In this episode of Printing's Alive, Gee Ranasinha from Kexino explores the intersection of behavioral science and marketing, highlighting the role of emotions and being remarkable in consumer behavior. The discussion covers print's impact in marketing, Super Bowl ad insights, recruitment challenges, and senior-level distrust in marketing. Gee and Warren discuss Hatteras' strategies, industry challenges, and the importance of customer experience, modern equipment, and educating digital-native buyers. They also touch on strategic marketing, sales systems, and proactive action in the print industry, concluding with reflections and advice for print business owners.
(0:00) Introduction of guest Gee Ranissina and Kexino background
(1:14) Kexino's work and behavioral science in marketing
(5:55) The role of emotions and being remarkable in consumer behavior
(11:02) Print in marketing and Super Bowl ad effectiveness
(17:07) Recruitment issues and distrust in marketing at senior levels
(23:24) Marketing effectiveness and the Shark Tank analogy
(26:08) Hatteras' marketing strategies and challenges for printers
(31:00) Printers' marketing mindsets and industry website frustrations
(35:46) Customer experience, modern equipment, and digital-native buyers
(42:43) Customer education, trust, and industry comparisons
(47:25) Value of production staff interactions and strategic marketing
(52:46) Steps for effective marketing and importance of feedback
(56:12) Warren's experience with client surveys and pricing barriers
(1:00:28) Dynamics of customer relationships and sales incentives
(1:03:18) Sales systems issues and advice for print business owners
(1:05:24) Finding trusted advisors and the need for strategic planning
(1:07:18) Encouraging proactive action in the print industry
(1:08:26) Warren's closing thoughts and Gee's final words
(1:09:40) Episode wrap-up and sign-off