Podcasts about consumer marketing

Send us a textAs one of the NBA's most recognized franchises, the Cleveland Cavaliers are deeply woven into the cultural and civic fabric of their city. Behind the high-octane action on the court is a strategic and increasingly sophisticated approach to fan engagement powered by the Cavaliers Marketing team. Central to the marketing team's success is the role Jeremy Halek plays as the Senior Director of Consumer Marketing. With a background that blends data science and marketing strategy, Halek has helped the organization reshape how it defines and delivers value to fans, emphasizing emotional connection, personalized engagement, and long-term loyalty. 

Kristina Radke is the Senior Vice President of Business Growth and Engagement at NetGalley. She joins the BookSmarts Podcast to launch of Booktrovert, a new consumer marketing platform for publishers and authors. Booktrovert allows for easy creation of marketing campaigns with digital giveaways and interactive tools for readers, designed to complement the existing NetGalley platform. If you're interested in becoming a Booktrovert publisher, reach out to concierge@netgalley.com. Find Kristina Radke on LinkedIn and click here to sign up for Booktrovert today!Learn about Booktrovert: What is Booktrovert?Types of Booktrovert CampaignsWho is a Booktrovert?

Subscribe to DTC Newsletter - https://dtcnews.link/signupIn this episode of the DTC Podcast, we sit down with Adil Wali, CPO at Klaviyo, to break down the future of consumer marketing and why Klaviyo is launching a new category: B2C CRM. Adil, a former ecommerce entrepreneur, shares his unique perspective on how brands can shift from chasing transactions to nurturing high-LTV customer relationships using first-party data, smarter segmentation, and product-led retention tools.We cover the key insights from Klaviyo's new “Future of Consumer Marketing” report, talk about why repeat customers are more important than ever, and dive deep into how marketers can drive loyalty without relying on constant discounting.Key Takeaways:Why B2C CRM is the missing layer in modern DTC marketingHow brands can use first-party data to fuel loyalty loopsThe strategic pivot from acquisition-heavy tactics to retention-first thinkingTactics for building long-term customer value without eroding marginsHow Klaviyo's roadmap is evolving to meet the biggest challenges DTC brands faceTopics Covered:Adil's journey from ecommerce founder to CPO at KlaviyoThe core idea behind B2C CRM and why it's built for DTC brandsThe shift in consumer behavior from transactional to relationship-drivenActionable ways to drive retention and build repeat customersWhat Klaviyo is building next to support this new marketing realityWhether you're a growth marketer, brand operator, or founder, this episode gives you a playbook for building stronger, longer-lasting customer relationships in a world where CAC is rising and loyalty is everything.Timestamps:00:00 - Why Klaviyo is a data company at its core02:05 - Adil Wali's journey from ModCloth to Meta to Klaviyo06:10 - What B2C CRM really means and why it matters now09:15 - The convergence of marketing, service, and analytics13:00 - Building long-term customer relationships with data16:30 - Loyalty beyond discounts: What brands are missing19:20 - How Klaviyo helps brands tackle rising CAC22:30 - Real-world wins: Klaviyo success stories from top brandsHashtags:#DTCMarketing #KlaviyoCRM #EcommerceStrategy #CustomerLoyalty #B2CMarketing #ShopTalk2025 #MarketingPodcast #RetentionMarketing #EmailMarketing #AdilWali #DirectToConsumer Subscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://dtcnews.link/pilothouseFollow us on Instagram & Twitter - @dtcnewsletterWatch this interview on YouTube - https://dtcnews.link/video

2025 Digital media trends study just released by Deloitte; social video platforms offer a seemingly endless variety of free content algorithmically optimized for engagement in advertising, and it's working. The report states that it's resulting in social media platforms now drawing over half of all US spending.

Is shopping becoming a dangerous game? From live streams to influencer deals to 'Buy Now, Pay Later' offers—your brain's reward system is constantly being triggered to encourage constant spending. Join us for a discussion with Credit Counsellor Charlie Kovacs, who exposes the risks tied to retailer financing, debunks the myth of discount savings, and explores the real impact these marketing 'tricks' have on your financial health. (1:30) – The Modern-Day Shopping Channel: How Retailers Keep You Hooked (4:00) – Live Shopping & Influencers: The New Age of Consumer Marketing (7:45) – Dopamine & Shopping: How Social Media Fuels Impulse Buys (14:00) – How Algorithms Are Designed to Make You Spend More (15:10) – Buy Now, Pay Later: The Rise of Consumer Credit Debt (17:00) – The Hidden Risks of Financing Through Retailers (21:00) – The Gamification of Consumerism: How Retailers Turn Shopping into a Game (23:30) – The Gamification of Credit: Why Your Debt Feels Manageable (But Isn't) (25:00) – Credit Counsellor Charlie Kovacs Explains Why Discounts Don't Save You Money (29:00) – Everyone Is Selling Something: Recognizing the Marketing Tricks Hoyes Michalos Effective Money Management Strategies Explore Credit Card Debt Relief Why We Overspend and How To Break Bad Money Habits Sign Up for the Debt Free Digest FREE Credit Rebuilding Course Debt Repayment Calculator Disclaimer: The information provided in the Debt Free in 30 Podcast is for entertainment and informational purposes only and is not intended as personal financial advice. Individual financial situations vary and may require personalized guidance from a qualified financial professional. The views expressed in this episode do not necessarily reflect the opinions of Hoyes, Michalos & Associates, or any other affiliated organizations. We do not endorse or guarantee the effectiveness of any specific financial institutions or strategies discussed.

Don't miss Sarah Bishop, VP Global Brand & Consumer Marketing at NFL - on this episode of The CMO Suite podcast - presented by MiO Marketplace and hosted by Sean Halter. This weeks episode is sponsored in part by iHeartMedia, ITA Group, YouConnex and Powerdrive Sports Futures. 

The Health Views with Deb Friesen, MD podcast series continues with Sean Seitzinger, Vice President of Brand and Consumer Marketing at Kaiser Permanente. In this episode, Sean explores brand marketing's role in health care, the impact of trust, digital health, AI, and how Kaiser Permanente connects with key audiences including the next generation of consumers.

 My guest this week is Jenn Ogden-Reese, Chief Marketing Officer at On Location, a leading premium experiences company providing access to ticket packages with enhanced hospitality and premier end-to-end travel for bucket-list events. She has more than 25 years of experience building businesses and leading multi-platform marketing and strategy.Before joining On Location, she served as CMO at several high-growth companies, including 2U, an ed-tech company serving over 44 million registered learners, and SeatGeek, a leading mobile-first live event ticketing platform. Jenn launched her career at Time Inc., marketing brands from Sports Illustrated Kids to InStyle to People, holding various leadership positions, including SVP of Consumer Marketing.Jenn also serves as the Board Chair of Global Glimpse, a nonprofit organization providing international travel and leadership experiences to high school students. A graduate of Dartmouth College, Jenn lives in Westchester County, New York. In her spare time, she enjoys attending live events, skiing, and being a dedicated sports mom to her three sons. 

Avsnitt 139 med Erik Modig om funnels och deras roll i marknadsföring. Och huruvida funneln är död eller inte. Vi pratar bland annat om vad en funnel är och vad som är skillnaden på en funnel, en kundresa och en köpresa. Erik går även igenom misstag som han ser att många varumärken gör kring funnels, och hur man bör använda funnels strategiskt i sin marknadsföring. Och varför han ser funnels som ett bra planeringsverktyg. Du får dessutom höra om: Vad det finns för olika typer av funnels Varför så många pratar om funnels död Bluffen kring att mäta digitala kundresor Hur man bygger effektiva funnels idag Och risken med att inte bygga kännedom Plus ett gäng med bra tips och best practice för hur man bör tänka kring funnels i sin marknadsförings- och marknadsstrategi. Om gästen Erik Modig är författare och forskare vid Center for Consumer Marketing vid Handelshögskolan i Stockholm. Och en väl anlitad föreläsare inom marknadsföring. Hans senaste bok Bang for the buck blev utsedd till årets marknadsföringsbok 2017. Erik är också grundare av kursplattformen Marketing Levels där han samlar allt sitt kunnande inom marknadsföring. Tidsstämplar 00:24 Introduktion av avsnittet 02:25 Vad en funnel är och dess roll i marknadsföring 06:55 Skillnaden på en funnel, kundresa och köpresa 13:24 Varför vi pratar om funnels död 19:28 Gen Z och utmaningar med spårning 26:01 Hur vi ska använda funnels i marknadsarbetet 32:40 Funnels för affärsområden och segment 40:06 Om hur man bör ta fram sin övergripande funnel 47:32 Olika typer av funnels-modeller och avslutande tips Länkar Erik Modig på Linkedin Marketing Levels (webbsida) Missa inte heller de tidigare poddavsnitt jag har gjort med Erik: Marknadsföringspsykologi: Erik Modig #21 Nycklarna till en framgångsrik marknadsplan: Erik Modig #58 Varumärkesstrategi och att bygga ett starkt varumärke #93 Metoder och verktyg för att sätta en bra marknadsbudget – Erik Modig #116 AARRR: 5 Metrics to Grow Your Business (Pirate Metrics) - Gust de Backer (artikel) Everything you need to know about sales and marketing funnels - Funnel (artikel) Competing on Customer Journeys - Harvard Business Review (artikel) Confetti (samarbete) Digitalenta (samarbete)

My guests on this week's episode of the podcast are John Lynch and JP Dube. John is the University of Colorado Distinguished Professor at the Leeds School of Business, University of Colorado-Boulder, and JP is the James M. Kilts Distinguished Service Professor of Marketing at the University of Chicago Booth School of Business. Together, along with a number of co-authors, they have written a draft paper titled The Intended and Unintended Consequences of Privacy Regulation for Consumer Marketing, which is the subject of our conversation. Among other things, we discuss: The various compromises that are inherent in instituting privacy-related data restrictions; What regulators and government officials get wrong about personalized advertising; The difference between consumers' stated and revealed privacy preferences; The benefits to consumers of privacy; The potential win-win proposition of personalized advertising and price discrimination; How the GDPR should be instructive for US policymakers. Thanks to the sponsors of this week's episode of the Mobile Dev Memo podcast: INCRMNTAL⁠⁠. True attribution measures incrementality, always on. ⁠⁠⁠Clarisights⁠⁠⁠. Marketing analytics that makes it easy to get answers, iterate fast, and show the impact of your work. Go to⁠⁠⁠ clarisights.com/demo⁠⁠⁠ to try it out for free. ContextSDK. ContextSDK uses over 200 smartphone signals to detect a user's real-world context, allowing apps to deliver perfectly timed push notifications and in-app offers. Interested in sponsoring the Mobile Dev Memo podcast? Contact ⁠Marketecture⁠.

