Anstice aCast - Candid Conversations on Modern Marketing podcast

Anstice aCast - Candid Conversations on Modern Marketing

Sheenah Rogers-Pfeiffer and Marc Binkley

Welcome to the A-Cast! Join us for candid discussions with industry leaders that lift the curtain on what it takes to achieve success, and what they wish every client knew or understood about modern Public Relations, Digital and Social Mastery, Content that Converts, Insights and Research, Customer Influence, Customer Experience (CX / UX), and more.

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  • Anstice aCast - Candid Conversations on Modern Marketing podcast

    How to Optimize Your Marketing Budget with Paul Dyson

    1:05:39

    About PaulPaul Dyson is the Co-Founder of Accelero and provides independent, unbiased recommendations on how to deliver business growth in the short and long term. Paul and his colleagues at Accelero use econometrics and experience to focus on what matters to drive business results.  Paul was formerly the Founder of Data 2 Decisions which was sold to Dentsu.  Prior to that, Paul was the Director of R&D @ Kantar Millward Brown which produced a notable report ranking the factors that drive profitability. Timestamps 0:00 – Teaser1:15 – Paul’s Bio3:04 – What marketing leaders can do to optimize a marketing budget before asking for more5:20 – Why advertising a promotion after a promotion could be wasteful 7:55 – FMCG case study of a company losing share despite using promotions to maintain volume10:52 – The antidote margin-erasing discount promotions12:16 – Why it’s important to alternate branding with promotional based messages16:07 – How marketing leaders can combine data and people to optimize budgets20:30 - How to integrate media optimization decisions with other business stakeholders24:15 - Who typically manages the margin impact from price promotions26:26 – The channels most effective for brand building 27:56 – The strengths and weaknesses of social video versus TV29:14 – Is the death of TV real or just hype?30:31 - Good evidence-based benchmarks for setting and allocating marketing budgets33:55 - Is an advertising-sales ratio of 5% of revenue a good benchmark to use?36:00 – What is excess share of voice (eSOV), how it influences market share and how it can be used to set marketing budgets40:30 – Why it’s important to define your own category and how to do it43:54 – How audience attention metrics can impact a brand’s share of voice 45:18 – Why market mix modelling can trump audience attention metrics and ad fraud47:51 – Why creative is THE silver bullet and how marketers can use it to improve returns on their budget51:56 – Why measuring the ROI of advertising is so challenging 54:20 – Which market mix modelling KPIs are good predictors of sales and ROI56:28 – How to correlate digital data with business impact58:16 – Case study: Brand size is a factor of ad performance1:00:00 – Tips and suggestions to start setting a proper budget1:02:00 – Why brands should invest more in creativity and how to pretest creative ideas1:03:50 – How to find out more about PaulLinksPaul on LinkedInAccelero WARC article: Why marketers need to look 5 years forwardKantar Report on Ad Profitability Multipliers
  • Anstice aCast - Candid Conversations on Modern Marketing podcast

    Memory, Marketing Myths, Category Entry Points and Distinctive Assets with Jenni Romaniuk

    1:15:13

    BioJenni Romaniuk joins our host Marc Binkley for an in-depth discussion on memory, marketing myths, category entry points and building distinctive assets. Jenni is an expert in brand equity, mental availability, brand health metrics, advertising effectiveness, distinctive assets, word of mouth and the role of loyalty and growth. Jenni is the International Director of the world-famous Ehrenberg-Bass Institute and author of Building Distinctive Brand Assets and How Brands Grow Part 2 - revised.  Timestamps 0:00 – Intro1:46 – Jenni Romaniuk Bio3:19 – How memory works for brand building and the trouble with customer centricity7:16 – The imperfection of memory recall for brands using celebrity endorsers9:45 – The myth of word of mouth marketing12:15 – An alternative view of what advertising actually is13:36 – Why Tesla doesn’t need to advertise …15:01 – … and why Coke does need to advertise16:30 – Why growth depends on expanding your customer base, not primarily building loyalty 17:39 – Why growing through loyalty is not a real choice for brands to make20:21 – What is the Law of Buying frequency (Negative Binomial Distribution) and why every packaged good marketer needs to know it. 26:02 – Why the marketing funnel is holding marketers back & why you can’t count on heavy buyers30:15 – Why B2B marketers also need to prioritize expanding their customer base33:52 - The 3 critical features of effective creative40:20 – The importance of category entry points and why brand awareness is not specific enough 44:44 – Where share of search fits into the mix of marketing metrics46:55 – The difference between distinctiveness and differentiation49:36 – How category entry points build paths for creating customer value51:22 – Why brand distinctiveness is important for building recall in category entry points 52:52 – Why differentiation isn’t a requirement to create value 58:10 – Why differentiation is unnecessary to grow a brand1:01:00 – Examples of distinctive assets1:05:02 – Why marketers should manage multiple distinctive assets1:08:25 – What to consider when choosing a distinctive asset1:12:07 – Why execution matters when building distinctive assets 1:12:52 – Two take-aways for every marketer 1:13:53 – How to find out more about JenniLinks Ehrenberg-Bass InstituteHow Brands Grow Part 2 - revisedBuilding Distinctive Brand AssetsJenni on LinkedInJenni's website 
  • Anstice aCast - Candid Conversations on Modern Marketing podcast

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  • Anstice aCast - Candid Conversations on Modern Marketing podcast

    How to Get Executive Buy-In for Long-Term Branding with Mark Ritson

    54:13

    Mark Ritson joins our host Marc Binkley in a wildly entertaining and frank conversation about why brand building matters and how you can get executives to buy in to it. BioMark Ritson has a PhD in Marketing and professor on the MBA programmes of leading business schools including London Business School and MIT.  He’s also a brand consultant for LVMH, Johnson & Johnson, Subaru, DeBeers, Sephora, WD40 and numerous others. Mark has written a column on marketing for almost 20 years, winning the PPA Business Columnist of the Year three times. He teaches the Marketing Week Mini MBAs in Marketing and Brand Management.Timestamps0:00 – The Central Nervous System for Good Brand Building1:25 – Intro to Mark Ritson3:57 – What we miss out on when we focus exclusively on ROI / ROAS5:45 – The right budget split between brand and tactical 6:58 – Why time and benchmarks matter for brand building10:10 – Why we often get ‘strategy’ wrong and how we can get better13:06 – Why 80% of marketers get the strategic brief wrong14:17 – Does the strategic process change in B2B v. B2C & what LinkedIn got wrong about their own brand positioning18:57 – 7 steps to get executive buy-in on long-term brand building26:16 – Where did the list come from?27:00 - How to set brand benchmarks and how frequently should they be tracked?30:38 – How to lead a long-term brand plans and get budgets to support it 37:15 – Marketing strategy is not rocket science, but you can’t skip steps38:53 – A short summary of marketing bullshit: Simon Sinek, Gary Vee, Maslow, PEST, SWOT, USP42:08 – The trouble with a lot of post-secondary marketing programs46:04 – How long-term brand builders assess progress & success51:14 – How to find out more about Mark LinksRitson's Articles in Marketing Week MagazineMiniMBA in MarketingMark on LinkedInTop 10 Marketing BS Effies Case Studies Ritson v. Sharp – Targeting vs. Sophisticated Mass Marketing Marketing Week - The Question
  • Anstice aCast - Candid Conversations on Modern Marketing podcast

    Why Ireland's National Lottery is Obsessing about Being Distinctive with Paul Dervan

    1:03:03

    Join Marc Binkley and Paul Dervan as they explore the National Lottery's brand strategy to build and grow their business through the use of distinctive brand assets.   Paul's BioPaul is currently the CMO of the National Lottery in Ireland and author of the business book Run with Foxes: Make Better Marketing Decisions. He was formerly the Head of Marketing Effectiveness at Alternatives and Sr. Director of global brand strategy for Indeed. Timestamps 2:36 – What are distinctive assets? 6:02 – Nike: A case study in building and sweating distinctive assets7:31 – How distinctive assets fit into key marketing metrics and ROI10:21 – Why Ireland’s National Lottery uses 6 distinctive assets 13:38 – Branding yes, but we still need to sell tickets 17:36 – The strength and speed of unique, flexible distinctive assets 23:40 – Why old distinctive assets might be a brand managers best friend 26:00 - Blending the individual distinctive assets into a cohesive brand ID system28:12 – The big insight that drove the choice for the waterslide  30:22 – Why constraints can be liberating for creative directors32:35 - how to link the brand memory structures to moments in the customer journey37:35 – How category entry points are useful for driving incremental revenue streams40:03 – Why category entry points are practical for identifying competitors42:56 – How to choose a new distinctive asset 46:44 – How distinctive assets work together to build memory48:35 – Why their brand tracking was so effective52:18 – The link between building brand equity and sales activationsLinksNational Lottery Waterslide Video10s Waterslide cutdown v110s waterslide cutdown v2Paul's "Obsession" post on LinkedInTelus - Hippopotamus Distinctive AssetPaul's book - Run with Foxes Paul on LinkedInJenni Romaniuk - Distinctive AssetsKaren Nelson-Field – Attention  Tim Ambler – Marketing Metrics 
  • Anstice aCast - Candid Conversations on Modern Marketing podcast

    Are marketers addicted to advertising? – with Chris Kneeland

    1:09:09

    Are marketers addicted to advertising? Is there a better way to lead growth and innovation? Our host Marc Binkley explores questions like these and some potential solutions with the always engaging Chris Kneeland.  BioChris is the CEO of Cult Collective, one of North America's premiere engagement marketing firms.  He's also the Co-Founder of The Gathering, on of the best marketing conferences in North America and Co-Founder of Communo, a marketing talent outsourcing agency. Time Stamps 0:49 – Intro to Chris Kneeland4:38 – Why Chris believes advertisers are addicted to advertising9:32 – Discounting is only one lever for marketers to increase revenue and customer benefits15:09 – Why marketing has devolved to just advertisers 17:26 – What makes Southwest Airlines a unique brand21:25 – Why the sales funnel is a flawed mental model 26:20 – How we might get into a customer’s initial consideration set without advertising29:44 – The genius of Elon Musk’s approach to positioning Tesla32:51 – The inspiration for Cult Brands and The Gathering36:12 – Cult Brand Principle #1 – Culture39:40 - Cult Brand Principle #2 – Co-Creation45:20 - Cult Brand Principle #3 – Relatable 49:11 - Cult Brand Principle #4 – Creation of rites and rituals57:00 - Cult Brand Principle #5 – Congregate1:07:48 – How to find out more about Chris and CultLinksPricing Thermometerhttps://cultideas.com/white-papers https://cultideas.com/philosophy https://www.linkedin.com/in/chris-kneeland-838b2921/ Communo McKinsey Consumer Decision JourneyTesla PlaidThe value of Elon Musk tweetNFL Superbowl viewershipHow Glossier turned itself into a billion-dollar beauty brand
  • Anstice aCast - Candid Conversations on Modern Marketing podcast

    Solving Complex Conflicts with Dr. Mark Szabo

    51:30

    BioDr. Mark Szabo joins our host Marc Binkley to discuss his book and research on executive decision making in complex conflicts.   Mark is VP Research & engagement at Anstice, a bespoke marketing agency based in Calgary, Alberta.  Mark got his PhD in executive decision making while researching solutions for stakeholder management in oil and gas pipeline projects.  Following his research, Mark published his solutions in a book titled Fight different – the power of focal thinking in systemic conflicts his fin  complex conflicts.  Mark is also a lawyer and has earned an MBA. Timestamps1:44 - Introducing Dr. Mark Szabo2:45 - How Mark got a Phd in executive decision making for complex conflicts5:14 - What is the difference between complex and complicated conflicts8:50 - Why simplifying complexity is the naturally wrong response12:02 - Why it matters to know the difference between complex conflicts and negotiations14:28 - An example of complex conflicts: Costal Gas Link pipeline17:05 - Why its important to focus thinking on people with power rather than people with influence20:26 - Why organizations need different soft skills to manage complex conflicts22:27 - Tools for complex conflicts: don't control the situation23:39 - Tools for complex conflicts: control your openness to change26:13 - Tools for complex conflicts: map the human landscape28:42 - Tools for complex conflicts: identify the moments that matter31:33 -  Tools for complex conflicts: add research34:00 - Tools for complex conflicts: align people by values34:44 - Tools for complex conflicts: separating power from influence37:25 - Tools for complex conflicts: scenario planning and probabilities40:08 - Tools for complex conflicts: vision and patience45:22 - What you can do to better manage complex conflicts today49:24 - Find out more about MarkLinks Mark on LinkedInMark's book: Fight Different - The Power of Focal ThinkingAnstice 
  • Anstice aCast - Candid Conversations on Modern Marketing podcast

    Debunking the 8 myths of retail marketing with David Ian Gray

    53:39

    David Ian Gray is a seasoned retail consultant who shares his thoughts with Marc about 8 myths of retail marketing that need to be reconsidered. David is the Founder & Strategist at DIG360, a national retail advisory headquartered in Vancouver.  They are a consulting firm that helps retail executives transform and adapt to the changing retail landscape and customer behaviours.  He's recognized as am expert on retail and shopping trends and has taught at the London Business School and is a lecturer on marketing management at the BC Institute of Technology.  Timestamps 1:40 – Introduction to David Ian Gray and the 8 myths of retail marketing3:55 – Myth #1: Everything is customer driven5:40 – Why McDonalds digital kiosks and Shoppers Drug Mart self-checkout are not customer driven8:17 – Your business is customer driven – so which customer are you talking about? 11:08 – Black Friday offers don’t appeal to all customers12:30 - Myth #2: We’re data-driven decision makers19:45 - Myth #3: We need a Millennials strategy, they are totally unique24:53 - Myth #4: young shoppers don’t like stores30:55 – Myth #5: The death of retail and the battle for a true omni-channel experience32:32 – Myth #6: The Digitization of retail (and AI) is the answer37:23 – The adaptiveness of the retail industry39:02 - Myth #7 - Shoppers demand brands with a purpose (sustainability)43:50 – The habits and discipline brands need to build purposeful brands45:02 – Myth #8 – Now that COVID is waning, there will be a return to normal50:25 – A new opportunity for retail brands 51:40 – How to find out more about David Ian GrayLinksDavid on LinkedInDIG360.caThe business of retail podcast 
  • Anstice aCast - Candid Conversations on Modern Marketing podcast

    Artificial Intelligence and Machine Learning with Tessa Sproule and Katie MacGuire

    1:12:35

    A compelling argument why human oversight and leadership is needed to manage the impact of artificial intelligence and machine learning on decision making and content consumption. BioTessa Sproule & Katie MacGuire joined our host Marc Binkley to share insights about their work in Artificial Intelligence and Machine Learning.  As the co-founders of Vubble, a video recommendation platform, Katie and Tessa have built proprietary AI technology to “read” video and contextually tag it with descriptive metadata, analyze audiences of existing video content and then surface new video recommendations to people most likely to enjoy it based on the metadata. Timestamps1:37 – Introduction to Katie MacGuire and Tessa Sproule3:33- What Vubble does6:38 – How Katie and Tessa went from broadcasting to artificial intelligence11:00 – How recommendation engines change people’s consumption behaviour13:24 – An overview of artificial intelligence (AI) and machine learning (ML)14:29 – How Google uses people to train machines – ReCaptcha15:43 – Content and Collaborative Filtering: two subsets of machine learning18:13 – The pitfalls of AI predictions and where humans need to intervene21:05 - The opportunity for Vubble’s AI & ML platform29:16 – How KPIs influence interest graphs, rabbit holes and filter bubbles33:29 - Why we need humans to keep machine recommendations in check38:02 – How cultural influences can change AI recommendations42:15 -  Why content nutrition labels are needed to create informed citizens48:15 – The importance of auditing data sets 50:44 - The link between emotional content and video views 54:03 – A global project to govern AI tech and why human diversity can help1:02:44 – Why business leaders need to understand AI / ML to avoid bad decisions1:10:00 – How to find out more about Tessa and KatieLinksKatie on LinkedInTessa on LinkedInExample of a content nutrition labelCanadian Diversity of Content projectVubblepop.com
  • Anstice aCast - Candid Conversations on Modern Marketing podcast

    Effectiveness in B2B Marketing with Peter Weinberg

    55:49

    What makes B2B marketing effective? Find out why acquisition is more important than loyalty, why B2B creative should be more emotional, why financial metrics are critical and why brand awareness is a terrible measure of performance.  Please join our host Marc Binkley for this incredible interview with Peter Weinberg, one of the worlds most important voices in B2B marketing.BioPeter Weinberg is the Head of Development and co-founder of The B2B Institute at LinkedIn which is a think tank that partners with leading experts to research the future of B2B marketing.  Along with partners like global thought leaders Jenni Romaniuk, Les Binet, Peter Field, Mark Ritson and Rory Sutherland, they study the laws of growth in B2B and work with LinkedIn's largest clients to put these principles into practice.Timestamps 1:26 – Introduction to Peter Weinberg2:33 – What is the LinkedIn B2B Institute4:38 - A background on the world’s leading marketing effectiveness databases8:07 – What makes the IPA and Ehrenberg-Bass data so meaningful9:30 – The differences, and similarities between B2B and B2C marketing16:18 – Acquisition or loyalty? Answers to the most controversial debate in B2B marketing 18:44 – The one way to grow B2B (or B2C) brands - the double jeopardy law20:40 – The trouble with word of mouth23:56 – Wide reach v. going deep on niche audiences27:22 - How the length of purchase cycle effects B2B marketing30:27 - The place for Account Based Marketing (ABM) in the B2B landscape34:10 – The common sense approach to B2B growth36:00 – Why Share of Voice matters and why Click Thru Rate doesn’t37:40 – The financial metrics marketers need to track41:31 – The revenue opportunity of the 95:5 mental model44:10 - The benefit of realizing nobody cares about your brand45:31 - The 3 rules of effective creative in B2B marketing48:47 – Why brand awareness isn’t the best idea for marketers51:10 – Why all marketers need to track Category Entry Points instead of awareness52:48 – What’s next and how to connect with PeterOther LinksPeter on LinkedinB2B Marketing InstituteEhrenberg-Bass Institute for Marketing ScienceIPA - Institute of Practitioners in Advertising Article: Measuring things that matterArticle: B2B marketers bet big on going longArticle: 3 Rules for more effective B2B MarketingBlockbuster Marketing for B2BB2B Playbook
  • Anstice aCast - Candid Conversations on Modern Marketing podcast

    How to unlock corporate creativity and avoid the risk of best practices with Ron Tite

    47:34

    Are best practices really the best idea? Ron Tite joins Marc Binkley for a great conversation about how leaders unlock creativity by ignoring short-sighted metrics and lead growth by through a better way of thinking about corporate purpose. Background on RonNamed one of the top 10 Creative Canadians by Marketing Magazine.  He's the CEO and founder of the Brand Agency named Church & State with clients like Walmart, Doordash, Manulife.  Ron is Host & producer the hit podcast called “The Coup”, author of Think Do Say a book about creating momentum through organizational alignment and co-author of Everyone’s an Artist which explores the battle of attention through lessons from artists like musicians and painters.  Finally, Ron is also an in-demand keynote speaker on the topics of his books as well as how to lead creative disruption and brand storytelling. Timestamps1:17 – Introducing Ron Tite3:30 – The challenges facing brands and marketers5:57 – Why building trust and differentiation are different today than before9:26 – Why some metrics are myopic11:40 – Short termism, the failure of digital and why brands are becoming more old school 18:19 – The problem with the “next big thing”21:08 – The opportunity for more impact despite having less data24:54 – Why earning customer trust is important for brands27:06 – Why marketers are ignoring best practices and taking more creative risks30:50 – The meatball bath bomb: unlocking creativity through brand experiences35:10 – Why the order of Think > Do > Say matters37:05 – The role of purpose in marketing 38:46 – What marketers get wrong about their corporate purpose 44:14 – How leaders can align their people to corporate purpose AND inspire creativity47:07 – Find out more about RonOther LinksRonTite.comRon Tite on LinkedInChurch & StateThink. Do. Say. on AmazonMeatball Bath BombThe Coup PodcastBob Hoffman Ad Tech WeaselsThe downside of short-termism by Peter FieldGeorge Lois Story about launching Tommy HilfigerBrand purpose. The biggest lie the ad industry ever told? by Tom Roach

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