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Strategy Sessions

Strategy Sessions

By Andi Jarvis
Andi Jarvis (Eximo Marketing) talks to some of the world’s best marketers and shares hints, tips and insight to help you become a better marketer.
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Strategy Sessions Marketing Podcast with Adrian Wells
Adrian is Chief Marketing Officer for Harlequins, one of the oldest rugby clubs in the world. In this episode we discuss: The amazing story of Harlequins last season The role that culture plays in growing an organisation The growth of women’s rugby and how that’s helping the Quins brand Selling out games, memberships and hospitality and the problems (yes, probelsm) that causes Moving some games to Twickeham to build the brand The role the marketing funnel plays in selling rugby tickets Harlequins Amazon Prime documentary Working at The FA and how they use research to build the brand Woriing at UEFA and how commercially focused they are in marketing the game Working at the Cricket World Cup and managing the chaos of the final Starting a career at P&G in sales Lessons of brand building from P&G Adrian Wells Adrian is Chief Marketing Officer for Harlequins, one of the oldest rugby clubs in the world. Based in Twickenham, the home of rugby, he is responsible for all marketing, communications, ticketing and supporter experience for the club. With a background in sales and brand management from P&G, he has built a career in sport working at The FA, UEFA, Cricket World Cup and now rugby Find Adrian on LinkedIn  Important Links Prep to Win on Amazon Prime  No Woman No Try on Amazon Prime  Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Two years ago, this was the first episode with Jen Hoffman. https://eximomarketingstrategy.com/make-marketing-saas-y/ Andi Jarvis, Eximo Marketing.
53:29
May 24, 2022
Strategy Sessions Marketing Podcast with Emma Mondolino
Emma Mondolino is the Head of Nextdoor Create, the sales marketing and strategy group at Nextdoor. She talks with Andi about marketing v strategy, what true ‘hustle’ means and what it’s like working for a hypergrowth start up. In this episode we discuss: 1. The advertising trend towards hyperlocal and what that means for brands 2. How brands can adapt and thrive with hyper local advertising 3. Competitors… Who does Nextdoor compete with? 4. How Nextdoor has evolved during the last five years 5. How could Nextdoor evolve in the next five years following the IPO 6. With a product built around local, does Nextdoor change each country? 7. What’s the difference between marketing and strategy? 8. The lessons from working at Pinterest and Twitter Emma Mondolino Emma Mondolino is the Head of Nextdoor Create, the sales marketing and strategy group at Nextdoor. Currently she’s focused on creating value for brand partners by building bespoke creative campaigns. Before she joined the Nextdoor team, Emma worked at Pinterest in both Sales and Marketing. Prior to her time there she was a foundational member of the Brand Strategy team at Twitter. Find Emma on LinkedIn Important Links Careers at Nextdoor Book Recommendations Setting the Table: Lessons and inspirations from one of the worlds leading entrepreneurs by Danny Myers The Art of Possibility: Transforming Professional and Personal Life by Rosamund Stone Zander, and Benjamin Zander. Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
56:19
May 10, 2022
Strategy Sessions Marketing Podcast with Mark Ritson
Mark Ritson is one of the world's most respected marketing and brand strategists. Mark runs the Mini MBA in Marketing and Brand Management. He’s a columnist for Marketing Week. Prior to that he was a consultant for LVMH and a stack of brands you’d know. And Prof at the world’s top business schools. He’s not short of opinions either. In this episode we discuss: What’s the Mini MBA about and where did the idea come from What’s the difference between the brand management and marketing MBA courses What common mistakes marketers make and how do you fix them? Brand purpose… is it EVER useful? WTF is humaning all about (read Andi’s take on this shambles) Why can’t marketers do pricing? What the Mini MBA teaches us about pricing Sum up the DTC revolution in one word Will Tesla be the biggest thing in the car world or is it overhyped? What’s driving Netflix’s push to stop password sharing Mark’s views on Byron Sharp Why move from the remotest place in England to the remotest place in Australia Mark Ritson Mark has a PhD in Marketing and spent 25 years working as a marketing professor at London Business School, University of Minnesota, Melbourne Business School, MIT Sloan and SMU, winning a shit ton of prizes along the way. He’s worked as a global brand consultant for clients that include Baxter, Loewe, McKinsey, Subaru, Donna Karan, Westpac, Shiseido, Flight Centre, Johnson & Johnson, De Beers, Sephora, Benefit, Amgen, Ericsson, Jurlique, Cloudy Bay and WD40. For thirteen years he was the in-house brand consultant for LVMH - the world's largest luxury group - working in Paris with senior executives from brands like Louis Vuitton, Dom Perignon and Hennessy. He’s written for Marketing Week for over 20 years, winning Columnist of the Year at the PPA Press Awards, the highest award for magazine journalism in the UK, four times and the British Society of Magazine Editors Business Columnist of the Year twice. Find Mark: LinkedIn and Twitter Important Links Mini MBA  My Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
57:18
April 26, 2022
Strategy Sessions Marketing Podcast with Areej AbuAli
Areej is Head of SEO at Papier where she focuses on all things technical and on-site SEO. She is the founder of the Women in Tech SEO community which is a support network aimed for women in the Technical SEO field. In this episode we discuss: Where the idea for Women in Tech SEO came from The stress and joy of hosting a conference (alongside a full time job!) Lessons and learnings from the biggest WTSEO event The challenges of race in marketing Will we ever be ‘done’ with diversity Moving from agency to in house SEO Running SEO from a big brand in a hyper competitive space The challenges of managing SEO for a VC funded start up Why the tech rather than marketing team may be the natural home for tech SEO Areej AbuAli  Areej is Head of SEO at Papier where she focuses on all things technical and on-site SEO. She is the founder of the Women in Tech SEO community which is a support network aimed for women in the Technical SEO field. She has been in the industry for the past 8 years and has spoken at conferences such as SMX, BrightonSEO and MozCon. Find Areej on:  Her website, Women in Tech SEO, Twitter, LinkedIn  Important Links Women in Tech SEO Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
50:17
April 05, 2022
Strategy Sessions Marketing Podcast with Kelley Cambry
Kelley is co-founder and CEO of Blue Studios.io, a family friendly crypto wallet, a former AVP at American Express and JPMorgan and 3rd generation entrepreneur. In this episode we discuss: The hype around web3, crypto, NFT and blockchain Why Andi’s wild predictions about the death of web3 might not be right! Why Blue Studios focuses on the family The benefits of being a start up v incumbent in a fast growing space Why building a community is essential for the growth of Blue Studios How communities can spread the word crypto love Why having a hyper focus is essential for a start up Kelley’s background and why jumping out of big corporate was an obvious move The lessons of being a 3rd generation entrepreneur Kelley Cambry Kelley Cambry is co-founder and CEO of Blue Studios.io. Blue Studios.io builds tools and software to onboard families into Web3. Kelley spent time at Discover Card, in Consumer Card Acquisition. She was also Assistant Vice President of Digital and Product Manager for companies like American Express and JPMorgan. With her background in Fintech and Computer Science, Kelley wanted to start a company to do her small part in changing the world leveraging her entrepreneurial spirit as a third-gen entrepreneur. Kelley is also a graduate of Howard University. Find Kelley on Twitter Book Recommendations Farnam Street Blog #NFTsForGood on Twitter Spaces FinTech Blueprint Average Joe newsletter Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.  Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
50:10
March 22, 2022
Strategy Sessions Marketing Podcast with Britney Muller Hugging Face
Britney is Marketing Manager at Hugging Face, the AI community building the future. She’s an SEO expert, machine learning whiz and amazing conference speaker. In this episode we discuss: 1. Hugging Face… what is it and where did the name come from 2. The difference between Artificial Intelligence (AI) and Machine Learning (ML) 3. Why people don’t need to be scared of ML 4. Why people should be scared of ML! 5. What’s the main goal of the marketing at Hugging Face 6. Why you should always prioritise by impact in your marketing activity 7. What it’s like working at Moz 8. The fun of being a Search Scientist and watching the SEO community take your work to new levels 9. Learning lessons from running your own marketing company 10. Why imposter syndrome is your friend when it comes to public speaking 11. TOPTIPS for aspiring conference speakers 12. Surviving lockdown with a pet snake! 13. Entrainment theory and why you’ll end up going down a YouTube hole because of it! Britney Muller Britney Muller is a Marketing Manager at Hugging Face, SEO Consultant, and proud Aunt. Britney was previously the Senior SEO Scientist at Moz and founder of Pryde Marketing, a boutique medical marketing agency. Find Britney on Twitter  Book Recommendations The Data Skeptic Podcast Machine learning with python Natural Language Processing with Transformers – Building Language Applications with Hugging Face by Lewis Tunstall, Leandro von Werra and Thomas Wolf Other Links Rand Fishkin (Founder at Moz) on the Strategy Sessions Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
54:23
March 08, 2022
Strategy Sessions Podcast with Ian Forrester and Ryan Clarke from STATSports
Ian Forrester is the CMO of STATSports and Ryan is the company's Head of Ecommerce. STATSports provides the most powerful football GPS player tracker for individuals. Real-time performance data and not just players wearing sports bras. In this episode we discuss: What does the STATSport product do and how it came to life Building a world-leading business from Newry, Northern Ireland Marketing a ‘sexy’ product and why it’s not as easy as you think What role does marketing play in the pro (B2B) side of the house Can you build a DTC and B2B offering at the same time What it’s like operating in a market that Google and Amazon are eyeing up How digital marketing drives online sales Role of big events like Christmas in consumer sales What jobs are available at STATSports Ian Forrester  Ian is responsible for Marketing and Consumer Sales at STATSports. At STATSports Ian has developed a robust Marketing plan utilising some of the biggest sports stars on the planet that is supported by a strong e-commerce team and field sales in Europe and USA.  Ian on LinkedIn Ryan Clarke Ryan is the Head of Ecommerce at the world’s leading on-field performance monitoring and analysis company – STATSports, who now sell products in both DTC and B2B markets. He is responsible for the growth of STATSports users through customer acquisition online. Ryan on LinkedIn Important Links Arsenal and STATSports  Jobs List of stadiums Book Recommendations Thinking Fast and Thinking Slow by Daniel Kahneman Traction by Gino Wickman How to Be a Footballer by Peter Crouch You Guys Are History! By Devon Malcolm Andi Jarvis LinkedIn and Twitter
56:02
February 22, 2022
Strategy Sessions Marketing Podcast - Caroline Webb
Caroline Webb is the CMO of The Royal Mint, a 1100 year old organisation that makes the UK’s money. But they do much more than that. Find out how marketing helps. In this episode we discuss: What the Royal Mint is What it’s like being CMO of a brand with 1100 years of history while still innovating Being shortlisted for the Data Driven Marketing award with Sky, Superdrug and TalkTalk What’s changed in marketing teams over the last decade Discussing how radio was first used in retail sales How ideas develop at the Royal Mint Lessons from a career in marketing What jobs Caroline is currently recruiting for Book recommendations Caroline Webb Caroline joined The Royal Mint in June 2021 as Chief Marketing Officer and is accountable for elevating the brand to engage customers and support growth. Caroline leads the strategic marketing, communications, insights and product development teams – ensuring that brand sits at the heart of decision making, and delivers our promise as The Original Maker. Vastly experienced in marketing and product proposition, Caroline brings insight and expertise gained at leading consumer brands including Oak Furnitureland, TM Lewin and BAA Retail. Caroline on LinkedIn  Important Links Current jobs available at Royal Mint  Platinum Jubilee coins  And if you want to visit The Royal Mint in Wales  Book Recommendations  Nudge by Richard H. Thaler & Cass R Sunstein  Quiet: The Power of Introverts in a World That Can't Stop Talking by Susan Cain  The Power of Moments: Why Certain Experiences Have Extraordinary Impact by Chip Heath & Dan Heath  Digital Marketing Strategy Course  My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. 
