The Sleeping Barber - A Business and Marketing Podcast

We're thrilled to announce a new segment featuring a friend of the podcast and fellow podcast host of That's What I Call Marketing, Conor Byrne.

This segment will delve into current marketing topics, drawing inspiration from Tom Fishburne's Marketoonist.

For this segment, each host has chosen two sketches to discuss, sparking engaging dialogue. We see this as a fun way to tackle pressing issues that surface in our discipline.

We hope you enjoy this new segment!

Get in touch with the hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Conor Byrne:

https://www.linkedin.com/in/conorbyrne/

Timestamps:

00:00 Welcome to the Pilot: Introducing Mindless Marketers
00:25 Diving Into the World of tom Fishburne and the Marketoonist,
01:36 The Evolution and Challenges of the CMO Role
07:54 AI in Marketing: Expectations vs. Reality
11:50 Data-Driven Marketing: A Double-Edged Sword
16:56 Navigating the Shift from Third-Party Cookies
21:10 Rethinking Remarketing Strategies
22:13 Scepticism and Realisations in Digital Marketing
24:20 The Impact of Cutting Marketing Budgets
31:37 Inside the Mind of a Consumer: Brand Perception
39:08 Concluding Thoughts on Marketing Strategies

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the News: [AdExchanger] - LinkedIn is Getting into CTV Link: https://www.adexchanger.com/tv/linkedin-is-all-business-with-ctv/ [Marketing Dive] - Privacy tools fall short: Here’s what the numbers say Link: https://www.marketingweek.com/ritson-measure-marketing-effectiveness/ [LinkedIn] Media Grows Markets - Marc Pritchard Link: https://www.linkedin.com/pulse/media-grows-markets-marc-s-pritchard-3oudc/ [Marketing Dive] - Coca-Cola heads to Marvel universe for new spot, packaging campaign Link: https://www.marketingdive.com/news/coca-cola-marvel-universe-campaign-packaging-ar-experience/712454/ Marketing Moment: Old Spice: "Smell Like a Man, Man" “Look at your man. Now look at me. Now back at your man. Now back to me.” Link: https://youtu.be/owGykVbfgUE?si=Be72eyLk061hEe9Q TL;DR Having failed to successfully rebrand back in the late 90’s and early 2000’s, Old Spice was rapidly losing market share to Lynx (‘Axe’ in certain markets). Their biggest issue: Old Spice marketed their product to an aging population, which resulted in diminishing returns in the long term. They needed a way to return to their previous position as a major competitor. To completely rebrand Old Spice as a product for a younger audience, the marketing strategy found its major focus in one key fact: 60% of body wash purchases were made by women. Instead of focusing solely on young males as their target audience, Wieden + Kennedy switched things up and made young females the major focus of the campaign. The Results Old Spice quickly rose to become the top men’s body wash brand in the USA 300% increase in website traffic Sales of Old Spice had doubled by July of the same year 1.2 billion earned media impressions The campaign won several awards, including the Cannes Lion Film Grand Prix and an Emmy for Outstanding Commercial. Ad of the Week Downy Fabric Softener | More Than Laundry https://www.youtube.com/watch?v=oQQwUIX9OVQ Downy Fabric Softener - More than Laundry Just a blanket until you wrap a baby Just a hoodie - till its felt by your first love Just a jacket - till it brings you brings you back to your home Just a sweater - till it a cryed into Doesn't talk about the tech Shows product in use Breath life into your laundry Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

We hope you enjoy the show!

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

In The News:

Adidas weans itself off discounting - https://www.marketingweek.com/adidas-discounting-annual-loss/

Google loses in local search to Instagram, TikTok among Gen Z - https://www.marketingdive.com/news/google-tiktok-instagram-local-search-preference-gen-z/710130/

Demand Gen vs. Meeting Consumer’s Unmet Needs - https://www.instagram.com/p/C4RV9NnP6jU/?utm_source=ig_web_copy_link

AI-Powered ad ignites creator controversy on Instagram - https://techcrunch.com/2024/03/14/ai-powered-ad-ignites-creator-controversy-on-instagram

Three SWSX-inspired trends to consider adding to your brand playbook - https://www.thedrum.com/opinion/2024/03/15/sxsw-2024-bold-experiential-marketing-took-center-stage

Elon Musk’s “Grok” AI company is now open-source - https://techcrunch.com/2024/03/18/why-elon-musks-ai-company-open-sourcing-grok-matters-and-why-it-doesnt/

Marketing Moment:

Apologize the Rainbow - DDB Chicago

9 Years Ago, Skittles changed the flavour of green Skittles from Lime to Apple

Over the years, they’d get about 20k tweets per year of people hating on Skittles and asking the company to bring back lime flavour

Supporting Links:

https://www.youtube.com/watch?v=i_kxj8dhdjo&list=TLGG6HNwK54Wga4xMTAzMjAyNA

https://www.thedrum.com/news/2024/03/11/how-ddb-chicago-made-apologize-the-rainbow-the-most-awarded-ad-the-last-year

Ad of the Week

Amazon celebrates grassroots players in Uefa Women’s football commercial

Amazon's European-wide brand campaign highlights the passion and determination of real women's football players, emphasizing how playing women's football boosts confidence and self-assurance both on and off the pitch.

Link: https://www.thedrum.com/news/2024/03/15/ad-the-day-amazon-celebrates-grassroots-players-uefa-women-s-football-short

Ever wondered why some brands dominate the market while others struggle to get noticed? The latest episode of the Sleeping Barber Podcast, unveils the secret: physical availability. Join us as we discuss with Arry Tanusondjaja of the Ehrenberg-Bass Institute how presence, prominence, and portfolio can catapult your brand to new heights. Learn why it's more than just distribution—it's about making your brand impossible to ignore. Don't let your brand be the best-kept secret.

Don't forget to join our hosts, Vassilis and Marc, for post-pod banter!

Our Guest:

Arry Tanusondjaja

https://www.linkedin.com/in/arryt/

Senior Marketing Scientist at Ehrenberg-Bass Institute

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature:

Dominos Fortressing Strategy:

https://chiefexecutive.net/dominos-new-ceo-drives-fortressing-strategy-to-great-results/

Most expensive Starbucks Drinks:

https://www.tastingtable.com/1463864/most-expensive-starbucks-drinks-world/

HBR 2:

https://www.amazon.ca/How-Brands-Grow-Emerging-Services/dp/0195596269

Market-Based Asset Theory for Brand Competiton:

https://www.sciencedirect.com/science/article/pii/S096969892300317X

Timestamps:

0:44 - Intro to Dr. Arry Tonusondjaja

2:09 - What is mental and physical availability - Easy to Mind, Easy to Find

5:00 - The 3 main components of physical availability

7:26 - Physical availability is more than distribution

9:22 - Why the scope of marketing is bigger than ad creative

11:15 - The value of consistent branding in retail environments

12:59 - The danger of rebranding especially product packaging

16:10 - Why we satisfice and aren’t brand loyal

17:43 - Remove barriers to purchase

19:01 - Domino’s location-based “Fortressing” strategy

20:48 - Customers are cognitive meisers

21:53 - Why dine-in customers, are different from carry-out and delivery customers

25:45 - eCommerce increases physical availability

29:01 - Customers want to shop how they want, don’t force them to change how they want to buy

32:02 - Some digital ads aren’t ads, they’re signage

34:54 - Physical availability applies to SaaS and B2B

40:47 - The role of physical availability is to harvest the work of mental availability

42:03 - The strategy of building a relevant portfolio of products

48:20 - The danger of large product portfolios and brand extensions

52:20 - Tropicana - a warning for product package rebranding

55:44 - Careful of “Disruptive” physical activations, Pop-Ups and Shop-in-Shops

57:22 - How to know when a market has physically saturated a market

1:00:48 - Choosing between your own store and distribution channels

1:03:50 - How physical availability brings marketing and sales together

1:05:32 - How Startups can benefit from mental and physical availability

1:06:48 - Find out more about Arry and the Ehrenberg-Bass Institute

1:09:28 - Post-Pod with V and Marc

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the News: [CNN] House panel unanimously approves bill that could ban TikTokHeadline + Link + Top 3 Points Link: https://www.cnn.com/2024/03/07/tech/congress-bill-bans-tiktok-america/index.html?darkschemeovr=1 [Marketing Week] TIME - The one true measure of marketing effectiveness Link: https://www.marketingweek.com/ritson-measure-marketing-effectiveness/ [Marketing Week] Meta Spotlight How AI Investments Are Paying Off For Advertisers Link: https://www.marketingdive.com/news/meta-ai-investments-advertiser-lessons-2024/706973/ [Marketing Week] Marketing Teams are increasingly outsourced Link: https://www.marketingweek.com/skills-shrinking-teams-outsourcing/ [Yahoo Finance] The Canadian Marketing Association Unveils Plans for Its Inaugural CMA Marketing Week to Drive Industry Innovation Link: https://finance.yahoo.com/news/canadian-marketing-association-unveils-plans-125500328.html [CryptoNews] El Salvador Could become one of the Worlds Richest Countries due to Bitcoin Link: https://cryptonews.com/news/el-salvador-may-become-one-of-the-worlds-richest-countries-due-to-bitcoin-holdings.htm Marketing Moment Most contagious report 2023: 2023 Orange / Bleues’ Highlights / Marcel, Paris Summary: In July 2023, one ad from the Women’s World Cup garnered a lot of attention, from French telco Orange. The spot highlights the talent of the women’s French national team (known as ‘les Bleues’) and calls out prejudice against women’s football. Download Link: https://shorturl.at/goO39 Ad of the Week MPfizer - Here’s to the Next Fight, Letsoutdocancer.com Video Link: https://youtube.com/watch?v=fwvjimuwVyY&t=59s Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Unravelling the enigma of customer needs can often feel like searching for a needle in a haystack, but what if we told you that the needle comes with a magnet? In this eye-opening episode of the Sleeping Barber Podcast, we delve into the inventive world of Tony Ulwick, the mastermind behind the Jobs to Be Done theory and Outcome-Driven Innovation.

