Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

Enjoy the show!

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

In the News:

Unilever promotes internally to appoint new top marketer.

Source: Marketing Week - https://www.marketingweek.com/unilever-appoints-new-top-marketer-promotes-internally/

What B2Bs Need to Know About Their Buyers.

Source: HBR - https://hbr.org/2022/09/what-b2bs-need-to-know-about-their-buyers

Nestle promises an across-the-board increase in marketing spend.

Source: Strategy Online - https://strategyonline.ca/2023/10/19/nestle-promises-an-across-the-board-increase-in-marketing-spend/

Synthetic data is suddenly making very real ripples - Mark Ritson

Source: Marketing Week - https://www.marketingweek.com/synthetic-data-market-research/

Amazon upgrades ad suite with new data clean room, AI image generator

Source: Marketing Dive - https://www.marketingdive.com/news/amazon-unboxed-advertising-data-clean-room-ai-image-generator/697825/

Unilever thinks purpose is pointless for some brands

Source: The Message - https://the-message.ca/2023/10/27/new-unilever-ceo-downplays-purpose-and-hikes-adspend/

The Marketing Moment:

ZGM: AB is Calling

Background

In order for Alberta to thrive now and in the future, we need skilled, young labour. Labour that we just can’t pump out fast enough organically. So, we need to attract skilled workers from other parts of Canada. Workers who may not realize the career and lifestyle opportunities, along with the affordability advantages that Alberta has to offer.

Challenges

Focus group research found that Alberta is portrayed by some as lacking in culture and diversity. We knew this version of Alberta wouldn’t appeal to skilled, young workers living, for example, in the urban centres of Toronto and Vancouver. We would need to address their misconceptions of Alberta head on by using publicly available and completely defensible data to compare Alberta’s advantages in affordability, career opportunities and lifestyle to other strategic Canadian cities.

Strategy

Saying that “Alberta is diverse and rich in culture” could easily be dismissed as marketing language. The messaging needed to focus on jobs, housing and lifestyle, with imagery showcasing a diverse, culturally rich province.

Lead with The Cost of Living targeting Toronto & Vancouver

Execution

Launched Summer 2022: Website, Radio, Audio, Digital & Social in Van + Tor featuring AB advantages including affordable homes, liveable city, family friendly, career opportunities

Fall 2022 - OOH takeover at Yonge-Bloor in Tor + Granville-Robson in Van + Wrapped Vancover Sun paper

Results

AB had the biggest positive net migration from other provinces

Alberta's population grew by 60,000 in the quarter following the campaign– more than any other year since they began estimating populations in 1951.

Ad of the Week

The King & The Viking - Beats by Dre

The Norway international features alongside the one the Los Angeles Lakers superstar in a new promo campaign entitled "The King and The Viking," in which the pair connect with their families on the day before a big game.

In the promo, Haaland receives a heartfelt message from his father and agent, former footballer Alfie. Meanwhile, the man known as "King James" receives a pre-match pep talk from his wife, Savannah.

AD Link: https://youtu.be/EuUXiJW2HjY

© 2023 Sleeping Barber

Right on time for the final sprint!

Q4 marks the high-pressure season for countless advertisers and industries. While most are busy putting the final touches on their campaigns for the impending "cyber 5" period, we urge you to take a moment to tune in.

This week, we're joined by Samantha Kelley, CEO of Touché! Canada and Omnicom Media Group (OMG) Montreal, Canada's largest media agency. Samantha shares valuable strategies that advertisers should be considering as they head into this incredibly "scrappy" period.

Enjoy the show.

Our Guest

Samantha Kelley: https://www.linkedin.com/in/samantha-kelley-7809b11/

Touché!: https://www.touchemedia.com/en/

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature:

Amplified Intelligence: https://www.amplifiedintelligence.com.au/dr-karen-nelson-field/

Impact of Creative on Advertising Effectiveness: https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think

The Markov Curve: https://channelmix.com/blog/markov-chain-marketing/

Timestamps

0:44 - Introduction to Samantha Kelly, CEO of Touché! Canada and Omnicom Media Group

3:12 - Q4 has become more of a marathon than the sprint it used to be

4:10 - Shopping habits of consumers

6:45 - How media consumption habits are affecting media buyers

7:56 - Applying viewer attention to ad platform impressions

9:16 - The impact of viewer attention on the measurement of long v. short term activations

