Grooming Your Brand for eCommerce Success with Scotch Porter's Calvin Quallis - EP 107

In Episode 107 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the dispute between Australian Parliament and Google over a recent bill that would require Google to pay publications. The search engine has threatened Australia with pulling their services completely if further negotiations are not held. Tyler and Jon weigh the benefits of maintaining Google services in Australia with the losses the company will have to take if the bill is passed.  Then Tyler introduces Calvin Quallis, the founder of Scotch Porter. Calvin details his journey to the creation of the self-care company rooted in his mother’s own work at a barbershop. Seeing how people felt transformed leaving the shop with their new look really stuck with Calvin.  Tyler and Calvin speak on the importance of both offline and online sales, balancing risk with self-forgiveness, and building emotional relationships with consumers. The two also consider the risks of relying on rented-channel marketing. Calvin ends the podcast with his key takeaway: be kind to yourself, take more risks, and you can’t pay your way to the top. Join Tyler, Jon, and Calvin for insight into the relationship between consumers and brands as well as the newest marketing challenges for self-care brands in the pandemic.

Timestamps

00:00 - Introduction 01:11 - What’s In The News: Google Threatens to Pull Search Engine Services in Australia 07:48 - Featured Guest: Calvin Quallis 08:16 - Calvin’s Early Life and Career Path 13:10 - Scotch Porter’s Brand Growth and Development 14:52 - The Unique positioning of Scotch Porter as a holistic self-care brand 16:19 - Essential Marketing Channels for Scotch Porter 17:09 - Vetting Micro-Influencers for Marketing Purposes 18:42 - Biggest Scotch Porter Opportunities in 2021 20:24 - Calvin’s Advice to His Younger Self 22:28 - Greatest Marketing Challenge for Scotch Porter 25:40 - Black Friday Promotions for Scotch Porter 26:52 - Self-care products in the Pandemic 28:15 - Calvin’s Key Takeaway 30:02 - Outro

Featured Guests | Calvin Quallis

LinkedIn

What's In the News 

Google Threatens To Pull Search Engine From Australia

Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com  Need Marketing Help? 

www.FidelitasDevelopment.com

Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

Effective Retail Marketing Strategies to Adopt with Black Diamond Equipment

In Episode 106 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the start to 2021 and the recent decision from social media channels to ban Donald Trump from their platforms. They delve further into the rights of social media platforms as private companies, and how this fully allows bans and censorship through their terms of service. The two go on to discuss the risks of rented channels versus owned channels, and which is best for building an audience. (Spoiler: the answer is ALWAYS owned channels.)   Then Devin Gillette, the Director of Retail at Black Diamond Equipment, joins the podcast. Devin and Tyler discuss the process of opening a flagship Black Diamond store in Park City, Utah. Devin talks about the importance of integrating community into their stores as a front-facing consumer marketing effort. They then look at how the pandemic has altered retail strategies overall, mainly with identifying key markets and target locations as more people are moving out of big cities. Devin talks about how social distancing policies have affected messaging for the industry at large, specifically for an outdoor activity-oriented company.   The pair also touches on how best to gauge effectiveness of digital campaigns in retail stores, as Devin talks about structuring their marketing team to work side by side with retail to better foster a successful dynamic. They end the podcast with a reminder to marketing leaders to not let the current state of the pandemic determine where they are headed. Join Tyler, Jon, and Devin to gain a better insight into altering retail marketing strategies amidst the pandemic!    Timestamps   00:00 - Introduction 00:53 - What’s in the News: Social Media Bans Trump 12:50 - Featured Guest: Devin Gillette 17:16 - Challenges of Opening Up a New Store During the Pandemic 20:28 - How COVID Impacted Retail Strategies Overall 23:35 - How Social Distancing Affects Company Messaging  28:51 - Devin’s Favorite Marketing Campaigns 30:11 - Gauging Effectiveness of Digital Campaigns 31:44 - Structuring a Marketing Team 32:58 - PR Integration with Retail Strategy 35:13 - Key Takeaway  35:15 - Outro

Featured Guests | Devin Gillette

LinkedIn

What's In the News 

Social Media Bans Trump

Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com  Need Marketing Help? 

