EP 104: Igniting Your Marketing Strategy with Duraflame's Daniel Moznett
In episode 104 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss their marketing predictions for 2021. The pandemic has inevitably dominated 2020, shaping eCommerce and changing consumer behaviors. Tyler and Jon go on to explain how user experience, personalization, and companies focused on selling health and happiness will continue to grow in importance and succeed in the following year.
Drink in hand, preferably Proper Irish Whiskey or Templeton Rye, Tyler invites guest Daniel Moznett, the Director of Marketing at Duraflame, for a virtual happy hour to discuss marketing strategies. Focused on bringing people together, the company has seen sales triple despite their challenges of having to adapt to an eCommerce strategy in a retail-oriented industry. By honing in on their core customer personas, they adjusted their marketing efforts to focus mainly on customer enablement, how to retain that customer through trust and authenticity, and by building relationships with their customer acquisition channels. Through all these efforts, Duraflame has managed to stay at the top of the mind regardless of the season.
The knowledge-filled and humorous happy hour comes to an end with Tyler and Daniel discussing budget cycles, San Diego State University, and whiskey-inspired dad jokes.
Calling all listeners with connections in any drink industry, send us an email at info@fidelitasdevelopment.com with any sponsorship proposals! 🥃 + 🦁 = 😎
Timestamps
00:00- Intro
01:11- Marketing Predictions for 2021
12:31- (Happy Hour With) Featured Guest: Daniel Moznett
14:20 - Duraflame Firelogs' Marketing Strategy
17:29 - Listening to Millennials, Honing in on Your Core Customers' Personas
19:23- Most Important Customer Acquisition Channel
21:50- Measuring Success Of Marketing Campaigns With Retail Partners
23:04 - What Role Does Retention Marketing Play In A Retail-Oriented Strategy?
25:22- Getting a Product Onto Retail Shelves
30:02- How To Stay Top Of Mind With Consumers Regardless of Season
36:07 - Duraflame’s Biggest Challenges
39:07- Budget Cycles
40:38 -Outro
What's In the News
Marketing Predictions For 2021
EP 103: Last Mile Fulfillment Strategies with Brittain Ladd
In Episode 103 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss TikTok & Samsung’s recent partnership in which you can now stream and navigate through the app on your Samsung Smart TV in Europe. They go on to explain that Samsung is trying to capitalize on TikTok’s success by allowing its users to experience the already addicting app on a larger screen. Marketers now have a huge opportunity (literally!) to leverage their TikTok ads on TV.
Then Tyler introduces Brittain Ladd, Chief Marketing Officer & Supply Chain Manager for Pulse Integration. Pulse Integration leverages different types of technologies to help companies with Micro-Fulfillment, Order Fulfillment, Grocery Fulfillment, and more. Brittain explains that his role is to provide consulting to retailers and help them identify their optimal strategy. In this podcast, the two go in-depth on Last Mile Fulfillment strategies and how companies need to implement a new business model to align with the shift in consumer behavior.
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Timestamps
00:00 - Intro
00:55 - What’s in the news: TikTok & Samsung’s Partnership
06:12 – Featured Guest: Brittain Ladd
06:35 – Pulse Integration
07:55 – Last Mile Delivery
10:20 – Brands Battling for Last Mile Supremacy
12:15 – Challenges for Major Retailers
16:43 – The Rise of Social Commerce
26:33 – eCommerce Demand Planning
29:50 – Inventory Mistakes Companies are Making
31:23 – Opportunities for eCommerce Brands
33:43 – Black Friday & Cyber Monday Debrief
35:20 – Why Differentiation is Important
37:15 – Clicks to Bricks Attribution
38:32 – Key Takeaway
39:32 - Outro
What's In the News
EP 101: Homerun eCommerce Strategies with Dugout Mugs
In Episode 101 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss shoppable commerce and the influence that in-app purchases have on gaining customers. They explain how the ads that include in-app purchases have the unique ability to draw in impulse buyers by eliminating the typical steps of eCommerce journey to purchase.