Tony unravels the common missteps businesses make when defining their market and identifying customer needs. He presents a compelling argument for why most companies innovate backwards and how his counterintuitive methods have led to an astounding 86% success rate in product innovation, compared to the bleak figures we see in startups. This discussion is a treasure trove for any business leader seeking a compass to guide them through the tumultuous waters of customer satisfaction and product development.

Don't forget to join our hosts, Vassilis and Marc, for post-podcast banter!

Our Guest:

Tony Ulwick - Inventor of Outcome-Driven Innovation & Jobs-to-Be-Done

Founder & CEO of Strategyn

https://strategyn.com/

linkedin.com/in/tonyulwick/

Owner of 12 patents related to ODI and the processes around market needs assessments, strategy and innovation.

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature:

Outcome Based Segmentation - https://strategyn.com/lp/outcome-based-segmentation/

HBR - Know your customers JTBD - https://hbr.org/2016/09/know-your-customers-jobs-to-be-done

Clay Christensen JTBD Theory on Milkshakes - https://www.youtube.com/watch?v=Stc0beAxavY

JTBD Free Download - https://strategyn.com/jobs-to-be-done/

What is innovation & why does it matter - https://online.hbs.edu/blog/post/importance-of-innovation-in-business

Customer Centered Innovation Map - https://hbr.org/2008/05/the-customer-centered-innovation-map

Startup Stats - https://www.embroker.com/blog/startup-statistics/

Why Startups Fail - https://hbr.org/2021/05/why-start-ups-fail

What are CEPs and why are they important? - https://marketingscience.info/research-services/identifying-and-prioritising-category-entry-points/

Timestamps:

0:44 - Tony Ulwick Introduction

3:04 - Why are innovations typically so unsuccessful?

6:24 - Segmenting across unmet needs instead of industry verticals

9:03 - Why most innovations are done in reverse

11:15 - I need a ¼ inch hole, not a ¼ inch bit

12:49 - Kodak didn’t know what market they were in

14:50 - The goal of segmentation & why personas fail

18:54 - Circumstances, not demo or firmographics, cause segments to exist

23:22 - Customers are aware of the problems they have, but not the solutions that exist

25:01 - Marketing strategy is about finding unmet needs and fulfilling them

28:40 - How to identify the jobs customer’s are trying get done

31:59 - The difference between Jobs-To-Be-Done (JTBD) and customer needs

35:45 - Most products don’t get the entire job done

37:55 - Category Entry Points v. JTBD

43:14 - Reinventing a Banana

45:01 - Using JTBD in enter crowded markets

47:52 - Using JTBD to reposition an existing product

51:02 - Solutions mindsets aren’t as helpful as problem mindsets in innovation

53:43 - Moving from JTBD analysis into action

58:02 - Learn more about Tony

59:00 - Post-Pod with V and Marc

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

We hope you enjoy the show!

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

In the News:

Paid search outperforms paid social—with the latter far more likely to bounce

Link: https://www.insiderintelligence.com/content/paid-search-outperforms-paid-social-with-latter-far-more-likely-bounce

Using AI to Improve Business KPIs

Link: https://www.zdnet.com/article/ais-latest-trick-better-kpis-for-measuring-business-success

Walmart-Vizio deal raises fresh concerns about retail media walled gardens

Link: https://www.marketingdive.com/news/walmart-vizio-deal-retail-media-network-walled-gardens/708362/

File under DEI - ageism in Marketing is rampant

Link: https://www.marketingweek.com/career-salary-survey-youth-stats/

Ditching the Degree: A Shift in Canadian Workforce Requirements

Link: https://marketingnewscanada.com/news/foregoing-bachelors-degree-requirements-brings-big-benefits-for-engaged-businesses

Marketing Moment:

Febreze - Diagnosis before Tactics

https://www.youtube.com/watch?v=OrmJQtPABXE

Ad of the Week:

José Mourinho takes over the Topps office in run-up to the Euros

https://youtu.be/gTeUPizYEpY?si=zWYynwzn3e0YFA-p

Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

It used to be that we all tuned in at 8 pm on Thursdays to watch Cosby, Friends, Will & Grace, etc. Now, streaming video is everywhere and on-demand, making it harder for marketers to maintain the same reach on a single channel. This shift is partly what makes the Super Bowl so interesting—it's one of the few remaining events that have a global reach of 115 million Americans. This week, we welcome Angela Voss, CEO of Marketing Architects, to discuss the current digital age. With streaming services on the rise, marketers face the challenge of adapting their strategies to stay relevant in both linear and streaming TV formats. We also delve into unique insights, debunk myths, and explore what the future holds. This is a great episode, and we hope you enjoy it! Our Guest: Angela Voss - Chief Executive Officer at Marketing Architects https://www.linkedin.com/in/angelamvoss/ Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Timestamps 0:44 - Introducing Angela Voss 2:30 - The benefits of linear and connected TV 4:53 - Fragmentation is not the death of 6:41 - Tips on TV media planning 9:44 - TV as a building channel is outdated thinking 11:54 - Digital complexity is pushing people back to TV 13:50 - Pretesting TV creative 16:15 - The correlation between pretesting and business impact 18:04 - Super bowl Alcohol Ads Test Results 21:12 - Why Budweiser’s Clydesdale ads was so successful 22:32 - Super bowl Delivery Ads - Doordash vs. Uber Eats Test Results 26:55 - How pretesting can help your ad creative 27:58 - Super bowl Gambling Ads - Fanduel vs. Bet MGM Test Results 31:55 - How science can improve the art of ad creative 34:37 - 3 ways to measure TV impact - micro, macro and business 39:52 - The myths of media buying 42:39 - Why the most effective frequency is 1 48:10 - The most effective CTV strategy 50:51 - The future of media buying 53:30 - Advice for marketers and advertisers buying TV 56:34 - the small business opportunity with CTV 57:40 - How to find out more about Angela 58:59 - The post-pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the News: [CNBC] ESPN, Fox, and Warners Brothers Discovery plan to launch a joint sports streaming platform. Link: https://www.cnbc.com/2024/02/06/espn-fox-and-warner-bros-discovery-to-launch-joint-sports-streaming-platform-this-year.html [Yahoo Finance] Snap’s Limited Reach Hampers Ad Growth Link: https://finance.yahoo.com/video/snaps-limited-reach-hampers-ad-180318996.html [Marketing Dive] Meta Spotlight How AI Investments Are Paying Off For Advertisers Link: https://www.marketingdive.com/news/meta-ai-investments-advertiser-lessons-2024/706973/ [eMarketer] More than a third of marketers will increase their brand marketing investments this year. Link: https://www.insiderintelligence.com/content/more-than-third-of-marketers-will-increase-their-brand-marketing-investments-this-year [Search Engine Land] Google Analytics 4 adds new dimensions for measuring paid and organic traffic Link: https://searchengineland.com/google-analytics-new-dimensions-paid-organic-traffic-437370 [Yahoo Finance] Inflation: Consumer prices rise 3.1% in January, defying forecasts for a faster slowdown Link: https://finance.yahoo.com/news/inflation-consumer-prices-rise-31-in-january-defying-forecasts-for-a-faster-slowdown-133334607.html Ad of the Week Michael Cera and CeraVe - Just to clear things up once and for all… CeraVe is developed with Dermatologists. Not Michael Cera. Full Story: https://www.cerave.com/not-developed-with-the-actor-michael-cera Video Link: https://youtu.be/eVrUDqYfRUM?si=IG-creUeXOrVfagG Why we like it: The ad was both satirical and dramatic, featuring Michael Cera giving himself a massage and asking about moisturization. The partnership between Cera and CeraVe was seen as genius and smart advertising. He was even in New York signing lotion bottles at a local pharmacy back in January. The ad ended with CeraVe emphasizing it's made with oversight from dermatologists, not Michael Cera. Reminds us of the successfully Buble and Bubbly colab. Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

We're thrilled to have Dr. Grace Kite back with us this week on the show. As the Founder & Economist at Magic Numbers & Magic Works, she brings a wealth of expertise to the table.

