In this episode, Kim Morales, Senior Director of Brand Marketing at Miller's Ale House, joins our host Daniel Weiner.  Kim shares some advice for agency owners, her thoughts on in-person vs remote work, and insight into the future of TikTok. 

Kim assures us that these turbulent times are manageable. She encourages marketers to keep their consumers at the heart of everything they do and that focusing on the consumer is the most important business strategy in any climate. Daniel agrees that sometimes marketers focus too much on what they want rather than on what the consumer wants. 

When asked about her feelings about remote work versus in-person work, Kim recalls a time when she was working remotely with an agency during COVID-19. She said that she preferred working in person with an agency because she feels that there is something special about having a group of creative people come together. An in-person work setting also allowed agencies to retain talent for longer periods of time.

While a TikTok ban remains a hot topic, Kim does not see the app going anywhere anytime soon. While it looks like legislation will be pushed through, she believes that TikTok will find a way to stay connected to its users in the US. 

Check out this week’s episode to hear more about how agencies can be more collaborative with their clients and how to be ready for anything in 2024. 

Guest-at-a-Glance

💡 Name: Kim Morales, Senior Director of Brand Marketing at Miller's Ale House

💡 Where to find them: LinkedIn

Key Insights

The Great Equalizer:

Kim and Daniel discuss talent retention at agencies and how Covid has become the great equalizer. Before Covid, talent flocked to big cities like New York and LA to find work. Now that remote work has become more normalized, talent has dispersed and people are finding work all over the country.

Making Connections:

With Daniel’s help, Kim was able to connect with agencies and contractors and make the right hires for MAH. The process was streamlined and personable and she enjoyed getting to collaborate with Daniel’s recommendations on some very important projects. 

Not Excited About AI 

Kim is not AS excited about AI as some. While she does find it to be a very helpful resource, she is more excited about marketers finding the intersection of brand and culture and using it to develop culturally relevant campaigns. Keeping up with the times can be very difficult but staying culturally relevant is a very unique way that restaurants can connect with their consumers. 

In this episode, Rachel Smith, VP of Marketing at Sky Zone, joins our host Daniel Weiner. Rachel shares insights from her journey from being a radio host to her current role in marketing, reflects on changes in consumer behavior throughout her career, and why you shouldn’t take things personally in this industry. 

Their conversation kicks off with Rachel's observation about the shift in marketing strategies companies need to make to reach younger generations. She advocates for more sincerity and storytelling in content to address fatigue from constant sales pitches. Rachel emphasizes the importance of adapting to meet the evolving needs of consumers, especially in a world saturated with marketing messages.

Daniel chimes in with a hilarious anecdote about AT&T's mishandling of a service outage, which highlights the need for authenticity and transparency in brand messaging. Rachel agrees and stresses the importance of follow-through after issuing apologies or promises to customers. Customers want to be seen and heard - so explaining how this outage happened, how they’re going to fix it, and how it’s never going to happen again, is crucial to earning your customers' trust. 

Rachel also offers advice to agencies and vendors seeking to collaborate with marketing leaders like herself. She stresses the importance of building genuine connections and avoiding overly aggressive sales tactics. Rachel encourages a more thoughtful and empathetic approach to outreach, highlighting the value of respectful communication. For example, having a mutual colleague tee up a conversation is much better than cold pitching your product to strangers on LinkedIn. 

Check out this week’s episode to hear more about Rachel Smith’s strategies for creating meaningful connections and fostering creativity in the marketing industry.

Guest-at-a-Glance

💡 Name: Rachel Smith, VP of Marketing at Sky Zone

💡 Where to find them: LinkedIn

Key Insights:

They Called My Baby Ugly 

Rachel Smith, VP of Marketing for Sky Zone, shares a pet peeve she has working in the marketing industry. It's those messages saying, “I looked at your website performance and I can improve it by doing X, Y, and Z. Calling her website, her baby, “ugly” is a sure-fire way to ensure you never get a message back

Don’t Take It Personally 

Not aligning on a project the first time around is not a big deal. In fact, it can make you and the client closer as you get a clearer picture of what they actually want. As long as you are gracious and you don’t take it personally, this moment will just be a bump in a very long road ahead. 

The Ethics of AI

Rachel Smith, VP of Marketing at Sky Zone, expressed her excitement for AI in the marketing industry. She and her team are finding a comfortable balance between ethics and efficiency so that everyone is satisfied. 