11:03 - Pandemic and Inflationary affects on consumer shopping behaviour

13:55 - SportChek case study

16:50 - AI-based tech to build ad creative and increase speed to market

18:30 - Ad units to leverage in Q4

19:52 - The growing opportunity with Retail Media Networks (RMNs)

23:24 - How media buyers can integrate RMNs with brand s

25:05 - Splitting media budget between brand with activation ads in Q4

26:15 - Advice for winning Q4

28:55 - Planning holistic campaigns versus splitting budget between traditional v. digital media

30:53 - Audio placements: radio and podcast opportunities

32:22 - Media Mix Modeling and optimization of media spend

34:00 - The rule of thumb for splitting budget between media and creative

35:07 - Balancing reach with personalization

36:30 - Reaching loyal versus light customers

38:20 - Tips for small and medium-sized businesses

40:10 - Setting budgets for the holiday season & the Markov curve

42:44 - How to maximize ROI during the cyber 5

44:41 - Should companies hide online products to steer people into a store?

48:22 - Why retailers shouldn’t force customers into a sales channel

50:37 - Marketing metrics to focus on

54:04 - Why measurement is a big challenge

55:43 - Incrementality is the game, not ROAS or ROI

58:14 - Things to avoid in Q4

59:40 - Post-pod with V and Marc

Where to listen

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week.

Enjoy the show!

Our Hosts

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

In the News:

Eddie Bauer Changed its logo because Gen Z doesn’t read cursive:

https://www.fastcompany.com/90963252/eddie-bauer-new-logo-ditches-script-and-adopts-a-goose

Source: Fast Company

‘Trust your gut’: Marketing leaders on prioritizing wellbeing when job hunting.

https://www.marketingweek.com/marketing-leaders-prioritising-wellbeing-job-hunting/

Source: Marketing Week

Marketing enters its Taylor Swift era: Here’s what the numbers say!

https://www.marketingdive.com/news/taylor-swift-era-marketing-ads-numbers-statistics/695775/

Source: Marketing Dive

AD Platforms are Dropping New Toys for the Holidays

https://marketingnewscanada.com/news/new-toys-from-meta-pinterest

Source: Marketing News Canada

Canadian Survey of Consumer Expectations—Third Quarter of 2023

https://www.bankofcanada.ca/2023/10/canadian-survey-of-consumer-expectations-third-quarter-of-2023/

Source: Bank of Canada

Ads don’t wear out, Only marketers do

https://www.marketingweek.com/consumers-tired-ads-marketers/

Source: Marketing Week

The Marketing Moment

Sprite: Heat Happens, Stay Cool.

Literature links:

Marketing Interactive: https://www.marketing-interactive.com/sprite-launches-global-campaign-to-urge-people-to-keep-cool-in-the-heat

Ogilvy: https://www.ogilvy.com/work/heat-happens

Kantar: https://kantar.turtl.co/story/brand-footprint-2023-p/page/6/5

Ad of the Week

Cadbury - Garage

https://www.youtube.com/watch?v=JHEJfRnWyBM

© 2023 Sleeping Barber

Roger Martin returns to our show for a candid conversation on his recent research collaboration with WARC and the B2B Institute, "Making a Promise to the Customer." We delve into the implications of this research for advertisers, explore the relationship between branding and consumer promises, and much more.

This episode will not disappoint.

Enjoy the show.

Our Guest:

Roger’s Website: https://rogerlmartin.com/

LinkedIn Profile: https://www.linkedin.com/in/roger-martin-9916911a9/

Medium Blog: https://rogermartin.medium.com/

Thinkers 50: https://thinkers50.com/biographies/roger-martin/

HBR Articles: https://hbr.org/search?search_type=subscriber-search&term=Roger+L.+Martin&sort=publication_date#browse-reports-filter

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature:

HBR Articles

https://hbr.org/search?search_type=subscriber-search&term=Roger+L.+Martin&sort=publication_date#browse-reports-filter

LinkedIn Making a Promise to the Customer https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer

Customer Loyalty is Overrated: https://hbr.org/2017/01/customer-loyalty-is-overrated

Marketing & Strategy Are the Same Discipline: https://rogermartin.medium.com/its-time-to-accept-that-marketing-and-strategy-are-one-discipline-17f0140521c9

