Marketing Study Lab - Actionable Marketing Knowledge

You’re going to enjoy this one as we discuss, amongst other things content creation, immersive experiences, multi-digital platforms, tribes, media consumption, the importance of being persistent and vomit. Onto this weeks guest who is a professional speaker, author (of The Human Upgrade: The Power to Create Your Future), presenter, actor with a passion for what she does. Naomi Sesay always had aspirations to work in media and despite being told to get a proper job, has since worked on BBC, Channel 4, Channel 5 and Sky TV but more notably at MTV, presenting MTV news and the very first Europe Music Awards. Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License LinksNaomi Sesay: https://www.linkedin.com/in/naomi-sesay-7b925b21/ The Human Upgrade: The Power to Create Your Future: https://amzn.to/2KjMAdB SMART Objectives: https://www.youtube.com/watch?v=0Mi9_XEXQqc Books:Think and Grow Rich (Napoleon Hill): https://amzn.to/2rEAUdM App:fitbit: https://www.fitbit.com/uk/app Theory:Quantum Theory: https://whatis.techtarget.com/definition/quantum-theory

We go deep into equality, openness, diversity, changing cultural bias, oh and swinging from stuff, with Ori Chandler, the Managing Director of Involve (the inclusion people) and without stealing her thunder, as she can put it far more eloquently than I can, champion diversity inclusion in businesses, but this is only half the story as throughout her career Ori has worked for various organisations representing their members and championing great causes.

Takeaways

- A diverse workforce helps to attract and retain others, it’s all about talent management. The next generation, the millennials, look to organisations that have an open culture, where someone can thrive and grown rather than the structured approach you sometimes see in the more established companies, which can stifle diversity and creativity. Diversity of people also breeds diversity of thought, which in turn will help with understanding your clients and customers much better by way of happier, healthier more productive team members

- I thought the reverse engineering of mentoring where senior leaders are paired with emerging talent so they can share their insight into what its like to be seen as different in a workplace of today is such a good idea. We can always learn and sometimes we just need to see things a little differently or from a different angle to start to actually understand something in a different way.

- Openness is incredibly important and communicating openly is essential. This openness means you can be yourself, your best self. Getting out of your comfort zone to achieve this can only bring good, as this is where you start to create a culture that can thrive and you also get to know the true you - and who doesn't want to know the true you, you’re brilliant. 

If you’re not being true, you’re not being true to yourself. No one should be held back by their identity - Be bold, be brave, be open.

Top Tip - Mentoring

My top tip this week includes a little advice on what to do after you have passed your qualification - and that's get a mentor, which I’ve mentioned in a previous episode not so long ago. You’ve worked hard, studied, done the research, written your last assignment, got the grade you wanted (obviously!) but now what? What is your clear plan after your qualification? You don't have to go it alone, in fact it would be ill advised to do so. You need someone that has been there and done that, almost emulating where you would like your career to go, someone that can advise you on the macro details and the long term future but also offer some help with the micro or day to day elements that you maybe struggling with.

Don't feel restricted by any way of asking multiple people to be mentors in different areas of experience, this can also pay dividends.

But where to go to find someone willing to be a mentor? I think you would be surprised how may people are willing to help the next generation of Marketers. I would advise staring with the CIMs own dedicated mentoring program which can be found at www.cim.co.uk/more/mentoringI have also mentioned this in previous episodes as I don't think it is highlighted enough or given the recognition it deserves as such a valuable resource to CIM members.

One final note, back in our interview with Ori, she mentioned reverse engineering the mentoring, which is a fantastic idea and something that could potentially work within Marketing, specifically around digital, social and influencers, so although I’ve mentioned only one way of finding a mentor, it maybe the case that you go direct to someone you admire on a social platform (younger or older, it doesn't really matter as long as they can provide advice and guidance to get you to where you want to be) – simply ask them if they’d be interested in mentoring you, but make sure it is specific to the area of their own expertise, they can...

If you’ve ever wondered how to put a great research project together then this episode is for you. This week we’re going to meet Dr. Zoe Dowling, the Lead Research Strategist for FocusVision, a research technology solutions provider. As part of her work Zoe is also a consultant on the power of the research applications Focus Vision provides. While thinking of an intro I looked at Zoe’s LinkedIn profile page (doing my own bit of research there) and realised that I couldn’t really summaries Zoe better than this page does so I quote:

An eclectic blend of researcher, technologist, sociologist and marketer with a rich background across functions, industries and countries, providing shape around the unstructured, delivering timely outcomes to meet business objectives. Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License LinksFocusVision: https://www.focusvision.com SMART Objectives: https://www.smartinsights.com/goal-setting-evaluation/goals-kpis/define-smart-marketing-objectives/ Net Promoter Score: https://www.smartinsights.com/customer-engagement/customer-engagement-analytics/using-net-promoter-score-to-assess-marketing-effectiveness/ Smart Insights: https://www.smartinsights.com SOSTAC: https://www.sostac.org Theory / Concept (Book) :The Presentation of Self in Everyday Life: https://amzn.to/2rlXLut App:Facebook: https://www.facebook.com Idol:Nelson Mandela: https://en.wikipedia.org/wiki/Nelson_Mandela

We have a transatlantic feel to this episode as it features a conversation with Dr. Carl Marci, the Chief Neuroscientist at Nielsen Consumer Neuroscience who I met in the freezing city of Boston, Massachusetts, I’m pretty sure it has thawed a little by now. You’ll know how cold it was if you’ve seen my recent video that was posted, filmed just outside City Hall, where you can see the statue of one of the greatest basketball players of all time Bill Russell, now I filmed this on purpose, as what you can’t see is that this statue is surrounded by plinths depicting what Bill champions. On each was a different statement – teamwork, craftsmanship, imagination, commitment, words to inspire and motivate and this reminded me of why I started this podcast in the first place. I am passionate about what I do and the profession of Marketing, so if I can inspire one of you commit to developing your skills, dream bigger than you currently are, work harder to perfect your craft or build a culture around you that allows people to thrive then this would be more that I could ever have imagined would be possible for me to achieve with this podcast, and this is what I aim to do in the valuable time that you have allowed me access, so thank you. Back to Dr. Carl Marci (taking a deep breath here as his accolades extensive) – A BA in psychology, an MA in psychology and philosophy, before becoming a Doctor at Harvard Medical School. But that wasn't enough as he went on to train in biometrics and the neuroscience of emotion and now is a provider of consumer based neuroscience using biometrics, and other technologies for measuring non-conscious processes related to media and marketing and how they effect consumer behavior and decision making. Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License LinksNielsen: http://www.nielsen.com/uk/en.html Nielsen Neuroscience: http://www.nielsen.com/us/en/solutions/capabilities/consumer-neuroscience.html Williams-Sonoma Bread Maker Price Case Study:http://myemail.constantcontact.com/Williams-Sonoma-Pricing-Tactic-Grows-Sales-for-Bread-Machine.html?soid=1102052405533&aid=JioWyC1Fesc CIM Mentoring Program: https://www.cim.co.uk/more/mentoring/ Books:Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers: https://amzn.to/2jhp2e8 App:New York Times: http://www.nytimes.com/services/mobile/index.html Theory:Ontogeny recapitulates Phylogeny: https://en.wikipedia.org/wiki/Recapitulation_theory Idol:Bill Bradley: http://www.billbradley.com

Meet a Deputy Managing Director who discusses amongst other topics, product development, branding, customer service, digital communications and parachuting? Meet Leigh Riley, the Deputy Managing Director at Cosatto – a British designers of push chairs and prams. After not knowing what to do with his life for a few years (24 to be precise), Leigh found his passion for problem-solving at Cosatto and soon made his way up the ranks, very much ‘learning by doing’. A believer in life long learning (but fast, life long learning), Leigh understands the importance of listening to customers and trying to understand what they are trying to say rather than what they are actually saying in order to solve their problems, issues and pain points. Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License LinksCosatto: https://www.cosatto.com

Books:How Brands Grow: https://amzn.to/2r67g1S Hacking Growth: https://amzn.to/2r8evFz App:Audible: https://www.audible.co.uk

I’m so pleased that we finally have our first female guest! Our first, but definitely not our last I can assure you of that. And what a great guest it is. But before I get onto the guest intro. If you do have any specific questions you’d like to ask and gain some honest feedback just get in touch, it’s not that difficult, you can find us on all the usual channels or simply email me directly – [email protected] and I look forward to hearing from you. But before you do you have got to listen to this episodes guest Anahid Basmajian, who is the Head of Brand Marketing (EMEA) at AdRoll, an organisation that aims to build other businesses online presence, making advertising online simple and straightforward though personalization and automation. Anahid is now responsible for branding, content, PR, marketing, client events, design, creative concepts, global projects, social and other thought leadership programs while also managing a virtual content marketing team in San Francisco, Tokyo and Sydney. Anahid's experience includes setting a Guinness World Record, all in aid of charity (but I’ll let her explain that one) and leading the international sales and marketing strategy for the No.1 Best Selling Business book 'Leading Digital' published by Harvard Business Review. And if all this wasn’t enough Anahid also runs AdRoll's CSR Program, but that isn’t the only thing Anahid runs as you’ll find out later... Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License LinksThe Twitter: https://twitter.com/brandmajian AdRoll: https://www.adroll.com/en-GB/RollWorks: https://www.rollworks.comThe High Heeled Runner: https://highheelrunner.wordpress.com Books:Leading Digital: https://amzn.to/2JBy6FD App:Tube Exits: http://www.tubeexits.co.uk

