The Marketing RV Podcast with Ranalli and Volpe

SYNOPSIS Marketing RV with Ranalli & Volpe is parked at Zoom for a vigorous discussion with entrepreneur commercial real estate broker Kyle Malnati. Calibrate Real Estate operates out of Denver, Colorado. It's a boutique, broker-owned commercial and residential outfit that employs a dozen people. With a degree in finance, Kyle explains how his education set him up for success in commercial real estate, something he did not originally set out to do but stumbled upon after earning his degree. Some 15 years later, Kyle enjoys selling financial assets, which is how he views his vocation. Kyle is quite candid about personal events in his life that led to making charity a part of his business model. Today, Missions Ministries is the main benefactor of Calibrate Real Estate. His team gets involved financially, as well as physically, building housing for impoverished residents of Juarez, TX. Kyle credits his faith and upbringing for laying the foundation that led him to boldly take on a series of charitable causes. This is a video episode. Watch it on our YouTube channel. If you like this episode, share it. If you don't tell us why—you can follow Marketing RV, Gene, and Lorraine on your favorite social platforms. If you'd like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 05:55 Kyle's leap from finance major to commercial real estate tycoon 10:00 Trend to multi-use land, mini community developments 12:40 Demographic trends 15:00 Lorraine shocks Gene by quoting a hockey great 17:32 Missions ministries 19:45 Charity as part of Kyle's business 20:20 Trio of life-changing events that formed Kyle's Why 22:40 Choosing the Ronald McDonald House charity in memory of Kyle's brother 23:48 The impetus to raise money for Kyle's brother's headstone 25:10 The leap to making Missions Ministries Kyle's target charity

SYNOPSIS Matt Johnson has successfully defined his niche business and his target client, and that's exactly the focus of his podcast/marketing company Pursuing Results. In this second of a two-part show featuring Matt, Marketing RV with Ranalli & Volpe continued the conversation about three concepts in Matt's book “Micro Famous”: getting seen, getting noticed, getting known. To get known and expand your client base, Matt quoted a real estate coach who once said, “Stop saying new things to the same people and start saying the same thing to new people.” To be micro famous to the right people, Matt recommends turning the traditional sales model upside down. Recognizing the burnout factor in the service industry, Matt suggests building lifelong relationships instead of clients for life, that way clients will cycle in and out of your business. Go to Pursuing Results to see how Matt pitches his business in a two-minute video on the home page. As for getting seen and getting noticed, which precede getting known, Matt recommends narrowing your focus. Until you reach the tipping point of influence, getting known, keep driving one message or focusing on a specific attribute/offering. Only after you become known should you expand your offerings. Matt cited examples of brands that broke out because they offered one specific product or service and added variations only after becoming household names. How does this entrepreneur manage his work life? Matt said he remains organized by theming his days and dedicating the first half of each weekday to work. He commits to working five hours a day and builds into his daily routine a lunch break and a workout. If Matt could recommend only one business book, it would be “The Star Principle” by Richard Koch. Click HERE to take Matt's free masterclass on how to get featured on podcasts as an expert thought leader. This is a video episode. Watch it on our YouTube channel. If you like this episode, share it. If you don't tell us why—you can follow Marketing RV, Gene, and Lorraine on your favorite social platforms. If you'd like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 01:10 How Matt defines his service 06:31 Dealing with client burnout 11:39 Which professionals should have a podcast 14:40 Monetizing your podcast 15:09 Crafting your point of view 16:00 A “Pursuing Results” success story 18:32 Getting seen and noticed 20:00 The tipping point of influence 25:59 Free master class info 26:54 Matt's one book pick

SYNOPSIS Matt Johnson of Pursuing Results was our special guest on yet another two-part Marketing RV podcast with Ranalli & Volpe. In this episode we dove deep into Matt's soon-to-be-released book “Micro Famous” but not before Gene derailed the conversation with Bublé vs. Bubly. Admittedly, that is some good advertising. Gene was one of the lucky few to get an advanced copy of “Micro Famous, and one of the concepts he found intriguing was: Get seen. Get noticed. Get known. Beginning with getting known, Matt said it comes down to sharing content that drives home your clear and compelling idea, which cuts through the noise. Consider your career a book. He suggested writing the subtitle first, and then building your brand around that. Link your personal brand to the problem you solve or the attribute for which you are known. It's akin to creating a positioning statement. The idea is to be specific because “if you're know for too many things, you'll get lost and confuse the market,” Matt said. As much fun as it is to hear this train wreck, try watching it! This episode was video conferenced since Matt is based in San Diego. Visit our YouTube channel to watch it. Matt Johnson hosts several podcasts each week, including Real Estate Uncensored with Greg McDaniel and Gene Volpe, which is referenced throughout the show. Be sure to check out Episode 045 for insights into Matt's podcast business Pursuing Results. If you like this episode, share it. If you don't tell us why—you can follow Marketing RV, Gene, and Lorraine on your favorite social platforms. If you'd like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 00:51 Gene breaks out the Bubly 04:50 Micro Famous 10:30 Strategy and Tactical approach to podcasting: It's in the book 11:45 Matt goes to Australia 13:25 The Evil Bald Nija 14:40 Conversion Code 18:15 Get known. 20:30 It comes down to positioning 23:23 Matt's definition of getting noticed 25:40 Hone your elevator pitch 26:39 Identifying your why to attract business

SYNOPSIS In this episode of Marketing RV with Ranalli & Volpe, Laura Kasper of Monarch Staffing talked about hiring practices, how marketing does not just play a role in HR but when done right, is woven into it for maximum results. She also offered great tips by sharing the principles that have made her company successful, such as their core values: integrity, responsiveness, commitment to quality, and community service. One of the many community service opportunities in which Monarch is currently involved is their very own Walk-In Wednesdays. Seeing a need for recruits to have professional headshots in their LinkedIn and other social profiles, Laura decided to offer free headshots. Candidates and clients can go to several Monarch locations on designated dates for a photo. Information is on their website and Instagram page. Laura participates conspicuously in local events. One of the most recent and vibrant was the brainchild of her tenacious daughter in the summer of 2018. Entrepreneurs will love the story about how Girls Spark was ignited. After just one conference, the organization received calls from young women in other cities who wanted to learn how to bring the conference to their towns. The second Girls Spark conference will take place April 25, 2020 at West Chester University. Girls Spark is an official non-profit whose mission is to help girls better navigate the social issues they face in today's world. The conference boasts keynote speakers and more than a dozen break-out sessions covering topics like peer pressure, emotional intelligence, compassionate action (anti-bullying), social media, etc. “We want to ignite the spark and keep it going,” Laura said. “Treat the girl in your life to a great day in her life, www.GirlsSpark.com.” One final piece of good news: in response to Gene's question about when the robots will take over and kill us, Laura emphatically answered, “Never.” If you like this episode, share it. If you don't, tell us why—you can follow Marketing RV, Gene, and Lorraine on your favorite social platforms. If you'd like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 01:26 How large organizations benefit from outsourced HR 02:13 MOD factor: the cost of high turnover 03:56 Unemployment is going up 05:22 Senior staffers are unemployed at higher rates 07:11 Reverse mentorship 09:51 Girls Auto Clinic 11:22 Core values and the community 13:09 Walk-in Wednesdays 15:10 Girls Spark—how it started 23:23 Impressive sponsors, it's all leg work 24:00 Shout out to Urban Outfitters

SYNOPSIS Marketing RV with Ranalli & Volpe pulled up to Monarch Staffing in Springfield, Delaware County, to interview founder, CEO, and Madam Butterfly Laura Kasper about the relationship between recruiting and marketing. Whether you own or run a small, mid-sized, or large business, you need to understand the benefits of integrating HR with marketing. Recruiting today amounts to partnering with diverse groups that span five generations. It is no surprise that Laura's career began in marketing before she launched Monarch Staffing in 2001. What began as a single office staffing agency has evolved to a full-service human resources provider operating in the five-county Philadelphia region and serving clients across the country. We discussed with Laura the advantages and challenges electronic communication presented to her industry and how she successfully navigated the transition. Thus, living up to the company's name. Laura said she chose the name Monarch because the hiring process creates a transition period for both the employer and job seeker. Retention is as much a concern for employers as recruitment. Laura explained methods her company employs to help clients implement what she calls the white glove treatment to build lasting employer-employee relationships. Laura said the same philosophy in Joey Coleman's “Never Lose a Customer Again” can be applied to human capital to boost employee retention. ELH is Monarch's mantra. It stands for Everyone Leaves Happy. If you like this episode, share it. If you don't, tell us why—you can follow Marketing RV, Gene, and Lorraine on your favorite social platforms. If you'd like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 02:37 Technology's impact on the recruiting and staffing business 04:12 Laura's 30 second elevator pitch 05:27 The unofficial marketing gurus behind Monarch Staffing 07:30 Ebbing employee turnover through integrated marketing 09:00 Beyond recruiting: retention 12:53 Where applicant tracking systems fall short 18:09 How the candidate experience affects your image and brand 19:15 Gene's major interview faux pas 21:30 Why nannies make great employees 24:20 The staffing underworld

SYNOPSIS This episode goes off the rails from the beginning! Seth Lejeune, of Ask Seth Anything, draws a connection between politics and marketing setting off one of the Marketing RV with Ranalli & Volpe hosts (guess which) and priming the other to agitate further (guess which). All the yackers in this episode agree that marketing political thought is big business, which is an undeniable fact in this current political cycle that will see billions of ad dollars spent on both sides of the aisle. Where our guest and a host differ slightly is the ability of campaign spending to persuade constituents at large in this day and age. The conversation may make you slightly uncomfortable but is in no way meant to persuade, proselytize, or provoke. It's just business—the business of marketing. Suffice it to say all sorts of media outlets will be the big winners this year, reaping ad revenue like never before. See the highlights below for links to specific topics discussed in this episode. If you like this episode, share it. If you don't, tell us why—you can follow Marketing RV, Gene, and Lorraine on your favorite social platforms. If you'd like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 02:34 Seth on Bloomberg's campaign marketing (read: spending) 05:18 Data points per voter 07:00 Understand what you are consuming 12:39 The noise behind political races 13:15 Reliability of The Great Hack 14:10The death of journalism 18:48 First National Bank of Boston et al. v. Bellotti 22:43 The new Last Frontier 24:30 Trump rally phenomena 26:00 Ask Lorraine anything 27:18 Seth & Lorraine disagree about Trump's true appeal 30:20 The Art of War

SYNOPSIS Longtime followers of Marketing RV with Ranalli & Volpe might remember meeting Real Estate guru Seth Lejeune in the fall of 2019, episode 032. Since then, Seth made a career move that will position him to attain his long-term goal of earning a reliable stream of passive income. Listen to his plan and how he is bringing it to fruition. If you like this episode, share it. If you don't, tell us why—you can follow Marketing RV, Gene, and Lorraine on your favorite social platforms. If you'd like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 02:10 Four reasons Seth made a career move 05:10 The five-year plan 08:46 Advantages of being on a team 10:00 The road to passive income 14:10 Effective operations and the e-myth 19:41 Understanding the sales team 22:50 The marketing advantage 25:30 Why some are reluctant to social media

SYNOPSIS Marketing RV with Ranalli & Volpe continues to delve into CFF's Venture Philanthropy approach to fund raising. We carried into this episode the discussion of the Delaware Valley chapter's unique business development and marketing discussion with Executive Director Jessica Wickersham and Senior Development Director Vanessa Deussing. If you missed Episode 042, check it out to get the background on the strides this 65-year-old organization has made as it looks to a day when it might no longer be needed. Until It's Done! is the CFF motto. Jessica and Vanessa explained why they look forward to the day when they are laid off because they are no longer needed. You will learn about Trikafta, an amazing breakthrough drug treatment that has been approved by the FDA for people 12 and older. This drug appears to be 90% effective. CFF is looking for a half-billion dollars to pave the path to a cure. Jessica and Vanessa explained what is entailed and how their guerrilla marketing efforts will get them to the goal. Enjoy this episode, share it with your network, and please follow Marketing RV, Gene, and Lorraine on your favorite social platform. If you'd like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 01:11 Spheres of influence 02:03 Navigating Corporate Social Responsibility 03:48 PNC's local connection to CFF 05:03 The six feet rule 07:55 Help for families dealing with CF 08:59 Compass 11:00 Big plans for the 65th Anniversary Year of CFF 15:23 Path to a cure, a $500,000,000 venture 17:15 Trikafta success stories 22:28 What happens when CF is eradicated? 23:39 Besides $, what you can do to help.

