The Marketing RV Podcast with Ranalli and Volpe

SYNOPSIS Marketing RV with Ranalli & Volpe is parked at Zoom for a vigorous discussion with entrepreneur commercial real estate broker Kyle Malnati. Calibrate Real Estate operates out of Denver, Colorado. It’s a boutique, broker-owned commercial and residential outfit that employs a dozen people.

With a degree in finance, Kyle explains how his education set him up for success in commercial real estate, something he did not originally set out to do but stumbled upon after earning his degree. Some 15 years later, Kyle enjoys selling financial assets, which is how he views his vocation.

Kyle is quite candid about personal events in his life that led to making charity a part of his business model. Today, Missions Ministries is the main benefactor of Calibrate Real Estate. His team gets involved financially, as well as physically, building housing for impoverished residents of Juarez, TX. Kyle credits his faith and upbringing for laying the foundation that led him to boldly take on a series of charitable causes.

This is a video episode. Watch it on our YouTube channel. If you like this episode, share it. If you don’t tell us why—you can follow Marketing RV, Gene, and Lorraine on your favorite social platforms. If you’d like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 05:55 Kyle’s leap from finance major to commercial real estate tycoon 10:00 Trend to multi-use land, mini community developments 12:40 Demographic trends 15:00 Lorraine shocks Gene by quoting a hockey great 17:32 Missions ministries 19:45 Charity as part of Kyle’s business 20:20 Trio of life-changing events that formed Kyle’s Why 22:40 Choosing the Ronald McDonald House charity in memory of Kyle’s brother 23:48 The impetus to raise money for Kyle’s brother’s headstone 25:10 The leap to making Missions Ministries Kyle’s target charity

SYNOPSIS Matt Johnson has successfully defined his niche business and his target client, and that’s exactly the focus of his podcast/marketing company Pursuing Results. In this second of a two-part show featuring Matt, Marketing RV with Ranalli & Volpe continued the conversation about three concepts in Matt’s book “Micro Famous”: getting seen, getting noticed, getting known. To get known and expand your client base, Matt quoted a real estate coach who once said, “Stop saying new things to the same people and start saying the same thing to new people.”

To be micro famous to the right people, Matt recommends turning the traditional sales model upside down. Recognizing the burnout factor in the service industry, Matt suggests building lifelong relationships instead of clients for life, that way clients will cycle in and out of your business. Go to Pursuing Results to see how Matt pitches his business in a two-minute video on the home page.

As for getting seen and getting noticed, which precede getting known, Matt recommends narrowing your focus. Until you reach the tipping point of influence, getting known, keep driving one message or focusing on a specific attribute/offering. Only after you become known should you expand your offerings. Matt cited examples of brands that broke out because they offered one specific product or service and added variations only after becoming household names.

How does this entrepreneur manage his work life? Matt said he remains organized by theming his days and dedicating the first half of each weekday to work. He commits to working five hours a day and builds into his daily routine a lunch break and a workout. If Matt could recommend only one business book, it would be “The Star Principle” by Richard Koch.

Click HERE to take Matt’s free masterclass on how to get featured on podcasts as an expert thought leader.

This is a video episode. Watch it on our YouTube channel. If you like this episode, share it. If you don’t tell us why—you can follow Marketing RV, Gene, and Lorraine on your favorite social platforms. If you’d like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 01:10 How Matt defines his service 06:31 Dealing with client burnout 11:39 Which professionals should have a podcast 14:40 Monetizing your podcast 15:09 Crafting your point of view 16:00 A “Pursuing Results” success story 18:32 Getting seen and noticed 20:00 The tipping point of influence 25:59 Free master class info 26:54 Matt’s one book pick

SYNOPSIS Matt Johnson of Pursuing Results was our special guest on yet another two-part Marketing RV podcast with Ranalli & Volpe. In this episode we dove deep into Matt’s soon-to-be-released book “Micro Famous” but not before Gene derailed the conversation with Bublé vs. Bubly. Admittedly, that is some good advertising.

Gene was one of the lucky few to get an advanced copy of “Micro Famous, and one of the concepts he found intriguing was: Get seen. Get noticed. Get known.

Beginning with getting known, Matt said it comes down to sharing content that drives home your clear and compelling idea, which cuts through the noise. Consider your career a book. He suggested writing the subtitle first, and then building your brand around that. Link your personal brand to the problem you solve or the attribute for which you are known. It’s akin to creating a positioning statement. The idea is to be specific because “if you’re know for too many things, you’ll get lost and confuse the market,” Matt said.

As much fun as it is to hear this train wreck, try watching it! This episode was video conferenced since Matt is based in San Diego. Visit our YouTube channel to watch it.

Matt Johnson hosts several podcasts each week, including Real Estate Uncensored with Greg McDaniel and Gene Volpe, which is referenced throughout the show. Be sure to check out Episode 045 for insights into Matt’s podcast business Pursuing Results.

If you like this episode, share it. If you don’t tell us why—you can follow Marketing RV, Gene, and Lorraine on your favorite social platforms. If you’d like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 00:51 Gene breaks out the Bubly 04:50 Micro Famous 10:30 Strategy and Tactical approach to podcasting: It’s in the book 11:45 Matt goes to Australia 13:25 The Evil Bald Nija 14:40 Conversion Code 18:15 Get known. 20:30 It comes down to positioning 23:23 Matt’s definition of getting noticed 25:40 Hone your elevator pitch 26:39 Identifying your why to attract business

SYNOPSIS In this episode of Marketing RV with Ranalli & Volpe, Laura Kasper of Monarch Staffing talked about hiring practices, how marketing does not just play a role in HR but when done right, is woven into it for maximum results. She also offered great tips by sharing the principles that have made her company successful, such as their core values: integrity, responsiveness, commitment to quality, and community service.

One of the many community service opportunities in which Monarch is currently involved is their very own Walk-In Wednesdays. Seeing a need for recruits to have professional headshots in their LinkedIn and other social profiles, Laura decided to offer free headshots. Candidates and clients can go to several Monarch locations on designated dates for a photo. Information is on their website and Instagram page.

Laura participates conspicuously in local events. One of the most recent and vibrant was the brainchild of her tenacious daughter in the summer of 2018. Entrepreneurs will love the story about how Girls Spark was ignited. After just one conference, the organization received calls from young women in other cities who wanted to learn how to bring the conference to their towns.

The second Girls Spark conference will take place April 25, 2020 at West Chester University. Girls Spark is an official non-profit whose mission is to help girls better navigate the social issues they face in today’s world. The conference boasts keynote speakers and more than a dozen break-out sessions covering topics like peer pressure, emotional intelligence, compassionate action (anti-bullying), social media, etc.

“We want to ignite the spark and keep it going,” Laura said. “Treat the girl in your life to a great day in her life, www.GirlsSpark.com.” One final piece of good news: in response to Gene’s question about when the robots will take over and kill us, Laura emphatically answered, “Never.”

If you like this episode, share it. If you don’t, tell us why—you can follow Marketing RV, Gene, and Lorraine on your favorite social platforms. If you’d like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here.

HIGHLIGHTS 01:26 How large organizations benefit from outsourced HR 02:13 MOD factor: the cost of high turnover 03:56 Unemployment is going up 05:22 Senior staffers are unemployed at higher rates 07:11 Reverse mentorship 09:51 Girls Auto Clinic 11:22 Core values and the community 13:09 Walk-in Wednesdays 15:10 Girls Spark—how it started 23:23 Impressive sponsors, it’s all leg work 24:00 Shout out to Urban Outfitters

SYNOPSIS Marketing RV with Ranalli & Volpe pulled up to Monarch Staffing in Springfield, Delaware County, to interview founder, CEO, and Madam Butterfly Laura Kasper about the relationship between recruiting and marketing. Whether you own or run a small, mid-sized, or large business, you need to understand the benefits of integrating HR with marketing. Recruiting today amounts to partnering with diverse groups that span five generations.

It is no surprise that Laura’s career began in marketing before she launched Monarch Staffing in 2001. What began as a single office staffing agency has evolved to a full-service human resources provider operating in the five-county Philadelphia region and serving clients across the country.

We discussed with Laura the advantages and challenges electronic communication presented to her industry and how she successfully navigated the transition. Thus, living up to the company’s name. Laura said she chose the name Monarch because the hiring process creates a transition period for both the employer and job seeker.

Retention is as much a concern for employers as recruitment. Laura explained methods her company employs to help clients implement what she calls the white glove treatment to build lasting employer-employee relationships. Laura said the same philosophy in Joey Coleman’s “Never Lose a Customer Again” can be applied to human capital to boost employee retention.

ELH is Monarch’s mantra. It stands for Everyone Leaves Happy.

If you like this episode, share it. If you don’t, tell us why—you can follow Marketing RV, Gene, and Lorraine on your favorite social platforms. If you’d like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here.

HIGHLIGHTS 02:37 Technology’s impact on the recruiting and staffing business 04:12 Laura’s 30 second elevator pitch 05:27 The unofficial marketing gurus behind Monarch Staffing 07:30 Ebbing employee turnover through integrated marketing 09:00 Beyond recruiting: retention 12:53 Where applicant tracking systems fall short 18:09 How the candidate experience affects your image and brand 19:15 Gene’s major interview faux pas 21:30 Why nannies make great employees 24:20 The staffing underworld

SYNOPSIS This episode goes off the rails from the beginning! Seth Lejeune, of Ask Seth Anything, draws a connection between politics and marketing setting off one of the Marketing RV with Ranalli & Volpe hosts (guess which) and priming the other to agitate further (guess which).

All the yackers in this episode agree that marketing political thought is big business, which is an undeniable fact in this current political cycle that will see billions of ad dollars spent on both sides of the aisle. Where our guest and a host differ slightly is the ability of campaign spending to persuade constituents at large in this day and age.

The conversation may make you slightly uncomfortable but is in no way meant to persuade, proselytize, or provoke. It’s just business—the business of marketing. Suffice it to say all sorts of media outlets will be the big winners this year, reaping ad revenue like never before.

See the highlights below for links to specific topics discussed in this episode.

If you like this episode, share it. If you don’t, tell us why—you can follow Marketing RV, Gene, and Lorraine on your favorite social platforms. If you’d like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here.

HIGHLIGHTS 02:34 Seth on Bloomberg’s campaign marketing (read: spending) 05:18 Data points per voter 07:00 Understand what you are consuming 12:39 The noise behind political races 13:15 Reliability of The Great Hack 14:10The death of journalism 18:48 First National Bank of Boston et al. v. Bellotti 22:43 The new Last Frontier 24:30 Trump rally phenomena 26:00 Ask Lorraine anything 27:18 Seth & Lorraine disagree about Trump’s true appeal 30:20 The Art of War

SYNOPSIS Longtime followers of Marketing RV with Ranalli & Volpe might remember meeting Real Estate guru Seth Lejeune in the fall of 2019, episode 032. Since then, Seth made a career move that will position him to attain his long-term goal of earning a reliable stream of passive income. Listen to his plan and how he is bringing it to fruition.

If you like this episode, share it. If you don’t, tell us why—you can follow Marketing RV, Gene, and Lorraine on your favorite social platforms. If you’d like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here.

HIGHLIGHTS 02:10 Four reasons Seth made a career move 05:10 The five-year plan 08:46 Advantages of being on a team 10:00 The road to passive income 14:10 Effective operations and the e-myth 19:41 Understanding the sales team 22:50 The marketing advantage 25:30 Why some are reluctant to social media

SYNOPSIS Marketing RV with Ranalli & Volpe continues to delve into CFF’s Venture Philanthropy approach to fund raising. We carried into this episode the discussion of the Delaware Valley chapter’s unique business development and marketing discussion with Executive Director Jessica Wickersham and Senior Development Director Vanessa Deussing.

If you missed Episode 042, check it out to get the background on the strides this 65-year-old organization has made as it looks to a day when it might no longer be needed. Until It’s Done! is the CFF motto. Jessica and Vanessa explained why they look forward to the day when they are laid off because they are no longer needed.

You will learn about Trikafta, an amazing breakthrough drug treatment that has been approved by the FDA for people 12 and older. This drug appears to be 90% effective. CFF is looking for a half-billion dollars to pave the path to a cure. Jessica and Vanessa explained what is entailed and how their guerrilla marketing efforts will get them to the goal.

Enjoy this episode, share it with your network, and please follow Marketing RV, Gene, and Lorraine on your favorite social platform. If you’d like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here.

HIGHLIGHTS 01:11 Spheres of influence 02:03 Navigating Corporate Social Responsibility 03:48 PNC’s local connection to CFF 05:03 The six feet rule 07:55 Help for families dealing with CF 08:59 Compass 11:00 Big plans for the 65th Anniversary Year of CFF 15:23 Path to a cure, a $500,000,000 venture 17:15 Trikafta success stories 22:28 What happens when CF is eradicated? 23:39 Besides $, what you can do to help.

SYNOPSIS In this episode, the Marketing RV with Ranalli & Volpe pulled up to the Delaware Valley chapter of the Cystic Fibrosis Foundation to discuss how this organization competes with the throngs of other worthy charities looking for support. Guests Jessica Wickersham, Executive Director, and Vanessa Deussing, Senior Development Director, provided a wealth of information about how their foundation operates, the successes it has achieved in its 65-years, and the challenges it faces. You’ll learn how this non-profit competes for money and attention in a tight arena with a significant number of similarly worthy causes.

All organizations face marketing challenges. CFF remains focused on its mission, its unique set of circumstances, and its goal—to eradicate Cystic Fibrosis. A large portion of the money raised by CFF goes directly to efforts related to research. Keeping expenses low is part of their strategic development plan along with event marketing and partnerships.

This is the first in a two-part series with CFF. The next episode delves deeper into CFF’s Venture Philanthropy model and news about a revolutionary drug that offers hope to 90% of those suffering with CF. There is much work to be done, but you can take hear in the strides that have been made.

Enjoy this episode, share it with your network, and please follow Marketing RV, Gene, and Lorraine on your favorite social platform. If you’d like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 03:00 Cystic Fibrosis defined and the history of 65 Roses 04:29 65th anniversary of CFF 04:42 Good news about life expectancy 06:48 By the numbers 07:00 Gene gets stubborn 09:00 Marketing CFF through events & business development 11:48 How CF differentiates itself from other non-profits 13:02 Venture Philanthropy 13:55 The best story in medicine: the cure is on the horizon 15:10 Gene: among Philly’s Finest 16:45 CHOP & Dr. Rubenstein’s tour 18:29 Gene drops the bomb 21:03 Consequences of an invisible disease 24:08 Cultivating the grass roots 26:05 Value in ambassadorship

SYNOPSIS In this episode of Marketing RV with Ranalli & Volpe, we discuss personal branding as not only a strategy for individual momentum, but also a strategy for moving an entire organization forward, depending upon how its executed. Lorraine begins by discussing a valuable presentation she recently attended with keynote speaker Kate Shields, CEO of Vault Communications. Gene, our digital architect, responds to the nuggets of information Lorraine shares from Kate’s presentation.

The concept of personal branding leads to a discussion of the state of social media. Find out which platforms are most popular, which are best for your industry, and how even a Neanderthal can navigate Social to successfully build his brand.

To Lorraine’s query about Social collapsing beneath its own weight, Gene responds, “The concept of Social Media is not going to change. It’s going to be what we have the patience to consume.”

While many are familiar with the Facebook movie that reveals how Mark Zuckerberg developed a concept and turned it into one of the world’s largest publicly traded companies, Gene recommends reading “Hatching Twitter: A True Story of Money, Power, Friendship, and Betrayal” by Nick Bilton, to understand Twitter’s growing pains.

Shout out to Rey Azteca Mexican Restaurant, West Chester ...just because Gene likes it and he doesn’t mind being an organic Influencer, which is another topic you’ll hear about in this podcast.

Enjoy this episode, share it with your network, and please follow Marketing RV, Gene, and Lorraine on your favorite social platform. If you’d like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here.

HIGHLIGHTS 00:45 Defining personal brand 05:50 Why a blanketed approach to social media works 06:54 Owning the Google search 07:56 Facebook still rules the social media channels 08:40 The mathematics behind social media platforms 12:40 Turning your Facebook profile into a page 14:40 Marketing through influencers 17:50 What happens to advertising on Facebook if it takes away likes? 20:08 All media is about making money. Period. 21:10 Social media will adapt to consumer habits. 23:29 Personal branding helps drive business revenue. 25:21 Warning: Gene drops a bomb! 25:50 PR is not dead, it’s more alive than ever!