Strategy Sessions

Episode 20 is about Twenty20 cricket. T20 to most fans these days. But this episode isn't about cricket. About 20 years ago the English cricket authorities identified a problem. Falling attendances, reducing relevance and people moving away from cricket. This week's guest, Stuart Robertson, was the marketing manager at the time. Luckily, he knew his marketing onions and used researched, insight and a deep understanding of the problem to 'invent' T20 cricket. This isn't a podcast about cricket, although we do chat a lot about it. It's a podcast about marketing and you'll find a whole host of information about how to solve problems through a marketing lens from this show. And finally, we've got a T.O.P.T.I.P from Jane Roper, from Behind The Ad. If UTM tracking is lost on you, this is for you. In the episode we discuss: **How T20 cricket came to be born – the marketing version o The rationale for the new competition o The research behind the product development o Stakeholder engagement o Launching the product o How it landed better than anyone expected o Globalisation of the game **The Hundred – cricket’s newest format from the ECB o Is the strategy correct o Is it close enough to cricket to be successful **Starting a career with a graduate training programme at the Milk Marketing Board **A career in sport marketing **Moving to agency world Stuart Robertson Stuart Robertson is the Commercial and Strategy Director at The Canopy, a fast growing creative agency in Winchester. An experienced Commercial Director with a successful career in rights-holder sports administration, he has held senior commercial positions at both governing body and club level. Recognised as the 'creator' of Twenty20 Cricket whilst in his role as the ECB’s Marketing Manager, Stuart changed the whole cricketing world and, perhaps, the entire sporting landscape around the globe. Find Stuart on LinkedIn: https://www.linkedin.com/in/stuart-robertson-7407291a/ And The Canopy Studio are here: https://thecanopy.studio/ Or on LinkedIn https://www.linkedin.com/company/the-canopy-studio/ Stuart’s Book Recommendations Ottolenghi SIMPLE by Yotam Ottolenghi  Blah! Blah! Blah!: Memoirs and advice from one of British advertising's mavericks by Dave Buonaguidi  This is Going to Hurt: Secret Diaries of a Junior Doctor by Adam Kay TOPTIP with Jane Roper Owner of Behind the Ad, a newly formed marketing consultancy in Northern Ireland that focuses on educating small business owners on what marketing is in order to make informed marketing decisions for their business. Jane has worked across several industries from financial services to eCommerce, to not for profits and would consider herself a 'marketing geek' who feels most comfortable 'behind the ad', analysing data to make informed decisions. When asked what she loves most about marketing, her reply is, 'marketing at the core is about opening business up to new possibilities and customers to new experiences and we as marketers get to be part of that journey..." https://www.facebook.com/behindtheadmarketing/ https://www.behindthe-ad.com/ Andi Jarvis Find me on Twitter or LinkedIn 

Nick is Facebook’s Director of Agencies. We discuss the future of advertising, regulation and how agencies can get the best out of Facebook and Instagram. Featuring Nick Baughan and Gil David Facebook, Inc In this episode we discuss: · A career in agencies and moving to Facebook · Managing the scale of advertisers at Facebook · How agencies can interact better with FB · What skills agencies might need to succeed · The role of the data analyst v ad buyer · Government regulation of Facebook · Brand safety · Ad placements and content · New social platforms and how competition drives the product forward · The rise of ecommerce solutions on Facebook products Nick’s Book Recommendations The War of the Poor by Éric Vuillard The Order of the Day by Éric Vuillard Important Links Agency help: https://www.facebook.com/business/help Agencies: The agencies link redirects to this page  https://www.facebook.com/business/agencies/about Blueprint: https://www.facebook.com/business/learn Beer by the coast - Dave Dye writes about his recollections here: https://davedye.com/2014/08/18/adnams-pt-2-words/ Nick Baughan Nick Baughan is Facebook’s Director of Agencies leading their partnerships with the marketing, professional services and investment industries. Prior to joining