Lessons Learned in Marketing

Choosing a new brand name is one of the most important decisions you will make. Jeremy Miller shares his thoughts and his process for naming ahead of his new book, Brand New Name. In the book, Jeremy goes a little further than most, by bringing an easy-to-follow process. The book is a great guide for naming projects!Enjoy the conversation!Learn more about Brand New NameReach Jeremy at his...

Leah Olson is a leader in the agriculture industry. Recently the CEO of Dot Technology Corp. and SeedMaster Manufacturing. While leading Dot, they launched an autonomous power platform. Leah has an MBA from Queen’s University and a master’s degree in public policy and public administration from Concordia University and is a director on the Ag-West Bio board of directors and director...

Kelly Doody, Founder and CEO of Social School joins David on the podcast to talk about the upcoming conference in Regina, their presence in Saskatoon - and some surprising Roughrider heritage!

Dale Richardson is a Saskatchewan communicator and podcaster. Recently he launched the Saskatchewan Podcast Network, of which Lessons Learned in marketing is an affiliate member. Dale talks about the network, what it provides for listeners and for podcasters, and why he started it. We also talk about podcast opportunities and his own podcast, Talking 306. Enjoy the conversation, here is the only...

Mitch Duckler, author of the Indispensable Brand is our guest this week. Mitch's book asks you, what makes your brand indispensable?He then offers a guide to crafting a brand strategy to move from indistinguishable to indispensable.We talk about his brand strategy model, the purpose of brand story and how it fits. Mitch shares how a great brand can help in crisis and we talk about what the...

Rahul Sethi, Director of Insights with Vividata walks us through their new study, The Canadian Cannabis Study Post-legalization Usage and Opinions.In this episode we talk about what Vividata learned about Canadians usage and opinions since legalization. This study is a follow-up to research done pre-legalization, so offers insights into out how Canadians feel about cannabis and how or if opinions...

Rebecca loves Canada and local edibles and she's passionate about helping people grow a “taste of place”.Rebecca shares her story of developing Prince Edward County’s award-winning Taste Trail and the CTA’s Feast On certification program. She and her team at the Culinary Tourism Alliance manage the annual Terroir Symposium and she works with clients around the world to Grow Food Tourism.In...

Dr Alistair Goode of Gorilla in the Room shares research on outdoor advertising that reveals the ideal frequency of exposure. The research was funded by Primestar, Clear Channel, Blow up Media and Kinetic.In this episode we talk about:The awareness test: https://www.youtube.com/watch?v=2pK0BQ9CUHkGorilla in the room: https://gorillaitr.com/

From Bacardi to Vendasta to Great Western Brewing, Michael Brennan shares insights into marketing, working with brand stories for advertising and corporate culture, as well as the challenges of being an underdog brand.

What is the correct tone of voice for a brand on social media? Should you be casual? Is there evidence that this will help your business? Renato Hubner Barcelos is a professor at the University of Montreal in Quebec in the department of Marketing, and he has conducted a few studies that may give you some answers. Some surprising answers! Renato Hubner Barcleos on LinkedInRenato on...

Jessica Bellamy is a motion Infographic designer from Louisville Kentucky. her work tells visual stories using data and personal narratives.Jessica started her design career working with non-profits and community groups to create compelling explainers that break down complex service and policy information.We talk about GRIDS, how it started and how she landed in infographic design after...

This week David talks with CEO and co-founder of 33 Across, Eric Wheeler. Eric shares thoughts on being prepared for future scenarios, the challenges of all the new digital platforms and getting better than the standard IAB view for your online ads.

Gary Mortimer joins David in a conversation about the Ikea Effect, as well as how marketers can capitalize on the shop local movement.Gary is an active researcher in the areas of food retailing, retail operations and shopping behaviour, particularly consumer behaviour in food retailing and shopping.You can connect with Gary on Twitter @the_grocery_drHe's also on LinkedIn 

Johannes Boegershausen talks to us about his research project, Discounting Humanity: When Consumers are Price Conscious, Employees Appear Less HumanJohannes is a PhD marketing candidate with UBC Sauder School of BusinessBrands often position themselves with low prices, discounts, and sales . When consumers encounter these low‐price signals, they may adopt a price-conscious mentality,...

Is death still a taboo in advertising? Why would you even introduce death into ads? That's the central question behind a new study from marketing professor Barbara Phillips at the University of Saskatchewan’s Edwards School of Business.Barbara joins David to talk about the research and death in advertising. Our society has become more death accepting but can advertisers can use death portrayals...

Alain Giguère, President of CROP, one of Canada's top marketing research companies drops in to talk about a deep dive he took into data surrounding what drives Canadians.  Alain's passion for research is obvious, he is the architect of the 3SC (Panorama), Canada's longest running consumer and citizen values study. He talks with David about these values and there strategic implications for...

The Gathering recognizes brands that have built amazing cultures and connections with people that go deeper than most.Every February, leading brand luminaries converge at the Fairmont Banff Springs hotel to honour achievements and share marketing techniques.

