104: Understanding What Customers REALLY Want – Lessons Learned from Flawed Election Polls
Release Date: 12/20/2016
![128: Develop Your Intuition for Breakthrough Business Ideas [with Bernadette Jiwa] show art](https://assets.libsyn.com/item/5419973?height=50&width=50)
128: Develop Your Intuition for Breakthrough Business Ideas [with Bernadette Jiwa]
The Heart Of Marketing
Bernadette Jiwa joins The Heart of Marketing to share ideas from her new book Hunch: Turn Your Everyday Insights into the Next Big Thing. In it she busts some of the myths we believe about “creative genius” and how innovation really happens. “We covet groundbreaking ideas and the people who have them,” Jiwa writes in the introduction. “We believe in superstars and visionaries, in the power of Eureka! moments and special circumstances that set great ideas and their creators apart. But when we dig deeper, we find that the secret of these visionaries isn’t necessarily their...
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127: Coca-Cola And The Future of the CMO
The Heart Of Marketing
Did you hear the news? Coca-Cola has eliminated its chief marketing officer (CMO) and in its place, drum roll, please, (Well, you're going to have to listen to what Coca-Cola is doing in the C-suite.) When you think about the role of the CMO, anyway, it's taking a beating. The average tenure for every big brand corporate CMO is, oh, about four years. They last less than a CEO these days. Think, too, about who reports up to the CMO. How about maybe 10 different departments and hundreds of employees in marketing in various roles? Heck, even public relations reports up into the marketing...
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126: How Evian of Suave To Make Us Naive In Branding
The Heart Of Marketing
Did you recently hear of the trick Suave played on its consumers? Millennial women, actually. Unilever's Suave heard from its base that they wanted a higher end brand at value pricing. Now, we all know that Suave ain't no top-shelf Tequila. It's often relegated to the drugstore shelf or the supermarket shelves with rows and rows of like products (think Head and Shoulders). We're not making fun of the brand, just stating the facts, Ma'am. So, some clever marketer decided to do this (take a listen and find out, K?). And, as a public relations marketer, I have to say I am duly impressed with...
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125: Why Consider Social Listening Strategy & Some Tool Tips For You
The Heart Of Marketing
If you're merely sharing on social media and not clueing into social listening, then it's likely your brand isn't powered up on social channels. There are way too many users on each social media channel and it's impossible to listen in on all the conversations without some help. As John Gregory Olson and Jayme Soulati suggest in this episode of it's also important to know your objectives when you use social media. It's also important to better understand your customer so you can offer the right goods and services your customer is demanding right there on Twitter. Every brand is suffering...
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124: IKEA Seizes Opportunity With Veggie Balls, More Food Items To Compete for Customers
The Heart Of Marketing
Veggie balls at IKEA are a hot topic, so much so that the global retailer is putting more attention on its food menus to attract a growing market of folks who just come to IKEA to dine. Have you ever been to an IKEA, smack in the middle of nowhere to accommodate the massive warehouse and shopping experience people love to see and visit? Truly, it's not easy getting there, nor is it easy getting to the front doors depending on where you have to park. Imagine traipsing to IKEA just for dinner?! Well, that's what IKEA leadership began to see in the numbers of dinners served -- 650 million in one...
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123: Why This Email Worked And This One Didn't
The Heart Of Marketing
There's an art and science to email marketing, and today on your #RockHot co-hosts Jayme Soulati and John Gregory Olson share a few back and forths about an email that did and an email that didn't. What does it take for you to open an email and read it until the end? Have you ever said, yes, I need to speak with this guy? Or, maybe mostly, it's delete, delete. John and Jayme have a few stories to tell as to why one of their experiences worked while the other not so much. And, along the way we recognize one of our buds -- for his enthusiasm about an email that didn't! (Remember, Jason was our...
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122: Is IoT a Marketer's Dream Or Just Catering to the 1 Percent?
The Heart Of Marketing
Today on we have a shortie/mini conversation about a recent Wall Street Journal article relating to smart refrigerators. These new formerly called ice boxes, can now dual as a television, screen for viewing what's inside and when it spoils, a note-taking panel with calendar, and way too much more. The smart refrigerators are leading the way with the trend toward Internet of Things (or IoT, as it's known). Do you have designs on adopting a smart device to wire the inside of your home to the Internet? Bet you don't even know that your thermostat operates on WiFi and your 'ring video doorbell'...
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121: Ann Handley Talks Content Marketing Strategy
The Heart Of Marketing
We are delighted to welcome to today. She's interviewed by our also delightful co-host who is a self-professed "fan boy" of Ann and her work. Taken directly from her website: Ann Handley is a veteran of creating and managing digital content to build relationships for organizations and individuals. Ann is the author of the Wall Street Journal bestseller (September 2014, Wiley) and co-author of the best-selling book on content marketing, (2011, Wiley). She is the Chief Content Officer of MarketingProfs; a LinkedIn Influencer; a keynote speaker, mom, and writer. Today's Episode Ann and...
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120: Will Video Kill Off Written Content?
The Heart Of Marketing
no he's not our guest today and we're working on that, has been writing about the popularity of video in content marketing. He shares a really nice piece right Today, and take a stab at exploring the new onset of 'vlogs' or video blogs versus blogs or web logs. There is more video streaming happening on practically every platform, and there are more folks taking a spin in front of the camera to push content. Did you know you can also do video with visuals, graphics and copy? You don't even need to be in front of the camera, right, John Gregory Olson? The growing trend toward the...
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119: How to Use Digital Media to Make In-Person Conferences More Valuable
The Heart Of Marketing
Heading to a social media conference this year? How about a conference in marketing, public relations, SEO, content, email, or whatever your vertical is? Conferences are indeed best practice for in-real-life branding. You show up and immediately someone recognizes your face because of your avatar on Twitter or a Facebook post. (It's the coolest thing.) So, you show up, you network, you make a connection and you hit the social media sphere and share what you're learning. We got the idea for this episode from a reporter in the Wall Street Journal who wrote a jazzy piece about her attendance...
info_outlineThe 2016 POTUS election created a firestorm among advertisers; so much so that the new whisper on the street is that advertisers are missing the mark.
What's the mark, you might ask?
Why, it's Middle America -- that mark! Advertisers have always targeted coastal elite as their consumer of choice. Those folks who walk Michigan Avenue, Rodeo Drive and 5th Avenue with disposable income for luxurious products, you know, all the gorgeous people who inhabit the nation's largest metropolises.
Today? After the election that brought the U.S. Donald Trump? NOT SO MUCH.
Advertisers are definitely in a hot spot spiral without a connection to the new mainstream -- those consumers who live and breathe the fresh air of small-town and rural America. That's the new consumer, and advertisers haven't a clue how to relate with them.
While Jayme Soulati heads down about three rabbit holes this episode, John Gregory Olson shares his professorial approach to what's happening and why voice of customer is so important with which to align.
For sure the main point emanating from this episode is 'Get Local.' Advertiser? You're gonna have to do just that and that goes for brands, companies, businesses and the like that want to better understand the new mainstream.
Collect your data. Plot some inference. Draw conclusions. And revamp the strategy. It's the only way to get in touch with the new normal.