EP 69: Sweet Ecommerce Marketing Tips w/ Hershey’s Brad Santanna
In Episode 69, Tyler and Jon discuss a report from Snapchat that examines Gen Z's plans to shop big for Black Friday and Cyber Monday. Tyler and Jon also share last minute marketing strategies for the holidays. They mention that Adobe predicts this year's online spending will surpass last year's. Tyler emphasizes that now is the time for marketing leaders to integrate their marketing campaigns across all of their digital channels.
Next, Tyler welcomes Brad Santanna, Head of Ecommerce Sales at Hershey to the show. Brad dishes on Hershey's key strategies for ecommerce, ways to leverage impulsive sales online and partnering with third party sellers. Brad also shares his tastiest insight and gives out his favorite S'mores recipe!
Brad admits that change is difficult, especially keeping up with consumers and ever-evolving trends. Brad encourages listeners to take a fact-based approach, study digital commerce, and stick to the basics when following through on short and long term plans. Don't turn the boat a 180 degrees all at once. Share the metrics, acknowledge the shortcomings, and celebrate the success!
Tyler and Jon's newest segment, Words of Twisdom, featured @PPCADEDITOR this week.
Join Tyler, Jon, and Brad for more insight on how to improve your marketing strategy and grow your brand. By the way - have you left us a review yet? If not, we'd be honored if you did!
Timestamps
00:00 - Intro
01:03 - What's in the News | Gen Z Shopping Big During the Holidays
08:09 - Featured Guest | Brad Santanna
10:02 - Hershey's Ecommerce Strategy
12:58 - Hershey's SEO Strategy
15:14 - Key Channels for Ecommerce
17:59 - Impluse Purchases in Ecommerce
20:44 - Working with Third Party Sellers
21:59 - What KPIs is Hershey Watching?
23:37 - Hershey's Ecommerce Team Structure
24:36 - Hershey's Attribution Model
25:50 - Areas of Improvement for Agencies
29:31 - Software and Third Party Tool Recommendations
34:38 - Key Takeaway
36:45 - Brad's Favorite S'mores Recipe
37:58 - Words of Twisdom
39:09 - Outro
What's In the News
EP 68: Sound Marketing Advice from iHeart Media’s Dan Pecoraro
In Episode 68, Tyler and Jon discuss Instagram's move to hide likes on their platform. This could reinvent the standard of social media principles and decrease underlying connotations when it comes to mental health issues. Tyler brings up a solid point; marketers are going to have get a little more creative getting systems in place to hold influencers accountable on metrics now that the information is hidden.
Then Tyler welcomes Dan Pecoraro, iHeart's Media Director of Client Partnerships to the show. Dan shares some audio and radio strategies along with his background creating win-win partnerships in radio, digital, mobile, social, live events and on-demand entertainment.
Dan reiterates that radio is still the backbone for local and national campaigns and discusses ways to integrate campaigns with branded content. Collectively, Dan emphasizes staying creative for the correct audience regardless of the platform. Set a target and focus!
Tyler and Jon's newest segment, Words of Twisdom, featured @Hzynczak this week.
Join Tyler, Jon, and Dan for more insight on how to improve your marketing strategy and grow your brand.
By the way - have you left us a review yet? If not, we'd be honored if you did!
Timestamps
00:00 - Intro
01:08 - What's in the News | Instragram Hides Likes
03:57 - Featured Guest | Dan Pecoraro
04:36 - Dan's Role at iHeart Media
08:09 - iHeart Media's Investment in Podcasting
09:39 - The Future of Audio Advertising
11:20 - Integrating Digital and Radio Campaigns
12:43 - Examples of Successful Radio Campaigns
15:26 - Integrating Brand Content into Audio Media
16:51 - How to Track Your ROI on Audio Campaigns
18:48 - Bridging Campaigns to Sales
20:28 - Marketers Monetizing Podcast Channels
22:12 - Celebrity Presence on Podcasts vs. Ad Campaigns
22:51 - Media Buying Mistakes that Marketing Leaders Make
24:47 - How to Negotiate Media Buys
26:31 - Buying Media Inside the Political Window
30:24 - Crisis Management and the Las Vegas Tragedy
31:08 - Key Takeaway
33:50 - Words of Twisdom
35:42 - Outro
What's In the News
EP 67: Swinging for Marketing Success with Callaway’s David Neville
In Episode 67, Tyler and Jon discuss Google’s expansion of shopping ads into YouTube. This is a great way for marketers to take advantage of product listing ads in an expanded format, with an opportunity to test YouTube placements for Black Friday and Cyber Monday.
