://youtu.be/xnZGEUA4oBk
Jeff Lowe - Replacing Sales, Marketing and CX with a Unified Commercial Engine © 2023 Sleeping Barber | |||
| SBP 082: The Barber's Brief - August 1, 2024 | 01 Aug 2024 | 00:23:09 | |
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
We hope you enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley:
https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Time stamps:
0:00 - Introduction
2:56 - Measuring the relationships between brands and AI Models
06:11 - The rise of brand refreshes over splashy ads
09:30 - Diageo's commitment to marketing investment
11:48 - Partnerships between media agencies and research firms
19:06 - Ad of the Week - CeraVe New Campaign
25:57 - Coming up next week
In The News Links:
The Sandbox’s terms of service may be “onerous, discriminatory and one sided,” according to an open web advocacy group.
Source: The Drum
Link: https://www.thedrum.com/news/2024/07/15/google-s-privacy-sandbox-terms-may-ironically-violate-privacy-law-new-research-says
Amazon Prime Day
Source: VOX
Link: https://www.vox.com/money/360028/amazon-prime-day-2024-target-walmart-temu
Amazon’s AI shopping assistant Rufus is live for all U.S. customers
Source: Search Engine Land
Link: https://searchengineland.com/amazon-rufus-live-444097
Loyalty scheme will enable ‘even smarter’ pricing
Source: MarketingWeek
Link: https://www.marketingweek.com/mcdonalds-loyalty-scheme-smarter-pricing/
Marketing Moment:
Converse Create Now, Create Next
Video: https://youtu.be/FIS_JkNnCeI?si=vglmjRBUtyoXXs2O
Summary of the Initiative
Converse implemented a dynamic Instagram marketing strategy to boost engagement and brand visibility by leveraging user-generated content, influencer partnerships, and engaging visuals For their create now, create next campaign.
What Was the Problem They Were Trying to Solve?
Converse aimed to engage a younger audience on social media and stand out in a competitive market by creating a strong, relatable brand presence on Instagram.
Who Was Involved in Creating This?
Converse’s in-house marketing team drove the initiative. While specific agencies or external vendors were not mentioned, influencer partnerships played a significant role in the campaign.
What Solution Was Engineered?
User-Generated Content: Encouraged followers to share photos using hashtags like #ConverseStyle.
Influencer Partnerships: Collaborated with influencers and celebrities to reach a wider audience.
Engaging Visuals: Maintained a vibrant, dynamic feed with a mix of professional photos, user-generated content, and artistic graphics.
Interactive Campaigns: Ran contests and interactive campaigns to boost engagement.
Consistent Brand Voice: Maintained a casual, fun, and relatable tone across all posts.
Results
Converse achieved a higher engagement rate on Instagram than many competitors, significantly increasing its brand visibility and follower growth.
Key Takeaways
Leverage User-Generated Content: Encouraging followers to share their own content can create a sense of community and provide authentic marketing material.
Influencer Partnerships: Collaborating with influencers can help reach a broader audience and add credibility to your campaigns.
Consistent Brand Voice: Maintaining a consistent and relatable tone helps build a strong brand identity.
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| SBP 046: Shattering Myths About High-Performance Leadership. With Eddie Obeng. | 23 Nov 2023 | 01:37:01 | |
Boy, do we have a treat for you today! On this episode of the Sleeping Barber Podcast, we are joined by Eddie Obeng, CEO and learning Director of the Pentacle Virtual Business School. Metaverse pioneer, even before the “metaverse” was a thing, Eddie talks to us about what happens when the pace of change is faster than our ability to learn, 3 rules to consider when trying to keep up with change, what do high-performance organizations do in a world with excessive amounts of data, the 'productive weirdos' and so much more! This episode is a wild, and the energy levels are off the charts. Consider yourself warned. Enjoy the show! Our Guest Dr. Eddie Obeng CEO & Learning Director of the Pentacle Virtual Business School MetaVerse Pioneer, Software Developer Ambassador for the Association of Project Management Professor Henley Business School, Duke - Growth, Innovation & Entrepreneurship Author & TEDtalks alum & in-demand speaker Linkedin: https://www.linkedin.com/in/prof-eddie-obeng/ Qube.cc: https://home.qube.cc/ Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Links & Research: TEDtalk: Smart Failure for a fast-changing world: https://www.youtube.com/watch?v=EjSuaeVfE9I Eddie’s Website & Books: https://www.eddieobeng.com/ HBR - 3 Ways to Prepare for The Future of Work: https://hbr.org/2023/09/3-ways-to-prepare-for-the-future-of-work McKinsey - 6 Ways to Create a High-Performance Culture: https://www.mckinsey.com/capabilities/people-and-organizational-performance/our-insights/the-organization-blog/6-elements-to-create-a-high-performing-culture 5 Monkey’s Fable: https://www.youtube.com/watch?v=QhBv1kEGUeE Timestamps 0:44 - Introduction to Eddie Obeng 3:07 - Why Eddie started an online consulting metaverse 30 years ago 7:09 - Why remote work failed 9:41 - What happens when the pace of change is faster than our ability to learn? 16:56 - Policies and processes run irrespective of reality 20:10 - 3 rules to consider when trying to keep up with change 23:20 - What do high-performance organizations do in a world with excessive amounts of data 26:55 - Modern high-performance cultures don’t look back, they look forward 28:52 - Why organizations need weirdos but don’t have any 30:44 - How leaders can harness innovation by converting normal staff into productive weirdos 35:19 - The collaboration lessons we missed during WFH remote work 41:14 - Why is it hard for existing companies to become high-performance organizations 44:03 - Why corporate purpose is about orienting toward a customer, not ESG 47:29 - Success with diversity also depends on creating new ways to function 52:13 - The tooth fairy story: how KPIs can lead to bad behaviours 56:22 - AI - everyone is doing it but they don’t know why 1:01:08 - The 3-phase approach for transforming into high-performance organizations 1:05:24 - Find out more about Eddie 1:06:52 - The problem with “saving the planet” 1:07:42 - 5 methods for figuring out what’s not real aka “the truth” 1:12:43 - Post-pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber | |||
