Sleeping Barber - A Marketing Podcast

Welcome back to another episode of the Sleeping Barber Podcast! Today, we’re diving deep into advertising with our returning guest, Dan White. Dan, a marketing and insights innovator, former CMO, and co-developer of Kantar's BrandZ, joins us to discuss his latest book, "The Smart Advertising Book." This episode is packed with insights on evidence-based marketing, the importance of broad vs. narrow targeting, optimal marketing budgets, and the effectiveness of bursting vs. spreading your ad spend. Whether you're a seasoned marketer or just starting, this episode offers invaluable takeaways to enhance your advertising strategies. Our Guest: Dan White https://www.linkedin.com/in/danwhite1000/ Marketing & Insights Innovator Former CMO, co-developed Kantar’s BrandZ - the world's biggest brand equity measurement system 4-time author of some of the best marketing books in the world Including the topic of today’s call the Smart Advertising Book Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Timestamps: 0:50 - Intro to Dan 2:43 - How does the Smart Advertising fit with his other books 5:36 - Why write this book 7:35 - SMART = Evidence-Based Concepts 9:38 - The evidence for advertising ROI 13:20 - The evidence for demand generation 14:52 - The evidence for making customer switch 17:32 - The biggest driver of purchase behaviour 18:50 - How does advertising really work 22:14 - Why brands work over the long term 25:09 - We’re overcomplicating how branding works 31:09 - Why brand building is the right phrase 32:13 - Why packaging and ad creative need to match 34:37 - Core Concept: Reach v. Frequency 40:15 - Core Concept: Broad v. Narrow Targeting 48:47 - Core Concept: The optimal marketing budget 53:40 - Core Concept: Burst vs.Spreading Spend 58:44 - Find out more about Dan 1:00:44 - Post Pod with V and Marc Episode Quote: "If you can't explain it simply, you don't understand it well enough." - Dan White Show Links: The Smart Advertising Book https://www.amazon.ca/Smart-Advertising-Book-deliver-advertising/dp/1915951186 Dan’s Website https://www.smartmarketing.me/ Digital Ad Spend https://www.statista.com/statistics/237974/online-advertising-spending-worldwide

Welcome back to another episode of The Barber’s Brief! Where Marc and Vassilis discuss marketing and business news that has caught their eye, they highlight our marketing moment, get into audience QA, and finish off by highlighting an ad of the week. Enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Timestamps 0:00 - Introduction 1:01 - Consumer Still Feeling teh Inflation Squeeze 3:26 - Tik Tok Tightens Teen AD Targeting 5:52 - Apple’s Vision Pro 1.4bn Failure 8:49 - The Growing Pains of Retail Media 12:05 - Marketing Moment: XBOX Football Manager 16:46 - Ad of the Week: McDonald’s Retro Birthday Party Links: Title: Consumers still feeling the squeeze despite falling inflation Source: Link: https://www.marketingweek.com/consumers-squeeze-inflation-data/ Summary Title: TikTok tightens teen ad targeting and boosts AI transparency Source: Search Engine Land Link: https://searchengineland.com/tiktok-teen-ad-targeting-ai-transparency-443986 Title: Apple’s Vision Pro $1.4bn failure shows importance of market orientation Source: The Drum Link: https://www.thedrum.com/opinion/2024/07/15/apple-s-vision-pro-600m-failure-shows-importance-market-orientation Title: The growing pains of retail media: Dodging ROAS gremlins Source: Marketing Week Link: https://www.marketingweek.com/retail-media-roas-gremlin/ Marketing Moment: Highlighting Case studies (3-4 minutes): XBox Football Manager (FM24) Video Game Everyday Tactician - McCann London https://www.youtube.com/watch?v=elq83mERXv0 Background If you’ve seen Wrexham docuseries they have been promoted to EFL One There’s a huge advantage for teams that get promoted - more $, better players, better coaches etc Bromley had been in the lower leagues for 132 years Bromely paired with Xbox to recruit talent using their FM24 game Like moneyball but with gamers Filmed a documentary, promoted on social & the game Results Hired the “Everyday Tactictian” a guy named Nathan Owolabi who was a tour guide at Wembly Became part of the team’s backroom staff and worked for the club’s manager Campaign won a bunch of awards including Cannes Lions Grand Prix Picked up a lot of press 1.5B impressions 190% increase in FM players Most played version ever Bromely FC promoted to EFL two for the first time in the past 132 years Ad of the Week McDonald’s serves up retro birthday party ad to celebrate 50 years in UK Link: https://youtu.be/MgBs3DgLZBk McDonald’s is kicking off a major new campaign celebrating 50 years since opening in the UK with a faithfully recreated reminder of the joy of its childhood birthday parties. McDonald's new campaign commemorating 50 years since its first UK location opened in Woolwich, London. The campaign features a nostalgic ad filmed in the original restaurant, meticulously recreated to evoke the ambiance of 1980s childhood birthday parties. Produced by Leo Burnett, the 60-second spot aims to celebrate McDonald's heritage and appeal to sentiments of joy and nostalgia associated with its early years in the UK.

In our latest episode, we delve into the critical topic of ethics in marketing and advertising with Amina Mattern, Industry Strategy Lead at LinkedIn Marketing Solutions. Amina shares her extensive experience and insights on the evolving landscape of digital advertising, data privacy, and consumer trust. Discover how data has become the new currency and why transparency, honesty, and societal well-being are essential for building and maintaining trust. Learn about the impact of regulations like GDPR and CCPA, and explore the potential of synthetic data in market research. This episode is packed with valuable information for marketers looking to navigate the complex world of digital ethics. Don't miss out on this enlightening conversation. Listen now and take your first step towards becoming a more responsible and effective marketer. Our Guest Amina Mattern https://www.linkedin.com/in/amina-mattern/ Industry Strategy Lead @ LinkedIn Marketing Solutions | Financial Services & Fintech Experience working agency side, MediaCom, Omnicom, and also held the position of Head of Marketing Strategy for Loblaws. Our Hosts Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ References:Canadian Marketing Association’s Code of Ethics https://thecma.ca/resources/code-of-ethics-standards Quote of the Episode: "The way that you handle data and privacy is very much a part of your brand." - Amina Mattern Timestamps 0:51 - Introduction to Amina Mattern 2:15 - Amina’s career path 4:00: - How roles in brand, agency and platform shaped Amina’s perspective on marketing ethics 5:53 - More data, more regulations 8:30 - Directional trends on regulation and policys 10:40 - Ethics and data privacy impacts brand reputation 12:40 - How local consumer expectations affect ethic & policys 15:28 - Data is currency 17:50 - If you collect data, you need an ethical data strategy 20:09 - Cookie deprecation & ethics 28:43 - A consumer’s responsibility with data collection 32:02 - Ethics in synthetic data 35:30 - Future of ethics in advertising 38:18 - Technology isn’t a substitute for ethics 42:22 - Post-pod with V and Marc

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Time stamps: 0:00 - Introduction 2:56 - Measuring the relationships between brands and AI Models 06:11 - The rise of brand refreshes over splashy ads 09:30 - Diageo's commitment to marketing investment 11:48 - Partnerships between media agencies and research firms 19:06 - Ad of the Week - CeraVe New Campaign 25:57 - Coming up next week In The News Links: The Sandbox’s terms of service may be “onerous, discriminatory and one sided,” according to an open web advocacy group. Source: The Drum Link: https://www.thedrum.com/news/2024/07/15/google-s-privacy-sandbox-terms-may-ironically-violate-privacy-law-new-research-says Amazon Prime Day Source: VOX Link: https://www.vox.com/money/360028/amazon-prime-day-2024-target-walmart-temu Amazon’s AI shopping assistant Rufus is live for all U.S. customers Source: Search Engine Land Link: https://searchengineland.com/amazon-rufus-live-444097 Loyalty scheme will enable ‘even smarter’ pricing Source: MarketingWeek Link: https://www.marketingweek.com/mcdonalds-loyalty-scheme-smarter-pricing/ Marketing Moment: Converse Create Now, Create Next Video: https://youtu.be/FIS_JkNnCeI?si=vglmjRBUtyoXXs2O Summary of the Initiative Converse implemented a dynamic Instagram marketing strategy to boost engagement and brand visibility by leveraging user-generated content, influencer partnerships, and engaging visuals For their create now, create next campaign. What Was the Problem They Were Trying to Solve? Converse aimed to engage a younger audience on social media and stand out in a competitive market by creating a strong, relatable brand presence on Instagram. Who Was Involved in Creating This? Converse’s in-house marketing team drove the initiative. While specific agencies or external vendors were not mentioned, influencer partnerships played a significant role in the campaign. What Solution Was Engineered? User-Generated Content: Encouraged followers to share photos using hashtags like #ConverseStyle. Influencer Partnerships: Collaborated with influencers and celebrities to reach a wider audience. Engaging Visuals: Maintained a vibrant, dynamic feed with a mix of professional photos, user-generated content, and artistic graphics. Interactive Campaigns: Ran contests and interactive campaigns to boost engagement. Consistent Brand Voice: Maintained a casual, fun, and relatable tone across all posts. Results Converse achieved a higher engagement rate on Instagram than many competitors, significantly increasing its brand visibility and follower growth. Key Takeaways Leverage User-Generated Content: Encouraging followers to share their own content can create a sense of community and provide authentic marketing material. Influencer Partnerships: Collaborating with influencers can help reach a broader audience and add credibility to your campaigns. Consistent Brand Voice: Maintaining a consistent and relatable tone helps build a strong brand identity.

This week, we dive deep into marketing effectiveness with the distinguished Professor Koen Pauwels. Get ready for a treasure trove of insights, including a checklist on increasing sales, the two most common mistakes marketers make, and whether a discount or doubling your budget will drive sales. Professor Pauwels, Vice Dean of Research at Northeastern University, shares his expertise on data-driven decision-making, the difference between efficiency and effectiveness, and the role of intuition in marketing. This episode is packed with actionable advice and thought-provoking discussions you won't want to miss! Don't forget to leave a review on Apple or Spotify if you enjoy the show. Your feedback means a lot to us! Our Guest: Professor Koen Pauwels Distinguished Professor of Marketing and Vice Dean of Research at Northeastern University Consultant for companies like Amazon, Microsoft, Unilever, and Sony Author of multiple books and award-winning papers Website: www.marketingandmetrics.com Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/ Topics Discussed: • Data-driven vs. evidence-based decision making • Marketing effectiveness and efficiency • The importance of goal alignment in marketing • How to avoid common marketing mistakes • The role of intuition and creativity in marketing • Segmentation, targeting, and positioning • Old world vs. new world marketing • Effective use of discounts and advertising budgets Quote of the Episode: "In marketing, it’s better to be vaguely right than precisely wrong." - Professor Koen Pauwels Timestamps 0:00 - Introduction to the theme and Prof. Pauwels 2:55 - How Prof. Pauwels got into marketing effectiveness 3:52 - The model + the manager is better than either individually 5:20 - The difference between marketers in the US vs Europe 7:22 - Marketing Effectiveness vs. Effeciency 9:20 - ROI is limiting if you’re a mid to large size company 11:54 - ROI is NOT an effectiveness metric 14:50 - Improving marketing ROI is a team sport 16:05 - Looking for evidence where the light shines 17:37 - When Facebook Likes isn’t an objective 22:22 - Reach is a proxy metric 25:19 - The two big mistakes marketers consistently make 30:45 - Marketing theory: what still matters and what doesnt 35:43 - How does advertising actually work 38:30 - The common response to how sales volume respond to discount 41:27 - A checklist to quickly increase sales 45:40 - Reference pricing 48:30 - How do we get from here to there? 54:29 - Find out more about Prof. Pauwels 56:30 - Post-pod with V and Marc Long-Term effects of Advertising https://www.linkedin.com/pulse/long-term-effects-advertising-prof-dr-koen-pauwels-gasve/?trackingId=ydTzAVjqTFujBWIsvMnupQ%3D%3D Reference for all Published Papers https://marketingandmetrics.com/sitemap/ It’s not the size of the data, it’s how you use it https://www.amazon.ca/Its-Not-Size-Data-How-ebook/dp/B00HSUWKY4?ref_=ast_author_dp

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Time stamps: 0:00 - Introduction 2:56 - Measuring the relationships between brands and AI Models 06:11 - The rise of brand refreshes over splashy ads 09:30 - Diageo's commitment to marketing investment 11:48 - Partnerships between media agencies and research firms 19:06 - Ad of the Week - CeraVe New Campaign 25:57 - Coming up next week In The News Links: Measuring the relationship between brands in AI models and market share Source: WARC Link: https://www.warc.com/content/feed/tom-roach-measuring-the-relationship-between-brands-in-ai-models-and-market-share/en-GB/9684 Why marketers keep refreshing brands instead of betting on splashy ads Source: Marketing Dive - Opinion Piece Link: https://www.marketingdive.com/news/companies-rebranding-in-2024/719804/ Diageo commits to ‘strong’ marketing investment as efficiency improves Source: Marketing Week Link: https://www.marketingweek.com/diageo-strong-marketing-investment-efficiency/ Omnicom Media Group strikes a deal with a top marketing research body Source: More About Advertising Link: https://www.moreaboutadvertising.com/2024/07/omnicom-media-group-strikes-deal-with-top-marketing-research-body/ Marketing Moment: A marketing Case study Alka Seltzer Plop Plop Fizz Fizz Background In the 60’s Alka-Seltzer was suffering from poor reputation with younger buyers They associated the product with over-indugence Needed a new strategy to revitalize sales Hired Tinker & Partners Previous campaigns focused on speed of relief - no matter what shape your stomach is in Insight Mary Wells AE caught wind that two tablets were better than one and came up with the now infamous Plop Plop Fizz Fizz campaign Added the jingle, suggested how to use the product with Plop Plop (2 tablets) Result Sales nearly doubled overnight About Mary Later became the first woman to own and run a major nationa ad agency (came up with the I love NY slogan) Wells Rich Green and first female CEO of a NYSE listed company Ad of the week: CeraVe takes on soap operas in new genre-spoofing campaign Video: https://www.youtube.com/watch?v=JNNwE-GZC_A CeraVe launches a dramatic new campaign today (July 15) for its Hydrating Facial Cleanser, featuring video content, influencer marketing, and a mobile tour focused on skincare education, as shared with Marketing Dive. The campaign includes a two-minute “Cleanse Like a Derm” video starring actress Xochitl Gomez. The storyline, full of soap opera clichés like overacting, frosted lenses, and doppelgangers, revolves around a family whose CeraVe has been replaced by bar soap. Media placements will span digital, social, and streaming platforms. Fresh from a big win at Cannes, the L’Oreal brand continues to push creative boundaries. This latest initiative partners with 30 influencers to create soap opera-inspired content and kicks off a mobile tour with stops in New York, Chicago, Nashville, and Atlanta, featuring games, photo ops, and expert skincare advice.

