Strategy Sessions

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.

Episode 10 ‐ Obviously Awesome Featuring April Dunford, Luke Carthy and Andi Jarvis. Obviously Awesome is a such an obviously awesome name for a book, we had to rob it for the podcast. April is a world leading authority on positioning, the misunderstood marketing concept that can be the difference between winning and losing for your company. Developing a systematic way of positioning technology products and companies has become her life’s work and she has had the privilege of working with more than 100 companies, allowing me to go even deeper and broaden my positioning expertise. We talk about the concept of positioning, how to spot when it’s going wrong, understand how to do it right and throw in a few questions from social media in an enjoyable and insightful chat. Episode 10 also features a T.O.P.T.I.P from Luke Carthy, an ecommerce consultant who has some great last minute tips for sorting out Black Friday and Christmas for your business. As always, a big thanks to our sponsor, Moyee Coffee. I’m a big fan of the coffee and the work they’re doing to help farmers in Ethiopia and Kenya achieve a living income. Please check them out. April Dunford April lives in Toronto, Canada - one of my favourite places - and has kids, a small dog, and a cabin in the woods. I get the feeling the cabin in the woods is her favourite place in the world! The bulk of April’s work is with early and growth-stage startups. Companies where the stakes are high - and weak positioning can mean the difference between success or failure. She also work with large global companies, helping them develop deeper positioning expertise in their product and marketing teams. Her book, Obviously Awesome, came highly recommended by Rand Fishkin on this podcast and captures my ideas about positioning and a methodology for doing it that any startup can follow. It’s become a best-seller and popular among entrepreneurs, product, and marketing folk. April studied Engineering in University, and wasn’t meant to be in marketing or writing books, but it turns out she’s great at both of those. April’s book recommendations were: The Challenger Sale: How To Take Control of the Customer Conversation by Matthew Dixon Positioning: The Battle for Your Mind by Al Reis and Jack Trout https://www.aprildunford.com/ https://twitter.com/aprildunford T.O.P.T.I.P from Luke Carthy Luke is an ecommerce specialist who gets results. He’s a speaker, podcaster and dad and an all round great guy. https://lukecarthy.com/ https://twitter.com/MrLukeCarthy https://www.linkedin.com/in/lukecarthy/ 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.

This week we talk to Zaid Al-Qassab, the Chief Marketing Officer of Channel 4. Zaid leads the marketing and digital teams, and 4creative, Channel 4’s award-winning in-house creative agency.  Channel 4 is a publicly-owned and commercially-funded UK public service broadcaster, with a statutory remit to deliver high-quality, innovative, alternative content that challenges the status quo. We talk brand management, building teams, education the P&G way, being authentic with diversity and inclusion and discuss the bight future that Channel 4 has - even in a world where streaming dominates the discussion. We’ve got a T.O.P.T.I.P from Laura Hogan aimed at account managers and people in client facing roles. As always, a big thanks to our sponsor, Moyee Coffee. I’m a big fan of the coffee and the work they’re doing to help farmers in Ethiopia and Kenya achieve a living income.  Show Notes Zaid Al-Qassab Zaid is also a Director and Council member of the Advertising Standards Authority, and a Board Trustee of WaterAid. He was previously the Chief Brand & Marketing Officer of BT plc, where he led the BT, EE, Plusnet & Openreach brands. Zaid was educated at Oxford University, where he read PPE (Philosophy, Politics & Economics), and has also completed the Financial Times Non-Executive Director Diploma. He spent 20 years at Procter & Gamble, in marketing & commercial roles, including as Managing Director of the Health & Beauty division for the UK & Ireland. Following that, he was Chief Marketing Officer of HouseTrip, a digital start-up which was bought by TripAdvisor in 2016. He is committed to diversity and inclusion. Zaid’s book recommendations were: Thinking, Fast and Slow by Daniel Kahneman Predictably Irrational: The Hidden Forces That Shape Our Decisions by Dan Ariely Factfulness: Ten Reasons We’re Wrong About The World - And Why Things Are Better Than You Think by Hans Rosling The Perils of Perception: Why We’re Wrong About Nearly Everything by Bobby Duffy The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies by Les Binet and Peter Field you can find the best charts from the research here: https://effworks.co.uk/ten-best-charts-binet-field/ The award winning C4 Complaints Welcome campaign is worth 90 seconds of your time. T.O.P.T.I.P from Laura Hogan Laura is a dog fanatic who runs Jelly Bean, an agency based in Birmingham delivering sweet results (geddid?!) Find Laura on Twitter or LinkedIn. Andi Jarvis I’m hosting another live podcast for agency owners and directors on Monday 7 September. Following on from the great discussion with Carrie Rose (Rise At Seven) and Tom Etherington (Evolved Search), I’ll be chatting to Stacey MacNaught (MacNaught Digital) and Paddy Moogan (Aira). We’re discussing how to grow an agency, what its like leading an organisation through a global pandemic and what the secret is to a great agency/client relationship. This live podcasts takes place from  12.00 - 1.00pm on Monday 7th September. It’s free but you do need to sign up for a ticket. Register for your ticket today. If you enjoyed the show, please give it a 5⭐️ rating!

The Con Is On… I catch up with Mike Winnet, THE self-appointed, uninspirational, backwards thinking “leader” currently dimfluencing thousands of, below average, people on LinkedIn and YouTube. With a bio like that, you know it’s going to be a great interview. Mike is known for his series of videos exposing Contrepreneurs- business people using dodgy, unethical tactics to fleece people. We’ve got a T.O.P.T.I.P about diversity and inclusion from Ineke Houtenbos of IH Training. I’ve been talking about equality and #BLM for a while now and Ineke provides training that could be useful to your organisation. You get a short segment from me this week about creating great content. Just avoid the hacks and get rich quick scams and you’ll do alright. As always, a big thanks to our sponsor, Moyee Coffee. I’m a big fan of the coffee and the work they’re doing to help farmers in Ethiopia and Kenya achieve a living income. Please check them out. Show Notes Mike Winnet “When it comes to business, Mike has forgotten more than your favourite guru will ever know…” said one, six star, review. Despite a busy schedule, Mike still finds time to shoot his counterintuitive business bollocks all over your LinkedIn newsfeed, each and every day. “The Contrepreneur Series” Can you get-rich-quick? Of course you can! You’ve seen the ads. A guru sat on a lime-green Lambo, screaming about their book, course, mentoring and bootcamp. Just follow their formula (sign up to the inevitable upsell) and you’ll be financially free! Well, Mike clicked the ads, went to the events and invested his money, so you don’t have to. Did he lose all his money or get rich quick? Find out the real results AND reveal what tricks they use to get YOUR hard earned cash on his YouTube channel. Mike’s book recommendations were: The Rules of Wealth:A personal code for prosperity and plenty: A personal code for prosperity and plenty by Richard Templar Modern Wisdom podcast T.O.P.T.I.P from Ineke Houtenbos Ineke has over 10 years experience in training both volunteers and staff and regularly provides Consultancy services around diversity and inclusion issues. She holds a certification from Perdue University in Diversity and Inclusion and has co-facilitared courses for commercial businesses. She has experience in sourcing, delivering and designing material on unconscious bias and strategically planning implementation of culture change Contact Ineke at inekehoutenbos@gmail.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.