| SBP 045: The Barber's Brief - November 16, 2023 | 16 Nov 2023 | 00:32:29 | |
Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. Enjoy the show! Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ In the news Marketing Week - Mark Ritson Effectiveness: American and Canadian marketing fall behind in effectiveness, with a lack of engagement in key discussions like eSOV, distinctive assets, attention theory, 60/40 rule, and mental and physical availability. The perception that effectiveness principles originated outside the US leads to skepticism. Notable figures include the B2B Institute (Peter Weinberg, Jon Lombardo, Ty Heath), Koen Pauwels, and Roger Martin. Search Engine Land - Barry Schwartz: Google will be announcing significant changes to their search algorithm. Danny Sullivan, Google's Search Liaison, hints at upcoming adjustments but cautions that those generating "good content" will not be affected. Marketing Letters - Brand Growth Potential: Challenge to the 80/20 rule: Top 20% of customers contribute 50% of sales. Emphasis on targeting light and non-category buyers for sustained growth. Sales potential depends on the number and frequency of category buyers. Simulation and real panel data analysis conducted in the toothpaste category. Marketing Dive - Coca-Cola's AI Activation: Coca-Cola utilizes AI to create a futuristic cityscape at Las Vegas Sphere, promoting Coca-Cola Y3000 Zero Sugar. Transformation of Exosphere inspired by Y3000 AI Cam. The activation period began Nov. 13. The Drum - Huge Bets on Productization Model: Creative agency Huge, under IPG ownership, shifts away from traditional practices, abandoning RFPs, free creative, and rate discounts. Adopts a productization model with set prices and timelines in experience transformation, technology realization, and growth creation. Global talent pool of 1200+ employees accessible globally. Marketing Dive - Google's Generative AI Features: Google introduces generative AI features in Performance Max ad product. Advertisers generate campaign assets by providing a URL. AI-populated assets, including stock and unique images, guaranteed to be non-repetitive. FastCompany - IDEO's Restructuring: Leading design firm IDEO undergoes layoffs and restructuring, reflecting a shift from traditional design thinking. Industry trend moves towards agile, external innovation sources. Downsizing raises questions about the industry's future efficiency and innovation potential. Marketing Highlight: Oreo Case Study As one of Kantar's top 10 penetration powerhouses, Oreo's success is driven by the product flywheel effect—a positive feedback loop that fuels sustained growth. While cookies remain their core business, strategic expansion into new categories, like frozen treats, has introduced Oreo to 26 million new global shoppers, with 5.7 penetration points in India alone, equating to 19 million new buyers. The #StayPlayful global brand campaign has been instrumental in Oreo's triumph, celebrating the brand's playful elements and fostering a nostalgic connection to family moments. Running for over a year, the campaign reached audiences across 27 Central and Eastern European countries, including key markets like Germany and Russia. Results:
Ad of the week https://www.youtube.com/watch?v=5y0fGsQU5zg&t=4s Coming up next week: Eddie Obeng - Building High Performance Organizations | |||
| SBP 044: NPS Exposed - What Does It Really Measure? With Prof. John Dawes. | 09 Nov 2023 | 01:06:01 | |
Net Promoter Score (NPS) has been a crucial part of the business world for nearly two decades. It was initially presented as the ultimate metric, the one to rule them all. Its simplicity and focus on customer satisfaction made it a darling of the industry. However, with the evolution of customer research and feedback analysis, the idea of NPS as the singular, all-encompassing metric is being questioned. Even though two-thirds of Fortune 500 companies still employ NPS, it is no longer considered the only measure of customer satisfaction. In this episode, we are joined by John Dawes, a professor at the Erenburg-Bass Institute, who will share his research on NPS. This episode will likely challenge what you know about NPS and shed light on some of its flaws. Our Guest Webpage: https://johndawes.info/ LinkedIn: https://www.linkedin.com/in/john-dawes-059bab10/ Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Links & Research: HBR - The One Number You Need to Grow https://hbr.org/2003/12/the-one-number-you-need-to-grow HBR - Where NPS Goes Wrong https://hbr.org/2019/10/where-net-promoter-score-goes-wrong Qualtrics - THe Ultimate Guide to NPS https://www.qualtrics.com/experience-management/customer/net-promoter-score/ Int. Journal of Market Research: NPS - What Should Managers Know? https://journals.sagepub.com/doi/10.1177/14707853231195003 A