Denise Lee Yohn is one of the world's top brand experts. Author of What Great Brands Do and Fusion she talks with David about the common cry, "we need to rebrand!"Denise shares her method of assessing your brand strength and what it takes to really rebrand. Are you ready to stand up for what you do, and how much are you willing to change?Then of course, how do you drive that change? 

Megan Matthews heads up Instinct Brand Equity Coaches, a consultancy created out of a frustration discovered by her father, Ted Matthews, a 30+ year veteran of the advertising world, and author of Brand, it ain't the logo. Instinct Brand Equity spreads the maxim that the only word synonymous with Brand is Culture.Megan has a PR and integrated communications background working across the globe...

What's the promise that a CRM delivers, what are the best practices to get into CRMs, how do CRMs work with marketing automation and when do you need one. All that on this episode!

Matt Flemming, Executive Producer at Content Works which is Postmedia's content studio shares an overview of what they do. 

This week Melanie Deziel, founder of StoryFuel, talks with David about native and branded content.How do you create a great story for native content? Can native content be too branded or not branded enough? What's the best way to get started in native content? Why are journalists so sought out as creators of native content? And why is transparency critical in native content?Melanie is Melanie...

Viveka von Rosen the “LinkedIn Expert”, she is author of the best-selling “LinkedIn Marketing: An Hour a Day” and “LinkedIn: 101 Ways to Rock Your Personal Brand!”  Viveka shares tools and strategies to succeed on LinkedIn.We'll talk personal LinkedIn pages and Company Pages. How LinkedIn uses hashtags, cleaning up your contacts and LinkedIn's hidden or underused tools.

The Coalition for Better Ads is working to improve the online ad experience for consumers.They've conducted extensive research and have created the Better Ads StandardsDavid spoke with Brendan McCormick, spokesman for the coalition, about their report and what it means.The ad standards are based on the Coalition’s extensive research, which has involved more than 66,000 consumers to date in...

Author, entrepreneur, consultant, and leader; Katrina German is our guest this week with the release of her book Action Tracking: Master your digital marketing strategy in under 30 days.More than anything, the book is a guide for businesses and marketers to tackle the beast that is digital marketing. Katrina's step-by-step guide shows you how to find the best messages for your business—the...

Marketing rideshare. How do Uber and Lyft attract drivers and what lessons can we learn from them about customer experience.Harry Campbell, is "The Rideshare Guy," writer, podcaster, and author of the book The Ride Share Guide.  Harry knows everything you’d ever need to become and succeed as an Uber or Lyft driver.Jared Spool is the founder of User Interface Engineering (UIE), the largest...

Athletes are brands — you could even argue they are small businesses. How do they market themselves? This episode we talk to CFL wide receiver Rob Bagg, player agent Rob Fry, and player web manager Jeff Armstead.Marketing yourself as a free agent athlete.

On this episode, Adriel Michaud VP of Marketing from ActiveDEMAND talks with David Bellerive about marketing automation. Together they define it, look at its potential and when to know if you should be using automation—or more automation.Enjoy the conversation! 

This week we dig in a bit to influencer marketing and the HYPR platform. HYPR CEO Gil Eyal talks with David about influencer marketing and how it is an increasingly important part of B2C or B2B marketing programs.Influencer marketing isn’t new, celebrity endorsements or trusted reviews have always been a part of marketing, but now the access to influencers using digital has changed how brands...

A master and supporter of big ideas, Jim Aho shares lessons learned from a 40-year career in advertising.Jim encourages us to dig for the big idea, really understand the power of brands, and always remember—don't take it personally. In addition to all that advice, we talk about the challenges of bringing Waskimo back to Regina — and more importantly how creatives and marketers can take care...

On today's episode, David talks with Jaimie Love of The Social School. The Social School is exactly what it sounds like, a school dedicated to social and digital marketing. Jaimie shares how it started and what they offer. She also shares some of her advice for marketing in social media. Enjoy the show!You can connect with The Social School on social media, or through their website:...

Deborah is a data scientist, conversion expert and the founder of GuessTheTest.com. She joins David to talk about the new site, and a wide-ranging conversion about A/B testing. They cover the difference between A/B testing and radical redesigns, explore the best practices of A/B testing and what is a good result? Enjoy the conversation!Check out Deborah's site: GuessTheTest.com

Christine Thille, Sales Manager at Rock 102 joins us to talk about radio. She shares thoughts about radio's effectiveness and relevance. How radio is working with digital, and some tips on getting raio to work well for you!

Briana Brownell is a data scientist in Saskatoon, and founder of Pure Strategy, an artificial intelligence company, helping business improve customer experiences by analyzing data. Enjoy the conversation!Connect with Pure Strategy: https://purestrategy.ai/Connect with Briana:https://www.linkedin.com/in/briana-brownell-08067921/   

Derek Robinson joins Kevin Hayes to talk digital media. Derek previously worked with Brad Wall to help him build his digital presence and now owns and operates Mash Media.  Derek talks about tactics and techniques he used to help strengthen Brad Wall's social presence, and the work he is doing now to help businesses succeed. He and Kevin talk lead generation, content and conversion along with a...

