More 2 Marketing Podcast - Expert advice on marketing, product and all things business

Birthdays - when they got commericalised In this podcast, we learn more the evolution of birthday celebrations from ancient rituals to widespread personal festivities, highlighting the role of marketing and promotional strategies in this transformation. She noted that the commercialisation of birthdays began in the 19th and 20th centuries, with businesses recognizing the economic potential of these celebrations. In contemporary marketing, birthdays represent opportunities for businesses to engage with customers on a personal level, through personalised emails, exclusive discounts, and birthday clubs. Effective marketing can lead to increased customer satisfaction and loyalty, as well as repeat business. Susan concluded by suggesting that businesses consider incorporating personalised promotions into their marketing strategies, not just for birthdays, but also for anniversaries and employee join dates. Visit ⁠@more2marketing⁠  www.more2marketing.com.auDon't forget to follow to be the first to hear the next podcast and for transcripts. Please note: This is a conversation style podcast - raw and authentic. If you have any questions or who like to be on guest on More 2 Marketing, please⁠ contact us⁠.

The importance of understanding the difference between efficiency and effectiveness in marketing, and how this impacts CEOs' trust in the marketing department with Gee RanasinhaIn this podcast, Susan and Gee discuss the importance of understanding the difference between efficiency and effectiveness in marketing, and how this impacts CEOs' trust in the marketing department. They also discussed the complexities of marketing, particularly in relation to customer behaviour and decision-making, and the challenges of marketing within a business environment dominated by finance-oriented decision-making. Lastly, they emphasised the need for collaboration between different teams within a business, the misuse of AI in marketing, and the future of marketing, agreeing that the biggest advances will be psychological rather than technological. Gee Ranasinha - CEO - KEXINOGee has been in marketing since the days of dial-up internetand AOL CDs. Today, he's the CEO of KEXINO, an award winning marketing agency.Over the past 16 years KEXINO has helped over 400 startupsand small businesses in around 20 countries grow awareness, reputation, trust - and sales. A Fellow of the Chartered Institute OfMarketing, Gee is also Visiting Professor at two business schools, teaching Marketing and Behavioral Economics to final-year MBA students.  Linkedin -  https://www.linkedin.com/in/ranasinha/Learn more at https://kexino.com/https://kexino.com/bloghttps://calendly.com/kexino/free-marketing-discussion Visit ⁠@more2marketing⁠  www.more2marketing.com.auDon't forget to follow to be the first to hear the next podcast and for transcripts. Please note: This is a conversation style podcast - raw and authentic. If you have any questions or who like to be on guest on More 2 Marketing, please⁠ contact us⁠.

Embracing sustainable business practices In this podcast, Susan explores the topic of sustainable business practices. She defines sustainability in business as operating in a manner that meets present needs without compromising the ability of future generations to meet their needs. This involves a holistic approach that considers environmental, social, and economic impacts. Susan discusses various forms of sustainable practices, such as reducing carbon footprint, minimising waste, and ensuring fair labour practices. She also introduces the concept of the circular economy, which emphasises keeping products and materials in use, designing out waste, and regenerating natural systems. Susan highlights the benefits of adopting sustainable business models, including enhancing brand image, leading to cost savings, attracting investment, and driving innovation. She provides examples of companies that have successfully implemented sustainable practices, such as Depop, Thin Line Furniture, and Ikea. Finally, she outlines steps for businesses to implement sustainable practices, including assessing current impact, setting clear goals, engaging stakeholders, redesigning products and processes, and monitoring progress. Learn more at www.more2marketing.com.au Visit ⁠@more2marketing⁠ Don't forget to follow to be the first to hear the next podcast and for transcripts. Please note: This is a conversation style podcast - raw and authentic. If you have any questions or who like to be on guest on More 2 Marketing, please⁠ contact us⁠.

How to communicate to Gen Z and not alienate everyone else with JM Herrmann In this podcast, we learn from special guest JM the challenges and opportunities of effectively communicating with Gen. Z without alienating other age groups, emphasising the importance of authenticity, values, and cultural context in brand communication. Together we explore the role of social media trends, the risks of chasing trends, and the importance of maintaining branding across different generations. The conversation concluded with a discussion on the evolution of social media platforms and the potential for brands to create their own communities.   JM Herrmann Chief Strategy Officer at Thinkingbox Linkedin - https://www.linkedin.com/in/iamjm/ Award-winning and modern strategic/creative executive leader with over 14+ years of integrated marketing and advertising experience by being fortunate enough to work on some of the best brands in the world.   Visit ⁠@more2marketing⁠ Don't forget to follow to be the first to hear the next podcast and for transcripts.   Please note: This is a conversation style podcast - raw and authentic. If you have any questions or who like to be on guest on More 2 Marketing, please⁠ contact us⁠.

Budgets - key aspects, commonly overlooked items and emerging trends In this podcast, Susan discusses the importance of budgeting in business management, highlighting various types of budgets and introducing three budgeting trends: zero-based budgeting, conditional budgeting, and integrated business planning. She emphasises the benefits and challenges of each approach, including their alignment with strategic goals, resource utilisation, adaptability, transparency, and decision-making. Susan concluded by stressing the significance of integrated business planning in aligning an organisation's strategic, operational, and financial plans, and its potential to foster collaboration and achieve sustainable success.   Visit ⁠@more2marketing⁠ Don't forget to follow to be the first to hear the next podcast and for transcripts.   Please note: This is a conversation style podcast - raw and authentic. If you have any questions or who like to be on guest on More 2 Marketing, please⁠ contact us⁠.  