www.FidelitasDevelopment.com

Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

EP 105: The Pulse of the Ad Industry with American Advertising Federation President Steve Pacheco

In Episode 105 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss disagreements between tech leaders Facebook and Apple regarding Apple’s new privacy changes, as well as the impact of those changes on small businesses. They discuss the privacy changes' effects on marketers with mobile marketing campaigns and data linked to individuals. Then Tyler introduces Steve Pacheco, the President and CEO of the American Advertising Federation (AAF). Pacheco dishes on his career path that lead him to the AAF and what drove him to his start in the Ad Industry. Tyler and Steve go on to discuss challenges brought on by the pandemic for marketing leaders and the lasting impact on the industry. In addition, Tyler and Steve touch on company culture, opportunities, and inefficiencies in the industry. Steve then goes on to explain why the AAF matters and the benefits of membership.  Steve ends the podcast by providing listeners with a key takeaway, that this moment in time will pass and we will come out of it stronger and better prepared to take on what comes next. Join Tyler, Jon, and Steve to navigate the marketing industry and advertising trends through and after the pandemic.

Timestamps 00:00 - Introduction 03:13 - What’s In The News: Facebook Criticizes Apple’s Privacy Changes 09:02 - Featured Guest: Steve Pacheco 11:02 - Steve's Career Path Leading to the AAF 17:18 - AAF Through the Pandemic  20:30 - Insourcing vs. Outsourcing for Brands 22:50 - Quality Available Talent in the Industry 26:52 - Advice For Young Marketing Leaders 29:17 - Trends in Brand Agency Relationships  31:48 - Biggest Opportunity For Marketing Leaders  36:28 - Industry Challenges Post Pandemic 38:35 - Digital Transformation 43:09 - AAF Membership Benefits 48:02 - Best Agency To Hire 52:18 - Steve's Key Takeaway 59:55 - Outro

Featured Guests | Steve Pacheco

LinkedIn

What's In the News 

Facebook Criticizes Apple’s Privacy Changes

Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com  Need Marketing Help? 

www.FidelitasDevelopment.com

Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

EP 104: Igniting Your Marketing Strategy with Duraflame's Daniel Moznett

In episode 104 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss their marketing predictions for 2021. The pandemic has inevitably dominated 2020, shaping eCommerce and changing consumer behaviors. Tyler and Jon go on to explain how user experience, personalization, and companies focused on selling health and happiness will continue to grow in importance and succeed in the following year.  Drink in hand, preferably Proper Irish Whiskey or Templeton Rye, Tyler invites guest Daniel Moznett, the Director of Marketing at Duraflame, for a virtual happy hour to discuss marketing strategies. Focused on bringing people together, the company has seen sales triple despite their challenges of having to adapt to an eCommerce strategy in a retail-oriented industry. By honing in on their core customer personas, they adjusted their marketing efforts to focus mainly on customer enablement, how to retain that customer through trust and authenticity, and by building relationships with their customer acquisition channels. Through all these efforts, Duraflame has managed to stay at the top of the mind regardless of the season. The knowledge-filled and humorous happy hour comes to an end with Tyler and Daniel discussing budget cycles, San Diego State University, and whiskey-inspired dad jokes.  Calling all listeners with connections in any drink industry, send us an email at [email protected] with any sponsorship proposals! 🥃 + 🦁 = 😎 

Timestamps

00:00- Intro 01:11- Marketing Predictions for 2021 12:31- (Happy Hour With) Featured Guest: Daniel Moznett 14:20 - Duraflame Firelogs' Marketing Strategy  17:29 - Listening to Millennials, Honing in on Your Core Customers' Personas 19:23- Most Important Customer Acquisition Channel  21:50- Measuring Success Of Marketing Campaigns With Retail Partners 23:04 - What Role Does Retention Marketing Play In A Retail-Oriented Strategy?  25:22- Getting a Product Onto Retail Shelves 30:02- How To Stay Top Of Mind With Consumers Regardless of Season 36:07 - Duraflame’s Biggest Challenges  39:07- Budget Cycles 40:38 -Outro

