Effective Marketing

This is number 13 in the Talk Marketing Series where I am talking to Danny Lee who is claiming almost 4 decades of sales and marketing experience.

Martin: Good morning, Mr. Lee.

Danny Lee: Good morning. How are you?

Martin: I am extraordinarily well, thank you. How are you?

Danny Lee: Listen, I could be in a much worse position in life like you. I'm enjoying the benefits of being relatively self employed and looking after my own needs, which is good.

Martin: Fantastic. Excellent. Thank you so much for agreeing to spend this time with me, with us today. I know you're very busy man there in the greenbelt.

Danny Lee: Yeah, well, I would like to be busier. Everyone wants to be a little bit busier. But my life plan changed four and a half years ago. I'm not somebody who wants to do 60 hours a week again, I've been there and I've stepped right off that treadmill. So we'll cover that later on.

Martin: Okay, cool, but I thought I was under the impression that you didn't want to be busier. I certainly don't want to be busier. I've also done the 60 hours a week.

Danny Lee: I think what my needs are relatively small, but having a little bit just ticking along so yeah, there's always a bit of capacity to be a bit busy and my busy is more about doing stuff online, writing the new blog, doing a new journal, a new handbook rather than client busy.

Martin: Okay, cool. Yeah, no, so I'm definitely there. That's why I'm on this mission with this content, is because I've done a lot of for clients. I've done a lot for a lot of people. Now I feel like I'm kind of discharging my responsibility. So I'm busy sharing everything I know. I think it's gonna take me a couple of years to do that. I'm dragging in interesting people like you to get some of what you know, as well and then hopefully, I can just discharge myself entirely in two years time. I will have given the world everything I know. I'm going to go and do something that interests me more in future. Not that I'm not interested in marketing.

Danny Lee: Altruism is something that grows on us as we get older I think, I'm very much, slowly, heading down the altruistic route of what do I know, what can I give back, where there is some value for other people that I don't need to hold on to that anymore - I just give it away. It's a nice thing to do occasionally.

If you like it you can subscribe on the Effective Marketing Blog, you will find that at www.effectivemarketingcompany.co.uk

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What is lifetime customer value (LCV)? is the thirteenth video in our ambitious WTF Marketing series where we are cutting through the marketing BS to support businesses to be more successful.

In this episode Martin Henley of The Effective Marketing Company answers the questions: What is Lifetime Customer Value (LCV)? Why is Lifetime Customer Value (LCV) important? When is Lifetime Customer Value (LCV) used? How do you calculate Lifetime Customer Value (LCV)? and how do you increase Lifetime Customer Value (LCV)?

If you like it you can subscribe on the Effective Marketing Blog, you will find that at www.effectivemarketingcompany.co.uk

You can support this channel by checking out our YouTube channel: www.youtube.com/user/EffectiveMarketingCo

This is a cool one where Rik and I discuss brand, content, publishing, Ferraris and revolutionary communism.

Martin: Thank you so much for agreeing to, I'll put my teeth back in and say that with vowels, for agreeing to join me, spend some time with me on this Friday afternoon. We're here to talk about marketing. This is actually the 12th time I've done this and people take offense, you're probably the 12th most interesting person I've met in the last 20 years that I've been working in marketing, that's not true. You are the 12th most difficult person to get hold of and sit down with. So here we are talking about marketing, how do you feel about that?

Rik: Good. About talking about marketing? Or how do I feel about marketing?

Martin: We're gonna come to how you feel about marketing? How do you feel about talking about marketing first?

Rik: Great, great. I think you have a challenge stopping me.

Martin: Okay.That's good. That's good. So I've given you an idea of the format, the format is really quite simple.  I'm going to ask you how you're qualified to talk to us about marketing, how you feel about marketing, what it is that you do, how you offer value to your customers, and then kind of how you feel about the situation that we find ourselves in currently, and what your recommendation is for people who are looking to invest in their marketing. That normally takes about an hour and 15 minutes.

Rik: Let's do this. Let's do it.

Martin: Okay, good. So tell us, what do I call you in a professional context? I call you Rik, do I call you Richard? Do I call you, Rick?

Rik: Rick. Rick works?

Martin: Okay, good. Rick, tell us how are you qualified to talk to us about marketing?

Rik: A combination of factors, I think there's some education there, but the education is - I still had hair when I learned stuff, so I don't think that's very valid any longer. So I think it's a question of quite a lot of experience at this stage, using what we have learned. What I learned back at university, that was a pre-digital age, so that it's, it's quite, it was quite different at the time and applying it through quite a lot of experience both stuff for ourselves for quite a long time and running Switch now for eight years from a digital point of view, and then the rest of the agency for about five of them. Yeah. So that's, that's why I guess, doing a good job with most of the stuff that we work with, or most of the people that we do work with, getting good results, and enjoying doing what we do, which is I think, the biggest player.

Okay, cool. So you run an agency called Switch?

Rik: Yes, I do.

