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Using Holidays to Drive Sales with Emotion. With Natalie Shaw
In this episode of Bean There, Done That!, host Phil Di Bella is joined by marketing expert Natalie Shaw, co-founder of Yom Connect, to explore how hospitality businesses can use seasonal moments like Christmas to build emotional connections and drive real results. With over 25 years of marketing experience across Australia, New Zealand, and the US, Natalie shares how strategy, storytelling, and smart activations make all the difference in a crowded market.
They cover the rise of voice-based AI in hospitality, why consistency matters more than follower counts, and how perception and people are the secret sauce in modern marketing. Whether you're running a café or scaling a brand, this episode will inspire you to stop ticking boxes and start telling better stories.
Key Topics & Themes
The 6 Ps of Marketing: People, Product, Price, Place, Promotion, Perception
How emotional connection builds brand loyalty
Why café owners should prepare early for Christmas
The role of activations, consistency, and customer experience
What social media platforms actually want from your content
Using AI for productivity without losing the human touch
The danger of cutting marketing during tough times
Key Takeaways
Start your marketing with the outcome in mind
Your staff are part of your marketing—train them to connect
Emotional engagement drives loyalty and revenue
Use activations to stand out in noisy seasonal periods
Don’t post and pray—put small spend behind your best social content
AI should boost creativity, not replace it
Perception, quality, and consistency are your brand’s flywheel
If you’re not telling your story, someone else is
Time-Stamped Key Points
00:35 – Meet Natalie Shaw from Yom Connect
02:00 – What performance media really means
04:30 – What’s working right now: brand activations
06:00 – Why marketing must align with customer experience
09:30 – The 6 Ps of Marketing and why “Perception” is everything
13:00 – Marketing starts at the front door: train your people
15:00 – How to use AI tools without losing creativity
20:00 – Voice AI for hospitality: saving time, keeping connection
23:00 – Low-budget, high-impact Christmas marketing ideas
26:00 – Social media: consistency over perfection
30:00 – Influencer marketing myths and mistakes
33:00 – Cutting marketing costs? Think again.
35:30 – Yom Connect’s “Under the Hood” audit explained
36:45 – Favourite branding stories and lessons
About Our Guest
Natalie Shaw is the co-founder of Yom Connect, a boutique performance marketing agency delivering big-agency expertise with personal service. Her past work spans iconic brands like Mazda, Harvey Norman, IPA, and the North Queensland Cowboys. Natalie specialises in strategy-led campaigns that connect emotionally, convert commercially, and build brands people believe in.
Links & Resources Mentioned
Yom Connect: yomconnect.com
The Coffee Commune: thecoffeecommune.com.au
Voice-based AI services: enquire via Yom Connect
Produced by The Podcast Boss
#BeanThereDoneThat #HospitalityMarketing #ChristmasCampaigns #CoffeeBusiness #MarketingTips #TheCoffeeCommune
View all episodes
By The Coffee CommuneIn this episode of Bean There, Done That!, host Phil Di Bella is joined by marketing expert Natalie Shaw, co-founder of Yom Connect, to explore how hospitality businesses can use seasonal moments like Christmas to build emotional connections and drive real results. With over 25 years of marketing experience across Australia, New Zealand, and the US, Natalie shares how strategy, storytelling, and smart activations make all the difference in a crowded market.
They cover the rise of voice-based AI in hospitality, why consistency matters more than follower counts, and how perception and people are the secret sauce in modern marketing. Whether you're running a café or scaling a brand, this episode will inspire you to stop ticking boxes and start telling better stories.
Key Topics & Themes
The 6 Ps of Marketing: People, Product, Price, Place, Promotion, Perception
How emotional connection builds brand loyalty
Why café owners should prepare early for Christmas
The role of activations, consistency, and customer experience
What social media platforms actually want from your content
Using AI for productivity without losing the human touch
The danger of cutting marketing during tough times
Key Takeaways
Start your marketing with the outcome in mind
Your staff are part of your marketing—train them to connect
Emotional engagement drives loyalty and revenue
Use activations to stand out in noisy seasonal periods
Don’t post and pray—put small spend behind your best social content
AI should boost creativity, not replace it
Perception, quality, and consistency are your brand’s flywheel
If you’re not telling your story, someone else is
Time-Stamped Key Points
00:35 – Meet Natalie Shaw from Yom Connect
02:00 – What performance media really means
04:30 – What’s working right now: brand activations
06:00 – Why marketing must align with customer experience
09:30 – The 6 Ps of Marketing and why “Perception” is everything
13:00 – Marketing starts at the front door: train your people
15:00 – How to use AI tools without losing creativity
20:00 – Voice AI for hospitality: saving time, keeping connection
23:00 – Low-budget, high-impact Christmas marketing ideas
26:00 – Social media: consistency over perfection
30:00 – Influencer marketing myths and mistakes
33:00 – Cutting marketing costs? Think again.
35:30 – Yom Connect’s “Under the Hood” audit explained
36:45 – Favourite branding stories and lessons
About Our Guest
Natalie Shaw is the co-founder of Yom Connect, a boutique performance marketing agency delivering big-agency expertise with personal service. Her past work spans iconic brands like Mazda, Harvey Norman, IPA, and the North Queensland Cowboys. Natalie specialises in strategy-led campaigns that connect emotionally, convert commercially, and build brands people believe in.
Links & Resources Mentioned
Yom Connect: yomconnect.com
The Coffee Commune: thecoffeecommune.com.au
Voice-based AI services: enquire via Yom Connect
Produced by The Podcast Boss
#BeanThereDoneThat #HospitalityMarketing #ChristmasCampaigns #CoffeeBusiness #MarketingTips #TheCoffeeCommune