Facebook in 2019, Nick spent 13 years at WPP Plc most recently as CEO of Essence across EMEA, overseeing media investment for advertisers including Google & BT. Nick sits on a range of industry trade bodies and committees including the Effies Council, the Advertising Standards Authority Industry Advisory Panel, The Advertising Association Trust Working Group and the IAB Board. Previously Nick also sat on the World Economic Forum’s Global Council for Information. Nick also mentors for the Marketing Academy programme. Nick lives in North London with his wife and two children. Gil David Gil David is on Twitter https://twitter.com/Gil_RunDMG and LinkedIn https://www.linkedin.com/in/gil-david/or you can find him at the Run DMG https://www.run-dmg.com/ Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Kyle is the CMO of a VC backed SaaS company. He talks marketing, brand, team building and history. He hates onions too.  In the episode we discuss: SaaS Marketing Why you shouldn’t measure brand campaigns (really) Surprise and delight prospects and customers Using repeatable templates to speed up marketing activity Working at a software firm that gets acquired In praise of Salesforce Content v content marketing Use of personality in SaaS marketing Recruitment Using Predictive Index in recruitment The challenges of recruiting the right people while growing fast (40 – 215 people) The importance of diversity of background in recruitment Matching culture and marketing Unlimited vacation policies Juggling family, work and WFH Everything Else The history of content marketing Killing push notifications to improve productivity Using direct mail to stand out What’s old is new in marketing Making sure marketing has business impact The Stockdale Paradox Kyle’s Book Recommendations Alchemy: The Surprising Power of Ideas That Don't Make Sense by Rory Sutherland  The House of Morgan: An American Banking Dynasty and the Rise of Modern Finance by Ron Chernow  Rhythm: How to Achieve Breakthrough Execution and Accelerate Growth by Patrick Thean  Lessons from the Hanoi Hilton: Six Characteristics of High Performance Teams by Taylor Baldwin Kiland and Peter Fretwell. Things we talk about in the show Salesforce’s ad that is one of the best around https://www.linkedin.com/posts/markritson_advertising-activity-6759295434704994304-Q1zh The Stockdale Paradox https://www.jimcollins.com/concepts/Stockdale-Concept.html Kyle Lacy Kyle Lacy brings over 13 years of experience in marketing with a slice of revenue. He is currently Chief Marketing Officer at Lessonly. Prior to joining Lessonly, Kyle held senior positions at OpenView, Salesforce and ExactTarget. He is also the author of three books, Twitter Marketing for Dummies, Branding Yourself and Social CRM for Dummies. He wears monotone, loves history and hates onions. Find Kyle on LinkedIn: https://www.linkedin.com/in/kylelacy/ And Twitter https://twitter.com/kyleplacy And Lessonly are here: https://twitter.com/lessonly https://www.instagram.com/lesson.ly/ https://www.linkedin.com/company/lesson-ly/ https://www.facebook.com/lessonlyapp Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

Koen Pauwels is a Professor of Marketing with a deep understanding of how to measure the effectiveness of your campaigns. This is unmissable. Koen Pauwels is Distinguished Professor of Marketing at Northeastern University and co-director of its Digital, Analytics, Technology and Automation (DATA) Initiative. This episode is littered with stories and useful anecdotes, all backed up with data that are useful for businesses of all shapes and sizes. In this episode we discuss: · The need for marketing academic programmes to bring in reading from more than just a handful of countries. · Brand love in the UK v Brazil… why countries have different buying processes and what that means for marketers · *That* Freakonomics podcast – what they got right and what they got wrong · Why you should be cautious with extrapolation and test yourself · eBay and the power of brand in paid search · eBay and how not to do digital advertising · Why the type of site your ads appear on matters – content integrated v content separated · Does retargeting actually work? · Advertising metrics – how to look at them to help your business · Building brands to increase your pricing power · Long and short term effects of advertising · Should all marketing metrics be tracked back to