Sleeping Barber - A Marketing Podcast SBP 089: Future Demand, Not Demand Generation. With James Hurman.
Welcome to another episode of the Sleeping Barber Podcast!
Join Marc and Vassilis as they dive into the world of marketing effectiveness with special guest James Hurman.
James, the founder of Previously Unavailable and the Masters of Advertising Effectiveness program, shares his deep insights into the startup ecosystem, the importance of balancing customer acquisition costs (CAC) with brand awareness, and the concept of future demand. This episode is packed with valuable knowledge on how to build sustainable marketing strategies that drive long-term success.
Enjoy the show!
Our Guest:
James Hurman - https://www.linkedin.com/in/jameshurman/
- Founder Previously Unavailable - Innovation Studio
- Founder & Programme Director of the Masters of Advertising Effectiveness course with WARC
- Co-founder of Tracksuit - a SaaS brand health tracking system
- Co-author with Peter Field on the Cannes Lions / WARC publication called Creative Effectiveness Ladder
- Author of a new book for startups called Future Demand and The Case for Creativity
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:
0:00 - Episode Introduction
3:28 –the trouble with CAC & the startup playbook
6:39 – why future demand (brand building) is important for startups
10:15 – is demand generation possible
15:04 – Why CAC gets worse without brand awareness
17:30 – Split budgets between brand and performance marketing
19:00 – James’ journey into effectiveness
24:14 – What is effectiveness?
26:35 – The Creative Effectiveness ladder
32:35 – Do ads wear out or wear in?
37:10 – The customer need behind Tracksuit’s brand health tracking SaaS
41:10 – Lessons for early-stage startups
44:53 – The power of industry expertise inside a startup
47:58 – Building Effectiveness knowledge inside companies
51:15 – Much of what marketers are taught is wrong
53:30 – Marketing evidence needs to wear in
54:15 – how to learn more about James
55:09 - Post Pod with V and Marc
Background Research & Literature:
James on LinkedIn https://www.linkedin.com/in/jameshurman/
Tracksuit https://www.gotracksuit.com/us
Previously Unavailable https://www.previously.co/
Creative Effectiveness Ladder https://www.lionscreativity.com/creative-effectiveness-ladder
The Principle of Future Demand https://www.previously.co/projects/the-principle-of-future-demand