The Innovative Agency

Today on the Innovative Agency Podcast, Sharon Toerek welcomes April White from Trust Relations, a nationwide strategic communications firm.  April delves into the timely and crucial topic of building trust within the marketing and communications landscape. As trust becomes increasingly vital for brands navigating a complex media environment, April shares her expertise on establishing authenticity and maintaining credibility. Tune in to learn how to counsel your clients on rebuilding trust when it's broken and why having solid proof points is essential for any brand's communication strategy. What you will learn in this episode:  The crucial role of trust in today's media consumption and brand relationships. Insight into the culture challenges at large agencies and how they impact client trust. The significance of authenticity and individuality in fostering team cohesion and productivity. Practical steps to rebuild brand trust after a misstep and the importance of proof points. Strategies for advising clients on how to develop and sustain trust with their target audiences. How you can integrate trust-building measures systematically within a brand's operations. Bio After working at some of the best PR agencies in the world, Trust Relations’ CEO & Founder April White was fed up with the old way of doing things in PR, so she founded the agency that she wished existed. A seasoned communications specialist, official TEDx speaker and writer with both B2B and B2C experience, April is as creative as she is strategic. With nearly 20 years of experience representing Fortune 100 companies and their executives at leading public relations agencies including Weber Shandwick, Edelman, Spong and Rubenstein Public Relations, she is skilled at developing targeted communications programs that convey strategic messaging, compelling narratives, intangible brand attributes and subtle points of differentiation. April has experience not only with marquee brands including MasterCard Worldwide, MetLife International, Sotheby's International Realty, Hyatt, Rosetta Stone, Petco, American Standard, The Dannon Company, YellowTail Wines, Sealed Air, and eMusic, but also with startups including Beekeeper, Softomotive (acquired by Microsoft), NEXT Trucking, Richr, Wilbur, Picnic Tax and Suzy. The former award-winning journalist started her own company in 2013 and coined the term “Trust Relations” in 2019, which led to the creation of the strategic communications agency Trust Relations. April received her B.A. in Journalism and Mass Communications from Iowa State University and continued studying integrated communications at Columbia University’s master’s program in Strategic Communications in New York City. She is an official member and contributor of the Forbes Agency Council, Entrepreneur and Newsweek. Resources: Website: https://trustrelations.agency/ LinkedIn Personal: https://www.linkedin.com/in/aprilnicollewhite/ LinkedIn Business: https://www.linkedin.com/company/trustrelations/ Facebook: https://www.facebook.com/trustrelations X: https://x.com/TrustPRelations The PR Wine Down Podcast: https://www.youtube.com/playlist?list=PLK6KEIu0mK5DCmz6LXHXHC896MplJmND2  

In this episode of The Innovative Agency Podcast Sharon Torek welcomes Founder of Cobble Hill Digital, Austin Dandridge. He discusses the essential strategies for adding value in service-based businesses and the unique challenges faced when onboarding new clients.  Austin outlines the differences in advising small or early-stage startups versus growth-stage businesses and shares his perspective on the importance of aligning with client needs and goals. He also delves into the transformative role of AI and automation in advertising and how agencies can adapt to maintain a strategic advantage. What you will learn in this episode:  The critical importance of adding value during the onboarding process for new clients. How to tailor marketing strategies for small businesses versus growth-stage enterprises. Strategies for managing advertising budgets while leaving room for experimental channels. The role of AI and automation in reducing manual tasks in advertising, allowing agencies to focus on creativity and strategy. How to navigate the blurred lines between direct-to-consumer brands and legacy brands in today’s market. The evolving importance of specialized service offerings in modern agencies and how they can provide a competitive edge. Austin Dandridge is the visionary CEO of Cobble Hill and a seasoned digital marketing expert. For over 12 years, Cobble Hill has provided award-winning digital marketing for e-commerce and hospitality clients such as Draper James, Frances Valentine, Cynthia Rowley, Freda Salvador, Marysia, Lake Pajamas and more.. Resources: Website: https://cobblehilldigital.com/ LinkedIn Personal: https://www.linkedin.com/in/austin-dandridge-47593016/ LinkedIn Business: https://www.linkedin.com/company/cobble-hill/ Facebook: https://www.facebook.com/cobblehilldigital X: https://x.com/austindandridge The Marketing Factor Podcast: https://www.themarketingfactor.tv/  