Then Tyler introduces Nate Lagos, Chief Marketing Officer at Dugout Mugs. Nate explains his role at the company, as well as the company’s origin story unique product offering. He discusses the role that Facebook ads have played in their success and growth, as well as the overall role Facebook plays in supporting the small business community.
Leading up to the holiday season, Tyler and Nate discuss what Black Friday and Cyber Monday will look like for both large and small companies as well as Dugout Mugs specifically. In addition, Nate touches on the balance of discounting and sales and how to find the sweet spot for customer incentives and company profitablity.
Nate ends the podcast by providing listeners with a quote, “Fail fast and fall forward.” He suggests that marketing leaders allow projects and ideas to fail, and to move forward trying new tactics instead of continuing to push a failed idea.
Join Tyler, Jon, and Nate to gain better insight into the role Facebook advertising plays into small business growth and how to change marketing strategies during the pandemic.
By the way, have you left us a review yet? If not, please do! You'll be entered to win a "Winners Keep Score" t-shirt from Fidelitas.
Timestamps
00:00 - Intro
01:05 - What’s in the News: Shoppable Commerce with Instagram
09:30 - Featured Guest: Nate Lagos
10:05 - Dugout Mugs
14:16 - Benefits of Becoming an MLB-Licensed Brand
16:25 - Most Important Marketing Channels
18:05 - Tips for Marketing Leaders Around Review Generation
20:43 - Black Friday and Cyber Monday Approach
22:22 - Discounted Brands Debate
25:19 - Dugout Mug’s Biggest Challenges
26:22 - Essential Marketing Tools
27:22 - Email Marketing to Increase Returning Clientele
30:48 - Key Takeaway
32:28 - Outro
What's In the News
EP 99: Integrating Sales and Marketing Strategies with Showpad's Russell Wurth
In Episode 99 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the removal of Facebook’s 20% text limits on ad images. They explain that the more text that’s displayed on an ad, the fewer people Facebook will show it to. Tyler and Jon discuss how with fewer rules in place, ad creators have more opportunities to be creative. Then, Tyler and Jon go on to discuss the launch of LinkedIn Stories, which creates a significant opportunity for savvy B2B marketers, recruiters, and job seekers.
Then Tyler introduces Russell Wurth, Vice President of Sales Enablement at ShowPad. Russell goes on to explain ShowPad’s services and his role at the company. He uses his knowledge and experience to advise about sales enablement technologies. He also explains the differences in the mindsets and priorities of sales and marketing teams and the importance of cross-team communication.
Russell wraps up by suggesting that one should not hesitate to broaden their perspective. Marketing leaders should be prepared to share a hypothesis with sales leaders and collaborate on the results in order to improve the output from both teams.
Join Tyler, Jon, and Russell to gain better insight into the role of sales enablement and communicating better with marketing members.
***Want to Win a Winners Keep Score T-Shirt? Leave Us A Review and You’re Automatically Entered to Win! Winners Drawn Monthly and Announced on the Show!***
Time Stamps
00:00 - Intro
01:54 - What’s In The News | Facebook Removes 20% Text Limit on Ad Images + LinkedIn Stories
08:05 - Featured Guest | Russell Wurth
08:39 - ShowPad
14:19 - Tips for Sales and Marketing Leaders to Drive Better Results
15:32 - How Marketing Leaders Can Leverage Sales Insights To Connect With Prospective Customers
16:56 - The Importance of Content Marketers Collaborating with their Sales Teams
18:12 - How AI is Changing the Sales Process
20:49 - Biggest Missed Opportunities for Marketing Leaders
23:30 - Tips For Building an Effective Lead Scoring System
24:38 - Key Takeaway
26:00 - Outro
What's In the News
EP 98: Video Marketing Tips and Tricks with Daniel Glickman
In Episode 98 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the new ad limit that Facebook is set to impose in February. As Facebook continues to revamp their ad platform, businesses will be sorted into various groups spending on their previous ad budget, which will result in a set number of ad variants that marketing leaders will be allowed to utilize at any given time. Tyler and Jon discuss how this will affect marketing agencies. The two also brought up the question about how dynamic ads will be counted and that many agencies are still waiting for additional information from Facebook.