In the latest episode of the Sleeping Barber Podcast, we sit down with Dr. Ella Ward, a senior marketing scientist from the Ehrenberg-Bass Institute. Dr. Ward shares her expertise on the importance of visual brand identity, the difference between being data-driven and evidence-based, how to create cohesive brand packaging and most importantly Marc and V get a lesson on Aussie rules footy! This is an episode you do not want to miss! Don't forget to join our hosts, Vassilis and Marc, for some post-podcast banter! Quote of the episode: “Your strategy can’t be based on differentiation. Your competitors will catch up." Our Guest: Dr. Ella Ward Sr. Marketing Scientist @ Ehrenberg-Bass Institute Enhancing visual brand identity across a product portfolio. https://www.linkedin.com/in/ella-ward-/ Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Background Research & Literature: https://journals.sagepub.com/doi/10.1177/14707853231201852?icid=int.sj-abstract.citing-articles.4 https://www.unisa.edu.au/media-centre/Releases/2023/coloured-by-numbers/ https://www.linkedin.com/posts/ella-ward-_distinctiveassets-evidencebasedmarketing-activity-6785027383834611713-eeTI https://marketingscience.info/research-services/distinctive-assets/ Timestamps: 0:00 - Podcast Introduction 0:50 - Introduction to Ella 3:31 - Path to becoming a Marketing Scientist @ Ehrenberg-Bass Institute 4:28 - Ella’s areas of research 5:23 - Visual cohesion across the brand portfolio 6:40 - The scientific revolution happening in marketing 8:39 - Marketing science matters because the real world is a very weird place 10:33 - Data-driven vs. Evidence-based marketing 13:05 - Using science to lead change 16:40 - Bloodletting & changing paradigms 18:30 - The difference between brand books and Distinctive Brand Assets (DBA) 20:44 - Making brands available & linking brands to memory 23:22 - Brand management isn’t about policing, it should be fun 26:45 - Rebranding? Know what assets trigger the brand 29:20 - How effective are your DBAs at triggering memory 30:52 - Why characters are more memorable than other types of distinctive assets 34:20 - Rebranding? know the strength of your distinctive assets 36:15 - Adding to your distinctive asset pallet - Ikea voiceover 39:10 - Hagen-Dazs Case Study 39:40 - Package colours used to signal variety aren’t often effective 43:17 - The danger of using colour to signal a variety 45:38 - Prioritize your branding over colour signalling 49:43 - Decreasing product packaging types to improve advertising efficiency 51:00 - Cohesive branding improves the bottom line 53:17 - Differentiation v. Distinctiveness in product packaging 58:25 - Packaging Services 1:01:45 - Post-pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In The News: Nike ramps up innovation to combat sales slip in ‘transition year’ Link: https://www.marketingweek.com/nike-accelerate-innovation/ Ritson on Creativity - WARC Podcast https://podcasts.apple.com/us/podcast/mark-ritson-on-creativity-brand-and-the-need-for/id1563243327?i=1000660441127 The Boston Marathon Got a New Logo and Runners are Not Happy https://www.fastcompany.com/91148937/the-boston-marathon-got-a-new-logo-and-runners-are-not-happy Get ready for the Echo-Verse: New Rules of Cross-Channel Marketing https://hbr.org/2024/06/the-new-rules-of-marketing-across-channels Marketing Moment The Field Trip to Mars - 2018 Video: https://youtu.be/FIS_JkNnCeI?si=vglmjRBUtyoXXs2O Lockheed Martin, a Global Security and Aerospace company wanted to Inspire interest in Mars exploration and STEM education. The Brief: Space was/is experiencing a cultural Renaissance to rival the excitement of the Space Race. SpaceX, Virgin Galactic and Mars One, and movies recaptured the general public’s imagination with space. It is estimated that humans will set foot on Mars within two decades, making STEM education more important than ever. So they set out to inspire the next generation of deep space explorers, creating a VR experience that shows them what it’s like to visit Mars Solution & Cultural Context: They rendered 200 sq. mi of Mars’ surface based on real Mars geography and mapped it to D.C streets. Then we bought a school bus. The bus was gutted and equipped with custom electric glass that switched from transparent to opaque, plus 4K transparent LCDs, while preserving its school bus appearance. Integrating our Mars landscape, custom screens, GPS, accelerometer, magnetometer and laser velocimeter, the bus became a VR headset. When it moved, Mars moved and when it turned, it turned on Mars. Impact: Generated extensive social media buzz and media (NBC, ABC, and Fox, Engadget, Futurism and Digital Trends) coverage. Trended on Facebook globally for over 24 hours. Featured in major news outlets and tech sites. In a week after it’s debut, Lockheed Martin saw a 3000% increase in Mars-related conversations post-launch, 260% more than spaceX. Videos of the experience garnered over 6 million views. References: https://www.unrealengine.com/en-US/spotlights/out-of-this-world-an-inside-look-at-the-making-of-field-trip-to-mars https://www.dandad.org/awards/professional/2017/direct/26343/the-field-trip-to-mars/ Audience Q&A (2-3 minutes): Jon Lorenzini post - Do you know marginal ROAS is better than incremental or regular ROAS? https://www.linkedin.com/posts/jonathanlorenzini_marketingscience-marketinganalytics-marketing-activity-7209922721428729858-wi0B

Welcome to the Sleeping Barber Podcast, where business leaders get the best and most credible information on marketing, strategy and innovation. In our latest podcast episode, we sit down with Andrew Tindall, Senior Vice President of Global Partnerships at System1, to explore the crucial role of creativity in advertising. Andrew shares his journey from starring on "The Young Apprentice" to leading global partnerships at System1. Learn why creativity ranks second in driving ad profitability, the pitfalls of AI-generated content, and the elements that make ads truly effective. We also discuss why dull ads pose the biggest risk to your business and so much more. Don't miss this opportunity to learn from one of the brightest minds in marketing. Enjoy the show! Our Guest: Andrew Tindall SVP Global Partnerships @ System1 https://www.linkedin.com/in/andrew-tindall/ https://system1group.com/ Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Podcast Literature: Holistic Effectiveness Framework https://www.linkedin.com/posts/andrew-tindall_advertising-marketing-activity-7202563554573438976-Oh8T Creatively Awarded Ads are Average https://www.thedrum.com/opinion/2024/05/21/creatively-awarded-ads-once-effective-are-now-officially-average Creative is undervalued https://www.linkedin.com/posts/marcbinkley_we-marketers-underestimate-the-value-of-activity-7188522028625231872-0GXU The best & Wurst of pre-testing https://www.thedrum.com/opinion/2024/04/25/the-best-and-wurst-pre-testing-why-marketers-need-visit-my-sausage-factory Majority of B2B ads are ineffective https://www.marketingweek.com/majority-b2b-creative-ineffective/ Kantar - Paul Dyson https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think Definitions for Paul’s Work https://www.thinkbox.tv/research/thinkbox-research/the-drivers-of-profitability#the-drivers-of-profitability TimeStamps 0:00 - Podcast Intro and Introduction to Andrew Tindall 3:22 - Andrew’s career from TV to Medicine to Alcohol to Ads 7:10 - The importance of good product design - Burger King 8:30 - Creativity is the biggest driver of ad profitability 11:57 - The problem with AI-generated creative & platform metrics 13:38 - Why do we undervalue the inputs and overvalue the outputs 16:53 - Making time to think 20:15 - Awards for creativity vs. creative effectiveness 24:34 - Refusing to learn performance marketing 26:09 - Why we’ve not seen massive effects in creative effectiveness 27:45 - Measuring effectiveness with System1 31:08 - eSOV + Emotion drives profitability 35:16 - Nearly 75% of B2B ads are not effective in the long term 36:45 - B2B customers are not different than B2C 38:50 - Creative effectiveness is against a benchmark 39:59 - Strategy is critical for effective advertising 41:58 - 3 elements of effective ads: Unique, Engaging, Craft 46:30 - Dull ads are the biggest risk to your marketing investments 48:43 - Outdated ideas on pre-testing ads 50:04 - Shit that arrives at the speed of light is still shit 52:08 - Post-pod with V & Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/ In the News: Nvidia's 10-for-1 Stock Split Is Over. Here's What's Next for the Stock. Link: https://www.fool.com/investing/2024/06/16/nvidias-10-for-1-stock-split-is-over-heres-whats-n/ Meta announces new enhancements to Reels and AI-powered solutions at Cannes Link: https://www.socialsamosa.com/2023/06/meta-reels-ai-solutions-at-cannes/ How to Kill Creativity Link: https://hbr.org/1998/09/how-to-kill-creativity TikTok ads will now include AI avatars of creators and stock actors Link: https://techcrunch.com/2024/06/17/tiktok-ads-and-branded-content-will-now-include-ai-avatars-of-creators-and-stock-actors/ Marketing Moment: Highlighting Case studies (3-4 minutes): Bubly / Buble Launch - ARF Advertising Research Foundation Link: https://thearf-org-unified-admin.s3.amazonaws.com/ARF%20Ogilvy%20Award%20Case%20Studies/2020%20ARF%20David%20Ogilvy%20Award%20CS/Buble%CC%81-vs.-bubly.pdf Challenge - Gain market share in a fast-growing category Background PepsiCo looking at breaking into a emerging category La Croix was established market leader with 20% MS Product lacked personality Sparkling water category $2b industry by end of 2018 CAGR around 20% Expected growth over the next 5 years of 74% Targeting millennials = generation play Insight Adulting is hard millennials dealing with adulting want an everyday sparkling water brand that felt as fun, colorfoul and playful as soda. Used customer interviews, social listening, quant/qual message testing & google search trend analysis Most other brands had very little personality La Croix was positioned as fancier than others - name became territory for playful approach Creative Brand took on a “playful instigator” role Focused on fun & colour in media placements, partnerships, creative and spokesperson (buble) Launch 2019 superbowl kickoff with Buble convincing people how bubly was pronounced Partnership with Ellen Degeneres show featuring Buble in a fun skit Snackable video on most platforms, GIFs, BublyV.Buble gif Media placements on TV, CTV Results 77% increase in brand awareness among category users Doubled retail sales in 2019 to $250M Purchase consideration grew by 2x Tripled category share La Croix reported 16% drop in 3rd quarter earnings Ad of the Week Paddy Power - Danny Dyer and Peter Crouch star in Paddy Power's new Euros advert Link: https://youtu.be/BdavDrqE2jg?si=vyfH-5jhmfesqcM4 Danny Dyer (English actor and presenter) brings his Cockney charm to Paddy Power’s ad, capturing the nation’s excitement for the tournament with a humorous twist. The commercial playfully pokes fun at British quirks, featuring diverse characters who deliver sarcastic ‘compliments’ to the English. From Italians mockingly admiring our fashion to Germans grumbling about World Cup chants, and Dyer himself, portraying the quintessential English dad abroad, the ad is a witty celebration of our national character.

In our latest podcast, we sit with marketing veteran Esther Benzie to explore the evolving marketing landscape. From her experiences at CIBC and P&G to her insights on the balance between brand and performance marketing, Esther shares invaluable knowledge that every marketer should hear. Discover the impact of digital channels, marketing specialists' rise, and marketing sustainability's future. Don't miss this opportunity to learn from one of the industry's best. Enjoy the episode. Our Guest: Esther Benzie - https://linkedin.com/in/estherbenzie/ Senior Marketing Executive Formerly the: :: VP of Brand and Advertising @ CIBC and :: VP Brand Operations @ P&G :: Board Member of the AssociationAssociatiom of Canadian Advertisers Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Timestamps 0:00 - Opening 0:44 - Intro to Esther 4:38 - Learning marketing foundations through CPG 7:30 - How digital changed marketing departments 10:30 - The negative impact of digital on creative 12:19 - Non-Viewable Impressions 15:20 - Talent Development - Specialists vs Generalists 22:45 - The shift from brand to performance and back 30:14 - What got lost in “Performance Marketing” 32:40 - How digital advertising change content supply chains 36:28 - An awakening with performance marketing 40:25 - Strategic objectives may differ from digital performance indicators 43:55 - How digital channels like Pinterest align with brand objectives 47:15 - The evolution of marketing performance metrics 55:06 - How to find out more about Esther Post-Pod with V and Marc

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Marc Binkley - ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros - ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ In The News Ad Age: American Airlines Fired Exec After a Marketing Change Aliented Corporate Clients Link: https://adage.com/article/marketing-news-strategy/american-airlines-fired-chief-commercial-officer-vasu-raja-after-marketing-strategy-change/2562716 Paul Worthington Newsletter - Off Kilter - Oops, AI did it again Looking at some of the failings of AI Link: https://www.invencion.com/off-kilter Fast Company - How Amazon created a winning streaming formula: shows based on airport books for dads Link: https://www.fastcompany.com/91134058/amazon-prime-video-streaming-airport-books-for-dads-james-patterson-cross P&G’s Chief Brand Officer Mark Pritchard talking about inclusivity Link: https://wwd.com/beauty-industry-news/beauty-features/marc-pritchard-on-serving-all-and-each-to-drive-market-growth-1236389828/ Marketing Moment - The Power of Positioning // Apple - The Turnaround Background Back in 1997 - Apple was in big trouble They had just lost $800m Low market penetration and market capitalization of $2bn Michael Dell - when asked how he planned to fix the organization, he was planning to shut it down and give the money back to shareholders. Steve Jobs returned to re-focus Apple, and there was a lot of anticipation In August of the same year, Jobs addressed the future of the company at MacWorld 1997. Brand Positioning and Strategy Before getting to the Think Different campaign, they defined the new positioning of Apple, where they identified three core tenets. Simplicity Creativity Humanity These three tenants became core to Apple and were a major part of the brief that went into the brief to TBWA\Chiat\Day, which famously led to the iconic “think different” campaign. Revival and Growth Why was this so powerful? It comes back to the three tenants: It was a simple message It was about creativity And celebrated at its core, humanity Due to its simplicity, it also worked well across media channels (print, TV, OOH etc.) The Think Different campaign bought Apple time and got them out of trouble. Due to this newfound mental availability and the constant product innovation (see iPod) by 2003, Apple had an evaluation of $8bn. However, because they wanted to grow globally as well, they re-brief Chiat/Day for a global iPod campaign was when “silhouettes” was born, which leaned again against the three core branding positioning tenants. By 2006, Apple had turned a corner. Now worth over $70bn, it returned to its core product, computing. Going after Microsoft who had dominated for decades the space. The campaign, “Get a Mac” was born. Why did this campaign work? Apple created an “enemy” highlighted Apple’s simplicity and creativity Positioned against Microsoft’s complexity What Lessons can we date from this example? Simple positioning always beats complex positioning - It is important to be clear, and consistent with your brand positioning, Differentiation is possible through positioning because it can also help with price volatility helping you to drive profits Links: Mark Ritson on the power of Apple's brand positioning (youtube.com) Ad of the Week - Heinz Ketchup Fighting counterfeiters of people refilling Heinz ketchup bottles with different brands of ketchup Link: https://www.youtube.com/watch?v=S-TkRINrr4A&t=92s © 2024 Sleeping Barber