52:54
February 01, 2022
Strategy Sessions Marketing Podcast - Ash Young
Ash Young runs carmats.co.uk, a lockdown project that grew from zero to £4m turnover. Find out how and why it’s been a roaring DTC success story. In this episode we discuss: Why car mats – where the idea came from and why ANYONE cares about car mats The story of how it grew to £4m turnover in 2 years Paid v SEO v Social while scaling the business The benefits of investing in the brand Customer reviews and why they’re gold The use of data and customer relationships Supplier relationships and why marketers usually stink at these The benefits of a negative cash conversion cycle (much like Amazon) Learning in public The benefits of being DTC Ash Young Ash is the founder of CarMats.co.uk & digital agency Evoluted. He was inspired by the web after launching the Weebl & Bob website back in 2002. Since then he has been helping clients at Evoluted, his passion is ecommerce where he loves driving sales for clients & on his own sites. Ash on LinkedIn - https://www.linkedin.com/in/ashyoung/ Ash on Twitter - https://twitter.com/webmonkeyash Book Recommendations Marketing Freaks Podcast by John Quinton from Overdrive Digital  Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
01:01:21
January 18, 2022
Strategy Sessions Marketing Podcast - with Antonia Cross
Antonia manages the external communications, brand, press, and marketing for Caring in Bristol. Caring in Bristol used an emergent marketing strategy to help keep the charity open and helping homeless people during lockdown. Antonia explains all. In this episode we discuss: How Caring in Bristol managed to keep working during the Covid lockdowns How their marketing activity went to work to help out The importance of strategy first – even in a crisis . The importance of people skills in marketing Why no one cares about marketing and how to create buy in anyway Why working in a charity isn’t just a job Antonia Cross Antonia on LinkedIn and Twitter Book Recommendations New Power: How Anyone Can Persuade, Mobilize, and Succeed in Our Chaotic, Connected Age – Henry Timms and Jeremy Heimans The Second Curve: Thoughts on Reinventing Society– Charles Handy Whatever You Think, Think the Opposite – Paul Arden Charity Marketing (Delivering income, services and campaigns) – Ian Bruce The Good Guide to Campaigning and Influencing – Brian Lamb Relationship Fundraising: A Donor–Based Approach to the Business of Raising Money– Ken Burnett Other Things We Talk About Anna Higgie – The artwork behind Antonia on the YouTube video Caring in Bristol’s biggest ad campaign ever which ran during the first lockdown. Coverage in Bristol 24/7 and the Bristol Post. Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy
01:19:18
December 14, 2021
Strategy Sessions Marketing Podcast - Tom Critchlow
Tom does consultancy work for startups and media companies. He’s based in Brooklyn, writes a strategy blog and has created the SEO MBA. With a decade of experience in digital media, leadership and growth Tom is a strategic advisor and consultant for leaders who are seeking to gain clarity about their strategy and develop new initiatives. He works with clients like The New York Times, Google, Dotdash, Gartner, Etsy and Seatgeek. In this episode we discuss: Getting started in the marketing world as an SEO Moving to America to launch Distilled’s US office What it takes to be an independent consultant Why client focus on outputs and why that’s not what they always want Tom’s blog and why I think it’s one of the best around The SEO MBA, who it’s for and how it came about Tom Critchlow The best place to find Tom is LinkedIn, Twitter or his website, his musing about being an indie consultant and his SEO MBA. Book Recommendations Legible Practises by Helsinki Design Labs  Recipe for Systemic Change by Helsinki Design Labs  7 Powers: The Foundations of Business Strategy by Hamilton Helmer Other Things We Talk About The SEO MBA by Tom Critchlow - Leadership & Business Skills for the SEO Industry Learn how to be more effective and more confident at presenting to executives and getting things done.  Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
01:05:31
November 30, 2021
Strategy Sessions Marketing Podcast - Kenda Macdonald
Kenda is a forensic psychologist turned marketer and author who uses consumer behaviour to improve marketing campaigns. In this episode we discuss: Automation Ninjas – how it started and how it’s going The common mistakes marketers make in campaigns Why the brain gets overloaded and what marketers can do to help Behavioural nudges and the ethics behind them The difference between neuroscience and psychology Going from a degree in forensic psychology to running an Infusionsoft certified agency Being a scout master and why that’s important Book Recommendations Hack the Buyer Brain by Kenda Macdonald Nudge by Richard Thaler and Cass Sunstein Popcorn Psychology podcast  Freudian Sips podcast   Other Things We Talk About Strategy Sessions podcast with Juliet Hodges (BUPA)  Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249 It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.  Sign up for the programme here.  Kenda MacDonald on LinkedIn, Twitter, Instagram. Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
01:10:49
November 16, 2021
Strategy Sessions Marketing Podcast - JP Castlin
JP Castlin is a former consultancy executive turned independent strategy and complexity management consultant. He is a contributor for Marketing Week and a brilliant podcast guest. In this episode we discuss: 1. How to define strategy 2. The ambiguous language of marketing and strategy 3. Frameworks and structure for strategy 4. Strategy and execution and how they work together 5. Being humble as a strategist 6. Complexity theory and how to use it in strategy 7. JP’s book and writing on strategy and why you should be reading it 8. How to be a better consultant by asking more questions 9. Hat tip to Tom Critchlow 10. Using theory to inform your practice 11. Examples of when things went wrong in JP’s career 12. When customer research is useful and when it’s pointless 13. Retention v reacquisition and why it’s often a false divide 14. Talking the language of finance and the people you want to influence 15. Andi’s wild predictions about companies that might not exist soon Book Recommendations JP’s Marketing Week musings https://www.marketingweek.com/author/jp-castlin/ Tom Critchlow’s consulting blog https://tomcritchlow.com/ Strategy in Praxis newsletter by JP Castlin  Invisible Gorilla by Christopher Chabris  How Brands Grow – Byron Sharp  Strategy Synthesis – Bob De Wit and Ron Meyer  The Origin Of Wealth: Evolution, Complexity, and the Radical Remaking of Economics – Eric Beinhocker The Halo Effect – How Managers Let Themselves be Deceived by Phil Rosenzweig  Other Links Luke Carthy on the Black Friday episode  Nick Baughan from Facebook (now Meta) on the podcast  Mike Follett from Lumen Research on the podcast  Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here. JP Castlin The best place to find JP is Twitter or LinkedIn Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing
01:21:01
November 02, 2021
Strategy Sessions Marketing Podcast - Aris Stamatis on Strategy
Aris is a freelance strategist with a focus on integrated marketing. He was worked with clients like Vodafone, Unilever Honda and Red Bull. In this episode we discuss: 1. Strategy v tactics and how they should work together 2. How to present strategy to clients 3. What strategy looks like when companies do it for themselves 4. How Oatly came about 5. Positioning Oatly to dominate a new category 6. Being brave as a consultant 7. Old Spice and how they use consumer insight 8. Are personas any use? 9. Do funnels add value to presentations and strategies? 10. Brand purpose – Instagram v reality 11. An example of two car brands and their approach to using their brand purpose 12. Aris’ background and how he got into strategy 13. The cult of genius and how that stacks up against professionalism Book Recommendations Ogilvy on Advertising Confessions of an Advertising Man  The Book of Gossage (or Can Advertising Be Saved?) And one about Gossage from Steve Harrison: Changing the World Is the Only Fit Work for a Grown Man  Playing to Win Creating Great Choices by Roger Martin  Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here.  T.O.P.T.I.P Today’s T.O.P.T.I.P is from… me! Check out Luke Carthy’s Black Friday lessons from last year, especially if you haven’t started planning yet! Aris Stamatis Aris is an ex-musician, ex-photographer, ex-art director, ex-editor. He began his career in advertising as a copywriter and UX strategist with a creative focus, working for clients like Vodafone, eBay, Unilever, Honda, Swatch, Red Bull or MTV. Aris believes that nailing the problem provides 93,9% of the solution, so he finally turned creative strategist. He never leaves home without a tie, e.g. walking the dog. Find Aris on LinkedIn. Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
57:19
October 19, 2021
Strategy Sessions Marketing Podcast - Simon Bridge on Enterprise & Entrepreneurship
Simon is a Visiting Professor at Ulster University and an author of several books on enterprise and entrepreneurship. In this episode we discuss: · Simon’s background and how he got into working and studying enterprise. · How governments support new business and does that actually work? · What are the ideas and assumptions that support enterprise policy? · Is research impartial and independent? · The history of government interventions into enterprise and entrepreneurship · What George Washington’s death and Greek doctors can teach you about government policy to support enterprise. · Why clever people believe things can be damaging. · Are small businesses just small big businesses and why enterprise shouldn’t be studied in business schools. · Should every business set out to grow? And why big business thinking can be damaging to small businesses. · Why you should stop trying to predict the future. · Planning v preparing for uncertainty · Anti-fragile and what it means for your business · Ready, aim, fire v ready, fire, aim · Why people aren’t as rational as economists think · What changes Simon would make if he was in charge of government policy · Two different ways to look at failure Book Recommendations Burned: The Inside Story of the 'Cash-for-Ash' Scandal and Northern Ireland's Secretive New Elite by Sam McBride  Scale: The Universal Laws of Life and Death in Organisms, Cities and Companies by Geoffrey West  Adapt: Why Success Always Starts With Failure by Tim Harford  Antifragile: Things that Gain from Disorder by Nassim Nicholas Taleb  The Black Swan by Nassim Nicholas Taleb  Effectuation: Elements of Entrepreneurial Expertise by Saras Sarasvathy  Herd: How to Change Mass Behaviour by Mark Earls  Seed to Seed: The Secret Life of Plants by Nicholas Harberd  Other Stuff we talked about on the Podcast Hand dryers v paper towels: a Guardian long read  Simon Bridge After gaining a degree in Engineering (at Cambridge) Simon worked at Rolls-Royce, the Royal Engineers and Harland & Wolff Shipyard before joining the Local Enterprise Development Unit (LEDU*). In 1993 Simon left LEDU to set up his own business as a consultant and a facilitator of enterprise and voluntary/community sector development. His clients included government departments, education establishments, district councils, local enterprise agencies, private businesses and voluntary and community sector bodies. He also undertook assignments in Bulgaria, Lithuania, Mozambique, Romania, Russia, Slovakia and the Ukraine. After leaving LEDU Simon continued to explore enterprise and probe the knowledge shared about it. As well as delivering conference papers, academic articles and lectures he has written or co-written several books about aspects of enterprise. Since 2008 he has also been a Visiting Professor at the Ulster University Business School. *NB LEDU was wound up in 2002 when Invest NI was created. Find Simon here: simonbridge@btconnect.com Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