Joining a company as the new CMO can feel like you have walked through the door at Thank God you are here! Why? With David Scribner In this podcast, Susan and David discuss the challenges of starting a new role as a CMO in an existing company. David, a highly accomplished marketing leader with experience in top executive roles at companies like Virgin Mobile and Nestle, shared his insights on the topic. He emphasised the importance of grounding in full P. And L. Management and applying that learning in different industries. David also mentioned his current venture, F. V. Advisory, where he continues to empower organisations with his strategic acumen. David provides tips and advice on how new CMOs can walk into a new role and become a master at their craft quicker. Key topics include: transition lag, high expectations, new planning cycles, team assessments and technology constraints.   David Scribner – Co-Founder CEO of Virgin Mobile, CMO at Telstra, AGL, Virgin and CCO at Ooh Media. 
Board member of AANA, Chair of Ad Standards. He is long been regarded 
as one of the leaders of the Australian marketing community. Linkedin - https://www.linkedin.com/in/davidrossscribner/ http://www.fvadvisory.com/   Visit ⁠@more2marketing⁠ Don't forget to follow to be the first to hear the next podcast and for transcripts.   Please note: This is a conversation style podcast - raw and authentic. If you have any questions or who like to be on guest on More 2 Marketing, please⁠ contact us⁠.

Affiliate marketing - what is it and how can I utilise it In this podcast, we discuss the concept of affiliate marketing, a performance-based marketing strategy where businesses reward partners for driving traffic, sales, leads, or conversions. Susan explained how it works, mentioning that affiliates receive unique links or codes to promote business products or services, and earn commissions for each sale, lead, or action generated. Susan also highlighted the benefits for businesses, such as cost-effectiveness, scalability, and increased qualified leads. Susan further discussed the roles of advertisers, affiliates, customers, affiliate networks, and tracking technology in affiliate marketing. Susan also touched on the pros and cons of affiliate marketing, and provided tips for businesses considering implementing an affiliate program.   Visit ⁠@more2marketing⁠ Don't forget to follow to be the first to hear the next podcast and for transcripts.   Please note: This is a conversation style podcast - raw and authentic. If you have any questions or who like to be on guest on More 2 Marketing, please⁠ contact us⁠.

Metaphoric storytelling and its importance for brands to standout and be authentic with Sue Rice In this podcast, Susan and Sue discuss the importance of metaphoric storytelling in marketing and its ability to tap into the unconscious mind of consumers. Sue, a world-class marketer and author of "Tiny Thunder," emphasised that storytelling allows for both relationship building and persuasion, making it a powerful tool in the digital world. She also highlights the need to move beyond just telling brand stories and to incorporate a wider range of stories from various sources.   Sue Rice - CEO and founder – Sue Rice Inc. Linkedin - www.linkedin.com/in/suerice/ International Email Marketer | Outreach Architect | Professional Copywriter | Metaphoric Storyteller | LinkedIn Social Selling Expert | Digital Strategist For Top World Brands | Author of Tiny Thunder Learn more at Home - Sue Rice.Com-World-Class Copywriting Book – digital Tiny Thunder – www.suerice.com/tinythunder/ Book – paperback Tiny Thunder   Visit ⁠@more2marketing⁠ Don't forget to follow to be the first to hear the next podcast and for transcripts.   Please note: This is a conversation style podcast - raw and authentic. If you have any questions or who like to be on guest on More 2 Marketing, please⁠ contact us⁠.

How was marketing used in the era of the Titanic? In this podcast, Susan discusses the Titanic as a symbol of luxury and innovation in the early 20th century. She explores the types of products and services advertised for the Titanic, including culinary delights, luxury amenities, and travel and lifestyle products. Susan also highlighs the legacy of brands like Coca-Cola and the White Star Line, which influenced modern cruise liners. She emphasises the importance of knowing the audience and creating an experience, as well as being aware of over-promising. The conversation ended with Susan reflecting on the Titanic's impact on marketing and the legacy it has left.   Visit ⁠@more2marketing⁠ Don't forget to follow to be the first to hear the next podcast and for transcripts.   Please note: This is a conversation style podcast - raw and authentic. If you have any questions or who like to be on guest on More 2 Marketing, please⁠ contact us⁠.

New Year and end of year sales - good or bad? In this podcast, we discuss the reasons behind companies' end-of-year and end-of-financial-year sales. Susan discusses three key elements: consumer psychology, retailer motivation, and marketing cycles. Susan explains that consumer psychology plays a significant role during holiday periods, as people are more inclined to buy gifts or prepare for the New Year. Retailer motivation involves clearing unsold inventory to make room for new stock and capitalising on end-of-year bonuses. Lastly, marketing cycles involve sales periods tied to natural lulls post-holidays. Susan also highlights the benefits and drawbacks of these sales campaigns, including a potential boost in revenue and the ability to meet annual revenue goals for seasonal products. Visit ⁠@more2marketing⁠ Don't forget to follow to be the first to hear the next podcast and for transcripts.   Please note: This is a conversation style podcast - raw and authentic. If you have any questions or who like to be on guest on More 2 Marketing, please⁠ contact us⁠.