The Sleeping Barber - A Business and Marketing Podcast
By Sleeping Barber
The sleeping barber is a classic computer programming problem that illustrates the challenges of effectively managing multiple systems processes.
In business, we're faced with similar challenges. How do we align operations, IT and HR to execute a strategy and drive growth? How can accounting and legal help build and defend brands? How do marketing, sales and customer service teams effectively and efficiently acquire and serve customers? These challenging problems are exactly what this podcast is about.
The Sleeping Barber - A Business and Marketing PodcastNov 23, 2023
SBP 073: Creative, Yachts and Apple Spritzers, with Conor Byrne
We are back with our second episode of the Mindless Marketers with our friend of the podcast and fellow podcast host of That's What I Call Marketing, Conor Byrne.
We switched things up in the episode, where this time we selected three marketing topics drawing inspiration from Tom Fishburne's Marketoonist, while we introduced a new segment that we hope you enjoy!
Get in touch with the hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Conor Byrne:
https://www.linkedin.com/in/conorbyrne/
Timestamps:
00:00 - Introduction
01:19 - Convince Your C-Suite: The Real Impact of Creativity
07:30 - The Evolution and Challenges of the CMO Role
11:47 - The Creative Brief
11:50 - Data-Driven Marketing: A Double-Edged Sword
17:50 - NEW SEGMENT - This or That!
18:45 - Campaign Pre-testing
26:13 - Does Creative Inform Media, or Media Inform Creative
33:03 - Differentiation vs. Distinctiveness
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
SBP 072: The Barber's Brief - May 23, 2024
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
We hope you enjoy the show!
Our Hosts:
Marc Binkley - https://www.linkedin.com/in/marcbinkley/
Vassilis Douros - https://www.linkedin.com/in/vassilisdouros/
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
In The News
Red Lobster Filing bankruptcy because of shrimp
https://www.cnn.com/2024/05/20/business/what-went-wrong-at-red-lobster/index.html
Netflix is Launching Its Own Adtech
https://www.adexchanger.com/tv/netflix-is-launching-its-own-ad-tech/
Creatively awarded ads have average effectiveness
https://www.thedrum.com/opinion/2024/05/21/creatively-awarded-ads-once-effective-are-now-officially-average
Marketing Week - Tighter budgets and effective choices
https://www.marketingweek.com/tighter-budgets-effective-choices-your-marketing-week/
The Marketing Moment
Effectiveness of Tourism Australia's award-winning 'Dundee' ad - Mark Ritson
Link: https://www.youtube.com/watch?v=ZHgfp83k-10
Background
- Big Insight - Strategy Before Tactics
- 2007 - 2017 Tourists visiting Australia was up 11% BUT
- The increase of Americans visiting was much smaller - up 1.3%
- The big challenge was the barriers to travel relative to the competition
- Australia has high levels of awareness & a desire to visit
- But the big problem was intention
- Relative to the UK, France, and Italy Americans had ½ of the intention to visit down under
Barriers include
- High travel costs
- Length of flight
- Not enough time to travel
Campaign Strategy
- Communication Objective: Increase traveller intention
- Business Objective: Grow US Spend from $3.7B to $6b by 2020
- Target: High Value Traveller (higher spend & frequency)
- Positioning - A beautiful place to meet refreshingly irreverent people
Campaign
- Looked like a paid parntership for a new movie Son of Dundee movie trailer release in 2018 with Danny McBride
- Superbowl release trailer #2 with Danny & Chris Hemsworth
- Started promotions characters & partners like Quantas Airline videos addressing many of the questions preventing Americans from travelling
Results
- Most viewed ad in the Superbowl
- Won a gold Effie
- Intention increased by 83%
- 13% increase in bookings from American tourists 1 year in
Ad of the Week
Samsung swipes at Apple over controversial ‘Crush!’ ad for iPad Prohttps://www.marketingdive.com/news/samsung-apple-controversy-crush-ad-ipad-pro/716431/Samsung Video: https://youtu.be/v1YuCMHTGd4 Original Apple Video: https://www.youtube.com/watch?v=ntjkwIXWtrc
Samsung’s Response: Samsung released an ad titled “Creativity Cannot be Crushed” as a rebuttal to Apple’s controversial “Crush!” ad for the iPad Pro.
Ad Details: The Samsung ad features a musician finding a battered guitar in the aftermath of the Apple ad and playing music with the help of a Galaxy Tab S9.
Apple’s Apology: Apple apologized for the “Crush!” ad, which was criticized for being hostile to creativity, and halted its TV run.
Industry Reaction: The quick execution of Samsung’s ad highlights the need for marketers to respond swiftly to social media trends and conversations.
Noteworthy: Following this story’s publication, a spokesperson for BBH USA confirmed Samsung’s “Creativity Cannot be Crushed” ad is running on social channels and does not have paid media support.
SBP 071: Niche Does Not Mean Tiny. With Dr. Hermann Simon
Ever wondered about the companies leading global markets from behind the scenes? Our latest podcast episode features Dr. Hermann Simon, who unveils the mystery behind his book 'Hidden Champions.'
These mid-sized, niche companies are more influential than you think. Tune in to learn the strategies that make them successful and how they contribute to the global economy in ways you never imagined.
We hope you enjoy the show!
Our Guest:
Founder and Chairman of Simon-Kucher & Partners: world's leading pricing advisor with offices in 27 countries
https://www.simon-kucher.com/en
Inducted into the Thinkers50 Hall of fame
Visiting professor at Harvard, Stanford, Tokyo Business School, INSEAD etc
Co-Author of multiple books including Confessions of a pricing Man, Beating Inflation and Hidden Champions
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps
0:00 - Intro to Hermann Simon
2:40 - Why Germany is so successful in exports?
4:18 - The growth of Hidden Champion research
5:20 - Defining hidden champion companies
7:17 - Apple’s value chain of “deep tech”
9:22 - Niche businesses aren’t always tiny
10:28 - 3 pillars of Hidden Champions strategy
11:25 - Customer proximity is one of their biggest strengths
12:32 - Hidden Champion’s innovation advantage vs. enterprise orgs
16:01 - How niche focus leads to technological advantages
20:49 - Profitability vs. Market Leadership motives of Hidden Champions
21:45 - Pricing strategy of Hidden Champions
22:48 - Niche companies are not without competitors
24:18 - Why Germany produces so many Hidden Champions
29:12 - Competitive advantages - a 22 year overnight success
31:59 - Government’s role in developing supporting eco-systems
34:12 - Talent development & Leadership style of Hidden Champions
37:00 - The role of M&A
39:35 - Innovation processes inside Hidden Champion orgs
42:10 - Take-aways from Hidden Champions
46:55 - Post-pod with V and Marc
Background Research & Literature:
Simon, H. (1992). Lessons from Germany’s midsize giants. Harvard Business Review, 70, 115–123.
Simon, H. (1996). Hidden champions–Lessons from 500 of the world’s best unknown companies, Boston: Harvard Business School Press.
M&A has an 50-90% failure rate https://finance.yahoo.com/news/why-90-mergers-acquisitions-fail-155000525.html
Profit or Growth - You lie in the bed you make https://journals.sagepub.com/doi/abs/10.1177/10422587211059991
https://www.visualcapitalist.com/cp/worlds-exports-by-country-one-chart/
SBP 070: The Barber's Brief - May 9, 2024
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
We hope you enjoy the show!
Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ In the News
In the News
Meteoric Rise & Fall of Prime:
https://finance.yahoo.com/news/meteoric-rise-stunning-fall-prime-130900275.html
Adweek: Google Delays Cookie Deprication a Third Time
https://www.adweek.com/programmatic/google-delays-cookie-deprecation-for-the-third-time/
Why most launches fail to grow your brand?
https://www.linkedin.com/pulse/why-do-most-launches-fail-grow-your-brand-prof-dr-koen-pauwels-wwsfe/
lobal social media ad spend to approach £200bn in 2024
https://www.marketingweek.com/social-media-spend-200bn/
Marketing Moment: McDonald’s: A 15-Year Brand-Building Triumph
Background
In the early 2000s, McDonald’s faced significant challenges in the UK. Cultural outrage and negative perceptions threatened its very existence. However, the brand’s resilience and innovative approach helped them turn the tide.
The Crisis
Context: McDonald’s was once a beloved part of British life but had lost its luster.
Crisis: A series of events damaged brand perception, putting the business at risk.
Abuse claims - https://www.bbc.com/news/business-66231131
McDonald's runs out of milkshakes in England, Scotland and Wales - https://www.bbc.com/news/business-58315152
The Unique Approach
Emotional Brand-Building: McDonald’s focused on emotional connections rather than just transactions.
Target Audience: Instead of narrow segmentation, they aimed to reach the entire nation.
TV Advertising: TV remained their primary medium, allowing broad reach and emotional storytelling.
Results
Commercial Growth: Despite PR crises, market fragmentation, and Covid-19 disruption, McDonald’s thrived.
£4.7 Billion Net Revenue: Their brand-building efforts contributed significantly.
Case Study Gold: Recognized as the most effective restaurant brand case study by IPA.
References:
Mcdonald’s Marketing Strategy 2024: A Case Study: https://thebigmarketing.com/mcdonalds-marketing-strategy/
McDonald’s: Keeping customers Lovin It for 15 year
https://www.thinkbox.tv/case-studies/brand-films/mcdonalds-keeping-customers-lovin-it-for-15-years
Ad of the Week
Trucker Napp VW Meteor
Link: https://youtu.be/5RBayTVBUlQ?si=CxGSUuaH9nyJmErN
- 42% of auto accidents are related to lack of sleep
- In Brazil, truck drivers suffer the highest # of fatal accidents while on the job
- Pressure to get deliveries to a location often forces them to not sleep
- VW & Livelo (Brazil's largest reward program) created the Trucker Napp app
- Connect smartwatch to the Trucker Napp app
- Earn points for sleeping
- Better sleep quality = more points
- The more points a company fleet earns, the more discount the company gets from VW
Timestamps
0:00 - Introduction
0:45 - In The News
0:50 - Prime Energy (The Rise and Fall)
5:40 - Google's Cookie Deprication Delayed. Again.
9:04 - Why Most Launches Fail to Grow Your Business
14:00 - Social Media Has Now Overtaken All Media Channels in Spend
17:00 - The Marketing Moment - McDonald’s: A 15-Year Brand-Building Triumph
23:00 - Audience Q/A
27:00 - Ad of the week
SBP 069: Slaying Marketing's Sacred Cows. With Dale Harrison.
This week's episode of the Sleeping Barber podcast features Dale W. Harrison, Commercial Strategy & Marketing Effectiveness Consultant @ Inforda Services. Dale features an extraordinary background from physics to finance and marketing.
We dive into the fallacies of demand generation, the truth about ROI, and the impact of brand awareness. Don't miss this enlightening discussion that will leave you with a new perspective on marketing strategy.
Enjoy the show!
Our Guest:
Dale W. Harrison
LinkedIn: https://www.linkedin.com/in/dalewharrison/
Youtube: https://www.youtube.com/@BiotechBestPractices
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps
0:00 - Introduction
2:46 - From experimental physics to finance to marketing
10:22 - Faith-based beliefs like lead nurturing and scoring
14:19 - Why some marketing measurements aren’t metrics
17:54 - Lead scoring, MTA & sales velocity should never be performance metrics
23:05 - Comparing the path to purchase of real customers to interpreted intent signals
31:15 - Why ROI is a troubling metric
36:41 - Performance vs. Brand advertising are different asset classes
44:34 - Business value of brand - it makes things more effective AND efficient
46:54 - The point of brand campaigns
51:11 - Mulit-Touch Attribution - just because you can measure something doesn’t mean it’s useful
57:39 - Billboard & radio
58:51 - The fallacy of demand generation & intent signals
1:13 - Post Pod with V and Marc
Background links:
Not All Marketing Metrics are “measurements” - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F-%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F-activity-7170140668697276416-iTMJ?utm_source=share&utm_medium=member_desktop
Marketing Effectiveness vs. Efficiency - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F-activity-7148782037108178944-IEUL?utm_source=share&utm_medium=member_desktop
Marketing ROI is not a real number you can calculate - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F-%3F%3F-%3F%3F%3F-%3F-activity-7152401810681483265-yeeT?utm_source=share&utm_medium=member_desktop
IS MTA actually Even Attribution? - https://www.linkedin.com/posts/dalewharrison_%3F%3F-%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F-activity-7165085278636822528-pcGY?utm_source=share&utm_medium=member_desktop
How the CFO Sees Your Marketing Budget - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F-%3F%3F%3F-%3F%3F%3F-%3F%3F%3F%3F-%3F%3F%3F%3F-%3F-activity-7168655113627062272-Sgpo?utm_source=share&utm_medium=member_desktop
Demand Creation does not exist - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F-%3F-activity-7157471671409373184-Ob9v?utm_source=share&utm_medium=member_desktop
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
SBP 068: The Barber's Brief - April 25, 2024
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ In the News
Marketing Week: Bloom & Wild - an online florist is “chasing profitability” by cutting marketing budget and focusing on customer retention.