Timestamps

0:44 - Intro

5:01 - Results from the Promise to the Customer (PTTC) report

6:59 - The difference between a brand promise and a PTTC

9:01 - Only 40% of campaigns include a PTTC

9:45 - A brand promise isn’t as powerful

11:48 - Small brands can also benefit from PTTC

13:19 - Why AVIS “We Try Harder” isn’t a PTTC and why Sixt “Pick THE car” is

16:45 - Eliminating bias in the WARC database and research methodology

19:06 - The hypothesis of what makes a brand. ie. FedEx

24:40 - The risk of rebranding, refreshing logos and revitalizing campaigns

26:12 - Snickers: How to correctly build on a PTTC

28:45 - Why this is the most striking research result in Roger’s career

30:02 - Pricing research at P&G - the second most dramatic finding in Roger’s career

34:33 - Walmart’s Everyday low prices is a PTTC

35:40 - The 3 features of a good PTTC: Memorable, Valuable, Deliverable ie. adidas, Geico

40:22 - The difference between a USP and PTTC ie. IBM Building a Smarter Planet

43:27 - How P&G used the PTTC framework to evaluate their ad creative

49:44 - Why a PTTC can organize and align an entire company

52:38 - PTTC + PTW Case Study: Formica vs. Wilsonart high pressure laminate

57:45 - Customer loyalty is overrated, focus on habit instead

1:00:02 - Social media buzz is NOT a good indicator of PTTC success

1:04:04 - The first thing a CMO can do to benefit from the PTTC findings

1:06:15 - What’s coming with the PTTC framework

1:08:40 - Find out more about Roger (use the L.)

1:10:55 - Our best compliment ever

Where to listen

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

Welcome to the first-ever episode of the "Barber's Brief." A bi-weekly segment that focuses on bringing the latest news that caught our attention, but more importantly it will provide a platform to engage with you our listeners.

We hope that you enjoy it!

Our Hosts

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

In the News:

Lululemon & Peloton Deal:

https://www.cbc.ca/news/business/lululemon-peloton-partner-1.6980800

Nike Pledges to ‘stay on the offensive' as it increases focus on demand generation:

https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer

Only one in five CMO-CFO relationships are truly collaborative:

https://www.marketingweek.com/cmo-council-cfo-relationship/

The New Coke Y3000:

https://www.inc.com/minda-zetlin/coca-cola-just-did-something-no-company-has-ever-done-heres-how-coke-drinkers-are-reacting.html

Microsoft debuts a platform to help retailers launch and scale an ad business:

https://www.marketingdive.com/news/microsoft-retail-media-networks-launch-scale/695344/

Hornets launch jersey-patch deal with influencer MrBeast:

https://www.espn.com/nba/story/_/id/38547974/hornets-launch-jersey-patch-deal-influencer-mrbeast

Our Marketing Moment

How Lidl uses excess share of voice to boost sales & market share:

https://www.youtube.com/watch?v=bb-6PCbsdyc&t=325s

Ad of the Week

IKEA - The Swedish retailer is stepping away from the picture-perfect catalogue promo this time

https://www.thedrum.com/news/2023/10/02/ad-the-day-ikea-literally-spills-guts-brutally-honest-campaign

Where to listen

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

Many marketers often narrow their focus on branding, concentrating primarily on select elements such as an organization's visual identity, advertising and promotional efforts, and its presence on social media platforms. However, it's important to consider that branding also plays a significant role in the realm of recruitment.

This week on the podcast, we welcome Shelley Billingshurst, President of Hire Value Inc, to discuss the delineation between HR and Talent recruitment, the importance of organizational branding and it’s effects on recruitment, why talent tracking systems create horrible brand experiences for talent and so much more.

This is a very polarizing episode we hope you enjoy!