SYNOPSIS In this episode, the Marketing RV with Ranalli & Volpe pulled up to the Delaware Valley chapter of the Cystic Fibrosis Foundation to discuss how this organization competes with the throngs of other worthy charities looking for support. Guests Jessica Wickersham, Executive Director, and Vanessa Deussing, Senior Development Director, provided a wealth of information about how their foundation operates, the successes it has achieved in its 65-years, and the challenges it faces. You'll learn how this non-profit competes for money and attention in a tight arena with a significant number of similarly worthy causes. All organizations face marketing challenges. CFF remains focused on its mission, its unique set of circumstances, and its goal—to eradicate Cystic Fibrosis. A large portion of the money raised by CFF goes directly to efforts related to research. Keeping expenses low is part of their strategic development plan along with event marketing and partnerships. This is the first in a two-part series with CFF. The next episode delves deeper into CFF's Venture Philanthropy model and news about a revolutionary drug that offers hope to 90% of those suffering with CF. There is much work to be done, but you can take hear in the strides that have been made. Enjoy this episode, share it with your network, and please follow Marketing RV, Gene, and Lorraine on your favorite social platform. If you'd like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 03:00 Cystic Fibrosis defined and the history of 65 Roses 04:29 65th anniversary of CFF 04:42 Good news about life expectancy 06:48 By the numbers 07:00 Gene gets stubborn 09:00 Marketing CFF through events & business development 11:48 How CF differentiates itself from other non-profits 13:02 Venture Philanthropy 13:55 The best story in medicine: the cure is on the horizon 15:10 Gene: among Philly's Finest 16:45 CHOP & Dr. Rubenstein's tour 18:29 Gene drops the bomb 21:03 Consequences of an invisible disease 24:08 Cultivating the grass roots 26:05 Value in ambassadorship

SYNOPSIS In this episode of Marketing RV with Ranalli & Volpe, we discuss personal branding as not only a strategy for individual momentum, but also a strategy for moving an entire organization forward, depending upon how its executed. Lorraine begins by discussing a valuable presentation she recently attended with keynote speaker Kate Shields, CEO of Vault Communications. Gene, our digital architect, responds to the nuggets of information Lorraine shares from Kate's presentation. The concept of personal branding leads to a discussion of the state of social media. Find out which platforms are most popular, which are best for your industry, and how even a Neanderthal can navigate Social to successfully build his brand. To Lorraine's query about Social collapsing beneath its own weight, Gene responds, “The concept of Social Media is not going to change. It's going to be what we have the patience to consume.” While many are familiar with the Facebook movie that reveals how Mark Zuckerberg developed a concept and turned it into one of the world's largest publicly traded companies, Gene recommends reading “Hatching Twitter: A True Story of Money, Power, Friendship, and Betrayal” by Nick Bilton, to understand Twitter's growing pains. Shout out to Rey Azteca Mexican Restaurant, West Chester ...just because Gene likes it and he doesn't mind being an organic Influencer, which is another topic you'll hear about in this podcast. Enjoy this episode, share it with your network, and please follow Marketing RV, Gene, and Lorraine on your favorite social platform. If you'd like to be a guest on the show or if your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 00:45 Defining personal brand 05:50 Why a blanketed approach to social media works 06:54 Owning the Google search 07:56 Facebook still rules the social media channels 08:40 The mathematics behind social media platforms 12:40 Turning your Facebook profile into a page 14:40 Marketing through influencers 17:50 What happens to advertising on Facebook if it takes away likes? 20:08 All media is about making money. Period. 21:10 Social media will adapt to consumer habits. 23:29 Personal branding helps drive business revenue. 25:21 Warning: Gene drops a bomb! 25:50 PR is not dead, it's more alive than ever!

SYNOPSIS Setting the tone for the new year and associated business planning, this episode of Marketing RV with Ranalli & Volpe gets naked, in the candid sense, about a 2020 vision. For most businesses, this sort of discussion would be private and confidential. Instead, we sort through our first-year growing pains publicly to reveal our principal goal for the new year. After Gene regales us with his wardrobe secrets, we discuss criticism we received in 2019 and how it helped us hone our podcast strategy. We are on fire and ready to deliver the best marketing podcast on the web. With your continued feedback and help spreading the word, we'll exceed our goal by mid-year. Tell us what specific area of marketing you'd like to hear about, and we'll find the expert and bring him/her on the show. See the highlights below to skip to your favorite part or just listen to the whole darn show. It's one car ride. Seriously, we are extremely grateful for your time and we want to make it worth your while, so your feedback is important to us. You can follow Marketing RV, Gene, and Lorraine on your favorite social platform. If you'd like to be a guest on the show or if your business would like to sponsor or host Marketing RV, contact us here. HIGHLIGHTS 03:45 Getting naked.....it's a branding thing. 04:40 2020 Vision, setting our goal for Marketing RV 10:01 Criticism about the podcast and how R & V are handling it 11:00 Focus groups; are they still a thing? 13:00 Gene explains his personal/professional breakthrough 16:10 Gene gets weepy 19:30 A system for getting your business good online reviews 22:00 Annie Duke's book and Gene's connection to Annie 24:50 Business book recommendations 26:00 Jesse Itzler 26:47 David Goggins 28:57 Mastermind Book Club

SYNOPSIS  Picking up where episode 038 left off, Marketing RV with Ranalli & Volpe continued to get the inside scoop on identity and tax fraud from Bob Simpson, Partner at Brinker Simpson & Company. You'll never believe who was revealed to be the fraudster in one of the cases for which Bob's firm was hired to investigate. The need for Forensic Accounting has led to college courses and entire majors on the subject. Before delving into more CSI stories, Bob schooled the hosts on sales tax and how states track out-of-state purchases.  As Bob shared more stories about corporate and municipal theft, it became clear that ample oversight and accountability is a solid deterrent. Bob provides several suggestions for shielding yourself and loved ones, especially the elderly, from theft and fraud.  Follow Marketing RV, Gene, and Lorraine on your favorite social platform and let us know what you want to hear about more, or less, in the new year. Partnering is a surefire way to promote your brand, which is why we take Marketing RV on the road and talk business with interesting guests. If your business would like to sponsor and host Marketing RV, contact us here.     HIGHLIGHTS 08:20 How the states track sales tax and out of sales purchases  14:30 Corporate and municipal fraud on the rise 16:06 Thieves and fraudsters come in all forms  21:00 Admin steals from car dealer but a stupid mistake reveals her theft 23:25 Bob's prior life includes owning a beer distributor 25:28 Safeguards to prevent corporate and personal theft  28:05 How to protect elderly parents and loved ones 30:00 Promoting education about ID theft and fraud

SYNOPSIS  Marketing RV with Ranalli & Volpe starts the new decade on the road, pulling up to the accounting firm of Brinker Simpson & Company in Springfield, Pa. to interview Partner Bob Simpson. Lorraine and Gene set out to understand the ins and outs of an accounting firm and how they market their services but became awestruck when Bob mentions the emergence of Forensic Accounting.  Bob proceeded to tell stories about fraud, potential fraud, and the $40B—YES! $40,000,000,000—fraud industry preying on seniors. That's just seniors and that's just the amount reported and/or uncovered. Much of the crime goes undetected because victims are too embarrassed to speak out.  In this episode, you will learn what Bob and members of his firm are doing to combat such fraud, with whom they are working, and measures you can take to avoid becoming a victim of identity, tax, and bank fraud.  Follow Marketing RV, Gene, and Lorraine on your favorite social platform and let us know what you want to hear about more, or less, in the new year. Partnering is a surefire way to promote your brand, which is why we take Marketing RV on the road and talk business with interesting guests. If your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 03:45 Forensics Accounting explained 06:15 The difference between accounting audits and forensics 07:40 The story of a wealthy man who gets duped. This can happen to anyone. 14:14 Learn about adopting the buddy system to prevent fraud  18:50 Corporate and municipal theft run amok

SYNOPSIS  When Gene saw a colleague from Florida post about a random act of kindness, he decided to bring the concept home, to Philadelphia. In this episode of Marketing RV with Ranalli & Volpe, Gene reveals how his rendition literally and figuratively had an echo effect. Learn how he came up with The RAKE—random acts of kindness echo—and what he plans to do with it.  Follow Marketing RV, Gene, and Lorraine on your favorite social platform and let us know what you want to hear about more, or less, in the new year. Partnering is a surefire way to promote your brand, which is why we take Marketing RV on the road and talk business with interesting guests. If your business would like to sponsor and host Marketing RV, contact us here.   HIGHLIGHTS02:17 Gene defines The RAKE07:00 Serendipity takes over when the planning begins07:41 The beneficiary of Gene's first RAKE10:23 Lorraine brings up the Catholic angle13:01 Gene's charitable deed that smacked him in the face

SYNOPSIS Finally! Gene gives us details about his super-secret trip to Disney for the Agent of Excellence conference, which was the brainchild of Monica Shay. In this episode of Marketing RV with Ranalli & Volpe, Gene reveals a plethora of tangible marketing nuggets that can easily be applied to any business or endeavor. Monica is one of Gene's clients and a Disney aficionado. She organized the educational retreat for Real Estate agents around the country and it was so successful that she's already planning a series of retreats beginning as early as February 2020. Each conference will incorporate Disney's signature Be Our Guest: Perfecting the Art of Customer Service business training program with digital and other real estate marketing education led by Gene. Participants will learn how customer service standards via the ISO and TL models relate to marketing and increasing revenue. Follow Marketing RV, Gene, and Agent of Excellence on your favorite social platform. Contact us through these platforms or at Marketing RV with any questions. Partnering is a surefire way to promote your brand, which is why we take Marketing RV on the road and talk business with interesting guests. If your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 02:39 Dead air drives Lorraine nuts. 03:28 Agents of Excellence 05:45 Touchpoints 12:09 Gene identifies his number one Agent of Excellence takeaway 15:00 Lorraine dissects Gene's presentation preparation 18:09 Building a team for long-term success 23:56 The learning beyond the conference sessions 25:30 Info about the 2020 Agent of Excellence conference

SYNOPSIS WARNING: Gene invites guests with potty mouths, but we love Will Grimes and Eli Schmidt of Day One Dollar Zero. In part two of the interview with the Denver real estate moguls, Marketing RV with Ranalli & Volpe dug deeper into the pairs penchant for network marketing—both social media and tangible, old fashioned, face-to-face connectivity. Will summed it up best, “In sales, your objective is to create the best relationship possible in order to have the most influence.” In this show, Will and Eli give a little background into how Day One, Dollar Zero came to be, including the name, which is quite literal. To hear a detailed account of their founding, check out Day One Dollar Zero Episode 034 Keeping the Faith. Networking is a huge part of the strategy that goes into Will and Eli's success. It's a priority; they train their team on it. Listen to the way Will and Eli describe networking. They don't network simply for the sake of collecting contact info; they build relationships, sometimes getting to know their fellow gym rat or school parent for years before that person knows they sell real estate. The formula works because they keep relationships real. Partnering is a surefire way to promote your brand, which is why we take Marketing RV on the road and talk business with interesting guests. If your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 01:06 Anti-broker brokers: Will & Eli's unique approach to real estate 03:00 Knowing your audience and your approach 05:11 Motivating clients 13:05 The secret to successful video marketing 16:25 Staying top of mind 20:27 Turning data into action 26:09 Applying gym fundamentals to business—Eli's back story 31:00 The match made in heaven 32:50 Putting the guests on the spot