Featured Guests | Daniel Moznett

LinkedIn

What's In the News 

Marketing Predictions For 2021 

Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com  Need Marketing Help? 

www.FidelitasDevelopment.com

Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

EP 103: Last Mile Fulfillment Strategies with Brittain Ladd

In Episode 103 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss TikTok & Samsung’s recent partnership in which you can now stream and navigate through the app on your Samsung Smart TV in Europe. They go on to explain that Samsung is trying to capitalize on TikTok’s success by allowing its users to experience the already addicting app on a larger screen. Marketers now have a huge opportunity (literally!) to leverage their TikTok ads on TV. Then Tyler introduces Brittain Ladd, Chief Marketing Officer & Supply Chain Manager for Pulse Integration. Pulse Integration leverages different types of technologies to help companies with Micro-Fulfillment, Order Fulfillment, Grocery Fulfillment, and more. Brittain explains that his role is to provide consulting to retailers and help them identify their optimal strategy. In this podcast, the two go in-depth on Last Mile Fulfillment strategies and how companies need to implement a new business model to align with the shift in consumer behavior. Are you getting the Lion's Share emails yet? If not, you're missing out! Sign up at FidelitasDevelopment.com.

Timestamps

00:00 - Intro 00:55 - What’s in the news: TikTok & Samsung’s Partnership 06:12 – Featured Guest: Brittain Ladd 06:35 – Pulse Integration 07:55 – Last Mile Delivery 10:20 – Brands Battling for Last Mile Supremacy 12:15 – Challenges for Major Retailers 16:43 – The Rise of Social Commerce 26:33 – eCommerce Demand Planning 29:50 – Inventory Mistakes Companies are Making 31:23 – Opportunities for eCommerce Brands 33:43 – Black Friday & Cyber Monday Debrief 35:20 – Why Differentiation is Important 37:15 – Clicks to Bricks Attribution 38:32 – Key Takeaway 39:32 - Outro

Featured Guests | Brittain Ladd

LinkedIn

What's In the News 

Samsung's New Partnership with TikTok

Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com  Need Marketing Help? 

www.FidelitasDevelopment.com

Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

EP 102: How the Pandemic Is Influencing the Podcast Industry   In Episode 102 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss Facebook’s new customer relation management startup called Kustomer. The two explain that this investment centralizes customer interactions across Facebook's various platforms into one interaction. This transition will be a seamless transition for customers, providing a more cohesive experience.  Then Tyler introduces Cole Raven, the Co-Founder of Podchaser. Cole explains Podchaser as an IMDB or Rotten Tomatoes for podcasts, so listeners or PR firms can better understand each podcasts’s audience size and discover more niche podcasts. In this podcast, Tyler and Cole talk all about the industry and cover the hit that the podcast industry saw at the beginning of the pandemic, however things began to pick up in the later months and even resulted in record breaking numbers of new podcasts in the summer months.  Cole and Tyler go into depth about the benefits of podcasts and guest appearances for PR strategies and how Podchaser is a useful site to find the best podcast for a specific audience. Podchaser publishes data and information that is not normally available and allows for greater understanding about specific shows. Join Tyler, Jon, and Cole to gain better insight into the role of podcasts in marketing and how to choose the best show for specific brands and messages.   Time Stamps 00:00 - Introduction 01:05 - What’s in the News: Facebook Acquires Kustomer 06:14 - Featured Guest: Cole Raven 06:50 - Podchaser Overview  08:12 - How the Pandemic is Affecting the Podcast Industry 11:50 - Brands Investing In Their Own Content 14:17 - Podchaser’s Assistance in Implementing a PR Strategy for Guests 17:02 - What Podcasters Should Pay Attention To 18:21 - How PR Companies Can Better Pitch Podcasts Guest Appearances 21:12 - Tips for Starting a Podcast 24:17 - Agency Success on Podchaser 27:41 - Missed Opportunities for Marketing Leaders 29:10 - Key Takeaway 30:04 - Cole Raven Socials 30:22 - Outro  

Featured Guests | Cole Raven

LinkedIn

What's In the News 

Facebook Agrees to Acquire Kustomer

Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com  Need Marketing Help? 

www.FidelitasDevelopment.com

Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

EP 101: Homerun eCommerce Strategies with Dugout Mugs

In Episode 101 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss shoppable commerce and the influence that in-app purchases have on gaining customers. They explain how the ads that include in-app purchases have the unique ability to draw in impulse buyers by eliminating the typical steps of eCommerce journey to purchase.  Then Tyler introduces Nate Lagos, Chief Marketing Officer at Dugout Mugs. Nate explains his role at the company, as well as the company’s origin story unique product offering. He discusses the role that Facebook ads have played in their success and growth, as well as the overall role Facebook plays in supporting the small business community.  Leading up to the holiday season, Tyler and Nate discuss what Black Friday and Cyber Monday will look like for both large and small companies as well as Dugout Mugs specifically. In addition, Nate touches on the balance of discounting and sales and how to find the sweet spot for customer incentives and company profitablity. Nate ends the podcast by providing listeners with a quote, “Fail fast and fall forward.” He suggests that marketing leaders allow projects and ideas to fail, and to move forward trying new tactics instead of continuing to push a failed idea.  Join Tyler, Jon, and Nate to gain better insight into the role Facebook advertising plays into small business growth and how to change marketing strategies during the pandemic. By the way, have you left us a review yet? If not, please do! You'll be entered to win a "Winners Keep Score" t-shirt from Fidelitas.

Timestamps

00:00 - Intro 01:05 - What’s in the News: Shoppable Commerce with Instagram 09:30 - Featured Guest: Nate Lagos 10:05 - Dugout Mugs 14:16 - Benefits of Becoming an MLB-Licensed Brand 16:25 - Most Important Marketing Channels  18:05 - Tips for Marketing Leaders Around Review Generation 20:43 - Black Friday and Cyber Monday Approach 22:22 - Discounted Brands Debate 25:19 - Dugout Mug’s Biggest Challenges 26:22 - Essential Marketing Tools 27:22 - Email Marketing to Increase Returning Clientele  30:48 - Key Takeaway 32:28 - Outro

Featured Guests | Nate Lagos

LinkedIn

What's In the News 

Shoppable Commerce with Instagram

Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com  Need Marketing Help? 

www.FidelitasDevelopment.com

Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

EP 100: 10 Insightful Tips from Top Marketing Leaders   In episode 100 of the Lion’s Share Marketing Podcast, Tyler looks back on some of our favorite guests that have come on the show. Some of the most important key takeaways offer critical insights and strategies for marketing leaders and remain timely to this day.    Each featured guest gives away some words of wisdom for listeners to remember in the form of Tyler's "One Thing" question. This episode features ten of our favorite guests and their "One Thing" answers in an abbreviated episode as Tyler, Jon, and the LSMP team keep it simple for listeners in this milestone episode.   Join Tyler and ten of our guests to gain better insight into the accomplishments of several marketing leaders that can help others like you become more knowledgeable about the world of advertising.     ***Want to Win a Winners Keep Score T-Shirt? Leave Us A Review and You’re Automatically Entered to Win! Winners Drawn Monthly and Announced on the Show!***    Timestamps   00:00 -Intro 03:14 - “Top 10 Key Takeaways” 04:34 -Guest: Sam Parr from The Hustle 05:49 -Guest: Patrick Lencioni from Table Group  07:51 -Guest: Ivonne Kinser from Avocados from Mexico 09:21 -Guest: Rand Fishkin, Founder of SparkToro 11:12 -Guest: Oren Klaff, Author of Pitch Anything 15:10 -Guest: Charlie Cole, eCommerce Officer at Samsonite 17:11 -Guest: David Neville, Senior Director at Callaway Golf 19:22 -Guest: Brad Santanna, Head of eCommerce Sales at Hershey 21:56 -Guest: Crystal Mackenzie, Head of Marketing at Bose 23:41- Guest: Tim Creed, eCommerce Director at Bridgestone Americas 28:40 -Outro Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com  Need Marketing Help? 

