The Marketing RV Podcast with Ranalli and Volpe

020 – Four Marketing Methods that Work for Carmine's Pizzeria

SYNOPSIS

Sitting in a booth at Carmine's Parkside with two of the managers, Marketing RV with Ranalli and Volpe uncovers an unintentional marketing strategy that works well for the Chester Springs, Pennsylvania pizzeria. Adopt these four methods and make the strategy work well for your business, too.

1. Word of mouth is the oldest and most effective form of publicity. If your product and service are good, this will be of utmost use to you.
2. Supporting the community through sponsorship ingratiates your brand and builds trust.
3. Any opportunity to groom employees is an opportunity to teach work ethic, especially when the business attracts young, first-time workers. Do this well, and you will have life-long brand ambassadors.
4. Get social. In addition to sponsorships, ads, and your occasional flier, be present and engaging on social media.

You can read the story of Carmine's Parkside in the original print-run of Gravy Wars | South Philly Foods, Feuds & Attytudes.

In this episode, you'll meet Dan, the young manager who delivered pizza for Carmine's as a college student and graduated to a leadership position. Gene asked if he'd like to own a pizzeria of his own one day. He does not but enjoys what he is doing at this stage of his life. Responding diplomatically, Dan told Gene the decision to open a restaurant is case by case—dependent upon the owner's penchant for demanding, hands-on work.

Taking her turn at putting Dan on the spot, Lorraine asked how he his psychology degree to his current role as a pizzeria manager. Dan said he finds watching and learning about people interesting and, using the skills he learned, he reads people to create a better dining experience.

If your business would like to sponsor and host Marketing RV, contact us here. Shout out to Chico's Vibe for the music bed!

HIGHLIGHTS

00:50 Lorraine presents Gene with a Cucina Chatter T-shirt.

03:45 A look into Malcolm Gladwell's Revisionist History.

06:20 Butchering the owner's resume.

08:45 The best decision Gene's made all week.

09:38 Word of mouth is the strongest form advertising for Carmine's.

10:50 Dan explains passing up a big boy job for Carmine's.

13:22 Gene can't get enough of the spinach wrap.

14:36 From gravy to public speaking.

16:00 The gravy vs. sauce controversy.

18:30 Pizza fries defined.

19:20 Gene's dream occupation.

22:00 Gene and Lorraine take turns putting Dan on the spot.

26:01 Dan's Insta handle—or not!

019-Surveillance Techniques Create New Insurance Opportunities

SYNOPSIS

Have you ever found yourself talking about something like shoes, and then the next time you're on Facebook ads for shoes populate in your newsfeed? Perhaps you noticed car ads on unrelated sites you surfed after having searched a few auto dealerships. Technology is great, isn't it? Marketers are living the dream with tools that help them better target audiences.

That same technology is being used to track the patterns of those with video doorbells. When your home and away patterns have been established, that information can be sold so that marketers can better direct sales pitches.

Neato, right? What happens when that information winds up in the hands of thieves and hackers? In this episode of Marketing RV, Ranalli and Volpe discuss the risks of technological convenience with Insurance Agent Andrew Beaver at Carmine's Parkside, in Chester Springs, PA. You can read more in the New York Time's series, The Privacy Project.

Also, find out which social media platform Andrew, a quintessential millennial, prefers. Plus, Andrew's predictions about the future of insurance and how it benefits consumers. This episode of Marketing RV was recorded at Carmine's Parkside. The Marketing RV music bed is provided Chico's Vibe.

HIGHLIGHTS

02:50 Partnering is the best way to increase presence in the community.

04:25 Social media breeds serendipitous moments.

10:00 Keyless door entry hacked.

11:45 Google sting reveals nefarious algorithm plot.

13:00 Joe Rogan grills Twitter free speech rules—a Saudi connection?

21:00 Andrew's prediction about the future of insurance premiums.

25:00 Insuring deliveries to your home and other niche insurance projects.

28:17 Video doorbell thief caught and charged.

29:01 Smart doorbell sells migration patterns to marketers.

32:01 Is your iPhone thumbprint part of a wider database?

018 – Internal Communication Affects Marketing

SYNOPSIS

Ranalli asks Volpe if Rhonda Byrne's The Secret can be applied at the organizational level, which triggers a healthy conversation about personal fortitude, communication strategy, and servant leadership—all of which directly impact corporate culture.

The Secret was the catalyst for the discussion because Gene recently prompted Lorraine to re-read the book. Simultaneously, she re-read The Little Money Bible. Through an analysis of the books' themes, Ranalli and Volpe concluded that the concepts in both, along with dozens of similar books, can most definitely have a positive impact on organizations of any size. Buy-in from the very top and including every level of leadership down the totem pole is the secret (pun intended) to making the philosophy successful.

Caution: avoid an authoritarian "top-down" organizational structure. Create an organically positive culture through servant leadership. At any level, an entitlement attitude will never produce lasting results.

As Gene so succinctly states, going from A to Z does not happen without work. His secret to staying positive is focusing on the big picture, the win. In the words Motivational Speaker Tony Robbins, "know your outcome." Hire properly to ensure the outcome is embraced company-wide.

Effective marketing begins on the inside with consistent and clear internal communication. An organization's best ambassadors are its people. Internal communication drives external marketing. Properly done, Inside-out Marketing will increase an organization's bottom line.

This episode of Marketing RV was recorded at BHCU. The Marketing RV music bed is provided Chico's Vibe.

HIGHLIGHTS

01:49 Jesus Marketing

02:55 Sizing up Zuckerberg

04:45 When to zip it during the sale

09:30 The story behind Lorraine's $5,000,000 check

10:45 How grudges hold us back

13:30 Gene identifies the missing ingredient to success

14:04 Gene's trick to dealing with negative situations

18:43 How The Secret can be implemented organizationally

20:52 Gary V's pruning process

21:31 The loyalty factor

23:13 Culture eats strategy for lunch every day.

24:40 When loyalty trumps culture

25:00 Inside-out Marketing

28:38 From podcast to broadcast media, taking the show terrestrial

017 - Marketing vs. Business Development with BHCU

SYNOPSIS

Ranalli and Volpe love to eat. We're just going to start every write-up with that line. We could leave it there but read further to get some info about this episode that will make you want to listen.

When Ranalli put a call out on LinkedIn for a host site for the podcast, BHCU Business Development Officer James Pace offered his company's conference room. Realizing Marketing RV is usually recorded at a restaurant, the BD pro reached out to one of his clients, On a Roll. To the surprise and delight of the famished hosts, the Media-based lunch spot provided a variety of sandwiches and a gorgeous Caesar salad.

In this episode, learn Jim's secret to relationship building, how he works seamlessly with Commercial Credit Officer Jerry Dorn to serve business clients and individuals, and how On a Roll topped its location with a restaurant and catering hall, Sopra Italian Eatery, providing fine dining and space for private affairs.

The conversation around this conference room table included views about crypto currency, cashless transactions, implications of the Fed's Reg-D on individual borrowers, and the differences between Business Development and Marketing.

HIGHLIGHTS

04:56 The story behind the BHCU name

07:20 Understanding Reg-D …or trying

10:50 Talking about the bread that matters, On a Roll

15:00 Taking on big banking

16:30 What? BHCU is giving out money?

20:10 Questioning the largess of big credit unions

23:45 Thoughts about crypto currency & regulations

26:33 She wrote what in the memo line of a check?

28:36 The difference between business development and marketing

32:10 Get a BHCU Delco t-shirt

33:33 Jim announces his digits!

016 – Fitness: How A Program Markets Itself

SYNOPSIS

Ranalli and Volpe love to eat, which is likely why they choose to do their Marketing RV podcast from restaurants and bars. So, just what were they thinking when they invited a personal trainer on the program?

Truth be told, the dynamic podcast duo is conscientious about physical appearance, too. In fact, Gene balances his brews with barbells, and vice versa, hence his Barbells and Brews podcast—but that's another subject for another blog post.

Dwayne Wimmer of Vertex Fitness is the featured guest on this episode recorded before a buffet of delectables at Antonella's Italian Kitchen in Bryn Mawr, PA. Lorraine invited Dwayne on the show as a result of his response to her Facebook solicitation for advice about sciatica. Rather than hit Lorraine with a hard sell of his strength training business, Dwayne simply recommended she read the book Crooked: Outwitting the Back Pain Industry and Getting on the Road to Recovery by Cathryn Jakobson Ramin, which she did.

Little did Dwayne know this was the perfect way to lure a skeptic into his gym. After trying a myriad of solutions, Lorraine is being trained at Vertex on the MedX Medical Lumbar Extension, to which she lovingly refers as the Illudium Q-36 Explosive Space Modulator.

Dwayne's philosophy about fitness and workouts may make you question everything you thought was bible. In this podcast, he reveals the source of most back pain and offers an alternative view on cardio, "core" strengthening, and calories in vs. calories out. In business since 2001, Vertex's differentiator is attention to detail with emphasis on safe, efficient, and effective strength training.

Finally, kudos to special guest Susanne Williams who was not interviewed but captured terrific photos of the evening for this and the previous podcast featuring Antonella and Ray Santacroce.

HIGHLIGHTS

02:10 Gene likens his experience podcasting with me to my debilitating sciatica.

04:45 It's Barbells and Brews, get the name right.

06:55 The name Vertex Fitness was the result of a cease and desist letter.

09:50 Why Dwayne prefers the GP over division one athletes.

11:00 Dwayne's philosophy on fitness.

14:48 Dwayne recommends seeing a registered dietician for consultation on diets.

15:10 Dwayne explains why doing a lot of cardio can lead to weight gain.

20:31 Dwayne makes a bold statement about body builders.

24:44 Meet the MedX Medical Lumbar Extension, which strengthens the lower back.

26:14 Inversion, traction, and other means of back pain relief.

27:47 This is what a 30-minute Vertex workout looks like.

SYNOPSIS

It's always parochial in Philadelphia! Callistus or Donato's? That question sparked a very enjoyable, relatable, and interesting conversation between Marketing RV hosts Ranalli and Volpe and Antonella's Italian Kitchen owners Antonella and Ray Santacroce at their Bryn Mawr, PA establishment. Gene was born and raised in the same neighborhood where Ray and Antonella grew up, albeit a few years after the restaurateurs.

Most restaurants fail within the first year. So, how did Antonella and Ray manage to keep growing their business year after year for 24 years? The secret is literally in the sauce and in everything else they make. With passion for quality and attention to details, this Ma & Pa pair keeps people, product, and process top of mind. The best part about it is that their recipe for success comes naturally to them. What's even better is that they share it with us! In addition to a half hour of entertainment, you'll get some good takeaways from this episode.

HIGHLIGHTS

04:45 We may have uncovered the secret to eating pasta without experiencing the effects of calories.

07:48 Meet the hoagie connoisseur.

09:05 They talk about chicoria as though it's a delicacy.

09:45 Sliced-to-order is part of Antonella's brand.

11:01 The difference between picante and piccata.

17:15 The trick to getting Antonella's to name a hoagie after you.

18:00 The story behind Villanova's Pesto Scandal.

26:48 How Antonella's puts word-of-mouth advertising to work.

30:15 Gene's offers a simple and very affordable direct marketing solution.

SYNOPSIS

Lorraine and Gene dig deep into the food and beverage to understand the marketing philosophy that differentiates Autograph Brasserie in Wayne, PA from a myriad of restaurants. One of Fearless Restaurants' nine unique restaurants, Autograph features themed dining areas and every room, including the restrooms, is adorned with signed photos and album covers of noted actors and musicians. From the oversized lounge and the boulevard to the fresh and easy sycamore room and the handsome clubroom, the ambiance is exquisite.

Hospitality is manager Casey Kyler's main focus. The Katharine Hepburn look-alike has been in the restaurant biz since she was a teenager and with Fearless Restaurants for several years, having managed their White Dog Café in Wayne prior to running Autograph. She said the wow factor at Autograph never gets old. Three years after it first opened, Autograph continues to attract first-time visitors, as well as regulars.

According to Len Boris, Fearless Restaurant's Beverage Director, naming the restaurants' signature cocktails is much more challenging than conceptualizing them. Len has a job to envy. He works with the bartenders at each of the restaurants to develop effervescent blends that tantalize the senses, on par with the entire Autograph experience.

As Gene accurately stated, it's pure genius. "The more senses you invoke, the better you're remembered."

Hearing Casey and Len describe Autograph is like listening to artists describe their creation. It's clear their respective roles are passion-driven, which drives the success at Autograph.

Any business can be as successful when its leaders imbue passion, engage employees, and aim to be hospitable.

HIGHLIGHTS

01:15 Len describes the Smoked Sazerac

05:59 What sets Autograph apart from the other Fearless Restaurants

08:21 Gene describes his first impression

09:35 Is the sycamore tree real?

11:45 Gene gets Casey to reveal her food bias

14:12 The eye candy

18:54 Gene answers the tough question, "What's your favorite food?"

21:28 The difference a beverage director and a sommelier

22:29 Len reveals his cocktail differentiator

25:30 Time May Change Me—the cocktail that changes in minutes

27:33 Gene brings it all together, connecting the food and beverage experience to marketing.

31:26 What Len orders at last call.

SYNOPSIS

Lorraine and Gene take Marketing RV on the road to Autograph Brasserie in Wayne, PA. Another of the nine Fearless Restaurants does not disappoint. Typical of these establishments, Autograph provides experiences for the senses—from the exquisite food and creative beverages to the ambiance and well-appointed décor, this restaurant is a must-visit-and-return-often.

Marketing RV guest du jour is Natalie Pantaleo, a creative problem-solving consultant and facilitator with a rich history in Marketing-Communications. By centering her approach on collaboration and a belief that the sum is greater than its parts, she created many meaningful relationships, campaigns, and subsequent success stories. She shares some of these stories as she explains the genius behind Synectics, how she arrived at the program in her career, and how the program has been used successfully for half a century.

According to Natalie, drawing on 50+ years of observing human dynamics, Synectics foiled the things that caused the breakdown in innovation and true problem-solving. Quoting Einstein, she said, "You cannot create a solution within the space where the problem was created."

Synectics allows participants to think outside themselves through the use of various tools that include language, metaphors, and spring-boarding techniques. "It's much easier to work feasibility into a new idea than to work newness into a feasible one," Natalie said.

Anyone in any business or organization will benefit from learning about Synectics through Natalie. Of course, Lorraine and Gene are interested in the benefits from an internal and external marketing perspective, but access to such a program is a must-have in any HR toolbox. Contact Natalie at [email protected].

HIGHLIGHTS

02:57 Welcome Natalie Pantaleo—paesano reunion

05:00 Natalie describes how Synectics solves problems

08:48 The rule of thirds.

11:00 Synectics uncovers solutions in an innocuous environment

15:03 The relationship between solutions and our frames of reference

19:19 Backward-forward thinking

23:41 The challenge of dealing with egos around the problem-solving table

28:42 Synectics meets Marketing

30:30 Inside-out marketing

Episode 012 – Customer Service is the Secret Sauce

SYNOPSIS

Marketing RV was invited to pull into White Dog Café, Wayne, and hung out for this second episode featuring General Manager Ettore Ceraso. The theme of this episode is simple yet crucial in terms of marketing, and Ettore is an expert on the topic.

A native of Naples, Ettore immigrated to the United States as child and, with his family, settled in Philadelphia where he was educated and took a shine to the restaurant and hotel industry. Ettore says he's in the service industry. This disposition is key to his success because his mission is not self-service but customer service. It's that simple! Imagine what that approach can do for your brand, your business, your personal success.

Ettore began his career at The Fountain at the Four Seasons in Philadelphia. He later helped open Davio's Steak House, where he remained for two decades. Now, he's on a mission to learn his new Main Line audience as he prepares to open Rosalie's in the historic Wayne Hotel. White Dog's executive chef Merick Devine has been tapped to be the executive chef at Rosalie's. "He blew my socks away," said Ettore. "After that [tasting], I knew I wanted to join the team."

Rosalie's will feature "Italian Soul Food," a term Lorraine notes was cleverly coined in a popular 2009 publication. Rosalie's is named after the mother of Fearless Restaurant's Marty Grims, a visionary who constantly reinvests in the Fearless brand.

Regarding customer service, Ettore said it all begins at the back door, with each member of the team. Training, development, and coaching is vital, and sometimes "our servers coach us," said Ettore.

HIGHLIGHTS

00:28 Gene has had enough of Lorraine already.

04:48 Find out what's new in the Philly restaurant scene.

07:36 Gene reveals the Ritz Carlton's customer service secret sauce.

08:34 Ettore refuses to give up the Four Seasons secret sauce.

11:27 Where did Rosalie's get the term Italian Soul Food?

14:38 A preview of the Rosalie experience.

19:18 Gene puts Ettore on the spot!

21:00 Gene asks about the portion sizes at Rosalie's.

24:54 Ettore's valuable tip to excellent customer service.

28:06 Learn how you can meet Ettore.

011 – Growth Through PR

SYNOPSIS

While Ranalli and Volpe broadcast from White Dog Café in Wayne, Pa., they explain their unique podcast model that marries new and traditional media, and they dig into the success of Fearless Restaurants. So, there's a little something for every business enthusiast in this show.

White Dog is all about being a good neighbor. Partnering with Alpha Bravo Canine, a local organization that raises and trains service dogs for veterans with PTSD, the three (soon to be four) White Dog Cafés raise funds via Dining Out with the Dogs. The goal is to raise at least $50,000 through the annual event to cover the cost of training one dog for one veteran. Hmmm… What if the annual event, in partnership with Philadelphia's WMMR, raised $50K at each White Dog Café location to cover the cost of raising and training three dogs? Consider that a challenge!

Here's a challenge for Marketing RV enthusiasts: Alpha Bravo Canine's Jennifer Green is looking for warehouse space to train the dogs with veterans. It needs to be ground level to accommodate the veterans. It doesn't have to be an entire warehouse. What a great opportunity to be charitable and serve!

Jaimi Blackburn is the Director of Public Relations for Fearless Restaurants. Wait until you hear some of the fantastic events she's cooked up to promote the chain and engage the community, including the Fearless Women Speakers Series.

Ranalli and Volpe pack a lot of info in each 30-ish-minute episode of Marketing RV. Yes, even the useless info is fun! Check out the highlights if you're too cool to listen beginning to end, but don't miss what Gene has to say about Facebook changing its newsfeed to make it more one-on-one. And you thought you could rest on the laurels of your current social media strategy?

HIGHLIGHTS

01:15 Lorraine learns that Gene never really intended to partner with her on the podcast.

02:00 The Marketing RV podcast model defined. Meet Fearless Restaurant's Director of Public Relations, Jaimi Blackburn.

10:25 White Dog Café was farm-to-table decades before farm-to-table was a thing.

12:45 Dana Lynne's left eyebrow goes up when she likes the food… she can't fake it.

13:50 Jaimi reveals what she believes is the most amazing treat at White Dog Café.

16:00 White Dog Café is proud to support Alpha Bravo Canine.

20:20 Real estate space wanted! Alpha Bravo Canine needs space to train veterans with their service dogs.

23:50 Captain Obvious points out the benefits of live networking.

24:35 Gene tips us off on where Facebook could be heading with its next algorithm change.

28:30 Attention to plating pays huge dividends in social media marketing.

28:50 Does Starbucks train employees to misspell names on cups on purpose?

29:00 Ranalli and Volpe go fist to cuffs about the show's format.

31:00 Lorraine's desperate attempt to connect Delco, and herself, to the Main Line.