01:02:12
October 05, 2021
Strategy Sessions Marketing Podcast with Amy Smith (Les Mills)
Les Mills is a global fitness brand and Amy Smith is their European Marketing Director. We talk purpose, brand management and learning. Amy is the Regional Marketing Director at Les Mills, the global leader in group fitness. She is responsible for leading the European marketing strategy and driving business performance across the region for consumer, Instructor and B2B audiences. Being part of a brand that’s on a mission to create a fitter planet, Amy is able to combine her love of fitness and travel in order to make a real difference to people’s health and wellness. In this episode we discuss: What / who Les Mills is and the company background The focus on creating and evolving the perfect Les Mills product How has the business model evolved due to Covid Moving to a Direct to Consumer model while still supporting their instructors Brand management in a product business Brand purpose and what that means at Les Mills Equality, diversity and inclusion at Les Mills Managing a global brand across Europe Amy's previous roles  The importance of training and mentors  Podcast Recommendations How To Fail with Elizabeth Day  High Performance Podcast Shaun Wane episode  Shaun Wane on the BBC History of Les Mills  Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa (Finland) is available now for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy Amy Smith Amy is passionate about people in every sense. With a team based across Europe, coaching and navigating them through the pandemic to emerge stronger than ever has been crucial and one of the most rewarding points of her career to date. During her time at Les Mills she also became a certified Les Mills GRIT coach to truly get in the shoes (trainers) of the Instructors. Prior to joining Les Mills, Amy was Group Product Manager at L’Oréal. While at L’Oréal she delivered 3 successive years of double-digit growth on French pharmacy brand, Vichy, and won a L’Oréal international digital award for Best Integrated Marketing Campaign. Amy began her career at Procter & Gamble where she led the DTC and eCRM programme across a diverse portfolio of brands, include Gillette, Pampers & Fairy. She then became Senior ABM for Oral-B, one of P&G’s billion-dollar brands. Outside of work, Amy loves all things sport, adventure and travel. Currently training for a Triathlon (and trying to embrace the chilly lido temperature) and dreaming of getting back on a plane and exploring more of the world. Find Amy on LinkedIn. Andi Jarvis Find me on Twitter or LinkedIn. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.
55:14
September 21, 2021
Strategy Session Episode 25 - Reform Performance Marketing
Lily Thistlewood has just launched a performance marketing agency. She talks about moving from in house, focusing on big events and CrossFit In this episode 1. Launching your own agency 2. Moving from in house to agency 3. What starting in brand marketing means when becoming a performance marketer 4. Lessons from working at one of the UK’s biggest ecommerce retailers 5. Are performance marketers the CrossFitters of the marketing world? 6. The impact of Black Friday on brand loyalty 7. T.O.P.T.I.P.S for performance marketers 8. Learning from your mistakes 9. Cook v Zuckerberg in a battle for privacy (and why I don’t care) Institute of Directors Event On Monday 28 June I’m running a workshop with the IoD for people who manage marketing teams but don’t have a marketing background. I’ll be sharing 4 questions you should ask your marketing team (and 2 you definitely shouldn’t) during a 45 minute session and taking questions at the end. It’s free to attend and open to everyone, not just IoD members. Full details and tickets here https://www.iod.com/events-community/events/event-details/eventdateid/31660 Digital Marketing Strategy Course If you’re interested in investing in your own marketing education, I’ve also launched a Digital Marketing Strategy course with the university of Vaasa in Finland. It’s taught entirely online and in English, so you can learn at your own pace. By following the course you’ll build a marketing strategy for your organisation and be ready to implement it once you’ve finished. It’s academically developed, but intensely practical and shares a method I’ve used with over 100 clients in various sectors. Find out more about it and sign up here: https://univaasa.teachable.com/p/digital-marketing-strategy Lily’s Book Recommendations Agencynomics by Spencer Gallagher https://amzn.to/3xkln3a Lily Thistlewood After almost 10 years working for one of the UK biggest online brands Lily has left Very.co.uk to launch her own Liverpool based Paid Media agency, Reform the Fold. Reform has offices in Liverpool and Shoreditch and is focused on merging brand with performance to deliver industry leading campaigns. Find Reform the Fold IG: @reformthefold LinkedIn: linkedin.com/company/reformthefold Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
57:53
June 21, 2021
Strategy Sessions Episode 24 The Parents Promise
The Parents Promise is a grassroots campaign to change how children are impacted by separating parents. This is the story of the campaign. In this episode What is the Parents Promise Where did the idea come from and why is now the time to start talking about it What organisations make up the Positive Parents Alliance Using grassroots marketing campaigns to help shift behaviours The powerful impact of simple comms The benefit of traditional media – especially TV Working with using influencers like Ed Balls! Where next for the Parents Promise Digital Marketing Strategy Course If you’re interested in investing in your own marketing education, I’ve also launched a Digital Marketing Strategy course with the university of Vaasa in Finland. It’s taught entirely online and in English, so you can learn at your own pace. By following the course you’ll build a marketing strategy for your organisation and be ready to implement it once you’ve finished. It’s academically developed, but intensely practical and shares a method I’ve used with over 100 clients in various sectors. Find out more about it and sign up here: https://univaasa.teachable.com/p/digital-marketing-strategy Friends of The next Friends Of event is on Wednesday 9 June, 9 – 12. Book a session with a great consultant for a range of marketing issues for just £25. All the money goes to Barnardo’s NI. Full details and booking: https://friendsof.co.uk/ James Hayhurst James founded the Positive Parents Alliance and is the driving force behind the Parents Promise, a grassroots campaign which aims to reduce the impact on children when their parents separate. He’s worked agency-side with BMP DDB (now Adam&Eve DDB) and Leagas Delaney, working on brands like Volkswagen, Glenfiddich and Patek Philippe. He was also Global Brand Equity director for OMO/Persil at Unilever. Parents Promise: https://twitter.com/Parents_Promise https://theparentspromise.org.uk/ James Hayhurst: LinkedIn https://www.linkedin.com/in/james-hayhurst-59a5a15/ Twitter https://twitter.com/Hayho Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
45:42
June 08, 2021
Strategy Sessions Episode 23 - Nudge Nudge with Juliet Hodges
Juliet works at BUPA in the Behaviour Insights Team – the nudge unit. You won’t believe the information she shares about nudging In this episode · The rise of nudging · How and where nudging is used · What behaviour insights does at BUPA · The ethics of nudging people · Juliet’s PhD in end of life choices (get the tissues ready) · Behavioural insights at Ogilvy · Good and bad examples of nudging being used in the wild · Why we need qual and quant data · The science behind menus · People being chimps in shoes · How you can manage stress better Digital Marketing Strategy Course If you’re interested in investing in your own marketing education, I’ve also launched a Digital Marketing Strategy course with the university of Vaasa in Finland. It’s taught entirely online and in English, so you can learn at your own pace. By following the course you’ll build a marketing strategy for your organisation and be ready to implement it once you’ve finished. It’s academically developed, but intensely practical and shares a method I’ve used with over 100 clients in various sectors. Find out more about it and sign up here: https://univaasa.teachable.com/p/digital-marketing-strategy Friends Of The next Friends Of event is on Wednesday 9 June, 9 – 12. Book a session with a great consultant for a range of marketing issues for just £25. All the money goes to Barnardo’s NI. Full details and booking: https://friendsof.co.uk/ Juliet’s Book Recommendations Bad Blood: Secrets and Lies in a Silicon Valley Startup by John Carreyrou Misbehaving: The Making of Behavioural Economics by Richard Thaler  Midnight Chicken: & Other Recipes Worth Living For by Ella Risbridger  Burnout: Solve Your Stress Cycle by Emily and Amelia Nagoski  Juliet Hodges Juliet is a senior adviser in Bupa’s Behavioural Insights Team, using behavioural science to solve business challenges. She has been at Bupa for five years, working on briefs ranging from designing customer pathways, influencing clinician behaviour and improving workplace wellbeing. She began her career at Ogilvy Change, the behavioural science consultancy wing of the advertising giant, where she worked with clients like Diageo, American Express and News UK. She holds an MSc in behavioural economics and is currently pursuing a PhD at the London School of Economics. Find her on: Twitter https://twitter.com/hulietjodges Linked: https://www.linkedin.com/in/juliet-hodges-85b3406b/ Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
54:14
May 25, 2021
Strategy Sessions Episode 22 - Smirnoff With Sarah