Our Guest

Follow Shelley Billingshurst: https://www.linkedin.com/in/shelley-billinghurst-91ab71/

Hire Value Inc: https://hirevalueinc.com/

Our Hosts

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature:

HBR The War for Talent is Back: https://hbr.org/2007/04/the-war-for-talent-is-back

CNN The Race for Talent: https://www.cnn.com/2022/02/24/success/companies-hiring-faster/index.html

HBR Make your Employer Brand Stand out in the Talent Marketplace: https://hbr.org/2022/02/make-your-employer-brand-stand-out-in-the-talent-marketplace

SHRM - Most people never complete job applications:

https://www.shrm.org/resourcesandtools/hr-topics/talent-acquisition/pages/most-people-never-finish-online-job-applications.aspx

Social media has reinvented the way Gen Z finds jobs:

https://www.benefitnews.com/news/social-media-has-reinvented-the-way-gen-z-finds-jobs

Timestamps

0:44 - Intro to Shelley

2:56 - The connection between marketing, brand and talent acquisition

4:54 - Winning the war for talent vs. the race for talent

7:26 - The difference between talent acquisition and HR

11:02 - Recruitment and HR have different incentives

14:37 - How corporate culture influences recruitment

18:54 - Why talent acquisition should live outside of HR (KPMG example)

22:58 - Why Applicant Tracking Systems (ATS) create a horrible brand experience for talent

25:28 - The skills for success in HR and recruiting are different

26:35 - Abandonment rate in application submissions

28:09 - How unqualified job seekers overload ATS

30:23 - How qualified candidates work around ATS

31:53 - How LinkedIn and Indeed work

34:44 - How great brands like Microsoft manage their talent & database

40:38 - Why candidates need to continuously invest in their personal brand

43:02 - Why the odds of getting a job through an online application are less than 1%

47:44 - The best way to write job descriptions and respond to them

53:16 - The traditional hiring system is broken - why networking is so important

58:54 - The one thing a company can do to fix talent acquisition

1:00:47 - The one thing a candidate can do to improve their odds of getting a job

1:05:38 - The one thing recruiters can do to create a great brand experience

1:07:55 - How to find out more about Shelley

1:09:03 - Why Benevity, WestJet, Lululemon and X (Twitter) are great employer brands

1:14:07 - Post-Pod with V and Marc

Where to listen

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

Today, we have a thrilling episode in store for you as we engage in a conversation with not just one, but two Heads of Programmatic Media from Google Canada. Joining us are Ben Wise and Jeremy Freedman, and together we discuss the state of programmatic here in Canada. We explore various trends, delve into Google's privacy sandbox, touch upon the widespread adoption of digital practices within organizations, and much more! This is an episode you won't want to miss.

Enjoy the show.

Our Guests

------------

Ben Wise - https://www.linkedin.com/in/benwise1/

Head of Programmatic Media at Google

Jeremy Freedman - https://www.linkedin.com/in/thejeremyfreedman/

Head of Programmatic Media, Agency at Google

Our Hosts

-----------

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature

--------------------

Understanding Programmatic - Think With Google

https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/automation/what-programmatic-and-why-everyone-talking-about-it/

Programmatic analysis tools | BigQuery | Google Cloud

https://www.thinkwithgoogle.com/intl/en-145/marketing-strategies/automation/what-programmatic-and-why-everyone-talking-about-it/

The Future of Programmatic Media in 2023

https://marketingnewscanada.com/news/the-future-of-programmatic-media-in-2023

Google’s new prototype AI tool does the writing for you

https://www.theverge.com/2022/11/2/23435258/google-ai-writing-wordcraft-lamda

Timestamps

------------

0:44 - Introductions

3:25 - What is programmatic media buying?

5:40 - Targeting by Geo, Context, Audience and Private Marketplaces

9:55 - How programmatic media has evolved in Canada

12:01 - What inventory is available to programmatic media in Canada?

15:24 - Opportunities with Connected TV (CTV)

20:36 - How AI enhances media buying and creative placements

24:46 - Bringing programmatic in-house vs hiring agencies

27:40 - The right time & risks with bringing programmatic in-house

31:00 - Replacing people with robots?

33:03 - Performance measurement & attribution models

41:40 - Privacy sandboxes and public concerns

46:03 - Running experiments to create breakthroughs

50:10 - Factors driving programmatic growth and innovation

53:20 - Post-pod with V & Marc

Where to listen

-----------------

Apple Podcasts:

https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify:

https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts:

https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube:

https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

We're thrilled to be back after our summer hiatus with an exciting new episode! In this installment of the Sleeping Barber Podcast, we have the pleasure of hosting JP Castlin and James Hankins, who join us to explore the compelling themes discussed in their paper, "The Gravity of Ecommerce." Tune in as we delve into the allure of online retail and the stark reality that many e-commerce businesses struggle to turn a profit. Our guests shed light on the numerous challenges and misconceptions that often ensnare e-commerce entrepreneurs, including the unearthing of hidden fulfillment costs and the pursuit of efficiency within the supply chain. And don't forget to stick around until the end for a post-podcast discussion with our insightful hosts, Marc and V, as they reflect on the key takeaways gleaned from their enlightening conversation with JP and James.