Today on the Innovative Agency Podcast Sharon Toerek welcomes Lydia Martinez, CEO and Founder of Elle Marketing and Events. Lydia delves into the transformative shifts in event planning and marketing brought about by the pandemic, sharing how her team pivoted from in-person to digital events and the lasting effects on attendee preferences.   Listen as Lydia offers invaluable insights on leveraging experiential marketing to enhance client relationships and extend the life of your events beyond their actual occurrence. What you will learn in this episode:    The growing trend of blending digital and in-person options to meet diverse attendee preferences. The critical traits to look for when hiring for experiential marketing roles. Lydia’s personal insights on maintaining flexibility and resilience in event planning. Strategies for extending the life and value of your event through digital content. How to adapt old marketing strategies to leverage new social platforms and communication methods effectively. Bio Lydia Martinez is the Founder and CEO of Elle Marketing and Events. An entrepreneur at heart, Lydia started her first business at 8 years old, selling tree-climbing lessons to neighborhood kids. After tackling over 11 years in strategic marketing, branding, social media, and event planning for powerhouse retailers Barnes & Noble and Whole Foods Market, Lydia decided it was time to get back to her entrepreneurial roots.  Lydia launched what was to become Elle Marketing 2009 purely as a consulting business on the side. In 2015 she left her corporate career to become a full-time entrepreneur. Since 2015, Elle Marketing has grown into a full-service creative marketing agency with a team of 30. Resources: Website: https://ellemarketingandevents.com/ LinkedIn Personal: https://www.linkedin.com/in/lydiamartinez/ LinkedIn Business: https://www.linkedin.com/company/elle-marketing-and-events/ YouTube: https://www.youtube.com/channel/UCmjxN3l33hC6a_J00HzFL6g Instagram: https://www.instagram.com/ellemarketingandevents/  

In this episode of The Innovative Agency Podcast, Sharon Toerek is joined by Emily Green, Founder of Grace Communications. Emily shares her inspiring journey of starting, growing, and ultimately selling her agency while emphasizing the critical mindset shifts that accompany such a significant transition.    As someone who has navigated the entrepreneurial landscape from inception to exit at a relatively young age, Emily provides invaluable insights into building a strong internal culture, creating a culture of attraction, and ensuring your agency's marketability.    Whether you're contemplating an exit strategy or looking to enhance the longevity and appeal of your agency, this conversation offers practical advice that will resonate with marketing agency owners at all stages of their careers.   What you will learn in this episode:    The mindset shifts crucial for agency owners considering an exit strategy. How creating a culture of attraction aids in attracting and retaining top talent. Considerations in making your agency attractive to potential buyers. Strategies for sustaining agency growth through aligned client relationships. Practical advice on maintaining personal and professional balance during major transitions. Bio   Emily Green has founded two successful businesses during her career; Grace Communications, a marketing agency with clients across the country, and Emily Green LLC, her personal brand that provides public speaking, solopreneur consulting, as well as personal and professional development workshops. Emily created Grace Communications from the ground up and scaled the agency in 5.5 years with a presence in over 10 states. After selling the company, she brought her personal vision and passion to life by launching Emily Green, LLC to inspire audiences by sharing her unique experiences through speaking and consulting.    Emily is also an accomplished TEDx speaker who has been featured in conferences around the country. She focuses on a variety of dynamic topics that include everything from business growth and marketing strategies to personal development with presentations on confidence, toxic love, wellness, and gracefully "saying no." She is also currently in the process of writing her first book and launching a podcast focused on her TEDx topic, "The Weaponization of Love."   Resources:   Website: https://emily-green.com/ LinkedIn Personal: https://www.linkedin.com/in/emily-green-9ab76732 LinkedIn Business: https://www.linkedin.com/company/emily-green-llc/ Emily's TEDx Talk: The Weaponization of Love

In this episode of The Innovative Agency Podcast, Sharon Toerek is joined by Jennifer Filzen, the dynamic Founder of Rockstar Marketing. They explore the art and science of managing a thriving remote team while building a resilient company culture.    Jennifer reveals her innovative 'PASTA Method'—a game-changing approach to team management—and shares the incredible story of how a single vacation transformed her business’s trajectory.   Whether you're leading a remote team or simply looking for inspiration to grow your agency, this episode is packed with insights, strategies, and Jennifer’s signature Rockstar energy. What you will learn in this episode:    Why feeling indispensable as a business owner can hinder your agency’s growth. How the 'PASTA Method' can transform your team dynamics and operational success. Real-life examples of supporting remote employees without overextending financial resources. The value of building a strong company culture through praise and recognition. Insights into moving past stagnant business growth by trusting and empowering your team.   Bio   Jennifer Filzen is the GRAMMY-Qualified Rock Star who founded Rock Star Marketing and is the author of The Give To Get Principle. She believes that storytelling is the best marketing, especially when you share what makes you special and unique.   Rock Star Marketing specializes in telling our clients’ stories via SEO content, social media marketing, customized blogs, and video marketing.   Jennifer loves to teach marketing classes at live and virtual events and is known for her fun, interactive, teaching style.   Jennifer is the author of The Give To Get Principle, What Dancing Taught Me About Running A Successful Business, and How To Make Your Dance Business Profitable.   Jennifer also co-owns The West Coast Swing Dance Company with her husband, and they teach dance across the country. Resources: Website: https://rock-star-mktg.com/ LinkedIn: https://www.linkedin.com/in/jenniferfilzen/ LinkedIn: https://www.linkedin.com/company/rock-star-marketing/ Facebook: https://www.facebook.com/rockstarmktg/ Instagram: https://www.instagram.com/rockstarmktg/ X: https://x.com/RockStarMRY

In this episode of The Innovative Agency Podcast, Sharon Toerek welcomes guest Wendy Covey. Wendy is the Co-Founder and CEO of TREW Marketing, and has mastered the craft of using books and research reports to amplify her agency’s authority.     Wendy emphasizes the importance of thought leadership and how her agency turned intellectual property into an authoritative advantage, helping them secure more speaking engagements and streamline the sales process.   If you’re ready to unlock the power of expertise to fuel your agency’s growth and generate quality leads, this episode is for you.   What you will learn in this episode:    How creating and sharing intellectual property can establish your agency as a sector leader. The benefits and long-term impacts of authoring a book that targets your niche market. Strategies for converting content assets into revenue-generating products. The benefits of using data and research to back marketing recommendations. How to diversify your income streams through non-consulting sources.   Bio   Wendy Covey is the CEO and Co-Founder of TREW Marketing, working with companies targeting highly technical buyers. She is the author and podcast host of Content Marketing, Engineered, named one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America...and she holds a Texas fishing record.   Resources:   Website: https://www.trewmarketing.com/ LinkedIn Personal: https://www.linkedin.com/in/wendycovey/ LinkedIn Business: https://www.linkedin.com/company/trew-marketing/ YouTube: https://www.youtube.com/channel/UCBqVji94sPTQ5d4NBts1oUw State of Marketing to Engineers Research Report: https://www.trewmarketing.com/state-of-marketing-to-engineers-research-report Podcast: Content Marketing, Engineered: https://www.trewmarketing.com/podcast Event: Industrial Marketing Summit: https://industrialmarketingsummit.com/

