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Lion's Share Marketing Podcast

Discover how brands are creating marketing wins and moving the needle with their marketing strategies.
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Now displaying: November, 2018
Nov 22, 2018

EP 44: No Adwords? No Facebook Ads? No Problem | Eric Marvin, Director of Marketing at Crimson Trace

In this week’s episode of the Lion’s Share Marketing Podcast, Tyler brings on Eric Marvin, director of marketing at Crimson Trace. Crimson Trace, a leader in the shooting sports industry, is unable to use Google AdWords and Facebook Ads, so Eric lays out their strategy in staying relevant and present to consumers in the face of these challenges.
 
But first, Tyler and Jen discuss some pressing news relevant to all marketers heading into the holiday weekend. Facebook Ads Manager is dealing with outages, and while this is not likely to affect marketers with existing campaigns, it is sure to hinder those looking to create new campaigns. Jen and Tyler both offer some advice on how advertisers can troubleshoot this in order to keep their Black Friday and Cyber Monday campaigns on track.
 
After covering the unfortunate news of the Facebook Ads Manager debacle, Tyler introduces Eric and they start by diving into the how Crimson Trace uses influencer marketing to navigate the social realm in lieu of Facebook Ads. Eric says that in addition to event marketing, influencer marketing can be really effective if you are careful in your selection of influencers to represent your brand. He stresses quality over quantity here, as it’s important to reach the right people - not just the most people- with your digital messaging. 
 
Then, Tyler and Eric get into some of the challenges that marketers face today. Eric mentions that his biggest challenge at Crimson Trace stems from market conditions, but notes that he has been able to manage this through careful and creative budgeting, tracking the right metrics to gain actionable data, and effective communication.
 
Finally, Eric leaves listeners with the advice of always staying flexible and adaptable. The industry is changing, the market is changing, and the way consumers buy is changing, so it is important to evolve along with these changes.
 
Join Tyler, Jen, and Eric in this engaging conversation on how to effectively advertise without AdWords and Facebook Ads.
 
Timestamps
 
00:00 - Intro
01:16 - What’s in the News | Facebook’s Ads Manager Meltdown
06:26 - Featured Guest Intro | Eric Marvin
07:01 - Marketing in the Shooting Sports Industry
08:39 - eCommerce Marketing without Adwords and Facebook Ads
09:31 - Other Successful Channels for Crimson Trace
10:44 - Building the Crimson Trace Team
11:44 - Influencer Marketing
13:45 - Event Marketing Strategy
14:33 - Growing your Email List
15:40 - Most Important Metrics
18:00 - Repositioning the Crimson Trace Brand
19:55 - Consistent Messaging Across a Broad Audience
21:37 - Biggest Marketing Challenges
23:53 - Encouraging Collaboration Between Sales & Marketing Teams
25:48 - Top Opportunities for Marketers Today
26:22 - Key Takeaway
27:35 - Outro
 
Featured Guest | Eric Marvin
 
Crimson Trace: 
 
Fidelitas Development: 
 

Lion’s Share Marketing Podcast

Music

Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
Nov 17, 2018

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

Featured Guest | Jenn Herman
Twitter
 
What's In the News | Instagram Feature
https://business.instagram.com/a/shopping-on-instagram
 
Fidelitas Development: 
 

Lion’s Share Marketing Podcast

Music

Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
Nov 10, 2018

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

Featured Guest | Kate Paine
  
Fidelitas Development: 
 

Lion’s Share Marketing Podcast

Music

Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
Nov 3, 2018

EP 41: Avocados from Mexico's Digital Marketing | Ivonne Kinser

In Episode 41, Tyler talks with Ivonne Kinser, Head of Digital Marketing at Avocados from Mexico. Ivonne has won numerous awards for her work, and in this episode she shares insight about how marketers can organize their teams and use data and technology to enhance their digital marketing campaigns.
 
But first, Tyler and Andy talk about Facebook Stories and how they are rapidly becoming a key medium for advertising. The marketing gurus advise marketers to be purposeful and creative with their stories.
 
Then, Tyler introduces Ivonne, and they discuss how advertisers can take advantage of AI and machine learning in their campaigns. Ivonne mentions that Avocados from Mexico uses both of these technologies to gain insight about customers as well as to communicate with them via chat bots. 
 
That leads the pair into a discussion about Ivonne’s team's successful Super Bowl Ad campaigns. She states that in advertising—especially for the Super Bowl—marketers often get distracted by new “shiny objects,” or new technologies. She stresses the importance of staying focused on your goals to ensure that the technology does not distract from the message you're trying to convey.
 
Tyler and Ivonne then discuss how Avocados from Mexico structures their team, detailing their creative processes, their strategic partnerships, and how they are able to manage the various moving parts to create unified campaigns.
 
Finally, Ivonne leaves listeners with a key takeaway that in marketing you only have two options: to disrupt, or to be disrupted.
 
Join Tyler, Andy, and Ivonne in this discussion on how to build cohesive data and analytics ecosystems for more engaging advertising campaigns.
 
Timestamps
 
00:00 - Intro
01:51 - What’s in the News | Facebook Stories as the Future for Advertising
09:42 - Featured Guest Intro | Ivonne Kinser
11:15 - Ivonne’s History with Avocados from Mexico
13:23 - Utilizing AI in Marketing
17:02 - Marketing Strategy & Tracking Success when Not Selling Directly to Consumers 
24:14 - Super Bowl Campaign Strategy
28:40 - Creative Process Behind Digital Campaigns
32:30 - Effective Team Size and Structure
38:48 - How to Manage a Team with Multiple Partners
42:02 - Marketing Challenges | Building a Data and Analytics Ecosystem
44:22 - Building Strategic Partnerships | Breaking Down Walls Between Digital and Brick & Mortar
47:33 - Coordinating the Moving Parts on the Team
48:57 - Avocado Industry Competition vs. Cooperation
51:39 - Targeting Different Demographics
55:05 - Key Takeaway
56:25 - Outro
 
Featured Guest | Ivonne Kinser
 
Avocados from Mexico 2018 Super Bowl Ad: https://www.youtube.com/watch?v=ijVLdH5dt-c
 
Avocados from Mexico Facebook Page:
 
Fidelitas Development: 
 

Lion’s Share Marketing Podcast

Music

Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
 
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