In our discussion, we delve into whether formal training is a must for marketers, explore the nuances between the UK and US marketing scenes, and even share tips for crafting killer PowerPoints.

We'll also tackle topics like leveraging storytelling and data to elevate your marketing efforts, understanding customer needs through data analysis and ways to add flair to mundane numbers.

And don't forget to join our hosts, Vassilis and Marc, for some post-pod banter!

Our Guest:

Dr. Grace Kite

Founder & Economist at Magic Numbers (consulting) & Magic Works (training)

https://www.linkedin.com/in/grace-kite/

Columnist for Marketing Week Magazine

In-demand Speaker

Master of Advertising Effectiveness

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature:

Magic works https://magicworks.training/real-people/dr-grace-kite/

Magic Numbers https://magicnumbers.co.uk/

Closing the marketing skills gap https://www.professionalacademy.com/blogs/the-marketing-skills-gap-why-you-should-be-upskilling-and-reskilling-for-future-success/

Employee Training Stats https://www.devlinpeck.com/content/employee-training-statistics

½ of Marketers say they haven’t any training https://www.marketingweek.com/salary-survey-2019-routes-into-marketing/

Marketing Strategy is the most undervalued Skill https://www.marketingweek.com/marketing-strategy-undervalued-skill/

Recovery Budget Planner https://magicnumbers.co.uk/articles/recovery-budget-planner-resources/

Building an effectiveness culture https://magicnumbers.co.uk/articles/only-people-can-give-the-gift-of-marketing-effectiveness/

Timestamps:

0:40 - Introduction to Dr. Grace Kite

3:59 - Do marketers need formal training

9:09 - UK v US versions of effectiveness

14:40 - Even blind squirrels can find a nut

21:30 - Emergent methods for training and development

24:53 - How to make a better PowerPoint

29:20 - The Importance of Storytelling and Data in Marketing

33:10 - Using data to understand the voice of the customer

34:49 - Giving numbers a makeover

38:07 - Are marketing fundamentals the same across industries and lifecycles?

44:39 - Dashboards can be misleading

52:02 - Fundamental concepts for every marketer’s toolkit

57:35 - What is the market need for training?

1:00:06 - How to get in touch with Grace

1:01:13 - Post Pod with V and Marc

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the News: Search Engine Land - Google search CPCs up 19%, pushing ad spend up 17% Link: https://searchengineland.com/google-search-ads-cpc-spend-436959 Search Engine Land - Microsoft Search and News Advertising revenue up 8% Link: https://searchengineland.com/microsoft-search-news-advertising-revenue-q2-2024-437044 Marketing Dive - Gaming once again proves useful to advertisers: Here’s what the numbers say. https://www.marketingdive.com/news/gaming-again-proves-useful-advertisers-heres-what-the-numbers-say/705695/ Ad of the Week Victoria and David recreate the viral ‘we grew up very working class’ moment from their Netflix Link: https://youtu.be/s4uxGe7gU5I Why we like it: It’s current, their documentary came out roughly four months ago. So speed was imperative to capitalize on the working class meme. The attention to detail is great, Victoria's t-shirt, pokes fun at her working-class comment in the docu-series Using teasers to create intrigue. Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

This week's show highlights Christine Gilles, named Globe & Mail’s Top Exec for 2023, and serving as the Chief Marketing and Product Officer at Blackline Safety. In this episode, Christine imparts valuable insights, offering tips for scaling up a tech business and providing an in-depth look at the role of Blackline’s Health & Safety technology. She covers various topics, including creating internal alignment for growth, upskilling her team, establishing credibility with CFOs, and showcasing the effectiveness of marketing campaigns.

Don’t forget, to stick around for post-podcast conversation with our hosts, Vassilis and Marc.

Our Guest:

Christine Gillies

Chief Product & Marketing Officer @ Blackline Safety

Awarded Globe & Mail’s Top Exec 2023

Career in B2B SaaS, Tech & Product Marketing

https://www.linkedin.com/in/christineg2/

https://www.blacklinesafety.com/ - wearables sensors to keep remote workers safe

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature:

Top Exec Globe & Mail https://www.theglobeandmail.com/business/rob-magazine/article-full-circle-christine-gillies-escaped-from-the-world-trade-center-on/

4 Types of Business Orientation https://smallbusiness.chron.com/business-orientation-24274.html

What are the real problems Marketers face? https://www.linkedin.com/feed/update/urn:li:activity:7118900791737733120/

Top Exec Globe & Mail https://www.theglobeandmail.com/business/rob-magazine/article-full-circle-christine-gillies-escaped-from-the-world-trade-center-on/

Gartner Changing Buyer https://www.gartner.com/en/newsroom/press-releases/gartner-says-b2b-sales-organizations-need-to-give-customers-a-se

What are the real problems Marketers face? https://www.linkedin.com/feed/update/urn:li:activity:7118900791737733120/

Timestamps:

0:44 - Introduction to Christine, 25+ years of tech marketing

2:08 - Advice Christine would give herself on day 1 of a scaling up a tech business

6:50 - Time kills deals

8:30 - What does Blackline’s Health & Safety technology do? 

11:40 - Creating internal alignment and resourcing for growth

14:22 - Why we need to talk about “The Leads are Weak”

15:30 - How Christine is upskilling her team’s financial and business acumen

18:13 - Building credibility with the CFO   

19:20 - Showing the effectiveness (aka return) of marketing campaigns

22:20 - How to manage the timeline expectations for a return

24:25 - Two key Principles of Tech Marketing: Who said so besides you + Outside In thinking

26:26 - How to build marketing budgets in hyper-growth companies

28:25 - Why budget cuts can be helpful at times

32:30 - Aligning marketing and product management

35:21 - The value of adding market intelligence to marketing’s remit

37:45 - Foundational enablers to drive growth in startups and scaleups

41:22 - The importance of processes to support growth

42:30 - Balancing agility and process with strategic briefs 

47:55 - How to prioritize & manage growth opportunities

49:51 - Designing the organization for brand management

53:08 - Who owns pricing strategy? 

57:01 - How leadership styles need to adapt to the orientation of the business

1:00:18 - The value of cross-training specialists across marketing disciplines

1:05:11 - The evolution and momentum in B2B marketing

1:09:15 - B2B companies are adopting more B2C tactics 

111:39 - Post Pod with V and Marc

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the News: Marketing / Business Headlines Solo Fires CEO after Marketing Misstep https://thedaily.outdoorretailer.com/news/people/solo-brands-names-new-ceo-after-snoop-marketing-whiff/ Marketing Dive: How generative AI could solve the cookie deprecation puzzle in 2024 https://www.marketingdive.com/news/death-cookie-deprecation-generative-ai-marketing-prediction/704240/ Techcrunch: How Amazon Is Using AI to Help Customers Find a Better Fit https://techcrunch.com/2024/01/08/amazon-turns-to-ai-to-help-customers-find-clothes-that-fit-when-shopping-online/ Marketing Mag (AUS): Yahoo offers advertisers a glimpse into the cookieless reality https://www.marketingmag.com.au/featured/yahoo-offers-advertisers-glimpse-into-cookieless-reality/ CBC.ca: Canadian Big Banks Making Misleading Claims on Sustainability https://www.cbc.ca/news/business/sustainable-finance-complaint-1.7078254 More About Advertising: Brand Character Beat Celebs in Super Bowl ads Says System 1 https://www.moreaboutadvertising.com/2024/01/brand-characters-beat-celebs-in-super-bowl-ads-says-system1/ Marketing Moment: A Marketing Case Study Shrinkflation is a thing, and one grocery store is doing something about it. France is unusual in Europe in that it strongly regulates the retail sector, forcing supermarkets to negotiate prices only once a year with food and drink producers, in an attempt to protect its farm industry. Having said that, To put pressure on their suppliers, the French grocer has taken matters into their own hands. By putting shelf labels on products that had shrunk in size but increased in price. Links: https://economictimes.indiatimes.com/news/international/business/carrefour-pulls-pepsico-products-over-price-hikes/articleshow/106567815.cms https://www.forbes.com/sites/danpontefract/2024/01/04/carrefour-drops-pepsi-products-continues-its-purpose-leadership/ https://www.theguardian.com/business/2023/sep/14/carrefour-puts-shrinkflation-price-warnings-on-food-to-shame-brands Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