WARNING: This podcast contains inappropriate language—from our guests, not us! Will Grimes and Eli Schmidt of the Day One Dollar Zero podcast join Marketing RV with Ranalli & Volpe from their Denver, Colorado base. In just year two of their joint real estate venture, Grimes and Schmidt have earned rank among the top one percent producing agencies. These millennials have been through the gamut. Will is a Special Operations Command (SOCOM) veteran with CIA experience. Prior to real estate, he worked as a police officer and was involved in ownership of a gym. Through his love for fitness he met Eli. Eli credits a series of failed ventures to bringing him to his successful partnership with Will. You might say Will was the answer to Eli's prayers, and vice versa. The pair are serial entrepreneurs. In this episode they divulge info about several projects and the marketing behind them. Still avid gym enthusiasts, Will and Eli started the FitWorks Networking Group and they're all-in with donations of hundreds of pounds of cereal to the Be About Bliss Foundation, which provides meals to children in need and their families outside regular school days. Episode 034 is the first in a two-part series with Will and Eli. Like so many successful businessmen, these guys are passionate about all their endeavors and each complements the other. Hear why and how they make it work. It all enters the marketing funnel. Partnering is a surefire way to promote your brand, which is why we take Marketing RV on the road and talk business with interesting guests. If your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 01:35 Gene challenges the sharpshooter, who is twice his size. 09:15 Be about Bliss Foundation 14:30 The benefits of video marketing 22:30 How do you know your paid social media is giving you the most bang for your buck? 23:33 The FitWorks Network and its correlation to business 24:15 Putting the data to work

SYNOPSIS Lorraine is not recording in a tunnel, although it sounds like she is. Episode 33 of Marketing RV with Ranalli & Volpe is a video podcast focused on Gene's impending trip to Disney where he will present the marketing angle at Agent of Excellence training in the Disney Institute. Monica Shay, Gene's client and a Disney aficionado, organized the educational retreat for Real Estate agents around the country. Aware of Disney's corporate training program and “Be Our Guest: Perfecting the Art of Customer Service,” Gene will be discussing customer service standards via the ISO and TL models and how they relate to marketing and increasing revenue. He also plans to share Gary Vaynerchuk's Jay Cutler story as an example of how impeccable service reaps unplanned rewards. You'll hear the genius of how this event came to be and Gene's plans for his presentations. Then you'll want to download the following episode to hear the recap of this event. Partnering is a surefire way to promote your brand, which is why we take Marketing RV on the road and talk business with interesting guests. If your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 02:45 Gene's pick of the week….Monday morning quarterback style. 07:10 Marriage wisdom 09:30 Disney Institute's three-day training program 12:20 Gene divulges his exclusive access 15:10 Disney's secret underground 17:25 The Disney parking lot solution 28:08 #AskGaryVee, the Jay Cutler story

SYNOPSIS  Seth Lejeune is a realtor, marketer, writer, podcaster, and Renaissance man. Keep your eyes on this guy. He was also the featured guest on Episode 32 of Marketing RV with Ranalli & Volpe. Broadcasting from Nick's Roast Beef in West Chester, Pa., on a weekday afternoon, Seth came onto the show because he has a genuine interest in chatting with people about business and life.  That interest was also the impetus for The Mastermind Book Club, which Seth started with previous Marketing RV guest Andrew Beaver (Episode 19—Surveillance Techniques Create New Insurance Opportunities). “The Mastermind Book Club is a group of likeminded professionals who each have a goal of personal growth and development who come together once a month for a mastermind discussion framed around a business or personal development book they have been reading throughout the month. We exist to help members become a better version of themselves and meet their personal and professional goals through self-directed reading and group discussions.” Seth and Andrew are two of the three hosts of Ask Us Anything, a podcast that covers a range of topics, including personal development, society, and marketing. Seth said the general rule for the show is simply to keep it interesting and not to use the platform to sell. “Ask Seth Anything” is the monthly article Seth writes for his blog and for his client base. He personally prints the article, signs each copy, stuffs them into envelopes, and drops them at the post office. His clients have come to look forward to the personal mailing and the wisdom contained within. The articles Seth writes answer questions about real estate.  Even though Seth is a real estate agent (Berkshire Hathaway in Malvern, Pa.), this podcast is more about how behavioral marketing affects sales in any industry. With just under five years in the business, Seth has found remarkable success because he applied business acumen he acquired while working for years with the family business, Rivercrest golf course, Phoenixville, Pa. Seth is keen on studying others to be efficient in his sales approach. “You need a high emotional IQ in this business,” he said.  Regarding branding, Seth said authenticity is essential but there is such a thing as being too authentic, or TMI. He gave examples of the fine line between authenticity and branding that should not be crossed. Everything we do in life impacts our branding, intentionally or not. Even though Seth's podcast is not intended as a sales avenue, it does promote his brand. When it comes to advertising, though, he prefers direct mail and Facebook.  Lorraine expressed doubt about the effectiveness of social media marketing, a point to which Seth and Gene conceded but Gene added, “Once social media self-corrects, it'll be at the top of the heap again.” That means social media marketing is bound to get really expensive. Seth said he'd stick to what he's doing because he doesn't need to spend big bucks on social to reach his defined audience. Ranalli and Volpe are huge fans of organic marketing, too. Cooperative marketing tends to be organic and very successful. Partnering is a surefire way to promote your brand, which is why we take Marketing RV on the road and talk business with interesting guests. If your business would like to sponsor and host Marketing RV, contact us here. HIGHLIGHTS 06:10 Is it better to pay off your mortgage or invest that “extra money”? Seth opines about Dave Ramsey. 09:00 The benefits of real estate investment. 12:50 The one topic most couples won't discuss. 13:56 Seth's first step when working with home sellers.  16:36 How Seth's construction background formed his current career success. 21:00 Seth's secret marketing bullet. 22:50 BombBomb's open rate as compared to physical mail.  24:30 How to not be a douche.  27:50 Seth predicts social media will soon take over all other forms of advertising. 31:00 The Mastermind Book Club

031 – John Jam and the Real Estate Market    SYNOPSIS  John “Jam” Jamgochian is the featured guest in episode 31 of Marketing RV with Ranalli & Volpe. With a refreshing approach to real estate sales, Jam unveiled the secrets to thriving in the market amid rapid changes over three decades. What he did not say but is evident, is that he has the right attitude. John has a friendly, approachable demeanor and he is open to new ideas and change. Isn't that key to success in any industry? John explained his recent move to Keller Williams and shared KW best practices that differentiate the group from competing firms. The things that attract realtors to KW also attract home sellers and buyers. Adopting new technology is one of the top attractions.  Because he works closely with realtors in his role as digital architect, Gene was very familiar with KW's new Command platform and able to inquire about specific details. John also shared tactics he employs to generate leads in a very competitive field. With slight retrofitting, all this knowledge can be applied to any field.  Neither John, Lorraine, nor Gene is a fan of the hard-sell tactic. Gene said it best, “I'd rather you put a little bit of effort into learning about me before approaching me with a sale. Then I'd be more likely to buy from you.” Amen! That's the secret to a large percentage of first-time sales and 99% of repeat sales.  This episode was recorded at Nick's Roast Beef in West Chester, Pa. Partnering is a surefire way to promote your brand, which is why we take Marketing RV on the road and talk business with interesting guests. If your business would like to sponsor and host Marketing RV, contact us here.   Big shout out to Chico's Vibe for providing the show's theme music.   HIGHLIGHTS 07:45 The major change in real estate shopping.  08:50 Keller Williams attracts hundreds to their open house. 10:02 Elements that attract the best realtors to KW 10:30 KW Command platform 12:30 Data wars: is Zillow realtors' necessary evil? 14:50 Apps to the rescue 15:10 33 touches 19:25 John's lead generation tactics 20:47 John's preferred social media platform 21:10 KW's BOLD program 23:46 Average time to sell a house in 2019 24:31 Typical length of home buyer's search

030 – 3 Management Tips from Moshulu GM Michelle Delp    SYNOPSIS Nightlife helps steer The Moshulu's popularity thanks to Kevin Friel, Director of Special Events and Nightlife for Fearless Restaurants. In this episode of Marketing RV, Ranalli & Volpe discussed some of the themed events hosted by the Moshulu. It's the second of a two-part interview with Moshulu General Manager Michelle Delp where we learn about the Cannabis party and the Emo Sad & Boujee concert. What? You have to listen.  In addition, we not only learn Michelle's full name, but she also shares her Fearless journey, unwittingly providing a behind-the-scenes peak into the restaurant business and three management tips: Show appreciation to your staff and they will be happy and productive. Adapt readily to new technology for efficiency. It will also keep you relevant.  Be proactive. Fearless Restaurants has as standard policy “table confirmation,” which basically means that within a short amount of time after being served, a manager has to confirm customer satisfaction. That way, any discrepancies can be rectified on the spot.    As you'll hear in this interview, Michelle's management style is conducive to a positive workplace. How else would she be able to get as many as nine or ten employees to come into work on a moment's notice when a last-minute party pops up? This broadcast was recorded on The Deck, the wheelhouse and upper most deck of the Moshulu at Philadelphia's historic Penn's Landing. Partnering is a surefire way to promote your brand, which is why we take Marketing RV on the road and talk business with interesting guests. If your business would like to sponsor and host Marketing RV, contact us here.   Help resolve a Marketing RV issue by responding to this question on our Facebook page: Who wears the bowtie better, Gene Volpe or Opus?    HIGHLIGHTS 03:30 The Cannabis party is on Deck 04:15 Sad and Boujee 06:04 Lorraine's approach to Marketing 07:46 How Moshulu promotes its events 09:00 The uh-oh moment 12:23 Michelle capitalizes on staff using their cell phones 15:00 A Walkie Talkie app 15:50 POS defined 22:34 Michelle's menu picks

029 – Moshulu, Part I: Marketing History with Michelle Delp   SYNOPSIS The Moshulu was the ship shown bringing Vito Andolini (Corleone) to New York in Godfather part 2, but it was actually not a passenger vessel. The 115-year-old four-masted sailboat was used to transport and store coal, other cargo, and mostly grains at some point during its life. Before being towed to the U.S. in 1970, the Moshulu played a role in both World Wars and had multiple owners in multiple countries. It's not clear whether the ship was purchased directly from the Finnish government by American Specialty Restaurant Corporation or if Walt Disney Company made the purchase that brought the ship to the states. Regardless, extremely interesting tidbits of history are revealed in this episode of Marketing RV with Ranalli & Volpe.  In the first of a two-part interview, Moshulu General Manager Michelle Delp gives a virtual tour of this humongous ship that holds up to 2,000 people on multiple decks in bars, dining rooms, and on dance floors. Fearless Restaurants bought the ship docked at Philadelphia's historic Penn's Landing in 1993 and has enjoyed much success with waterfront dining. Michelle began her career as a Fearless Restaurants server and ascended to her current position. She shares some insider information about how Fearless leverages the ship's popularity and intrigue to market the restaurant. She also explains how the Fearless Restaurants name relates to the ship.   This broadcast was recorded on The Deck, the wheelhouse and upper most deck of the Moshulu. Partnering is a surefire way to promote your brand, which is why we take Marketing RV on the road and talk business with interesting guests. If your business would like to sponsor and host Marketing RV, contact us here.     HIGHLIGHTS 04:11 Virtual tour of the Moshulu 08:30 History of the Moshulu 11:10 How Fearless Restaurants got its name 13:30 The haunts—Moshulu has its share of ghost stories 17:15 Seasons expand and business grows 19:50 Banquet business 22:00 Themed dinners: Gatsby, Disco, Marti Gras, etc.  22:30 The Big Gay Boat Party