Harley Rivét joins David for a chat about his wort with the Saskatchewan Professional Marketing Association and his onw company, Deep Dish Digital. Enjoy the conversation!

Kelise Fraser joins Kevin Hayes to talk about the Saskatoon Police Service and their marketing and communications. Kelsie starts by turning the tables on Kevin, asking him a question. They explore how the Saskatoon Police Service communicates with the public, how social (especially Twitter) play a role. They are finding new uses for social media in communication and in police work and Kelsie...

Jon Mamela shares marketing and advertising initiatives Destination Canada is doing to attract international visitors, from influencers to Korean television programs.Destination Canada is tasked with attracting international visitors and our conversation covers some of the innovative programs and campaigns they've developed. Jon shares how Destination Canada finds out who the potential markets...

Tyson Liske is the General Manager of Trademark homes and he joins David to talk about, among other things, the Melissa and Tyson Show. The show has won a marketing award for Trademark Homes and Tyson shares the path to creating the show, how the show is made and where he sees the program moving forward.  Tyson talks about why they decided to do this, the risks, and what it takes to make it...

Vitaly Pecherskiy, Co-Founder & COO of StackAdapt, joins Kevin Hayes for an in-depth conversation on native advertising. They cover the native advertising landscape, quality vs quantity in native advertising, outcomes and measurement, and content production. Along the way, they explore examples of brands that use native well and clear up some of the terminologies. Enjoy the conversation!You...

On this episode, Kevin Hayes talks with Doug Lacombe, President and founder of Calgary digital agency Communicatto. Kevin and Doug talk about how people are using social media, content and the state of organic reach.Where it used to be you could publish to Facebook and you'd have a reasonable chance of reaching your audience, but now these platforms are choking off organic reach to promote...

Need proof that you can do whatever you put your mind to? Meet Winston. Winston is an 11-year-old aspiring quarterback. He wanted to learn to be a better football player and better quarterback so he sought out some pro players to talk to and that has turned into a marvelous podcast called Winston One On One. To date, he's published interviews with Khari Jones, Jovon Johnson, Amanda Ruller,...

This episode should be titled, "Swing for the Fences" and not because it's a home run, but it's the theme Justin and Greg keep coming back to in their conversation with David Bellerive. Greg Moore and Justin Reeves use their Facebook Live show to inform the social consulting they do with Pidgeon Social. As Greg says in the podcast, social media is not as much science as people think it is.Justin...

This week, Kevin Hayes hosts the podcast and talks with Cam Steed about Social Media Monitoring.The purpose of media monitoring is to capture content that is published by people. Typically brands monitor social networks, the web, radio, TV newspapers, etcetera for any mention of a keyword, phrase, brand name or a person. Cam breaks down the spectrum of what you can and can't monitor — and how...

This week David talks to Freddy Vandelinden of Dutch Cycle. At Dutch, old-world values connect with modern consumers. This is one of the top examples of a company consistently delivering a great customer experience. Freddy shares what he wants customers to feel when they come to Dutch Cycle.Why do they focus on customer service? And how do they hire staff that shares the passion for customer...

This week we revisit a conversation with Nicholas Webb.Nicholas noticed a number of years ago that brands were moving toward thoughtful innovation methods to invent better human experiences.He researched this for a number of years and it led to this book.His bestseller, What Customer Crave, is about customer experience innovation, and the way in which we can invent beautiful experiences...

We connect up with Jennifer Urbanski from LinkedIn. It's a look back at highlights and lessons learned in 2017 and a look forward at what's coming from LinkedIn.Enjoy the conversation!

This week we welcome Eric Dillon, CEO of Conexus to the podcast.  Conexus is coming through a transformation, and Eric shares their bold new position. It's a perfect example of a brand finding a market position that is meaningful, ownable and unique to Conexus.  You'll hear how Conexus will measure success and how they have radically changed their approach—right down to how financial...

What's it like to open a major project for Saskatoon, Saskatchewan, and Canada?Alison Murawsky is Director of Marketing for the Remai Modern, and walks us through the opening and getting ready for a new operation.Alison shares the breadth of programming that occurs at the Remai, which highlights the marketing challenge her small team faces.We talk about target audiences and messages for those...

David reconnects with Beverley Theresa, a social media coach, speaker, and advisor. Beverley shares some things to look at and consider exploring for 2018, starting with micro-influencers.What are micro-influencers, why you might want to reach out to micro-influencers and where to find them?Beverley is also shares thoughts on Facebook Messenger Chatbots. How you might try it this year.Linked in...

This week we hear from one of Saskatchewan's top ag minds. Kristjan farms 11,000 acres near Moosimin and is also a much sought-after speaker for his 5% rule. He shares his thoughts on progressive farming and business. We talk about how he works with peer groups, and avoids group thinking. There's good farm advice that applies to all of us, like, "at some point, everyone has to shovel." I...