In this episode of YouShouldTalkTo, Daniel Weiner sits down with Brandy Blackwell, VP of Marketing at the Another Broken Egg Cafe. Brandy is a strategic powerhouse all about optimizing her marketing strategy in 2024 and beyond.  

Marketing has changed drastically in this post Covid world and one of the things Brandy noticed is that people are aging into their social media platforms. Boomers and Gen Xers are on Facebook. You can’t even find a 20-something-year-old on Facebook. And 20 somethings and younger are on TikTok. Knowing where your audience is on social media will be a game changer in the next few years. 

Brandy also predicts that the next six months are going to be a little difficult economically, so you need to be able to be patient. Focus on those key business drivers and do what works for you rather than whatever everyone else is doing. Right now is the time to really personalize your strategy and make sure that what you’re doing is what’s best for your company and your franchisees. 

There’s the right way to give gifts and there’s the wrong way to give gifts. Brandy says that she will accept reasonable gifts if she doesn’t know they’re coming in the mail. But super grandiose gifts from people she’s never spoken to, or spoken to once or twice, is a big red flag. Especially when the sales people start to expect something because of the gift. 

This episode is full of great strategic advice for anyone looking to fine tune up their marketing strategy in 2024. 

Guest-at-a-Glance

💡 Name: Brandy Blackwell, VP of Marketing at Another Broken Egg Cafe

💡 Where to find them: LinkedIn

Key Insights:

Push and Pull

Brandy Blackwell, VP of Marketing for the Another Broken Egg Cafe, says that she needs a bit of pushing pull from her SMEs to execute the best marketing strategy she can. If you have ideas, she wants to hear them now, not after the fact. 

“Are we in a Recession?” 

When asked what keeps her up at night, Brandy said the state of the economy for the next six months. There are signs that the next few months are going to be a bit rough. But if your strategy is personalized for your company and you’re not chasing trends, you’ll be alright.

Overwhelmed with Tech Options

There are so many new programs and software out there that it’s hard to keep track! It’s overwhelming to figure out if you should switch out your program for a new one and if the cost of the switch is worth it. At the end of the day you have to keep an eye on the money and make a strategic decision. 

In this episode of YouShouldTalkTo, Daniel Weiner sits down with Erin Levzow, CMO of the Museum of Ice Cream. Erin shares all the ins and outs of being a CMO for a company that sells joy. 

Erin says that one of her favorite things about marketing is that it can be incredibly algorithmic. She can take a look at the data and know what she needs to do based on their findings. If the audience does this, she’ll do that. And she finds that she can be more creative with this mathematical thinking.  

As the leader of her department, she shares that the best thing that you can do is be prepared to be spontaneous. She will always value her plans, but she knows that life can be unexpected and affect her work very quickly. So she has learned to be flexible. That way she can keep a level head and pivot her team towards the next best plan of action.

Erin also talks about the interpersonal relationship skills that you need when cold pitching and working with agencies. More than once she has received emails with the wrong names, rude attitudes, and even gift cards from people trying to bribe her into a meeting with them! None of these tactics, according to her, are going to get you a meeting with anyone. If you’re looking to call or meet with a CMO, consider the basics. Start with knowing their full name and how you can be of value to them. 

This episode offers great advice for CMOs, employees, and agency owners who are looking to polish off their networking techniques and make better connections. 

Guest-at-a-Glance

💡 Name: Erin Levzow, CMO at Museum of Ice Cream

💡Noteworthy: Have a plan, but be prepared to be spontaneous. 

💡 Where to find them: LinkedIn

Key Insights

Math in Marketing Encourages Creativity

Erin Levzow, CMO of the Museum of Ice Cream, explains why she thinks that an algorithmic approach can encourage more focused creativity. She knows that it sounds like the opposite is true - but she has found that once you start to put parameters around an idea, you are more likely to create something innovative and new. She has seen people innovate at a higher rate, test faster, and produce amazing results. 

It’s Going to Go to Sh*t

In response to a question asking how to survive as well as thrive in 2024 as a CMO, Erin answered, prepared to be spontaneous. Always have a plan, always know where you’re going, but be prepared for that plan to go to shit. And it could be for a number of factors: a recession, layoffs, a political year, advertising space - any number of things that are out of your control. Be prepared to be flexible.

Please Don’t be Rude

If we’re talking about cold pitching, Erin has seen it all. People have tried every single way to get her attention. Whether that means being rude in their emails, questioning her budget, or even bribing her with $10 gift cards if she would just take a meeting with them. Not only will this not get you hired, but it will kill your chances of working with her and her company in the future. 

In this episode of YouShouldTalkTo, Daniel Weiner sits down with Monica Fleury, CMO of 100 Coconuts. Monica tells us all about the changes coming to the marketing industry. She’s provided profound insights into the ever-evolving landscape of marketing, including the fact that customers care about what brands care about. 

Customers want to know what a brand stands for and if they can align with their values. 100 Coconuts, for example, prides itself on authenticity and sustainability. While that would usually live within the company’s mission statement, marketers are now making that information readily available to their customers because their customers are looking for information. Customers will then buy from 100 Coconuts knowing that they are a sustainable brand and they themselves align with sustainability. 

Monica also talks about the responsibilities that brands should take when an agency fails to complete a project. There are many reasons that a brand could have sabotaged an agency's work. Things like clear briefs, timelines, and budgets are on the brand to avoid overwhelming agencies. 

It’s also important to reward the vendors that invest in you. Monica tells us the story about how she was auditing her company's vendor list and increased the rates of the vendors who did consistently good work. And she raised their rates without asking them. Monica says it’s important to invest in your vendors because they invest in you too. 

This episode offers great insights into the current cultural shift in the marketing industry and agency dynamics. 

Guest-at-a-Glance

💡 Name: Monica Fleury, CMO at 100 Coconuts

💡Noteworthy: She believes in investing in your agencies and your vendors. The more you invest in them the more they invest in you. 

💡 Where to find them: LinkedIn

Key Insights:

Customers Care About What You Care About

Monica Fleury, CMO of 100 Coconuts, tells us how the industry is changing for both marketers and consumers. The mission statement used to be exclusively for internal use. Now customers want to know what you stand for and what you believe in. So now the mission statement is public and customers align themselves with you if you align with any shared values - like sustainability, for example. 

Unrealistic Expectations 

Monica believes that the unrealistic expectations of brands can traumatize agencies. She says there are good agencies out there, but you can’t expect too much from them when you’re overwhelming them with work and expecting the best results. Things like timelines, budgets, and clear briefs are the responsibility of the brand. 

Authenticity and AI

Monica talks about how she’s been grappling with the idea of using AI in marketing. Her current company’s mission is all about authenticity, and she feels as if AI goes against that mission. So, she’s removed AI from her marketing strategy. It may be more work, but she believes that her customers will appreciate the effort. 

In this episode of YouShouldTalkTo, Daniel Weiner sits down with Kacie Jenkins, the SVP of Marketing at Sendoso. Jenkins shares her unique insights on marketing for an AI-based company and how to manage all the different moving parts. She shares a particularly traumatic story of working with an agency that was way in over their heads and resulted in the company’s website crashing right in the middle of a product launch. 

While it was a traumatizing experience, Jenkins says that the event pointed out specific red flags within the agency that she can look for in the future. Because of the previous agency’s failure, she was recommended a much better fit for the project. The newer agency had much better communication skills and she was able to connect with the team on a human level, rather than the cold, reserved communication she was getting from the previous agency. Jenkins says that the more human approach translates well in start-up spaces while making the client jump through hoops to communicate their needs does not. 

Kacie also recognizes how much pressure can be put on herself and her team. Working in the marketing industry can feel like a bunch of adrenaline rushes, which is very exciting. But it’s also important that everyone on the team has a chance to recharge their batteries. She talks about how she monitors her team to ensure no one burns out. Which can include spa days and gifting! 

Kacie is looking forward to the marketing industry as a whole focusing on a more personal connection with their customers. She wants to see more creativity and risk-taking, rather than focusing on meeting short-term goals as fast as possible. Jenkins believes that AI will help companies make more personal connections and that Sendoso is working in the right direction.

This episode is a must-listen for anyone interested in the more human side of being an SVP in Marketing, and what it takes to be a leader in the startup world.  

Guest-at-a-Glance
💡 Name: Kacie Jenkins, SVP Marketing at Sendoso

💡Noteworthy: Kacie emphasized the importance of self-care within your leadership strategy and making sure no one on your team burns out. 

💡 Where to find them: LinkedIn

Key Insights

MIA: Hired Agency Goes Missing When Website Crashes

Kacie Jenkins, SVP of Marketing at Sendoso, tells us how everything went wrong during a product launch as she recounts a negative agency experience. In hindsight, she could recall some red flags that she thought could be a problem down the line. However, she never expected the agency’s entire team to go missing when they caused a website crash in the middle of a launch. It took hours for Kacie to communicate with someone on the team, and even then it was clear they were way in over their heads.

Embracing the Shift Toward Human-Centric Marketing

Kacie says she’s excited for the resurgence of personalized marketing. She mentioned that marketers want to shift towards more personal, thoughtful, and useful approaches. The two emphasize the shifting focus toward creating meaningful connections with their audiences. She’s also looking forward to seeing brands embracing creativity and experimentation, and moving away from a strict focus on short-term goals. 

In this episode of You Should Talk To, host Daniel Weiner sits down with Helen Piña, the VP of Marketing at White Cup. Helen dives deep into the world of CRM solutions tailored specifically for distributors. She emphasizes the significance of having a CRM that addresses the unique needs of distributors, given the vast array of generic CRM options available in the market.

Helen passionately shares her belief in the importance of product marketing. She argues that a strong product marketing foundation is essential for any marketing endeavor to succeed. Without understanding the target audience, their problems, and how a solution addresses those problems, other marketing strategies risk falling flat.

The conversation takes a light-hearted turn as they discuss the challenges of defining White Cup's messaging and the humorous moments they shared during the podcast recording. Through it all, the episode offers valuable insights into the marketing landscape and the role of CRM in it.

Guest-at-a-Glance

💡 Guest: Helen Piña, VP of Marketing at White Cup

💡Noteworthy: Helen Piña, VP of Marketing at White Cup, specializes in distributor-tailored CRM solutions.

💡Where to find Helen: LinkedIn 

Key Insights:

The Power of Product Marketing:

Helen Piña underscores the pivotal role of product marketing in any business venture. She passionately believes that without a solid foundation in product marketing, other marketing strategies are bound to falter. Helen emphasizes that understanding the target audience, their challenges, and how a solution addresses those challenges is paramount. Without this understanding, even the most sophisticated digital marketing or demand generation campaigns might not hit the mark. In essence, product marketing lays the groundwork for all other marketing endeavors, ensuring they resonate with the intended audience.

White Cup's Unique CRM Offering:

White Cup stands out in the crowded CRM market by offering solutions tailored specifically for distributors. Helen highlights that while there are numerous generic CRM options available, distributors have unique needs that require specialized solutions. White Cup's CRM not only addresses these specific needs but also empowers distributors with tools to harness their data effectively, driving revenue and ensuring business growth.

The Challenges of Messaging:

During the episode, there's a candid moment where Helen grapples with succinctly defining White Cup's messaging. This moment underscores a broader challenge many companies face: crafting a clear, compelling message that resonates with the target audience. Helen's candidness offers a relatable glimpse into the intricacies of marketing communication and the importance of getting it right.

In this episode of YouShouldTalkTo, host Daniel Weiner sits down with Jami Horowitz, the VP of Marketing at Surcheros. 

Jami emphasizes the importance of prioritizing needs when seeking partnerships and offers insights into the evolving landscape of agencies. She believes that while agencies are abundant, finding the right fit is crucial for brands. 

Jami also dives into her role at Surcheros, a growing brand with a unique niche in college towns. She discusses the shift from Quick Service Restaurants (QSR) to the rise of fast-casual dining, emphasizing the value of customization in the latter.

As they navigate the challenges of marketing in a tight-budget environment, Jami underscores the significance of conversion media and the need for agencies that recognize the value of every dollar.

Guest-at-a-Glance
💡 Guest: Jami Horowitz, VP of Marketing at Surcheros

💡Noteworthy: Jami Horowitz: 15+ years in food industry, heavily focused on QSR evolution.

💡Where to find Jami: LinkedIn 

Key Insights

The Value of Agency Experience:

Jami Horowitz believes that every brand marketer, regardless of their industry, should start their career at an agency. Being thrown into the deep end at an agency allows individuals to learn every part of the business, understand the intricacies of agency operations, and become better brand partners. This experience equips them to discern when to challenge agencies and ensures effective collaboration.

Relationships Over Tools:

Jami emphasizes the significance of relationships in the agency world. While many agencies might offer similar services and access to the same platforms, what differentiates one from another is the people and the relationships they foster. She believes that people buy people, not just services or access to tools. Building and maintaining strong relationships is paramount for successful collaborations.

