E177 – How Human is Your Marketing?

So while this episode is somewhat inspired by Nathan Apodaca, Ocean Spray and TikTok there is much more we want to dig into.

The cartoon that Ryan shared can be found at Marketoonist about a blank billboard.

With more than 60 million views and counting, this homemade video was more effective — by far — than any advertisement Ocean Spray and its agencies have created in the 90-year brand history.The TikTok video propelled beverage sales and almost doubled the value of the Ocean Spray stock price. For good measure, “Dreams” reached No. 1 on iTunes and returned to the Billboard charts for the first time since 1977.Case study: The most human commercial wins

You can't predict Viral

In our episode Taking Social Media Offline we talked about a number of human marketing examples. There was an Arby's example and a local florist all doing "something" that happen to be marketing and very human.

If you haven't listened, also go check out UnMarketing Your Marketing With Alison Stratten that we did long ago where we talk about brand stories and brand lessons.

Business of Digital Instagram

As we try and eat our own dog food - Dave talks about what we are trying to do around our own Instagram and Social feeds to make them more "human".

If you don't already follow our Instagram - do it now please!

Don't Over Think It

If you have ever been on a plane and looked at one of those in-flight magazines (well, not in 2020) and seen the Best Doctors in the US! Or Best Steak Houses in the US! Those are all some variations of native ads/organic ads/pay to play.

Yelp, Google, directories, Service Sites (Thumbtack, Angieslist, etc.) all are mixes of organic, AI and pay to play.

How can we post on social (Twitter, Instagram, etc.) in a more human way? Ask yourself this daily and hopefully you will keep finding more ways to be more real and more human too.

Full Transcript

Matt Siltala: [00:00:00] Welcome to another exciting episode of the business of digital podcast, featuring your host, Matt  and Dave roar. Hey guys, thanks for joining us on another business of digital episode. Uh, we got Dave, how's it going, bud?

Dave Rohrer: [00:00:16] It is going,

Matt Siltala: [00:00:17] so this one's a fun one. I'm glad that, uh, um, I'm glad that we're going to jump into this one.

And for everyone that we have on pins and needles as to what we're going to be talking about, actually, you know, you already read the title, but. We are going to be talking about how human is your marketing and this one's sparked from the cranberry guy. So what we're calling them, the cranberry guy, or is that what he's being called?

Dave Rohrer: [00:00:40] That's yeah. That's what most people call them.

Matt Siltala: [00:00:43] But, uh, yeah. Why don't you,

Dave Rohrer: [00:00:44] mr. Mr. Nathan is his name.

Matt Siltala: [00:00:47] Oh, is it Nathan

Dave Rohrer: [00:00:47] Nathan pocket podcast, paprika.

Matt Siltala: [00:00:51] I mean, he, ain't doing so bad. He's getting money for commercials now and free trucks and cranberry, you know, for life. Yeah. [00:01:00] Yeah. Great, great. A great idea, but why don't you kick us off by, you know, sharing with us, uh, the direction that you wanted to go with this.

Dave Rohrer: [00:01:08] I think in you'll you can you'll talk to the viral, viral Allity portion of what we're going to talk about, but mr. Ryan Jones, just so funny that just the other day he shared, um, w Tom Frisch burns Mark. Mark.  I can almost speak today. A Marketoonist a Marketoonist. Little cartoon and all linked to it because I'm not going to post his stuff on my site.

I will link to it. But, um, for anyone that's ever worked in advertising, it's a completely white billboard. And at the top and black, black with white font, it says advertisement. And then there's two people looking at it and it says, this was our compromise with

Matt Siltala: [00:01:50] legal. Oh, man. That's so true.