Then, Tyler welcomes Dave Neville, Callaway's Senior Director of Brand Management, into the studio.
Dave gives us a look inside Callaway Golf's marketing operations. He goes on to discuss Callway’s procedures for leveraging its sponsored athletes, cultivating a culture of engagement among the younger generations, and growing the game of golf. Dave also touches on the success of The Links at Petco Park and leveraging podcasts to create a community around your brand. Finally, Dave shares his biggest takeaway for marketing leaders.
Tyler and Jon then go on to everyone’s new favorite segment: Words of Twisdom! Every week they will highlight one lucky twitter user and their wise tweet. This week’s wise user is actually a former guest, @PatrickLencioni!
Join Tyler, Jon, and Dave for more insight on how to improve your marketing strategy and grow your brand!
By the way- have you left us a review yet? If not, we'd be honored if you did!
Timestamps
0:00 Intro
1:05 What’s in the News | Google Expands Shopping Ads
3:15 Featured Guest | Dave Neville
4:21 Callaway’s Product Launch Strategy
5:29 Leveraging Professional Partnerships with Athletes
6:41 Consistency with New Product Releases
8:12 How to Cultivate Engagement with a Younger Audience
10:21 Finding the Right Partner for Joint Marketing Efforts
12:21 Growing the Game of Golf
17:16 The Links at Petco Park
20:16 How to Measure ROI on Marketing Campaigns
21:43 Callaway's Partnership with Topgolf
24:21 Callaway’s Engagement Model
27:42 Taking Advantage Of Podcasts
30:41 Callaway’s Commitment Towards Innovation
32:15 Biggest Marketing Challenge for Callaway
34:00 What’s on the Horizon for Callaway
37:30 Key Takeaway
39:44 Words Of Twisdom
41:15 Outro
What's In the News
EP 66: Reinventing Live Events with Premier Productions’ Shane Quick
In Episode 66, Tyler and Jon discuss Twitter’s new decision to restrict any political ads on their platform. This also extends to political issues as well which makes Tyler raise the question: Where will Twitter draw the line between what is and isn’t political? Marketers could see a trickle down effect into the cost of other platforms during the political window, but it's likely to be marginal at best.
Then, Tyler welcomes Shane Quick, a Partner at Round Table Management & Premier Productions, onto the show.
Shane gives us an inside look inside a 2 million ticket live event company, Premier Productions. He goes on to discuss Premier’s procedures for evolving its marketing strategy, improving its customer experience and leveraging dynamic ticket pricing. Shane also touches on SMS marketing, the impact of social media on the live event industry, and working with John Crist, one of the fastest growing comedians in the world. Finally, Shane shares his biggest takeaway for marketers looking to grow professionally and personally.
Tyler and Jon then go on to everyone’s new favorite segment: Words of Twisdom! Every week the guys are highlighting a Twitter user that had something especially profound to share. This week’s source of Twisdom user is @Blairbeckwith!
Join Tyler, Jon, and Shane for more insight on how to improve your marketing strategy and grow your brand.
By the way- have you left us a review yet? If not, we'd be honored if you did!
Timestamps
0:00 Intro
1:02 What’s in the News | Twitter Bans Political Ads
7:04 Featured Guest | Shane Quick
7:55 Premier Productions
10:34 How Premier Productions' Marketing Strategy has Evolved
13:11 Improving the Customer Experience
17:17 Dynamic Ticket Pricing
20:41 Leveraging AI for Dynamic Ticketing
22:14 Impact of Spotify And YouTube On The Live Event Industry
29:41 How to Leverage SMS Marketing
33:45 The Dynamic Between Artists And Promoters
38:45 Managing And Building John Crist’s Brand
46:46 Continued Innovation at Premier
51:43 How to Think Outside the Box
58:37 What’s on The Horizon for Shane Quick
1:02:30 Key Takeaway
1:04:30 Artists To Look Out For In 2020
1:06:20 @Blairbeckwith | Words of Twisdom
1:08:08 Outro
What's In the News