Let's Talk Marketing

In this eye-opening episode, Katya Allison dives deep into the world of influencer marketing with the dynamic Emily Fonda, Co-Founder of The Sociable Society. They discuss the importance of transparency in marketing and how it can foster trust between creators, brands and agencies.

Throughout the discussion, Emily shares her experiences and insights, emphasizing the significance of relationship-building in the creator economy. She also sheds light on the power creators hold, especially with the rise of platforms like TikTok, where real stories can expose bad practices, leading to ripple effects in the industry.

Key Takeaways:

[14:43] Brands and Transparency: Building trust with consumers through transparency is paramount. This includes clarity on products, ingredients, sourcing and manufacturing processes.

[18:22] Differentiating in a Crowded Marketplace: For brands, being upfront about their practices and values can set them apart from their competitors.

[20:40] Continuous Effort: Transparency isn’t a one-off event. It should permeate the company’s culture, making it an ongoing effort to maintain open and honest communication.

[27:17] The Power of Creators: In today’s digital age, creators are becoming more influential. Agencies and brands should prioritize building positive relationships with them to ensure successful partnerships.

Resources Mentioned:

Emily Fonda - https://www.linkedin.com/in/emily-fonda-349b4145/

The Sociable Society - https://thesociablesociety.com/

Thanks for listening to the Let’s Talk Marketing podcast, brought to you by Katya Allison. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show, and be sure to subscribe so you never miss another insightful conversation.

#Marketing #Branding #Advertising #SocialMedia

This week, host Katya Allison is joined by Jessy Grossman, Founder of Women in Influencer Marketing (WIIM), former podcast host and CEO of consulting and coaching firm Tribe Monday. 

Jessy discusses:

- Why she created WIIM.

- How to be successful in influencer marketing.

- The importance of tapping your team’s skills.

- Why influencer marketing needs not only creatives but people who understand data.

- How accomplishing a marketing strategy is a journey marked by testing and learning. 

- Why influencers shouldn’t rely solely on brand partnerships to earn income.

- How leaning into who you are makes you valuable to others. 

Resources mentioned:

Jessy Grossman - https://www.linkedin.com/in/jessygrossman/

Women in Influencer Marketing - https://www.linkedin.com/company/wiim/

LinkedIn - https://www.linkedin.com/company/wiim/

Slack - https://slack.com/

YouTube - https://www.youtube.com/@wiim

Thanks for listening to the Let’s Talk Marketing podcast, brought to you by Katya Allison. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show, and be sure to subscribe so you never miss another insightful conversation.

#Marketing #Branding #Advertising #SocialMedia

On this episode, host Katya Allison is joined by Jon Mowat, Managing Director, Marketing Consultant and Author at Hurricane, to discuss leveraging video for marketing strategy. 

Listen in as Jon examines:

- How emotion works in people, and how marketers leverage that in video.

- How to decide what emotional approach to use in a video strategy.

- The need to select the correct video length and channel for your consumers’ context.

- The importance of keeping your eye on your message, regardless of the platform.

- What good engagement numbers look like for video marketing.

- Why you shouldn’t expect to build a brand strategy on influencers.

- The importance of testing in video marketing. 

Resources mentioned:

Jon Mowat - https://www.linkedin.com/in/jonmowat/

Hurricane - https://www.linkedin.com/company/hurricane-media/

The Long and Short of It: Balancing Short and Long-Term Marketing Strategies (Book) - https://www.amazon.com/Long-Short-Balancing-Long-Term-Strategies/dp/085294134X

WeAre8 (Social media app) - https://www.weare8.com/

Thanks for listening to the Let’s Talk Marketing podcast, brought to you by Katya Allison. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show, and be sure to subscribe so you never miss another insightful conversation.

#Marketing #Branding #Advertising #SocialMedia

This week, join host Katya Allison as she discusses social media strategy with Shayna Macklin, Director of Brand Strategy and Influencer Marketing at Rainbow Apparel Co.

In their conversation, the two discuss:

- How planning for a campaign can start four to six weeks before release.