Following this conversation, Tyler introduces Daniel Glickman, the Chief Marketing Officer at Wave.Video. Daniel goes on to explain Wave.Video's services and his role at the company. He uses his experience and expertise to dish out advice video advertising as well as tactics to avoid. Then Daniel reveals his comprehensive list of video marketing tips, ultimately advising to keep it simple and leverage a set marketing strategy instead of running on the fly.
Join Tyler, Jon, and Daniel to gain a greater insight into the role of video marketing and centralizing new and personal technology.
Timestamps
00:00 Introduction
01:04 What’s in the News | Facebook’s New Ad Limit
07:38 Featured Guest | Daniel Glickman
08:03 Overview of Wave.Video
08:39 Tips for Practical Video Ads
10:12 Reasons Video Campaigns Go Wrong
13:56 Gated Videos vs White Papers
17:54 Advice on Budgeting for Video Production
20:19 Integrating Videos into Marketing Funnels
24:28 Wave.Video’s Go To Marketing Strategies
32:52 Key Takeaway
33:16 Outro
What's In the News
EP 97: Demand Gen Hacks and More with Sendoso's Daniel Frohnen
In Episode 97 of The Lion’s Share Marketing Podcast, Tyler and Jon start by discussing the launch of Walmart+. This new Walmart offering will compete with Amazon in the fast delivery and convenience market. The service will come with a $98 annual subscription fee, coming in $21 lower than Amazon’s (albeit with far less features). Jon and Tyler agree that Walmart+ could be a game-changer for rural areas, and provide more targeted marketing opportunities for Walmart's third party sellers and flagship brands alike.
Next, Tyler talks with Daniel Frohnen, the Chief Marketing Officer at Sendoso. Daniel explains Sendoso and the services it provides to customers. Daniel goes on to discuss differences between ABX and ABM before elaborating on Sendoso’s strategy with hyper-relevance, especially during the COVID-19 pandemic. Daniel provides some great demand gen hacks for marketing leaders to apply as we live out "the new normal." Daniel’s key takeaway was to not spend your way out of a pandemic; he suggests continuing to do what works and find channels that are successful for you.
Join Tyler, Jon, and Daniel for more insights on demand gen hacks and marketing strategies. Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to Fidelitas Development and drop us a line!
***Want to Win a Winners Keep Score T-Shirt? Leave Us A Review And You're Automatically Entered To Win! Winners Drawn Monthly And Announced On The Show!***
Timestamps
00:00 - Intro
00:49 - What’s In The News | Walmart Plus Launches September 15th
07:25 - Featured Guest | Daniel Frohnen
08:18 - Sendoso at a Glance
09:25 - Differences between ABX and ABM
15:30 - Daniel’s Pillars of a Successful ABX Program
16:35 - Case Study of Success - Sendoso
19:00 - The Pricing Page Debate
21:20 - Dan’s COVID-19 “New Normal” Marketing Hacks
27:20 - Virtual Conferences during COVID-19
28:30 - Dan’s Key Takeaway
30:23 - Outro
What's In the News
EP 96: eCommerce Marketing Strategies with American Outdoor Brands’ Jonathan Steffens
In Episode 96 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss Facebook’s new tool for small to businesses and creators to conduct and host paid online events through Facebook. The Online Event tool is free for the first year. Facebook is launching this to aid SMBs during the pandemic since the majority of Facebook’s revenue comes from smaller brands. This could be a game-changer if Facebook executes it correctly. Jon and Tyler agree that when there’s a new feature available within a strong platform like Facebook, marketing leaders should test it and see how it works; it may turn out to be something incredibly profitable.