The topic of marketing effectiveness has become quite polarized, particularly here in North America. While some embrace it, others find it too theoretical. In this episode, we're joined by David Tillman, SVP Content at WARC, to delve into Mark Ritson’s recent article, which highlights a critique of (North) American marketers for lagging on the principles of marketing effectiveness. We also take this opportunity to discuss the Contagious NYC event that is happening on January 24th. We hope you enjoy the show! Our Guest David Tiltman SVP Content @ WARC Host of the WARC Podcast David’s LinkedIn https://www.linkedin.com/in/david-tiltman-5a2a6614/ WARC: https://www.linkedin.com/company/warc/ Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Links: Most Contagious Event: https://contagious.swoogo.com/mostcontagiousnewyork WARC https://www.warc.com/ Mark Ritson & Fergus OCarol talk about his controversial column https://www.onstrategyshowcase.com/episode/mark-ritson-talks-about-his-controversial-column-in-marketing-week About Most Contagious Jan 2024 in NYC https://contagious.swoogo.com/mostcontagiousnewyork/4338022?ref=Creative+Impact How Brands Grow https://marketingscience.info/how-brands-grow/ The Long & Short of It https://ipa.co.uk/knowledge/publications-reports/the-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies James Hurman’s Creative Effectiveness Ladder https://www.warc.com/newsandopinion/news/cannes-lions-and-warc-reveal-secrets-to-creative-effectiveness/43765 5/95 Rule https://www.marketingweek.com/peter-weinberg-jon-lombardo-95-5-rule/ Category Entry Points https://business.linkedin.com/marketing-solutions/b2b-institute/cep-in-b2b Building Distinctive Assets https://marketingscience.info/building-distinctive-brand-assets/ Promise to the Customers https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer Mark Riston’s article about America falling behind https://www.marketingweek.com/effectiveness-ignorance-american-marketing/ Timestamps: 0:44 - Introduction to David Tiltman 2:34 - How WARC, Lions and Contagious fit under the Ascential banner 9:02 - What does marketing effectiveness mean? 14:26 - Rather than effectiveness, maybe we need to ask how we’ll drive business value. 19:17 - Do marketers need a common set of KPIs, concepts and terms? 27:35 - Good starting points to dig into marketing effectiveness 31:45 - WARC’s increasing commitment to the US in 2024 36:44 - About the Jan 2024 Most Contagious Event in NYC 44:15 - How to find out more about David & WARC’s increasing commitment 47:02 - Post Pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

In our first guest interview for 2024, we have the pleasure of hosting Hanna Riberdahl, CEO of the Swedish Federation of Advertisers (Sveriges Annonsörer), and Kaj Johansson, Managing Partner and Co-Founder of Kapero.

In this episode, we delve into Kapero's recent study revealing that marketing departments are overwhelmed with production tasks, often at the expense of generating true business value. Our conversation also explores how organizational design can impact marketing effectiveness and addresses the pitfalls of approaches like "Performance Marketing" and "Growth Hacking," which may inadvertently undermine the business value of marketing.

Tune in for an insightful discussion that promises to reshape your perspective on modern marketing departments' challenges and opportunities. This is a must-listen episode – we hope you thoroughly enjoy it!

Our Guests

Hanna Riberdahl

CEO of Sveriges Annosorer (Sweedish Federation of Advertisers)

https://www.linkedin.com/in/hanna-riberdahl-b5967816/

https://www.sverigesannonsorer.se/om-oss/

Kaj Johansson

Managing partner and co-founder of Kapero

Management Consultants Specializing in Marketing, Communications and Media

https://www.kapero.com/

https://www.linkedin.com/in/kaj-johansson-7808311/

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Literature

Future of the Marketing Department: https://kapero.com/en/the-marketing-department-23-report/

The Effectiveness System: https://www.sverigesannonsorer.se/wp-content/uploads/2023/09/The-Effectiveness-System-2.0-final.pdf

Timestamps

0:44 - Intro to Kaj & Hann

2:48 - Why look into the effectiveness of marketing departments

5:19 - How org design affects marketing effectiveness

7:05 - The assumptions to test in this study

8:20 - Getting the perception of marketing from Sales, CEOs, CFOs and marketers

13:38 - Everyone agrees on what marketing departments should do but not how to do it

14:45 - The surprising finding about the marketing’s strategic contribution to the business

18:23 - The overwhelming similarities between B2B vs. B2C marketing departments

21:00 - Why marketing departments need fewer KPIs split into two sets

25:10 - The responsibilities of the marketing department don’t match their primary KPI

30:45 - Why “Performance Marketing” and “Growth Hacking” undermine marketing’s business value

33:39 - The risk with using digital metrics from Facebook and Google

35:34 - Why digital metrics for data-driven marketing is a big problem

37:55 - How digital metrics and big data has impacted the structure of marketing departments

41:15 - Why understanding baseline sales is so valuable

42:30 - Marketing needs to have an opinion about the 3 other Ps outside of promotion

44:15 - The impact that channel specialization has had on marketing budgets

46:38 - The contradiction with media optimization

50:15 - The future of marketing is not about building data-driven agile teams

52:50 - Modern marketing departments can create more value by doing less

56:25 - The skills modern marketing departments need more training with

1:03: - The opportunity to generate insights from voice of the customer research

1:06:32 - The dangers with insights from voice of the customer research

1:12:11 - Post pod with V and Marc

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2024 Sleeping Barber

We decided to switch things up a bit for our last episode of the year. We roped in some of our pretty cool podcast buddies – Elena Hengel from the Marketing Architects Podcast and Conor Byrne, the brain behind 'That's What I Call Marketing!'

Together, we dive into our best campaigns of the year from the US, Canada, and Europe. We discuss being bearish or bullish on MMM, B2B creativity, influencer marketing, and much more. Heck, we even rank our favourite marketing brains from the past year! This episode is best enjoyed with your feet up by a crackling fire, and don't forget the eggnog!

We thank you all for the incredible support over the last and and we wish you all a Merry Christmas and Happy Holidays. We'll see you in the New Year!

Marc and V

Timestamps

1:21 - Our campaigns of the year

14:47 - Bullish or Bearish

42:35 - Thought leader power rankings

55:16 - 2024 predictions

Links:

Elena

Apple, “Titanium” - https://www.wsj.com/tech/personal-tech/apple-iphone-15-titanium-commercial-yat-kha-d9cd2db3

Salesforce, “AI Sheriff” - https://www.adweek.com/brand-marketing/salesforce-sheriff-matthew-mcconaughey-artificial-intelligence-wild-west/

Conor:

Paddy Power: https://youtu.be/F9xW1W7Kw8Y?si=yhTFRYPZAivaFSoi

Yorkshire Tea Pack yer bags: https://youtu.be/F9xW1W7Kw8Y?si=yhTFRYPZAivaFSoi

Communion Saves: https://www.youtube.com/watch?v=JCJfxC5i588

Vassilis:

WestJet’s “Holiday Heros” - https://www.youtube.com/watch?v=GkZPyBcevaI =

Canadian Tire “ Christmas Firsts” - https://www.publicis.ca/blog/canadian-tire-celebrates-holiday-firsts-2/

Marc’s

Fixed Rate Pizza - https://marketingawards.strategyonline.ca/winners/winner/2023/?e=154387&u=Advertising&n=Fixed-Rate+Pizza

Spotify Wrapped Campaign

Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

Enjoy the show!

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

In the News

WARC - The future of strategy: Marketing is in desperate need of a reality check

https://www.warc.com/newsandopinion/opinion/the-future-of-strategy-2023-marketing-is-in-desperate-need-of-a-reality-check/6378

Adexchanger - Adalytics Exposes An Alleged $10.5 Billion Black Hole In The Google Search Partners Program

https://www.adexchanger.com/online-advertising/adalytics-exposes-an-alleged-10-5-billion-black-hole-in-the-google-search-partners-program/

Techcrunch - AWS brings palm-scanning “Amazon One Enterprise"

https://techcrunch.com/2023/11/28/aws-brings-amazon-one-palm-scanning-authentication-technology-to-the-enterprise/

Marketing Dive - IPG Mediabrands strikes a deal with Amazon for ad-supported streaming Amazon’s fledgling ad-supported offering.

https://www.marketingdive.com/news/amazon-ipg-mediabrands-deal-ad-supported-streaming/702147/

Financial Post - Canadians now allocating 15.4% of their income to pay debts compared to 13.2% for Americans

https://financialpost.com/news/mortgage-crunch-hits-canada-economy

Marketing Dive - What Coca-Cola’s generative AI experiments mean for the brand’s future | Marketing Dive

https://www.marketingdive.com/news/coca-cola-coke-ai-openai-lessons-plans-interview/701265/

The Marketing Moment

Dove - The Real Cost of Beauty

This was a campaign the aired earlier in the year which aims to to create a safer, healthier online environment for younger generations. Ogilvy UK and Ogilvy Toronot

Sources:

Campaign Landing Page: https://realcostofbeauty.dove.com/

https://www.razorfish.com/work/dove-real-cost-of-beauty/

https://www.hsph.harvard.edu/striped/wp-content/uploads/sites/1267/2022/10/Real-Cost-of-Beauty-Report-10-4-22.pdf

https://www.ogilvy.com/work/cost-beauty

https://www.marketingmag.com.au/featured/cost-of-beauty-dove-pushes-for-kids-online-safety-act-in-latest-campaign/

Ad of the Week

Amazon's Christmas ad for 2023 called "Joy Ride." It's not your usual sleigh ride—it's a sweet story about three lifelong buddies who take us on a trip down memory lane. They show us that the greatest gifts aren't always in fancy boxes but in the special moments we enjoy together.