sales? · Lessons for small and medium sized business from global effectiveness studies · Should you spend more or less on advertising during a recession? (We’ve got one coming, so it’s worth listening to) · Why there’s no such thing as the perfect amount of data · What B2C marketing and B2B marketing can teach each other · Using marketing to help roll out the COVID vaccination programme · The value of marketing education for senior teams Koen’s Book Recommendations His books include ‘Modeling Markets’ and ‘Advanced Methods for Modeling Markets’ for researchers and “It’s Not the Size of the Data – It’s How You Use It: Smarter Marketing with Analytics and Dashboards” for managers (http://notsizedata.com/). Contagious: How to Build Word of Mouth in the Digital Age by Jonah Berger  Beloved Brands: The playbook for how to build a brand your consumers will love by Graham Robertson  Give and Take: A Revolutionary Approach to Success by Adam Grant  The Hype Machine: How Social Media Disrupts Our Elections, Our Economy and Our Health – and How We Must Adapt Sinan Aral  Empirical Generalizations about Marketing Impact by Mike Hanssens The Smart Marketing Book by Dan White Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Chris is the CEO of Lightyear, a Belfast based intelligent accounts payable automation platform. Product marketing is his thing. Chris has more than 10 years of experience across the technology industry from founding and leading fintech companies to leadership roles in Fortune 500 companies. His views on the product marketing world are worth listening to. In this episode we discuss: · Product development and the Lightyear start up story · Positioning and why it’s so hard · The challenges and benefits of being a mid-market provider v enterprise · Selling on features v benefits (FAB and Which Means That) · Running a bootstrapped business · Surviving and thriving through COVID 19 · Dealing with hyper growth · Marketing planning when the future is uncertain · “Follow me home” or how big business uses ethnography · The importance of talking to customer services and support · Measuring performance (KPIs and OKRs) · Some of the mistakes Chris has made (and what he learned from them) · Product teams v marketing teams · The Belfast start-up scene · Running a team in Belfast and Sydney · Why we should all focus on climate change Chris’s Book Recommendations · LinkedIn and Medium for bite-sized content · https://www.finextra.com/ Other Stuff We Talk About In The Show https://smxmuenchen.de/en/ - come and see Andi talking about “which means that” FAST not SMART objectives – it was MITSloan Management Review not HBR…. SORRY. Don’t @ me. Lightyear’s expansion plans and support from Invest NI https://www.investni.com/media-centre/news/lightyear-double-ni-workforce-over-ps1m-investment Find Chris on LinkedIn: https://www.linkedin.com/in/greggchris/and Twitter https://twitter.com/LightYearChris Lightyear are everywhere! https://www.lightyear.cloud/ https://twitter.com/lightyearcloud https://www.linkedin.com/company/lightyearcloud/ https://www.facebook.com/lightyearCloud/ https://www.instagram.com/lightyearcloud/ https://vimeo.com/lightyearcloud

Mike Follett is the MD of a research company that uses eye tracking software to measure ad effectiveness.  His insights will blow your mind! Mike Follett is the Managing Director of Lumen, the leading attention technology company. Lumen uses eye tracking to understand the reality of attention to advertising, helping clients buy better digital media and develop more eye catching creative. In this episode we discuss: · Eye tracking technology and how it helps cut through opinions in advertising · Starting off doing studies on newspaper ads and moving into digital · How ad agencies work and the problems with opinion v fact · Measure twice and cut once in planning for your ads · Marketing as an art v science and the rise of data · Art directors v copywriters · Why you’re thinking about Facebook ads the wrong way · Why no one cares about your ads · The attention economy and algorithms · Marketing is more like seduction than war · Advertising attribution models and why you should look at incrementality not last click · Why the site your ads sit on has a huge affect on impact · Does advertising work Mike’s Book Recommendations Paid Attention: Innovative Advertising for a Digital World by Faris Yakob Eye and Brain: The Psychology of Seeing by Richard L Gregory The Attention Merchants: The Epic Struggle to Get Inside Our Heads by Tim Wu Bob Hoffman’s ad contrarian blog http://adcontrarian.blogspot.com/ Mark Ritson on Marketing Week https://www.marketingweek.com/mark-ritson/ Mike Follett Mike began his career in advertising, working for in DDB in London, New York and Mumbai, before being part of the team that founded Lumen in 2013. He holds degrees from Oxford University and Imperial College London. Find Mike on LinkedIn: https://www.linkedin.com/in/michael-follett-a474216/ Or email him at mike.follett@lumen-research.com And Lumen Research on Twitter here:  https://twitter.com/lumenresearch Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Leitcia is the entrepreneur behind Paz.Ai, a start-up that is unlocking refugee tech talent across Europe. We recorded this episode just before Christmas and it brought joy to my heart. I knew it had to launch as the first episode of 2021 as it’s a story of hope, vision, determination and, yes, marketing. In this episode we discuss: · What it really means to be an entrepreneur – and it’s not what you think · Conducting real market research and understanding your target market · Asking the right questions · Giving people hope · Maslow’s hierarchy of needs and how it was essential in framing Paz’s approach to the refugee crisis · Design thinking · Running a kickstarter fundraising programme and the challenges of that · Understanding your ‘why’ and how to use it properly · Regaining hope and building a circular project Leti’s Book Recommendations The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers by Ben Horowitz Leticia Galdón Leti is a social entrepreneur determined to build a bridge between the high tech industry and refugee professionals. She is an advocate of technology for good and believes in enhancing the diversity of the tech workforce. She is co-founder and CEO of PAZ a social impact startup whose mission is to unlock the refugee tech talent in Europe by upskilling them in tech and connecting them with work opportunities. PAZ brings together professionals, companies, and organizations to unfold the potential and untapped talent of refugees in order to create Europe’s most diverse and ethical tech workforce. In her spare time, she likes to get involved in projects around education, social impact, and tech, where she supports leadership teams around innovation and team culture. She is currently collaborating with Amplio Ventures on the Refugee Starforce book project. She has also collaborated with General Assembly, Samsung, The International Committee of the Red Cross, and Unicef. Find Leti here: LinkedIn: https://www.linkedin.com/in/leticiagaldon/ Email: smile@paz.ai Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Katie Jackson is the Managing Director of TBWA\London. She’s also been described as Mary Poppins on steroids and is great fun to interview. On publishing day, I realised I hadn’t given this episode a great / cheesy name, so it became The Episode With No Name – creative, right? In TEWNN, we talk about · Being Mary Poppins on steroids · Disruption and TBWA’s approach to it · Why ‘brand’ isn’t a fluffy term · T shaped v I shaped marketers · How the government has communicated it’s COVID messaging · Why creative is essential · Media and messaging being best mates · Formal education v learning on the job · Hun wines · The power of oops (or when things go wrong) · The power of being yourself · A T.O.P.T.I.P for everyone Katie was brilliant to interview and shares some fantastic insights into marketing, campaigns and brands which will resonate with everyone. Links to stuff we talked about on the show Hun Wines launch campaign https://www.campaignlive.co.uk/article/were-ok-hun-wine-brand-shifts-festivals-outdoor-ads-during-lockdown/1682051 All the different COVID comms from the government  https://www.thedrum.com/news/2020/09/14/how-the-uk-government-s-coronavirus-messaging-has-developed-over-the-summer Sound the excuse  https://www.tbwalondon.com/work-soundtheexcuse Katie’s Book Recommendations Why Did the Policeman Cross the Road?: How to solve problems before they arise by Stevyn Colgan https://amzn.to/38A08RF Eleven Rings by Phil Jackson https://amzn.to/3eZPN2H Benedict Evans’ newsletter https://www.ben-evans.com/newsletter Find Katie here: Twitter: https://twitter.com/K_Jackson_01 LinkedIn: https://www.linkedin.com/in/katiejackson2/ And Finally If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

The Strategy Sessions… A marketing podcast.  Episode 12 ‐ Black Friday A Discussion With Luke Carthy You know the drill.  It’s November, the pumpkins are in the compost heap and if you’ve got kids, you’ve started to wheel out the threat of “Santa’s watching” to improve behaviour.  Yes, Christmas is coming.  Which means, from a business perspective, it’s almost BLACK FRIDAY.  That means we get all steamed up about a concept we imported from the States (I’ll get over it soon) and focus on selling piles of products to our customers. If you want to know how to win in ecommerce, have a listen to the discussion with Luke Carthy.  Highlights of the discussions include:  Amazon (can you talk ecommerce without mentioning them?!)  Postage and why people hate paying for it  Investing in your brand   Products being ‘good enough’ to sell  Luke and me working together  The opportunities and challenges of Christmas 2020  What you can do if you haven’t set up online sales yet  The numbers! Margin v sales and LTV of customers  Black Friday  Lessons to younger marketers  Links We Discuss  Eugene Wei’s Invisible Asymptotes  Discontinued products blog  Blue Array’s Mastering in-house SEO book  Luke X When Luke comes together to work with Eximo Marketing, we go under the brand of Luke X. We both still run our own companies, we just buddy up for some clients who need both our skills. Why us? You get Luke’s impeccable ecommerce skills and Andi’s strategic marketing approach.  We know the companies that win online are those who have their whole game working. Just having a great product isn’t enough. Just investing in performance marketing won’t work in the long term. We can help you navigate the complex world of ecommerce and find the right course for sustainable growth.  Get in touch. Luke Carthy  Luke is a well-seasoned eCommerce consultant and international speaker delivering double/triple-digit growth for eCommerce brands. Luke parks himself right in the centre of conversion, growth and SEO disciplines. Having worked with brands spanning both D2C and B2B verticals including CAT, Renault and Mayflex, Luke knows a thing or two when it comes to getting C-suite buy-in and delivering smart, scalable eCommerce growth.  Find Luke here…  lukecarthy.com/  Twitter.com Linkedin.com And check out Luke’s haircare brand, Afrodrops  Andi Jarvis  If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.  If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.  Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.  Andi Jarvis, Eximo Marketing

Influencer Season continues the run of terrible names for podcasts with amazing guests. This week, Sedge Beswick, joins Andi to discuss influencer marketing. Sedge is Founder and MD of SEEN Connects an Influencer Marketing agency that works with clients like Nike, eBay and Panasonic. We discuss: The Kardashians (luckily only briefly) Being a Nike fan Strategy first Measuring the ROI of influencer marketing Robbie Williams v Metallica Growing an agency The ASA guidelines Questions NEVER to ask her at a dinner party Lessons for her younger self Show Notes Sedge Beswick As one of the first in the UK to work within social media, Sedge forged her path with global brands before launching SEEN Connects: a globally-based, innovative influencer marketing agency. Just some of the brands on Connects’ client list are Nike, Bumble, Panasonic and eBay. Connects’ influencer relationships include household names, such as musician Lewis Capaldi and television presenter Laura Whitmore. Sedge’s expertise is regularly called upon by global news networks, such as BBC News and Sky News, as well as print publications like the Financial Times. As a habitual contributor to The Drum magazine, Sedge offers invaluable insight into the influencer industry. She is a visiting university lecturer and an accomplished public speaker, having hosted workshops for No.10 Downing Street and Google. Passionate about education, Sedge also set up a mentor programme to support young people going into the marketing industry, and is now responsible for having placed over 50 young people into jobs in the UK. Sedge’s two books are: 140 Ultimate Twitter Lols Make Instagram Your Business Seen Connects website Find Sedge on LinkedIn or Instagram Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.