Champagne Strategy

Brain Hurt Scale = 2/10. Everyone talks about the difference between performance and brand - but transitioning from one to the other is often fraught with uncertainty and change that requires both a different mindset, culture and measurement approach. So how do you do it?Preston Rutherford was Shopify Plus' first customers and built SF DTC brand Chubbies into a successful $100mil exit. He's now has taken some of the measurement infrastructure he built in house to help his decision-making and rolled this into his newest software venture which aims to help other companies do the same.So what approaches do you take early on that don't make much sense later. What does brand marketing even mean? Hear from someone who's built a $100mil business and sold it via a successful exit - instead of listening to a speaking circuit stalwart / agency vendor lackey. The choice is yours.

Brain hurt scale = 6/10.

Chris Maxwell, an in-housing consultant from Lution, dives into the evolving landscape of marketing strategies. He discusses the shift from traditional agencies to in-house teams, emphasizing benefits like speed and cost efficiency. Chris shares insights on finding a hybrid approach that balances in-house talent with agency expertise. The conversation also highlights the rising importance of AI in transforming marketing operations, urging professionals to adapt their skills for future success. Listen for valuable lessons from real-life examples and industry trends!

Brain Hurt Scale = 7/10. Henry Innis, founder of MMM platform Mutinex has caused a stir in APAC and more recently overseas. But with media headlines aside, what was the real growth story behind their success? What are the dynamics of the MMM industry and as we both peer into the future of AI, measurement and marketing in general - how should we be preparing for the future? Full episode Season 5, Episode 14 of the Champagne Strategy Show.This could be a bit businessey/technical for non-business owners and those who aren't involved in product or business models, but all the same it should be an interesting north star episode that reveals where we're all heading in the future regardless.

Brain Hurt Scale = 2/10 - Did you know, one of the biggest growth channels tech companies invest in is community? The same goes for companies outside of SaaS as well. Companies like Sephora and Nike have massive communities of customers that act as the glue for their entire promotional model. But how do you create them? What are the do's and don'ts we need to be aware of and what tools should we use? Luckily Paz Pisarski has created countless communities for some of the biggest companies in the world before evolving her model to teach this method to other community managers and interested entrepreneurs. During a panel discussion at SXSW Sydney in 2024 Paz Pisarski came into our orbit and we just had to have a chat afterwards, So if you want a crash-course in community building this will get you at least 90% of the way there. You could leverage the network effects and synergy that comes from building a high-value community. Or Continue to be a one-trick pony, cross your fingers and publish that next piece of content which everyone says is "going to go viral". ___________________ Paz Pisarski's LinkedIn https://www.linkedin.com/in/paz-pisarski/ Community Collective https://thecommunitycollective.co/

Brain Hurt Scale = 3/10 - Do you need your advertising to be emotional in order for it to work? Ken Roberts has spent decades researching this with colleagues and is one of the world's authorities on this topic. In this wide-ranging interview we separate fact from fiction about everything from brand tracking, to the creative process, market-share drivers, advertising pre-testing vendors, famous marketing personalities and everything else in between. And Ken doesn't disappoint. Refuting much of the common wisdom and offering contrarian points of view supported by the practical commercially-focused research he's been personally involved with. Discover which voices you should be listening to and which you probably shouldn't if you're focused on high-value financial outcomes with your marketing expenditure. Or you could continue listening to the populist narratives of famous commentators. The choice is yours. _____ Links and recommended further reading mentioned in this episode. Ken Roberts https://www.linkedin.com/in/ken-roberts-789b222/ ForeThought - https://www.forethought.com.au/ BrandComms - https://www.brandcomms.ai/ Bendigo Better Bank TVC - https://www.youtube.com/watch?v=zx0UkhlcJCM Kmart Australia 1000 Mum's TVC - https://www.youtube.com/watch?v=rnHg_RcsWck Brand Health Tracking Course - https://app.vexpower.com/sim/how-to-measure-and-track-brand-accurately-without-a-vendor-filtered-lens/ The Folly of the ‘The Long and the Short of It’ https://www.greenbook.org/insights/gain-retain/the-folly-of-the-the-long-and-the-short-of-it Emotion: the Mandatory of Marketing – Part One: Behavior https://www.greenbook.org/insights/gain-retain/emotion-the-mandatory-of-marketing-8211-part-one-behavior Emotion: the Mandatory of Marketing – Part Two: Measurement https://www.greenbook.org/insights/gain-retain/emotion-the-mandatory-of-marketing-8211-part-two-measurement Emotion: the Mandatory of Marketing Part Three: Application https://www.greenbook.org/insights/gain-retain/emotion-the-mandatory-of-marketing-part-three-application

Brain Hurt Scale = 2/10. Dealing with creative fills up a good chunk of any marketing department's time. But do you really have a binary choice between in-house vs agency? Or is there a better way? We interview co-founder of Creatively Squared, Scott Thomas to talk about the awkward creative production transition many companies are faced with. From one where a high-priced TVC sits at the core of the campaign. To the modern reality that embraces media fragmentation and takes advantage at scale. If you don't learn something, you haven't been listening.

Sam Redfern, a key innovator at Canva, shares insights on transforming marketing measurement. He delves into the shift from traditional digital attribution to advanced multi-touch models, emphasizing team collaboration. The discussion covers navigating complexities in evaluating ad performance and the principal-agent problem in market investments. Redfern also highlights Canva's implementation of marketing mix modeling, pointing out the challenges of data quality and the need for continuous model adjustments in today's evolving landscape. Practical tips for all business sizes are included!

Daniel McCarthy, an expert in digital marketing analytics, teams up with Brett Hollenbeck, a researcher of online retail trends, to dive deep into the seismic shifts in digital marketing. They unpack a pivotal study revealing skyrocketing marketing costs and decreasing customer acquisition yields. The duo explores the ramifications of Apple’s privacy policies and iOS 14's App Tracking Transparency, discussing how these changes disrupt advertising strategies and create hidden challenges for small businesses. It's a must-listen for anyone navigating this new marketing landscape!

Keaton Garnet, an expert in digital marketing, dives deep into the evolving landscape of online privacy. He discusses Apple's recent shifts towards user privacy and the global legislative push for data protection. The conversation covers the history of analytics, the cookie dilemma, and the decline of mobile app success stories. Keaton explores challenges posed by privacy laws on digital marketing strategies, the shift towards contextual targeting, and innovative solutions to ensure advertising relevancy. A thought-provoking look at a industry's future in a privacy-conscious world!