Watch Here - ⁠https://www.youtube.com/watch?v=jmF0bOCa_4Q

Coming up next week:

Special Year in Review Episode with Elena Hengel From Marketing Architects and Conor Byrne from That’s What I call Marketing.

© 2023 Sleeping Barber

What if we have been approaching organizational design all wrong? What if there is a better way to align an organization with consumer needs?

In this week’s show, Jeff Lowe, Executive Vice President and Chief Commercial Officer of Smart Technologies, discusses how the gap between CMO-CEO, CMO-CFO, CMO-CRO, etc., can be bridged by removing sales and marketing silos with a Unified Commercial Engine (UCE). He also explains how a buyer journey map can be used to design an org chart and lead change management to support sales and marketing unification.

Jeff even sheds some light on how a poker table can help budgeting and be used to align teams to commercial outcomes.

Enjoy the show!

Our Guest

Jeff Lowe, EVP & Chief Commercial Officer, SMART Technologies

https://www.linkedin.com/in/jefflowe2/

https://www.smarttech.com/en-gb/education

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

- Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

- Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Timestamps

0:44 - Intro to Jeff Lowe, EVP & CCO Smart Technologies

3:03 - The cause of the gap between CMO-CEO, CMO-CFO, CMO-CRO etc

5:30 - Why we need to unify B2B sales & marketing teams

9:40 - 74% of customers would prefer a rep-free experience

11:58 - Removing sales and marketing silos with a Unified Commercial Engine (UCE)

13:19 - The (sales) straw that broke the (marketing) camel’s back

15:35 - Using a buyer journey map to design an org chart

18:55 - Leading the change management to support sales + marketing unification

26;04 - The biggest lesson when you remove corporate silos

27:11 - What salespeople really think of marketing presentations

28:45 - What caused the 60% improvement in lead acceptance rate (MQL-SQL)

30:51 - How SMART’s culture supported employee engagement during the UCE transformation

35:11 - How to set marketing budgets when there is no marketing team for the budget

38:16 - Poker table budgeting to align teams to commercial outcomes

42:35 - A fair process isn’t the same as a fair outcome

44:55 - Why we should stop using the word “Branding” and what to use instead

50:32 - Should you spend more on brand or performance?

52:07 - Why marketers need to know the meaning of cash flow, EBITA, market share etc

52:57 - A SMART case study from Australia

56:40 - Why buyer enablement and purpose are fueling a B2B renaissance

1:00:30 - How to find out more about Jeff and SMART

1:03:53 - Post-Pod with V and Marc

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

Boy, do we have a treat for you today!

On this episode of the Sleeping Barber Podcast, we are joined by Eddie Obeng, CEO and learning Director of the Pentacle Virtual Business School.

Metaverse pioneer, even before the “metaverse” was a thing, Eddie talks to us about what happens when the pace of change is faster than our ability to learn, 3 rules to consider when trying to keep up with change, what do high-performance organizations do in a world with excessive amounts of data, the 'productive weirdos' and so much more!

This episode is a wild, and the energy levels are off the charts. Consider yourself warned.

Enjoy the show!

Our Guest

Dr. Eddie Obeng

CEO & Learning Director of the Pentacle Virtual Business School

MetaVerse Pioneer, Software Developer

Ambassador for the Association of Project Management

Professor Henley Business School, Duke - Growth, Innovation & Entrepreneurship

Author & TEDtalks alum & in-demand speaker

Linkedin: https://www.linkedin.com/in/prof-eddie-obeng/

Qube.cc: https://home.qube.cc/

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Links & Research:

TEDtalk: Smart Failure for a fast-changing world: https://www.youtube.com/watch?v=EjSuaeVfE9I

Eddie’s Website & Books: https://www.eddieobeng.com/

HBR - 3 Ways to Prepare for The Future of Work: https://hbr.org/2023/09/3-ways-to-prepare-for-the-future-of-work

McKinsey - 6 Ways to Create a High-Performance Culture: https://www.mckinsey.com/capabilities/people-and-organizational-performance/our-insights/the-organization-blog/6-elements-to-create-a-high-performing-culture

5 Monkey’s Fable: https://www.youtube.com/watch?v=QhBv1kEGUeE

Timestamps

0:44 - Introduction to Eddie Obeng

3:07 - Why Eddie started an online consulting metaverse 30 years ago

7:09 - Why remote work failed

9:41 - What happens when the pace of change is faster than our ability to learn?

16:56 - Policies and processes run irrespective of reality

20:10 - 3 rules to consider when trying to keep up with change

23:20 - What do high-performance organizations do in a world with excessive amounts of data

26:55 - Modern high-performance cultures don’t look back, they look forward

28:52 - Why organizations need weirdos but don’t have any

30:44 - How leaders can harness innovation by converting normal staff into productive weirdos

35:19 - The collaboration lessons we missed during WFH remote work

41:14 - Why is it hard for existing companies to become high-performance organizations

44:03 - Why corporate purpose is about orienting toward a customer, not ESG

47:29 - Success with diversity also depends on creating new ways to function

52:13 - The tooth fairy story: how KPIs can lead to bad behaviours

56:22 - AI - everyone is doing it but they don’t know why

1:01:08 - The 3-phase approach for transforming into high-performance organizations

1:05:24 - Find out more about Eddie

1:06:52 - The problem with “saving the planet”

1:07:42 - 5 methods for figuring out what’s not real aka “the truth”

1:12:43 - Post-pod with V and Marc

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

Net Promoter Score (NPS) has been a crucial part of the business world for nearly two decades. It was initially presented as the ultimate metric, the one to rule them all. Its simplicity and focus on customer satisfaction made it a darling of the industry.

However, with the evolution of customer research and feedback analysis, the idea of NPS as the singular, all-encompassing metric is being questioned. Even though two-thirds of Fortune 500 companies still employ NPS, it is no longer considered the only measure of customer satisfaction.

In this episode, we are joined by John Dawes, a professor at the Erenburg-Bass Institute, who will share his research on NPS. This episode will likely challenge what you know about NPS and shed light on some of its flaws.

Our Guest

Webpage: https://johndawes.info/

LinkedIn: https://www.linkedin.com/in/john-dawes-059bab10/

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Links & Research:

HBR - The One Number You Need to Grow

https://hbr.org/2003/12/the-one-number-you-need-to-grow

HBR - Where NPS Goes Wrong

https://hbr.org/2019/10/where-net-promoter-score-goes-wrong

Qualtrics - THe Ultimate Guide to NPS

https://www.qualtrics.com/experience-management/customer/net-promoter-score/

Int. Journal of Market Research: NPS - What Should Managers Know?

https://journals.sagepub.com/doi/10.1177/14707853231195003

A longitudinal Examination of NPS and Firm Revenue Growth

https://www.researchgate.net/publication/228660597_A_Longitudinal_Examination_of_Net_Promoter_and_Firm_Revenue_Growth

Byron Sharp - NPS does not predict growth

https://byronsharp.wordpress.com/2008/08/08/net-promoter-score-nps-does-not-predict-growth-its-fake-science/

Fred Reichheld - The Ultimate Question 2.0

https://www.amazon.ca/Ultimate-Question-Revised-Expanded-Customer-Driven-ebook/dp/B005E8AKVM/ref=sr_1_1

Why NPS is a bad tool and what to use instead

https://archive.researchworld.com/why-net-promoter-score-is-actually-a-bad-tool-and-what-to-use-instead/

Brand Growth Potential

https://link.springer.com/article/10.1007/s11002-023-09682-7

How Brands Grow

https://www.amazon.ca/How-Brands-Grow-What-Marketers/dp/0195573560

Timestamps

0:44 - Intro to John Dawes

2:24 - What NPS is and how it’s measured.

3:50 - Why NPS benefits from extreme scoring

5:48 - The downside of the NPS scoring method

8:38 - Why 66% of Fortune 500 companies use NPS

10:40 - The false promise of high NPS scores

13:44 - The trouble with NPS-based incentives

16:46 - The disconnect between NPS scores and business performance

19:30 - The challenges of NPS with growing vs established brands

21:28 - The effectiveness of NPS vs. past sales as a predictor of future growth

26:02 - Are NPS detractors actually bad?

29:50 - Is NPS a superior metric to CSAT scores for predicting growth?

33:17 - What is NPS good for & what to ask instead

37:56 - Can Google Reviews replace NPS?

39:25 - Metrics better than NPS for predicting growth

42:53 - Can we put the NPS genie back into the bottle?

46:47 - If not NPS for growth, then what?

49:32 - 50 years of brand performance disproves loyalty as a growth driver

52:19 - How to find out more about John

54:01 - Post-pod with V and Marc

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

Enjoy the show!

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

In the News:

Unilever promotes internally to appoint new top marketer.

Source: Marketing Week - https://www.marketingweek.com/unilever-appoints-new-top-marketer-promotes-internally/

What B2Bs Need to Know About Their Buyers.

Source: HBR - https://hbr.org/2022/09/what-b2bs-need-to-know-about-their-buyers

Nestle promises an across-the-board increase in marketing spend.