Earning the Right to Innovate:

In the realm of marketing, Jami underscores the importance of proving return on investment (ROI) before venturing into more creative and experimental strategies. By demonstrating consistent ROI, marketers earn the trust of their stakeholders, which then grants them the freedom to explore innovative approaches and "have a little bit of fun" with their campaigns.

In this episode of YouShouldTalkTo, Daniel Weiner sits down with Robert Berris, the Chief Innovation Officer at Brightwell. They cut through the noise and get real about the challenges and opportunities in innovation. Berris brings a fresh take on co-creation, emphasizing the need for client collaboration from the get-go.

The conversation shifts gears to the often-dreaded RFP process. Both agree it's broken. Berris offers a no-nonsense approach: no decision-maker in the room, no proposal. It's that simple. He argues for a process that values meaningful questions over price tags.

Lastly, they delve into the complexities of navigating a regulated industry like payments. Berris shares his ongoing journey to validate new ideas in a space where MVPs are a no-go. The episode wraps with insights that challenge conventional wisdom, making it a must-listen for anyone looking to shake up their business strategy.

Guest-at-a-Glance

💡 Name: Robert Berris, Chief Innovation Officer at Brightwell

💡Noteworthy: Expert in innovation, emphasizes client collaboration and challenges conventional RFP processes.

💡 Where to find them: LinkedIn

Key Insights:

Standing Out in a Saturated Market:

Robert emphasizes the need for agencies to differentiate themselves by showcasing the value they've created for clients. He criticizes the repetitive pitches that focus on buzzwords like "human-centered" and "strategic," stating that agencies should instead highlight their unique contributions to client success.

Measuring Innovation:

When it comes to innovation, Robert advises focusing on what you intend to learn and why. He introduces the concept of a "learning agenda," which includes knowns, unknowns, assumptions, and hypotheses. This structured approach helps in validating key unknowns and can be a game-changer in any industry.

Rethinking the RFP Process:

Robert calls out the flaws in the traditional RFP (Request for Proposal) process, stating that it often dehumanizes the interaction between agencies and brands. He argues for a more collaborative approach, where both parties can ask meaningful questions and understand each other's thinking.

In the latest episode of YouShouldTalkTo, host Daniel Weiner engages with Matt Kobach, the VP of Marketing at Slice. Matt demystifies Slice, highlighting its distinctiveness from other delivery giants like Uber Eats and DoorDash. He emphasizes the critical role of understanding the customer and the product in successful marketing.

Matt shares insights from his professional journey, touching on the importance of taking pride in one's work. He recalls his days as a golf caddy and lawn mower, drawing parallels to the satisfaction he feels in executing a well-crafted marketing campaign. The conversation underscores the value of dedication and precision in any endeavor.

Wrapping up, the duo delves into the challenges and objectives that keep Matt on his toes. Sales, app downloads, and customer engagement top his list. The episode serves as a testament to the power of clear vision and unwavering commitment in the marketing realm.

Guest-at-a-Glance

💡 Name: Matt Kobach, VP of Marketing at Slice

💡 Noteworthy: From PhD candidate to social media expert, Matt pioneered marketing strategies, even becoming the NYSE Snapchat guy.

💡 Where to find Matt: LinkedIn and Twitter

Key Insights
The Power of Understanding 'Why' in Marketing:

Matt Kobach emphasizes the importance of understanding the 'why' behind marketing decisions. He believes that knowing the reasons behind actions leads to more effective content creation and marketing strategies. Without this understanding, marketing can become a mere color-by-numbers exercise, lacking depth and effectiveness.

Sales Drive Marketing Objectives:

For Matt, the primary concern that keeps him up at night is sales. He stresses the importance of seeing consistent growth in various metrics, such as the number of shops onboarded, orders per shop, and app downloads. Matt believes that marketers should align their objectives with tangible business outcomes, focusing on metrics that directly impact sales and customer engagement.

Passion Makes the Difference:

Matt wants team members who are genuinely passionate about Slice. He believes that this passion is crucial for the platform's success, as it directly impacts local, independent shops. Matt's favorite pitch came from someone who not only downloaded the Slice app but also approached a local pizza place to inquire why they weren't on the platform. This level of initiative and genuine interest stands out and makes a significant difference.