028 – Fr. Smith's Camino de Santiago Memoirs SYNOPSIS As difficult as it may be to write and then publish a book, marketing it is the most challenging phase of the process. This episode of Marketing RV with Ranalli & Volpe is the second of a two-part interview with Fr. Richard Smith, who is rapidly becoming a Camino de Santiago aficionado. Fr. Smith is in the process of obtaining a publisher for A Long Walk with God (working title), the book that resulted from reflections of his first Camino pilgrimage.  In this episode, Gene and Lorraine provide suggestions for marketing the book. Having a marketing plan or at least a sketch in place appeals to prospective publishers. They want to know the author is a partner in the process and that there is a market for said book. A quick search unveiled an upcoming promotional opportunity that could have local and broad reach if Fr. Smith can get an invitation. Villanova University is hosting a TEDx event in early 2020. Gene tweeted the contact during the show, thus testing Twitter. She replied within 24 hours. It works! For Fr. Smith's sake, Marketing RV is the point of initial contact for anyone listening to this podcast that might like to publish his book or schedule him for a speaking engagement. This episode of Marketing RV was broadcast at The Coffee Station in Morton, Pa. Partnering is a surefire way to promote your brand, which is why we take Marketing RV on the road and talk business with interesting guests. If your business would like to sponsor and host Marketing RV, contact us here.   HIGHLIGHTS 00:20 Gene's position on his high school football team. 01:44 Literal fog along the Camino 03:57 The purpose of A Long Walk with God and how it came about. 07:18 Leveraging your network for marketing 10:00 Marketing via TEDx  12:15 The great awakening 15:20 Tools Fr. Smith plans to use to promote his book 17:17 Gene tests Twitter with Villanova tweet about TEDx 18:40 Some background about The Coffee Station   20:36 Lorraine asks Fr. Smith how to market faith. 23:24 The priest scandal 27:51 Marketing advice from Gene  

027 – Fr. Smith's Camino de Santiago Pilgrimage SYNOPSIS Marketing RV with Ranalli & Volpe pulled up to The Coffee Station in Morton, Pa. to chat with Fr. Richard Smith of Our Lady of Perpetual Help parish and author of the soon-to-be released book A Long Walk with God (working title). Fr. Smith did not set out to write a book when he embarked on the journey millions of others had taken over the thousand year history of the Camino de Santiago. Rather, the book resulted from copious written reflection of his experience.  The Camino de Santiago is a pilgrimage through Northwest Spain, with about a dozen trails beginning at points from various European countries, including Spain. Fr. Smith describes it as a well-kept jewel of the faith. While most embark on the journey for spiritual reasons, some go to sightsee. Fr. Smith said it is hard to walk the Camino and not have some sort of spiritual experience. Both in the podcast and in his book, Fr. Smith shares stories about some of the people he met on his journey. Regardless pilgrims' backgrounds, camaraderie abounds naturally on the trail and bonds are formed. He remains in contact with many of the pilgrims he met from around the world.  As per usual, Lorraine and Gene take the conversation off the rails here and there, discussing everything from sibling pecking order to exorcisms. Ya just gotta listen and enjoy it! This is a great show for anyone interested in publishing a book, as Fr. Smith is in the middle of that process. Find out the most difficult part of the book publishing process and solutions to meet those challenges in this and the next episode of Markting RV (Episode 028), when the conversation with Fr. Smith continues. Partnering is a surefire way to promote your brand, which is why we take Marketing RV on the road and talk business with interesting guests. If your business would like to sponsor and host Marketing RV, contact us here.   Shout out to Chico's Vibe for the music bed! HIGHLIGHTS 01:30 Gene reviews Casino. 03:00 Is Gene a candidate for exorcism?  04:40 Marketing RV disclaimer 09:22 The toughest part about being a book author 10:34 The Camino de Santiago Pilgrimage  12:18 When in Rome… 15:15 The pilgrim mass 16:10 Gene comes up with a business idea for the Camino. 21:00 The tourist angle of the Camino de Santiago 22:00 How to pack for the trek 23:23 Fr. Smith explains how his book came about. 26:21 Three items Fr. Smith carried along the Camino and what he left at Cruz de ferro.  29:00 Lorraine forgets Gene's name.

026 – Metadata Marketing SYNOPSIS Where do you draw the line between marketing and eavesdropping, or is there a line to be drawn? The collection of metadata and how it affects anyone using any sort of web-related technology is the main topic of discussion in this episode of Marketing RV with Ranalli & Volpe. Marketing RV's second video podcast picks up where Episode 025, Promotional Potpourri, fell short. That is, a detailed discussion about the Netflix's The Great Hack.  It all begins with the HBO documentary Citizenfour about NSA whistleblower Ed Snowden, who unveiled how much data the government was keeping on us. Gene says Citizenfour is the precursor to The Great Hack, the documentary about the Facebook/Cambridge Analytica Scandal. Lorraine is skeptical about all of it, but Gene insists that she'll be convinced after watching that these movies are accurate depictions. Ironically, The Great Hack ends with the question, “Are you a persuadable?”  In the end, we all have to make our own determination about any news we consume. Gene and Lorraine agree that it is okay to disagree, and they encourage it but are clearly fans of empathy and non-judgment, which seem to be lost in a lot of dialog these days.  As for data collection, it's a marketer's dream, making the task of messaging easier. If you like privacy, however, you'd better read the fine print before clicking “OK” online. Check out Episode 3 of the podcast Ask us Anything, where Gene trashes Lorraine. Also, come out to the Moshulu on Penn's Landing in Philadelphia Tuesday, August 27 to be part of the the Marketing RV podcast. Lorraine and Gene have again been invited by Fearless Restaurants to podcast during happy hour, 4:00 p.m.  Partnering is a surefire way to promote your brand, which is why we take Marketing RV on the road and talk business with interesting guests. If your business would like to sponsor and host Marketing RV, contact us here.   Shout out to Chico's Vibe for the music bed! HIGHLIGHTS 08:57 When are kids old enough to have phones and social media? 09:25 Metadata in phone photos 11:11 Patterns that parents can recognize regarding children's tech use. 12:00 Ed Snowden and the Citizenfour documentary 16:53 Why social media sites changed their privacy policies 18:40 The Facebook/Cambridge Analytica scandal 19:56 Gene's attempt to stay out of politics 22:53 The Persuadables 26:35 Are you woke? 30:48 Media-created self-fulfilling prophecies 38:40 Understand how much data you give away and how it affects marketing toward you. 40:00 Lorraine's attempt to be Cousin It (ya gotta see the video)

025 – Promotional Potpourri: A Ranalli & Volpe Video Podcast SYNOPSIS In a stream of consciousness the conversation between Ranalli & Volpe in this episode bounces from Delco's beloved drive-through dairy shop and The Great Hack to  Matty Roberts and selling T-shirts to Area 51 stormers. Add a little pot, politics, and non-profit and voila, and you'll get a potpourri of marketing ideas for your 30-minute investment.   First, the mess. This show starts out like a modern-day version of the Stooges or a Ranalli & Volpe interpretation of Abbott & Costello. If nothing else, Marketing RV's first foray into remote video podcasting is entertaining. As conversations among Italians go, the hosts never thoroughly discuss The Great Hack but get caught up in Storm Area 51, which is slated for September 20. Details about the Internet phenomenon can be found in Episode 143 of the Confessionals podcast features Matty Roberts. Given their respective summer vacations in the South of Jersey, Lorraine and Gene turn the conversation 180 degrees to discuss marketing along the beach, particularly with the Fudgy Wudgy Man, airplane banner ads, and boat billboards that are difficult to read. If you can help Marketing RV make a connection with a leader in the flying banner ads business, the hosts would love to interview that person.  Marketing RV will podcast live August 27 when it returns to Fearless Restaurants to broadcast from the Moshulu on Penn's Landing in Philadelphia. Get there at 4:00 p.m. to watch and perhaps be a part of the show. By then, Gene may reveal his plans for launching the Fire41 Fund, a non-profit he is establishing, in honor of his parents, to provide financial assistance to families that have lost their main income earner to an untimely death. The charity concept is similar to Friends for Friends, which formed in Delaware County in the ‘90s.  Partnering is a surefire way to promote your brand, which is why we take Marketing RV on the road and talk business with interesting guests. If your business would like to sponsor and host Marketing RV, contact us here.  Shout out to Chico's Vibe for the music bed! HIGHLIGHTS 01:30 Swiss Farms explained 05:00 Can weed reduce the tax burden on Americans? 06:50 The Great Hack 13:00 The great ask, MarketingRV is looking for a host for 9/20 13:43 Delco crack, an offensive term?  14:47 Different ways to market the fudgy wudgy man on Jersey beaches 18:50 Banner ads on the beach 20:00 Successful marketing is about impressions  21:08 Consistency is a basic lesson in marketing  22:25 Gene unveils his new non-profit venture 24:20 Fire41 Fund's first big event 28:10 Friends for Friends

024-Marty McDonald: Navigating the Digital Landscape SYNOPSIS From bionic goat missile launchers and Area 51 to Orwellian TVs that watch us, Marketing RV with Ranalli and Volpe dives deeper into the conversation about conspiracies and the marketing lessons to be learned from them. Episode 024 is the second part of our interview with Marty McDonald of Bad Rhino, Inc.  Marty, an electronic marketing expert, explains the risks and rewards associated with technology that is not only at our fingers, but also collects data from our fingerprints, face, eyes, travel patterns, etc. There is so much to be learned about the impact of data on our daily activity, and vice versa, yet this podcast only scratches the surface. This episode begins with Marty's take on data collection and the government's Utah collection center once known as Desert Wind. Ironically a lot of online references to the facility under that name appear to have been scrubbed since Lorraine first discovered it circa 2012. Hmmm.  All roads lead to marketing, always. Knowing the digital landscape will help you navigate marketing better.  We wrapped up the episode asking Marty about the direction he and Rich are taking Bad Rhino Inc. and his personal career aspirations as an entrepreneur. Marty shared the sage advice he was given by seasoned entrepreneurs. He asked, “How do you turn this off?” and the reply he got was simply, “You don't. You just slow down a bit.” We recorded over scrumptious salads from Split Rail Tavern in West Chester, PA. Partnering is a surefire way to promote your brand, which is why we take Marketing RV on the road and talk business with interesting guests. If your business would like to sponsor and host Marketing RV, contact us here.  Shout out to Chico's Vibe for the music bed! HIGHLIGHTS 01:25 Is the government listening? 01:50 Is the TV you're watching watching you? The Vizio lawsuit. 04:15 The Face App, where's the data going? 06:01 Privacy vs. convenience, how the hackers get your info. 10:46 The upside of information transparency. 12:48 The upside of government mandated blood tests on newborns 13:47 Could weird science be the catalyst behind political motivation? 17:01 Bionic goat missile launchers 17:48 Conspiracy theories teach a marketing lesson   18:21 Capitalizing on social media systems 21:36 Can we really select our privacy online? 24:13 If thumbprint technology goes awry 29:15 Marty explains his marketing approach 33:36 What's next for Marty

023 - Marty McDonald—an Area 51 Marketing Lesson   SYNOPSIS There's a huge marketing lesson to be learned from the online activity surrounding Area 51. Marty McDonald of Bad Rhino laid out the specifics in this episode of Marketing RV with Ranalli and Volpe. As we discussed the founding and ten-year success of Bad Rhino, one of the country's leading electronic marketing firms, Marty revealed insights into effective social media marketing.  Unless you're willing to post with an intention to trigger a response, Marty said your social media efforts are wasted. Engagement comes from being provocative. That does not mean you have to be negative, and you may not want to get political. Marty advised staying away from politics. Gene took the conversation in a totally different direction when he inquired about one of Marty's Area 51 posts. The discussion begins at about 18 minutes into the show and includes references to a recent Joe Rogan podcast and Bob Lazar's Netflix documentary. While Lorraine got schooled on conspiracy theories surrounding the infamous air force base, Marty made valid marketing analogies that anyone can apply to their online efforts. The conversation with Marty was fascinating and will be continued in episode 024. The cliffhanger question teasing the next episode has to do with conspiracies relating to government data mining and what was once called Desert Wind. Episodes 023 and 024 were recorded at Split Rail Tavern in West Chester, PA, second home of Marty McDonald.  Partnering is a surefire way to promote your brand, which is why Lorraine and Gene take Marketing RV on the road and talk business with interesting guests. If your business would like to sponsor and host Marketing RV, contact us here.  Shout out to Chico's Vibe for the music bed! HIGHLIGHTS 3:20 Recommendation for ideal podcast length  7:00 Bad Rhino—social media experts from the beginning!  10:10 What makes a great business partnership 11:24 The story behind Bad Rhino 12:05 The 30 second pitch 14:10 The exit plan 18:27 Gene takes the podcast into Area 51 19:18 Gene labels Marty a rabble rouser 20:00 Marty explains Area 51 21:17 Human experimentation and conspiracy theory 23:37 Storming Area 51 would be an exercise in natural selection 25:07 The Marketing lesson built into Area 51 27:01 The conspiracy theory cliffhanger—is the government collecting massive amounts of data on citizens via our online activity?

022 – The Cyclical Nature of Marketing SYNOPSIS Part II of Marketing RV with Ranalli and Volpe with special guest Larry Cetlin of Cetlin Design Group, focuses on the cyclical nature of marketing. By trade, Larry is an artist. In a matter of minutes, Larry can translate your concepts into a freehand sketch. Given the digital landscape, he has adapted his raw talent to various new media over the years.  Larry's perspective is invaluable because he has seen it all over the years. In fact, he said that direct mail is making a comeback simply because it is once again novel to receive advertisements via USPS. He affirms the often-arrived-at conclusion that relationship building is of utmost importance. To the surprise and delight of Gene Volpe, Larry prefers building relationships over food.  WARNING: Do not listen to this episode on an empty stomach unless you are looking for restaurant recommendations. This episode begins and ends with a lot of food talk. In addition to getting to know prospects and clients, another benefit to building relationships over lunch is the likelihood that a favorable decision will be made on a full belly, according to Larry. Tapping into his unrivaled experience, Gene asked Larry to share his top three pieces of marketing advice. When analyzing a new client's marketing, Larry always takes into consideration the following: The quality of the organization's website and brand integration across all marketing collateral The quality and relevance of the organization's brand identity as it relates to the target audience—logos, style guide, communication channels, etc. He evaluates sales to determine how results relate to the business as a whole. Are the right people in the right places to achieve goals?   Despite the ability to develop or purchase marketing collateral on the cheap, unique brand identity is imperative to standing out in this age of communication overload. That means, you have to be creative with your brand, which means you must hire a professional. Most product developers and service providers are good at what they do, and they'd be well served to hire a professional to handle their marketing. “If you think it's expensive to hire a professional, wait until you hire an amateur.”   The Bonus Track Okay, it's not really a track, but toward the end of the show, Gene explained why uploading to YouTube alone is not enough. This is why Gene is the Digital Architect. One of the services at which GVI Media excels is placing video on multiple sites to optimize organic views and publicity. You can do this yourself, but without the right tools, it will eat up precious time that could be better spent generating revenue. Hire the pros to do this for you. Bringing the episode full circle, Gene recommended that Larry revive his food blog, Lunch with Larry, and go full Dave Portnoy with it. Partnering is a surefire way to promote your brand, which is why Lorraine and Gene take Marketing RV on the road and talk business with interesting guests. If your business would like to sponsor and host Marketing RV, contact us here.  Shout out to Chico's Vibe for the music bed! HIGHLIGHTS 01:44 The info on the back of Larry's card 02:24 Eat around the DelVal with Larry 05:56 The Lunch with Larry blog 06:53 Gene's hesitant question 10:09 Get to know Google ad words and retargeting 15:28 Clarification about who is breathing 15:54 Direct mail comeback 18:00 Responsive websites 23:30 The importance of having an online presence 25:45 Larry's top three pieces of free client advice 27:18 Biggest challenge in the graphic world today 29:02 Why uploading to YouTube alone is not enough 31:20 Gene recommends that Larry go Dave Portnoy with his food blog

021 - Integrated Marketing with Cetlin Design SYNOPSIS With so many channels of communication at our fingertips, literally, it is imperative to remember that Integrated Marketing is and always has been a key to success and sustainability. Marketing RV with Ranalli and Volpe dropped by the studio of Cetlin Design Group, where creativity abounds, and chatted with Founder Larry Cetlin.  Has electronic communication merely changed the art of design or has the art been compromised permanently?  “In our world, people still need professional graphics for printed sales material, signs, digital ads, etc.,” said Larry. “…and it has to be integrated.”  Among the many marketing tips this seasoned pro imparted was the necessity for consistency. With so many organizations and sole proprietors making social media a part of their overall marketing strategy, it is just as important as ever to ensure your brand's image is consistent. Inconsistency creates confusion and, as Gene so clearly explained, once you create confusion in a confusion-ridden world, you lose business. Is the business world operating in a state of mediocrity? Unfortunately, even large organizations will sacrifice professionally designed unique graphics, photos, and text for mass produced, inexpensive content. Gene and Larry agreed that marketing pendulum has swung in the direction of analytics, or measurable results. Lorraine questioned whether ROI would be greater with high quality consistent branding. How sad it is to think that with all the technology available to procure high-quality output at a rapid pace, many are satisfied with their amateur persona.  Community Relations and Longevity Support for your community is yet another channel for impact. Gene began the show by expressing his gratitude to Larry for Cetlin Design Group's commitment to the Newtown Square Petticoat League, a girls' softball organization where the two have coached. This is yet another in the lengthy list of coincidences for Marketing RV; it is not the reason Larry appeared on the podcast.   Sponsoring a local team or event is practicing responsible stewardship. The byproduct is publicity. While not always measurable, such PR is memorable—a notion supported by several stories told in this show.   Partnering is a surefire way to promote your brand, which is why Lorraine and Gene take Marketing RV on the road and talk business with interesting guests. If your business would like to sponsor and host Marketing RV, contact us here.  Shout out to Chico's Vibe for the music bed! HIGHLIGHTS 03:40 Dry July 03:51 Gene drops it! 05:27 Gratitude marketing 09:30 Supporting the community is good PR. 13:40 Recognizing people from Social Media 17:00 Why integrated marketing matters 18:00 Click through rates 21:13 Starting with the end goal in mind 24:30 Is hand-drawing a lost art?

020 – Four Marketing Methods that Work for Carmine's Pizzeria SYNOPSIS Sitting in a booth at Carmine's Parkside with two of the managers, Marketing RV with Ranalli and Volpe uncovers an unintentional marketing strategy that works well for the Chester Springs, Pennsylvania pizzeria. Adopt these four methods and make the strategy work well for your business, too. Word of mouth is the oldest and most effective form of publicity. If your product and service are good, this will be of utmost use to you. Supporting the community through sponsorship ingratiates your brand and builds trust.  Any opportunity to groom employees is an opportunity to teach work ethic, especially when the business attracts young, first-time workers. Do this well, and you will have life-long brand ambassadors. Get social. In addition to sponsorships, ads, and your occasional flier, be present and engaging on social media.  You can read the story of Carmine's Parkside in the original print-run of Gravy Wars | South Philly Foods, Feuds & Attytudes.  In this episode, you'll meet Dan, the young manager who delivered pizza for Carmine's as a college student and graduated to a leadership position. Gene asked if he'd like to own a pizzeria of his own one day. He does not but enjoys what he is doing at this stage of his life. Responding diplomatically, Dan told Gene the decision to open a restaurant is case by case—dependent upon the owner's penchant for demanding, hands-on work. Taking her turn at putting Dan on the spot, Lorraine asked how he his psychology degree to his current role as a pizzeria manager. Dan said he finds watching and learning about people interesting and, using the skills he learned, he reads people to create a better dining experience.  If your business would like to sponsor and host Marketing RV, contact us here.   Shout out to Chico's Vibe for the music bed! HIGHLIGHTS 00:50 Lorraine presents Gene with a Cucina Chatter T-shirt. 03:45 A look into Malcolm Gladwell's Revisionist History. 06:20 Butchering the owner's resume. 08:45 The best decision Gene's made all week. 09:38 Word of mouth is the strongest form advertising for Carmine's. 10:50 Dan explains passing up a big boy job for Carmine's. 13:22 Gene can't get enough of the spinach wrap. 14:36 From gravy to public speaking. 16:00 The gravy vs. sauce controversy. 18:30 Pizza fries defined. 19:20 Gene's dream occupation.  22:00 Gene and Lorraine take turns putting Dan on the spot.  26:01 Dan's Insta handle—or not!

019-Surveillance Techniques Create New Insurance Opportunities SYNOPSIS Have you ever found yourself talking about something like shoes, and then the next time you're on Facebook ads for shoes populate in your newsfeed? Perhaps you noticed car ads on unrelated sites you surfed after having searched a few auto dealerships. Technology is great, isn't it? Marketers are living the dream with tools that help them better target audiences. That same technology is being used to track the patterns of those with video doorbells. When your home and away patterns have been established, that information can be sold so that marketers can better direct sales pitches.  Neato, right? What happens when that information winds up in the hands of thieves and hackers? In this episode of Marketing RV, Ranalli and Volpe discuss the risks of technological convenience with Insurance Agent Andrew Beaver at Carmine's Parkside, in Chester Springs, PA. You can read more in the New York Time's series, The Privacy Project. Also, find out which social media platform Andrew, a quintessential millennial, prefers. Plus, Andrew's predictions about the future of insurance and how it benefits consumers. This episode of Marketing RV was recorded at Carmine's Parkside. The Marketing RV music bed is provided Chico's Vibe. HIGHLIGHTS 02:50 Partnering is the best way to increase presence in the community. 04:25 Social media breeds serendipitous moments. 10:00 Keyless door entry hacked. 11:45 Google sting reveals nefarious algorithm plot.  13:00 Joe Rogan grills Twitter free speech rules—a Saudi connection? 21:00 Andrew's prediction about the future of insurance premiums. 25:00 Insuring deliveries to your home and other niche insurance projects. 28:17 Video doorbell thief caught and charged. 29:01 Smart doorbell sells migration patterns to marketers. 32:01 Is your iPhone thumbprint part of a wider database?

018 – Internal Communication Affects Marketing SYNOPSIS Ranalli asks Volpe if Rhonda Byrne's The Secret can be applied at the organizational level, which triggers a healthy conversation about personal fortitude, communication strategy, and servant leadership—all of which directly impact corporate culture.  The Secret was the catalyst for the discussion because Gene recently prompted Lorraine to re-read the book. Simultaneously, she re-read The Little Money Bible. Through an analysis of the books' themes, Ranalli and Volpe concluded that the concepts in both, along with dozens of similar books, can most definitely have a positive impact on organizations of any size. Buy-in from the very top and including every level of leadership down the totem pole is the secret (pun intended) to making the philosophy successful.  Caution: avoid an authoritarian “top-down” organizational structure. Create an organically positive culture through servant leadership. At any level, an entitlement attitude will never produce lasting results.  As Gene so succinctly states, going from A to Z does not happen without work. His secret to staying positive is focusing on the big picture, the win. In the words Motivational Speaker Tony Robbins, “know your outcome.” Hire properly to ensure the outcome is embraced company-wide.  Effective marketing begins on the inside with consistent and clear internal communication. An organization's best ambassadors are its people. Internal communication drives external marketing. Properly done, Inside-out Marketing will increase an organization's bottom line. This episode of Marketing RV was recorded at BHCU. The Marketing RV music bed is provided Chico's Vibe. HIGHLIGHTS 01:49 Jesus Marketing 02:55 Sizing up Zuckerberg 04:45 When to zip it during the sale 09:30 The story behind Lorraine's $5,000,000 check 10:45 How grudges hold us back 13:30 Gene identifies the missing ingredient to success 14:04 Gene's trick to dealing with negative situations 18:43 How The Secret can be implemented organizationally 20:52 Gary V's pruning process 21:31 The loyalty factor 23:13 Culture eats strategy for lunch every day. 24:40 When loyalty trumps culture 25:00 Inside-out Marketing 28:38 From podcast to broadcast media, taking the show terrestrial

017 - Marketing vs. Business Development with BHCU   SYNOPSIS Ranalli and Volpe love to eat. We're just going to start every write-up with that line. We could leave it there but read further to get some info about this episode that will make you want to listen. When Ranalli put a call out on LinkedIn for a host site for the podcast, BHCU Business Development Officer James Pace offered his company's conference room. Realizing Marketing RV is usually recorded at a restaurant, the BD pro reached out to one of his clients, On a Roll. To the surprise and delight of the famished hosts, the Media-based lunch spot provided a variety of sandwiches and a gorgeous Caesar salad. In this episode, learn Jim's secret to relationship building, how he works seamlessly with Commercial Credit Officer Jerry Dorn to serve business clients and individuals, and how On a Roll topped its location with a restaurant and catering hall, Sopra Italian Eatery, providing fine dining and space for private affairs. The conversation around this conference room table included views about crypto currency, cashless transactions, implications of the Fed's Reg-D on individual borrowers, and the differences between Business Development and Marketing. HIGHLIGHTS 04:56 The story behind the BHCU name 07:20 Understanding Reg-D …or trying 10:50 Talking about the bread that matters, On a Roll 15:00 Taking on big banking 16:30 What? BHCU is giving out money? 20:10 Questioning the largess of big credit unions 23:45 Thoughts about crypto currency & regulations 26:33 She wrote what in the memo line of a check? 28:36 The difference between business development and marketing 32:10 Get a BHCU Delco t-shirt 33:33 Jim announces his digits!

016 – Fitness: How A Program Markets Itself SYNOPSIS Ranalli and Volpe love to eat, which is likely why they choose to do their Marketing RV podcast from restaurants and bars. So, just what were they thinking when they invited a personal trainer on the program? Truth be told, the dynamic podcast duo is conscientious about physical appearance, too. In fact, Gene balances his brews with barbells, and vice versa, hence his Barbells and Brews podcast—but that's another subject for another blog post. Dwayne Wimmer of Vertex Fitness is the featured guest on this episode recorded before a buffet of delectables at Antonella's Italian Kitchen in  Bryn Mawr, PA. Lorraine invited Dwayne on the show as a result of his response to her Facebook solicitation for advice about sciatica. Rather than hit Lorraine with a hard sell of his strength training business, Dwayne simply recommended she read the book Crooked: Outwitting the Back Pain Industry and Getting on the Road to Recovery by Cathryn Jakobson Ramin, which she did. Little did Dwayne know this was the perfect way to lure a skeptic into his gym. After trying a myriad of solutions, Lorraine is being trained at Vertex on the MedX Medical Lumbar Extension, to which she lovingly refers as the Illudium Q-36 Explosive Space Modulator.  Dwayne's philosophy about fitness and workouts may make you question everything you thought was bible. In this podcast, he reveals the source of most back pain and offers an alternative view on cardio, “core” strengthening, and calories in vs. calories out. In business since 2001, Vertex's differentiator is attention to detail with emphasis on safe, efficient, and effective strength training. Finally, kudos to special guest Susanne Williams who was not interviewed but captured terrific photos of the evening for this and the previous podcast featuring Antonella and Ray Santacroce. HIGHLIGHTS 02:10 Gene likens his experience podcasting with me to my debilitating sciatica. 04:45 It's Barbells and Brews, get the name right. 06:55 The name Vertex Fitness was the result of a cease and desist letter. 09:50 Why Dwayne prefers the GP over division one athletes. 11:00 Dwayne's philosophy on fitness. 14:48 Dwayne recommends seeing a registered dietician for consultation on diets. 15:10 Dwayne explains why doing a lot of cardio can lead to weight gain. 20:31 Dwayne makes a bold statement about body builders.   24:44 Meet the MedX Medical Lumbar Extension, which strengthens the lower back. 26:14 Inversion, traction, and other means of back pain relief. 27:47 This is what a 30-minute Vertex workout looks like.

SYNOPSIS It's always parochial in Philadelphia! Callistus or Donato's? That question sparked a very enjoyable, relatable, and interesting conversation between Marketing RV hosts Ranalli and Volpe and Antonella's Italian Kitchen owners Antonella and Ray Santacroce at their Bryn Mawr, PA establishment. Gene was born and raised in the same neighborhood where Ray and Antonella grew up, albeit a few years after the restaurateurs.   Most restaurants fail within the first year. So, how did Antonella and Ray manage to keep growing their business year after year for 24 years? The secret is literally in the sauce and in everything else they make. With passion for quality and attention to details, this Ma & Pa pair keeps people, product, and process top of mind. The best part about it is that their recipe for success comes naturally to them. What's even better is that they share it with us! In addition to a half hour of entertainment, you'll get some good takeaways from this episode. HIGHLIGHTS 04:45 We may have uncovered the secret to eating pasta without experiencing the effects of calories. 07:48 Meet the hoagie connoisseur. 09:05 They talk about chicoria as though it's a delicacy. 09:45 Sliced-to-order is part of Antonella's brand. 11:01 The difference between picante and piccata. 17:15 The trick to getting Antonella's to name a hoagie after you. 18:00 The story behind Villanova's Pesto Scandal. 26:48 How Antonella's puts word-of-mouth advertising to work. 30:15 Gene's offers a simple and very affordable direct marketing solution.

SYNOPSIS Lorraine and Gene dig deep into the food and beverage to understand the marketing philosophy that differentiates Autograph Brasserie in Wayne, PA from a myriad of restaurants. One of Fearless Restaurants' nine unique restaurants, Autograph features themed dining areas and every room, including the restrooms, is adorned with signed photos and album covers of noted actors and musicians. From the oversized lounge and the boulevard to the fresh and easy sycamore room and the handsome clubroom, the ambiance is exquisite. Hospitality is manager Casey Kyler's main focus. The Katharine Hepburn look-alike has been in the restaurant biz since she was a teenager and with Fearless Restaurants for several years, having managed their White Dog Café in Wayne prior to running Autograph. She said the wow factor at Autograph never gets old. Three years after it first opened, Autograph continues to attract first-time visitors, as well as regulars. According to Len Boris, Fearless Restaurant's Beverage Director, naming the restaurants' signature cocktails is much more challenging than conceptualizing them. Len has a job to envy. He works with the bartenders at each of the restaurants to develop effervescent blends that tantalize the senses, on par with the entire Autograph experience.   As Gene accurately stated, it's pure genius. “The more senses you invoke, the better you're remembered.” Hearing Casey and Len describe Autograph is like listening to artists describe their creation. It's clear their respective roles are passion-driven, which drives the success at Autograph. Any business can be as successful when its leaders imbue passion, engage employees, and aim to be hospitable.   HIGHLIGHTS 01:15 Len describes the Smoked Sazerac 05:59 What sets Autograph apart from the other Fearless Restaurants 08:21 Gene describes his first impression 09:35 Is the sycamore tree real? 11:45 Gene gets Casey to reveal her food bias 14:12 The eye candy 18:54 Gene answers the tough question, “What's your favorite food?” 21:28 The difference a beverage director and a sommelier 22:29 Len reveals his cocktail differentiator 25:30 Time May Change Me—the cocktail that changes in minutes 27:33 Gene brings it all together, connecting the food and beverage experience to marketing. 31:26 What Len orders at last call.

SYNOPSIS Lorraine and Gene take Marketing RV on the road to Autograph Brasserie in Wayne, PA. Another of the nine Fearless Restaurants does not disappoint. Typical of these establishments, Autograph provides experiences for the senses—from the exquisite food and creative beverages to the ambiance and well-appointed décor, this restaurant is a must-visit-and-return-often. Marketing RV guest du jour is Natalie Pantaleo, a creative problem-solving consultant and facilitator with a rich history in Marketing-Communications. By centering her approach on collaboration and a belief that the sum is greater than its parts, she created many meaningful relationships, campaigns, and subsequent success stories. She shares some of these stories as she explains the genius behind Synectics, how she arrived at the program in her career, and how the program has been used successfully for half a century. According to Natalie, drawing on 50+ years of observing human dynamics, Synectics foiled the things that caused the breakdown in innovation and true problem-solving. Quoting Einstein, she said, “You cannot create a solution within the space where the problem was created.” Synectics allows participants to think outside themselves through the use of various tools that include language, metaphors, and spring-boarding techniques. “It's much easier to work feasibility into a new idea than to work newness into a feasible one,” Natalie said.   Anyone in any business or organization will benefit from learning about Synectics through Natalie. Of course, Lorraine and Gene are interested in the benefits from an internal and external marketing perspective, but access to such a program is a must-have in any HR toolbox. Contact Natalie at NPanteleo@SynecticsWorld.com.   HIGHLIGHTS 02:57 Welcome Natalie Pantaleo—paesano reunion 05:00 Natalie describes how Synectics solves problems 08:48 The rule of thirds. 11:00 Synectics uncovers solutions in an innocuous environment 15:03 The relationship between solutions and our frames of reference 19:19 Backward-forward thinking 23:41 The challenge of dealing with egos around the problem-solving table 28:42 Synectics meets Marketing 30:30 Inside-out marketing

Episode 012 – Customer Service is the Secret Sauce   SYNOPSIS Marketing RV was invited to pull into White Dog Café, Wayne, and hung out for this second episode featuring General Manager Ettore Ceraso. The theme of this episode is simple yet crucial in terms of marketing, and Ettore is an expert on the topic. A native of Naples, Ettore immigrated to the United States as child and, with his family, settled in Philadelphia where he was educated and took a shine to the restaurant and hotel industry. Ettore says he's in the service industry. This disposition is key to his success because his mission is not self-service but customer service. It's that simple! Imagine what that approach can do for your brand, your business, your personal success. Ettore began his career at The Fountain at the Four Seasons in Philadelphia. He later helped open Davio's Steak House, where he remained for two decades. Now, he's on a mission to learn his new Main Line audience as he prepares to open Rosalie's in the historic Wayne Hotel. White Dog's executive chef Merick Devine has been tapped to be the executive chef at Rosalie's. “He blew my socks away,” said Ettore. “After that [tasting], I knew I wanted to join the team.”   Rosalie's will feature “Italian Soul Food,” a term Lorraine notes was cleverly coined in a popular 2009 publication. Rosalie's is named after the mother of Fearless Restaurant's Marty Grims, a visionary who constantly reinvests in the Fearless brand.   Regarding customer service, Ettore said it all begins at the back door, with each member of the team. Training, development, and coaching is vital, and sometimes “our servers coach us,” said Ettore. HIGHLIGHTS 00:28 Gene has had enough of Lorraine already. 04:48 Find out what's new in the Philly restaurant scene. 07:36 Gene reveals the Ritz Carlton's customer service secret sauce. 08:34 Ettore refuses to give up the Four Seasons secret sauce. 11:27 Where did Rosalie's get the term Italian Soul Food? 14:38 A preview of the Rosalie experience. 19:18 Gene puts Ettore on the spot! 21:00 Gene asks about the portion sizes at Rosalie's. 24:54 Ettore's valuable tip to excellent customer service.   28:06 Learn how you can meet Ettore.  

011 – Growth Through PR SYNOPSIS While Ranalli and Volpe broadcast from White Dog Café in Wayne, Pa., they explain their unique podcast model that marries new and traditional media, and they dig into the success of Fearless Restaurants. So, there's a little something for every business enthusiast in this show. White Dog is all about being a good neighbor. Partnering with Alpha Bravo Canine, a local organization that raises and trains service dogs for veterans with PTSD, the three (soon to be four) White Dog Cafés raise funds via Dining Out with the Dogs. The goal is to raise at least $50,000 through the annual event to cover the cost of training one dog for one veteran. Hmmm… What if the annual event, in partnership with Philadelphia's WMMR, raised $50K at each White Dog Café location to cover the cost of raising and training three dogs? Consider that a challenge! Here's a challenge for Marketing RV enthusiasts: Alpha Bravo Canine's Jennifer Green is looking for warehouse space to train the dogs with veterans. It needs to be ground level to accommodate the veterans. It doesn't have to be an entire warehouse. What a great opportunity to be charitable and serve! Jaimi Blackburn is the Director of Public Relations for Fearless Restaurants. Wait until you hear some of the fantastic events she's cooked up to promote the chain and engage the community, including the Fearless Women Speakers Series. Ranalli and Volpe pack a lot of info in each 30-ish-minute episode of Marketing RV. Yes, even the useless info is fun! Check out the highlights if you're too cool to listen beginning to end, but don't miss what Gene has to say about Facebook changing its newsfeed to make it more one-on-one. And you thought you could rest on the laurels of your current social media strategy? HIGHLIGHTS 01:15 Lorraine learns that Gene never really intended to partner with her on the podcast. 02:00 The Marketing RV podcast model defined. Meet Fearless Restaurant's Director of Public Relations, Jaimi Blackburn. 10:25 White Dog Café was farm-to-table decades before farm-to-table was a thing. 12:45 Dana Lynne's left eyebrow goes up when she likes the food… she can't fake it. 13:50 Jaimi reveals what she believes is the most amazing treat at White Dog Café. 16:00 White Dog Café is proud to support Alpha Bravo Canine. 20:20 Real estate space wanted! Alpha Bravo Canine needs space to train veterans with their service dogs.   23:50 Captain Obvious points out the benefits of live networking. 24:35 Gene tips us off on where Facebook could be heading with its next algorithm change. 28:30 Attention to plating pays huge dividends in social media marketing. 28:50 Does Starbucks train employees to misspell names on cups on purpose? 29:00 Ranalli and Volpe go fist to cuffs about the show's format. 31:00 Lorraine's desperate attempt to connect Delco, and herself, to the Main Line.

010 #LifeHacks SYNOPSIS “Life hack (or life hacking) is any trick, shortcut, skill, or novelty method that increases productivity and efficiency, in all walks of life” (Wikipedia). #LifeHacks Speaker Series is the name of Jennifer Koenig McDevitt's business. Similar to traditional speakers' bureaus, Jennifer's speakers are experts in their fields who offer a valuable life hack and go through a vetting process. The secret sauce is how this business serves a broader niche and pairs speakers with businesses and organizations. Jennifer is a Super Connector, who through skillfulness, perseverance, and risk-taking has been involved with the success of at least three major networking services as either founder, partner, or both. Jennifer shared her story of beating the odds after being hacked, if you will, personally and professionally by a former trusted paid consultant. Despite the attempted sabotage, Fabulous Shoe Night, a networking/social group with chapters across the country, prevailed. Fabulous Shoe Night has a for-profit model that raises funds for local charities or people in need. PowerMatch is a networking group with which Jennifer has been involved for more than five years, and for which she now runs a territory. Its unique model takes the guesswork out of networking by pairing professionals with individuals working in fields with which they want to network. After joining the PowerMatch staff, Jen identified a need and started her #LifeHacks Speaker Series business. She's a serial entrepreneur who understands partnering to marketing, which made her an ideal Marketing RV guest. After receiving a last minute invitation, Jennifer spontaneously joined Lorraine and Gene for this Marketing RV podcast from The Porch at the Lamb Tavern in Springfield. Everything about this episode is serendipitous—from the way it came about, to the topics and the various interconnections uncovered between hosts and guest. While Lorraine and Gene were thrilled and delighted by providence, they were not surprised because this is exactly the type of marketing they practice and the intended outcome for which they strive via the Marketing RV podcast. Unable to contain her enthusiasm as Jennifer described #LifeHacks Speaker Series, Lorraine divulged details about her 2017 #public speaking Twitter experiment that led to the release of her book, Impact! Deliver Effective, Meaningful, and Memorable Presentations. Like an excitable kid in a candy store, Lorraine continued connecting dots, pitching herself and Gene as #LifeHacks Speakers and offering Gene's digital marketing consulting services. Pay particular attention to the very end of the show when Jen reveals the irony of a personal challenge in light of her newest endeavor. HIGHLIGHTS 04:50 How Fabulous Shoe Night came to fruition. 06:06 Fabulous Shoe Night adopts a charitable model and grows. 07:49 The significance of the shoes—it's not about high end or high heels, it's about feeling fabulous. 09:34 For profit and charitable. 11:08 Gene describes serenading his wife … with about 100 Mummers. 13:32 Persevering after a trusted, paid consultant hacked Jen's business and her reputation. 16:13 Jen explains why she decided to forego legal action. 17:20 PowerMatch—a unique networking model. 19:42 Jen approaches Sara Rosenberg to become a part of the PowerMatch team. 20:14 Classic example of entrepreneurialism. 21:09 #LifeHacks partners with PowerMatch. 24:14 The #LifeHacks Speakers emblem. 26:10 ATTENTION BUSINESSES: #LifeHacks Speaker Series wants hosts. Opportunity! 28:15 Serendipity! Lorraine connects the dots. 30:05 Merge traditional networking and online networking to maximize marketing. 31:45 Irony—the other life challenge Jen overcame.

009 Leverage Employee Ambassadors SYNOPSIS How do you leverage your employees for marketing purposes? With the right protocols in place, the concept is not as risky as it appears. Lorraine advocates for identifying those within an organization who are most likely to actively cheerlead, and then equipping them to do so. Gene waves the caution flag, noting potential liability. In the end, both Lorraine and Gene agree that all things considered—industry, type of organization, product, mission, etc.—with solid policies in place, clear communication, and sound training and development in place, employees or staff should be encouraged to function as brand ambassadors. Check out Gary Vaynerchuk's video, Why you might need to fire your most talented employee. He explains the value of emotional intelligence and how continuity and lack of politics will make your company grow faster. If Gary's three-minute video is not enough to convince you to choose wisely for your organization, read Jim Collins' Good to Great. This episode of Marketing RV was recorded at The Porch at the Lamb Tavern in Springfield, PA. Lorraine and Gene make the rounds actively with Marketing RV. Get in touch to find out how to bring the podcast to your location. Here are links to upcoming broadcast venues mentioned in this show: Fearless Restaurants – reached out to Marketing RV via Facebook to schedule broadcasts from any or all of their seven restaurants. Holla! White Dog Cafe The Blue Octagon Michael's Selling In Philadelphia and South Jersey HIGHLIGHTS 02:00 Calling all RV dealers. 08:40 Gene wants to know the ulterior motive to employee enthusiasm. 10:30 Incentivize employees to be brand ambassador. 11:42 Bob chimes in from the background. 14:25 Shout out to Michael Giuda of KW. 14:50 Gene describes the unique marketing advantage that is underutilized by real estate brokers. 17:48 Gene predicts advertising will go VR and AI, soon! 19:28 First step to using your staff to market your business, is identifying your cheerleaders. 25:48 Avoiding social media pitfalls that could land you in court. 25:55 Basic elements your social media policy should contain. 27:00 Why you might need to fire your most talented employees. 28:32 Teaching technology vs. attitude.  

008 Terrestrial & Web Radio SYNOPSIS Radio is not dead. It's more alive now than ever with a plethora of options, niche shows, and channels that include everything from podcasts, to traditional AM/FM to shortwave. While platforms and delivery methods vary, the common denominator is delivering content, providing listeners with value to keep them tuned in. Marketing RV welcomes veteran broadcaster and Nashville darling Paul Ladd to the show to discuss his program, which broadcasts worldwide over shortwave and online.  Lorraine has fun discussing the industry with her fellow radio veteran and you'll appreciate how terrestrial radio seamlessly utilizes electronic marketing to attract listeners. This is just another example how new and traditional media unite. Paul's show, The English Hour, airs twice daily on World Christian Radio, a network he describes as “NPR got Religion.” The English Hour is a human-interest show featuring well known authors, politicians, entertainers, journalists, etc. He tells the RV about several of his more notable interviews including news anchor Larry Kane, singer/song writer Michael McDonald, and the famed Fisk Jubilee Singers. Paul was in town for a keynote at the Shortwave Speakers Festival. In this episode you'll get a preview of Gene's new podcast Barbells & Brews as well as insight into his musical tastes, or lack thereof. Help Gene answer his burning question, “If I come to Nashville, will I want to kill myself?” We are grateful to DiFabio's for allowing us to take up valuable dining room real estate. The food was delicious as always. We are also grateful to Chico's Vibe for granting us permission to use their copyrighted music as show beds. Here's a great clip of Chico's Vibe from a few years back with Preston & Steve on WMMR: https://www.youtube.com/watch?v=znr1MeOyHN4. HIGHLIGHTS Skip the first minute! You'll never get those 60 seconds back! 01:20 Gene goes rogue with some sort of rap. 01:45 Shout out to Sterling Pig with free beer. 02:34 Introducing Barbells & Brews, Gene's other podcast. 03:20 Meet veteran broadcaster and Nashville darling Paul Ladd. 03:52 Paul plugs Impact: Deliver Effective, Meaningful, and Memorable Presentations 07:24 Paul is a storyteller. He talks about the shortwave network, his show, and some of his famous guests. 13:45 In light of our recent foray into intellectual property, Paul explains the extent to which his network goes to comply with fair use, and music royalty enterprises BMI and ASCAP. 14:51 Gene gets the lowdown on Nashville 16:55 Paul drops names—the musical artists he's interviewed. 24:00 Paul reveals some Philly favorites that he's interviewed.   

007 Copyrights & Trademarks SYNOPSIS Intellectual property is a topic with which anyone active in social media, blogging, and any form of electronic media must familiarize themselves.  Attorney Adam Garson discusses with Ranalli and Volpe various aspects of intellectual property with focus on his forte, copyright and trademark law. Copyright infringement comes in many forms. Adam explains that simply attributing content to its proper owner does not necessarily indemnify a poster from copyright infringement. Permissions are necessary. Likewise, by sharing content on certain sites, an author often relinquishes his copyright to that content. Of course, if the author is a known entity—an established brand—his name is protected by a common law trademark. That means anyone who claims attribution for his content is in violation of that trademark. The lines might appear fine and confusing, which is why it is always best to consult a professional. Thank you DiFabio's for allowing us to take up valuable dining room real estate. The food was delicious as always. Thank you Chico's Vibe for allowing us to use your copyrighted music as beds to our show. If you've never heard Chico's Vibe, check out this clip: https://www.youtube.com/watch?v=znr1MeOyHN4. HIGHLIGHTS 03:12 Adam defines intellectual property. 05:35 Even with proper attribution, copyrights can be infringed. 09:15 One client learned the hard way that everything on the Internet is not free. 10:10 Gene and Adam define and discuss CCL—Creative Commons Licensing 11:27 Going off course, Gene makes a left turn and brings up Net Neutrality. It's not clear what he was thinking but Adam offers some keen insight into the subject. 15:35 Adam explains common law trademark and potential brand infringement. 18:05 Social media “terms of service” and the effect on copyrights and trademarks. 19:32 Gene's almost famous hairless head. 23:00 The growth of social media and its effect on the intellectual property business. 23:18 Adam's article, “Dos and Don'ts when posting images online.” 25:30 Understanding trademarks. Adam explains and emphasizes the importance of doing a proper trademark search. 27:20 What Adam does when he's not wearing his lawyer hat.  

Think about the fond conversations you have with family and friends as you sit around a kitchen table breaking bread. That warm, familial, and familiar feeling is akin to the Marketing RV podcast experience. Like a kitchen table conversation, this show moves quickly, entertaining while informing about the topic at hand. It is not too dissimilar to Cucina Chatter, Lorraine's radio show and podcast from 2010 to 2012 that Gene often references and intentionally botches. In this episode Lorraine and Gene broach legal issues involving online content. Find out who owns copyrights, how easy it is for anyone to violate trademarks, and how infringement on either damages an organization's reputation. Realtor Dave Joslin returns to the show to discuss Isagenix, the weight loss program that put his brand on the map. Isagenix is a weight loss program sold via multilevel marketing. Dave was never interested in it but purchased it in 2017 from a friend who pitched it incessantly. The product sat for months until one day in mid-2018 Dave got fed up with his body and decided to make a change. He has never looked back and by all accounts has not looked as good in years. Dave shares the story of his weight loss and his viral ham video. Interesting and relatable as a weight loss story is, Lorraine and Gene were taken by the way this personal story boosted Dave's presence in the crowded real estate landscape. Sometimes successful marketing is a matter of sitting back, taking stock of all the elements that comprise your brand, and leveraging to the best of your ability. Dave said the key is to just start. Gene echoes Dave's sentiments when Lorraine questions him about the most common concerns of his clients. When it comes to marketing, it appears getting started is the most difficult think for individuals and organizations, even those that have all the tools in place. Lorraine touts Nike's hugely successful “Just do it!” tag line that will live in infamy. She latter posted the infamous swoosh on her LinkedIn page, inviting followers to share their favorite tag lines. The post is still going strong and attracting thousands of views. Bringing the show full circle, Lorraine and Gene advise not to run from or hide negative responses and feedback to social posts and welcome your feedback to the Marketing RV podcast. So, listen and leave your comments! The podcast is free and you will not regret investing 30 minutes. Shout outs to Chico's Vibe and Doc 7 for the show's theme music! HIGHLIGHTS 00:33 We need 55,000 followers. Yo! 02:15 Broadcasting from DiFabio's Market & Tap, Gene and Lorraine give a virtual tour.   03:30 Shout out to theater companies. This is your chance to get involved in the hilarious stage show “La Famiglia.” 05:11 Gene's favorite text game, “Where am I” is how we landed at DiFabio's. Shout out to Pagano's in Drexel Hill, which Gene also frequents. 07:15 Discussion of plagiarism, copyrights, and trademarks ensues, prompting an invitation for Intellectual Property Attorney Adam Garson to the show, which he later accepted. Subscribe to the podcast so you don't miss his appearance.  12:00 Gene puts Lorraine on the spot to giveaway Gravy Wars during a yet-to-be-determined contest. We need you to help us figure this out. 15:13 Good ethics is giving appropriate credit to those whose content you “borrow.” 16:30 Dave Joslin talks about weight loss and selling anything. 26:22 Lorraine asks Gene what most people are most concerned about when it comes to electronic marketing. In response, Gene echoes Dave's sentiment, just start, and he explains how to avoid being overwhelmed by all the platforms. 30:15 While soliciting feedback, Gene suggests you “Tell everyone Gene's pretty and Lorraine's got a big mouth.” 

To blog or not to blog that is the question posed in this episode of Marketing RV. While businesses scramble to embrace content marketing, which is all the rage, how many understand the impetus for content. Lorraine, the PR traditionalist, touts the benefits of attracting attention by giving the audience key takeaways via content. Although Gene prefers video messaging over straight text, he explains why text is such an important part of all your electronic marketing. Two guests get some airtime on this show. Real estate agent Dave Joslin reveals the best piece of advice Gene ever gave him. As Gene's former high school football coach, Dave also speaks candidly about Gene's athletic prowess, or lack thereof. Christine Rizzo also dropped by DiFabio's Market & Tap to participate in the show and gain insight on leveraging social media to promote the Shevlin Family Foundation, where she serves as executive director. The Shevlin Family Foundation supports families of those struggling with addiction. They provide short-term housing for addicts going into or coming out of recovery. They also supply basic household goods. Christine also explains her transition from regulatory compliance consultant to teacher, to non-profit leader. Food is always an integral part of Marketing RV but you'll also snag these takeaways: LinkedIn's blogging feature always ranks well. Simply having social media is no longer enough. You must provide relevant content consistently. Short videos make great content. “The Latest Tips for Branding Yourself on LinkedIn.” Plus, you'll learn how and why memes came to be. Our goal is to reach 55,000 followers by summer. So, download the show free from your preferred podcast vendor and tell two friends about it. Then they'll tell two friends, and they'll tell two friends, and so on… HIGHLIGHTS We make it easy, providing markers for those who think they can't give up an entire half hour. 00:30   Gene conflates the show's name. …. Again! 01:46   “Six Bad Social Media Habits to Break” Also see “6 Bad Social Media Habits for Real Estate Agents to Break.” 02:30   How memes came to be. 06:56   Lorraine tells the Bob meatball story. 09:00   Lead generation dictates what you put on your site. 09:40   What happened to Cucina Chatter, Lorraine Explains 12:00   Meet Dave Joslin, Emcee & DJ, realtor, and weight loss enthusiast 13:20   Lorraine invokes Sabastian Maniscalco to explain why Gene never played high school basketball. 15:00   Dave divulges the best piece of advice Gene ever gave him. 15:35   As a football player, Gene was “unimpressionable,” said Dave. 17:00   Gene eats the mic and then complains, “We gotta get a new audio engineer. Our audio engineer sucks.”   17:35   Meet Christine Rizzo, executive director of Shevlin Family Foundation. 21:00   Gene talks about how to engage Facebook followers. 30:20   Gene's hoagie goes viral. Gene and Lorraine tout their favorite roll, Liscio's because It's all about the bread.

On one hand, our Marketing RV hosts think the internet should be completely free from government regulation. Actually, that's the only hand that matters to both Ranalli and Volpe. They do recognize, however, that none are immune from making stupid decisions based on influencers. So maybe the solution is for individuals to be aware of the potential fraud in cyberspace and any space, and to do some homework before acting or reacting. Whether it's a purchase, a diet trend, trying a new exercise, or even commenting on a post, pause and think about the consequences. Sure, that's easier said than done but the alternative is a nanny state, and who wants that? Social media influencers is the topic of this podcast. One story our food-enthusiast hosts did not cover was the Fyre that burned a lot of young people expecting a luxury vacation and music festival.   Fyre may have singed the entire influencer industry, or at the very least created permanent smoke damage. Click here to read about the scandal involving a remote tropical island, models, and much anticipated music festival. If you're not familiar with the story, check out Vanity.     HIGHLIGHTS 01:00   Gene auditions for WKRP 01:15   Gene reveals a secret: ha has no hair! 04:30   16 UK social media influencers agree to disclose they are paid sponsors see who they are here. Do you know any of these 16? Lorraine knew none; Gene knew one. Here's an update to that story: 07:17   Should celebs disclose they are being paid to endorse products? Gene's use of UFC's Joe Rogan is just an example. He's still a fan! 13:20   “This is where Twitter stepped out of their space.”   14:25   Is Twitter dead? 17:55   Lorraine contends Mac and Microsoft choose to not get along. 19:00   Gene and Lorraine contend that government regulation will ruin the internet.      20:15   Gene admits to being lost without GPS. Find out where he goes to recalculate his route. 21:30   Gene and Lorraine are afraid of autonomous vehicles. 22:15   Two teens stumped by rotary phone challenge. Watch it here. 25:15   According to Buzzsumo, LinkedIn is the Heavyweight in B2B Content Marketing. 28:00   Gag me! Are we listening to Ranalli & Volpe or those polite little cartoon chipmunks Chip & Dale? 28:40   When did Lorraine become the grammar police?

When marketing our businesses, it is easy to use the tools with which we are most comfortable. However, as Lorraine constantly stresses in her writing and soft skills training courses, it is always best to cater to the audience by communicating in their preferred style. The concept seems obvious. Often businesses or business leaders think they do just that when in reality, they do not. That is because we are wired to go with what we know, and we assume what is familiar and comfortable to us is familiar and comfortable to others, too. “Like, duh! Everyone knows that.” Wrong! The truth is we all grow up accepting the reality that has been presented to us. So, we use the tools that we find most comfortable. For generations of people born around 1980 or later, those tools are likely electronic in nature. It's what they know because electronics have always been part of their lives. Those born before 1980 have to learn the new tools. Many embrace change and take it upon themselves to learn the new. Thus, the learning curve is seamless. Reluctant types find adapting a little more difficult. Still, some refuse to learn, rendering themselves or their businesses obsolete. Gene and Lorraine explore the effects of adopting technology on personal and professional success and the direct correlation to wealth accumulation. They reference the Bloomberg article, Super Rich Americans are Getting Younger and Multiplying. This show is not all about facts and figures, unless you consider the effect of beer on your figure, which is the central theme of Gene's soon-to-be-launched podcast Barbells & Beer. Lorraine, on the other hand, isn't really a drinker but seems to really enjoy hanging out at bars, which is why the pair broadcasts from Pica's in    West Chester, PA. They welcome you to the table. So, keep an eye on the Marketing RV social pages to find out when you can be part of their next broadcast. Shout outs to Chico's Vibe and their spinoff band Doc 7 for the Marketing RV music bed. The song you hear is She is There by Doc 7.  HIGHLIGHTS 6:00     As a group, the 35 – 54-year-old age range has experienced a 41% decrease in net worth in the past decade because their money is wrapped up in the housing market. 7:30     Gene's experience with professionals has been that those within ten years of retirement are being hammered by their reluctance to embrace technology. 8:00     Gene discusses how tech has completely turned real estate marketing around.  10:20   Bullying is no longer relegated to the recess yard. Technology makes it a 24/7 game. What impact does that have on kids' psyche? 19:00   Beermeister or kegerator? Meet a sea faring beermeister. 24:00   Heat maps can pinpoint exactly where people are clicking on your site, enabling you to direct traffic. Crazy Egg says you need heat maps. Gene and Lorraine want to know what you think. 27:00   This is the best marketing tool for Real Estate or any business. 28:00   Gene says insights should drive marketing. Do you think he answered his own question about heat maps? Weigh in.

There are two common mistakes made regarding marketing: incorporating it after establishing a business rather than making it an integral part of a business plan and placing it first on the chopping block during rough fiscal spells. Ranalli and Volpe advise otherwise. It is always important to make marketing a priority from the get-go and beyond. The cost involved does not have to be astronomical but be ready to roll up your sleeves and get to work. Better yet, hire a pro to do the work for you. In this episode, Gene discusses the importance of social media analytics, and offers three steps to dealing with negative online reviews. You will learn how your business can show up at the top of a web search, Google in particular, and how to ensure positive news appears first. In terms of promoting your business and maintaining a positive image, always control your messaging. Get in front of any story about you, your business, or your product. This require active marketing. HIGHLIGHTS 06:20   Tracking marketing and the importance of allocating a percentage of revenue to marketing—always! 08:22   Maintaining relationships, instigating word-of-mouth advertising, and the importance of consistent messaging. 10:00   The Pica's example. 15:04   The importance of Googling yourself and doing so anonymously. Learn how here. 19:25   If you are not aware of negative press about your brand, you risk missing the mark when trying to increase sales. 23:00   Gene discusses how web marketing affects your search results.  29:00   Why Gene uses the in his Instagram and Twitter handles.