The Heart Of Marketing

Bernadette Jiwa joins The Heart of Marketing to share ideas from her new book Hunch: Turn Your Everyday Insights into the Next Big Thing. In it she busts some of the myths we believe about “creative genius” and how innovation really happens. “We covet groundbreaking ideas and the people who have them,” Jiwa writes in the introduction. “We believe in superstars and visionaries, in the power of Eureka! moments and special circumstances that set great ideas and their creators apart. But when we dig deeper, we find that the secret of these visionaries isn’t necessarily their pioneering nature, but rather that they made connections others overlooked.” The good news is that YOU can learn how to make those connections and cultivate your intuition to transform your marketing and your business. Listen in to discover how. What you will learn: •    How ANYBODY can develop the “ordinary genius” that turns everyday insights into the next big thing •    Why hunches are more important than data in coming up with breakthrough ideas •    The reasons why data and technology can actually be the enemy of insight •    Three human characteristics that fuel intuition for birthing new business ideas •    How a brand or an idea becomes meaningful (and why it’s critical to success) •    How to make your brand story much more than just a storytelling message About Bernadette Jiwa Bernadette Jiwa is a recognized global authority on the role of story in business, innovation, and marketing. She is the author of five best-selling books on marketing and brand storytelling, including: •    Marketing, a Love Story: How to Matter to Your Customers •    Make Your Idea Matter: Standing Out with a Better Story •    Difference: The One-Page Method for Reimagining Your Business and Reinventing Your Marketing •    The Fortune Cookie Principle •    Meaningful: The Story of Ideas that Fly Bernadette is based in Melbourne, Australia. She works with global brands like LinkedIn, Zappos, and Adidas to intentionally create products, services, and marketing that help them matter to their customers. She has been named one of the Top 100 Branding Experts to follow on Twitter. She also spoke at TEDx in 2012 about “The Secret to Spreading Ideas.” Her new book titled Hunch: Turn Your Everyday Insights into the Next Big Thing releases in the U.S. on June 6, 2017.

Did you hear the news? Coca-Cola has eliminated its chief marketing officer (CMO) and in its place, drum roll, please, John Gregory Olson! (Well,  you're going to have to listen to what Coca-Cola is doing in the C-suite.) When you think about the role of the CMO, anyway, it's taking a beating. The average tenure for every big brand corporate CMO is, oh, about four years. They last less than a CEO these days. Think, too, about who reports up to the CMO. How about maybe 10 different departments and hundreds of employees in marketing in various roles? Heck, even public relations reports up into the marketing leadership in most organizations. On The Heart of Marketing, we've talked plainly about roles and responsibilities in the workplace. You might like: Episode 21: Specialist vs. Generalist

Episode 102: Hear the CMO Whine?

Episode 121: With Ann Handley on a variety of marketing topics

There are way too many things for a marketer to do. And, ROI is still an issue. Does your organization have a CMO? If not, which title is closest to that role and are they accomplishing what they need to to take  your brand to the next level?

And, we have a shout out today to our loyal listener, Shakirah Dawud. She's the most wonderful copywriter who knows how to deliver value. Reach out to her at Deliberate Ink.

Thank you, All loyal listeners! This is The Heart of Marketing, and I'm Jayme Soulati.

Did you recently hear of the trick Suave played on its consumers? Millennial women, actually. Unilever's Suave heard from its base that they wanted a higher end brand at value pricing. Now, we all know that Suave ain't no top-shelf Tequila. It's often relegated to the drugstore shelf or the supermarket shelves with rows and rows of like products (think Head and Shoulders). We're not making fun of the brand, just stating the facts, Ma'am. So, some clever marketer decided to do this (take a listen and find out, K?). And, as a public relations marketer, I have to say I am duly impressed with this campaign. All brands are interested in earning more customers. And, it's really funny to observe the category leaders try to lure the next generation of consumer to the check-out line. In this case, millennials are that newest generation, but they have no money! Remember? They're broke with college debt, and that's why they're asking for high-quality products at bargain basement pricing. (Say, whatever happened to Filene's Basement?) We have some fun at the expense of Suave, and we also share a number of other episodes for your listening pleasure. You might like: More on Influencer Relations Programs: Organic v. Paid, episode 88

Building Influencer Relations Programs, episode 94

If you're merely sharing on social media and not clueing into social listening, then it's likely your brand isn't powered up on social channels. There are way too many users on each social media channel and it's impossible to listen in on all the conversations without some help. As John Gregory Olson and Jayme Soulati suggest in this episode of The Heart of Marketing, it's also important to know your objectives when you use social media. It's also important to better understand your customer so you can offer the right goods and services your customer is demanding right there on Twitter. Every brand is suffering from negative customer sentiment; well, we only hear about the negative stories that impact a brand, right? The airline industry is one such vertical market truly suffering from poor customer service, irate customers and mission statements that fail to reach the frontline. If you enact social listening with tools, your brand can get ahead of the negativity with some basics. In this episode, we review a few tools to help you select social listening tools that are right for your objectives and budget. Take a look at this PC Magazine article with a plethora of options. Then, look into Sprout Social, one of the paid favorites, followed by Hootsuite, Clicky and Buffer. The tools available are numerous, too numerous to count. Ultimately, it's going to depend on the size of your brand or agency, the number of clients/companies you're listening for, the budget you have to spend on these expenses, and the demands by the client in a reporting mechanism.

Veggie balls at IKEA are a hot topic, so much so that the global retailer is putting more attention on its food menus to attract a growing market of folks who just come to IKEA to dine.

