Q4 Marketing Deep Dive
In Episode 126 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the latest news: Facebook introduces Make-A-Video, an AI tool that generates videos from text. They talk about what this tool will provide marketing teams, and Jon shares why he’s not worried that AI will steal jobs from creatives.
Then Tyler introduces Nate Lagos, Director of Growth Marketing at Original Grain.
In their conversation, Tyler and Nate have a Quarter 4 marketing deep dive. They talk about marketing strategies for the holiday shopping season, standing out from the crowd during Black Friday, and increasing the lifetime value of customers.
At the end of the episode, Nate offers his key takeaway for marketing leaders: be relentless, go harder, and pick up the pace.
Music
Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunes
https://www.fidelitas.co
Music Intro Music – Colony House – Buy “2:20” on iTunes
Outro Music – Skillet – Buy “Lions” on iTunesIn Episode 124 of the Lion’s Share Marketing Podcast, Tyler and Jon talk about the latest news: Adobe acquires Figma for $20 billion. They discuss this acquisition's massive benefits to creatives and forecast what the coming years will hold for Figma.
Then Tyler introduces this episode’s guest, Doug Allan, founder of Calm Moment. Calm Moment is a CBD-infused beverage brand that hit markets this summer, focused on producing the highest quality CBD beverage in the world.
In their conversation, Tyler and Doug talk about the challenges of starting a beverage brand during a recession, how to take a product from 0 to 1, and how you can meet customers where they are.
To end the episode, Doug encourages marketers and entrepreneurs to make business growth a daily habit.
Timestamps
00:00 - Intro
01:20 -What’s in the News: Adobe acquires Figma for $20 billion
05:38 - Featured Guest: Doug Allan, Founder of Calm Moment
5:55 - What is Calm Moment?
8:40 - Doug describes the results after 6 weeks on the market
12:00 - Taking a product from 0 to 1
16:35 - Doug’s background in wine marketing and entrepreneurship
27:30 - Impacts of the recession on CPG brands
29:40 - What’s next for Calm Moment to go from 2 to 10
33:30 - Calm Moment’s marketing strategy
41:00 - Key Takeaway
45:18 - Outro
Music
Intro Music – Colony House – Buy “2:20” on iTunes
Strategies for Post-Pandemic Performance Marketing
In Episode 123 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss Google’s launch of Performance Max (PMax), which will go into effect this September. They explain how PMax rolls multiple Google apps into one platform, allowing marketers to manage campaigns from one location and leverage Google’s machine learning to maximize their creative ability.
Then Tyler introduces Bobby Macauley, Director of Performance Marketing at ALOHA. Bobby explains his role at ALOHA and how Hawaiian culture influences the company’s culture and products.
In their discussion, Tyler and Bobby examine recent trends and changes in performance marketing as Bobby shares his favorite marketing tools and strategies post-Covid.
To end the episode, Bobby gives his key takeaway: “test everything… keep testing”, and talks about the importance of testing in performance marketing.
Timestamps
00:00 - Intro
01:05 -What’s in the News: Google Performance Max
04:50 - Featured Guest: Bobby Macauley, Director of Performance Marketing at ALOHA
05:12 - Bobby explains the story of ALOHA and his role at the company
07:49 - Changes in performance marketing since Covid
11:05 - The effects of iOS 14.5 on digital marketing and the need for attribution software
13:50 - What’s working right now in performance marketing
17:45 - Bobby’s favorite marketing software
21:00 - Advice for new media buyers in light of recent changes
23:20 - The biggest mistakes in performance marketing
26:20 - What’s next in performance marketing?
29:50 - Key Takeaway
31:10 - Outro Music
Marketing Agency Red Flags with John Doherty
In Episode 122 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the upcoming addition of a cheaper, ad-supported Disney Plus subscription tier. Listen as Tyler and Jon weigh the potential pros and cons of the types of ads Disney will display and how this could make them the highest earning streaming platform.
Then Tyler introduces John Doherty, a digital marketer and founder of Credo. During his interview, John discusses the path he took that led to him founding Credo, why companies are looking more toward utilizing agencies rather than employing full marketing teams, and some red flags to look for if you’re a client.
John discusses what separates the winners from the losers among agencies looking for new clients and why being creative with your client’s ad budget is vital in our current economy.
Finally, hear John explain his strategies for growing Credo, what he believes separates the marking amateurs from the marketing professionals, and what he would look for when hiring an agency.
Maintaining Effective Operations with Joshua Johnston
Tyler and Jon discuss the recent events causing Peleton’s stock to drop and the importance of ensuring product placement opportunities aren’t detrimental to a brand’s image.
Tyler is joined by Josh Johnston, founder of 321 Pocket Ops, to discuss how to effectively scale operations, the effects of inflation and the talent acquisition war on the PR and marketing landscape, and tips for brands on evaluating the agencies they partner with.
Josh’s final thought to listeners is to utilize P&L as the main metric as success in lieu of attribution as challenges loom for the industry. Josh emphasizes the importance of transparency for both brands and agencies to build strong relationships with one another.
Join Tyler, Jon, and Josh for insight on how brands and agencies can maximize the value of their strategic marketing partnerships.
A/B Testing: The Value of Split Testing Your Landing Pages
Evolving Into A Global Brand with Shiri Hellmann
In Episode 111 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the breaking news that Bronto, an email marketing software, coming to an end in May of 2022. They discuss how Bronto was overtaken with other options due to the overcrowding of the email marketing space. They commented that market leaders can never become too attached to their software. Tyler and Jon also mention that the team at Fidelitas are more than happy to help with migrating over from Bronto to any other platform. (See FidelitasDevelopment.com for details)
Then Tyler introduces Shiri Hellmann, The Vice President of Marketing at SodaStream. Hellman dishes on her career path leading up to leading SodaStream's US marketing. Tyler and Shiri go on to discuss the different factors of her marketing strategy working for an independent company versus being a part of a global entity like Pepsi. In addition, Shiri gives some insight into how to market the same product with various global narratives. Shiri ends the podcast by providing listeners with a key takeaway: to have fun, because if you don’t have fun it’s not going to be worth it. There are ups and downs, but by the end of the day you have to want to get up again.
Join Tyler, Jon, and Shiri for insight into the role of global marketing and communications strategies and ways to be creative when faced with various marketing challenges and opportunities.
Bridging the Gap Between Native Mobile Apps and The Web
In Episode 110 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss Google’s commitment to removing third-party cookies. While the moves do limit cookies, it merely ensures that Google is no longer making new technology to track people on a personal level. Tyler and Jon discuss this step towards balancing the privacy of the consumer with appeasing advertisers on Google. They recognize that the overarching issue of the balance between privacy and ads is rooted in outdated telecommunication rules written before modern technology.
Then, Tyler introduces Stephanie Cox, VP of Sales and Marketing at Lumavate, a low-code platform to assist marketers in creating Progressive Web Apps (PWA). Stephanie highlights the emerging importance of Progressive Web Apps that take up less space and don’t require app store downloads like native apps do.
Tyler and Stephanie discuss the diverse uses of a PWAs in e-commerce, B2B, and the next steps after launch for marketing leaders. Stephanie ends the podcast with a key takeaway and a book recommendation: never build a native mobile app again and read “The Four Agreements: A Practical Guide to Personal Freedom”.
Join Tyler, Jon, and Stephanie for an illuminating discussion about the new world of PWAs and how to increase sales through product-led engagement.
Revolutionizing Brand Growth with AI Technology from Vizit
In episode 109 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the hits and misses of this year's Super Bowl ads. While Tyler and Jon praised Bud Light’s seltzer ad and Uber Eats’ Wayne’s World commercial, the two discussed the shortcomings of Toyota’s Paralympic ad with low brand recall and Oatly’s bizarre jingle. The pair agreed that this year’s ads had more winners than losers, but only if marketers can ensure brand recall and map out logical next steps for viewers in their journey to purchase.
Then, Tyler introduces Jehan Hamedi, the Founder and CEO of Vizit, a visual intelligence software company working to measure the effectiveness of visual content, imagery, and design. Jehan describes the previously untapped world of image optimization and explains how Vizit empowers marketers to enhance their visuals with data.
Tyler and Jehan discuss Vizit’s role in media buying strategies, landing page optimization, and conversion rate optimization while touching on which data points marketers should value more. Jehan ends the podcast with his key takeaway: empower your colleagues with data so that visual content will resonate with audiences. Let the visuals do the hard work.
Join Tyler, Jon, and Jehan for an insightful journey into the world of measuring the impact of visuals on consumers and the future of visual marketing content at large.
Timestamps
00:00 - Introduction
00:53 - What’s in the News: The hits and misses of Super Bowl ads
12:34 - Featured Guest: Jehan Hamedi of Vizit
13:15 - What is Vizit?
14:00 - The untapped market of image optimization
15:30 - Vizit’s role in SOP and media buying strategies
19:47 - How Vizit optimized Master Lock’s thumbnails on Amazon
26:13 - Marketers undervaluing visual data points
29:08 - Super Bowl ad rundown
36:24 - Marketing Vizit as a young software company
39:16 - What’s next for Vizit?
44:09 - Jehan’s Key Takeaway
46:08 - Outro
What's In the News
Super Bowl Ads
Amazon Business Strategy Insights with Isaac Kuhlman - EP 108
In Episode 108 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the latest news on Robinhood's brand crisis and how they have been taking a huge beating. In short: Robinhood didn't have a bad crisis communications plan, it just didn't have a plan, period.
Tyler then goes on to introduce Isaac Kuhlman, an Amazon coach. Isaac talks about how he got into the business of working with Amazon and how his strategy comes from taking complicated things and making them simple. Isaac explains his tips and tricks on how to become a successful seller on Amazon, the biggest mistakes sellers make, and what it takes to get those five star reviews.
Isaac shares tips for Amazon marketing and even more advanced strategies to scale to six figure sales numbers and beyond. In addition, Isaac takes us behind the scenes of Amazon merchant support and how to deal with Amazon when you are in dispute with their customer service. Tyler and Isaac also discuss Isaac's favorite software tools for Amazon merchants.
Then Isaac provides his key takeaway of always building a plan and to focus on advertising, ranking, and selling on Amazon.
Join Tyler, Jon and Isaac in this episode on how to grow your brand- and your bottom line- with these top Amazon strategies.
Timestamps:
00:00 - Intro
02:07 - What’s in the News: Instagram Professional Dashboard for Creators
07:04 - Featured Guest: Isaac Kuhlman
07:31 - Isaac’s Career Path Leading to Amazon
12:29 - Biggest Mistakes Amazon Sellers Make Today
16:47 - Isaac’s Favorite Review Building Strategies for Amazon Merchants
19:47 - What’s Needed to Scale Businesses on Amazon to Six Figures and Beyond
21:55 - Tips For Marketing and eCommerce Leaders
27:50 - More Advanced Amazon Strategies From Merchants
30:01 - Amazon’s Merchant Support
31:26 - Advice For Merchants Dealing With Amazon
33:36 - Isaac’s Favorite Software Tools For Amazon
35:30 - Key Takeaway
37:50 - Outro
What's In the News
Grooming Your Brand for eCommerce Success with Scotch Porter's Calvin Quallis - EP 107
In Episode 107 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the dispute between Australian Parliament and Google over a recent bill that would require Google to pay publications. The search engine has threatened Australia with pulling their services completely if further negotiations are not held. Tyler and Jon weigh the benefits of maintaining Google services in Australia with the losses the company will have to take if the bill is passed.
Then Tyler introduces Calvin Quallis, the founder of Scotch Porter. Calvin details his journey to the creation of the self-care company rooted in his mother’s own work at a barbershop. Seeing how people felt transformed leaving the shop with their new look really stuck with Calvin.
Tyler and Calvin speak on the importance of both offline and online sales, balancing risk with self-forgiveness, and building emotional relationships with consumers. The two also consider the risks of relying on rented-channel marketing.
Calvin ends the podcast with his key takeaway: be kind to yourself, take more risks, and you can’t pay your way to the top.
Join Tyler, Jon, and Calvin for insight into the relationship between consumers and brands as well as the newest marketing challenges for self-care brands in the pandemic.
Timestamps
00:00 - Introduction
01:11 - What’s In The News: Google Threatens to Pull Search Engine Services in Australia
07:48 - Featured Guest: Calvin Quallis
08:16 - Calvin’s Early Life and Career Path
13:10 - Scotch Porter’s Brand Growth and Development
14:52 - The Unique positioning of Scotch Porter as a holistic self-care brand
16:19 - Essential Marketing Channels for Scotch Porter
17:09 - Vetting Micro-Influencers for Marketing Purposes
18:42 - Biggest Scotch Porter Opportunities in 2021
20:24 - Calvin’s Advice to His Younger Self
22:28 - Greatest Marketing Challenge for Scotch Porter
25:40 - Black Friday Promotions for Scotch Porter
26:52 - Self-care products in the Pandemic
28:15 - Calvin’s Key Takeaway
30:02 - Outro
What's In the News
EP 105: The Pulse of the Ad Industry with American Advertising Federation President Steve Pacheco
In Episode 105 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss disagreements between tech leaders Facebook and Apple regarding Apple’s new privacy changes, as well as the impact of those changes on small businesses. They discuss the privacy changes' effects on marketers with mobile marketing campaigns and data linked to individuals.
Then Tyler introduces Steve Pacheco, the President and CEO of the American Advertising Federation (AAF). Pacheco dishes on his career path that lead him to the AAF and what drove him to his start in the Ad Industry.
Tyler and Steve go on to discuss challenges brought on by the pandemic for marketing leaders and the lasting impact on the industry. In addition, Tyler and Steve touch on company culture, opportunities, and inefficiencies in the industry. Steve then goes on to explain why the AAF matters and the benefits of membership.
Steve ends the podcast by providing listeners with a key takeaway, that this moment in time will pass and we will come out of it stronger and better prepared to take on what comes next.
Join Tyler, Jon, and Steve to navigate the marketing industry and advertising trends through and after the pandemic.
Timestamps
00:00 - Introduction
03:13 - What’s In The News: Facebook Criticizes Apple’s Privacy Changes
09:02 - Featured Guest: Steve Pacheco
11:02 - Steve's Career Path Leading to the AAF
17:18 - AAF Through the Pandemic
20:30 - Insourcing vs. Outsourcing for Brands
22:50 - Quality Available Talent in the Industry
26:52 - Advice For Young Marketing Leaders
29:17 - Trends in Brand Agency Relationships
31:48 - Biggest Opportunity For Marketing Leaders
36:28 - Industry Challenges Post Pandemic
38:35 - Digital Transformation
43:09 - AAF Membership Benefits
48:02 - Best Agency To Hire
52:18 - Steve's Key Takeaway
59:55 - Outro
What's In the News
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