Podcasts about professional bit

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest: Justin Goldstein (https://www.linkedin.com/in/goldsteinjustin/) Topic: Marketing and Media Relations Discussion Points • Mentioning the C word or Politics • Being an asset to the media • What the media want from you • Becoming an expert / spokesperson • The value of podcasts Link to the live video:https://www.linkedin.com/video/live/urn:li:ugcPost:6710246143399358464/ Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81 Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion) Peter Sumpton  Hello and welcome. My name is Peter Sumpton, marketing consultant and Lego master of marketing and you're listening to the marketing study lab podcast live. Well, this bit isn't live, but the rest of it is. You'll hear a bit about that later. I mean, now, let's crack on. These episodes are taken from my live show marketing and where we look at the relationship between marketing and a specific topic. Subject or specialism. Sometimes there'll be guests, other times, it'll just be me. So let's get cracking. Right, we are back. We're alive. And it gives me great pleasure to introduce Justin Goldstein, who's from press regarding communications, a strategic Media Relations agency. I didn't want to get that wrong. I was reading off the screen. It just didn't work. Welcome.   Justin Goldstein  Thank you. Thank you very much for having me.   Peter Sumpton  On So today, what I want to cover is marketing and media relations. So before we dive into that topic, can you just give us a bit of a brat background to who you are and what you currently do for your clients?   Justin Goldstein  Sure. So, um, well, first, thank you again for having me. Um, so I've been in public relations for close to 10 years now. And I work on a very specific part of public relations called Media Relations, which essentially means building relationships with the press to get publicity for different types of clients. So I've worked with, you know, clients and travel, real estate, consumer b2b kind of runs the gamut. But the end goal being to get them coverage and then also working on developing podcasts much like one the one that you have, for different clients, whether it be individuals or organisations. Okay, that's cool. I think we'll come on to podcasts a little bit later on, because it'd be it'd be a bit crazy. Not to   Peter Sumpton  So that's that's what you do for people. It fascinates me the whole Media Relations thing. And it's certainly a topic that, that I'm not fully immersed in, by any way, shape or form. So looking to claim a lot of insight from this, this little chat we're going to have here. So first of all, like to start on a big opener. What's the hot topics within media relations? What, you know, what are you focusing on right now for some of your clients?   Justin Goldstein  Yeah, I mean, I think it really depends on each individual client, in terms of hot topics, because there's going to be hot topics for each specific space at the end, right. So there's going to be trending stories and retail real estate, whatever the case may be. It's not generically, trends, but I would say that, you know, the rule of thumb right now for anything you're pitching is that most of it should have some kind of tie into Coronavirus or the election of some kind. It's not a hard and fast rule, especially if you're dealing with more what are called trade publications or outlets that deal with issues primarily in a specific industry, but if you're looking to pitch you know, the today show or you know, the New York Times whatever the case may be, depending on the topic, you usually should have some kind of COVID ban but it doesn't necessarily have to be all about Coronavirus. You know, for example, I recently went out with a pitch and I was saying, you know, COVID is making times crazier. Here's an example of how and then kind of went on with the pitch past that. So it wasn't just about Coronavirus. But it is good to try to have that time.   Peter Sumpton  If If you didn't have say, a tie into the election that that's going on at the moment, or COVID. Is it a case that people wouldn't be necessarily interested in in that in that hook? Or would you stand out a little bit more because it's completely different from what everybody else is saying?   Justin Goldstein  Yeah, um, I don't think it's a requirement. I think that it's it's something that you know, reporters producers prefer but it's not necessarily required. So I wouldn't let that stop anybody from moving forward with something like that. But it is something that would help.   Peter Sumpton  Okay, that's cool. And just staying on the the presidential election. And this is by far getting into politics because that's just a no no for me in any way, shape or form. But in terms of leading with something to do with the election, have you got to be careful when when talking to anyone within the media about a political standpoint, I know in this country, particularly the newspapers, they're either one side or the other. Yeah, I can imagine for more private organisations, it's a little bit of a touchy subject, which way they go.   Justin Goldstein  I think it's more about just first understanding whether you actually want to be involved in that kind of conversation. You know, if you don't really especially if you work in a bigger company, if you don't want your company being involved in politics to start, which most don't, it's better not to even approach it because it can lead into a conversation that you don't really want to have. If you do I think it's just being smart about how you have that conversation to make sure that you're providing valuable insight. But they're also protecting yourself or your organisation at the same time so that they're not seeing anything that's going to be too controversial. Get them into trouble, whatever the case may be. Yeah. Okay. So suppose you've got to be picky on who is that that spokesperson for? That we, you definitely want to make sure that whoever you're putting in front of a reporter to talk about those kinds of things, they're really equipped to be able to do that.   Peter Sumpton  Okay, that's cool. So I know this might sound like a pretty basic question, but the reason that I like doing these lies or I intend to do more of them is to is to look at marketing holistically and then look at a specific area or topic or something within within the marketing field of which media relations is one. So where does it fit in with marketing in its entirety?   Justin Goldstein  I think it's, I think where its value is and its role is is being able to use those pieces of media coverage to meet marketing goals are, you know, to help that process so you know, if you're getting media coverage, you can use it as A tool for content development where you can pull quotes from different pieces of media coverage, do social posts or you know, create an article, LinkedIn article, for example. Or you could even use it for content for your newsletter. You know, there's different ways to weave it into marketing. You know, you're never ever going to be able to promise that media coverage is going to get you to achieve those goals, but it can certainly help. Okay, but that's cool. So I noticed that one thing that you promote is the print the online and the broadcast in terms of media relations and covering all those areas, as the different is the different strategies or tactics depending on what area you're looking at. Yeah, definitely. I mean, say that? Well, the basic that the basic rule of thumb that should go for any kind of reporter that you're pitching, no matter what medium is, you want to understand what their role is the kind of stories that they cover, right. But I would say that broadcast works a little bit differently where reporters can be thrown onto all Different types of beads, they could be working in the field, they could be working in the studio. So there's a little bit more flexibility in terms of what you can pitch them. But really understanding how they work is is the difference because you know prints online Typically they're going to be working on stories that are a bit more longer lead or down the road where broadcasts often is looking to fill a 24 seven beast every single day.   Peter Sumpton  Okay, so is broadcast more immediate you know that they want it now kick is somebody available now? Definitely. So does it work both ways then in terms of clients wanting that exposure obviously, but then obviously the the broadcast house and whoever you're talking to come in to you and saying Have you got X that can help us with that?   Justin Goldstein  Um, yes, definitely. I mean, there's there's been a bunch of times reporters who come to me and said, Hey, I remember working with you on this last story with you know, with this client is there any way you can help me with XYZ and try to find a source has happened a lot, and that's where that's where the relationship building really is important because if you're really Building solid relationships, reporters are going to come back to you so you know, sharing with them information that might be valuable just because paying them or a survey report that might help to inform their reporting. That's an example of how you build a relationship without asking for anything in return. So little things like that, that help but yes, it's definitely very possible for reporters to come back to you and ask you for more.   Justin Goldstein  Okay, that's, that's cool. Like it.   Justin Goldstein  Okay, so talk us through your your process in general for achieving success within Media Relations, then what what are you doing? Yeah. So I think that it goes back to what I was just saying, which is trying to provide value to reporters. And it's not just about saying, Hey, I have this client that can talk about this. It's more providing them with assets that again, might help to inform their reporting, you know, trying to find new trends that they might not be aware of with insight from my clients, trying to diversify what I do and try to provide a little bit more of a different approach. It's not so standard   Justin Goldstein  Okay, that's that's cool.   Justin Goldstein  So if you're, say, approaching a client or working with with a client, how much information do you do you need because we talked about immediacy before, but how much information do you need from that client to go to a reporter? And say, yeah, this is right for you. Is it a whole bunch? Do you know? Do you do a full back catalogue? Or Or how does that work? Yeah, it really depends. So for reporters that are talking about a story in real time that's happening, I think you do need comment and more information. But if you're pitching a reporter uncovering a longer lead trend story, then I don't think you do. I think you just need to be able to tell reporters sort of an understanding of what your source or client can comment on just so they have an overview, and that usually is good enough in that situation.   Peter Sumpton  Okay. So as the industry changed over time, that I mean, you know, you say 20 years ago, it would be hugely different to what it is now, but how we use different trends and perhaps reporting styles, all the communication channels that we now use, as opposed to say 10 years ago,   Justin Goldstein  I think more of what you're doing is going to be the future, I think got the chin of media is always changing. I think print online, you know, radio, TV, it's not going it'll never go anywhere. You know what I think as much as people say print is dying, and maybe true that yes, people aren't buying newspapers as much. But, you know, they morphed and evolved into having more of a digital component. That's where we saw the New York Times digital revenues shoot up tremendously, especially after Trump's election. So I think it's just it's always evolving and always changing. Good example. Another good example is radio where the concept of getting a radio feed is changed where it's not just on your am FM dial in your car anymore. Now it's iheart radio in your app, for example. It's always going to be changing but I think that the fundamental media is going to be there maybe just look a little bit different but then also you're going to see New introductions of what media means over the coming years where LinkedIn live broadcasters, like yourself, I think are going to be considered more members of the media at this point.   Peter Sumpton  Okay. But that's, that's interesting. I've worked with with numerous clients and within numerous businesses where it's always whatever the Hot Topic it is, or sorry, whatever the hot channel is at that time, or wherever our competition might be, we need to be on this channel. We need to get more exposure there. Do you get that at all from any of your clients, they see their competition doing this a lot, and they just say, we want to be the same as them.   Justin Goldstein  Yeah. Yes. I think it's more from the perspective of not necessarily wanting to be like, Well, I think it depends. If you're a small company, and you want to be like a big company, that's very normal. But when it comes to the media, it's more so saying, we want to be involved in the kind of stories that they're involved in, you know, like this reporter just covered a story and include a quote from our competitor and that's the kind of quote that we want to provide and be featured on. So I think it's more about just Tracking where their competition is going, where they're getting coverage and trying to emulate that. Okay, but let's go and obviously, if they go through self, it's bound to be bigger and better and, and far more exposure than than the competition.   Justin Goldstein  Right? Right. Yes.   Justin Goldstein  Absolutely. So, although the media landscape is hugely changed,   Peter Sumpton  I think a lot more people like you saying, like myself or anybody who has a lot more exposure or potentially has that exposure, immediacy, and the first thing that springs to my mind is Twitter. You know, it's, it's where I probably consume most of my news stories, or find things out that that I wouldn't generally find out. If somebody was looking for or to start a career within Media Relations, where would you tell them to start and I suppose the reason that I built that up That way is what people are looking at from the point of view is everybody's a media outlet now. But if they were looking to do what you do, where would you advise them to start? And what would that career path look like?   