Gingernut Marketing

Meet comedian John Cooper. Since 2016 he has delivered presentation skills training for Google’s Digital Garage, Power to Change, The Locality Conference, The Business Growth Hub, Avecto Cyber Security, and many others. His sessions use humour and interactivity to unlock creativity and build confidence. John is now offering online presentation training where you will discover how to make the best use of your time on webcam when all eyes are on you. If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages. This podcast is produced by Run2.

"I believe that no one can truly claim to be a 'master of scale'. I believe we are all, at best, infinite learners." quotes Reid Hoffman during the seminal episode of his Master of Scale podcast. Interviewing Barry Miller, former CEO of Paramount Pictures and Fox network, Reid explores the idea that "Infinite learning is a job requirement for scale entrepreneurs." In this episode Phil shares his approach to learning and how he mixes multiple mediums to keep hi thinking fresh and his mind challenges. Phil also explores the importance of teaching you learnings with friend and colleagues as a means to cement the new knowledge. If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages. This podcast is produced by Run2.

In this episode Phil explores how we can bounce back from our dark time and re-charge our batteries ready for the fight. If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages.    

In this episode Phil shares his 7 steps for inspiring and developing your people. The 7 steps are as follows: Explain the commercial model of the business to your team Show them how they contribute to the commercial success of the business Explain what's in it for them if we hit these commercial targets Show, Don't Tell. Lead by example and watch for the 'unconscious contract' Create an environment where your team can fail fast Always demand better from your team Praise, praise, praise your team. If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages.

The last thing we need right now in 2020 is another anxious US Election night, but Phil take this opportunity to explain his perspective on the leadership 'qualities' of the two leading candidates.  If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages.

McKinsey & Company, a global management consulting firm, conducted research that included 180 companies in France, Germany, the United Kingdom, and the United States. They found out that companies with more diverse top teams were also top financial performers. In this episode Phil interview the inspirational Chelsea Slater from Innovate Her, an organisation which defines its vision as "To make the tech sector more equitable, by increasing diversity across the spectrum and creating more inclusive workplaces." If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages.

In this episode Phil interviews RAF pilot and Rugby Union legend Rory Underwood. Since leaving the RAF has built a number of successful businesses and now leads Wingman, a strategic growth consultancy operating across the UK. From his early days as a 'sport-mad' ex-pat kid growing up in Singapore to joining the RAF as 'mudrunner' low-level pilot, flying Hawks and Tornados and clocking up 3000 miles of flight time, Rory's personal journey is full of invaluable life lessons. "Back then flying in the RAF was my job and playing rugby was my hobby at the weekend" recalls Rory as he explains the dual hats he wore throughout his career. Since leaving the RAF Rory followed his passion for helping company owners develop a performance culture in a business. If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages.

After an extended COVID break, The Supercharged Entrepreneur podcast is back!! In this episode Phil shares his thoughts on how to supercharge your business during a recession or economic downturn, like which we are experiencing in 2020. Phil's five key actions are as follows: Increase focus on marketing Increased focus on customers services Remove 20% cost from your business Think laterally (move online OR change your business model) Move fast and break things (Be the speedboat, not the oil tanker!) If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages.

Being a visionary entrepreneur is only half the battle in launching and growing a successful business. To be successful you need to be scrappy, move fast and break things, learn fast and learn often and implement change quickly as a route to creating value. In this podcast Phil interviews Michael Brennan from Tootoot. Tootoot is the pupil voice and safeguarding app trusted by over 15,000 teachers. If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages.

Balancing our career goals with our personal lives is a key challenges for entrepreneurs and business leaders. In this episode Phil chats candidly with Stephen Bradshaw from Mindset Dad. Mindset Dad is a community where dads can gain support from other dads experiencing similar challenges and difficulties. Men need to speak to each other more and this is the place to do it. If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages.