Have you ever been to an IKEA, smack in the middle of nowhere to accommodate the massive warehouse and shopping experience people love to see and visit? Truly, it's not easy getting there, nor is it easy getting to the front doors depending on where you have to park.

Imagine traipsing to IKEA just for dinner?!

Well, that's what IKEA leadership began to see in the numbers of dinners served -- 650 million in one year, which caused the light bulb to turn on brightly.

IKEA has been revamping the dining experience for customers to capitalize on people who enjoy the food, like the modular dining, and want to dink around in the retail side of things and then feed the kids.

How is this a marketing story? You'll need to listen in to The Heart of Marketing and find out! And, while you're at it, you might tune in to episode 30-someting when we covered IKEA when it launched its brand new veggie ball story!

We are John Gregory Olson and Jayme Soulati, co-hosts of The Heart of Marketing.

There's an art and science to email marketing, and today on The Heart of Marketing your #RockHot co-hosts Jayme Soulati and John Gregory Olson share a few back and forths about an email that did and an email that didn't.

What does it take for you to open an email and read it until the end? Have you ever said, yes, I need to speak with this guy? Or, maybe mostly, it's delete, delete.

John and Jayme have a few stories to tell as to why one of their experiences worked while the other not so much.

And, along the way we recognize one of our buds -- Jason Falls for his enthusiasm about an email that didn't! (Remember, Jason was our guest on a recent podcast episode, and we always love speaking with him 'cuz he knows his stuff.)

Listen in today for a brief conversation about the elements that work and don't in an email you've received or sent recently.

Today on The Heart of Marketing, we have a shortie/mini conversation about a recent Wall Street Journal article relating to smart refrigerators.

These new formerly called ice boxes, can now dual as a television, screen for viewing what's inside and when it spoils, a note-taking panel with calendar, and way too much more.

The smart refrigerators are leading the way with the trend toward Internet of Things (or IoT, as it's known). Do you have designs on adopting a smart device to wire the inside of your home to the Internet?

Bet you don't even know that your thermostat operates on WiFi and your 'ring video doorbell' is easily hacked. How about those cameras you have hooked up with audio in your kitchen to see what Kitty is getting into every day?

Is IoT a marketer's dream or just another trend waiting to attract the masses? Take a listen and then tell us your opinion; we'd love to hear!

We are delighted to welcome Ann Handley to The Heart of Marketing today. She's interviewed by our also delightful co-host John Gregory Olson who is a self-professed "fan boy" of Ann and her work.

Taken directly from her website:

Ann Handley is a veteran of creating and managing digital content to build relationships for organizations and individuals. Ann is the author of the Wall Street Journal bestseller  Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content (September 2014, Wiley) and co-author of the best-selling book on content marketing, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (2011, Wiley). She is the Chief Content Officer of MarketingProfs; a LinkedIn Influencer; a keynote speaker, mom, and writer.

Today's Episode

Ann and John share solid insight into the customer and the importance of creating value, always. When marketers put the customer first and the needs of the customer first that's when empathy occurs.

Ann suggests that marketers need to slow down -- slow marketing. Slow marketing is where customer empathy, humanity and value are uncovered. It's when stories are created with the customer always first.

Through a lot of buzzwords, John and Ann identify a few that bother. Omnichannel is one, but it's also spot on as there are way too many channels where customers are communicating with one another and brands. That's why stories are so important; take an opportunity to tell a story even with a simple caption on Instagram, Ann's favorite channel.

Ann and John dive in to so much more; don't miss this really important conversation!

Ann, we thank you for joining us on The Heart of Marketing.

Now, everyone go buy Ann Handley's books, subscribe to Marketing Profs and attend the B2B Marketing show in Boston every year.

Jay Baer, no he's not our guest today and we're working on that, has been writing about the popularity of video in content marketing. He shares a really nice piece right here you need to read or view on the topic.

Today, John Gregory Olson and Jayme Soulati take a stab at exploring the new onset of 'vlogs' or video blogs versus blogs or web logs. There is more video streaming happening on practically every platform, and there are more folks taking a spin in front of the camera to push content. Did you know you can also do video with visuals, graphics and copy? You don't even need to be in front of the camera, right, John Gregory Olson? The growing trend toward the visualization of blogging and content marketing is providing more and more and more people with just what they want -- 'snackable' content in yummy, bite-sized chunks. Shall we say good bye to the 1,000 word long-tail blog post? What happens to SEO then? Well, that's a conundrum, isn't it? Google still wants to crawl your site and that means video isn't part of the SEO juice unless you put in a transcript.

Video marketing is one of the hottest sills marketers need right now. If you are a video marketer, this is your standing invitation to come on our show.  The Heart of Marketing needs you! Take a listen today and get your vlogger hat going. Think of all the ways you can deliver more entertainment, or shall we say infotainment to your audience? Is video for you? Well, it has to be and you'll get there kicking and screaming!

This is The Heart of Marketing.

Heading to a social media conference this year? How about a conference in marketing, public relations, SEO, content, email, or whatever your vertical is? Conferences are indeed best practice for in-real-life branding. You show up and immediately someone recognizes your face because of your avatar on Twitter or a Facebook post. (It's the coolest thing.) So, you show up, you network, you make a connection and you hit the social media sphere and share what you're learning. We got the idea for this episode from a reporter in the Wall Street Journal who wrote a jazzy piece about her attendance at social media conferences and how she used the experience to share business cards, network, grab some free books, and also be a presenter and thought leader. There are so many reasons why you need to attend a conference, and I don't want to give it all away in writing. It's a quick episode and full of energy! Take a listen! Shout Outs to: Rosemary O'Neill Mark Schaefer Adam Toporek John Gregory Olson (always gets a shout out) This is The Heart of Marketing.