The Local Marketing Trends Podcast

In this episode, The Jingle Man himself shows up to critique a few podcast jingles authored by Gordon & Corey. (Warning: This show contains earworms so horrible they'll be bouncing around inside your eardrums for days.) The show addresses whether AI might replace jingles, and how the proliferation of digital audio and video has brought new life to the art of jinglemaking. Stay in the loop with all things Borrell when you join our Research

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How does a small-town soft drink become a national brand? Cheerwine VP of Marketing Joy Harper — the founder’s great-great-granddaughter — tells the remarkable story of how a Salisbury, N.C., beverage grew from a local favorite into a brand available nationwide. She shares how Cheerwine combines old-school tactics like radio, outdoor advertising, and sampling with digital targeting, influencers and a passionate ambassador program. Hosts Gordon and Corey uncover some surprisingly useful lessons for agencies, media companies, and local businesses trying to find — and grow — the latent “Cheerwines” in their own markets. Stay in the loop with all things Borrell when you join our Research

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National video advertising may be on the verge of a dramatic shift—and local media could be the biggest beneficiary. Locality CEO Michael Collins explains why national brands are beginning to think market by market and predicts just how much money could follow. Brace yourself -- it's a big number. Gordon and Corey explore how local agencies and media companies should prepare. Stay in the loop with all things Borrell when you join our Research

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As part of a continuing series on how marketing made small ideas big, this episode focuses on an unlikely suspect -- a retired sheriff's detective with a passion for history. West Virginia native David Taylor created a unique heritage project that might have remained a personal hobby, except for a two-hour radio interview one Sunday morning. Gordon and Corey explore why this story perfectly illustrates an enduring truth about marketing: great ideas still need the right amplifier, and sometimes that amplifier isn't a fancy campaign on streaming platforms or social media — it's a simple kick-start in trusted local media. Stay in the loop with all things Borrell when you join our Research

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Will AI replace ad sales reps? The answer increasingly seems to point to yes. In this episode, the head of IAB's Tech Lab, Anthony Katsur, warns that AI is becoming capable of handling media planning, budget allocation, and campaign analysis, potentially allowing publishers and agencies to do more with fewer salespeople. How soon might that happen? Corey & Gordon unveil new research indicating AI adoption of advertising tasks are progressing more slowly among local advertisers than most think. Stay in the loop with all things Borrell when you join our Research

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What does it take to turn a local idea into a nationwide phenomenon? In this episode, Gordon and Corey kick off a summer series exploring products that started small and went big with the right marketing. Their guest is David Klein, creator of Jelly Belly, who reveals how an $800 investment and some unconventional tactics helped transform a tiny candy into a global brand. Gordon & Corey unpack the marketing lessons every local business can learn about publicity, storytelling, and punching above your weight. Stay in the loop with all things Borrell when you join our Research

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Local broadcasters have been pressuring the FCC to ease up on ownership restrictions so they can more handily compete with out-of-market digital competitors. But won't consolidation lead to fewer choices for the businesses that support radio and TV -- local advertisers? Gordon & Corey take the issue to communications attorney David Oxenford from Wilkinson, Barker, Knauer LLP, who weighs in with his opinion on how consolidation will affect digital competition, local newsrooms, consumers, and advertisers. Stay in the loop with all things Borrell when you join our Research

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As consumers turn to ChatGPT, Gemini and other AI tools for product research, advertisers are scrambling to retain visibility. In this episode, Gordon and Corey explore whether SEO budgets are shifting toward AI optimization. The podcast features an interview with Semifi CEO Patrick Briggs, who explains why AI optimization may become a core part of every marketer’s toolkit. The conversation covers the future of search, the growing role of social content in AI visibility, and why marketers should prepare now for a rapidly expanding AI-driven search ecosystem. Stay in the loop with all things Borrell when you join our Research

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Digital growth rates are in the low single digits and are forecast to continue falling for the foreseeable future. So, shat happens when digital stops growing? This episode breaks down three key trends—from AI-driven disruption to changing local business dynamics—that foretell a very different future for local media. It’s not doom and gloom, but it is a wake-up call for anyone relying on the old playbook. Gordon & Corey offer some practical suggestions -- including finding a new job. Stay in the loop with all things Borrell when you join our Research

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The gap is widening between marketers who strategically adapt and those who dwell at the bottom of the marketing funnel. In this episode, Gordon and Corey pressure-test what’s actually working on the front lines by turning to a seasoned CMO, who reveals a messy reality where customer journeys are fragmented, ROI is harder than ever to prove, and gut + attribution storytelling often beats clean data. Stay in the loop with all things Borrell when you join our Research

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