Let's Talk Marketing

From selling his girlfriend's jewellery on an online marketplace, to Chief Marketing Officer at Booktopia, Steffen Daleng has had experience in multiple roles and countries. With an original budget of $10 a day, tune in to hear Steffen share the Booktopia story, along with his personal career insights and the importance of putting the customer first.

In this episode, we discuss:

- The differences in marketing approaches between countries

- How COVID-19 impacted the online book sector

- The evolution of Steffen's own marketing mix strategy

- The mix of Acquisition vs. Retention

- Setting the right expectations and delivering on them

- Personalization in an extensively changing legislative landscape, and an increasing consumer awareness of how their data is being managed

- Customer service channels at Booktopia

- The size and structure of Booktopia's marketing team

Three Quick Questions:

- A business book you recommend? - The Personal MBA by Josh Kaufman

- Person to follow on social media or digital media? - Mark Ritson and Professor Galloway

- One on one dinner with a living person? - My mum, I haven't seen her for a while!

To find out more, follow Steffen on LinkedIn or check out Booktopia.com.au

Dan is a seasoned veteran of growth marketing and analytics space. He is also the CEO and Founder of McGaw.io, a marketing technology and marketing analytics agency. He previously served as the Head of Marketing at Kissmetrics and spent time as a mentor at 500 Startups.

Dan is here to give insights into understanding Martech environment, building Martech stack and Customer Data Platforms (CDP). Tune in to learn the benefits of short-term investment in building the right infrastructure of data governance to pick up speed and join the 'hipster stuff' of Artificial Intelligence (AI) in couple of years. In addition to the many tools Dan recommends for integrating automation into your business processes.

Specifically, in this episode we discuss:

· What are the growth areas in the Martech space from the data governance tools to machine learning and AI

· How organisations should consider change management in their business processes

· Why it is important to organisations to have a vision and a plan on their landing point to decide what fit for purpose infrastructure and system they need to invest in

· The importance of the agility in picking up project management trends

· Different examples on types of CDPs

To lighten things up at the end, don't miss Dan's answers for the usual three quick questions:

- A business book you recommend? - The Hard Thing about Hard Things by Ben Horowitz

- Person to follow on social media or digital media? - His Linkedin, Scott Brinker, and The Marketoonist

- One on One dinner with a living person? - Melania Trump

Pip Arthur unpacks the Microsoft story, sharing how a new mission and cultural change has created the transformation they have become known for today

This episode today is for agency owners and agency personnel.

Peter Levitan is the founder of Peter Levitan & Co and author of "The Levitan Pitch Buy This Book Win More Pitches". He is a seasoned advertising agency business development consultant with 30 years of agency experience including building his own agency and managing business development at Saatchi & Saatchi Advertising Worldwide. He shares his insight from each stage of his career and how to build value to drive leads faster and stand out in today's agency landscape.

In this episode, we discuss:

•The back story behind his career and how he came to build his own agency

•COVID and its role in accelerating trends such as digital transformation and remote working

•The process of reinventing yourself across varied career roles

•How agencies should assess opportunities as they arise

•The art of communication and presentation to perfect a successful pitch to clients

•Guidance for those who wish to exit the agency space and the importance of building agency value for sale

Three Quick Questions:

•A business book you recommend? - Chasing the light - Oliver Stone

•Person to follow on social media or digital media? - Neil Pate (He has a daily podcast 'Marketing School')

•One on one dinner with a living person? - Jennifer Lawrence - she makes engaging tik toks, she's an actress and I think she'd make an absolutely delightful dinner companion!

To find out more visit https://peterlevitan.com/

Pamela Bishop is the CMO of Blooms the Chemist. Whilst she is from Ireland, she has spent the last 14+ years in Australia. Her career began in retail working for a pharmacy which then led to store manager followed by Pamela entering the corporate side of pharmaceuticals. She spent 10 years in merchandising and supply chain for Bloom's, followed by 4 years leading the merchandising and marketing team. More recently, this year she was promoted to CMO, leading marketing and communications with a huge focus on corporate social responsibility. Pamela has had a long and continuing stint at Blooms the Chemist having been there for the last 14 years.

The key for Pamela is putting customers at the forefront of all that Blooms the Chemist does.

In this episode, we discuss:

- The retail landscape and an omnichannel approach

- Shift in the landscape- migrating to online business.

- Disruption and tech as an enabler of rapid change in retail.

- Retailers responsibility amidst rapid change.

- Retailers and exec need to keep their fingers on the pulse of changes, so they are not left behind.

- Most vulnerable categories: All. Department stores have been battling disruption for a long time now, they were once empires and now they are struggling. Consumer habits have changed, there is more online shopping.

- Overview Pharmacy industry and Blooms the Chemist

- Physical availability for the pharmacy industry. Convenience as a major determinant.

- Relationship between customer and pharmacists as key.

- Major category and segments within the pharmacy industry

- E-health and digital transformation post COVID.

- Blooms Brand strategy with a focus on people.

- Support for community during COVID.

- Moving from print media to digital media in order to reach customers in a way that meets their needs

- Positional and solutional based marketing

- Drivers behind Blooms Loyalty scheme.

- Working in the pharmacy industry during COVID.

- Adapting and becoming agile in order to serve customers in short notice during COVID

- Future of the pharmacy sector and the affects of the vaccine.

- Key innovations and changes for 2021

Three Quick Questions:

- A business Book you recommend - 7 Habits of highly effective people: Stephen Covey

- Person to follow on social media or digital media? - Ariana Huffington

- One on one dinner with a living person? - My family in Ireland. It's by dads birthday so would like to have taken him for a birthday dinner.

To find out more about Pamela or to contact her, connect with her on LinkedIn:

https://www.linkedin.com/in/pamelasiobhainbishop/

If you want to hear tips and advice from an individual with a varied career background in marketing, this episode is for you!

Mat Zucker is a recognised creative, an industry leader in advertising and sales and now a partner at a global management consultancy, Prophet. With a wealth of career experiences across different fields, Mat shares his insight and lessons learnt from each stage of his career and the inevitable need to be resilient and adapt to a rapidly accelerated environment.

In this episode, we discuss:

•The back story behind his book and expanding on his reflections and key takeaways of each career role

•The value of insights to share with others and building reciprocated relationships

•Learning how to be invaluable as a 'number 2' and how that sets an individual to be a 'number 1'

•The essential need for soft skills to navigate across different careers

•When and if it's necessary to move and transition to a different role based on the type of work and the desire to be challenged

•How to distinguish between being passionate and what you're good atThree Quick Questions:

•A business book you recommend? - Ogilvy on Advertising - David Ogilvy

•Person to follow on social media or digital media? - Dave Pell (Find him on twitter at @davepell)

•One on one dinner with a living person? - Bob Knorpp who runs the TheBeanCast podcast

To follow Mat Zucker on twitter - @matzucker

To find out more about his book visit http://bronzeseekssilver.com/ and message him for a secret discount code for the book!

Author, speaker and serial entrepreneur Joseph Jaffe is back on the podcast. This time, Joseph is delighted to share his most exciting project to date, CoronaTV - a weekly podcast about hope, positivity and optimism with a touch of marketing.

Since Covid changed life as we know it, Joseph has been on a mission to rediscover his own purpose while providing inspiration and motivation to the community wide and far. Together with some of the very best marketers, thought leaders and speakers (including P&G's Marc Pritchard, NBA legend Jamal Mashburn and rockstar Mark Schulman to name a few), Joseph gives us the authentic, unfiltered stories that truly matters. At a time when brands are struggling to provide genuine connections, Joseph is showing the world what true customer centricity is all about.

In this episode we discuss:

•The end of the corporate era and why size is no longer a growth enabler

•Embracing brand mortality and building organisations that lasts

•Mental health, connection and finding your purpose amidst a pandemic

•From 'me' capitalism to 'we' capitalism - why brands should be serious about social good

•Brand activism, picking sides and joining the conversation

Three Quick Questions:

•A business book you recommend? - CoronaTV

•Person to follow on social media or digital media? - Peter E Rork, co-founder and president at the animal rescue transport organisation Dog Is My CoPilot and Tom Morris, leading public philosopher and pioneering business thinker

•One on one dinner with a living person? - Donald Trump

Want to get your hands on Joseph's latest book? Check out Built to Suck

To watch an episode of CoronaTV, visit www.coronatv.show or subscribe to the show at http://bit.ly/coronatvsubscribe

Dan Monheit is the co-founder of Hardhat agency in Melbourne. Having started the agency fresh out of university, Dan has since had 15 years in the industry. Over the years he has seen the agency transform from a digital agency to a creative agency. At the centre of this transformation has been technological advancement coupled with the understanding of customer behaviours. Over the last 9 months Dan has seen the future of work evolve.

Dan has his own podcast called Bad decisions which breaks down heuristic's week by week.

At the heart of Dan's work is behavioural economics and heuristics. With goal to understand how people make decisions.

In this episode, we discuss:

- An overview of behavioural economics and heuristics

- The availability bias. The more easily you can record an example something the more likely it is to happen.

