Marketing person Caty Burgess shares why focusing on the human element of marketing is essential for success. She explains how the obsession with metrics like impressions and clicks can often overshadow the need to craft messages that truly resonate with your audience. Learn why telling authentic, human-centered stories is the key to cutting through the noise in today’s digital landscape.Whether you're a marketer or a business owner, this video is packed with wisdom on how to connect with your audience in a meaningful way.Key Topics:The importance of focusing on the audience behind every marketing message.Why metrics like impressions, clicks, and video views don’t matter if your message isn’t tailored to humans.The pitfalls of chasing numbers over authentic connections.The power of storytelling in modern marketing.Quotes:"There are people on the other side of any message that you are sending.""It doesn’t matter how many impressions you get if your message isn’t tailored for and delivered to a human.""You can get a billion impressions of something no one pays attention to.""If you can tell a quick human story to another human, you’re going to be more successful."See more https://www.indexrgb.com/#marketing #horseblinders #humancentereddesign

Caty Burgess dives into the world of marketing metrics, focusing on CPM (Cost Per Thousand) and why it’s used instead of CPT (Cost Per Person). She unpacks the history behind the term, explains how it simplifies calculations in the advertising world, and shares her unique perspective on managing massive marketing budgets. From Roman numerals to treating ad spend like Monopoly money, Caty offers both practical insights and a humorous look at the scale of advertising investments.Key Topics:What CPM (Cost Per Thousand) means and why it's used in marketingThe historical origins of CPM and its connection to Roman numeralsHow CPM simplifies large-scale audience targeting and budgetingThe mental approach to handling millions in ad spend without overthinkingQuotes:"It’s CPM because M is the Roman numeral for a thousand. Why not CPT? I don’t know.""I think of the money I spend as Monopoly money. If I stopped to think about it as real money, my mind would break.""CPM means I’ll pay $10,000 for every thousand people I reach. That’s easier than calculating $100 for every person.""When you’re dealing with tens of thousands or millions of dollars, it helps to put it into perspective."See more https://www.indexrgb.com/#CPMExplained #MarketingMetrics #slang

Caty Burgess breaks down the concept of CTR (Click-Through Rate) and its relevance in today’s marketing landscape. Reflecting on her own experiences, Caty shares a humorous story about the last time she intentionally clicked an ad—an iconic Old Spice campaign—and questions the reliability of CTR as a meaningful metric. From accidental ad clicks to outdated measurement techniques, she highlights why marketers need to rethink how they evaluate audience engagement.Key Topics:The significance of CTR (Click-Through Rate) in marketing metricsWhy the Old Spice campaign was the last ad Caty clicked intentionallyThe frustration of accidental ad clicks and misleading dataHow CTR may have been useful in the past but is less effective nowQuotes"The last ad I clicked on purposefully was an Old Spice ad. The man you want to be—I clicked on him.""How many ads have you accidentally opened while trying to close them?""CTR was a great thought back when we couldn’t measure an audience better, but now it feels outdated.""Click-Through Rate can tell you if someone wanted to see more, but how reliable is that data when most clicks are accidental?"See more https://www.indexrgb.com/#ClickThroughRate #MarketingMetrics #slang

In this insightful and entertaining video, guest Caty Burgess dives into the challenges of acronyms and marketing jargon in the entertainment industry. Sharing a hilarious anecdote from her time at the CW while working on All American Homecoming, Caty highlights how misunderstandings with terms like HBCU (Historically Black Colleges and Universities) can arise—and how a simple slip of using "HSBC" (the bank) caused some confusion. She also explores the often ridiculous nature of metrics and terminology in marketing, like impressions and engagement, making a case for clearer, more accessible communication.Key Topics:The pitfalls of acronyms in marketing and entertainmentA funny mix-up with "HBCU" vs. "HSBC"The overly complicated nature of metrics like impressionsWhy marketing jargon can alienate people outside the "insider" bubbleQuotes:"Acronyms can get people in trouble. They're easy when you're inside the understanding, but impenetrable outside of it.""Someone I worked with kept saying 'HSBC' instead of 'HBCU,' and I was like, 'No, not the bank!'""Entertainment metrics are just silly words that mean whatever you want them to mean on that day.""I don’t have time to explain these acronyms or terms when they’re so unnecessarily complicated."This video is packed with relatable insights, laughs, and a behind-the-scenes look at the nuances of marketing in the entertainment industry!See more https://www.indexrgb.com/#MarketingFails #EntertainmentIndustry #slang

Experiential marketing, breaking it down in simple terms and sharing incredible real-world examples. From immersive brand activations at iconic events like Coachella to transforming spaces like the old Tower Records on Sunset Boulevard into an unforgettable "Roswell, New Mexico" experience, Caty explains how experiential marketing connects brands with consumers in truly unique ways. Learn what it means to meet consumers where they are and how to create impactful, hands-on experiences that leave lasting impressions.Key Topics:What is experiential marketing in layman's terms?The power of meeting consumers where they are.Examples of immersive brand activations:Coachella activations.Turning Tower Records into the "Crashdown Café" from Roswell, New Mexico.How experiential marketing brings stories and brands to life.Quotes“Experiential marketing, in layman’s terms, is literally meeting the consumer where they are.”“We turned the old Tower Records on Sunset into the Crashdown Café from Roswell, New Mexico—complete with a flying saucer crash in the parking lot!”“It’s about creating an experience where people can get up close and personal and actually touch what the show or brand is about.”See more https://www.indexrgb.com/#ExperientialMarketing #MarketingInsights #BrandActivations #ImmersiveExperiences #CatyBurgess #RoswellNewMexico #MarketingTips

Caty Burgess explores how the CW Network evaluated the success of its television shows over nearly two decades. From relying on traditional Nielsen ratings to incorporating social media metrics and digital streaming data, Caty explains how the evolving media landscape shaped their approach to measuring success. She shares fascinating insights into how shows like The Vampire Diaries, Gossip Girl, and Riverdale thrived through massive social media followings, even when traditional ratings didn’t tell the full story. Learn how brand-building and audience engagement redefined what it means for a show to succeed.Key Topics:Nielsen Ratings: The traditional method for measuring TV show success and its limitations with younger, digital audiences.The Rise of Social Media Metrics: How platforms like Twitter provided new ways to gauge interest and audience engagement.Digital Streaming Impact: Adapting to a shifting media landscape with streaming audiences and non-standardized data.Brand-Building Through Shows: Why some shows were considered successful even without high Nielsen ratings.Examples of Success: Insights into popular CW shows like The Vampire Diaries, Gossip Girl, and Riverdale.Quotes:"For CW, success was almost always measured in the number of viewers that watched a given show.""Social followings became a sign of success and interest, even if Nielsen ratings didn’t reflect the same numbers.""We had a meeting with Twitter, and they thought The Vampire Diaries was the biggest show ever based on the amount of conversation and engagement.""Sometimes a show that didn’t get the Nielsen ratings we wanted was still a success because it built the CW brand.""The media loved shows like Gossip Girl and Riverdale, which increased the CW’s market share and visibility."See more https://www.indexrgb.com/#TVRatingsEvolution#SocialMediaSuccess#CWMarketingInsights

Caty Burgess delves into her decision-making framework for creating cohesive and effective marketing campaigns. She emphasizes the importance of balancing media choices—like television and digital ads—based on the audience and their preferences. From questioning spending allocations to ensuring cost-effectiveness without compromising on targeted reach, Caty explains how to avoid the "spray and pray" approach in favor of strategic, audience-first marketing. Gain valuable insights into what it takes to craft campaigns that resonate with viewers and deliver real results.Key Topics:Cohesive Campaign Planning: Ensuring all marketing elements align for maximum impact.Media Allocation: Deciding the right mix of television and digital ads based on audience preferences.Audience-Driven Decisions: How understanding the audience dictates every marketing decision.Cost-Effectiveness vs. Guaranteed Reach: Why paying more for targeted reach can sometimes be the smarter choice.Avoiding Inefficiency: Moving away from broad, unfocused campaigns to targeted, effective strategies.Quotes"It always comes down to the audience—am I reaching them in the most effective way?""Cost-effective can mean paying a little more for guaranteed reach toward the audience you’re targeting.""If a plan has more TV than digital ads for a digital-focused audience, I’ll ask, 'Why would you do that?'""You can’t just spray and pray—buying ads everywhere and hoping the audience will see it doesn’t work.""A cohesive campaign ensures all the elements are working together toward the same goal."See more https://www.indexrgb.com/#StrategicMarketing #AudienceFirstApproach #EffectiveCampaigns