Next, Tyler introduces Jonathan Steffens, eCommerce Manager at American Outdoor Brands. Jonathan explains his role at American Outdoor Brands and the unique circumstances that come with housing eighteen different brands. Drawing on his experience in eCommerce, Jonathan explains his approach to attribution modeling, selling products that are challenging to advertise—such as firearm accessories and tools—and managing multiple re-platforming projects at once. He also covers the current trends in eCommerce and the new opportunities for eCommerce marketing leaders during the COVID-19 pandemic. Ultimately, Jonathan advises marketing leaders to constantly be innovating while focusing on one process, technique, or method at a time.
Join Tyler, Jon, and Jonathan for more information on effective eCommerce management and marketing challenging products.
Timestamps
00:00 - Intro
01:41 - What’s in the News | Facebook’s New Online Event Tool
05:37 - Featured Guest | Jonathan Steffens
06:39 - Jonathan’s Role at American Outdoor Brands
10:04 - Jonathan’s Approach to Attribution Modeling
14:42 - Trends in eCommerce During the COVID-19 Pandemic
17:19 - Differences Between eCommerce Platforms
21:13 - Handling Site Redesigns
24:30 - eCommerce Site Launch Pitfalls to Avoid
29:47 - The Causes of eCommerce Projects Going Over Time and Budget
36:09 - Biggest Opportunity for eCommerce Brands Right Now
37:52 - Jonathan’s Key Takeaway
40:28 - Outro
What's In the News
EP 95: Marketing a Telehealth Brand During a Pandemic
In Episode 95 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss how Microsoft is continuing to pursue the purchase of TikTok. Due to security concerns, TikTok is facing a ban in the United States if its parent company, ByteDance, doesn't liquidate to an American firm. Not only would this impact ByteDance, the parent company of TikTok, but also the companies who have invested their marketing in TikTok. Jon and Tyler agree that marketing leaders must invest in owned channels like email and SMS no matter how tempting it can be to go all-in on shiny objects like TikTok.
Next, Tyler introduces Babak Movassaghi, the CEO of InfiniteMD, and Amanda Wood, the Vice President of Marketing Strategy and Communications for InfiniteMD. Babak discusses the role InfiniteMD plays in the Telehealth industry before Amanda describes InfiniteMD’s marketing strategy by honing its brand and message through its existing channels. Amanda and Babak then emphasize on the importance of building trust with existing and potential customers and how to achieve such trust. They also explain the positive impact COVID-19 has brought upon not just InfiniteMD’s business in general, but also its marketing strategy. Overall, Babak and Amanda advise marketing leaders to lead with empathy and to be authentic.
Join Tyler, Jon, Babak, and Amanda for more on strategic marketing and building trust with existing and potential customers.
Timestamps
00:00 - Intro
01:15 - What’s in the News | Microsoft Pursues Purchase of TikTok
11:30 - Featured Guests | Babak Movassaghi, InfiniteMD and Amanda Wood, InfiniteMD
12:22 - InfiniteMD’s Marketing Strategy
16:20 - Building Trust with Customers
19:21 - The Impact of COVID-19 on InfiniteMD
21:40 - InfiniteMD’s Customer Acquisition Channels
23:31 - InfiniteMD’s Biggest Marketing Challenge
24:54 - Disruptions in the Telehealth Industry
26:38 - Measuring ROI in Marketing
29:23 - What’s on the Horizon for InfiniteMD
32:04 - Amanda’s and Babak’s KeyTakeaways
34:00 - Outro
Amanda LinkedIn
What's In the News
EP 94: The BigCommerce IPO and other eCommerce Trends
EP 93: Navigating the New Normal in eCommerce Marketing
In Episode 93 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss TikTok’s new self-serve advertising platform and how it may benefit marketing leaders. They go on to cover TikTok's ongoing data privacy issues and Tyler advises that if marketers have the resources to try out TikTok's ad platform, it's not the worst bet out there.
Next, Tyler introduces Patrick Moran, a marketing leader with experience at a wide variety of household brands including Netflix and Spotify. Patrick dishes on the commonalities between the different brands and how companies need to evolve with their consumers. He dives into his experiences between Netflix and Spotfiy and the differences of their marketing outreach. He also gives his perspective of his time at Yik Yak and its issues involving username handles and bullying within the community. With Patrick’s current company, he says that working in smaller teams has helped improve efficiency. Ultimately, Patrick advises that the biggest marketing platform is the product itself.
Join Tyler, Jon, and Patrick for more information on brand performance and marketing strategies.
Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to FidelitasDevelopment.com and drop us a line!
Timestamps
00:00 - Intro
01:10 - What’s in the News | TikTok’s Self Serve Ad Platform
07:50 - Featured Guest | Patrick Moran
08:44 - Commonalities Between Brands
12:10 - Comparing Spotify and Netflix
18:12 - Yik Yak
22:30 - Pandemic Affecting Patrick’s Current Company
26:20 - Team Engagement While Working Remotely
29:00 - Underrated KPIs
33:00 - Marketing Challenges
34:35 - SEO
35:45 - Patrick’s Key Takeaway
38:06 - Outro
What's In the News
EP 92: Mastering the Customer Experience with Bridgestone’s Tim Creed
In Episode 92 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss how Pinterest is developing a new advertising model that will split revenue with creators. Tastemade was the first to sign on for the pilot run. Jon and Tyler believe that while Pinterest is growing popular as a social media platform, it will have to learn how to close the gap compared to Facebook advertising campaigns.
Next, Tyler introduces Tim Creed, the Director of eCommerce at Bridgestone Americas. Tim explains the process and appeal for customers to purchase tires online. For a brand like Bridgestone, Tim focuses on the challenges of the DTC experience and the importance for effective eCommerce solutions. He also discusses Bridgestone's partnership with third party platforms like Amazon and exploring the different aspects of customer acquisition. Ultimately, Tim advises our marketing leaders to play a key role in accommodating the shift of the customer experience.
Join Tyler, Jon, and Tim for more information on customer acquisition and eCommerce strategies.
Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to Fidelitas Development and drop us a line!
Timestamps
00:00 - Intro
01:10 - What’s in the News | Pinterest’s New Advertising Model
06:37 - Featured Guest | Tim Creed
06:58 - Buying Tires Online
10:43 - Firestone's Retail Trends
14:40 - Optimizing the Customer Experience
17:37 - eCommerce Strategies
19:03 - eCommerce Challenges in Tires
22:40 - Partnership with Third Party Platforms
26:05 - Amazon's Battle with Counterfeit Products
28:56 - Opportunities with Amazon
30:28 - Item Level Profitability
33:53 - Attribution Modeling
37:19 - The Future of eCommerce
40:06 - Tim’s Key Takeaway
41:12 - Outro
What's In the News
EP 91: Building a Successful DTC Brand with BeardBrand’s Eric Bandholz
EP 90: eCommerce Marketing Strategies with Hylete’s Jon Palmer
EP 89: Customer Experience and Growth Marketing Lessons
In Episode 89, Tyler and Jon start off by talking LinkedIn's new engagement re-marketing feature for advertisers. Tyler discusses the benefits for b2b marketing leaders that have been running the same top of funnel ads again and again throughout longer sales cycles. Jon reminds us as well that with browsers like Chrome removing third-party cookies, LinkedIn is ahead of the game in adaptation to more reliance on platform analytics and data.
Then Tyler introduces Valentino Perrina, CEO of Nutre Meal Plans. Right off the bat, Valentino goes into his personal connection to the company and its motivation to help people to eat better and feel better. Valentino highlights how brand ambassadors and influencers have helped build a network of consumers. Growth also comes from educating potential and current customers while providing a great experience. In all, Valentino leaves us with his key take away in anticipating the needs of the consumer and fulfilling needs of the customer that competitors don’t account for.
After the interview, Jon gives us this episode's Words of Twisdom. This week's tweet comes from @Yoni_Solomon, “Your ability to turnaround high quality + high impact programs in days/weeks (rather than months) is a marketing moat. Very few teams can move quickly, even fewer can do it well.”
Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to Fidelitas Development and drop us a line!
Timestamps
What's In the News
EP 88: Machine Learning, Predictive Analytics, and Other 2020 Marketing Trends
In Episode 88 Tyler and Jon discuss Google's push into Facebook's advertising territory with the launch of discovery ads. Jon explains how Google's launch may be easier due to the amount of data they already possess. Tyler continues by sharing Facebook's plan to begin compensating creators on Instagram for content. This could cause some marketing leaders to pull budgets off of secondary platforms like Snapchat or TikTok in order to increase budget with both Facebook and Google.
Afterward, Tyler introduces John Wall, Partner and Head of Business Development at Trust Insights. John is also a host on the Marketing Over Coffee podcast. John explains the importance of analytics at Trust Insights. They use this data, after using a machine learning algorithm, to develop predictive analytics moving forward. John highlights the importance of machine learning in making a comprehensive model of the climate of the future for marketing. He also explains the accessibility to the technology with services like google analytics. With machine learning accessibility, outsourced work can be eliminated depending on which bidding strategies are most optimal.
After discussing favorite software and tools along with their integration into machine learning, Tyler and John chat on TikTok’s short form appeal in advertising. Tyler gets into the difficulty on creating sustainable micro content. John reiterates that sustainable content for marketing can be achieved when it can be connected to the customer's journey. Then John gives us his key take away. He shares Trust Insights' motto, urging marketing leaders to utilize their technology to enhance the human experience and tell the story of their brands in a genuine way.
After Tyler and John Wall wrap up the interview with an insightful conversation on the economy of podcasting, Our resident wizard, Jon Merlin, delivers our Words of Twisdom. This week they come from @skillongo_com, who shared a quote from Joe Chernov. Both Jon and Tyler highlight the importance of taking the emotional route in connecting with customers.
As promised, here's a link to the Marketing Over Coffee Podcast: www.marketingovercoffee.com
Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to Fidelitas Development and drop us a line!
Timestamps
EP 87: eCommerce Growth Strategies with Bulk Reef Supply’s Jeff Cash
EP 86: Whitelisting and Influencer Marketing with Hashtag Paid’s Phil Jacobson
In Episode 86, Tyler and Jon dive into Shopify's new app: Shop. Tyler goes deeper into the potential battle with Amazon that Shopify is setting into motion with their new app by providing services that will impact a significant portion of the eCommerce ecosystem. With advantages like local listings and no extra charges to merchants, the Shop app has great potential.
Moving forward Tyler introduces Phil Jacobson, the VP of Product and Growth at Hashtag Paid. Phil describes Hashtag Paid as a market place for businesses to get in touch with creators as well as an innovator in providing marketing tools for businesses. He goes on to highlight the importance of working with creators to build legitimate brand relationships anchored in relevance as opposed to commission.
This relationship is discussed in greater depth when factoring in the authentic experience Phil strives for when working with brands at Hashtag Paid as he details with how some of their best customers are leveraging whitelisting. Phil discusses the need for authenticity and goes on to outline some of the common mistakes brands are making when working with influencers and implementing their own whitelisting campaigns.
After wrapping up the interview, Jon brings us Words of Twisdom from @CleverTap that remind business leaders to focus on the value their products bring their customers.
Have you subscribed and left us a review yet? If not, please do- it's super helpful in enabling other marketing leaders to discover the pod! By the way- is there anything we can do for you? Shoot an email to info@fidelitasdevelopment.com if there is and we'll do our best to help!
Timestamps
00:34 - Intro
00:44 - In The News: Shopify’s New App, Shop
06:15 - Interview with Phil Jacobson
06:31 - Hashtag Paid
07:25 - Creator Whitelisting
08:55 - Creators vs. Influencers
12:29 - Whitelisting in Different Industries
14:29 - Can Whitelisting be Used as a Work-around for Facebook's Ad Policies?
15:23 - Tracking Metrics with Third Party Creators
16:55 - The Potential Competition of Facebook Ad Manager Implementing Influencer Management
19:36 - Could Facebook be Interested in Acquiring Hashtag Paid?
20:20 - Brand + Creator Relationships
22:01 - Channels Brands are Integrating with Whitelisting
25:14 - Common Influencer Marketing and Whitelisting Mistakes
29:12 - What Successful Whitelisting Campaigns are Doing
30:29 - The importance of 3rd Party Review Platforms for Hashtag Paid's Own Marketing
32:33 - Changes to Come in eCommerce
37:02 - Phil's Take On Shopify's new Shop App and its Potential to Compete with Amazon
45:30 - Key Take-away
48:48 - Words of Twisdom
49:00 - Outro
What's In the News
EP: Google Helps Merchants with Free Shopping Feed Listings, Plus a Panel!
EP 84: Crafting a Better Social Media Strategy with Minted’s Leah Randall
EP 83: Marketing Lessons from Lessonly’s Kyle Lacy
In Episode 83, Tyler and Jon get into some non-Corona Virus news for a change; discussing Google's removal of cookies and the effects it will have on collecting information. They make a good case for how businesses with a loyalty marketing strategy can use this method as a more non-threatening approach to collecting consumer data.
Afterward, Tyler talks shop with Kyle Lacy, the CMO of Lessonly. Tyler and Kyle discuss today's climate and the strategies that have been key to navigating it. Kyle notes that while there is change, Lessonly's mission statement of helping to do better work for better lives stays relevant and true.
Then Kyle dives deeper into how the company manages marketing through a more targeted approach and holds making a direct, personal connection to the customer in high regard. He also dishes on some of his hiring methods to find the best team members using open ended questions during the interview process.
Then Jon and Tyler share some words of Twisdom from @BruceVH, highlighting the importance of how you present your business in a consistent fashion.
Have you reviewed the podcast yet? If not, please do- it helps more fine marketing leaders like yourself find us. Thanks for listening along!
Timestamps
00:00 - Intro
00:55 - What's In the News
09:27 - Interview with Kyle Lacy
10:37 - Personal Brands
11:37 - Brand Positioning Strategy
13:27 - Quarantines Effect on Business
15:25 - Product Innovation in Todays Climate
17:01 - Lessonly’s Recruiting Strategy
22:21 - Interview Strategies
25:20 - Most Important Marketing Channels for Lessonly
28:09 - Branded vs. Non-Branded Search Terms
29:33 - Email Marketing Strategy
30:43 - Lessonly’s Biggest Marketing Challenges
34:12 - How Marketing and Sales Teams Working together at Lessonly
37:37 - What Marketing Teams are Missing
40:00 - Whats Next for Lessonly?
45:46 - Key Takeaway
46:33 - Words of Twisdom
48:56 - Outro
What's In the News
Will Loyalty Programs Gain Renewed Value in a Cookie-Less Era
EP 82: Oh, Baby! Digital Marketing Attribution and more with Newton Baby’s Aaron Zagha
In Episode 82 Tyler and Jon start us off with some insightful conversation on the new platform Quibi and its unique style of streaming content. They dive into the consumer-friendly nature of a mobile-based, short-form content provider perfectly tailored for the new generation and the current global climate. Tyler and Jon highlight the potential opportunities in advertising with the short form medium lending a hand to quality advertisements.
Tyler goes on to introduce Aaron Zagha, the CMO of Newton Baby, a consumer startup providing the safest crib mattress on the market. They go on to discuss the ins and outs of effective D2C marketing and how to accurately target consumers. Aaron continues by emphasizing the importance of attribution data and feedback in understanding your current and potential consumer bases.
To close out the episode, Jon shares some Words Of Twisdom from Jennifer Gluckow (@Jengitomer). Also, don't miss Tyler's upcoming talk on making the most of your depleted marketing resources at ScaleThatSummit.com, an online marketing conference committed to raising 100,000 pounds of food donations for Feeding America. The conference goes live on April 15th.
Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to FidelitasDevelopment.com or email us at info@fidelitasdevelopment.com!
Timestamps
EP 81: Marketing Amidst a Pandemic with MedZone CEO Joe Freeman
In Episode 81 of the Lion’s Share Marketing Podcast, Tyler and Jon continue the COVID-19 conversation with the new stimulus package, including the Payroll Protection Program. They dive deeper into the benefits the program offers in keeping business moving for small businesses, alleviating the stress of budget cuts with a forgivable loan. They encourage marketing leaders to take advantage of the lucrative opportunity these programs present within this current climate.
Then Tyler introduces MedZone CEO, Joe Freeman. In their interview, they discuss the elements of brand partnership and innovation that have lead to MedZone's success as well as their strategies in the current climate that have allowed for a smooth pivot. Joe makes important points on the necessity for a company to remain proactive in crisis situations through finding solutions such as adding and innovating products to fit the customers change in lifestyle.
To wrap up the episode, Tyler and Jon share a Words of Twisdom quote from Dan Rockwell, encouraging business leaders to take a moment to consider their team and customer/client dedication in the midst of the pandemic.
Need help navigating your marketing strategy through these turbulent times? Be sure to head over to Fidelitas Development and drop us a line, or just email us directly at info@lionssharepodcast.com!
Timestamps
00:00 - Intro
00:46 - In the News: The Paycheck Protection Plan
07:03 - Casual Conversation with Joe Freeman
08:38 - Corona Marketing Hypothetical
14:40 - Featured Guest Joe Freeman
18:46 - How Medzone is being Proactive in Today's Turbulent Climate
20:46 - Providing Value to Your Customers
23:52 - COVID-19's Impact on Marketing Strategies
27:21 - Earned Media and PR Strategies During COVID-19
29:36 - Product Innovation at MedZone
33:27 - Market Research Methodology
35:09 - Asking The Right Questions
37:52 - Growing the MedZone Brand
39:21 - Brand Awareness
41:08 - What Joe Looks For When Hiring
44:37 - Key Takeaway
47:41 - Words Of Twisdom
49:33 - Outro
What's In the News
EP 80: The Ultimate Paid Digital Media Roundtable
In Episode 80 of the Lion's Share Marketing Podcast, Tyler and Jon continue their discussion of how the Corona Virus is affecting businesses everywhere. Specifically, they discuss how direct to consumer brands are scaling back their budgets amidst the crisis. Ultimately though, they urge marketing leaders to find creative solutions with the budgets that they do have, especially since digital ad costs are comparatively low right now.
Then at the beginning of the roundtable, Tyler makes the special announcement that Fidelitas has opened a new division in Boulder, Colorado called Ignis. Ignis specializes in helping brands that are already spending six figures or more per month on their ad campaigns scale to the next level profitably. In a special format for our marketing leaders listening along, Tyler brings on the Managing Partners of Ignis, Beau Haralson and Alex Herndon, along with the Digital Marketing Director at Fidelitas Development's San Diego headquarters, Ian Britton, for a roundtable discussion on paid digital media.
Tyler and Jon wrap up the episode with an encouraging Words of Twisdom quote from Lewis Howes @lewishowes, who cites all of the iconic startups that came out of the 2008 financial crisis including Slack, Pinterest, and Venmo. Join Tyler, Jon, Beau, Alex, and Ian for the ultimate paid digital media roundtable.
Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to FidelitasDevelopment.com and drop us a line!
Timestamps
00:00 - Intro
00:50 - What's in the News?
05:25 - Paid Media Roundtable | Beau, Alex, & Ian
07:02 - Difference Between Small & Large Budget Campaigns
11:20 - Top Trends in Paid Media
12:38 - Attribution Tools
17:19 - The Most Undervalued Channels for Paid Media
19:50 - What Makes Great Creative?
22:30 - Navigating Paid Ad Campaigns During the Political Window
26:30 - Why Brands Hit Scaling Plateaus
28:56 - Telltale Signs that your PPC Agency is Underperforming
32:07 - How to Know if you can Trust your Paid Media Agency
33:55 - How Retargeting is Changing with Shifting Privacy Policies
38:38 - In House vs. Agency for Paid Media
46:33 - Key Takeaways
51:11 - Words of Twisdom
54:04 - Outro
What's In the News