Justin Goldstein  So I always well, I should, I should start by saying that a lot of PR professionals have two choices. Typically they can go to an agency, or they can go in house to work for a company, let's say or nonprofit, whatever the case may be. I always recommend that when you're starting a career in PR, which will inevitably include Media Relations, that you should start at a PR agency. Because I think that it really helps to give you a diverse background not only in the function of media relations, but understanding how to work with clients and explain to them why a piece of media coverage is so valuable. And there's obviously so much more that you can learn just by working across different accounts working with so many different people. You know, typically when you're in house, you're working on maybe one topic with one or two people. You don't have as much interaction with different personalities don't learn as much so I that's my story. I mean, everybody has you. But um, you know, I think going to an agency, at least at the very beginning for a few years really gives you some good fundamental expertise that you can bring to an in house position. And really do very well there. Yeah. So in your background, did you have any educational background in terms of public relations, media Media Relations or anything like that? Yeah, no, I went to school for I went to college for four years and got my PR degree at a university here in New York, Hofstra University. And um, you know, also did my internships leading into my full time position as well. So definitely had an educational experience, but I don't think there's anything to replace the actual experience you get in a job. So I would say, you know, if it were me, I personally wouldn't recommend Unless, you know, maybe don't have a job and it gives you a leg up to get a job. I will would necessarily recommend getting a grad degree in PR. But I think focusing on in college is is not the worst idea in the world.   Peter Sumpton  Yeah. Because I had Dr. I on this live last week, and we've talked about marketing and education. And we've been around a few ideas and a few topics and saying that within marketing, that educational piece, for me personally, it's more a foundational block. And I 100% agree with you that there's nothing like that experience like that in the field and everything like that. Do you feel that within Media Relations or PR if you like? that education is more of a foundational piece than it is I'm ready for the real world?   Justin Goldstein  Can you kind of reframe that question? Yeah,   Peter Sumpton  sure. So I suppose what I'm, what I'm getting at is if you hadn't gone to university, do you feel you'd be as comfortable and as good at what you do? If you say, took that, those two to three years at university and replace them with just on the job learning.   Justin Goldstein  Yeah, absolutely. Um, because I think, you know, it goes back to what I was saying before, which is that it's all about the real world experience. So I think more than getting taught in a room, it's more about doing the internships and getting that first job. So yeah, I think you I mean, you do because everybody needs a college degree these days. Um, but I but I think if like, let's say, for example, you were a business major, or a marketing major and you wanted to learn about PR, you wouldn't necessarily need to be taught in PR classes, how did you learn tremendously more going through the ranks and so that's, that's really where I learned to do it. It wasn't, you know, I was grateful for my time at Hofstra and I, I valued the experience that I got, but I don't think that if I hadn't majored in PR I wouldn't be able to have figured it out. Go Through the jobs itself. Um, so, yeah, I think there's always that healthy blended mix to be had. You need those foundational skills and it really, really helps. But there's nothing like learning on the job. Yeah, so I'm completely with you on on that one. Yeah. Also just say that, you know, on the flip side of that, um, it is good to, you know, it is good to focus on that in your undergrad degree in your undergrad experience, focus on one concentration, this being PR, because then you make you make those connections. You never know where those relationships are going to go. Somebody might get a job before you and then be able to vet you out with their boss to hire you. So there's there's always a benefit to doing that. But of actually performing the role. I don't think that you necessarily need the degree.   Peter Sumpton  Yeah. Okay, cool. That makes sense. perfect sense. So just looking at, from your clients point of view or from your perspective, when you're looking at clients, if you were to go to Do a company or an organisation? Like, ideally? What would they be able to provide you straight off the bat, you know, in an ideal world to make your life much easier, what what elements are you looking for? So then you can do your job better?   Justin Goldstein  Yeah, I mean, I. So I think it's always, it's always about what the client can provide you. So I'm always trying to get out of them, you know, commentary for the media that's really going to set them apart. It's something that reporters haven't heard before. It's probably the hardest thing to do. But then after that, I'm really having the fundamentals down of, you know, reporter contact information, understanding what kind of stories are covering, those are the fundamentals of I think what you need to be successful with that.   Peter Sumpton  Okay, that's cool. Just a couple of comments. Going back to what we were saying before, about marketing qualifications. If somebody unfortunately the names come up, I don't the name hasn't. I don't know why but the saying that there are a fellow of the Chartered Institute of marketing without Single maxing degree and award winning as well. So Bravo on on that one. Absolutely. Yeah, you know, there's not one single path to to life really is the right way that kind of highlights. So if anyone else has got any questions or comments, please please dive in and let us know what I just want to change tact a little bit and what are the limiting beliefs that people have around media relations? You know, what are the the maybe not negativity but the the blockers that you always come up against?   Justin Goldstein  In terms of the PR field in general? Yeah, yeah. I would say a lot of people don't understand what it really means they think financieel which is not, which is not the case at all. Um, you know, there are instances where obviously you have to massage messaging to meet your client look good or make yourself look good, but that's not what relations is. There's a lot more complexity to it. So I would say that's the biggest misconception is that basically PR professionals are there too. A bad way to negative comments about whoever they're representing and make them look good.   Peter Sumpton  Yeah. Okay. All it is. And in terms of like, say, spokes people I know, it depends on the size of the organisation. But is there you know, are you looking for experts in a particular field, one spokesperson for a company? Or does it really depend on the topic you're talking about?   Justin Goldstein  really depends on the topic. You know, I think having multiple spokespeople is a good and bad thing. It's, it's a good thing because, you know, it helps to provide depth in terms of the kinds of sources that you can use. But it can be a downside, because then, you know, the client starts to feel the pressure of having to use all those folks, people. And you don't want to get into a situation where you're using them just to use them. So I would say, that's the, that's the negative, but I do think the pros outweigh the cons there. Okay. That's cool. And then taking it that step forward looking at looking at it from the media outlet. It's Are you being more targeted? For your clients in who you go to and say, you know, this is the exposure we want, or is it a broader picture nowadays, I think it's good to get an understanding from your clients of the kind of coverage that they want, because you may not be able to get the exact media publication that they want. But okay, as long as the messaging is on point, you can make a case for why a certain outlet would be a good fit. Hmm. Okay, that that makes that makes perfect sense. So, what I'd like to do is wrap this up with one of my favourite topics. And this goes back to kind of new media and things like that. And that's podcasting. Yeah,   Peter Sumpton  so I love that genre. I think there's so much white space in so many industries, that people should take advantage of that, particularly within within the marketing field, not marketing as a topic. I just mean as a strategy in marketing. So what's your take on on podcasting? First and foremost?   Justin Goldstein  I mean, it's the future. You know, I was reading a stat The other day that said that more people were listening to podcasts monthly then then going on social media. So I think that's a pretty telling statistic. I mean, the future I see it integrating with social as well, where I see more and more Instagram lives of people sort of including their stories, different, different snippets of their podcasts, recordings and being able to promote it there. So I think it's, I think it's going to just continue to grow. I mean, it's already gotten to a point where it's tremendously it's making even more of an impact than it was five years ago, three years ago, and it's going to continue to grow. But I do think what's going to happen is that it is going to start to become a bit flooded with content to the point that it's going to be really hard to find quality versus quantity. And I think a lot of voices will get drowned out if they're really not doing it the right way.   Peter Sumpton  And I suppose it's like, it's like any form of comms when big players start to come In do they get a lot more exposure? And then the smaller podcast might like you say, die away. But it's some kind of stat that a podcast most podcasts don't get after seven episodes, that's when people stop, which is a bit crazy, you know? Yeah, seven times, you're not actually an expert at it in any way, shape or form?   Justin Goldstein  Well, I think I think also the problem with that is, you know, a lot of people don't really understand the value of podcasts, I think beyond just downloads, right? So, you know, and this kind of goes to my point, which is that it's going to be very hard moving forward to be able to, to be the next Joe Rogan right to have millions of, you know, get half, half a million, whatever his contract was half a billion, whatever it is, from Spotify, you know, become the number one pot, it's just hard. And so you have to understand the other elements of value that it brings, which, for example, would be, you know, being able to use the podcast like we were talking about before, as a content marketing tool. You know, people able to use it as a guest booking tool to bring on new business prospects. So there's other ways to showcase the value. It's not just downloads and I think if people understand that they'll probably invest more time into it because like you said, If after seven episodes, they're not seeing a million downloads, they might be like, why am I wasting my time, but it really takes time to grow the value out of it?   Peter Sumpton  Yeah, absolutely. Just on that point. Again, I don't know this this person's name so frustrating, but that they've run their own agency for 10 years and they say the biggest frustration with potential clients is that they don't understand marketing in the slightest. Yeah, yeah, I can I can kind of preach for that coming from a building and construction background. Do you find that when you're talking to people you have people on your side and then other people in the in the company that that take a little bit more of a sell?   Justin Goldstein  Yeah, definitely. I think it depends on the client because I think there's two types of contacts. You could have one that really wants to have a partner and the other one that's just doing it because they have to. And typically, the ones that are doing it because they have to don't want you there, so they're not going to necessarily fight for you. But I've definitely worked with client contacts that have been on our side understood our frustrations really tried to help so I think it just depends, but there's definitely a mix.   Peter Sumpton  Okay, well, I can say for sure, hands down that if you came into, if I was in an organisation you came in, you convince me to be the conversations we've had. Yeah, you could absolutely 100% convinced me. So on that, just to wrap things up. First, first thing. We've got the mystery man. Tony carrucha, thank you very much for joining us. And he says good discussion guys, which is always nice to get more discussion from Justin's point of view than me. He's just a rambling mess most of the time. So to just wrap up, Justin. If people want to find out What you do in a little bit more detail, find out more about yourself or your company. Where are you pointing them? Where should they go?   Justin Goldstein  Yeah, so you can visit my website at www dot press record.co Thank you for flashing it. So that's where, and also you can find me on LinkedIn. I believe the hyperlink is LinkedIn comm slash Goldstein, Justin Ayana, Goldstein. So you can find me there and yeah, if anyone's interested in you know, starting a media relations programme and wants to learn more, I'd love to be able to chat with you. Yeah, fantastic. And Justin's LinkedIn profile should be LinkedIn in the in the post that attributes to this live. So if you want to contact Justin do that or go to the website that's on the screen. Please do because he's a top bloke. He knows everything about media relations, and he should be everyone's go to guy. So just in final thing for me, thank you so so much. Thank you so so much for listening and staying with me till the end, not many people do on podcasts. If you want to chat a bit more marketing, feel free to hit me up on LinkedIn. email me at Peter Sumpton at marketing study lab coat at UK or join our Facebook group growing and thriving. Just search for marketing study lab on Facebook. Happy marketing Transcribed by https://otter.ai Main Intro Music Featured on this Podcast: Intro 1N15 Setuniman http://www.setuniman.com/ Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest and Episode Links Andy Lambert https://www.linkedin.com/in/andycontentcal/ https://www.contentcal.io/ https://answerthepublic.com/ https://buzzsumo.com/ Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81 Intro You may hear a lot of Marketers talking about content. Content creation, automation of content, a bank of content to rely on, content tools, you get the idea, and hopefully by now you’ve realised that a whole bucket load of research and insight, segmentation, targeting and positioning, strategic thinking and tactical thought is required before we even get to think about any type of content. But when we do get to that stage, it’s always good to have a helping hand. Andy Lambert is one man that can help you. Not only is he one of the founding members of ContentCal (a content marketing platform that brings content marketing strategy, workflow and management together), but he is full of tips, actionable insights and a brain full of the latest social news. In this episode we cover; - What makes a good content strategy - Maximise your content and creative - Paid v organic - Where to get content ideas - Using stats to develop better content Watch the episode video: https://youtu.be/1eSqk6nNL-g Takeaways Top Tip Where to start is actually the top tip! And this is with good research. Good research into the content that is performing well in your field, search volumes, your customers persona and also influencers that are prominent within your space. Research these topics and your content foundations will be solid. Favourite Quote When discussing the paid v organic debate, Andy’s recent research discovered that ‘93% of Marketing Managers said they would be increasing their organic content output’ which highlights that doing good creative work that people want to consume is hugely important. You can’t ignore the paid, but valuable organic content is a must And Finally, the Most Important Takeaway from this Episode On the topic of paid v organic, Andy suggested a 70/30 split towards the organic, which makes perfect sense. Remember – top of the funnel think paid, bottom of the funnel think organic (hugely generic I know and this is debatable, but on one listens to the end of podcasts anyway)! Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Marketing and Education - LIVE Episode 04.09.20 Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest: Dr. Ai Addyson-Zhang (https://www.linkedin.com/in/aiaddysonzhang/) Topic: Marketing and Education Discussion Points How Marketing Qualifications can help with foundational knowledge What you need to be doing to be a good all-round Marketer How far can a Professional Marketing Qualification get you? What is wrong with our school system What isn’t being taught in Marketing education Why practical application is important to education The 70-20-10 rule of learning What good is CV in today's modern business world Link to the live video:https://www.linkedin.com/video/live/urn:li:ugcPost:6715289765270315009/  Enjoy the Episode - Happy Marketing!  Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81 Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion) Peter Sumpton  0:03  Hello and welcome. My name is Peter Sumpton, the Lego master of marketing. And you're listening to the marketing study lab podcast live. Well, this bit isn't live, but the rest of it is. You'll hear a bit about that later. I mean, now, let's crack on. These episodes are taken from my live show marketing, where we look at the relationship between marketing and a specific topic subject or specialism, sometimes there'll be guests Other times, it'll just be me. So let's get cracking. Okay, here we are. First first guest no introduction needed so much. So I haven't even prepared an introduction. Because Because I know the doctor, I will have my own introduction cuz she appears everywhere, all the time constantly, probably falls asleep, saying her introduction whenever she's live. whenever she's on social, so, Doctor, I don't think I've ever called you that before. But,   Dr. Ai Addyson-Zhang  1:06  you know, I needed to show some respect.   Peter Sumpton  1:08  Yeah, absolutely. Yeah, sorry. Sorry. Doctor, I firstly introduce yourself and then I'll explain what the heck we're gonna be talking about for the next half an hour, 40 minutes, something like that,   Dr. Ai Addyson-Zhang  1:19  I'm really excited.   I'm a fan of Peter. I love everything you do, and really honour to be your very first guest on aalnc live and congratulations, you know, gaining access to LinkedIn live. So for me, I'm a professor dropout. And I taught in the classroom for 10 plus years, and really believe that current education model is broken and decided to leave the broken system to build a better system. So I left teaching, and I then started to build my own school, which is classroom without wars.   It has been   incredible. journey and I wish I started their journey earlier. But everything happens for a reason. So I'm really thankful for where I am today. I'm still a teacher, but on a much different stage.   Peter Sumpton  2:12  I love the fact you call yourself a professor dropout. It's almost like you know, you went to that university you went to that college and you got halfway through your education. And you just stopped now this isn't to me. I just love that   Dr. Ai Addyson-Zhang  2:24  kolonie Yeah, it's definitely not for me I actually the last several years while I was a teacher, I cried. There's so much every single semester and just seeing how broken the educational system is. And I wanted to help my students more but I couldn't I felt very helpless and that killed me and I I don't enjoy that feeling at home but now I love it a lot more so yes, dropout   iPod.   Peter Sumpton  2:55  So anybody that doesn't know or hasn't seen check out classroom without walls. Absolutely. mazing programme doing wonderful, wonderful things. I'll drop some links in comments after this live because I'm not as proficient in you are as you are with your lives. And so I'm kind of new to all this kind of stuff. And one thing I've learned is how you put a ticker on on stream, which sounds really stupid, but bit of admin going on in the background. So what I'm going to do is press this funky button, and there you go. So what we're going to talk about today is marketing and education. And what I mean by that is you just said your professor dropout, the system's broken in terms of education, myself, I'm fully educated right through the system, school, six, former college, university, all that kind of stuff and then postgrads through professional qualifications. So So for me, it's our many, many years of going through that system. And seeing all these things, but because of the way we're brought up, not actually seeing what could be broken and what you could be doing differently. So that was a bit of a long ramble. But what I want to get across is that I personally think there's a mixture of this lifelong learning and education to an extent dependent on your profession. But what I'd like to go through first is your take on education at this moment in time your take on the state of education at the moment.   Dr. Ai Addyson-Zhang  4:33  Yeah, and I see our friend Lance, oh, my God, what time is your freelance 3pm and so   Peter Sumpton  4:41  always joins you it doesn't matter what time I think Lance is a robot, Lance. Just reply, so we know you know, a robot that would be really handy.   He doesn't sleep. So I think   Dr. Ai Addyson-Zhang  4:53  the current education model is so broken   especially for those people who are interested in Becoming a marketer starting a business become your creative, or social entrepreneur. And I don't think the traditional education is the best way to develop those important of soft and hardest skills. And you know, one example I always say so for example, and in the US, we call this GPA, which is great point average. So pretty much academic performance. Most of students and parents and teachers, they are really obsessed with their grades, right? And am I getting a 4.0? Like how many A's I'm going to earn a point that's actually a while important reason I left my teaching position. I got so tired of that. But do you actually know research has shown GPA or academic performance is actually inversely related to innovation orientation. So in other words, you know if we want to you and I were entrepreneurs, we know how important it is to eat No wait, how important it is to be creative, like marketing, you need some sort of creativity. And GPA is now too good to benchmark. But can you imagine a student going through the traditional educational system, the only thing they feel like they need to pay attention to is you know, I need to get that a for my marketing class, then you are really killing their innovation to be a good marketer. So here's just one example to show the kind of how broken the education model is. And speaking from my from my personal experience, you know, I used to teach social media marketing, I used to teach public relations and communication classes, but I never practice anything that I used to teach. Until I became a practitioner. I started to finally understand, oh my god, this is actually social media marketing. This is actually how you build a business. This is how you promote yourself. I didn't understand anything. Like I mentioned earlier from my, you know, master degree from my PhD degree. I learned so many theories, but it's not what I needed to know successfully run my business. I think that is a big, big missing link in today's education, you know, for marketing and business.   Peter Sumpton  7:22  Yeah, I agree with you going through that system, myself entirely. I know nearly every single step of the way I would have benefited 100% from having that experience from having that hands on experience on a whole host of different things to know and understand how you apply theory or how it works in the real world. I think you need both Meet Me personally, I feel you do need both particularly in marketing. So let me just explain that and get get your thoughts on it. What I mean by that is that to be in I talk about an all round marketer. So to become an all round marketer, you need a whole host of things that people don't necessarily see as marketing. So if you take the traditional models like the four P's product, price, place promotion, a bit bit tacky, there are no but if you take those four P's, then you take promotion away from a marketer, they should still be able to do their jobs that leaves them with place, it leaves them with product, and it leaves them with price. But a lot of those things have been taken away from marketing. And I don't think many people could do a marketing role a marketing manager role or above without having that educational piece on, on pricing, on on distribution, and on product development, and all that kind of thing. But the calm side of it, I think is where we get hugely confused. So the communication side, I personally think you could spend six months on YouTube, on LinkedIn, and a whole host of different platforms and learning from people and under On these platforms and understand how you communicate with people, but the other parts of marketing, I think are very, very sorely missed. And that's the educational piece that I think is warranted in marketing. So what what's your thoughts on on those kind of elements?   Dr. Ai Addyson-Zhang  9:16  I agree. And also I read an article talking about the four PE, they also added a face p, which is people, right? So when you think about the four p they're all developed from the organisational perspective right? So what is a prize? How am I going to promote is always about me as the organisation right? But when you add the fifth p which is p PL, you are actually shifting your perspective, from only Rukia and me to look at the people that you are actually serving. So I actually write that. Yeah, and I agree, you know, I think both theory and practice are important just like when, like in my earlier interior interview, we're talking about you know, both hard skills and soft skills are really important. And I think even if you are, you are extremely good at pressing a practice and theory they are inter related, right. Yeah. So one informs the other. And in my case is when I, my, my old self was that I had way too many theories, but I never practice any of the theories. So I didn't really understand what the theory means, right? So the theory is mainly at the conceptual level, I didn't know how to apply. So on the other hand, if you are only a practitioner, if you don't have any theoretical grounding, and I think it is very hard for you to grow and scale, you know, you and I were talking about how important it is to develop a pathway of methodology, your own theory, so eventually, it's now me that run the business, right? It is this model. This theory actually does the work so I could remove myself from the business. Anyone who I understand the theory, anyone who understands how to apply this can do their job. So I'm slowly removing myself. But if you don't have that, you know, like peeler or like foundation series, I think it's just very hard to even for you to explain what exactly do you do? And how do you facilitate that transformation? So I think both are important. It's like hard skill and soft skills. You need both to succeed in life.   Peter Sumpton  11:30  Yeah, I can completely agree with you. Like, if I the one thing that I always say about my education is if I could go back and start again, well, I do a whole lot of things differently. But if I had to rerun it, if you like, and I was at university, I would take that gap year I would take that year out in industry, I would take as many opportunities to be in a business, running a business or starting my own business while learning on the job.   Dr. Ai Addyson-Zhang  12:01  point I think even if you feel like uncomfortable, oh my god, I have never run a business before. I don't know how to get started by this way social media and technology, you can discover those people, you can have conversations with them by I'm an advocate of launching a podcast for you, when you launch your podcast, you can interview those people, you can actually ask them about the ins and outs of this particular a potential profession that you are going to, you know, devote four years in college, maybe a few years in graduate school to study. But before that I think you should at least know he says even for you, and why are you even interested in this? And what do people actually do on a daily basis about this particular profession? Very few students actually had a conversation like that before they declare a major right. So by the time they graduate or by the time they're in their senior year, they're like, Oh my god, this is not running for me. But they have already invested in so much time and their parents money, like to lead up to to now play the game anymore. You just have to do it. That is that's how people got stuck in their life. Time their 40s they're not happy, they're stuck.   Peter Sumpton  13:19  So, Seth Seth Godin on his podcast akimbo many, many podcast episodes ago, he did one about sunk costs, and saying that you get to a certain stage and you've put so much money into something that the money you have invested so far, you you cannot see past. Just keep going. Because you've invested that money and if you leave it, it seemed as a waste not seeing the rest of money as a waste because you're going to be unhappy. But seeing it just as a, you have to go because you've already sunk that cost into your education into becoming a lawyer into not making you happy, basic. Huh,   Unknown Speaker  14:00  yeah,   Peter Sumpton  14:01  I feel great. Lance isn't a robot. And it's actually 3:36am on a Saturday for him, but lunch, he must be a robot if you're up at that time. And he also went straight into work after school in 1968, and I think he's been up ever since 1968 by the looks of it. And then, Christina, thank you for joining us. She agrees a balance is good. But she also says that there was a comment, she agreed and something in terms of a balance between business and marketing, in terms of degree and how you're learning it is hugely important, which again, thanks for joining us.   Dr. Ai Addyson-Zhang  14:45  I'm going to show I I'm just reading Christina's comment and she said that, you know, like having as much as I think she said that once she has that degree, she was Howard in it. I think that is definitely the case. I don't know how old you are like whilst looking for jobs. You know, I think people are looking for that piece of paper, looking for that the grey, but I think that is changing. Like weeks ago, I posted on my own social media that Google, they announced they are launching their own career certifications to replace the traditional college four year college degree. And think about why Google jumps into this. I think they are there are going to be a lot more. But you see that in social media marketing, right, a HubSpot Academy. They have so many social media certifications, powered by practitioners. So if I were student learning social media marketing, I would be investing in HubSpot Academy. Yeah, and going to a traditional college degree. I learned from a professor who has never run any social media marketing campaign before so I learned a bunch of theories as to Don't know what to do. So the reason for Google and so many other companies to be involved in higher education is because one of the reasons is how expensive it is to onboard a college grad, like my husband works in the nine to five job. He's constantly complaining about the students, you know, they don't know anything, they don't have the skills. So they still have to spend so much time and so much money to train those students. Right. So why do I have to do this, you know, to train the students to unlock or what they were taught. Why don't I directly get involved in their education? Yeah, four years ago, there's education futurist from Harvard University. He predicted in 2018, that 50% five zero 50% of American colleges and universities will go bankrupt in the next 10 years and I've seen called rate has definitely accelerated that and my friends are losing their jobs, smaller colleges, they are just being bought by bigger ones. So I think you know, the value that we put on that piece of paper to answer Christina's comment, I think is becoming less and less valuable and more companies are going to realise that and I can't wait for that day to home.   Peter Sumpton  17:24  Yeah, completely. It's interesting how things are shifting and I think this this year 2020 has shifted things a lot and accelerated things a lot like online learning. And I was listening to a podcast that before we dived on this live and it was Mark Ritson talking about his mini MBA which is which is purely online and it lasts 12 weeks or something. And I think their their net promoter score NPS is like in the 80s or 90s or something, it's unreal, but it's because Causing value. And what he was saying on the podcast is that there's there's a lot of rubbish online that gives you bad information or bad learning or bad education. And it's the same in universities. There's a lot of bad education and bad learning. And it's, I suppose it's making sure that whatever you choose, and like you said previously, if you've got a professor that's teaching you how to do something, and they're not doing it. Well, I wouldn't want to go to a dentist or even a hairdresser. And I've had my head on. Had to get that in, was waiting for the comments, but no one said anything. So I have to say it myself. No, but I wouldn't even go to a hairdresser that hadn't been qualified to cut hair in in some way. I learned something along the way. And it was weird because I had this conversation with my hairdresser and he said, Yeah, but Pete, you could you could study for for 12 months. The Art of hairdresser dressing. If you've never caught somebody's hair practically, you're not going to know what you're going to do. You're not going to do know what to do when things go wrong. And I suppose that really hit home to me that that is a really good point because anyone can run anything, as long as it's going well, but when it goes wrong, things change. What do you do?   Dr. Ai Addyson-Zhang  19:20  Amen. And Peter right,   you have been hosting my show,   how can you host my show? I don't even know for like so long. But even today, when you are actually hosting the show, there are still few points Oh, I didn't know about that. Right. Even though you are kind of   doing this for   so long there   still. So that is a great example to show that you know, practices doing this is the best way to learn. So one of my favourite education theory or leadership development is called 70 2010. Some of you who watch my show, you're probably familiar with that. So what that means is that for any transformation to happen, your learner only Hundred percent of that transformation comes from formal learning, reading a book   and taking a class.   And, you know, like, whatever, watch your video, so that is only 10% 20% is social learning, actually having peer to peer discussions, talking with my mentors, talking with   Unknown Speaker  20:21  the coaches,   Dr. Ai Addyson-Zhang  20:22  that is 20%. So 70% is actually experiential learning, learning through application, right. So traditional education just like the example you've mentioned already, you know, learning how to hear or learning how to swing, learn how to cook, you cannot become a good swimmer by only doing that 10%, right. You need the 20% you need especially the 70%. But when it comes to marketing, business, and psychology and many other disciplines in academia, people just somehow forget the 70% Since these things are 10% and 20%, it will do their job. No, that's why so many people graduate from college, they couldn't find jobs. They don't have the relevant skill. Right. Another study last year Adobe did a very big study. And I say, well, you have like me on their show. That's dangerous. I just keep talking sorry. So last year, and plus you're my friend, you see how rude am everyone I just interrupt him. So last year, Adobe did a big study and they analysed 2 million job postings, and 2 million resumes and they also conducted interviews across almost 20 different industries. And they discovered five important soft skills that almost every single company is looking for, for our students are not developing those important soft skills. So both on the hardest skill and and on the soft skill and they are now learning What matters, then why do that?   Peter Sumpton  22:03  Absolutely. So, couple more comments. Good to see, Christina agrees with you. Work Experience is crucial. And it's really interesting that she comes in and says that simply and you've said it, and I've said it as well, because in nearly every single job interview I've ever been to, or I've been been part of an art, like looking back I cringe like you know, following a formal process looking at CV judging someone on words on a piece of paper or lots of craziness, but every time I went for a step above my, my grade or my position or whatever, one of the things you didn't get the job. One of the things they say is you lacked the experience. It wasn't about qualifications or anything it was your lower which which is which is quite funny. And Ashley Hello, Ashley. Thanks for joining us. Yeah, I think qualifications do help get interview rightly so dependent on what profession you're in, and I'm specifically talking about marketing. And he's got plenty of experience as a marketing manager, eight years but no formal qualifications. He says it might limit his opportunities in the future. So before you come in on that, doctor I, but my take on that is that well, if people are gonna judge you on the fact that you haven't got qualifications, and it's just from your experience, well maybe that isn't who you want to be working for. And if you feel that is going to limit you get qualifications and things you want to be employed for. So like doctor I was saying, Look at what Google are off offering look at HubSpot look at what Google offer just just in general, look at the digital platforms or look at the companies that do internships or that do apprenticeship in marketing management and things like that. If you think that's going to hold you back that that would be my my advice. What do you think?   Dr. Ai Addyson-Zhang  24:00  So great, so great. I know I definitely don't think that's a good company to work for in the long term. Because you know for any marketing company and I hired people who look   amazing on paper, they have all their credentials   They   look amazing you know Harvard or Stanford, but in real life they have no idea how to practice so why do I hire those people? So if you have you know, eight plus years experience to actually I call you know, now I call I learned this somewhere and the show me economy if you can show me how good you are as opposed to my my master degree, this certification, that certification that is part of the Tell me economy, why you are telling me how good you are through all the credentials, but I think we are shifting to the show me economy so that you can actually show me I mean, Ilan musk   tweeted earlier this year,   I don't even care if you graduate from high school. Um, of course, he's like an extreme example. I think slowly people are going to understand That after we hired enough people who have the credentials, but they have no real life experience to back it up, I think people will think twice about this. Most of my friends, I'm not sure about big companies, I think they may still look at that piece of paper, by many of my friends who are small business owners, entrepreneurs, they definitely don't hear they couldn't care less about those certifications. And as Peter mentioned earlier, there are lots of alternative ways for you to earn certifications without going through the very expensive college education.   Peter Sumpton  25:33  So I've I'm a chartered marketer, got my my car qualification, which I'm proud to say, and you know that that's something that that would be on my CV. But for me, that is my foundations to build on. That wouldn't be the thing that I would say, Well, I'm see I'm qualified so I must be able to do the job. So going back to what Ashley was saying, Once again, what I'd suggest is get qualified and whatever you want to but if you've got no experience in marketing overall, look at a Digital Marketing Institute, Chartered Institute of marketing might Ritson mini MBA, any of those types of things just to get that foundational knowledge. If you want to be an expert, like in communications or in product development, then look at the companies that do that, that are known for doing that and look to see what they can offer you. Again, just a little piece of advice that's sort of within the education, but not fully relying on it, because you you just need that experience as well. Everybody says it.   Dr. Ai Addyson-Zhang  26:39  Yeah, I know. It's a kind of another point. Yeah, absolutely. Yeah,   Peter Sumpton  26:43  of course. Yeah.   Unknown Speaker  26:44  Peter will never ask me that.   Dr. Ai Addyson-Zhang  26:48  So I also see this because I frequently just I try to understand the future of education, what is happening, what is emerging. So I think now almost there's another trend. People want to hire authors. Who are not in the field have the position that they are hiring. Why? Because every discipline has this baggage by so my interviewer Duncan Wardle, who is a former VP from Disney, I learned a term which is a river of thinking. So every discipline has their own river of thinking. And if like this is something speaking from experience after I got so many degrees, I was deeply into my own river of thinking. And I don't have any fresh perspective, because I was being conditioned For God's sake, almost two decades, right? receiving education. So I see that as a trend. I saw quite a few job postings, if they are hiring this position, but they are looking for people intentionally have no background in that position. So when they join the team, they bring you a very fresh perspective. They are asking questions that you take for granted. Why because you are in Your own river of thinking for way too long. So keep that in mind. And I think things will change, you know, just talking about the certifications.   Peter Sumpton  28:09  So, long Lance as pipes up again. Thank you very much, Lance. Always a pleasure. I hire people on attitude. So, more so than   Unknown Speaker  28:21  attitude probably. Thank you for that. Yeah, aptitude   Peter Sumpton  28:23  well it is nearly 4am in the morning so   the robot that is lence   Unknown Speaker  28:32  to your life   Peter Sumpton  28:34  so   it's, uh, I want to start to kind of wrap it up now, although I could honestly talk to you for like 347 1012 hours, but you're very busy lady, so I appreciate your time. as short as it has been. I'm looking at all the questions that I wrote and sent to you yesterday, and I think we've covered one it's just great because like, I think I've learned a lot more and got a lot more out of this than the rubbish questions that I wrote. But the one thing that I want to end on or the topic I want to end on is to give some people some practical advice, really, or help them along. And what I want to cover is if somebody wants to learn, is there any websites or I know we've mentioned HubSpot, and Google, but is there anything you would suggest they do? And that's quite a broad question, because it massively depends on what industry but suppose I'm talking, marketing and entrepreneurship and all that kind of stuff.   Dr. Ai Addyson-Zhang  29:38  I think the best way to learn, especially if someone is starting out is to shadow   Unknown Speaker  29:43  others,   Dr. Ai Addyson-Zhang  29:44  to observe all those people who have made it, what are they doing, how they're made it? And you don't even have to spend any money right so I call this being a professional stalker, and my favourite way is just to do a hashtag Try whatever industry you are in, do a hashtag search and through that hashtag search maybe on LinkedIn, I use social media. I so search engine, right? So maybe on LinkedIn, maybe on Facebook, maybe on Twitter, you know, whatever, it doesn't really matter or maybe on YouTube. So once you do that hashtag search, so you can easily identify the movers and shakers in that specific industry and then stock them right so why got started on this trip? I was already in already. I actually created a big Excel spreadsheet. I was documenting all the movers and shakers What are they doing? What are they talking about? I observe them and also after you do the hashtag search, and you will also identify the people who are raising their arms I need to help. I'm struggling with homeschooling. I'm struggling with marketing, and I'm struggling with abcdefg can you actually help me so it is a great way for you to come back To give you idea to see what are people's pain points and that will help you craft your own solution right. So, you first need to understand the market. You also need to build some professional connections with the movers and shakers. So, once you do enough homework and I do believe you cannot start a very successful company without creating your own Juno's solution by and going back to what we discussed earlier, like have your own theory, what is your own solution? Now you understand people's and now you understand the movers and shakers, what are they doing? And you understand people's pain points, what are they struggling with? So can you help them solve their problems by adding something unique, creating your own unique solution, your own unique pathway. If you aren't just a follower and you are not going to become a successful marketer, you are not going to run you Business very successfully, you have to create your own unique solution. I think this part you know, even creating your own pathway is a missing piece in many people's business right you can be a great marketer, but what are your marketing avow to it? So you have to have a very good product, you have to have very good solution. So you can actually market about so you can attract people   Peter Sumpton  32:26  and, and going full circle that comes back to what we were talking about right at the start the four P's. So it's not just like you said, you can be the best communicator in the world. But if your product is terrible, if your distribution links are awful, and the pricing is either way too high, or way too low, then there's no synergy there and it's just going to fall down. So becoming an all rounded marketer is hugely important understanding those terms, and getting involved in it. So I think we can all agree with with Christina on that one.   Dr. Ai Addyson-Zhang  32:56  Christina Yeah, exactly. I think you know why some fall. This is like The 8020 rule, right? And even like live streaming, and so many people come to me, they're like, no, I need my logo. I need the lower third. I need the background. I need the camera. I mean, all of those are important. But what is the most important you want to make sure the content is good. The show is good, you're good host to me, that is 80%. But most people don't even count that 20% you know, going back to you, but you need this entire thing you know, don't miss you know, pick up the seed, but forget the meat. Now, what do they say? Yeah, I forgot.   Peter Sumpton  33:33  I don't know.   Dr. Ai Addyson-Zhang  33:34  Yeah, it's like analogy by you. What I'm trying to say is that you are only focusing on the minor things by you, you miss, you see only the trees, but now the forest. So this means you need the trees, but also you need to see the forest. You need all those things. Yeah.   Peter Sumpton  33:51  Love it. So just want to I was supposed to end on that. But there's a couple of comments there about ci m qualifications coming in and Ashley enrolled but didn't finish it. And Christina is looking to do a CME course. happy to chat that through with with either of you if you're still interested in, in stuff like that. But the name hasn't come up here, unfortunately. So I'm not quite sure why. But he was saying the agree about work experience, but there's some cases where you've got relevant work experience, but they still reject you. And I'm guessing that's their personal experience. saying you don't have the relevant experience. What's your take on that? So for me, before you you summarise first doctor, if you will, for me, from that point of view, it's if we're one, you might not have had the right experience for what they're looking for. And that fits perfectly from what we were talking about in terms of or what Dr. I said in that you you need to have that experience to say, Well, I can do that for you. I can do not will I know how to do that, but I haven't actually done it. So go and find that experience. But Plus, if you went for that role then and you haven't got the experience they wanted Maybe it just wasn't right for you. So I've, again the experience they were looking for and go back and say, You were wrong, you should have employed me Look how great I am. Or it might not have been right for you in the first place. But I mean, that's my take in terms of the context that we've got for that. What do you think?   Dr. Ai Addyson-Zhang  35:16  I totally agree. And also, I don't know if they reject you based on your resume. So if that is the case, so maybe you also want to identify the keyword that you are using on your resume, because I know oftentimes, they just use a machine to scan the keyword fly. So maybe they're looking for specific keywords like or like, you know, I'm just giving you some random example like I see all paid chatbot paid ad. So what are the specific keywords that are looking for? So maybe you research more about the position and see if you can customise your resume a little bit to reflect and under the condition that you do have the experience to reflect exactly what they are looking for? For You know, like matchmaking and change your resume a little bit. See? Yeah,   Peter Sumpton  36:05  absolutely great piece of advice. And I think we'll end it there. Doctor I thank you so so much for joining me absolute pleasure as always covered some amazing topics there and I think you gave some super value.   Dr. Ai Addyson-Zhang  36:19  Oh, I'm so owner. I'm so excited and excited and I can't wait to watch your other many more episodes that you're going to host. So thank you so much for having me, Peter. I can just like chat about this with you forever.   Peter Sumpton  36:33  I know Same here. Yeah, but I think let's finish it. It's Friday. Good feeling lots of things about what to take away. So let's Yeah, let's leave on a positive. Hi. And again, thank you for joining me and I will speak to you all later. Oh, and also thank you very much for everybody that commented and watched for this 36 minutes. I know you watch your doctor I but in all fairness, I only invited her on so I could listen to her as well. So you That's how I'm doing these little chats but thanks for joining me. Thank you so, so much for listening and staying with me till the end not many people do on podcasts. If you want to chat a bit more marketing, feel free to hit me up on LinkedIn. email me at Peter Sumpton at marketing study lab coat at UK or join our Facebook group growing and thriving. Just search for marketing study lab on Facebook. Happy marketing Main Intro Music Featured on this Podcast:Intro 1N15 Setuniman http://www.setuniman.com/ Creative Commons License  

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest and Episode Links Katrina McCarter https://www.linkedin.com/in/katrina-mccarter/ https://www.marketingtomums.com.au/ Podcast – Marketing to Mums: https://www.marketingtomums.com.au/podcast/ Book – The Mother of All Opportunities: https://amzn.to/3itOOsH Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81 Intro Mothers, we all have one. But how well do we know them? Do we really understand their needs and wants, how to influence the decisions they make, the problems they need fixing and the best solutions to these problems? As Marketers we often hear that niching down, understanding who makes up our target market and getting to know them a whole bunch is key and Katrina McCarter founder and CEO of Marketing to Mums helps her clients understand the Mums market in mega detail. Katrina’s is a data driven marketer and her research consists of survey reports compiling information from more than 1,800 mum’s. But it doesn’t stop there, Katrina also has a podcast of the same name and is the author of ‘The Mother of All Opportunities’ (as always, the links are in the show notes). In this episode we discuss; - Why brands and advertisers don’t understand the mum market - What opportunities can be capitalised on - What strategies we should look to implement - Using social media - The key mistakes companies are marking Watch the episode video: https://youtu.be/c7wZOF5bl3s Takeaways Top Tip It’s actually a mistake to avoid and that’s when an organisation has the perception that ‘everyone’ is a potential customer and appeal to no one. This means targeting on mass and not understanding the needs and wants of a smaller subset of the market deeply enough to make an impact. Do your research and get to know those that need your solutions to fix their problems. Favourite Quote ‘Credibility and trust become big issues for brands and it greatly affects sales certainly loyalty as well’ ` and although Katrina was specifically talking about niching down here, credibility and trust are two factors that need to be addressed, especially for the topics that you want to excel in. Now can you say that about your own organisation? And Finally, the Most Important Takeaway from this Episode Don’t forget about your testimonials. Be it written, audio or even video if you can. They are not only a powerful tool for the mums market, but can help to add credibility, provide social proof, increase engagement with others and add stickiness to content in any market. Just make sure you use them once they are collected! Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest and Episode Links Heidi Medina https://www.talktoheidi.com/ https://www.linkedin.com/in/heidimedina/ Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81 Intro If you work for yourself or own your own company, LinkedIn seems like a no brainer. But what if you’re an employee? Is it still the place you need to be seen? Or is it just somewhere to dump you CV? As we’ll find out, if you’re an employee, LinkedIn is a great place to build your online presence, connect with people – customers, potential clients, friends, collogues, and those you want to learn from. And Heidi Medina, a LinkedIn Trainer, is the perfect person to learn what you need to do AND how to do it from! Heidi runs The LinkedIn Visibility Connection, helping people to use the power of content and conversation to get visible in LinkedIn. In this episode we cover; - How to set-up your profile - Building a network that is meaningful - Content hacks - Changing connections into clients - The ‘algorithm’ - Cardinal sins to avoid Watch the episode video: https://youtu.be/U1qChB6R_Ew Takeaways Top Tip Use your LinkedIn page as a landing page. Fill it with the content that people want and will engage with. It is about you, but for others to find and consume, so don’t forget that. Favourite Quote Heidi stated that ‘everything we do online is a conversation’ so make it worth talking about. There is a lot of drivel online and no one wants to enter a gibberish conversation. And Finally, the Most Important Takeaway from this Episode Remember, on LinkedIn it’s not all about you as conversations are key to the unlock! There will be more people watching your content and waiting for conversations to happen, so make them happen. Dive into interesting posts, ask questions and most importantly, communicate with people that comment on your own posts. Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest and Episode Links Justin Goldstien https://www.pressrecord.co/ https://www.linkedin.com/in/goldsteinjustin/ Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81 Intro Building relationships is key in any business, none more so than within PR and what can be classed as developing Media Relations. This isn’t some seedy ‘you starch my back’ approach, this is about building authority and gaining trust for a mutual benefit, in the long term. My guest this week does just this for his clients. Justin Goldstein is an award-winning public relations practitioner and President and Founder of Press Record Communications, a strategic media relations agency. Understanding what is required to build these relationships and maintain a solid focus on what you are trying to achieve is what makes Justin stand out from the rest. It is just as much about developing your own story, as it is about getting a reporter's attention, leading to the coverage you desire. In this episode we cover; - Is it all about who you know? - Formulating a good strategic media plan - Avoiding negative associations - Measurements quantify success Takeaways Top Tip It’s good to know that it’s more about the story you have to tell than it is who you know. With this in mind, look at the topics you could be an expert in and own them. But do this with a long term view in mind, don’t focus on the short term gains of appearing once and never again. Favourite Quote ‘Media relations now is using different media channels to provide value to target audiences’ And isn’t this what we should be doing all the time!!!!! Utilising not only our media relations, but through all channels. Media relations is an excellent way to improve and maximise this and can sometimes be overlooked as a tactic. But don’t as you’ll be missing out! And Finally, the Most Important Takeaway from this Episode When building media relations, make it easy for the reporter, journalist or your contact to do their job. Provide a head shot, bio, a synopsis of the main talking points you are willing to cover or have covered and most importantly, don’t double book. You need to be available on their timescale, not your own. Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest and Episode Links Christoph Trappe https://authenticstorytelling.net/ https://twitter.com/CTrappe https://www.linkedin.com/in/christophtrappe/ https://www.instagram.com/christophtrappe/ https://www.facebook.com/ctrappe Business Storytelling Podcast: https://podcasts.apple.com/us/podcast/business-storytelling-podcast/ Content Performance Culture: https://amzn.to/31R18wZ Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81 Intro We are all used to hearing this word ‘culture’. A good definition of it would be ‘ the ideas, customs, and social behaviour of a particular people or society.’ So in a working environment this means, in simple terms – what it’s like to work there. From a consumers perspective, Seth Godin summaries it very nicely ‘people like us, do things like this’, which is more about finding where you fit in than generating a culture, but the same principals still apply. But what if we want to build a culture that is focused on creating content. A culture that promotes storytelling and finding those stories that your audience really cares about? Our guest today - Christoph Trappe, will help us uncover how to create such a culture. Christoph is, amongst other things, a podcaster (check out the Business Storytelling Podcast), author (check it out Content Performance Culture) and more importantly for us he is the Chief Content and Marketing Officer at The Authentic Storytelling Project. Perfectly positioned to help us understand both the strategic and the tactical elements of a content culture. In this episode we cover; - Creating a culture where content is king - Being consistent - How to become better at creating content - The process for telling a good story Watch the episode video: https://youtu.be/Db5fxfV09CY Takeaways Top Tip Create once, publish everywhere. I’m a huge fan of this repurposing tactic. It offers a whole bunch of benefits including; continuity, efficiency, awareness, quality control and of course, engagement. Favourite Quote ‘I think everyone can create content to some extent. The biggest hurdle is – what’s your level of letting it go?’ Meaning its more about the content you produce and the value inside this than it is a clean, polished version of the truth. People want authenticity, so let’s give them it. And Finally, the Most Important Takeaway from this Episode Christoph got me thinking when he stated that you need to ‘find stories that your audience cares about.’ This doesn’t mean, dry, dull, obvious content. Try to expand on the topics and areas you specialise in and combine these with storytelling and engaging with your audience. Get creative and see where it takes you! Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Check out Social Day (1st-3rd Sept 2020): www.socialday.co.uk Get 50% off with discount code: studylab Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest and Episode Links Ola Degteva https://www.linkedin.com/in/odegteva/ Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81 Intro Before we introduce our guest today, just a quick heads up about Social Day, a 3 day virtual festival, including workshop sessions running from the 1st to the 3rd September 2020. If this sounds like your bag, you can join in the fun and get a 50% discount by using code ‘studylab’. Check it out at www.socialday.co.uk Links and code are in the show notes. We know data is important and we all have access to it. Access to a little too much data. But, is this data legitimate, usable and trustworthy enough to make business decisions from? Ola Degteva can help us here. Ola has been knee-deep in data for over 10 years and knows a thing or two about how to get the best from the information we have and receive. Working within her own family business as well as assisting clients in a variety of industries, Ola not only generates results but helps businesses understand what data they should be analysing and even, where to get it from! In this episode we cover; - The data we should be looking for - How to develop actional insights from data - Spotting and filling data gaps - The types of software we should be using Watch the episode video: https://youtu.be/aqdGYydL-j8 Takeaways Top Tip Always look to have a centralized data approach. Pick one data stream and go with this as your source of truth. Anything more than this starts to muddy the waters in terms of finalising your results. Of course use more than one data stream, but use them to interoperate your singular primary source. Favourite Quote ‘The first thing you need to do is know where you stand and know your benchmarks.’ If you don’t do this you won’t know what is a good result for you within a certain industry. You could think you are performing very well, only to find out that your results, compared to an industry average, is just that…. Average. And Finally, the Most Important Takeaway from this Episode Whenever you are running a digital campaign, segment your market and use the more relevant data points to help you understand what is occurring. Like Ola stated, you could have conversions, interactions and impressions as data points for very different sub-sets of your market. Focus on these individually to move consumers closer to their end goal. Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Check out Social Day (1st-3rd Sept 2020): www.socialday.co.uk Get 50% off with discount code: studylab Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest and Episode Links Martyn Sibley https://disabilityhorizons.com/ http://purplegoatagency.com/ http://martynsibley.com/ Book: Everything is Possible: https://amzn.to/2Ylvcyz Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81 Intro Before we introduce our guest today, just a quick heads up about Social Day, a 3 day virtual festival, including workshop sessions running from the 1st to the 3rd September 2020. If this sounds like your bag, you can join in the fun and get a 50% discount by using code ‘studylab’. Check it out at www.socialday.co.uk. Links and code are in the show notes. We all like to think that discrimination is something we all avoid and that inclusion is the one thing that is non-negotiable. But are we really doing this or just simply paying lip service to it? Are we actually afraid of being seen as exploitative or insensitive by simply doing what we think is right? Let’s see what we need to consider when doing what is right and inclusive with Martyn Sibley. Martyn is the founder of Disability Horizons and Purple Goat Agency, both of which focus on the needs and wants of the disabled community from both a commercial perspective and as individuals. As Marytn describes himself, he’s ‘just a regular guy who happens to have a disability (called Spinal Muscular Atrophy – SMA)’. Being a regular guy means not only running an agency and an online disability lifestyle publication, but going skiing, scuba diving, flying a plane – but that’s the boring normal stuff isn’t it. Let’s get back that marketing thingy. In this episode we cover; - Planning for inclusiveness with our marketing - How to say the ‘right’ thing - Getting your voice heard over all the rubbish Watch the episode video: https://youtu.be/enIASKSUbK8 Takeaways Top Tip Look to make products and services that include everyone. Using a universal design approach not only means you are following the basics of Inclusion Marketing, but this usually means looking for simplicity and ease of use which in turn can reduce friction, which we all want less of. A great example of this is Siri. Favourite Quote When Martyn was discussing getting your voice heard in a crowded market he believes that ‘everything you need is there…. it’s just the action, it’s the doing’ And Finally, the Most Important Takeaway from this Episode When looking to create awareness within your marketplace. Remember Martyn’s three stages to success; 1 – Tell your story 2 – Build a community 3 – Have a strong call to action Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Check out Social Day (1st-3rd Sept 2020): www.socialday.co.uk Get 50% off with discount code: studylab Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest and Episode Links Kristian Altuve https://www.linkedin.com/in/kristianaltuve/ https://zerodegreestory.com/ Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81 Intro Before we introduce our guest today, just a quick heads up about Social Day, a 3 day virtual festival, including workshop sessions running from the 1st to the 3rd September 2020. If this sounds like your bag, you can join in the fun and get a 50% discount by using code ‘studylab’. Check it out at www.socialday.co.uk. We know video is important in Marketing Land today, we’ve covered it before in the podcast. And everyone seems to be a video content producer or at least is attempting to be one. So it’s time to revisit and get some actionable insights into how good video content is put together. Kristian Altuve is the owner and Creative Director of Zero Degree Story. Kristian helps people tell their story through cinematic videos that convert strangers into super fans with the right mix of logic, emotion, and storytelling (putting method behind and in-front of the camera). It is thought that 72% of consumers prefer video to learn about a product or service (Wyzowl), so it really is time to take this seriously and Kristain doesn’t just leave it at the video production, it’s the whole package – especially post-production, something we all forget as our carefully curated videos just sit there along with all the cats in hats doing zip all to help your business! In this episode we run through Kristian’s process for turning strangers into super fans, including; 1 - Research & Strategy 2 - Developing a Message 3 - Launching and Scaling Plus, getting the right balance of story and meaningful content But first, a question I ask everyone (determines if we become friends or not to be honest), Kristian, what’s your favourite Pixar movie? Watch the episode video: https://youtu.be/lNcs8NCAsyo Takeaways Top Tip Regardless of what you are doing, it all starts with your customers! So talk to them. They may become the voice you never knew you needed within your organisation. After all, they are whom we seek to serve isn’t it? And if it isn’t, why the hell are you in business? Favourite Quote ‘I think it comes down to the psychology of emotion and logic. We rationalise with logic, but we ultimately make an emotional decision’ So when creating video content, just think about how you can make that emotional connection, yet maintain that logical communication that is easy to rationalise. And Finally, the Most Important Takeaway from this Episode In an era of free media, it is so important to remember that these platforms are there to make money…. From advertising, so paying to increase your reach, boost your awareness, can act as a springboard for your video content. Don’t ignore it and think that people will just find it. You need to put as much work into the distribution as you do the creation. Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Check out Social Day (1st-3rd Sept 2020): www.socialday.co.uk Get 50% off with discount code: studylab Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest and Episode Links Carolyn Butler-Madden https://www.thecauseeffect.com.au/ https://www.linkedin.com/in/carolynbm/ Do Good Sh*t page: https://www.thecauseeffect.com.au/dgs Book – Path to Purpose: https://amzn.to/2DKKdTg Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81 Intro We’ve covered social impact and purpose before, in fact it was just over on episode 120 with Karen Porter, who provided us with an excellent run through of development, buy-in and the pitfalls that most organisations fall foul to. This weeks guest Carolyn Butler-Madden is here to take a deeper dive into our Brand Purpose and strategic direction as we uncover her Path to Purpose program and the six stages we all need to take to deliver true brand purpose. You can read more about one component of this overall strategy in Carolyn’s books – Path to Purpose. Carolyn is also a speaker and Chief Purpose Activist at Purpose consultancy, The Cause Effect, believing in a world where business is a force for good and brands drive profit through purpose. In this episode we cover; Developing your Brand Purpose using the Path to Purpose Program; 1 – Brand Positioning 2 – People and Culture 3 – Partners in Purpose 4 – Customer Experience 5 – Marketing and Comms 6 – Impact and Performance Watch the episode video: https://youtu.be/W_Rzwp4Fm-4 Takeaways Top Tip When it comes to the Marketing and Communications of your cause or social purpose, don’t just talk about the actual program, talk about the impact you are having and want to create. And then invite others to do the same, get involved and subsequently spread the message. It should never be seen as an insular project as you are trying to impact the world – so let the world help you! Favourite Quote ‘You know everyone talks about purpose. It makes such a difference, because you are just driven, obsessively, because it matters, you care. It means something’. This is so powerful and I implore you to find your purpose because like Carolyn said – it matters and it means something. And who doesn’t want that in their lives? And Finally, the Most Important Takeaway from this Episode When it comes to brand positioning, be bold and brave, don’t make it passive. Safe is now risky and you shouldn’t be playing it safe when it comes to your brand. Be memorable for the right reasons. Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Sign up for the Quietly Successful Summit here for FREE:http://quietlysuccessfulsummit.com/ Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest and Episode Links Fifi Mason https://fifimason.com https://www.linkedin.com/in/thefifimason/ Link to the vulnerability test Fifi mentioned: https://fifimason.com/comfort-level/ Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81 Intro This is my first recording since Liverpool won the English Football League for the first time in 30 years. Congratulations to the team, the club and more importantly the fans. You’ll never walk alone. Are you visible in the business you work for or as part of your own personal branding? If not, it might be time you reconsidered your strategy for this. And this doesn’t mean using fake, aggressive or exhausting tactics. Our guest this week, Fifi Mason, helps to inspire introverts to get visible and build a personal brand that aligns with your own personality. Nothing fake, nothing underhand, just emphatically you – with sincerity and style. Fifi believes there is a true power in being yourself in business as it’s the most effective way to build trust, raise your profile and attract more clients. In this episode we cover; - The importance of authenticity - Approaches to being authentic - Being comfortable with our true self - Dealing with overwhelm and exhaustion Watch the episode video: https://youtu.be/pmuVTtrMuHo Takeaways Top Tip When it comes to personal branding, spend the time getting to know, you! The more time you spend on this and working out the type of person you are, the stronger your personal brand will be and the more authentic you will be to, not only yourself, but also your audience. Favourite Quote ‘It’s finding that why and knowing it and knowing the true why for yourself and for your clients’ – This is powerful. Spend some time figuring out what gets you out of bed in the morning and gets you motivated and keeps you focused. This is probably where all your efforts should be placed. And Finally, the Most Important Takeaway from this Episode When faced with an issue, problem, simply overwhelm, try to reframe the scenario you see yourself in and ask these three questions; - What’s the worst that could happen? - What’s the best that could happen? - What’s the most likely to happen? And you’ll probably find that the thing that is most likely to happen is that happy medium, it’s never as bad as you think it will be, in fact it could be even better than you were imagining! Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest and Episode Links Mark Kingston Jones https://teambuildingwithbite.com https://www.linkedin.com/in/markkingstonjones/ Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81 Intro Let’s make forced fun part of our businesses culture; - Go on go to the Xmas doo, it will be fun - Come to the family BBQ, we have burgers and a bouncy castle - What do you mean you don’t want to be part of our book club? This is an all too familiar and disheartening sight for many people. But there are other ways to get your team working closer together with a passion and commitment most football teams would be proud of and Mark Kingston Jones (our guest this week) has just the answer, co-funding Team Building, with BITE. Mark and his team offer other teams the chance to build items for animals in zoos and sanctuaries, which are then seen being used by the animals themselves. That sounds so satisfying. But how does this help teams improve their communication and connection with what they do? In this episode we cover; - What makes a good team building session - Engaging with a disconnected workforce - Positive long-term effects of team-building - Why in-house training is never a good idea, or is it? Watch the episode video: https://youtu.be/CyXn5K6py9o Takeaways Top Tip Bespoke training or team building is much more successful than the standard ‘one size fits all’ approach, so make sure before setting any type of training up, you do your research and really understand what you will get out of the experience and how it will specifically impact a team. Favourite Quote ‘they are choosing to get involved rather than being told – you must engage, you must interact’ – no one likes forced fun and is this something you would advocate within your social life, no! So don’t do it for your team, make activities voluntary and if they are beneficial, fun, engaging and exciting, people will want to join in anyway. And Finally, the Most Important Takeaway from this Episode If you are looking for a team building exercise, make it memorable! This means the impact it has will be felt over the long-term rather than it producing a short, instant boost that is forgotten in a few weeks. Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest and Episode Links Troy Sandidge https://findtroy.com https://www.linkedin.com/in/findtroy/ https://www.youtube.com/channel/UCtUdDIz3eaCdcxYIGRgwSIw Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81 Intro What do you do when you want to chat about your favourite topic – Marketing Strategy? You Find Troy! Troy Sandidge is a Marketing Strategist who has developed a unique formula for helping his clients maxmise their Marketing Plan and like all good Marketers, his formula comes in a nicely packaged acronym – D.A.R.T: Direct Authentic Resourceful Techniques and Tactics And we’ll cover all these elements, what they mean and how to implement them for your own business as well as taking a look at what organisations are doing or not doing that is stopping them from achieving Marketing success. In this episode we cover; - How to use the D.A.R.T Marketing Methodology™ - What organisations are doing wrong when it comes to formulating a Marketing Strategy Watch the episode video: https://youtu.be/zKq91MiTcE4 Takeaways Top Tip When it comes to the tactical elements of your marketing plan, you need to make sure that your communications are the three C’s: - Consistently produced - Consideration for who it is created for and why - Connection to the right audience Favourite Quote ‘If you don’t have the financial resources, or the knowhow, or the manpower, let’s scale it back and let’s look at… What resources do we have to work with?’ So true, but sometimes we are suspectable to overreaching and not being able to make the impact we want. Start small (the smallest viable audience as Seth Godin would say) and build from there. And Finally, the Most Important Takeaway from this Episode No one has a finite budget and what budget you have will have a detrimental effect on what you can or can’t do, so be resourceful. Look at what you want to achieve in the relevant timescales and apportion accordingly. If it’s content you need to create in the first instance, focus on doing this before pushing this out to your audience, or perhaps content isn’t the issue and project managing a campaign is where you need to pay attention? Regardless, always focus on those elements that will help achieve your main goals and objectives. Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest and Episode Links Karen Porter https://undergroundcomms.com.au B Corp Certified: https://bcorporation.net B Impact Assessment: https://bimpactassessment.net/ (B Corp Certification is a global certification so it's relevant for everyone). Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81 Intro What do these words mean to you? Sustainable, Ethical, Environmentally Friendly. Many use these as buzz words that are thrown about like used paper in the wrong bin! What if you want to make a real impact and not just pay lip service to these words? Taking it further than just corporate social responsibility and create real social impact and purpose. What does it take and how can we make sure its meaningful? Karen Porter is a strategic communications specialist who helps to deliver communication strategies with a positive social impact. But this doesn’t mean just saying how many paper cups you’ve recycled, this is about being true to your brand, actively making a difference and supporting what is important to you and your business! In this episode we uncover; - How do you develop a social purpose (I foolishly call this Corporate Social Responsibility which isn’t exactly correct)? - Being seen as credible - Getting internal buy-in - The pitfalls that companies usually fall foul to We also cover becoming a certified B Corporation (more about this in the episode). If you are interested in becoming a certified B Corporation, it’s a wise move to take the B Impact Assessment which will show you how far off you are, here's the link: https://bimpactassessment.net/ (link is in the show notes). With all this kindness floating around in need to know first off - Karen, what is your most memorable selfless act? Watch the episode video: https://youtu.be/gtFzlQSFiLg Top Tip If you are going to talk the talk, then you need to walk the walk. Taking the B Impact Assessment and subsequently striving to become B Corp Certified show you are doing exactly that and you are not just typing words onto recycled paper. Favourite Quote If you want buy-in from your team, they all need to contribute to how (as an organisation) you are going to show up in the world and you are going to do good. And Finally, the Most Important Takeaway from this Tpisode Even if you are not looking to become B Corp Certified there are multiple other ways to establish you credentials within your own industry’s, through accreditations and partnerships. Just make sure that these are true to your brand and meaningful to what you believe in. Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest and Episode Links Teresa Heath-Wareing https://teresaheathwareing.com https://teresaheathwareing.com/podcast/ Check out the training; https://teresa-heath-wareing-b3a9.mykajabi.com/mtc-academy Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81 Intro Selling online should be easy. After all we can all sell our - let’s call it stuff – on eBay, why should doing it our own way be any different. Well for starters you don’t have the infrastructure, awareness, budget, online presence or any form of credibility. But, fortunately for us Teresa Heath-Wareing is joining us this week who has a passion for online sale and marketing (as well as gin – both are covered here) and runs the very successful ‘Marketing that Converts’ Academy that helps people build their business online. Teresa is here to help us with some actionable tips to help us start to build an online business, without the hardship. In this episode we cover; - The basics to selling online - The differences between marketing an online business rather offline - Where social fits in - Why email marketing is still relevant - The fundamental mistakes people make Watch the episode video:https://youtu.be/A1Gwr2WzlFQ Takeaways Top Tip – Using social doesn’t have to be time sapping or arduous. Follow Teresa’s guidance here; Pick your platform, Show up consistently, Add value. Favourite Quote – ‘Your competitors aren’t your competitors online’ you are dealing with a whole host of other influences that you need to consider – what this means is that it’s really easy to get online, but so difficult to be heard. But you need to start, so start now! And finally, the most important takeaway from this episode – When building a business offline (the traditional way) it is all about building those relationships and keeping them strong. While the same can be said for any online business, you need to see your audience very differently – keep your content consistent, build a database of clients and get those lead magnets sorted. Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest and Episode Links Nick Diakanastasis https://www.linkedin.com/in/nick-diakanastasis/ https://www.theintrovertmentor.com Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81 Intro You start to sweat, heart racing, adrenaline kicks in, knees tremble….. and then press record and….. nothing. You just can’t get that video recorded. If any of this sound familiar to you when you go to record your own videos, this week’s chat with Nick Diakanastasis is defo for you. Nick is a Public Speaking Coach and a Trained Actor who is going to help us conquer those pre-recording nerves about speaking on camera as well as some amazing tips on how to feel more comfortable and natural in front of the camera. Especially now we are all using online chat A LOT more! In this episode we cover; - What should we do before going on camera - Getting rid of those nerves - Tips on body language and vocals - The stupid (sorry main) things people are getting wrong. Watch the episode video: https://youtu.be/DE8Fll8DDT4 Takeaways - Did you know you were breathing incorrectly? Now you’re checking out how you breathe right? This should come from your stomach, not your nose or throat. Try using this technique before and during a recording and see if you notice a difference in how you are coming across on camera. - When you are pumped full of adrenaline everything is quicker, you speak quicker, you try to get to the finish quicker and your processing speed is quicker. Is this a good or a bad thing… well it can be both, but be cautious that this doesn't affect the conversations you are having or the answers you give to questions. Slow down, as what you feel might be a slower speed will look more natural and will probably be much closer to the natural you. - And finally, you need to give more than you think. Not for reciprocity, although you should be doing this anyway, but when on camera, always give more than you think. In fact, if you feel comfortable, you’re not giving enough – stretch yourself and give that little bit extra and move out of your comfort zone. Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest and Episode Links Lee Rowley http://leerowley.com https://www.copybrandu.com https://www.linkedin.com/in/theleerowley/ Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81 Intro Buy my stuff, go on, buy my stuff. If you don’t think this type of content works as its simplistic, intrusive and adds no value…. You’re right. Persuasive content is key to engaging with your audience, guiding them to purchase the right solution to fix their problems. That is why Lee Rowley is joining us for a little chat about how he does this for his clients. As his LinkedIn profile states – ‘I ride shotgun in your buyer's subconscious. Then I use what I find to create refreshingly human marketing that makes your competition irrelevant’ – If this isn’t enough to get your ears pricked I don’t know what is. In this episode we cover; - How to generate persuasive content - How to stand out and find the unique you - Creating content that resonates with your ideal customers - What errors we need to avoid in developing content Lee also introduces us to CopyBrand University. Lee’s own online platform which helps you develop the type of persuasive content you really need to be creating. But before all this I need to know - Lee, what is the most powerful Watch the episode video: https://youtu.be/H1PASNHB2vY Takeaways - Lee showed us where we all need to start with our persuasive content – looking at the desired results – from the customers perspective. Sounds simple, but can be tricky when you are too close to your own business. Remember, your business is not for you, it’s made for your customers. - We live in the connection economy. Focus on building those connections. Threading that needle that ties everything together first and foremost – not your bank account. - And finally, my favourite line from this chat – Assumption kills copy! Never assume you know what your customers are thinking. Ask, research and test. Your customers don’t stand still and neither should our content. Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA   Review: Share the love and leave a 5* review From your phone: http://getpodcast.reviews/id/1375904962   (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)   Guest and Episode Links Casper Pedersen https://www.linkedin.com/in/caspped/ casperpederson@twentythree.net   https://www.twentythree.net   Backlinko: https://backlinko.com   Enjoy the Episode - Happy Marketing!   Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81   Intro Video SEO is one of those Marketing techniques that can very easily be missed off the agenda in a ‘post it and see what happens’ culture. But it is this type of thinking that will limit your exposure and overall success within Video Marketing.   Casper Pederson is a Video Marketing Strategist for TwentyThree, a company that helps you run video and generate inbound, social and demand generation successfully. And this all comes about from analysing the data and not just creating video content, but also focusing on the bits you don’t see to maximise each videos potential, including the use of SEO to do just that.   In this episode we cover; • How to squeeze as much from each video as possible  • What elements other than quality video content should we be focusing on? • Why you shouldn't use YouTube embeds • How to protect your websites SEO and attract more visitors • The time you have on each platform to keep someone’s attention   Watch the episode video: https://youtu.be/lsLRw3VfgvM   Takeaways - Video should never be just a ‘click and share’ piece of content and a distribution plan will help you get as much exposure in front of the right people as possible. Remembering to focus on the media that you control as well. More control means you have more undivided attention.   - Think about video creation like you would a blog. This can be used in multiple ways right through the sales funnel – Snackable content at the top, detailed, long-form content at the bottom.    - And finally, the SEO part. Remember to focus on these four key elements; The title The description The tags The thumbnails   Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA   Review: Share the love and leave a 5* review From your phone: http://getpodcast.reviews/id/1375904962   (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)   Guest and Episode Links May King Tsang @MayKingTea on all the socials: https://twitter.com/MayKingTea https://www.instagram.com/maykingtea/ https://www.facebook.com/maykingt/ YouTube: https://bit.ly/2XDU9nS LinkedIn: https://www.linkedin.com/in/maykingtsang/   Enjoy the Episode - Happy Marketing!   Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81   Intro Do you ever fear missing out. It can be a Marketing tactic that can be used for good…… and evil. Remember when everyone was buying a ton of toilet roll at a time. The coverage this was give sparked huge FOMO. Might not be directly associated with marketing, but you get the point.   May King Tsang is the original social media reporter and #FOMOCreator. As you’ll hear later, there is a lot of social media posting going on here.   May King uses this superpower of being able to consume information, digest it and post it to help conferences and events (online and offline) build awareness and sell out. She does this by focusing on those that matter, the audience.   In this episode we’ll cover; • How to create that fear of missing out? • What to do pre and post event • The tools you need / or don’t need to make this happen • And why you can’t tweet often enough   Important to note that when we are chatting about ‘Traditional Marketing’ we are discussing the way we traditionally use social platforms.   Watch the episode video of May King and me having a giggle and chatting #FOMO:   https://youtu.be/utuZba0XezE   Takeaways - When focusing on selling out an event, you need to focus on what matters – the attendees (and to some extent the speakers and sponsors), so why not use them within your Marketing. Not the lame stock images, but actually discussing why they are at the event and what the event is like. Remember Seth Godins phrase ‘people like us, do things like this’.   - You don’t need totally new content for every social post. Try repurposing your content. One video could be chopped up and used 2,3 or even 10 times. Look to be more efficient and maximise value from all your content.   - And finally. Get going, be it video, audio or the written word. You don’t need all the kit, you just need a phone to start. Don’t have all the gear and no idea, be different. Have all the ideas and one piece of gear.   Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Instagram Strategy for Business Growth: Dot Lung Online Course: https://bit.ly/3dOg5TK Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5* review From your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest and Episode Links Dot Lung http://www.dotlung.com @dotlung on all social channels Previous episode 99: https://bit.ly/2WEPqDj Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81 Intro Social media can be viewed as the second internet, it’s got its own place in our Digital Strategies, but how do you succeed on these platforms. It isn’t a case of show up, use it like you would if you were talking to family. It needs to be seen as and used as a business tool. When I chatted to Dot Lung back in episode 99 we discussed (amongst other things) her DRANGONS formula for social success. I felt it didn’t get the airtime it deserves as it was stuck at the back of our conversation rather than front and centre. Now with an online course to accompany the formula, I’m delighted to share this section of the episode with you all as it is truly Actionable Marketing Knowledge. No random question, no back story, just straight into the DRANGONS formula and how it can lead to social success. So here is Dot Lung to talk you through it. Takeaways If you want to have a strategy for your social content, look no further than Dot Lungs DRAGONS formula. Here is a recap; Dialogue – You need to be saying the right things. Make sure you are having human to human contact by concentrating on the conversation. Relatability – Can you create content that sparks emotion and ‘like-ability’. Try telling stories that are relatable to your audience. Authenticity – Stay true and stay you! Be authentic and true to your brand. Giving Value – You must be delivering value consistently and give before your take. The more you give, the more you get. Opinion – This can be a great conversation starter and generates engagement. You will find your true fans by sharing your opinion. Niche – Find your niche and be specific. Trying to speak to everyone means you are speaking to nobody. Dot says this is around 250 people. Scaling - As every dragon has scales :) but your gonna have to talk to Dot to uncover this one! Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest and Episode Links John Espirian https://www.linkedin.com/in/johnespirian/ https://espirian.co.uk Content DNA: https://amzn.to/3cD3yCh Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81 Intro It takes a long time to be known for your craft and we shouldn’t look for hacks, cheats or quick fixes, we need to build slowly and correctly. It’s an honour to welcome back to the podcast, John Espirian, the restlessly helpful copywriter, Johns first appearance was way back in episode 32, but now he has a new book out called Content DNA which is packed with ideas and helpful tips on how to get noticed, remembered and preferred through being the same ‘shape’ everywhere you show up. In this episode we focus on 3 chapters of the book; Chapter 5 – Being known for one thing and how we do this Chapter 12 – Social media bad practice. What should we avoid doing? Chapter 23 – Writing and finding the right content ideas Watch the episode video: https://youtu.be/FeN1ymkJ9SM Takeaways - You need to find that one thing you want to be known for. Got it? No? Well follow Johns steps to get there – What do you enjoy doing most and what brings the most value? Finding one without the other just won’t work or it’s going to make you miserable, so it’s worth taking the time to work this out. - John took us through the bad practices he sees on LinkedIn. These are; Engagement pods, Generic invitations, Don’t ignore people – make sure you’re engaging, The follow, unfollow, Tag walls – no one wants to be another brick in a wall! - Don't have a 1 month plan, or even a 12 month plan. Focus on 30 months. This gives you the time to build up a reputation or as Mark Schafer puts it – being ‘known’. This can seem daunting, but will pay off as there are no shortcuts here, so rewind, listen to Johns wise words and go implement. Music Featured on this Podcast:Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA Review: Share the love and leave a 5* review From your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest and Episode Links Joe Glover https://www.linkedin.com/in/josepheglover/ The Marketing Meetup: https://themarketingmeetup.com Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81 Intro Well this is a first for Marketing Study Lab, we’ve ran out of guests! Of course not – but over the next three episodes we’ll be chatting to some familiar faces. So let’s meet our first two timer - Mr. Joe Glover, the Founder of the Marketing Meetup amongst other things. I’m delighted to welcome Joe back to the show after initially appearing on episode 96 where we discussed what it takes to put on amazing events…. But what happens when you can’t put on those events? When circumstances out of your control determine that your whole business model is thrown out of the window. Joe had a decision to make, does he pause what he has been building over the past few years, or does he look for other ways to provide value to his thriving community? Well it wouldn’t be much of a podcast if it was the pause option would it! So what does this look like and how do you transition from what is seen as a threat to your business model to generating opportunities to be even better than before. In this episode we chat about; - The first thing to do when circumstances change - Transitioning from offline to online events - What is needed to do this both emotionally and physically Watch the episode video: https://youtu.be/XUj_6II2P_Y Takeaways - It’s OK to go through the stages that change brings, in your own time as you need to be in the right frame of mind to tackle what is needed to be done. Joe spent some time coming to terms with basically needing to change his whole business model, but when ready he created something that was even better than before! - If the poop does hit the fan you need to gather your thoughts and start to take actionable steps to resolve these issues. Consider things like; - Software and hardware required - What can you bring across from what you are currently doing, what needs tweaking and what needs a complete change - Look to technology and how this can be utilised to offer a better service - Don’t forget the Marketing and comms! - And finally, look for the opportunities. Joe took his sign up functionality from an external source to having full control of the process. So where can you bring something in-house to make your customer journey even better. Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de  Creative Commons License