www.FidelitasDevelopment.com

Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

EP 99: Integrating Sales and Marketing Strategies with Showpad's Russell Wurth

In Episode 99 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the removal of Facebook’s 20% text limits on ad images. They explain that the more text that’s displayed on an ad, the fewer people Facebook will show it to. Tyler and Jon discuss how with fewer rules in place, ad creators have more opportunities to be creative. Then, Tyler and Jon go on to discuss the launch of LinkedIn Stories, which creates a significant opportunity for savvy B2B marketers, recruiters, and job seekers. Then Tyler introduces Russell Wurth, Vice President of Sales Enablement at ShowPad. Russell goes on to explain ShowPad’s services and his role at the company. He uses his knowledge and experience to advise about sales enablement technologies. He also explains the differences in the mindsets and priorities of sales and marketing teams and the importance of cross-team communication.  Russell wraps up by suggesting that one should not hesitate to broaden their perspective. Marketing leaders should be prepared to share a hypothesis with sales leaders and collaborate on the results in order to improve the output from both teams.  Join Tyler, Jon, and Russell to gain better insight into the role of sales enablement and communicating better with marketing members.  ***Want to Win a Winners Keep Score T-Shirt? Leave Us A Review and You’re Automatically Entered to Win! Winners Drawn Monthly and Announced on the Show!***

Time Stamps

00:00 - Intro 01:54 - What’s In The News | Facebook Removes 20% Text Limit on Ad Images + LinkedIn Stories 08:05 - Featured Guest | Russell Wurth  08:39 - ShowPad 14:19 - Tips for Sales and Marketing Leaders to Drive Better Results 15:32 - How Marketing Leaders Can Leverage Sales Insights To Connect With Prospective Customers 16:56 - The Importance of Content Marketers Collaborating with their Sales Teams 18:12 - How AI is Changing the Sales Process 20:49 - Biggest Missed Opportunities for Marketing Leaders 23:30 - Tips For Building an Effective Lead Scoring System 24:38 - Key Takeaway 26:00 - Outro

Featured Guests | Russell Wurth

LinkedIn

What's In the News 

Facebook Removes 20% Text Limit on Ads

Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com  Need Marketing Help? 

www.FidelitasDevelopment.com

Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes

EP 98: Video Marketing Tips and Tricks with Daniel Glickman

In Episode 98 of the Lion’s Share Marketing Podcast, Tyler and Jon discuss the new ad limit that Facebook is set to impose in February. As Facebook continues to revamp their ad platform, businesses will be sorted into various groups spending on their previous ad budget, which will result in a set number of ad variants that marketing leaders will be allowed to utilize at any given time. Tyler and Jon discuss how this will affect marketing agencies. The two also brought up the question about how dynamic ads will be counted and that many agencies are still waiting for additional information from Facebook. Following this conversation, Tyler introduces Daniel Glickman, the Chief Marketing Officer at Wave.Video. Daniel goes on to explain Wave.Video's services and his role at the company. He uses his experience and expertise to dish out advice video advertising as well as tactics to avoid. Then Daniel reveals his comprehensive list of video marketing tips, ultimately advising to keep it simple and leverage a set marketing strategy instead of running on the fly. Join Tyler, Jon, and Daniel to gain a greater insight into the role of video marketing and centralizing new and personal technology. 

Timestamps

00:00 Introduction 01:04 What’s in the News | Facebook’s New Ad Limit 07:38 Featured Guest | Daniel Glickman 08:03 Overview of Wave.Video 08:39 Tips for Practical Video Ads 10:12 Reasons Video Campaigns Go Wrong 13:56 Gated Videos vs White Papers 17:54 Advice on Budgeting for Video Production 20:19 Integrating Videos into Marketing Funnels 24:28 Wave.Video’s Go To Marketing Strategies 32:52 Key Takeaway 33:16 Outro

Featured Guests | Daniel Glickman

LinkedIn

What's In the News 

Facebook's New Ad Limit

Lion’s Share Marketing Podcast Learn More About Tyler & Jon www.tylersickmeyer.com  Need Marketing Help? 

www.FidelitasDevelopment.com

Music Intro Music – Colony House – Buy “2:20” on iTunes Outro Music – Skillet – Buy “Lions” on iTunes