We are back with our second episode of the Mindless Marketers with our friend of the podcast and fellow podcast host of That's What I Call Marketing, Conor Byrne. We switched things up in the episode, where this time we selected three marketing topics drawing inspiration from Tom Fishburne's Marketoonist, while we introduced a new segment that we hope you enjoy! Get in touch with the hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Conor Byrne: https://www.linkedin.com/in/conorbyrne/ Timestamps: 00:00 - Introduction01:19 - Convince Your C-Suite: The Real Impact of Creativity07:30 - The Evolution and Challenges of the CMO Role11:47 - The Creative Brief11:50 - Data-Driven Marketing: A Double-Edged Sword17:50 - NEW SEGMENT - This or That!18:45 - Campaign Pre-testing26:13 - Does Creative Inform Media, or Media Inform Creative33:03 - Differentiation vs. Distinctiveness Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Marc Binkley - ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros - ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ In The News Red Lobster Filing bankruptcy because of shrimp https://www.cnn.com/2024/05/20/business/what-went-wrong-at-red-lobster/index.html Netflix is Launching Its Own Adtech https://www.adexchanger.com/tv/netflix-is-launching-its-own-ad-tech/ Creatively awarded ads have average effectiveness https://www.thedrum.com/opinion/2024/05/21/creatively-awarded-ads-once-effective-are-now-officially-average Marketing Week - Tighter budgets and effective choices https://www.marketingweek.com/tighter-budgets-effective-choices-your-marketing-week/ The Marketing Moment Effectiveness of Tourism Australia's award-winning 'Dundee' ad - Mark Ritson Link: https://www.youtube.com/watch?v=ZHgfp83k-10 Background Big Insight - Strategy Before Tactics 2007 - 2017 Tourists visiting Australia was up 11% BUT The increase of Americans visiting was much smaller - up 1.3% The big challenge was the barriers to travel relative to the competition Australia has high levels of awareness & a desire to visit But the big problem was intention Relative to the UK, France, and Italy Americans had ½ of the intention to visit down under Barriers include High travel costs Length of flight Not enough time to travel Campaign Strategy Communication Objective: Increase traveller intention Business Objective: Grow US Spend from $3.7B to $6b by 2020 Target: High Value Traveller (higher spend & frequency) Positioning - A beautiful place to meet refreshingly irreverent people Campaign Looked like a paid parntership for a new movie Son of Dundee movie trailer release in 2018 with Danny McBride Superbowl release trailer #2 with Danny & Chris Hemsworth Started promotions characters & partners like Quantas Airline videos addressing many of the questions preventing Americans from travelling Results Most viewed ad in the Superbowl Won a gold Effie Intention increased by 83% 13% increase in bookings from American tourists 1 year in Ad of the Week Samsung swipes at Apple over controversial ‘Crush!’ ad for iPad Prohttps://www.marketingdive.com/news/samsung-apple-controversy-crush-ad-ipad-pro/716431/Samsung Video: https://youtu.be/v1YuCMHTGd4 Original Apple Video: https://www.youtube.com/watch?v=ntjkwIXWtrc Samsung’s Response: Samsung released an ad titled “Creativity Cannot be Crushed” as a rebuttal to Apple’s controversial “Crush!” ad for the iPad Pro. Ad Details: The Samsung ad features a musician finding a battered guitar in the aftermath of the Apple ad and playing music with the help of a Galaxy Tab S9. Apple’s Apology: Apple apologized for the “Crush!” ad, which was criticized for being hostile to creativity, and halted its TV run. Industry Reaction: The quick execution of Samsung’s ad highlights the need for marketers to respond swiftly to social media trends and conversations. Noteworthy: Following this story’s publication, a spokesperson for BBH USA confirmed Samsung’s “Creativity Cannot be Crushed” ad is running on social channels and does not have paid media support.

Ever wondered about the companies leading global markets from behind the scenes? Our latest podcast episode features Dr. Hermann Simon, who unveils the mystery behind his book 'Hidden Champions.' These mid-sized, niche companies are more influential than you think. Tune in to learn the strategies that make them successful and how they contribute to the global economy in ways you never imagined. We hope you enjoy the show! Our Guest: Founder and Chairman of Simon-Kucher & Partners: world's leading pricing advisor with offices in 27 countries https://www.simon-kucher.com/en Inducted into the Thinkers50 Hall of fame Visiting professor at Harvard, Stanford, Tokyo Business School, INSEAD etc Co-Author of multiple books including Confessions of a pricing Man, Beating Inflation and Hidden Champions Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Timestamps 0:00 - Intro to Hermann Simon 2:40 - Why Germany is so successful in exports? 4:18 - The growth of Hidden Champion research 5:20 - Defining hidden champion companies 7:17 - Apple’s value chain of “deep tech” 9:22 - Niche businesses aren’t always tiny 10:28 - 3 pillars of Hidden Champions strategy 11:25 - Customer proximity is one of their biggest strengths 12:32 - Hidden Champion’s innovation advantage vs. enterprise orgs 16:01 - How niche focus leads to technological advantages 20:49 - Profitability vs. Market Leadership motives of Hidden Champions 21:45 - Pricing strategy of Hidden Champions 22:48 - Niche companies are not without competitors 24:18 - Why Germany produces so many Hidden Champions 29:12 - Competitive advantages - a 22 year overnight success 31:59 - Government’s role in developing supporting eco-systems 34:12 - Talent development & Leadership style of Hidden Champions 37:00 - The role of M&A 39:35 - Innovation processes inside Hidden Champion orgs 42:10 - Take-aways from Hidden Champions 46:55 - Post-pod with V and Marc Background Research & Literature: Simon, H. (1992). Lessons from Germany’s midsize giants. Harvard Business Review, 70, 115–123. Simon, H. (1996). Hidden champions–Lessons from 500 of the world’s best unknown companies, Boston: Harvard Business School Press. M&A has an 50-90% failure rate https://finance.yahoo.com/news/why-90-mergers-acquisitions-fail-155000525.html Profit or Growth - You lie in the bed you make https://journals.sagepub.com/doi/abs/10.1177/10422587211059991 https://www.visualcapitalist.com/cp/worlds-exports-by-country-one-chart/

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the News In the News Meteoric Rise & Fall of Prime: https://finance.yahoo.com/news/meteoric-rise-stunning-fall-prime-130900275.html Adweek: Google Delays Cookie Deprication a Third Time https://www.adweek.com/programmatic/google-delays-cookie-deprecation-for-the-third-time/ Why most launches fail to grow your brand? https://www.linkedin.com/pulse/why-do-most-launches-fail-grow-your-brand-prof-dr-koen-pauwels-wwsfe/ lobal social media ad spend to approach £200bn in 2024 https://www.marketingweek.com/social-media-spend-200bn/ Marketing Moment: McDonald’s: A 15-Year Brand-Building Triumph Background In the early 2000s, McDonald’s faced significant challenges in the UK. Cultural outrage and negative perceptions threatened its very existence. However, the brand’s resilience and innovative approach helped them turn the tide. The Crisis Context: McDonald’s was once a beloved part of British life but had lost its luster. Crisis: A series of events damaged brand perception, putting the business at risk. Abuse claims - https://www.bbc.com/news/business-66231131 McDonald's runs out of milkshakes in England, Scotland and Wales - https://www.bbc.com/news/business-58315152 The Unique Approach Emotional Brand-Building: McDonald’s focused on emotional connections rather than just transactions. Target Audience: Instead of narrow segmentation, they aimed to reach the entire nation. TV Advertising: TV remained their primary medium, allowing broad reach and emotional storytelling. Results Commercial Growth: Despite PR crises, market fragmentation, and Covid-19 disruption, McDonald’s thrived. £4.7 Billion Net Revenue: Their brand-building efforts contributed significantly. Case Study Gold: Recognized as the most effective restaurant brand case study by IPA. References: Mcdonald’s Marketing Strategy 2024: A Case Study: https://thebigmarketing.com/mcdonalds-marketing-strategy/ McDonald’s: Keeping customers Lovin It for 15 yearhttps://www.thinkbox.tv/case-studies/brand-films/mcdonalds-keeping-customers-lovin-it-for-15-years Ad of the Week Trucker Napp VW Meteor Link: https://youtu.be/5RBayTVBUlQ?si=CxGSUuaH9nyJmErN 42% of auto accidents are related to lack of sleep In Brazil, truck drivers suffer the highest # of fatal accidents while on the job Pressure to get deliveries to a location often forces them to not sleep VW & Livelo (Brazil's largest reward program) created the Trucker Napp app Connect smartwatch to the Trucker Napp app Earn points for sleeping Better sleep quality = more points The more points a company fleet earns, the more discount the company gets from VW Timestamps 0:00 - Introduction 0:45 - In The News 0:50 - Prime Energy (The Rise and Fall) 5:40 - Google's Cookie Deprication Delayed. Again. 9:04 - Why Most Launches Fail to Grow Your Business 14:00 - Social Media Has Now Overtaken All Media Channels in Spend 17:00 - The Marketing Moment - McDonald’s: A 15-Year Brand-Building Triumph 23:00 - Audience Q/A 27:00 - Ad of the week

This week's episode of the Sleeping Barber podcast features Dale W. Harrison, Commercial Strategy & Marketing Effectiveness Consultant @ Inforda Services. Dale features an extraordinary background from physics to finance and marketing. We dive into the fallacies of demand generation, the truth about ROI, and the impact of brand awareness. Don't miss this enlightening discussion that will leave you with a new perspective on marketing strategy. Enjoy the show! Our Guest: Dale W. Harrison LinkedIn: https://www.linkedin.com/in/dalewharrison/ Youtube: https://www.youtube.com/@BiotechBestPractices Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Timestamps 0:00 - Introduction 2:46 - From experimental physics to finance to marketing 10:22 - Faith-based beliefs like lead nurturing and scoring 14:19 - Why some marketing measurements aren’t metrics 17:54 - Lead scoring, MTA & sales velocity should never be performance metrics 23:05 - Comparing the path to purchase of real customers to interpreted intent signals 31:15 - Why ROI is a troubling metric 36:41 - Performance vs. Brand advertising are different asset classes 44:34 - Business value of brand - it makes things more effective AND efficient 46:54 - The point of brand campaigns 51:11 - Mulit-Touch Attribution - just because you can measure something doesn’t mean it’s useful 57:39 - Billboard & radio 58:51 - The fallacy of demand generation & intent signals 1:13 - Post Pod with V and Marc Background links: Not All Marketing Metrics are “measurements” - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F-%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F-activity-7170140668697276416-iTMJ?utm_source=share&utm_medium=member_desktop Marketing Effectiveness vs. Efficiency - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F-activity-7148782037108178944-IEUL?utm_source=share&utm_medium=member_desktop Marketing ROI is not a real number you can calculate - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F-%3F%3F-%3F%3F%3F-%3F-activity-7152401810681483265-yeeT?utm_source=share&utm_medium=member_desktop IS MTA actually Even Attribution? - https://www.linkedin.com/posts/dalewharrison_%3F%3F-%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F-activity-7165085278636822528-pcGY?utm_source=share&utm_medium=member_desktop How the CFO Sees Your Marketing Budget - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F-%3F%3F%3F-%3F%3F%3F-%3F%3F%3F%3F-%3F%3F%3F%3F-%3F-activity-7168655113627062272-Sgpo?utm_source=share&utm_medium=member_desktop Demand Creation does not exist - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F-%3F-activity-7157471671409373184-Ob9v?utm_source=share&utm_medium=member_desktop Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the News Marketing Week: Bloom & Wild - an online florist is “chasing profitability” by cutting marketing budget and focusing on customer retention. https://www.marketingweek.com/bloom-wild-focuses-on-customer-retention-over-acquisition-as-it-chases-profitability/ Business Insider: Tesla lays off its new marketing team months after launching it. https://www.businessinsider.com/tesla-new-marketing-team-advertising-cut-layoffs-2024-4 Media Leader: Forbes 7-year scheme to dupe advertisers https://the-media-leader.com/forbes-seven-year-mfa-scheme-shows-how-deep-the-rot-runs-in-online-advertising/ https://adalytics.io/blog/ads-observed-on-www3-forbes-subdomain Social Media Today: Meta Brings Advanced AI Chatbot to All of its Apps. https://www.socialmediatoday.com/news/meta-ai-chatbot-facebook-instagram-whatsapp-messenger/713662/ Marketing Moment: Baileys - The Pleasure Dividend WARC Case Study This strategy won Silver from the IPA Effectiveness Awards Baileys Irish cream launched in 1974 By 2008 (34 years later) it was in 147 markets Always has a role as a dinner liqueur, mainly at Christmas In 2009, sales were declining and by 2014, they were 16% below the 2008 peak increased pricing to try and compensate for volume losses Tried a bunch of different campaigns but nothing was working Diageo (parent company also owns Guinness, Johnny Walker) establishes a best practice - brand success is about being good at and committing to one big thing The Campaign The big insight - baileys is part cake, part booze and pure pleasure The Strategy People love the product but they need reminders of when it might be relevant (CEPs) You can have it after dinner at Christmas or 52 weeks a year when … Poured over ice cream In coffee In cake At brunch On the weekend With Milkshakes On French toast In Chocolate Anytime you want a treat The Results 23% growth between 2015 - 2019 250M pounds gross profit over 5 years Increase in male share of purchases Gains not due to price increases, discounting or increased distribution in big markets Compared to previous campaigns, they get an extra $1 in profit for every $1 spent in media ($2.5 v. $1.5) Have AI Break, Have A KitKat - KitKat Canada Link: https://youtu.be/U33RTQsa7Bo?si=g47535UTjKrnWJHh

We're thrilled to announce a new segment featuring a friend of the podcast and fellow podcast host of That's What I Call Marketing, Conor Byrne. This segment will delve into current marketing topics, drawing inspiration from Tom Fishburne's Marketoonist. For this segment, each host has chosen two sketches to discuss, sparking engaging dialogue. We see this as a fun way to tackle pressing issues that surface in our discipline. We hope you enjoy this new segment! Get in touch with the hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Conor Byrne: https://www.linkedin.com/in/conorbyrne/ Timestamps: 00:00 Welcome to the Pilot: Introducing Mindless Marketers00:25 Diving Into the World of tom Fishburne and the Marketoonist,01:36 The Evolution and Challenges of the CMO Role07:54 AI in Marketing: Expectations vs. Reality11:50 Data-Driven Marketing: A Double-Edged Sword16:56 Navigating the Shift from Third-Party Cookies21:10 Rethinking Remarketing Strategies22:13 Scepticism and Realisations in Digital Marketing24:20 The Impact of Cutting Marketing Budgets31:37 Inside the Mind of a Consumer: Brand Perception39:08 Concluding Thoughts on Marketing Strategies Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the News: [AdExchanger] - LinkedIn is Getting into CTV Link: https://www.adexchanger.com/tv/linkedin-is-all-business-with-ctv/ [Marketing Dive] - Privacy tools fall short: Here’s what the numbers say Link: https://www.marketingweek.com/ritson-measure-marketing-effectiveness/ [LinkedIn] Media Grows Markets - Marc Pritchard Link: https://www.linkedin.com/pulse/media-grows-markets-marc-s-pritchard-3oudc/ [Marketing Dive] - Coca-Cola heads to Marvel universe for new spot, packaging campaign Link: https://www.marketingdive.com/news/coca-cola-marvel-universe-campaign-packaging-ar-experience/712454/ Marketing Moment: Old Spice: "Smell Like a Man, Man" “Look at your man. Now look at me. Now back at your man. Now back to me.” Link: https://youtu.be/owGykVbfgUE?si=Be72eyLk061hEe9Q TL;DR Having failed to successfully rebrand back in the late 90’s and early 2000’s, Old Spice was rapidly losing market share to Lynx (‘Axe’ in certain markets). Their biggest issue: Old Spice marketed their product to an aging population, which resulted in diminishing returns in the long term. They needed a way to return to their previous position as a major competitor. To completely rebrand Old Spice as a product for a younger audience, the marketing strategy found its major focus in one key fact: 60% of body wash purchases were made by women. Instead of focusing solely on young males as their target audience, Wieden + Kennedy switched things up and made young females the major focus of the campaign. The Results Old Spice quickly rose to become the top men’s body wash brand in the USA 300% increase in website traffic Sales of Old Spice had doubled by July of the same year 1.2 billion earned media impressions The campaign won several awards, including the Cannes Lion Film Grand Prix and an Emmy for Outstanding Commercial. Ad of the Week Downy Fabric Softener | More Than Laundry https://www.youtube.com/watch?v=oQQwUIX9OVQ Downy Fabric Softener - More than Laundry Just a blanket until you wrap a baby Just a hoodie - till its felt by your first love Just a jacket - till it brings you brings you back to your home Just a sweater - till it a cryed into Doesn't talk about the tech Shows product in use Breath life into your laundry Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Are you ready to challenge your marketing beliefs and uncover the truths that could skyrocket your brand's growth? In our latest podcast episode, we sit down with Ethan Decker, Founder of Applied Brand Science, to dissect the misconceptions about advertising and brand loyalty. Discover why focusing on customer acquisition rather than retention could be the key to your success. Decker's expertise and evidence-based approach to marketing will leave you with actionable strategies and a new outlook on how to achieve substantial brand growth. Don't forget, tune into the post-pod with Marc and V! Our Guest: Ethan Decker https://www.linkedin.com/in/ehdecker/ Founder & President of Applied Brand Science https://appliedbrandscience.com/ Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ 0:44 - Introduction to Ethan 2:52 - ½ the ideas we have about advertising are wrong, the trouble is we don’t know which 1/2 7:02 - 2 reasons why we have the wrong ideas 8:50 - Ideas like the 80/20 rule are like brands - they’re shortcuts 11:30 - Your customers rarely think of you 15:05 - Do generational personas even exist? 18:50 - Your customers aren’t different from your competitor's customers 21:30 - Your loyal customers are likely just heavy buyers in the category 22:23 - I. Hate. Loyalty. 24:24 - How to change beliefs about loyalty 28:02 - Data science isn’t the same thing as science 31:51 - Do you know the frequency distribution of your customers? 33:19 - The Taylor Swift of brand laws 35:46 - The Buyer Banana Curve 38:13 - Why light buyers and non-buyers matter to your business 41:01 - Why team-based learning is so critical 44:02 - Introducing the FRELK - why a quirky logo matters 47:10 - The 4 stages of brand grief 51:19 - Why creativity is critical to applying scientific laws in your business 1:01:51 - 3 ways to start using these laws 1:05:37 - How to find out more about Ethan and Applied Brand Science 1:06:56 - The post-Pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast Background Links Ehrenberg-Bass Institute's publications https://marketingscience.info/books/ Laws of Marketing with Dr. Nicole Hartnett https://www.sleepingbarber.ca/podcast/episode/3dd2bab2/sbp-012-the-laws-of-marketing-with-dr-nicole-hartnett © 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In The News: Adidas weans itself off discounting - https://www.marketingweek.com/adidas-discounting-annual-loss/ Google loses in local search to Instagram, TikTok among Gen Z - https://www.marketingdive.com/news/google-tiktok-instagram-local-search-preference-gen-z/710130/ Demand Gen vs. Meeting Consumer’s Unmet Needs - https://www.instagram.com/p/C4RV9NnP6jU/?utm_source=ig_web_copy_link AI-Powered ad ignites creator controversy on Instagram - https://techcrunch.com/2024/03/14/ai-powered-ad-ignites-creator-controversy-on-instagram Three SWSX-inspired trends to consider adding to your brand playbook - https://www.thedrum.com/opinion/2024/03/15/sxsw-2024-bold-experiential-marketing-took-center-stage Elon Musk’s “Grok” AI company is now open-source - https://techcrunch.com/2024/03/18/why-elon-musks-ai-company-open-sourcing-grok-matters-and-why-it-doesnt/ Marketing Moment: Apologize the Rainbow - DDB Chicago 9 Years Ago, Skittles changed the flavour of green Skittles from Lime to Apple Over the years, they’d get about 20k tweets per year of people hating on Skittles and asking the company to bring back lime flavour Supporting Links: https://www.youtube.com/watch?v=i_kxj8dhdjo&list=TLGG6HNwK54Wga4xMTAzMjAyNA https://www.thedrum.com/news/2024/03/11/how-ddb-chicago-made-apologize-the-rainbow-the-most-awarded-ad-the-last-year Ad of the Week Amazon celebrates grassroots players in Uefa Women’s football commercial Amazon's European-wide brand campaign highlights the passion and determination of real women's football players, emphasizing how playing women's football boosts confidence and self-assurance both on and off the pitch. Link: https://www.thedrum.com/news/2024/03/15/ad-the-day-amazon-celebrates-grassroots-players-uefa-women-s-football-short

Ever wondered why some brands dominate the market while others struggle to get noticed? The latest episode of the Sleeping Barber Podcast, unveils the secret: physical availability. Join us as we discuss with Arry Tanusondjaja of the Ehrenberg-Bass Institute how presence, prominence, and portfolio can catapult your brand to new heights. Learn why it's more than just distribution—it's about making your brand impossible to ignore. Don't let your brand be the best-kept secret. Don't forget to join our hosts, Vassilis and Marc, for post-pod banter! Our Guest: Arry Tanusondjaja https://www.linkedin.com/in/arryt/ Senior Marketing Scientist at Ehrenberg-Bass Institute Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Podcast Literature: Dominos Fortressing Strategy: https://chiefexecutive.net/dominos-new-ceo-drives-fortressing-strategy-to-great-results/ Most expensive Starbucks Drinks: https://www.tastingtable.com/1463864/most-expensive-starbucks-drinks-world/ HBR 2: https://www.amazon.ca/How-Brands-Grow-Emerging-Services/dp/0195596269 Market-Based Asset Theory for Brand Competiton: https://www.sciencedirect.com/science/article/pii/S096969892300317X Timestamps: 0:44 - Intro to Dr. Arry Tonusondjaja 2:09 - What is mental and physical availability - Easy to Mind, Easy to Find 5:00 - The 3 main components of physical availability 7:26 - Physical availability is more than distribution 9:22 - Why the scope of marketing is bigger than ad creative 11:15 - The value of consistent branding in retail environments 12:59 - The danger of rebranding especially product packaging 16:10 - Why we satisfice and aren’t brand loyal 17:43 - Remove barriers to purchase 19:01 - Domino’s location-based “Fortressing” strategy 20:48 - Customers are cognitive meisers 21:53 - Why dine-in customers, are different from carry-out and delivery customers 25:45 - eCommerce increases physical availability 29:01 - Customers want to shop how they want, don’t force them to change how they want to buy 32:02 - Some digital ads aren’t ads, they’re signage 34:54 - Physical availability applies to SaaS and B2B 40:47 - The role of physical availability is to harvest the work of mental availability 42:03 - The strategy of building a relevant portfolio of products 48:20 - The danger of large product portfolios and brand extensions 52:20 - Tropicana - a warning for product package rebranding 55:44 - Careful of “Disruptive” physical activations, Pop-Ups and Shop-in-Shops 57:22 - How to know when a market has physically saturated a market 1:00:48 - Choosing between your own store and distribution channels 1:03:50 - How physical availability brings marketing and sales together 1:05:32 - How Startups can benefit from mental and physical availability 1:06:48 - Find out more about Arry and the Ehrenberg-Bass Institute 1:09:28 - Post-Pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the News: [CNN] House panel unanimously approves bill that could ban TikTokHeadline + Link + Top 3 Points Link: https://www.cnn.com/2024/03/07/tech/congress-bill-bans-tiktok-america/index.html?darkschemeovr=1 [Marketing Week] TIME - The one true measure of marketing effectiveness Link: https://www.marketingweek.com/ritson-measure-marketing-effectiveness/ [Marketing Week] Meta Spotlight How AI Investments Are Paying Off For Advertisers Link: https://www.marketingdive.com/news/meta-ai-investments-advertiser-lessons-2024/706973/ [Marketing Week] Marketing Teams are increasingly outsourced Link: https://www.marketingweek.com/skills-shrinking-teams-outsourcing/ [Yahoo Finance] The Canadian Marketing Association Unveils Plans for Its Inaugural CMA Marketing Week to Drive Industry Innovation Link: https://finance.yahoo.com/news/canadian-marketing-association-unveils-plans-125500328.html [CryptoNews] El Salvador Could become one of the Worlds Richest Countries due to Bitcoin Link: https://cryptonews.com/news/el-salvador-may-become-one-of-the-worlds-richest-countries-due-to-bitcoin-holdings.htm Marketing Moment Most contagious report 2023: 2023 Orange / Bleues’ Highlights / Marcel, Paris Summary: In July 2023, one ad from the Women’s World Cup garnered a lot of attention, from French telco Orange. The spot highlights the talent of the women’s French national team (known as ‘les Bleues’) and calls out prejudice against women’s football. Download Link: https://shorturl.at/goO39 Ad of the Week MPfizer - Here’s to the Next Fight, Letsoutdocancer.com Video Link: https://youtube.com/watch?v=fwvjimuwVyY&t=59s Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Unravelling the enigma of customer needs can often feel like searching for a needle in a haystack, but what if we told you that the needle comes with a magnet? In this eye-opening episode of the Sleeping Barber Podcast, we delve into the inventive world of Tony Ulwick, the mastermind behind the Jobs to Be Done theory and Outcome-Driven Innovation. Tony unravels the common missteps businesses make when defining their market and identifying customer needs. He presents a compelling argument for why most companies innovate backwards and how his counterintuitive methods have led to an astounding 86% success rate in product innovation, compared to the bleak figures we see in startups. This discussion is a treasure trove for any business leader seeking a compass to guide them through the tumultuous waters of customer satisfaction and product development. Don't forget to join our hosts, Vassilis and Marc, for post-podcast banter! Our Guest: Tony Ulwick - Inventor of Outcome-Driven Innovation & Jobs-to-Be-Done Founder & CEO of Strategyn https://strategyn.com/ linkedin.com/in/tonyulwick/ Owner of 12 patents related to ODI and the processes around market needs assessments, strategy and innovation. Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Podcast Literature: Outcome Based Segmentation - https://strategyn.com/lp/outcome-based-segmentation/ HBR - Know your customers JTBD - https://hbr.org/2016/09/know-your-customers-jobs-to-be-done Clay Christensen JTBD Theory on Milkshakes - https://www.youtube.com/watch?v=Stc0beAxavY JTBD Free Download - https://strategyn.com/jobs-to-be-done/ What is innovation & why does it matter - https://online.hbs.edu/blog/post/importance-of-innovation-in-business Customer Centered Innovation Map - https://hbr.org/2008/05/the-customer-centered-innovation-map Startup Stats - https://www.embroker.com/blog/startup-statistics/ Why Startups Fail - https://hbr.org/2021/05/why-start-ups-fail What are CEPs and why are they important? - https://marketingscience.info/research-services/identifying-and-prioritising-category-entry-points/ Timestamps: 0:44 - Tony Ulwick Introduction 3:04 - Why are innovations typically so unsuccessful? 6:24 - Segmenting across unmet needs instead of industry verticals 9:03 - Why most innovations are done in reverse 11:15 - I need a ¼ inch hole, not a ¼ inch bit 12:49 - Kodak didn’t know what market they were in 14:50 - The goal of segmentation & why personas fail 18:54 - Circumstances, not demo or firmographics, cause segments to exist 23:22 - Customers are aware of the problems they have, but not the solutions that exist 25:01 - Marketing strategy is about finding unmet needs and fulfilling them 28:40 - How to identify the jobs customer’s are trying get done 31:59 - The difference between Jobs-To-Be-Done (JTBD) and customer needs 35:45 - Most products don’t get the entire job done 37:55 - Category Entry Points v. JTBD 43:14 - Reinventing a Banana 45:01 - Using JTBD in enter crowded markets 47:52 - Using JTBD to reposition an existing product 51:02 - Solutions mindsets aren’t as helpful as problem mindsets in innovation 53:43 - Moving from JTBD analysis into action 58:02 - Learn more about Tony 59:00 - Post-Pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the News: Paid search outperforms paid social—with the latter far more likely to bounce Link: https://www.insiderintelligence.com/content/paid-search-outperforms-paid-social-with-latter-far-more-likely-bounce Using AI to Improve Business KPIs Link: https://www.zdnet.com/article/ais-latest-trick-better-kpis-for-measuring-business-success Walmart-Vizio deal raises fresh concerns about retail media walled gardens Link: https://www.marketingdive.com/news/walmart-vizio-deal-retail-media-network-walled-gardens/708362/ File under DEI - ageism in Marketing is rampant Link: https://www.marketingweek.com/career-salary-survey-youth-stats/ Ditching the Degree: A Shift in Canadian Workforce Requirements Link: https://marketingnewscanada.com/news/foregoing-bachelors-degree-requirements-brings-big-benefits-for-engaged-businesses Marketing Moment: Febreze - Diagnosis before Tactics https://www.youtube.com/watch?v=OrmJQtPABXE Ad of the Week: José Mourinho takes over the Topps office in run-up to the Euros https://youtu.be/gTeUPizYEpY?si=zWYynwzn3e0YFA-p Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

It used to be that we all tuned in at 8 pm on Thursdays to watch Cosby, Friends, Will & Grace, etc. Now, streaming video is everywhere and on-demand, making it harder for marketers to maintain the same reach on a single channel. This shift is partly what makes the Super Bowl so interesting—it's one of the few remaining events that have a global reach of 115 million Americans. This week, we welcome Angela Voss, CEO of Marketing Architects, to discuss the current digital age. With streaming services on the rise, marketers face the challenge of adapting their strategies to stay relevant in both linear and streaming TV formats. We also delve into unique insights, debunk myths, and explore what the future holds. This is a great episode, and we hope you enjoy it! Our Guest: Angela Voss - Chief Executive Officer at Marketing Architects https://www.linkedin.com/in/angelamvoss/ Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Timestamps 0:44 - Introducing Angela Voss 2:30 - The benefits of linear and connected TV 4:53 - Fragmentation is not the death of 6:41 - Tips on TV media planning 9:44 - TV as a building channel is outdated thinking 11:54 - Digital complexity is pushing people back to TV 13:50 - Pretesting TV creative 16:15 - The correlation between pretesting and business impact 18:04 - Super bowl Alcohol Ads Test Results 21:12 - Why Budweiser’s Clydesdale ads was so successful 22:32 - Super bowl Delivery Ads - Doordash vs. Uber Eats Test Results 26:55 - How pretesting can help your ad creative 27:58 - Super bowl Gambling Ads - Fanduel vs. Bet MGM Test Results 31:55 - How science can improve the art of ad creative 34:37 - 3 ways to measure TV impact - micro, macro and business 39:52 - The myths of media buying 42:39 - Why the most effective frequency is 1 48:10 - The most effective CTV strategy 50:51 - The future of media buying 53:30 - Advice for marketers and advertisers buying TV 56:34 - the small business opportunity with CTV 57:40 - How to find out more about Angela 58:59 - The post-pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the News: [CNBC] ESPN, Fox, and Warners Brothers Discovery plan to launch a joint sports streaming platform. Link: https://www.cnbc.com/2024/02/06/espn-fox-and-warner-bros-discovery-to-launch-joint-sports-streaming-platform-this-year.html [Yahoo Finance] Snap’s Limited Reach Hampers Ad Growth Link: https://finance.yahoo.com/video/snaps-limited-reach-hampers-ad-180318996.html [Marketing Dive] Meta Spotlight How AI Investments Are Paying Off For Advertisers Link: https://www.marketingdive.com/news/meta-ai-investments-advertiser-lessons-2024/706973/ [eMarketer] More than a third of marketers will increase their brand marketing investments this year. Link: https://www.insiderintelligence.com/content/more-than-third-of-marketers-will-increase-their-brand-marketing-investments-this-year [Search Engine Land] Google Analytics 4 adds new dimensions for measuring paid and organic traffic Link: https://searchengineland.com/google-analytics-new-dimensions-paid-organic-traffic-437370 [Yahoo Finance] Inflation: Consumer prices rise 3.1% in January, defying forecasts for a faster slowdown Link: https://finance.yahoo.com/news/inflation-consumer-prices-rise-31-in-january-defying-forecasts-for-a-faster-slowdown-133334607.html Ad of the Week Michael Cera and CeraVe - Just to clear things up once and for all… CeraVe is developed with Dermatologists. Not Michael Cera. Full Story: https://www.cerave.com/not-developed-with-the-actor-michael-cera Video Link: https://youtu.be/eVrUDqYfRUM?si=IG-creUeXOrVfagG Why we like it: The ad was both satirical and dramatic, featuring Michael Cera giving himself a massage and asking about moisturization. The partnership between Cera and CeraVe was seen as genius and smart advertising. He was even in New York signing lotion bottles at a local pharmacy back in January. The ad ended with CeraVe emphasizing it's made with oversight from dermatologists, not Michael Cera. Reminds us of the successfully Buble and Bubbly colab. Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

We're thrilled to have Dr. Grace Kite back with us this week on the show. As the Founder & Economist at Magic Numbers & Magic Works, she brings a wealth of expertise to the table. In our discussion, we delve into whether formal training is a must for marketers, explore the nuances between the UK and US marketing scenes, and even share tips for crafting killer PowerPoints. We'll also tackle topics like leveraging storytelling and data to elevate your marketing efforts, understanding customer needs through data analysis and ways to add flair to mundane numbers. And don't forget to join our hosts, Vassilis and Marc, for some post-pod banter! Our Guest: Dr. Grace Kite Founder & Economist at Magic Numbers (consulting) & Magic Works (training) https://www.linkedin.com/in/grace-kite/ Columnist for Marketing Week Magazine In-demand Speaker Master of Advertising Effectiveness Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Podcast Literature: Magic works https://magicworks.training/real-people/dr-grace-kite/ Magic Numbers https://magicnumbers.co.uk/ Closing the marketing skills gap https://www.professionalacademy.com/blogs/the-marketing-skills-gap-why-you-should-be-upskilling-and-reskilling-for-future-success/ Employee Training Stats https://www.devlinpeck.com/content/employee-training-statistics ½ of Marketers say they haven’t any training https://www.marketingweek.com/salary-survey-2019-routes-into-marketing/ Marketing Strategy is the most undervalued Skill https://www.marketingweek.com/marketing-strategy-undervalued-skill/ Recovery Budget Planner https://magicnumbers.co.uk/articles/recovery-budget-planner-resources/ Building an effectiveness culture https://magicnumbers.co.uk/articles/only-people-can-give-the-gift-of-marketing-effectiveness/ Timestamps: 0:40 - Introduction to Dr. Grace Kite 3:59 - Do marketers need formal training 9:09 - UK v US versions of effectiveness 14:40 - Even blind squirrels can find a nut 21:30 - Emergent methods for training and development 24:53 - How to make a better PowerPoint 29:20 - The Importance of Storytelling and Data in Marketing 33:10 - Using data to understand the voice of the customer 34:49 - Giving numbers a makeover 38:07 - Are marketing fundamentals the same across industries and lifecycles? 44:39 - Dashboards can be misleading 52:02 - Fundamental concepts for every marketer’s toolkit 57:35 - What is the market need for training? 1:00:06 - How to get in touch with Grace 1:01:13 - Post Pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the News: Search Engine Land - Google search CPCs up 19%, pushing ad spend up 17% Link: https://searchengineland.com/google-search-ads-cpc-spend-436959 Search Engine Land - Microsoft Search and News Advertising revenue up 8% Link: https://searchengineland.com/microsoft-search-news-advertising-revenue-q2-2024-437044 Marketing Dive - Gaming once again proves useful to advertisers: Here’s what the numbers say. https://www.marketingdive.com/news/gaming-again-proves-useful-advertisers-heres-what-the-numbers-say/705695/ Ad of the Week Victoria and David recreate the viral ‘we grew up very working class’ moment from their Netflix Link: https://youtu.be/s4uxGe7gU5I Why we like it: It’s current, their documentary came out roughly four months ago. So speed was imperative to capitalize on the working class meme. The attention to detail is great, Victoria's t-shirt, pokes fun at her working-class comment in the docu-series Using teasers to create intrigue. Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

This week's show highlights Christine Gilles, named Globe & Mail’s Top Exec for 2023, and serving as the Chief Marketing and Product Officer at Blackline Safety. In this episode, Christine imparts valuable insights, offering tips for scaling up a tech business and providing an in-depth look at the role of Blackline’s Health & Safety technology. She covers various topics, including creating internal alignment for growth, upskilling her team, establishing credibility with CFOs, and showcasing the effectiveness of marketing campaigns. Don’t forget, to stick around for post-podcast conversation with our hosts, Vassilis and Marc. Our Guest: Christine Gillies Chief Product & Marketing Officer @ Blackline Safety Awarded Globe & Mail’s Top Exec 2023 Career in B2B SaaS, Tech & Product Marketing https://www.linkedin.com/in/christineg2/ https://www.blacklinesafety.com/ - wearables sensors to keep remote workers safe Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Podcast Literature: Top Exec Globe & Mail https://www.theglobeandmail.com/business/rob-magazine/article-full-circle-christine-gillies-escaped-from-the-world-trade-center-on/ 4 Types of Business Orientation https://smallbusiness.chron.com/business-orientation-24274.html What are the real problems Marketers face? https://www.linkedin.com/feed/update/urn:li:activity:7118900791737733120/ Top Exec Globe & Mail https://www.theglobeandmail.com/business/rob-magazine/article-full-circle-christine-gillies-escaped-from-the-world-trade-center-on/ Gartner Changing Buyer https://www.gartner.com/en/newsroom/press-releases/gartner-says-b2b-sales-organizations-need-to-give-customers-a-se What are the real problems Marketers face? https://www.linkedin.com/feed/update/urn:li:activity:7118900791737733120/ Timestamps: 0:44 - Introduction to Christine, 25+ years of tech marketing 2:08 - Advice Christine would give herself on day 1 of a scaling up a tech business 6:50 - Time kills deals 8:30 - What does Blackline’s Health & Safety technology do? 11:40 - Creating internal alignment and resourcing for growth 14:22 - Why we need to talk about “The Leads are Weak” 15:30 - How Christine is upskilling her team’s financial and business acumen 18:13 - Building credibility with the CFO 19:20 - Showing the effectiveness (aka return) of marketing campaigns 22:20 - How to manage the timeline expectations for a return 24:25 - Two key Principles of Tech Marketing: Who said so besides you + Outside In thinking 26:26 - How to build marketing budgets in hyper-growth companies 28:25 - Why budget cuts can be helpful at times 32:30 - Aligning marketing and product management 35:21 - The value of adding market intelligence to marketing’s remit 37:45 - Foundational enablers to drive growth in startups and scaleups 41:22 - The importance of processes to support growth 42:30 - Balancing agility and process with strategic briefs 47:55 - How to prioritize & manage growth opportunities 49:51 - Designing the organization for brand management 53:08 - Who owns pricing strategy? 57:01 - How leadership styles need to adapt to the orientation of the business 1:00:18 - The value of cross-training specialists across marketing disciplines 1:05:11 - The evolution and momentum in B2B marketing 1:09:15 - B2B companies are adopting more B2C tactics 111:39 - Post Pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the News: Marketing / Business Headlines Solo Fires CEO after Marketing Misstep https://thedaily.outdoorretailer.com/news/people/solo-brands-names-new-ceo-after-snoop-marketing-whiff/ Marketing Dive: How generative AI could solve the cookie deprecation puzzle in 2024 https://www.marketingdive.com/news/death-cookie-deprecation-generative-ai-marketing-prediction/704240/ Techcrunch: How Amazon Is Using AI to Help Customers Find a Better Fit https://techcrunch.com/2024/01/08/amazon-turns-to-ai-to-help-customers-find-clothes-that-fit-when-shopping-online/ Marketing Mag (AUS): Yahoo offers advertisers a glimpse into the cookieless reality https://www.marketingmag.com.au/featured/yahoo-offers-advertisers-glimpse-into-cookieless-reality/ CBC.ca: Canadian Big Banks Making Misleading Claims on Sustainability https://www.cbc.ca/news/business/sustainable-finance-complaint-1.7078254 More About Advertising: Brand Character Beat Celebs in Super Bowl ads Says System 1 https://www.moreaboutadvertising.com/2024/01/brand-characters-beat-celebs-in-super-bowl-ads-says-system1/ Marketing Moment: A Marketing Case Study Shrinkflation is a thing, and one grocery store is doing something about it. France is unusual in Europe in that it strongly regulates the retail sector, forcing supermarkets to negotiate prices only once a year with food and drink producers, in an attempt to protect its farm industry. Having said that, To put pressure on their suppliers, the French grocer has taken matters into their own hands. By putting shelf labels on products that had shrunk in size but increased in price. Links: https://economictimes.indiatimes.com/news/international/business/carrefour-pulls-pepsico-products-over-price-hikes/articleshow/106567815.cms https://www.forbes.com/sites/danpontefract/2024/01/04/carrefour-drops-pepsi-products-continues-its-purpose-leadership/ https://www.theguardian.com/business/2023/sep/14/carrefour-puts-shrinkflation-price-warnings-on-food-to-shame-brands Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

The topic of marketing effectiveness has become quite polarized, particularly here in North America. While some embrace it, others find it too theoretical. In this episode, we're joined by David Tillman, SVP Content at WARC, to delve into Mark Ritson’s recent article, which highlights a critique of (North) American marketers for lagging on the principles of marketing effectiveness. We also take this opportunity to discuss the Contagious NYC event that is happening on January 24th. We hope you enjoy the show! Our Guest David Tiltman SVP Content @ WARC Host of the WARC Podcast David’s LinkedIn https://www.linkedin.com/in/david-tiltman-5a2a6614/ WARC: https://www.linkedin.com/company/warc/ Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Links: Most Contagious Event: https://contagious.swoogo.com/mostcontagiousnewyork WARC https://www.warc.com/ Mark Ritson & Fergus OCarol talk about his controversial column https://www.onstrategyshowcase.com/episode/mark-ritson-talks-about-his-controversial-column-in-marketing-week About Most Contagious Jan 2024 in NYC https://contagious.swoogo.com/mostcontagiousnewyork/4338022?ref=Creative+Impact How Brands Grow https://marketingscience.info/how-brands-grow/ The Long & Short of It https://ipa.co.uk/knowledge/publications-reports/the-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies James Hurman’s Creative Effectiveness Ladder https://www.warc.com/newsandopinion/news/cannes-lions-and-warc-reveal-secrets-to-creative-effectiveness/43765 5/95 Rule https://www.marketingweek.com/peter-weinberg-jon-lombardo-95-5-rule/ Category Entry Points https://business.linkedin.com/marketing-solutions/b2b-institute/cep-in-b2b Building Distinctive Assets https://marketingscience.info/building-distinctive-brand-assets/ Promise to the Customers https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer Mark Riston’s article about America falling behind https://www.marketingweek.com/effectiveness-ignorance-american-marketing/ Timestamps: 0:44 - Introduction to David Tiltman 2:34 - How WARC, Lions and Contagious fit under the Ascential banner 9:02 - What does marketing effectiveness mean? 14:26 - Rather than effectiveness, maybe we need to ask how we’ll drive business value. 19:17 - Do marketers need a common set of KPIs, concepts and terms? 27:35 - Good starting points to dig into marketing effectiveness 31:45 - WARC’s increasing commitment to the US in 2024 36:44 - About the Jan 2024 Most Contagious Event in NYC 44:15 - How to find out more about David & WARC’s increasing commitment 47:02 - Post Pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

In our first guest interview for 2024, we have the pleasure of hosting Hanna Riberdahl, CEO of the Swedish Federation of Advertisers (Sveriges Annonsörer), and Kaj Johansson, Managing Partner and Co-Founder of Kapero. In this episode, we delve into Kapero's recent study revealing that marketing departments are overwhelmed with production tasks, often at the expense of generating true business value. Our conversation also explores how organizational design can impact marketing effectiveness and addresses the pitfalls of approaches like "Performance Marketing" and "Growth Hacking," which may inadvertently undermine the business value of marketing. Tune in for an insightful discussion that promises to reshape your perspective on modern marketing departments' challenges and opportunities. This is a must-listen episode – we hope you thoroughly enjoy it! Our Guests Hanna Riberdahl CEO of Sveriges Annosorer (Sweedish Federation of Advertisers) https://www.linkedin.com/in/hanna-riberdahl-b5967816/ https://www.sverigesannonsorer.se/om-oss/ Kaj Johansson Managing partner and co-founder of Kapero Management Consultants Specializing in Marketing, Communications and Media https://www.kapero.com/ https://www.linkedin.com/in/kaj-johansson-7808311/ Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Literature Future of the Marketing Department: https://kapero.com/en/the-marketing-department-23-report/ The Effectiveness System: https://www.sverigesannonsorer.se/wp-content/uploads/2023/09/The-Effectiveness-System-2.0-final.pdf Timestamps 0:44 - Intro to Kaj & Hann 2:48 - Why look into the effectiveness of marketing departments 5:19 - How org design affects marketing effectiveness 7:05 - The assumptions to test in this study 8:20 - Getting the perception of marketing from Sales, CEOs, CFOs and marketers 13:38 - Everyone agrees on what marketing departments should do but not how to do it 14:45 - The surprising finding about the marketing’s strategic contribution to the business 18:23 - The overwhelming similarities between B2B vs. B2C marketing departments 21:00 - Why marketing departments need fewer KPIs split into two sets 25:10 - The responsibilities of the marketing department don’t match their primary KPI 30:45 - Why “Performance Marketing” and “Growth Hacking” undermine marketing’s business value 33:39 - The risk with using digital metrics from Facebook and Google 35:34 - Why digital metrics for data-driven marketing is a big problem 37:55 - How digital metrics and big data has impacted the structure of marketing departments 41:15 - Why understanding baseline sales is so valuable 42:30 - Marketing needs to have an opinion about the 3 other Ps outside of promotion 44:15 - The impact that channel specialization has had on marketing budgets 46:38 - The contradiction with media optimization 50:15 - The future of marketing is not about building data-driven agile teams 52:50 - Modern marketing departments can create more value by doing less 56:25 - The skills modern marketing departments need more training with 1:03: - The opportunity to generate insights from voice of the customer research 1:06:32 - The dangers with insights from voice of the customer research 1:12:11 - Post pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Welcome to season 3 of The Sleeping Barber! We are kicking the year off with our Barber’s Brief segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the News Market-Based Asset Theory of Brand Competition | Byron Sharp, John Dawes, Kirsten Victory https://www.sciencedirect.com/science/article/pii/S096969892300317X?via%3Dihub MarketingDive - In-house agency sophistication rises, output improves: survey says https://www.marketingdive.com/news/in-house-agency-trends-media-buying-data-strategy-wfa/703212/ WHO - The World Health Organization Appoints Champion for the European Well-Being Economy Initiative https://www.who.int/europe/news/item/16-11-2023-new-who-champion-for-the-european-well-being-economy-initiative MarketingDive - Instagram Reels outperforms TikTok, Facebook for branded video content, report says https://www.marketingdive.com/news/instagram-reels-outperforms-tiktok-facebook-branded-video/703155/ CBC.ca - New York Times sues OpenAI, Microsoft for copyright infringement https://www.cbc.ca/news/business/new-york-times-openai-lawsuit-copyright-1.7069701 Adweek - Meta's Ad-Free Tier Will Reveal How Hungry Users Really Are for Data Privacy - Opinion Brian Quinn https://www.adweek.com/social-marketing/meta-ad-free-fee-consumer-hunger-data-privacy/ Ad of the Week Guinness and its creative ad agency AMV BBDO have launched a new social media campaign called ‘Foot Pints’ that features a pair of winter boots that leave pint-shaped markings in the snow. These are limited edition - and those who are interested can register their interest on Guinness’s website. The campaign playfully mimics the seriousness and gleam found in sneaker launches while celebrating pubs this festive season. Jennifer Gleeson, senior brand manager at Diageo, said that the campaign underlines the iconic Guinness serve while celebrating the festive season and the pubs that play a key role in culture and communion, especially throughout winter. The campaign will also encompass press and outdoor activations showing the ‘Foot Pints’ making their way to boozers throughout the UK. A limited edition was produced, and customers can register their interest on Guinness’s website. Directed by: Ste Hinde Director of Photography: Andi Hampton Art Director: Hannah Rawson Agency: AMV BBDO Link: https://youtu.be/dPbB-1jMbe0?si=P8I_Vc-lY-5DLwtR Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id160981132 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

We decided to switch things up a bit for our last episode of the year. We roped in some of our pretty cool podcast buddies – Elena Hengel from the Marketing Architects Podcast and Conor Byrne, the brain behind 'That's What I Call Marketing!' Together, we dive into our best campaigns of the year from the US, Canada, and Europe. We discuss being bearish or bullish on MMM, B2B creativity, influencer marketing, and much more. Heck, we even rank our favourite marketing brains from the past year! This episode is best enjoyed with your feet up by a crackling fire, and don't forget the eggnog! We thank you all for the incredible support over the last and and we wish you all a Merry Christmas and Happy Holidays. We'll see you in the New Year! Marc and V Timestamps 1:21 - Our campaigns of the year 14:47 - Bullish or Bearish 42:35 - Thought leader power rankings 55:16 - 2024 predictions Links: Elena Apple, “Titanium” - https://www.wsj.com/tech/personal-tech/apple-iphone-15-titanium-commercial-yat-kha-d9cd2db3 Salesforce, “AI Sheriff” - https://www.adweek.com/brand-marketing/salesforce-sheriff-matthew-mcconaughey-artificial-intelligence-wild-west/ Conor: Paddy Power: https://youtu.be/F9xW1W7Kw8Y?si=yhTFRYPZAivaFSoi Yorkshire Tea Pack yer bags: https://youtu.be/F9xW1W7Kw8Y?si=yhTFRYPZAivaFSoi Communion Saves: https://www.youtube.com/watch?v=JCJfxC5i588 Vassilis: WestJet’s “Holiday Heros” - https://www.youtube.com/watch?v=GkZPyBcevaI = Canadian Tire “ Christmas Firsts” - https://www.publicis.ca/blog/canadian-tire-celebrates-holiday-firsts-2/ Marc’s Fixed Rate Pizza - https://marketingawards.strategyonline.ca/winners/winner/2023/?e=154387&u=Advertising&n=Fixed-Rate+Pizza Spotify Wrapped Campaign

Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. Enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the News WARC - The future of strategy: Marketing is in desperate need of a reality check https://www.warc.com/newsandopinion/opinion/the-future-of-strategy-2023-marketing-is-in-desperate-need-of-a-reality-check/6378 Adexchanger - Adalytics Exposes An Alleged $10.5 Billion Black Hole In The Google Search Partners Program https://www.adexchanger.com/online-advertising/adalytics-exposes-an-alleged-10-5-billion-black-hole-in-the-google-search-partners-program/ Techcrunch - AWS brings palm-scanning “Amazon One Enterprise" https://techcrunch.com/2023/11/28/aws-brings-amazon-one-palm-scanning-authentication-technology-to-the-enterprise/ Marketing Dive - IPG Mediabrands strikes a deal with Amazon for ad-supported streaming Amazon’s fledgling ad-supported offering. https://www.marketingdive.com/news/amazon-ipg-mediabrands-deal-ad-supported-streaming/702147/ Financial Post - Canadians now allocating 15.4% of their income to pay debts compared to 13.2% for Americans https://financialpost.com/news/mortgage-crunch-hits-canada-economy Marketing Dive - What Coca-Cola’s generative AI experiments mean for the brand’s future | Marketing Dive https://www.marketingdive.com/news/coca-cola-coke-ai-openai-lessons-plans-interview/701265/ The Marketing Moment Dove - The Real Cost of Beauty This was a campaign the aired earlier in the year which aims to to create a safer, healthier online environment for younger generations. Ogilvy UK and Ogilvy Toronot Sources: Campaign Landing Page: https://realcostofbeauty.dove.com/ https://www.razorfish.com/work/dove-real-cost-of-beauty/ https://www.hsph.harvard.edu/striped/wp-content/uploads/sites/1267/2022/10/Real-Cost-of-Beauty-Report-10-4-22.pdf https://www.ogilvy.com/work/cost-beauty https://www.marketingmag.com.au/featured/cost-of-beauty-dove-pushes-for-kids-online-safety-act-in-latest-campaign/ Ad of the Week Amazon's Christmas ad for 2023 called "Joy Ride." It's not your usual sleigh ride—it's a sweet story about three lifelong buddies who take us on a trip down memory lane. They show us that the greatest gifts aren't always in fancy boxes but in the special moments we enjoy together. Watch Here - ⁠https://www.youtube.com/watch?v=jmF0bOCa_4Q Coming up next week: Special Year in Review Episode with Elena Hengel From Marketing Architects and Conor Byrne from That’s What I call Marketing. © 2023 Sleeping Barber

What if we have been approaching organizational design all wrong? What if there is a better way to align an organization with consumer needs? In this week’s show, Jeff Lowe, Executive Vice President and Chief Commercial Officer of Smart Technologies, discusses how the gap between CMO-CEO, CMO-CFO, CMO-CRO, etc., can be bridged by removing sales and marketing silos with a Unified Commercial Engine (UCE). He also explains how a buyer journey map can be used to design an org chart and lead change management to support sales and marketing unification. Jeff even sheds some light on how a poker table can help budgeting and be used to align teams to commercial outcomes. Enjoy the show! Our Guest Jeff Lowe, EVP & Chief Commercial Officer, SMART Technologies https://www.linkedin.com/in/jefflowe2/ https://www.smarttech.com/en-gb/education Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: - Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ - Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Timestamps 0:44 - Intro to Jeff Lowe, EVP & CCO Smart Technologies 3:03 - The cause of the gap between CMO-CEO, CMO-CFO, CMO-CRO etc 5:30 - Why we need to unify B2B sales & marketing teams 9:40 - 74% of customers would prefer a rep-free experience 11:58 - Removing sales and marketing silos with a Unified Commercial Engine (UCE) 13:19 - The (sales) straw that broke the (marketing) camel’s back 15:35 - Using a buyer journey map to design an org chart 18:55 - Leading the change management to support sales + marketing unification 26;04 - The biggest lesson when you remove corporate silos 27:11 - What salespeople really think of marketing presentations 28:45 - What caused the 60% improvement in lead acceptance rate (MQL-SQL) 30:51 - How SMART’s culture supported employee engagement during the UCE transformation 35:11 - How to set marketing budgets when there is no marketing team for the budget 38:16 - Poker table budgeting to align teams to commercial outcomes 42:35 - A fair process isn’t the same as a fair outcome 44:55 - Why we should stop using the word “Branding” and what to use instead 50:32 - Should you spend more on brand or performance? 52:07 - Why marketers need to know the meaning of cash flow, EBITA, market share etc 52:57 - A SMART case study from Australia 56:40 - Why buyer enablement and purpose are fueling a B2B renaissance 1:00:30 - How to find out more about Jeff and SMART 1:03:53 - Post-Pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. Enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the News The Drum - Canadian Agency ReThink Wins the Chair & Retail Award for work with IKEA made “living ads” out of the city itself – using real homes (with real people in them) and turning them into instantly recognizable Ikea ‘billboards.’ including price tags and logos Ad Age - Mars is giving life to old ads In an effort to increase sustainability, The candy maker repurposes old spots from Twix, M&M’s bounty in a creative way. The Mars campaign, titled “Healthy Planet Productions”, follows the recent publication of its net zero roadmaps to accelerate action towards achieving net zero emissions by 2050. Healthy Planet Productions | Mars, Incorporated Forbes - Reported Sunday that in the US online sales were up 7.5% and in-store shopping visits increased by 2.5% Top instore sellers included electronics, Smartwatches & TVs Top online sellers included kidkraft playsets, barbie dolls and mini brands toys 54% mobile purchases up 10.4% from LY Marketing News Canada - Is Popularity For Tik Tok amongst Teen leveling off? The latest data from Forrester's 2023 Youth Survey indicates a slight decline in TikTok's weekly usage among teens, dropping from 69% in 2022 to 68% in 2023. This suggests a potential levelling off of TikTok's popularity among teenagers, with competitors like Instagram's Reels and YouTube's Shorts gaining traction. TikTok still maintains a lead over its main competitor, YouTube, but faces growing competition in the ad market. Despite this, TikTok is expected to capture a significant portion of linear TV budgets targeting Gen Z in 2024. Bloomberg.Com - How bad is the cost of living squeeze? Analysts did some math and concluded that it now cost $119.27 to buy the same goods and services a family paid $100 for before the pandemic Since 2020, groceries +20%, used Cars +35%, auto Insurance +33%, rent +20% Pay increases have mostly been consumed by inflation so people aren’t any better off than before The Marketing Moment How Snickers turned around declining market share Ad of the Week Chevrolet has unveiled their holiday season campaign, and it's truly heartwarming! The advertisement seamlessly showcases various products, prominently featuring an aging Chevy Suburban. However, what captivates the audience is the poignant narrative. A woman in the early stages of Alzheimer's witnesses her granddaughter embarking on a mission to create a memorable day, driving through the town and revisiting many cherished memories from Granny's past. Watch Here - https://youtu.be/xnZGEUA4oBk Coming up next week: Jeff Lowe - Replacing Sales, Marketing and CX with a Unified Commercial Engine © 2023 Sleeping Barber

Boy, do we have a treat for you today! On this episode of the Sleeping Barber Podcast, we are joined by Eddie Obeng, CEO and learning Director of the Pentacle Virtual Business School. Metaverse pioneer, even before the “metaverse” was a thing, Eddie talks to us about what happens when the pace of change is faster than our ability to learn, 3 rules to consider when trying to keep up with change, what do high-performance organizations do in a world with excessive amounts of data, the 'productive weirdos' and so much more! This episode is a wild, and the energy levels are off the charts. Consider yourself warned. Enjoy the show! Our Guest Dr. Eddie Obeng CEO & Learning Director of the Pentacle Virtual Business School MetaVerse Pioneer, Software Developer Ambassador for the Association of Project Management Professor Henley Business School, Duke - Growth, Innovation & Entrepreneurship Author & TEDtalks alum & in-demand speaker Linkedin: https://www.linkedin.com/in/prof-eddie-obeng/ Qube.cc: https://home.qube.cc/ Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Links & Research: TEDtalk: Smart Failure for a fast-changing world: https://www.youtube.com/watch?v=EjSuaeVfE9I Eddie’s Website & Books: https://www.eddieobeng.com/ HBR - 3 Ways to Prepare for The Future of Work: https://hbr.org/2023/09/3-ways-to-prepare-for-the-future-of-work McKinsey - 6 Ways to Create a High-Performance Culture: https://www.mckinsey.com/capabilities/people-and-organizational-performance/our-insights/the-organization-blog/6-elements-to-create-a-high-performing-culture 5 Monkey’s Fable: https://www.youtube.com/watch?v=QhBv1kEGUeE Timestamps 0:44 - Introduction to Eddie Obeng 3:07 - Why Eddie started an online consulting metaverse 30 years ago 7:09 - Why remote work failed 9:41 - What happens when the pace of change is faster than our ability to learn? 16:56 - Policies and processes run irrespective of reality 20:10 - 3 rules to consider when trying to keep up with change 23:20 - What do high-performance organizations do in a world with excessive amounts of data 26:55 - Modern high-performance cultures don’t look back, they look forward 28:52 - Why organizations need weirdos but don’t have any 30:44 - How leaders can harness innovation by converting normal staff into productive weirdos 35:19 - The collaboration lessons we missed during WFH remote work 41:14 - Why is it hard for existing companies to become high-performance organizations 44:03 - Why corporate purpose is about orienting toward a customer, not ESG 47:29 - Success with diversity also depends on creating new ways to function 52:13 - The tooth fairy story: how KPIs can lead to bad behaviours 56:22 - AI - everyone is doing it but they don’t know why 1:01:08 - The 3-phase approach for transforming into high-performance organizations 1:05:24 - Find out more about Eddie 1:06:52 - The problem with “saving the planet” 1:07:42 - 5 methods for figuring out what’s not real aka “the truth” 1:12:43 - Post-pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. Enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the news Marketing Week - Mark Ritson Effectiveness: American and Canadian marketing fall behind in effectiveness, with a lack of engagement in key discussions like eSOV, distinctive assets, attention theory, 60/40 rule, and mental and physical availability. The perception that effectiveness principles originated outside the US leads to skepticism. Notable figures include the B2B Institute (Peter Weinberg, Jon Lombardo, Ty Heath), Koen Pauwels, and Roger Martin. Search Engine Land - Barry Schwartz: Google will be announcing significant changes to their search algorithm. Danny Sullivan, Google's Search Liaison, hints at upcoming adjustments but cautions that those generating "good content" will not be affected. Marketing Letters - Brand Growth Potential: Challenge to the 80/20 rule: Top 20% of customers contribute 50% of sales. Emphasis on targeting light and non-category buyers for sustained growth. Sales potential depends on the number and frequency of category buyers. Simulation and real panel data analysis conducted in the toothpaste category. Marketing Dive - Coca-Cola's AI Activation: Coca-Cola utilizes AI to create a futuristic cityscape at Las Vegas Sphere, promoting Coca-Cola Y3000 Zero Sugar. Transformation of Exosphere inspired by Y3000 AI Cam. The activation period began Nov. 13. The Drum - Huge Bets on Productization Model: Creative agency Huge, under IPG ownership, shifts away from traditional practices, abandoning RFPs, free creative, and rate discounts. Adopts a productization model with set prices and timelines in experience transformation, technology realization, and growth creation. Global talent pool of 1200+ employees accessible globally. Marketing Dive - Google's Generative AI Features: Google introduces generative AI features in Performance Max ad product. Advertisers generate campaign assets by providing a URL. AI-populated assets, including stock and unique images, guaranteed to be non-repetitive. FastCompany - IDEO's Restructuring: Leading design firm IDEO undergoes layoffs and restructuring, reflecting a shift from traditional design thinking. Industry trend moves towards agile, external innovation sources. Downsizing raises questions about the industry's future efficiency and innovation potential. Marketing Highlight: Oreo Case Study As one of Kantar's top 10 penetration powerhouses, Oreo's success is driven by the product flywheel effect—a positive feedback loop that fuels sustained growth. While cookies remain their core business, strategic expansion into new categories, like frozen treats, has introduced Oreo to 26 million new global shoppers, with 5.7 penetration points in India alone, equating to 19 million new buyers. The #StayPlayful global brand campaign has been instrumental in Oreo's triumph, celebrating the brand's playful elements and fostering a nostalgic connection to family moments. Running for over a year, the campaign reached audiences across 27 Central and Eastern European countries, including key markets like Germany and Russia. Results: 93% Global Presence: Oreo has solidified its footprint on a global scale. 8% CRP Growth: Demonstrating sustained consumer relevance and engagement. 26 Million New Shoppers: A testament to the effectiveness of their product flywheel strategy. +1 Global Rank Position: Reflecting Oreo's ascending position in the global market. Ad of the week https://www.youtube.com/watch?v=5y0fGsQU5zg&t=4s Coming up next week: Eddie Obeng - Building High Performance Organizations

Net Promoter Score (NPS) has been a crucial part of the business world for nearly two decades. It was initially presented as the ultimate metric, the one to rule them all. Its simplicity and focus on customer satisfaction made it a darling of the industry. However, with the evolution of customer research and feedback analysis, the idea of NPS as the singular, all-encompassing metric is being questioned. Even though two-thirds of Fortune 500 companies still employ NPS, it is no longer considered the only measure of customer satisfaction. In this episode, we are joined by John Dawes, a professor at the Erenburg-Bass Institute, who will share his research on NPS. This episode will likely challenge what you know about NPS and shed light on some of its flaws. Our Guest Webpage: https://johndawes.info/ LinkedIn: https://www.linkedin.com/in/john-dawes-059bab10/ Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Links & Research: HBR - The One Number You Need to Grow https://hbr.org/2003/12/the-one-number-you-need-to-grow HBR - Where NPS Goes Wrong https://hbr.org/2019/10/where-net-promoter-score-goes-wrong Qualtrics - THe Ultimate Guide to NPS https://www.qualtrics.com/experience-management/customer/net-promoter-score/ Int. Journal of Market Research: NPS - What Should Managers Know? https://journals.sagepub.com/doi/10.1177/14707853231195003 A longitudinal Examination of NPS and Firm Revenue Growth https://www.researchgate.net/publication/228660597_A_Longitudinal_Examination_of_Net_Promoter_and_Firm_Revenue_Growth Byron Sharp - NPS does not predict growth https://byronsharp.wordpress.com/2008/08/08/net-promoter-score-nps-does-not-predict-growth-its-fake-science/ Fred Reichheld - The Ultimate Question 2.0 https://www.amazon.ca/Ultimate-Question-Revised-Expanded-Customer-Driven-ebook/dp/B005E8AKVM/ref=sr_1_1 Why NPS is a bad tool and what to use instead https://archive.researchworld.com/why-net-promoter-score-is-actually-a-bad-tool-and-what-to-use-instead/ Brand Growth Potential https://link.springer.com/article/10.1007/s11002-023-09682-7 How Brands Grow https://www.amazon.ca/How-Brands-Grow-What-Marketers/dp/0195573560 Timestamps 0:44 - Intro to John Dawes 2:24 - What NPS is and how it’s measured. 3:50 - Why NPS benefits from extreme scoring 5:48 - The downside of the NPS scoring method 8:38 - Why 66% of Fortune 500 companies use NPS 10:40 - The false promise of high NPS scores 13:44 - The trouble with NPS-based incentives 16:46 - The disconnect between NPS scores and business performance 19:30 - The challenges of NPS with growing vs established brands 21:28 - The effectiveness of NPS vs. past sales as a predictor of future growth 26:02 - Are NPS detractors actually bad? 29:50 - Is NPS a superior metric to CSAT scores for predicting growth? 33:17 - What is NPS good for & what to ask instead 37:56 - Can Google Reviews replace NPS? 39:25 - Metrics better than NPS for predicting growth 42:53 - Can we put the NPS genie back into the bottle? 46:47 - If not NPS for growth, then what? 49:32 - 50 years of brand performance disproves loyalty as a growth driver 52:19 - How to find out more about John 54:01 - Post-pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. Enjoy the show! Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the News: Unilever promotes internally to appoint new top marketer. Source: Marketing Week - https://www.marketingweek.com/unilever-appoints-new-top-marketer-promotes-internally/ What B2Bs Need to Know About Their Buyers. Source: HBR - https://hbr.org/2022/09/what-b2bs-need-to-know-about-their-buyers Nestle promises an across-the-board increase in marketing spend. Source: Strategy Online - https://strategyonline.ca/2023/10/19/nestle-promises-an-across-the-board-increase-in-marketing-spend/ Synthetic data is suddenly making very real ripples - Mark Ritson Source: Marketing Week - https://www.marketingweek.com/synthetic-data-market-research/ Amazon upgrades ad suite with new data clean room, AI image generator Source: Marketing Dive - https://www.marketingdive.com/news/amazon-unboxed-advertising-data-clean-room-ai-image-generator/697825/ Unilever thinks purpose is pointless for some brands Source: The Message - https://the-message.ca/2023/10/27/new-unilever-ceo-downplays-purpose-and-hikes-adspend/ The Marketing Moment: ZGM: AB is Calling Background In order for Alberta to thrive now and in the future, we need skilled, young labour. Labour that we just can’t pump out fast enough organically. So, we need to attract skilled workers from other parts of Canada. Workers who may not realize the career and lifestyle opportunities, along with the affordability advantages that Alberta has to offer. Challenges Focus group research found that Alberta is portrayed by some as lacking in culture and diversity. We knew this version of Alberta wouldn’t appeal to skilled, young workers living, for example, in the urban centres of Toronto and Vancouver. We would need to address their misconceptions of Alberta head on by using publicly available and completely defensible data to compare Alberta’s advantages in affordability, career opportunities and lifestyle to other strategic Canadian cities. Strategy Saying that “Alberta is diverse and rich in culture” could easily be dismissed as marketing language. The messaging needed to focus on jobs, housing and lifestyle, with imagery showcasing a diverse, culturally rich province. Lead with The Cost of Living targeting Toronto & Vancouver Execution Launched Summer 2022: Website, Radio, Audio, Digital & Social in Van + Tor featuring AB advantages including affordable homes, liveable city, family friendly, career opportunities Fall 2022 - OOH takeover at Yonge-Bloor in Tor + Granville-Robson in Van + Wrapped Vancover Sun paper Results AB had the biggest positive net migration from other provinces Alberta's population grew by 60,000 in the quarter following the campaign– more than any other year since they began estimating populations in 1951. Ad of the Week The King & The Viking - Beats by Dre The Norway international features alongside the one the Los Angeles Lakers superstar in a new promo campaign entitled "The King and The Viking," in which the pair connect with their families on the day before a big game. In the promo, Haaland receives a heartfelt message from his father and agent, former footballer Alfie. Meanwhile, the man known as "King James" receives a pre-match pep talk from his wife, Savannah. AD Link: https://youtu.be/EuUXiJW2HjY © 2023 Sleeping Barber

Right on time for the final sprint! Q4 marks the high-pressure season for countless advertisers and industries. While most are busy putting the final touches on their campaigns for the impending "cyber 5" period, we urge you to take a moment to tune in. This week, we're joined by Samantha Kelley, CEO of Touché! Canada and Omnicom Media Group (OMG) Montreal, Canada's largest media agency. Samantha shares valuable strategies that advertisers should be considering as they head into this incredibly "scrappy" period. Enjoy the show. Our Guest Samantha Kelley: https://www.linkedin.com/in/samantha-kelley-7809b11/ Touché!: https://www.touchemedia.com/en/ Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Podcast Literature: Amplified Intelligence: https://www.amplifiedintelligence.com.au/dr-karen-nelson-field/ Impact of Creative on Advertising Effectiveness: https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think The Markov Curve: https://channelmix.com/blog/markov-chain-marketing/ Timestamps 0:44 - Introduction to Samantha Kelly, CEO of Touché! Canada and Omnicom Media Group 3:12 - Q4 has become more of a marathon than the sprint it used to be 4:10 - Shopping habits of consumers 6:45 - How media consumption habits are affecting media buyers 7:56 - Applying viewer attention to ad platform impressions 9:16 - The impact of viewer attention on the measurement of long v. short term activations 11:03 - Pandemic and Inflationary affects on consumer shopping behaviour 13:55 - SportChek case study 16:50 - AI-based tech to build ad creative and increase speed to market 18:30 - Ad units to leverage in Q4 19:52 - The growing opportunity with Retail Media Networks (RMNs) 23:24 - How media buyers can integrate RMNs with brand s 25:05 - Splitting media budget between brand with activation ads in Q4 26:15 - Advice for winning Q4 28:55 - Planning holistic campaigns versus splitting budget between traditional v. digital media 30:53 - Audio placements: radio and podcast opportunities 32:22 - Media Mix Modeling and optimization of media spend 34:00 - The rule of thumb for splitting budget between media and creative 35:07 - Balancing reach with personalization 36:30 - Reaching loyal versus light customers 38:20 - Tips for small and medium-sized businesses 40:10 - Setting budgets for the holiday season & the Markov curve 42:44 - How to maximize ROI during the cyber 5 44:41 - Should companies hide online products to steer people into a store? 48:22 - Why retailers shouldn’t force customers into a sales channel 50:37 - Marketing metrics to focus on 54:04 - Why measurement is a big challenge 55:43 - Incrementality is the game, not ROAS or ROI 58:14 - Things to avoid in Q4 59:40 - Post-pod with V and Marc Where to listen Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. Enjoy the show! Our Hosts Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the News: Eddie Bauer Changed its logo because Gen Z doesn’t read cursive: https://www.fastcompany.com/90963252/eddie-bauer-new-logo-ditches-script-and-adopts-a-goose Source: Fast Company ‘Trust your gut’: Marketing leaders on prioritizing wellbeing when job hunting. https://www.marketingweek.com/marketing-leaders-prioritising-wellbeing-job-hunting/ Source: Marketing Week Marketing enters its Taylor Swift era: Here’s what the numbers say! https://www.marketingdive.com/news/taylor-swift-era-marketing-ads-numbers-statistics/695775/ Source: Marketing Dive AD Platforms are Dropping New Toys for the Holidays https://marketingnewscanada.com/news/new-toys-from-meta-pinterest Source: Marketing News Canada Canadian Survey of Consumer Expectations—Third Quarter of 2023 https://www.bankofcanada.ca/2023/10/canadian-survey-of-consumer-expectations-third-quarter-of-2023/ Source: Bank of Canada Ads don’t wear out, Only marketers do https://www.marketingweek.com/consumers-tired-ads-marketers/ Source: Marketing Week The Marketing Moment Sprite: Heat Happens, Stay Cool. Literature links: Marketing Interactive: https://www.marketing-interactive.com/sprite-launches-global-campaign-to-urge-people-to-keep-cool-in-the-heat Ogilvy: https://www.ogilvy.com/work/heat-happens Kantar: https://kantar.turtl.co/story/brand-footprint-2023-p/page/6/5 Ad of the Week Cadbury - Garage https://www.youtube.com/watch?v=JHEJfRnWyBM © 2023 Sleeping Barber

Roger Martin returns to our show for a candid conversation on his recent research collaboration with WARC and the B2B Institute, "Making a Promise to the Customer." We delve into the implications of this research for advertisers, explore the relationship between branding and consumer promises, and much more. This episode will not disappoint. Enjoy the show. Our Guest: Roger’s Website: https://rogerlmartin.com/ LinkedIn Profile: https://www.linkedin.com/in/roger-martin-9916911a9/ Medium Blog: https://rogermartin.medium.com/ Thinkers 50: https://thinkers50.com/biographies/roger-martin/ HBR Articles: https://hbr.org/search?search_type=subscriber-search&term=Roger+L.+Martin&sort=publication_date#browse-reports-filter Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Podcast Literature: HBR Articles https://hbr.org/search?search_type=subscriber-search&term=Roger+L.+Martin&sort=publication_date#browse-reports-filter LinkedIn Making a Promise to the Customer https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer Customer Loyalty is Overrated: https://hbr.org/2017/01/customer-loyalty-is-overrated Marketing & Strategy Are the Same Discipline: https://rogermartin.medium.com/its-time-to-accept-that-marketing-and-strategy-are-one-discipline-17f0140521c9 Timestamps 0:44 - Intro 5:01 - Results from the Promise to the Customer (PTTC) report 6:59 - The difference between a brand promise and a PTTC 9:01 - Only 40% of campaigns include a PTTC 9:45 - A brand promise isn’t as powerful 11:48 - Small brands can also benefit from PTTC 13:19 - Why AVIS “We Try Harder” isn’t a PTTC and why Sixt “Pick THE car” is 16:45 - Eliminating bias in the WARC database and research methodology 19:06 - The hypothesis of what makes a brand. ie. FedEx 24:40 - The risk of rebranding, refreshing logos and revitalizing campaigns 26:12 - Snickers: How to correctly build on a PTTC 28:45 - Why this is the most striking research result in Roger’s career 30:02 - Pricing research at P&G - the second most dramatic finding in Roger’s career 34:33 - Walmart’s Everyday low prices is a PTTC 35:40 - The 3 features of a good PTTC: Memorable, Valuable, Deliverable ie. adidas, Geico 40:22 - The difference between a USP and PTTC ie. IBM Building a Smarter Planet 43:27 - How P&G used the PTTC framework to evaluate their ad creative 49:44 - Why a PTTC can organize and align an entire company 52:38 - PTTC + PTW Case Study: Formica vs. Wilsonart high pressure laminate 57:45 - Customer loyalty is overrated, focus on habit instead 1:00:02 - Social media buzz is NOT a good indicator of PTTC success 1:04:04 - The first thing a CMO can do to benefit from the PTTC findings 1:06:15 - What’s coming with the PTTC framework 1:08:40 - Find out more about Roger (use the L.) 1:10:55 - Our best compliment ever Where to listen Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

Welcome to the first-ever episode of the "Barber's Brief." A bi-weekly segment that focuses on bringing the latest news that caught our attention, but more importantly it will provide a platform to engage with you our listeners. We hope that you enjoy it! Our Hosts Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ In the News: Lululemon & Peloton Deal: https://www.cbc.ca/news/business/lululemon-peloton-partner-1.6980800 Nike Pledges to ‘stay on the offensive' as it increases focus on demand generation: https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer Only one in five CMO-CFO relationships are truly collaborative: https://www.marketingweek.com/cmo-council-cfo-relationship/ The New Coke Y3000: https://www.inc.com/minda-zetlin/coca-cola-just-did-something-no-company-has-ever-done-heres-how-coke-drinkers-are-reacting.html Microsoft debuts a platform to help retailers launch and scale an ad business: https://www.marketingdive.com/news/microsoft-retail-media-networks-launch-scale/695344/ Hornets launch jersey-patch deal with influencer MrBeast: https://www.espn.com/nba/story/_/id/38547974/hornets-launch-jersey-patch-deal-influencer-mrbeast Our Marketing Moment How Lidl uses excess share of voice to boost sales & market share: https://www.youtube.com/watch?v=bb-6PCbsdyc&t=325s Ad of the Week IKEA - The Swedish retailer is stepping away from the picture-perfect catalogue promo this time https://www.thedrum.com/news/2023/10/02/ad-the-day-ikea-literally-spills-guts-brutally-honest-campaign Where to listen Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

Many marketers often narrow their focus on branding, concentrating primarily on select elements such as an organization's visual identity, advertising and promotional efforts, and its presence on social media platforms. However, it's important to consider that branding also plays a significant role in the realm of recruitment. This week on the podcast, we welcome Shelley Billingshurst, President of Hire Value Inc, to discuss the delineation between HR and Talent recruitment, the importance of organizational branding and it’s effects on recruitment, why talent tracking systems create horrible brand experiences for talent and so much more. This is a very polarizing episode we hope you enjoy! Our Guest Follow Shelley Billingshurst: https://www.linkedin.com/in/shelley-billinghurst-91ab71/ Hire Value Inc: https://hirevalueinc.com/ Our Hosts Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Podcast Literature: HBR The War for Talent is Back: https://hbr.org/2007/04/the-war-for-talent-is-back CNN The Race for Talent: https://www.cnn.com/2022/02/24/success/companies-hiring-faster/index.html HBR Make your Employer Brand Stand out in the Talent Marketplace: https://hbr.org/2022/02/make-your-employer-brand-stand-out-in-the-talent-marketplace SHRM - Most people never complete job applications: https://www.shrm.org/resourcesandtools/hr-topics/talent-acquisition/pages/most-people-never-finish-online-job-applications.aspx Social media has reinvented the way Gen Z finds jobs: https://www.benefitnews.com/news/social-media-has-reinvented-the-way-gen-z-finds-jobs Timestamps 0:44 - Intro to Shelley 2:56 - The connection between marketing, brand and talent acquisition 4:54 - Winning the war for talent vs. the race for talent 7:26 - The difference between talent acquisition and HR 11:02 - Recruitment and HR have different incentives 14:37 - How corporate culture influences recruitment 18:54 - Why talent acquisition should live outside of HR (KPMG example) 22:58 - Why Applicant Tracking Systems (ATS) create a horrible brand experience for talent 25:28 - The skills for success in HR and recruiting are different 26:35 - Abandonment rate in application submissions 28:09 - How unqualified job seekers overload ATS 30:23 - How qualified candidates work around ATS 31:53 - How LinkedIn and Indeed work 34:44 - How great brands like Microsoft manage their talent & database 40:38 - Why candidates need to continuously invest in their personal brand 43:02 - Why the odds of getting a job through an online application are less than 1% 47:44 - The best way to write job descriptions and respond to them 53:16 - The traditional hiring system is broken - why networking is so important 58:54 - The one thing a company can do to fix talent acquisition 1:00:47 - The one thing a candidate can do to improve their odds of getting a job 1:05:38 - The one thing recruiters can do to create a great brand experience 1:07:55 - How to find out more about Shelley 1:09:03 - Why Benevity, WestJet, Lululemon and X (Twitter) are great employer brands 1:14:07 - Post-Pod with V and Marc Where to listen Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

Today, we have a thrilling episode in store for you as we engage in a conversation with not just one, but two Heads of Programmatic Media from Google Canada. Joining us are Ben Wise and Jeremy Freedman, and together we discuss the state of programmatic here in Canada. We explore various trends, delve into Google's privacy sandbox, touch upon the widespread adoption of digital practices within organizations, and much more! This is an episode you won't want to miss. Enjoy the show. Our Guests ------------ Ben Wise - https://www.linkedin.com/in/benwise1/ Head of Programmatic Media at Google Jeremy Freedman - https://www.linkedin.com/in/thejeremyfreedman/ Head of Programmatic Media, Agency at Google Our Hosts ----------- Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Podcast Literature -------------------- Understanding Programmatic - Think With Google https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/automation/what-programmatic-and-why-everyone-talking-about-it/ Programmatic analysis tools | BigQuery | Google Cloud https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/automation/what-programmatic-and-why-everyone-talking-about-it/ The Future of Programmatic Media in 2023 https://marketingnewscanada.com/news/the-future-of-programmatic-media-in-2023 Google’s new prototype AI tool does the writing for you https://www.theverge.com/2022/11/2/23435258/google-ai-writing-wordcraft-lamda Timestamps ------------ 0:44 - Introductions 3:25 - What is programmatic media buying? 5:40 - Targeting by Geo, Context, Audience and Private Marketplaces 9:55 - How programmatic media has evolved in Canada 12:01 - What inventory is available to programmatic media in Canada? 15:24 - Opportunities with Connected TV (CTV) 20:36 - How AI enhances media buying and creative placements 24:46 - Bringing programmatic in-house vs hiring agencies 27:40 - The right time & risks with bringing programmatic in-house 31:00 - Replacing people with robots? 33:03 - Performance measurement & attribution models 41:40 - Privacy sandboxes and public concerns 46:03 - Running experiments to create breakthroughs 50:10 - Factors driving programmatic growth and innovation 53:20 - Post-pod with V & Marc Where to listen ----------------- Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

We're thrilled to be back after our summer hiatus with an exciting new episode! In this installment of the Sleeping Barber Podcast, we have the pleasure of hosting JP Castlin and James Hankins, who join us to explore the compelling themes discussed in their paper, "The Gravity of Ecommerce." Tune in as we delve into the allure of online retail and the stark reality that many e-commerce businesses struggle to turn a profit. Our guests shed light on the numerous challenges and misconceptions that often ensnare e-commerce entrepreneurs, including the unearthing of hidden fulfillment costs and the pursuit of efficiency within the supply chain. And don't forget to stick around until the end for a post-podcast discussion with our insightful hosts, Marc and V, as they reflect on the key takeaways gleaned from their enlightening conversation with JP and James. It's an episode you won't want to miss, so sit back, relax, and enjoy the show! Our Guests ------------ JP Castlin - https://www.linkedin.com/in/jpcastlin/ Strategic Management Consultant Author - 2 upcoming books & articles in Marketing week, WARC, IPA, The Drum Speaker James Hankins - https://www.linkedin.com/in/james-cp-hankins/ Global VP Marketing & Strategy Planning @ Sage (ERP) Consulting Strategist @ Vizer Consulting Co-Chair of IPA Share of Search ThinkTank @ IPA Our Hosts ----------- Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Podcast Literature -------------------- Questioning the Growth Dogma: https://journals.sagepub.com/doi/abs/10.1177%2F10422587211059991 The Gravity of Ecommerce: https://www.warc.com/content/paywall/article/warc-exclusive/the-gravity-of-e-commerce/en-gb/146943? Winning the Final Mile: https://www.marketingweek.com/ecommerce-final-mile/ Evolution of OmniChannel to connected commerce: https://www.globallogic.com/insights/blogs/retail-evolution-will-the-dinosaurs-die/ Unified Commerce: https://blog.qivos.com/unified-commerce-the-evolution-of-omni-channel/ JP Creating Cash Flows: https://www.marketingweek.com/jp-castlin-bigger-marketing-budget-focus-creating-cash-flows/ Digital Availability: https://theeqplanner.wordpress.com/2021/01/26/why-digital-availability-aids-strategic-decision-making-plus-why-digital-ads-arent-analogous-to-rent-or-signage/ The Jevons paradox: https://en.wikipedia.org/wiki/Jevons_paradox Timestamps ---------------- 0:46 - Intro to JP & James 3:10 - The attraction of eCommerce 4:03 - Why profits are elusive in an ecomm businesses 9:57 - Growth at all costs? 12:20 - Digital availability - why digital ads driving ecomm aren’t really ads 18:00 - Why we underestimate the costs of ecomm 22:14 - Ways to increase ecomm profits & effeciency 25:10 - The marketers responsibility to commercial creativity (not just ads) 27:40 - Recovering the margins of digital commerce 36:37 - Can small businesses compete with Amazon? 40:29 - Why so many DTC companies open retail stores 43:19 - Value chain vampires 47:02 - Why ROAS is not an optimal financial metric 49:25 - The problem with hiring marketing specialists 52:40 - Marketers can add value by understanding the business model 58:18 - The strategy behind the vegan sausage roll principle 1:02:03 - How to find out more about JP and James 1:03:50 - The post-pod with V and Marc Where to listen ----------------- Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber