The Marketing Architects

NBC Universal paid nearly $8 billion for Olympic broadcast rights through 2032. But is sports marketing really worth the cost?This week, Elena, Angela, and Rob dive into the world of sports marketing as the Summer Olympics kick off. They explore the surprising scale of sports advertising, the evolution of athlete endorsements, and whether Olympic sponsorships are worth the premium price tag. Plus, hear why many brands could get more for their dollars by looking beyond major sporting events.Topics covered:   [01:00] Looking to the 2024 Paris Olympics[02:14] Scale of global sports marketing spend[06:00] History of athlete endorsements[09:00] Notable brand deals for the 2024 Olympics[12:00] Pros and cons of micro-influencer athletes[13:00] Contrarian view on sports marketing ROI[18:30] Alternatives to major sports sponsorships  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2024 Ad Age Article: https://adage.com/article/marketing-news-strategy/2024-summer-olympics-advertisers-sponsors-and-media-plans-paris-games/2566426 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob discuss how marketers can leverage framing and decoy effects to sway consumer choices and boost confidence in their decisions.Topics covered:   [00:40] “Changing Decisions: The Interaction Between Framing and Decoy Effects”[01:30] Background on cognitive biases[02:25] Framing vs. decoy effect[03:10] Congruent vs. incongruent decoys[05:55] How do positive and negative scenarios affect decisions? To learn more, visit marketingarchitects.com/podcast  Resources: Di Crosta, Adolfo, Anna Marin, Rocco Palumbo, Irene Ceccato, Pasquale La Malva, Matteo Gatti, Giulia Prete, Riccardo Palumbo, Nicola Mammarella, and Alberto Di Domenico. 2023. "Changing Decisions: The Interaction between Framing and Decoy Effects" Behavioral Sciences 13, no. 9: 755. https://doi.org/10.3390/bs13090755  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Removing TV from a marketing campaign can reduce its impact by 39%. That’s a massive drop—and evidence of the impact including TV in your marketing mix has.This week, Elena, Angela, and Rob discuss the most effective marketing channel combinations. They explore how TV boosts other channels' performance, the creative challenges inherent to multi-channel campaigns, and the complexities of buying and measuring across channels. Plus, hear their takes on which two channels they'd choose for a D2C brand campaign (if TV wasn't an option).Topics covered:   [01:00] Kantar study on TV's impact on campaigns[03:30] ThinkBox research on channel combinations[07:00] Creative challenges of multi-channel campaigns[11:00] Media buying across channels[13:00] Measuring multi-channel marketing strategies[20:00] AI's role in cross-channel marketing[24:00] Top channels for D2C brands  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2023 Kantar Report: https://www.bandt.com.au/kantar-study-finds-removing-tv-could-reduce-a-campaigns-impact-by-39/2022 Thinkbox TV Article: https://www.thinkbox.tv/research/thinkbox-research/demand-generation#key-findings Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Diving into the world of Large Language Models (LLMs) for market research, the podcast discusses the impressive accuracy of AI models, the visualization of brand similarities, and the importance of blending LLMs with human insight. Topics include battling skepticism, the pushback for adopting LLMs, and the need to combine cutting-edge tech with traditional methods for better insights and data.

The podcast explores the use of AI-driven market research and the practical applications of LLMs for better understanding audiences. Topics include simulating human responses, synthetic audiences vs. traditional methods, launching ScriptSooth for pretesting TV commercials, and potential futures of AI.

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob discuss research showing that starting customer surveys with open-ended positive questions can boost spending and loyalty by reinforcing positive memories and attitudes, making it a simple yet powerful strategy for increasing sales.Topics covered:   [00:45] “Mere Measurement “Plus”: How Solicitation of Open-Ended Positive Feedback Influences Customer Purchase Behavior”[02:13] Asking for feedback brings more sales[04:45] Customer commitment and consistency[05:25] Positive experience reconstruct memories[07:40] Turning causal tasters into food lovers To learn more, visit marketingarchitects.com/podcast  Resources: Mere Measurement “Plus”: How Solicitation of Open-Ended Positive Feedback Influences Customer Purchase Behavior by Sterling A. Bone, Katherine N. Lemon, Clay M. Voorhees, Katie A. Liljenquist, Paul W. Fombelle, Kristen Bell Detienne, and R. Bruce Money is Journal of Marketing Research, 54(February), 156-170, 2017. The DOI for the article is 10.1509/jmr.14.0232.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

How much should your competition influence your marketing strategy? When should you focus on them? And when does it make more sense to ignore them?  In this episode, Elena, Angela, and Rob discuss competition in marketing. Together, they review strategies for brands navigating competitive pressure and share real-world examples of how some companies have positioned themselves against their rivals. Plus, learn why standing out is sometimes easiest when you don’t obsess over your rivals for consumer dollars. Topics covered:   [1:11] Marketing laws: double jeopardy and duplication of purchase[2:14] Risks of over-focusing on competitors[5:20] Creating and dominating new categories[8:03] Rob's history lesson on category entry points[14:04] Potential pitfalls of rebranding[17:54] Using different channels as a competitive advantage   To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: 2018 Building Distinctive Brand Assets Book: https://www.amazon.com/Building-Distinctive-Brand-Assets-Romaniuk/dp/0190311509/  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Every marketer dreams of crafting unforgettable, creative campaigns. But what does creativity really look like? How can you consistently achieve it? And why do so many campaigns fall short of the mark?This week, we’re tackling these questions head-on. Elena, Angela, and Rob are joined by VP of Creative Vivienne Wan to uncover the secrets of creativity in advertising and how you can harness this power to create effective campaigns.Topics covered:   [0:53] Importance of creativity in marketing[5:46] Defining creative marketing[9:41] Steps for developing creative ideas[12:26] Overcoming creative limitations[17:05] How emotional marketing drives action[21:48] Successful creative campaign example   To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Neuromarketing Blog: https://www.neurosciencemarketing.com/blog/articles/emotional-ads-work-best.htm Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob discuss how loyalty programs boost spending, especially among light and moderate buyers, when tailored rewards are offered. They learn that customizing incentives based on purchasing habits can enhance a program’s effectiveness.Topics covered:   [00:50] “The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty”[02:30] Loyalty program’s influence on buying patterns[03:15] The difference between light, medium and heavy buyers[04:50] Immediate rewards… for light buyers?[07:15] Loyalty programs resemble a botanical garden To learn more, visit marketingarchitects.com/podcast  Resources: Liu-Thompkins, Yuping. (2007). The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty. Journal of Marketing - J MARKETING. 71. 19-35. 10.1509/jmkg.71.4.19.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Join Elena, Angela, and Rob as they discuss marketing effectiveness with guest Mark Ritson. Topics covered include the importance of research in discovering effective marketing strategies, the impact of AI on advertising, undervaluation of TV advertising, and the enduring lessons of marketing history.