The best companies focus on creating fans instead of customers. Fans that become lifelong supporters who passionately believe in your values or mission. Phil's interviews with Dr Paul Redmond - Director of Student Experience and Enhancement at the University of Liverpool If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages.

Deep in the midst of the global Corona virus outbreak, Phil shares his thoughts on how best to use your time - grab 30 minutes every day and build your personal brand. Now we are all settling into life at home and our new daily rhythm starts to be more settled, some thoughts how to build your brand whilst working from home. Step #1 - Focus on your mission Step #2 - Become a subject matter expert Step #3 - Write and publish your thoughts Step #4 - Seek speaking/ podcast opportunities Step #5 - Collaborate with other thought leaders. Here are Phil's thoughts on the above process from some 'extraordinary time' he spent in hi garden reflecting on how to be as productive as possible during this difficult time. If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages.

Our interview with Claire Whittaker, former Product Manager at Amazon and now an innovation consultant who helps purpose driven SME CEOs achieve sustainable revenue growth by delivering clarity on how to capitalise on AI and innovation strategy. In this interview Claire and Phil deep dive into the world of AI, machine learning, self-driving cars, data privacy, the US presidential election rigging scandal and the ethics of technology. If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages.

The life force of any business is new customer acquisition. The role of the marketing function is to generate a pipeline of new business. Marketing = Business Growth. Enter Rene Power! Yes, that is his real name. Rene is a 20 year veteran of the marketing world. If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages.

A change of pace in this episode as Phil reads the opening section from the opening chapter of his new book - The Supercharged Entrepreneur book, set for release Summer 2020. This opening section explores the history and evolution of the human brain. Understanding its evolutionary development is the foundation of creating a supercharged mindset. If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages.

Sector knowledge and commercial discipline can only take you so far in becoming a successful entrepreneur or intrapreneur. The key to improvement is the ability to reflect on your strengths and weaknesses, and use them as fuel to motivate you. In this episode we interview serial entrepreneur Ian Seddon. Ian's entrepreneurial journey is packed full of fascinating stories and insights about growing and supercharging a business. If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages.

Double topic on this episode... 1) The Gingernut Marketing podcast is REBRANDING and will become the Supercharged Entrepreneur podcast from the next episode, episode #50. This is big news and a big change for the podcast, but we are confident that this is the right move based on feedback from our lovely listeners. The outcome = same great podcast, same great host (although he says so himself!!), same great content, NEW focus!! We will still be talking about business growth and growth through marketing, but also throwing in some more holistic content around entrepreneurship and well-being. A huge thank you to all our loyal listeners and exciting time ahead as we hope to welcome a new group of fans to our ranks. 2) With our new supercharged direction in mind, today Phil is talking about building 'supercharged' habits that will maximise your productivity and boost your entrepreneurial performance. If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages.

The solution to developing world-class thinking around sales, marketing and business growth is focusing on your ABCs. In this episode Phil interviews world-class communications trainer, Andy Bounds. Awarded the title Britain’s Sales Trainer of the Year, and described by AstraZeneca’s Global Communication Director as “a genius, whose advice can’t be ignored”, Andy’s insights stem from the fact his Mother is blind. This has given him a lifetime’s experience of communicating from someone else’s point of view… so critical when seeking to persuade others. Andy’s three books are all international best-sellers. In fact, one was only kept off Amazon's #1 spot by Harry Potter. He has spoken in 35+ countries, to audiences of all sizes. He has delivered keynotes at the Professional Speakers Association conference, as well as for blue-chip companies, Governments, professional bodies and business experts. If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages.

How do global brands like ICI, British Airways, Bentley, Nike and IBM stay relevant? Simple answer... some of them don't! In this episode world-class marketing strategist David Antrobus recounts his work over the last 40 years with some of the world's most well-known brands. David explains the importance of staying connected to your customers and building a growth strategy based on understanding their needs in an ever-shifting competitive landscape. David's contention is that brands, big and small, need to do better at managing change, especially in the marketing function. If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages.