Sarah Shimmons is the Global Marketing Director at Smirnoff. We talk education, values, TV and marketing effectiveness. Enjoy. In this episode 1. Managing a global brand that such great heritage 2. Covid and the impact on Smirnoff 3. Measuring marketing effectiveness 4. Training and continuous learning for marketers – the Diageo way 5. Investing in your own education 6. Do you even need a marketing education? 7. Managing beer brands at Tennent’s NI 8. Using Tennent’s Vital to reposition Tennent’s beer 9. Social media and how that can mislead your thinking 10. Smirnoff challenging perceptions and social issues 11. Working in different brands across the globe 12. Working at Coca Cola (the local bottling company in Ireland) and how to ace in store execution 13. Deep RiverRock TV ads and Smirnoff TV 14. Investing in creative excellence Digital Marketing Strategy Course If you’re interested in investing in your own marketing education, I’ve also launched a Digital Marketing Strategy course with the university of Vaasa in Finland. It’s taught entirely online and in English, so you can learn at your own pace. By following the course you’ll build a marketing strategy for your organisation and be ready to implement it once you’ve finished. It’s academically developed, but intensely practical and shares a method I’ve used with over 100 clients in various sectors. Find out more about it and sign up here: https://univaasa.teachable.com/p/digital-marketing-strategy Friends of The next Friends Of event is on Wednesday 9 June, 9 – 12. Book a session with a great consultant for a range of marketing issues for just £25. All the money goes to Barnardo’s NI. Full details and booking: https://friendsof.co.uk/ Sarah Shimmons Sarah Shimmons is the Global Marketing Director, Smirnoff at Diageo. She is a Marketing Director for Smirnoff with background mainly in the drinks industry and passion for comms, media and innovation. In my eyes, Sarah is one of Northern Ireland’s best marketers and is set for global domination. Her views on education, brand management and marketing are well worth listening to. Find her on LinkedIn https://www.linkedin.com/in/sarah-shimmons/ Sarah’s Book Recommendations Shoe Dog: A Memoir by the Creator of NIKE by Phil Knight https://amzn.to/2PPn0py Dogs of War by Adrian Tchaikovsky https://amzn.to/336PBJY Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
55:53
May 11, 2021
Strategy Sessions Episode 21 - LinkedIn
Featuring Lizzy Knights Ward Lizzy leads the Content & Social team for LinkedIn Sales & Marketing Solutions, EMEA and LATAM. She once built a following on Google+ and has strong views on marketing and sales alignment. In this episode we discuss: 1. Life at LinkedIn 2. Content marketing and successful campaigns 3. Content marketing in B2B (why it’s not all boring to boring) 4. Marketers declaring things dead (and why they’re wrong) including me declaring LinkedIn dead once and getting that waaaaaaay wrong. 5. TOPTIPS for getting the most out of LinkedIn 6. Tips for people looking for a career in tech marketing 7. The joys of Google+ (RIP) 8. Being a singer-songwriter 9. Sales and marketing alignment – why it sucks and what we can do about it 10. Account Based Marketing (ABM) and why it works Digital Marketing Strategy Course I’ve also launched a Digital Marketing Strategy course with the university of Vaasa in Finland. It’s taught entirely online and in English, so you can learn at your own pace. By following the course you’ll build a marketing strategy for your organisation and be ready to implement it once you’ve finished. It’s academically developed, but intensely practical and shares a method I’ve used with over 100 clients in various sectors. Find out more about it and sign up here: https://univaasa.teachable.com/p/digital-marketing-strategy Lizzy’s Book Recommendations The Managed Heart: Commercialization of Human by Arlie Russell Hochschild https://amzn.to/3bh0Xjg Links To Stuff We Talk About In The Show · Series of videos about video ads on LinkedIn - https://business.linkedin.com/marketing-solutions/native-advertising/video-ads/video-ads-best-practices · Choose your own adventure campaign https://business.linkedin.com/marketing-solutions/cx/20/09/linkedin-ad-vantage · Forrester research into sales and marketing alignment https://business.linkedin.com/en-uk/marketing-solutions/blog/posts/sales-and-marketing/2020/A-four-pillar-framework-for-sales-and-marketing-alignment Lizzy performing on stage – In My Own Time https://youtu.be/se8vB_lMcGA and Once Upon A Time https://youtu.be/rP1lq_Sq608
59:42
April 27, 2021
Strategy Sessions Podcast Episode 20 Twenty20
Episode 20 is about Twenty20 cricket. T20 to most fans these days. But this episode isn't about cricket. About 20 years ago the English cricket authorities identified a problem. Falling attendances, reducing relevance and people moving away from cricket. This week's guest, Stuart Robertson, was the marketing manager at the time. Luckily, he knew his marketing onions and used researched, insight and a deep understanding of the problem to 'invent' T20 cricket. This isn't a podcast about cricket, although we do chat a lot about it. It's a podcast about marketing and you'll find a whole host of information about how to solve problems through a marketing lens from this show. And finally, we've got a T.O.P.T.I.P from Jane Roper, from Behind The Ad. If UTM tracking is lost on you, this is for you. In the episode we discuss: **How T20 cricket came to be born – the marketing version o The rationale for the new competition o The research behind the product development o Stakeholder engagement o Launching the product o How it landed better than anyone expected o Globalisation of the game **The Hundred – cricket’s newest format from the ECB o Is the strategy correct o Is it close enough to cricket to be successful **Starting a career with a graduate training programme at the Milk Marketing Board **A career in sport marketing **Moving to agency world Stuart Robertson Stuart Robertson is the Commercial and Strategy Director at The Canopy, a fast growing creative agency in Winchester. An experienced Commercial Director with a successful career in rights-holder sports administration, he has held senior commercial positions at both governing body and club level. Recognised as the 'creator' of Twenty20 Cricket whilst in his role as the ECB’s Marketing Manager, Stuart changed the whole cricketing world and, perhaps, the entire sporting landscape around the globe. Find Stuart on LinkedIn: https://www.linkedin.com/in/stuart-robertson-7407291a/ And The Canopy Studio are here: https://thecanopy.studio/ Or on LinkedIn https://www.linkedin.com/company/the-canopy-studio/ Stuart’s Book Recommendations Ottolenghi SIMPLE by Yotam Ottolenghi  Blah! Blah! Blah!: Memoirs and advice from one of British advertising's mavericks by Dave Buonaguidi  This is Going to Hurt: Secret Diaries of a Junior Doctor by Adam Kay TOPTIP with Jane Roper Owner of Behind the Ad, a newly formed marketing consultancy in Northern Ireland that focuses on educating small business owners on what marketing is in order to make informed marketing decisions for their business. Jane has worked across several industries from financial services to eCommerce, to not for profits and would consider herself a 'marketing geek' who feels most comfortable 'behind the ad', analysing data to make informed decisions. When asked what she loves most about marketing, her reply is, 'marketing at the core is about opening business up to new possibilities and customers to new experiences and we as marketers get to be part of that journey..." https://www.facebook.com/behindtheadmarketing/ https://www.behindthe-ad.com/ Andi Jarvis Find me on Twitter or LinkedIn 
01:01:05
April 13, 2021
Strategy Sessions Podcast: Facebook, Inc
Nick is Facebook’s Director of Agencies. We discuss the future of advertising, regulation and how agencies can get the best out of Facebook and Instagram. Featuring Nick Baughan and Gil David Facebook, Inc In this episode we discuss: · A career in agencies and moving to Facebook · Managing the scale of advertisers at Facebook · How agencies can interact better with FB · What skills agencies might need to succeed · The role of the data analyst v ad buyer · Government regulation of Facebook · Brand safety · Ad placements and content · New social platforms and how competition drives the product forward · The rise of ecommerce solutions on Facebook products Nick’s Book Recommendations The War of the Poor by Éric Vuillard The Order of the Day by Éric Vuillard Important Links Agency help: https://www.facebook.com/business/help Agencies: The agencies link redirects to this page  https://www.facebook.com/business/agencies/about Blueprint: https://www.facebook.com/business/learn Beer by the coast - Dave Dye writes about his recollections here: https://davedye.com/2014/08/18/adnams-pt-2-words/ Nick Baughan Nick Baughan is Facebook’s Director of Agencies leading their partnerships with the marketing, professional services and investment industries. Prior to joining Facebook in 2019, Nick spent 13 years at WPP Plc most recently as CEO of Essence across EMEA, overseeing media investment for advertisers including Google & BT. Nick sits on a range of industry trade bodies and committees including the Effies Council, the Advertising Standards Authority Industry Advisory Panel, The Advertising Association Trust Working Group and the IAB Board. Previously Nick also sat on the World Economic Forum’s Global Council for Information. Nick also mentors for the Marketing Academy programme. Nick lives in North London with his wife and two children. Gil David Gil David is on Twitter https://twitter.com/Gil_RunDMG and LinkedIn https://www.linkedin.com/in/gil-david/or you can find him at the Run DMG https://www.run-dmg.com/ Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
58:10
March 16, 2021
Strategy Sessions Podcast: A Lessonly In Marketing