Source: Strategy Online - https://strategyonline.ca/2023/10/19/nestle-promises-an-across-the-board-increase-in-marketing-spend/

Synthetic data is suddenly making very real ripples - Mark Ritson

Source: Marketing Week - https://www.marketingweek.com/synthetic-data-market-research/

Amazon upgrades ad suite with new data clean room, AI image generator

Source: Marketing Dive - https://www.marketingdive.com/news/amazon-unboxed-advertising-data-clean-room-ai-image-generator/697825/

Unilever thinks purpose is pointless for some brands

Source: The Message - https://the-message.ca/2023/10/27/new-unilever-ceo-downplays-purpose-and-hikes-adspend/

The Marketing Moment:

ZGM: AB is Calling

Background

In order for Alberta to thrive now and in the future, we need skilled, young labour. Labour that we just can’t pump out fast enough organically. So, we need to attract skilled workers from other parts of Canada. Workers who may not realize the career and lifestyle opportunities, along with the affordability advantages that Alberta has to offer.

Challenges

Focus group research found that Alberta is portrayed by some as lacking in culture and diversity. We knew this version of Alberta wouldn’t appeal to skilled, young workers living, for example, in the urban centres of Toronto and Vancouver. We would need to address their misconceptions of Alberta head on by using publicly available and completely defensible data to compare Alberta’s advantages in affordability, career opportunities and lifestyle to other strategic Canadian cities.

Strategy

Saying that “Alberta is diverse and rich in culture” could easily be dismissed as marketing language. The messaging needed to focus on jobs, housing and lifestyle, with imagery showcasing a diverse, culturally rich province.

Lead with The Cost of Living targeting Toronto & Vancouver

Execution

Launched Summer 2022: Website, Radio, Audio, Digital & Social in Van + Tor featuring AB advantages including affordable homes, liveable city, family friendly, career opportunities

Fall 2022 - OOH takeover at Yonge-Bloor in Tor + Granville-Robson in Van + Wrapped Vancover Sun paper

Results

AB had the biggest positive net migration from other provinces

Alberta's population grew by 60,000 in the quarter following the campaign– more than any other year since they began estimating populations in 1951.

Ad of the Week

The King & The Viking - Beats by Dre

The Norway international features alongside the one the Los Angeles Lakers superstar in a new promo campaign entitled "The King and The Viking," in which the pair connect with their families on the day before a big game.

In the promo, Haaland receives a heartfelt message from his father and agent, former footballer Alfie. Meanwhile, the man known as "King James" receives a pre-match pep talk from his wife, Savannah.

AD Link: https://youtu.be/EuUXiJW2HjY

© 2023 Sleeping Barber

Right on time for the final sprint!

Q4 marks the high-pressure season for countless advertisers and industries. While most are busy putting the final touches on their campaigns for the impending "cyber 5" period, we urge you to take a moment to tune in.

This week, we're joined by Samantha Kelley, CEO of Touché! Canada and Omnicom Media Group (OMG) Montreal, Canada's largest media agency. Samantha shares valuable strategies that advertisers should be considering as they head into this incredibly "scrappy" period.

Enjoy the show.

Our Guest

Samantha Kelley: https://www.linkedin.com/in/samantha-kelley-7809b11/

Touché!: https://www.touchemedia.com/en/

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature:

Amplified Intelligence: https://www.amplifiedintelligence.com.au/dr-karen-nelson-field/

Impact of Creative on Advertising Effectiveness: https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think

The Markov Curve: https://channelmix.com/blog/markov-chain-marketing/

Timestamps

0:44 - Introduction to Samantha Kelly, CEO of Touché! Canada and Omnicom Media Group

3:12 - Q4 has become more of a marathon than the sprint it used to be

4:10 - Shopping habits of consumers

6:45 - How media consumption habits are affecting media buyers

7:56 - Applying viewer attention to ad platform impressions

9:16 - The impact of viewer attention on the measurement of long v. short term activations

11:03 - Pandemic and Inflationary affects on consumer shopping behaviour

13:55 - SportChek case study

16:50 - AI-based tech to build ad creative and increase speed to market

18:30 - Ad units to leverage in Q4

19:52 - The growing opportunity with Retail Media Networks (RMNs)

23:24 - How media buyers can integrate RMNs with brand s

25:05 - Splitting media budget between brand with activation ads in Q4

26:15 - Advice for winning Q4

28:55 - Planning holistic campaigns versus splitting budget between traditional v. digital media

30:53 - Audio placements: radio and podcast opportunities

32:22 - Media Mix Modeling and optimization of media spend

34:00 - The rule of thumb for splitting budget between media and creative

35:07 - Balancing reach with personalization

36:30 - Reaching loyal versus light customers

38:20 - Tips for small and medium-sized businesses

40:10 - Setting budgets for the holiday season & the Markov curve

42:44 - How to maximize ROI during the cyber 5

44:41 - Should companies hide online products to steer people into a store?

48:22 - Why retailers shouldn’t force customers into a sales channel

50:37 - Marketing metrics to focus on

54:04 - Why measurement is a big challenge

55:43 - Incrementality is the game, not ROAS or ROI

58:14 - Things to avoid in Q4

59:40 - Post-pod with V and Marc

Where to listen

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

Enjoy the show!

Our Hosts

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

In the News:

Eddie Bauer Changed its logo because Gen Z doesn’t read cursive:

https://www.fastcompany.com/90963252/eddie-bauer-new-logo-ditches-script-and-adopts-a-goose

Source: Fast Company

‘Trust your gut’: Marketing leaders on prioritizing wellbeing when job hunting.

https://www.marketingweek.com/marketing-leaders-prioritising-wellbeing-job-hunting/

Source: Marketing Week

Marketing enters its Taylor Swift era: Here’s what the numbers say!

https://www.marketingdive.com/news/taylor-swift-era-marketing-ads-numbers-statistics/695775/

Source: Marketing Dive

AD Platforms are Dropping New Toys for the Holidays

https://marketingnewscanada.com/news/new-toys-from-meta-pinterest

Source: Marketing News Canada

Canadian Survey of Consumer Expectations—Third Quarter of 2023

https://www.bankofcanada.ca/2023/10/canadian-survey-of-consumer-expectations-third-quarter-of-2023/

Source: Bank of Canada

Ads don’t wear out, Only marketers do

https://www.marketingweek.com/consumers-tired-ads-marketers/

Source: Marketing Week

The Marketing Moment

Sprite: Heat Happens, Stay Cool.

Literature links:

Marketing Interactive: https://www.marketing-interactive.com/sprite-launches-global-campaign-to-urge-people-to-keep-cool-in-the-heat

Ogilvy: https://www.ogilvy.com/work/heat-happens

Kantar: https://kantar.turtl.co/story/brand-footprint-2023-p/page/6/5

Ad of the Week

Cadbury - Garage

https://www.youtube.com/watch?v=JHEJfRnWyBM

© 2023 Sleeping Barber

Roger Martin returns to our show for a candid conversation on his recent research collaboration with WARC and the B2B Institute, "Making a Promise to the Customer." We delve into the implications of this research for advertisers, explore the relationship between branding and consumer promises, and much more.

This episode will not disappoint.

Enjoy the show.

Our Guest:

Roger’s Website: https://rogerlmartin.com/

LinkedIn Profile: https://www.linkedin.com/in/roger-martin-9916911a9/

Medium Blog: https://rogermartin.medium.com/

Thinkers 50: https://thinkers50.com/biographies/roger-martin/

HBR Articles: https://hbr.org/search?search_type=subscriber-search&term=Roger+L.+Martin&sort=publication_date#browse-reports-filter

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature:

HBR Articles

https://hbr.org/search?search_type=subscriber-search&term=Roger+L.+Martin&sort=publication_date#browse-reports-filter

LinkedIn Making a Promise to the Customer https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer

Customer Loyalty is Overrated: https://hbr.org/2017/01/customer-loyalty-is-overrated

Marketing & Strategy Are the Same Discipline: https://rogermartin.medium.com/its-time-to-accept-that-marketing-and-strategy-are-one-discipline-17f0140521c9

Timestamps

0:44 - Intro

5:01 - Results from the Promise to the Customer (PTTC) report

6:59 - The difference between a brand promise and a PTTC

9:01 - Only 40% of campaigns include a PTTC

9:45 - A brand promise isn’t as powerful

11:48 - Small brands can also benefit from PTTC

13:19 - Why AVIS “We Try Harder” isn’t a PTTC and why Sixt “Pick THE car” is

16:45 - Eliminating bias in the WARC database and research methodology

19:06 - The hypothesis of what makes a brand. ie. FedEx

24:40 - The risk of rebranding, refreshing logos and revitalizing campaigns

26:12 - Snickers: How to correctly build on a PTTC

28:45 - Why this is the most striking research result in Roger’s career

30:02 - Pricing research at P&G - the second most dramatic finding in Roger’s career

34:33 - Walmart’s Everyday low prices is a PTTC

35:40 - The 3 features of a good PTTC: Memorable, Valuable, Deliverable ie. adidas, Geico

40:22 - The difference between a USP and PTTC ie. IBM Building a Smarter Planet

43:27 - How P&G used the PTTC framework to evaluate their ad creative

49:44 - Why a PTTC can organize and align an entire company

52:38 - PTTC + PTW Case Study: Formica vs. Wilsonart high pressure laminate

57:45 - Customer loyalty is overrated, focus on habit instead

1:00:02 - Social media buzz is NOT a good indicator of PTTC success

1:04:04 - The first thing a CMO can do to benefit from the PTTC findings

1:06:15 - What’s coming with the PTTC framework

1:08:40 - Find out more about Roger (use the L.)