Building your brand in 2020 is more than just tweaking your logo and sending our some promotional flyers. Brand building comes from the deep thinking behind the visual, and from understanding the real reason your customers buy from you. Speaking LIVE from Sci-Tech Daresbury in January 2020, Phil discusses three practical ways to develop your organisation's brand in 2020. Starting with the power of storytelling, then exploring the 'Why' of your organisation and finishing with how to create a 'Purple Cow' for your business. If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages.

How can you achieve extraordinary results in any part of your life? Simple - you just find your ONE thing. In this first episode of the new decade Phil reviews his favourite book of 2019 - The ONE Thing by Gary Keller and Jay Papasan. Phil explores some of the concepts of the book, including the '6 lies', how to find and focus on the most important things, the importance of asking great questions, the art of mastery and the four thieves of our time and energy. If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages.

Interview with Max Hoppy from Bind Agency talking entrepreneurship, startups, scale-ups, marketing, life working at Google and a whole heap more. So much value to be found in this conversation. Key takeaways include: - The importance of raising seed capital early during the start-up phase - Use growth hacking techniques which definitely will NOT scale to get a deeper understanding of your customer or market - Your key growth goal should be to find 100 customers who will love and fight for your product, service or brand - Inside insight into Google's famous training programmes, specifically the three R's  - Build a world-class customer services mentally from day one - The 'Bind' approach to ensuring consistent value in the client/agency relationship If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages.

In a world of too many options and too little time, our obvious choice is to just ignore the ordinary stuff. Marketing guru Seth Godin spells out why, when it comes to getting our attention, bad or bizarre ideas are more successful than boring ones. In this final part of his Online Symposium guest talk Phil explores how you can get your ideas to spread, the benefits of creating a purple cow and how to find the Otaku in your products and services. Be different. Be remarkable! Watch Seth's talk here -https://www.ted.com/talks/seth_godin_on_sliced_bread Order Seth's book - https://amzn.to/2P6IvPN  If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages.  

Spur of the moment podcast from Phil as he reflects on the importance of 'paying it forward' and authenticity in business. After meeting someone today who immediately demonstrated these principles in their first meeting, Phil challenges his own thoughts, motivations and approach to business and networking. If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages.

Simon Sinek has a simple but powerful model for inspirational leadership -- starting with a golden circle and the question: "Why?" His examples include Apple, Martin Luther King Jr. and the Wright brothers. In this 2nd part of his Online Symposium guest talk Phil explores how you can use this model to open up a new realm of possibilities for building the brand of your business or organisation. Watch Simon's Sinek's talk here - https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action Order Simon Sinek's book - https://amzn.to/2pBqvT5  If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages.

How good are you are you at telling a story? How good are at telling the story of your business. Every story begins with a character who wants or needs something. In movies like StarWars, we identify with the hero at the start of the movie and, within minutes, the audience knows what they want.  Phil believes that storytelling is a key component in crafting a compelling narrative about your business or organisation that will drive customer action. Phil reflect on a specific model by Donald Miller in his highly acclaimed book, 'Build a Brand Story'. If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages. 

Phil returns after an extended summer break to discuss his passion for leadership in the age of digital. Whether you are a marketeer aspiring to join the senior leadership team, or a business owner looking to develop your digital marketing skills, Phil shares his top 5 tips for developing your digital leadership skills in 2019. #1 - Educate yourself on digital and leadership#2 - Understand that digital leadership is about inspiring change within your business or organisation#3 - Integrate your digital campaign into the overall business growth strategy of the business or organisation#4 - Understand the important of an agile appoach to digital (plan, execute, learn & optimise)#5 - Get great at analysing and presenting on digital If you enjoyed the podcast then please spread the word by leaving a review on iTunes! Comments and feedback are very welcome via Phil's LinkedIn or Twitter pages. 

How can leaders deliver growth in a digital age? How do marketers create a digitally-focused marketing strategy? With an ever-shifting technological landscape, the business world must learn to adapt and overcome if it is to survive and thrive in this new world of digital. In this podcast Phil explores the four evolutions of marketing over the last 100 years, starting with the 'product-centric' (marketing 1.0) era of the early-mid 20th century, through to the digitally-fused (marketing 4.0) world we live in today.  If you are looking to develop your digital leadership skills, please take a look at our 6-month experiential Digital Leaders course - Digital Leaders Programme 2019. If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's LinkedIn or Twitter pages, or via the comments section below. 

As we move through our personal and professional lives we all come across times when things get tough and the road ahead seems fraught with pain and challenges. In this podcast Phil shares his own emotional journey of discovery, exploring three simple techniques that could help you find balance in your life, and give you some tools to push through the tough times. Step #1 - Start with small wins and build up to the big challenges. Step #2 - Share your challenges with friends and family to lighten the load. Step #3 - Document your achievements to remember the positive feelings. If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's LinkedIn or Twitter pages, or via the comments section below.

LinkedIn is set to become the new super-power in the social media world. Many people are predicting that 2019 will be year that LinkedIn finally catches up with the goliaths of Facebook and Instagram. Phil meets LinkedIn experts Andy Nelson and Antony Bonney from InSurge to learn the hidden secrets of LinkedIn and their insight into how the platform is set to evolve over the next 12 months and fundamentally change the way we see professional networking. KEY TAKEAWAYS What is LinkedIn? [2:08] How does LinkedIn compare to the other social networks? [2:36] Microsoft's plans for the platform [3:57] LinkedIn's NEW tagging tool [4:52] Too much 'noise' on LinkedIn [7:57] Watch out for LinkedIn 'gurus' who preach only one way! [8:27] What service does InSurge provide? [9:10] Building a prospect database on LinkedIn [12:59] 2019 is the year of the business page [14:05] LinkedIn LIVE is being rolled out [15:02] What is the power of video? [16:43] How to create video conent for LinkedIn (What, How and Why) [18.10] Why is it important to add value on LinkedIn? [20:11] Why its important to fail in business [23:10] LinkedIn requires time and commitment [25:59] Create a LinkedIn strategy around the people in your business [28:16] LinkedIn needs to be embraced holistically by the business [29:00] LinkedIn should augment your sales and marketing strategy [30:37] Quality content is key [31:32] Getting past the gatekeeper with LinkedIn [31:58] Top tip for 2019: Invest in your business page [32:28] If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's LinkedIn or Twitter pages, or via the comments section below.     

Hosting your own training and insight event is a fantastic way to meet your ideal customers, share your knowledge and build a long-term pipeline of new business opportunities. Businesses of all shapes and sizes should consider creating and delivering a training strategy. It is much simple than perhaps you first thought, and once refined, it can be a fantastic brand building and lead generation tool for your business or organisation. Step-by-step Phil explains how to launch a training course, build a training programme and expand your training offering over time to reach a brand new audience. From planning your content, to organising the teas and coffees, Phil believes that hosting an event is akin to putting on great show. Roll up the Greatest Showman!! If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's LinkedIn or Twitter pages, or via the comments section below. 

Finding a happy medium between working hard to build a career and enjoying the fruits of your labour today is a tricky balancing act we all face during our working lives. Phil shares his thoughts and ideas on how to conserve energy during the working week and give you the power you need to smash your work targets. If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's LinkedIn or Twitter pages, or via the comments section below. 

Creating a powerful social media strategy consists of three core steps which cannot be missed out if you are aiming to move on to more advanced techniques and tactics on your campaign. In this podcast Phil shares has 12 years of experience in planning, creating and launching winning social media campaigns for businesses and organisations. The secret sauce for this process is to ensure that you follow Phil's simple three-step process of Content, Engagement and Grow Your Following. If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's LinkedIn or Twitter pages, or via the comments section below. 

One of the main questions business owners and marketers ask is 'How much does a website cost? Although this is a difficult question to answer, Phil explains the basic principles of pricing a website project. Phil discusses how the purchase of a website is much like buying a car or buying a home. There are many different options available to you, and the standard of website you end up with will be determined by your requirements for the platform, and by your budget. Phil explains that choosing someone to build you a website follows a similar process of buying any high value item, and in his experience, depends on three key factors: The maturity of your business The budget you have available How aggressive your growth plans are Phil explores how to set an appropriate budget for businesses at three key stages of their development, start-up, growing businesses and established businesses. If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's LinkedIn or Twitter pages, or via the comments section below. 

How do you stay resilient in business? How do you find the mental strength to overcome the daily challenges of the working world and build a positive and rewarding career? LIVE from Bidston Hill (UK), Phil talks candidly about his recent goal setting challenges and how he is working to overcome them. Part of Phil's mission is to help entrepreneurs become better equipped to handle stress, find balance in their lives and have an enjoyable and rewarding working life. Remember to check out Phil's original x10 step guide on 'How to stay motivated in business' for the the ten steps of his process. If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's LinkedIn or Twitter pages, or via the comments section below. 

How do you make an entrepreneur? What is the secret recipe for creating someone who is happy to take risks and solve the problems in the world? Phil talks live from the ScinCity seminar, organised by an ambitious group of students from the University of Liverpool. Discussing the importance of entrepreneurs in driving the economy forward and innovating for success, Phil's leads us on an emotional and inspiring journey championing a brave new world of thinking. If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's LinkedIn or Twitter pages, or via the comments section below. 

How do you supercharge your career? Professional qualifications or commercial experience? In this podcast Phil discusses his career journey so far and his thoughts on how to develop a successful career. This podcast was recorded LIVE from the gardens of Phil's gym/spa on the Wirral. Watch the full video on the Gingernut Marketing Facebook channel. If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's LinkedIn or Twitter pages, or via the comments section below. 

Are you struggling to grow your business in 2019? Are you frustrated by the mistakes you are making? On this podcast Phil explores his top 7 hard-learnt lessons for the 2018/19 financial year. Record LIVE on Facebook, Phil discusses launching a YouTube channel, experimenting with your marketing, developing client relationship much deeper, exploring new technologies, choosing your partners wisely, putting the customer at the heart of your business and the importance of building your personal brand in 2019. If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's LinkedIn or Twitter pages, or via the comments section below. 

How can you can get x10 Return on Content? By creating a single piece of 'anchor' content you can quickly and simply extract and expand this out to become x10 pieces of highly valuable content. In this new style of podcast, Phil demonstrates the simplicity of x10 process by talking LIVE to his audience on Facebook, recording the audio for use on this podcast all in one session. Phil then uses an audio online transcript tool, such as Sonix.ai to extract the text from the audio for use as a blog and, or, series of social media posts. This is incredibly powerful way of making the best use of your time and getting maximum reach from your content marketing efforts. If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's LinkedIn or Twitter pages, or via the comments section below. 

Building a single brand is challenging enough, but what happens when you have two people (in the same household) trying to build their respective brands, especially when there is a fundamental conflict over time, space and energy!? This week, we welcome back the dulcet tones of Jo Vickers, Phil's business partner at their digital creative agency, Elephant Digital in Liverpool. Jo joins the podcast today in her new role as entrepreneur of her own, separate business - Jo Vickers Art. Jo has been drawing, painting and making for as long as she can remember, but in 2019 she made the decision to commit her time to becoming a professional artist. Phil and Jo discuss the need for better empathy and communication between partners, as well as a deeper appreciation of the drivers that motivate entrepreneurial people to risk it all and start their own business. If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's LinkedIn or Twitter pages, or via the comments section below. 

Phil shares his top 10 tips on how he stays motivated and focused running his company. Whether you are an entrepreneur or in an employed role, maintaining your passion and motivation is of paramount importance if you desire for business and personal success. Subscribe, watch and listen to this episode and many more across all Gingernut Marketing channels: - YouTube: https://bit.ly/2HUUtZg - Apple: https://apple.co/2GztAKp - Android: https://lnkd.in/dEdgTa9 If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's LinkedIn or Twitter pages, or via the comments section below. 

Phil meets Bruce Daisley who heads up Twitter's business in Europe, Middle East and Africa. He is also the host of the 'Eat Sleep Work Repeat' podcast and author of the new bestselling book 'The Joy of Work'. Bruce talks about life at Twitter, his mission to increase productivity in the workplace and his passion for helping people rekindle their passion for their careers.  Watch the episode on the Gingernut Marketing podcast YouTube channel. He also runs the top Business podcast, Eat Sleep Work Repeat. His first book - about improving work and our work cultures - was published by Penguin Random House in spring 2019. Follow Bruce on his social media: - LinkedIn  - Personal Twitter  - Podcast Twitter Follow Phil on his social media: - Twitter  - Facebook - Instagram - LinkedIn If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's Twitter pages @philbirss or via the comments section below. 

On today's podcast we explore the top five social media channels that will leverage more value for your marketing campaign in 2019. Social media is a rapidly evolving world and it is our job as company owners and marketeers to be at the forefront of the latest trends and strategies. Phil talks us through the importance of understand the drivers of each platform and how to create value specifically for the channel that will increase your campaign effective. Considering the nuances of YouTube, Facebook, Instagram, Twitter and LinkedIn is key to building value in the eco-sytem and generating maximum return for the time invested. If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's Twitter pages @philbirss or via the comments section below. 

The world has changed - 72% of todays consumers would rather buy a product or services from a company they have researched in their own time and at their own pace. People are still unfamiliar with the term 'content marketing'. What does it involve? What advantages does it bring? And should you adopt it as part of your marketing strategy? Creating a powerful content strategy can make or break your wider marketing and growth plans. In this podcast we explore Phil's own content marketing journey, focusing on how he shifted his mindset away from creating dull and uninspiring content, to creating engaging and entertaining content that solves customer's problems, and in doing so builds real rapport and alignment with your audience. Phil answers the key questions of what type of content works and how best to distribute your content. If modern marketing is about building rapport and trust with your customer then introducing rich media (audio and video) to your content mix is a key part of this strategy. In understanding that marketing is about generating a commercial return on the investment made, the importance of measuring the right metrics is crucial to ensure you create effective content. Phil shows how measuring metrics such as engagement, lead generated and sales will ensure your content creation efforts balance creativity with commerciality. If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's Twitter pages @philbirss or via the comments section below.

Creating closer alignment between the sales and marketing functions of a business is a key challenge for marketers and business owners. A challenge which today's guest Lee Hackett thrives on, and indeed, has built a company around over the past 5 years.  Lee is the CEO of Bluprint X, a global marketing and advertising technology agency with offices in Europe, North America, the Middle East and Asia Pacific. Responsible for the strategic growth of the business, Lee offers straight-talking consultancy for C-Level executives on how to drive revenue and improve scalability through the power of data and technology. If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's Twitter pages @philbirss or via the comments section below. 

How do you market an entire city, or indeed a city region, to reflect its past as well as embrace its future? This is first of a two part special focusing on building the brand of the internationally recognised City of Liverpool.  Bill Addy is the Chief Executive at Liverpool BID Company and Chair of Liverpool's Visitor Economy Board. Bill works tirelessly with the council, local community organisations and the private sector to realise a shared vision for Liverpool and its commercial future. If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's Twitter pages @philbirss or via the comments section below.

Today we are voyaging deep into the heart of the stunning North Wales countryside to meet Chris Marshall, the owner of the Snowdonia Distillery and the creator of Foragers Gin. In less than five years Chris has built the Foragers Gin brand from being a unknown and disruptive start-up to oversubscribed and award-winning spirits business featured on day-time TV (with chef James Martin) and enjoyed by royalty at the Royal Wedding (Meghan and Harry's) last year. After a brief tour of the distillery itself we quickly settled down to learn more about Chris’s journey and, of course, enjoy a late-morning tasting tipple. This is a real deep-dive interview with some incredibly potent takeaways on brand building, marketing authenticity and the power of the entrepreneurial spirit in driving the business forward. This was an interview which I thoroughly enjoyed and I know that you will too.  If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's Twitter pages @philbirss or via the comments section below.

In this episode Phil interviews Simon Hawkes, an incredibly experienced and senior marketer who describes himself (on his LinkedIn profile) as a '...commercially astute Marketing Director with a consistent track record of delivering NPD and profit growth in the FMCG and UK grocery sectors'. Spanning 30 years, Simon's career has seem him leading the marketing efforts for some huge UK brands including Jordans Cereals, Premier Food, Glen Dimplex Home Appliances, Princes and Georgia Pacific. Simon and Phil's conservation powers through many fascinating topics, from brand models to turning granola into snack bars, and from marketing owning the product lifecycle to the psychology of the marketing manager.   Listen out for Phil's bonus easter egg, labelling the FMCG market quite simply as the FMGC market (without missing a beat). 10 super easy points available for this one! If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's Twitter pages @philbirss or via the comments section below.

Are you a truth hoarder, holding back the recipe for your secret sauce? If so, you could be missing out on the brave new world of inbound marketing as a way to attract more customers to your door. In this episode Phil talks us through one of his favourite marketing books - They Ask, You Answer by Marcus Sheridan. For some people the term inbound marketing is deeply engrained in the modern marketing psyche, but for other it is a new and exciting concept filled with intrigue and promise. - 'They Ask, You Answer' available in Hardback from Amazon. Every organisation must answer to its customers, but rating and reviewing your competitors products, delivering unbiased side-by-side comparisons of your service versus theirs, and sending your customers away when they can be served better elsewhere, seems a sure fire to go out of business. In this book this author challenges some of our deeply held beliefs about how a business should be run, and demonstrates how a brutally honesty approach can be a sure-fire way to increase brand loyalty and boost sales. - More info on the author, Marcus Sheridan. If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's Twitter pages @philbirss or via the comments section below.

Completely failing to avoid the 'Why is my bus always late?' question, Phil interviews the lovely Lisa Pearson, Head of Marketing (NW) for Arriva Buses talking about her experiences of working in the marketing world. In another fascinating episode, the conversation delves into digital transformation, the importance of data in demonstrating ROI, along with building brand advocates and the importance of marketing sitting on the board.  Lisa also talks about her role as a board member of the Womens Organisation in Liverpool and supporting the next generations of entrepreneurs to craft and deliver marketing campaigns that drive business growth. Finally in this episode, Phil and Lisa wrestle with the mind-blowing scenario of both having a child called 'Alex', and the sad fact that the Gingernut Marketing in NOT sponsored by Ikea (yet)! If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's Twitter pages @philbirss or via the comments section below.

In the first of a new series of book reviews, Phil discusses one of his favourite marketing books: The E-Myth Revisited by Michael Gerber. Although from a casual read this is a book is about small business, Phil uncovers two important lessons that all marketers and entrepreneurs must understand and embrace if they are to create a winning marketing strategy. Phil is on a mission to promote the power of marketing and the importance of a well-supported marketing function within a business. Understanding the mind of the entrepreneur is the first step for any marketer seeking to achieve better buy-in from the leadership team. The second step is to understand your true role in a business is as a coordinator and change agent, not a technician. If you enjoyed the podcast then please spread the word! Comments and feedback are welcome via Phil's Twitter pages @philbirss or via the comments section below.