Kyle is the CMO of a VC backed SaaS company. He talks marketing, brand, team building and history. He hates onions too.  In the episode we discuss: SaaS Marketing Why you shouldn’t measure brand campaigns (really) Surprise and delight prospects and customers Using repeatable templates to speed up marketing activity Working at a software firm that gets acquired In praise of Salesforce Content v content marketing Use of personality in SaaS marketing Recruitment Using Predictive Index in recruitment The challenges of recruiting the right people while growing fast (40 – 215 people) The importance of diversity of background in recruitment Matching culture and marketing Unlimited vacation policies Juggling family, work and WFH Everything Else The history of content marketing Killing push notifications to improve productivity Using direct mail to stand out What’s old is new in marketing Making sure marketing has business impact The Stockdale Paradox Kyle’s Book Recommendations Alchemy: The Surprising Power of Ideas That Don't Make Sense by Rory Sutherland  The House of Morgan: An American Banking Dynasty and the Rise of Modern Finance by Ron Chernow  Rhythm: How to Achieve Breakthrough Execution and Accelerate Growth by Patrick Thean  Lessons from the Hanoi Hilton: Six Characteristics of High Performance Teams by Taylor Baldwin Kiland and Peter Fretwell. Things we talk about in the show Salesforce’s ad that is one of the best around https://www.linkedin.com/posts/markritson_advertising-activity-6759295434704994304-Q1zh The Stockdale Paradox https://www.jimcollins.com/concepts/Stockdale-Concept.html Kyle Lacy Kyle Lacy brings over 13 years of experience in marketing with a slice of revenue. He is currently Chief Marketing Officer at Lessonly. Prior to joining Lessonly, Kyle held senior positions at OpenView, Salesforce and ExactTarget. He is also the author of three books, Twitter Marketing for Dummies, Branding Yourself and Social CRM for Dummies. He wears monotone, loves history and hates onions. Find Kyle on LinkedIn: https://www.linkedin.com/in/kylelacy/ And Twitter https://twitter.com/kyleplacy And Lessonly are here: https://twitter.com/lessonly https://www.instagram.com/lesson.ly/ https://www.linkedin.com/company/lesson-ly/ https://www.facebook.com/lessonlyapp Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.
59:57
March 02, 2021
Strategy Sessions Podcast Ep 17 Freakonomics or Freako-Wrong-mics? With Koen Pauwels
Koen Pauwels is a Professor of Marketing with a deep understanding of how to measure the effectiveness of your campaigns. This is unmissable. Koen Pauwels is Distinguished Professor of Marketing at Northeastern University and co-director of its Digital, Analytics, Technology and Automation (DATA) Initiative. This episode is littered with stories and useful anecdotes, all backed up with data that are useful for businesses of all shapes and sizes. In this episode we discuss: · The need for marketing academic programmes to bring in reading from more than just a handful of countries. · Brand love in the UK v Brazil… why countries have different buying processes and what that means for marketers · *That* Freakonomics podcast – what they got right and what they got wrong · Why you should be cautious with extrapolation and test yourself · eBay and the power of brand in paid search · eBay and how not to do digital advertising · Why the type of site your ads appear on matters – content integrated v content separated · Does retargeting actually work? · Advertising metrics – how to look at them to help your business · Building brands to increase your pricing power · Long and short term effects of advertising · Should all marketing metrics be tracked back to sales? · Lessons for small and medium sized business from global effectiveness studies · Should you spend more or less on advertising during a recession? (We’ve got one coming, so it’s worth listening to) · Why there’s no such thing as the perfect amount of data · What B2C marketing and B2B marketing can teach each other · Using marketing to help roll out the COVID vaccination programme · The value of marketing education for senior teams Koen’s Book Recommendations His books include ‘Modeling Markets’ and ‘Advanced Methods for Modeling Markets’ for researchers and “It’s Not the Size of the Data – It’s How You Use It: Smarter Marketing with Analytics and Dashboards” for managers (http://notsizedata.com/). Contagious: How to Build Word of Mouth in the Digital Age by Jonah Berger  Beloved Brands: The playbook for how to build a brand your consumers will love by Graham Robertson  Give and Take: A Revolutionary Approach to Success by Adam Grant  The Hype Machine: How Social Media Disrupts Our Elections, Our Economy and Our Health – and How We Must Adapt Sinan Aral  Empirical Generalizations about Marketing Impact by Mike Hanssens The Smart Marketing Book by Dan White Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
56:51
February 16, 2021
Strategy Sessions: Marketing Buzz With Lightyear
Chris is the CEO of Lightyear, a Belfast based intelligent accounts payable automation platform. Product marketing is his thing. Chris has more than 10 years of experience across the technology industry from founding and leading fintech companies to leadership roles in Fortune 500 companies. His views on the product marketing world are worth listening to. In this episode we discuss: · Product development and the Lightyear start up story · Positioning and why it’s so hard · The challenges and benefits of being a mid-market provider v enterprise · Selling on features v benefits (FAB and Which Means That) · Running a bootstrapped business · Surviving and thriving through COVID 19 · Dealing with hyper growth · Marketing planning when the future is uncertain · “Follow me home” or how big business uses ethnography · The importance of talking to customer services and support · Measuring performance (KPIs and OKRs) · Some of the mistakes Chris has made (and what he learned from them) · Product teams v marketing teams · The Belfast start-up scene · Running a team in Belfast and Sydney · Why we should all focus on climate change Chris’s Book Recommendations · LinkedIn and Medium for bite-sized content · https://www.finextra.com/ Other Stuff We Talk About In The Show https://smxmuenchen.de/en/ - come and see Andi talking about “which means that” FAST not SMART objectives – it was MITSloan Management Review not HBR…. SORRY. Don’t @ me. Lightyear’s expansion plans and support from Invest NI https://www.investni.com/media-centre/news/lightyear-double-ni-workforce-over-ps1m-investment Find Chris on LinkedIn: https://www.linkedin.com/in/greggchris/and Twitter https://twitter.com/LightYearChris Lightyear are everywhere! https://www.lightyear.cloud/ https://twitter.com/lightyearcloud https://www.linkedin.com/company/lightyearcloud/ https://www.facebook.com/lightyearCloud/ https://www.instagram.com/lightyearcloud/ https://vimeo.com/lightyearcloud
47:42
February 02, 2021
Strategy Sessions: Eye Catching Marketing
Mike Follett is the MD of a research company that uses eye tracking software to measure ad effectiveness.  His insights will blow your mind! Mike Follett is the Managing Director of Lumen, the leading attention technology company. Lumen uses eye tracking to understand the reality of attention to advertising, helping clients buy better digital media and develop more eye catching creative. In this episode we discuss: · Eye tracking technology and how it helps cut through opinions in advertising · Starting off doing studies on newspaper ads and moving into digital · How ad agencies work and the problems with opinion v fact · Measure twice and cut once in planning for your ads · Marketing as an art v science and the rise of data · Art directors v copywriters · Why you’re thinking about Facebook ads the wrong way · Why no one cares about your ads · The attention economy and algorithms · Marketing is more like seduction than war · Advertising attribution models and why you should look at incrementality not last click · Why the site your ads sit on has a huge affect on impact · Does advertising work Mike’s Book Recommendations Paid Attention: Innovative Advertising for a Digital World by Faris Yakob Eye and Brain: The Psychology of Seeing by Richard L Gregory The Attention Merchants: The Epic Struggle to Get Inside Our Heads by Tim Wu Bob Hoffman’s ad contrarian blog http://adcontrarian.blogspot.com/ Mark Ritson on Marketing Week https://www.marketingweek.com/mark-ritson/ Mike Follett Mike began his career in advertising, working for in DDB in London, New York and Mumbai, before being part of the team that founded Lumen in 2013. He holds degrees from Oxford University and Imperial College London. Find Mike on LinkedIn: https://www.linkedin.com/in/michael-follett-a474216/ Or email him at mike.follett@lumen-research.com And Lumen Research on Twitter here:  https://twitter.com/lumenresearch Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
01:11:30
January 19, 2021
Strategy Sessions: A New Hope
Leitcia is the entrepreneur behind Paz.Ai, a start-up that is unlocking refugee tech talent across Europe. We recorded this episode just before Christmas and it brought joy to my heart. I knew it had to launch as the first episode of 2021 as it’s a story of hope, vision, determination and, yes, marketing. In this episode we discuss: · What it really means to be an entrepreneur – and it’s not what you think · Conducting real market research and understanding your target market · Asking the right questions · Giving people hope · Maslow’s hierarchy of needs and how it was essential in framing Paz’s approach to the refugee crisis · Design thinking · Running a kickstarter fundraising programme and the challenges of that · Understanding your ‘why’ and how to use it properly · Regaining hope and building a circular project Leti’s Book Recommendations The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers by Ben Horowitz Leticia Galdón Leti is a social entrepreneur determined to build a bridge between the high tech industry and refugee professionals. She is an advocate of technology for good and believes in enhancing the diversity of the tech workforce. She is co-founder and CEO of PAZ a social impact startup whose mission is to unlock the refugee tech talent in Europe by upskilling them in tech and connecting them with work opportunities. PAZ brings together professionals, companies, and organizations to unfold the potential and untapped talent of refugees in order to create Europe’s most diverse and ethical tech workforce. In her spare time, she likes to get involved in projects around education, social impact, and tech, where she supports leadership teams around innovation and team culture. She is currently collaborating with Amplio Ventures on the Refugee Starforce book project. She has also collaborated with General Assembly, Samsung, The International Committee of the Red Cross, and Unicef. Find Leti here: LinkedIn: https://www.linkedin.com/in/leticiagaldon/ Email: smile@paz.ai Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
50:08
January 05, 2021
Strategy Sessions: The Episode With No Name
Katie Jackson is the Managing Director of TBWA\London. She’s also been described as Mary Poppins on steroids and is great fun to interview. On publishing day, I realised I hadn’t given this episode a great / cheesy name, so it became The Episode With No Name – creative, right? In TEWNN, we talk about · Being Mary Poppins on steroids · Disruption and TBWA’s approach to it · Why ‘brand’ isn’t a fluffy term · T shaped v I shaped marketers · How the government has communicated it’s COVID messaging · Why creative is essential · Media and messaging being best mates · Formal education v learning on the job · Hun wines · The power of oops (or when things go wrong) · The power of being yourself · A T.O.P.T.I.P for everyone Katie was brilliant to interview and shares some fantastic insights into marketing, campaigns and brands which will resonate with everyone. Links to stuff we talked about on the show Hun Wines launch campaign https://www.campaignlive.co.uk/article/were-ok-hun-wine-brand-shifts-festivals-outdoor-ads-during-lockdown/1682051 All the different COVID comms from the government  https://www.thedrum.com/news/2020/09/14/how-the-uk-government-s-coronavirus-messaging-has-developed-over-the-summer Sound the excuse  https://www.tbwalondon.com/work-soundtheexcuse Katie’s Book Recommendations Why Did the Policeman Cross the Road?: How to solve problems before they arise by Stevyn Colgan https://amzn.to/38A08RF Eleven Rings by Phil Jackson https://amzn.to/3eZPN2H Benedict Evans’ newsletter https://www.ben-evans.com/newsletter Find Katie here: Twitter: https://twitter.com/K_Jackson_01 LinkedIn: https://www.linkedin.com/in/katiejackson2/ And Finally If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