In this episode we will be talking with someone that has help thousands, if not millions of organisations reach their goal in a simple and structured way, interested? Well, allow me to introduce to you Mr Paul Smith, or should I say PR Smith, a trainer, advisor, mentor and coach of integrated marketing, creativity and innovation, a founding CIM e-marketing (as it was called) senior examiner, so he knows a thing or two from the inside. With at least 6 books to his name in 7 different languages and a personal passion for great sposrtsmanship, he is the creator of what was voted as one of the top 3 business models of all time by CIM – The SOSTAC Marketing Planning System. Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License Links

PR Smith: https://prsmith.orgSOSTAC: https://www.sostac.orgThe Great Moments of Sportsmanship Programme: http://www.greatmomentsofsportsmanship.com

Books: Books by PR Smith: https://prsmith.org/books/Influence - The Psychology of Persuasion: https://amzn.to/2r8tj87 Digital Sense: https://amzn.to/2KkprIS Apps:Garageband: https://www.apple.com/uk/mac/garageband/ Mematic: http://www.mematic.netShazam: https://www.shazam.com/gb

Model:  Urbany and Davis Three Circles: https://prsmith.org/2015/09/10/beware-customers-see-your-competitive-advantage-differently/ https://hbr.org/2007/11/strategic-insight-in-three-circles

Andrew Canter is amongst the leading practitioners in branded content with over twenty five years experience. Global CEO of the BCMA (Branded Content Marketing Association) promoting best practice, sharing knowledge and growing the branded content industry where he was instrumental in developing the global content monitoring evaluation system as well as launching the Institute of Content Marketing. As you can image we cover a lot of different topic including branded content, the ABCDE Model (Activate Branded Content, Distribute it, Evaluate it) and how digital has physically changed how we view content. Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License Links Branded Content Marketing Association (BCMA): http://www.thebcma.info Institute of Branded Content (IBC): http://www.thebcma.info/institute-of-branded-content/ Book: Hero with a thousand faces: https://amzn.to/2r7NJ00 Methodology: ABCDE Method for Branded Content (Activate Branded Content, Distribute it, Evaluate it): http://www.thebcma.info/the-abcde-method/ App: Sky+: https://www.sky.com/mysky/latestnews/article/my-sky-updates/2012-09/get-even-more-from-sky-plus-with-the-sky-plus-app/

Author, digital strategist, co-founder of one of the, if not the go-to website for digital marketers, you can already see the value that this will bring you.

But first lets meet Dr Dave Chaffey. In 1997 Dave provided his first training course for online strategy to the CIM,a year later created his first website and then went on to write his first book on Digital back in 2000 at a time when Smart Phones, 4G, Facebook, Twitter, Youtube and Spotify didn’t even exist! Dave is also the co-founder of Smart Insights, the library of digital marketing resources, author of numerous digital marketing books many of which have found there way onto the CIMs reading list for many modules and is famed more recently for creating the RACE model, a planning system for digital marketing. Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License LinksSmart Insights: https://www.smartinsights.com (P)RACE Model: https://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/

Part 2 of 2: Mark Ritson is an adjunct professor of Marketing at Melbourne Business School, but his journey to this point in his career has taken many steps, from the University of Lancaster to developing a mini MBA with Marketing Week in which he also writes an award winning weekly column alongside contributing to various academic journals. Mark has also taught as MIT and London Business School to name just two and has also been the recipient of the Ferber Award for his doctoral thesis along with three other awards for his teaching. He has also worked as a private marketing consultant for some of the largest brands in the world such as Baxter, Loewe, McKinsey, PepsiCo, Subaru, Donna Karan, Westpac Group, Johnson & Johnson, Benefit, Amgen, Ericsson, Cloudy Bay, Unilever, KPMG and WD40. The list goes on but I'll let me fill in the rest. Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License LinksMarketing Week Column: https://www.marketingweek.com/focus/mark-ritson/ Mini MBA: https://mba.marketingweek.com Tango Ad: https://www.youtube.com/watch?v=iqVFnxHWnlc Hagen-Daz: https://www.youtube.com/watch?v=sj49lJJr17g Leeds Rebranding: https://www.marketingweek.com/2018/01/31/mark-ritson-leeds-united-rebrand/ Book: Art of War Sun Tzu: https://amzn.to/2JD0yaf Model: Net Promotor Score: https://www.smartinsights.com/customer-engagement/customer-engagement-analytics/using-net-promoter-score-to-assess-marketing-effectiveness/ App: LinkedIn: https://www.linkedin.com/in/markritson/