Business Insider: Tesla lays off its new marketing team months after launching it.
https://www.businessinsider.com/tesla-new-marketing-team-advertising-cut-layoffs-2024-4
Media Leader: Forbes 7-year scheme to dupe advertisers
https://adalytics.io/blog/ads-observed-on-www3-forbes-subdomain
Social Media Today: Meta Brings Advanced AI Chatbot to All of its Apps.
https://www.socialmediatoday.com/news/meta-ai-chatbot-facebook-instagram-whatsapp-messenger/713662/
Marketing Moment:
Baileys - The Pleasure Dividend
WARC Case Study
This strategy won Silver from the IPA Effectiveness Awards
- Baileys Irish cream launched in 1974
- By 2008 (34 years later) it was in 147 markets
- Always has a role as a dinner liqueur, mainly at Christmas
- In 2009, sales were declining and by 2014, they were 16% below the 2008 peak increased pricing to try and compensate for volume losses
- Tried a bunch of different campaigns but nothing was working
- Diageo (parent company also owns Guinness, Johnny Walker) establishes a best practice - brand success is about being good at and committing to one big thing
The Campaign
The big insight - baileys is part cake, part booze and pure pleasure
The Strategy
People love the product but they need reminders of when it might be relevant (CEPs)
You can have it after dinner at Christmas or 52 weeks a year when …
Poured over ice cream
In coffee
In cake
At brunch
On the weekend
With Milkshakes
On French toast
In Chocolate
Anytime you want a treat
The Results
- 23% growth between 2015 - 2019
- 250M pounds gross profit over 5 years
- Increase in male share of purchases
- Gains not due to price increases, discounting or increased distribution in big markets
- Compared to previous campaigns, they get an extra $1 in profit for every $1 spent in media ($2.5 v. $1.5)
Have AI Break, Have A KitKat - KitKat Canada
SBP 067: The Mindless Marketers, with Conor Byrne.
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
SBP 066: The Barber's Brief - April 10, 2024
SBP 065: 100% Brand Loyalty Is Not Normal. With Ethan Decker.
Are you ready to challenge your marketing beliefs and uncover the truths that could skyrocket your brand's growth?
In our latest podcast episode, we sit down with Ethan Decker, Founder of Applied Brand Science, to dissect the misconceptions about advertising and brand loyalty. Discover why focusing on customer acquisition rather than retention could be the key to your success.
Decker's expertise and evidence-based approach to marketing will leave you with actionable strategies and a new outlook on how to achieve substantial brand growth.
Don't forget, tune into the post-pod with Marc and V!
Our Guest:
Ethan Decker
https://www.linkedin.com/in/ehdecker/
Founder & President of Applied Brand Science
https://appliedbrandscience.com/
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
0:44 - Introduction to Ethan
2:52 - ½ the ideas we have about advertising are wrong, the trouble is we don’t know which 1/2
7:02 - 2 reasons why we have the wrong ideas
8:50 - Ideas like the 80/20 rule are like brands - they’re shortcuts
11:30 - Your customers rarely think of you
15:05 - Do generational personas even exist?
18:50 - Your customers aren’t different from your competitor's customers
21:30 - Your loyal customers are likely just heavy buyers in the category
22:23 - I. Hate. Loyalty.
24:24 - How to change beliefs about loyalty
28:02 - Data science isn’t the same thing as science
31:51 - Do you know the frequency distribution of your customers?
33:19 - The Taylor Swift of brand laws
35:46 - The Buyer Banana Curve
38:13 - Why light buyers and non-buyers matter to your business
41:01 - Why team-based learning is so critical
44:02 - Introducing the FRELK - why a quirky logo matters
47:10 - The 4 stages of brand grief
51:19 - Why creativity is critical to applying scientific laws in your business
1:01:51 - 3 ways to start using these laws
1:05:37 - How to find out more about Ethan and Applied Brand Science
1:06:56 - The post-Pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
Background Links
Ehrenberg-Bass Institute's publications https://marketingscience.info/books/
Laws of Marketing with Dr. Nicole Hartnett https://www.sleepingbarber.ca/podcast/episode/3dd2bab2/sbp-012-the-laws-of-marketing-with-dr-nicole-hartnett
© 2024 Sleeping Barber
SBP 064: The Barber's Brief - March 28, 2024
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
We hope you enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In The News:
Adidas weans itself off discounting - https://www.marketingweek.com/adidas-discounting-annual-loss/
Google loses in local search to Instagram, TikTok among Gen Z - https://www.marketingdive.com/news/google-tiktok-instagram-local-search-preference-gen-z/710130/
Demand Gen vs. Meeting Consumer’s Unmet Needs - https://www.instagram.com/p/C4RV9NnP6jU/?utm_source=ig_web_copy_link
AI-Powered ad ignites creator controversy on Instagram - https://techcrunch.com/2024/03/14/ai-powered-ad-ignites-creator-controversy-on-instagram
Three SWSX-inspired trends to consider adding to your brand playbook - https://www.thedrum.com/opinion/2024/03/15/sxsw-2024-bold-experiential-marketing-took-center-stage
Elon Musk’s “Grok” AI company is now open-source - https://techcrunch.com/2024/03/18/why-elon-musks-ai-company-open-sourcing-grok-matters-and-why-it-doesnt/
Marketing Moment:
Apologize the Rainbow - DDB Chicago
9 Years Ago, Skittles changed the flavour of green Skittles from Lime to Apple
Over the years, they’d get about 20k tweets per year of people hating on Skittles and asking the company to bring back lime flavour
Supporting Links:
https://www.youtube.com/watch?v=i_kxj8dhdjo&list=TLGG6HNwK54Wga4xMTAzMjAyNA
https://www.thedrum.com/news/2024/03/11/how-ddb-chicago-made-apologize-the-rainbow-the-most-awarded-ad-the-last-year
Ad of the Week
Amazon celebrates grassroots players in Uefa Women’s football commercial
Amazon's European-wide brand campaign highlights the passion and determination of real women's football players, emphasizing how playing women's football boosts confidence and self-assurance both on and off the pitch.
Link: https://www.thedrum.com/news/2024/03/15/ad-the-day-amazon-celebrates-grassroots-players-uefa-women-s-football-short
SBP 063: Easy to Mind, Easy to Find. A Conversation About Physical Availability, With Arry Tanusondjaja.
Ever wondered why some brands dominate the market while others struggle to get noticed? The latest episode of the Sleeping Barber Podcast, unveils the secret: physical availability. Join us as we discuss with Arry Tanusondjaja of the Ehrenberg-Bass Institute how presence, prominence, and portfolio can catapult your brand to new heights. Learn why it's more than just distribution—it's about making your brand impossible to ignore. Don't let your brand be the best-kept secret.
Don't forget to join our hosts, Vassilis and Marc, for post-pod banter!
Our Guest:
Arry Tanusondjaja
https://www.linkedin.com/in/arryt/
Senior Marketing Scientist at Ehrenberg-Bass Institute
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature:
Dominos Fortressing Strategy:
https://chiefexecutive.net/dominos-new-ceo-drives-fortressing-strategy-to-great-results/
Most expensive Starbucks Drinks:
https://www.tastingtable.com/1463864/most-expensive-starbucks-drinks-world/
HBR 2:
https://www.amazon.ca/How-Brands-Grow-Emerging-Services/dp/0195596269
Market-Based Asset Theory for Brand Competiton:
https://www.sciencedirect.com/science/article/pii/S096969892300317X
Timestamps:
0:44 - Intro to Dr. Arry Tonusondjaja
2:09 - What is mental and physical availability - Easy to Mind, Easy to Find
5:00 - The 3 main components of physical availability
7:26 - Physical availability is more than distribution
9:22 - Why the scope of marketing is bigger than ad creative
11:15 - The value of consistent branding in retail environments
12:59 - The danger of rebranding especially product packaging
16:10 - Why we satisfice and aren’t brand loyal
17:43 - Remove barriers to purchase
19:01 - Domino’s location-based “Fortressing” strategy
20:48 - Customers are cognitive meisers
21:53 - Why dine-in customers, are different from carry-out and delivery customers
25:45 - eCommerce increases physical availability
29:01 - Customers want to shop how they want, don’t force them to change how they want to buy
32:02 - Some digital ads aren’t ads, they’re signage
34:54 - Physical availability applies to SaaS and B2B
40:47 - The role of physical availability is to harvest the work of mental availability
42:03 - The strategy of building a relevant portfolio of products
48:20 - The danger of large product portfolios and brand extensions
52:20 - Tropicana - a warning for product package rebranding
55:44 - Careful of “Disruptive” physical activations, Pop-Ups and Shop-in-Shops
57:22 - How to know when a market has physically saturated a market
1:00:48 - Choosing between your own store and distribution channels
1:03:50 - How physical availability brings marketing and sales together
1:05:32 - How Startups can benefit from mental and physical availability
1:06:48 - Find out more about Arry and the Ehrenberg-Bass Institute
1:09:28 - Post-Pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
SBP 062: The Barber's Brief - March 13, 2024
SBP 061: A Better Way To Segment Markets. With Tony Ulwick.
Unravelling the enigma of customer needs can often feel like searching for a needle in a haystack, but what if we told you that the needle comes with a magnet? In this eye-opening episode of the Sleeping Barber Podcast, we delve into the inventive world of Tony Ulwick, the mastermind behind the Jobs to Be Done theory and Outcome-Driven Innovation.
Tony unravels the common missteps businesses make when defining their market and identifying customer needs. He presents a compelling argument for why most companies innovate backwards and how his counterintuitive methods have led to an astounding 86% success rate in product innovation, compared to the bleak figures we see in startups. This discussion is a treasure trove for any business leader seeking a compass to guide them through the tumultuous waters of customer satisfaction and product development.
Don't forget to join our hosts, Vassilis and Marc, for post-podcast banter!
Our Guest:
Tony Ulwick - Inventor of Outcome-Driven Innovation & Jobs-to-Be-Done
Founder & CEO of Strategyn
https://strategyn.com/
linkedin.com/in/tonyulwick/
Owner of 12 patents related to ODI and the processes around market needs assessments, strategy and innovation.
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature:
Outcome Based Segmentation - https://strategyn.com/lp/outcome-based-segmentation/
HBR - Know your customers JTBD - https://hbr.org/2016/09/know-your-customers-jobs-to-be-done
Clay Christensen JTBD Theory on Milkshakes - https://www.youtube.com/watch?v=Stc0beAxavY
JTBD Free Download - https://strategyn.com/jobs-to-be-done/
What is innovation & why does it matter - https://online.hbs.edu/blog/post/importance-of-innovation-in-business
Customer Centered Innovation Map - https://hbr.org/2008/05/the-customer-centered-innovation-map
Startup Stats - https://www.embroker.com/blog/startup-statistics/
Why Startups Fail - https://hbr.org/2021/05/why-start-ups-fail
What are CEPs and why are they important? - https://marketingscience.info/research-services/identifying-and-prioritising-category-entry-points/
Timestamps:
0:44 - Tony Ulwick Introduction
3:04 - Why are innovations typically so unsuccessful?
6:24 - Segmenting across unmet needs instead of industry verticals
9:03 - Why most innovations are done in reverse
11:15 - I need a ¼ inch hole, not a ¼ inch bit
12:49 - Kodak didn’t know what market they were in
14:50 - The goal of segmentation & why personas fail
18:54 - Circumstances, not demo or firmographics, cause segments to exist
23:22 - Customers are aware of the problems they have, but not the solutions that exist
25:01 - Marketing strategy is about finding unmet needs and fulfilling them
28:40 - How to identify the jobs customer’s are trying get done
31:59 - The difference between Jobs-To-Be-Done (JTBD) and customer needs
35:45 - Most products don’t get the entire job done
37:55 - Category Entry Points v. JTBD
43:14 - Reinventing a Banana
45:01 - Using JTBD in enter crowded markets
47:52 - Using JTBD to reposition an existing product
51:02 - Solutions mindsets aren’t as helpful as problem mindsets in innovation
53:43 - Moving from JTBD analysis into action
58:02 - Learn more about Tony
59:00 - Post-Pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
SBP 060: The Barber's Brief - February 28, 2024
Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
We hope you enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the News:
Paid search outperforms paid social—with the latter far more likely to bounce
Link: https://www.insiderintelligence.com/content/paid-search-outperforms-paid-social-with-latter-far-more-likely-bounce
Using AI to Improve Business KPIs
Link: https://www.zdnet.com/article/ais-latest-trick-better-kpis-for-measuring-business-success
Walmart-Vizio deal raises fresh concerns about retail media walled gardens
Link: https://www.marketingdive.com/news/walmart-vizio-deal-retail-media-network-walled-gardens/708362/
File under DEI - ageism in Marketing is rampant
Link: https://www.marketingweek.com/career-salary-survey-youth-stats/
Ditching the Degree: A Shift in Canadian Workforce Requirements
Link: https://marketingnewscanada.com/news/foregoing-bachelors-degree-requirements-brings-big-benefits-for-engaged-businesses
Marketing Moment:
Febreze - Diagnosis before Tactics
https://www.youtube.com/watch?v=OrmJQtPABXE
Ad of the Week:
José Mourinho takes over the Topps office in run-up to the Euros
https://youtu.be/gTeUPizYEpY?si=zWYynwzn3e0YFA-p
Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber
SBP 059: TV - The Most Powerful Ad Medium? With Angela Voss.