- Heuristics - we are not the rational decisions makers that we believe we are. Heuristics are hacks that help us get through our day.

- 1950s behavioural economics- we don't make rational decisions all the time. Based on emotion, context and biases in which we make the decisions.

- How the brain works to make decisions from an evolutionary perspective.

- Social proof- built around the idea that we are social creatures by design. At a visceral level our brain is created to imitate others. Being with the group is often more important that being correct. Show the heard- find the way to show people that others have already picked you.

- The licensing effect- 'treat yourself.' Inherit desire to balance our virtuous and indulgent self. Doing one thing that offsets another because we think we deserve it.

- The effort bias- around our difficulty in trying to understand the value of something. High degree of effort = high value. Work out how you can celebrate all the hard work going in. Examples given from Wine/whiskey industry.

- Our desire to take the safest option most of the time.

- Counter trends to effort bias.

Three Quick Questions:

- A business Book you recommend - Predictably Irrational: Dan Ariely

- Person to follow on social media or digital media? - Benedict Evans- fortnightly newsletter and podcast.

- One on one dinner with a living person? - the right thing to say is my kids, but I would also like to invite Rory Sutherland around.

To find out more about Dan or to contact him, connect with him on LinkedIn:

Hardhat.com.au

Bad decisions Podcast

linkedin.com/in/danielmonheit

Cassie Roma founded CR&Co in March 2020, bringing people in project by project to create authentic stories. She has been the chief storyteller for brands big & small, global & local, for over a decade now.

Cassie has lived in Auckland for over 20 years and started her career in local council which taught her how to tie in marketing and advertising into the broader business structure. Following this, she has had a range of experience across the tourism, power, media and retail industries and more recently, starting her own business CR&Co.

Topics discussed

•Role at Air NZ (Social Digital Role): Logo was a call to adventure and a tug to come back. Worked with the Global Brand team at a time where social media was fun and outgoing. Worked with technology which put humans and customer care team at the heart to banter but also show empathy with customers and continuity of care. Real culture of innovation, doing things quick, tested Snapchat, potential partnership with VICE Media etc.

•Quick wins in social media: Utility and connection value with short-term engagement vs. quick wins. Retweet, like, share content with customers, are powerful tools to increase community engagement and customer satisfaction. E.g. Wild Thing does this.

•Role at NZME Key Takeaways (Content Role): Traditional media was a new experience - first 6 months was spent learning to navigate different power dynamics, personalities, traditional media channels, balancing between true, honest journalism and paid advertising for it. Step out of marketing landscape and dive into the passion of storytelling. Focus on bringing a story to life within the confines of news/radio it was to make sure that people knew they were fact checked, resonate and add value. Navigating the changes in the digital/marketing ecosystem was a daily conversation - e.g. how do you price up a sponsored post for a business partner for a product they want to sell and publish?

•Role at The Warehouse Group (Head of Content Marketing): Warehouse Group started to acquire very NZ/Kiwi brand. Sat within the internal creative agency. Ethics in marketing was challenged amidst marketing techniques exponential popularity.

•CRM&Co: Set up in March 2020, was scheduled to do events in Abu Dhabi, London, Mexico, Australia. Aim to build sustainable ongoing connections and growth.

3 Quick Questions

•A business book you recommend: How to write one song by Jeff Tweedy

•One person to follow on social/digital to add value to the audience: Tom Goodwin

•One to one dinner with any human being on the planet: Elton John

Bronte Neyland is the Vice President at Future Students and Marketing at Victoria University (VU). With nearly 20 years' experience in the higher education sector, Bronte has been instrumental in driving strong international growth, focusing on innovative strategies to improve student load, revenue growth and VU's international reputation.

The international student sector has been described as one of Australia's largest exports, valued at nearly $40 billion. Building on her own experience as a former expat in Japan, Bronte emphasizes the importance of empathy when it comes to successful marketing and the power of real-time data to transform student experiences.

In this episode, we discuss:

•Campaign focus vs brand building: the best strategies to attract new students

•Social listening and the art of collecting actionable insights

•How Covid-19 is changing higher education for the better

•Victoria University's block model and the future of education

Three Quick Questions:

•A business book you recommend? - Drive: The Surprising Truth About What Motivates Us, by Daniel Pink

•Person to follow on social media or digital media? - Andrew Norton @ https://andrewnorton.net.au/

•One on one dinner with a living person? - David Attenborough

Want to learn more about Bronte Neyland? Visit https://www.linkedin.com/in/bronte-neyland-1513b9b/

To learn more about Victoria University, visit https://www.vu.edu.au/