Info

Lion's Share Marketing Podcast

Discover how brands are creating marketing wins and moving the needle with their marketing strategies.
RSS Feed
2022
November
October
September
May
April


2021
December
November
August
June
May
April
March
February
January


2020
December
November
September
August
July
June
May
April
March
February
January


2019
December
November
October
September
August
June
May
April
March
February


2018
December
November
October
September
August
July
June
May
April
March
February
January


2017
December
November
September
August
July
June
May
April
March
February


Categories

All Episodes
Archives
Categories
Now displaying: May, 2020
May 20, 2020

EP 87: eCommerce Growth Strategies with Bulk Reef Supply’s Jeff Cash

In Episode 87, Tyler and Jon bring us a double feature for in the news, starting with Facebooks acquisition of Giphy. Tyler and Jon dive into the relevance of utilizing gifs in an online marketing setting while reminding listeners of the complications that can come with it. With the majority of gifs made up of popular IP’s and celebrities, licensing issues abound. 
 
Shifting gears, Tyler brings up the “new” delivery pizza chain, Pasqually’s, and its true identity. Dealing with the current climate, companies like Chuck E Cheese and Hooters have resorted using different names in order to bring in customers via delivery services like Grubhub. But Tyler and Jon warn of the down sides of a marketing strategy hinging on bait-and-switch tactics. Also, Jon makes sure to note that he ONLY goes to Hooters for the burgers. 
 
After some humorous back and forth discussion on twitter and emails, Tyler introduces Jeff Cash of Bulk Reef Supply. They dive into the Jeff's experience in the hobby industry and the rise in sales in the current climate. Jeff details the importance of marketing on sites like YouTube, where Bulk Reef Supply uploads over 5-7 videos each week. Jeff emphasizes the importance of being an authority in your niche and helping your customers realize how your products help fulfill their dreams. He states that when people can see the final product, they can imagine it in their own space as well. Jeff also gets into their independence from third party marketplaces like Amazon. While Jeff speaks highly of Amazon, he wants to cultivate the most personal and beneficial experience for their consumer base through DTC or brick and mortar distribution. To wrap up the interview, Jeff leaves us with his key take away: to always maintain a culture of testing. He reminds us that what works today may not work tomorrow and it never hurts to acquire more data.
 
Jon gives us this episode's Words of Twisdom from @12thcross saying, “Advertising is saying you're good. PR is getting someone else to say you're good.” Tyler and Jon highlight the importance of leveraging PR, especially in a times like these. 
 
Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to Fidelitas Development and drop us a line!
 
Timestamps
 
00:17 - Intro
01:12 - In the News: Facebook's Acquisition of Giphy, Hooters and Chuck E. Cheese Take Up Delivery
15:46 - The Permanence of Email Addresses
18:06 - Featured Guest | Jeff Cash
20:33 - Bulk Reef Supply’s Strategies in Today's Climate
22:37 - Brand Loyalty
25:33 - Leveraging 3rd Party Sales Channels
28:29 - Selling the Dream
29:28 - Most Effective Channels for Bulk Reef Supply
30:46 - Being a Source Of Authority for your Customer Base
34:05 - Bulk Reef Supply's SEO Strategy
34:50 - Believing in What You’re Selling
40:03 - Tailoring A Message to Bulk Reef Supply's Diverse Customer Base
44:31 - Underrated Marketing Strategies
50:04 - Being Competitive In Fulfillment
51:29 - 3rd-Party Financing as a Conversion Optimization Tool
52:31 - Biggest Marketing Opportunities Today
55:55 - Words Of Twisdom
56:00 - Outro

Featured Guests | Jeff Cash

LinkedIn

What's In the News 

Facebook acquires Giphy

Lion’s Share Marketing Podcast

Need Marketing Help? 

www.FidelitasDevelopment.com

Music

Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
May 11, 2020

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

Featured Guests | Phil Jacobson

Phil Jacobson

What's In the News 

New App for Shopify

Lion’s Share Marketing Podcast

Need Marketing Help? 

www.FidelitasDevelopment.com

Music

Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
May 1, 2020

EP: Google Helps Merchants with Free Shopping Feed Listings, Plus a Panel!

In Episode 85, Tyler and Jon discuss Google making product listings available for free to merchants. Jon goes on to explain how Google wants to make more items noticeable to the public as a response to the current climate of COVID-19. Tyler makes an important point in not slashing one's paid ad budget due to the new organic listings possibly being hidden by paid adds still. He goes on to point out the opportunity available to invest in both organic and paid shopping feeds, highlighting the importance of a well organized and optimized feed. Tyler continues to mention the great opportunity this brings for Google as well as other third party marketplaces like Shopify and Pinterest as Amazon alternatives. 
 
Then listeners are treated to an exclusive look at the Scale That Summit panel that Tyler moderated with Ivonne Kinser, the Senior Digital Marketing Director for Avocados from Mexico, Danica Carey, the Marketing Manager at Serius Innovation, as well as Jonathan Steffens, the eCommerce Manager at American Outdoor Brands.
 
The summit guests go on to explain their strategic pivots amidst the pandemic with many of them taking this opportunity as a way to educate both consumers and themselves in this unprecedented era. 
 
The panelists touch on a variety of topics, including consumer education, attribution, and job interview tips for listeners that may be on the market.
 
Jon wraps up the podcast with Words of Twisdom from @Command_app. Jon and Tyler affirm the message of caring for consumer needs and having a level of anticipation akin to the methods the Summit guests have taken in order to solidify the consumer-brand relationship in a sincere fashion.
 
Looking for a Strategic Marketing Partner to support your brand? Be sure to head over to FidelitasDevelopment.com and drop us a line!
 
Timestamps
00:30 - Intro
00:51 - What's In the News | Free Google Shopping Listings
05:59 - Introduction to Panelists
09:52 - COVID-19’s Affect on American Outdoor Brands
11:16 - COVID-19’s Affect on Avocados from Mexico
15:52 - Seirus’s Pivot During COVID-19
19:04 - Seirus’s Customer Engagement Strategy During COVID-19
21:34 - How American Outdoor Brands Educates New Customers
24:06 - Avocados from Mexico’s Most Important Marketing Channels During COVID-19
28:50 - Seirus’s Use Of Social Media In Today's Climate
32:45 - How American Outdoor Brands Tracks Attribution and Integrates Campaigns
34:58 - Avocados from Mexico’s Integration of Traditional/Digital Media Into Their Attribution
40:23 - Seirus’s Integration of Earned Channels into Their Attribution
42:49 - Danica’s Tips on Standing Out as a Marketing Job Candidate
46:32 - Jonathan’s Take on Standing Out as a Marketing Job Candidate
47:44 - Ivonne’s take on Standing Out as a Marketing Job Candidate
52:09 - Ivonne’s Continued Growth/ Education As A Marketer
53:56 - Danica’s Take on Growth/ Education As A Marketer
56:09 - What Channels Would Danica Invest In Running a Start Up?
56:56 - What Channels Would Jonathan Invest In Running a Start Up?
57:21 - What Channels Would Ivonne Invest In Running a Start Up?
57:38 - The Biggest Opportunities Ivonne Sees for Marketing Leaders Today
59:28 - The Biggest Opportunities Danica Sees for Marketing Leaders Today
01:01:14 - The Biggest Opportunities Jonathan Sees for Marketing Leaders Today
01:03:45 - Key Take Away: Ivonne
01:04:46 - Key Take Away: Jonathan
01:05:56 - Key Take Away: Danica
01:08:48 - Words Of Twisdom
01:09:00 - Outro
 

Featured Guests

Danica Carey

Ivonne Kinser

Jonathan Steffens

What's In the News 

Google Shopping Listings For Free

Lion’s Share Marketing Podcast

Need Marketing Help? 

www.FidelitasDevelopment.com

Music

Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
1