SBP 058: The Barber's Brief - February 15, 2024
SBP 057: Put Best Practice Into Practice. With Dr. Grace Kite.
We're thrilled to have Dr. Grace Kite back with us this week on the show. As the Founder & Economist at Magic Numbers & Magic Works, she brings a wealth of expertise to the table.
In our discussion, we delve into whether formal training is a must for marketers, explore the nuances between the UK and US marketing scenes, and even share tips for crafting killer PowerPoints.
We'll also tackle topics like leveraging storytelling and data to elevate your marketing efforts, understanding customer needs through data analysis and ways to add flair to mundane numbers.
And don't forget to join our hosts, Vassilis and Marc, for some post-pod banter!
Our Guest:
Dr. Grace Kite
Founder & Economist at Magic Numbers (consulting) & Magic Works (training)
https://www.linkedin.com/in/grace-kite/
Columnist for Marketing Week Magazine
In-demand Speaker
Master of Advertising Effectiveness
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature:
Magic works https://magicworks.training/real-people/dr-grace-kite/
Magic Numbers https://magicnumbers.co.uk/
Closing the marketing skills gap https://www.professionalacademy.com/blogs/the-marketing-skills-gap-why-you-should-be-upskilling-and-reskilling-for-future-success/
Employee Training Stats https://www.devlinpeck.com/content/employee-training-statistics
½ of Marketers say they haven’t any training https://www.marketingweek.com/salary-survey-2019-routes-into-marketing/
Marketing Strategy is the most undervalued Skill https://www.marketingweek.com/marketing-strategy-undervalued-skill/
Recovery Budget Planner https://magicnumbers.co.uk/articles/recovery-budget-planner-resources/
Building an effectiveness culture https://magicnumbers.co.uk/articles/only-people-can-give-the-gift-of-marketing-effectiveness/
Timestamps:
0:40 - Introduction to Dr. Grace Kite
3:59 - Do marketers need formal training
9:09 - UK v US versions of effectiveness
14:40 - Even blind squirrels can find a nut
21:30 - Emergent methods for training and development
24:53 - How to make a better PowerPoint
29:20 - The Importance of Storytelling and Data in Marketing
33:10 - Using data to understand the voice of the customer
34:49 - Giving numbers a makeover
38:07 - Are marketing fundamentals the same across industries and lifecycles?
44:39 - Dashboards can be misleading
52:02 - Fundamental concepts for every marketer’s toolkit
57:35 - What is the market need for training?
1:00:06 - How to get in touch with Grace
1:01:13 - Post Pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
SBP 056: The Barber's Brief - February 1, 2024
SBP 055: Scaling Up: Who Said So Besides You? With Christine Gillies.
This week's show highlights Christine Gilles, named Globe & Mail’s Top Exec for 2023, and serving as the Chief Marketing and Product Officer at Blackline Safety. In this episode, Christine imparts valuable insights, offering tips for scaling up a tech business and providing an in-depth look at the role of Blackline’s Health & Safety technology. She covers various topics, including creating internal alignment for growth, upskilling her team, establishing credibility with CFOs, and showcasing the effectiveness of marketing campaigns.
Don’t forget, to stick around for post-podcast conversation with our hosts, Vassilis and Marc.
Our Guest:
Christine Gillies
Chief Product & Marketing Officer @ Blackline Safety
Awarded Globe & Mail’s Top Exec 2023
Career in B2B SaaS, Tech & Product Marketing
https://www.linkedin.com/in/christineg2/
https://www.blacklinesafety.com/ - wearables sensors to keep remote workers safe
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature:
Top Exec Globe & Mail https://www.theglobeandmail.com/business/rob-magazine/article-full-circle-christine-gillies-escaped-from-the-world-trade-center-on/
4 Types of Business Orientation https://smallbusiness.chron.com/business-orientation-24274.html
What are the real problems Marketers face? https://www.linkedin.com/feed/update/urn:li:activity:7118900791737733120/
Top Exec Globe & Mail https://www.theglobeandmail.com/business/rob-magazine/article-full-circle-christine-gillies-escaped-from-the-world-trade-center-on/
Gartner Changing Buyer https://www.gartner.com/en/newsroom/press-releases/gartner-says-b2b-sales-organizations-need-to-give-customers-a-se
What are the real problems Marketers face? https://www.linkedin.com/feed/update/urn:li:activity:7118900791737733120/
Timestamps:
0:44 - Introduction to Christine, 25+ years of tech marketing
2:08 - Advice Christine would give herself on day 1 of a scaling up a tech business
6:50 - Time kills deals
8:30 - What does Blackline’s Health & Safety technology do?
11:40 - Creating internal alignment and resourcing for growth
14:22 - Why we need to talk about “The Leads are Weak”
15:30 - How Christine is upskilling her team’s financial and business acumen
18:13 - Building credibility with the CFO
19:20 - Showing the effectiveness (aka return) of marketing campaigns
22:20 - How to manage the timeline expectations for a return
24:25 - Two key Principles of Tech Marketing: Who said so besides you + Outside In thinking
26:26 - How to build marketing budgets in hyper-growth companies
28:25 - Why budget cuts can be helpful at times
32:30 - Aligning marketing and product management
35:21 - The value of adding market intelligence to marketing’s remit
37:45 - Foundational enablers to drive growth in startups and scaleups
41:22 - The importance of processes to support growth
42:30 - Balancing agility and process with strategic briefs
47:55 - How to prioritize & manage growth opportunities
49:51 - Designing the organization for brand management
53:08 - Who owns pricing strategy?
57:01 - How leadership styles need to adapt to the orientation of the business
1:00:18 - The value of cross-training specialists across marketing disciplines
1:05:11 - The evolution and momentum in B2B marketing
1:09:15 - B2B companies are adopting more B2C tactics
111:39 - Post Pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
SBP 054: The Barber's Brief - January 18, 2024
SBP 053: Live From New York, It's Marketing Effectiveness. With David Tiltman.
SBP 052: Future of Marketing Departments with Hanna Riberdahl and Kaj Johansson.
In our first guest interview for 2024, we have the pleasure of hosting Hanna Riberdahl, CEO of the Swedish Federation of Advertisers (Sveriges Annonsörer), and Kaj Johansson, Managing Partner and Co-Founder of Kapero.
In this episode, we delve into Kapero's recent study revealing that marketing departments are overwhelmed with production tasks, often at the expense of generating true business value. Our conversation also explores how organizational design can impact marketing effectiveness and addresses the pitfalls of approaches like "Performance Marketing" and "Growth Hacking," which may inadvertently undermine the business value of marketing.
Tune in for an insightful discussion that promises to reshape your perspective on modern marketing departments' challenges and opportunities. This is a must-listen episode – we hope you thoroughly enjoy it!
Our Guests
Hanna Riberdahl
CEO of Sveriges Annosorer (Sweedish Federation of Advertisers)
https://www.linkedin.com/in/hanna-riberdahl-b5967816/
https://www.sverigesannonsorer.se/om-oss/
Kaj Johansson
Managing partner and co-founder of Kapero
Management Consultants Specializing in Marketing, Communications and Media
https://www.kapero.com/
https://www.linkedin.com/in/kaj-johansson-7808311/
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Literature
Future of the Marketing Department: https://kapero.com/en/the-marketing-department-23-report/
The Effectiveness System: https://www.sverigesannonsorer.se/wp-content/uploads/2023/09/The-Effectiveness-System-2.0-final.pdf
Timestamps
0:44 - Intro to Kaj & Hann
2:48 - Why look into the effectiveness of marketing departments
5:19 - How org design affects marketing effectiveness
7:05 - The assumptions to test in this study
8:20 - Getting the perception of marketing from Sales, CEOs, CFOs and marketers
13:38 - Everyone agrees on what marketing departments should do but not how to do it
14:45 - The surprising finding about the marketing’s strategic contribution to the business
18:23 - The overwhelming similarities between B2B vs. B2C marketing departments
21:00 - Why marketing departments need fewer KPIs split into two sets
25:10 - The responsibilities of the marketing department don’t match their primary KPI
30:45 - Why “Performance Marketing” and “Growth Hacking” undermine marketing’s business value
33:39 - The risk with using digital metrics from Facebook and Google
35:34 - Why digital metrics for data-driven marketing is a big problem
37:55 - How digital metrics and big data has impacted the structure of marketing departments
41:15 - Why understanding baseline sales is so valuable
42:30 - Marketing needs to have an opinion about the 3 other Ps outside of promotion
44:15 - The impact that channel specialization has had on marketing budgets
46:38 - The contradiction with media optimization
50:15 - The future of marketing is not about building data-driven agile teams
52:50 - Modern marketing departments can create more value by doing less
56:25 - The skills modern marketing departments need more training with
1:03: - The opportunity to generate insights from voice of the customer research
1:06:32 - The dangers with insights from voice of the customer research
1:12:11 - Post pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
SBP 051: The Barber's Brief - January 4, 2024
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the News
Market-Based Asset Theory of Brand Competition | Byron Sharp, John Dawes, Kirsten Victory
www.sciencedirect.com/science/article/pii/S096969892300317X?via%3Dihub
MarketingDive - In-house agency sophistication rises, output improves: survey says
www.marketingdive.com/news/in-house-agency-trends-media-buying-data-strategy-wfa/703212/
WHO - The World Health Organization Appoints Champion for the European Well-Being Economy Initiative
www.who.int/europe/news/item/16-11-2023-new-who-champion-for-the-european-well-being-economy-initiative
MarketingDive - Instagram Reels outperforms TikTok, Facebook for branded video content, report says
www.marketingdive.com/news/instagram-reels-outperforms-tiktok-facebook-branded-video/703155/
CBC.ca - New York Times sues OpenAI, Microsoft for copyright infringement
www.cbc.ca/news/business/new-york-times-openai-lawsuit-copyright-1.7069701
Adweek - Meta's Ad-Free Tier Will Reveal How Hungry Users Really Are for Data Privacy - Opinion Brian Quinn
www.adweek.com/social-marketing/meta-ad-free-fee-consumer-hunger-data-privacy/
Ad of the Week
Guinness and its creative ad agency AMV BBDO have launched a new social media campaign called ‘Foot Pints’ that features a pair of winter boots that leave pint-shaped markings in the snow. These are limited edition - and those who are interested can register their interest on Guinness’s website.
The campaign playfully mimics the seriousness and gleam found in sneaker launches while celebrating pubs this festive season. Jennifer Gleeson, senior brand manager at Diageo, said that the campaign underlines the iconic Guinness serve while celebrating the festive season and the pubs that play a key role in culture and communion, especially throughout winter. The campaign will also encompass press and outdoor activations showing the ‘Foot Pints’ making their way to boozers throughout the UK. A limited edition was produced, and customers can register their interest on Guinness’s website.
Directed by: Ste Hinde
Director of Photography: Andi Hampton
Art Director: Hannah Rawson
Agency: AMV BBDO
Link: youtu.be/dPbB-1jMbe0?si=P8I_Vc-lY-5DLwtR
Where to Listen:
Apple Podcasts: podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id160981132
Spotify: open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw
Youtube: www.youtube.com/@sleepingbarberpodcast
© 2024 Sleeping Barber
SBP 050: Love, Laughs and Power Rankings. With Conor Byrne and Elena Hengel.
We decided to switch things up a bit for our last episode of the year. We roped in some of our pretty cool podcast buddies – Elena Hengel from the Marketing Architects Podcast and Conor Byrne, the brain behind 'That's What I Call Marketing!'
Together, we dive into our best campaigns of the year from the US, Canada, and Europe. We discuss being bearish or bullish on MMM, B2B creativity, influencer marketing, and much more. Heck, we even rank our favourite marketing brains from the past year! This episode is best enjoyed with your feet up by a crackling fire, and don't forget the eggnog!
We thank you all for the incredible support over the last and and we wish you all a Merry Christmas and Happy Holidays. We'll see you in the New Year!