In this episode of The Innovative Agency Podcast, host Sharon Toerek sits down with Jason Kramer, founder of Cultivize, to discuss strategies for reducing client churn in marketing agencies. Jason shares his expertise on how agencies can enhance client retention by improving performance conversations, understanding clients' CRM systems, and building trust through open communication. Tune in to discover how to foster long-term client relationships to minimize churn in a competitive landscape.   What you will learn in this episode:    The importance of understanding clients’ sales processes and CRM systems to align lead generation and conversion. Key questions agencies should ask clients during the discovery phase to ensure alignment. Strategies for fostering collaboration between marketing and sales teams to improve client satisfaction. How nurturing leads over longer sales cycles can build trust and position the agency as an expert. The value of strategic partnerships for filling gaps in expertise and improving service offerings. Tips for confidently discussing performance metrics with clients to build trust and clarity. How to create additional revenue streams through retainer models and revenue-sharing agreements.   Bio   Jason Kramer is the founder of Cultivize, a consulting firm that specializes in B2B lead nurturing strategies and technology. With 15 years of experience running a creative agency, Jason identified revenue gaps in marketing and sales funnels for distributors, service providers, marketing agencies and manufacturers. He launched Cultivize to provide customized solutions and empower businesses to connect prospect and customer data with marketing campaigns and sales team activities. When not strategizing in CRM, he enjoys family time with his wife, two kids, and two dogs in their lively New York home.   Resources:   Website: https://cultivize.com/ LinkedIn Personal: https://www.linkedin.com/in/jasonleighkramer/ Facebook Business: https://www.facebook.com/cultivize/ Twitter Business: https://x.com/cultivize YouTube Business: https://www.youtube.com/channel/UCwbLwcOh0_fAeID-wtjpeGg?view_as=subscriber Lead Nurturing Guide E-book: https://cultivize.com/learnmore/ How marketing agencies can pitch marketing/sales automation: https://koi-5ZI3X5NY.marketingautomation.services/net/m?md=1ubzGwHF4FR%2B0m9pHvzBrbjLEDYoVNQ4YeSbXhgwJAM%3D Agency partner program: https://cultivize.com/agency-program/ Lead Nurturing Guide: www.afterthelead.com

In this episode of The Innovative Agency Podcast, host Sharon Toerek speaks with Katie Wagner, CEO and founder of KWSM, a digital agency. They explore the topic of talent recruitment and retention through the unique lens of lead generation. Katie shares her innovative strategies for attracting and retaining top talent, including the use of storytelling, employer branding, and partnership agreements, offering valuable insights for agency leaders aiming to foster a successful and thriving workplace culture.   What you will learn in this episode:    How talent acquisition and retention can be approached as lead generation, applying client-attraction tactics to hiring. The power of storytelling to engage both clients and potential employees, showcasing agency culture and employee success stories. Key steps in creating a strong employer brand, from optimizing the careers page to building a consistent narrative. The concept of partnership agreements as a commitment to job security, fostering trust and open communication. How proactive check-ins and regular feedback contribute to a positive and engaged work culture. Using metrics to track success in recruitment efforts, similar to tracking client lead generation. Bio   Katie spent more than 15 years as a journalist. After graduating Magna Cum Laude from Boston University with a B.S. in Broadcast Journalism and a B.A. in International Relations, she began her career as an investigative reporter, and then spent a decade as a television and radio news anchor. Katie has worked at CBS, ABC, Fox, CNN and National Public Radio. In addition, she has appeared on dozens of commercials, educational videos and websites. She has hosted her own talk show, had columns published in major newspapers and blogs, and is a popular public speaker.   In 2010, Katie realized that she could use the skills she learned in the newsroom to help business owners connect with their clients online. She opened KWSM to help companies and organizations tell their story, building the agency with journalists, whom she knew understood how to establish a relationship with their audience and convey information in an engaging and educational way.   Katie is a proud member of Vistage, Provisors and the Young Entrepreneur Council. She has served as a member of the Advisory Board for Web Wise Kids, a non-profit focused on keeping kids safe on the internet and social media. In 2012, she was honored with the organization’s ‘Champion for Children Award.’ Over the years she has served as an Entrepreneur in Residence at Chapman University’s Leatherby Center for Entrepreneurship and Business Ethics, a Mentor for Chapman’s MBA Program, and a guest lecturer for Chapman, California Southern University and California State University, Fullerton.   Katie is also a certified first responder with the American Humane Association (She was one of the first rescuers allowed into New Orleans after Hurricane Katrina) and has worked and volunteered in dozens of animal shelters across the country. In her free time, you can find her hiking with her 5 rescue dogs, or at the barn with her horse. Resources:   Website: www.kwsmdigital.com LinkedIn Personal: https://www.linkedin.com/in/kwsocialmedia/ LinkedIn Business: https://www.linkedin.com/company/kwsmteam Facebook Business: https://www.facebook.com/kwsmteam/ Instagram Business: https://x.com/KWSMTeam  

Intro   In this episode of The Innovative Agency Podcast, Sharon Toerek welcomes back Christian Banach, a seasoned business development expert, to explore the untapped potential of newsletters in agency growth and client engagement. Christian shares his journey in discovering the power of newsletters, initially using them to build his own brand and later recognizing their value as a service for other agencies.   What you will learn in this episode:    Why newsletters are essential for building awareness and trust with potential clients. How to structure newsletters to focus on thought leadership over self-promotion. Practical tips for creating valuable content that keeps readers engaged and enhances brand positioning. Strategies for growing your newsletter subscriber list, from leveraging internal contacts to using targeted outreach. The benefits of consistency and routine in newsletter frequency for maintaining audience interest. How analytics can help identify high-potential leads from your newsletter engagement. Techniques for converting newsletter subscribers into paying clients through strategic follow-ups and content value. Bio   In high school, Christian founded a concert promotion and experiential marketing agency that grew to over $10 million in sales. The business quickly expanded and began working with Grammy award winners such as Lady Gaga and Pitbull. Shortly thereafter, Christian launched an experiential marketing division that implemented programs for Disney and Toyota.   However, the 2008 Great Recession brought things to a halt. Like many agencies, growth had come through word-of-mouth and referrals. To rebound, Christian hired a consultant who taught the fundamentals of business development.   Feeling reinvigorated, Christian closed the firm, applied the lessons learned from the consultant, and pivoted to a career in agency business development. Over the next decade, Christian worked at independent and holding company agencies across various marketing disciplines. Christian discovered a superpower in hunting and generating top-of-the-funnel opportunities, being involved in millions of dollars of wins with companies like Kohl's and Constellation Brands.   Despite an entrepreneurial itch over the years, Christian wasn't sure what to pursue until the pandemic hit. Agencies lost clients, and some closed their doors, reminiscent of the Great Recession. However, Christian had the expertise to help this time, just as the consultant had helped him before.   Christian left a high-paying agency job and launched a consultancy to help agencies and consultancies grow. With over 20 years of experience, Christian offers the knowledge to help clients predictably land 6- and 7-figure opportunities. Resources:   Website: www.ChristianBanach.com LinkedIn Business: https://www.linkedin.com/company/christian-banach-llc/ Instagram: https://www.instagram.com/christianbanach/?hl=en Facebook Personal: https://www.facebook.com/ChristianBanachLLC/

Intro   In this episode of The Innovative Agency Podcast Sharon Toerek sits down with Darren Horwitz from TenTen Group to delve into the intricacies of branding and rebranding. Darren shares his expertise on the importance of "brand empathy," taking a consultative approach, and the critical role agencies play in successful brand transformations.   Darren shares how marketing agencies can leverage their roles as third-party auditors, overcome common challenges faced by CMOs, and drive successful rebranding initiatives by involving diverse perspectives within an organization.   What you will learn in this episode:    The vital role of "brand empathy" in making successful brand changes, and how overlooking it can lead to missed opportunities. The benefits of a consultative approach to rebranding. Challenges faced by senior marketing leaders in the current landscape. How including diverse perspectives within the organization can transform employees into passionate brand ambassadors. Strategies agencies can use to counter scope creep and manage resources effectively during the rebranding process. How brand interactions influence consumer purchasing decisions and the importance of consistent brand experiences.   Bio   With a keen eye for efficiency, Darren Horwitz has been instrumental in helping clients build their brand activation plans and ongoing management models, no matter where they’re starting from. He finds great satisfaction in creating the strategic, tactical, and practical solutions that lead to client success and has a passion for managing details, working hard, and forging long-lasting relationships.   Prior to founding TenTen, Darren served as Senior Director of Implementation for FutureBrand, where he built the implementation and brand governance concepts into defined disciplines within the company. His solutions helped deploy and govern global brands at scale, including American Airlines, Axalta Coating Systems, Cadillac, Dow, Exelon, Pitney Bowes and USAA.   Resources:   Website: https://www.tentengroup.com/ LinkedIn Personal: https://www.linkedin.com/in/darrenhorwitz/ LinkedIn Business: https://www.linkedin.com/company/tenten-group/ Instagram Business: https://www.instagram.com/tentengrp/