55:15
November 24, 2020
Black Friday
The Strategy Sessions… A marketing podcast.  Episode 12 ‐ Black Friday A Discussion With Luke Carthy You know the drill.  It’s November, the pumpkins are in the compost heap and if you’ve got kids, you’ve started to wheel out the threat of “Santa’s watching” to improve behaviour.  Yes, Christmas is coming.  Which means, from a business perspective, it’s almost BLACK FRIDAY.  That means we get all steamed up about a concept we imported from the States (I’ll get over it soon) and focus on selling piles of products to our customers. If you want to know how to win in ecommerce, have a listen to the discussion with Luke Carthy.  Highlights of the discussions include:  Amazon (can you talk ecommerce without mentioning them?!)  Postage and why people hate paying for it  Investing in your brand   Products being ‘good enough’ to sell  Luke and me working together  The opportunities and challenges of Christmas 2020  What you can do if you haven’t set up online sales yet  The numbers! Margin v sales and LTV of customers  Black Friday  Lessons to younger marketers  Links We Discuss  Eugene Wei’s Invisible Asymptotes  Discontinued products blog  Blue Array’s Mastering in-house SEO book  Luke X When Luke comes together to work with Eximo Marketing, we go under the brand of Luke X. We both still run our own companies, we just buddy up for some clients who need both our skills. Why us? You get Luke’s impeccable ecommerce skills and Andi’s strategic marketing approach.  We know the companies that win online are those who have their whole game working. Just having a great product isn’t enough. Just investing in performance marketing won’t work in the long term. We can help you navigate the complex world of ecommerce and find the right course for sustainable growth.  Get in touch. Luke Carthy  Luke is a well-seasoned eCommerce consultant and international speaker delivering double/triple-digit growth for eCommerce brands. Luke parks himself right in the centre of conversion, growth and SEO disciplines. Having worked with brands spanning both D2C and B2B verticals including CAT, Renault and Mayflex, Luke knows a thing or two when it comes to getting C-suite buy-in and delivering smart, scalable eCommerce growth.  Find Luke here…  lukecarthy.com/  Twitter.com Linkedin.com And check out Luke’s haircare brand, Afrodrops  Andi Jarvis  If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.  If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.  Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.  Andi Jarvis, Eximo Marketing
59:50
November 10, 2020
Influencer Season
Influencer Season continues the run of terrible names for podcasts with amazing guests. This week, Sedge Beswick, joins Andi to discuss influencer marketing. Sedge is Founder and MD of SEEN Connects an Influencer Marketing agency that works with clients like Nike, eBay and Panasonic. We discuss: The Kardashians (luckily only briefly) Being a Nike fan Strategy first Measuring the ROI of influencer marketing Robbie Williams v Metallica Growing an agency The ASA guidelines Questions NEVER to ask her at a dinner party Lessons for her younger self Show Notes Sedge Beswick As one of the first in the UK to work within social media, Sedge forged her path with global brands before launching SEEN Connects: a globally-based, innovative influencer marketing agency. Just some of the brands on Connects’ client list are Nike, Bumble, Panasonic and eBay. Connects’ influencer relationships include household names, such as musician Lewis Capaldi and television presenter Laura Whitmore. Sedge’s expertise is regularly called upon by global news networks, such as BBC News and Sky News, as well as print publications like the Financial Times. As a habitual contributor to The Drum magazine, Sedge offers invaluable insight into the influencer industry. She is a visiting university lecturer and an accomplished public speaker, having hosted workshops for No.10 Downing Street and Google. Passionate about education, Sedge also set up a mentor programme to support young people going into the marketing industry, and is now responsible for having placed over 50 young people into jobs in the UK. Sedge’s two books are: 140 Ultimate Twitter Lols Make Instagram Your Business Seen Connects website Find Sedge on LinkedIn or Instagram Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
54:37
October 27, 2020
Obviously Awesome
Episode 10 ‐ Obviously Awesome Featuring April Dunford, Luke Carthy and Andi Jarvis. Obviously Awesome is a such an obviously awesome name for a book, we had to rob it for the podcast. April is a world leading authority on positioning, the misunderstood marketing concept that can be the difference between winning and losing for your company. Developing a systematic way of positioning technology products and companies has become her life’s work and she has had the privilege of working with more than 100 companies, allowing me to go even deeper and broaden my positioning expertise. We talk about the concept of positioning, how to spot when it’s going wrong, understand how to do it right and throw in a few questions from social media in an enjoyable and insightful chat. Episode 10 also features a T.O.P.T.I.P from Luke Carthy, an ecommerce consultant who has some great last minute tips for sorting out Black Friday and Christmas for your business. As always, a big thanks to our sponsor, Moyee Coffee. I’m a big fan of the coffee and the work they’re doing to help farmers in Ethiopia and Kenya achieve a living income. Please check them out. April Dunford April lives in Toronto, Canada - one of my favourite places - and has kids, a small dog, and a cabin in the woods. I get the feeling the cabin in the woods is her favourite place in the world! The bulk of April’s work is with early and growth-stage startups. Companies where the stakes are high - and weak positioning can mean the difference between success or failure. She also work with large global companies, helping them develop deeper positioning expertise in their product and marketing teams. Her book, Obviously Awesome, came highly recommended by Rand Fishkin on this podcast and captures my ideas about positioning and a methodology for doing it that any startup can follow. It’s become a best-seller and popular among entrepreneurs, product, and marketing folk. April studied Engineering in University, and wasn’t meant to be in marketing or writing books, but it turns out she’s great at both of those. April’s book recommendations were: The Challenger Sale: How To Take Control of the Customer Conversation by Matthew Dixon Positioning: The Battle for Your Mind by Al Reis and Jack Trout https://www.aprildunford.com/ https://twitter.com/aprildunford T.O.P.T.I.P from Luke Carthy Luke is an ecommerce specialist who gets results. He’s a speaker, podcaster and dad and an all round great guy. https://lukecarthy.com/ https://twitter.com/MrLukeCarthy https://www.linkedin.com/in/lukecarthy/ Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
55:02
October 13, 2020
C4 CMO 4U
This week we talk to Zaid Al-Qassab, the Chief Marketing Officer of Channel 4. Zaid leads the marketing and digital teams, and 4creative, Channel 4’s award-winning in-house creative agency.  Channel 4 is a publicly-owned and commercially-funded UK public service broadcaster, with a statutory remit to deliver high-quality, innovative, alternative content that challenges the status quo. We talk brand management, building teams, education the P&G way, being authentic with diversity and inclusion and discuss the bight future that Channel 4 has - even in a world where streaming dominates the discussion. We’ve got a T.O.P.T.I.P from Laura Hogan aimed at account managers and people in client facing roles. As always, a big thanks to our sponsor, Moyee Coffee. I’m a big fan of the coffee and the work they’re doing to help farmers in Ethiopia and Kenya achieve a living income.  Show Notes Zaid Al-Qassab Zaid is also a Director and Council member of the Advertising Standards Authority, and a Board Trustee of WaterAid. He was previously the Chief Brand & Marketing Officer of BT plc, where he led the BT, EE, Plusnet & Openreach brands. Zaid was educated at Oxford University, where he read PPE (Philosophy, Politics & Economics), and has also completed the Financial Times Non-Executive Director Diploma. He spent 20 years at Procter & Gamble, in marketing & commercial roles, including as Managing Director of the Health & Beauty division for the UK & Ireland. Following that, he was Chief Marketing Officer of HouseTrip, a digital start-up which was bought by TripAdvisor in 2016. He is committed to diversity and inclusion. Zaid’s book recommendations were: Thinking, Fast and Slow by Daniel Kahneman Predictably Irrational: The Hidden Forces That Shape Our Decisions by Dan Ariely Factfulness: Ten Reasons We’re Wrong About The World - And Why Things Are Better Than You Think by Hans Rosling The Perils of Perception: Why We’re Wrong About Nearly Everything by Bobby Duffy The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies by Les Binet and Peter Field you can find the best charts from the research here: https://effworks.co.uk/ten-best-charts-binet-field/ The award winning C4 Complaints Welcome campaign is worth 90 seconds of your time. T.O.P.T.I.P from Laura Hogan Laura is a dog fanatic who runs Jelly Bean, an agency based in Birmingham delivering sweet results (geddid?!) Find Laura on Twitter or LinkedIn. Andi Jarvis I’m hosting another live podcast for agency owners and directors on Monday 7 September. Following on from the great discussion with Carrie Rose (Rise At Seven) and Tom Etherington (Evolved Search), I’ll be chatting to Stacey MacNaught (MacNaught Digital) and Paddy Moogan (Aira). We’re discussing how to grow an agency, what its like leading an organisation through a global pandemic and what the secret is to a great agency/client relationship. This live podcasts takes place from  12.00 - 1.00pm on Monday 7th September. It’s free but you do need to sign up for a ticket. Register for your ticket today. If you enjoyed the show, please give it a 5⭐️ rating!
