Tweet This! Experience Marketing—When B to B is B to C
The Marketing Agency Leadership Podcast
Release Date: 04/16/2019
The Marketing Agency Leadership Podcast
Kevin Hourigan is the President of Spinutech, a full-service website design and digital marketing agency dedicated to developing customized and data-driven digital marketing solutions. Before merging his business with his current business partner, Kevin founded Bayshore Solutions, which he operated for over two decades. He’s been an active YPO member for over 12 years and serves as its Digital Marketing and Media Network Forum Officer. In 2023, Kevin launched The Growth Fire Podcast, a business growth-focused medium where top business leaders share their experiences and insights. When...
info_outline A Journey of Growth and Learning With Jon MorrisThe Marketing Agency Leadership Podcast
Jon Morris is the Founder and CEO of Ramsay Innovations, which helps businesses quickly scale through financial education and strategic funds allocations. In September, Jon founded Fiscal Advocate, which specializes in helping marketing communication firms manage their finances, gain business insights, and grow revenue. Before joining Ramsay Innovations, Jon founded Rise Interactive, a full-service internet marketing agency — growing it from a $10,000 bootstrap business to one of the largest independent digital agencies. Jon is also an Advisor for Fiscal Advocate and was previously an...
info_outline Insights From Jon Tsourakis on Navigating Success in the Marketing IndustryThe Marketing Agency Leadership Podcast
Jon Tsourakis is the Co-owner, President, and Chief Revenue Officer at Oyova, an agency offering integrated digital solutions such as app development, web design, and marketing to create efficient processes for company growth. Jon is a serial entrepreneur and marketing strategist whose continual study of brand identity, business communications, buyer behavior, sales conversion, and various digital marketing techniques keeps him astute to industry standards. His resumé includes executive positions with digital agencies including Innersight dZine Studio, REVOLT, and the Digital Mastermind...
info_outline Building Success, Overcoming Challenges, and Harnessing AI for GrowthThe Marketing Agency Leadership Podcast
Vic Drabicky is the Founder and CEO of January Digital, a digital marketing agency and consulting firm focused on luxury, retail, and beauty. January Digital is dedicated to comprehensive digital planning and execution, encompassing paid search, paid social, programmatic media buying, and SEO. With a wealth of industry experience exceeding two decades, Vic has previously worked with renowned brands such as Nike, Neiman Marcus, Staples, and Michael Kors.
info_outline From Co-Workers to Agency Owners: The Story of Little Hands of StoneThe Marketing Agency Leadership Podcast
Michael Boychuk is the CCO and Co-founder of Little Hands of Stone, a creative agency and Ad Age Small Agency Newcomer of 2020. Michael has nearly 30 years of industry experience, working for notable firms like WongDoody, SK+G Advertising, and Leo Burnett. Before LHoS, Michael helped build Amazon’s D1 internal creative agency as the North American Executive Creative Director. He leveraged his talents and leadership expertise to spearhead four Super Bowl campaigns and the rebranding that shifted Amazon’s identity toward the globally-recognized standalone smile. Michael also helped launch...
info_outline Expert Advice for Agency Owners: Rob Kischuk on Business Growth and Scaling TeamsThe Marketing Agency Leadership Podcast
Rob Kischuk is the Founder and CEO of Bellwood Labs, an on-demand software solution that helps companies develop software from concept to final product. In addition to his development skills, Rob is also a team and relationship builder. He was inspired to start Bellwood Labs to fill the gap between businesses' challenges, objectives, and software products. Rob is a three-time founder and CEO of software tools designed for marketers, including Converge and PerfectPost, and is a mentor at Techstars, a company helping startups with technology, scaling, and product management and strategy. He’s...
info_outline On Generosity, Integrity, Raising the Goal, and Doing it NOW!The Marketing Agency Leadership Podcast
Joe Soltis, CEO, ChoiceLocal (Cleveland, OH) Joe Soltis is CEO at ChoiceLocal, which Joe describes as “the top performing franchise growth engine” with a “money back guarantee.” The agency offers a wide scope of services for franchisors and franchisees of over 50 brands, enabling them to provide “Fortune 500 level customer service, results, strategy, and ROI on the franchisee level” for a “small and medium size business price.” Large clients might be parent companies of franchise systems, franchisors owning 20 or more franchise systems where each system may have...
info_outline How to Bring the “Little Guy” to the TOPThe Marketing Agency Leadership Podcast
Rafi Arbel, President, Market JD (Chicago, IL) Rafi Arbel is President at Market JD, an internet-based advertising that focuses its work on “increasing visibility” for small law firms specializing in personal injury and workers’ compensation cases. With the kind of clientele the agency serves, the written content has to be extremely precise and accurate. That’s why the firm currently employs 3 attorneys. Rafi is one of them. The agency provides websites, search engine optimization, pay-per-click, reputation management, and content production. The work split is about 65% to...
info_outline Why Citizen Branding?The Marketing Agency Leadership Podcast
Robin Raj, Founder and Executive Creative Director, Citizen Group (San Francisco, CA) Inspired by Marc Gobé’s book, Citizen Brand: 10 Commandments for Transforming Brand Culture in a Consumer Democracy, Robin Raj, Founder and Executive Creative Director at Citizen Group, started his agency in 2006 to work with entities committed to meaningful and measurable pro-social impact. His agency’s proposition is that organizations build brand value when they “walk their talk” and operate in ways that enhance society for their employees, shareholders, and consumers. Robin notes...
info_outline A Colorful Review of the Possibilities of PaintThe Marketing Agency Leadership Podcast
Susan Britton, Owner/ Principal Creative Director, Britton Marketing & Design Group (Fort Wayne, IN) Susan Britton is Owner and Principal Creative Director at Britton Marketing & Design Group, a branding boutique agency that focuses on strategy, design, and helping its color-trended consumer goods clients better brand and market themselves. Sue started her career at Vera Bradley and rode a 9-year growth boom where things changed so rapidly the company had to reinvent itself every six months. (Revenues increased from $10 million to $400 million.) She left Vera Bradley on such good terms...
info_outlineThree years ago, Patrick Walldén sold of the majority of his 165 employee agency to a real estate billionaire looking to diversify his portfolio. Arena group was formed when Patrick created Engage, a new lead agency, and combined it with leftovers from his previous company: Kobama, a digital production agency; and Parapix, a film company. Engage works on building engagement within companies . . . and between companies and their customers . . . .to build brand loyalty. Patrick describes Arena as “where brands meet target groups and interact with them in some positive way.”
Rob met up with Patrick at the 2019 South by Southwest Conference in Austin, TX. The two discussed some of the differences and similarities between marketing in Scandinavia and in the USA—the most notable difference being the difference in market size. Arena does work with some large clients. Patrick describes Arena as an activation and communication agency which provides experiential marketing content and event marketing – theater blended with brands and events. A lot of what Arena delivers is product-based.
When Scandinavian Airlines faced constant pressure from discount airlines, Arena helped them establish House of Scandinavia, a physical and digital “bonding platform” where Scandinavian Airlines’ frequent flyers can interact with the company. The focus is on “all things Scandinavian” – food, innovation, and such trademark Scandinavian values as equality and diversity.
Arena creates big brand pavilions for such companies as Volvo and Ericsson in telecommunications. Before social media, it was difficult to get an ROI on huge event marketing platforms. Patrick believes that Social media spin provides the leverage that now makes these big events profitable.
Originally, people thought social media and digitalization would eliminate the need for physical interaction. Au contraire, Patrick claims. Social media actually drives the need to meet more in real life.
No longer are the high-priced marketing experiences targeted to VIPs. Social media has exploded the number stakeholders or influencers that can leverage this type of marketing campaign. So, business to business marketing is becoming more “personal,” – much of it is becoming business to individual or business to person.
How does Arena measure campaign impact? Patrick emphasizes the importance of setting clear targets from the beginning, knowing what you are trying to achieve, and knowing what you could lose. You not only need to know what you need to measure . . . but how you will measure it. If you don’t think it through from the beginning, you may be forced into “faking it” by clever post-campaign KPI placement.
Patrick has found the huge explosion of skilled gig freelancers in the past 10 years has greatly reduced the need for having a large permanent staff . . . agencies can now expand quickly to meet the demands of a large project . . . and easily reduce staff when the project is complete. He feels flexibility and the ability to quickly adapt will become increasingly essential for agency survival.
Patrick can be reached on his company’website at: http://www.arenagroup.eu/ or by email at [email protected]/.