• Authenticity in marketing is overrated and often used as a buzzword without clear meaning. Innovation, clarity, and adaptability are more important.

• "Authenticity in marketing is the biggest marketing scam of the century."

Check out Jeff Mack on LinkedIn: https://www.linkedin.com/in/jeffreymack/

Summary

In this conversation, Salim Gheewalla and Jeff Mack discuss the importance of creativity in marketing and how it can lead to sales revenue. They emphasize the need for marketers to find their unique selling proposition and differentiate themselves from competitors. They also highlight the significance of understanding the target audience and creating personalized messaging. The conversation touches on the limitations of traditional marketing funnels and the need to focus on both in-market buyers and cultivating a community of engaged prospects over time. The traditional marketing funnel is no longer effective in generating demand and influencing purchase decisions. The days of pushing customers through a linear funnel are over. Instead, marketing now focuses on acquiring memories and building brand trust and credibility. This is especially important in the B2B space, where branding is becoming more similar to B2C. Marketing's job is to make sales easier, and this can be achieved by personalizing campaigns and showing customers how you can help them in a relevant and meaningful way. Communication and goal-setting are crucial for success in marketing.

Keywords

creativity, marketing, sales revenue, differentiation, target audience, personalized messaging, marketing funnels, marketing funnel, demand generation, branding, B2B, B2C, acquiring memories, brand trust, credibility, personalization, communication, goal-setting

Takeaways

• Creativity is a company's competitive advantage in a commoditized marketing landscape.

Chapters

00:00 Introduction and Setting the Stage

• Unsexy jobs can be made more appealing through rebranding and marketing efforts.

• "Let's rebrand it, right? Let's call it hydro technician, let's call it that."

• Established brands can leverage their brand ethos to enter new industries and expand their market reach.

• "What if Apple built your home?"

• Supporting small businesses is crucial for their survival and growth.

• "Your friends and family probably never wanna buy from you."

This week's episodes double clicks on consumerism and introduce new products and or rebound trends that have large opportunities.  We talk about:

• Virality of a nose job

Episode 53 ROS

Baby Boomers: The Lost Generation

We talk so much about TikTok, Gen Z, young audiences, cool hip trends. This week, we are going to flip the script a bit and talk about Baby Boomers, the lost generation. They don’t always get the love we give, and we tend to only spray ad champagne on brands who do a kickass job at winning young people. But let’s not underestimate old folks. 

Sameer - a deep dive into the profile of Baby Boomers, and some surprising facts about them that often get overlooked

Adeel - 2 brand spotlights whose business relies on baby boomers and talk about how they market to them. (AARP & MyPillow)

Salim - 2 brand spotlights who generally appeal to young people but surprisingly resonate with baby boomers (Honda Element & Facebook)

Sameer - 1 brand spotlight that is built to last and resonate as we get older (Costco)

Summary

In this conversation, Salim and Sameer discuss various topics including Kamala Harris's marketing campaign, brands' involvement in the Olympics, Southwest Airlines' seating policy change, and Google's decision to backtrack on removing third-party cookies. They highlight the success of Kamala Harris's campaign in resonating with Gen Z and the power of storytelling in political marketing. They also discuss the branding efforts of Figs and Sephora in relation to the Olympics. Additionally, they critique Nike's branding for the Olympics and Southwest Airlines' decision to remove open seating. Finally, they touch on Google's change in plans regarding third-party cookies. In this conversation, Sameer and Salim discuss three main themes: the elimination of cookies by Google, companies with hidden revenue streams, and the power of reactive marketing. They explore the implications of Google's decision to remove cookies and the impact it has on advertisers and privacy concerns. They also highlight examples of companies like McDonald's, Sony, and Costco that generate significant revenue from unexpected sources. Lastly, they discuss the effectiveness of reactive marketing through examples like Oreo's Super Bowl tweet, Coors Light's response to a baseball game incident, and California Pizza Kitchen's reaction to a TikTok video. Overall, the conversation emphasizes the importance of adapting to changing trends, finding alternative revenue streams, and leveraging real-time marketing opportunities.

Keywords

Kamala Harris, marketing campaign, Olympics, branding, Southwest Airlines, open seating, Figs, Sephora, Nike, Google, third-party cookies, cookies, Google, privacy, advertising, revenue streams, reactive marketing

Takeaways

• Kamala Harris's marketing campaign successfully resonates with Gen Z and utilizes social listening to create authentic content

Chapters

00:00.   Introduction and Discussion of Previous Interview

• Authenticity and relatability are key to building a following on TikTok.

• "Just a small town girl from Tennessee"

• The recent events have marketing and branding implications that can be leveraged for PR and publicity.

• Meta's Threads: A Surprising Success

• "This is absolute gold when it comes from PR that attempted assassination, you get up and you fist pump with the American flag behind you."