It's an episode you won't want to miss, so sit back, relax, and enjoy the show!

Our Guests

------------

JP Castlin - https://www.linkedin.com/in/jpcastlin/

Strategic Management Consultant

Author - 2 upcoming books & articles in Marketing week, WARC, IPA, The Drum

Speaker

James Hankins - https://www.linkedin.com/in/james-cp-hankins/

Global VP Marketing & Strategy Planning @ Sage (ERP)

Consulting Strategist @ Vizer Consulting

Co-Chair of IPA Share of Search ThinkTank @ IPA

Our Hosts

-----------

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature

--------------------

Questioning the Growth Dogma:

https://journals.sagepub.com/doi/abs/10.1177%2F10422587211059991

The Gravity of Ecommerce:

https://www.warc.com/content/paywall/article/warc-exclusive/the-gravity-of-e-commerce/en-gb/146943?

Winning the Final Mile:

https://www.marketingweek.com/ecommerce-final-mile/

Evolution of OmniChannel to connected commerce:

https://www.globallogic.com/insights/blogs/retail-evolution-will-the-dinosaurs-die/

Unified Commerce:

https://blog.qivos.com/unified-commerce-the-evolution-of-omni-channel/

JP Creating Cash Flows:

https://www.marketingweek.com/jp-castlin-bigger-marketing-budget-focus-creating-cash-flows/

Digital Availability:

https://theeqplanner.wordpress.com/2021/01/26/why-digital-availability-aids-strategic-decision-making-plus-why-digital-ads-arent-analogous-to-rent-or-signage/

The Jevons paradox:

https://en.wikipedia.org/wiki/Jevons_paradox

Timestamps

----------------

0:46 - Intro to JP & James

3:10 - The attraction of eCommerce

4:03 - Why profits are elusive in an ecomm businesses

9:57 - Growth at all costs?

12:20 - Digital availability - why digital ads driving ecomm aren’t really ads

18:00 - Why we underestimate the costs of ecomm

22:14 - Ways to increase ecomm profits & effeciency

25:10 - The marketers responsibility to commercial creativity (not just ads)

27:40 - Recovering the margins of digital commerce

36:37 - Can small businesses compete with Amazon?

40:29 - Why so many DTC companies open retail stores

43:19 - Value chain vampires

47:02 - Why ROAS is not an optimal financial metric

49:25 - The problem with hiring marketing specialists

52:40 - Marketers can add value by understanding the business model

58:18 - The strategy behind the vegan sausage roll principle

1:02:03 - How to find out more about JP and James

1:03:50 - The post-pod with V and Marc

Where to listen

-----------------

Apple Podcasts:

https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify:

https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts:

https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube:

https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

In this episode, we're thrilled to welcome our guest, Yasmeen Turayhi, the founder of Modern Product - a renowned product marketing consulting agency, she is also a TED X speaker and author of three incredible books! 

Together, we navigate the contrasting landscapes of single vs. multi-product companies, why market research is so crucial, and why humility is a key skill for successful product development. 

Join us for this conversation that promises to be filled with actionable insights for all marketers. Enjoy the show. 

Our Guest 

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Yasmeen Turayhi: https://www.linkedin.com/in/yasmeenturayhi/ Founder of Modern Product - Product marketing & consulting agency 

Our Hosts 

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 Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts: 

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ 

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ 

Podcast Literature: 

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Yasmeen’s Books: ⁠⁠https://www.amazon.ca/Yasmeen-Turayhi/e/B07GZ4WC4S/ref=dp_byline_cont_book_1⁠⁠ 

Patrick Campbell - Understanding Customers ⁠⁠https://turingfest.com/blog/patrick-campbell-saas-fundamentals/⁠⁠ 

Better Brief Project - ⁠⁠https://www.betterbriefs.com/⁠⁠ 

Yasmeen TEDx talk on Intuition - ⁠⁠https://www.youtube.com/watch?v=2w-eYtt3oiU⁠⁠ 

How to Be an Effective Product Marketer - ⁠⁠https://www.youtube.com/watch?v=j6v7PCpo-g⁠⁠ 