01:00:49
September 01, 2020
The Con Is On
The Con Is On… I catch up with Mike Winnet, THE self-appointed, uninspirational, backwards thinking “leader” currently dimfluencing thousands of, below average, people on LinkedIn and YouTube. With a bio like that, you know it’s going to be a great interview. Mike is known for his series of videos exposing Contrepreneurs- business people using dodgy, unethical tactics to fleece people. We’ve got a T.O.P.T.I.P about diversity and inclusion from Ineke Houtenbos of IH Training. I’ve been talking about equality and #BLM for a while now and Ineke provides training that could be useful to your organisation. You get a short segment from me this week about creating great content. Just avoid the hacks and get rich quick scams and you’ll do alright. As always, a big thanks to our sponsor, Moyee Coffee. I’m a big fan of the coffee and the work they’re doing to help farmers in Ethiopia and Kenya achieve a living income. Please check them out. Show Notes Mike Winnet “When it comes to business, Mike has forgotten more than your favourite guru will ever know…” said one, six star, review. Despite a busy schedule, Mike still finds time to shoot his counterintuitive business bollocks all over your LinkedIn newsfeed, each and every day. “The Contrepreneur Series” Can you get-rich-quick? Of course you can! You’ve seen the ads. A guru sat on a lime-green Lambo, screaming about their book, course, mentoring and bootcamp. Just follow their formula (sign up to the inevitable upsell) and you’ll be financially free! Well, Mike clicked the ads, went to the events and invested his money, so you don’t have to. Did he lose all his money or get rich quick? Find out the real results AND reveal what tricks they use to get YOUR hard earned cash on his YouTube channel. Mike’s book recommendations were: The Rules of Wealth:A personal code for prosperity and plenty: A personal code for prosperity and plenty by Richard Templar Modern Wisdom podcast T.O.P.T.I.P from Ineke Houtenbos Ineke has over 10 years experience in training both volunteers and staff and regularly provides Consultancy services around diversity and inclusion issues. She holds a certification from Perdue University in Diversity and Inclusion and has co-facilitared courses for commercial businesses. She has experience in sourcing, delivering and designing material on unconscious bias and strategically planning implementation of culture change Contact Ineke at inekehoutenbos@gmail.com. Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
01:29:13
August 18, 2020
Seventh Tackle
Episode 7 is all about the return of rugby! With both codes (league and union for the uneducated) returning in August, we invited Mick Hogan on to the show. Mick has been involved in Rugby League & Rugby Union for his entire 27-year career, in marketing, as CEO, Chair and consultant to major events. Mick talks about the differences between marketing domestic games and international events, the benefits of community marketing, the challenges ahead for the game and tells a great story about Russ Abbott (ask your granny about him). We’ve got a T.O.P.T.I.P from Helen Pollitt, MD of Arrows Up. Helen has a brilliant way of looking at reporting and you get a great insight into her thought process in just 90 seconds. Check it out. You also get 10 minutes from me, talking again about asking the right questions. This dives into the benefits of asking better questions, and builds on the discussion from Episode 6 (which you should check out - it’s great, honest!). As always, a big thanks to our sponsor, Moyee Coffee. I’m a big fan of the coffee and the work they’re doing to help farmers in Ethiopia and Kenya achieve a living income. Please check them out. Mick Hogan – MMG Sports Ltd Mick has worked for both English domestic rugby governing bodies (RFL & RFU) as well as CEO for top level rugby clubs Wigan Warriors, Sale Sharks and Newcastle Falcons. All three clubs experienced significant commercial growth across attendances, corporate hospitality sales, sponsorship, new events and community engagement. He worked as General Manager (City Operations) for England 2015, the organising body of the 2015 Rugby World Cup and led the process for the selection of host cities and venues. The tournament attracted 2.4m people who attended the 48 games held at 13 venues in 11 host cities. Mick was the Event Director for Newcastle 2019 leading the bid and then successful delivery of the European club rugby finals staged at St James Park, the home of Newcastle United. The Heineken Champions Cup Final was the fastest selling in the event’s 24-year history and the Challenge Cup Final broke UK attendance records. Mick has set up three charitable rugby foundations and served on the board of Premiership Rugby. Currently he is managing director of sports consultancy business MMG Sports Ltd. He is executive director at Newcastle Falcons, chairman at Newcastle Thunder RL Club, a member of the English Cricket Board’s Host Venue Panel and consults for the Rugby League World Cup 2021. You can connect with Mick on Twitter @MickHogan2 or on LinkedIn. No book recommendations from Mick this week. His advice - talk to people in your industry. T.O.P.T.I.P from Helen Pollitt Helen is MD of Arrows Up, an agency that empowers businesses and marketers through SEO training, consultancy and digital team growth management. Helen is a brilliant conference speaker, trainer and writer even if she has issues with my shoe / sock combos. Find Helen on Twitter @HelenPollitt1 or on LinkedIn. Andi Jarvis It’s still worth checking out the 7 Questions framework blog I wrote and read it while you’re listening to me talk about asking better questions. Make sure to give the show a 5 Star rating wherever you can, it really helps! Eximo Marketing.
57:09
August 04, 2020
Can You Splitit? Yes You Can!
Splitit is the new kid on the block in the Buy Now Pay Later (BNPL) industry. It recently had an IPO, is listed on the Australian Exchange and is going through a period of incredible growth. The CEO, Brad Paterson, is the main guest on Episode 6 of the Strategy Sessions and talks about his journey from marketing to the top job. Before joining Splitit, Brad accumulated a wealth of knowledge over nearly two decades working with some of the world’s most successful payment companies, including Intuit, PayPal, and Visa. He also ran a successful sports blog, Round Eight and we discuss all of this and more in the show. We’ve got a T.O.P.T.I.P from Sam Taylor, Technical SEO Consultant with Evolved Search in Newcastle. Evolved have a stack of clients in the financial services sector and are a seriously impressive agency. You also get 10 minutes from me, talking about the 7 Questionsframework I use with clients. As always, a big thanks to our sponsor, Moyee Coffee. I’m a big fan of the coffee and the work they’re doing to help farmers in Ethiopia and Kenya achieve a living income. Please check them out. Brad Paterson – CEO, Splitit Brad is an Aussie living in Northern California, running BNPL provider Splitit. Prior to this role, he was Intuit’s VP of Marketing, leading the go-to-market team responsible for the US QuickBooks Online revenue and customer outcomes. His responsibilities included the strategy, sales, marketing, and general business operations for the QuickBooks Online portfolio. Before moving Stateside, Brad served as Intuit’s VP of Asia-Pacific and Global Operations, driving business growth in critical international markets. He also served as PayPal’s Head of Merchant Services, Asia-Pacific and Visa’s Director of Consumer and Emerging Products for Australia and New Zealand, among other roles at the two companies. You can connect with Brad on Twitter @OzDane where he talks work and Aussie sport or LinkedIn where it’s all work. His book recommendations are: Trillion Dollar Coach: The Leadership Handbook of Silicon Valley’s Bill Campbell by Eric Schmidt Originals: How Non-conformists Change the World by Adam Grant The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers by Ben Horowitz Also worth checking out Brad’s tweet about kangaroos roaming the streets of Australia. T.O.P.T.I.P from Sam Taylor Sam has worked in SEO for 8 years and is Technical SEO Consultant at Evolved Search, where she provides technical and onsite consultancy to a range of large ecommerce and finance clients, including household names such as Ocean Finance, thinkmoney, and River Island. She organises the Newcastle Search meet-ups and was shortlisted for Young Search Professional of the Year at the 2019 UK Search Awards. Find Sam on Twitter @_spamtaylor or LinkedIn. Andi Jarvis The blog I wrote about the 7 Questions framework is available at EximoMarketingStrategy.com/7questions. If you have any questions about the 7 Questions or anything that was discussed in the show, the best place to get me is on Twitteror LinkedIn.
54:17
July 21, 2020
Mailchimp Marketing Madness
Mailchimp isn’t just an email marketing platform. It’s the go-to business partner for millions and millions of small and medium businesses around the world. Episode 5 focuses on Mailchimp from a number of angles. We’re joined by Michael Mitchell, the Director of Global Brand Marketing from NYC. We talk about brand marketing in a performance marketing world, his career and training plus dive in depth to his views on Black Lives Matter. I’m certain that I could do 1000 podcasts and I won’t get another set of book recommendations quite like Michael’s - he’s a writer at heart and the books he’s suggested reflect that. There are links below to go and buy them… so do it! We’ve got a T.O.P.T.I.P from Simon Harper from SRH Design. Simon is the 1st Mailchimp partner and certified expert in Ireland and Northern Ireland. So he really knows his onions - and Mailchimp. I don’t talk about Mailchimp too much. Instead I talk about an email I recently sent out via Mailchimp (it’s not that much of a leap, honest!) - it’s about some of the biggest mistakes I’ve made in my career, how they’ve helped me and how they all have something in common… not asking enough questions. As always, a big thanks to our sponsor, Moyee Coffee. I’m a big fan of the coffee and the work they’re doing to help farmers in Ethiopia and Kenya achieve a living income. Please check them out. SHOW NOTES Michael Mitchell – Director of Global Brand Marketing at Mailchimp. From New York to Tokyo, Sydney to London, Bangkok to Auckland, Michael has helped brands like GE, Toyota, AT&T, Unilever, Heineken and Opera Australia use insights strategically — helping them stand out and tell their stories to the world. Previously, he led Brand & Experience Strategy at Publicis Sapient, POSSIBLE, and Interbrand. You can connect with Michael on Twitter @alwaysbeheardor LinkedIn and you can view his work at msmfolio.com His book recommendations are: Between the World and Me by Ta-Nehisi Coates We Were Eight Years in Power by Ta-Nehisi Coates Brand Thinking and Other Noble Pursuits by Debbie Millman “Sonny’s Blues” is a short story featured in his collection Going to Meet the Man by James Baldwin White Teeth by Zadie Smith T.O.P.T.I.P from Simon Harper Simon is a Solopreneur, Freelance WordPress Ninja, Graphic Guru & owner of SRH Design, based in Bangor. He’s been designing & building websites since 1999 and freelancing since 2009, working with clients throughout the UK & Ireland. He helps businesses & individuals get online, market their product or service to a wide audience & grow their brand. Find Simon on Twitter @srhdesign or LinkedIn. Andi Jarvis If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Best place to get me is on Twitter or LinkedIn. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
58:21
July 07, 2020
Luxury Strategy
Luxury goods is an attractive sector. High end, non essential consumer products that are household names for most people, even though you may never own any of them. Ashley McDonnell has spent the last 6 years working in Paris at the crossroads of digital and retail within the fashion and beauty industries. She began her career with a luxury e-retailer, and then joined LVMH Group as a digital analyst, working with luxury houses such as Louis Vuitton and Fendi to drive digital transformation. If you don't know who LVMH are, you'll know their brands. The initials LVMH stands for "Louis Vuitton Moët Hennessy" and holds brands like Moet, Krug, Dom Perignon, Kenzo, Marc Jacobs, Bulgari, TAG, Tiffany & Co... you get the picture.  Ashley also led digital strategy for Dior's Travel Retail division within LVMH, focusing on capturing the opportunity of Global Chinese Travellers. She's now at Google, managing full-funnel digital projects for the world’s leading luxury brands - helping brands achieve excellence through technology. We talk about sustainability, advertising, how marketing works in luxury and how you end up in Paris from Galway.  We've got two T.O.P.T.I.P.S in this episode, with Emma Burdett and Danielle Phillips sharing their knowledge. Emma talks about reviews on Google My Business and Danielle talks about internal comms as staff come back from COVID furlough.  I pick up the baton from Dan and keep talking COVID, but from a marketing perspective. My plea: focus. There's so much noise to DO MORE STUFF, but focus your marketing and magic will happen.  Big thanks as always to our sponsor, Moyee Coffee. I'm a big fan of the coffee and the work they're doing to help farmers in Ethiopia and Kenya achieve a living income.  Please check them out.  You can find Ash on LinkedIn and Instagram. Some of the people and projects that were mentioned on the show were: Georgi Dan making fashion from recycled inner tubes Northern Irish designer JW Anderson Loewe Spanish designer Ash’s book recommendations are: The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands by J N Kapferer and Vincent Bastien Alibaba: The House That Jack Ma Built by Duncan Clark T.O.P.T.I.P from Emma Burdett Emma is Web & Digital Marketing Manager for Visit Belfast in, well, Belfast. She’s talking about Google My Business, more here. Emma is on Twitter and LinkedIn and is always great fun to talk to. T.O.P.T.I.P from Danielle Phillips Danielle is the Founder at Inside Out Communications Consulting. Danielle is on LinkedIn you should look her up. Andi Jarvis Best place to get me is on Twitter or LinkedIn. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.
01:05:46
June 23, 2020
The USA Edition
This episode was supposed to celebrate some of the great stuff in the US marketing world. Then George Floyd was murdered. I nearly binned the whole episode but thought it would be more useful to use the platform to say something about his murder, and also discuss what it's like being black in the UK. Along with that discussion, we also feature Rand Fishkin and Greg Gifford. Rand Fishkin is the cofounder and CEO of SparkToro, a new tool for audience intelligence and market research. Rand talks about what it's like in the US during COVID, the launch of SparkToro and the marketing lessons he picked up along the way at Moz. He also talks about his future predictions for Google and what that might mean for the rest of us. He previously cofounded and led Moz, the SEO software company. You can find Rand on Twitter and please do check out his new venture SparkToro, a seriously impressive tool. Rand’s book recommendations are: Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It by April Dunford No Hard Feelings: Emotions at Work and How They Help Us Succeed by Liz Fosslien and Mollie West Duffy Great By Choice: Uncertainty, Chaos and Luck - Why Some Thrive Despite Them All by Jim Collins And Rand’s own book, which I’m recommending not him! Lost and Founder A Painfully Honest Field Guide to the Startup World Greg Gifford is the Vice President of Search at SearchLab and has over 17 years of online marketing and web design experience. He's an in-demand (and hilarious) conference speaker who lives for an obscure movie quote. Watch his T.O.P.T.I.P if you want to know how you can use Google My Business to help your local rankings. Greg is on Twitter and LinkedIn and his Local Search Tuesdays is well worth checking out. Andi Jarvis Best place to get me is on Twitter or LinkedIn - I’d love to hear what you think of the show and if you’d like to discuss any of the issues raised today. Want to see examples of the different approach the media takes with the Royals. See Noel Clarke’s tweet about his movie and read my post about being black in Northern Ireland and my experience of being cropped out of a press photo. Not sounding white on your CV / resume - press report covering all the studies. “The Windrush scandal was not an accident” read more here. The stats for Black and Ethnic Minorities being fined more for COVID related violations. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
01:20:01
June 09, 2020
P&G Tips
The Strategy Sessions… A marketing podcast. Episode 2 ‐ P&G Tips Marketing lessons from a career in consumer marketing. Featuring Dan Rubel and Facebook ads advice from Gil David Dan Rubel has worked at Procter and Gamble (which is where the rubbish P&G Tips episode name came from), Shop Direct (Very and Littlewoods) and is currently Customer Communications and Brand Director for Dixons Carphone, owner of Currys PC World and Carphone Warehouse. They’re the biggest electrical retailer in the UK (our equivalent of Best Buy) and Dan is responsible for all the brand communications. In this episode he talks about what really matters to customers, how to make great advertising, the importance of recruiting the right people and the things he learned in his years at P&G - still the gold standard for a graduate marketing role. Andi follows Dan by talking to agency owners about what they need to do as they bounce back from the impact of Coronavirus (COVID-19) and we round up with Gil David (Run DMG) sharing a T.O.P.T.I.P for making your Facebook ads deliver improved returns. Show Notes You can find Dan on Twitter and LinkedIn. Dan mentions the following books and campaigns: Jim Collins – Good to Great Jim Collins – Built to Last Campaigns Mentioned by Dan Mylene Klass for Pantene Currys PC World’s new lockdown ad Walmart’s drive through campaign Hun’s campaign for wine in a can and Hun’s Instagram is worth looking at T.O.P.T.I.P from Gil David GIl runs Run DMG, a Facebook Ads agency / consultancy based in Belfast and working with clients around the world. Gil is on Twitter and LinkedIn or you can find him at the Run DMG Andi Jarvis Best place to get me is on Twitter or LinkedIn - I’d love to hear what you think of the show. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.
01:07:17
June 03, 2020
How to make your marketing SasS-y
The Strategy Sessions… A marketing podcast. Episode 1 ‐ How to make your marketing SasS-y Andi Jarvis - Best place to get me is on Twitter or LinkedIn - I'd love to hear what you think of the show. This Week's Guest - Jen Hoffman Jen Hoffman can be found on Twitter @_JHoff You can find her writing on Medium and you should definitely check out the Scarlet Letter post and her thoughts on Leadership & Team Building Want to dig into the books Jen recommends? Here they are: Pour Your Heart Into It by Howard Schultz Setting the Table by Danny Meyer What You Do is Who You Are by Ben Horowitz   Nevertheless She Persisted by Pratima Rao Gluckman   Lean In by Sheryl Sandberg Jen and I talked about someone who did a presentation at a conference talking about treating reports as marketing material. With a million apologies to Helen Pollitt, it was her! Her 10 minute presentation at Learn Inbound, Dublin, in August 2019 is worth a watch. Further Reading I've written more details about how to use ARM to select a social channel for your organisation which you can find on the Eximo Marketing blog. And there are full details of the Strategy Sprint product that I talk about towards on the end of the show on this page on the site. This Week's T.O.P.T.I.P - Arpun Bhuhi You can find Arpun on Twitter @ArpunBhuhi and the Distilled site is a goldmine of useful SEO information. Dive in. Hope to see you back here in a fortnight. Andi - Eximo Marketing
01:09:20
May 12, 2020
Trailer
What's upcoming in Strategy Sessions, the new podcast from Eximo Marketing
02:25
May 06, 2020