Martin: And you have been running that agency for the last five years.

Rik: I've been running the agency. Switch started off as a brand agency and I started a digital agency besides Switch eight years ago and then we merged the agencies five years ago, because digital, the digital side became as large as the traditional side. Then we just sort of moved and became much stronger into the digital side of things as time went by. Now we're, I think, primarily a digital   with a good arm for brands, but usually brands and digital still have to work hand in hand so digital is what we lead with.

If you like it you can subscribe on the Effective Marketing Blog, you will find that at www.effectivemarketingcompany.co.uk

You can support this channel by checking out our YouTube channel: www.youtube.com/user/EffectiveMarketingCo

What is Customer Acquisition Cost - CAC? is the twelfth video in our ambitious WTF Marketing series where we are cutting through the marketing BS to support businesses to be more successful.

In this episode Martin Henley of The Effective Marketing Company answers the questions: What is Customer Acquisition Cost? Why is Customer Acquisition Cost important? How do you calculate Customer Acquisition Cost? What is a high Customer Acquisition Cost? When to use Customer Acquisition Cost? and What happens to Customer Acquisition Cost over time?

If you like it you can subscribe on the Effective Marketing Blog, you will find that at www.effectivemarketingcompany.co.uk

You can support this channel by checking out our YouTube channel: www.youtube.com/user/EffectiveMarketingCo

Martin: So the format is, you can let us know how you've got on with that, the format is literally how you are qualified to talk to us about marketing? I know your speciality is YouTube ads, so kind of how you're qualified to talk to us about that, how you feel about marketing, kind of how you engage with your clients and what you offer to your clients. And then also kind of your recommendation, your experience of going through this crazy situation that we found ourselves in the last 12 months. So the beginning is how are you qualified to talk to us about marketing?

Tom: Good question. So marketing in general, I feel like I have a few tricks up my sleeve but I'm probably not the best generalist in the world. My specialist area is YouTube advertising, as you mentioned so that's where I can go really deep. I've been doing it for eight years. Prior to that, I was doing a lot in video, I was doing a lot in the SEO world and I started moving into more of the advertising space. I think I was probably one of the first people to be advertising on the YouTube Ad platform.

Since then we've done everything in a performance-based model in our agency. So instead of me working with clients and doing a traditional model where we will, oh sorry, most agencies will charge a monthly fee and a percentage of ad spend, that would be a typical setup for most agencies. The way that we do things is different. What we do instead is we say to the client, we'll do it purely performance based. So we'll fund the advertising and clients pay us for an agreed result. That's normally a good lead in, so to speak, to be like, I can talk about YouTube ads because my job is to get results for clients.

If that didn't happen, I wouldn't have an agency. I'm glad to say the agency is going very and we have some amazing clients that we work with, but it, it does feel like a partnership with all of our clients because we're only going to take clients on that. We can actually feel that we can get a great result with them and clients we want to work with, because we know it's gonna be a long-term partnership.

It's not gonna be the sort of thing where we'll run it for three months and then they'll say, great, I'm gonna move on to the next agency. We partner in  such a way where like we're in it for the long run and we're willing to put over all of our resources into this. So we have a whole team of experts that are great on the scripting, the storyboarding, the editing, the running the accounts and the account management and everything else that goes with it.

If you like it you can subscribe on the Effective Marketing Blog, you will find that at www.effectivemarketingcompany.co.uk

You can support this channel by checking out our YouTube channel: www.youtube.com/user/EffectiveMarketingCo

What is KPI (Key Performance Indicator)? is the eleventh video in our momentous WTF Marketing series where we are cutting through the marketing BS to support businesses to be more successful.

In this episode Martin Henley of The Effective Marketing Company answers the questions What is a KPI? What is a marketing KPI? What are the most important marketing KPI's? Which marketing KPI's should you be tracking? Where do you find the numbers for your KPI's? and When should you be tracking KPI's?

If you like it you can subscribe on the Effective Marketing Blog, you will find that at www.effectivemarketingcompany.co.uk

You can support this channel by checking out our YouTube channel: www.youtube.com/user/EffectiveMarketingCo

A really interesting chat with James Owers, Sales trainer with 20 years experience.

Martin: Good morning Mr Owers, how are you?

James: Good morning Martin, I'm very well, how are you?

Martin: I am fantastically well, thank you. Thank you so much for agreeing to spend this time with me. I’ve given you a sense already of what's going on. I'm talking to people about sales and marketing is what I'm doing. I’m talking to you about sales, because you are a sales trainer and I have experienced your training and massively enjoyed your training and I have resold bits of your training when I've sold training as The Effective Marketing Company. So I thought if I'm going to speak to somebody about sales training, who am I going to speak to, I'm going to speak to Mr Owers. So here we are.

James: Okay, yeah, thanks for inviting me Martin. Do you want me to introduce myself? What's the best way of doing this?

Martin: Well you can, well you are going to introduce yourself yes. So the format is really easy. It's basically how are you qualified to talk to us about sales? How do you feel about sales? Kind of, what you give people when you're giving them sales training and then what are your recommendations for people in this weird situation that we find ourselves in where everything's gone through a loop? That’s the formula. Where we start is how you're qualified, so this is where you get to introduce yourself.

James: Okay I'll do that, you'll cut all that bit out?

Martin: No that'll stay in, and this bit's staying as well, it's not like a BBC style production, it's just, like it's just a chat with the most interesting sales and marketing people I know.

James: I know, you couldn't find anyone else and I picked up the phone.

Martin: Seriously, you're the first person I've spoken to about sales. There is somebody else on the list who's also a sales person, but no man, you were, when I sat down, when I decided to do this and I wrote a list of names, your name was on the list, and if you checked Facebook more often we'd have spoken earlier.

James: I try and avoid it, I try and avoid it.

Martin: Good, okay.  James: I'll introduce myself so I'm James I've worked in sales, I think, for about, maybe, nearly 20 years now. I work for a large Japanese manufacturing company now as their training manager, their sales training manager, and prior to that I had my own business so I tended to develop sales people who sold technical products and services; IT, Telecoms and manufacturing engineering type products. That's what I've been doing and I've been working my current role for about six years. I look after a large sales team who are very, very, very, technically strong. That's a bit about me really. I’ve known Martin for a long time,  we worked together at a telecoms company together, 2005 or 2006 I think it was, maybe it was 2005.

If you like it you can subscribe on the Effective Marketing Blog, you will find that at www.effectivemarketingcompany.co.uk

You can support this channel by checking out our YouTube channel: www.youtube.com/user/EffectiveMarketingCo

What is Marketing Performance Analysis? is the tenth video in our epic WTF Marketing series where we are cutting through the marketing BS to support businesses to be more successful.

In this episode Martin Henley of The Effective Marketing Company answers the questions:

What is Performance Analysis?

What is Marketing Performance Analysis?

Why should you be doing Marketing Performance Analysis?

When should you be doing  Marketing Performance Analysis?

How do you do Marketing Performance Analysis?

If you like it you can subscribe on the Effective Marketing Blog, you will find that at www.effectivemarketingcompany.co.uk

You can support this channel by checking out our YouTube channel: www.youtube.com/user/EffectiveMarketingCo

A really interesting chat with Alex Ryan of Marketing 101.

Martin: Okay good. Thank you for agreeing to spend some time with me this morning. We're not here to talk about the environment unfortunately. Unfortunately we're here to talk about marketing. I've had one conversation with you in my life, we spoke about what this was about. It’s interesting because you're the eighth person, we've established you won't be 007. You are the eighth person and it's  interesting because it's  going in a direction of its own. Where I started was thinking that nobody knows anything about marketing and nobody wants to invest in marketing.

I still think that but I can't find anyone who doesn't know anything about marketing; everyone I've spoken to seems to know perfectly about marketing and is perfectly prepared to do it.  They are marketing people to be fair apart from Jim who introduced me to you. It's  taking its own course which is nice and the conversations are probably more interesting than they would be if I was just left to my own devices.  The way this works is we're interested to know, I'm not going to introduce you because I don't know you well enough to do that, I know you're doing some interesting things you can tell us about those. You can introduce yourself to us, you can tell us how it is that you are qualified to talk to us about marketing, where your career has taken you, what you've been achieving, those kinds of things. I'm interested to know how you feel about marketing.

I understand that you are offering marketing as a service now as a consultant so I'm interested to know who your clients are and what you deliver for them in the way of marketing value. We round off by talking about this weird, stupid situation that we find ourselves in and what your recommendation might be for people.  That normally takes about an hour 10 minutes, if we're only talking for three minutes we can get back to the climate.

Alex: Yeah, if we're done in three minutes I probably don't know much about marketing, I could start there, I don't know anything about marketing.  That's where Jim started, I know nothing. You may have to give me some prompts of those questions, I haven't got a great recollection, short-term memory wise.  Alex: Okay. I can definitely start with who I am and why I do marketing, what I do marketing I guess. Martin: How you're qualified to talk to us about marketing, that's what I'm interested in.

If you like it you can subscribe on the Effective Marketing Blog, you will find that at www.effectivemarketingcompany.co.uk

You can support this channel by checking out our YouTube channel: www.youtube.com/user/EffectiveMarketingCo

This is the ninth in our auspicious WTF Marketing series where we are cutting through the marketing BS to support businesses to be more successful.

In this episode Martin Henley of The Effective Marketing Company answers the questions:

What is a marketing offering? Why do you need to assess your marketing offering?  How to assess your marketing offering? When to assess your marketing offering?

If you like it you can subscribe on the Effective Marketing Blog, you will find that at www.effectivemarketingcompany.co.uk

You can support this channel by checking out our YouTube channel: www.youtube.com/user/EffectiveMarketingCo