1:10:55 - Our best compliment ever

Where to listen

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

Welcome to the first-ever episode of the "Barber's Brief." A bi-weekly segment that focuses on bringing the latest news that caught our attention, but more importantly it will provide a platform to engage with you our listeners.

We hope that you enjoy it!

Our Hosts

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

In the News:

Lululemon & Peloton Deal:

https://www.cbc.ca/news/business/lululemon-peloton-partner-1.6980800

Nike Pledges to ‘stay on the offensive' as it increases focus on demand generation:

https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer

Only one in five CMO-CFO relationships are truly collaborative:

https://www.marketingweek.com/cmo-council-cfo-relationship/

The New Coke Y3000:

https://www.inc.com/minda-zetlin/coca-cola-just-did-something-no-company-has-ever-done-heres-how-coke-drinkers-are-reacting.html

Microsoft debuts a platform to help retailers launch and scale an ad business:

https://www.marketingdive.com/news/microsoft-retail-media-networks-launch-scale/695344/

Hornets launch jersey-patch deal with influencer MrBeast:

https://www.espn.com/nba/story/_/id/38547974/hornets-launch-jersey-patch-deal-influencer-mrbeast

Our Marketing Moment

How Lidl uses excess share of voice to boost sales & market share:

https://www.youtube.com/watch?v=bb-6PCbsdyc&t=325s

Ad of the Week

IKEA - The Swedish retailer is stepping away from the picture-perfect catalogue promo this time

https://www.thedrum.com/news/2023/10/02/ad-the-day-ikea-literally-spills-guts-brutally-honest-campaign

Where to listen

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

Many marketers often narrow their focus on branding, concentrating primarily on select elements such as an organization's visual identity, advertising and promotional efforts, and its presence on social media platforms. However, it's important to consider that branding also plays a significant role in the realm of recruitment.

This week on the podcast, we welcome Shelley Billingshurst, President of Hire Value Inc, to discuss the delineation between HR and Talent recruitment, the importance of organizational branding and it’s effects on recruitment, why talent tracking systems create horrible brand experiences for talent and so much more.

This is a very polarizing episode we hope you enjoy!

Our Guest

Follow Shelley Billingshurst: https://www.linkedin.com/in/shelley-billinghurst-91ab71/

Hire Value Inc: https://hirevalueinc.com/

Our Hosts

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature:

HBR The War for Talent is Back: https://hbr.org/2007/04/the-war-for-talent-is-back

CNN The Race for Talent: https://www.cnn.com/2022/02/24/success/companies-hiring-faster/index.html

HBR Make your Employer Brand Stand out in the Talent Marketplace: https://hbr.org/2022/02/make-your-employer-brand-stand-out-in-the-talent-marketplace

SHRM - Most people never complete job applications:

https://www.shrm.org/resourcesandtools/hr-topics/talent-acquisition/pages/most-people-never-finish-online-job-applications.aspx

Social media has reinvented the way Gen Z finds jobs:

https://www.benefitnews.com/news/social-media-has-reinvented-the-way-gen-z-finds-jobs

Timestamps

0:44 - Intro to Shelley

2:56 - The connection between marketing, brand and talent acquisition

4:54 - Winning the war for talent vs. the race for talent

7:26 - The difference between talent acquisition and HR

11:02 - Recruitment and HR have different incentives

14:37 - How corporate culture influences recruitment

18:54 - Why talent acquisition should live outside of HR (KPMG example)

22:58 - Why Applicant Tracking Systems (ATS) create a horrible brand experience for talent

25:28 - The skills for success in HR and recruiting are different

26:35 - Abandonment rate in application submissions

28:09 - How unqualified job seekers overload ATS

30:23 - How qualified candidates work around ATS

31:53 - How LinkedIn and Indeed work

34:44 - How great brands like Microsoft manage their talent & database

40:38 - Why candidates need to continuously invest in their personal brand

43:02 - Why the odds of getting a job through an online application are less than 1%

47:44 - The best way to write job descriptions and respond to them

53:16 - The traditional hiring system is broken - why networking is so important

58:54 - The one thing a company can do to fix talent acquisition

1:00:47 - The one thing a candidate can do to improve their odds of getting a job

1:05:38 - The one thing recruiters can do to create a great brand experience

1:07:55 - How to find out more about Shelley

1:09:03 - Why Benevity, WestJet, Lululemon and X (Twitter) are great employer brands

1:14:07 - Post-Pod with V and Marc

Where to listen

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

Today, we have a thrilling episode in store for you as we engage in a conversation with not just one, but two Heads of Programmatic Media from Google Canada. Joining us are Ben Wise and Jeremy Freedman, and together we discuss the state of programmatic here in Canada. We explore various trends, delve into Google's privacy sandbox, touch upon the widespread adoption of digital practices within organizations, and much more! This is an episode you won't want to miss.

Enjoy the show.

Our Guests

------------

Ben Wise - https://www.linkedin.com/in/benwise1/

Head of Programmatic Media at Google

Jeremy Freedman - https://www.linkedin.com/in/thejeremyfreedman/

Head of Programmatic Media, Agency at Google

Our Hosts

-----------

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature

--------------------

Understanding Programmatic - Think With Google

https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/automation/what-programmatic-and-why-everyone-talking-about-it/

Programmatic analysis tools | BigQuery | Google Cloud

https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/automation/what-programmatic-and-why-everyone-talking-about-it/

The Future of Programmatic Media in 2023

https://marketingnewscanada.com/news/the-future-of-programmatic-media-in-2023

Google’s new prototype AI tool does the writing for you

https://www.theverge.com/2022/11/2/23435258/google-ai-writing-wordcraft-lamda

Timestamps

------------

0:44 - Introductions

3:25 - What is programmatic media buying?

5:40 - Targeting by Geo, Context, Audience and Private Marketplaces

9:55 - How programmatic media has evolved in Canada

12:01 - What inventory is available to programmatic media in Canada?

15:24 - Opportunities with Connected TV (CTV)

20:36 - How AI enhances media buying and creative placements

24:46 - Bringing programmatic in-house vs hiring agencies

27:40 - The right time & risks with bringing programmatic in-house

31:00 - Replacing people with robots?

33:03 - Performance measurement & attribution models

41:40 - Privacy sandboxes and public concerns

46:03 - Running experiments to create breakthroughs

50:10 - Factors driving programmatic growth and innovation

53:20 - Post-pod with V & Marc

Where to listen

-----------------

Apple Podcasts:

https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify:

https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts:

https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube:

https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

We're thrilled to be back after our summer hiatus with an exciting new episode! In this installment of the Sleeping Barber Podcast, we have the pleasure of hosting JP Castlin and James Hankins, who join us to explore the compelling themes discussed in their paper, "The Gravity of Ecommerce." Tune in as we delve into the allure of online retail and the stark reality that many e-commerce businesses struggle to turn a profit. Our guests shed light on the numerous challenges and misconceptions that often ensnare e-commerce entrepreneurs, including the unearthing of hidden fulfillment costs and the pursuit of efficiency within the supply chain. And don't forget to stick around until the end for a post-podcast discussion with our insightful hosts, Marc and V, as they reflect on the key takeaways gleaned from their enlightening conversation with JP and James.

It's an episode you won't want to miss, so sit back, relax, and enjoy the show!

Our Guests

------------

JP Castlin - https://www.linkedin.com/in/jpcastlin/

Strategic Management Consultant

Author - 2 upcoming books & articles in Marketing week, WARC, IPA, The Drum

Speaker

James Hankins - https://www.linkedin.com/in/james-cp-hankins/

Global VP Marketing & Strategy Planning @ Sage (ERP)

Consulting Strategist @ Vizer Consulting

Co-Chair of IPA Share of Search ThinkTank @ IPA

Our Hosts

-----------

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature

--------------------

Questioning the Growth Dogma:

https://journals.sagepub.com/doi/abs/10.1177%2F10422587211059991

The Gravity of Ecommerce:

https://www.warc.com/content/paywall/article/warc-exclusive/the-gravity-of-e-commerce/en-gb/146943?