Marc and V
Timestamps
1:21 - Our campaigns of the year
14:47 - Bullish or Bearish
42:35 - Thought leader power rankings
55:16 - 2024 predictions
Links:
Elena
Apple, “Titanium” - https://www.wsj.com/tech/personal-tech/apple-iphone-15-titanium-commercial-yat-kha-d9cd2db3
Salesforce, “AI Sheriff” - https://www.adweek.com/brand-marketing/salesforce-sheriff-matthew-mcconaughey-artificial-intelligence-wild-west/
Conor:
Paddy Power: https://youtu.be/F9xW1W7Kw8Y?si=yhTFRYPZAivaFSoi
Yorkshire Tea Pack yer bags: https://youtu.be/F9xW1W7Kw8Y?si=yhTFRYPZAivaFSoi
Communion Saves: https://www.youtube.com/watch?v=JCJfxC5i588
Vassilis:
WestJet’s “Holiday Heros” - https://www.youtube.com/watch?v=GkZPyBcevaI =
Canadian Tire “ Christmas Firsts” - https://www.publicis.ca/blog/canadian-tire-celebrates-holiday-firsts-2/
Marc’s
Fixed Rate Pizza - https://marketingawards.strategyonline.ca/winners/winner/2023/?e=154387&u=Advertising&n=Fixed-Rate+Pizza
Spotify Wrapped Campaign
SBP 049: The Barber's Brief - December 14, 2023
Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
Enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the News
WARC - The future of strategy: Marketing is in desperate need of a reality check
https://www.warc.com/newsandopinion/opinion/the-future-of-strategy-2023-marketing-is-in-desperate-need-of-a-reality-check/6378
Adexchanger - Adalytics Exposes An Alleged $10.5 Billion Black Hole In The Google Search Partners Program
https://www.adexchanger.com/online-advertising/adalytics-exposes-an-alleged-10-5-billion-black-hole-in-the-google-search-partners-program/
Techcrunch - AWS brings palm-scanning “Amazon One Enterprise"
https://techcrunch.com/2023/11/28/aws-brings-amazon-one-palm-scanning-authentication-technology-to-the-enterprise/
Marketing Dive - IPG Mediabrands strikes a deal with Amazon for ad-supported streaming Amazon’s fledgling ad-supported offering.
https://www.marketingdive.com/news/amazon-ipg-mediabrands-deal-ad-supported-streaming/702147/
Financial Post - Canadians now allocating 15.4% of their income to pay debts compared to 13.2% for Americans
https://financialpost.com/news/mortgage-crunch-hits-canada-economy
Marketing Dive - What Coca-Cola’s generative AI experiments mean for the brand’s future | Marketing Dive
https://www.marketingdive.com/news/coca-cola-coke-ai-openai-lessons-plans-interview/701265/
The Marketing Moment
Dove - The Real Cost of Beauty
This was a campaign the aired earlier in the year which aims to to create a safer, healthier online environment for younger generations. Ogilvy UK and Ogilvy Toronot
Sources:
Campaign Landing Page: https://realcostofbeauty.dove.com/
https://www.razorfish.com/work/dove-real-cost-of-beauty/
https://www.hsph.harvard.edu/striped/wp-content/uploads/sites/1267/2022/10/Real-Cost-of-Beauty-Report-10-4-22.pdf
https://www.ogilvy.com/work/cost-beauty
https://www.marketingmag.com.au/featured/cost-of-beauty-dove-pushes-for-kids-online-safety-act-in-latest-campaign/
Ad of the Week
Amazon's Christmas ad for 2023 called "Joy Ride." It's not your usual sleigh ride—it's a sweet story about three lifelong buddies who take us on a trip down memory lane. They show us that the greatest gifts aren't always in fancy boxes but in the special moments we enjoy together.
Watch Here - https://www.youtube.com/watch?v=jmF0bOCa_4Q
Coming up next week:
Special Year in Review Episode with Elena Hengel From Marketing Architects and Conor Byrne from That’s What I call Marketing.
© 2023 Sleeping Barber
SBP 048: What If There Was No Sales or Marketing Budget? With Jeff Lowe.
What if we have been approaching organizational design all wrong? What if there is a better way to align an organization with consumer needs?
In this week’s show, Jeff Lowe, Executive Vice President and Chief Commercial Officer of Smart Technologies, discusses how the gap between CMO-CEO, CMO-CFO, CMO-CRO, etc., can be bridged by removing sales and marketing silos with a Unified Commercial Engine (UCE). He also explains how a buyer journey map can be used to design an org chart and lead change management to support sales and marketing unification.
Jeff even sheds some light on how a poker table can help budgeting and be used to align teams to commercial outcomes.
Enjoy the show!
Our Guest
Jeff Lowe, EVP & Chief Commercial Officer, SMART Technologies
https://www.linkedin.com/in/jefflowe2/
https://www.smarttech.com/en-gb/education
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
- Marc Binkley: https://www.linkedin.com/in/marcbinkley/
- Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps
0:44 - Intro to Jeff Lowe, EVP & CCO Smart Technologies
3:03 - The cause of the gap between CMO-CEO, CMO-CFO, CMO-CRO etc
5:30 - Why we need to unify B2B sales & marketing teams
9:40 - 74% of customers would prefer a rep-free experience
11:58 - Removing sales and marketing silos with a Unified Commercial Engine (UCE)
13:19 - The (sales) straw that broke the (marketing) camel’s back
15:35 - Using a buyer journey map to design an org chart
18:55 - Leading the change management to support sales + marketing unification
26;04 - The biggest lesson when you remove corporate silos
27:11 - What salespeople really think of marketing presentations
28:45 - What caused the 60% improvement in lead acceptance rate (MQL-SQL)
30:51 - How SMART’s culture supported employee engagement during the UCE transformation
35:11 - How to set marketing budgets when there is no marketing team for the budget
38:16 - Poker table budgeting to align teams to commercial outcomes
42:35 - A fair process isn’t the same as a fair outcome
44:55 - Why we should stop using the word “Branding” and what to use instead
50:32 - Should you spend more on brand or performance?
52:07 - Why marketers need to know the meaning of cash flow, EBITA, market share etc
52:57 - A SMART case study from Australia
56:40 - Why buyer enablement and purpose are fueling a B2B renaissance
1:00:30 - How to find out more about Jeff and SMART
1:03:53 - Post-Pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
SBP 047: The Barber's Brief - November 30, 2023
Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
Enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the News
The Drum - Canadian Agency ReThink Wins the Chair & Retail Award for work with IKEA
made “living ads” out of the city itself – using real homes (with real people in them) and turning them into instantly recognizable Ikea ‘billboards.’ including price tags and logos
Ad Age - Mars is giving life to old ads
In an effort to increase sustainability, The candy maker repurposes old spots from Twix, M&M’s bounty in a creative way. The Mars campaign, titled “Healthy Planet Productions”, follows the recent publication of its net zero roadmaps to accelerate action towards achieving net zero emissions by 2050. Healthy Planet Productions | Mars, Incorporated
Top instore sellers included electronics, Smartwatches & TVs
Top online sellers included kidkraft playsets, barbie dolls and mini brands toys
54% mobile purchases up 10.4% from LY
Marketing News Canada - Is Popularity For Tik Tok amongst Teen leveling off?
The latest data from Forrester's 2023 Youth Survey indicates a slight decline in TikTok's weekly usage among teens, dropping from 69% in 2022 to 68% in 2023. This suggests a potential levelling off of TikTok's popularity among teenagers, with competitors like Instagram's Reels and YouTube's Shorts gaining traction. TikTok still maintains a lead over its main competitor, YouTube, but faces growing competition in the ad market. Despite this, TikTok is expected to capture a significant portion of linear TV budgets targeting Gen Z in 2024.
Bloomberg.Com - How bad is the cost of living squeeze?
- Analysts did some math and concluded that it now cost $119.27 to buy the same goods and services a family paid $100 for before the pandemic
- Since 2020, groceries +20%, used Cars +35%, auto Insurance +33%, rent +20%
- Pay increases have mostly been consumed by inflation so people aren’t any better off than before
The Marketing Moment
How Snickers turned around declining market share
Ad of the Week
Chevrolet has unveiled their holiday season campaign, and it's truly heartwarming! The advertisement seamlessly showcases various products, prominently featuring an aging Chevy Suburban. However, what captivates the audience is the poignant narrative. A woman in the early stages of Alzheimer's witnesses her granddaughter embarking on a mission to create a memorable day, driving through the town and revisiting many cherished memories from Granny's past.
Watch Here - https://youtu.be/xnZGEUA4oBk
Coming up next week:
Jeff Lowe - Replacing Sales, Marketing and CX with a Unified Commercial Engine
© 2023 Sleeping Barber
SBP 046: Shattering Myths About High-Performance Leadership. With Eddie Obeng.
Boy, do we have a treat for you today!
On this episode of the Sleeping Barber Podcast, we are joined by Eddie Obeng, CEO and learning Director of the Pentacle Virtual Business School.
Metaverse pioneer, even before the “metaverse” was a thing, Eddie talks to us about what happens when the pace of change is faster than our ability to learn, 3 rules to consider when trying to keep up with change, what do high-performance organizations do in a world with excessive amounts of data, the 'productive weirdos' and so much more!
This episode is a wild, and the energy levels are off the charts. Consider yourself warned.
Enjoy the show!
Our Guest
Dr. Eddie Obeng
CEO & Learning Director of the Pentacle Virtual Business School
MetaVerse Pioneer, Software Developer
Ambassador for the Association of Project Management
Professor Henley Business School, Duke - Growth, Innovation & Entrepreneurship
Author & TEDtalks alum & in-demand speaker
Linkedin: https://www.linkedin.com/in/prof-eddie-obeng/
Qube.cc: https://home.qube.cc/
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Links & Research:
TEDtalk: Smart Failure for a fast-changing world: https://www.youtube.com/watch?v=EjSuaeVfE9I
Eddie’s Website & Books: https://www.eddieobeng.com/
HBR - 3 Ways to Prepare for The Future of Work: https://hbr.org/2023/09/3-ways-to-prepare-for-the-future-of-work
McKinsey - 6 Ways to Create a High-Performance Culture: https://www.mckinsey.com/capabilities/people-and-organizational-performance/our-insights/the-organization-blog/6-elements-to-create-a-high-performing-culture
5 Monkey’s Fable: https://www.youtube.com/watch?v=QhBv1kEGUeE
Timestamps
0:44 - Introduction to Eddie Obeng
3:07 - Why Eddie started an online consulting metaverse 30 years ago
7:09 - Why remote work failed
9:41 - What happens when the pace of change is faster than our ability to learn?
16:56 - Policies and processes run irrespective of reality
20:10 - 3 rules to consider when trying to keep up with change
23:20 - What do high-performance organizations do in a world with excessive amounts of data
26:55 - Modern high-performance cultures don’t look back, they look forward
28:52 - Why organizations need weirdos but don’t have any
30:44 - How leaders can harness innovation by converting normal staff into productive weirdos
35:19 - The collaboration lessons we missed during WFH remote work
41:14 - Why is it hard for existing companies to become high-performance organizations
44:03 - Why corporate purpose is about orienting toward a customer, not ESG
47:29 - Success with diversity also depends on creating new ways to function
52:13 - The tooth fairy story: how KPIs can lead to bad behaviours
56:22 - AI - everyone is doing it but they don’t know why
1:01:08 - The 3-phase approach for transforming into high-performance organizations
1:05:24 - Find out more about Eddie
1:06:52 - The problem with “saving the planet”
1:07:42 - 5 methods for figuring out what’s not real aka “the truth”
1:12:43 - Post-pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
SBP 045: The Barber's Brief - November 16, 2023
Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
Enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the news
Marketing Week - Mark Ritson Effectiveness:
American and Canadian marketing fall behind in effectiveness, with a lack of engagement in key discussions like eSOV, distinctive assets, attention theory, 60/40 rule, and mental and physical availability. The perception that effectiveness principles originated outside the US leads to skepticism. Notable figures include the B2B Institute (Peter Weinberg, Jon Lombardo, Ty Heath), Koen Pauwels, and Roger Martin.
Search Engine Land - Barry Schwartz:
Google will be announcing significant changes to their search algorithm. Danny Sullivan, Google's Search Liaison, hints at upcoming adjustments but cautions that those generating "good content" will not be affected.
Marketing Letters - Brand Growth Potential:
Challenge to the 80/20 rule: Top 20% of customers contribute 50% of sales. Emphasis on targeting light and non-category buyers for sustained growth. Sales potential depends on the number and frequency of category buyers. Simulation and real panel data analysis conducted in the toothpaste category.
Marketing Dive - Coca-Cola's AI Activation:
Coca-Cola utilizes AI to create a futuristic cityscape at Las Vegas Sphere, promoting Coca-Cola Y3000 Zero Sugar. Transformation of Exosphere inspired by Y3000 AI Cam. The activation period began Nov. 13.
The Drum - Huge Bets on Productization Model:
Creative agency Huge, under IPG ownership, shifts away from traditional practices, abandoning RFPs, free creative, and rate discounts. Adopts a productization model with set prices and timelines in experience transformation, technology realization, and growth creation. Global talent pool of 1200+ employees accessible globally.
Marketing Dive - Google's Generative AI Features:
Google introduces generative AI features in Performance Max ad product. Advertisers generate campaign assets by providing a URL. AI-populated assets, including stock and unique images, guaranteed to be non-repetitive.
FastCompany - IDEO's Restructuring:
Leading design firm IDEO undergoes layoffs and restructuring, reflecting a shift from traditional design thinking. Industry trend moves towards agile, external innovation sources. Downsizing raises questions about the industry's future efficiency and innovation potential.
Marketing Highlight: Oreo Case Study
As one of Kantar's top 10 penetration powerhouses, Oreo's success is driven by the product flywheel effect—a positive feedback loop that fuels sustained growth. While cookies remain their core business, strategic expansion into new categories, like frozen treats, has introduced Oreo to 26 million new global shoppers, with 5.7 penetration points in India alone, equating to 19 million new buyers.