Caty Burgess shares her proven framework for developing successful marketing campaigns for television programs. She emphasizes the importance of starting with the audience—understanding their preferences, habits, and where to reach them. From targeting comic book fans for "The Flash" to tailoring campaigns for specific communities for "Heart of Dixie," Caty provides real-world examples of how strategic marketing decisions are made. Learn how focusing on your audience can shape every aspect of a campaign, from media placement to creative messaging.Key Topics:Audience-First Approach: The foundation of any marketing campaign starts with identifying and understanding the target audience.Research & Insights: Utilizing producer insights, audience testing, and syndicated research to understand viewer preferences.Tailored Campaigns: Examples of marketing strategies for shows like "The Flash," "Riverdale," and "Heart of Dixie."Cost-Effective Media Placement: Reaching audiences in impactful ways by using localized, affordable media strategies.Understanding Viewer Habits: How analyzing audience behavior drives decisions about timing, placement, and messaging.Quotes:"Anything with a marketing campaign starts with the audience.""For a show like 'Heart of Dixie,' instead of putting billboards on Sunset Boulevard, we targeted smaller towns to make the audience feel seen.""'The Flash' was a comic book. People who like comic books will likely like this show—it's about starting with that core audience.""The habits of the audience you’re targeting determine where, why, and when you try to reach them.""Marketing is about understanding the audience and letting them feel like the show is made for them."See more https://www.indexrgb.com/#AudienceFirstMarketing#TVShowPromotion#MarketingInsights

In this candid conversation with guest Caty Burgess, we explore the lessons she’s learned about self-advocacy and career negotiation. Caty reflects on her early career and shares how she often prioritized fighting for her team and ideas over advocating for her own pay and growth opportunities. Through hindsight, she reveals what she wishes she had done differently and provides valuable insights for anyone navigating their own professional journey.Key TopicsThe Power of Self-Advocacy:How Caty realized the importance of being as fierce for herself as she was for others.Why advocating for your own career and compensation is crucial to long-term success.Career Growth Through Negotiation:The potential benefits of bringing outside offers to the table to strengthen your negotiating power.Why negotiation is a vital part of career progression, not a distraction from the work.Reflections on Staying at One Company:Caty’s experience working at the same organization for an extended period and how it impacted her perspective on career moves and negotiation.What she would advise others to do differently in similar situations.Quotes"I was always a very fierce person, but I didn’t know I could be that fierce for myself.""I could have fought in the same ways that I fought for other people, for myself.""Bringing back outside offers always seemed like a distraction, but maybe it’s something I should have done.""Advocating for yourself isn’t selfish—it’s necessary."See more https://www.indexrgb.com/#CareerGrowth #SelfAdvocacy #NegotiationTips

The Struggle Is Real, Caty Burgess opens up about navigating career challenges, resilience during turbulent times, and the process of reinventing herself after a high-profile layoff. From her time at CW Network to facing industry-wide layoffs and strikes, Caty shares the lessons she’s learned, the importance of self-confidence, and how she’s redefining her professional identity. Dive into an honest conversation about persistence, self-discovery, and finding strength amidst uncertainty.Key Topics: • Career Shifts and Layoffs: Caty's experience transitioning from the CW Network after its acquisition and industry restructuring. • Adapting to Change: How Caty is navigating the entertainment industry's hiring freezes, layoffs, and strikes. • Resilience and Reinvention: Strategies Caty uses to maintain confidence, build skills, and brand herself during challenging times. • Challenges of Sobriety: Reflections on maintaining sobriety and building self-confidence in social and professional settings. • The Evolving Entertainment Industry: Insights into streaming, digital marketing, and how the industry is changing. • Personal Growth: Caty's journey of learning new skills, embracing challenges, and staying focused on her goals.Quotes: • "I remember on a daily basis that I am really good at what I do... It's a struggle, but it's also a chance to rediscover myself." • "I’m an entertainment person who happened to end up doing marketing, not a marketing person in entertainment." • "Everyone is trying to game an algorithm somewhere." • "You can’t force young people into behaving like you—they’ll always find their own way to access content." • "Getting laid off felt like a moment of clarity. It gave me the chance to take a break, travel, and refocus." • "For me, drinking was about self-confidence. Quitting it meant finding new ways to address that." • "The strikes ending was supposed to bring new opportunities, but it’s not happening at the pace anyone expected." • "I don’t think I’ll get a job just by responding to a LinkedIn post—I believe it will come from a human connection."See more https://www.indexrgb.com/#CareerResilience #ReinventionJourney #EntertainmentIndustry