- The number of creators a brand may work within a month.

- How to measure social media success: with views, KPIs, shares and mentions.

- How brands often expect immediate success, but good plans take time to return results.

- Organic social media isn’t dead, but people interact with it differently today.

- How some brands post content 10 to 15 times a day.

- The joy of experimenting with content with creators.

Shayna Macklin - https://www.linkedin.com/in/shaynamacklin/

Rainbow Apparel Co. - https://www.linkedin.com/company/rainbow-apparel-co/

Thanks for listening to the Let’s Talk Marketing podcast, brought to you by Katya Allison. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show, and be sure to subscribe so you never miss another insightful conversation.

#Marketing #Branding #Advertising #SocialMedia

This week, Katya Allison hosts Bill Jula, CEO and Co-Founder of Postgame, LLC, to discuss name, image and likeness (NIL) student-athlete marketing. 

Bill discusses:

- The importance of staying focused as a marketer and not being distracted by new channels and trends.

- The high caliber of content produced by today’s college-athlete influencers.

- How student-athletes educate themselves on what quality content looks like.

- How multiple student-athletes can generate more sales than one famous influencer.

- What brands should do when approaching student-athletes to become influencers.

- How brands must be prepared to capitalize on athletes’ moments of success.

Bill Jula - https://www.linkedin.com/in/billjula/

Postgame LLC - https://www.linkedin.com/company/postgame-llc/                           

Thanks for listening to the Let’s Talk Marketing podcast, brought to you by Katya Allison. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show, and be sure to subscribe so you never miss another insightful conversation.

#Marketing #Branding #Advertising #SocialMedia

On this episode, host Katya Allison is joined by David Allison, Founder of The Valuegraphics Research Company.

Join them as they discuss the following:

- People base their decisions on values.

- Often people who aren’t in the same demographic share the same values.

- How understanding people’s values can help in the world of business, human resources, marketing and politics.

- Demographics and psychographics only describe people and their actions. They don’t describe their inner experiences.

- Why do marketers keep using demographics if few people conform to a demographic?

- The three questions that can uncover anyone’s values.

- How we should wake up each day knowing we will be wrong about something — it’s liberating. 

Resources mentioned:

David Allison - https://www.linkedin.com/in/davidallisoninc/?originalSubdomain=ca

David Allison | Twitter - @DavidAllisonInc

The Valuegraphics Research Company - https://www.linkedin.com/company/valuegraphicsresearchcompany/

Thanks for listening to the Let’s Talk Marketing podcast, brought to you by Katya Allison. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show, and be sure to subscribe so you never miss another insightful conversation.

#Marketing #Branding #Advertising #SocialMedia

Joe discusses:

- How do you make customers’ lives better?

- Companies often churn out too much content on too many channels.

- Companies waste their time and their customers’ time on collateral no one wants.

- If a company doesn't have time to build trust with its content, it must disrupt instead.

- You need to communicate the value of content to your own company.

- You measure the value of your content through behavior changes in subscribers.

- Companies must help the sales team to understand how to use content.

- Audit all your content and then gather data to see what works. 

Resources mentioned:

Joe Pulizzi - https://www.linkedin.com/in/joepulizzi/

Content Marketing Institute - https://contentmarketinginstitute.com/

CEX: The Creator Economy Expo - https://cex.events/

The Tilt - https://www.thetilt.com/

Epic Content Marketing - https://www.amazon.com/s?k=epic+content+marketing+joe+pulizzi&hvadid=580712098732&hvdev=c&hvlocphy=9033288&hvnetw=g&hvqmt=e&hvrand=1048447382935190678&hvtargid=kwd-317112458385&hydadcr=21935_13324245&tag=googhydr-20&ref=pd_sl_2xwjjb6wwf_e

The Will to Die (A novel) - https://www.amazon.com/Will-Die-Novel-Suspense-ebook/dp/B07ZL26ZVD/ref=sr_1_1?crid=U2UGV04ZJQ1S&keywords=The+Will+to+Die&qid=1686499269&sprefix=the+will+to+die%2Caps%2C153&sr=8-1

This Old Marketing - https://www.thisoldmarketing.site/robert-and-joe-live-from-cex-creator-economy-expo-374/

Morning Brew - https://www.morningbrew.com/daily

The New York Times - https://www.nytimes.com/

Jay Baer - https://www.jaybaer.com/

Thanks for listening to the Let’s Talk Marketing podcast, brought to you by Katya Allison. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show, and be sure to subscribe so you never miss another insightful conversation.

#Marketing #Branding #Advertising #SocialMedia

On this episode, Katya Allison is joined by Katie Stoller, Founder of Katie Stoller. 

Listen as they discuss:

- Katie’s new book: The Insider’s Guide to Influencer Marketing.

- How her guide is based on her decade-long experience with million-dollar companies as she created playbooks for optimizing the brand and creator relationship.

- Katie’s love for e-relationships and the perfect match of a perfect brand and a perfect content creator.

- How podcasts and audio content today are at their peak, like the internet was in the late 1990s.

- Influencer courses that present an overly optimistic view to creators, even though influencer saturation now makes it harder to make big money as a creator.

- Why today you need influencers, but you also need paid ads to guarantee sales.

Resources mentioned:

Katie Stoller - https://www.linkedin.com/in/katiestoller/

Katie Stoller - https://www.linkedin.com/company/katie-stoller/

Clubhouse - https://www.clubhouse.com/

Influencer Insider Guide - https://www.influencerinsiderguide.com/guide

Thanks for listening to the Let’s Talk Marketing podcast, brought to you by Katya Allison. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show, and be sure to subscribe so you never miss another insightful conversation.

#Marketing #Branding #Advertising #SocialMedia

Join host Katya Allison on this episode as she talks with influencer and co-founder of Viva Fifty Media LLC, Lorraine Ladish, about marketing for creators. 

Lorraine discusses how:

- People want to be influencers but don’t realize it’s a job like any other.

- It’s important to be strategic in brand partnerships.

- You never know where sponsors will find you.

- She doesn’t post only for sponsorships; sometimes she wants to get out a message.

- Being an influencer becomes a lifestyle in which you always consider what content you might capture for future use.

- You will do well as an influencer if you’re easy to work with and take the initiative in fulfilling a creative brief.

- Her message is not just about how to embrace life over 50 but how to embrace life at any age. 

Resources mentioned:

Lorraine Ladish - https://www.linkedin.com/in/lorrainecladish/

Viva Fifty Media LLC - https://www.vivafifty.com/

Tina Lee | The Full-Time Influencer Podcast - https://www.fulltimeinfluencer.co/podcast

Thanks for listening to the Let’s Talk Marketing podcast, brought to you by Katya Allison. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show, and be sure to subscribe so you never miss another insightful conversation.

#Marketing #Branding #Advertising #SocialMedia

Join them as they discuss:

- The joy of companies that let you build — and fail.

- How Mike avoids social media and schedules Instagram time to check trends.

- The importance of showing new creators that you value them when onboarding.

- Why companies should not only promote the transactional nature of creator relationships.

- How companies often think influencers must have many followers, but what they need is influencers who love company products.

- The importance of not putting all your eggs in the influencer basket.

- Why you shouldn’t be afraid to think big.

Resources mentioned:

Mike Schmidt - https://www.linkedin.com/in/mikenschmidt/

Shopify - https://www.linkedin.com/company/shopify/

ChatGPT (to summarize notes and reading materials) - https://openai.com/blog/chatgpt

Instapaper (read web articles offline) - https://www.instapaper.com/

Substack (substantive articles) - https://substack.com/

Stoop Inbox (to organize newsletters) - https://stoopinbox.com/

Thanks for listening to the Let’s Talk Marketing podcast, brought to you by Katya Allison. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show, and be sure to subscribe so you never miss another insightful conversation.

#Marketing #Branding #Advertising #SocialMedia