Winning the Final Mile:

https://www.marketingweek.com/ecommerce-final-mile/

Evolution of OmniChannel to connected commerce:

https://www.globallogic.com/insights/blogs/retail-evolution-will-the-dinosaurs-die/

Unified Commerce:

https://blog.qivos.com/unified-commerce-the-evolution-of-omni-channel/

JP Creating Cash Flows:

https://www.marketingweek.com/jp-castlin-bigger-marketing-budget-focus-creating-cash-flows/

Digital Availability:

https://theeqplanner.wordpress.com/2021/01/26/why-digital-availability-aids-strategic-decision-making-plus-why-digital-ads-arent-analogous-to-rent-or-signage/

The Jevons paradox:

https://en.wikipedia.org/wiki/Jevons_paradox

Timestamps

----------------

0:46 - Intro to JP & James

3:10 - The attraction of eCommerce

4:03 - Why profits are elusive in an ecomm businesses

9:57 - Growth at all costs?

12:20 - Digital availability - why digital ads driving ecomm aren’t really ads

18:00 - Why we underestimate the costs of ecomm

22:14 - Ways to increase ecomm profits & effeciency

25:10 - The marketers responsibility to commercial creativity (not just ads)

27:40 - Recovering the margins of digital commerce

36:37 - Can small businesses compete with Amazon?

40:29 - Why so many DTC companies open retail stores

43:19 - Value chain vampires

47:02 - Why ROAS is not an optimal financial metric

49:25 - The problem with hiring marketing specialists

52:40 - Marketers can add value by understanding the business model

58:18 - The strategy behind the vegan sausage roll principle

1:02:03 - How to find out more about JP and James

1:03:50 - The post-pod with V and Marc

Where to listen

-----------------

Apple Podcasts:

https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify:

https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts:

https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube:

https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

In this episode, we're thrilled to welcome our guest, Yasmeen Turayhi, the founder of Modern Product - a renowned product marketing consulting agency, she is also a TED X speaker and author of three incredible books! 

Together, we navigate the contrasting landscapes of single vs. multi-product companies, why market research is so crucial, and why humility is a key skill for successful product development. 

Join us for this conversation that promises to be filled with actionable insights for all marketers. Enjoy the show. 

Our Guest 

--------------------------- 

Yasmeen Turayhi: https://www.linkedin.com/in/yasmeenturayhi/ Founder of Modern Product - Product marketing & consulting agency 

Our Hosts 

---------------------------

 Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts: 

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ 

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ 

Podcast Literature: 

--------------------------- 

Yasmeen’s Books: ⁠⁠https://www.amazon.ca/Yasmeen-Turayhi/e/B07GZ4WC4S/ref=dp_byline_cont_book_1⁠⁠ 

Patrick Campbell - Understanding Customers ⁠⁠https://turingfest.com/blog/patrick-campbell-saas-fundamentals/⁠⁠ 

Better Brief Project - ⁠⁠https://www.betterbriefs.com/⁠⁠ 

Yasmeen TEDx talk on Intuition - ⁠⁠https://www.youtube.com/watch?v=2w-eYtt3oiU⁠⁠ 

How to Be an Effective Product Marketer - ⁠⁠https://www.youtube.com/watch?v=j6v7PCpo-g⁠⁠ 

PM Course - ⁠⁠https://product-marketing-go-to-market.teachable.com/p/product-marketing-debunked⁠⁠ 

Product Marketing Alliance - ⁠⁠https://www.productmarketingalliance.com/⁠⁠ 

Timestamps: 

--------------------------- 

0:44 - Intro to Yasmeen 

2:18 - What is product marketing

5:46 - How does the role of a product marketer differ from regular marketers 

10:55 - How brand and product marketers can work together 

13:12 - Single vs. Multi-product companies 14:05 - Product marketing across the product lifecycle 

16:02 - Why market research is so important 

20:19 - Humility is a key skill for product development 

22:35 - The most common mistakes product marketers make 

25:34 - The importance of a community in product development 

27:25 - Getting leadership buy-in with the go-to-market plan 

29:45 - What happens if the baby (product) is ugly? 

34:17 - Differentiation vs. Distinctiveness - what matters? 

39:01 - Repositioning existing products 

43:04 - How to craft a positioning statement 

47:32 - How do you manage priorities when things are moving so fast? 

51:54 - Post-Pod with V & Marc 

Where to listen

 --------------------------- 

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 

Spotify: ⁠⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC 

Youtube: https://www.youtube.com/@sleepingbarberpodcast 

© 2023 Sleeping Barber

On this edition of the Sleeping Barber podcast, we have the pleasure of hosting Carol Shmygol. She joins us to share her knowledge and experience gained over 35 years in marketing, working across agency and client roles. Our conversation covers a range of thought-provoking topics, such as marketing fundamentals' relevance, culture's impact on brand building, and the value of marketing research. So, relax and enjoy this insightful episode! _______________ Our Guest Follow Carol Shmygol: https://www.linkedin.com/in/carolshmygol/ ____________ The Sleeping Barber Podcast: Follow our updates here: ⁠https://www.linkedin.com/company/sleeping-barber/⁠ Get in touch with our hosts: Marc Binkley: ⁠https://www.linkedin.com/in/marcbinkley/⁠ Vassilis Douros: ⁠https://www.linkedin.com/in/vassilisdouros/ ____________ Timestamps 0:45 - Intro to Carol Shmygol  3:06 - The draw of marketing  4:40 - Starting out in a male-dominant industry 7:04 - Advice Carol would give to her younger self 9:32 - Why its important to love what you do 11:52 - Do trends like TikTok and ChatGPT matter? 15:13 - A more beautiful question 17:55 - The battle between digital and traditional  21:30 - Learning the fundamentals of marketing 26:20 - How culture can be a catalyst for brand building 31:26 - Educating an executive team about brand building  33:49 - Why briefs are so important and the keys to writing a good one  40:23 - Brand side or agency side - ideas and advice 42:54 - Managing the demands between short term results and long term impact 47:05 - The importance of the right research 48:38 - Should you react to competitors or ignore them?  52:22 - Is advertising a strong or a weak force?  55:44 - Building relationships to extend the CMO lifespan 58:43 - Expanding your business language & acumen 1:02:40 - Post-pod discussion with V and Marc ____________ Where to listen Apple Podcasts: ⁠ https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324?i=1000605496685 Spotify: ⁠ https://spotify.link/cmykzT8Aoyb Google Podcasts: ⁠ https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw/episode/YjM3ZDYzOWUtNDU3OC00NDgyLTllODAtZjM0MTA1MzEwNjg1?sa=X&ved=0CAQQ8qgGahcKEwiApozvuvH9AhUAAAAAHQAAAAAQAg

We are thrilled to have Dr. Hermann Simon return to our show. Dr. Simon has just published his newest book, "Beating Inflation: An Agile, Concrete, and Effective Corporate Guide." During our discussion, we explore various topics and tactics that organizations use to navigate these uncertain times. We delve into the significance of marketing and sales departments and, most importantly, how to keep your organization agile during this period. This conversation is timely, and we are confident you will enjoy it.

Enjoy the show.

____________

Our Guest:

Follow Prof. Hermann Simon: https://www.linkedin.com/in/simonhermann/recent-activity/posts/.

Follow Simon-Kucher and Partners: https://www.linkedin.com/company/simon-kucher-&-partners/.

Thinkers50 Profile: https://thinkers50.com/biographies/hermann-simon/

Beating Inflation: https://www.amazon.com/Beating-Inflation-Concrete-Effective-Corporate/dp/3031200926

____________

The Sleeping Barber Podcast:

Follow our updates here: https://www.linkedin.com/company/sleeping-barber/

Get in touch with our hosts:

Marc Binkley: https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/

____________

____________

Timestamps

• 0:41 - Introduction
• 1:55 - Inflation is everywhere in the news. Hermann’s definition of inflation.
• 5:16 - Price goes up, and the value of your moneys goes down. But what is your actual buying power?
• 6:35 - Inflation has been steady for so many years. What is the effect on consumers?
• 8:27 - What are the main causes of inflation? Are there commonalities?
• 11:37 - Nothing fixes a high price like a high price. What is the driver for reduction?
• 13:34 - The implications of inflation.
• 16:10 - How problematic is it for companies to navigate this new economic climate?
• 18:20 - Communicating value during inflation
• 20:30 - How are professional services affected during inflation?
• 23:30 - Customers' willingness to pay for professional services.
• 25:20 - Profits = price x volume - costs and phantom profit.
• 27:10 - What is phantom profit?
• 29:45 - Price fluctuation, not just at the pumps.
• 33:00 - Should organizations manage prices like they do at gas pumps?
• 34:00 - Are there mechanisms that organizations should think about when increasing prices?
• 36:30 - Why is there a lag in salary increases? What should companies do?
• 38:35 - What is the time lag for salary increases?
• 40:00 - Should the organization increase pricing gradually? Or go all in?
• 41:19 - Maintaining pricing agility
• 42:30 - What are some pricing strategies people can follow in this climate?
• 48:00 - Can marketers take advantage of pricing power?
• 49:50 - What kind of messaging can marketers focus on driving pricing power?
• 52:00 - Bundling. The inflation silver bullet?
• 55:45 - What can the sales force do during inflationary periods?
• 57:14 - Hermann’s advice to CEOs
• 59:32 - Post-Pod discussion

____________

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw