EP 46:2019 Marketing Trends and Personalized Marketing | Brett Podolsky
In episode 46 of the Lion's Share Marketing Podcast, Tyler breaks in the new Fidelitas Studio (read: better audio, finally!) and talks with Brett Podolsky, Co-Founder of The Farmer’s Dog, a subscription-based pet health food company.
Before the interview, Tyler and Jen look ahead to 2019 and discuss the big trends in marketing, namely social commerce, chat bots, 5G internet, influencer marketing, and voice search. Tyler and Jen forecast a lot of opportunity in each of these areas, advising marketing leaders to find creative ways to explore these different opportunities for impact.
After reviewing marketing trends for 2019, Tyler brings on Brett to discuss his background and his work growing the Farmer’s Dog brand from scratch in a crowded industry. Brett got his start as a stand-up comedian, and he says that his desire to make people happy is what brought him to start The Farmer’s Dog. He always keeps this in mind as he strives to provide customers with great experiences and healthier pets.
As Brett dives into his team’s marketing strategy, he places a huge emphasis on the customers. The Farmer's Dog takes the customer experience to a rarely-matched level for subscription services, providing food that is personalized for each individual dog, correctly portioned, always delivered on time, and keeps dogs healthy.
Finally, Brett leaves listeners with a final piece of advice, to work hard and stay patient, because big successes don’t happen overnight.
Join Tyler, Jen, and Brett in this discussion on all things pet food and personalized marketing.
EP 45: Marketing to Mind States with Will Leach
In episode 45 of the Lion’s Share Marketing Podcast, we’re joined by Will Leach, the author of Marketing to Mind States and founder of Trigger Point, a leading behavioral research and design consultancy. Tyler and Will discuss the ins and outs of behavioral research and how marketing leaders can use human behavior models to frame their campaigns.
After getting into his background and the inspiration for his book, Will dives into the basics of decision-making and what that means for marketers. He states that people make about 75,000 decisions every day, and most of those decisions are made on an unconscious level. People say that we’re emotional creatures, and behavioral research provides the science to back that up. Understanding how people make decisions is crucial to determining how to frame your marketing strategy, and Will explains that mind states are the key to this understanding.
A mind state, as Will describes, is a state of heightened emotional arousal that makes a person significantly more susceptible to influence. He gives the example of healthy eating, saying that most people say they want to eat healthy, but their food buying decisions do not always reflect that desire. Instead, there are multiple factors that can influence a person’s mind state as they choose which food to buy and eat.
Will goes more into depth with this, laying out his new behavioral model and the four factors that most influence a person’s decisions. Then, he shares his insights on the future of behavioral research in marketing, gives tips to marketing leaders on where to begin, and talks about his writing process. Finally, he leaves listeners with the advice to put more emphasis on triggers, or calls to action, in marketing campaigns. Since people are so emotional, a little can go a long way with simply telling customers to buy something.
Join Tyler, Jen, and Will in this discussion on behavioral research and marketing.
Time Stamps
00:00 - Intro
01:01 - What’s in the News | Instagram Adds Alt Text
02:40 - Featured Guest | Will Leach
02:59 - Will’s Background
05:33 - Behavioral Research’s Effect on Marketing Campaigns
07:18 - Marketing to Mind States
09:12 - What is a Mind State?
11:24 - New Behavioral Change Model
17:29 - Future of Behavioral Research
19:46 - How to Start Integrating Behavioral Research into Marketing
22:55 - Tips for Writing Your Own Book
25:40 - Key Takeaway
28:06 - Outro
EP 44: No Adwords? No Facebook Ads? No Problem | Eric Marvin, Director of Marketing at Crimson Trace
EP 43: Instagram Marketing with Jenn Herman
In episode 43, Tyler talks with Jenn Herman, one of the top 10 social media bloggers in the world. Jenn shares her insight about all things Instagram, advising listeners about common mistakes and missed opportunities when it comes to marketing on social media.
Before introducing Jenn, Tyler brings on a different Jen—Jen Silard of Fidelitas— to discuss Instagram news, namely the new product tagging features. Tyler urges businesses to utilize these new tools to increase their ROI on creative social content.
After Tyler introduces Jenn, they get into her background as a social media blogger and how she has come to build her personal brand. She makes the point that her brand is just her being herself, and advises businesses to bring the same authenticity to their brands.
Tyler and Jenn then transition into talking about what is and isn’t working in regards to Instagram marketing. Jenn says that most people think posting as much as possible will engage more users, but points out that the opposite is actually true due to Instagram’s algorithms. People should focus much more on quality over quantity to ensure they are getting the most engagement. She also dives into other missed opportunities for marketers, such as creating an engaging bio, live video and stories, and making use of the analytics and tools offered by a business account.
Jenn shares even more tips and tricks on best practices for marketing on Instagram, but ultimately leaves listeners with one simple piece of advice: have fun. Social media was made to be fun, and people go on social media to interact with other people like them. If businesses can have fun and be authentic, people will want to interact with them and engage with their content.
Join Tyler, Jen, and Jenn in this discussion on all things Instagram and social media marketing.
Timestamps
00:00 - Intro
01:15 - What’s in the News | Instagram Product Tags
04:05 - Featured Guest Intro | Jenn Herman
04:31 - Jenn’s Background
07:00 - Building Jenn’s Personal Brand
08:32 - What’s Working on Instagram Now
11:17 - Should You Convert Your Instagram Account to a Business Account?
15:19 - Mistakes Marketers Make on Instagram
17:55 - Which Social Channels Does Your Business Need?
19:23 - Emerging Social Platforms for Marketers
21:55 - Biggest Opportunities for Social Media Marketers
25:18 - Building a Social Media Audience from Scratch
27:56 - Social Media Marketing for B2B Companies
29:56 - Key Takeaway
31:40 - Outro
EP 42: Finding NEMO's Brand | Kate Paine
In Episode 42, Tyler talks with Kate Paine, VP of Marketing at Nemo Equipment. In this discussion, Kate dives into Nemo’s rebranding process, from creating a strong team to implementation of brand strategies. Along the way, she gives great advice to marketers that are trying to create or maintain a strong brand.
Before getting into the interview, Tyler talks about how Facebook and Instagram are expanding their analytics. He says that this is great news for marketers for obvious reasons, but again comes back to the idea that data is useless without meaningful strategy on how to utilize that data.
After talking news, Tyler introduces his guest Kate and they begin the interview by talking about Nemo and its philosophy of ensuring that everything they bring to market is offering a different experience than what already exists. This culture of innovation, as Kate explains, is what provided the backbone for Nemo’s rebrand.
Additionally, Kate mentioned that Nemo went to an agency to help them in their process, which she said was admittedly hard for a team of designers to do. To that point, she stressed the importance of knowing yourself as a company—your strengths and your weaknesses—so you can understand when to tackle something in-house versus when to outsource. Tyler added that it can be extremely helpful to get outside perspectives on your work to ensure that it will be well-received.
Then, Kate talks covers the similarities and differences of marketing in different industries. Finally, Kate leaves listeners with the advice of being mindful of your work and taking time to schedule out your week, your month, and your long-term goals.
Join Tyler and Kate in this insightful conversation about all things branding.
Timestamps
00:00 - Intro
00:47 - What’s in the News | Enhanced Facebook and Instagram Analytics
03:29 - Featured Guest Intro | Kate Paine
03:58 - What is Nemo?
05:25 - Nemo’s Rebrand
07:22 - How Nemo Made Branding Decisions
10:11 - Exercises to Help Find Your Brand
19:51 - In House vs. Outside Agency
24:44 - What’s Working for Nemo?
27:20 - Biggest Marketing Challenges
28:40 - Comparing Sweets & Snacks to Outdoor Marketing
30:34 - Key Takeaway
35:47 - Outro
EP 39: Video Marketing with Shootsta's Chad Lakin
In Episode 39, Tyler and Andy start off by discussing Nike's new campaign with Collin Kaepernick and the brand strategy behind it. Then, Chad Lakin, the VP of Shootsta North America, shares his insights about what marketers can do to get the most value out of their video content, and how brands can position themselves to be successful in a B2B space.
Chad talks about why Shootsta was created: as a solution to businesses looking to create a high volume of quality videos at a low cost. He says that the previous model of video content creation, involving large production teams, high costs, and long post-production periods, is no longer viable in today’s rapidly changing marketing landscape. Instead, due to the expectation of brands to create a much higher volume of short-form content for social media platforms, Chad advises companies to shift their focus onto story and authenticity.
Throughout his talk with Tyler, Chad gives various tips on different types of videos for different platforms, including live video tips for Facebook and strategy for long form and short form content. Ultimately though, he urges brands to be thoughtful about where their content will be and what message they want to convey, and to personalize videos for the audience they are trying to reach. He leaves listeners with the advice that video does not have to be expensive, time consuming, or difficult.
Join Tyler, Andy, and Chad in this conversation about video marketing best practices.
Timestamps
00:00 - Intro
01:00 - What’s in the News | Colin Kaepernick Nike Ad
13:51 - Featured Guest Intro | Chad Lakin
14:09 - What is Shootsta?
15:04 - Staying Agile with Fast Video Content Turnaround
16:03 - Great vs. Average Video Content
17:58 - Planning and Producing Videos
19:14 - How to Prepare for a Shoot
20:25 - Mistakes Marketers Make when Shooting Video
21:13 - Importance of Native Video on Social Media Platforms
22:08 - Tips for Live Video
24:39 - Planning for Long Form & Short Form Content
26:47 - Making the Most out of Smartphone Video
28:15 - Missed Opportunities in Video Marketing
28:49 - Getting Started with Video Content Creation
30:42 - How Much Should My Video Cost?
32:34 - Shootsta Background | Growing Your Brand
36:22 - Setting Yourself Apart in the B2B Space
37:15 - Key Takeaway
40:09 - Outro
EP 36: Playing Around with New Marketing Ideas | Alex Furmansky
Ep 34: Buckle Up: A Behind-The-Scenes Look at the Marketing Strategy Powering the Alaska Airlines-Virgin Merger
In Episode 34, Jeff Etherington, Alaska Airlines' Director of Sales and Marketing, takes us behind the scenes of the largest airline headquartered on the west coast to discuss different marketing techniques to create brand awareness and loyalty.
Jeff begins by giving background on his position at Alaska Airlines and how he got his start in the airline industry. He shares how Alaska Airlines have been growing organically, remaining independent, and adding a number of routes to their focus markets. Jeff explains how acquiring Virgin America has allowed Alaska Airlines to expand significantly, creating the largest west coast airline offering the most nonstop flights out of the most destinations of any west coast based airline to date. Continuing the conversation, Jeff explains some of the challenges merging two iconic brands that served different audiences prior to the merger.
Jeff and Tyler discuss the ways Alaska Airlines is building community with its customer base and gaining brand loyalty. Jeff explains how staying ahead of the competition comes down to treating people how they want to be treated and making the experience as hassle-free as possible. He shares some of the opportunities Alaska Airlines has to continue to more forward and expand in the future.
Jeff also talks about the different marketing techniques that have proven effective for Alaska Airlines and could help reach the company’s future goals. He shares his experience working in both sales and marketing and how important communication is to make sure everyone is on the same page. Jeff leaves us with his key takeaway, which is to build a culture that both employees and customers respect.
Join Tyler, Andy and Jeff in this conversation on all things Alaska Airlines.
Timestamps
00:00- Intro
01:13- What’s In The News- Changes to Facebook Watch
08:18- Featured Guests Intro- Jeff Etherington
08:30- Jeff’s Role As Director Of Sales And Community
10:20- Jeff’s Path To Alaska Airlines
11:25- Alaska's Growth Strategy
14:07- Biggest Challenges Merging With Virgin Airlines
17:50- Timeline For Full Transition from Virgin to Alaska
20:57- Building Community With Alaska's Customer Base
22:45- Merging The Two Airline Communities
23:36- Rewards Programs and Customer Incentives
30:15- What’s Working For Alaska Airlines?
34:45- How Do You Get Your Sales And Marketing Teams On The Same Page?
35:48- Key Take Away
37:44- Outro
Ep 33: Adobe Acquires Magento with Kalen Jordan of Commerce Hero
In Episode 33, Kalen Jordan, the Founder of Commerce Hero and host of the Mage Talk Podcast, talks about all things E-Commerce and the recent news of the acquisition of Magento by Adobe.
Kalen begins by giving his thoughts on the acquisition from the top down and shares some of his knowledge around Adobe's purchase of Magento and the ecosystem that comes with it. He and Tyler discuss Adobe providing what looks to be a permanent home for the Magento product and its community hundreds of thousands of developers, agencies, and merchants.
Tyler and Kalen continue to discuss Magento and the future possibilities it has within the Adobe family. They speak on how this move could effect new and current clients, and what new innovations Adobe might have in store for Magento. Kalen also shares his advice for merchants who are looking to re-platform this year and discusses the process he uses when hiring a new developer- it involves goats!
Join Tyler and Kalen in this special edition of the Lion’s Share Marketing Podcast on all things Magento and Adobe and how the acquisition affects the eCommerce industry.
Timestamps
00:00 – Intro
00:43 – Featured Guest Intro | Kalen Jordan
02:01 – Acquisition of Magento by Adobe
05:46 – Effects of the Merger
10:58 – Future of Magento
15:44 – Advice for Merchants Looking to Re-Platform
20:07 – What to look for in a Developer
21:01 – Hiring Great Talent
23:06 – IRCE
27:07 – Should You Keep Development Work In-House or Outsource It?
32:00 – MageTalk Podcast
33:16 - Outro
Ep 32: Getting the Most Out of Your Advertising Agency | Karl Sakas
In Episode 32, Karl Sakas, President of Sakas and Company, shares his knowledge on marketing agencies and client relationships.
Karl starts off by talking about the different ways agencies fail their clients and vise versa. He discusses the various types of questions Marketing Leaders should be asking, as well as what an ideal case study looks like when utilizing the S-T-A-R framework. He shares his expertise as an agency consultant and emphasizes the importance of maintaining an effective procedure when it comes to budget and keeping the client updated. He goes on to discuss the three different agency pricing models and how it ultimately comes down to the client’s budget, confidence, and desired result.
Tyler and Karl continue the conversation by discussing the common trends seen in successful agencies. Karl talks about the onboarding process for new clients and how to utilize a pre-kick off survey to gain a better understanding of their expectations and what they are trying to accomplish. He goes on to talk about the ways to be a good client and partner. Karl shares his tips on growing an agency and the importance of recognizing that successful strategies vary based on the number of clients involved.
Karl ends the conversation by giving his key advice on leading an agency or marketing team, which is to focus on making yourself needed but not necessary.
Join Tyler, Andy, and Karl in this conversation on agency and client relationships.
Timestamps
00:00 - Intro
00:52 - What’s in the News | GDPR
12:53 - Featured Guest Intro | Karl Sakas
13:17 - Where Agencies are Failing their Clients
14:05 - How Clients are Failing their Agencies
15:12 - Types of Questions to Ask
16:17 - Ideal Case Study
17:50 - Red Flags When Talking to Agencies
19:17 - Agency Pricing Models
21:17 - Successful Trends in Agencies
22:55 - Onboarding Process for an Agency
25:16 - How to be Better Clients
27:02 - Time to Cut Ties
28:52 - Abandoning the RFP
33:43 - When a Client Should Use an Agency
38:23 - Tips on Growing an Agency
41:45 - Steps When Starting an Agency
44:25 - Agencies and Underpricing
46:32 - Blood & Sand Cocktail
48:31 - Key Take Away
49:57 - Outro
Ep 31: Oren Klaff Teaches Us How to Pitch Anything
In Episode 30, Sam Parr, Founder and CEO of The Hustle, shares his expertise on marketing a brand to a specific audience.
Sam Parr starts off by explaining what The Hustle is all about, and the ways he is looking towards expanding his brand. He shares his experience building the brand from scratch and how to better engage an established audience.
Sam shares his insights on growing The Hustle’s email database and discusses the importance of knowing one's numbers in order to operate efficiently. He speaks about unusual findings regarding the behavior of subscribers, as well as the process of extending content that is true and pleasing to its audience. Tyler and Sam continue the conversation about the topic of training methods and how the ultimate key to success is hiring talented people.
Later, Sam discusses the criteria for choosing brand partnerships and why some are proven to be more successful than others. He shares The Hustle’s goal of reaching one million subscribers in this upcoming year, as well as launching a handful of subscription products in order to build the next great media company.
Sam concludes the conversation by providing his key marketing advice, which is to write as one speaks, and not overthink their writing.
Join Tyler, Andy, and Sam in this conversation on all things The Hustle, and how to grow your email list.
Ep 28: Making Email Marketing Personal | Ryan Hofmann