PM Course - ⁠⁠https://product-marketing-go-to-market.teachable.com/p/product-marketing-debunked⁠⁠ 

Product Marketing Alliance - ⁠⁠https://www.productmarketingalliance.com/⁠⁠ 

Timestamps: 

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0:44 - Intro to Yasmeen 

2:18 - What is product marketing

5:46 - How does the role of a product marketer differ from regular marketers 

10:55 - How brand and product marketers can work together 

13:12 - Single vs. Multi-product companies 14:05 - Product marketing across the product lifecycle 

16:02 - Why market research is so important 

20:19 - Humility is a key skill for product development 

22:35 - The most common mistakes product marketers make 

25:34 - The importance of a community in product development 

27:25 - Getting leadership buy-in with the go-to-market plan 

29:45 - What happens if the baby (product) is ugly? 

34:17 - Differentiation vs. Distinctiveness - what matters? 

39:01 - Repositioning existing products 

43:04 - How to craft a positioning statement 

47:32 - How do you manage priorities when things are moving so fast? 

51:54 - Post-Pod with V & Marc 

Where to listen

 --------------------------- 

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 

Spotify: ⁠⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC 

Youtube: https://www.youtube.com/@sleepingbarberpodcast 

© 2023 Sleeping Barber

This week on the Sleeping Barber Podcast, we have Emmanuel Probst, ⁠Global Lead - Brand Thought Leadership @ Ipsos and author of "Aseemblage." Join us as we delve into the thought process behind his latest book; we also discuss the need for brand managers to co-create with customers, analyze real-life brand case studies like Vaseline and Bud Light, and explore how brands can promise and deliver the right experience to their customers. 

We also spend some time understanding the secret recipe of building a brand for longevity and learning what skills are needed to become a great "master blender." 

Enjoy the show. 

Our Guest

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Emmanuel Probst  https://www.linkedin.com/in/emmanuelprobst 

Global Lead - Brand Thought Leadership @ Ipsos 

Our Hosts 

--------------------------- 

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ 

Get in touch with our hosts: 

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ ⁠⁠ 

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ 

Podcast Literature: 

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Assemblage https://www.amazon.ca/Assemblage-Art-Science-Brand-Transformation/dp/1646871251 

Peter Field Rebuttal to results of Purpose Led Brands https://www.thedrum.com/news/2021/10/25/peter-field-hits-back-hysterical-brand-purpose-critics-read-his-letter-full 

Mark Ritson Good Purpose, Bad Purpose https://www.marketingweek.com/mark-ritson-good-purpose-bad-purpose/  

LinkedIn B2B Institute & Roger Martin’s Promise to the Customer (PTTC) https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer  

Bud Light Launches new ad after Transgender commercial ⁠https://www.cbsnews.com/news/bud-light-releases-new-ad-following-dylan-mulvaney-controversy/⁠ 

Vaseline Slugging https://www.nytimes.com/2022/02/11/business/vaseline-slugging-tiktok.html   

Barbie Launches Career Dolls https://www.ctvnews.ca/business/barbie-turns-60-with-career-dolls-role-models-like-tennis-pro-naomi-osaka-1.4328515 

Timestamps: 

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0:44 - Emmanuel Probst Intro 

2:14 - Assemblage, an analogy between wine making and brand building  

6:35 - Why brand managers need to co-create with customers 

9:18 - CoCreation example: Vaseline #Slugging 

13:02 - Monitoring brand signals and separating the noise 

17:04 - What brand managers can learn from the James Bond franchise  

21:02 - Bud Light’s missteps and road to recovery 

28:55 - Many new marketing leaders make this same mistake  

34:11 - Brands can’t just make a promise, they have to deliver the experience 

36:54 - Brand purpose vs. personal relevance  

40:02 - Building for brand longevity 

44:52 - A buyer’s category entry point can change but the brand’s assets shouldn’t 

51:37 - The skills needed to be a great master blender for brands 

55:09 - Post Pod with V & Marc   

Where to listen

--------------------------- 

Apple Podcasts: ⁠https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324⁠ 

Spotify: ⁠⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b⁠⁠ 

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC 

Youtube: https://www.youtube.com/@sleepingbarberpodcast 

© 2023 Sleeping Barber