longitudinal Examination of NPS and Firm Revenue Growth https://www.researchgate.net/publication/228660597_A_Longitudinal_Examination_of_Net_Promoter_and_Firm_Revenue_Growth Byron Sharp - NPS does not predict growth https://byronsharp.wordpress.com/2008/08/08/net-promoter-score-nps-does-not-predict-growth-its-fake-science/ Fred Reichheld - The Ultimate Question 2.0 https://www.amazon.ca/Ultimate-Question-Revised-Expanded-Customer-Driven-ebook/dp/B005E8AKVM/ref=sr_1_1 Why NPS is a bad tool and what to use instead https://archive.researchworld.com/why-net-promoter-score-is-actually-a-bad-tool-and-what-to-use-instead/ Brand Growth Potential https://link.springer.com/article/10.1007/s11002-023-09682-7 How Brands Grow https://www.amazon.ca/How-Brands-Grow-What-Marketers/dp/0195573560 Timestamps 0:44 - Intro to John Dawes 2:24 - What NPS is and how it’s measured. 3:50 - Why NPS benefits from extreme scoring 5:48 - The downside of the NPS scoring method 8:38 - Why 66% of Fortune 500 companies use NPS 10:40 - The false promise of high NPS scores 13:44 - The trouble with NPS-based incentives 16:46 - The disconnect between NPS scores and business performance 19:30 - The challenges of NPS with growing vs established brands 21:28 - The effectiveness of NPS vs. past sales as a predictor of future growth 26:02 - Are NPS detractors actually bad? 29:50 - Is NPS a superior metric to CSAT scores for predicting growth? 33:17 - What is NPS good for & what to ask instead 37:56 - Can Google Reviews replace NPS? 39:25 - Metrics better than NPS for predicting growth 42:53 - Can we put the NPS genie back into the bottle? 46:47 - If not NPS for growth, then what? 49:32 - 50 years of brand performance disproves loyalty as a growth driver 52:19 - How to find out more about John 54:01 - Post-pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber | |||
| SBP 043: The Barber's Brief - November 2, 2023 | 02 Nov 2023 | 00:30:56 | |
Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. Enjoy the show! Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ In the News: Unilever promotes internally to appoint new top marketer. Source: Marketing Week - https://www.marketingweek.com/unilever-appoints-new-top-marketer-promotes-internally/ What B2Bs Need to Know About Their Buyers. Source: HBR - https://hbr.org/2022/09/what-b2bs-need-to-know-about-their-buyers Nestle promises an across-the-board increase in marketing spend. Source: Strategy Online - https://strategyonline.ca/2023/10/19/nestle-promises-an-across-the-board-increase-in-marketing-spend/ Synthetic data is suddenly making very real ripples - Mark Ritson Source: Marketing Week - https://www.marketingweek.com/synthetic-data-market-research/ Amazon upgrades ad suite with new data clean room, AI image generator Source: Marketing Dive - https://www.marketingdive.com/news/amazon-unboxed-advertising-data-clean-room-ai-image-generator/697825/ Unilever thinks purpose is pointless for some brands Source: The Message - https://the-message.ca/2023/10/27/new-unilever-ceo-downplays-purpose-and-hikes-adspend/ The Marketing Moment: ZGM: AB is Calling Background In order for Alberta to thrive now and in the future, we need skilled, young labour. Labour that we just can’t pump out fast enough organically. So, we need to attract skilled workers from other parts of Canada. Workers who may not realize the career and lifestyle opportunities, along with the affordability advantages that Alberta has to offer. Challenges Focus group research found that Alberta is portrayed by some as lacking in culture and diversity. We knew this version of Alberta wouldn’t appeal to skilled, young workers living, for example, in the urban centres of Toronto and Vancouver. We would need to address their misconceptions of Alberta head on by using publicly available and completely defensible data to compare Alberta’s advantages in affordability, career opportunities and lifestyle to other strategic Canadian cities. Strategy Saying that “Alberta is diverse and rich in culture” could easily be dismissed as marketing language. The messaging needed to focus on jobs, housing and lifestyle, with imagery showcasing a diverse, culturally rich province. Lead with The Cost of Living targeting Toronto & Vancouver Execution Launched Summer 2022: Website, Radio, Audio, Digital & Social in Van + Tor featuring AB advantages including affordable homes, liveable city, family friendly, career opportunities Fall 2022 - OOH takeover at Yonge-Bloor in Tor + Granville-Robson in Van + Wrapped Vancover Sun paper Results AB had the biggest positive net migration from other provinces Alberta's population grew by 60,000 in the quarter following the campaign– more than any other year since they began estimating populations in 1951. Ad of the Week The King & The Viking - Beats by Dre The Norway international features alongside the one the Los Angeles Lakers superstar in a new promo campaign entitled "The King and The Viking," in which the pair connect with their families on the day before a big game. In the promo, Haaland receives a heartfelt message from his father and agent, former footballer Alfie. Meanwhile, the man known as "King James" receives a pre-match pep talk from his wife, Savannah. AD Link: https://youtu.be/EuUXiJW2HjY © 2023 Sleeping Barber | |||
| SBP 042: Preparing For a Successful Q4. With Samantha Kelley. | 26 Oct 2023 | 01:20:57 | |
Right on time for the final sprint! Q4 marks the high-pressure season for countless advertisers and industries. While most are busy putting the final touches on their campaigns for the impending "cyber 5" period, we urge you to take a moment to tune in. This week, we're joined by Samantha Kelley, CEO of Touché! Canada and Omnicom Media Group (OMG) Montreal, Canada's largest media agency. Samantha shares valuable strategies that advertisers should be considering as they head into this incredibly "scrappy" period. Enjoy the show. Our Guest Samantha Kelley: https://www.linkedin.com/in/samantha-kelley-7809b11/ Touché!: https://www.touchemedia.com/en/ Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Podcast Literature: Amplified Intelligence: https://www.amplifiedintelligence.com.au/dr-karen-nelson-field/ Impact of Creative on Advertising Effectiveness: https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think The Markov Curve: https://channelmix.com/blog/markov-chain-marketing/ Timestamps 0:44 - Introduction to Samantha Kelly, CEO of Touché! Canada and Omnicom Media Group 3:12 - Q4 has become more of a marathon than the sprint it used to be 4:10 - Shopping habits of consumers 6:45 - How media consumption habits are affecting media buyers 7:56 - Applying viewer attention to ad platform impressions 9:16 - The impact of viewer attention on the measurement of long v. short term activations 11:03 - Pandemic and Inflationary affects on consumer shopping behaviour 13:55 - SportChek case study 16:50 - AI-based tech to build ad creative and increase speed to market 18:30 - Ad units to leverage in Q4 19:52 - The growing opportunity with Retail Media Networks (RMNs) 23:24 - How media buyers can integrate RMNs with brand s 25:05 - Splitting media budget between brand with activation ads in Q4 26:15 - Advice for winning Q4 28:55 - Planning holistic campaigns versus splitting budget between traditional v. digital media 30:53 - Audio placements: radio and podcast opportunities 32:22 - Media Mix Modeling and optimization of media spend 34:00 - The rule of thumb for splitting budget between media and creative 35:07 - Balancing reach with personalization 36:30 - Reaching loyal versus light customers 38:20 - Tips for small and medium-sized businesses 40:10 - Setting budgets for the holiday season & the Markov curve 42:44 - How to maximize ROI during the cyber 5 44:41 - Should companies hide online products to steer people into a store? 48:22 - Why retailers shouldn’t force customers into a sales channel 50:37 - Marketing metrics to focus on 54:04 - Why measurement is a big challenge 55:43 - Incrementality is the game, not ROAS or ROI 58:14 - Things to avoid in Q4 59:40 - Post-pod with V and Marc Where to listen Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber | |||
| SBP 041: The Barber's Brief - October 19, 2023 | 19 Oct 2023 | 00:28:15 | |
Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. Enjoy the show! Our Hosts Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ In the News: Eddie Bauer Changed its logo because Gen Z doesn’t read cursive: https://www.fastcompany.com/90963252/eddie-bauer-new-logo-ditches-script-and-adopts-a-goose Source: Fast Company ‘Trust your gut’: Marketing leaders on prioritizing wellbeing when job hunting. https://www.marketingweek.com/marketing-leaders-prioritising-wellbeing-job-hunting/ Source: Marketing Week Marketing enters its Taylor Swift era: Here’s what the numbers say! https://www.marketingdive.com/news/taylor-swift-era-marketing-ads-numbers-statistics/695775/ Source: Marketing Dive AD Platforms are Dropping New Toys for the Holidays https://marketingnewscanada.com/news/new-toys-from-meta-pinterest Source: Marketing News Canada Canadian Survey of Consumer Expectations—Third Quarter of 2023 https://www.bankofcanada.ca/2023/10/canadian-survey-of-consumer-expectations-third-quarter-of-2023/ Source: Bank of Canada Ads don’t wear out, Only marketers do https://www.marketingweek.com/consumers-tired-ads-marketers/ Source: Marketing Week The Marketing Moment Sprite: Heat Happens, Stay Cool. Literature links: Marketing Interactive: https://www.marketing-interactive.com/sprite-launches-global-campaign-to-urge-people-to-keep-cool-in-the-heat Ogilvy: https://www.ogilvy.com/work/heat-happens Kantar: https://kantar.turtl.co/story/brand-footprint-2023-p/page/6/5 Ad of the Week Cadbury - Garage https://www.youtube.com/watch?v=JHEJfRnWyBM © 2023 Sleeping Barber | |||
| SBP 040: Making a Promise to the Customer. With Roger Martin. | 12 Oct 2023 | 01:33:20 | |
Roger Martin returns to our show for a candid conversation on his recent research collaboration with WARC and the B2B Institute, "Making a Promise to the Customer." We delve into the implications of this research for advertisers, explore the relationship between branding and consumer promises, and much more. This episode will not disappoint. Enjoy the show. Our Guest: Roger’s Website: https://rogerlmartin.com/ LinkedIn Profile: https://www.linkedin.com/in/roger-martin-9916911a9/ Medium Blog: https://rogermartin.medium.com/ Thinkers 50: https://thinkers50.com/biographies/roger-martin/ HBR Articles: https://hbr.org/search?search_type=subscriber-search&term=Roger+L.+Martin&sort=publication_date#browse-reports-filter Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Podcast Literature: HBR Articles https://hbr.org/search?search_type=subscriber-search&term=Roger+L.+Martin&sort=publication_date#browse-reports-filter LinkedIn Making a Promise to the Customer https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer Customer Loyalty is Overrated: https://hbr.org/2017/01/customer-loyalty-is-overrated Marketing & Strategy Are the Same Discipline: https://rogermartin.medium.com/its-time-to-accept-that-marketing-and-strategy-are-one-discipline-17f0140521c9 Timestamps 0:44 - Intro 5:01 - Results from the Promise to the Customer (PTTC) report 6:59 - The difference between a brand promise and a PTTC 9:01 - Only 40% of campaigns include a PTTC 9:45 - A brand promise isn’t as powerful 11:48 - Small brands can also benefit from PTTC 13:19 - Why AVIS “We Try Harder” isn’t a PTTC and why Sixt “Pick THE car” is 16:45 - Eliminating bias in the WARC database and research methodology 19:06 - The hypothesis of what makes a brand. ie. FedEx 24:40 - The risk of rebranding, refreshing logos and revitalizing campaigns 26:12 - Snickers: How to correctly build on a PTTC 28:45 - Why this is the most striking research result in Roger’s career 30:02 - Pricing research at P&G - the second most dramatic finding in Roger’s career 34:33 - Walmart’s Everyday low prices is a PTTC 35:40 - The 3 features of a good PTTC: Memorable, Valuable, Deliverable ie. adidas, Geico 40:22 - The difference between a USP and PTTC ie. IBM Building a Smarter Planet 43:27 - How P&G used the PTTC framework to evaluate their ad creative 49:44 - Why a PTTC can organize and align an entire company 52:38 - PTTC + PTW Case Study: Formica vs. Wilsonart high pressure laminate 57:45 - Customer loyalty is overrated, focus on habit instead 1:00:02 - Social media buzz is NOT a good indicator of PTTC success 1:04:04 - The first thing a CMO can do to benefit from the PTTC findings 1:06:15 - What’s coming with the PTTC framework 1:08:40 - Find out more about Roger (use the L.) 1:10:55 - Our best compliment ever Where to listen Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber | |||
| SBP 039: The Barber's Brief - October 5, 2023 | 05 Oct 2023 | 00:27:22 | |
Welcome to the first-ever episode of the "Barber's Brief." A bi-weekly segment that focuses on bringing the latest news that caught our attention, but more importantly it will provide a platform to engage with you our listeners. We hope that you enjoy it! Our Hosts Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ In the News: Lululemon & Peloton Deal: https://www.cbc.ca/news/business/lululemon-peloton-partner-1.6980800 Nike Pledges to ‘stay on the offensive' as it increases focus on demand generation: https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer Only one in five CMO-CFO relationships are truly collaborative: https://www.marketingweek.com/cmo-council-cfo-relationship/ The New Coke Y3000: https://www.inc.com/minda-zetlin/coca-cola-just-did-something-no-company-has-ever-done-heres-how-coke-drinkers-are-reacting.html Microsoft debuts a platform to help retailers launch and scale an ad business: https://www.marketingdive.com/news/microsoft-retail-media-networks-launch-scale/695344/ Hornets launch jersey-patch deal with influencer MrBeast: https://www.espn.com/nba/story/_/id/38547974/hornets-launch-jersey-patch-deal-influencer-mrbeast Our Marketing Moment How Lidl uses excess share of voice to boost sales & market share: https://www.youtube.com/watch?v=bb-6PCbsdyc&t=325s Ad of the Week IKEA - The Swedish retailer is stepping away from the picture-perfect catalogue promo this time https://www.thedrum.com/news/2023/10/02/ad-the-day-ikea-literally-spills-guts-brutally-honest-campaign Where to listen Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber | |||
| SBP 038: How Branding Affects the Race for Talent. With Shelley Billinghurst. | 28 Sep 2023 | 01:38:32 | |
Many marketers often narrow their focus on branding, concentrating primarily on select elements such as an organization's visual identity, advertising and promotional efforts, and its presence on social media platforms. However, it's important to consider that branding also plays a significant role in the realm of recruitment. This week on the podcast, we welcome Shelley Billingshurst, President of Hire Value Inc, to discuss the delineation between HR and Talent recruitment, the importance of organizational branding and it’s effects on recruitment, why talent tracking systems create horrible brand experiences for talent and so much more. This is a very polarizing episode we hope you enjoy! Our Guest Follow Shelley Billingshurst: https://www.linkedin.com/in/shelley-billinghurst-91ab71/ Hire Value Inc: https://hirevalueinc.com/ Our Hosts Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Podcast Literature: HBR The War for Talent is Back: https://hbr.org/2007/04/the-war-for-talent-is-back CNN The Race for Talent: https://www.cnn.com/2022/02/24/success/companies-hiring-faster/index.html HBR Make your Employer Brand Stand out in the Talent Marketplace: https://hbr.org/2022/02/make-your-employer-brand-stand-out-in-the-talent-marketplace SHRM - Most people never complete job applications: https://www.shrm.org/resourcesandtools/hr-topics/talent-acquisition/pages/most-people-never-finish-online-job-applications.aspx Social media has reinvented the way Gen Z finds jobs: https://www.benefitnews.com/news/social-media-has-reinvented-the-way-gen-z-finds-jobs Timestamps 0:44 - Intro to Shelley 2:56 - The connection between marketing, brand and talent acquisition 4:54 - Winning the war for talent vs. the race for talent 7:26 - The difference between talent acquisition and HR 11:02 - Recruitment and HR have different incentives 14:37 - How corporate culture influences recruitment 18:54 - Why talent acquisition should live outside of HR (KPMG example) 22:58 - Why Applicant Tracking Systems (ATS) create a horrible brand experience for talent 25:28 - The skills for success in HR and recruiting are different 26:35 - Abandonment rate in application submissions 28:09 - How unqualified job seekers overload ATS 30:23 - How qualified candidates work around ATS 31:53 - How LinkedIn and Indeed work 34:44 - How great brands like Microsoft manage their talent & database 40:38 - Why candidates need to continuously invest in their personal brand 43:02 - Why the odds of getting a job through an online application are less than 1% 47:44 - The best way to write job descriptions and respond to them 53:16 - The traditional hiring system is broken - why networking is so important 58:54 - The one thing a company can do to fix talent acquisition 1:00:47 - The one thing a candidate can do to improve their odds of getting a job 1:05:38 - The one thing recruiters can do to create a great brand experience 1:07:55 - How to find out more about Shelley 1:09:03 - Why Benevity, WestJet, Lululemon and X (Twitter) are great employer brands 1:14:07 - Post-Pod with V and Marc Where to listen Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber | |||
| SBP 037: The State of Programmatic in Canada. With Ben Wise and Jeremy Freedman. | 21 Sep 2023 | 01:20:19 | |
Today, we have a thrilling episode in store for you as we engage in a conversation with not just one, but two Heads of Programmatic Media from Google Canada. Joining us are Ben Wise and Jeremy Freedman, and together we discuss the state of programmatic here in Canada. We explore various trends, delve into Google's privacy sandbox, touch upon the widespread adoption of digital practices within organizations, and much more! This is an episode you won't want to miss. Enjoy the show. Our Guests ------------ Ben Wise - https://www.linkedin.com/in/benwise1/ Head of Programmatic Media at Google Jeremy Freedman - https://www.linkedin.com/in/thejeremyfreedman/ Head of Programmatic Media, Agency at Google Our Hosts ----------- Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Podcast Literature -------------------- Understanding Programmatic - Think With Google https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/automation/what-programmatic-and-why-everyone-talking-about-it/ Programmatic analysis tools | BigQuery | Google Cloud https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/automation/what-programmatic-and-why-everyone-talking-about-it/ The Future of Programmatic Media in 2023 https://marketingnewscanada.com/news/the-future-of-programmatic-media-in-2023 Google’s new prototype AI tool does the writing for you https://www.theverge.com/2022/11/2/23435258/google-ai-writing-wordcraft-lamda Timestamps ------------ 0:44 - Introductions 3:25 - What is programmatic media buying? 5:40 - Targeting by Geo, Context, Audience and Private Marketplaces 9:55 - How programmatic media has evolved in Canada 12:01 - What inventory is available to programmatic media in Canada? 15:24 - Opportunities with Connected TV (CTV) 20:36 - How AI enhances media buying and creative placements 24:46 - Bringing programmatic in-house vs hiring agencies 27:40 - The right time & risks with bringing programmatic in-house 31:00 - Replacing people with robots? 33:03 - Performance measurement & attribution models 41:40 - Privacy sandboxes and public concerns 46:03 - Running experiments to create breakthroughs 50:10 - Factors driving programmatic growth and innovation 53:20 - Post-pod with V & Marc Where to listen ----------------- Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber | |||
| SBP 081: Not All Data is Evidence. With Prof. Koen Pauwels. | 25 Jul 2024 | 01:13:50 | |
This week, we dive deep into marketing effectiveness with the distinguished Professor Koen Pauwels. Get ready for a treasure trove of insights, including a checklist on increasing sales, the two most common mistakes marketers make, and whether a discount or doubling your budget will drive sales. Professor Pauwels, Vice Dean of Research at Northeastern University, shares his expertise on data-driven decision-making, the difference between efficiency and effectiveness, and the role of intuition in marketing.
This episode is packed with actionable advice and thought-provoking discussions you won't want to miss!
Don't forget to leave a review on Apple or Spotify if you enjoy the show. Your feedback means a lot to us!
Our Guest:
Professor Koen Pauwels
Distinguished Professor of Marketing and Vice Dean of Research at Northeastern University
Consultant for companies like Amazon, Microsoft, Unilever, and Sony
Author of multiple books and award-winning papers
Website: www.marketingandmetrics.com
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Topics Discussed:
• Data-driven vs. evidence-based decision making
• Marketing effectiveness and efficiency
• The importance of goal alignment in marketing
• How to avoid common marketing mistakes
• The role of intuition and creativity in marketing
• Segmentation, targeting, and positioning
• Old world vs. new world marketing
• Effective use of discounts and advertising budgets
Quote of the Episode:
"In marketing, it’s better to be vaguely right than precisely wrong." - Professor Koen Pauwels
Timestamps
0:00 - Introduction to the theme and Prof. Pauwels
2:55 - How Prof. Pauwels got into marketing effectiveness
3:52 - The model + the manager is better than either individually
5:20 - The difference between marketers in the US vs Europe
7:22 - Marketing Effectiveness vs. Effeciency
9:20 - ROI is limiting if you’re a mid to large size company
11:54 - ROI is NOT an effectiveness metric
14:50 - Improving marketing ROI is a team sport
16:05 - Looking for evidence where the light shines
17:37 - When Facebook Likes isn’t an objective
22:22 - Reach is a proxy metric
25:19 - The two big mistakes marketers consistently make
30:45 - Marketing theory: what still matters and what doesnt
35:43 - How does advertising actually work
38:30 - The common response to how sales volume respond to discount
41:27 - A checklist to quickly increase sales
45:40 - Reference pricing
48:30 - How do we get from here to there?
54:29 - Find out more about Prof. Pauwels
56:30 - Post-pod with V and Marc
Long-Term effects of Advertising https://www.linkedin.com/pulse/long-term-effects-advertising-prof-dr-koen-pauwels-gasve/?trackingId=ydTzAVjqTFujBWIsvMnupQ%3D%3D
Reference for all Published Papers https://marketingandmetrics.com/sitemap/
It’s not the size of the data, it’s how you use it https://www.amazon.ca/Its-Not-Size-Data-How-ebook/dp/B00HSUWKY4?ref_=ast_author_dp
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| SBP 036: The Gravity of Ecommerce. With JP Castlin and James Hankins. | 14 Sep 2023 | 01:26:55 | |
We're thrilled to be back after our summer hiatus with an exciting new episode! In this installment of the Sleeping Barber Podcast, we have the pleasure of hosting JP Castlin and James Hankins, who join us to explore the compelling themes discussed in their paper, "The Gravity of Ecommerce." Tune in as we delve into the allure of online retail and the stark reality that many e-commerce businesses struggle to turn a profit. Our guests shed light on the numerous challenges and misconceptions that often ensnare e-commerce entrepreneurs, including the unearthing of hidden fulfillment costs and the pursuit of efficiency within the supply chain. And don't forget to stick around until the end for a post-podcast discussion with our insightful hosts, Marc and V, as they reflect on the key takeaways gleaned from their enlightening conversation with JP and James. It's an episode you won't want to miss, so sit back, relax, and enjoy the show! Our Guests ------------ JP Castlin - https://www.linkedin.com/in/jpcastlin/ Strategic Management Consultant Author - 2 upcoming books & articles in Marketing week, WARC, IPA, The Drum Speaker James Hankins - https://www.linkedin.com/in/james-cp-hankins/ Global VP Marketing & Strategy Planning @ Sage (ERP) Consulting Strategist @ Vizer Consulting Co-Chair of IPA Share of Search ThinkTank @ IPA Our Hosts ----------- Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Podcast Literature -------------------- Questioning the Growth Dogma: https://journals.sagepub.com/doi/abs/10.1177%2F10422587211059991 The Gravity of Ecommerce: https://www.warc.com/content/paywall/article/warc-exclusive/the-gravity-of-e-commerce/en-gb/146943? Winning the Final Mile: https://www.marketingweek.com/ecommerce-final-mile/ Evolution of OmniChannel to connected commerce: https://www.globallogic.com/insights/blogs/retail-evolution-will-the-dinosaurs-die/ Unified Commerce: https://blog.qivos.com/unified-commerce-the-evolution-of-omni-channel/ JP Creating Cash Flows: https://www.marketingweek.com/jp-castlin-bigger-marketing-budget-focus-creating-cash-flows/ Digital Availability: https://theeqplanner.wordpress.com/2021/01/26/why-digital-availability-aids-strategic-decision-making-plus-why-digital-ads-arent-analogous-to-rent-or-signage/ The Jevons paradox: https://en.wikipedia.org/wiki/Jevons_paradox Timestamps ---------------- 0:46 - Intro to JP & James 3:10 - The attraction of eCommerce 4:03 - Why profits are elusive in an ecomm businesses 9:57 - Growth at all costs? 12:20 - Digital availability - why digital ads driving ecomm aren’t really ads 18:00 - Why we underestimate the costs of ecomm 22:14 - Ways to increase ecomm profits & effeciency 25:10 - The marketers responsibility to commercial creativity (not just ads) 27:40 - Recovering the margins of digital commerce 36:37 - Can small businesses compete with Amazon? 40:29 - Why so many DTC companies open retail stores 43:19 - Value chain vampires 47:02 - Why ROAS is not an optimal financial metric 49:25 - The problem with hiring marketing specialists 52:40 - Marketers can add value by understanding the business model 58:18 - The strategy behind the vegan sausage roll principle 1:02:03 - How to find out more about JP and James 1:03:50 - The post-pod with V and Marc Where to listen ----------------- Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber | |||
| SBP 035: A Guide to Product Marketing, with Yasmeen Turayhi | 03 Aug 2023 | 01:15:06 | |
In this episode, we're thrilled to welcome our guest, Yasmeen Turayhi, the founder of Modern Product - a renowned product marketing consulting agency, she is also a TED X speaker and author of three incredible books! Together, we navigate the contrasting landscapes of single vs. multi-product companies, why market research is so crucial, and why humility is a key skill for successful product development. Join us for this conversation that promises to be filled with actionable insights for all marketers. Enjoy the show. Our Guest --------------------------- Yasmeen Turayhi: https://www.linkedin.com/in/yasmeenturayhi/ Founder of Modern Product - Product marketing & consulting agency Our Hosts --------------------------- Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Podcast Literature: --------------------------- Yasmeen’s Books: https://www.amazon.ca/Yasmeen-Turayhi/e/B07GZ4WC4S/ref=dp_byline_cont_book_1 Patrick Campbell - Understanding Customers https://turingfest.com/blog/patrick-campbell-saas-fundamentals/ Better Brief Project - https://www.betterbriefs.com/ Yasmeen TEDx talk on Intuition - https://www.youtube.com/watch?v=2w-eYtt3oiU How to Be an Effective Product Marketer - https://www.youtube.com/watch?v=j6v7PCpo-g PM Course - https://product-marketing-go-to-market.teachable.com/p/product-marketing-debunked Product Marketing Alliance - https://www.productmarketingalliance.com/ Timestamps: --------------------------- 0:44 - Intro to Yasmeen 2:18 - What is product marketing 5:46 - How does the role of a product marketer differ from regular marketers 10:55 - How brand and product marketers can work together 13:12 - Single vs. Multi-product companies 14:05 - Product marketing across the product lifecycle 16:02 - Why market research is so important 20:19 - Humility is a key skill for product development 22:35 - The most common mistakes product marketers make 25:34 - The importance of a community in product development 27:25 - Getting leadership buy-in with the go-to-market plan 29:45 - What happens if the baby (product) is ugly? 34:17 - Differentiation vs. Distinctiveness - what matters? 39:01 - Repositioning existing products 43:04 - How to craft a positioning statement 47:32 - How do you manage priorities when things are moving so fast? 51:54 - Post-Pod with V & Marc Where to listen --------------------------- Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber | |||
| SBP 034: Bud Light, Barbie and Branding, with Emmanuel Probst | 21 Jul 2023 | 01:13:24 | |
This week on the Sleeping Barber Podcast, we have Emmanuel Probst, Global Lead - Brand Thought Leadership @ Ipsos and author of "Aseemblage." Join us as we delve into the thought process behind his latest book; we also discuss the need for brand managers to co-create with customers, analyze real-life brand case studies like Vaseline and Bud Light, and explore how brands can promise and deliver the right experience to their customers. We also spend some time understanding the secret recipe of building a brand for longevity and learning what skills are needed to become a great "master blender." Enjoy the show. Our Guest --------------------------- Emmanuel Probst https://www.linkedin.com/in/emmanuelprobst Global Lead - Brand Thought Leadership @ Ipsos Our Hosts --------------------------- Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Podcast Literature: --------------------------- Assemblage https://www.amazon.ca/Assemblage-Art-Science-Brand-Transformation/dp/1646871251 Peter Field Rebuttal to results of Purpose Led Brands https://www.thedrum.com/news/2021/10/25/peter-field-hits-back-hysterical-brand-purpose-critics-read-his-letter-full Mark Ritson Good Purpose, Bad Purpose https://www.marketingweek.com/mark-ritson-good-purpose-bad-purpose/ LinkedIn B2B Institute & Roger Martin’s Promise to the Customer (PTTC) https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer Bud Light Launches new ad after Transgender commercial https://www.cbsnews.com/news/bud-light-releases-new-ad-following-dylan-mulvaney-controversy/ Vaseline Slugging https://www.nytimes.com/2022/02/11/business/vaseline-slugging-tiktok.html Barbie Launches Career Dolls https://www.ctvnews.ca/business/barbie-turns-60-with-career-dolls-role-models-like-tennis-pro-naomi-osaka-1.4328515 Timestamps: --------------------------- 0:44 - Emmanuel Probst Intro 2:14 - Assemblage, an analogy between wine making and brand building 6:35 - Why brand managers need to co-create with customers 9:18 - CoCreation example: Vaseline #Slugging 13:02 - Monitoring brand signals and separating the noise 17:04 - What brand managers can learn from the James Bond franchise 21:02 - Bud Light’s missteps and road to recovery 28:55 - Many new marketing leaders make this same mistake 34:11 - Brands can’t just make a promise, they have to deliver the experience 36:54 - Brand purpose vs. personal relevance 40:02 - Building for brand longevity 44:52 - A buyer’s category entry point can change but the brand’s assets shouldn’t 51:37 - The skills needed to be a great master blender for brands 55:09 - Post Pod with V & Marc Where to listen --------------------------- Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber | |||
| SBP 033: AI. Separating Fact From Fiction, with Darby Sieben and Craig Haney | 06 Jul 2023 | 01:27:38 | |
The topic on everyone's mind is AI, and we decided to jump into the conversation as well. Whether you're an enthusiast or a skeptic, there's no denying AI's significant impact on our world. We're privileged to have Craig Hainey, Head of Ventures at AltaML, and Darby Sieben, Chief Product Officer at Unbounce, join us to navigate the labyrinth that AI is. Our discussion spans a range of topics, from debunking common AI myths to exploring how UX catalyzes adoption, among others. Most importantly, rest assured humanity is not at risk! Enjoy the show. Our Guests --------------------------- Craig Haney - https://www.linkedin.com/in/craigahaney/ Head of Ventures @ AltaML Darby Sieben - https://www.linkedin.com/in/darbysieben/ Chief Product Officer at Unbounce and Investor Our Hosts --------------------------- Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ Podcast Literature: --------------------------- Tristan Harris and Aza Raskin Co-Founders of the Centre for Humane Technology discuss The AI dilemma https://www.youtube.com/watch?v=cB0_-qKbal4 Reasons why AI startups will fail (Darby’s post) https://www.linkedin.com/posts/darbysieben_99-of-ai-startups-are-going-to-fail-what-activity-7071506492394242048-BSKI AI Hype Cycle is Distracting Companies https://hbr.org/2023/06/the-ai-hype-cycle-is-distracting-companies How Generative AI can Augment Human Creativity https://hbr.org/2023/07/how-generative-ai-can-augment-human-creativity Timestamps: --------------------------- 0:45 - Intro to Craig Hainey from AltaML and Darby Sieben from Unbounce 1:39 - AI is will not be the death of humanity 2:35 - Artificial Intelligence (AI) is NOT Artificial General Intelligence (AGI) 6:18 - What’s creating the hype for AI 8:01 - How UX is fueling adoption 10:17 - What makes AI different from a trend like PokemonGo, Segway, and Alexa voice search 16:27 - What sectors can’t use AI? 19:30 - Why are some companies aren’t going all in on AI 24:25 - The intersection of a company’s Big Data and Machine Learning (ML) 25:48 - The challenge of the ChatGPT hype cycle 32:21 - What are the risks to enterprises and how to mitigate them 39:50 - How Unbounce uses AI for landing page conversion rates 42:49 - How AltaML uses AI for clients and what they’re looking for in partners 46:55 - The new job opportunities with AI 49:00 - Sylvester.AI: A use case for monitoring cat health 51:50 - How intrapreneurs can use AI to help their company innovate 1:04:10 - Post Pod with V and Marc Where to listen --------------------------- Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber | |||