Marketing Study Lab - Actionable Marketing Knowledge (Peter Sumpton)

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Guest and Episode Links Doug Marshall Website: https://www.achieveb2bmarketing.com/  Twitter: https://twitter.com/dougsmarshall  LinkedIn: https://www.linkedin.com/in/dougmarshalllinkedin/ 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro For the majority of Marketers, they will find themselves within the B2B (Business to Business) Marketing space rather than B2C (Business to Consumer), but as we all know there are many blurred lines here in terms of the strategies and tactics we should be using.

Enter Doug Marshall the MD of Achieve B2B Marketing a company well within the B2B space when it comes to strategic planning and marketing communications. Doug has a wealth of Marketing experience, with a background in the publishing industry rising to Group Head of Marketing before becoming a Marketing Consultant.

In this episode we cover; - The difference between B2C and B2B Marketing - What you should focus on first - The details behind a Marketing plan - The biggest frustrations within B2B Marketing

Watch the episode video: https://youtu.be/xjJSsJa8eyM 

Takeaways Top Tip It sounds crazy that some companies don’t consider this, but when you are entrenched in something sometimes it’s hard to see above it. When Doug stated that you need to ask the customers what they want!, it made perfect sense. Our businesses are there to solve a problem and we need to know what problem needs solving the most!

Favourite Quote ‘Think of the emotions someone in the B2B space is going through’ and it’s so easily missed as we often see B2B as transactional, but there are still people involved here, real, physical people and we can’t forget that. Get to know them as well as you know the business as you’re selling to them, not to the business.

And Finally, the Most Important Takeaway from this Episode We’ve got to remember that measuring and monitoring our activities is fundamental for future improvements and success. Using the NPS (Net Promotor Score) and review sites provides a really good overview of how well a company is doing from both the qualitative and quantitative. Do this over a period of time to see trends and patterns to help you in the future.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de  Creative Commons License

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Guest and Episode Links Teresa Heath-Wareing https://teresaheathwareing.com https://teresaheathwareing.com/podcast/ Check out the training; https://teresa-heath-wareing-b3a9.mykajabi.com/mtc-academy

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro Selling online should be easy. After all we can all sell our - let’s call it stuff – on eBay, why should doing it our own way be any different.

Well for starters you don’t have the infrastructure, awareness, budget, online presence or any form of credibility. But, fortunately for us Teresa Heath-Wareing is joining us this week who has a passion for online sale and marketing (as well as gin – both are covered here) and runs the very successful ‘Marketing that Converts’ Academy that helps people build their business online.

Teresa is here to help us with some actionable tips to help us start to build an online business, without the hardship.

In this episode we cover; - The basics to selling online - The differences between marketing an online business rather offline - Where social fits in - Why email marketing is still relevant - The fundamental mistakes people make

Watch the episode video:https://youtu.be/A1Gwr2WzlFQ

Takeaways Top Tip – Using social doesn’t have to be time sapping or arduous. Follow Teresa’s guidance here; Pick your platform, Show up consistently, Add value.

Favourite Quote – ‘Your competitors aren’t your competitors online’ you are dealing with a whole host of other influences that you need to consider – what this means is that it’s really easy to get online, but so difficult to be heard. But you need to start, so start now!

And finally, the most important takeaway from this episode – When building a business offline (the traditional way) it is all about building those relationships and keeping them strong. While the same can be said for any online business, you need to see your audience very differently – keep your content consistent, build a database of clients and get those lead magnets sorted.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

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Guest: Lenka Koppova Topic: Marketing and Social Media Events

Discussion Points • What does it take in 2020 to coordinate an event? • What is different from previous years? • What is the best thing about organisation them? • And what's the hardest thing about online events? • What are your social media tips for 2021?

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)

Peter Sumpton And we're live. We're back live and I've got a guest this week or two weeks it just me. So it's great that I have got a guest again this week and what a privilege to have lenker cup of are with me today on marketing study lab live, first of all, Lenka thank you so much Samuel, do this. And joining me, of course, happy to be here. Thank you for having me. Excellent. So as the ticker at the bottom says, we're going to be talking about marketing, and social media, but social media events as well. And we'll come on to that in a little bit after you have just explained to the audience a little bit more about yourself about the wonderful world of Lincoln.

Lenka Koppova Okay, so Hello, everyone. I'm Lanka, and I'm a social media consultant. And aside from running my own business, doing social media strategies, and content and trainings, I'm also the founder of Cambridge social media, which is an organisation it's a community for small business owners and freelancers where we all help each other. And we support our community with anything social media marketing related. And from there, we started with monthly meetups, which obviously, this year, is not as easy to run in person meetups. So we've turned our monthly meetups into weekly Facebook, live training sessions and zoom workshops. And I'm also the organiser of embrittled. Media Day, which again, this year going virtual. So it's a conference in November, and I'm super happy that Peter is running a session for us as well.

Peter Sumpton Yes, so am I thank you so much for the opportunity to do that, really looking forward to that as well. And you'll see that over social in the coming weeks, but really super excited for that and to be part of it and to get to know a bit of your community as well, which will be really, really cool. Okay, so like I said, At the start, all we're going to do today is have a bit of a chat around social media events. So first and foremost, if people got any questions, post them in the comments, and we'll get around to them, or just say hello, or a shout out or whatever you want to do. That's fine with me. But so first Lanka, 2020 has been a bit different over the years, from from, you know, for the past 2030 years, it's been slightly different to what we used to. How have you had to Well, first of all, how did you make the decision to go ahead with your events? And secondly, what changed? You know, first, let's do one question at a time. How did you make that decision to do this?

Lenka Koppova It was very interesting this year, because I run to in person events in the past two...

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Marketing Theories Explained Series Link: https://bit.ly/3mi35di 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro This is part one of six.

Over the next six weeks we’ll have a slightly different feel on the podcast, It’s just going to be me, myself and I, as I chat through six of the most important and influential theory’s within Marketing today.

This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast.

Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes)

This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements.

This week we take a look at THE MARKETING AUDIT

Watch the video series: https://bit.ly/35AEWrA 

Podcast Summary The best audits don’t assume anything, it is a fact-finding mission form which analysis can be drawn

To do this correctly you need to understand the various models that are available and their place with the audit

Data overload is a thing. You can analysis to much without any action. Get what you need to draw conclusions and implement.

Don’t be scared to use models in part, mix and match or develop them yourself, it’s all about getting the best data in a manageable format for you to draw conclusions, do worry about getting the models wrong or using them in a way that is slightly different to the norm.

It’s all about gaining the best insight and learning from what is available to you in order to develop strategic decisions to move forward

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Guest and Episode Links

Dan Gingiss

https://www.dangingiss.com

You can also download Dan’s ebook from his website: 4 Things Every Marketer Must Know About Customer Experience

Dan’s Podcast: https://www.dangingiss.com/podcasts/

Dan’s articles on Forbes: https://www.forbes.com/sites/dangingiss/

iFlix: https://www.iflix.com

Enjoy the Episode - Happy Marketing!

www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81)

 Intro

Customer experience is one of those tasks that we all feel should be a number one priority for a company that we are having that experience with. But do we put the same amount of effort into our own businesses CX?

Dan Gingiss is a customer experience coach who believes that a remarkable customer experience is your best form of marketing. Building on his previous work within three Fortune 300 companies as well as a library of real-life examples, Dan now offers us his expertise in building an amazing customer experience.

In this episode we cover the main points that Dan’s free ebook (link in the show notes) uncovers; 4 Things Every Marketer Must Know About Customer Experience, including;

- Getting everyone to focus on customer experience - The basics of creating a great experience - The digital platforms that could improve these experiences - The tools and skills will we need in the future

Watch the Episode Video:

https://youtu.be/aA6ZB62VT14

Takeaways

- Complainers, complain because they care. Listening to your customers is so vital because of this. The ones that provide feedback and are complaining are the ones that want you to succeed, get better, improve on what you have already build. So listen to them.

- Someone has to be accountable for customer experience, although everyone should be involved in it and feel like they should be part of it. Dan gave the example of invoicing and how this can be an important part of the experience, which most companies flippantly pass off as a basic admin task.

- And finally, think about and remember ALL the touch-points your customer has with your organisation and make these memorable and true to your brand. As Dan stated, they don’t have to be expensive. Some the of best experiences are brought about through simple, practical and inexpensive changes.

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Guest and Episode Links Katrina McCarter https://www.linkedin.com/in/katrina-mccarter/ https://www.marketingtomums.com.au/

Podcast – Marketing to Mums: https://www.marketingtomums.com.au/podcast/ Book – The Mother of All Opportunities: https://amzn.to/3itOOsH

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro Mothers, we all have one. But how well do we know them? Do we really understand their needs and wants, how to influence the decisions they make, the problems they need fixing and the best solutions to these problems?

As Marketers we often hear that niching down, understanding who makes up our target market and getting to know them a whole bunch is key and Katrina McCarter founder and CEO of Marketing to Mums helps her clients understand the Mums market in mega detail. Katrina’s is a data driven marketer and her research consists of survey reports compiling information from more than 1,800 mum’s. But it doesn’t stop there, Katrina also has a podcast of the same name and is the author of ‘The Mother of All Opportunities’ (as always, the links are in the show notes).

In this episode we discuss; - Why brands and advertisers don’t understand the mum market - What opportunities can be capitalised on - What strategies we should look to implement - Using social media - The key mistakes companies are marking

Watch the episode video: https://youtu.be/c7wZOF5bl3s

Takeaways Top Tip It’s actually a mistake to avoid and that’s when an organisation has the perception that ‘everyone’ is a potential customer and appeal to no one. This means targeting on mass and not understanding the needs and wants of a smaller subset of the market deeply enough to make an impact.

Do your research and get to know those that need your solutions to fix their problems.

Favourite Quote ‘Credibility and trust become big issues for brands and it greatly affects sales certainly loyalty as well’ ` and although Katrina was specifically talking about niching down here, credibility and trust are two factors that need to be addressed, especially for the topics that you want to excel in. Now can you say that about your own organisation?

And Finally, the Most Important Takeaway from this Episode Don’t forget about your testimonials. Be it written, audio or even video if you can. They are not only a powerful tool for the mums market, but can help to add credibility, provide social proof, increase engagement with others and add stickiness to content in any market. Just make sure you use them once they are collected!

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As it's supposed to be a 'quite' time of the year, for friends and family, I thought I'd do what came naturally and publish a podcast on Christmas Day...... Nice one!

So what can I possible have to say. We'll quite a lot actually, or my guests do as I have decided to make this a recap show of my journey into podcasting and some of the amazing guests I've had on already.

In this episode we say hello again to:

Tracey Tait Spencer Waldron PR Smith Dave Chaffey Dr Carl Marci Luke Southern John Espirian

But I'd like to thank EVERYONE who has listened or taken part in any way shape or form in this or any other podcast. I am truly honoured to speak to each and everyone of you and humbled that each and every one of you are listening.

Happy Marketing

Laurie’s FREE online ‘good book ideas’ Course (takes less than an hour) – Sucky or Stupendous:https://www.creativewrighter.com/p/suckyorstupendous

Find all Laurie’s books on Amazon:https://amzn.to/2B0GXym

Guest and Episode LinksLaurie Wright https://lauriewrighter.comhttps://www.creativewrighter.com 

Books:Slight Edge – Jeff Olson: https://amzn.to/2MBwbEa 

App:Slack: https://slack.com/

Enjoy the Episode - Happy Marketing!

www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81(@cousinp81) 

Intro

I love LinkedIn, its where I find most of my amazing guests, but I want to highlight the importance of this platform for you, personally, but that’s for later.

Let’s meet Laurie Wright, Publishing Strategist and Children’s Author. Laurie not only writes amazing, helpful books for children, but also helps others get their own books published and selling on Amazon (the selling part is key here), this is if they are any good. Laurie even helps you discover if your idea for a book has got a chance as well, with online courses, help and advice (the Sucky or Stupendous book idea course, which is absolutely free).

Takeaways

- Laurie was kind enough to take us through the steps to getting a book published online: 1 - Firstly make sure you have a good story (and get someone who is not dependent on you for food to give you some honest feedback) 2 - Find an illustrator, even if it’s just for the cover artwork 3 - Get your formatting right! Find someone who knows what they’re doing here 4 - Upload it (Amazon makes this as simple as) 5 - Push that big red ‘Publish’ button!!!!

- You’ve published, so now what - What do you do to get your book discovered. Laurie says: 1 - Make sure you are ‘copywriting’ and not ‘creative’ writing in your description 2 - Find your hook, why people need this book in their lives 3 - And make sure you format correctly – Headings, keywords, spacing 4 - The first month is vital – especially on Amazon 5 - And in this first month and thereafter, reviews are your lifeblood!

- And finally, taking you right back to the start: Be consistent. Laurie explains this in terms of writing a book, but I think it goes for most things in life – learning, assignment writing, research, exam prep, even in your own working environment. Book out that time (no pun intended), find your rhythm and be consistent in what you do.

Top Tip - LinkedIn

I find a lot of my guests on LinkedIn, personally love the platform. But this top tip is simply to highlight how influential this platform may be for you as you grow and build your own influential career. And there is one experiment that highlights it perfectly.

What I want you to do is type your own name into Google, hopefully you don’t have a generic name, but even if you do, give it a go. I almost guarantee you that the first search result (or certainly on the first search result page), you will see a link to your (or ‘insert generic name here’) LinkedIn profile – If you have a LinkedIn account of course – even if this was set up years ago and you’ve not done much with it. It will almost certainly appear.

And that is the influential power of LinkedIn.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.deCreative

You’re going to enjoy this one as we discuss, amongst other things content creation, immersive experiences, multi-digital platforms, tribes, media consumption, the importance of being persistent and vomit. Onto this weeks guest who is a professional speaker, author (of The Human Upgrade: The Power to Create Your Future), presenter, actor with a passion for what she does. Naomi Sesay always had aspirations to work in media and despite being told to get a proper job, has since worked on BBC, Channel 4, Channel 5 and Sky TV but more notably at MTV, presenting MTV news and the very first Europe Music Awards. Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License LinksNaomi Sesay: https://www.linkedin.com/in/naomi-sesay-7b925b21/ The Human Upgrade: The Power to Create Your Future: https://amzn.to/2KjMAdB SMART Objectives: https://www.youtube.com/watch?v=0Mi9_XEXQqc Books:Think and Grow Rich (Napoleon Hill): https://amzn.to/2rEAUdM App:fitbit: https://www.fitbit.com/uk/app Theory:Quantum Theory: https://whatis.techtarget.com/definition/quantum-theory

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Helen’s Free e-Book ‘I Just Don't Know Where To Start’: https://thecontentdoc.com/go/get-your-non-fiction-book-written/

Guest and Episode LinksHelen Pollock https://www.linkedin.com/in/helenpollock/ https://thecontentdoc.com

Grammarly: https://www.grammarly.com/ Hemmingway: http://www.hemingwayapp.com Yoast: https://yoast.com/

Enjoy the Episode - Happy Marketing!

www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81)

Intro

What can we learn from writing a book? Let me rephrase that. What actionable tips can we take from an Amazon-bestselling ghostwriter and non-fiction book coach.

Turns out, there are a lot of actionable steps to help us with our writing. Helen Pollock has transitioned from writing lively and engaging copy for businesses in a whole host of sectors to helping business people to write better books and content through her business - The Content Doc.

Helen believes that everyone can become a better writer and that creating a

simple framework for content creation is the key to great business writing.

But first, everyone needs this type of intro in their lives – Helen, what is Marketing Study Lab in Mandarin?

Takeaways

- Never write for you! Always write for your customer. Their pain points are probably different to yours and should be the focus of what you are writing. Unsure what these are – ask!

- Keep it simple. Just like no one wants to be sold to, no one wants to try and decipher what you’re going on about. Cut the jargon and write in an easy to understand way, but don't be afraid to add variety to your sentences. This will help to keep your audience engaged.

- And finally, read it aloud. There is no better way to find out how your copy actually sounds than reading it back, or even getting someone else to read it to you! This is why TV and films always have read throughs, fine tuning for their audience and you should be doing the same. ACTION! 

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Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 

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Guest and Episode Links Lucy Mowatt https://www.linkedin.com/in/lucymowatt/  https://www.methodmarketing.org/ 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro Writing has never been my strong point, although creativity and imagination are high up there which is part of my own content strategy, but how about you? Where are your strengths and weaknesses in the content genre?

In a world where content really matters, be it driving awareness, gaining attention, educating or even entertaining it is always a good thing to have a process behind you, to keep you on course.

Enter Lucy Mowatt and The content Marketing Method.

Lucy is an experienced content marketing consultant with more than 10 years’ experience working both in-house and agency-side. Working previously as a magazine editor and now with start-ups and big brands helping them to achieve their goals through strategic content marketing activity.

In this episode we cover; - The content Marketing Method: Audit – Strategy – Plan – Delivery – Performance - The best platforms / apps / software to help with developing content - What do most people do wrong when tackling their content plan

But first, as Lucy comes from Norwich, there was only one question I had in mind to kick off our chat – Alan Partridge, discuss?

Watch the episode video: https://youtu.be/Vgf-BLAfEGg 

Takeaways Top Tip Set out your objectives before you do anything in terms of producing content. I would even go one step further and add in all the elements Lucy went on to talk about here such as your audit and strategy.

Favourite Quote Apart from discussing Alan Partridge was when Lucy stated ‘a lot of businesses don’t think about the audience enough’ which is so true. Organisations can become very insular and think that EVERYONE cares about them, when in reality… they don’t. Write for the few that do care.

And Finally, the Most Important Takeaway from this Episode Is that you don’t have to be on EVERYTHING. Choose your channels and use them well. It’s good to experiment and test the waters, but don’t feel you have to be everywhere all the time. Small step. Doing one channel correctly, consistently, will help you so much more than spreading yourself far too thinly, especially if you are a small company – know your limits and the impact you can have within these.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de  Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Nick Diakanastasis https://www.linkedin.com/in/nick-diakanastasis/

https://www.theintrovertmentor.com

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro You start to sweat, heart racing, adrenaline kicks in, knees tremble….. and then press record and….. nothing. You just can’t get that video recorded.

If any of this sound familiar to you when you go to record your own videos, this week’s chat with Nick Diakanastasis is defo for you. Nick is a Public Speaking Coach and a Trained Actor who is going to help us conquer those pre-recording nerves about speaking on camera as well as some amazing tips on how to feel more comfortable and natural in front of the camera. Especially now we are all using online chat A LOT more!

In this episode we cover; - What should we do before going on camera - Getting rid of those nerves - Tips on body language and vocals - The stupid (sorry main) things people are getting wrong.

Watch the episode video: https://youtu.be/DE8Fll8DDT4

Takeaways - Did you know you were breathing incorrectly? Now you’re checking out how you breathe right? This should come from your stomach, not your nose or throat. Try using this technique before and during a recording and see if you notice a difference in how you are coming across on camera.

- When you are pumped full of adrenaline everything is quicker, you speak quicker, you try to get to the finish quicker and your processing speed is quicker. Is this a good or a bad thing… well it can be both, but be cautious that this doesn't affect the conversations you are having or the answers you give to questions. Slow down, as what you feel might be a slower speed will look more natural and will probably be much closer to the natural you.

- And finally, you need to give more than you think. Not for reciprocity, although you should be doing this anyway, but when on camera, always give more than you think. In fact, if you feel comfortable, you’re not giving enough – stretch yourself and give that little bit extra and move out of your comfort zone.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

What is the difference between a metric and a measurement? So easily interchangeable aren’t they, but they do have subtle differences that we need to discuss, which we will be doing later, but first it’s time to chat to Jacqui Jagger.

Jacqui is a mindset and business coach who helps hardworking, ambitious business owners to stop overthinking and start taking action to grow their business. More importantly from an assignment point of view, Jacqui can help us understand how to stop playing around the edges and start making definite, purposeful progress so that you feel like your studies and writing is always making progress, which it inevitably is.

The best thing is, there is no fluff or BS. We train our bodies, we look after pets, we even buy insurance for our phones, rings, watches and household appliances, but do we pay as much attention to our minds and mindset, which is probably the most important of them all…. And there is no insurance claim to be had from lack of mindset. 

With this in mind I wanted to go deep with the opening question, Jacqui - Marshmallows and Spaghetti…. Discuss?

Takeaways

- Its amazing the synergy between Marketing planning and the way to tackle your own mindset. Jacqui pointed out that you shouldn't start with your goals and objectives, but with the why! Why are you doing what your are doing or want to do? And this is the same as reviewing your situation analysis within a Marketing Strategy before setting your objectives

You don't know where you want to go, if you don't know where you are to begin with.

- Why do you not have the time to do everything you want to? Jacqui says that we fill our time with: - The should dos - The Habits we have - And then we add the other things on top of this that come up…….No! Stop!

Get clear and get focused on what is important. Create a plan that works for you and use it!

- And finally, find that trigger that will break a habit or create a new one. Want to go to the gym more, put your gym stuff out ready, or tie your running shoes to the front door! That way it is in front of you and not to the side hidden away.

But make sure you only change one thing at once, don’t be fooled into thinking you can change everything at the same time, overnight. This will lead to overwhelm and falling back into the same old habits.

Metrics and Measurement

Mastering metrics can be difficult, especially in an assignment scenario (Mastering Metrics is one of the CIM modules at level 6). But what are the differences between the two? Hopefully in explaining these, your assignment and the wording behind it will become much clearer.

So what is a metric. In marketing terms a metric is something that can be based on a standardised procedure, calculation method or system for generating a number, compared to others. 

A measurement is slightly different, as it is the number that is generated by taking a measurement that doesn't necessarily have to be taken in the same way every time and it is not compared to another. It is its own single entity.

Lets look at an example so we are perfectly clear what the heck this means:

You’re asked to measure the size of a room – this would be your measurement.

Then you are asked to provide the average size of all the rooms in a house, this outcome would be the metric outcome of all the measurements.

Got it?

So if you are asked for measurement techniques think of the things that do the measuring. For metrics, think of the things that are looked at in comparison to each other.

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

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Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81  LMS Collective Facebook Group: https://www.facebook.com/groups/LMSCollective Intro This week I had the honour of chatting to Louisa van Vessem in her LMS (Learn Motivate Succeed) Collective Facebook Group (link is in the show notes if you fancy joining) about the Customer Journey, one of my favourite topics. It’s so important as todays journey is sporadic and anything but linear as it has been in the past.

You may remember Louisa from episode 35 (https://marketingstudylab.co.uk/episode-35-the-time-terrorist-and-money-laundering-louisa-van-vessem-va-workflow-virtual-assistant/) where we chatted about how VA’s (Virtual Assistant) can help you run your business and claim back some of your most valuable asset… time!

In this episode we cover; - The customer journey - How to map your own customer journey - The importance of knowing your touch-points - And I’ll be hopping on my soapbox a few times (soz in advance)

Watch the episode video: https://youtu.be/-8DridnBtT8 

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de  Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

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Guest: Em Wilson (https://www.linkedin.com/in/emwilson36274/) Topic: Marketing and History

Discussion Points • Tractor magazines • Toothpaste changing a nations habits • Is breakfast the most important meal of the day? • Is smoking healthy? • Sample cards • Historical brands and logos

Link to the live video:https://www.linkedin.com/video/live/urn:li:ugcPost:6715289765270315009/

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)

Peter Sumpton 

Hello and welcome. My name is Peter Sumpton, marketing consultant and Lego master of marketing and you're listening to the marketing study lab podcast live. Well, this bit isn't live, but the rest of it is. You'll hear a bit about that later. I mean, now, let's crack on. These episodes are taken from my live show marketing, where we look at the relationship between marketing and a specific topic. Subject or specialism. Sometimes there'll be guests, other times, it will just be me. So let's get cracking. Right, apparently we are live. Fantastic. Great thing. First first time and Wilson Welcome to LinkedIn live. It's wonderful in here, isn't it? Absolutely marvellous. So glad you'd say you do this. I'm really looking forward to it. Because I know you've put a lot of time and effort into the research into this and every time you post something, in terms of the history of marketing and all that kind of stuff. It's really engaging, really exciting. And I just can't wait to see what you've got for us today. But I'm going to chip in with a few things as well if you don't mind. But before we do that, first of all, introduce yourself to the lovely audience who are you?

Em Wilson 

Well we take screenshots Everyone knows that we're live wire on my station.

Peter Sumpton 

I was looking at the camera there. It's not gonna look good.

Em Wilson 

I don't look great either to be better excited.

Yeah, introduce yourself. So I'm m Wilson. I run an international marketing agency called Mari Mari located at UK and and yeah, bit of a bit of a weird and wonderful squiggly career into marketing. So and started in the commercial team at BP and trading so as a buyer, and then went into strategy for Europe for Castro then I did some global social media for BP, their tech startup through a successful investment round. And then I did six months with a as a marketing director and business development manager and then yeah, walked out and started Omari

Peter Sumpton 

as you do, where does the name of Mari come from?

Em Wilson 

And so, in honesty, it's a bit of a smush of my my name and my husband's name. So we save you money. And and yeah, we were just always always married. So that was because we were proper from day one. So

Peter Sumpton 

 LinksVictoria Doxat https://www.linkedin.com/in/victoria-doxat/ https://victoriadoxat.com

Books:Influence – Robert Cialdini: https://amzn.to/2ITaRtf

Enjoy the Episode - Happy Marketing!www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81(@cousinp81)

The communications mix and the marketing mix are two very different things, but they are also intertwined, which we’ll find out about later on.

First, let’s meet Victoria Doxat, a copywriter who specialises copy, - or should that be content…… Victoria will explain the difference in a minute - for B2B clients ranging from entrepreneurs and SMEs, to large corporations. It takes a special kind of person to be able to go deep into topics that others may find boring and turn them into readable and valuable content, but Victoria does this by producing articles, case studies and even white papers and is anything but boring.

Oh, Victoria is also a Philosophy Lecturer, as you do, with all that free time, because copywriting is easy, right?

Takeaways

- So it seems there is a bit of a difference between content and copy. Victoria explained that copy aims to sell something, whereas content provides the audience with the information they need to make a valid decision….. but is there a real difference? I’ll let you decided. As long as it has good intentions, it’s all good for me.

- There are some tips that Victoria kindly shared with us that can be used in most writing situations. Including Marketing Assignments: - Write for a specific purpose and remember this (always have the brief, task or question in from of you) - Use headings and structure to make your writing easy to follow and a basis for the main topics you want to cover - Then , do your research – research the simple things first. Remember Google is your friend for this in most instances - Start to slot your findings under each appropriate heading - And finally, once you have done this, you can start to structure your assignment or content and make it readable. This doesn't have to be done until the other steps are complete, so don’t think you have to get it right first time or that it can’t change later on. It’s a process, not carved in stone.

- When writing assignments or in an exam, make sure you are making it interesting and don't be afraid to get creative. We’ve heard this before but it’s worth reiterating – Remember who is reading your content and make sure it resonates with them, but in our own language, our tone, so it is undeniably yours.

Top Tip – The Comms Mix and Marketing Mix Confusion

This is a very brief, but massively important tip and its about, what so many do without noticing it and this is confusing the Extended / Digital Marketing Mix (7P’s) with a Marketing Communication Mix.

Now they are intrinsically linked and you cant have one without the other, but in short:

Extended / Digital Marketing Mix = 7Ps. Covering all elements such as price and people which we have been discussing on the previous eight episodes (no I haven’t gone mad, one was a round-up of the 7P’ s).

Marketing Communications Mix = Is part of the Promotional element of the 7Ps. Think of this as the elements that your consumers actually see and are engaged by – the tip of the marketing mix iceberg – your content, communication channels and calls to action if you like.

Don't get the two mixed up or confused. The world won’t end, but I’m not prepared to try it to...

Guest and Episode Links

Dr Amna Khanamna.khan@mmu.ac.uk

Uni Profile: https://www2.mmu.ac.uk/business-school/about-us/our-staff/mrt/profile/index.php?id=974 LinkedIn: https://www.linkedin.com/in/dr-amna-k-6b639b1b/

Resource:Retail Weekly: https://www.retail-week.com

Enjoy the Episode - Happy Marketing!

www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81)

Intro

Dr Amna Khan is a Senior Lecturer in Consumer Behaviour and Retailing at The Manchester Metropolitan University Business School.

Amna also teaches Retail Managers from some of the leading names in retail such as Tesco, Asda and McDonalds as well as publishing research in leading academic journals, presenting at international conferences and her Media Appearances read like a TV and Radio guide, including numerous appearances on the BBC, ITV and Channel 5.

Takeaways

- If you are in retail, remember that we act and shop very differently online and offline. Online is more functional – it’s about speed, we now have limited time as consumers and online shopping fits this lifestyle. In-store or offline is completely different, it’s all about the experience, an experience that cannot be achieved online – think authenticity – pop-up shops, community-led activities and the growing interest in markets.

- As we’re in the festive period it was so interesting to hear how our shopping habits have changed over the festive period. Firstly, way back in 2007 that pesky recession happened as well as the rise of the American ‘Black Friday’ which is more of an online experience in the UK. Offline, retailers effectively brought sales forward to pre-Christmas as appose to the traditional post-Christmas Boxing Day sales.

- Consumers are the winners in retail at the moment, they have offers and options like never before to fit-in with our lifestyles being ‘always online’ and the rise in discount stores that are now seen as acceptable to shop in, as we all want to be savvy a shopper. It was not many years ago that this was seen as a negative thing to do and the biggest takeaway from this chat with Amna – Always consider the market and your customers, what do they want and give it to them!

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

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Guest and Episode Links Heidi Medina https://www.talktoheidi.com/ https://www.linkedin.com/in/heidimedina/

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro If you work for yourself or own your own company, LinkedIn seems like a no brainer. But what if you’re an employee? Is it still the place you need to be seen? Or is it just somewhere to dump you CV?

As we’ll find out, if you’re an employee, LinkedIn is a great place to build your online presence, connect with people – customers, potential clients, friends, collogues, and those you want to learn from.

And Heidi Medina, a LinkedIn Trainer, is the perfect person to learn what you need to do AND how to do it from! Heidi runs The LinkedIn Visibility Connection, helping people to use the power of content and conversation to get visible in LinkedIn.

In this episode we cover; - How to set-up your profile - Building a network that is meaningful - Content hacks - Changing connections into clients - The ‘algorithm’ - Cardinal sins to avoid

Watch the episode video: https://youtu.be/U1qChB6R_Ew

Takeaways Top Tip Use your LinkedIn page as a landing page. Fill it with the content that people want and will engage with. It is about you, but for others to find and consume, so don’t forget that.

Favourite Quote Heidi stated that ‘everything we do online is a conversation’ so make it worth talking about. There is a lot of drivel online and no one wants to enter a gibberish conversation.

And Finally, the Most Important Takeaway from this Episode Remember, on LinkedIn it’s not all about you as conversations are key to the unlock! There will be more people watching your content and waiting for conversations to happen, so make them happen. Dive into interesting posts, ask questions and most importantly, communicate with people that comment on your own posts.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

In this weeks episode we take a look at McKinsey's 7S’s, find out more later. First we’re going to chat to Kevin Tewis-Allen, a chap with one of the most impressive if a little random resumes. Kevin has worked for anyone and everyone from being the CMO at Street Soccer Foundation to the marketing advisor at number 10 Downing Street – I think he’s the first guest to hold that accolade.

He’s also worked for UNILAD, founded a music production house and helped most of the top 250 FTSE firms improve their business through improved customer strategy, as well as being a leading expert of what we currently class as Gen-Z.

Takeaways

- Who are Gen-Z. We all have categories we fit in and Gen-Z is no different. The 12-24 year olds that have known nothing but a word with digital technologies at its heart and have a nack for working out the truth from the lies. But the main takeaway here for Marketers is that they are not brand loyal and have a great affinity those organisations that champion the cause.

- When everything looks the same on social channels it is important to be different with your creative. Remember, visualization is key to being different, but you only have a 1.7 second window to gain interest and engage, so make it exciting.

- And finally, even Kevin doesn't believe he understood the power of a CIM qualification when he was studying. Researching and understanding marketing strategy and the theory behind it means you start to become aware of various elements such as risk, factors, markets micro-climates and what is going on around you, the basis for where your planning should start.

McKinsey's 7S’s

This model is made up of 7 internal factors that need to be aligned if it is to be successful. If one is impacted, this impacts the rest. So these 7S’s are made up of hard elements (as they are easier to define):

Strategy

Structure

Systems

And the softer elements:

Shared Values

Skills

Style

Staff

In reviewing each element of this framework it will become apparent how well an organisation will perform throughout a set strategic approach and where issues may occur and need to be addressed.

Other areas that this framework looks to address are:

• Improve the performance of a company
• Examine the likely effects of future changes within a company
• Align departments and processes during a merger or acquisition
• Determine how best to implement a proposed strategy

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

LinksKevin Tewis-Allen kevin@kevintewis-allen.com LinkedIn: https://www.linkedin.com/in/kevintewis/ 

Books:Richard Branson: Like A Virgin: https://amzn.to/2VfrXoLThe Virgin Way: https://amzn.to/2BKx4FMLosing My Virginity: https://amzn.to/2DWjRu6Finding My Virginity: https://amzn.to/2V7ygdG 

App:Rightmove: https://itunes.apple.com/gb/app/rightmove-property-search/id323822803?mt=8 ...

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review: http://getpodcast.reviews/id/1375904962

Guest and Episode Links Kate Walling https://www.katewalling.com/ https://www.tractionhero.com https://www.facebook.com/tractionhero

Traction Hero Links: https://www.instagram.com/tractionhero/ https://twitter.com/tractionhero https://www.linkedin.com/company/tractionhero/

The Information: https://www.theinformation.com Uncanny Valley: A Memoir - Anna Wiener: https://amzn.to/2J1PpSj

Enjoy the Episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 @cousinp81

Intro The ever-changing world of Marketing needs to be constantly reassessed which I why I’m always keen to try and get those in the know on the podcast to discuss what is coming up in the near future and provide you with some ‘take action now’ steps.

This is why I had to chat to Kate Walling. Kate is a Marketing Consultant for technology companies. Known for creating edgy brands, aggressive growth plans, and for building powerful marketing teams that know how to GSD (get shit done), which is why I wanted to speak to Kate about what we should be focused on for the rest of 2020.

Kate also runs Traction Hero, a tech-savvy marketing agency that solves high growth companies’ most pressing marketing challenges so they can get on with being growthy!

Some actionable takeaways from this episode include the need for quality content and some tools that can help here as well as a look at the effectiveness of social advertising.

Watch the episode video: https://youtu.be/RVYty2DkL9Y

Takeaways - Kate mentioned that the competition is high when it comes to valuable content, so make sure your is of the highest standard. Kate also mentioned Canva, which is a powerful tool to help you develop such content quickly.

- Don’t have FOMO (fear of missing out) when it comes to your software. It’s easy to sign up for the latest shiny object, but think about what the future holds. What you are using now, you may not be using in 12 to 24 months, so make sure it is fully flexible and you are not locked into any agreement you can’t get out of.

It can take a while to really understand now tech, so take your time before committing. Use the free trial, test it out, learn about the software and work out if it’s right for you.

- And finally, think about how your MarTech all fits together. Kate said that there is a trend for using more than one CRM system and this can be seen in other genres as well – creative and social apps, multiple email accounts, even diaries! The efficiencies that can be generated by using multiple systems cannot be ignored.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

We go deep into equality, openness, diversity, changing cultural bias, oh and swinging from stuff, with Ori Chandler, the Managing Director of Involve (the inclusion people) and without stealing her thunder, as she can put it far more eloquently than I can, champion diversity inclusion in businesses, but this is only half the story as throughout her career Ori has worked for various organisations representing their members and championing great causes.

Takeaways

- A diverse workforce helps to attract and retain others, it’s all about talent management. The next generation, the millennials, look to organisations that have an open culture, where someone can thrive and grown rather than the structured approach you sometimes see in the more established companies, which can stifle diversity and creativity. Diversity of people also breeds diversity of thought, which in turn will help with understanding your clients and customers much better by way of happier, healthier more productive team members

- I thought the reverse engineering of mentoring where senior leaders are paired with emerging talent so they can share their insight into what its like to be seen as different in a workplace of today is such a good idea. We can always learn and sometimes we just need to see things a little differently or from a different angle to start to actually understand something in a different way.

- Openness is incredibly important and communicating openly is essential. This openness means you can be yourself, your best self. Getting out of your comfort zone to achieve this can only bring good, as this is where you start to create a culture that can thrive and you also get to know the true you - and who doesn't want to know the true you, you’re brilliant. 

If you’re not being true, you’re not being true to yourself. No one should be held back by their identity - Be bold, be brave, be open.

Top Tip - Mentoring

My top tip this week includes a little advice on what to do after you have passed your qualification - and that's get a mentor, which I’ve mentioned in a previous episode not so long ago. You’ve worked hard, studied, done the research, written your last assignment, got the grade you wanted (obviously!) but now what? What is your clear plan after your qualification? You don't have to go it alone, in fact it would be ill advised to do so. You need someone that has been there and done that, almost emulating where you would like your career to go, someone that can advise you on the macro details and the long term future but also offer some help with the micro or day to day elements that you maybe struggling with.

Don't feel restricted by any way of asking multiple people to be mentors in different areas of experience, this can also pay dividends.

But where to go to find someone willing to be a mentor? I think you would be surprised how may people are willing to help the next generation of Marketers. I would advise staring with the CIMs own dedicated mentoring program which can be found at www.cim.co.uk/more/mentoringI have also mentioned this in previous episodes as I don't think it is highlighted enough or given the recognition it deserves as such a valuable resource to CIM members.

One final note, back in our interview with Ori, she mentioned reverse engineering the mentoring, which is a fantastic idea and something that could potentially work within Marketing, specifically around digital, social and influencers, so although I’ve mentioned only one way of finding a mentor, it maybe the case that you go direct to someone you admire on a social platform (younger or older, it doesn't really matter as long as they can provide advice and guidance to get you to where you want to be) – simply ask them if they’d be interested in mentoring you, but make sure it is specific to the area of their own expertise, they can...

Get involved in the 10 day video challenge. Giving you what you need to start producing the videos that work for you: https://launch4life.com/vlic

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review: http://getpodcast.reviews/id/1375904962

Guest and Episode LinksGillian Whitney https://launch4life.com gillian@launch4life.com YouTube Channel: https://www.youtube.com/channel/UCwy0QK5wQZghtYH4jVVaAvg

Video Marketing Resources

Powtoon: https://www.powtoon.com/home/ Camtasia: https://www.techsmith.com/video-editor.html Quicc: https://www.quicc.io Clips (iPhone app): https://www.apple.com/uk/clips/ Loom: https://www.loom.com SEMRush: https://www.semrush.com Screaming Frog: https://www.screamingfrog.co.uk Temi: https://www.temi.com Rev: https://www.rev.com Raindrop.io: https://raindrop.io Google EAT: https://moz.com/blog/google-e-a-t Banklinko (Brian Dean): https://backlinko.com

Enjoy the Episode - Happy Marketing!

www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81)

Intro

Video Marketing is almost essential when it comes to your marketing planning, so today we are going to talk through a whole host of hints and tips to get you set to start or improve your video output with Gillian Whitney, a Marketing Consultant from Launch4Life, who in her own words delivers ‘easy peasy marketing solutions’ to all her clients.

Amongst these solutions is of course, video marketing, something which Gillian has had a focus on for the past few years.

In this episode we cover:

- Ways people should incorporate video into their marketing - Best place to start with your video - How to choose a platform - The equipment you need - How to develop a strategy - Software and tools available (and there are loads)!

Gillian mentions A LOT of amazing resources, which can be found in the show notes alongside Gillians 10 day video challenge, which we also discuss.

Takeaways

- Don’t try to be everywhere all of the time. Choose one platform and do it well before attempting to master another and in choosing this platform just remember: 1 – To be where your audience is 2 – Be comfortable on the platform you’re using

- When it comes to recording video content, think about what is appropriate for the platform. How long should your video be and to give it additional piece of production value, make sure your lighting is good enough. This can be the difference between a good and a bad video in terms of engagement.

- And finally, check out the show notes for all of the links to everything Gillian mentioned throughout the episode. Even if you just start using one of these it will make you more efficient and improve your video output.

What can us Marketers learn from accountancy? Turns out, quite a lot when it comes to assignments and exams and we’re not talking numbers and figures here. We’re talking straight-up, invaluable tips for passing your Marketing Qualifications. So who is this accountant that we’ll be chatting to today.

Welcome, Mr James Perry, who has traversed from Accountant to Accounting Exam Coach. James is spreading his words of wisdom over podcasts, videos, coaching and public speaking while also speaking in schools about emotional wellbeing & entrepreneurship. But what me and James will be chatting about today are the missing elements of passing an exam or an assignment, which are applicable to many different professions, especially accountancy and marketing.

Takeaways- In any assessment situation it’s easy to get carried away and see the questions you want to see. Read and reread the question, making sure you answer the task given, not your own.

- Check the weighting of each question, in terms of the marking scheme, working out the word or page count per mark. This will determine how much or how long you should be writing for before moving onto the next question. Remember, the first few marks are the easiest so if you need to move onto another question and come back to this one, just leave a little space.

- It’s easy to forget the real world when writing an assignment, but using real world examples can really make your answer pop! It also helps with the following fundamental elements of any answer:

- Highlights wider reading and research - Provides justification for your answer - Shows an element of understanding for your own organisation and others

Top TipHere is a bonus top tip from James, not me this week and that is, ‘you can’t eat an elephant in one bite! And what James means by this is don't see your exam / assignment as one huge piece, break it down into manageable sections, that you can control and focus on, one bit at a time. Be it by task, section, question or even breaking the questions down bit by bit to make sure you cover all the necessary elements – oh and I’m going to interject here with my two pennies worth – start the question by bullet pointing the key areas you must / need to cover to gain the marks and work from there, elaborating on each one so that they each make sense and are justified.

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

LinksJames Perry LinkedIn: https://www.linkedin.com/in/jamesperrycoach/ Instagram: https://www.instagram.com/james.perry.presents/ Facebook: https://www.facebook.com/AccountingExamCoach/

http://www.accountingexamcoach.com/

Podcast iTunes: https://itunes.apple.com/us/podcast/accounting-exam-coach-podcast/id1447174222?mt=2 Spotify: https://open.spotify.com/show/0OdD5xHSicKZr5AshPFFrP

Books:Think and Grow Rich – Napoleon Hill : https://amzn.to/2OIOTKG

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5* review: http://getpodcast.reviews/id/1375904962

Guest and Episode Links Chris Strub https://www.teamstrub.com https://twitter.com/ChrisStrub https://www.instagram.com/chrisstrub/ https://www.linkedin.com/in/chrisstrub/

Enjoy the Episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81)

Intro Is not-for-profit Marketing different to for profit? We’re going to find out on todays episode.

If you think about it, the comms channels are the same and we would go through the same Marketing planning or strategy, but there must be some differences by way of using the rational and emotional to influence how we think and feel.

To help us understand all this we’re chatting to Chris Strub. Chris helps non-profits make a huge impact by leveraging the power of video to create meaningful change. Partnering with Big Brothers Big Sisters of America and The Salvation Army to name just two charities Chris has worked with, he is currently focused on hands-on training sessions and live-streamed event hosting in communities around the world.

Chris’s notoriety came in the summer of 2015, when he quit his job to take a solo, unsponsored road trip to all 50 US states, over 100 days visiting and helping charities along the way – inspiring the book ‘50 states, 100 days’

Watch the episode video: https://youtu.be/oZjrHcwjcIA

Takeaways - Think about the emotional connection you can create. Take a look at some of the most successful brands in the world – Apple, Coca-Cola, Disney, they all use emotion to make a connection with their audience and stay front of mind. Be it through lifestyle, innovation and latest tech or imagination. So how will you spark emotional connections with your audience?

- Use video to show the impact your service is having. It’s not about what you do, no one really cares, it's the problems you solve (this we found out on the special episode recorded with Ryan Foland back in October 2019 - https://bit.ly/39dSMA9) and showing this through video content can work amazingly well.

- Finally, go behind the scenes. Consistency in content is key and we all need to be thinking like a TV station and producing quality content on a regular basis that goes behind the scenes of what we actually do. Letting people in, being authentic, open and honest can resonate much better than the standard corporate business ‘this is what we’re all about’, staged video can – so let’s be seeing the real you, the real business and the problems that you are solving.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Guest and Episode LinksTom Clarke https://tjcclarke.co.ukhttps://tjcclarke.co.uk/training https://www.linkedin.com/in/tom-clarke-a6732353/

App:BBC Sport: https://apps.apple.com/gb/app/bbc-sport/id377388936 https://play.google.com/store/apps/details?id=uk.co.bbc.android.sportdomestic&hl=en_GB

BBC News: https://apps.apple.com/gb/app/bbc-news/id377382255 https://play.google.com/store/apps/details?id=bbc.mobile.news.uk&hl=en_GB

Enjoy the Episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81(@cousinp81)

Intro

Tom Clarke, a Independent writer, trainer and content strategist working with businesses to create compelling content that gets them in front of and resonates with their target market.

Tom spent 16 years within the more journalistic side of PR where he discovered and mastered the power of the press release, which amongst a whole host of other topics, we’re going to cover today.

Tom also creates online course, covering topics such as press release writing, which I implore you to check out. The link as always is in the show notes.

Takeaways

- Tom described a PR Strategy as one that gets you in front of a much bigger audience than your current comms do, to those that don’t know you yet.

- The main difference between Journalism and standard copywriting is that when writing a piece for a journalist, you are doing just that, writing with the middleman in mind. What will gain their attention and trust enough for them to publish it, whereas you have much more control in your copywriting and where this will be featured and the final edit!

- In order to write an effective press release, Tom shared the elements that we all need to be considering:

- The Who, What, Where, Why and When - It needs to be quick and succinctly written - With a solid 1st paragraph - And a punchy first line - And remember, always ruin the ending, by placing this at the beginning!

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.deCreative Commons License

In this episode we talk to John Newcomb, the Chief Executive of the BMF (Builders Merchant Federation) who provides a wonderful insight into how the non-profit trade association has doubled its membership, why Marketing, and in-particular Digital Marketing has helped to achieve this and why it is so important for all the BMFs members Merchant to invest into Digital strategies and concepts.

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License Links Builders Merchant Federation: https://www.bmf.org.uk Book:Philip Kotler Marketing Books: https://amzn.to/2KlskJA App: BMF Stockists (iTunes: https://itunes.apple.com/gb/app/bmf-stockistsearch/id1220396966?mt=8, Android: https://play.google.com/store/apps/details?id=com.ionicframework.bmfstockistsearch&hl=en_US)

Enjoy the episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81(@cousinp81)

This week we’re taking a look at where Price fits into the Marketing Mix (the 7P’s). But first, let’s meet Vicki O'Neill.

Vicki is helping companies bridge that gap between marketing and sales and she has the experience needed to achieve this. Vicki also hosts the podcast ‘Connect the Dots’, tackling and talking through those important areas where sales and marketing could and should be working in harmony as this increases employee satisfaction, customer engagement and business results and who doesn't want that!

Takeaways

- Without sales, a company doesn't exist and without marketing people don't know the company exists. Just let that sink in! Now you understand why it’s so important we all just get along.

- Aligning both sales and marketing goals has a whole host of benefits including;

Better customer retention, better revenue, better profits and a better atmosphere internally…. And why wouldn't we all just want to get along!

- Automation can be a great way to speed up a process or create efficiencies. But only under the right circumstances. For example AI will only ever be as good as the data that precedes it, which should be thorough and detailed…. For now! I think we’ve all seen the errors that can occur when AI doesn't have the right data, not good!

Top Tip – 7 P’s - Price

I don’t think I have to shove it down your throat the importance of Price within a Marketing Mix, but the connotations of setting this can be varied. The price will have a detrimental effect on how people view a product or service and it has the power to destroy a brands positioning as well as create its prestige.

It’s important when setting a price that you consider if it is a right fit for, not only the product or service as well as the actual company (after all it needs to be making money), but also from the customers point of view – your target market. Set it to high and they won’t be able to afford it or see the value, to low and it may be perceived as not having enough value – i.e. it’s seen as cheap.

In addition to this, the pricing structure is also important – will this be subscription based, a one off payment or an annual payment perhaps? 

LinksVicki O’Neill https://www.vickioneill.com/LinkedIn: https://www.linkedin.com/in/vickioneill/

Books:Marketing Rebellion – Mark Schafer: https://amzn.to/2WdxNeW

App:Canva: https://www.canva.com

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

I don't like to over promise and under deliver and I don't think I have with yet another special episode. This wasn't supposed to be a special, but as its all about podcasting, I think I got a bit caught up in the whole discussion and that was so easy to do with my guest today, John Lim.

John is an Entrepreneur, no doubt. A TEDx and public speaker, podcast host and author, which includes an adult colouring book! Check it out (links in the show notes as usual) to all the good stuff)

John is the executive producer and host of the podcast series, Moving Forward, which has reached listeners in over 50 countries, where John speaks to entrepreneurs, artists, and influencers, so he is in the perfect position to give us the low-down on podcasting and why it needs to be part of your comms mix.

Takeaways

- Podcasting can be a powerful tool as it allows you to learn and share. If it wasn't for the power of the podcast, I wouldn't have had the pleasure in talking to John and you wouldn't have the honour of listening to him.

Podcasting can also help with brand awareness in many different ways. It can provide proof of knowledge, status, culture, beliefs, word of mouth, passive listening, credibility and also that all important awareness.

- Podcasting can fit into your comms mix at any stage of a customer journey, it can connect you to strangers that may never have heard of you at the top of the funnel, through engaging and developing a relationship of know, like and trust, through to cultivating the customer by providing a call to action in a none intrusive way.

- And remember, the key to a good podcast is the make sure the topic is something you love talking about. Most podcasts don't get past 20 to 30 episodes, so plan it out and make sure you can be consistent and more importantly, loving it!

Top Tip

John was gracious enough to share a top tip of how to maximise your time when you feel you are mega busy and can’t fit anymore into your day!

Do a time audit on every part of your day, do this for a week or two and then look back to see how much time your are apportioning to every element of your life and is this time being used wisely?

In doing this you will start to see gaps where time spent is inefficient and how much time you can devote to your studies… and then plan ahead, get a plan and map out your studies.

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

LinksJohn Lim https://www.bemovingforward.com LinkedIn: https://www.linkedin.com/in/johnhlim/ Twitter: https://twitter.com/bemovingforward @bemovingforward Instagram: https://www.instagram.com/jlim0025/ jlim0025 Facebook: https://www.facebook.com/JLim0025

Books:Corporate Cliches – John Lim, Jen L, Brian B: https://amzn.to/2JD8j1cPrincipals - Ray Dalio: https://amzn.to/2Jzwhu3 

App:Good Reads: https://itunes.apple.com/gb/app/goodreads-book-reviews/id355833469?mt=8

Lets say hello to our guest, CEO of Hearts and Science, Frances Ralston-Good. Helping clients find better ways to serve their customers and grow a business has been part of Frances DNA for over 20 years. As CEO, Frances leads Hearts and Science as the data-driven company uses a whole host of algorithms and software to understand the behavior of people and we are talking a lot more than just your average Excel spreadsheet. Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License LinksHearts & Science: https://www.hearts-science.com info@hearts-science.com 02037 556 675 Books:Truth, Lies and Advertising (Jon Steel): https://amzn.to/2JavYoOApp:Whatsapp: https://www.whatsapp.com

We’re talking to Korbinian Lehner, who is a Senior Digital Native for Telekom Deutschland (you may know them better as T-Mobile). Korbinian opens up the world of innovation in a way you may never have considered before and does this through the skills he has learnt and a lot of enthusiasm.

Takeaways- Innovation is crucial to make forward progress, but this must be done in a structured way in order for us to make sense of it all.

- The two digital trends Korbinian will be looking out for as:

- Blockchain and the speed, plus security this software can provide. Conisder moving house and how complex this is, blockchain has the potential to do all this within days if not hours, safely and securely

- AI (Artificial Intelligence), but not in the way we are probably thinking, but using it for the ability to make decisions and from this generate new and better intel

- Social media has the power not only to connect each other, but connect the information we place in it. This combined with the personal touch and emotional context is as empowering as anything, which we sometimes forget

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Links

Korbinian Lehner: https://www.linkedin.com/in/korbinianlehner/ @KorbinianLehner - https://twitter.com/KorbinianLehner

Harvard Referencing: https://my.cim.co.uk/media/34817/harvard-referencing-v3-2016-final.pdf

Books:Speed of Thoughts – Bill Gates: https://amzn.to/2vDfYG7

App:If This, Then That (IFTTT): https://ifttt.com

Theory:The Goat Theory (The Monty Hall Problem): https://www.youtube.com/watch?v=4Lb-6rxZxx0

Ever thought of rewarding yourself for doing a great job at something – why not? If not, wait to hear our top tip about just that. Speaking of rewarding, this episode is a two parter, you lucky, lucky people – as our guest would not shut up about presenting and presentations – and it is marvelous, so marvelous we’ve decided to split it into two parts so that you can digest all this value in two manageable chunks – delicious. 

But first we need to chat to Spencer Waldron, the Regional Director and Head of Story for Prezi in Europe. Love that title. Who has been helping to grow businesses in global markets and in marketing for more than 20 years.

For those of you that don’t know, Prezi is a presentation tool that uses motion, zoom, and spatial relationships to bring ideas to life and make you a great presenter – or at least that what it describes itself as! 

What started out for Spencer as a wider offering of Marketing services has led him down a path of specialising in presentations, but what is really interesting however, is the fact that Prezi was created at a time where one player in the presentation world was dominant – PowerPoint. So why take on a giant such a Microsoft in this industry? Because someone, somewhere, along the way, decided – I think I can do better than this! 

Takeaways

- The worst presentations, are the boring ones! Makes sense really. Make sure when you are presenting or you have to produce a presentation that you are making it useful and valuable for the audience. Try and think about what they want to get out of it and deliver. Remember, people are on your side, willing to learn from you, listen to you, they want you to be as good as you want to be so embrace it.

- Check out the Andrew Abela’s From-To Think-Do Matrix. This simple think and do, before and after is really helpful in getting down what you want to achieve through your presentation. But don't forget the third column – feel (because connections are much easier when emotions are used).

- Just be a nice person and look after others. Always try and go above and beyond the expected. Courage, Curiosity and Creativity.

Top Tip – Reward Yourself

Don’t forget to reward yourself during your research and assignment writing – create milestones where you can take a break and look back on how far you have come, it will give you encouragement to keep going and you may even surprise yourself in how much you have learnt. And don't forget to celebrate after you have passed each module and subsequently reached your qualification, as I know you will, you’ll smash it! 

But in all seriousness, it’s important to keep reminding yourself, firstly why you are doing this and secondly how well you have done and are doing. Well done you, well done all of us… especially you!

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

LinksSpencer Waldron:  https://www.linkedin.com/in/spencerwaldron/ Prezi: https://prezi.com Andrew Abela From-To Think-Do Matrix (see page 10): http://extremepresentation.typepad.com/files/the-presentation---ebook---abela.pdf

Books:Impossible to Ignore (Carmen Simon): https://amzn.to/2Maqz1O 

The Hero with A...

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 

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Marketing Theories Explained Series Link: https://bit.ly/3mi35di

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro This is part three of six.

Over the next six weeks we’ll have a slightly different feel on the podcast, It’s just going to be me, myself and I, as I chat through six of the most important and influential theory’s within Marketing

This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast.

Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes)

This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements.

This week we take a look at TOWS ANALYSIS

Watch the video series: https://bit.ly/35AEWrA 

Podcast Summary How can the TOWS Analysis Help YOU As A Strategic Marketer? 1 - Bridges the gap between a situation analysis or research (where are we now)? 2 - Develop forward thinking strategic directions (where do we want to go)? 3 - It is based on research and sound knowledge which can be explained to important stakeholders within the organisation to gain buy-in 4 - You can use this along with a SWOT to very quickly create strategic focal points 5 - Following this step by step process creates a link between the present and the future.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de  Creative Commons License

Let's meet Dan Charles, who is the Owner of Be Fair Marketing who doesn’t believe in trying to blind his clients with the ‘dark arts’ of SEO or charging a customer for what is essentially an automated PPC report. Dan is of the opinion that being open and honest is just good business sense.

Takeaways- There are so many unethical practices out there, many leading to poor customer communications and service. Dan explained the following as things to watch out for:

- Ryanair website UX patterns - Fake urgency - Upsells that are automatically added to a shopping cart - The false positives to get you to do something (i.e. click a button’) - Pop-ups that have negative or positive connotations

- Dan highlighted how to create a great PPC strategy: - Create a customer persona (which you can hear more about in episode 30 with Tracey Tait) - Make sure you know a list of ‘negative’ keywords (one’s you don’t want to rank for) and you’ll find, this on top of a persona will make your PPC very targeted - TEST, always test, using A/B testing - Review the big things, then refine the smaller elements - Make sure you have clear and transparent reporting

- And finally, re-marketing – which is targeting those consumers who already know about you. Those that are interested in what you have to offer due to their previous digital actions and using the likes of Facebook and Google to specifically target them with the appropriate creative. Which should in theory, cut down costs as you are targeting those that are already engaged.

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

LinksDan Charles – befairmarketing.co Instagram: https://www.instagram.com/befairmarketingco/ LinkedIn: https://www.linkedin.com/in/dancharles/ Twitter: https://twitter.com/befairmarketing Facebook: https://www.facebook.com/befairmarketingco/ Books:How to Win Friends and Influence People – Dale Carnegie: https://amzn.to/2Rd2kUc

App:Clear Focus:https://play.google.com/store/apps/details?id=personal.andreabasso.clearfocus&hl=en_GB Method:(P)RACE Model: https://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/ (P)RACE Episode: https://marketingstudylab.co.uk/episode-8-the-prace-to-digital-success-dave-chaffey-digital-marketing-guru/ Google Doodle: 20 Years: https://www.google.com/doodles/googles-20th-birthday

Guest and Episode Links

Emma-Louise Munro Wilson https://www.linkedin.com/in/elmw17/ https://emari.co.uk/emma@emari.co.uk

The EMARI Code: https://emari.co.uk/the-emari-code/

Anatomy of Trust – Brene Brown: https://brenebrown.com/videos/anatomy-trust-video/

Books:Tribe of Mentors – Tim Ferriss: https://amzn.to/2PjML04(Zappos) Delivering Happiness – Tony Hsieh:https://amzn.to/2ZlvYyhRadical Candor – Kim Scott: https://amzn.to/2L1YtrRSacred Causes – Michael Burleigh : https://amzn.to/2ZqE5K0

App:ViVino: https://www.vivino.com/app

Enjoy the Episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81(@cousinp81)

Intro

One of the old classics SWOT is widely known and used across a lot of disciplines. But do you know about TOWS? This is the part that adds value to any SWOT and we’ll be discussing this later.

But first, let’s meet Emma-Louise Munro Wilson, Content Strategist, Revenue Growth Consultant and CEO for EMARI Group. Emma is all about generating new sales, shortening sales cycles and making repeat sales easier and who doesn’t want that. With a focus on turning existing customers and employees into engaged brand ambassadors, again, who doesn’t want that.

Just one career highlight is reducing marketing spend for a client by 90% yet seeing a 43% increase after just 6 months!

Takeaways

- Marketing isn’t just important, it is the business! If you don’t have sales, you don’t have a business and Marketing drives and facilitates this. It is integral to what we do and how.

- Always, always, always, be listening to your customers. And appreciate the feedback, but ask and act upon it. As Emma pointed out, if you get a 3 star rating, there is room for improvement, ask why only 3? It could be a simple issue, such as not having a website, social proof, transparency or a missed call. All of which are easily fixed. But it could be there is some fundamental flaw with your business plan that needs to be fixed. Always be asking!

- And finally, here are Emma’s top 5, no 6 tips for creating better content: 1 – Don’t be afraid to borrow ideas (but make sure you give credit for them)! 2 – Make your content purposeful 3 – Be interested, then interesting 4 – No one cares about your business as much as you do 5 – Follow-up with specific and interesting content 6 – And this is hot off the EMARI press – Create content worth bingeing on

Top Tip – The SWOT and TOWS

We all know what a SWOT is – looking at the internal strength and weaknesses of an organisation as well as looking at the opportunities and threats of the external environment. But how do we make any sense out of this and gather valuable, actionable insight? TOWS!

TOWS (Weirich)

The TOWS model sits inside the SWOT analysis and it brings together each component. Basically what this allows you to do is focus on one opportunity, threat, strength or weakness against another to create the best strategic response to what is actually occurring. Let’s break that down:

Strength/Opportunity (SO)

Utilising a strength to exploit an opportunity is probably the...

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Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest: James Perry (https://www.linkedin.com/in/jamesperryaccountingsuccesscoach/) Topic: Marketing and Finance

Discussion Points

• Guinness!!
• Irish history
• Personal branding
• Financial education
• Professional marketing qualifications
• Importance of practical experience

Link to the live video:https://www.linkedin.com/video/live/urn:li:ugcPost:6712752394180075520/

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)

Peter Sumpton 

Hello and welcome. My name is Peter Sumpton, marketing consultant and Lego master of marketing and you're listening to the marketing study lab podcast live. Well, this bit isn't live, but the rest of it is. You'll hear a bit about that later. I mean, now, let's crack on. These episodes are taken from my live show marketing and where we look at the relationship between marketing and a specific topic. Subject or specialism, sometimes there'll be guests other times it'll just be me. So let's get cracking Okay, fantastic. Live live live love it. And I am so delighted to be joined today for this little chat with Mr. James Perry. James How are you doing?

James Perry 

I'm good Peter. What about yourself? Thank you for having me.

Peter Sumpton 

No problem. I'm doing pretty damn well to be fair. Yeah, all is good big workshop today. Hang on one second. Yeah, just a bit of technical difficulty there Yeah, I did a workshop today that had loads of people in it which is absolutely fantastic all engaged all interested in in marketing and the theory and about how you build a marketing plan and stuff like that so I can't complain sunshine and I think it's a bit cold outside but who cares? This isn't a weather forecast. So we don't really care Believe it or not, the weather is lovely here. It's not cooled

James Perry 

and we're in the north of Ireland here which is all we get out.

Get out that's not Peter like I say to people the London for Ireland this Hibernia which meant which means the land of water so I

Peter Sumpton 

see now you're gonna have to come back on because I don't know enough about islands and I don't know how I'm going to link it to marketing but there's bound to be some way and your knowledge of marketing and marketing your knowledge of Island and the history is on real so yeah, we're gonna have to link that in some way shape or form I'm not sure how but like well

James Perry 

here we go. One of the biggest brands in the world is Irish.

Guinness

Peter Sumpton 

well see that's why I invite you on you just keep me in check and make me look fun cuz I'm

James Perry 

brought on brand Ireland and...

In this episode we will be talking with someone that has help thousands, if not millions of organisations reach their goal in a simple and structured way, interested? Well, allow me to introduce to you Mr Paul Smith, or should I say PR Smith, a trainer, advisor, mentor and coach of integrated marketing, creativity and innovation, a founding CIM e-marketing (as it was called) senior examiner, so he knows a thing or two from the inside. With at least 6 books to his name in 7 different languages and a personal passion for great sposrtsmanship, he is the creator of what was voted as one of the top 3 business models of all time by CIM – The SOSTAC Marketing Planning System. Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License Links

PR Smith: https://prsmith.orgSOSTAC: https://www.sostac.orgThe Great Moments of Sportsmanship Programme: http://www.greatmomentsofsportsmanship.com

Books: Books by PR Smith: https://prsmith.org/books/Influence - The Psychology of Persuasion: https://amzn.to/2r8tj87 Digital Sense: https://amzn.to/2KkprIS Apps:Garageband: https://www.apple.com/uk/mac/garageband/ Mematic: http://www.mematic.netShazam: https://www.shazam.com/gb

Model:  Urbany and Davis Three Circles: https://prsmith.org/2015/09/10/beware-customers-see-your-competitive-advantage-differently/ https://hbr.org/2007/11/strategic-insight-in-three-circles

Let's meet our guest – Dr. Fiona Ellis-Chadwick, Senior Lecturer in Retail Management and Director of Impact at the Institute for Research & Consultancy Application at Loughborough University. Fiona had a successful commercial career in retail before becoming an academic in the field of digital marketing and online retail management and has co-authored some of the leading marketing management textbooks as well as having research published in numerous journals (all links are in the show notes as usual). With a passion for bringing management and business education to life through such topics as retail marketing, digital technology and economic growth as well as leading multi-media teaching projects, Fiona has also worked as an academic consultant on The Virtual Revolution, Foods that make Billions, Evan’s business challenges and Radio 4’s The Bottom Line. Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License LinksFiona Ellis Chadwick: http://www.lboro.ac.uk/departments/sbe/staff/fiona-ellis-chadwick/ Books:Principles and Practice of Marketing (UK Higher Education Business Marketing): https://amzn.to/2IcPwbC Principles and Practice of Marketing: https://amzn.to/2I9Mxoh Digital Marketing: https://amzn.to/2jQlC2b Digital Marketing: Strategy, Implementation and Practice: https://amzn.to/2IdAV3P SOSTAC® Guide To Your Perfect Digital Marketing Plan: https://prsmith.org/books/ Google:The Way Back Machine: http://archive.org/web/ App:Uber: https://www.uber.com/en-GB/ Theory:Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant: https://amzn.to/2IcZ3PM

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Guest: Justin Goldstein (https://www.linkedin.com/in/goldsteinjustin/) Topic: Marketing and Media Relations

Discussion Points • Mentioning the C word or Politics • Being an asset to the media • What the media want from you • Becoming an expert / spokesperson • The value of podcasts

Link to the live video:https://www.linkedin.com/video/live/urn:li:ugcPost:6710246143399358464/

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)

Peter Sumpton 

Hello and welcome. My name is Peter Sumpton, marketing consultant and Lego master of marketing and you're listening to the marketing study lab podcast live. Well, this bit isn't live, but the rest of it is. You'll hear a bit about that later. I mean, now, let's crack on. These episodes are taken from my live show marketing and where we look at the relationship between marketing and a specific topic. Subject or specialism. Sometimes there'll be guests, other times, it'll just be me. So let's get cracking. Right, we are back. We're alive. And it gives me great pleasure to introduce Justin Goldstein, who's from press regarding communications, a strategic Media Relations agency. I didn't want to get that wrong. I was reading off the screen. It just didn't work. Welcome.

Justin Goldstein 

Thank you. Thank you very much for having me.

Peter Sumpton 

On So today, what I want to cover is marketing and media relations. So before we dive into that topic, can you just give us a bit of a brat background to who you are and what you currently do for your clients?

Justin Goldstein 

Sure. So, um, well, first, thank you again for having me. Um, so I've been in public relations for close to 10 years now. And I work on a very specific part of public relations called Media Relations, which essentially means building relationships with the press to get publicity for different types of clients. So I've worked with, you know, clients and travel, real estate, consumer b2b kind of runs the gamut. But the end goal being to get them coverage and then also working on developing podcasts much like one the one that you have, for different clients, whether it be individuals or organisations. Okay, that's cool. I think we'll come on to podcasts a little bit later on, because it'd be it'd be a bit crazy. Not to

Peter Sumpton 

So that's that's what you do for people. It fascinates me the whole Media Relations thing. And it's certainly a topic that, that I'm not fully immersed in, by any way, shape or form. So looking to claim a lot of insight from this, this little chat we're going to have here. So first of all, like to start on a big opener. What's the hot topics within media relations? What, you know, what are you focusing on right now for some of your clients?

Justin Goldstein 

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Marketing Theories Explained Series Link: https://bit.ly/3mi35di 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro This is part five of six.

Over the next six weeks we’ll have a slightly different feel on the podcast, It’s just going to be me, myself and I, as I chat through six of the most important and influential theory’s within Marketing

This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast.

Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes)

This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements.

This week we take a look at Ansoff’s Matrix

Watch the video series: https://bit.ly/35AEWrA 

Podcast Summary

How can Ansoff’s Matrix Help YOU As A Strategic Marketer?

1 - Provides a focus for a company and the strategic direction that is required to achieve buy-in

2 - Simple to use, four components to consider leading to four top level strategic directions

3 - Review a number of strategic directions using two factors and in turn analyse the risks associated with each

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de  Creative Commons License

How important is copy within you Marketing Strategy, well it turns out very - and we’ll find out why later.

But before all that, I’d like to introduce Craig Hannan, the Head of Branding and Marketing at The Anfield Wrap, an award winning, independent podcast, website and radio show all about Liverpool Football Club. It’s Craig’s responsibility to drive growth within the company via subscriptions, live events, merchandise, sponsorship and a whole host of other activities that are focused clearly on a passionate footballing demographic. Now this was quite a lengthy interview compared to some of the Marketing Study Lab episodes. I put this down to the passion we both have for Marketing, Football and Liverpool – So apologies, but no apologies cause I enjoyed it and I hope you do to – If you’re into Marketing or Football, this is definitely the episode for you. But before we get into things, I need to know is purple is the new red?

Takeaways

- The power of a marketing strategy. Most people when they think of marketing think of a comms mix – the front of house (advertising, direct mail, social media, etc) but Craig highlighted that a strong strategy can help to change the culture of a company. It provides a focus for the entire ogranisation, where no other department is in a position to do this.

- Don’t be afraid to get creative and implement your own ideas. But make sure you mix these ideas with actual data to back them up, they hold more relevance that way. Take the Anfield Wrap for example, described as fanzine culture for the digital age. They could have kept to the tradition print fanzine, but spotted a niche, a gap in the market, white space and weren’t afraid to be the first to try it.

- As much as Marketers hate to admit it, word of mouth is one of, if not the best marketing tool we have (damn those mouths) – this is especially so in a passionate industry such as football. Using these loyal fans, advocates, to promote your own products and services, combined with a robust communication strategy can be a powerful combination. And remember to listen to the customer, giving them what they want, not what you want.

How Important is copy?

The short answer is very. You wouldn't be listening to me now if it wasn't for an audio version of some copy and you certainly wouldn't have heard of half of the organisations and brand that you hold dear if it wasn't for copy, be it in the form of a script, blog, social posts, literature, advertising. Basically the majority of the comms channels you can think of, then add some more.

But why? Here are some short snippets to explain:

- It creates trust – If your copy is consistent and correct, this adds a layer of trust

- Words are sharable – Especially on social channels and are more likely to be read than a video is to be listened to (unless the video uses copy)!

- SEO – Digitally speaking, optimisation is all about the copy and as we all know, if you’re not on the first page of Google, you’re not on Google

- It makes for a good UX – Everyone loves a great image and a slick webpage, but if the copy isn’t correct, this can detract from the user experience and leads to clicks away from your site

- And finally, it sells, as it appeals to your target audience, and we’re back to the - know, like and trust theory.

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

LinksCraig...

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

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Guest and Episode Links Winnie Sun http://winniesun.com

Enjoy the Episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81)

Intro This episode is all about finance, which is something that can be a difficult topic to discuss from a business or personal perspective.

So in this episode we’re chatting to Winnie Sun, found of the Sun Group Wealth Partners but more importantly for us, Winne makes money talk relatable.

A contributor for Forbes and having appearances on CNBC, ABC, CBS and Fox Business, Winnie is committed to helping anyone with their finance from those with millions to invest to the smaller $100 savings.

Some of the actionable tips that we discuss are; - What should we be doing with our money now - What not to do - And what we should be doing in times of change or even crisis Check out the episode video: https://youtu.be/W5k94RqhS0E

Takeaways - You need to start taking money seriously…. And start talking about it! So many comparisons with going the gym here. You need to be consistent, take it seriously and work on it daily. Don’t expect to know everything as soon as you walk through those financial doors either. Take your time and learn, build and grow.

- Make sure you have a purpose, work out how this can make money and do the back tracking to figure out where to start. You have so much more chance of winning if you are passionate about what you do and what brings the money in.

- And finally, have a plan! But not just one plan, many. In a world where we are told to niche down, go deep and own this space (which is so true), there is no reason you can’t do this for multiple spaces and multiple niches. As Winne said, which is so prevalent to the times we live in, make sure you have a plan B, C, D and E – if plan A isn’t working, you still have 4 plans to fall back on.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Guest and Episode Links

Trisha Lewis (Host of this weeks episode)!

https://trishalewis.com hello@trishalewis.com

Original Podcast Show Notes: https://adobe.ly/36Xy1rH

Enjoy the Episode - Happy Marketing!

www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81)

This is kind of a special episode, being that close to Christmas n’all.

I was fortunate enough to be invited onto the Make It Real Podcast, hosted by the fabulous Trisha Lewis, so I thought it would be a great time to share that episode with you all – which is basically me chatting about Marketing for 30 minutes or so.

Trisha is a Communications Coach who can show you the steps you need to take to make a real impact and be heard by the people that need to hear from you! Not only does Trisha have her own Podcast, but she also has a lively YouTube channel with helpful communication hints and tips.

You’re probably wondering what topics are covered in this episode and it’s easy to say just listen, but here is a taster of some of the magic that is discussed thanks to Trisha and her amazing show notes:

• Why you should focus your comms around one single benefit
• Making sure you have consistency in your comms
• How multiple touch-points can help build trust
• What we can learn from a pitch at Borough Market
• Why you need to be focused on solving peoples problems
• How, without Marketing, we are nothing

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Check out Social Day (1st-3rd Sept 2020): www.socialday.co.uk

Get 50% off with discount code: studylab

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Carolyn Butler-Madden https://www.thecauseeffect.com.au/ https://www.linkedin.com/in/carolynbm/

Do Good Sh*t page: https://www.thecauseeffect.com.au/dgs Book – Path to Purpose: https://amzn.to/2DKKdTg

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro We’ve covered social impact and purpose before, in fact it was just over on episode 120 with Karen Porter, who provided us with an excellent run through of development, buy-in and the pitfalls that most organisations fall foul to.

This weeks guest Carolyn Butler-Madden is here to take a deeper dive into our Brand Purpose and strategic direction as we uncover her Path to Purpose program and the six stages we all need to take to deliver true brand purpose.

You can read more about one component of this overall strategy in Carolyn’s books – Path to Purpose.

Carolyn is also a speaker and Chief Purpose Activist at Purpose consultancy, The Cause Effect, believing in a world where business is a force for good and brands drive profit through purpose.

In this episode we cover; Developing your Brand Purpose using the Path to Purpose Program; 1 – Brand Positioning 2 – People and Culture 3 – Partners in Purpose 4 – Customer Experience 5 – Marketing and Comms 6 – Impact and Performance

Watch the episode video: https://youtu.be/W_Rzwp4Fm-4

Takeaways Top Tip When it comes to the Marketing and Communications of your cause or social purpose, don’t just talk about the actual program, talk about the impact you are having and want to create. And then invite others to do the same, get involved and subsequently spread the message. It should never be seen as an insular project as you are trying to impact the world – so let the world help you!

Favourite Quote ‘You know everyone talks about purpose. It makes such a difference, because you are just driven, obsessively, because it matters, you care. It means something’. This is so powerful and I implore you to find your purpose because like Carolyn said – it matters and it means something. And who doesn’t want that in their lives?

And Finally, the Most Important Takeaway from this Episode When it comes to brand positioning, be bold and brave, don’t make it passive. Safe is now risky and you shouldn’t be playing it safe when it comes to your brand. Be memorable for the right reasons.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Do you think that robots will end civilisation as we know it? Quite a heavy question to start off with, so let's just discuss what Chat Bots are for now and make our way up to that one.

Julia’s back story is a little different - only seven years ago, Julia started her own company and has never looked back, with nearly one hundred members of staff now on board. Express Writers is a writing agency that cerates content, helping to build a brands presence online.

Takeaways

- Your light bulb moment. Have you had any? Don’t panic if not, they will come. The important thing is to keep on going.

- Content creation and storytelling is massively important within Marketing today, but so many are doing it themselves and that is fine, as long as they know what they are doing. If not, bring in the pros. Take fixing your roof for example, the chances are you wouldn’t tackle that on your limited expertise (unless you’re a roofer) you’d call a professional and content creation is no different.

- There are many ways to measure or analyse your content other than your income. Julia describes a few of these as:

- Lead generation - Bottom-line sales and growth - Engagement, shares, likes (basically gaining trust through content)

Yes this last one is a little bit inside the vanity metrics bracket but as long as they are seen as just part of your analysis, you can gain valuable insight into your strategy by reviewing them – just don’t rely on these solely.

- When writing an assignment or essay, get everything down, even if you think its rubbish…. and then walk away. We’ve mentioned this before as a top tip. Walking away, getting some space between you and your work can recharge and reset the brain. If you start to do this as a rinse and repeat cycle it will start to become second nature and really help you in completing a great assignment.

Chat Bots

So what is a chat bot?

You may have heard it called another term: smartbot, talkbot, chatterbot, Bot, IM bot, interactive agent, conversational interface or artificial conversational entity, but lets stick with chat bot for now.

A chat bot is a computer program that mimics conversation with people using artificial intelligence (via audio or copy). They can transform the way we interact over the Internet from a series of self-initiated task and conversations.

What we are saying is that instead of having a conversation with a human over the Internet, we are chatting to software that has been programmed to respond to particular phrases that the majority of consumer would use.

But lets step this up a level. The most recent incarnation of these is what Google calls ‘Google Assistant’ which works in a slightly different way in that a user firstly has to ask Google to arrange something, in this instance a hair appointment. This is what happened:

https://www.youtube.com/watch?v=D5VN56jQMWM

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

LinksJulia McCoy: www.expresswriters.comwww.expresswriters.com/write-blog Podcast: The Write Podcast: https://itunes.apple.com/gb/podcast/the-write-podcast/id1082066558?mt=2 Instagram:

I’m so pleased that we finally have our first female guest! Our first, but definitely not our last I can assure you of that. And what a great guest it is. But before I get onto the guest intro. If you do have any specific questions you’d like to ask and gain some honest feedback just get in touch, it’s not that difficult, you can find us on all the usual channels or simply email me directly – peter@marketingstudylab.co.uk and I look forward to hearing from you. But before you do you have got to listen to this episodes guest Anahid Basmajian, who is the Head of Brand Marketing (EMEA) at AdRoll, an organisation that aims to build other businesses online presence, making advertising online simple and straightforward though personalization and automation. Anahid is now responsible for branding, content, PR, marketing, client events, design, creative concepts, global projects, social and other thought leadership programs while also managing a virtual content marketing team in San Francisco, Tokyo and Sydney. Anahid's experience includes setting a Guinness World Record, all in aid of charity (but I’ll let her explain that one) and leading the international sales and marketing strategy for the No.1 Best Selling Business book 'Leading Digital' published by Harvard Business Review. And if all this wasn’t enough Anahid also runs AdRoll's CSR Program, but that isn’t the only thing Anahid runs as you’ll find out later... Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License LinksThe Twitter: https://twitter.com/brandmajian AdRoll: https://www.adroll.com/en-GB/RollWorks: https://www.rollworks.comThe High Heeled Runner: https://highheelrunner.wordpress.com Books:Leading Digital: https://amzn.to/2JBy6FD App:Tube Exits: http://www.tubeexits.co.uk

Have you got the right mindset? Struggling to sit down and concentrate? I have a little tip for you that will help you here.

Before that, let’s chat with Sara Bliss, writer, digital content strategist and more important, a New York Times bestselling author (that's a first on the Marketing Study Lab podcast). Sara’s latest book Take the Leap, features stories of those men and women that have radically changed their careers and ultimately their lives and as you can image there are a lot of learnings to be had here – but more on that later. This is Sara’s 11th book after such title as Hotel Chic at Home and Bobbi Brown – Pretty Powerful.

As you can imagine Sara’s career also spans a multitude of writing positions such as Senior Writer and Editor for Yahoo with articles also published in the Wall Street Journal and Esquire to name just to from a large list of titles.

Takeaways

- In researching and writing the book Take the Leap, Sara discovered that switching careers isn’t easy as the book covers the good and bad parts of this transition. Which is the same as a CIM Qualification, yes it’s difficult and yes there will be changes in your lifestyle required, but do it anyway as this is where the magic happens – and we all have it in us to make changes.

- When writing for different brands, Sara explained that its all about translation and understanding who the brand is and what it stands for. Again, similar connotations can be seen within Marketing Assignments, you must remember who you are writing for and why! You must translate what you are saying into something that is easy to understand and will gain marks

- And finally. If you are struggling with writing your assignment, first find an outline and an idea of where you need to go with the answer. Then you can start to give it structure, focusing on the key points. Make it compelling, engaging and above all….. your own!

Mindset

So you sit down to start your Marketing assignment and all you can think of is thousands of excuses why not to do it right now, gotta wash my cup up, do some washing, ironing, just check the footi score, wondering what’s happening on Instagram? All those kinds of things.

And this is easy to do when you feel you have a mountain to climb, so get off your own back and listen to these short tips that will help you knock you assignment into shape:

- Where do you do your best work? Need silence, music, inspiration, a clean space? Whatever it is find it and lay everything out so you’re comfortable with your surroundings

- Flip the phone. Put your phone on silent and turn it over, its easy to get distracted by a ping or a red dot!

- Get a brew, water, snacks, so you haven’t got the excuse that ‘you’ll just go and grab this or that’

- And the final most important one – take breaks, regularly, only 5/10 minutes but take them – set the timer on your phone (before you flip it) for around 40-50 minutes or longer if you feel confortable with that and dive deep into your work for this time period, then take the break, give yourself some space and let what you have written stew for a little while, when you come back to it, you may see it from a different angle or know you have nailed it first time.

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

LinksSara Bliss: https://www.sarabliss.com

Let us do the hard work. Subscribe and each podcast episode will come to you: https://bit.ly/2NZjODA 

Guest and Episode Links

Brain Wallace https://nowsourcing.com https://www.linkedin.com/in/nowsourcing/ Podcast: http://www.nextaction.cc

The $64 Million Basketball Contract Infographic: https://nowsourcing.com/2015/07/21/tobias-harris-case-study/ SXSW Interview: https://bit.ly/39yaDlM TED Talk Satire: https://www.youtube.com/watch?v=_ZBKX-6Gz6A

Enjoy the Episode - Happy Marketing!

www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81)

Intro

Infographics are sometimes forgotten about when it comes to our Marketing Communications, but can be extremely powerful as our guest explains, with one earning a Basketball player a $64 Million contract!

If you don’t know, an infographic is a graphic visual representation of information, data, or knowledge intended to present information quickly and clearly.

Back to our guest, Brian Wallace. Brain is a recovering technologist that realised, no one cares about the technical explanation they don’t understand and for the past 13 ½ years has been developing Infographics for his clients through is company NowSourcing, the  number 1 infographic agency in the US.

Brain is also a Google Board Member, is on the South by South West (SXSW) Advisory Board, Podcaster and has been featured in the New York Times, Forbes and Mashable.

Takeaways

- To create an infographic you need to research and find the interesting data points first and foremost, but, don’t whatever you do shortcut the design. This is crucial! It’s the glue that holds all the interesting stuff together, without it you just have a pile of numbers and figures and may not generate the interest you desire.

- Make sure what you are creating is story driven, but have the data to back it up. Everyone can tell a story (or even a fake one), but it's the data that will make it and you legitimate. Remember, you should be building that Know, Like and Trust.

- And finally, we mentioned previously that you need to start with interesting data points and this is true, but don’t forget to factor in the emotion, what will truly draw in the attention of your customers? Yes, the stats and the design are integral, but that emotional connection will be the part that lasts long in the memory.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Our guest this week is Leah Steele, Founder of Searching for Serenity, who has a compelling story to tell, her own story, away from Marketing! The reason I want you all to hear Leah’s story and the advices she brings in abundance, is that I think it may help some of you when overwhelm, stress or anxiety kicks in, regardless of where this comes from - work, home or more specifically in your studies. Leah is a mentor to men and women struggling with exhaustion, burnout and overwhelm by focusing on time management, efficiency and decisive action taking, so its hard to believe she grew up wanting to be a lawyer. Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License LinksLeah Steele: https://www.linkedin.com/in/leahysteele/ Searching for Serenity: http://www.searchingforserenity.co.uk Harvard Referencing System: https://my.cim.co.uk/media/34817/harvard-referencing-v3-2016-final.pdf Books:You are a Bad Ass (Jen Sincero): https://amzn.to/2LOuEJG App:Facebook: https://play.google.com/store/apps/details?id=com.facebook.katana&hl=en_GB https://itunes.apple.com/gb/app/facebook/id284882215?mt=8 LinkedIn: https://mobile.linkedin.com Telegram: https://telegram.org

I thought we’d take a look at a model that is relatively overlooked in my opinion. The McKinsey's Consumer Decision Journey, but more about that later.

First, let’s meet Ben M Roberts (you can blame his parents for the use of the M). Ben is the Head of Marketing at Talkative, providing software that allows embedded voice, video, chat and co-browsing on websites – which is a really neat idea so check them out. Ben also hosts The Marketing Buzzword Podcast that breaks down common marketing buzzwords to help its listeners, understand and implement them into their Marketing Strategies. 

Takeaways

- Building a rapport and a personal relationship with your customers can provide a better service. By assisting and helping customers, either face-to-face, via messaging or over the phone can break down the barriers that some platforms have put up and helps stop the ‘keyboard warrior’

- You can personalise your B2B communications. Take an app like Bonjoro (link in the show notes) that can provide everyone, even at an exhibition, with a personalised video message. Remember the small things add up! – Break your data down and make your content highly personalised and highly relevant to each client individually.

- Ever heard of snackable content? Well a past guest on this show Julia McCoy discussed this with Ben on his own Podcast – Marketing Buzzwords. And Snackable content can be valuable content that has been sliced and diced from a longer piece of content – take this podcast for example, I could share a quote from the chat with Ben, a quote that is interesting and engaging. Where snackable content doesn't work is when no thought is put into it, as it is such a small piece of content. But isn’t this true of anything. Make it relevant, interesting and engaging…. Always!

McKinsey's Consumer Decision Journey

McKinsey's Consumer Decision Journey is a break from the traditional marketing or sales funnel. Instead of looking at the different stages of a purchasing decision, which is lineal, step-by-step and in a methodical order, where Marketing touch-points are used to guide and influence consumers to the one and only decision – a purchase. This is no long sufficient to replicate the mountain of information and choices that are available to any one consumer. We now live in a Marketing world where there is always a two-way communication and three parties are now involved in the purchasing decision – the buyer, the seller and the opinions of others (think comparison site) – when was the last time you made a purchase without looking to see how many stars are involved?

The in the McKinsey's Consumer Decision Journey it is said that the process is now a circular journey with different four phases:

Initial consideration;

Active evaluation (researching potential purchases);

Closure (when consumers buy brands);

Post-purchase, (when consumers experience them).

The main difference here is that consumer now make the conscious decision to potentially add more options and more brands into the mix while still looking to make that final decision, post their initial consideration.

As Marketers we should now focus our efforts on reaching customers at the moment that will most influence their purchases. Ultimately it is all about being in the right place at the right time, providing the information they need to make the right decisions.

More information on this model can be found using the link provided below: https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk

What is your bedtime ritual? Hopefully it’s not as bad as most peoples? How many hours sleep should you be getting? Do you get them? In this weeks top tip that’s what we’ll be talking about, sleep.

But now its time to introduce our guest, Jono Alderson from Yoast.com, now I have to say at this point the first few minutes there audio isn’t as good as it usually is but we resolve this issue very early on so just stick with it as you really don’t want to miss this one. Jono has over a decade of experience in web development, SEO, analytics, brand and campaign strategy, lead generation, eCRM, conversion rate optimisation and helping companies deliver SEO, content, analytics and brand strategies at an international level.

Jono is also a keynote speaker with a passion that oozes through in everything he does. With this passion itching to come through in this interview I thought I would start by asking Jono, what is your favorite toast condiment?

Takeaways

- Let’s get SEO right. Its more than keywords, we are more advanced than that now. As Jono stated; its technology, marketing, psychology, branding and it’s copywriting. You need to go further than just words…. But the best rule of thumb is….. just don’t be a d*ckhead! Consider your customer and what they search for as at some point in the purchase process they will search!

- It is massively important that we invest time into digital communication channels, including websites. Good is just not…. Good enough anymore, it needs to be exceptional. If the channels you are using to communicate messages aren’t great, you can be your competitors are and that gives them an advantage.

- Jono spoke about being device agnostic and making the point that not everything should be made ‘mobile first’. We should never make assumptions over what hardware customers as using.

- Lead generation today is much more than a contact us form. We need to be solving people’s problems, without being salesy, pushy or demanding. Compelling, useful and interesting content will always win in the long term as it creates an engagement that is more powerful than consistent sales offers, which only serve to drive prices down, with short term, short lived success.

Top Tip – A Good Nights Sleep

What are the affects on getting a really bad night’s sleep. If you have a bad sleep ritual or don’t think you’re getting enough sleep this tip will show you how important it is to get your regular 6, 7, 8  9hours?

Before we find out how many hours you should be getting and provide you with some simple yet effective tips for a better nights kip, the results of poor a sleep pattern can reduce the success you with have within your studies as it can cause:

- Memory issues

- Trouble concentrating

- Mood changes

- Weakened immunity

The National Sleep Foundation suggest that adults should be getting between 7 to 9 hours, so that’s a great start if you are getting in-between this number of hours, but to really to pave the way for better sleep, you can follow these simple yet effective tips:

- Stick to a sleep schedule, always

- Create a relaxing bedtime ritual

- Exercise daily

- Create the ideal temperature, removing all sound and light

- Sleep in comfort

- Try not to drink alcohol and avoid caffeine (anything that can steel sleep from you)

- Turn off electronics before you enter the bedroom

Good night.

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy

Introduction to Marketing Study Lab. Peter Sumpton, host and tutor will explain what Marketing Study Lab is all about, what to expect from future episodes and gives just a small snippet of whats to come.

marketingstudylab.co.uk Happy Marketing Everyone!

Let's talk to Louise Shanahan, a copywriter for The Copy Prescription, and I love that name as Louise writes within two niche marketplaces – yep - health and the Government.

Louise is also a fitness nerd and a former civil-servant, which helps as she is writing about these two things A LOT!  Go figure, someone who knows an industry, has a passion for it and has gone niche, actually making a living from these things, well I never!!!

Takeaways

- What is your skill, what is your niche? Louise career has been guided, some would say by her personal life but she always utilised this to her advantage, which is now also the niche she is thriving in. From Wooden Spoon to Gym Fanatic – you make your own future, what will yours be?

- But once you have your niche, how do you thrive in this particular community. Well, Louise maximised her knowledge of Government and Health as well a being very relatable, genuine and trustworthy – and video Marketing can prove to be a great platform to do this as long as the message you are conveying is relative and for good

- Copywriting can help persuade and sell, which is basically good marketing fundamentals. Louise tells her clients that they have a duty to have good copy as they will be doing their customers a disservice if they let then click away. If you have a great product or service – you need to use the right platforms along with the right message to stand any chance of surviving.

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

LinksLouise Shanahan http://thecopyprescription.com

LinkedIn: https://www.linkedin.com/in/louise-shanahan-b60b70113/

Instagram: https://www.instagram.com/thecopyprescription/

Books:Confidence Game – Maria Konnikova: https://amzn.to/2B47aza

App:Podcast Addict: https://play.google.com/store/apps/details?id=com.bambuna.podcastaddict&hl=en_GB

EverNote: https://evernote.com

Well, well, well, you may have missed the last few episodes, that time of year, but we just cracked on, soz about that.  Anyway, for those who are joining us for the first time, welcome and for those that are regulars, it’s time to put down the turkey and lets get back to business as its regular programming from here on in.

Just a quick note on a new Facebook Group we’ve launched, aptly named the Marketing Study Lab Facebook Group, so before we move on, head over to Facebook and join the group. The more people that join the better the ‘bants’ will be. But in all seriousness, join us and keep the knowledge flowing.

It’s someone’s birthday, well tomorrow it is, yep, it’s our guest this week, Catherine Gladwyn’s birthday tomorrow. What a present, to be on the Marketing Study Lab podcast. I haven’t got you a card so again, soz about that!

So who is the birthday girl? Catherine is an efficient, self motivated, proactive, dependable VA (Virtual Assistant) who specialises in MailChimp, WordPress and social media management under her own brand – Delegate VA.

Takeaways

- When building any type of mailing list, to engage with your audience you need to focus on not just your idea client and their needs and wants, but also their pain points. What are you helping them with to make their life easier or more manageable? Once you have discovered this you can lead them on a journey to the resolution of that pain point.

- Lead magnets. Use other channels, especially social media as the gateway to gain a following and convert them into subscribers. Try to keep your core audience up-to-date with what is going on and build a reputation for providing good content, content people wont want to miss.

- Once you have a solid mailing list, make sure you are talking to them about relevant, engaging topics (see where all these tips end up – engagement). This doesn't have to be for your entire mailing list, just those the content is relevant to. Make sure you headlines are always interesting (click bait if you like, but for the right reasons) and always respond to any replies, don't leave it to an automation system to do all the work. They are unfriendly, impersonal and, yep you guessed it, not engaging.

Join The Marketing Study Lab Facebook Group

Over the course of this year, I’d like to start to introduce you to a whole host of new (and old) theories, concepts, acronyms and some tips on where to find the best information on Marketing but also to help with your studies a little.

So lets kick this off with reminding you to join the Marketing Study Lab Facebook Group. It’s in its infancy but I intend to create a group that is engaging and informative, so hop over to Facebook and join in!

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

LinksCatherine Gladwyn https://delegateva.co.ukcatherine@delegateva.co.uk https://www.linkedin.com/in/delegateva/ https://www.facebook.com/DelegateVA @DelegateVA: https://twitter.com/DelegateVA 

Books:Catherine Gladwyn – How to be a Virtual Assistant: https://amzn.to/2QR4bx5 

App:Mailchimp:

Let us do the hard work. Subscribe and each podcast episode will come to you: https://bit.ly/2NZjODA

Guest and Episode LinksDot Lung http://www.dotlung.com 

Pick your social channel of choice and add @dotlung:

https://www.linkedin.com/in/dotlung/ https://www.instagram.com/dotlung/ https://www.facebook.com/dotlung https://twitter.com/dotlung

Social Stats:Active monthly users on Facebook: 2.5 billion (statista.com) Active monthly users on Instagram: 1 billion+ (omnicoreagency.com)

Enjoy the Episode - Happy Marketing!

www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81)

Intro

If there was a formula to make your Instagram really do the business, gain attention, engagement and really start to work for you, would you be interested in this?

Our guest this week is Dot Lung, the Mother of Social Dragons (and if you haven’t guessed by the title, a Game of Thrones fan) has that formula!

And although this theme can be seen throughout all that Dot does, think complete integration and on-brand across all channels, there is a serious side behind the dragons, eggs and mythical connotations, because Dot is leading the field with her work on social media. The intro on her website dotlung.com states ‘I live 24/7 on all platforms’ and now works with businesses and individuals across the globe (or seven kingdoms) helping them to create an optimum digital experience for their brand or personal identity.

And Dot is here today to share her experience and learnings to improve your own online social presence and talk us through her DRAGONS formula!

But before we get to any of that, I need to find out Dot, what is your favourite Dragon – Fly, Fruit or Dungeons and …

Takeaways

- Your vibe attracts your tribe. And this all about being authentic to who you are and telling this to the world in a way that resonates to those that will be attracted to what you have to offer. No sales pitch, no promo, just your own unique vibe.

- It’s not about the B2B or B2C, it’s all about the H2H (human to human) connections and building relationships. Dot does this by being consistent in developing raw and real content. Ditch the fake! See the pattern here. No sales pitch or hard sell, just connections to build long-term relationships.

- And finally, of course, the DRAGONS formula. I’d suggest rewinding this episode and going back to 35.20 and listening to this part again as following Dots, on brand and on message formula will help you in developing your own social content. Even just following a fraction of this formula will change your social skill for the good.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

We have a transatlantic feel to this episode as it features a conversation with Dr. Carl Marci, the Chief Neuroscientist at Nielsen Consumer Neuroscience who I met in the freezing city of Boston, Massachusetts, I’m pretty sure it has thawed a little by now. You’ll know how cold it was if you’ve seen my recent video that was posted, filmed just outside City Hall, where you can see the statue of one of the greatest basketball players of all time Bill Russell, now I filmed this on purpose, as what you can’t see is that this statue is surrounded by plinths depicting what Bill champions. On each was a different statement – teamwork, craftsmanship, imagination, commitment, words to inspire and motivate and this reminded me of why I started this podcast in the first place. I am passionate about what I do and the profession of Marketing, so if I can inspire one of you commit to developing your skills, dream bigger than you currently are, work harder to perfect your craft or build a culture around you that allows people to thrive then this would be more that I could ever have imagined would be possible for me to achieve with this podcast, and this is what I aim to do in the valuable time that you have allowed me access, so thank you. Back to Dr. Carl Marci (taking a deep breath here as his accolades extensive) – A BA in psychology, an MA in psychology and philosophy, before becoming a Doctor at Harvard Medical School. But that wasn't enough as he went on to train in biometrics and the neuroscience of emotion and now is a provider of consumer based neuroscience using biometrics, and other technologies for measuring non-conscious processes related to media and marketing and how they effect consumer behavior and decision making. Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License LinksNielsen: http://www.nielsen.com/uk/en.html Nielsen Neuroscience: http://www.nielsen.com/us/en/solutions/capabilities/consumer-neuroscience.html Williams-Sonoma Bread Maker Price Case Study:http://myemail.constantcontact.com/Williams-Sonoma-Pricing-Tactic-Grows-Sales-for-Bread-Machine.html?soid=1102052405533&aid=JioWyC1Fesc CIM Mentoring Program: https://www.cim.co.uk/more/mentoring/ Books:Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers: https://amzn.to/2jhp2e8 App:New York Times: http://www.nytimes.com/services/mobile/index.html Theory:Ontogeny recapitulates Phylogeny: https://en.wikipedia.org/wiki/Recapitulation_theory Idol:Bill Bradley: http://www.billbradley.com

Sign up for the Quietly Successful Summit here for FREE:http://quietlysuccessfulsummit.com/

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Fifi Mason https://fifimason.com https://www.linkedin.com/in/thefifimason/

Link to the vulnerability test Fifi mentioned: https://fifimason.com/comfort-level/

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro This is my first recording since Liverpool won the English Football League for the first time in 30 years. Congratulations to the team, the club and more importantly the fans. You’ll never walk alone.

Are you visible in the business you work for or as part of your own personal branding? If not, it might be time you reconsidered your strategy for this.

And this doesn’t mean using fake, aggressive or exhausting tactics.

Our guest this week, Fifi Mason, helps to inspire introverts to get visible and build a personal brand that aligns with your own personality. Nothing fake, nothing underhand, just emphatically you – with sincerity and style.

Fifi believes there is a true power in being yourself in business as it’s the most effective way to build trust, raise your profile and attract more clients.

In this episode we cover; - The importance of authenticity - Approaches to being authentic - Being comfortable with our true self - Dealing with overwhelm and exhaustion

Watch the episode video: https://youtu.be/pmuVTtrMuHo

Takeaways Top Tip When it comes to personal branding, spend the time getting to know, you! The more time you spend on this and working out the type of person you are, the stronger your personal brand will be and the more authentic you will be to, not only yourself, but also your audience.

Favourite Quote ‘It’s finding that why and knowing it and knowing the true why for yourself and for your clients’ – This is powerful. Spend some time figuring out what gets you out of bed in the morning and gets you motivated and keeps you focused. This is probably where all your efforts should be placed.

And Finally, the Most Important Takeaway from this Episode When faced with an issue, problem, simply overwhelm, try to reframe the scenario you see yourself in and ask these three questions;

- What’s the worst that could happen? - What’s the best that could happen? - What’s the most likely to happen?

And you’ll probably find that the thing that is most likely to happen is that happy medium, it’s never as bad as you think it will be, in fact it could be even better than you were imagining!

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Let us do the hard work. Subscribe and each podcast episode will come to you: https://bit.ly/2NZjODA

Guest and Episode Links

Phil Robinson https://www.linkedin.com/in/phil-robinson-4249678/

Proctor and Stevenson https://www.proctors.co.uk/ marketing@proctors.co.uk

LinkedIn: https://www.linkedin.com/company/proctorsbristol/ Instagram: https://www.instagram.com/proctorandstevenson/ Facebook: https://www.facebook.com/ProctorsBristol Twitter: https://twitter.com/ProctorsBristol YouTube: https://www.youtube.com/user/proctorsvideos/videos

Enjoy the Episode - Happy Marketing!

www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81)

Intro

It’s so easy to create a brand, just design a logo right? That's the brand. Wrong. The problem is these two words are just so interchangeable even I find myself saying brand when I mean logo! Probably because the word came from the ‘branding’ of criminals in the late 17th century (enough of the history lesson Pete, get on with it).

Anyway, as we’ll discover in this episode, a brand is so much more than some colours and a creative. Phil Robinson the Creative Director at Proctor & Stevenson has a solid background in copy, which means, as a Creative Director, he can sees both sides of the creative coin – the front facing and what goes on behind the scenes – perfect for giving us the lowdown on what makes a brand.

Phil’s college Dan Hardaker Head of Digital Design joined us back in episode 89 (https://bit.ly/39RiV8o), but for this chat we move away from building a Marketing Career to straight up brand.

Takeaways

- I love a good analogy and Phil’s representation of a logo being like a countries flag and the brand being everything that is within the countries make-up is brilliant. Think of any country and you get images and thoughts about what the country is made up of – weather, people, cities, activities, culture, etc – that's the brand!

- But how do you create a brand? Try and focus on these four key areas:

1 – The brands proposition 2 – The brand tone of voice 3 – What are its key messages 4 – It’s visual identify

And look, we didn't even touch the creative until point number 4… amazing!

- To create consistency within a brand Phil says you need these three things:

1 – Brand guidelines (to create consistency, not a straight jacket) 2 – Brand champions and ambassadors 3 – Regular reviews as your brand should be as malleable as the ever-changing market is lives to serve.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.dz Creative Commons License

HAPPY NEW YEAR!

Wow, we're now into 2019, which is Marketing Study Lab's second year... so old.

The last episode was on Christmas day and this one is on New Years Day, heart timing Pete, great timing.

What better way to kick off 2019 than to take a look back the Marketing Study Labs two top tips of 2018. A look back, to look forward in a way.

Happy New Year Marketing!

Part 2 of 2: Mark Ritson is an adjunct professor of Marketing at Melbourne Business School, but his journey to this point in his career has taken many steps, from the University of Lancaster to developing a mini MBA with Marketing Week in which he also writes an award winning weekly column alongside contributing to various academic journals. Mark has also taught as MIT and London Business School to name just two and has also been the recipient of the Ferber Award for his doctoral thesis along with three other awards for his teaching. He has also worked as a private marketing consultant for some of the largest brands in the world such as Baxter, Loewe, McKinsey, PepsiCo, Subaru, Donna Karan, Westpac Group, Johnson & Johnson, Benefit, Amgen, Ericsson, Cloudy Bay, Unilever, KPMG and WD40. The list goes on but I'll let me fill in the rest. Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License LinksMarketing Week Column: https://www.marketingweek.com/focus/mark-ritson/ Mini MBA: https://mba.marketingweek.com Tango Ad: https://www.youtube.com/watch?v=iqVFnxHWnlc Hagen-Daz: https://www.youtube.com/watch?v=sj49lJJr17g Leeds Rebranding: https://www.marketingweek.com/2018/01/31/mark-ritson-leeds-united-rebrand/ Book: Art of War Sun Tzu: https://amzn.to/2JD0yaf Model: Net Promotor Score: https://www.smartinsights.com/customer-engagement/customer-engagement-analytics/using-net-promoter-score-to-assess-marketing-effectiveness/ App: LinkedIn: https://www.linkedin.com/in/markritson/

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962  (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

What Episode Snippets are in this look back of Marketing Study Lab 2020:

Communicating Effectively and Saying Things Better with Lila Smith founder of Say Things Better – Episode 141 https://marketingstudylab.co.uk/communicating-effectively-and-saying-things-better/ 

Content Planning with Andy Lambert Director at ContentCal - Episode 132 https://marketingstudylab.co.uk/content-planning/ 

Inclusive Marketing with Martyn Sibley founder of Disability Horizons - Episode 126 https://marketingstudylab.co.uk/inclusive-marketing-with-martyn-sibley/ 

Finding Your Content DNA with John Espirian The Relentlessly Helpful Technical Copywriter - Episode 113 https://marketingstudylab.co.uk/finding-your-content-dna-with-john-espirian/ 

Transforming Threats into Opportunities with Joe Glover Found of The Marketing Meet-Up - Episode 112 https://marketingstudylab.co.uk/transforming-threats-into-opportunities/ 

Financial Future with Winnie Sun of the Sun Group Wealth Partners - Episode 109 https://marketingstudylab.co.uk/financial-future-with-winnie-sun-of-the-sun-group-wealth-partners-episode-109/ 

Reading Body Language with Mark Bowden the Body Language Expert - Episode 104 https://marketingstudylab.co.uk/reading-body-language-with-mark-bowden-the-body-language-expert/ 

Infographics with Brian Wallace of NowSourcing – Episode 100 https://marketingstudylab.co.uk/infographics-with-brian-wallace/ 

Understanding Marketing with Douglas Burdett from the Marketing Book Podcast - Episode 98 https://marketingstudylab.co.uk/understanding-marketing-with-douglas-burdett-from-the-marketing-book-podcast-episode-98/ 

Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Summary Well it’s been a year of change on the podcast, as I tried to bring you even more actionable knowledge alongside all the amazing guests.

As this is the last episode of the year, it’s an opportune time to take a look at some of the highlights from the podcast during 2020.

I’d love to share all the episodes with you, but that feels a little excessive, so I strung together some memorable moments, some marketing genius and of course, some actional knowledge.

But as always, starting with a random opener, I think

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links John Espirian https://www.linkedin.com/in/johnespirian/ https://espirian.co.uk

Content DNA: https://amzn.to/3cD3yCh

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro

It takes a long time to be known for your craft and we shouldn’t look for hacks, cheats or quick fixes, we need to build slowly and correctly.

It’s an honour to welcome back to the podcast, John Espirian, the relentlessly helpful copywriter, Johns first appearance was way back in episode 32, but now he has a new book out called Content DNA which is packed with ideas and helpful tips on how to get noticed, remembered and preferred through being the same ‘shape’ everywhere you show up.

In this episode we focus on 3 chapters of the book;

Chapter 5 – Being known for one thing and how we do this Chapter 12 – Social media bad practice. What should we avoid doing? Chapter 23 – Writing and finding the right content ideas

Watch the episode video: https://youtu.be/FeN1ymkJ9SM

Takeaways

- You need to find that one thing you want to be known for. Got it? No? Well follow Johns steps to get there – What do you enjoy doing most and what brings the most value? Finding one without the other just won’t work or it’s going to make you miserable, so it’s worth taking the time to work this out.

- John took us through the bad practices he sees on LinkedIn. These are; Engagement pods, Generic invitations, Don’t ignore people – make sure you’re engaging, The follow, unfollow, Tag walls – no one wants to be another brick in a wall!

- Don't have a 1 month plan, or even a 12 month plan. Focus on 30 months. This gives you the time to build up a reputation or as Mark Schafer puts it – being ‘known’. This can seem daunting, but will pay off as there are no shortcuts here, so rewind, listen to Johns wise words and go implement.

Music Featured on this Podcast:Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

In the second episode of Marketing Study Lab we meet Chris Dunkerley, the MD and owner of moocreations, a creative agency based in the North West. Chris describes the company as a business growth 'kitchen' predominantly for SMEs based in the North West. With a background in graphic design, Chris has grown moocreations from what was a graphic design based company over the past 10 years to what it is now, focusing in on some very specific industries that the company understands and can offer not only a creative service but a 360 review and analysis of a business. Chris explains his journey that has led him to start his own company, break from the traditional corporate career and why he loves delving deep into the underbelly or an organisation to help them uncover their strengths and weaknesses, opportunities and treats. Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License Links Moocreations: https://www.moocreations.co.uk Books: Eat That Frog:https://amzn.to/2r9Q9v2Fanatical Prospecting: https://amzn.to/2HGFhf9

App: Shapr http://www.shapr.co

Instagram Strategy for Business Growth: Dot Lung Online Course: https://bit.ly/3dOg5TK

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

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Guest and Episode Links Dot Lung http://www.dotlung.com

@dotlung on all social channels

Previous episode 99: https://bit.ly/2WEPqDj

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro Social media can be viewed as the second internet, it’s got its own place in our Digital Strategies, but how do you succeed on these platforms. It isn’t a case of show up, use it like you would if you were talking to family. It needs to be seen as and used as a business tool.

When I chatted to Dot Lung back in episode 99 we discussed (amongst other things) her DRANGONS formula for social success. I felt it didn’t get the airtime it deserves as it was stuck at the back of our conversation rather than front and centre.

Now with an online course to accompany the formula, I’m delighted to share this section of the episode with you all as it is truly Actionable Marketing Knowledge.

No random question, no back story, just straight into the DRANGONS formula and how it can lead to social success.

So here is Dot Lung to talk you through it.

Takeaways If you want to have a strategy for your social content, look no further than Dot Lungs DRAGONS formula. Here is a recap;

Dialogue – You need to be saying the right things. Make sure you are having human to human contact by concentrating on the conversation.

Relatability – Can you create content that sparks emotion and ‘like-ability’. Try telling stories that are relatable to your audience.

Authenticity – Stay true and stay you! Be authentic and true to your brand.

Giving Value – You must be delivering value consistently and give before your take. The more you give, the more you get.

Opinion – This can be a great conversation starter and generates engagement. You will find your true fans by sharing your opinion.

Niche – Find your niche and be specific. Trying to speak to everyone means you are speaking to nobody. Dot says this is around 250 people.

Scaling - As every dragon has scales :) but your gonna have to talk to Dot to uncover this one!

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Guest and Episode Links

Dan HardakerWebsite: https://www.proctors.co.uk LinkedIn: https://www.linkedin.com/company/proctorsbristol/ Instagram: https://www.instagram.com/proctorandstevenson/ Facebook: https://www.facebook.com/ProctorsBristol Twitter: https://twitter.com/ProctorsBristol

YouTube: https://www.youtube.com/user/proctorsvideos/videos

Resource:Medium: https://medium.com App:Seesaw: https://web.seesaw.me

Enjoy the Episode - Happy Marketing!

www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81)

Intro

Our guest this week brings two huge Marketing worlds together – The creative and the Digital. Dan Hardaker is the Head of Digital Design at Proctor + Stevenson, a full-service B2B marketing agency working across creative, strategy and technology.

What makes this such an intriguing chat, is that Proctor + Stevenson have a long history with developing the next generation of design talent, which is just engrained into the P+S culture. Dan is perfectly placed to shed some light on how to develop as a Marketer and if qualifications or practical application is more important. Spoiler alert, it’s a bit of both, but you know that by now anyway.

Takeaways

- When looking for a job, be it your first one or indeed that next step up. Dan believes that you are better to find a company that provides mentorship as well as learning and development opportunities. If you find one that offers this then you will also get the opportunity, one day, to be the mentor yourself. And that is juts an amazing feeling – I’m talking from experience here.

- Dan also believes that there are pros and cons to getting a Marketing Qualification.

Pros - It’s a spring-board to a career and it provides the grounding and foundations you need

Cons - There is a valuable resource in starting work and learning those practical skills rather than the theory behind it

The correct answer. Do both – Study and get a job that fits in with your studies. Or get a job and study around this.

- And finally. One key word for those that are yet to experience the working environment. Pace – Be prepared for the speed at which things need to be delivered. Usually yesterday or in an hour is fine, but embrace the fear that comes with any role and enjoy the process of learning and developing, until you yourself, become the teacher.

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Guest and Episode Links Stacey Brown Randall  https://www.staceybrownrandall.com/  Take the Ninja Quiz: https://www.staceybrownrandall.com/quiz 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro Referrals, no matter how much we like to think that our own communications tactics alone is what will drive our success, this type of Marketing can be very successful. We all know how much word of mouth and the opinions of others can influence our decision-making process, so if we can have some sort of control over this, some way of building a referral system, then surely this would be a long-term tactic that will pay off.