The #StayPlayful global brand campaign has been instrumental in Oreo's triumph, celebrating the brand's playful elements and fostering a nostalgic connection to family moments. Running for over a year, the campaign reached audiences across 27 Central and Eastern European countries, including key markets like Germany and Russia.
Results:
- 93% Global Presence: Oreo has solidified its footprint on a global scale.
- 8% CRP Growth: Demonstrating sustained consumer relevance and engagement.
- 26 Million New Shoppers: A testament to the effectiveness of their product flywheel strategy.
- +1 Global Rank Position: Reflecting Oreo's ascending position in the global market.
Ad of the week
https://www.youtube.com/watch?v=5y0fGsQU5zg&t=4s
Coming up next week:
Eddie Obeng - Building High Performance Organizations
SBP 044: NPS Exposed - What Does It Really Measure? With Prof. John Dawes.
Net Promoter Score (NPS) has been a crucial part of the business world for nearly two decades. It was initially presented as the ultimate metric, the one to rule them all. Its simplicity and focus on customer satisfaction made it a darling of the industry.
However, with the evolution of customer research and feedback analysis, the idea of NPS as the singular, all-encompassing metric is being questioned. Even though two-thirds of Fortune 500 companies still employ NPS, it is no longer considered the only measure of customer satisfaction.
In this episode, we are joined by John Dawes, a professor at the Erenburg-Bass Institute, who will share his research on NPS. This episode will likely challenge what you know about NPS and shed light on some of its flaws.
Our Guest
Webpage: https://johndawes.info/
LinkedIn: https://www.linkedin.com/in/john-dawes-059bab10/
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Links & Research:
HBR - The One Number You Need to Grow
https://hbr.org/2003/12/the-one-number-you-need-to-grow
HBR - Where NPS Goes Wrong
https://hbr.org/2019/10/where-net-promoter-score-goes-wrong
Qualtrics - THe Ultimate Guide to NPS
https://www.qualtrics.com/experience-management/customer/net-promoter-score/
Int. Journal of Market Research: NPS - What Should Managers Know?
https://journals.sagepub.com/doi/10.1177/14707853231195003
A longitudinal Examination of NPS and Firm Revenue Growth
https://www.researchgate.net/publication/228660597_A_Longitudinal_Examination_of_Net_Promoter_and_Firm_Revenue_Growth
Byron Sharp - NPS does not predict growth
https://byronsharp.wordpress.com/2008/08/08/net-promoter-score-nps-does-not-predict-growth-its-fake-science/
Fred Reichheld - The Ultimate Question 2.0
https://www.amazon.ca/Ultimate-Question-Revised-Expanded-Customer-Driven-ebook/dp/B005E8AKVM/ref=sr_1_1
Why NPS is a bad tool and what to use instead
https://archive.researchworld.com/why-net-promoter-score-is-actually-a-bad-tool-and-what-to-use-instead/
Brand Growth Potential
https://link.springer.com/article/10.1007/s11002-023-09682-7
How Brands Grow
https://www.amazon.ca/How-Brands-Grow-What-Marketers/dp/0195573560
Timestamps
0:44 - Intro to John Dawes
2:24 - What NPS is and how it’s measured.
3:50 - Why NPS benefits from extreme scoring
5:48 - The downside of the NPS scoring method
8:38 - Why 66% of Fortune 500 companies use NPS
10:40 - The false promise of high NPS scores
13:44 - The trouble with NPS-based incentives
16:46 - The disconnect between NPS scores and business performance
19:30 - The challenges of NPS with growing vs established brands
21:28 - The effectiveness of NPS vs. past sales as a predictor of future growth
26:02 - Are NPS detractors actually bad?
29:50 - Is NPS a superior metric to CSAT scores for predicting growth?
33:17 - What is NPS good for & what to ask instead
37:56 - Can Google Reviews replace NPS?
39:25 - Metrics better than NPS for predicting growth
42:53 - Can we put the NPS genie back into the bottle?
46:47 - If not NPS for growth, then what?
49:32 - 50 years of brand performance disproves loyalty as a growth driver
52:19 - How to find out more about John
54:01 - Post-pod with V and Marc
Where to Listen:
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
SBP 043: The Barber's Brief - November 2, 2023
Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
Enjoy the show!
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the News:
Unilever promotes internally to appoint new top marketer.
Source: Marketing Week - https://www.marketingweek.com/unilever-appoints-new-top-marketer-promotes-internally/
What B2Bs Need to Know About Their Buyers.
Source: HBR - https://hbr.org/2022/09/what-b2bs-need-to-know-about-their-buyers
Nestle promises an across-the-board increase in marketing spend.
Source: Strategy Online - https://strategyonline.ca/2023/10/19/nestle-promises-an-across-the-board-increase-in-marketing-spend/
Synthetic data is suddenly making very real ripples - Mark Ritson
Source: Marketing Week - https://www.marketingweek.com/synthetic-data-market-research/
Amazon upgrades ad suite with new data clean room, AI image generator
Source: Marketing Dive - https://www.marketingdive.com/news/amazon-unboxed-advertising-data-clean-room-ai-image-generator/697825/
Unilever thinks purpose is pointless for some brands
Source: The Message - https://the-message.ca/2023/10/27/new-unilever-ceo-downplays-purpose-and-hikes-adspend/
The Marketing Moment:
ZGM: AB is Calling
Background
In order for Alberta to thrive now and in the future, we need skilled, young labour. Labour that we just can’t pump out fast enough organically. So, we need to attract skilled workers from other parts of Canada. Workers who may not realize the career and lifestyle opportunities, along with the affordability advantages that Alberta has to offer.
Challenges
Focus group research found that Alberta is portrayed by some as lacking in culture and diversity. We knew this version of Alberta wouldn’t appeal to skilled, young workers living, for example, in the urban centres of Toronto and Vancouver. We would need to address their misconceptions of Alberta head on by using publicly available and completely defensible data to compare Alberta’s advantages in affordability, career opportunities and lifestyle to other strategic Canadian cities.
Strategy
Saying that “Alberta is diverse and rich in culture” could easily be dismissed as marketing language. The messaging needed to focus on jobs, housing and lifestyle, with imagery showcasing a diverse, culturally rich province.
Lead with The Cost of Living targeting Toronto & Vancouver
Execution
Launched Summer 2022: Website, Radio, Audio, Digital & Social in Van + Tor featuring AB advantages including affordable homes, liveable city, family friendly, career opportunities
Fall 2022 - OOH takeover at Yonge-Bloor in Tor + Granville-Robson in Van + Wrapped Vancover Sun paper
Results
AB had the biggest positive net migration from other provinces
Alberta's population grew by 60,000 in the quarter following the campaign– more than any other year since they began estimating populations in 1951.
Ad of the Week
The King & The Viking - Beats by Dre
The Norway international features alongside the one the Los Angeles Lakers superstar in a new promo campaign entitled "The King and The Viking," in which the pair connect with their families on the day before a big game.
In the promo, Haaland receives a heartfelt message from his father and agent, former footballer Alfie. Meanwhile, the man known as "King James" receives a pre-match pep talk from his wife, Savannah.
AD Link: https://youtu.be/EuUXiJW2HjY
© 2023 Sleeping Barber
SBP 042: Preparing For a Successful Q4. With Samantha Kelley.
Right on time for the final sprint!
Q4 marks the high-pressure season for countless advertisers and industries. While most are busy putting the final touches on their campaigns for the impending "cyber 5" period, we urge you to take a moment to tune in.
This week, we're joined by Samantha Kelley, CEO of Touché! Canada and Omnicom Media Group (OMG) Montreal, Canada's largest media agency. Samantha shares valuable strategies that advertisers should be considering as they head into this incredibly "scrappy" period.
Enjoy the show.
Our Guest
Samantha Kelley: https://www.linkedin.com/in/samantha-kelley-7809b11/
Touché!: https://www.touchemedia.com/en/
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature:
Amplified Intelligence: https://www.amplifiedintelligence.com.au/dr-karen-nelson-field/
Impact of Creative on Advertising Effectiveness: https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think
The Markov Curve: https://channelmix.com/blog/markov-chain-marketing/
Timestamps
0:44 - Introduction to Samantha Kelly, CEO of Touché! Canada and Omnicom Media Group
3:12 - Q4 has become more of a marathon than the sprint it used to be
4:10 - Shopping habits of consumers
6:45 - How media consumption habits are affecting media buyers
7:56 - Applying viewer attention to ad platform impressions
9:16 - The impact of viewer attention on the measurement of long v. short term activations
11:03 - Pandemic and Inflationary affects on consumer shopping behaviour
13:55 - SportChek case study
16:50 - AI-based tech to build ad creative and increase speed to market
18:30 - Ad units to leverage in Q4
19:52 - The growing opportunity with Retail Media Networks (RMNs)
23:24 - How media buyers can integrate RMNs with brand s
25:05 - Splitting media budget between brand with activation ads in Q4
26:15 - Advice for winning Q4
28:55 - Planning holistic campaigns versus splitting budget between traditional v. digital media
30:53 - Audio placements: radio and podcast opportunities
32:22 - Media Mix Modeling and optimization of media spend
34:00 - The rule of thumb for splitting budget between media and creative
35:07 - Balancing reach with personalization
36:30 - Reaching loyal versus light customers
38:20 - Tips for small and medium-sized businesses
40:10 - Setting budgets for the holiday season & the Markov curve
42:44 - How to maximize ROI during the cyber 5
44:41 - Should companies hide online products to steer people into a store?
48:22 - Why retailers shouldn’t force customers into a sales channel
50:37 - Marketing metrics to focus on
54:04 - Why measurement is a big challenge
55:43 - Incrementality is the game, not ROAS or ROI
58:14 - Things to avoid in Q4
59:40 - Post-pod with V and Marc
Where to listen
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
SBP 041: The Barber's Brief - October 19, 2023
Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.
Enjoy the show!
Our Hosts
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the News:
Eddie Bauer Changed its logo because Gen Z doesn’t read cursive:
https://www.fastcompany.com/90963252/eddie-bauer-new-logo-ditches-script-and-adopts-a-goose
Source: Fast Company
‘Trust your gut’: Marketing leaders on prioritizing wellbeing when job hunting.
https://www.marketingweek.com/marketing-leaders-prioritising-wellbeing-job-hunting/
Source: Marketing Week
Marketing enters its Taylor Swift era: Here’s what the numbers say!
https://www.marketingdive.com/news/taylor-swift-era-marketing-ads-numbers-statistics/695775/
Source: Marketing Dive
AD Platforms are Dropping New Toys for the Holidays
https://marketingnewscanada.com/news/new-toys-from-meta-pinterest
Source: Marketing News Canada
Canadian Survey of Consumer Expectations—Third Quarter of 2023
https://www.bankofcanada.ca/2023/10/canadian-survey-of-consumer-expectations-third-quarter-of-2023/
Source: Bank of Canada
Ads don’t wear out, Only marketers do
https://www.marketingweek.com/consumers-tired-ads-marketers/
Source: Marketing Week
The Marketing Moment
Sprite: Heat Happens, Stay Cool.
Literature links:
Marketing Interactive: https://www.marketing-interactive.com/sprite-launches-global-campaign-to-urge-people-to-keep-cool-in-the-heat
Ogilvy: https://www.ogilvy.com/work/heat-happens
Kantar: https://kantar.turtl.co/story/brand-footprint-2023-p/page/6/5
Ad of the Week
Cadbury - Garage
https://www.youtube.com/watch?v=JHEJfRnWyBM
© 2023 Sleeping Barber
SBP 040: Making a Promise to the Customer. With Roger Martin.
Roger Martin returns to our show for a candid conversation on his recent research collaboration with WARC and the B2B Institute, "Making a Promise to the Customer." We delve into the implications of this research for advertisers, explore the relationship between branding and consumer promises, and much more.
This episode will not disappoint.
Enjoy the show.
Our Guest:
Roger’s Website: https://rogerlmartin.com/
LinkedIn Profile: https://www.linkedin.com/in/roger-martin-9916911a9/
Medium Blog: https://rogermartin.medium.com/
Thinkers 50: https://thinkers50.com/biographies/roger-martin/
HBR Articles: https://hbr.org/search?search_type=subscriber-search&term=Roger+L.+Martin&sort=publication_date#browse-reports-filter
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature:
HBR Articles
https://hbr.org/search?search_type=subscriber-search&term=Roger+L.+Martin&sort=publication_date#browse-reports-filter
LinkedIn Making a Promise to the Customer https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer
Customer Loyalty is Overrated: https://hbr.org/2017/01/customer-loyalty-is-overrated
Marketing & Strategy Are the Same Discipline: https://rogermartin.medium.com/its-time-to-accept-that-marketing-and-strategy-are-one-discipline-17f0140521c9
Timestamps
0:44 - Intro
5:01 - Results from the Promise to the Customer (PTTC) report
6:59 - The difference between a brand promise and a PTTC
9:01 - Only 40% of campaigns include a PTTC
9:45 - A brand promise isn’t as powerful
11:48 - Small brands can also benefit from PTTC
13:19 - Why AVIS “We Try Harder” isn’t a PTTC and why Sixt “Pick THE car” is
16:45 - Eliminating bias in the WARC database and research methodology
19:06 - The hypothesis of what makes a brand. ie. FedEx
24:40 - The risk of rebranding, refreshing logos and revitalizing campaigns
26:12 - Snickers: How to correctly build on a PTTC
28:45 - Why this is the most striking research result in Roger’s career
30:02 - Pricing research at P&G - the second most dramatic finding in Roger’s career
34:33 - Walmart’s Everyday low prices is a PTTC
35:40 - The 3 features of a good PTTC: Memorable, Valuable, Deliverable ie. adidas, Geico
40:22 - The difference between a USP and PTTC ie. IBM Building a Smarter Planet
43:27 - How P&G used the PTTC framework to evaluate their ad creative
49:44 - Why a PTTC can organize and align an entire company
52:38 - PTTC + PTW Case Study: Formica vs. Wilsonart high pressure laminate
57:45 - Customer loyalty is overrated, focus on habit instead
1:00:02 - Social media buzz is NOT a good indicator of PTTC success
1:04:04 - The first thing a CMO can do to benefit from the PTTC findings
1:06:15 - What’s coming with the PTTC framework
1:08:40 - Find out more about Roger (use the L.)
1:10:55 - Our best compliment ever
Where to listen
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
SBP 039: The Barber's Brief - October 5, 2023
Welcome to the first-ever episode of the "Barber's Brief." A bi-weekly segment that focuses on bringing the latest news that caught our attention, but more importantly it will provide a platform to engage with you our listeners.
We hope that you enjoy it!
Our Hosts
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
In the News:
Lululemon & Peloton Deal:
https://www.cbc.ca/news/business/lululemon-peloton-partner-1.6980800
Nike Pledges to ‘stay on the offensive' as it increases focus on demand generation:
https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer
Only one in five CMO-CFO relationships are truly collaborative:
https://www.marketingweek.com/cmo-council-cfo-relationship/
The New Coke Y3000:
https://www.inc.com/minda-zetlin/coca-cola-just-did-something-no-company-has-ever-done-heres-how-coke-drinkers-are-reacting.html
Microsoft debuts a platform to help retailers launch and scale an ad business:
https://www.marketingdive.com/news/microsoft-retail-media-networks-launch-scale/695344/
Hornets launch jersey-patch deal with influencer MrBeast:
https://www.espn.com/nba/story/_/id/38547974/hornets-launch-jersey-patch-deal-influencer-mrbeast
Our Marketing Moment
How Lidl uses excess share of voice to boost sales & market share:
https://www.youtube.com/watch?v=bb-6PCbsdyc&t=325s
Ad of the Week
IKEA - The Swedish retailer is stepping away from the picture-perfect catalogue promo this time
https://www.thedrum.com/news/2023/10/02/ad-the-day-ikea-literally-spills-guts-brutally-honest-campaign
Where to listen
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
SBP 038: How Branding Affects the Race for Talent. With Shelley Billinghurst.
Many marketers often narrow their focus on branding, concentrating primarily on select elements such as an organization's visual identity, advertising and promotional efforts, and its presence on social media platforms. However, it's important to consider that branding also plays a significant role in the realm of recruitment.
This week on the podcast, we welcome Shelley Billingshurst, President of Hire Value Inc, to discuss the delineation between HR and Talent recruitment, the importance of organizational branding and it’s effects on recruitment, why talent tracking systems create horrible brand experiences for talent and so much more.
This is a very polarizing episode we hope you enjoy!
Our Guest
Follow Shelley Billingshurst: https://www.linkedin.com/in/shelley-billinghurst-91ab71/
Hire Value Inc: https://hirevalueinc.com/
Our Hosts
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature:
HBR The War for Talent is Back: https://hbr.org/2007/04/the-war-for-talent-is-back
CNN The Race for Talent: https://www.cnn.com/2022/02/24/success/companies-hiring-faster/index.html
HBR Make your Employer Brand Stand out in the Talent Marketplace: https://hbr.org/2022/02/make-your-employer-brand-stand-out-in-the-talent-marketplace
SHRM - Most people never complete job applications:
https://www.shrm.org/resourcesandtools/hr-topics/talent-acquisition/pages/most-people-never-finish-online-job-applications.aspx
Social media has reinvented the way Gen Z finds jobs:
https://www.benefitnews.com/news/social-media-has-reinvented-the-way-gen-z-finds-jobs
Timestamps
0:44 - Intro to Shelley
2:56 - The connection between marketing, brand and talent acquisition
4:54 - Winning the war for talent vs. the race for talent
7:26 - The difference between talent acquisition and HR
11:02 - Recruitment and HR have different incentives
14:37 - How corporate culture influences recruitment
18:54 - Why talent acquisition should live outside of HR (KPMG example)
22:58 - Why Applicant Tracking Systems (ATS) create a horrible brand experience for talent
25:28 - The skills for success in HR and recruiting are different
26:35 - Abandonment rate in application submissions
28:09 - How unqualified job seekers overload ATS
30:23 - How qualified candidates work around ATS
31:53 - How LinkedIn and Indeed work
34:44 - How great brands like Microsoft manage their talent & database
40:38 - Why candidates need to continuously invest in their personal brand
43:02 - Why the odds of getting a job through an online application are less than 1%
47:44 - The best way to write job descriptions and respond to them
53:16 - The traditional hiring system is broken - why networking is so important
58:54 - The one thing a company can do to fix talent acquisition
1:00:47 - The one thing a candidate can do to improve their odds of getting a job
1:05:38 - The one thing recruiters can do to create a great brand experience
1:07:55 - How to find out more about Shelley
1:09:03 - Why Benevity, WestJet, Lululemon and X (Twitter) are great employer brands
1:14:07 - Post-Pod with V and Marc
Where to listen
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
SBP 037: The State of Programmatic in Canada. With Ben Wise and Jeremy Freedman.
Today, we have a thrilling episode in store for you as we engage in a conversation with not just one, but two Heads of Programmatic Media from Google Canada. Joining us are Ben Wise and Jeremy Freedman, and together we discuss the state of programmatic here in Canada. We explore various trends, delve into Google's privacy sandbox, touch upon the widespread adoption of digital practices within organizations, and much more! This is an episode you won't want to miss.
Enjoy the show.
Our Guests
------------
Ben Wise - https://www.linkedin.com/in/benwise1/
Head of Programmatic Media at Google
Jeremy Freedman - https://www.linkedin.com/in/thejeremyfreedman/
Head of Programmatic Media, Agency at Google
Our Hosts
-----------
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature
--------------------
Understanding Programmatic - Think With Google
https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/automation/what-programmatic-and-why-everyone-talking-about-it/
Programmatic analysis tools | BigQuery | Google Cloud
https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/automation/what-programmatic-and-why-everyone-talking-about-it/
The Future of Programmatic Media in 2023
https://marketingnewscanada.com/news/the-future-of-programmatic-media-in-2023
Google’s new prototype AI tool does the writing for you
https://www.theverge.com/2022/11/2/23435258/google-ai-writing-wordcraft-lamda
Timestamps
------------
0:44 - Introductions
3:25 - What is programmatic media buying?
5:40 - Targeting by Geo, Context, Audience and Private Marketplaces
9:55 - How programmatic media has evolved in Canada
12:01 - What inventory is available to programmatic media in Canada?
15:24 - Opportunities with Connected TV (CTV)
20:36 - How AI enhances media buying and creative placements
24:46 - Bringing programmatic in-house vs hiring agencies
27:40 - The right time & risks with bringing programmatic in-house
31:00 - Replacing people with robots?
33:03 - Performance measurement & attribution models
41:40 - Privacy sandboxes and public concerns
46:03 - Running experiments to create breakthroughs
50:10 - Factors driving programmatic growth and innovation
53:20 - Post-pod with V & Marc
Where to listen
-----------------
Apple Podcasts:
https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify:
https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts:
https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube:
https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
SBP 036: The Gravity of Ecommerce. With JP Castlin and James Hankins.
We're thrilled to be back after our summer hiatus with an exciting new episode! In this installment of the Sleeping Barber Podcast, we have the pleasure of hosting JP Castlin and James Hankins, who join us to explore the compelling themes discussed in their paper, "The Gravity of Ecommerce." Tune in as we delve into the allure of online retail and the stark reality that many e-commerce businesses struggle to turn a profit. Our guests shed light on the numerous challenges and misconceptions that often ensnare e-commerce entrepreneurs, including the unearthing of hidden fulfillment costs and the pursuit of efficiency within the supply chain. And don't forget to stick around until the end for a post-podcast discussion with our insightful hosts, Marc and V, as they reflect on the key takeaways gleaned from their enlightening conversation with JP and James.
It's an episode you won't want to miss, so sit back, relax, and enjoy the show!
Our Guests
------------
JP Castlin - https://www.linkedin.com/in/jpcastlin/
Strategic Management Consultant
Author - 2 upcoming books & articles in Marketing week, WARC, IPA, The Drum
Speaker
James Hankins - https://www.linkedin.com/in/james-cp-hankins/
Global VP Marketing & Strategy Planning @ Sage (ERP)
Consulting Strategist @ Vizer Consulting
Co-Chair of IPA Share of Search ThinkTank @ IPA
Our Hosts
-----------
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature
--------------------
Questioning the Growth Dogma:
https://journals.sagepub.com/doi/abs/10.1177%2F10422587211059991
The Gravity of Ecommerce:
https://www.warc.com/content/paywall/article/warc-exclusive/the-gravity-of-e-commerce/en-gb/146943?
Winning the Final Mile:
https://www.marketingweek.com/ecommerce-final-mile/
Evolution of OmniChannel to connected commerce:
https://www.globallogic.com/insights/blogs/retail-evolution-will-the-dinosaurs-die/
Unified Commerce:
https://blog.qivos.com/unified-commerce-the-evolution-of-omni-channel/
JP Creating Cash Flows:
https://www.marketingweek.com/jp-castlin-bigger-marketing-budget-focus-creating-cash-flows/
Digital Availability:
https://theeqplanner.wordpress.com/2021/01/26/why-digital-availability-aids-strategic-decision-making-plus-why-digital-ads-arent-analogous-to-rent-or-signage/
The Jevons paradox:
https://en.wikipedia.org/wiki/Jevons_paradox
Timestamps
----------------
0:46 - Intro to JP & James
3:10 - The attraction of eCommerce
4:03 - Why profits are elusive in an ecomm businesses
9:57 - Growth at all costs?
12:20 - Digital availability - why digital ads driving ecomm aren’t really ads
18:00 - Why we underestimate the costs of ecomm
22:14 - Ways to increase ecomm profits & effeciency
25:10 - The marketers responsibility to commercial creativity (not just ads)
27:40 - Recovering the margins of digital commerce
36:37 - Can small businesses compete with Amazon?
40:29 - Why so many DTC companies open retail stores
43:19 - Value chain vampires
47:02 - Why ROAS is not an optimal financial metric
49:25 - The problem with hiring marketing specialists
52:40 - Marketers can add value by understanding the business model
58:18 - The strategy behind the vegan sausage roll principle
1:02:03 - How to find out more about JP and James
1:03:50 - The post-pod with V and Marc
Where to listen
-----------------
Apple Podcasts:
https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify:
https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts:
https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube:
https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
SBP 035: A Guide to Product Marketing, with Yasmeen Turayhi
In this episode, we're thrilled to welcome our guest, Yasmeen Turayhi, the founder of Modern Product - a renowned product marketing consulting agency, she is also a TED X speaker and author of three incredible books!
Together, we navigate the contrasting landscapes of single vs. multi-product companies, why market research is so crucial, and why humility is a key skill for successful product development.
Join us for this conversation that promises to be filled with actionable insights for all marketers. Enjoy the show.
Our Guest
---------------------------
Yasmeen Turayhi: https://www.linkedin.com/in/yasmeenturayhi/ Founder of Modern Product - Product marketing & consulting agency
Our Hosts
---------------------------
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature:
---------------------------
Yasmeen’s Books: https://www.amazon.ca/Yasmeen-Turayhi/e/B07GZ4WC4S/ref=dp_byline_cont_book_1
Patrick Campbell - Understanding Customers https://turingfest.com/blog/patrick-campbell-saas-fundamentals/
Better Brief Project - https://www.betterbriefs.com/
Yasmeen TEDx talk on Intuition - https://www.youtube.com/watch?v=2w-eYtt3oiU
How to Be an Effective Product Marketer - https://www.youtube.com/watch?v=j6v7PCpo-g
PM Course - https://product-marketing-go-to-market.teachable.com/p/product-marketing-debunked
Product Marketing Alliance - https://www.productmarketingalliance.com/
Timestamps:
---------------------------
0:44 - Intro to Yasmeen
2:18 - What is product marketing
5:46 - How does the role of a product marketer differ from regular marketers
10:55 - How brand and product marketers can work together
13:12 - Single vs. Multi-product companies 14:05 - Product marketing across the product lifecycle
16:02 - Why market research is so important
20:19 - Humility is a key skill for product development
22:35 - The most common mistakes product marketers make
25:34 - The importance of a community in product development
27:25 - Getting leadership buy-in with the go-to-market plan
29:45 - What happens if the baby (product) is ugly?
34:17 - Differentiation vs. Distinctiveness - what matters?
39:01 - Repositioning existing products
43:04 - How to craft a positioning statement
47:32 - How do you manage priorities when things are moving so fast?
51:54 - Post-Pod with V & Marc
Where to listen
---------------------------
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
SBP 034: Bud Light, Barbie and Branding, with Emmanuel Probst
This week on the Sleeping Barber Podcast, we have Emmanuel Probst, Global Lead - Brand Thought Leadership @ Ipsos and author of "Aseemblage." Join us as we delve into the thought process behind his latest book; we also discuss the need for brand managers to co-create with customers, analyze real-life brand case studies like Vaseline and Bud Light, and explore how brands can promise and deliver the right experience to their customers.
We also spend some time understanding the secret recipe of building a brand for longevity and learning what skills are needed to become a great "master blender."
Enjoy the show.
Our Guest
---------------------------
Emmanuel Probst https://www.linkedin.com/in/emmanuelprobst
Global Lead - Brand Thought Leadership @ Ipsos
Our Hosts
---------------------------
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature:
---------------------------
Assemblage https://www.amazon.ca/Assemblage-Art-Science-Brand-Transformation/dp/1646871251
Peter Field Rebuttal to results of Purpose Led Brands https://www.thedrum.com/news/2021/10/25/peter-field-hits-back-hysterical-brand-purpose-critics-read-his-letter-full
Mark Ritson Good Purpose, Bad Purpose https://www.marketingweek.com/mark-ritson-good-purpose-bad-purpose/
LinkedIn B2B Institute & Roger Martin’s Promise to the Customer (PTTC) https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer
Bud Light Launches new ad after Transgender commercial https://www.cbsnews.com/news/bud-light-releases-new-ad-following-dylan-mulvaney-controversy/
Vaseline Slugging https://www.nytimes.com/2022/02/11/business/vaseline-slugging-tiktok.html
Barbie Launches Career Dolls https://www.ctvnews.ca/business/barbie-turns-60-with-career-dolls-role-models-like-tennis-pro-naomi-osaka-1.4328515
Timestamps:
---------------------------
0:44 - Emmanuel Probst Intro
2:14 - Assemblage, an analogy between wine making and brand building
6:35 - Why brand managers need to co-create with customers
9:18 - CoCreation example: Vaseline #Slugging
13:02 - Monitoring brand signals and separating the noise
17:04 - What brand managers can learn from the James Bond franchise
21:02 - Bud Light’s missteps and road to recovery
28:55 - Many new marketing leaders make this same mistake
34:11 - Brands can’t just make a promise, they have to deliver the experience
36:54 - Brand purpose vs. personal relevance
40:02 - Building for brand longevity
44:52 - A buyer’s category entry point can change but the brand’s assets shouldn’t
51:37 - The skills needed to be a great master blender for brands
55:09 - Post Pod with V & Marc
Where to listen
---------------------------
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
SBP 033: AI. Separating Fact From Fiction, with Darby Sieben and Craig Haney
The topic on everyone's mind is AI, and we decided to jump into the conversation as well. Whether you're an enthusiast or a skeptic, there's no denying AI's significant impact on our world. We're privileged to have Craig Hainey, Head of Ventures at AltaML, and Darby Sieben, Chief Product Officer at Unbounce, join us to navigate the labyrinth that AI is.
Our discussion spans a range of topics, from debunking common AI myths to exploring how UX catalyzes adoption, among others. Most importantly, rest assured humanity is not at risk! Enjoy the show.
Our Guests
---------------------------
Craig Haney - https://www.linkedin.com/in/craigahaney/ Head of Ventures @ AltaML
Darby Sieben - https://www.linkedin.com/in/darbysieben/ Chief Product Officer at Unbounce and Investor
Our Hosts
---------------------------
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Podcast Literature:
---------------------------
Tristan Harris and Aza Raskin Co-Founders of the Centre for Humane Technology discuss The AI dilemma https://www.youtube.com/watch?v=cB0_-qKbal4
Reasons why AI startups will fail (Darby’s post) https://www.linkedin.com/posts/darbysieben_99-of-ai-startups-are-going-to-fail-what-activity-7071506492394242048-BSKI
AI Hype Cycle is Distracting Companies https://hbr.org/2023/06/the-ai-hype-cycle-is-distracting-companies
How Generative AI can Augment Human Creativity https://hbr.org/2023/07/how-generative-ai-can-augment-human-creativity
Timestamps:
---------------------------
0:45 - Intro to Craig Hainey from AltaML and Darby Sieben from Unbounce
1:39 - AI is will not be the death of humanity
2:35 - Artificial Intelligence (AI) is NOT Artificial General Intelligence (AGI)
6:18 - What’s creating the hype for AI
8:01 - How UX is fueling adoption
10:17 - What makes AI different from a trend like PokemonGo, Segway, and Alexa voice search
16:27 - What sectors can’t use AI?
19:30 - Why are some companies aren’t going all in on AI
24:25 - The intersection of a company’s Big Data and Machine Learning (ML)
25:48 - The challenge of the ChatGPT hype cycle
32:21 - What are the risks to enterprises and how to mitigate them
39:50 - How Unbounce uses AI for landing page conversion rates
42:49 - How AltaML uses AI for clients and what they’re looking for in partners
46:55 - The new job opportunities with AI
49:00 - Sylvester.AI: A use case for monitoring cat health
51:50 - How intrapreneurs can use AI to help their company innovate
1:04:10 - Post Pod with V and Marc
Where to listen
---------------------------
Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
SBP 032: To Persona or Not to Persona? That is the Question.
Spurred by a class assignment, our hosts Marc and Vassilis engage in a riveting discussion, debating whether personas truly enhance segmentation and enrich a marketer's targeting strategy or if they add layers of unnecessary complexity. Analyzing real-world examples and reflecting on their personal experiences, they delve deep into the merits and pitfalls of using personas in marketing, offering a nuanced perspective on their validity.
Enjoy the episode!
____________
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/
________________
Sources
- Why Personas are more important than ever https://www.forbes.com/sites/forbesagencycouncil/2021/12/02/why-buyer-personas-are-more-important-than-ever-for-facebook-advertisers/
- The customer persona is dead! https://business.adobe.com/blog/basics/the-customer-persona-is-dead-long-live-the-customer-profile
- SEM Rush https://www.semrush.com/blog/market-research-guide/
- 7 Common Mistakes in Building Marketing Personas https://rockcontent.com/blog/buyer-personas-mistakes/
- Ditching marketing personas for Marketing Science https://www.mi-3.com.au/17-04-2023/how-ex-pg-us-marketer-ditched-cohorts-personas-and-restrictive-segmentation-blended-0
- Only crap marketers mistake stereotypes for market segments https://www.marketingweek.com/mark-ritson-stereotypes-segmentation/
- Personas are worthless for marketing https://articles.data.blog/2021/06/16/matt-lerner-says-personas-are-worthless-for-marketing/
- B2B category entry points https://business.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/lms-b2b-institute/pdf/b2bi-cepinb2b-final.pdf
________________
Timestamps
- 0:49 - Setting up the theme - Do personas still make sense?
- 6:03 - What is a marketing persona, and how to create one?
- 8:07 - What is the point or value of a persona?
- 9:30 - Do you have to use demos, behaviours and gender to create personas?
- 12:39 - Do you always need a persona for an effective targeting strategy?
- 15:45 - Marketing personas versus buyer needs
- 20:30 - The importance of targeting personas that represent a segment
- 22:14 - The key to making a persona useful
- 23:10 - How the persona can become strategic for a business
- 28:57 - Do you need personas for in every stage of a company’s lifecycle?
- 31:51 - How many personas are too many?
- 33:00 - Connecting personas to strategic business objectives
- 34:05 - The 5 dangers of personas
- 40:32 - To persona or not to persona?
- 43:47 - Personas in B2B
- 46:18 - The takeaways on personas
____________
Where to listen
- Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
- Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
- Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
- Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
SBP 31: When to Change Your Strategy, With Jennifer Riel
In today's episode, we're joined by Jennifer Riel, Head of Global Strategy at IDEO. We dig deep into the importance of continual learning, the discipline required to make great choices, and the crucial lens for strategic monitoring while underlining the limited value of relying solely on historical data.
Jennifer also highlights the issue of investors' short-term obsession, how to diagnose bad strategy and the significance of annual strategic planning. Using the BlackBerry case study, we examine strategic decision-making during crises and the indicators signalling a need for strategic shifts. The episode wraps with an in-depth discussion on talent strategy in today's hybrid work culture and the age-old question: is a poor strategy, if well executed, preferable? Stay tuned for a lively Pod-pod session with V and Marc to reflect on these insights and more.
____________
Our Guest: Follow Jennifer Riel: https://www.linkedin.com/in/jenniferriel/
IDEO Profile: https://www.ideo.com/people/jennifer-riel
____________
Literature
Creating Great Choices: https://www.amazon.ca/Creating-Great-Choices-Integrative-Thinking/dp/1633692965/
IDEO Shopping Cart: https://www.youtube.com/watch?v=M66ZU2PCIcM&t=95s
HBR: When to Switch Strategy: https://hbr.org/2021/02/when-to-switch-strategy-in-a-crisis
Good Strategy, Bad Strategy Summary: https://jlzych.com/2018/06/27/notes-from-good-strategy-bad-strategy/
How to evaluate corporate strategy: https://hbr.org/1963/07/how-to-evaluate-corporate-strategy
Blue Ocean Strategy v. Playing To Win: https://rogermartin.medium.com/blue-ocean-strategy-playing-to-win-f0efb83cc608
Design Thinking V. Playing to Win: https://rogermartin.medium.com/strategy-design-thinking-faf6b787160b
____________ 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:
- 0:53 - Introduction to Jennifer Riel - Head of Global Strategy at IDEO
- 2:05 - Who is IDEO, what is design thinking and how does it fit with strategy?
- 8:42 - The power of testing and learning
- 10:05 - Three disciplines making great choices: Design, Integrative Thinking, Strategy
- 13:45 - The 4 “always on” lenses for monitoring your strategy
- 20:15 - Why historical data isn’t enough to monitor your strategy
- 23:55 - How to change investor obsession with short term results
- 26:58 - What is strategy and how it fits with Design Thinking
- 31:13 - How to diagnose bad strategy
- 35:19 - Why annual strategic planning is important
- 39:11 - How to make strategic choices during a crisis a BlackBerry case study
- 43:55 - When should you change strategic direction
- 46:30 - Early warning indicators to help signal strategic changes
- 51:30 - Strategic pivots in response to temporary vs. permanent change
- 55:26 - Rethinking your talent strategy: choosing hybrid, WFH, reorg and lay offs
- 59:14 - Is it really better to have a poor strategy, well executed?
- 1:01:55 - Pod-pod with V and Marc
____________ 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 Youtube: https://www.youtube.com/@sleepingbarberpodcast
SBP 030: Solving for Incrementality, with Avinash Kaushik
Welcome back to yet another episode of the Sleeping Barber Podcast. We're thrilled to have Avinash Kaushik, the Chief Strategy Officer at Croud, on our show today. With a background at Google and well-earned reputation for insightful digital perspectives, Avinash brings a wealth of knowledge in digital marketing, data science, and much more to our conversation.
In this enlightening episode, we navigate through a myriad of topics. We delve into the frequent pitfalls surrounding KPIs in marketing, scrutinize the limitations of traditional marketing funnels, and unpack the impactful concept of incrementality. Avinash offers an alternative approach that promises to enlighten your strategies.
Make sure to stick around until the end for a post-show chat with our hosts, Marc and V. Believe us when we say this episode is one you wouldn't want to pass up!
So, without further ado, let's jump right in!
____________
Our Guest: Follow Avinash Kushki: https://www.linkedin.com/in/akaushik/
____________
Literature Get a Grip on Incrementality: https://www.thinkwithgoogle.com/marketing-strategies/data-and-measurement/marketing-incrementality
Most Important KPIs: https://www.kaushik.net/avinash/the-most-important-business-kpis/
Driving Innovation from customer intent: https://www.youtube.com/watch?v=OzFegvyVJRM
Incrementality: https://www.linkedin.com/posts/akaushik_marketings-incrementality-business-results-activity-7029572543795630080-w-P0/
Brand & Performance Silos: https://www.linkedin.com/posts/akaushik_at-my-ripe-old-age-it-upsets-me-when-i-activity-7037000489066004480-trfZ/
See, Think, Do, Care Framework: https://www.kaushik.net/avinash/see-think-do-care-win-content-marketing-measurement/ ____________ 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: O:55 - Intro to Avinash Kaushik 3:38 - The 2 big measurement mistakes many marketers make about KPIs 9:44 - Traps that misguide marketers 14:48 - Why funnels idiodic and a what to use instead of them 20:48 - How to measure both short-term and long-term campaigns 25:26 - What is incrementality, why does it matter & how is it different from ROI? 30:20 - The ladder of awesomeness 33:30 - The shock of measuring incrementality 35:55 - Different types of incrementality 47:12 - Anybody can suck less, how any size company can use incrementality 51:48 - Customer curiosity & open mindedness makes marketers better 58:44 - What marketers need to learn 1:05:08 - Avinash’s career path to Croud 1:07:40 - How to find out more about Avinash 1:08:50 - Post pod discussion with V and Marc ____________ 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 Youtube: https://www.youtube.com/@sleepingbarberpodcast
SBP 029: The Evolution of B2B Sales and Marketing, with Brent Adamson
Keeping up with the latest trends and strategies can be challenging in a world where the B2B sales and marketing landscape constantly evolves. In this episode, Brent Adamson, Global Head of Research at Ecosystem.io, provides his valuable insights into B2B sales and marketing dynamics. From the evolving buyer journey to the importance of designing a seamless experience, Brent discusses various critical topics for businesses looking to differentiate themselves and connect with their customers. We discuss topics like buyer enablement, content marketing, personalization, and more. We hope you enjoy the show! ____________ Our Guest: Follow Brent Adamson: https://www.linkedin.com/in/brentadamson/ ____________ Literature Traditional B2B Sales and Marketing Are Becoming Obsolete (hbr.org) - https://hbr.org/2022/02/traditional-b2b-sales-and-marketing-are-becoming-obsolete
Sensemaking for Sales (hbr.org) - https://hbr.org/2022/01/sensemaking-for-sales What Is the Challenger Sale? An Overview of the Challenger Sales Model (gartner.com) - https://www.gartner.com/en/sales-service/insights/challenger-sale Brent Adamson | Mini Keynote - YouTube - https://www.youtube.com/watch?v=Wksen56eTn0 The Challenger Sale: Taking Control of the Customer Conversation - https://www.amazon.ca/Challenger-Sale-Control-Customer-Conversation/dp/1591844355 Q&A with Brent Adamson: Thought leadership for better buying decisions (ft.com) - https://longitude.ft.com/can-thought-leadership-help-buyers-make-better-decisions-qa-with-brent-adamson-expert-in-customer-buying-behaviour/ Brent Adamson | Mini Keynote - https://www.youtube.com/watch?v=Wksen56eTn0 ____________ 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: 0:50 - Intro to Brent Adamson 3:15 - The evolution of B2B Sales & Marketing 7:07 - Buyers don’t funnel, the loop 12:00 - There are more decision makers than we think there are 18:35 - A different way to think of buyer enablement 20:50 - MQL -> SQL -> NMP & Content Marketing 27:24 - The role of personalization 29:19 - The more important role of designing an easy experience 26:13 - the damage of over customization 39:05 - Connecting customers through confidence and value 48:44 - The evolution of the challenger sale to sensemaking 50:50 - With content abundance we need an information strategy to differentiate 53:20 - How B2B can differentiate today 56:48 - Post Pod with V and Marc ____________ Where to listen Apple Podcasts: The Sleeping Barber - A Business and Marketing Podcast on Apple Podcasts Spotify: The Sleeping Barber - A Business and Marketing Podcast | Podcast on Spotify Google Podcasts: The Sleeping Barber - A Business and Marketing Podcast Youtube: Sleeping Barber - A Business and Marketing Podcast
SBP 028: The Evolution of Traditional Advertising, with Pierre Bouvard
Have we come full circle?
The evolution of traditional media has been significant over recent years, driven by changes in consumer behaviour, technology, and emerging media platforms. In our latest episode, Pierre Bouvard, Chief Insights Officer at Cumulus Media/Westwood One, shares his valuable insights on the evolution of traditional advertising and its role in modern marketing. We cover many topics, including media planning, building a sonic brand, and the benefits of media diversity in increasing marketing effectiveness. And don't forget, Stay tuned until the end for our post-pod discussion.
We hope you enjoy this episode!
____________
Our Guest:
Follow Pierre Bouvard: https://www.linkedin.com/in/pierrebouvard/
Follow Westwood One: https://www.linkedin.com/company/westwoodone/
____________
Literature:
- https://www.linkedin.com/in/pierrebouvard/
- https://www.prnewswire.com/news-releases/nielsen-audiences-extend-viewing-momentum-into-december-according-to-the-gauge-301725563.html
- https://www.westwoodone.com/blog/2023/03/27/two-slides-every-marketer-needs-to-have-audio-streaming-and-podcast-audiences-from-edison-researchs-infinite-dial-2023/
- https://www.insiderintelligence.com/content/audio-advertising-spotify-grows-podcasts-go-global-radio-safe-bet
- https://www.statista.com/statistics/431478/time-spent-media-canada-media/
____________
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:
- 0:48 - Intro to Pierre
- 3:03 - Why major broadcasters are converting from radio to audio
- 5:29 - Where traditional media stands today in the media landscape
- 10:20 - Mass reach with radio is not an oxymoron
- 13:34 - The problem with media planners
- 18:08 - The expanding universe of audio advertising
- 24:49 - Capturing attention in the car
- 27:02 - Portable People Meters (PPM) - measuring media audiences
- 29:45 - Radio is becoming visual in connected cars
- 34:10 - Heatmapping listener driving patterns
- 38:20 - Speed of reach
- 41:49 - Why campaign effectiveness increases with media diversity
- 43:25 - Is the 3 frequency still accurate?
- 53:20 - Distinctive assets & the keys to sonic brands
- 57:23 - Did we forget how advertising works?
- 1:03:35 - Tips for effective audio creative
- 1:07:03 - Why more messages in an ad is a bad idea
- 1:09:48 - How to find out more about Pierre
- 1:11:31 - Post Pod with V and Marc
____________
Where to listen
Apple Podcasts: The Sleeping Barber - A Business and Marketing Podcast on Apple Podcasts
Spotify: The Sleeping Barber - A Business and Marketing Podcast | Podcast on Spotify
Google Podcasts: The Sleeping Barber - A Business and Marketing Podcast
SBP 027: A Conversation About Intent Based Marketing, With Marc and Vassilis
Intent-based marketing is a highly versatile tactic that often falls under the umbrella of performance marketing, but is frequently overlooked by marketers.
On this episode, Marc and Vassilis provide a comprehensive overview of intent-based marketing, discussing various aspects such as the tools and technologies employed to implement it, the data sources that underpin it, and the best practices for crafting effective campaigns. Additionally, they examine the channels through which this marketing approach can be deployed, as well as the potential challenges and limitations it poses.
We hope you enjoy this episode and gain valuable insights into this crucial marketing approach.
____________
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/
________________
Sources
- https://clearbit.com/blog/what-is-lead-enrichment
- https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/why-consumer-intent-more-powerful-than-demographics/
- https://www.techtarget.com/before-you-leap-understand-the-4-pillars-of-intent-based-marketing/
- https://www.semrush.com/blog/how-to-do-competitor-analysis-in-digital-marketing/
- https://www.cience.com/blog/intent-based-marketing
- https://www.fastcompany.com/90703704/anonymity-and-the-rise-of-consumer-intent-data
________________
Timestamps
- 0:45 - Show Intro
- 2:27 - The need to deliver short-term results
- 3:24 - Defining intent-based marketing
- 4:30 - The benefits of intent marketing
- 6:55 - Performance marketing impact on budgets and demographics
- 8:55 - Sources of intent data
- 10:48 - Zero-party data
- 11:38 - Misinterpreting digital data
- 13:30 - Can digital activity be separated from real intent signals?
- 15:31 - Why your organization should define its own intent signals
- 20:04 - How surveys can help clarify buyer intent
- 21:35 - Airbnb as an example of using buyer intent to design a buyer experience
- 24:20 - Knowing your role in the customer’s complete buying journey
- 26:40 - When performance marketing meets branding
- 29:10 - Intent, channels and content … Oh my
- 34:45 - The trouble with gated content
- 36:09 - Challenges with intent data
- 38:27 - Offline sources of intent data
- 43:37 - Content as a limitation of performance marketing
- 47:30 - The problem of mass personalization
- 52:00 - Past purchase vs. recency and frequency of intent
- 54:56 - What did we learn today
____________
Where to listen
- Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
- Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
- Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
- Youtube: https://www.youtube.com/@sleepingbarberpodcast
© 2023 Sleeping Barber
SBP 026: A Look Back on 35 Years in Marketing, with Carol Shmygol
SBP 025: Better Brand Health, with Jenni Romaniuk
This week's episode welcomes Jenni Romaniuk, a renowned researcher and professor at the Ehrenberg-Bass institute. She is the author of some incredible books, including her most recent, Better Brand Health. Our conversation delves into several fascinating topics, such as why people dislike their brand trackers, loyalty, the fundamental principles of marketing, the challenges of differentiation, and useful tips for brand tracking and the marketing funnel.
With so much valuable information to absorb, be sure to tune in and be ready to engage in a thought-provoking discussion!
Enjoy the show.
________________
Our Guest
Follow Jenni Romaniuk: https://www.linkedin.com/in/jenni-romaniuk-2746884/
Follow the Ehrenberg-Bass Institute: https://www.linkedin.com/in/jenni-romaniuk-2746884/
Visit Jenni's Website: http://www.jenniromaniuk.com/
____________
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/
________________
Literature
Category Entry Points in a B2B World: https://business.linkedin.com/marketing-solutions/b2b-institute/cep-in-b2b
Laws of Marketing with Nicole Hartnett: https://podcasts.apple.com/us/podcast/sbp-012-the-laws-of-marketing-with-dr-nicole-hartnett/id1609811324?i=1000570667143
________________
Timestamps
- 0:55 - Intro to Jenni
- 2:27 - Why did you write this book now?
- 6:00 - B2B or B2C - Who will benefit from this book?
- 8:44 - Why people often hate their brand trackers
- 11:15 - Some metrics don’t need to be tracked
- 15:14 - Brand rejection: why you don’t need to track all metrics all the time
- 20:00 - Loyalty, where’s the evidence?
- 23:22 - Does it really cost 5x more to make a customer than keep one?
- 25:47 - Why the Laws of Marketing are important to your brand health tracking
- 29:03 - Do the laws apply to B2B and B2C?
- 30:16 - Why your brand’s user profiles should match the category
- 33:41 - The trouble with differentiation
- 36:08 - The laws of marketing in subscription v. repertoire markets
- 38:55 - Is the AIDA Funnel really valuable?
- 42:50 - What and when is brand awareness useful?
- 48:32 - Brand tracker tip #1: Design for the category
- 49:43 - Brand tracker tip #2: Analyze for the buyer
- 50:44 - Brand tracker tip #1: Report for the brand
- 52:51 - 3 metrics to reconsider: word of mouth, attitude, unprompted recall
- 57:50 - Post-pod with V and Marc
____________
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/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYW
SBP 024: What Marketers Don't Know. With Tom Roach
In this week's episode, we are thrilled to welcome Tom Roach, the VP of Strategy at JellyFish, a marketing performance company.
During our conversation with Tom, we'll explore a wide range of themes that are top of mind for marketers in today's rapidly evolving landscape. We delve into some thought-provoking questions frequently on marketers' minds, such as the value of advertising, the importance of purpose and how it can be a critical driver of success in marketing, and explore the nuances of ROAS and ROI.
So, be sure to tune in and join us for this great episode!
____________
Our Guest:
Follow Tom Roach: https://www.linkedin.com/in/tom-roach-5b468026/
Follow JellyFish: https://www.linkedin.com/company/jellyfishglobal/
Tom's Blog: https://thetomroach.com/
____________
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/
____________
Literature and Links:
- Why Advertising Will Never Die: https://thetomroach.com/2022/06/06/why-advertising-will-never-die/
- Modern Marketing Myopia is Losing Perspective: https://thetomroach.com/2021/05/01/modern-marketing-myopia-is-marketing-losing-perspective/
- The Most Valuable Business Tool Ever Invented: https://thetomroach.com/2020/11/12/the-most-valuable-business-tool-ever-invented/
- Most Marketing is Bad Because it Ignores the Most Basic Data: https://thetomroach.com/2020/11/10/most-marketing-is-bad-because-it-ignores-the-most-basic-data/
- The Stupidity of Sameness and the Value of Difference: https://thetomroach.com/2020/11/09/the-stupidity-of-sameness-and-the-value-of-difference/
- Beware of ROAS, ROIs Dangerous Digital Twin: https://thetomroach.com/2022/10/22/beware-of-roas-rois-dangerous-digital-twin/
____________
Timestamps
- 0:47 - Intro
- 2:43 - Is there value in advertising?
- 6:05 - Are Superbowl ads worth the cost?
- 8:12 - Advertising as a strong force vs. a weak force
- 13:40 - Why the pendulum is swinging back to brand from performance advertising
- 18:03 - Amazon is one of the worlds largest advertisers.Is Tesla next?
- 22:03 - Open letter to CMOs - the value of brand building
- 27:39 - The different levers of brand building
- 30:31 - Bothism and balance in short and long-term marketing
- 32:43 - Difference vs. Differentiation - are they the same?
- 38:57 - Is differentiation sustainable?
- 41:13 - Purpose
- 43:15 - When purpose works
- 47:14 - ROI and it's evil twin ROAS
- 54:18 - How and what to consider for brand measurement
- 59:49 - More about Tom
- 1:02:03 - Post Pod
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Where to Listen:
Apple Podcasts:
https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324Spotify
: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyf