The Scott King Show – Détails, épisodes et analyse

Arthur Samuel Joseph is the founder and chairman of the Vocal Awareness Institute. Arthur is widely recognized as one of the world’s foremost communication strategists and authorities on the human voice.

His voice and leadership training programs teach Communication Mastery through a disciplined regimen of specific techniques designed to cultivate an embodied and enhanced leadership and personal presence. He’s coached Angelina Jolie, Sean Connery, Tony Robbins, Stephen Covey, Jerry Rice, and many more.

In this episode, Arthur talks to me about what vocal mastery is and why we need it. He provides tips you can practice to warm up your voices and have a huge vocal presence. Arthur provides several client stories and a very heartwarming tale from his biggest transformation.

Sponsor

This episode is sponsored by Vocal Awareness Institute. Vocal Awareness is useful to everyone who speaks, but it can be even more powerful for those individuals with specific goals to have a vocal presence. Whether you are a sales professional, athlete, singer, politician, or stars like Angelina Jolie and Pierce Brosnan, Vocal Awareness has tools so you can capture audiences. Go to vocalawareness.com/scottking to see how to “Deliver Any Presentation Like a Pro” and receive $100 off of the Visual Voice pro by entering promo code 100OFFVVP.

Questions During Podcast

• What is vocal mastery? Who is it for?
• What are some routines or steps you recommend to become a better orator?
• What did you learn from actors like Angelina Jolie, Sean Connery and who do you think made the biggest transformation?
• How can those listening tell better stories and break through all of the noise?
• Who or what do you listen to or read to get inspiration?
• If you didn’t have any responsibilities at home or work next week what would you do with your time?

Contact Arthur

• Website: vocalawareness.com/scottking

The post Through the Sound – Arthur Samuel Joseph appeared first on Scott King.

Arnold Huffman is the Founder and CEO of Digital Yalo, a digital content, communications and channel strategy agency. There he is building a team focused on creating compelling content that is informative and entertaining. Arnold’s background includes marketing, business development, and alliances in high tech and software.

In this episode, Arnold talks about finding marketing inspiration from other art forms and how these applications can help you create a fresh perspective.

Questions During Podcast More content is being produced than ever before. How do brands break through the vendor fatigue?

You have to be differentiated, not only in your value prop but how you say it, how you present it and how you push it out. This requires atypical thinking to get outside of the rinse and repeat many marketers get stuck in. Look at the problem from a different angle. We use film, art, music, and sports to help inspire our clients thinking and to produce an atypical result. It also helps distill the hopes, dreams and ideas for a campaign or a website or an event into a singular emotional concept. Emotion delivers the best results, because it gets noticed in the market.

What is the best content you have seen in 2018? Why did you like it?

• Banksy Art Shred
• Budweiser’s Cleveland Browns campaign

How do you see digital marketing, content and experiences evolving?

More impactful storylines and more interactive technology integrating into marketing campaigns will elevate your campaign. You may not make the best or most interesting product or service, but that doesn’t mean you can’t push it’s agenda with an interesting story.

White paper or video? Podcasts?

I’d produce all of them. You need written content for SEO and to be found. You need video for engagement. Content is like a mall. You never know which door of the mall someone will enter through or have a preference for. Marketers need have all the doors ready for people to enter and engage.

What can brands learn from emerging disruptive brands?

Watch HOW those disruptive brands get your attention. There is a very short window to grab attention. It’s like an iceberg. The apex of the iceberg is above the waterline and that is the window you have to get someone’s attention. Don’t weigh them down with all the details of the product or service. That happens later in the marketing funnel once you have them interested. You should constantly bubble the best of the best from the bottom of the iceberg to above the waterline to make an impact. Elevating your vibe will differentiate your company and gain attention.

Who or what do you listen to or read to get inspiration?

I listen to a lot of music. Gene Simmons of Kiss is a branding master and is an excellent inspiration. Kiss’s shock and awe, gets your attention and engages you. As far as marketing inspiration and boundaries, I read every page of Fast Company.

What do people ask your advice on?

People ask my advise on changing the game and looking at sales and marketing from a different perspective. This is why I find inspiration in film, art, music and sports to energize ideas from other industries or applications.

If you didn’t have any responsibilities at home or work next week what would you do with your time?

If I am not working I am hanging out with my kids, listening to music or exercising.

Closing thoughts?

Dare to be different to reach a different result and get off the marketing hamster wheel. Defy. Fly.

Contact Arnold

• Website: https://www.digitalyalo.com/
• LinkedIn: https://www.linkedin.com/in/arnoldhuffman/
• Twitter: https://twitter.com/huff2313

The post Get Off the Hamster Wheel – Arnold Huffman appeared first on Scott King.

Ulli Appelbaum ( @FirstThetrouser ) is an international marketing and brand strategist. He is an expert in coming up with fresh perspectives to position a brands, products and companies. Ulli has developed a strategy exercise into a technique he calls Positioning-Roulette. Positioning-Roulette is a culmination of 1200 case studies provided as 26 flash cards. The flash cards promote creative thinking and facilitate a conversation from various perspectives.

In this episode, Ulli talks to me about creative thinking, branding and biases and limits we place on ourselves when looking looking at brands, reading news and interacting with services and brands.

Questions During Podcast

• What is Positioning-Roulette?
• Where dis the 1200 case studies come from?
• What is some of the feedback resulting from the roulette exercise?
• Why aren’t business people more creative and what can they do about it?
• What can brands learn from successful marketers?
• What was one of your most successful campaigns? Why was it successful?
• Describe a time when a project you were overseeing did not go well?
• What did you learn from that and how do you avoid that from happening again?
• Who or what do you listen to or read to get inspiration?
• What do people ask your advice on?
• Closing thoughts?

Links and Mentions

• Positioning-Roulette
• warc.com

Contact Ulli

• Website: http://first-the-trousers.com/
• LinkedIn: https://www.linkedin.com/in/ulliappelbaum/
• Twitter: @FirstThetrouser

The post Puppies and Puppet Masters – Ulli Applebaum appeared first on Scott King.

Ashley Ward ( @ashleymadhatter ) is a former journalist now serving as an expert content marketer and corporate evangelist for SEM Rush. Ashley previously founded and served as CEO for Madhouse Marketing performing digital marketing and business development.

In this episode, Ashley talks to me about SEO expectations and how getting back to the basics serves a site in the long term. She provides examples from past campaigns and what she learned in order to transfer that knowledge to her digital marketing students. Ashley finishes with tips on SEM, public speaking and travel.

Sponsors

This episode of The Scott King Show is sponsored by ScaleX.ai. ScaleX is a sales acceleration platform using powerful artificial intelligence. If your sales reps are not each booking 25-50 appointments a month, then they need AI-based personalization. ScaleX works with all modern marketing automation and social media platforms to get more meetings and multiply hours spent talking with prospects. Visit ScaleX.ai/scott and receive three Playbooks for dormant Leads, downgraded opportunities and the popular outbound playbook.

ScaleX.ai/scott

Questions During Podcast

• What do you consider the biggest challenge for SEO today? It seems it’s reached the point of diminishing returns after you get your infrastructure optimized and map out your content plan.
• How do teams need to address these challenges?
• How do you see digital marketing or digital experiences evolving?
• How do you recommend content marketers break up long form content and optimize it for mobile?
• Do you have access to cool data at SEM Rush?
• You are teaching master classes, What surprises you during these classes?
• What are your top 3 professional speaking tips?
• What was one of your most successful campaigns? What made it effective and how did you measure that?
• Describe a time when a project you were overseeing did not go well?
• What did you learn from that and how do you avoid that from happening again?
• Who or what do you listen to or read to get inspiration?
• What do people ask your advice on other than SEO?
• What is your best travel tip?
• If you didn’t have any responsibilities at home or work next week, what would you do with your time?
• Closing thoughts?

Links and Mentions

• Search Engine Journal
• Search Engine Watch
• SEM Rush
• Marie Haynes
• Ad Zombies

Contact Ashley

• LinkedIn: https://www.linkedin.com/in/ashleyward90/
  Twitter: @ashleymadhatter

The post Don’t Overthink SEO – Ashley Ward appeared first on Scott King.

Matt Bull’s first job was working for the Superconducting SuperCollider in Waxahachie, designing user interfaces for the vacuum Control Systems Division. He spent three years studying BioPhysics at Rice before realizing he hated lab work, then crammed in an English major at the last minute. He then spent 16 years at the Richards Group, working on nearly every major brand on the roster.

This episode is the second of two episodes with Matt. In the first episode, Matt talks to me about causal marketing and how brands should develop personalities to isolate digital noise. This episode is all about what you are saying to your audience without explicitly saying it. Matt provides some examples of how advertising said the opposite of what it wanted to.

When Matt isn’t marketing for causes and building brands, he is riding his bike around Oak Cliff, spending time with family and combing Reddit’s first page of the internet.

Questions During Podcast

• What do you mean by subtext?
• Is this the same as subliminal?
• Why do you read the front page of Reddit?

Links and Mentions

• Laredo is Safe
• Thinking Fast and Slow
• Reddit
• Mashable
• Chicken Scratch Billboard
• Photo: @dougklembara

Contact Matt

• Website: http://heykickstand.com/
• eMail: matt@heykickstand.com

The post What You Are Saying Without Saying It – Matt Bull appeared first on Scott King.

Esteban Martinez ( @addicted2ppc ) is an SEM specialist, trainer & speaker, with a strong passion for helping organizations become successful online. He has been building and optimizing SEM campaigns for a range of B2B and B2C clients in different industries since 2002 in the UK and Australia.

Sponsors

This episode of The Scott King Show is sponsored by ScaleX.ai. ScaleX is a sales acceleration platform using powerful artificial intelligence. If your sales reps are not each booking 25-50 appointments a month, then they need AI-based personalization. ScaleX works with all modern marketing automation and social media platforms to get more meetings and multiply hours spent talking with prospects. Visit ScaleX.ai/scott and receive three Playbooks for dormant Leads, downgraded opportunities and the popular outbound playbook.

ScaleX.ai/scott

Questions During Podcast

• What approach do you take when working with clients on new marketing initiatives?
• How can marketers tailor PPC ads for the best results?
• What are the pitfalls to avoid when building your PPC campaigns?
• What are upcoming trends in PPC?
• What are your thoughts on bidding under brand terms as well as competitor terms?
• How long would should tests be?
• What was one of your most successful campaigns? What made it effective and how did you measure that?
• What is something you did for a campaign, initiative or ecosystem that was a long shot but ended up working out?
• Which tools do you use to monitor and optimize your PPC activity?
• Describe a time when a project you were overseeing did not go well?
• Who or what do you listen to or read to get inspiration?
• If you didn’t have any responsibilities at home or work next week what would you do with your time?
• Closing thoughts?

Links and Mentions

• Moz
• SEM Rush
• Search Engine Land
• Google Mobile First Indexing

Contact Esteban

• LinkedIn: https://www.linkedin.com/in/estebanmartinezmarketing/
• Twitter: @addicted2ppc

The post Eliminate the Friction Points – Esteban Martinez appeared first on Scott King.

Matt Bull’s first job was working for the Superconducting SuperCollider in Waxahachie, designing user interfaces for the vacuum Control Systems Division. He spent three years studying BioPhysics at Rice before realizing he hated lab work, then crammed in an English major at the last minute. He then spent 16 years at the Richards Group, working on nearly every major brand on the roster.

In this episode, Matt talks to me about causal marketing and how brands should develop personalities to isolate digital noise. When Matt isn’t marketing for causes and building brands, he is riding his bike around Oak Cliff, spending time with family and combing Reddit’s first page of the internet.

Questions During Podcast

• Why did you leave the big agency and go out on your own?
• How did you get into causal marketing?
• How old were your kids during the Baby Magic campaign?
• Is causal marketing an effective strategy?
• What is the biggest challenge facing brands?
• How can we market items that aren’t personal?
• Does Ted’s have a personality or a causal element?
• How do you find a personality for a brand?
• Why don’t brands use causal marketing?
• What are some of your favorite brands?
• What would you do with your time if you weren’t working?
• Are you an expert in anything else?

Links and Mentions

• The Rise of Cause Marketing
• Baby Magic
• Ted’s Pain Cream
• Ted’s “Greg” video
• Harry’s
• Bonobos
• Casper
• Dollar Shave Club
• Prank Video
• Photo: @dougklembara

Contact Matt

• Website: http://heykickstand.com/
• eMail: matt@heykickstand.com

The post Causal Marketing – Matt Bull appeared first on Scott King.

In this episode, I talk with Chief Marketing & Communications Officer of the Inland Group, Rich Jurek. Rich heads the in-house marketing and communication group and is co author of the best selling book “Marketing the Moon: The Selling of the Apollo Lunar Program”.

Sponsors

This episode of The Scott King Show is sponsored by ScaleX.ai. ScaleX is a sales acceleration platform using powerful artificial intelligence. If your sales reps are not each booking 25-50 appointments a month, then they need AI-based personalization. ScaleX works with all modern marketing automation and social media platforms to get more meetings and multiply hours spent talking with prospects. Visit ScaleX.ai/scott and receive three Playbooks for dormant Leads, downgraded opportunities and the popular outbound playbook.

ScaleX.ai/scott

Questions During Podcast

• What do you consider the biggest challenge for CMOs today?
• How do marketing teams need to address these difficulties?
• How is your marketing team organized?
• How much work do you have to outsource?
• Your company is celebrating a milestone this year, 50 years. Anything special planned?
• What are your goals for the 50 year campaign?
• How did you pick the 50 employees for the 50 for 50 campaign?
• Marketing the Moon is about the Apollo lunar program, right? What lessons are in the book?
• Did you talk with anyone from the Apollo lunar program for the book?
• What is your most proud accomplishment?
• Who or what do you listen to or read to get inspiration?
• What do people ask your advice on?
• If you didn’t have any responsibilities at home or work next week, what would you do with your time?
• Closing thoughts?

Links and Mentions

• Marketing the Moon – David Meerman Scott, Richard Jurek
• David Meerman Scott
• Edelman Trust Barometer
• The Inland Group – http://inlandgroup.com/
• Inland 50 Year Anniversary – http://inland50.com/

Contact Rich

• LinkedIn

The post The Marketing Value of History – Rich Jurek appeared first on Scott King.

Lou Anne Brossman has over 30 years of public sector government marketing leadership experience gained while working at leading companies like Juniper Networks, immixGroup, EMC. Her manufacturing roots enable her to empathize and relate to corporate issues that her federal marketing customers are facing. She is a sought out speaker on Government marketing best practices and is a recognized expert on thought leadership campaigns on relevant federal, state and local government policies.

In this episode, Lou Anne talks to me about how to market to the Government and challenges marketers face on budget, content and misaligned expectations.

Sponsors

This episode of The Scott King Show is sponsored by ScaleX.ai. ScaleX is a sales acceleration platform using powerful artificial intelligence. If your sales reps are not each booking 25-50 appointments a month, then they need AI-based personalization. ScaleX works with all modern marketing automation and social media platforms to get more meetings and multiply hours spent talking with prospects. Visit ScaleX.ai/scott and receive three Playbooks for dormant Leads, downgraded opportunities and the popular outbound playbook.

ScaleX.ai/scott

Questions During Podcast

1. What do you consider the biggest challenge for sales and marketers selling to Federal markets?
2. Why are Federal marketing budgets so small?
3. Why do you think companies do not invest appropriately in the Federal market?
4. Who demands that marketing material be Federalized?
5. Do companies struggle with obtaining the correct certifications?
6. How do you see digital marketing or digital experiences evolving in the federal sector?
7. What commercial brands are doing a great job in Federal?
8. What was one of your most successful campaigns? What made it effective?
9. Do you refer back to a failure that haunts you?
10. Who or what do you listen to or read to get inspiration?
11. What do people ask your advice on other than Federal marketing?
12. If you didn’t have any responsibilities at home or work next week, what would you do with your time?
13. Closing thoughts?

Links and Mentions

• Top 10 Insider Tips on How to Market to a Federal CIO
• 18F
• Cyber Attack Defenders
• MGT Act
• Federal News Radio
• Tom Temin
• WTOP Radio
• Image: By Martin Falbisoner – Own work, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=28253642

Contact Lou Anne

• Website: http://governmentmarketinguniversity.com/
• LinkedIn: https://www.linkedin.com/in/louannebrossman/

The post How to Market to the Government – Lou Anne Brossman appeared first on Scott King.

Edgar Baum ( @EdgarBaum ) is the Chief Brand Economist at Strata Insights. In this episode, Edgar describes a contemporary brand measurement approach to measure effectiveness and describes a case study how a tech company outmaneuvered the competition. If you are familiar with Moneyball, you will understand brand economics. Just as Billy Bean used a different dataset to formulate different outcomes, Edgar advises us on how to measure our brands in the internet era.

Sponsors

This episode of The Scott King Show is sponsored by ScaleX.ai. ScaleX is a sales acceleration platform using powerful artificial intelligence. If your sales reps are not each booking 25-50 appointments a month, then they need AI-based personalization. ScaleX works with all modern marketing automation and social media platforms to get more meetings and multiply hours spent talking with prospects. Visit ScaleX.ai/scott and receive three Playbooks for dormant Leads, downgraded opportunities and the popular outbound playbook. These playbooks have proven to increase lead conversion rates over 400%.

ScaleX.ai/scott

Questions During Podcast

1. How has branding evolved over the internet era?
2. What is a good current branding example?
3. What is brand economics?
4. What branding metrics are you referring to in brand economics?
5. What size of companies need branding economics?
6. How do you measure brand interactions?
7. Where do you get the data on category importance?
8. What influences customers?
9. Does the board or CEO need to influence these large company resource allocations?

Contact Edgar

• Twitter: https://twitter.com/EdgarBaum
• LinkedIn: https://www.linkedin.com/in/edgarbaum/
• Website: https://www.stratainsights.com/

The post Moneyballing Brand Economics – Edgar Baum appeared first on Scott King.