Enter Stacey Brown-Randall. Stacey teaches small business owners and sales professionals how to generate referrals without asking, without the dark arts of manipulation and even through being your authentic-self. Why should we believe her? Because this is how Stacey built her own business up and now she’s here to walk us through the Referral Ninja Master Framework™.

In this episode we cover; - Old school referral tactics and why they don’t work Go through the 6 integral elements to a great referral strategy: 1 - Laying the ground work 2 – Referral source identification 3 – Building a referral experience 4 – Planting those referral seeds 5 – Planning and implementation 6 – Tracking results and improvements - And explore the mentality of play the long game

Watch the episode video: https://youtu.be/RnKsqNb_1aQ 

Takeaways Top Tip Stacey mentioned ‘referral seeds’ which are the touch-points where consumers come into contact with your business. I’m a huge fan of knowing and understanding your touch-points and improving these to improve your overall referral success rate.

Favourite Quote When Stacey looked back at the old school tactics getting referrals which were ‘you have to ask for them…. You have to pay for them… You have to be overly promotional or gimmicky’ which can lead to the falsehood of viewing these as the only tactics that work. Don’t let that happen!

And Finally, the Most Important Takeaway from this Episode If you want to improve your referral rate, think of the quality not the quantity. If you do this, you’ll see your closing ratio improve. So, let’s start to put some thought behind our referral tactics.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de  Creative Commons License

We covered a topic very briefly on episode 44 with Mr Ryan Holtz, which was CRM (Customer Relationship Management). We skirted over the idea of what this is and why it was important but not the specifics, which is what we’ll be doing later on in this episode.

But first, lets have a chat with Evan Wyk, a Brand Guardian and believe me, after this conversation you’ll really understand what a brand guardian is and should be. Evan has worked within the media sector over the past 20 some years and now helps brands if they are a bit stuck in today’s busy marketing landscape. Evan helps companies draw the attention of those they seek to serve – their idea clients.

Takeaways

- So what is a brand then? Evan explains that a brand is what people say about you when you are not in the room – I don't think he meant bitchin, well Jeff Bezos didn't when he said it anyway. This goes deeper than a name, it is a perception of quality, that spreads further than an organisation can do so itself. People remember what you told them, not what you sold them!

- Consistency of brand is vital, especially on a Global scale. If it isn’t the same your target market will be getting confused with who you are and what you do. The best way to counteract this or control it – a brand bible, a set of guidelines that is the encyclopedia of your brand and who doesn't love a good encyclopedia.

- And finally, a brand is important for the internal company benefits as well as the benefits it brings to an audience. This means it can build confidence, improve quality and increase the expertise by attracting the best candidates. All of which subsequently means a better customer service.

CRM (Customer Relationship Management)

So what is Customer Relationship Management. Simply put, it's a massive diary and address book for organisations. But lets get a bit more technical here. A CRM is an approach that an organisation decides to take in regards to its interactions with potential and current customers, using software to have input, manage and analyse this information.

The idea being, that if all the information about a customer is stored in the same, accessible location and kept up to date, then this will make it easier to serve them and ultimately drive revenue. It also offers the opportunity to chop and manipulate the data to produce analytical reports that help in understanding the make-up of your customer base and any current trends. 

Some CRM systems such as Safesforce can now be integrated with other software that allows further admin, marketing, financial and sales functionalities, creating efficiencies with a business and a seamless journey from the customers perspective.

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

LinksEvan Wyk www.evanwyk.comInstagram: https://www.instagram.com/evan.wyk/ Facebook: https://www.facebook.com/evanwyk.development LinkedIn: https://www.linkedin.com/in/evan-wyk/

Books:Strength Finder 2.0 – Tom Wrath: https://amzn.to/2WBLvF3We Need to Talk About Kevin - Lionel Shriver: https://amzn.to/2UJawwz

App:Adobe Spark Post:

Enjoy the episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81(@cousinp81)

Over the coming weeks, not only do we have some amazing guests to chat with, but we’ll be taking a look at the Marketing Mix, more fondly known as the 7 P’s – Product, Price, Place, Promotion, Process, People and Physical Evidence. This week we start with product. But first we need to have a little chat with Branka Injac Misic.

Branka Injac Misic is the CMO of GigSuper, a company that helps the self-employed manage their money. Sound boring? Well it’s Branka job to turn taxes into something we should all be excited about by looking after the community of customers that use GigSuper. All this while also running her own company – onetinytribe.com that offer prints, posters and artwork to inspire and promote adventure amongst mums and baby boys.

Takeaways

- Streamlining a customers experience is hugely important and can make a massive difference, especially in complex industries such as finance. Branka breaks down the perceptions and walls that are built around the complex and keeps it as simple as possible.

- CX and UX are different. A user experience (UX) usually sits within the Customer Experience (CX). This is the usability of the product or service, whereas the CX covers EVERYTHING – from what the customer hears and does, to the branding the journey and the main touch points throughout this journey.

- Base everything on customer research. The clue is in the title – CX! It is their (the customers) experience and you need to under what they need and are looking for to provide the right experience.

Top Tip – 7P’s - Product

The product element of a marketing mix is easy to understand. It’s the product you’re selling to solve a customers problem. Without this, or some carnation of it such as a service, you are basically trying to sell air!.... unless air is actually what you are selling and then this becomes your product.

Within the product section of a Marketing Mix you need to consider what the product is, what it does, why it does this and why people need it.

In terms of its position within the overall mix, the product will help to establish the pricing structure, how it will be sold (i.e. through what channels) and the features and benefits it will invariably be sold upon. 

LinksBranka Injac Misic https://www.gigsuper.com.aubranka@gigsuper.com.au

Books:Contagious - Jonah Berger: https://amzn.to/2HZ1F4N

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 

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Guest and Episode Links Richard Moore https://therichardmoore.com/  https://www.linkedin.com/in/richardjamesmoore/  richard@therichardmoore.com/ 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Part 2 of 2 Just a quick reminder that this is part 2 of a 2 part chat with Richard Moore and how to Master the Sales Process. If you haven’t already, check out the first episode from last week.

Last week we ended by talking about how using video is a much better way of communicating than using the standard telephone (they still exist I’ve been told). Now let’s get back to Richard and all things sales.

Watch the episode video: https://youtu.be/9YTc1TY6YuA 

Takeaways Top Tip Richard discussed thinking about the objectives and outcomes and making them realistic to your position. For example, if it’s your first day in a sales role and you are inexperienced, then the objective is to make those calls rather than be a closer. You’re one step closer to moving to the next level and a successful sales process.

It’s exactly the same in Marketing, you’re not going to revolutionise the world or even a company on day one. Take it one step at a time.

Favourite Quote If your rejection rate is high due to the price point, then it’s best to pre-qualify that the pricing you offer isn’t an issue before moving forward. ‘You need to deliver a little nugget of information in the first 30 seconds of the conversion as to why you’re premium, and then that doesn’t come up so much’.

Pre-qualification thought the customer journey is imperative as to not waste your time or your potential clients.

And Finally, the Most Important Takeaway from this Episode Take note. Content forms gravity. Powerful words indeed. You need to build you bank of content that is helpful to the people you are looking to serve. The more you push out into the world, the more your ideal clients will start to notice you and gravitate towards you.

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Guest: Douglas Burdett Topic: Marketing Books

Discussion Points • Themes and main takeaways from 2020 • The book you’ve learnt the most from • The best marketing books to read right now • What to look out for in 2021 – books • Tips on reading, consuming and learning from books • Planning for 2021

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)

Peter Sumpton Okay, there you go. We are live. Hello, Douglas. Welcome.

Douglas Burdett Hi. Good to be here. Fantastic. I've waited ages to get you on here because today, we're going to talk.

Peter Sumpton We're saying sorry.

Douglas Burdett I was on once before. Yes. So that's the marketing study lab podcast. So this is the live, so we stepped it up again for this one. Okay, okay. Oh, pressures on great.

Peter Sumpton No pressure at all. But I've been, I've been waiting ages for this one, because I decided for you to hop on this live at the end of the year, because of what you do for your labour of love, rather than your day job. And I think it's a really good way to summarise what's been happening throughout the year, in marketing and in and around the topic of marketing. So first and foremost, could you just give the listeners a brief intro to yourself and what you do?

Douglas Burdett Sure, so I live in Virginia, I have a small marketing agency, we like to work with manufacturers and industrial companies.

And in my free time, that's a joke. I do this marketing book podcast, which I've been doing for almost six years now. And each, it's the marketing book Podcast, where each Friday, I publish an interview with the author of a new marketing or sales book, and I read here I crossed the 300 episode number. So 300 books on the show. And or when I started the podcast, I was about 10 episodes in because I had read those books. And that's when I realised I was actually going to need to read each book

for each interview, so it was sort of like taking the wrong exit on the motorway or the realising, oh, well, okay, I guess I'm gonna read a book every week. But I do that, and it's been really good for me. And I've enjoyed it. I like learning. And I like helping people and I hear from it's in over 150 countries now. And I hear from people all around the world, pretty much every day, they they messaged me on LinkedIn, and, you know, tell me that they listen to the podcast, or find a particular book or interview helpful, or, more often than not, they asked me what, for book recommendations. So I don't want anyone not even Peter Sumpton to have to read 300 books to find the right one. So it's really only 30 seconds, I'm able to say, Oh, I know, just the book, you should read that particular challenge you're describing. So that's also for any of your viewers or listeners, please connect with me on LinkedIn. And I can provide any kind of recommendations to books or other resources that I know of, for whatever challenge folks are facing. The only thing I ask is include a...

Link to the YouTube Video on how to use Answer the Public within your SEO Strategy: https://youtu.be/uHEhrwW_Tm8 Guest and Episode Links

Natalie Alleblas https://www.natalleblas.com https://www.linkedin.com/in/natalleblas/

Books:Chillpreneaur - Denise Duffield-Thomas: https://amzn.to/35oGYJK Making Your Website Work – Gill Andrews: https://amzn.to/2OAf9rc

Enjoy the Episode - Happy Marketing!

www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81)

Intro

If you’re in to working smarter, not harder then this weeks guest is for you. Natalie Alleblas, the SEO Sleuth is here to talk about all things SEO.

With a love for data (from working for one of Australia’s Big 4 banks) and words (beginning her career in PR), Nat’s ethos is to save time and money by helping you implement SEO so you can be found online. No dark arts, no dodgy stuff, just a nerd and her numbers.

Nat practices what she preaches and utilises her skills in her own businesses, making that all important organic traffic work as hard as it can.

Takeaways

- SEO isn’t just one part of a Marketing Strategy, it can infiltrate every facet of it. Think about it – EVERYTHING we do, from the customers we speak to, to the product descriptions we provide can impact SEO in some way, either by helping create the right content, or fundamentally being visible online! Which is the overall aim isn’t it?

- If you haven’t heard of EAT before, Nat has now brought it to our attention. EAT is a Google acronym for Expertise, Authoritativeness and Trustworthiness. Which is what Google are looking for in terms of website content and author! So if you’re an expert in your field and you write about your experty things Your EAT-tastic!

- And finally, at the end of the day, make sure you’re writing for your audience. If you’re content is on point about a particular subject matter and it’s written for those who care about this, then you’re pretty much onto a winner.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

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Guest and Episode Links Justin Goldstien https://www.pressrecord.co/ https://www.linkedin.com/in/goldsteinjustin/

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro Building relationships is key in any business, none more so than within PR and what can be classed as developing Media Relations. This isn’t some seedy ‘you starch my back’ approach, this is about building authority and gaining trust for a mutual benefit, in the long term.

My guest this week does just this for his clients. Justin Goldstein is an award-winning public relations practitioner and President and Founder of Press Record Communications, a strategic media relations agency.

Understanding what is required to build these relationships and maintain a solid focus on what you are trying to achieve is what makes Justin stand out from the rest. It is just as much about developing your own story, as it is about getting a reporter's attention, leading to the coverage you desire.

In this episode we cover; - Is it all about who you know? - Formulating a good strategic media plan - Avoiding negative associations - Measurements quantify success

Takeaways Top Tip It’s good to know that it’s more about the story you have to tell than it is who you know. With this in mind, look at the topics you could be an expert in and own them. But do this with a long term view in mind, don’t focus on the short term gains of appearing once and never again.

Favourite Quote ‘Media relations now is using different media channels to provide value to target audiences’ And isn’t this what we should be doing all the time!!!!! Utilising not only our media relations, but through all channels. Media relations is an excellent way to improve and maximise this and can sometimes be overlooked as a tactic. But don’t as you’ll be missing out!

And Finally, the Most Important Takeaway from this Episode When building media relations, make it easy for the reporter, journalist or your contact to do their job. Provide a head shot, bio, a synopsis of the main talking points you are willing to cover or have covered and most importantly, don’t double book. You need to be available on their timescale, not your own.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Marketing Theories Explained Series Link: https://bit.ly/3mi35di 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro This is part two of six.

Over the next six weeks we’ll have a slightly different feel on the podcast, It’s just going to be me, myself and I, as I chat through six of the most important and influential theory’s within Marketing.

This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast.

Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes)

This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements.

This week we take a look at STAKEHOLDER MAPPING

Watch the video series: https://bit.ly/35AEWrA

Podcast Summary Stakeholder mapping allows you to identify key players that will influence your project and its success;

1. Find out who has the most influence 2. Focus on those who will benefit most. Probably who serve 3. See where resources are needed and what they are 4. Have a game plan to manage, monitor and control

If you don’t understand your stakeholders, you are placing an insular view on your world and those that can influence what you are doing. This will become a hindrance and cause major issues in the long-term.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de  Creative Commons License

Let’s meet Tea drinking Tracey Tait, who is an Independent Marketing Consultant based in Newcastle, don’t let her accent deceive you, she is definitely based in the North East.

What should make Tracey’s story compelling to you is the fact she has worked for large global organisations as well as SME’s and will be able to give us all a well-rounded view on all things Marketing. Her methods are Simple, effective and time-saving and who doesn’t want that.

Takeaways

- Tracey provided us with the ultimate 6 step guide to building an ideal client / persona / avatar and this is the one and only takeaway I want to focus on as its so important to get this right. So these six steps are:

1 – Demographic (age, gender, marital status, vocation, level of education, etc)

2 – What is going with them? They obviously have a problem that you can solve, what is that? What are their pain points and challenges? And are they the decision maker, if not who is, as these are the people who will have the final say?

3 – Where are these people – where do they congregate, not physically, although it may well be, but more digitally – what websites, blogs, social do they use and who do they follow?

4 – What is there story and remember to have empathy and consider the emotional side as this can be a powerful tool. Thoughts, feelings, fears, desires – all important!

5 – What is the story after purchase. It doesn't end after the sell

6 – The negative persona and avoiding the clients that you don't want to target. It sounds backwards but it can provide so much clarity in who your ideal client actually is.

Thanks Tracey!

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Links

Tracey Tait: https://www.linkedin.com/in/traceytait/ https://www.facebook.com/TranscendYou/ @transcendyou - https://twitter.com/transcendyou

Seth Godin Podcast Akimbo: https://www.akimbo.me

Books:Tribes – Seth Godin: https://amzn.to/2LYQa1s

App:Instagram: https://www.instagram.com

Theory:Here are some articles about the power of Content Marketing: http://www.marketingjournal.org/the-power-of-content-marketing-jon-wuebben/ https://blog.markgrowth.com/20-stats-that-show-the-power-of-content-marketing-in-2018-c2aaa7e1d13a https://contentmarketinginstitute.com/2017/10/stats-invest-content-marketing/

When entering an exam, did you know that if you can understand the time you have and how it is broken down it can help you maximise the potential to gain the most marks. If not, don’t worry, we’ll be covering it later.

Before we get to all that, let’s talk to John Espirian, a freelance technical copywriter who has the nack to make the complex, simple. Not only that, but he shares a wealth of knowledge at every single touch point, just checkout his website – espirian.co.uk, which is jammed packed with guidance on a whole host of topics, not just copywriting, of which some of these topics and a link to the website can be found in the show notes, so you know John will be bringing the same level of knowledge from these to this eposide.

Go check it out: espirian.co.uk

Takeaways

I told you John was full of hints, tips, guidance and knowledge…. So how do you unpack all of this, hmmmmm. Here are my top takeaways from this chat:

- John Espirian’s 5 fundamentals for starting as a copywriter are:

- Find your niche and don’t be generic

- Make sure you have a web presence (obviously ) – choose one social platform and do it well

- Connect with peers and help each other thrive

- Connect with your ideal client (like, comment and share…. Stuff)

- Invest in yourself and learning what you need to learn

- Write down everything  - Even if it makes no sense, then go back and edit as it’s the editing that can be the hard part. John relates this to baking. You need to leave your copy to prove, before going back to edit it to make sense.

- Always be thinking of the call to action while writing. Why are you writing what you are writing and what is the intent behind this? Is it sales, download, contact? And this can be related to your assignments or exams and writing to make it easy for the examiner to give you marks – see we do provide you value as well as stimulating chats!

Top Tip - Time, is on your side (exam timings)

So let’s get mathematical. Say your exam is 3 hours long and is worth a total of 60 marks. If we look at the July exam there were 5 questions in total all with different levels of marks attributed to them.

Now for the science bit (it may be worth looking at the show notes for this one to make some sense of it all) :

3 hours = 180 minutes

180 / 60 total marks = 3 minutes per mark

We can now work out how long we should spend on each question, so:

If the questions is worth the following marks:

10 marks = 30 minutes

15 marks = 45 minutes

20 marks = 1 hour

If you can worth this out in the first few minutes of any exam then it will pay dividends as you will be able to keep on track and shouldn’t run out of time!

I hope that make some sense.

LinksJohn Espirian: https://espirian.co.uk https://www.linkedin.com/in/johnespirian/ @espirian - https://twitter.com/espirian

Using Social Media to Get Copywriting Work:https://espirian.co.uk/can-social-media-help-you-get-copywriting-work/ Freelancing: https://espirian.co.uk/freelance-copywriting-work/ Writing Tips:https://espirian.co.uk/10-writing-tips/ Proof Reading Tips:https://espirian.co.uk/top-10-proofreading-tips/

Books:Deep Work – Cal Newport : https://amzn.to/2KpcUD2 Selling the Invisible – Harry Beckwith:

Enjoy the episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81(@cousinp81)

Intro

We all seem to be focusing on the Digital elements of not only our Marketing, but our business and social lives as well. Sometimes it’s easy to forget the real world in all of this and how Physical Evidence can play a huge part in your Marketing Mix. More on that later.

First, it’s time to chat with Michael Field about all things B2B (business to business). It’s so easy to focus on the B2C (business to consumer) elements of Marketing as they are all around us and impact us every day, but the majority of us will ply our trade within the B2B sector and Michael is the perfect person to guide us through what we should be doing here.

Michael, who was also a guest lecturer at Edith Cowan University for a number of years, now focuses on developing competitive strategies for medium sized businesses for EvettField Partners. Michael specializes in helping his clients gain market share, build compelling value propositions, identify value drivers and develop meaningful, evidence-based and actionable strategic plans. Now this may all sound very buzz-wordy but believe me, when Michael talks, you listen as there is theory and analysis behind what he offers, building the solid foundations of Marketing that are so badly missing in many organisations Strategy.

Takeaways

- Why is marketing important. As Michael points out, it can help companies grow and break through that plateau that other functions, such as sales cannot do alone. But it needs careful consideration backed by proper analysis. Basically, its more than just your logo, literature and a website – what are the strategic implications. 

- This leads on nicely to not forgetting about the fundamentals of marketing. These are the bits that people can’t see, or don’t want to see. The research and analysis that is required to base any type of Marketing tactics on top of. These are the foundations of good Marketing.

- When thinking about the various channels we now have at our disposal, it doesn't mean we should be on all of them or spread ourselves to thin. No, we go where the market is. Consumer buying behavior has driven our need for Digital Marketing, Digital Marketing didn't drive the need for customer to be on these platforms. It is down to us as Marketers to understand where our customers are and be there when they need us.

Top Tip- 7 P's - Physical Evidence

Within the extended or digital marketing mix sits physical evidence. What do we mean by this and why is it a consideration? After all, for many businesses e-commerce is the only platform and thus, physical evidence is an non-entity…. Wrong.

Yes, physical evidence is far more prevalent within the service industry. Take a salon or a butchers for example, the smells, sound, décor, ambiance, cleanliness, colours, clothing and even equipment is vitally important as an indicator to the quality of the service that will and is provided.

But even for those organisations with very little by way of physical evidence, it is an important factor as including the physical in what is a none physical landscape can be a game changer.

What the heck am I talking about. Take Amazon for example, their physical evidence is exceptional irrespective of their digital presence, lets take a look at some key elements:

Packaging – usually branded and even the tape they use to seal the packaging is either branded or utilised in some promotional way

Warehouses – Those massive things you see on the side of the road,...

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Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro At the end of last year I was fortunate enough to be asked to conduct a workshop into the importance of and developing customer personas for Cambridge Social Media Day.

This podcast is the recording from that presentation and it comes in two parts.

In this episode we cover; • Why you shouldn’t play Guess Who? with your personas • Where your persona fits in with your Marketing Strategy • Where to find all the facts and figures • Why sentiment analysis can play tricks

There are also some cheat sheets to go along with this workshop, which can be found on the Marketing Study Lab website: https://marketingstudylab.co.uk/wp-content/uploads/2020/12/Fact-or-Fiction-Sheets.pdf One further note.

The live video recording of this workshop will be available along with all the other amazing workshops, seminars and presentations that featured over the two Cambridge Social Media Days soon. Sign up to get a reminder of when they will be available at; www.cambridgesocial.media/csm-day-2020

Watch the episode video: https://youtu.be/xhqPxIRcsgo

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de  Creative Commons License

Sandy Grigsby https://www.sandyinfocus.com

TedTalk: https://www.youtube.com/watch?v=LUv0IpTSQfw

Go-to Resource:Audible: https://www.audible.co.uk/ 

Enjoy the Episode - Happy Marketing!www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81)

This is the image Sandy talks about near the start of the podcast.

Intro

Deep down we all think we are good with a camera, a keen eye of a good pic, but when you come up against someone who knows their craft well, you realise that you should probably just stick to the family holiday snaps.

Sandy Grigsby is not only one of the top photographers in the US, with clients flying from around the world to get in front of her camera - from Influencers and Fortune 500 Executives, to Billionaires, Thought Leaders, and Celebrities, but within these snaps Sandy can heighten your personal brand and give you that confidence you didn’t know you had, or as Sandy puts it; this can be your Confidence Catalyst.

A psychologist behind a camera basically!

We always hear that being authentic is important, but is this possible in a world where it is easy to criticise from behind a keyboard? And why do photos spark such emotions in us. Luckily, Sandy can help us understand the answers.

Takeaways

- Sandy kindly gave us some simple tips to make our profile photos (or our own photos) better, remember:

- You need to be prepared mentally unless it will show

- Correct your posture and show your confidence to the camera

- Turtle neck it and use your butt - stick it out!

It may feel a little odd but the camera sees us differently to what we see through our own eyes, so use these tips to get better results

- Photography can be so powerful as a camera can capture a singular moment in time. It is also compounded by the fact that a photo can make you think, spark imagination and curiosity – it can mean different things to different people – a video can’t do this as it is continually moving and there is usually a narrative. So think about how a photo will make people think and react.

- And finally, if you’re not looking to fly to the US for Sandy’s services, what should we look for in a photographer and how should we prepare for a photo shoot?

- Firstly, go through their profile and work out if these are the types of images you want. Taking an holistic view of the overall portfolio of work

- Secondly, take the confidence steps Sandy talked us though previously

- And finally, be camera ready. Get a good nights sleep, TWO nights before, not one but two!

Let us do the hard work. Subscribe and each podcast episode will come to you: Apple Podcast: https://apple.co/2QSk8om Spotify: https://spoti.fi/2QXQGgw

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

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Marketing Theories Explained Series Link: https://bit.ly/3mi35di 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro This is part four of six.

Over the next six weeks we’ll have a slightly different feel on the podcast, It’s just going to be me, myself and I, as I chat through six of the most important and influential theory’s within Marketing

This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast.

Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes)

This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements.

This week we take a look at Segmentation, Targeting and Positioning (STP) and Personas

Watch the video series: https://bit.ly/35AEWrA 

Podcast Summary How can STP and Personas Help YOU As A Strategic Marketer? 1 - Starts to build a picture as to who your target market is. Not just who they are, but what resonates with them and how best to communicate with them 2 – It can help you develop a competitive position with the intention of targeting a specified group more efficiently 3 – Helps the whole business gain clarity on the most profitable areas of the business and your market

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de  Creative Commons License

LinksLucille Ossai’s https://www.LucilleOssai.comLucille@LucilleOssai.com

Business Communications Blog: https://www.LucilleOssai.com/blog YouTube: https://www.youtube.com/channel/UCM6nlSUQeKL8Arvzk7VylpA LinkedIn: http://ng.linkedin.com/in/lucilleossaiCommunicationsPro Twitter: http://www.twitter.com/Lucilleossai Pinterest: http://pinterest.com/lucilleossai

Books:Talk Like TED – Carmine Gallo: https://amzn.to/2ZHk3GW

Extras:For extra help with editing and proofreading: https://www.Grammarly.comGrammar page of the University of Bristol: https://bit.ly/2Y1DPw8

(Lucille’s pro tip for using this resource: I always advise students to begin with the section on 'punctuation marks', then the 'common confusions' section, then 'other pitfalls and problems', etc. They could read the information and do the grammar exercises to test their understanding. They should refer to this resource regularly). 

Enjoy the episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81(@cousinp81)

Intro

Lucille Ossai is a strong advocate for effective communication skills. She is passionate about helping professionals, entrepreneurs and leaders hone their communication skills so that they excel in careers and boost business results. As the founder and editor of the award-winning Rethinking Business Communications Blog, her blog is ranked among the top 30 communications blogs on the web by Feedspot. It has also been named a top business communication blog by Business First Impressions. 

Lucille is the communication coach at the globally ranked Lagos Business School in Nigeria, where she facilitates sessions on communication in open seminars, as well as provides communications support for full-time MBA students and executive MBA participants. In her private ventures, she is a communications trainer who brings her wealth of experience in blogging, lecturing and coaching to deliver communication services for individual and corporate clients.

Her motto: Take action today to improve your skills because you cannot wish your communication problems away. 

Takeaways

- Communication skills give you the opportunity to set yourself apart from the rest of the pack. If you are communicating better than others it means you are better understood, provide a clearer explanation and make it easy to follow your thought process. And this is the same for your Marketing Assignments, where a structured and coherent approach can pay dividends.

- Lucille highlighted her three rules for effective communication which we can all learn from to become better communicators in anything we do. These are:

- Consider your audience - Use simplicity, brevity and clarity (what Lucille calls the three beacons) - Timely and factual feedback

- When communicating through writing always make sure you know and understand who your audience is and write accordingly. Again, this is the same with your Marketing Assignments. Make it easy to follow, edit and proof read while also not taking any chances with incoherent language and cryptic sentences, which brings us...

Ansoffs Matrix (created by Igor Ansoff in the 1960s) is a Marketing model that stands the test of time and we’ll see why later on. But first, we’re going to have a chat with Leonard Kim about all things Influence.

Leonard is the Managing Partner of InfluenceTree an organisation that teaches you how to build your brand. Be it personal or business. But that isn’t the end of his story – as you’ll find out, the stories we tell are important – as Leonard has been featured in Inc. Magazine, Forbes, Entrepreneur, Fortune and the Huffington Post. He is also been recognised as one of the top writers in the fields of Marketing and Business Strategy.

Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81(@cousinp81)

Takeaways

- Fear – Do something about your own fears. Don’t just face them, embrace them and work through it. Fears can be false indicators, yet these usually end up being the best things we ever do!

- When writing his book - Ditch the Act (link is in the show notes), Leonard spent the time to get the material he needed, then looked at the structure, placed the info into chapters (using bullet points initially) and then made it make sense, chapter after chapter – small, manageable pieces. Which is so similar to writing Marketing exams and assignments. A lot can be taken from this.

- When looking to utilise an influencer with the B2B space, in any industry you need to consider the following:

            - Does this person like or use our product or service

            - Will they stay loyal and be an advocate

            - Check out the audience – Are they right for your brand

            - How much influence do they actually have!

But, the most important takeaway here is that you should look internally for your influencers and make your employees the advocates.

Top Tip – Ansoffs Matrix

As we found out at the start of this episode, Igor Ansoffs Matrix has been around for over 50 years, but is still used today in academia and practice.

So what is it and how can it be used. Firstly, the link in the show notes will take you to a diagram of this model, which you may find useful while listening to this explanation. OK, got it, nice one.

In its essence, this model can assist with strategic marketing planning when looking for growth opportunities. It is split into four distinct strategic directions depending on four factors:

Products – are they new or existing

Markets – are these new or existing

Depending on the market and product or service your are focusing on will determine the overall strategic direction that should be the main focus of the business and your marketing strategy.

For example, for a new product that is entering an existing market, a product development strategy is required. This could mean a number of things such as line extensions or product developments due to R&D and feedback, where the company is looking to introduce these developments into an existing market where the brand is already know.

Understanding all four strategic outcomes from this model:

Market Penetration

Market Development

Product Development

Diversification

Means we can look to utilise tactics that compliment this direction making the strategy much more manageable and achievable. But like any good strategic model, we can only come to these solutions and decisions once we have done our research, our situation analysis and understand where we are and the potential gaps in the market that could be...

Have you ever eaten dog food?

This week we have a shaggy dog story for you as we talk to Kat Knocker, Head of Product and Customer Experience for tails.com.

It is my pleasure to introduce Kat Knocker, who has worked for some really interesting brand such as Innocent Drinks and graze.com throughout her career, but now Kat is all about keeping her customers in the center of everything tails.com does by creating an unforgettable user experience. Tails.com is an online dog food company with a difference, in that it tailors the right mix of food for each and every individual dog, so who should the be target… the dogs? Or their owners? I’ll let Kat deal with that one. But first I wanted to know, what we all wanted to know – what is the worst dog joke you hear all the time?

Takeaways- You must treat each and every one of your customers as an individual as they expect a personal, VIP experience every time. It isn’t only every dog that is unique, it’s also your customers. A clear customer-led value set is key to the success of tails.com.

- A companies customer experience should be seamless and also delightful! As Kat so eloquently put it, remember back to a great restaurant experience where you felt like you were the only one’s in the place and were amazed by, not just the food, but the entire experience and the things you may not have even noticed. But remember that customer expectations change and it is important to keep up with these trends.

- The only way you know if you have created a good, no, great customer experience, is to be a customer yourself. Be a customer from start to finish, go through each part of the process from the customers point of view, not your internal, rose tinted glasses view. You’ll be able to see what works, what doesn't, the pain points and the areas where opportunities to improve are, along with how you or your customers are actually feeling. And test, test everything. If you don’t, you are never really learning, you are just making a change.

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License LinksKat Knocker (LinkedIn): https://www.linkedin.com/in/kat-knocker-1b085211/ Tails.com: https://tails.com CIM marking formula: http://regions.cim.co.uk/london/home/news/2017-march/studying-how-to-meet-the-examiner-s-expectations/ Books:The Lean Start-Up (Eric Ries): https://amzn.to/2KRzgxY App:Evernote: https://evernote.comSpotify: https://www.spotify.com/uk/Sonos: https://www.sonos.com/ Customer Experience:Fitbit - https://www.fitbit.com/uk/home

Cambridge Social Media Day (7th& 8th Nov): www.cambridgesocial.media/csm-day-2019/

Guest and Episode LinksLenka Koppová https://www.lenkakoppova.com/blog

@lenkakopp: https://twitter.com/lenkakopp@lenkakopp: https://www.instagram.com/lenkakopp/ https://www.linkedin.com/in/lenkakoppova/ https://www.facebook.com/lenkakoppova90 

Books:Rise of the Youpreneur – Chris Ducker: https://amzn.to/2Zuqtg9

Other Links:Paralleldots.com: https://www.paralleldots.com/sentiment-analysis

Enjoy the Episode - Happy Marketing!

www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81(@cousinp81)

Intro

Sentiment analysis. No not the stuff the ends up at the bottom of a river (science facts). Sentiment analysis is a way to analyse social chatter about your brand. And we have a great link where you can try it out for yourself. But more of that later. 

Straight onto our guest this week - who is a freelance social media consultant based in Cambridge, UK, this part is important as Lenka Koppová, helps small, local businesses leverage the power of social media and I’m fascinated to understand how this all works, when we are all strapped for time, let alone running a small business as well as trying to drum up that all important social brand presence. Not only that, why is it so important for small (probably well known in the local area) businesses to have a social presence?

Lenka is the perfect person to provide this insight for us.

Not only does Lenka run local businesses social media, but she also runs a Social Media Conference, yep you guessed it, locally, in Cambridge. This year it’s being help on the 7th and 8th November so there is still time to get your tickets (link as ever, is in the show notes).

Takeaways

- Why should small businesses use social media in there Marketing? Lenka believes this can help to build relationships online as well as offline. Think about it, even though you might be local to a butcher, a baker or a… I’ll leave it there, the chances are you will consume some content online – opening hours, special offers etc, which helps build a reputation locally and this can be done on social.

- Time strapped businesses should also find the time to do this, but with efficiency. Have a plan, understand what you want to achieve and most important of all don’t procrastinate or fall down that rabbit hole – There is a HUGE difference between being on social and utilising it for business.

- And finally, Lenka doesn't have a formal qualification. As she pointed out, there are so many different ways to learn. And this goes for any type of Marketing Qualification or job role. Reading blogs, listening to podcasts, YouTube, conferences, online training, the list goes on. Try using these for your own research and start to expand your own knowledge around a topic you’re passionate about.

Top Tip – Sentiment Analysis 

We're going to do a few things here. Firstly explain what sentiment analysis is, secondly what this actually means and finally why we may have to be careful with the results!

So firstly, what is sentiment analysis. Put simply it is a from of text analysis that allow...

How do you cross-sell? How can be of benefit to a business? And what options do we have when implementing this type of strategy. If you don't know we’ll be chatting about it later.

But first, let's chat to Nicole Osborne, the founder of Lollipop Social a company that provides social media management, consultancy, coaching, strategic development and advertising strategies. Nicole is also a proud Chartered Marketer, studying and achieving this status via the CIM.

Takeaways

- What do you want to be known for?

This is where your social content should be focused. Yes, from a holistic view your content needs to be varied, but the overall objective and underlying themes should always be consistent be it looking to sell cars or cans of soup!

- Nicole’s formula for creating an excellent social strategy follows 9 key steps, I’ve narrowed these down into 7 stages which are:

1. First and foremost, understand the needs of the business
2. Use customer personas to define the market and the platforms that should be used
3. Each platform will require a bespoke strategy that also fits in with the entire Marketing Strategy
4. Optimise each platform to maximize exposure
5. Look to the key influencers within the same marketplace
6. Create a content strategy that is consistent, on message and on brand
7. And remember you must measure and monitor via each platforms metrics.

Nicole refers to this as the Test, Measure, Reflect and Refine model and it works for me.

- And finally, lets bring it back to your studies with a study buddy, which we’ve spoken about in the past on episode 28, but what Nicole highlighted was the fact that a study buddy provides accountability, giving you motivation and encouragement with your CIM Qualifications. So go get one!

Cross-Selling

There are many different ways we can cross-sell before, during and after a purchase or decision has been made by a customer. But what is it?

Cross-selling is the action of selling more than was originally anticipated to an existing customer.

There are loads of great examples but I like to think Amazon do this best, attributing around 35% of all sales to the “customers who bought this item also bought” and “frequently bought together” options.

Other examples range from a car sale including additional features to a fast food outlet asking if you want extra fries with your meal.

What are the benefits of this? Well, there is the obvious of the increased revenue from a customer who is already buying from you. But other benefits such as the introduction of a new / unknown product or service to a customer could extend the customer life cycle or selling existing stock so that you can replace it with newer items. These items should always be linked in some way and offer a benefit to the customer unless there is a danger of isolating them and potentially losing their customer all together.

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

LinksNicole Osborne https://lollipopsocial.co.ukLinkedIn: https://www.linkedin.com/in/nicoleosborne1/ Twitter: @Lollipop_Social

Books:Steal the Show – Michael Port:

If you’ve ever wondered how to put a great research project together then this episode is for you. This week we’re going to meet Dr. Zoe Dowling, the Lead Research Strategist for FocusVision, a research technology solutions provider. As part of her work Zoe is also a consultant on the power of the research applications Focus Vision provides. While thinking of an intro I looked at Zoe’s LinkedIn profile page (doing my own bit of research there) and realised that I couldn’t really summaries Zoe better than this page does so I quote:

An eclectic blend of researcher, technologist, sociologist and marketer with a rich background across functions, industries and countries, providing shape around the unstructured, delivering timely outcomes to meet business objectives. Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License LinksFocusVision: https://www.focusvision.com SMART Objectives: https://www.smartinsights.com/goal-setting-evaluation/goals-kpis/define-smart-marketing-objectives/ Net Promoter Score: https://www.smartinsights.com/customer-engagement/customer-engagement-analytics/using-net-promoter-score-to-assess-marketing-effectiveness/ Smart Insights: https://www.smartinsights.com SOSTAC: https://www.sostac.org Theory / Concept (Book) :The Presentation of Self in Everyday Life: https://amzn.to/2rlXLut App:Facebook: https://www.facebook.com Idol:Nelson Mandela: https://en.wikipedia.org/wiki/Nelson_Mandela

Marketing and Education - LIVE Episode 04.09.20

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

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Guest: Dr. Ai Addyson-Zhang (https://www.linkedin.com/in/aiaddysonzhang/)

Topic: Marketing and Education

Discussion Points

• How Marketing Qualifications can help with foundational knowledge
• What you need to be doing to be a good all-round Marketer
• How far can a Professional Marketing Qualification get you?
• What is wrong with our school system
• What isn’t being taught in Marketing education
• Why practical application is important to education
• The 70-20-10 rule of learning
• What good is CV in today's modern business world

Link to the live video:https://www.linkedin.com/video/live/urn:li:ugcPost:6715289765270315009/

 Enjoy the Episode - Happy Marketing!

 Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)

Peter Sumpton  0:03 

Hello and welcome. My name is Peter Sumpton, the Lego master of marketing. And you're listening to the marketing study lab podcast live. Well, this bit isn't live, but the rest of it is. You'll hear a bit about that later. I mean, now, let's crack on. These episodes are taken from my live show marketing, where we look at the relationship between marketing and a specific topic subject or specialism, sometimes there'll be guests Other times, it'll just be me. So let's get cracking. Okay, here we are. First first guest no introduction needed so much. So I haven't even prepared an introduction. Because Because I know the doctor, I will have my own introduction cuz she appears everywhere, all the time constantly, probably falls asleep, saying her introduction whenever she's live. whenever she's on social, so, Doctor, I don't think I've ever called you that before. But,

Dr. Ai Addyson-Zhang  1:06 

you know, I needed to show some respect.

Peter Sumpton  1:08 

Yeah, absolutely. Yeah, sorry. Sorry. Doctor, I firstly introduce yourself and then I'll explain what the heck we're gonna be talking about for the next half an hour, 40 minutes, something like that,

Dr. Ai Addyson-Zhang  1:19 

I'm really excited.

I'm a fan of Peter. I love everything you do, and really honour to be your very first guest on aalnc live and congratulations, you know, gaining access to LinkedIn live. So for me, I'm a professor dropout. And I taught in the classroom for 10 plus years, and really believe that current education model is broken and decided to leave the broken system to build a better system. So I left teaching, and I then started to build my own school, which is classroom without wars.

It has been

incredible. journey and I wish I started their journey earlier. But everything happens for a reason. So I'm really thankful for where I am today. I'm still a teacher, but on a much...

Guest and Episode LinksPatrick Ward https://www.linkedin.com/in/patrickjamesward/ https://highspeedexperts.com/

Books:The 4-Hour Work Week – Tim Ferriss: https://amzn.to/31SO9rZ

Enjoy the Episode - Happy Marketing!

www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81(@cousinp81)

Intro

What type of company do you work for and what does this actually mean? Not what you may think, but more about that later.

Let’s meet Patrick Ward, currently the Editor-in-Chief at High Speed Experts, a broadband connectivity search engine and IT industry education platform. Patrick is a writer by trade and has worked extensively across the insurance, real estate, finance, travel, and tech industries, with notable clients including Allianz and Cathay Pacific and is currently a member of the Forbes Communication Council.

The main reason I invited Patrick on today is because of his rise through the ranks within the Marketing Profession, to provide you with an insight into the how, what and why of a career in Marketing. 

Takeaways

- When starting or in the middle of your career you need a path. It doesn’t have to be perfect, but what do you want the next 10 years to be like and do you have a plan to achieve this. It’s like most things – failing to plan, is planning to fail!

- When considering career progression, Patrick pointed out that there are three things that will help you, always – people, communication and interaction, which kinda makes sense as these are the three things that are essential when implementing a Marketing Strategy

- And finally, Partick reminded us that learning on the job is so important, but…. Don’t forget that your Marketing qualification will form the bedrock of this learning, which you then can apply to your daily duties. This will not only assist you in becoming a better marketer, but also help you find out what type of Marketer you want to become.

Top Tip - Which company are you?

It’s important as a marketer that we understand what type of company we are marketing. At its core it can be a number of different types. Here’s a rundown of these types and what this may mean:

Selling Orientation: This focusses on the actual selling of what exists rather than satisfying customer needs and wants. Usually comms are focused around short term promotions, rather than long term stability.

Production Orientation: This process looks to maximise output and thus profit, which is all about economies of scale. Quicker, faster, cheaper. An internal approach.

Product Orientation:Whereas production concentrates on economies of scale, the focus here is on the product / service itself, designed to what is ‘thought’ to be the best solution. This however may ignore actual customer tastes and needs and you may end up focusing your efforts on features and benefits that are not important.

Marketing Orientation:  As you would expect, customers requirements are embedded into all activities. Customers are at the core of everything that is done. The trick here is to understand your market. If this isn’t correct, the orientation may fail as the strategy will be incorrect.

There is one more type I want to cover here and that is Societal Marketing, which means a company is looking to balance the needs of its customer, society and the company itself which means a more ethical stance on your strategic approach. 

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5* review: http://getpodcast.reviews/id/1375904962

Guest and Episode Links Jim Fuhs https://www.linkedin.com/in/jimfuhs/ https://twitter.com/FuhsionMktg Tim and Jim Show: https://www.youtube.com/channel/UCnn36obQRil327wFGA756UQ

Tools Canva: https://www.canva.com Adobe Spark: https://spark.adobe.com Linktr.ee: https://linktr.ee Smartbio: https://www.tailwindapp.com/smartbio Metricool: https://metricool.com Social Jukebox: https://www.socialjukebox.com Periscope: https://www.pscp.tv Streamyard: https://streamyard.com Tweetdeck: https://tweetdeck.twitter.com Gilphy: https://giphy.com

Book: Age of Influence – Neal Schaffer: https://amzn.to/2J6MOpV

Enjoy the Episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 @cousinp81

Intro Twitter has around 330 million active users and is sometimes see as the watercooler of the social channels (one for the older listeners that one). It can easily be dismissed as trash and full of negative comments, but look below this surface and there is a wealth of value in being active and using the platform.

In this episode we’re chatting with Jim Fuhs of Fuhsion Marketing, a full service social media marketing company. Jim is known for his social expertise and personal training to get your rocking on multiple platforms.

In this episode we strip it right back and discuss the all the Twiiter fundamentals you need to maximise your influence on this channel.

Jim also mentions so, so, so many apps and tools that I’m not even sure if I caught them all for the show notes!!! (Let me know if I haven’t).

Watch the episode video: https://youtu.be/f-pf0qpW9Mw

Takeaways - Lets cover the first steps again – Get your Bio and your header right. Don’t use a logo, use a picture of yourself (that can be used across multiple platforms) and make sure you utilize your bio and username to add engaging elements such as keywords and hashtags

- Have a Hashtag of your own (that people can use, follow or engage with) or use the hashtag of a live event to engage with those there and those that can’t make it! For example Social Media Marketing World used #SMMW20, which Jim was at AND was in the top Tweeters while there.

- And finally, Jim’s four E’s to guarantee growth on Twitter that we should all be using right now; - Education - Entertain - Empower people - And last but most importantly Engage (this is what the platform was built on and a fundamental for any success now and in the future)

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 

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Marketing Theories Explained Series Link: https://bit.ly/3mi35di 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro This is part six of six.

Over the past six weeks we’ve had a slightly different feel on the podcast, It’s just been me, myself and I, as I’ve chatted through six of the most important and influential theory’s within Strategic Marketing.

This is the final episode!!! (happy / sad face)

This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast.

Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes)

This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements.

This week we take a look at the Balanced Scorecard

Watch the video series: https://bit.ly/35AEWrA 

Podcast Summary How can the Balanced Scorecard Help YOU as a Strategic Marketer? 1 - Gives a focus on what has to be done to improve performance 2 - Creates integration across multiple departments with a collective goal 3 - Translates strategy into performance measures and targets 4 - Provides a comprehensive view of the company 5 – Produces an openness and transparency of objectives and initiatives

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de  Creative Commons License

Check out Social Day (1st-3rd Sept 2020): www.socialday.co.uk Get 50% off with discount code: studylab

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Ola Degteva https://www.linkedin.com/in/odegteva/

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro Before we introduce our guest today, just a quick heads up about Social Day, a 3 day virtual festival, including workshop sessions running from the 1st to the 3rd September 2020. If this sounds like your bag, you can join in the fun and get a 50% discount by using code ‘studylab’. Check it out at www.socialday.co.uk

Links and code are in the show notes.

We know data is important and we all have access to it. Access to a little too much data. But, is this data legitimate, usable and trustworthy enough to make business decisions from?

Ola Degteva can help us here. Ola has been knee-deep in data for over 10 years and knows a thing or two about how to get the best from the information we have and receive. Working within her own family business as well as assisting clients in a variety of industries, Ola not only generates results but helps businesses understand what data they should be analysing and even, where to get it from!

In this episode we cover; - The data we should be looking for - How to develop actional insights from data - Spotting and filling data gaps - The types of software we should be using

Watch the episode video: https://youtu.be/aqdGYydL-j8

Takeaways Top Tip Always look to have a centralized data approach. Pick one data stream and go with this as your source of truth. Anything more than this starts to muddy the waters in terms of finalising your results. Of course use more than one data stream, but use them to interoperate your singular primary source.

Favourite Quote ‘The first thing you need to do is know where you stand and know your benchmarks.’ If you don’t do this you won’t know what is a good result for you within a certain industry. You could think you are performing very well, only to find out that your results, compared to an industry average, is just that…. Average.

And Finally, the Most Important Takeaway from this Episode Whenever you are running a digital campaign, segment your market and use the more relevant data points to help you understand what is occurring. Like Ola stated, you could have conversions, interactions and impressions as data points for very different sub-sets of your market. Focus on these individually to move consumers closer to their end goal.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

AIDA – Awareness, Interest, Desire, Action. It's a simple tool but one very much worth remembering and we’ll do that later.

Before we get all automated and these intro start to write themselves, let’s have a chat with Natalia Wiechowski a Personal Branding Expert, bilingual keynote speaker, LinkedIn Trainer and an Edutainer, so you know this is going to be a fascinating chat. Oh yeah, Nataila is also a Dr. of Philosophy, Social scientist and a certified digital marketing professional with experience in human behavior & social relationships. So basically she knows what I’m thinking at all times and I’m scared!!!

Takeaways

- People want to hear your story. A story that you can tell and that is trustworthy. Think about the brands you connect with, do you feel like you know them, are they more personable to you than others, relate to you a little more? Do they share the same messages in terms of how you lead your life? They probably do. And this is why you feel connected to them and ultimately make those purchases.

But be cautious, as Natalia put it ‘telling stories is the new big brother’

- Good content, the core or basis of it, consists of 50-60% real life problem solving. Listen to your audience, what are they struggling with and are worried about and how can you help. 

- Natalia discussed her top tip for becoming more employable, straight after you studies – without writing a CV, which sounds bizarre but when you talk through it, it isn’t really, so listen  up:

- Don’t wait until after your studies – the number one rule! - Start networking while you are still studying, building those connections with the people and organisations you want to work for - Get clear on how these organisations function and recruit - Don’t forget that practical experience as well, the proof is in the doing - And finally, ditch the CV (wow big statement), but first of all find a way to gain the attention you need to get people to approach you rather than the other way round – this can be on social channels, blogs, podcasts, how about even singing your resume (I’m not even going to attempt that one), but perhaps you might. 

You want some proof, check out the two examples in the show notes where not using a CV has lead to a dream job: the fearless girl and Nina’s Airbnb story. 

AIDA

AIDA (Awareness, Interest, Desire, Action), the traditional model for describing the stages that a consumer will go through from the first interaction or becoming aware of a product or service through to an actual committed purchase.

One of the benefits of this model is its simplicity and versatility in terms of its use with communication messages as it is seen as a stimulus-response model, which is what we want from our comms, a response.

Times have changed however since the creation of the AIDA model and although still prevalent in many Marketing communication plans it is now seen as to linear in a digital environment, also ignoring post-purchase behavior which is a major factor to be considered.

Test the AIDA model on your next communications plan or assignment, but don't forget that other influential factors outside of this model may need to be considered dependent on your overall objectives.

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

LinksNatalia Wiechowski: https://thinknatalia.com

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Richard Moore https://therichardmoore.com/  https://www.linkedin.com/in/richardjamesmoore/  richard@therichardmoore.com/ 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Part 1 of 2 Just a quick note that this is part one of two of this interview with Richard Moore. He provided so much value that I decided to chop him in half and serve him up over two weeks for you. And now that odd and a little scary intro. Here’s Pete with the official intro and remember to subscribe to the podcast so you don’t miss part two next week.

Intro Sales and Marketing, two opposites. But opposites often attract and in this case they should and do. I always like to think about sales as the end result of good Marketing and I stand by that.

That said, understanding the sale process, how it can work in tandem with Marketing can be the difference between closing a sale and getting the door closed on you.

It’s about time we put some clarity around this and who better than Richard Moore, or The Richard Moore as his domain names states.

Richard has gone from 60-hour work weeks in the City of London to setting up his own business to help others gain momentum as they launched their own.

Richard also runs a weekly live Q&A and creates courses such as Basics of Sales and his flagship product: the LinkedIn Client Accelerator programme and has been featured in Forbes, The Huffington Post, Inc, Thrive, Influencive as well as on podcasts just like this.

In these episodes we cover: - Getting into the right mindset - Gaining the attention of the RIGHT clients - Warming-up leads - Dealing with objections - Closing the sale - What to do next?

Watch the episode video: https://youtu.be/9YTc1TY6YuA

Takeaways Top Tip Richard discussed thinking about the objectives and outcomes and making them realistic to your position. For example, if its your first day in a sales role and you are inexperienced, then the objective is to make those calls rather than be a closer. You’re one step closer to moving to the next level and a successful sales process.

It’s exactly the same in Marketing, you’re not going to revolutionise the world or even a company on day one. Take it one step at a time.

Favourite Quote If your rejection rate is high due to the price point, then it’s best to pre-qualify that the pricing you offer isn’t an issue before moving forward. ‘You need to deliver a little nugget of information in the first 30 seconds of the conversion as to why you’re premium, and then that doesn’t come up so much’.

Pre-qualification thought the customer journey is imperative as to not waste your time or your potential clients.

And Finally, the Most Important Takeaway from this Episode Take note. Content forms gravity. Powerful words indeed. You need to build your bank of content that is helpful to the people you are looking to serve. The more you push out into the world, the...

LinksMark Shaw https://www.linkedin.com/in/markshaw101/

Books:Simon Sennek: https://amzn.to/300rZDjSeth Godin: https://amzn.to/2RPR7K9 

Enjoy the Episode - Happy Marketing!www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81(@cousinp81)

This episode is all about people. People online, people on social, people in……yep, real-life, real people imagine! Not only will we look at this element of the Extended Marketing Mix, but this topic is what our next guest is all about.

Mark Shaw is known for his out spoken posts on social media, but he is also known as the Anti-Social Speaker, why?

After numerous, unrelated jobs, Mark became one of the UK’s leading authorities on social media and for 10 years was the ‘go to guy’ for the BBC, Sky News, journalists & businesses. Now, he is trying to expose the frailties behind what a lot of Marketers see as their only comms channel – social media. Mark is not anti-social media as he is anti-what social has become.

Takeaways

- When using social media as part of your marketing communications, although you should always remember… it is a social platform, from a business perspective you need to ask yourself – Does it drive the needle nearer to our main objective? If not you need to start questioning your motives and strategy! This isn’t to say all posts should be salesy, far from it. Be helpful, engage and be social!

- But how do you get noticed on social platforms. Here are Marks top tips:  - Stand for something  - Be exciting in a way that resonates with your ideal clients  - Value your audiences time as much as you value your own 

- And finally we’ll end with a great quote from Mark ‘If you want to lead the Orchestra, you need to turn your back on the audience’. That's not to say ignore your tribe, the people you want to be speaking with, no. It simply means, be you, do you, this is your niche as there is no one else like you on this planet.

Top Tip - The 7 P's - People

The final P. People. Where do people fit into the extended marketing mix? This was originally introduced as part of the extended mix for services but I feel it’s as relevant within a product-based company as it is a service.

People form part of the service you are offering,  be it a health spa or a retail outlet. But they are much more than just ‘people’. These superstars determine the level of customer satisfaction or dissatisfaction that is created every time they come into contact with one of your or their customers.

Think of a bad experience you’ve had and I can almost guarantee it either included someone doing something poorly or unprofessional – not to the level you expected, or they were part of the solution – either positively or negatively. That is how important ‘people’ are. 

In order to get this element of the mix to a high standard, it all starts with hiring the right people, with the right attitude and skills so they can deal with customers professionally and most importantly of all - in line with your brand values. 

A great way to highlight this is the service you would get in McDonalds and at the Ritz. Both may be impeccable, applaudable, but they would both be very different experiences, conforming to each companies brand values.

Music Featured on this Podcast:Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Estie Rand https://www.linkedin.com/in/estierand/  https://www.estierand.com/   https://www.estierand.com/freegift 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro John Wanamaker is credited with saying ‘Half the money I spend on advertising is wasted; the trouble is I don't know which half.’ Was he a fool, was he misguided or was he actually just wasting half his money?

Whether you believe this statement or not, wasting your marketing budget is a bit of criminal offense, stinking of laziness and uneducated decision making.

Our guest this week can help solve all that. Her LinkedIn profile proudly states ‘I help you stop throwing spaghetti at the wall and hoping something sticks!’ which I see as a much more worthwhile quote.

Estie Rand, founder of Strand Consulting is helping people take the headache out of their business, through growth, scale and generating a profit, regardless of where you currently are – just starting, a few years down the road or even well-established.

What better way to get you started than to chat through the top six marketing money wasters, to effectively make you a better marketer in around 40 minutes!

In this episode we cover; 1 - Starting with Logos and Branding 2 - Building a Web Site Right Away 3 - Using A One-Size-Fits-All Social Media Strategy 4 - Blindly Placing Pay-Per-Click Ads 5 - Siloing Sales and Marketing 6 - Not Knowing When to Quit - What’s the biggest money waster you’re seeing in Marketing and what can we do to resolve this?

Before we dive into the Marketing pit of wastefulness, I want to find out. Estie, what is giving you a headache right now?

Watch the episode video: https://youtu.be/OBBk67FIGY4 

Takeaways Top Tip From the six money wasters Estie mentioned my number one has to be staring with logos and branding. You may buy something from the brand or the badge, but this is because these brands have been well established for some time and built up their reputation. You need that reputation before you start trying to live off a logo and even then you better make sure what you’re selling solves a problem and has value.

Favourite Quote ‘they lose a lot of money because of it’ and this was Estie talking about having separate departments for sales and marketing. This doesn’t make sense to me either and I’m not surprised that companies lose money when they separate the two. Sales is the end product of good marketing, the two MUST work together. So many benefits to this…. If you don’t already, try it!

And Finally, the Most Important Takeaway from this Episode Not knowing when to quit. Know your limits and don’t get dragged down the wrong path just because of sunk costs. It’s never too late to change and have success.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de  Creative

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review From your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Joe Glover https://www.linkedin.com/in/josepheglover/ The Marketing Meetup: https://themarketingmeetup.com

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/

Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro Well this is a first for Marketing Study Lab, we’ve ran out of guests! Of course not – but over the next three episodes we’ll be chatting to some familiar faces. So let’s meet our first two timer - Mr. Joe Glover, the Founder of the Marketing Meetup amongst other things.

I’m delighted to welcome Joe back to the show after initially appearing on episode 96 where we discussed what it takes to put on amazing events…. But what happens when you can’t put on those events? When circumstances out of your control determine that your whole business model is thrown out of the window.

Joe had a decision to make, does he pause what he has been building over the past few years, or does he look for other ways to provide value to his thriving community? Well it wouldn’t be much of a podcast if it was the pause option would it!

So what does this look like and how do you transition from what is seen as a threat to your business model to generating opportunities to be even better than before.

In this episode we chat about; - The first thing to do when circumstances change - Transitioning from offline to online events - What is needed to do this both emotionally and physically

Watch the episode video: https://youtu.be/XUj_6II2P_Y

Takeaways - It’s OK to go through the stages that change brings, in your own time as you need to be in the right frame of mind to tackle what is needed to be done. Joe spent some time coming to terms with basically needing to change his whole business model, but when ready he created something that was even better than before!

- If the poop does hit the fan you need to gather your thoughts and start to take actionable steps to resolve these issues. Consider things like; - Software and hardware required - What can you bring across from what you are currently doing, what needs tweaking and what needs a complete change - Look to technology and how this can be utilised to offer a better service - Don’t forget the Marketing and comms!

- And finally, look for the opportunities. Joe took his sign up functionality from an external source to having full control of the process. So where can you bring something in-house to make your customer journey even better.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de  Creative Commons License

Check out Social Day (1st-3rd Sept 2020): www.socialday.co.uk Get 50% off with discount code: studylab

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Kristian Altuve https://www.linkedin.com/in/kristianaltuve/ https://zerodegreestory.com/

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/

Tweet Tweet: https://twitter.com/cousinp81

Intro Before we introduce our guest today, just a quick heads up about Social Day, a 3 day virtual festival, including workshop sessions running from the 1st to the 3rd September 2020. If this sounds like your bag, you can join in the fun and get a 50% discount by using code ‘studylab’. Check it out at www.socialday.co.uk.

We know video is important in Marketing Land today, we’ve covered it before in the podcast. And everyone seems to be a video content producer or at least is attempting to be one. So it’s time to revisit and get some actionable insights into how good video content is put together.

Kristian Altuve is the owner and Creative Director of Zero Degree Story. Kristian helps people tell their story through cinematic videos that convert strangers into super fans with the right mix of logic, emotion, and storytelling (putting method behind and in-front of the camera).

It is thought that 72% of consumers prefer video to learn about a product or service (Wyzowl), so it really is time to take this seriously and Kristain doesn’t just leave it at the video production, it’s the whole package – especially post-production, something we all forget as our carefully curated videos just sit there along with all the cats in hats doing zip all to help your business!

In this episode we run through Kristian’s process for turning strangers into super fans, including; 1 - Research & Strategy 2 - Developing a Message 3 - Launching and Scaling Plus, getting the right balance of story and meaningful content

But first, a question I ask everyone (determines if we become friends or not to be honest), Kristian, what’s your favourite Pixar movie?

Watch the episode video: https://youtu.be/lNcs8NCAsyo

Takeaways Top Tip Regardless of what you are doing, it all starts with your customers! So talk to them. They may become the voice you never knew you needed within your organisation. After all, they are whom we seek to serve isn’t it? And if it isn’t, why the hell are you in business?

Favourite Quote ‘I think it comes down to the psychology of emotion and logic. We rationalise with logic, but we ultimately make an emotional decision’ So when creating video content, just think about how you can make that emotional connection, yet maintain that logical communication that is easy to rationalise.

And Finally, the Most Important Takeaway from this Episode In an era of free media, it is so important to remember that these platforms are there to make

Part 1 of 2: Mark Ritson is an adjunct professor of Marketing at Melbourne Business School, helping to develop the mini MBA with Marketing Week and also writing an award winning column in the same publication. His accolades are endless and Mark offers so much value that we've split this into a two parter.... you lucky people.

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License LinksMarketing Week Column: https://www.marketingweek.com/focus/mark-ritson/ Mini MBA: https://mba.marketingweek.com Tango Ad: https://www.youtube.com/watch?v=iqVFnxHWnlc Hagen-Daz: https://www.youtube.com/watch?v=sj49lJJr17g Leeds Rebranding: https://www.marketingweek.com/2018/01/31/mark-ritson-leeds-united-rebrand/ Book: Art of War Sun Tzu: https://amzn.to/2JD0yaf Model: Net Promotor Score: https://www.smartinsights.com/customer-engagement/customer-engagement-analytics/using-net-promoter-score-to-assess-marketing-effectiveness/ App: LinkedIn: https://www.linkedin.com/in/markritson/

Welcome to episode 50! Yes 50, of the Marketing Study Lab. And this is a mega special episode as I speak to, rather nervously I may add – Goldie Chan, as well as finding out the difference between AR and VR.

Hopefully by now you’ve got the jist of what is going on here, but if you don’t, not to worry, you'll soon catch up. And what better way to start this catch-up than with my guest, Goldie Chan.

Goldie has gone from a Biological Science degree to LinkedIn’s Top Voice for 2018 and a contributor to Forbes. Providing social media with purpose, Goldie is currently the strategic lead for Warm Robot, her social media agency, helping Fortune 500 C-level executives. But what caught my eye was the top-performing LinkedIn video series #DailyGoldie offering advice and guidance as well as sparking debate e very day for over 500 consecutive days and still going strong.

Takeaways

- When considering the differences between a personal and an organizational brand, Goldie explained that a personal brand looks at the person, their life, who are they, what do they do and what aspects of daily life can be repeated to be an authentic brand that creates authority, which is similar to organisation branding in that they must be authentic and create authority to mean something.

- If you are starting from zero, zilch, nothing then the best place to start is to find out where your target market is and contribute there. Start to be part of the conversation, before even considering becoming a thought leader in that space. 

- When building an online presence take it one step at a time and one platform at a time. Start with one, master that one, go in-depth, then move on to other places.

- And a special bonus pro tip here – When videoing, pretend the camera is your friend. You will come across as more authentic and real, increasing your engagement.

AR and VR

So what do these acronyms mean?

AR – Augmented Reality is defined as an interactive experience of a real-world environment "augmented" by computer-generated information.

VR – Virtual Reality is defined as an interactive computer-generated experience taking place within a simulated environment. 

The main difference between the two is that one VR is built within an environment that is completely computer-generated, whereas AR relies on both computer generated information as well as the real world in a combination of the two. Both have their advantages and disadvantages, but it is the incorporation of AR into our everyday lives that is the most exciting, opening the possibilities for digital enhancements to our daily activities to make them more efficient, productive and overall reduce friction that can occur when technology is not utilised to our advantage.

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Links

Goldie Chan https://www.warmrobots.com/Forbes: https://www.forbes.com/sites/goldiechan/

LinkedIn: https://www.linkedin.com/in/goldie Instagram: https://www.instagram.com/goldiecylon/ Twitter: https://twitter.com/GoldieChan

Books:Never Eat Alone – Keith Ferrazzi & Tahl Raz:

Guest and Episode Links

Ella Orr https://www.linkedin.com/in/ella-orr-socialmediaconsultant/ https://www.facebook.com/ella.orr @muchmoresocial - https://twitter.com/muchmoresocial @muchmoresocial - https://www.instagram.com/muchmoresocial/

Books:Rise of the Youpreneur – Chris Ducker: https://amzn.to/2Zuqtg9 

Enjoy the episode - Happy Marketing!

www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81(@cousinp81)

Intro

How competitive are you? And how important is this in a business sense? Well it is one of the core components of the 4C’s of Marketing Communication, so we’ll find out later.

First, let’s meet our guest, Ella Orr, who is now a freelance Social Media Manager after previously spending a career within teaching. So site down, shut up and listen!

Ella started with knowing, literally nothing about social and now creates bespoke social media strategies and delivers training on all the platforms you’d expect - to small businesses, local organisations and charities. What a journey! 

Takeaways

- Like Ella, whatever you are wanting to do… just start. You will be amazed how far you can get in next to no time. So if it is your studies, a marketing plan or learning a new skill, just freaking start!

- Here are Ella’s top 5 tips for small businesses when starting out on a social journey:

1 – Learn from the best – Buffer, Hootsuite, etc. They know what they are doing and there is loads of free ‘stuff’ to help you start 2 – Training – Get to it! Learn and implement 3 – Have a strategic approach. Like everything you do, you need to know why, for who and what. It’s the same here 4 – Focus on one platform at a time 5 – Test, measure and review - simple

- And finally, keep an open mind, don’t dismiss anything until you’ve tried it a least once.

Top Tip – The 4C's of Marketing Communication: Competitiveness

Competitiveness, some have more than others, but for a business, it is hugely important when it comes to communication.

When we discuss competitiveness, what we mean is our competitive advantage against our competition, what gives you that edge? And whatever this is, it should be consistent throughout all your communications. 

This doesn’t mean you have to be aggressive in your approach, far from it, you just have to be different enough to stand out. This could be using the quality of product or service, pricing structure or model or even utilising differentiation and challenging the mould – Think how Uber, Apple or McDonalds uses their communications to highlight why they are different.

Music Featured on this Podcast:

Sleepy in the Garden Lobo Loco www.musikbrause.deCreative Commons License

I would like to introduce you to Gill Andrews, who is a copywriter and a web consultant placing her in the prime position to discuss all things copy, communications and web design – the perfect combo. I must point out though  , yet again my guest has stepped up to the plate and delivered so much value I’ve had to split this chat into two – so this is part 1 of 2!

Takeaways

- I love a good analogy and hearing Gill discuss why copy is so important using a classic game (which for this Gill mentioned a train on a track, where as I would say the absolute classic – Lemmings! (not one for the younger generation that – but take a look at what I mean, link in the show notes). Once you’ve set something in motion it needs to guide people through a journey – which is what good copy does 

- Gill describes tips as harmful as they are all encompassing, whereas she firmly believes that a system or strategy with specific tips included, is a more engaging way to produce copy for a target audience or niche within a marketplace

- When creating a website and writing good online copy, you must start with understanding who your target audience is and keep it simple to start with – i.e. what layout will your audience expect to see on your website – don't make super simple tasks difficult! Once this is done, you need to understand what language your audience will expect to see – will it be technical? Descriptive? Funny? – as this will help them feel comfortable and understand what you are – Gill explains this by using the old – if you met someone at a party and they asked what you do, how and what would you say? Make sure they understand you!

- Oh, and use font size 16px, minimum Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License Links Gill Andrews: https://gillandrews.comhttps://twitter.com/StoriesWithGill https://www.linkedin.com/in/gill-andrews-440488121/ contact@gillandrews.com Lemmings: https://www.youtube.com/watch?v=j9Je6pFueYg Jen Simmons (CSS Grid): https://labs.jensimmons.com Books:Pain Free Process for Writing Your About Page:https://www.enchantingmarketing.com App:Buffer: https://buffer.com Theory:Lift Concept: https://www.widerfunnel.com/the-six-landing-page-conversion-rate-factors/