Welcome back, familia! We're excited to kick off the year with an inspiring conversation featuring Marissa Solis, Senior Vice President of Global Brand and Consumer Marketing at the NFL. From her roots in Mexico to leading one of the world's most iconic brands, Marissa shares her bold vision to future-proof the NFL, ensuring it stays relevant to younger and more diverse audiences.Discover how she uses her platform to uplift the Latino community, including her leadership in the NFL Latino Youth Honors—a program in partnership with the Hispanic Heritage Foundation that celebrates outstanding high school tackle and flag football athletes for their academic and athletic excellence.Marissa also reflects on the life lessons she's learned—from growing up in the Rio Grande Valley to navigating boardrooms as a proud Latina leader.Tune in to hear her passion for breaking barriers, building inclusion, and inspiring the next generation. From leadership and resilience to the power of storytelling in sports and beyond—this is an episode you don't want to miss!RESOURCE: Learn more about the NFL Latino Youth Honors in partnership with the Hispanic Heritage Foundation here. The winners will be announced the week of Super Bowl LIX. WATCH: Click here to watch this and other episodes on YouTube. FOLLOW: Follow us on Insta @FritangaPodcastCONNECT: For questions or guest recommendations, email us at Fritanga@HispanicHeritage.orgTEAM:Host: Antonio TijerinoExecutive Producer: Antonio Caro Senior Producer:  Connor Coleman Producer: Ambrose Davis  

In this episode, Chris Bowling, Head of Digital and Consumer Marketing at BWH Hotels Great Britain, shares insights on the importance of direct bookings, the role of OTAs, and the impact of AI on the hospitality industry.Read Chris' newsletter, The Hotel Hype. This episode is brought to you with support from Shiji Group, the global hospitality technology leader that helps hotels streamline operations and transform guest experiences. Recognized by their clients for their best-in-class solutions and exceptional implementation support, Shiji Group is trusted by leading brands worldwide to activate technology faster and drive better business results.A few more resources: If you're new to Hospitality Daily, start here. You can send me a message here with questions, comments, or guest suggestions If you want to get my summary and actionable insights from each episode delivered to your inbox each day, subscribe here for free. Follow Hospitality Daily and join the conversation on YouTube, LinkedIn, and Instagram. If you want to advertise on Hospitality Daily, here are the ways we can work together. If you found this episode interesting or helpful, send it to someone on your team so you can turn the ideas into action and benefit your business and the people you serve! Music for this show is produced by Clay Bassford of Bespoke Sound: Music Identity Design for Hospitality Brands

Join us this week as we sit down with Sara Pollack, VP and Global Head of Consumer Marketing at Pinterest. With impressive career-spanning roles at Google, YouTube, and Pinterest, Sara has been at the forefront of social media's evolution and its impact on society.In this episode, we dive into Sara's journey from creative film executive to marketing leader at some of the world's most influential companies. We dig into the story behind Pinterest Predicts, the platform's data-driven trends report, and get an exclusive preview of what's in store for 2025. Plus, Sara shares how Pinterest connects creators, brands, and audiences to fuel the creator economy. Follow Sara on LinkedIn @sarapollack

McDonald's recent partnership with Doodles marks a significant leap into Web3 and culture marketing for the fast-food giant. This collaboration, launching on November 18, 2024, introduces a holiday-themed campaign called "GM Spread Joy" that blends physical and digital experiences12.The campaign features:Limited-edition McCafé cups with custom Doodles artworkA digital "pack-ripping" experience through the McDonald's appUnlockable digital wearables and animated contentThis partnership demonstrates how restaurant brands can leverage Web3 technologies for loyalty programs and cultural engagement. By collaborating with Doodles, a Web3 entertainment brand that evolved from an NFT project, McDonald's is tapping into a younger, tech-savvy audience#RestaurantInnovation #DigitalMarketing #BrandEngagement

No! This is not the creative alternative descriptor for a pyramid scheme or multi-level marketing "business".... This is literally what home inspectors need to be doing in the days/weeks/years ahead in order to grow their network and book of business following the new NAR agreement. Buyer's agents have long been the gatekeeper to the customer. But with the latest shakeup, inspectors need to be proactive in using modern marketing solutions to put themselves directly in front of the buyer. Thanks to my co-host, Harmony Brown, and our guest today, Isaac Peck of OREP and Working RE magazine!   Read the latest issue here: https://issuu.com/workingre/docs/wre_hi_issue26_final?fr=xKAE9_zU1NQ

Wharton's Dr. Americus Reed speaks with Sara Pollack, Pinterest's Global Head of Consumer Marketing about the Pinterest brand story, what sets it apart from other social media platforms, how the platform maximizes it's features around the Holidays, "Pinterest Predicts," and more. Hosted on Acast. See acast.com/privacy for more information.

Dallas tiene marca 3-4 y arranca la segunda mitad de la temporada con pocas probabilidades de avanzar a playoffs. Kansas City se mantiene invicto pero no asusta a nadie. El futuro de la NFL en México, en voz de Marissa Solís, Vicepresidente Senior de Global Brand and Consumer Marketing de la NFL. Anthony Richardson fue enviado a la banca, después de que salió por cansancio ante los Texans. La Apuesta de la Semana. Y mucho más...   Learn more about your ad choices. Visit podcastchoices.com/adchoices

Dallas tiene marca 3-4 y arranca la segunda mitad de la temporada con pocas probabilidades de avanzar a playoffs. Kansas City se mantiene invicto pero no asusta a nadie. El futuro de la NFL en México, en voz de Marissa Solís, Vicepresidente Senior de Global Brand and Consumer Marketing de la NFL. Anthony Richardson fue enviado a la banca, después de que salió por cansancio ante los Texans. La Apuesta de la Semana. Y mucho más...   Learn more about your ad choices. Visit podcastchoices.com/adchoices

The entire interview can be found on our YouTube channel:  @criminalbehaviorology The views of our guests do not necessarily reflect those of Criminal Behaviorology, nor our sponsors.  Donate to Criminal Behaviorology Patreon: https://www.patreon.com/user?u=81930699 A reading of two articles on the alleged poisoning of candy. The reality our favorite holiday ritual and fear in the community. Another on a dramatic case of poisoning as extortion out of Japan. Finally, a third article reviews the motivations for urban legends. Show Highlights: Fears of poisoned candy The Tylenol poisonings The ‘Mystery Man with 21 Faces' case out of Japan Motivations for urban tales -  https://www.history.com/news/how-americans-became-convinced-their-halloween-candy-was-poisoned - https://www.history.com/news/extra-strength-tylenol-poisonings-1982 - https://www.atlasobscura.com/articles/the-1980s-crime-ring-that-poisoned-japans-candy-and-never-got-caught - Donavan, Todd & Mowen, John & Chakraborty, Goutam. (2001). Urban legends: Diffusion processes and the exchange of resources. Journal of Consumer Marketing. 18. 521-533. 10.1108/07363760110404468.  Previous Halloween Specials on Criminal Behaviorology: - Night of the Shaping Dead, October 2019: https://spotifyanchor-web.app.link/e/qupNR9T4pub - Trick or Treat! Behavior Theory and Crime, Dog Training and Beggars' Night Becomes Halloween, October 2020: https://spotifyanchor-web.app.link/e/0P8qJ7X4pub - Eating at Us: Cannibalism in History, Legend and in the Animal World, October 2021: https://spotifyanchor-web.app.link/e/YXBeX734pub - More Horror Movies Equals Less Crime: An Analysis of Movies on Crime Reduction, October 2022: https://podcasters.spotify.com/pod/show/criminalbehaviorology/episodes/More-Horror-Movies-Equals-Less-Crime-An-Analysis-of-Movies-on-Crime-Reduction-e1pt5k4/a-a8p0ki8 Look up CrimBehav on Facebook:  facebook.com/CrimBehav. Criminal Behaviorology on Blogger.  CB Podcast Sites: https://podcasters.spotify.com/pod/dashboard/episodes https://itunes.apple.com/us/podcast/criminal-behaviorology/id1441879795?mt=2&uo=4 https://www.google.com/podcasts?feed=aHR0cHM6Ly9hbmNob3IuZm0vcy83MzY4OWFjL3BvZGNhc3QvcnNzhttps://open.spotify.com/show/5VM7Sjv762u7nb91YWGczZ https://www.breaker.audio/criminal-behaviorology https://overcast.fm/itunes1441879795/criminal-behaviorology https://pca.st/Q38w https://radiopublic.com/criminal-behaviorology-GEv2AZ https://www.stitcher.com/podcast/anchor-podcasts/criminal-behaviorology On YouTube: https://www.youtube.com/channel/UCKSVoZOBwCG28xMnuPq_Gtw On Rumble: https://rumble.com/c/c-1826027 On Locals Social Media: https://criminalbehaviorology.locals.com/?showPosts=1 https://criminalbehaviorology.locals.com On Twitter: https://twitter.com/CrimBehav On Patreon: https://www.patreon.com/user?u=81930699 Amazon: https://music.amazon.com/podcasts/a3604516-0645-4341-a792-75d10754556d/criminal-behaviorology Please write a review on any of our podcast sites listed above.  Questions, comments, and requests for transcripts to: criminalbehaviorology@gmail.com Thank you for listening. --- Support this podcast: https://podcasters.spotify.com/pod/show/criminalbehaviorology/support

We'd love to have your feedback and ideas for future episodes of Retail Unwrapped. Just text us!Guests: Kim Kitchings - Senior Vice President, Consumer Marketing, Cotton IncorporatedAnna Copilevitz – Lead Program Manager, Zappos for GoodIn a global consumer marketplace where sustainability is no longer optional, two unexpected partners are redefining sustainable fashion initiatives. Join Shelley, Kim, and Anna as they unveil how Cotton Incorporated and Zappos are turning sustainability rhetoric into tangible action, challenging the status quo and setting new benchmarks for industry collaboration. Discover how these industry giants are transforming post-consumer denim into valuable resources, leveraging ecommerce infrastructure to make sustainability accessible to all consumers, and educating the next generation about circularity and its impact on their future. This isn't just another conversation about sustainability—it's a masterclass in innovative partnerships, consumer engagement, and future-focused business strategies. For retail executives looking to stay ahead of the curve, listen in and learn how to harness collective industry power, align in sustainable fashion initiatives and turn potential competitors into powerful allies for global impact. For more strategic insights and compelling content, visit TheRobinReport.com, where you can read, watch, and listen to content from Robin Lewis and other retail industry experts, and be sure to follow us on LinkedIn and Twitter.

The CPGGUYS are joined in this episode by Courtney McCants, Director of digital product sales, emerging tech at RR Donnelley. She  is driven by a passion for innovative solutions and emerging technologies, and spearheads RRD's Emerging Technology Product sales team. With 15 years of experience in media and advertising, Courtney has partnered with retailers and CPGs to craft strategies that authentically enhance customer value across the purchase journey and diverse advertising channels. Her team serves as the voice of RRDonnelley's customers, channeling their feedback to develop strategic market offerings that shape the evolution of adtech and martech. Find Courtney on Linkedin at: https://www.linkedin.com/in/courtney-mccants-71311710/Find RR Donnelley on Linkedin at: https://www.linkedin.com/company/rr-donnelley/Find RR Donnelley online at: https://www.rrd.com/Here's what we asked her : 1. Martech is hitting us hard and is real given its AI backing.  How is martech evolving to handle the significant changes in our data environment we are exposed to?2. So RRDonnelley recently acquired Vericast's print and digital media units. What does this mean for the cpg industry and brands - how about retailers?3. What a crazy inflation driven volume challenged environment we are seeing the last 18 months. Are brands responding well? Is media driving value in consumer minds?4. Can't really not discuss retail media in today's omnichannel retail environment. Love to get your opinion on the state of retail media, data and how it is making a difference for brands - or is it?5. Just as media evolves, so should measurement, but I just hear ROAS, IROAS, impressions, its like nothings changed - why? What prevents true ROI?6. Digital marketing has evolved heavily to self service. Helping, inhibiting - and what are implications for brands and retailers?7. Give us your viewpoint on what a meaningful connection between brands and consumers looks like. Are there any examples you can highlight?8. Finally, let's ask you to look future forward. What's in store for martech and adtech, what's the next evolution.?CPG Guys Website: http://CPGguys.comFMCG Guys Website: http://FMCGguys.comCPG Scoop Website: http://CPGscoop.comRhea Raj's Website: http://rhearaj.comLara Raj on PopStar Academy: https://www.netflix.com/us/title/81587828?s=i&trkid=258593161&vlang=enDISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual's use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Welcome to another insightful episode of The Advisory Board Podcast, where we bring together industry experts to share their wisdom on building successful and thriving franchise brands. In today's episode, we're thrilled to welcome Karen Wenning from Suttle-Straus. Karen is a seasoned professional in franchising, with a deep understanding of marketing automation, brand compliance, and customer journey optimization.Episode Highlights:Customer Journey Insights: Karen dives into the importance of fully understanding the customer journey, emphasizing that many brands miss out by not mapping it out effectively. She explains how this lack of insight leads to marketing strategies that fail to resonate with the target audience, resulting in wasted resources. By adopting a multi-channel approach that maximizes customer touchpoints, brands can enhance engagement, speed up conversions, and ultimately build a loyal customer base. Karen shares specific examples and strategies that franchises can implement to create a seamless and effective customer journey.Blending Digital and Physical Marketing: In a world increasingly dominated by digital marketing, Karen highlights the ongoing relevance of physical marketing channels like direct mail. She explains how the integration of digital tools, such as QR codes and social media retargeting, with traditional direct mail can significantly boost the effectiveness of marketing campaigns. Karen introduces the concept of "direct mail on steroids," where digital and physical marketing efforts are synchronized to create a more immersive and impactful customer experience. Her insights into using big data to re-engage potential customers who have visited a website but did not convert offer a sophisticated approach to improving marketing ROI.Understanding Lifetime Value (LTV): Karen brings attention to the often-overlooked metric of lifetime value (LTV). She discusses how franchises can accurately calculate LTV to assess the true effectiveness of their marketing efforts. Understanding LTV allows brands to see beyond the immediate returns and focus on the long-term value of customer relationships. Karen provides actionable advice on how to convert one-time customers into repeat clients, thereby maximizing the return on marketing investments over time. She also touches on the importance of ongoing customer engagement and how it contributes to sustaining revenue growth.The Power of Brand Compliance: Karen addresses the critical issue of brand compliance, especially in the franchising sector where maintaining a consistent brand image is crucial. She explains how inconsistent branding across franchise locations can undermine brand equity and confuse customers. Karen offers practical solutions for franchises to enforce brand standards without restricting local operators' ability to adapt to their markets. By using brand portals and other tools, franchises can ensure that all marketing materials adhere to brand guidelines, which helps in building and sustaining customer trust across all locations.A big thank you to our episode sponsor, ClientTether. Their comprehensive CRM and marketing automation tools are designed to support franchises in managing customer relationships and executing effective marketing strategies. Visit ClientTether.com to learn more about how they can help your franchise grow and thrive.In this episode, Karen Wenning shares her deep expertise, offering franchise owners and marketers practical tools and strategies to excel in a competitive marketplace. Whether you're managing an emerging brand or an established franchise, the insights Karen provides are invaluable for optimizing your marketing efforts and ensuring long-term success. Don't miss this opportunity to learn from one of the best in the business and take your franchise's marketing strategy to the next level!

Curious about how to capture more direct-to-consumer clients in the home inspection industry? This episode of Inspector Toolbelt Talk promises to equip you with tangible marketing strategies to stay ahead in a shifting market. We'll uncover the secrets to maintaining a high-performing website with strong SEO and the nuances of effectively leveraging paid ads on Google and Facebook. Plus, learn why hiring professionals to manage these ads can be a game-changer for your business.Join us as we share inspiring stories of industry leaders like Inspector AJ and Preston Kincaid, who have mastered the art of social media engagement on platforms like Facebook, TikTok, and YouTube Shorts. Discover how authenticity and regular interaction can help you build a substantial following. We also provide tips on cross-advertising with local businesses and community involvement through teaching and guest speaking opportunities. Don't miss out on these valuable insights and more.Check out our home inspection app at www.inspectortoolbelt.comNeed a home inspection website? See samples of our website at www.inspectortoolbelt.com/home-inspection-websites*The views and opinions expressed in this podcast, and the guests on it, do not necessarily reflect the views and opinions of Inspector Toolbelt and its associates.

Kofi Amoo-Gottfried is the CMO of DoorDash, the premier local commerce platform valued at over $40 billion and dominates over 65% of the market for restaurant delivery. In his role as CMO, he is responsible for driving growth and engagement across all three sides of the marketplace. Prior to DoorDash, Kofi was VP of Brand & Consumer Marketing at Facebook, having previously served as the company's Head of Consumer Marketing for internet.org.Timestamps00:00 - Intro01:03 - What it's like judging a Cannes lion02:34 - DoorDash Valentines Day Campaign04:54 - Kofi's background08:56 - Starting an agency in Africa for Publicis13:41 - From agency to brand side15:13 - Kofi's role at Facebook/Meta18:11 - From Facebook to DoorDash20:23 - DoorDash backstory28:10 - Navigating through COVID at DoorDash33:24 - How DoorDash prepared to IPO37:23 - How successful have DoorDash been post IPO?39:12 - How DoorDash stay on top of innovation44:41 - DoorDash's Sesame Street Super Bowl ad48:40 - DoorDash's most recent Super Bowl campaign54:00 - In house vs external agencies55:51 - The culture at DoorDash

Jim is celebrating the 300th episode of The CMO Podcast with a bang! He welcomes back three of his very first guests on the show from 2019: Kristin Lemkau, the Chief Executive Officer of J.P. Morgan Wealth Management at JPMorgan Chase, Lilian Tomovich, the Chief Marketing & Experience Officer at Barclays, and Dean Aragón, Group Brand Officer and CEO & Vice-Chairman of Shell Brands International AG. In a way, they co-created this podcast, helping Jim find those initial footsteps and directing the show to what it has become today. First up is Lili Tomovich, the CMO & Experience Officer at Barclays Bank. Jim had Lili as his third guest on the show in 2019, when she worked as the Chief Experience & Marketing Officer at MGM Resorts International, a $15 billion global hospitality and entertainment company. Her career path has included ten years at Mastercard as head of Marketing for Canada and Senior Vice President of Consumer Marketing for the US market. After time within the hospitality space, she returned to financial services and joined Barclays in 2021. She created and accelerated transformational growth for the bank, while reimagining the customer experience. Jim's next returning guest, Dean Aragón has come on the podcast a few times over the years; he was the 10th guest back in 2019, and later joined Jim for a roundtable discussion at Cannes in 2022. Dean is also celebrating an anniversary. He has worked at Shell for a decade, serving as the Group Brand Officer and CEO & Vice-Chairman of Shell Brands International–or, as he puts it, Shell's "Chief Brand Guy." Prior to Shell, Dean spent 15 years in Senior Brand Marketing roles at Unilever, across a range of categories and markets. For this episode's final conversation, Jim comes full circle to welcome back his very first guest, Kristin Lemkau. Kristin is The Chief Executive Officer of J.P. Morgan Wealth Management at JPMorgan Chase, where her team oversees the U.S. wealth management division. When they spoke back in 2019, Kristin was the Chief Marketing Officer of JPMorgan Chase, where she led a global marketing team of 2,000 people with a $5B+ marketing budget. Tune in for an episode filled to the brim with stories that have carried this show throughout the last five years. Here's to 300, and many more to come!See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

The guest today on The CMO Podcast is Eshan Ponnadurai, the Vice President of Consumer Marketing at META, the 1.2 trillion dollar company by market cap, with a brand portfolio that includes Facebook, WhatsApp, Instagram, Threads, and Messenger. Eshan is a man of many interests, with a voracious curiosity. He was born in Sri Lanka, and moved to Australia when he was four years old. He now lives in New York City with his wife and two boys. Eshan began his professional career at Procter & Gamble Asia, and then began a series of assignments with blue-chip tech companies like YouTube, Google, AirBnB, Uber, and WhatsApp, before taking on a broader role as Vice President of Consumer Marketing for META. Eshan once believed that advertising and marketing were the same thing...until he joined P&G and got shocked. Tune in for a conversation with a marketer who has looked to be accountable in every role he's led.--Links mentioned in the episode...Follow Eshan on LinkedIn: https://www.linkedin.com/in/eshan-p-a459ba1/Boxes Let's Unlock Cities | Uber: https://www.youtube.com/watch?v=oNyq2_92H0YGoogle Search: Reunion: https://www.youtube.com/watch?v=gHGDN9-oFJESee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Wharton's Barbara Kahn and Dr. Americus Reed speak with Eshan Ponnadurai, the Head of Meta's Consumer Marketing about his background in the industry, how Meta connects with consumers, and WhatsApp's new campaign with F1 driver Lewis Hamilton. Hosted on Acast. See acast.com/privacy for more information.

In the world of business, it's easy to assume that being the market leader is the ultimate goal. After all, who wouldn't want to dominate their industry and enjoy the spoils of success? But there's a compelling case to be made for the advantages of being a challenger brand - a company that may not be the top dog, but is hungry, agile, and ready to shake things up. As Marissa Solis, SVP of Global Brand and Consumer Marketing for the NFL, puts it, "If you can combine both the swagger and the hunger, I think you get a perfect marketer." In other words, while market leaders may have the confidence that comes with their position, challenger brands have the drive and adaptability that can propel them to new heights. In this episode, we'll explore the benefits of embracing the challenger mindset, from avoiding the pitfalls of complacency to connecting with underserved markets. We'll also examine real-world examples of companies that have leveraged their underdog status to achieve remarkable success. So buckle up and get ready to root for the underdogs.

In this episode of "Do This, Not That" podcast, host Jay Schwedelson talks with Matthew Tilley, VP of Growth Marketing at Veracast. They discuss effective marketing tactics for reaching consumers, building brand loyalty, the importance of treating people like actual humans, and more!Best Moments:(05:54) The importance of using data to understand consumers while also respecting their privacy and humanity(07:48) Balancing consumer desire for privacy with desire for personalized messaging(11:10) Going beyond discounts to provide real value to consumers(14:13) Letting marketing guests share failures as well as successes resonates with podcast listeners(16:44) Matthew's goal to complete a 50 mile run by age 50, with his longest run so far being 20 milesGuest Bio:Matthew Tilley is the Vice President of Growth Marketing at Veracast, a leader in using data to influence consumers and drive commerce. Veracast works with over 15,000 clients and reaches 130 million households. Matthew also hosts the podcast "Business to Human" which recently reached #1 marketing podcast in the US on Apple Podcasts out of over 50,000 shows.Don't Forget:Register for Guru Conference 2024!And a MASSIVE thank you to our Sponsor, Marigold!!Marigold is a relationship marketing platform designed to help you acquire new customers and turn them into superfans with their best-in-class loyalty solutions. Don't take my word for it though, American Airlines, Honeybaked Ham, Title Boxing, and Notre Dame University are also customers!Regardless of your size, check out Marigold today to get the solution you need to grow your business!Get this podcast EXCLUSIVE offer today!https://jayschwedelson.com/marigold/

When it comes to planning outfits for music festivals or themed events, many of us seek inspiration from Pinterest. This year, the platform was activated at Coachella for both weekends, bringing our mood boards and visions to life. In this episode, we hear from Sara Pollock, the VP and Global Head of Consumer Marketing at Pinterest, as she explains why they decided to activate in the desert and if it's worth it for other brands to do the same. Hosted on Acast. See acast.com/privacy for more information.

Are female entrepreneurs facing different challenges compared to their male counterparts?In this episode of The Angel Next Door Podcast, host Marcia Dawood sits down with Marian Leitner-Waldman, the founder of Archer Roose, a brand challenging the traditional wine industry by offering premium quality wine in cans. Marian shares her journey of building a successful brand in a predominantly male-dominated industry, her innovative approach to packaging and marketing, and the hurdles she faced as a female founder in the world of entrepreneurship. From her experiences navigating the wine industry to securing partnerships with major players like JetBlue and Elizabeth Banks, her story is an inspiring testament to resilience and the power of disrupting established norms.Marian's entrepreneurial journey began with a passion for building, from founding a nonprofit in high school to working with impactful organizations like the Gates Foundation. Her dedication to fostering social impact led her to challenge the status quo of the wine industry, where she identified a lack of options for consumers who simply wanted a single glass of wine without the snobbery often associated with the traditional wine culture.This episode is a must-listen for anyone interested in the intersection of entrepreneurship, social impact, and innovation. Marian's journey serves as an inspiring example of how questioning established norms and pushing through obstacles can lead to transformative changes in traditional industries. Her insights into the challenges faced by female entrepreneurs provide valuable perspectives for both aspiring business owners and investors, offering a compelling narrative of resilience, innovation, and the pursuit of creating positive change. To get the latest from Marian Leitner-Waldman, you can follow her below!LinkedIn - https://www.linkedin.com/in/marianleitner/https://archerroose.com Sign up for Marcia's newsletter to receive tips and the latest on Angel Investing!Website: www.marciadawood.comLearn more about the documentary Show Her the Money: www.showherthemoneymovie.comAnd don't forget to follow us wherever you are!Apple Podcasts: https://pod.link/1586445642.appleSpotify: https://pod.link/1586445642.spotifyLinkedIn: https://www.linkedin.com/company/angel-next-door-podcast/Instagram: https://www.instagram.com/theangelnextdoorpodcast/TikTok: https://www.tiktok.com/@marciadawood

Erik Huberman, CEO of Hawke Media, delves into consumer marketing trends. With the rise of AI-powered tools and Connected TV (CTV), the consumer marketing landscape continues to evolve. Nevertheless, it's worth noting that proven, scalable, and repeatable channels such as email marketing remain integral components of marketing strategies in 2024. Today, Erik discusses consumer marketing trends for 2024.Connect With:Erik Huberman: LinkedIn // WebsiteThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Erik Huberman, CEO of Hawke Media, delves into consumer marketing trends. With the rise of AI-powered tools and Connected TV (CTV), the consumer marketing landscape continues to evolve. Nevertheless, it's worth noting that proven, scalable, and repeatable channels such as email marketing remain integral components of marketing strategies in 2024. Today, Erik discusses consumer marketing trends for 2024.Connect With:Erik Huberman: LinkedIn // WebsiteThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Summary Andrew Unkefer, an industry legend joins us to talk about the importance of relationships in the industry, the impact of technology, the future of the producer and IMO space, the shift to virtual meetings, consolidation in the industry, the impact of regulation, and the integration of estate planning and financial solutions. Andrew also shares his personal focus and future plans. Takeaways Relationships are still a key aspect of the insurance industry and producers and IMOs that prioritize serving their producers and building partnerships will thrive. The industry is experiencing a shift towards virtual meetings, with some producers successfully initiating relationships and conducting business through platforms like Zoom. Consolidation is happening in the industry, and producers and IMOs need to adapt and concentrate their businesses to remain successful. The integration of estate planning and financial solutions presents a significant opportunity for producers to provide a higher level of benefits and services to their clients. Regulation is an ongoing concern in the industry, but state-level protection can help ensure consumer protection and maintain the integrity of the industry. Chapters 00:00 Introduction and Background 01:22 Starting in the Insurance Industry 03:16 Educating People about Annuities 06:08 The Importance of Technology in the Industry 07:31 The Persistence of Paper Kits and Brochures 08:08 The Future of the Producer and IMO Space 09:05 The Shift to Virtual Meetings 10:42 The Importance of Relationships in the Industry 12:09 Consolidation and Changes in the Industry 13:31 The Impact of Direct-to-Consumer Marketing 15:03 Regulation and the Future of the Industry 20:27 The Integration of Estate Planning and Financial Solutions 25:26 The Magnitude of the Opportunity for Estate Planners 30:35 The Importance of Celebrating Producers 34:09 The Impact of Regulation on the Industry 37:01 Future Plans and Personal Focus

My guest this week is Marissa Solis. Marissa is Senior Vice President, Global Brand and Consumer Marketing for the NFL, where she leads all global brand and consumer marketing initiatives for the league, including all national advertising, both traditional and digital, in stadium marketing and new fan development.

Creating content can seem daunting, even for industry experts like yourself.But whether you're preparing for a speaking event, writing a blog post, or recording your first podcast episode, what you have to share matters more than how you deliver it.In this episode, Ana Trujillo Limón, Director, Coaching and Advisor Content, speaks with Tamsen Butler, Senior Marketing Copywriter at Carson Group, about Tamsen's journey as a writer and TEDx speaker. Together, they explore the TEDx talk preparation, the role of original content, and the benefits of engaging with audiences through writing and video. Tamsen emphasizes the importance of subtitles for accessibility and SEO and advises creatives to embrace rejection and address client queries in their content. The conversation also covers influential industry figures, with a recommendation to follow Larry Sprung, and the value of Stephen King's "On Writing" for writers.Tamsen discusses: Her writing career and the importance of creating original contentAdvice for nervous writersHer job at Carson and the resources they have for new members of their ecosystemWhy writers need to make sure they give credit where credit is dueHer experience as a TEDx speaker and how to prepare for a TEDx talkImportant lessons from her speaker coachThe impact of writing blog posts, articles, and speaking events on building credibility and trustEffectiveness of video content in engaging audiences and the impact of closed captionsImportance of subtitles for ADA compliance and search engine optimizationHer writing process and the importance of considering the reader's perspectiveAnd moreResources:The Complete Guide to Personal Finance: For Teenagers by Tamsen ButlerPersonal Finance for Teenagers and College Students by Tamsen ButlerSkirting the Edge of Authenticity | Tamsen Butler | TEDxOmahaLarry SprungOn Writing - Stephen KingConnect with Ana Trujillo Limón: Carson Group LLCLinkedIn: Ana Trujillo LimónConnect with Tamsen Butler:Carson Group LLCLinkedIn: Tamsen ButlerTwitter: @TamsenButlerAbout our Guest: Tamsen Butler, Senior Marketing Copywriter at Carson, is an award-winning author, marketing copywriter, TEDx speaker, fitness professional, military veteran, Oxford comma enthusiast, and personal finance writer.Send us your questions, we'd love to hear from you! Email us at framework@carsongroup.com.

Saturday Mornings host Glenn van Zutphen and co-host, award-winning author Neil Humphreys talk with Kaveri Khullar, Senior VP, Consumer Marketing & Sponsorships, APAC, Mastercard and Ankur Jakhwal, CEO, Boost Connect. Mastercard Gamer Xchange (MGX) is bridging the gap between rewards and the online gaming community - allowing unused rewards points to be used as gaming currency on nearly 4,000 gaming titles. See omnystudio.com/listener for privacy information.

Are you looking to learn about effective consumer marketing in the financial industry?Today, we look behind the scenes with Ana Trujillo Limón, Director, Coaching and Advisor Content, and Minna Shada, Senior Vice President of Consumer Marketing. Minna talks about her marketing journey since 2013, her pivotal role in partner office marketing, and the innovative evolution of Carson's marketing strategies. From her earliest money memory to her unexpected career path, Minna divulges the key to building a successful marketing foundation, embracing digital trends, and staying authentic. She also shares invaluable tips, busts common myths, and stresses the importance of a solid marketing plan.Minna discusses: Her first money memory of childhood savings for collegeHer journey into marketing and why she stuck with it for her whole careerHer background and role as Senior Vice President of Consumer Marketing at CarsonHow Carson's marketing offerings and support for partners have evolvedRecommended available resources for advisors to learn about marketing strategiesChoosing the right marketing strategies for advisors' different needsBeing wary of the shoulds of marketingSome of the top marketing strategies she's seen advisors use to scale their businessWhy advisors need to be authentic with their marketingThe most important lessons she learned in her careerAdvice for advisors on being intentional and patient with marketing strategiesAnd moreResources:HubspotAlana Macy and Amy Noel: Building a Successful Firm“I'm not skinny yet” memeConnect with Ana Trujillo Limón: Carson Group LLCLinkedIn: Ana Trujillo LimónConnect with Minna Shada:Carson Group LLCLinkedIn: Minna ShadaAbout our Guest: As Vice President, Consumer Marketing, Minna is passionate about sharing information with investors to help them make important decisions about finding the right advisor and pursuing their financial dreams. In a profession cluttered with financial jargon and acronyms, Minna enjoys developing marketing campaigns for investors of every stage – from those just getting started to the investment savvy. She focuses on enhancing the client experience by helping investors find the information they seek.Send us your questions, we'd love to hear from you! Email us at framework@carsongroup.com.

In this podcast episode, Progressive Cattle editor Carrie Veselka speaks with Kara Lee, Director of Producer Engagement at Certified Angus Beef, to discuss direct to consumer marketing and the CBA Ranch to Table program. Editor Abby George meets up with Russ Daly, South Dakota State University Extension Veterinarian, at Range Beef Cow Symposium to talk about herd health planning and steps producers can take to protect their cow herd. Also, don't miss a preview of the January issue, celebrate winter solstice with Paul, David and Abby, and hear where a few members of the Progressive Cattle team hope to travel to in 2024.

Kátia Sarti is a highly experienced digital marketing and e-commerce professional with over 15 years of experience successfully growing retail brands through innovative and integrated digital marketing strategies. She has led performance marketing for the likes of 1-800-flowers.com and Clinique and is currently the Head of Consumer Marketing for Priority Pass in the Americas. Her professional arsenal is marked by a high level of adaptability and flexibility, consistently paired with leadership acumen, strategic thinking and a results-driven mentality. She's fluent in English, Portuguese and Spanish and enjoys being able to engage in multicultural environments both professionally and personally. On this episode, Katia talks with Loree Lash Valencia about how she's reached a pivot point in her career and her thoughts on what she will do next.

REMIX: Album 2 Track 10 – Ellen Stone, EVP Marketing of NBC Lifestyle Brands, previously EVP of Marketing at Bravo Network, Director of Consumer Marketing at Lifetime and account person for notable Madison Ave. agencies Bozell and J. Walter Thompson. Graduate of Lehigh University.Hey Brand Nerds! We have an entertainment marketing legend in our house today!!  What a fun show with Ellen who shares great stories throughout her career from milk mustaches to certified bravolebrities to how to handle the deluge of people at Vanderpump Rules Bar Crawl and more. Oh and lots to learn including these highlights:  • Brand is a living thing and must always be fresh, innovative and be able to pivot • Learning the nuances and differences for brand positionings through the prism of NBCUniversal Lifestyle networks • When you have a “tight” brand, everyone who touches the brand gets it and success flows!• As a leader, ensure the team keeps it real with genuine feedback to you • When you have a poisonous person on your team, no matter how talented they are, gotta cut bait!• Bravoholics, Bravolebreties and Bravocon• Ellen and DC's British accent…#ellenstone #marketing #branding #NBCUniversal #bravo #bravotv #oxygen #E! #eentertainment #sociableshoppable #realhousewives #mrporter #vanderpumprules 

Welcome to a riveting conversation where we unravel the secrets of direct-to-consumer (DTC) marketing with none other than Mike Ortiz. Get ready to explore the fascinating world of digital marketing as Mike shares his invaluable expertise in leveraging Google My Business and Local Service Ads to foster relationships and generate leads. With his insights, we promise to guide you through the labyrinth of customer reviews and show you how to effectively utilize platforms like Inspector Toolbelt for your benefit.The episode takes an interesting turn as we venture into the realm of home inspection businesses with Mike, who shares his tried and tested strategies for traditional advertising. From targeting the right customers to utilizing old-school methods like yard signs, Mike has got you covered. What's more? We discuss ancillary services such as septic inspection, solar inspection, and water quality testing, taking a deep dive into how these can be incorporated into your business model for maximum benefit.Just when you thought it couldn't get any more exciting, we bring Artificial Intelligence (AI) into the mix. Hear first-hand from Mike about his experiences with AI in report writing and the potential he sees for AI in marketing. His insights on leveraging AI for creating unique content and enhancing visibility in Google searches are not to be missed. All this, and more, in our engaging conversation with Mike Ortiz. Tune in to hear Mike's experiences, fears, and advice on staying ahead of the competition by using AI and creating value for customers. And of course, don't miss out on his thoughts on the role of AI in the home inspection industry. It's an episode packed with useful insights and fascinating discussions, so don't miss it!Check out our home inspection app at www.inspectortoolbelt.comNeed a home inspection website? See samples of our website at www.inspectortoolbelt.com/home-inspection-websites*The views and opinions expressed in this podcast, and the guests on it, do not necessarily reflect the views and opinions of Inspector Toolbelt and its associates.

The NFL's Marissa Solis on the Taylor Swift effect, expanding globally, and the powerful messaging coming for the Super Bowl. Episode TranscriptPlease note, this transcript  may contain minor inconsistencies compared to the episode audio.Damian Fowler: (00:01)I'm Damian Fowler.Ilyse Liffreing: (00:02)And I'm Ilyse Liffreing. AndDamian Fowler: (00:03)Welcome to this edition of The Current podcast.Ilyse Liffreing: (00:10)This week we're delighted to talk with Marissa Solis, the SVP of Global and Consumer Marketing for the NFLDamian Fowler: (00:17)In 2021, the NFL recruited Marissa after almost two decades As a marketing leader with PepsiCo, it was an opportunity to influence the league's almost 400 million sports fans around the world.Marissa Solis: (00:32)It's an incredible feeling when the NFL calls and especially with an opportunity to influence the messaging and the marketing of such an incredible platform with so much potential. You know, it's something, an opportunity I can pass up.Damian Fowler: (00:45)I mean, there's no doubt about it that the NFL is one of the most dominant cultural forces in the world. So let's start right there. And we obviously have to start with the NFL's, which recent pop culture boost from Taylor Swift and Travis Kelsey, which is must be a consumer marketer's dream in a way. Could you talk to us about that moment and the opportunity for you as a marketer?Marissa Solis: (01:05)It means a lot when things like this happen and it goes so viral, it just goes to show that the NFL is at the peak of, you know, entertainment. I have to tell you, none of us knew this was not planned. This was not anything that was orchestrated. We had sort of heard the rumors about Travis, you know, going to her concert and then inviting her to the game. But we really didn't know. We didn't know she was gonna show up at the game. And so when it all happened, I mean the power of social media, right within 10 seconds this thing went viral. And for us, you know, we have a social media and influencer arm within the league that are ready at the go when anything happens. So we were able to capitalize and have some fun with the fans. Uh, we created some 1 0 1 football videos for Swifties that had never seen the game before on how you play. But think about all of the NFL fans that don't know who Taylor Swift is. So we also were able to do a little bit of education to some of our NFL fans about who she is. So it's actually been a cultural education for a lot of people and we've had a lot of fun with it. Yeah,Ilyse Liffreing: (02:10)Thank you for clearing that up because I think a lot of rumors circulating was like, oh, the NF L's behind it, they know this happened. Had no idea they a planMarissa Solis: (02:17)Idea. No idea. But I, I think, you know, it's a really good lesson for marketers. Mm-hmm. Culture happens at the speed of light and you just have to be ready. You know, we like to say or think we create culture, but culture is organic and embedded culture just happens and we just happen to be ready at the moment, right? Yeah.Damian Fowler: (02:37)There's no doubt that the Super Bowl is the high point of the year. Curious, are you gonna be using some of these immovable cultural forces like Taylor Swift and Kelsey in your Super Bowl messaging?Marissa Solis: (02:47)You know, we always leveraged the Super Bowl to do some powerful messaging around the joy of the sport, but also how the sport transcends. So last year the message was all around the power of women and what women bring to the sport. And now we're in the Olympics. So you're gonna see some powerful messaging about what the league means to culture. It will be a very powerful message.Ilyse Liffreing: (03:10)On that note, do you have like a favorite Super Bowl ad?Marissa Solis: (03:13)I did not even know you were gonna ask me that by the way. But I have to say, and it's very ironic, my favorite Super Bowl out of all times was actually created by Tim Ellis, who's my boss. He was not at the NFL at the time, he was at Volkswagen and it's the Darth Vader spot. You know, I don't know if you know where the, where the little boy he's playing Darth Vader and at the end the dad turns on the car and he's like, oh my God, I love, love that spot. And when I interviewed with Tim that was like the first thing IDamian Fowler: (03:44)Wanted to just pivot a little bit. I saw an interview in the Hollywood reporter with uh, the NFL Commissioner Roger Goodell, who was headlined Hollywood's MVP. And in that piece he talks about how the NFL has embraced streaming, which you know is a topic we talk about a lot. And he was quoted as sayingMarissa Solis: (04:00)TheDamian Fowler: (04:01)Technology's changing, the platforms are changing, the economy is changing and we have to be ahead of that strategy at all times so that we are where our fans are and on the platforms they want to be on. Can you talk to us a little bit about the challengeMarissa Solis: (04:12)AndDamian Fowler: (04:13)Opportunity of these streaming platforms that he's talking aboutMarissa Solis: (04:17)Really more of an opportunity. It really becomes about, like he said, being where our fans are and we know particularly Gen Z, they're not necessarily watching linear tv. They're not spending three and a half hours, you know, watching a game. And so that's why platforms like Google and YouTube and having Sunday ticket on there opens up an incredible way to distribute our content. Also it opens up the power of the creator economy for us because we can leverage a lot of YouTube's creators to create content to attract this audience. You think about all of the different things we've been able to do with that YouTube partnership, every club has a YouTube channel. We have our Spanish language NFL channel. So we've been able to do a lot with Google and YouTube. We also have our Thursday night football partnership with Amazon. So for the first time ever, this is the second year that a Thursday night a big platform game is completely streamed. We're now commanding on average 13 million viewers a week on a streaming platform. That's massive. I don't know if you guys know this, but this will be the first year in history that we create a Black Friday game on Amazon. So first time ever there's a Friday NFL game, it's on Amazon Prime but it's going to be free. So it's not behind the paywall. Anybody can join, anybody can stream it. So we think it's gonna be huge.Damian Fowler: (05:38)That's gonna be huge. Yeah. Wow. Another huge cultural force. AnotherMarissa Solis: (05:42)Huge cultural force. So now you have a Black Friday game, you know, it's a new watching occasion.Ilyse Liffreing: (05:47)What do you think overall about like streaming and live sports coming together and just captivating like whole new audiences? I know with the brand like the NFL, which everybody knows, it's kind of can be hard to like strike a balance between embracing like new preferences and habits of like younger consumers while also then maintaining the authenticity and tradition of a brand as like iconic as the NFL.Marissa Solis: (06:12)Yeah, of course. And it, it is the right balance and the beautiful thing is when you look at linear tv, even though you know you start to see some audiences leave linear, we still command the biggest audiences on linear, right? We just had our largest game ever on Sunday night with 28 million viewers. Now some of that may have been the Travis and Taylor Swift effect, but we're still commanding audiences on linear. However, when you look at the opportunity to do streaming, like I said, direct to consumer, we just launched our direct to consumer platform, NFL plus. And so you can also stream games on your mobile, you can look at statistics, you can look at lifestyle and stories, uh, of the players and really get much more involved in the game than just watching, you know, the traditional three hour game. There's a lot more there to, to see and learn about.Ilyse Liffreing: (07:04)Now part of your remit is to help diversify the marketing for the NFL or as you put it so nicely, future-proof the brand. I have read that 60% of the NFL audience is white and over 35 the America of the future however will be very young and multicultural. So how do you approach this challenge?Marissa Solis: (07:23)I think that stat that you read is probably about two years old and interestingly enough, that was one of the reasons I came to the NFL. In order for us to stay relevant in the future, we have to reflect the audiences that we serve. And as the world gets more multicultural as Gen Z and Jen A as they kind of come into being, we really have to embrace them and bring 'em in. So part of our strategy is to keep the fan base we have, but a big part of our strategy is to extend to those new audiences. So that includes, you know, gen Z and younger audiences, but also multicultural audiences, our Latino audience, our African American and Asian audience, our L-G-B-T-Q community. Like we really need to embrace them and bring them in to engage with a sport in a new way.Damian Fowler: (08:11)Can I just ask, how specifically do you try to engage those different communities?Marissa Solis: (08:16)Yeah, I think it's about meeting them where they are, both from a channel perspective, right? How they're watching, but also understanding how they engage with the game. They all engage with the game very, very differently. You know, our Latino audience is an example. The way they watch, the way they celebrate, the way they tailgate is very, very different. They bring in their traditions and so we wanna celebrate that. We've been doing a lot this year to really highlight Latino players 'cause people don't even realize we have 51 Latino players on the roster playing and each one of them has a very unique and different story. So you know, whether it's Fred Warner from the 49 ERs ERs who's a Mexican descent or young Colombian player, you know, who just got drafted in the league Rodriguez who plays for the Patriots. It's all about kind of bringing to life in a very different way to these audiences, uh, the game. AndIlyse Liffreing: (09:09)One of those audiences is women too. And the NFL has made a big effort towards getting more women involved in the game, both as staff and then as fans. What are some ways you're trying to connect your marketing to women?Marissa Solis: (09:21)Yeah, I think women, you know, are big part of our fan base. Almost 47% of our fan base are women. We have the highest women fan base percent of any league in the country and women love football, right? So it really is about engaging them in the game in a unique way, recognizing not just how they engage and watch the game, but also how they participate. I don't think people realize we have so many women champion players, right? Both flag football but also tackle. I just heard that there was the first ever high school girl that just got a scholarship to play tackle to be the kicker for a college team. So more and more women are participating, they're becoming coaches, trainers, scouts, you know, executives. So it's a great way to kind of see that level of participation. And of course, you know, we have to get back to Taylor and the swifty effect capturing this fan base, right? The swifties as you call them and really having the opportunity to educate them, bring them in, bring kind of that cultural fandom, the lifestyle, whether it's the music, the fashion, the food, all of those things are part of the NFL and part of the sport. So it just makes it richer and and more relevant.Ilyse Liffreing: (10:37)Do you see that Taylor Swift effect, if you will, kind of more as like a flash in the pan or do you think they'll have like a last engagement? Especially with women?Marissa Solis: (10:45)What I think is important for us is that we have a moment in time where swifties, as we call 'em, are paying attention. And so this is our moment to capture them and bring 'em into the sport so that they engage ongoing. Whether the Taylor Swift effect last or doesn't last, we wanna keep that fan base and we'll do so by again being culturally relevant, bringing in their life, their music, their fashion, the way they really wanna engage the game.Damian Fowler: (11:13)The NFL really is a cultural force and a lot of brands look to the NFL as sort of a beacon for sports across the media landscape. You know, I'm wondering how, you know, you approach distribution and partnerships in your marketing and what brands can learn from how you approach it.Marissa Solis: (11:28)I mean, again, it's really about being where the fans are. So every partnership matters, right? And we take every partnership very seriously. And so whether it's a partnership that has a lot of reach so that we reach a massive audience or maybe it's a partnership that will reach somebody different, whether it's in another country or a segment of, you know, the fan base that we haven't reached before. We have a very nascent platform right now as an example called Mundo, NFL. It is a podcast based platform and again, it's reaching a completely new audience and may not be as broad based as, you know, a Google or a YouTube, but it's still important for us 'cause we're reaching that fan base. So it's a balance of reach, very, very targeted, but just making sure that we are offering the content and distributing it out there to, you know, every corner of the fan base as I call it.Damian Fowler: (12:22)What kind of market research do you do to stay ahead of where fans are moving and the kind of things that they want to engage with and how that is evolving? Yeah,Marissa Solis: (12:29)We're very, very engaged in research 24 7, 3, 6 5. The very basic, you know, we do keep a pulse on how the league is doing with fans. We know perception, uh, we measure certain attributes, you know, are we inclusive, are we fun, are we engaging? And we measure them across all those audiences. And that is ongoing, right? In terms of culture, I wish I could tell you the, the formula, there really isn't one. It really is about having a very engaged team. As I mentioned, we have an incredible social and influencer team led by Ian Trombetta, which I gotta give them a shout out. They are incredible. They're in the culture and they hear things and they observe and they do a lot of social listening. And when something like Taylor Swift showing up to the game happens, even though we didn't know about it, they're on it immediately. And I think that's, that's where the success comes from. WhereDamian Fowler: (13:22)Do you find inspiration in, in what's going on in the larger culture?Marissa Solis: (13:26)We like the balance of timeless and timely. You've gotta keep these timeless essence about you that creates your brand, but you also have to be really timely, right? I'll also say what inspires me at our brands with purpose, because we aren't just about the game, we transcend the game. We're such a big platform, we wanna make an impact to communities everywhere and we bring people together. We can uplift, you know, underserved communities. So when I see brands like Patagonia doing things, they aren't for necessarily for the profit of it, they're for the good of the community and the world. Those things inspire me as well.Damian Fowler: (14:04)You have a great deal of responsibility. It's one of the most powerful brands. Do you feel that sense of responsibilityMarissa Solis: (14:09)Every single day? There's so many eyes on the league, anything that happens is talked about. We don't control the players, we don't control. When Taylor shows up to a stadium, we, we don't control it. It is an incredible sense of responsibility to try to at least shape the culture so that, you know, the message is a positive one and we make a positive impact, not a negative impact. So that, that's a tough one. Now,Ilyse Liffreing: (14:36)Earlier this year you announced that NFL expanded its global markets program. Can you tell us a bit about that and then what the marketing opportunity looks like internationally for American football?Marissa Solis: (14:48)Super exciting. This is probably one of the things I'm most excited about, about the league. You know, arguably we're the biggest sports and entertainment entity in the us. Not so much in the world. When you look and see the power of FIFA and, and the power of Formula One, like we want to the number one sports and entertainment entity in the world. Now we've expanded, we have 21 of our clubs have signed international rights in all sorts of countries. So everywhere from Ireland, Africa, you know, Brazil, uh, Spain. And so in the very, very near future, you're gonna start to see more and more international games, more and more of our clubs playing in the global arena. And of course, I I have to mention the Olympics, right? We are now in the Olympics for LA 28, which we'll see, you know, both men and women participating in our sport for the first time across the world. IDamian Fowler: (15:46)Read that you were, you studied to be, uh, an an ambassador.Marissa Solis: (15:50)I did, I did.Damian Fowler: (15:51)So this is an interesting, you know, turn of events for you.Marissa Solis: (15:54)It is, um, it's very ironic in very much a way. I feel like an, I'm an ambassador to the fan base and different communities. So it's been fun. Yeah,Damian Fowler: (16:03)I mean the NFL in a way it's a state unto itself.Marissa Solis: (16:06)You could say that. Yes, .Ilyse Liffreing: (16:07)Now the NFL is arguably the most sought after brand to partner and align advertising with, but it's also very seasonal. So how do you maintain engagement and relevance in the off season?Marissa Solis: (16:18)You know, it's funny you say that. It's absolutely not seasonal. We are 365 year round. I actually saw that come to life this year. We just got statistics back during the quote unquote off season in the month of June. We had over 200 million hours of content consumed. We were, I think the third league. And that's without any games or anything like that. So I think annually the stat is we're 45% of the sports conversation and only 2% of the games played in the us. That's a US number. And it's incredible, right? Because in the off season people are talking about the free agents who's gonna sign on what team, and then you get content like the quarterback series on Netflix. And now we've got partnerships with like, we have a partnership with Skydance to create stories and movies. Then you come have back together Saturday and training camps and then you have the preseason. So there actually really isn't an an off season anymore. I'mIlyse Liffreing: (17:18)Sure that's changing with streaming too. 'cause you can just goMarissa Solis: (17:21)On content. Content is king, right? Content everywhere.Ilyse Liffreing: (17:58)One final question. In your view, what does the NFL look like in 2030?Marissa Solis: (18:05)I mean, I think, you know, the vision is that we are the pinnacle of entertainment around the world. And so that means amazing live sports, unpredictable seasons, right? Just like we have today. The game played in every country, and not just professionally on tv, but every country participating in the game of flag football, more Olympics, Netflix, or in the movie theaters, or much more storytelling around the incredible stories that this league represents. More diversity in the game, more diversity in the front office, in the coaching staff. So all, all good things, hopefully lots of impact.Damian Fowler: (18:49)And that's it for the current podcast. We'll be taking a break next week to celebrate Thanksgiving here in the us. But we'll be back at the end of the month with our guest, Jonathan Stringfield, the VP of Global Research and Marketing at Activision BlizzardJonathan Stringfield:Gaming is increasingly going to be a hobby that is divorced from gaming devices virtually anywhere that there is a screen that's smart, there's probably gonna be an opportunity to play a game. Ilyse Liffreing: (19:02)And if you love this podcast, be sure to subscribe and leave a review While you're at it. Check out our other show, the current report, our weekly roundup of what's happening in the world of digital media. The current podcast is produced by Wonder Media Network. Our theme is by Loving Caliber. The current team includes Chris Brooklier and Kat Vesce.Damian Fowler: (19:31)And remember,Marissa Solis: (19:32)We aren't just about the game. We transcend the game. We're such a big platform. We wanna make an impact to communities everywhere.Damian Fowler: (19:39)I'm DamianIlyse Liffreing: (19:40)And I'm Ilyse.Damian Fowler: (19:41)And we'll see you next time.

Zillow's Beverly Jackson on simplifying the housebuying process through its marketing, and why working at the company has special importance for her as a Black woman. Episode TranscriptPlease note, this transcript  may contain minor inconsistencies compared to the episode audio.Damian: (00:01)I'm Damian Fowler.Ilyse: (00:02)And I'm Ilyse Liffreing.Damian: (00:04)And welcome to this edition of the current podcast.Ilyse: (00:10)This week we sit down with Beverly Jackson, the VP of Brand and Product Marketing at Real Estate Company Zillow withDamian: (00:17)Over 212 million average monthly users is the country's number one real estate app and a website. In fact, Zillow is becoming a housing super app designed to help people find the home of their dreams.Ilyse: (00:31)Beverly is an award-winning marketer with two decades of experience managing global campaign for companies, including the Recording Academy where she delivered record breaking social engagement for the 54th Grammy Awards, Yahoo, MGM Resorts International and at Twitter before it became X.Damian: (00:50)We started by asking her about this impressive career journeyBeverly: (00:58)As I still like to think that I am always sort of new and fresh faced to digital marketing 'cause I tend to be a digital first storyteller and a digital first brand person. I always think about two things. What is the brand looking to achieve and how are we thinking about growing? And then I think about how does that connect to culture? And so whether it was the Grammys or Yahoo or MG M resource as a hospitality brand or a sports betting band or something like Twitter, it's always about what is the connection to the customer? Is it digital first? How does it play in transforming or growing the brand or the business or its role or impact. Share a voice, share a wallet in the industry vertical. And then the connection to culture. I think it's very important how a brand connects to its customers through culture is such a powerful way to tell brand stories. That was important for all the work that I've done previous and it's certainly the way I think about my role here at Zillow.Ilyse: (01:58)Would you say that was basically the opportunity that Zillow kind of created for you that was so compelling on your end?Beverly: (02:06)The idea that Zillow helps consumers more and more consumers get home and that's what we're sort of working towards. There's not a, not a bigger brand moment in a consumer's life than sort of helping them to figure out what home means. 'cause it's such a personal experience and, and with Zillow sort of being the destination for the real estate industry, it's a beacon for all consumers. And it's sort of getting them from that idea of like idea dreaming about what home they want to actually getting into a home. So the brand is transforming, it's culturally relevant, it's significant to a specific population and to others it makes so much sense to me. So like when we think about like millennial, the millennial consumers, it was not an opportunity that I could easily ignore or walk away from.Damian: (02:52)Now Beverly, I wanna ask you, you know, buying a home has always kind of been a complex process. To what extent would you say that the tech has speeded things up or maybe simplified that whole process?Beverly: (03:02)The idea is that buying a house, especially your first house is gnarly. Like it's so intense, it's so intense, it's so many moving parts, it's so confusing. But then we have this large generation of sort of digital first consumers that expect consumer tech to be a utility. The tech has to be easy and it has to demystify the complicated process. It has to serve the customer's needs to their ultimate goal, but it has to meet them where they are. Zillow as a consumer tech company, as a financial tech company, as a real estate company is making it easier, which is why we're so well situated for this idea of a housing super app where a consumer, regardless of where they are in the process, can come into the Zillow ecosystem and find a way to answer the questions that they need and help guide themselves through the process. 'cause the goal is not just to help them search for a great home or to talk to real estate agents before they find the perfect agent for them, but you've gotta tour a lot of houses. The housing super app concept in addition to financing and figuring out what you can afford and then financing it and then closing the deal, signing all the papers and actually getting into your home. Zillow is ideally situated to do that.Damian: (04:22)Just to break that down a little bit further, you know there are other property search engines out there, but Zillow goes above and beyond that. What is the differentiating factor at Zillow? And you mentioned some of those just nowBeverly: (04:34)Customers are a north star without question. So the idea of customers being the driving force behind what we do and how we serve information back to them, meeting them where they are, offering them real tangible tools, techniques, information and solutions that meet their needs. And then also our partners having access to some of the best real estate agents in the business. The people who are the best of Zillow.Ilyse: (05:02)Now, how would you say like home buying reflects what's going on overall in society? I know right now for instance, interest rates are really high. It's, it's pretty expensive to buy a home. The data must, you know, really tell a story of what's going on overall in the US and around the world. How does Zillow tap into basically that culture too of like home buying?Beverly: (05:24)I think for me, this goes back to sort of the origins of Zillow. What Rich Barton our founder wanted to do was make sure that information was available to everyone. That there was transparency in how the listings were available, who could see them, how, how much a house was being sold for or how much a house was worth. Using transparency and information and access to information to empower consumers to help them better understand what we're doing and to help actually create a seamless, frictionless system for them to get home. I think that's the magic combination that is important to consumers. Whether interest rates are 2.2% or whether they're 8%, unfortunatelyIlyse: (06:12)Now with all that going on is now the right time to buy?Beverly: (06:17)I think now is the right time for the right consumers. We have so many economists and data scientists on staff and they're always looking to monitor the markets to understand what product offerings are right and get that information back out to our customers so that customers are empowered and they can decide for themselves. And then when you partner them with a great agent and you can help get them the best financing for their situations, it becomes more likely that more people will find it the right time for them.Damian: (06:52)I'm curious, you know, there must be some interesting insights into what people want, you know, weird homes, homes with bowling alleys, I think you've talked about. Could you talk a little bit about what the data tells you and why it's fundamental in a way to the way you market? Zillow,Beverly: (07:07)Our latest consumer housing trends report shows that half of the buyers are doing it for the very first time. They need lots of information. And so it's about creating product and information for them. But we also know that the median home buyer in the US are partnered or married. They have at least some college education and they're most likely to buy a home in the southern part of the United States. So making sure that we have the right information and the right tools for those consumers wildly important. But we also know that half of those people have kids under the age, age of 18 and most of them are under the age of five, which means that they need room for those families. And so we have a sense of like the kinds of homes that are going to come up in their search and creating personalized options and search options for them is important. There are no homes with bowling alleys in New York currently on the site that I'm aware of, you know, , but, but I think that there are some bowling alley homes out there.Damian: (08:10)You mentioned your brand campaign. Could you talk about the concept behind the latest one?Beverly: (08:16)It was really a lot of fun for the team at Zillow to lean into this idea that Zillow is a verb and that people are always Zillow and they're on the spot. I mean people spend, I think it's close to like 40 minutes on the app and on the website dreaming and being aspirational. And so the idea was how could we in a fun way, in a disruptive manner, use culture and culturally significant moment to connect people to their dreams and help it become a reality. And so the campaign spends a lot of time of breaking through barriers and noise for consumers about, they're not alone. It's super complicated, it's a complex experience, but Zillow can actually help you do all of these things that you need. And what you can count on us for is finding a weird home with a bowling alley or a wall of uh, , a fish tank and a wall.Beverly: (09:14)But it's also that you're gonna need to figure out what you can afford. You're gonna need to get pre-qualified. You're gonna need to get approved. You need to be able to, on your schedule, find an opportunity to tour the home, um, without having to talk to 15 people when you wanna be able to do it, when you wanna be able to do it. And so bringing that all together and that was making this a digital first storytelling experience and that's how the campaign came to life. Like there's lots of big iconic, thoughtful moments about changing the way consumers think about the concept of Zillow, but also presenting them with a suite of end-to-end solutions. Breaking that up and making it accessible to them. And then I think the piece that I'm super excited about that I was most excited about, about the campaign is how we're showing up in culture in unexpected places. And whether it's the NBA finals or in a movie premiere or through partnerships or your favorite podcast, but it's going where our customers are and having a conversation with them in a way that's meaningful to them. But it breaks through and it sort of disrupts the expectations of who we are and what they want from us.Damian: (10:32)I wanted to ask you off the back of that, you know, about the channels that you're exploring. 'cause clearly, you know, the customers are everywhere from connected TV to social media, to retail media even. So how do you think about those channels as a marketer? And a second part of that is, you know, who are you reaching? Who is your target audience?Beverly: (10:52)This campaign was really targeted at first time home buyers, right? And for them we think about that as a very millennial centric audience. And so we know that millennials are multicultural. We know that they're rooted in purpose. We know that they're mobile, so we know lots of things about millennials. We want it to be in places where those consumers were, right. And so we thought about connected television, we thought about uh, podcasts, we thought about movie premieres, we thought about sports as culture drivers and music as culture drivers. The other thing that's important to this as a concept is not just being national, but being local. I think people were super surprised to see us show up in a big way in a lot of our important local markets. Because remember, home buying and the real estate market is a national concept, right? And technology makes it accessible to everyone, which is Rich's first sort of democratizing information and making it accessible to everyone.Beverly: (11:50)But buying a home is a neighborhood experience. It's a local experience. People move street to street, neighborhood to neighborhood from one dog park to one school district to another. And that's very much a local experience. And so having the content and the creative and the storytelling go from top of funnel awareness to transaction and conversion at the bottom of funnel, and then having it go from national to local to neighborhood where your agent who knows the most about your community can help get you home. That was a really unexpected part of the campaign, I think for most people to see Zillow show up.Damian: (12:30)I also wanted to ask you, as you look across the United States, is there a prime buying season for real estate? And the reason I ask that is because I was looking around the Tri-state area and people were saying, oh, all the houses come on the market in May because people wanna move out of the area once their kids graduate high school and suddenly there's a surge of houses on the market. I wanted to find out if this is anecdotal or whether this is a reality, you know, in other words, , is there a moment in the year when real estate kind of booms?Beverly: (13:02)I think it's not completely anecdotal. There are definitely buying seasons. Um, no one, I'm from Chicago originally. No one wants to move in December. I think. Um, it's the idea of, uh, being in a walkup and having to carry down, uh, a very heavy dresser or an awkward sofa seems, um, not ideal. And if you live in Phoenix, you probably don't wanna move when it's 120 degrees, but people move when it's appropriate for their lives. There is definitely a buying season. And that's why for us, this campaign work that we're doing was so important. That's why it's really important that this work be bold, that it stand out, that it interrupt, that it disrupt so that people see it and know that Zillow is there to help them. And so we've, we've taken every step that we can take to make the cyclical nature of home buying as easy as possible.Ilyse: (13:57)Now let's end by putting, uh, this spotlight back on you a little bit. Um, you put purpose at the center of everything you do. Um, how does this role basically align with your values?Beverly: (14:09)The idea and the very promise of Zillow as a brand to help get more and more consumers home resonated with me at a very deep and meaningful level. Like we do great work, we have access to great data. We're a leading iconic bespoke brand. But as a woman of color and for someone who knows the importance and the significance of home ownership as a way to create generational wealth, as a place to feel safe, as a place to build something significant and rewarding for your life, you want that to be free of discrimination. You wanna have access to the homes that best meet your needs. That's in the core of who Zillow is. It's in their DNA. And so for me it was so personally significant and in addition to that, it was really important for me to want to be a part of evolving this brand.Beverly: (15:04)And I couldn't be more honored and more humbled by the opportunity to lead this brand and to lean into our brand promise. I love the idea of using consumer tech to help make it easy for people. I'm excited about the role that evolving Tech will help. The idea of building a housing Super app and creating an end-to-end connected experience for consumers that need access to information, couldn't be more excited to be a part of that. Um, it is the honor of a lifetime, quite frankly, for somebody like me who lives in a purpose-based marketing environment.Damian: (15:43)And that's it for the current podcast. Stay tuned because next time we'll be speaking with Marissa Solis, the SVP of Global and Consumer Marketing for the NFL.Ilyse: (15:53)It's a really good lesson for marketers. Culture happens at the speed of light and you just have to be ready. You know, we like to say or think we create culture, but culture is organic and embedded. Culture just happens and we just happen to be ready at the moment. The current podcast is produced by Wonder Media Network. Our theme is by love and caliber. And the current team includes Chris Leyer and Catie. And remember,Beverly: (16:20)It's going where our customers are and having a conversation with them in a way that's meaningful to them. But it breaks through and it sort of disrupts the expectations of who we are and what they want from us.Damian: (16:35)I'm Damien andIlyse: (16:37)I'm my lease. AndDamian: (16:38)We'll see you soon.

Andrew is the Head of Consumer Growth at OpenStore where he leads the team responsible for managing and growing OpenStore's portfolio of Shopify brands. His team is building a proprietary stack across data, engineering, marketing and retail management. OpenStore provides liquidity to Shopify entrepreneurs that drive at least $1M in GMV or Gross Merchandise Value. They now own or work with 40 brands and over 100K products. Prior to OpenStore, Andrew was SVP, Marketing at Grove Collaborative, where he built the Consumer Marketing team and served as a member of the executive team from Series A through IPO. He was also a VP at QuinStreet, where he incubated an email marketing business that grew to $10M in its second year, and held a variety of management & operational roles.   --- We discuss:  The tailwinds and headwinds that Shopify entrepreneurs face  Channel make up for different types of ecommerce companies  Factors to consider for unit economics and measurement Optimization levers for Google and Meta --- We cover:  OpenStore: https://open.store/ Increasing revenue for Jack Archer, a clothing brand: https://www.linkedin.com/pulse/how-openstore-increased-jack-archers-revenue-from-1m-10m-silard%3FtrackingId=S%252BASEL%252FcYp95KMwF50Te8Q%253D%253D/?trackingId=S%2BASEL%2FcYp95KMwF50Te8Q%3D%3D Various ways to increase profitability: https://open.store/blog/best-practice-shopify-profitability-customer-support --- Where to find Andrew:  https://www.linkedin.com/in/andrewsilard/ --- Where to find Patrick:  https://www.linkedin.com/in/pcmoran/ --- (02:49) What's driving lower barriers to entry for starting an e-commerce store but much more difficult to scale   (06:22) The common two different models that have different channel mix complexions   (10:39) Where Wayfair started and where they've graduated to as an example of the progression of certain companies  (15:00) Having the expertise to operate efficiently given the plethora of tools out there  (16:01) How to think about unit economics, especially given VC funding levels  (20:46) Variables to consider with targeting existing users    (22:32) When creative optimization becomes the main lever    (26:40) When feed optimization is the main lever and using AI for dynamic overlays  (28:32) Google and Meta has made it easier for SMBs to play in paid, but still comes with optimization shortcomings  (29:55) Using an effective attribution model    (33:42) What OpenStore does for Shopify entrepreneurs and the direction of the company  (39:49) The challenges that comes with the interoperability of tooling  (41:51) Where to find Andrew!     

Direct-to-consumer (DTC) businesses play an outsize role in disrupting industries. Think of eyeglasses and Warby Parker or mattresses and Casper. But after that initial disruption, industry competitors often adapt. Harvard Business School professor Len Schlesinger and Matt Higgins, the co-founder and CEO of private investment firm RSE Ventures, studied the teledentistry company SmileDirectClub and wrote a case study about its challenges as it scaled. In this episode, they break down how SmileDirectClub invested in strategic innovation and ultimately moved beyond DTC channels in order to thrive. Key episode topics include: strategy, business models, entrepreneurs and founder, strategy execution, scaling, direct-to-consumer, DTC, innovation, dental care, disruption, retail strategy, growth strategy. HBR On Strategy curates the best case studies and conversations with the world's top business and management experts, to help you unlock new ways of doing business. New episodes every week. · Listen to the original HBR Cold Call episode: SmileDirectClub Looks Beyond Direct-to-Consumer Marketing (2020)· Find more episodes of Cold Call· Discover 100 years of Harvard Business Review articles, case studies, podcasts, and more at HBR.org]]>

From power moves with giants like Gatorade and PepsiCo to game-changing strategies with MillerCoors and Nestle-Purina, Daniel Warhaftig's track record speaks volumes.

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To gain an edge over the competition and accelerate growth, law firms need the wisdom of an experienced guide. Enter Jon Robinson - a decorated 15-year battle veteran of results-driven digital marketing. As SVP of Digital Media at Consumer Attorney Marketing Group (@camginc), Jon offers up the cheat codes you need to get that extra edge on the digital battlefield.  Tools in this Episode: Why geographic exclusion is a stealth tactic to unlock maximum ROI. The right way to invest in digital marketing for guaranteed growth. Why SEO is a 3-6 month game of patience that ultimately unlocks a massive payout.  Links Want to hear more from elite personal injury lawyers and industry-leading marketers? Follow us on social media for more. Rankings.io Instagram Chris Dreyer Instagram Personal Injury Mastermind Instagram Personal Injury Mastermind Threads Rankings.io Twitter Rankings.io Website Chris Dreyer Website Jon Robinson LinkedIn Consumer Attorney Marketing Group Website   Consumer Attorney Marketing Group Instagram  Consumer Attorney Marketing Group Twitter Consumer Attorney Marketing Group Facebook What's in This Episode: Who is Jon Robinson? The hidden opportunities in subsets of niches and which to look out for. CAMG's free monthly Legal Marketing Index illuminates the top 20 overspending and underspending Designated Market Areas (DMAs). The minimum spend for Google Ads for acquiring cases at scale. Past Guests Past guests on Personal Injury Mastermind: Brent Sibley, Sam Glover, Larry Nussbaum, Michael Mogill, Brian Chase, Jay Kelley, Alvaro Arauz, Eric Chaffin, Brian Panish, John Gomez, Sol Weiss, Matthew Dolman, Gabriel Levin, Seth Godin, David Craig, Pete Strom, John Ruhlin, Andrew Finkelstein, Harry Morton, Shay Rowbottom, Maria Monroy, Dave Thomas, Marc Anidjar, Bob Simon, Seth Price, John Gomez, Megan Hargroder, Brandon Yosha, Mike Mandell, Brett Sachs, Paul Faust, Jennifer Gore-Cuthbert Additional Episodes You Might Enjoy 80. Mike Papantonio, Levin, Papantonio, & Rafferty — Doing Well by Doing Good 84. Glen Lerner, Lerner and Rowe – A Steady Hand in a Shifting Industry 101. Pratik Shah, EsquireTek — Discovering the Power of Automation 134. Darryl Isaacs, Isaacs & Isaacs — The Hammer: Insights from a Marketing Legend 104. Taly Goody, Goody Law Group — Finding PI Clients on TikTok 63. Joe Fried, Fried Goldberg LLC — How To Become An Expert And Revolutionize Your PI Niche 96. Brian Dean, Backlinko — Becoming a Linkable Source 83. Seth Godin — Differentiation: How to Make Your Law Firm a Purple Cow 73. Neil Patel, Neil Patel — Digital A New Approach to Content and Emerging Marketing Channels

This episode features an interview with Chad Hacker, Vice President of Consumer and Digital Marketing - US Aesthetics at Allergan Aesthetics, an AbbVie Company. Chad has over a decade of experience in digital advertising, operations, and client management for both small and large companies. He has a proven track record of developing multi-channel audience acquisition, building brand awareness, and driving ROI for businesses.In this episode, Kailey sits down with Chad to discuss the changing landscape of data privacy, AI targeting on digital platforms, and creating meaningful app experiences.-------------------Key Takeaways:As data privacy laws ramp up around the world, it's critical to future proof your business. As data signals lessen, you should invest in first party data so you can continue to do effective marketing.Loyalty apps can offer much more than just points tracking. Allergan is making their app experience more meaningful by implementing educational and lifestyle content, as well as connecting it with healthcare providers.AI should be used to elevate your work and target your audience. Allergan is using AI to target on digital platforms, where they've seen a substantial improvement in performance. They're also thinking about using AI to train healthcare professionals to deliver the best results.-------------------“A lot of the data signals that we traditionally would have relied on coming from the Googles or the Facebooks or the Instagrams of the world, are changing. We're starting to see fragmented privacy laws by state. There's a lot of ways that I'm thinking about future proofing the business. How do we make sure that we've got a plan so that as these data signals continue to lessen from these platforms, that we can still do effective marketing? Reaching the right people at the right time on the right platform.” – Chad Hacker-------------------Episode Timestamps:‍*(02:54) - Chad's career journey*(07:33) - Chad explains Allergan's portfolio of aesthetic brands*(12:52) - Trends in consumer experience in aesthetics*(18:45) - Challenges in the consumer experience journey at Allergan*(34:00) - An example of another company doing it right with consumer engagement (hint: it's Amazon and Netflix)*(35:05) - Changes in the next 6-12 months in consumer engagement*(37:59) - Chad's recommendations for upleveling consumer experience strategies-------------------Links:Connect with Chad on LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios-------------------SponsorGood Data, Better Marketing is brought to you by Twilio Segment. In today's digital-first economy, being data-driven is no longer aspirational. It's necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com