Welcome back to another episode of the Sleeping Barber Podcast! Today, we’re diving deep into advertising with our returning guest, Dan White. Dan, a marketing and insights innovator, former CMO, and co-developer of Kantar's BrandZ, joins us to discuss his latest book, "The Smart Advertising Book." This episode is packed with insights on evidence-based marketing, the importance of broad vs. narrow targeting, optimal marketing budgets, and the effectiveness of bursting vs. spreading your ad spend. Whether you're a seasoned marketer or just starting, this episode offers invaluable takeaways to enhance your advertising strategies.
Our Guest:
Dan White
https://www.linkedin.com/in/danwhite1000/
Marketing & Insights Innovator
Former CMO, co-developed Kantar’s BrandZ - the world's biggest brand equity measurement system
4-time author of some of the best marketing books in the world
Including the topic of today’s call the Smart Advertising Book
Our Hosts:
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps:
0:50 - Intro to Dan
2:43 - How does the Smart Advertising fit with his other books
5:36 - Why write this book
7:35 - SMART = Evidence-Based Concepts
9:38 - The evidence for advertising ROI
13:20 - The evidence for demand generation
14:52 - The evidence for making customer switch
17:32 - The biggest driver of purchase behaviour
18:50 - How does advertising really work
22:14 - Why brands work over the long term
25:09 - We’re overcomplicating how branding works
31:09 - Why brand building is the right phrase
32:13 - Why packaging and ad creative need to match
34:37 - Core Concept: Reach v. Frequency
40:15 - Core Concept: Broad v. Narrow Targeting
48:47 - Core Concept: The optimal marketing budget
53:40 - Core Concept: Burst vs.Spreading Spend
58:44 - Find out more about Dan
1:00:44 - Post Pod with V and Marc
Episode Quote:
"If you can't explain it simply, you don't understand it well enough." - Dan White
Show Links:
The Smart Advertising Book https://www.amazon.ca/Smart-Advertising-Book-deliver-advertising/dp/1915951186
Dan’s Website https://www.smartmarketing.me/
Digital Ad Spend https://www.statista.com/statistics/237974/online-advertising-spending-worldwide
